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AMD Generations – UK



About Product

AMD Generations provides the generational cohorts used by marketers, for example 'Baby Boomers' and 'Millennials'. These are supplied for each UK postcode sector (e.g. TW8 8), census ward or output area. The dataset gives the count and percentage of each cohort according to the latest census data from the Office of National Statistics, enabling you to visualise the 'hot-spots' of your target audience. From oldest to youngest, the groups provided are: Greatest Generation, Silent Generation, Baby Boomers, Generation X, Generation Y, Generation Z and Millennials. Compatible digital boundaries are available separately.

What's key?

  • Every postcode sector, census ward and output area in the UK
  • Data collated from official census statistics published by Office of National Statistics (and counterpart organisations in Scotland and Northern Ireland)
  • 7 separate cohorts provided e.g. Generation X, Generation Y
  • Counts and proportions of each cohort for each geographical area

Data Type: Census data set


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at Postcode sector level

by Census ward

by Output area



How is it used?

  • Consumer segmentation
  • Brand promotion planning
  • Advertising feedback analysis
  • Creating territories
  • Producing hot spot analysis using thematic mapping

  • List of all UK postcode sectors / wards / output areas
  • Count for total of each cohort for each area
  • Percentage for each area of each cohort

Cohorts provided:

  • Greatest Generation
  • Silent Generation
  • Baby Boomers
  • Generation X
  • Generation Y
  • Generation Z
  • Millennials

United Kingdom

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