A	Global Elite
	Highly-educated, high-earning families and individuals in Hong Kong’s prestige housing districts
	4.6% of Hong Kong households
	(Types A01-A03)
	Global Elite is a high income, mega-wealthy group.  Many in the group are employers or other economic leaders, holding senior positions in management.  Many work in the financial sector, or are in professions such as law and medicine.  A large number of the Global Elite are Chinese and other expatriates who speak mainly English or Putonghua. They are highly educated, possibly in prestigious universities.  This group consists typically of middle-aged families with children below 15.
	Global Elite live in high-status, upscale areas including the peak or by the sea. Most of the families employ at least one live-in household help.  They live confident busy lifestyles and as befitting of their social status, travel mainly by private cars.  They are global travellers.  Their leisure activities include golf and fine dining.  Global Elite are active online both in terms of media consumption and retail activity.
A01	At The Peak
	The super wealthy of the world who call the most prestigious areas of Hong Kong their home
	0.7% of Hong Kong households
	At the Peak are the elites of Hong Kong society. They are middle-aged Chinese and Western families and singles who have literally reached the peak of their careers and enjoy tremendous earning power. The families in this group tend to be small. This group is well educated, and is well represented amongst businessmen, professionals and managers. Although they have extremely high incomes, less than half own their own homes.  They are often paying extremely high rents – over 8 times more than the Hong Kong average.
	At the Peak are found in high-end homes in locations like The Peak, Deep Water Bay, Repulse Bay, Clear Water Bay, and select phases Discovery Bay.
A02	Mature Wealth
	Elites situated in the “traditional” wealthy districts, in the vicinity of all the amenities they could need
	2.6% of Hong Kong households
	Most Mature Wealth are married couples aged between 40 – 64 with children. They are highly educated, include significant numbers of expatriates and are likely to speak English. Mature Wealth have very high monthly incomes and represent some of the wealthiest households in Hong Kong. Most in this group have received university education and hold management or executive positions.
	Mature Wealth live in prime locations that are close to the central financial districts and good schools. Representative areas are those such as the Mid-levels, Tai Hang Road area, and the Braemar Hill. Some choose to live in Kowloon Tong, or outer areas such as Sai Kung or Discovery Bay.
A03	Low Rise High Flyers
	Very well-off families, living in low-rise housing in more remote areas to give access to more space and quality lifestyle
	1.3% of Hong Kong households
	Most Low Rise High Flyers are under the age of 44, some with kids aged 15 and below. Although most are Chinese, the group includes expats and most individuals can speak English. They are willing to live in more remote areas in exchange for more space and better living quality. They enjoy the greenery and vicinity to nature. Boasting high incomes and university education, most individuals in this group hold managerial and professional positions and own their own homes. They travel mainly by private cars, passenger vans, taxis or the residential coach to work.
	The preferred housing includes locations such as Jardine's Lookout, Kowloon Tong, Kau To Shan; and low-density housing locations in the New Territories such as Fairview Park, Palm Springs, Deerhill Bay, and Hong Lok Yuen.  They live in houses with two to three storeys or large low-rise flats with multiple rooms, with shared facilities and gardens.
B	City Heights
	Very well-off individuals in their prime years who live in sophisticated urban locations in Hong Kong
	9.6% of Hong Kong households
	(Types B04-A07)
	City Heights consists of very well-off middle-aged individuals who live in the more sophisticated urban or sub-urban locations in Hong Kong. These households tend to have children aged 15 and below. Education is an extremely high priority for parents in  this group and children often receive tutoring or attend other classes after school hours or on weekends.  Some are considering sending their children overseas for tertiary education and are saving for the event. Families tend to be nuclear, with a domestic helper. Both Chinese and expatriates, many in this group are conversant in English or bilingual. Most of them own their own homes and most are still paying mortgages on their properties.
	Most individuals in this group hold high status positions in management and administration. A significant number are in the field of finance and insurance and other miscellaneous social and personal services. Many of them obtained their educational degrees and professional training overseas and now work at international companies’ Hong Kong offices. They consume English media like Asian Wall Street Journal or The Economist and pay special attention to news and information related to their professions.
B04	Educated Leaders
	Successful younger people in the most sophisticated of city settings
	0.6% of Hong Kong households
	Educated Leaders are relatively younger (aged 39 and below) Chinese and expatriate individuals who are particularly likely to speak Putonghua and/or English. Singles, couples and families all feature in this dynamic group. Well educated, individuals in Educated Leaders are in the high income bracket. Many have received university education in fields like business and commercial studies, health and architecture. Most in this group hold positions such as managers, administrators or are professionals.
	Educated Leaders mainly reside in Mid-Levels area or Happy Valley area. Some live in the newly-developed West Kowloon area.  Typical areas include: Central Mid-Levels, e.g. Robinson Road area, Kennedy Road area, Happy Valley, e.g. Wong Nai Chung Road area, and Kowloon Station residences.  Their upmarket apartments are relatively large and command high rents. Although most own their own homes a significant minority of Educated Leaders are renting.
B05	Cosmopolitan Convenience
	Very well-off singles and small families, located at very accessible locations close to all amenities afforded by sophisticated city lives
	2.4% of Hong Kong households
	Cosmopolitan Convenience represents younger nuclear families and single/couples with successful careers. Well educated, most speak English, Putonghua or other languages. This group lead busy lives and often depend on household help.  The group reside mainly in high-rise apartments in large-scale private housing estates, many of which are close to MTR or train stations.  Most reside in large, comfortable apartments which have shared facilities and modern club houses.
