People in Hammersmith are not very keen of cars, they prefer cycling or walking. Yes, they are concerned about the environment. They are also interested in current affairs, theatre and history. They prefer stylish Macs rather than PCs certainly not for playing computer games, but for shopping on the Internet, although catalogues are also popular here. They are likely to go to coffee bars at least three times a week. They are ambitious single young people, between 20-44 years old, either already established or investing in their career prospectus.

This is what the new Acorn shows about Hammersmith residents. CACI, a leading market research company, released a new consumer classification system revealing fundamental changes in UK demographics over the last 10 years. According to John Rae, director of Business Development at CACI, "this is the most accurate ACORN ever".

There are five profiles: Wealthy Achievers, Urban Prosperity, Comfortably Off, Moderate Means and Hard Pressed. These break down into 17 sub groups, which break down into 56 different consumer types.

The new Acorn also reveals the social inequality in Hammersmith. Two groups co-exist in W6 area. The Educated Urbanities with a family income of over £50,000 a year. Only the Wealthy Achievers are above them in the new ACORN categories. Then, there is the Inner City Adversity group earning no more than £10,000 a year. Bellow them there is nothing.

Both groups have common characteristics, such as concern for the environment, interest for theatre and shopping habits. "People in similar areas tend to have similar needs and aspirations", explains Mr. Rae. But such a polarised means is obviously reflected in their lifestyles.

The "Educated Urbanities" group can afford to give to charity, but the "Inner City Adversity" is more likely to volunteer instead. While the "Educated Urbanities" uses the Internet for shopping anything from insurance, financial services, personal loans, gifts, books or CDs, the "Inner City Adversity" surf the Net for looking for a job and planning their careers.

The first group travels a lot; the second is more concerned about self-improvement and education. While ones are enjoying fine arts and antiques, gourmet food and wine, classical music and opera and skiing; others are more involved in religious activities.

But where exactly is each group living within Hammersmith? ACORN provides detailed profiles for each post code in the UK. Those are the profiles in the main areas of the neighbourhood: