Household Acorn

Household Acorn is a powerful geodemographic segmentation that classifies and describes every UK household by factors such as demographic data, affluence, lifestage, and property characteristics.

Understanding the needs of consumers and communities is important to both public service and private sector organisations. Household Acorn helps to unlock insights into individual households, analyse and understand consumers in order to increase engagement, and to deliver successful planning and communication strategies across all channels.

Household Acorn delivers the opportunity to define and deliver appropriate strategies across all service functions, by providing a detailed understanding of the characteristics of households across the UK. For public service organisations dealing with issues such as arrears management, recycling and fire safety, Household Acorn delivers valuable insights.

It segments over 30 million UK households into 12 Groups and 59 Types. By analysing significant social factors and population behaviour, it provides precise information and an in-depth understanding of different types of households and the people within them.

The segmentation gives a detailed understanding of how people choose to interact with organisations, their relationships with service providers and their preferred communication channels as the rise of digital technologies and economic pressures are reflected in the lifestyles, behaviours and socio-economics of consumers.

In the process of providing an understanding of people and families, Household Acorn describes attributes of their day to day life such as:

• Financial sophistication
• Income or reliance on benefits
• Media habits
• Digital behaviour and engagement
• Preferred communication channels
• Lifestyle characteristics