A Guide for Businesses in Low-Income Areas

We’re excited to share our new guide on low-income visitors, built from extensive data provided by BT Active Intelligence. This resource is designed to help businesses across Wales better understand, engage, and serve visitors from lower-income backgrounds. By providing data-driven insights, we aim to bridge the gap between visitor needs and business offerings.

Wales Has a Higher Proportion of Older Residents

Wales stands out compared to many other parts of the UK due to its demographic profile. A higher proportion of older residents contributes to a greater representation of low-income decile visitors in the data.

This demographic trend influences travel behaviour:

• Older visitors are more likely to prioritise affordability.

• Accessibility and value-for-money experiences weigh heavily in their decision-making.

• Community and cultural connections often drive their travel patterns.

Understanding this means businesses can adapt their messaging and offers to align with real needs rather than assumptions.

Income Distribution of Visitors

To illustrate how income levels shape visitor behaviour, the guide includes a detailed income distribution chart based on the BT Active Intelligence dataset.

The chart highlights the concentration of visitors across different income deciles, with Wales showing a notably higher share of lower-income groups compared to the wider UK.

Methodology & Insights Inside the Guide

We’ve developed a clear methodology for analysing visitor data and translating it into actionable insights. These include practical ways businesses can:

• Connect more effectively with low-income visitors.

• Adjust offers to meet the needs of older demographics.

• Unlock new opportunities by aligning with visitor expectations.

Download the full guide here - to access the methodology, explore the data in detail, and discover strategies to better engage with low-income visitors.

 

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