Mosaic Shopper Segments E-Handbook

Mosaic Shopper Segments E-Handbook

The consumer classification of shoppers

Maximise the value of your customers and location

© 2020 Experian LtdMosaic Shopper Segments

Welcome to your Mosaic Shopper Segments E-Handbook.

With consumers more empowered than ever through technology and choice, each interaction they experience with an organisation, regardless of channel, is key to building a strong and lasting relationship with those consumers. Retailers and brands need more than ever to develop and maintain a deep understanding of their existing or prospective customers to be relevant and offer value.

Personalising a customer's online path to purchase, treating a new customer in the same way as your most loyal customers (or not), or simply communicating future product purchases of possible interest; are all examples of marketing activity that can improve sales performance. Done well, all require deeper insight on the consumer.

Mosaic Shopper Segments have been designed to add a deeper layer of insight into the shopping habits, preferences and behaviour of the existing and prospective customers of retailers and brands. This empowers you in turn to deliver a more personalised and relevant consumer experience across all channels. Doing so increases loyalty, increases sales value, and improves the effectiveness of your marketing.

The benefits of Mosaic Shopper Segments

„ A method of segmenting the UK population based on retail specific attributes;

„ Understand aspects of gender bias in retail purchase decisions;

„ Incorporates the data strength of Mosaic UK;

„ Find your Mosaic Shopper Segment audiences across all channels to better engage new customers.

Mosaic Shopper Segments

Data Sources

More than 450 dimensions have been used to build Mosaic Shopper Segments; selected on the basis of their coverage, quality, consistency and sustainability.

All aspects of the consumer retail experience are covered, providing a rounded view of today's hyper-connected consumer at an individual level.

Mosaic Shopper Segments blends retail specific consumer insights from some of the largest market research organisations in the UK with a wealth of geo-demographic expertise and bespoke research on cross channel behaviours and technology adoption. The result is a consumer segmentation specifically designed to answer burning questions for the different sectors within the retail space.

Topics covered (see opposite) include insights in to consumers:

„ Levels of disposable income;

„ Impulse purchasing;

„ Online versus offline shopping strategy;

„ Attitude to spending;

„ Attitude to brands;

„ Attitude towards appearance;

„ Attitude to quality and ethics;

„ Level of interest in fashion.

Length of residency

Tenure

Urbanity measure

Housing

Online versus offline strategy

Device used to purchase item

Magazine app frequency

Holiday and travel

Entertainment

Food and groceries

Electronic goods

Clothes and shoes

Devices owned

Online shopping

Age of children

Number of children

Household size and composition

Marital status

Head of household

Family lifestage

Age

Demographics

Makeup usage/products used

Interest in fashion

Attitude to fashion

Attitude to personal care

Attitude towards appearance

Personal appearance

© 2016 Experian Ltd© 2015 Experian Ltd

Amount spent per product

Attitude on spending

Impulse purchasing

Attitude to quality

Ethical considerations

Influence

Brand status and rating

Spending


Residential property value

Personal income

Household income

Personal affluence band

Household affluence band

Monthly personal income

Monthly household income

Finance


Shoe shops

Jewellery shops

Health and beauty shops

Clothes/accessories shops

Supermarkets

Loyalty schemes

Attitude to brands

Shops used

Christmas shopping strategy

Magazines read

High street fashion motivation

General interests

Interests and motivation

© 2020 Experian Ltd

Segments Table

This latest version of Mosaic Shopper Segments classifies UK consumers into one of 16 female segments and 13 male segments.


F01

F02

F03

F04

F06

F07

F08

F09

F05

F10

F11

F12

F13

C14

F15

F16 Pat

Ethel

Iris

Penelope

Linda

Harriet

Philippa

Shannon

Nadine

Aisha

Emma

Camilla

Jodie

Anna

Francesca

Jessica

%Segment Description

2.20

5.28

5.62

4.53

3.90

2.94

2.59

5.58

0.77

1.70

6.07

0.53

3.81

0.76

2.29

2.57 M01

M02

M03

M04

M06

M07

M08

M09

M05

M10

M11

M12

M13 Norman

Stanley

Shaun

Geoffrey

Miles

Ricky

Amir

Matthew

Justin

Ryan

Tom

Giles

Oliver

%Segment Description

1.08

5.92

3.55

6.88

4.67

4.94

2.60

4.04

4.29

5.09

2.91

1.46

1.24

The Mosaic Shopper Segments family tree illustrates the major demographic and lifestyle polarities between segments, and shows how they relate to each other.

