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Muslim Market in UK.
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Muslim Market in UK
2011 Census data in simplified form
By Hassan Imtiazi
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Over the last 50 years Muslim population in Britain has grown tremendously. Recent UK census conducted in 2011 showed more than 2.7 million Muslim lives in UK. Compare to 1.5 million in 2001 hence the population has grown by 15% making it almost 5% of total UK population. It is predicated that by 2020 Muslim will account more than 20% of UK population.
According to info-graphics published by Muslim Council of Britain, Muslims population buying power is more than £31 billion. This clearly shows huge market for both local as well as international companies.
Muslim charity sector collects more than £100 million donations during the holy month of Ramadan and £350 million annually making Britain second generous country after USA.
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Religion and diversity Generally Muslims are more ethnically diverse compare to other ethnic faith based groups. Two-thirds of Muslims (68%) were from an Asian background, with Pakistanis making up 38% of the total Muslim population, a 371,000 increase (from 658,000 to over a million) since 2001. Just over half of all Muslims (53%) in 2011 were born outside the UK. Numbers of foreign-born Muslims have almost doubled from 828,000 in 2001 to 1.4 million in 2011. Age and diversity Muslims had the youngest age profile of the main religious groups. Nearly half of Muslims (48%) were aged under 25 (1.3
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Age Muslims in UK Age 0 - 4 317,952 12% Age 5 - 9 285,231 11%
Age 10 - 14 245,480 9% Age 15 - 19 222,678 8% Age 20 - 24 238,041 9% Age 25 - 29 273,505 10% Age 30 - 34 270,278 10% Age 35 - 39 227,166 8% Age 40 - 44 179,128 7% Age 45 - 49 119,992 4% Age 50 - 54 97,899 4% Age 55 - 59 75,000 3% Age 60 - 64 46,890 2% Age 65 - 69 33,457 1% Age 70 - 74 33,742 1% Age 75 - 79 22,758 1% Age 80 - 84 11,356 1%
Age 85 and over 5,513 0%
In order to simplify and to have better understating we divided data into four main groups.
Four Generations of Muslims Living in UK
1st Generation – Age 60 & above- 7%
2nd Generation –Age 45 to 59- 11%
3rd Generation – Age 25 to 44 -35%
4th Generation – 0 to 24 -49%
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Out of total Muslim Educated population
people between age 15 to 34 have 60% ,
whereas people age from 35 to 54 have
32% and people above 55 have only 7%
degree or above degree level education.
Age Population Degree or above level
Education Age 0 - 4 0
Age 5 - 9 0 Age 10 - 14 0 Age 15 - 19 2,279 1%
Age 20 - 24 48,775 14% Age 25 - 29 85,831 25% Age 30 - 34 73,827 21% Age 35 - 39 49,050 14% Age 40 - 44 31,556 9% Age 45 - 49 19,075 5% Age 50 - 54 13,285 4% Age 55 - 59 9,148 3% Age 60 - 64 6,239 2% Age 65 - 69 4,180 1% Age 70 - 74 3,031 1% Age 75 - 79 1,546 0% Age 80 - 84 608 0% Age 85 and
over 254 0% Total 348,684
Muslims had the youngest age profile of the main religious groups. Nearly half of Muslims (48 per cent) were aged under 25 (1.3 million) and nine in ten people (88 per cent) were aged under 50 (2.4 million). Muslims also had the youngest age profile in 2001.
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Pakistani(
Bangladeshi+
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9
Arab%Concentra,on%in%London%
Pakistani(Concentra.on(in(London(
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Bangladeshi+Concentra1on+in+London+
Other&Asian&Concentra/on&in&London&
Majority live In
Tower Hamlets
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Ethnic'group'England'regions,'Wales,'2011,'All'usual'residents'
!!!!!!!!!!!!• London!has!the!largest!percentage!of!Asians!compared!to!other!regions.!!