	Examples of these large-scale private housing estates include those around the Olympic Station area, the West Kowloon “Four Little Dragon” area, and Laguna Verde in Hung Hom.  Many also inhabit the Mid-Levels areas  or Happy Valley.
B06	Property & Prosperity
	Older, comfortable families residing in middle-upper class private housing estates
	3.8% of Hong Kong households
	Property & Prosperity are older and more established families. Most completed their education in the field of arts and social sciences, teacher training or health. The Group has a high monthly income and is characterized as mid-career professionals. They work in the areas of information and communications, finance and insurance, public administration or social and personal services. Although this group has high income levels and most own their own homes they also have significant expenses. Those with mortgages generally pay over HK$10k per month and they have additional expenses for domestic help, vehicle costs as well as children’s education and extra-curricular activities.
	Many people in Property & Prosperity live in large-scale private housing estates in areas of Island East, Lam Tin, Kowloon Tong, Tsing Yi, Tsuen Wan, Shatin and Ma On Shan.  Representative estates include: parts of Taikoo Shing , Upper Kornhill, Lei King Wan, and Heng Fa Chuen; Laguna City and Sceneway Garden in Lam Tin, select private estates in Tsuen Wan and Kwai-Tsing area, and along Shing Mun River to Ma On Shan.
B07	Affluent Aspirations
	Young families who have mortgaged heavily to gain access to high-quality modern blocks
	2.8% of Hong Kong households
	Affluent Aspirations are younger families who are working hard to keep pace with their progressive lifestyles. Despite their young age, they are normally in management level positions. The group consists of Chinese and expatriate nuclear families with high salaries in fields like IT, banking and finance. Although they have higher income levels Affluent Aspirations are also likely to be servicing fresh mortgages on homes and some will also have car loans. Mortgage costs alone are typically more than a fifth of household incomes while the minority who are renting pay an even higher proportion of their incomes towards accommodation.
	Affluent Aspirations reside in comfortable homes mainly in large-scale private estates including Tseung Kwan O, Park Island at Ma Wan, and Tung Chung and Discovery Bay on Lantau island.  Although they spend longer travelling to work the living quality is better than those in other areas because these areas are close to the countryside and the living density is lower.
C	Urban Stability
	Well-to-do more mature home owners who live in the northern part of Hong Kong Island or in urban centres in Kowloon
	6.1% of Hong Kong households
	(Types C08-C09)
	Urban Stability consists of well-to do households who are in more mature demographics both age-wise and in terms of residency who primarily live in the northern part of Hong Kong Island or in urban centres in Kowloon. Many in this group are Chinese and Caucasians who are past middle age. Most can speak English. The areas in which they live are centrally and conveniently located and populated with older private buildings that are close to business and financial centres, shops, restaurants and transport connections. However, because of their central locations the areas are starting to change as new high-end buildings are constructed to replace low-rise older blocks.
	Families are made up of singles and couples whose children may be in universities or older. However, even for families without children, the domestic helper is essential. Many are retired or if working, often holding management positions. A majority works in the field of finance and insurance. Most own their own homes and many no longer have a mortgage.
C08	Established Urbanites
	Solid wage earners in busy urban areas
	3.1% of Hong Kong households
	Established Urbanites are older individuals who are still keeping busy with work. Many in this group are teachers, educators and health professionals who hold post-secondary qualifications. This group receives a relatively high monthly income and has attended and completed post-secondary education. Although most own their own homes and have paid off their mortgage, for the renting minority rents are high.  People in the group use the internet at home and at work, and also enjoy television viewing in the comfort of their homes.
	The households in this group are prevalent in areas including Tin Hau to North Point on Hong Kong Island, and Kowloon City  and Mongkok in Kowloon.  Many of them also live in major private housing estates including Taikoo Shing, Whampoa Garden and Mei Foo Sun Chuen.
C09	Settled & Secure
	Older financially secure people close to prime areas, in older individual buildings
	3.0% of Hong Kong households
	Most Settled & Secure are senior Chinese individuals who are retired or looking towards retirement and have lived in the same areas for decades. They are likely to have bought their homes and paid off mortgages some time ago. While some have older children, others are alone or are empty-nesters. In addition to these well-established residents the group also includes a smaller number of expatriates who have moved to Hong Kong more recently. They are well educated and those who are not retired are working as senior managers and administrators in white collar professions including areas such as finance, insurance and professional services.
	Settled & Secure mainly reside in Sheung Wan and the Western District, as well as the areas from Wan Chai to Causeway Bay on Hong Kong Island. A number of them live in the very mixed commercial-residential areas in Tsim Sha Tsui. These areas are populated with old private buildings and are close to the business and financial centres, shops, restaurants and transport links.
D	Middle Class Achievement
	Middle-aged home owning families with one or two members in comfortable salaried positions
	11.4% of Hong Kong households
	(Types D10-D12)
	Middle Class Achievement are middle-aged families with one or two members in comfortable salaried positions. More than three quarters own their homes. Parents in this group pay special attention to their children’s education. They often send their children to tutoring or other talent classes after school hours or on weekends.  They are likely to be working in the fields of information and communications, education, human health and social work or finance and insurance in both government and private sectors.
	Middle Class Achievement live in popular private housing estates across Hong Kong, Kowloon and New Territories, and also in individual buildings in older urban areas.  These areas are populated with high-rise buildings, with shops and commercial activities close by. Preferred modes of travel are private cars and various forms of public transport.
