The PDV Consumer Lifestyle Surveys contain two consumer datasets managed and supplied by PDV Ltd, called DLG and MyOffers (MO). Their principal use is as consumer lifestyle data products for data-driven marketing campaigns in the UK. CDRC holds a copy of these products. They are made available as anonymised and spatially generalised records within our secure infrastructure only for bona fide research purposes.

These surveys consider a wide spectrum of consumer topics alongside a variety of socio-economic characteristics.

Content

The combined datasets comprise of over 10 million records, each with hundreds of variables (some are blank for many respondents). Data from 2001-2023 are available. Most records were created or updated between 2008 and 2021. The data has been spatially generalised to Lower Layer Super Output Areas (LSOAs).

For detailed description of the columns contained within the data, see the Variable Dictionary; and for an overview of the characteristics of the data, see the Data Summary. These files can be downloaded from the bottom of this page.

Quality, Representation and Bias

The DLG dataset has a higher completion rate than the MO dataset, for most variables. Both PDV datasets under-represent the younger population due to the nature of the data collection method. The DLG dataset has a significant over-representation of the population above 35 years old, and the MO dataset shows similar over-representation of the population between 30 and 60. The DLG dataset shows under-representation of the never-married population and one person households and an over-representation towards households with have more than 3 persons. The MO dataset highly over-represents females and the never married/single population.