Report Name: Star Bars and Pubs Site Report Created ... - Star … · Occasions takes into account the fact that most people visit a pub for different reasons and on different occasions.

Star Pubs & Bars Outlet Report

Copyright Experian 2014 1 of 13

Report Name: Star Bars and Pubs Site ReportTarget Area: 3 Miles: HG 5 8AG vs. Base: North East

Created on: February 17, 2015User: RecruitmentManager

Target BaseNumber of Pubs 40 2,834

Number of Licenses 104 6,046

Adults 18+ per Pub 1,095 841

Adults 18+ per License 421 394



There are 43,798 Adults (18+) within your area: 3 Miles: HG 5 8AG of which 20,944 are male and 22,854 are female. Within this population, 39,942 are economically active, while 10,019 are classed as economically inactive.

Explanation of Mosaic UK

Mosaic UK classifies all consumers in the United Kingdom by allocating them to one of 66 Types and 15 Groups. The 15 Groups are shown below as a profile. They provide a summary of the detailed picture painted of UK consumers in terms of their socio-economic and socio-cultural behaviour.





Name Target Base IndexA City Prosperity - High status city dwellers living in central locations and pursuing careers with high rewards

703 6,099 627

B Prestige Positions - Established families in large detached homes living upmarket lifestyles

6,945 127,900 295

C Country Living - Well-off owners in rural locations enjoying the benefits of country life 1,643 148,521 60

D Rural Reality - Householders living in inexpensive homes in village communities 253 126,271 11

E Senior Security - Elderly people with assets who are enjoying a comfortable retirement 6,089 211,270 157

F Suburban Stability - Mature suburban owners living settled lives in mid-range housing 4,507 186,272 132

G Domestic Success - Thriving families who are busy bringing up children and following careers

4,685 162,506 157

H Aspiring Homemakers - Younger households settling down in housing priced within their means

4,957 217,371 124

I Family Basics - Families with limited resources who have to budget to make ends meet

1,970 235,192 46

J Transient Renters - Single people privately renting low cost homes for the short term 3,682 219,759 91

K Municipal Challenge - Urban renters of social housing facing an array of challenges 90 193,482 3

L Vintage Value - Elderly people reliant on support to meet financial or practical needs 2,749 222,698 67

M Modest Traditions - Mature homeowners of value homes enjoying stable lifestyles 1,087 159,749 37

N Urban Cohesion - Residents of settled urban communities with a strong sense of identity

2,079 24,264 466

O Rental Hubs - Educated young people privately renting in urban neighbourhoods 2,332 119,515 106

Total Adults 18+ 43,798 2,383,342





The largest group is Mosaic Group B Prestige Positions with a count of 6,945 representing 16% of the overall distribution in comparison to the base where 5% fall into this group. The smallest proportion fall into Mosaic Group K Municipal Challenge with a count of 90 which represents 0%. The Index* figures indicate that the most over represented group is A City Prosperity with an index of 627, in contrast the most under represented group is K Municipal Challenge indexing at 3.

*An index of 100 indicates that the variable shown is represented at the same level in the area as it is across the whole base. An index of 200 would show that it has twice the representation.



The largest 6 Mosaic Types based on the number of people aged 18+ within the target area are:

Name Target Target % Base Base % IndexJ42 Midlife Stopgap 3,564 8.14% 34,758 1.46% 558

H30 Primary Ambitions 2,723 6.22% 24,754 1.04% 599

B09 Empty-Nest Adventure 2,286 5.22% 46,506 1.95% 267

N60 Ageing Access 2,079 4.75% 14,757 0.62% 767

F23 Family Ties 2,074 4.74% 52,473 2.20% 215

E21 Solo Retirees 1,692 3.86% 38,610 1.62% 239

J42 Midlife Stopgap

Maturing singles in employment who are renting short-term affordable homes

Key Features:Homesharers and singles In employment Don't have children Average age 45 Privately renting affordable homes Mostly terraces

H30 Primary Ambitions

Forward-thinking younger families who sought affordable homes in good suburbs which they may now be out-growing

Key Features:Cohabiting couples with children Aged 26-45 Good household incomes Own with a mortgage 2 or 3 bedroom terraces or semis Family neighbourhoods