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Ethnic'group'of'usually'resident'popula4on'England'and'Wales,'2011,'All'usual'residents'
Source:(Census(,(Office(for(Na2onal(Sta2s2cs(
• Indian'(2.5%)'and'Pakistan'(2%)'are(the(biggest(Ethnic(Popula2on(in(England(&(Wales(.(• Bangladeshi'is'0.8%'
People with no religion had the highest proportion of people who were economically active,
Christians and Muslims the lowest. Jewish people had the highest level of employment and Muslim
people the highest level of unemployment.
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The number of Muslims in England and Wales has increased since 2001 from 1.5 to 2.7 million people (5 per cent of the population). The shape of the pyramid shows the younger age structure of the population with increasing numbers in the younger age groups. As was the case in 2001, there were more men than women in 2011 (52 per cent to 48 per cent).
There were increases for every age group and for both men and women. There were half a million (505,000) More Muslims aged fewer than 25 and a similar number (503,000) aged 25 to 49.
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Media Consumption
According to Experian Mosaic data classification ethnic minorities prefer media for communications are: TV, Internet, Radio & Cinema. There is no authentic data available for media consumption habits. Few ethnic TV groups are on BARB, but there is a concern that sample of approximately 50 houses does not represent Pakistani and Bengali communities. With regards to usage of Internet & web, ethnic and Muslim communities are no different from white population. In terms of their behavior the only difference is they visit websites which are mostly in their languages, or the content is from home country. In one of our study we found that Muslim charities get more than 20% of their income from online channels and in some cases this percentage goes up to 50% to 60%. We have analyzed and found Muslims charities have dominant presence on web especially with sector and fund related keywords like Zakat. The query search impressions of top 5 charities are as under:
Charity Impression share on Web- Zakat
related keywords
Islamic Relief 65% Islamic Aid 35% Muslim Aid 15%
Orphans in need 12% UKIM 12%
This also proves that just like white population for Muslims traditional media channels still play a role of stimulus but when it comes to final moment of decision they look and browser for options on web.
Muslims- Groups Meida Consumption Habits Fourth Generation Web 2.0 , Web 3.0 and maintream
media Third Generation Some overlap in ethnic & mainstream
media Second Generation Overlap in ethnic & mainstream media First Generation Specilised ethnic media content
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Mosaic Categories & Ethnic Population
Mosaic UK is Experian’s system for classification of UK households. It is one of a number of commercially available geodemographic segmentation systems, applying the principles of geodemography to consumer household and individual data collated from a number of governmental and commercial sources. Recently MSN has layered Mosaic data with the digital audience on their network, similar targeting option is being launched by BSKYB for advertisers.
Although there is no Muslim population related data is available in Mosaic classifications but the nearest one is Mosaic N (57-60) Main characteristics of this audience are:
Live in Birmingham, Manchester, Leeds and in London Boroughs (East Ham, West Ham, Tower of Hamlets and Walthamstow.
Use cars like Nissan, Toyota & Vauxhall.
Major ethnic origin: Pakistani, Bangladeshi, Indian, Muslims, Black African & Easter European.
Have 3 or more children under 15 years old.
Social grade: C1, C2, D & E.
Prefer TV as a channel of communication.
Learn about products & services through TV, Radio, Cinema and Internet.
Personal view about life: want to start own business or reach top at career level.
Give at least £150 to charity once a year.
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Top 20 local authorities with the highest percent of Muslims in 2011 were:
1. London Borough of Tower Hamlets 34.5% 87,696 2. London Borough of Newham 32.0% 98,456 3. London Borough of Redbridge 23.3% 64,999 4. London Borough of Waltham Forest 21.9% 56,541 5. London Borough of Brent 18.6% 58,036 6. Blackburn with Darwen 27.4% 38,817 7. London Borough of Enfield 16.7% 52,141 8. London Borough of Ealing 15.7% 53,198 9. City of Bradford 24.7% 129,041 10. Luton 24.6% 49,991 11. Slough 23.3% 32,655 12. Birmingham 21.8% 234,411 13. Leicester 18.6% 61,440 14. City of Westminster 18.3% 40,073 15. Metropolitan Borough of Oldham 17.7% 39,879 16. Pendle 17.4% 15,579 17. Manchester 15.8% 79,496
Geographic Distribution of Muslims