Family Tree


M12

F04

Premium Products PracticalMeasured

Old

Afflu

en

t

Lim

ited

Re

so

urc

es

Basic ProductsImpulsive

Yo

un

g

Fashionable

F16

F03

F15

F14

M10

F12F11

M09

F13

F10

F05

M02

M05

M01

F01

F02

F06

F07 M07

M06

M03

M04

F08

M13

M11

M08

F09

£££ Sutton

Harrow

Stratford

Example Destinations

9213471

116102131

Channels and Technology

15147.9%

Average

11041.5%

Mid-market

10019.7%

Average

13142.0%

High

11473.9%

0

33438.0%

18-25

Household affluencecategory

Brand status of storesused

Overall spendInterest in fashion

Number of children in household

Age

Who We Are

Buy clothes and shoes online

Keep up to date with fashion trends

Influenced by celebrity endorsements

Like to look physically attractive

Make impulsive purchases

Full-time students

Key Features

2.57%

Male Equivalent: M01

Impulsive and fashion-conscious young women who like to stand out and keep fit

JessicaF01

Mosaic Shopper Segments © 2020 Experian Ltd

8.7%

35.9%

55.4%

12.3%

41.5%

59.3%

42.0%

8.8%

49.2%

10.7%

19.7%

69.6%

6.9%

9.9%

8.1%

25.9%

21.4%

33.1%

90.2%

36.8%

86.3%

6.4%

18.7%

25.8%

36.4%

12.7%

13.9%

7.9%

11.0%

26.1%

73.9%

16.2%

40.4%

30.9%

12.5%

0.9%

0.4%

0.8%

1.8%

3.7%

4.7%

10.9%

22.0%

19.5%

26.8%

3.9%

5.3%

9.4%

13.2%

30.2%

38.0%

Age Presence of children Brand communication leading to purchases

High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic

Brand status of stores used

Average

High

Low

Christmas gift spend

Overall spend

Monthly personal disposable income

Length of residency

Children aged

Number of adults in household

Device ownership

Children in household

No children in household

Laptop

2.57%



JessicaF01


334

301

305

49.5%

68.1%

41.1%

82.6%

85.5%

39.4%

65.3%

42.0%

12.1%

52.5%

7.6%

63.7%

73.8%

68.2%

56.4%

4.1%

13.0%

10.3%

32.6%

11.5%

81.1%

74.6%

75.8%

38.5%

72.5%

73.1%

64.4%

23.9%

37.4%

73.2%

85.6%

40.9%

26.9%

16.1%

Online vs offline shopping strategy

Buy from companies with ethics they agree with

Don't mind paying extra for good quality products

Like owning good quality products

Personal appearance is not important in society

Like to think of self as well-dressed

Like to make an effort with appearance

Important to look physically attractive

Important to stay looking young

Used an app to purchase online

Saw something online and bought it in store

Saw something in store and bought it online

Saw and bought something online

Ordered online and collected in store

Online shopping makes my life easier

Like to touch and feel products before buying them

Always on the lookout for special offers

Usually looking for the lowest prices

Tend to choose premium products and services

Spend a lot on clothes

Can't resist expensive products

Attitude to quality and ethics

Like to stand out

Choose comfort over style

Keep up to date with current fashion trends

Attitude to fashion

Tend to make impulsive purchases

Sometimes splash out on products they don't need

Impulse

Do not have time to use personal care products

Have a skincare regime


Attitude towards appearanceAttitude to spending

Attitude to brands

2.57%



JessicaF01


Only buy the best known brands

Well-known brands are better

Like trying new brands

Tend to stick to preferred brands

Buy some brands without even looking at the price

Have favourite brands, but loyalty swayed by offers

Little difference in brands, leading vs supermarket


£££ Edinburgh

Chelsea

Clapham


8911382

107109119


14847.2%

Average

17919.1%

Premium

13513.0%

High

10533.5%

High

13185.3%

0

24044.4%

26-35





Age

Who We Are

Luxury jewellery

Fashion magazines

Premium clothes, shoes and personal care

High disposable income

Buy things they don’t need

Like to stand out

Key Features

2.29%


Young urban-dwellers with high disposable incomes buying premium and luxury products

FrancescaF02


8.6%

39.3%

52.1%

19.1%

45.4%

52.6%

33.5%

6.8%

59.7%

13.0%

21.5%

65.5%

6.9%

11.5%

11.5%

28.1%

18.0%

38.1%

83.4%

39.5%

78.6%

2.6%

4.4%

9.5%

54.2%

29.2%

1.4%

4.5%

12.0%

14.7%

85.3%

6.6%

20.7%

43.5%

29.2%

2.2%

0.7%

1.5%

2.3%

5.6%

6.4%

11.6%

19.2%

19.2%

23.8%

1.6%

3.9%

9.9%

21.0%

44.4%

19.2%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

2.29%



FrancescaF02


240

271

45.2%

68.1%

40.0%

84.8%

87.2%

38.9%

63.3%

33.5%

10.3%

59.8%

5.6%

60.6%

70.5%

69.6%

50.9%

4.1%

13.0%

7.3%

31.8%

11.4%

83.7%

75.2%

74.2%

37.2%

69.1%

70.4%

69.0%

17.3%

30.6%

70.2%

83.3%

40.6%

18.1%

12.6%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

2.29%



FrancescaF02










£££ York

Brighton

Hastings


989073

109102111


18065.6%

Low

10639.8%

Mid-market

10574.4%

Low

10060.1%

Low

12782.7%

0

17332.0%

26-35





Age

Who We Are

Don’t just buy the best known brands

Don’t make an effort with their appearance



Get asked for advice regarding purchases

Use apps to make purchases

Key Features

0.76%


Single, middle income women who make unnecessary purchases and use apps to buy things

AnnaF03


8.0%

38.7%

53.2%

10.0%

39.8%

60.5%

32.9%

6.9%

60.1%

7.4%

18.2%

74.4%

6.1%

8.4%

10.8%

26.7%

14.4%

34.1%

84.8%

36.8%

73.3%

1.2%

2.2%

7.0%

50.9%

38.7%

3.1%

6.1%

11.8%

17.3%

82.7%

12.8%

25.0%

38.9%

23.3%

1.1%

0.3%

0.5%

1.4%

3.3%

4.4%

9.1%

18.9%

17.9%

29.6%

4.2%

9.3%

17.7%

21.4%

32.0%

15.5%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

0.76%



AnnaF03


216

46.0%

62.9%

40.0%

80.7%

83.0%

31.7%

67.6%

32.9%

10.0%

52.6%

4.3%

57.4%

62.0%

59.3%

49.4%

5.3%

9.7%

7.2%

34.2%

13.8%

82.0%

78.2%

72.8%

35.7%

70.0%

66.8%

65.1%

18.5%

29.9%

71.2%

84.6%

36.3%

18.9%

10.1%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

0.76%



AnnaF03










£££ Mansfield

Grimsby

Blackpool


9710380

112111124


23183.9%

Low

10366.1%

Basic

10775.7%

Low

11035.4%

High

8655.9%

0

27631.4%

18-25





Age

Who We Are

Can’t resist expensive products



Like to stand out

On the lookout for special offers

Low affluence

Key Features

3.81%


Single young women with low disposable incomes trying to balance budget and style