B09 Empty-Nest Adventure

Mature couples in comfortable detached houses who have the means to enjoy their empty-nest status

Key Features:Couples aged 56 and over Children have left home Live in long-term family home Book holidays and tickets online Comfortable detached homes Buy new cars

N60 Ageing Access

Older residents owning small inner suburban properties with good access to amenities

Key Features:Average age 63 Often living alone Most are homeowners Modest income 1 or 2 bed flats and terraces Pleasant inner suburbs

F23 Family Ties

Active families with teens and adult children whose prolonged support is eating up household resources

Key Features:Parents aged 41-55 Adult children at home, often students Also have a child under 18 Own semi or detached homes Supporting kids can cause money strains Technology for entertainment

E21 Solo Retirees

Senior singles whose reduced incomes are satisfactory in their affordable but pleasant owned homes

Key Features:Elderly singles Small private pension Long length of residence Own a suburban semi or terrace Keep bills down by turning things off Don't like new technology



Explanation of Occasions

Occasions describe the behaviour patterns of pub and club visitors. It helps drinks retailers and manufacturers to understand why customers are visiting a particular venue. Occasions takes into account the fact that most people visit a pub for different reasons and on different occasions.





Name Target Base Index

T01 Me & My Pint 3,230 171,936 98

T02 Big Night Out 308 111,810 14

T03 Business & Pleasure 79 3,929 104

T04 Family Fun 19 2,292 43

T05 Daytime Local 0 7,780 0

T06 Pub Play 6,212 557,933 58

T07 Evening Local 11,093 541,270 107

T08 Out for Dinner 11,099 304,677 190

T09 Student Drinks 189 10,530 94

T10 Out on the Town 2,007 120,492 87

T11 Leisurely Lunch 115 6,419 93

T12 Weekend Lunch 0 898 0

T13 Catch Up 2,135 78,868 141

T14 Sociable Suburbs 800 20,733 201

Number of Weekly Occasions 37,288 1,939,566

The largest group is Occasions Type T08 Out for Dinner with a count of 11,099 representing 30% of the overall distribution, in comparison to the base where 16% fall into this group. The smallest proportion fall into Occasions Group T05 Daytime Local with a count of 0 which represents 0%. The Index* figures indicate that the most over represented group is T14 Sociable Suburbs taking up 201, in contrast the most under represented group is T05 Daytime Local which takes up 0.

*An index of 100 indicates that the variable shown is represented at the same level in the area as it is across the whole base. An index of 200 would show that it has twice the representation.





The largest 6 Types by number of occasions is:

T08 Out for Dinner

Key Features: Friends or partner Pub or restaurant Full meal Treat/time together High spend on food Friday/Saturday evening Lager & wine

T07 Evening Local

Key Features: Evening visits Local traditional pub Quiet drink with friends Winding down Beer & spirits Bar snacks & crisps

T06 Pub Play

Key Features: Evening visits Younger males Entertainment Fruit machines Watching sport on TV Crisps & snacks

T01 Me & My Pint

Key Features: Male Retired Quiet Drink Drinking Alone Beer Traditional Pub Short Visit

T13 Catch Up

Key Features: Friends or partner Quick drink & chat Traditional pubs Suburbs/countryside Travel by car Snacks Bitter & Lager

T10 Out on the Town

Key Features: Young adults Friends & colleagues Sociable get together Having a laugh Modern bars Town centres Public transport



Target BaseTotal Households 24,290 1,296,288

Total Population 55,283 2,982,306

Age Bands Target Target % Base Base % Index0-17 Years 11,485 20.77 598,964 20.08 103

18-24 Years 3,782 6.84 287,106 9.63 71

25-34 Years 6,385 11.55 359,792 12.06 96

35-44 Years 7,457 13.49 374,149 12.55 108

45-54 Years 8,497 15.37 437,566 14.67 105

55-64 Years 6,770 12.25 376,249 12.62 97

65+ Years 10,908 19.73 548,479 18.39 107


Economically Active Target Target % Base Base % IndexEmployee 23,293 77.84 1,124,369 76.75 101

Self-employed with Employees 973 3.25 43,721 2.98 109

Self-employed without Employees 3,284 10.97 117,348 8.01 137

Unemployed 1,192 3.98 110,199 7.52 53

Full-time students 1,182 3.95 69,258 4.73 84

Total Economically Active Adults 16+ 29,923 1,464,895

Economically Inactive Target Target % Base Base % IndexRetired 5,960 59.49 350,968 48.59 122