D10	Owners On The Up
	Young and well-educated, starting independent life mostly in the new towns
	3.6% of Hong Kong households
	Owners On The Up are younger (aged 39 and below) families who engage domestic helpers or grandparents to look after their young children. They are well educated and most speak Putonghua and/or English as well as Cantonese and have received post-secondary education. This group consists of either singles or both spouses working in administrative or general management positions. Despite being younger most in this group are home owners and so mortgages represent significant cost for these individuals, as well as being an investment for the future.
	The group lives mainly in large-scale private housing estates, some situated in mature urban areas but mostly in the new towns.  Examples include Telford Garden, Luk Yeung Sun Chuen, City One Shatin, and a number of newer private housing estates in Ma On Shan, Tai Po, Fanling, Yuen Long and Tuen Mun. Their apartments may be quite small as many of the developments have been built to target the right pricing bracket attractive to first-time property buyers.
D11	Quality Outskirts
	Mid affluence owners in the more quiet residences in the New Territories
	3.5% of Hong Kong households
	Quality Outskirts are middle-aged households, many of which live in the New Territories. Most attended and completed post-secondary education and hold positions such as managers, administrators or associate professionals. Many of them own their apartments. Since many families in this group already have children, when choosing where to invest in their homes people in this group are more likely to have prioritised space and quality of life over more central locations.  They are more likely to use a combination of transport methods – particularly residential coach, private car, and rail – to get to work.
	Most Quality Outskirts live in large-scale private housing along the coast from Tsuen Wan to Tuen Mun, and in the periphery of Yuen Long and Fanling. A small number of them live in Tung Chung. Most of the apartments have three or more bedrooms, many of which overlook the sea or the greenery.
D12	Old Town Comfort
	Mid income families in the city, but outside the prime centres
	4.3% of Hong Kong households
	Old Town Comfort are smaller families living on the urban fringes. Many households in this group have a main breadwinner and do not have household help. Children are likely to be looked after by grandparents or a stay-at-home mother. They are mainly Hong Kong Chinese. Most families in this group own their own homes, nearly two-thirds of homeowners no longer have a mortgage to pay. However, for those that still have a mortgage or are renting housing costs are significant. Although the monthly mortgage or rent they pay is usually below HK$10K per month this usually represents more than a fifth of their household incomes.
	Households in this group are in a range of areas across Hong Kong including Hong Kong Island, Kowloon and the New Territories. A number of  households  appear to be amongst large-scale private housing estates like Amoy Garden, New Kwai Fong Gardens, and Tsuen King Garden. The others live in single buildings.
E	Comfortable Home Owners
	Middle-aged families who have purchased their homes under the government’s Home Ownership Scheme
	13.0% of Hong Kong households
	(Types E13-E17)
	Comfortable Home Owners is a middle-aged segment with small families. The majority are Hong Kong Chinese, many of which have received post-secondary qualifications. They are made up mainly of salaried white collar, skilled blue collar and transport and service clerical administrators. Comfortable Home Owners usually own their residence under the government’s Home Ownership Scheme. Many of them are still paying mortgage or loans on their homes. The monthly mortgage is usually less than HK$10K per month and affordable for them.
	This group lives typically in mid-sized apartments of two to three bedrooms.  Many live in subsidized housing that were built and sold by the Hong Kong Housing Authority. They are located across urban Hong Kong and Kowloon, and in the new towns in New Territories, mostly in purpose-built large scale housing estates.
E13	Carefree Families
	Families with steady income living in top end subsidized housing
	2.3% of Hong Kong households
	Carefree Families consists of families who live in subsidized housing under the government’s Home Ownership Scheme (HOS) built since 1990 as well as a small minority, who live in private housing sharing similar demographic profiles. Many are young families with children and depend on domestic helper for child-minding. Some families also depend on elderly relatives like grandparents to help mind the child/children. Most have completed at least some secondary education in local schools and work in supporting roles in many industries.  These families have relatively steady monthly incomes.
	This group mainly live in urban Hong Kong and Kowloon, in the Eastern District, Kowloon East, and Tseung Kwan O.  Some of them are in Kwai-Tsing area. These areas are relatively close to the city centre and consist of high-rise buildings. Most of them live in large-scale building estates built and sold by the Hong Kong Housing Authority like Yau Mei Court, Charming Garden, Rhythm Garden and Kornhill Gardens. The others are private housing estates such as New Jade Garden in Chai Wan, Tsing Yi Garden, and Koway Court; while some live in old independent buildings.
E14	Grown-Up Generations
	Established communities of mid income families, in subsidized housing close to city centres
	2.5% of Hong Kong households
	Grown-Up Generations are slightly older households, living alone or with their spouse and older or grown-up children. They are mainly Hong Kong Chinese who speak Cantonese and other Chinese dialects. Individuals in the group have mainly completed either secondary or primary education only.  After working hard for years, many families in this group have achieved some savings.  Many of them live in high-rise residential buildings, including those apartments under the Home Ownership Scheme. They either have paid off their mortgage or need to pay only a small amount of mortgage. Most travel by the Mass Transit Railway or Public light bus to work.
