Simply Average

"We have a nice house to call our own, with a pleasant garden and a playground right outside our front door. We enjoy ourselves at weekends and try to do some DIY around the house."

Simply Average

They are at the middle of their lives, have children and own a terraced house: Simply Average, as the name suggests. Even so, this segment is doing very nicely. Since both parents work and have an average income, there is enough money for fun activities with the kids, among other things. Although the weekly schedule is sometimes full to overflowing with school, work, sports and children!

Demographic characteristics

In Simply Average families, the parents are usually aged between 30 and 55. There are one, two or three children living at home, usually at a somewhat higher age. The breadwinner has an intermediate vocational qualification and is often in permanent employment. This gives them financial security. You can mainly find this group working in healthcare (e.g. nursing), trades and crafts (e.g. plumber, decorator) or the public sector (e.g. police officer).

Living environment

The Simply Average group owns a terraced house, in some cases a corner house or a semi-detached house. The space is perfectly suited to the family’s needs: 120m2 on average. The value of the house amounts to just over EUR 300,000 and it was often built between 1970 and 1989. Many members of this group have mortgage protection insurance, so the family will still have a roof over their heads in the event of a death. Many Simply Average families feel very much at home in their neighbourhood: they can park the car outside their front door and it’s safe for the children to go out to play. Not too far from home, there are shops where they can buy their daily groceries. These families mainly live in places like Barendrecht, Duiven and Almere.

Lifestyle

Family life and the children’s activities largely determine the weekly schedule. A great deal of time and energy is devoted to sports. The children can be found on the volleyball court or the football pitch; the parents go out for a run in the morning or the evening. All great fun but alongside sports, work and household chores there are plenty of other activities: day trips to theme parks (e.g. Plopsaland, the Efteling), baking, arts and crafts, and playing board games with the children. Smartening up the house with a spot of DIY is also popular. No wonder that some families buy their clothes online: with so little time it’s a practical necessity! Favourite stores include Esprit, H&M, Jack & Jones and Scapino. Not only are they affordable, but they often have something to suit the whole family. In the holidays, Simply Average families like to take a caravan trip or stay at a bungalow park such as Landal GreenParks or CenterParcs. They tend to drive to their holiday destination; most households have one or two cars (lease or second-hand) parked outside.

Media

As soon as the children come home from school and at the weekend, the television is on: the children’s programmes on Nickelodeon are favourite. The parents like to read a magazine, for example on the topic of raising children. WIJ is a typical title, with practical tips about dealing with the various stages of development, from pre-schooler to adolescent. These are homes where Qmusic or Radio 538 can often be heard in the background. Simply Average families play lots of online games and there is also a gaming console in the living room. They spend quite a lot of time on Pinterest – a good source of inspiration for home improvements.

Mindset

For many parents in this segment, there are simply not enough hours in the day. They always seem to be making sure someone gets somewhere on time: that calls for coordination and planning. The weekly schedule is almost always full. Taking account of people outside of the family is therefore too much to ask at times. To relax in the middle of this hectic existence, this group opts for films and TV series with plenty of action. Something completely different!

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