JodieF04


12.4%

41.5%

46.1%

5.9%

33.3%

66.1%

35.4%

7.5%

57.1%

7.4%

16.9%

75.7%

7.5%

8.4%

10.7%

22.3%

16.5%

37.1%

87.5%

40.0%

81.7%

1.2%

5.5%

13.2%

50.2%

29.9%

9.1%

18.2%

30.0%

44.1%

55.9%

8.7%

22.8%

43.9%

24.6%

0.4%

0.0%

0.5%

1.0%

1.3%

3.6%

6.8%

16.4%

19.6%

36.0%

1.8%

5.3%

12.3%

16.5%

32.7%

31.4%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

3.81%



JodieF04


276

229

52.4%

63.1%

35.9%

76.7%

82.0%

34.2%

72.6%

35.4%

11.8%

46.9%

8.1%

63.4%

68.3%

62.4%

54.8%

3.7%

11.1%

6.7%

33.2%

11.2%

79.6%

76.4%

76.5%

33.0%

65.3%

74.2%

69.3%

17.5%

32.0%

81.6%

88.8%

36.3%

20.9%

13.8%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

3.81%



JodieF04










£££ Cambridge

Richmond

Kensington


94100100

10198102


29092.4%

High

33835.9%

Premium

20619.8%

High

12941.3%

High

11675.6%

0

13024.0%

26-35





Age

Who We Are

Buy premium and luxury products

Speed and convenience is not important

High overall spend

Ethically-minded shoppers



Key Features

0.53%


Affluent urban renters who can afford to buy premium and luxury products

CamillaF05


18.3%

42.7%

39.0%

35.9%

37.5%

33.9%

41.3%

9.0%

49.7%

19.8%

26.4%

53.8%

3.7%

16.1%

13.1%

26.6%

16.0%

46.7%

78.9%

35.5%

67.7%

1.7%

8.3%

14.7%

49.2%

26.1%

12.4%

14.6%

10.6%

24.4%

75.6%

24.4%

26.8%

30.0%

18.7%

10.2%

3.1%

2.3%

7.5%

7.1%

10.4%

9.4%

17.1%

13.2%

13.8%

13.1%

11.8%

18.0%

22.3%

24.0%

10.8%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

0.53%



CamillaF05


243

210

519

287

592

635

206

338

38.1%

64.9%

44.1%

92.4%

90.4%

35.6%

61.8%

41.3%

9.2%

60.7%

6.5%

66.8%

70.8%

70.8%

58.4%

1.8%

13.7%

6.8%

34.5%

14.7%

76.8%

80.2%

65.6%

47.1%

74.3%

66.0%

53.7%

26.0%

42.3%

46.8%

72.1%

60.0%

25.9%

15.9%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

0.53%



CamillaF05










£££ Swindon

Rugby

Basingstoke


9213089

104129124


16953.6%

Average

11442.9%

Mid-market

10921.4%

Average

9959.6%

Low

29336.8%

2

20736.9%

36-45





Age

Who We Are

Read celebrity/gossip magazines


Buy luxury and premium jewellery

Children influence what they buy

Lots of children in household


Key Features

6.07%


Working mums whose purchases are influenced by their young children

EmmaF06


25.0%

47.8%

27.2%

9.3%

42.9%

70.0%

34.0%

6.3%

59.6%

10.7%

21.4%

67.9%

6.2%

9.7%

12.7%

26.4%

20.8%

41.3%

80.6%

46.7%

82.0%

0.9%

2.9%

9.0%

72.4%

14.7%

31.6%

46.2%

36.0%

74.9%

25.1%

21.7%

35.3%

30.4%

12.6%

1.2%

0.5%

0.9%

1.0%

3.0%

4.6%

8.7%

20.7%

20.8%

29.3%

0.6%

2.7%

18.8%

36.9%

32.6%

8.4%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

6.07%



EmmaF06


207

214

228

246

43.7%

62.9%

31.9%

82.1%

83.6%

26.8%

70.3%

34.0%

10.7%

54.3%

6.2%

58.5%

68.8%

63.9%

54.4%

4.3%

10.8%

8.5%

32.9%

16.3%

81.0%

75.0%

77.6%

36.4%

70.1%

73.0%

66.7%

20.3%

34.9%

74.9%

90.4%

39.7%

16.8%

12.6%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

6.07%



EmmaF06










£££ Bradford

Hounslow

Ilford


9911899

101115111


10332.6%

Average

10037.6%

Mid-market

11121.9%

Average

14310.9%

Average

5988.9%

4+

15228.2%

26-35





Age

Who We Are



Urban



Large households

Key Features

1.70%


Women living in large households with young children, who like to buy expensive products from the best known brands