	This group mainly lives in mid-sized (three-bedroom) apartments distributed across urban Hong Kong and Kowloon (e.g. Eastern District, Kowloon East, Tseung Kwan O, Wong Tai Sin, Cheung Sha Wan), and Kwai-Tsing areas.  Representative estates include: Aldrich Garden, Tung Hei Court, Healthy Village, Ning Fung Court, Kwai Hung Estate, Tze Oi Court, Hiu Lai Court, Cronin Garden , Chung Ming Court, etc.
E15	Mid-Range Earners
	Middle age, middle income, mortgage-paying workers on the edge of the cities
	4.5% of Hong Kong households
	Mid-Range Earners is a group which consists of slightly older working individuals. They are mainly Hong Kong Chinese and mostly speak Cantonese and other Chinese dialects.  They earn mid-range salaries as associate professionals and clerical support workers. Many are in industries such as transportation, public administration, education, health and social work.  These group lives in large-scale public housing estates. Many of them own the apartment and they pay monthly mortgage that is less than HK$10K per month. Their children are more likely to be older teenagers or grown-up. Most Mid-Range Earners travel by bus or or other forms of public transportation to work.
	This Group lives in a diverse geography around the fringes of urban Hong Kong and Kowloon, e.g. Chai Wan, Aberdeen, Yau Tong, Tseung Kwan O; and in the New Territories, e.g. Tai Wai, Ma On Shan, Tai Po, Fanling, Sheung Shui, Tsing Yi, Tuen Mun.   Representative estates include: Full View Garden, Cheerful Garden, Harmony Garden, Greenwood Terrace, Yue Fai Court, Broadview Garden, Richland Gardens, Hong Pak Court, Ko Chun Court, etc.
E16	Skilled Commuters
	Young blue collar singles and families, in high-rise blocks in outlying areas
	2.1% of Hong Kong households
	Skilled Commuters consists of newer and younger families. They are mainly Cantonese-speaking Hong Kong Chinese. Many families have young children. Often, this group has both parents working and are especially dependent on domestic help or a relative child minder. Many individuals in this group have completed secondary education and many are craft and related workers, plant and machine operators and assemblers and clerical support workers.  These families live in large-scale high-rise public housing estates built by the Hong Kong Housing Authority. Many of them own their apartment (for example through the Tenant Purchase Scheme) and pay monthly mortgage of less than 6K.
	This group mainly lives in the periphery of new towns in the New Territories, e.g. Tseung Kwan O, Tai Po, Fanling, Sheung Shui, Yuen Long, Tuen Mun.  Representative estates include: Lung Mun Oasis, Glorious Garden, Rainbow Garden, Eldo Court, Tin Fu Court, Tin Shing Court, Yuk Po Court, Ka Shing Estate, Wing Fai Center, King Shing Court, Cheong Shing Court, King Nga Court, Kwong Ming Court, Choi Ming Court, etc.
E17	Sandwiched Locals
	Middle age workers in comfortable, if remote, subsidized housing
	1.6% of Hong Kong households
	Sandwiched Locals consists of middle-aged, working class Hong Kong Chinese families. Individuals in this group are likely to be working in blue collar positions; many are in refurbishment, transportation, courier, logistics, and manufacturing industries.  Families in this group often have a stay-home parent who takes care of household chores and children.  Families live in large-scale high-rise public housing estates built by the Government possibly with private sector collaborators. Many of them own the apartments and pay monthly mortgage less than HK$6K per month. Most travel by East/West Rail, Light Rail or other forms of public transportation to work.
	This group mainly lives in Tuen Mun and Tai Po.  Representative estates include: Affluence Garden, Grandeur Gardens, Siu Hong Court, Siu Shan Court, Tai Po Plaza, Eightland Gardens, Goodview Garden, Tai Hing Garden, Elegance Gardens, etc.
F	Village Views
	Families with children living in low-rise apartments/village houses in less built-up locations in the New Territories or on the islands
	6.2% of Hong Kong households
	(Types F18-F20)
	Village Views consists of families with children and extended families who live in less built-up locations in Tuen Mun and Yuen Long, or on the islands such as Lamma Island  and Peng Chau Island. There are significant numbers of expatriates living in these areas.  Many of Hong Kong’s skilled agricultural and fishery workers live in these areas and make their living around the island, but this constitutes a small proportion of the overall group. Because this group also includes large numbers of professionals who commute to work incomes are reasonable despite lower salaries available for local employment.
	This group enjoys the natural environment and picturesque scenery. They mostly live in village homes or low-rise, villa style buildings. Village Views generally own their homes or their family members/relatives own the properties. Most have paid off their mortgage or have family members to make the payments. In recent years, more and more of these houses have been renovated and now have modern interiors and beautiful gardens. People in this group enjoy a relaxing and self-contained lifestyle when they stay at home.
F18	Connected Countryside
	Pockets of low rise housing in areas that are away from the crowded city, but which are still accessible to the big centres
	0.6% of Hong Kong households
	Connected Countryside consists of younger families and some elderly family members. They are mainly Hong Kong Chinese. The group consists of mid-range and higher income earners. Many of them are employers and run their own businesses. Many of these families have chosen to live a more ‘country’ lifestyle, with more space, greenery and fresh air, whilst still being able to access the city for work and leisure as needed.  These people live in village houses or low rise buildings in low-density estates. Most of them have paid off the mortgage. Those who rent pay smaller rents than households living in more central locations. Most travel by the railways to work, while many own cars as well.
	This group mainly lives in the vicinity of areas like Tsuen Wan, Tuen Mun, Tai Wai, Sha Tin and other new towns.  Typical locations include: Kwok Shui Road – Lo Wai – Cheung Pei Shan Road areas in Tsuen Wan, edges of Tai Wai and Shatin, e.g. Tin Sam Village, Tai Wai New Village, Sha Tin Wai New Village, Chap Wai Kon New Village, edges of Tuen Mun, Yuen Long, Sheung Shui, Fanling and Tai Po built-up areas, and along Castle Peak Road.
F19	Island Serenity
	Communities of low-rise and traditional housing, typically on islands with relatively poor accessibility to main cities
	0.7% of Hong Kong households
	Island Serenity are mainly Chinese although the group includes a sizable minority of expatriates. In the group a large proportion of people earn less than HK$20k per month. Slightly more individuals in the group attended and completed primary education or below.  Many of the individuals in the group live in either village houses or small fishery village homes. Most own their own homes, however only a small proportion of home owners have to pay a mortgage. Those who are tenants pay moderate rents due to the distance from urban centres in Hong Kong. They mainly travel to work by boat or on foot and some have no fixed working place.
	This group mainly lives on islands such as Lamma Island, Lantau, Peng Chau and Cheung Chau ; and settlements on Lantau Island such as Mui Wo, Pui O, Cheung Sha, Tai O.
F20	Village Communities
	People living comfortable lives away from main developments, many have long ties to the areas, but all enjoy more space for a rural and independent lifestyle
	4.9% of Hong Kong households
	Village Communities consists of middle-aged families with or without children. Although most people are Chinese the group includes some expatriates who are attracted to the more rural/village neighbourhoods.  Individuals in the group attended and completed primary and secondary education. Many individuals in this group may be retired or involved in agriculture and fishery businesses.  Many of the village houses are 'ding uk', or are clustered in or around a ‘walled village', inhabited by members of the same clan in close knitted communities in which people are very traditional, and observe age old customs.
	Village Communities can be found in Yuen Long, e.g. Tai Tong, Shap Pat Heung, Ping Shan, Hung Shui Kiu, Lau Fau Shan areas, Pat Heung – Kam Tin areas, Tai Po, e.g. Ting Kok Road areas, Lam Tsuen , Northern New Territories, e.g. Kwan Tei, Ping Che, Sha Tau Kok, Tuen Mun, e.g. Lam Tei; and villages in Sai Kung, Tai Wai – Shatin areas, and other locations in the New Territories and Lantau Island.
G	Concentrated City
	Individuals from a range of backgrounds living in smaller apartments in densely built urban areas
	12.6% of Hong Kong households
	(Types G21-G24)
	Concentrated City is a varied sector, which includes immigrants and workers from China and South-Asian countries. As such people from across this group speak a broad range of languages including Putonghua and other non-Cantonese Chinese dialects. There is also a sizable local representation of elderly individuals aged 65 and above in this group. Household compositions are varied, and include older retired couples/singles.  Individual income earners in this group tend to be in lower salary brackets and education levels are moderate.
	They inhabit in areas that are clustered around the densely built urban areas like Mong Kok and Sham Shui Po; or in older parts of town such as To Kwa Wan and Wong Tai Sin; or in the core areas of market towns such as Tsuen Wan, Yuen Long and Sheung Shui.  The housing profile is mixed residences with both lower and mid-rise housing, amid some high rises.
G21	Inner City Settlers
	Average income older properties in accessible, if low status, areas
	3.5% of Hong Kong households
	Inner City Settlers are found along Shau Kei Wan – Sai Wan Ho areas, Quarry Bay along King's Road, North Point – Fortress Hill – Tin Hau areas, Sai Wan – Shek Tong Tsui – Kennedy Town areas, Hung Hom – To Kwa Wan – Ma Tau Wai areas, Kwun Tong, e.g. Yuet Wah Street area, Tsuen Wan, e.g. Chuen Lung Street, Lo Tak Court areas.
	Inner City Settlers are found along Shau Kei Wan – Sai Wan Ho areas, Quarry Bay along King’s Road, North Point – Fortress Hill – Tin Hau areaa, Sai Wan – Shek Tong Tsui – Kennedy Town areas, Hung Hom – To Kwa Wan – Ma Tau Wai areas, Kwun Tong, e.g. Yuet Wah Street area, Tsuen Wan, e.g. Chuen Lung Street, Lo Tak Court areas.
G22	Bustling Neighbourhoods
	Lower, older blocks in cramped, busy and noisy mixed commercial/residential areas, mainly Kowloon side
	3.1% of Hong Kong households
	Bustling Neighbourhoods includes very well-established communities built over many years living in the same buildings and areas.  Bustling Neighbourhoods includes a sizeable representation of the older population who are aged 65 years and above and many households include retired family members. Households in this group have low levels of income or no regular income.  Those who are working are particularly likely to be service and sales workers in sectors like hotel and food services. Many of them own the apartments or live in relatives’ apartments so that they do not need to pay rent. But for those who need to pay rent, the rent is often between HK$6-10K per month.
	Most people live in older buildings in very mixed commercial and residential areas in the hustle and bustle of highly urbanized towns.  These buildings are mainly found in the Yau-Tsim-Mong area (Yau Ma Tei, Tsim Sha Tsui, Mongkok) on both sides of Nathan Road; and Sham Shui Po.  These older buildings were mainly built in the 60s and 70s.