Student 1,126 11.24 121,380 16.80 67

Looking after Home/Family 1,213 12.11 86,249 11.94 101

Long-term Sick/Disabled 1,170 11.67 118,465 16.40 71

Other 550 5.49 45,236 6.26 88

Total Economically Inactive Adults 16+ 10,019 722,299



Ethnic Mix Target Target % Base Base % IndexAsian / Asian British 1,038 1.88 79,257 2.66 71

Black / Black British 457 0.83 15,153 0.51 163

Mixed 655 1.18 25,733 0.86 137

White 52,662 95.26 2,824,428 94.71 101

Other 156 0.28 13,849 0.46 61


Social Grade Target Target % Base Base % IndexAB Higher & intermediate manage/admin/prof 13,378 28.99 442,337 17.76 163

C1 Supervisory, cleric, junior manage/admin/prof 11,928 25.85 655,373 26.31 98

C2 Skilled manual workers 9,309 20.17 646,256 25.94 78

D Semi Skilled and unskilled manual workers 7,382 16.00 410,267 16.47 97

E On state benefit, unemployed lowest grade workers 4,147 8.99 336,969 13.53 66

Total Adults 15+ 46,144 2,491,201

Social Grade by Age Target Target % Base Base % IndexABC1 15-54 3,254 7.05 153,337 6.16 115

ABC1 25-34 3,887 8.42 134,911 5.42 156

ABC1 35-44 3,476 7.53 215,574 8.65 87

ABC1 45-64 8,991 19.49 346,794 13.92 140

ABC1 65+ 5,729 12.42 247,541 9.94 125

C2DE 15-24 3,373 7.31 236,880 9.51 77

C2DE 25-34 2,433 5.27 223,388 8.97 59

C2DE 35-44 3,390 7.35 140,571 5.64 130

C2DE 45-64 6,217 13.47 463,007 18.59 73

C2DE 65+ 5,394 11.69 329,198 13.21 88

Total Adults 15+ 46,144 2,491,201

Household Income Target Target % Base Base % Index<£7,000 3,233 7.01 274,167 11.01 64

£7,000 - £12,999 6,973 15.11 350,634 14.08 107

£13,000 - £19,999 7,950 17.23 448,483 18.00 96

£20,000 - £26,999 7,849 17.01 434,062 17.42 98

£27,000 - £36,999 7,954 17.24 435,890 17.50 99

£37,000 - £49,999 5,653 12.25 351,368 14.10 87

£50,000+ 6,532 14.16 196,598 7.89 179

Total Adults 15+ 46,144 2,491,201



Days of the Week Target Target % Base Base % IndexMonday 3,196 8.57 165,106 8.51 101

Tuesday 3,154 8.46 154,054 7.94 106

Wednesday 3,498 9.38 173,747 8.96 105

Thursday 3,743 10.04 178,726 9.21 109

Friday 8,198 21.99 434,279 22.39 98

Saturday 10,863 29.13 590,579 30.45 96

Sunday 4,635 12.43 243,074 12.53 99


Distance Travelled Target Target % Base Base % Index<1 Mile 17,236 46.22 894,431 46.12 100

1-2 Miles 8,193 21.97 459,869 23.71 93

3-5 Miles 6,034 16.18 300,975 15.52 104

6-10 Miles 2,559 6.86 121,949 6.29 109

>10 Miles 3,266 8.76 162,343 8.37 105


Visit Length Target Target % Base Base % Index<1 Hour 2,848 7.64 127,881 6.59 116

1-3 Hours 20,642 55.36 1,002,934 51.71 107

>3 Hours 13,798 37.00 808,751 41.70 89


Method of Transport Target Target % Base Base % IndexCar 14,050 37.68 662,188 34.14 110

Public Transport 2,664 7.14 163,266 8.42 85

Walking 17,724 47.53 933,156 48.11 99

Taxi 2,385 6.40 155,049 7.99 80

Other 465 1.25 25,907 1.34 93


Time of Day Target Target % Base Base % IndexMorning/Lunchtime 6,288 16.86 320,292 16.51 102

