Why It Matters Male Female Population Proportions

Summary

We are measuring the percentage of self-declared males and females in a given postcode as per the 2021 ONS Census.

Definition

Determination as to whether a resident is best classified as male or female is self-identified based on a binary option.

Interpretation

(Photograph: Wikimedia Commons)

Why the metric matters from a commercial inhabitant’s perspective

It has been posited by psychologists, sociologists and others that males and females have different personality attributes and social functions that influence their behaviour awareness of these perceived differences can help businesses gain a competitive understanding by better understanding the nature of their local clientele. The most recent data indicates that the allocations for given items of household expenditure shows substantial differences in the proportional spending by each sex in London. In general, the largest allocations by males and females are to housing and transport followed by food. These account for almost three quarters of household to about two thirds. Each of these items reflects different male and female preferences.

Studies suggest that Female nest-optimisation and concern for security is suggested by their higher allocation to home-ownership and other housing related expenditures. The nest-optimisation Theory is also reflected in female’s greater allocation to food for home consumption. Male spending patterns imply a lesser nest-optimisation and concern for the security of home ownership. Accordingly, they allocate more to food away from home and rent and lodging. Especially in central London regions. Males’ greater outward-orientation is suggested by their expenditure related to transport in general and motor vehicles in particular.

General commentary

The consumer behaviour of Males and Females indicates that consumers vary in their preferences for given consumer items according to their sex. These “gendered” behaviours are of interest, especially given the relatively (on a global basis), high level of social, economic and demographic homogeneity of London residents.

A significant body of academic work suggests that gendered behaviour may be expressed differently in different social contexts. It has been noted that some commodities are used for other purposes in addition to any functional utility they may have. Their consumption can have an indicative significance in projecting self-perceived male and female characterisations and roles. These ways of self-expression may vary depending on local cultures. The traditionally conceived female concern for clothing and personal care and the male spending on alcohol and high-discretion consumables, could be projections of female and male self-images.

Further, the common and growing trend in spending on recreation, motor vehicles, clothing and footwear may be the media used for the expression of male and female identities and life styles as manifested in choice of clothing and leisure activities. Thus, there are substantial differences identified in male and female consumer behaviour, when close attention is given to income and age during their life cycle. These gendered differences are useful to give an additional demographic perspective and specification to consumer behaviour.