G23	Working Class Market Towns
	Low-educated workers in the old districts or market town areas
	2.9% of Hong Kong households
	Working Class Market Towns are a group of Chinese individuals with low educational qualifications in blue collar professions. Their neighbourhoods are in ‘old town’ in urban areas or in the New Territories. They have lived in these areas for many decades and have developed close-knit communities over the years.  Individuals in this group are particularly likely to work in service or sales positions or as plant and machine operators and assemblers or craft and related workers. Most earn regular, but relatively low monthly income. They tend to live near their work areas and so many will walk to work or take the bus.
	Working Class Market Towns inhabit areas that are scattered over many New Territories locales such as Yuen Long and Sheung Shui, in the vicinity of the traditional market town; and urban places like Shau Kei Wan , Aberdeen, and Wong Tai Sin.
G24	Cramped Melting Pot
	Older, often dilapidated buildings housing very low status workers with many immigrants
	3.1% of Hong Kong households
	Cramped Melting Pot include individuals and families who have come to Hong Kong from a broad range of origins. While most are Chinese individuals the group includes significant numbers of people of other South-Asian nationalities. They live in old mid-rise apartments, such as old Chinese/“tong lau”style buildings, 3-7 storeys and some without lifts.  Most of them live in small-sized apartments that have one to two rooms, or partitioned flats with relatively poor living conditions.  Most individuals in this group are in lowest rungs of jobs in service sector or sales, and often live near their work locations.
	This group reside in areas that are found mainly in the older districts mainly in Kowloon.  Representative locations include a broad strip along Jordan – Yau Ma Tei – Mongkok, Shum Shui Po, Cheung Sha Wan, along Castle Peak Road, Shun Ning Road, Kowloon City, San Po Kong, and Hung Hom – To Kwa Wan – Ma Tau Wai areas.  Some live in Wan Chai and Sai Ying Pun on Hong Kong Island, and some are in Tsuen Wan.
H	Pragmatic Public Renters
	Middle-aged families in large housing estates often working in industries such as manufacturing, construction and transportation
	11.0% of Hong Kong households
	(Types H25-H28)
	This group consists of mainly middle-aged families in large housing estates, many of which are public rental flats.   This group is made up of lower to middle income households.  However some families may still be able to accure some savings due to dual income, subsidized housing, as well as adult children that expands their disposable income.  Many people in this group were born in China and emigrated to Hong Kong decades ago. Their educational qualifications are low, and many individuals in this group are employed as skilled and manual workers in industries like manufacturing, construction and transportation.
	Pragmatic Public Renters inhabit areas that are mainly scattered in the New Territories such as on the outskirts of Tai Po, Tin Shui Wai, Tuen Mun, Tsung Kwang O, and Ma On Shan area. These areas are generally more remote from the city centres and consist of mostly high-rise government housing.
H25	Well-Connected Locals
	Slightly better off public tenants in small households, living in more remote areas, but usually close to good transport links
	3.1% of Hong Kong households
	Most Well-Connected Locals are Cantonese speaking Chinese families in middle age brackets.  Most live in small family units and they are unlikely to have children living at home.  Well-Connected Locals are comfortable financially due to the small family size, lower rents, and established jobs. Many of them bought their apartment from the government and have now paid off mortgages. They have particularly low educational qualifications, with many having had only primary education. However, many are very experienced albeit working in less well-paid occupations such as clerical support, service and sales or construction and manufacturing.  They travel mainly by buses or railways to work.
	Many Well-Connected Locals live in public housing apartments scattered in the New Territories such as on the outskirts of Tai Po and Ma On Shan area, in areas such as Fu Shin Estate, Tai Wo Estate, Heng On Estate, Cheung Fat Estate, Cheung On Estate, Po Lam Estate and Tsui Lam Estate.
H26	Middle Aged Periphery
	Remote New Territories estates, home to low income, low educated younger people with low prospects
	3.1% of Hong Kong households
	Middle Aged Periphery consists of younger and middle aged individuals who are unmarried or in nuclear families with children. They live in the remote areas of New Territories.  With limited educational qualifications, they are dependent on blue-collar jobs and are particularly likely to work in industries such as construction, transportation and storage.
	The areas that they dwell in are almost exclusively in the New Territories in public housing districts in Tai Po, Fanling, Tuen Mun, and Tin Shui Wai.  Representative estates include: Fu Heng Estate, Wah Ming Estate, Leung King Estate and Tin Yiu Estate.
H27	Blue Collar Enclaves
	Low income public housing in the more mature public housing estates in the New Towns
	2.6% of Hong Kong households
	Blue Collar Enclaves is a mid to low income group. A significant number of them were born in China and migrated to Hong Kong long time ago. Most have had little education, and are earning low salaries in sectors like industry or service sectors. They rent the high-rise apartments from the Hong Kong Housing Authority. A majority of them pay very little rent.  They travel mainly by the East Rail, Light Rail or bus services to work.
	Most Blue Collar Enclaves live in public housing in the New Territories, like Wo Che Estate, Lung Hang Estate, Siu On Court, Yau Oi Estate, and On Ting Estate.
H28	Maturing Families
	Low income public housing in pockets well away from the main centres
	2.1% of Hong Kong households
	Maturing Families mostly rent their apartments from the Hong Kong Housing Authority and they pay very little rent.  They live in relatively remote estates. They tend to be young families, and some singles.  Many of the working individuals in this group are in manual, service and sales jobs. Many families have children who are studying either at school or in post-secondary education. Many travel by the railways to work.
