Citizen Credit Crunchers

Citizen Credit Crunchers

12,340,800 Postal, Email and Telephone Numbers

Background

Credit Crunchers account for 26% of the total file and are the lowest socio demographic profile.  There is a slight female bias with both young and old age peaks, eg both young mothers and state pensioners can be found in abundance within this segment.  There is a fairly even geographic spread with less penetration in the South East and South West.  Over half  live in council property, mainly flats or terraced houses in town centres with above average crime rates.

Car ownership is low amongst this segment and they tend to pay for products in cash instalments.  On tight budgets they are likely to shop at discount supermarkets such as Lidl and Iceland.  They are not committed charity supporters but do like to donate to high profile events like Comic Relief and Children in Need.  There are high levels of TV watching and low internet usage.  They read the tabloids and have pay as you go mobile phones. 

Credit Crunchers are most likely to respond to offers such as unsecured loans, big book catalogues, satellite TV, popular newspapers, bingo, cheap holiday package deals and cheaper supermarkets.

Credit Crunchers can be broken down into 6 codes:  Smoking Singles (2m); Council Elders (1.25m); Tower Block Townies (1.31m); Peripheral Survivors (2.62m); Mortgage Misery (2.72m) and Struggling Semis (2.36m).  These codes are selectable separately.