Relocation Consumer Barometer

People in over 1.25 million English, Welsh and Scottish households were projected to have moved home in 2009 - possibly as many as 1.95 million. Although this market shrunk in 2009, it's still a sizeable group, and forecasts predict that it will recover to 2007 levels in the next 12-24 months.   

These people represent a vital opportunity for marketers, as they spend five times more in the first six months of moving than in the following five years, particularly on home and garden furnishings and white goods. Home moving is also a major trigger for switching home-oriented products and services, such as utilities, and for storage, redirection and removal services.

This December 2009 report from Royal Mail contains extensive data for every area in the UK on this target audience, and key findings include:

• House moves are most frequent in higher socio-economic groups.

 • There is a clear drift of households moving away from the South towards the North Midlands, the North West, Devon, North Wales and parts of Scotland. 

• The most active home mover markets include London (SW and EC), Bournemouth, Truro, Brighton, Norwich, Darlington and Taunton.

• Middlesex, London, Surrey, Hertfordshire and Bedfordshire are the counties with the highest proportion of people moving out.

To find out how your business can benefit from using this data, contact one of our data experts.