The 2018 Tenant Survey allows the rental market to be segmented into four key groups:
Younger Independents (YI)
Optimistic about buying the future this group values the freedom offered by short tenancies. They share costs and spend on socialising and wellbeing.
Flexible Professionals (FP)
They spend on socialising and wellbeing and are more likely to own a pet or a car.
Budgeting Families (BF)
With slightly less of a focus on socialising and wellbeing, their spare time is focused on family activities.
Reconciled with Renting (RwR)
Focused on exercise, they enjoy socialising and are likely to own their own vehicle.