AishaF07


14.6%

27.9%

57.6%

11.5%

37.6%

57.7%

35.1%

10.9%

54.0%

10.4%

21.9%

67.8%

4.4%

12.1%

9.7%

17.2%

18.8%

46.2%

78.8%

41.6%

73.6%

7.5%

11.6%

20.1%

45.2%

15.6%

29.7%

35.0%

31.9%

60.8%

39.2%

28.5%

36.3%

25.4%

9.8%

1.5%

0.3%

1.1%

1.6%

3.9%

4.4%

8.3%

14.1%

20.6%

30.4%

3.5%

7.9%

19.1%

25.1%

28.2%

16.1%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

1.70%



AishaF07


202

357

43.0%

61.3%

40.6%

78.6%

80.6%

35.5%

72.9%

35.1%

17.6%

53.0%

10.4%

60.3%

66.0%

63.3%

55.3%

7.1%

12.7%

10.7%

34.0%

13.5%

77.2%

78.2%

72.6%

35.1%

66.8%

71.7%

57.4%

28.4%

42.8%

70.0%

84.6%

41.8%

28.0%

21.2%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

240

218

1.70%



AishaF07










£££ Westfield London

Clapham

Lewisham


989294

10197107


14853.9%

Low

8353.1%

Basic

10070.8%

Low

12038.6%

High

16328.4%

1

16029.7%

26-35





Age

Who We Are



High shoe and personal care spend

Shop online for food and groceries


Like to stand out

Key Features

0.77%


Street style, single women with children

NadineF08


17.1%

34.6%

48.3%

13.7%

36.2%

53.1%

38.6%

11.3%

50.1%

11.3%

18.0%

70.8%

7.0%

15.6%

11.6%

27.0%

14.7%

43.7%

78.5%

35.1%

70.5%

3.9%

8.9%

16.0%

43.1%

28.1%

20.5%

27.0%

24.4%

49.6%

50.4%

21.3%

38.8%

27.0%

12.9%

1.2%

0.3%

0.0%

2.3%

2.6%

5.5%

6.9%

23.4%

19.4%

22.5%

1.6%

5.5%

20.1%

27.1%

29.7%

15.9%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

0.77%



NadineF08


46.1%

60.8%

34.8%

80.2%

82.0%

36.6%

69.7%

38.6%

7.9%

50.7%

7.7%

63.9%

72.0%

63.4%

51.7%

3.6%

12.5%

6.8%

34.6%

14.8%

78.2%

69.8%

71.2%

30.3%

65.6%

68.7%

62.1%

28.7%

39.5%

68.7%

83.3%

44.6%

24.1%

15.1%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

0.77%



NadineF08










£££ Scunthorpe

Skegness

Bangor


9811592

106109122


23384.7%

Low

10970.0%

Basic

10775.6%

Low

10563.2%

Low

18122.7%

2

16128.8%

36-45





Age

Who We Are

Low disposable income

Buy basic brand shoes




Large households

Key Features

5.58%


Bargain centric women with low disposable incomes living with children

ShannonF09


21.7%

41.3%

37.0%

4.0%

31.0%

70.0%

30.6%

6.1%

63.2%

7.9%

16.6%

75.6%

6.3%

8.0%

10.8%

20.5%

18.3%

42.8%

82.4%

39.2%

80.7%

2.8%

6.8%

16.1%

54.3%

20.0%

38.2%

42.6%

30.7%

72.0%

28.0%

23.9%

38.1%

27.3%

10.7%

0.3%

0.0%

0.3%

0.6%

1.3%

1.9%

4.4%

11.6%

19.1%

38.6%

1.2%

4.2%

19.0%

28.8%

29.4%

17.4%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

5.58%



ShannonF09


206

227

229

48.0%

59.1%

32.3%

72.3%

77.8%

28.0%

76.4%

30.6%

10.1%

42.0%

8.6%

55.3%

64.3%

53.7%

47.8%

4.1%

10.1%

5.4%

32.2%

10.4%

77.1%

73.8%

75.9%

31.7%

67.2%

73.2%

68.1%

19.7%

36.0%

82.6%

89.9%

33.2%

17.0%

13.4%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

5.58%



ShannonF09










£££ Guildford

Redhill

Epsom


9211199

102110107


24878.9%

High

17018.0%

Premium

13713.2%

High

10734.4%

High

26132.8%

2

19234.3%

36-45





Age

Who We Are

Homeowners

Buy premium products

High overall spend

Buy some brands without considering price

Shop online


Key Features

2.59%


Affluent stay at home mums living in expensive houses and spending a lot on high-end products

PhilippaF10


20.9%

47.2%

31.9%

18.0%

45.3%

64.0%

34.4%

6.7%

58.9%

13.2%

25.3%

61.6%

3.4%

9.1%

11.6%

27.7%

17.8%

46.3%

79.2%

39.7%

71.0%

2.4%

6.5%

14.2%

62.0%

14.9%

34.8%

39.8%

22.3%

63.2%

36.8%

24.7%

34.5%

29.4%

11.4%

3.0%

1.3%

1.6%

2.7%

6.2%

7.2%

10.6%

19.0%

18.5%

21.1%

1.6%

8.0%

31.2%

34.3%

15.8%

9.1%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

2.59%



PhilippaF10


242

212

209

37.1%

61.6%

37.9%

85.2%

87.8%

25.7%

69.4%

34.4%

9.4%

59.4%

4.6%

58.9%

69.5%

65.3%

51.8%

3.4%

10.5%

8.6%

34.7%

15.3%

82.0%

75.6%

76.5%

39.8%

69.6%

67.4%

62.3%

23.1%

37.1%

67.3%

86.6%

46.1%

18.6%

11.9%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

2.59%



PhilippaF10










£££ Shrewsbury

Hereford

Aberystwyth


9584110

1029197


15850.4%

High

11512.2%

Premium

10473.4%

Low

11770.6%

Low

10467.9%

0

14226.2%

46-55





Age

Who We Are

Not appearance-focussed

Low outerwear spend

Shop at local businesses

Pay extra for good quality products

Avoid high street chains


Key Features

2.94%


Mature women in market towns and villages prioritising practicality over appearance

