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The Guide to... Hotel Parents |
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Written by BMRB
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10 May 2005 |
The latest TGI data from BMRB shows there are around 4.7 million GB adults aged 35+ who have a child over 15 in their household – such people are classified by TGI as being in the Lifestage group `Hotel Parents`.
They are 36% more likely than the average adult to be in the highest Media Neutral Quintile group for newspaper exposure.
They account for almost a third of all those who own three or more cars and their annual mileage driven is 6% greater than the national average.
More than 600,000 `Hotel Parents` listen to more than 28 hours of radio a week.
They are 38% more likely than the average adult to agree that they `rarely sit down to a meal together at home`.
`Hotel Parents` are 19% more likely than the average adult to be in the top TV viewing quintile.
They are almost 10% more likely than the average parent adult to agree `it`s difficult to say no to my kids`.
Two-thirds have done some kind of DIY in the past 12 months and are 28% more likely than the average adult to `specially choose to watch DIY SOS`.
Although `Hotel Parents` are 33% more likely than the average adult to agree that computers confuse them, almost a third access the internet `most days`.
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Last Updated ( 03 Aug 2005 )
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