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The Guide to... Flown The Nesters |
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Written by BMRB
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22 Mar 2005 |
There are around 1.8 million adults in GB aged between 15 and 34, who
are not married and do not live with relations – these are classified
by TGI as being in the Lifestage group `Flown The Nest`.
Despite representing around 4% of the total GB adult population, `flown
the nesters` account for 19% of all first time buyers of electric
irons, 16% of electric kettles and 14% of microwave ovens.
They account for 11% of all those living in rented accommodation.
`Flown the nesters` are almost twice as likely as the average 15-34 to
be `very interested` in newspaper articles about media, marketing or
advertising.
A third of them agree that they are `a regular cinemagoer` and they are
over 30% more likely than the average 15-34 to have visited the cinema
in the last week.
They are over twice as likely as the average adult to eat Nestl? ice
creams tubs/blocks, but 35% less likely to eat Birds Eye frozen
cakes/gateaux.
125,000 of them access the internet for more than 30 hours a month.
A fifth of `Flown The Nesters` agree that `home d?cor is of no
particular interest to them` and unsurprisingly they are 27% less
likely than the average 15 to 34 to `specially choose` to view Changing
Rooms.
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