HarrietF11


14.7%

41.4%

43.8%

12.2%

34.7%

62.2%

24.7%

4.7%

70.6%

7.6%

19.1%

73.4%

3.9%

10.1%

12.0%

20.4%

13.4%

51.4%

79.2%

32.8%

64.3%

2.2%

6.7%

13.6%

60.4%

17.2%

18.8%

18.5%

10.5%

32.1%

67.9%

33.1%

30.8%

25.6%

10.5%

1.9%

0.3%

0.7%

1.3%

3.5%

4.3%

8.2%

16.7%

19.4%

31.5%

12.0%

19.1%

26.2%

18.4%

13.1%

11.3%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

2.94%



HarrietF11


38.7%

57.0%

43.2%

84.9%

84.7%

24.8%

72.9%

24.7%

7.5%

54.2%

6.9%

54.0%

66.3%

56.4%

49.1%

2.1%

6.9%

6.0%

37.0%

7.5%

80.2%

74.9%

69.5%

39.1%

69.1%

65.5%

61.3%

18.5%

33.2%

67.0%

86.5%

43.4%

14.3%

10.6%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

2.94%



HarrietF11










£££ Chesterfield

Southport

Tamworth


10595114

9710386


15549.3%

Average

11271.9%

Basic

9969.6%

Low

10261.4%

Low

11876.7%

0

25235.1%

56-65





Age

Who We Are

Buy from basic brand status shops

Tend to shop offline

High Christmas gift spend

Homeowners

Don’t like to stand out

Make an effort with their appearance

Key Features

3.90%


Appearance-conscious middle-aged women shopping on the high street

LindaF12


25.1%

46.4%

28.5%

7.9%

39.1%

71.9%

30.9%

7.7%

61.4%

9.8%

20.6%

69.6%

2.7%

8.8%

12.4%

20.2%

15.2%

53.3%

75.7%

37.3%

56.6%

2.4%

10.2%

24.2%

48.8%

14.4%

17.3%

7.5%

5.3%

23.3%

76.7%

65.6%

21.0%

10.1%

3.3%

1.0%

0.6%

0.6%

1.1%

2.5%

4.1%

9.1%

17.0%

19.8%

32.4%

9.1%

35.1%

38.9%

11.4%

3.8%

1.7%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

3.90%



LindaF12


210

252

38.0%

54.5%

35.3%

80.3%

80.3%

19.3%

76.0%

30.9%

4.9%

55.6%

7.9%

63.0%

71.8%

54.1%

51.0%

1.9%

10.4%

6.7%

29.7%

14.2%

72.2%

77.7%

69.1%

35.6%

69.0%

66.9%

61.9%

21.0%

32.4%

70.1%

87.3%

41.5%

14.7%

9.6%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

3.90%



LindaF12










£££ High Wycombe

Tunbridge Wells

Kingston Upon Thames


103116130

9210484


29894.8%

High

20121.4%

Premium

15615.1%

High

10734.2%

High

12682.1%

0

21329.8%

56-65





Age

Who We Are

Own expensive properties


Good quality products and services

High overall spend



Key Features

4.53%


Mature, high spending women with a focus on quality and appearance

PenelopeF13


26.6%

43.1%

30.4%

21.4%

43.2%

59.1%

34.2%

7.8%

58.0%

15.1%

23.9%

61.1%

2.5%

10.0%

11.9%

22.6%

18.6%

60.6%

71.3%

37.5%

55.7%

2.9%

9.0%

16.0%

59.9%

12.2%

12.0%

9.0%

5.0%

17.9%

82.1%

58.7%

22.5%

13.4%

5.5%

6.1%

1.3%

1.9%

3.0%

7.8%

6.6%

11.7%

18.8%

18.2%

19.0%

27.3%

29.8%

22.5%

9.5%

6.2%

4.7%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

4.53%



PenelopeF13


213

232

206

236

243

382

201

34.5%

57.9%

40.8%

89.3%

88.2%

24.6%

69.4%

34.2%

4.0%

61.3%

6.3%

63.7%

76.3%

61.2%

55.8%

1.3%

10.9%

6.5%

30.6%

13.7%

73.6%

77.8%

63.7%

45.3%

74.6%

61.4%

56.6%

26.9%

37.0%

53.7%

82.2%

54.9%

19.8%

11.1%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

4.53%



PenelopeF13










£££ Poole

Chichester

Eastbourne


11265122

826752


18157.7%

High

9937.3%

Mid-market

10373.1%

Low

1219.2%

Average

15399.4%

0

41181.4%

66+





Age

Who We Are

Don’t make impulsive purchases

Don’t buy things they don’t need

Shop offline for everything


Tend to live alone


Key Features

5.62%


Affluent older women who know what they like and like to look good

IrisF14


14.8%

44.4%

40.8%

10.1%

37.3%

61.5%

29.5%

9.2%

61.3%

7.4%

19.5%

73.1%

1.3%

7.7%

12.9%

16.6%

10.4%

56.9%

63.9%

24.1%

34.3%

0.5%

1.3%

6.7%

57.0%

34.6%

0.1%

0.1%

0.5%

0.6%

99.4%

71.7%

16.4%

8.2%

3.7%

1.2%

0.8%

0.6%

1.5%

4.0%

4.2%

9.3%

17.8%

23.6%

28.7%

81.4%

11.3%

3.7%

1.7%

1.3%

0.7%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

5.62%



IrisF14


411

35.1%

51.2%

43.0%

85.2%

83.0%

17.9%

76.4%

29.5%

3.6%

54.7%

7.9%

66.4%

76.9%

54.8%

53.3%

0.9%

9.6%

5.4%

27.0%

13.6%

66.0%

79.3%

58.4%

37.2%

73.7%

55.7%

59.4%

25.4%

34.6%

57.2%

81.9%

47.4%

14.4%

9.3%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

5.62%



IrisF14










£££ Kings Lynn

Durham

Skegness


10864109

927564


15857.4%

Low

10567.6%

Basic

11077.6%

Low

10764.8%

Low

14895.9%

0

26953.3%

66+





Age

Who We Are

Retired

Low Christmas gift spend


Appreciate friendly service

Shop offline

Live in council/HA houses

Key Features

5.28%


Older women seeking good service and offers over everyday low prices

EthelF15


14.7%

41.4%

43.9%

6.2%

31.7%

67.6%

27.4%

7.8%

64.8%

6.5%

15.9%

77.6%

1.9%

8.3%

11.4%

16.0%

10.3%

50.9%

71.2%

27.0%

42.1%

0.5%

3.0%

10.8%

49.9%

35.7%

2.5%

1.1%

1.2%

4.1%

95.9%

65.2%

19.5%

10.9%

4.4%

0.4%

0.1%

0.3%

0.6%

1.6%

2.4%

5.1%

13.2%

20.5%

40.2%

53.3%

25.0%

14.4%

4.2%

2.0%

1.2%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

5.28%



EthelF15


269

39.2%

53.1%

40.2%

76.8%

78.3%

18.0%

79.8%

27.4%

3.8%

47.6%

8.1%

62.5%

72.9%

47.7%

50.8%

1.6%

10.8%

4.6%

30.4%

10.7%

69.8%

77.1%

64.0%

30.0%

70.4%

62.5%

60.8%

20.9%

32.8%

69.7%

86.5%

38.1%

12.4%

8.9%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

