UK households don't conform to ‘average' stereotype

New research, Legal & General's Changing Face of British Homes report, reveals that 68% of people don't consider themselves to conform to the traditional average household stereotype.

Even those who still live in what is considered to be a ‘traditional' average household of a married couple with children, shrug off the ‘average' label, with 40% saying that they do not fit that stereotype. Meanwhile, single parent households, 71%, and people living alone, 62%, are becoming increasingly commonplace as the numbers of single parent families and people living alone increases.

The Changing Face of British Homes research has surveyed nearly 30,000 people from a variety of household types, including couples with and without children living at home, single parent families, retired people, people of working age living alone, groups of working people living together, same gender couples and multi-generational households.

The report findings build a comprehensive view of Brits' home lives, looking at social, cultural, demographic and economic factors that are changing the face of the British home. As well as Brits' telling us they do not consider themselves to be average, the report has also found a growing awareness of environmental issues affecting homes and communities and a technology boom.

For example, while the green agenda is firmly set, with 96% of people taking steps to be environmentally friendly in the home, over eight in ten, 82%, said that they were annoyed by eco-friendly initiatives being thrust upon them by the Government, local councils and even some shops and services.

Particular concerns included charges for waste removal, 54%, a reduction in waste collections, 50% and having to pay for plastic carrier bags in shops, 23%. This reflects people's wish to make their own choices in these matters. Some of the other differences highlighted in the report include how our changing lifestyles impact on community and home life.

Street Life

91% of Brits say that they have seen their communities change significantly in the last five years. This has had a dramatic impact of the look and feel of the residential areas in which they live.

The Changing Face of British Homes research supports wider economical data that has shown a 25% increase in single occupancy households over the past ten years between 1996 and 2006.

The findings also highlighted that single occupancy households are most likely to be found in the South of England, where 71% of people mention that they are a key household type in their neighbourhood. In contrast, houses in the Midlands are least likely to be inhabited by just one person, 58%. Most traditional households are found in the North East, where 84% of people said they had married couples with children living in the area, compared with 75% of people from London.

Over one in two, 52%, of those people in ‘average' households feel that their way of living is less commonplace than it was ten years ago. In contrast, 72% of single parents and 72% of single people say that their household type is more commonplace than it was a decade ago

Home Life

When it comes to inside the home, the changes are no less significant. The role of the kitchen is facing a revolution. As technology and working from home move into the kitchen the traditional use of this food-focused room is changing. In households with young children, homework dominates kitchen table activity, 40%. In contrast households of young professionals are using the kitchen to work remotely, 18%.

Home connectivity is also broadening our leisure horizons with 40% listening to the radio online, 39% using it to download music and 12% making calls over the internet.

However, while the kitchen remains the hub of the household, 24% don't have more traditional items such as a freezer or washing machine in their kitchen. Perhaps as a reflection of Brits' change in attitude, more than 85% are interested in the idea of buying an eco-friendly home and, emphasising the desire for individuality. Over one in four, 27%, would like a home that is fully self sufficient in terms of food and energy supply.

Commenting on the Changing Face of British Homes report findings, Garry Skelton, marketing director for Legal & General's general insurance business said: "Following extensive research, we now have a huge amount of data which reveals the extent to which home life in the UK is evolving. We hear every day about ‘average' - the ‘average salary', ‘average house prices', ‘the average person' but the report has established that there is no longer an average household - we are all individual."

Garry Skelton continued: "Legal & General commissioned this research because we felt that the ‘traditional' household was no longer the norm and the research has now shown that to be the case. Brits' varied lifestyles are changing and, as a result, so is the use of our homes and this is having an impact on Brits' household insurance needs.

Recent research has highlighted that 82% of British adults are making significant changes to their home life as a result of current financial uncertainty and so our ongoing research will continue to provide us with valuable feedback on how Brits are adapting to change as perceived traditions become less commonplace."