The Guide to... Second Homers
Written by BMRB
06 Apr 2005
According to the Premier 2005 survey, there are about 500,000 adults
who have a second home in the UK. They are over 60% more likely than
the average Premier respondent to be aged between 55 and 64.
`Second homers` are two and a half times more likely than the average
Premier respondent to have a household income of ?100,000 or more. They
are almost three times as likely to be in the highest Liquid Asset
Score group and 72% more likely to be in the highest Consumer
They account for 12% of all those who have visited an auction in the
past 12 months and almost 40% of the group `specially choose to watch`
the Antiques Roadshow.
`Second homers` are 31% more likely than the average Premier adult to
be in the highest quintile for internet exposure – the group is almost
50% more likely to use the internet for 30 hours or more a month.
Almost three-quarters of them claim to have noticed roadside outdoor advertising in the past week.
`Second homers` are almost 30% more likely than the average Premier
adult to `loathe doing any form of housework` and a quarter of the
group employ some form of cleaner or domestic worker.