	Maturing Families reside mainly in New Territories locations like Tseung Kwang O, Ma On Shan, and Tin Shui Wai; and also in Yau Tong in Kowloon. Representative estates include: Hau Tak Estate, Sheung Tak Estate, Lee On Estate, Tin Tze Estate, and Ko Yee Estate.
I	Grass Roots Perspectives
	Middle aged to older families renting smaller public housing apartments
	8.7% of Hong Kong households
	(Types I29-I31)
	Grass Roots Perspectives consist of middle aged to older families from varied household sizes and types including joint and extended families. Households reside in small public housing apartments.  Individuals in this group are possibly some of the least educated in the population - many did not go to school at all and others attended only a few years of primary school.  Most salary earners in this group are plant and machine operators, service and sales workers, craft and related workers and elementary occupations. They rarely travel, and when they do, it is more likely to be to nearby destinations.  If dining out, they normally choose local eateries or fast food chains.
	Grass Roots Perspectives mainly rent apartments in public housing precincts in areas such as Kowloon East, Wong Tai Sin / Tsz Wan Shan, Kwai Tsing area, and some on Hong Kong Island.
I29	Frugal Prospects
	Middle aged or older individuals, living in very small housing in low income public housing estates
	2.1% of Hong Kong households
	Most individuals in Frugal Prospects are mature persons aged over 45 and nearly half of households have at least one member who is over 65. Most people are long-time residents of Hong Kong. The group consists of both singles and families with low level of education.  Those still working are in industries such as plant and machine operators and assemblers, or other elementary occupations.  Most of them live in small apartments with one or two rooms and pay low rents.  They travel mainly by the public light buses or MTR to work.
	The group resides mainly in public housing precincts such as Wong Tai Sin, Kowloon East, and Kwai-Tsing district.  Examples include Lower Wong Tai Sin Estate,Shun Tin Estate, Choi Hung Estate, and Kwai Fong Estate.
I30	Striving Multi-Generations
	Older families in the outlying areas of main cities, enjoying good accessibility to amenities despite low income and public assistance
	3.5% of Hong Kong households
	Striving Multi-Generations are older households which include retired parents with grown up kids. A large number of them were born in mainland China, but moved to Hong Kong long time ago. They have had little education – nearly half of individuals in the group have only completed primary education and below. Many live with children or extended family members and rely on financial support from family, friends, or social welfare. Those who are still working are mainly in elementary occupations. Many work in the accommodation and food service, as well as construction industries.
	The group resides mainly in large-scale public housing precincts in Kwai Chung; some of them also live in Wong Tai Sin, East Kowloon, and Shau Kei Wan. Representative estates include: Kwai Chung Estate, Kwai Shing Estate, On Yam Estate, Tsz Lok Estate, Wong Tai Sin Estate, Ping Tin Estate, Tsui Ping Estate, Sau Mau Ping Estate, and Yiu Tung Estate.
I31	Ageing Traditions
	Some of the earlier public housing in Hong Kong, home to traditional residents who are very settled
	3.2% of Hong Kong households
	Ageing Traditions are elderly with no children or grown up kids at home. They are likely to work/have worked in manufacturing, sales, transportation, and service sectors. Most receive fairly low monthly income, but have been able to achieve some savings after having lived in lower cost public housing for many years.  Many are now at the empty-nest stage having raised their families in the same areas. They spend money mostly on food and daily necessities. Most shop for their groceries at convenient stores within the building estates.
	The group resides mainly in public housing precincts in Siu San Wan, Wah Fu, Tsing Yi, and Kowloon East. These areas are populated with large-scale public housing including Siu Sai Wan Estate, Wan Tsui Estate, Wah Fu Estate, Lei Muk Shue Estate, Cho Yiu Chuen, Cheung Ching Estate, Choi Wan Estate, and Tak Tin Estate.
J	Fledgling Homemakers
	Younger, smaller families renting public housing apartments in the New Territories and Kowloon
	6.0% of Hong Kong households
	(Types J32-J33)
	Fledgling Homemakers consists mostly of middle-aged or younger individuals.  Most live in Government housing newly built in the millennium.  Many of them are new immigrants who came to Hong Kong from China in the past seven years. Family sizes are small.  A large number of families have younger children, and some have grandparent(s) living with them.  For those nuclear families, it is common for one parent to stay at home to take care of young children on a full-time basis.  The educational level of individuals in the group is moderate, with many having attended and completed primary and some secondary education.  Many work in hospitality, services and construction.
	Rent is low for these individuals, but represents a larger proportion of their incomes as they have particularly low individual incomes and small households. Although this group has low disposable income and watches their expenditure closely, they enjoy regular trips to fast food outlets. Once in a while, they enjoy family vacations to nearby destinations. Fledgling Homemakers are highly internet savvy and are very active online.
J32	Young Families
	Young families living in remote but modern public housing, including a group of more recent immigrants
	2.8% of Hong Kong households
	Young Families are younger families with or without children, living in newer public housing developments that are away from central areas. As these places are away from central areas, they are particularly likely to travel by bus or the railways to work.  Many of these families are just making a start in independent life and are in the lowest rungs of work ladders. They have low disposable incomes and many of the households have one full-time parent to take care of children.  They are mainly services, sales or manual workers.
	Young Families live in public housing such as Hoi Lai Esate in Cheung Sha Wan, Po Tat Estate  and Ko Cheung Court  in Kowloon East, Cheung Wang Estate in Tsing Yi,  and Grandeur Terrace and Ting Heng Estate  in Tin Shui Wai.
