A younger-leaning, lively and active cohort of busy, mixed prosperity professionals, from a wide range of backgrounds and at a variety of different life stages.

Explore the typical lifestages and characteristics of Experience Seekers:


This group incorporates a wide range of ethnicities, age brackets and lifestages, though weighs towards younger recent graduates with no children.

  • There is a high proportion of younger people (23% are aged under 30), singles (46%), homesharers and couples with no children, consisting largely of students, recent graduates and people in the early career stages.
  • But the group also includes a strong smattering of young families (12%), mid-life professionals (44% are 31- 50), and empty nesters (32% are over 50).
  • They reflect the ethnic diversity of the country’s urban population with higher proportions than the average of non-British white people, and those of African or Indian backgrounds, as well as Turkish, Chinese and East Asian heritage.
  • There is a low incidence of long-standing or limiting disabilities with this group.


This highly educated group shares an ambitious and adventurous attitude, but mixed prosperity, with incomes and living situations varying significantly.

  • Although diverse in professional development and jobs, most are more highly educated than the average, with 49% having been through higher education.
  • Some may still be studying, while others are established professionals, united by being ambitious in their careers and adventurous in trying new things.
  • Income levels are mixed with 46% earning between £20-40k and 38% earning under £20,000. (figures c. 2015)
  • Most live in flats (59%) or terraced housing (29%) with many renting privately (33%) or having bought their homes (55%) – possibly their first.


Busy out and about lifestyles are centred largely around cultural activities, leisure and fitness, and intellectually stimulating pursuits.

  • Whilst developing or holding down busy careers, this group is mostly in search of new things to do outside of the home - gardening, DIY and television are not priorities for them - and 11% are actually members of The National Trust.
  • Nearly half consider themselves sporty, doing sport for fitness as well as leisure, so being able to access music on the move is important - most stream music using sites such as Spotify on a regular basis.
  • With much of their leisure-time focused on cultural activities, Experience Seekers mostly enjoy the disposable income to accompany this with frequent visits to cafes, bars and restaurants.
  • For the significant proportion that are still students, leisure-time can be limited and may also be focused on supporting their educational interests, while reading for pleasure is of great importance, despite their busy lives.

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