Fable Data’s customer base is representative of the four UK countries’ adult population

Fable Data’s customer base has a higher proportion of individuals aged between 20 and 49 years old vs census data. Fable Data’s customer base is representative of the UK region’s population.

Fable Data provides a good read-through for c.50-60% of UK household spending

As a predominantly credit card consumer transaction data set that is compliant under GDPR Fable Data captures a lower proportion of payments such as Housing costs, Education bills, Communication bills and Purchase of Vehicles and Insurance type products.

Fable Data is well correlated with key household spending categories

Fable Data is well correlated with published ONS Retail sales data

ONS Retail Sales