J33	Brand New Renters
	Young people who have recently reached the top of public housing lists and had the opportunity to move to brand new apartments wherever they may be found
	3.2% of Hong Kong households
	Brand New Renters are younger Chinese couples with young children and are recently able to move into public housing.  Many of them emigrated from China to Hong Kong in the last four to ten years.  This group has been educated at least at the primary level and converses in Cantonese, Putonghua and other Chinese dialects.   A large number work in the service and construction industries. In general they receive only moderate incomes.  Their children receive education in schools near to their housing estates. They rarely consume print media and they watch TV for short hours.
	This group reside in newer or re-developed public estates like Shek Lai Estate,  Mei Tin Estate, Choi Ying Estate, Sau Mau Ping Estate, and Lam Tin Estate.
K	Sunset Communities
	Older households with many retired individuals renting apartments in public housing estates
	10.3% of Hong Kong households
	(Types K34-K37)
	Sunset Communities consist of older households residing in public housing estates.  Some of the elderly residents do not have children supporting them, and are often residing alone. Many of the adults are older, with a large proportion of individuals in this group being retired, or soon to retire.  Those still working are in ad-hoc or regular jobs in service and industrial sectors that earn low salaries. Home ownership is rare in this group and rental rates are low for these small apartments.
	Sunset Communities live in established areas like Shek Kip Mei and Wong Tai Sin. Some live in the New Territories in the fringe areas of Tuen Mun and Yuen Long. Many live in public estates built by the HK Housing Authority or the HK Housing Society, while a small number live in private sector buildings. A number of the estates were built in the 60’s or 70’s. They were or will be soon renovated/reconstructed.
K34	Elderly Settlement
	Older people in traditional public housing some of whom have been able to accumulate some assets
	3.2% of Hong Kong households
	Elderly Settlement are middle-aged to elderly Hong Kong Chinese families who are less likely to have children living at home. Many in the group attended only primary education; they work or used to work in blue collar, service and elementary jobs.  Most generate low levels of monthly income, if any, but they benefit from low rent for their domiciles. They sometimes receive financial support from their grown-up children.  They have lived in the neighbourhoods for a significant number of years.
	These families live in a mix of newer and older housing enclaves in established areas like Kowloon and Island East, including Lei Cheng Uk Estate, Tai Hang Sai Estate, Lower Wong Tai Sin Estate, Ho Man Tin Estate, and Ming Wah Dai Ha in Shau Kei Wan.
K35	Fading Nostalgia
	Slightly better off older public renters on the cusp of old and new, with some areas having just been re-developed and some next on the list
	2.4% of Hong Kong households
	Fading Nostalgia are elderly Chinese in their retirement years, many of whom now have grown up children.  Most of them are Cantonese speakers.   Most earn low monthly incomes. There is also a large proportion of individuals with no schooling. They are mainly service and sales workers, craft and related workers or have elementary occupations.
	The group resides mainly in housing precincts that have been recently renovated or will be renovated soon. They mostly live in high-rise buildings including Pak Tin Estate, Shek Kip Mei Estate, Un Chau Estate, Fu Cheong Estate, Upper Wong Tai Sin Estate, Upper Ngau Tau Kok Estate, and Wo Lok Estate.
K36	Quiet Retirees
	Traditional public housing elders, less well-off and around the edges of cities
	3.9% of Hong Kong households
	Quiet Retirees are elderly Hong Kong Chinese (many are aged 65 and above) who either have no children or have grown up kids.  A large proportion have had very little education and have low incomes. After working in low-end or labour-intensive jobs for decades, many are now retired and no longer working. Many Quiet Retirees live alone or with other old persons. They often have little income and many receive financial support from family/friends or the government.
	Quiet Retirees live in various locations across Hong Kong, Kowloon and New Territories, mainly in public housing that has a long history.  Representative estates include Hing Wah Estate in Chai Wan, Choi Hung Estate and Shun On Estate in Kowloon, Butterfly Estate in Tuen Mun, and Lek Yuen Estate in Shatin.
K37	Remote Empty Nesters
	Very low income elders, publically housed in areas very remote from the main centres
	0.8% of Hong Kong households
	Remote Empty Nesters are mid-aged or elderly Chinese, residing in public housing apartments in relatively remote areas.  Many of their children have now grown up and now live elsewhere.  They are by and large lowly or uneducated.  Many of them are no longer working. Those who are working normally take on elementary occupations and receive low wages.  Most Remote Empty Nesters depend on the television for entertainment.
	Representative locations for Remote Empty Nesters include: Tai Hing Estate in Tuen Mun, and Tin Yan Estate in Tin Shui Wai.
L38	Government Quarters
	Younger, well-educated families who receive housing as a result of their government or institutional occupation
	0.5% of Hong Kong households
	(Types L38)
	Government Quarters consists of a mix of people, property and locations; united by the fact that they receive housing as a result of their occupation with the Government or various institutions. This includes people who work for the government across a range of departments including the police, fire service, other disciplined services, or as senior civil service officers. The group also includes people living in accommodation provided to academic staff of the higher educational institutions.
	People in Government Quarters are fairly well-educated. Many in the group have had professional education.  A large number of individuals in this group work in administrative services.  Individuals in these roles have job security, relatively high disposable incomes due to government-provided accommodation and good salaries.  Most are relatively younger nuclear families with at least one parent working and many depend on domestic helpers or part-time cleaners for household chores.  Although families in this group have larger apartments, average rents are roughly half the Hong Kong average.