5.28%



EthelF15










£££ St Helens

Sunderland

Hamilton


1048197

9687102


24589.1%

Low

10467.1%

Basic

10574.3%

Low

10663.8%

Low

12178.9%

0

18525.8%

56-65





Age

Who We Are

Avoid high street chains

Live in council/HA houses

Live alone

Very low disposable income

Don’t pay extra for good quality


Key Features

2.20%


Low spending mature women who prioritise price and choice

PatF16


13.4%

40.8%

45.8%

5.1%

28.4%

67.1%

25.5%

10.7%

63.8%

7.9%

17.8%

74.3%

4.1%

8.8%

10.2%

19.6%

13.0%

45.1%

74.6%

31.6%

67.2%

0.8%

4.4%

12.3%

45.0%

37.4%

9.2%

8.9%

8.9%

21.1%

78.9%

39.7%

27.5%

22.3%

10.5%

0.4%

0.5%

0.3%

0.2%

1.3%

1.7%

4.6%

12.8%

16.8%

40.9%

14.8%

25.8%

22.8%

13.3%

14.7%

8.6%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

2.20%


Low spending mature women who prioritise price and choice

PatF16


44.3%

52.6%

36.3%

71.5%

77.2%

26.3%

76.4%

25.5%

8.2%

44.9%

8.5%

57.4%

64.0%

47.1%

48.1%

3.1%

9.9%

4.6%

29.7%

12.5%

69.6%

71.0%

67.9%

28.1%

66.8%

70.0%

66.9%

19.3%

32.4%

76.7%

86.7%

32.7%

12.5%

9.8%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

2.20%


Low spending mature women who prioritise price and choiceand value

PatF16










£££ Redhill

Bishops Stortford

Tunbridge Wells


9193100

10095103


23986.2%

High

10925.1%

Mid-market

10319.4%

Average

13827.2%

High

11277.8%

0

35743.5%

18-25





Age

Who We Are


Shop online

Full-time students


Purchase premium products

High spend on outerwear

Key Features

1.24%

Female Equivalent: F01

Fashion conscious young men living with parents in affluent households

OliverM01


16.8%

46.3%

37.0%

7.1%

25.1%

55.6%

27.2%

7.6%

65.3%

4.3%

19.4%

76.4%

3.1%

10.6%

7.9%

19.5%

22.7%

64.6%

75.8%

39.7%

72.1%

10.4%

21.6%

30.8%

29.0%

8.2%

16.8%

7.5%

4.8%

22.2%

77.8%

18.5%

44.1%

26.0%

11.4%

3.9%

1.1%

2.6%

2.8%

8.8%

7.0%

11.3%

20.6%

17.0%

19.1%

3.8%

6.1%

9.3%

10.6%

26.8%

43.5%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

1.24%



OliverM01


357

323

401

40.3%

58.2%

39.5%

90.8%

91.6%

39.2%

62.5%

27.2%

11.9%

21.7%

8.1%

57.3%

57.5%

57.5%

47.3%

2.6%

11.3%

10.6%

31.8%

7.5%

81.4%

63.2%

70.7%

40.0%

74.5%

68.1%

61.1%

27.7%

47.9%

66.3%

77.7%

57.0%

16.7%

18.0%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

1.24%



OliverM01










£££ Cambridge

Putney

Chelsea


8911299

10295104


19971.6%

High

26916.3%

Premium

16631.1%

Average

12925.5%

High

12385.4%

0

17533.8%

26-35





Age

Who We Are

Follow skincare regime

Choose premium products and services

Shop online

High overall spend



Key Features

1.46%


Affluent, urban males using their high disposable incomes to look good

GilesM02


20.1%

54.3%

25.5%

16.3%

25.2%

44.7%

25.5%

5.2%

69.3%

6.0%

31.1%

62.9%

5.0%

12.0%

8.5%

23.5%

27.2%

63.9%

77.3%

39.6%

73.2%

2.4%

6.2%

10.4%

60.5%

20.5%

5.0%

7.1%

8.7%

14.6%

85.4%

15.7%

24.9%

36.1%

23.3%

16.8%

2.2%

3.5%

5.7%

10.2%

8.2%

14.9%

16.4%

9.7%

9.2%

6.3%

8.1%

15.7%

25.4%

33.8%

10.6%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

1.46%



GilesM02


260

215

225

417

269

36.6%

57.0%

40.9%

90.9%

91.3%

44.4%

68.5%

25.5%

13.6%

23.1%

9.7%

56.4%

57.4%

64.6%

44.2%

2.0%

9.1%

6.7%

30.3%

8.6%

85.4%

67.8%

65.8%

45.4%

76.5%

63.1%

61.1%

25.6%

45.2%

48.5%

69.6%

59.4%

14.4%

13.9%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

1.46%



GilesM02










£££ Oxford

Bournemouth

Brighton


938392

111121112


15650.9%

Average

11025.2%

Mid-market

11020.6%

Average

11622.8%

High

12083.5%

0

21741.8%

26-35





Age

Who We Are

High spend on shoes


Up to date with fashion trends




Key Features

2.91%


Label conscious young male professionals with ambition

TomM03


15.1%

53.9%

31.1%

9.7%

25.2%

63.4%

22.8%

6.7%

70.4%

4.8%

20.6%

74.6%

6.2%

9.2%

8.8%

24.3%

20.1%

59.6%

83.6%

50.4%

78.9%

2.8%

4.8%

9.2%

55.0%

28.3%

1.9%

5.5%

13.7%

16.5%

83.5%

6.2%

20.7%

42.9%

30.3%

3.2%

1.0%

1.9%

2.0%

7.7%

9.5%

16.2%

21.2%

17.0%

14.5%

1.6%

4.1%

10.9%

23.4%

41.8%

18.2%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

2.91%



TomM03


217

254

40.1%

62.0%

37.4%

86.4%

89.3%

36.6%

66.3%

22.8%

11.8%

25.3%

12.1%

51.5%

58.0%

59.9%

42.5%

4.0%

12.7%

7.0%

29.6%

8.9%

81.7%

65.6%

73.2%

40.3%

68.8%

67.0%

65.3%

23.7%

42.6%

61.2%

80.9%

52.5%

11.0%

16.1%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

2.91%



TomM03










£££ Stoke On Trent

Grimsby

Blackpool


9710986

10594117


18156.8%

Low

10062.3%

Basic

10176.0%

Low

13025.6%

High

10472.2%

0

23228.3%

18-25





Age

Who We Are







Key Features

5.09%


Young men with low disposable income spending beyond their means

RyanM04


16.9%

48.5%

34.6%

4.7%

23.0%

62.3%

25.6%

6.9%

67.5%

5.5%

18.5%

76.0%

4.8%

7.2%

7.6%

18.6%

26.6%

55.9%

79.4%

39.3%

81.9%

3.6%

10.5%

20.2%

42.6%

23.1%

9.8%

10.0%

16.8%

27.8%

72.2%

13.6%

30.2%

35.3%

20.9%

1.0%

0.3%

0.9%

1.4%

4.2%

5.3%

10.9%

20.1%

21.7%

25.3%

2.2%

5.5%

12.0%

18.1%

33.8%

