customer segmentationfor scottish housing（客户segmentationfor苏格兰住房）.docVIP

Customer Segmentation in Scottish Housing – An exploration of the characteristics of Scottish Households by income decile group Scottish Government Communities Analytical Services May 2010 Analytical Paper Series An exploration of the characteristics of Scottish Households by income decile group Summary People’s housing options are affected by a range of issues such as personal background, health issues, transport considerations and wider personal choice. However by far the greatest impact on housing options is the income which a household has at their disposal. This paper uses the notion of income deciles (splitting Scottish households into ten equal groups of around 230,000 households ranging from the lowest household income to the highest) to segment the Scottish population and examines how household characteristics vary across this income distribution. The lowest income group has a median household income of around ￡7,500 (the maximum income of those within the group is around ￡10,500) whilst the highest income group has a median household income of nearly ￡78,000, more than 10 times more. This variation across individuals is also reflected geographically. A comparison of the income distribution of individual local authorities with the Scottish picture shows that some are considerably more affluent than the average (East Renfrewshire, East Dunbartonshire, Aberdeenshire and Edinburgh) whilst others are significantly worse off (Glasgow, Dundee, Dumfries and Galloway and Orkney). The key insight of the paper may be the examination of housing tenure by income decile. Unsurprisingly most people in the highest income deciles are owner occupiers which includes people who own their house outright and those buying their house with a loan or mortgage. There is a relatively constant proportion of people in the private rented sector in each decile however this probably represents a wide range of circumstances. The largest group of peop