Afternoon 2,869 7.69 162,135 8.36 92

Early Evening(5-8pm) 11,970 32.10 606,117 31.25 103

Mid Evening(8-10pm) 14,605 39.17 772,736 39.84 98

Late Evening(10pm Onwards) 1,555 4.17 78,285 4.04 103




Amount Spent on Drink Target Target % Base Base % IndexNothing 5,522 14.81 274,600 14.16 105

1 to 5 11,027 29.57 543,020 28.00 106

6 to 10 9,290 24.91 486,615 25.09 99

11 to 15 3,763 10.09 196,302 10.12 100

16 to 20 3,466 9.30 183,123 9.44 98

21 plus 4,220 11.32 255,906 13.19 86


Amount Spent on Food Target Target % Base Base % IndexNothing 28,077 75.30 1,505,223 77.61 97

1 to 5 3,191 8.56 169,644 8.75 98

6 to 10 1,819 4.88 87,155 4.49 109

11 to 15 1,028 2.76 47,439 2.45 113

16 to 20 1,233 3.31 51,398 2.65 125

21 plus 1,940 5.20 78,707 4.06 128


Entertainment Used Target Target % Base Base % IndexGames Machine 473 1.27 23,690 1.22 104

Fruit Machine 1,521 4.08 94,593 4.88 84

Quiz Machine 364 0.98 20,669 1.07 92

Take Part in a Quiz 286 0.77 14,733 0.76 101

Pool/Snooker 2,395 6.42 132,747 6.84 94

Darts 410 1.10 24,254 1.25 88

Take Part in/Watch Karaoke 251 0.67 16,570 0.85 79

Play Any Board or Card Games 330 0.88 27,502 1.42 62

Use the Juke Box 574 1.54 35,177 1.81 85

Listen to or Watch a Live Band 913 2.45 51,380 2.65 92

Dance/Listen to a DJ 2,717 7.29 163,396 8.42 87

Watched Sport on TV 2,215 5.94 126,920 6.54 91




Explanation of TGI and Consumer Expenditure Data

This section uses Target Group Index (TGI) and Consumer Expenditure Data. The British Market Research Bureau (BMRB) produces the TGI survey for the UK each year. TGI is a single- source marketing and media survey that identifies target audiences across a wide range of consumer goods and services, including demographics, lifestyles, media, FMCG purchasing habits, motoring and DIY. Consumer Expenditure contains detailed information on weekly income and household expenditure for a variety of categories. Consumer Expenditure allows users to make more informed assessments concerning market size and market share at a local level.

Alcohol Consumption Target Target % Base Base % IndexDrink alcohol once per day 3,805 10.60 172,246 9.44 112

Drink alcohol 2/3 times/week 13,576 37.81 639,287 35.05 108

Drink alcohol once per week 6,776 18.87 433,008 23.74 80

Drink alcohol 2/3 times/month 4,477 12.47 230,782 12.65 99

Drink alcohol once per month 4,761 13.26 252,937 13.87 96

Drink alcohol less than once per month 2,513 7.00 95,915 5.26 133

Total 35,908 1,824,174

Alcoholic Expenditure by Premise

Away From Home Total

Total Drinking

Away From Home Share %

Total Drinking Share %

Spirits and liqueurs 19,312 49,032 10.33 14.30

Wine from grape or other fruit 40,008 111,946 21.39 32.66

Fortified wine 280 3,782 0.15 1.10

Champagne and sparkling wines 2,294 7,185 1.23 2.10

Ciders and Perry 8,709 16,846 4.66 4.91

Beer and lager 91,743 128,359 49.06 37.44

Alcopops 1,177 2,157 0.63 0.63

Round of drinks 23,488 23,488 12.56 6.85

Alcoholic Drinks Total 187,012 342,795

The Mosaic UK report has been produced by Experian following the collection of information from a number of third party sources and it is intended to be merely illustrative. Star Pubs & Bars is not able to guarantee the accuracy of or validity of any of the information contained in this report and does not accept responsibility for commercial decisions based on the information it contains. Star Pubs & Bars recommends that you seek independent advice prior to making any such commercial decision.

Report Name: Star Bars and Pubs Site Report Created ... - Star … · Occasions takes into account the fact that most people visit a pub for different reasons and on different occasions.

Documents