28.3%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

5.09%



RyanM04


232

43.3%

58.7%

33.7%

82.5%

84.4%

35.6%

73.0%

25.6%

13.7%

18.6%

13.1%

57.3%

57.8%

52.2%

41.8%

3.3%

10.1%

5.0%

29.8%

6.7%

79.3%

62.2%

72.6%

34.7%

70.7%

69.1%

64.7%

23.1%

42.5%

68.9%

79.9%

47.4%

14.4%

16.5%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

5.09%



RyanM04










£££ St Albans

Newbury

Bracknell


9313597

108132114


18767.5%

High

11325.9%

Mid-market

10820.3%

Average

10376.0%

Low

36142.8%

2

19736.5%

36-45





Age

Who We Are

Buy most food and groceries online


Premium jewellery and clothes




Key Features

4.29%


Dads with successful careers consuming quality products from premium brands

JustinM05


39.5%

46.7%

13.8%

6.9%

25.9%

62.7%

17.4%

6.6%

76.0%

9.1%

20.3%

70.6%

3.7%

7.9%

10.5%

21.9%

32.8%

62.5%

81.9%

55.0%

79.7%

1.8%

6.9%

16.3%

70.3%

4.7%

42.5%

49.8%

25.4%

72.4%

27.6%

32.0%

38.1%

22.2%

7.7%

6.0%

1.7%

2.2%

2.7%

8.1%

7.9%

12.8%

18.4%

17.2%

17.2%

0.9%

5.8%

33.6%

36.5%

13.4%

9.8%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

4.29%



JustinM05


236

300

283

31.4%

55.1%

32.1%

88.2%

89.4%

27.1%

70.4%

17.4%

12.7%

17.1%

8.6%

49.3%

51.9%

48.5%

37.8%

2.2%

11.2%

7.2%

26.0%

9.0%

85.2%

66.2%

69.6%

38.3%

68.7%

63.3%

62.8%

24.6%

42.4%

60.3%

80.5%

54.5%

7.9%

11.4%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

4.29%



JustinM05










£££ Northampton

Maidstone

Milton Keynes


9513393

112133124


18058.8%

Average

11325.9%

Mid-market

10720.1%

Average

9771.3%

Low

24529.1%

2

18235.1%

26-35





Age

Who We Are

Buy some brands without considering price



Have young children



Key Features

4.04%


Middle-income dads with young children, trying to balance budget to consume their favourite brands

MatthewM06


27.0%

52.1%

20.8%

5.2%

25.9%

63.9%

22.0%

6.7%

71.3%

6.6%

20.1%

73.4%

4.9%

8.0%

7.8%

20.7%

32.2%

60.4%

84.3%

55.5%

87.0%

1.3%

3.2%

9.9%

72.5%

13.1%

20.9%

35.4%

36.6%

61.3%

38.7%

17.3%

32.0%

33.7%

16.9%

2.0%

0.9%

1.4%

1.5%

5.1%

6.4%

12.1%

24.6%

20.4%

19.0%

0.5%

2.0%

15.4%

31.7%

35.1%

15.3%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

4.04%



MatthewM06


254

213

37.1%

58.2%

31.2%

83.5%

86.6%

27.7%

68.3%

22.0%

14.6%

19.3%

9.6%

53.8%

55.9%

53.7%

38.9%

3.7%

9.2%

6.9%

26.9%

8.3%

81.0%

67.2%

74.8%

37.5%

68.4%

67.5%

65.3%

24.9%

41.1%

67.6%

83.0%

47.1%

12.7%

13.3%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

4.04%



MatthewM06










£££ Birmingham

Hounslow

Woolwich


9610694

102102111


12238.2%

Low

11225.7%

Mid-market

10075.1%

Low

18035.4%

High

5677.9%

4+

14928.8%

26-35





Age

Who We Are

Prioritise looking young


Like to stand out


Follow skincare regime


Key Features

2.60%


Urban-dwelling, appearance-conscious men living in large families

AmirM07


17.8%

37.7%

44.5%

8.2%

25.7%

55.3%

35.4%

9.0%

55.6%

6.7%

18.3%

75.1%

3.3%

8.9%

10.4%

18.4%

25.6%

60.8%

76.7%

42.4%

77.6%

9.0%

11.2%

20.8%

43.2%

15.8%

23.6%

29.1%

28.3%

50.9%

49.1%

24.2%

35.4%

26.9%

13.5%

3.8%

1.1%

0.7%

2.0%

5.7%

8.5%

9.8%

19.5%

17.9%

21.4%

2.8%

7.7%

18.5%

25.6%

28.8%

16.6%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

2.60%



AmirM07


347

38.9%

52.3%

41.3%

78.1%

82.0%

41.4%

67.8%

35.4%

14.5%

25.2%

12.3%

63.2%

62.2%

57.1%

45.4%

5.4%

10.1%

9.6%

22.1%

11.7%

74.4%

67.5%

71.3%

31.4%

67.1%

61.7%

62.3%

28.1%

48.4%

70.3%

81.5%

46.8%

20.7%

18.6%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

228

2.60%



AmirM07










£££ Doncaster

Middlesborough

Bangor


987994

98101114


26282.2%

Low

11068.6%

Basic

10074.8%

Low

1087.4%

Average

29010.1%

3

16620.2%

18-25





Age

Who We Are


Shop online for clothes and shoes





Key Features

4.94%


Price conscious men with low disposable incomes making impulsive purchases

RickyM08


31.8%

46.2%

22.0%

2.2%

20.0%

68.6%

23.2%

7.4%

69.4%

7.3%

17.9%

74.8%

5.0%

7.8%

9.1%

18.9%

19.1%

60.9%

74.3%

42.3%

79.7%

3.2%

10.1%

22.2%

54.2%

10.3%

35.4%

36.6%

27.6%

64.0%

36.0%

25.5%

38.1%

25.6%

10.8%

0.8%

0.2%

0.4%

0.8%

2.7%

4.0%

7.8%

18.0%

22.5%

28.7%

1.1%

5.2%

21.6%

25.9%

26.1%

20.2%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

4.94%



RickyM08


209

220

236

41.0%

54.6%

31.4%

78.5%

82.8%

28.9%

74.3%

23.2%

10.7%

14.6%

11.8%

50.0%

54.1%

43.3%

35.6%

2.0%

11.4%

7.3%

28.8%

5.7%

75.1%

66.6%

70.4%

35.0%

66.3%

67.7%

63.7%

21.7%

39.6%

71.8%

81.5%

41.7%

13.5%

14.7%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

4.94%



RickyM08










£££ Oxford

Tunbridge Wells

Kingston Upon Thames


97118108

1039392


20674.3%

High

1408.5%

Premium

1096.7%

High

10778.7%

Low

11076.5%

0

16823.6%

56-65





Age

Who We Are

Don’t make impulsive purchases

Pay extra for good quality products

Buy fair trade products

High overall spend

Premium products and services


Key Features

4.67%


Middle-aged men whose high disposable income affords them to buy top quality products

