Home and Heritage further segmented for precision profiling.

While all Home and Heritage broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Home and Heritage, understanding their variety can help with programming, marketing and outreach.

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Understand how these Subsegments differ:

Home and Heritage | H1

Settled suburban seniors.

  • Profiles and Places | Retired residents of suburban areas, with a higher concentration in the South East.
  • Attitudes and Sectors | With traditional and heritage-based tastes, especially for stately homes or parks and gardens, they typically travel further to attend than most other groups, including H2.
  • Digital and Comms | H1s also make very low use of social media and very low use of subscription services, except for Sky.

Home and Heritage | H2

Affluent residents of rural idylls.

  • Profiles and Places | Older and affluent rural dwellers, with a higher proportion below retirement age than H1. They generally live in detached houses in rural areas, with higher concentrations in the East and South West.
  • Attitudes and Sectors | Overall, they have a preference for more traditional arts and heritage, but are more likely than H1 to attend Musical Theatre.
  • Digital and Comms | H2s make very low use of social media and low use of subscription services.