MilesM09


28.2%

47.5%

24.3%

8.5%

22.6%

58.2%

15.4%

5.9%

78.7%

6.7%

20.0%

73.3%

2.2%

9.1%

11.5%

18.7%

28.7%

69.6%

77.7%

38.7%

64.6%

2.5%

5.7%

13.7%

62.2%

15.9%

13.2%

13.1%

8.7%

23.5%

76.5%

38.3%

26.8%

24.0%

10.8%

11.0%

1.6%

3.0%

4.0%

8.1%

6.5%

11.5%

18.6%

15.0%

14.9%

14.7%

23.6%

26.3%

16.8%

11.8%

6.9%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

4.67%



MilesM09


273

29.6%

49.4%

36.1%

88.9%

88.5%

27.2%

75.3%

15.4%

8.3%

18.9%

9.5%

49.8%

57.6%

46.9%

39.2%

2.2%

8.3%

5.0%

26.3%

5.8%

80.3%

67.0%

63.1%

39.8%

72.0%

54.4%

60.8%

25.0%

40.1%

51.4%

74.5%

56.1%

9.3%

10.2%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

4.67%



MilesM09










£££ Solihull

Harrogate

Poole


10889115

9210076


19168.9%

High

1146.9%

Premium

10118.9%

Average

11080.8%

Low

12989.7%

0

23432.8%

56-65





Age

Who We Are

Shop offline

Like luxury brands

Premium products and services




Key Features

6.88%


Asset rich mature men who appreciate quality

GeoffreyM10


33.2%

48.6%

18.2%

6.9%

24.1%

63.5%

13.7%

5.5%

80.8%

6.8%

18.9%

74.2%

1.1%

8.4%

11.9%

17.2%

21.7%

74.5%

69.3%

41.6%

53.1%

1.5%

6.9%

17.8%

62.4%

11.4%

7.8%

3.0%

2.2%

10.3%

89.7%

71.6%

17.2%

7.9%

3.4%

5.6%

1.5%

2.4%

3.1%

8.8%

8.0%

12.7%

20.4%

16.9%

15.8%

34.9%

32.8%

21.4%

5.6%

3.6%

1.7%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

6.88%



GeoffreyM10


234

205

26.8%

45.0%

31.1%

86.1%

87.1%

20.1%

81.7%

13.7%

7.0%

14.7%

10.7%

49.9%

58.6%

39.2%

39.3%

1.1%

8.8%

4.9%

21.9%

6.4%

73.5%

68.9%

62.1%

36.1%

72.6%

53.6%

62.2%

25.6%

38.6%

56.5%

78.8%

54.4%

6.3%

8.6%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

6.88%



GeoffreyM10










£££ Wigan

Sunderland

Hamilton


1048599

937898


21366.8%

Low

10767.0%

Basic

10881.0%

Low

10174.4%

Low

12888.5%

0

15922.3%

56-65





Age

Who We Are

Like basic brands

Live alone


Don’t pay extra for good quality products

Don’t like to stand out


Key Features

3.55%


Middle-aged single men with limited budgets, buying basic brands

ShaunM11


17.8%

46.9%

35.3%

3.4%

18.4%

67.0%

17.6%

8.0%

74.4%

4.1%

14.9%

81.0%

2.8%

7.9%

9.0%

15.8%

20.7%

63.9%

70.4%

32.7%

68.5%

1.0%

3.0%

9.3%

40.6%

46.0%

4.4%

4.3%

6.0%

11.5%

88.5%

34.8%

29.5%

23.7%

12.1%

1.4%

0.5%

0.7%

1.4%

2.8%

5.0%

9.3%

17.1%

19.4%

29.2%

8.8%

22.3%

27.3%

18.8%

16.3%

6.5%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

3.55%



ShaunM11


254

37.4%

51.2%

29.2%

76.7%

81.8%

23.9%

77.4%

17.6%

10.2%

16.6%

12.3%

48.2%

53.2%

38.8%

37.7%

2.3%

8.8%

4.4%

25.2%

6.6%

70.6%

65.7%

66.0%

32.3%

68.8%

61.2%

65.9%

21.2%

37.7%

69.1%

80.2%

40.4%

9.2%

9.9%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

3.55%



ShaunM11










£££ Great Yarmouth

Kings Lynn

Clacton On Sea


11275117

838063


14346.5%

Average

10364.6%

Basic

10679.3%

Low

11080.8%

Low

14198.0%

0

37664.0%

66+





Age

Who We Are

Retired

Elderly

Like basic brands

Comfort over style when buying clothes

Shop offline


Key Features

5.92%


Elderly gentlemen, shopping on the high street, continuing to make an effort with their appearance

StanleyM12


23.3%

49.9%

26.8%

4.6%

21.1%

64.6%

12.2%

7.0%

80.8%

4.7%

16.0%

79.3%

1.3%

7.5%

10.7%

14.3%

18.2%

75.7%

62.6%

33.2%

43.9%

0.8%

2.4%

10.8%

67.2%

18.9%

1.1%

0.4%

0.9%

2.0%

98.0%

72.6%

15.7%

7.9%

3.8%

1.9%

0.7%

1.7%

1.8%

5.0%

5.6%

11.3%

21.4%

21.2%

23.2%

64.0%

19.6%

9.1%

3.7%

2.6%

1.1%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

5.92%



StanleyM12


376

28.9%

44.4%

31.6%

82.0%

83.4%

19.2%

84.2%

12.2%

6.0%

13.8%

13.0%

51.6%

59.4%

35.8%

39.6%

0.7%

8.9%

4.5%

23.3%

6.7%

67.1%

68.3%

60.5%

34.3%

72.3%

54.2%

64.1%

25.1%

36.3%

59.4%

78.2%

49.8%

6.6%

8.1%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

5.92%



StanleyM12










£££ West Bromwich

Dundee

Barnsley


1098491

997788


24476.6%

Low

10263.5%

Basic

11082.6%

Low

10476.8%

Low

14399.0%

0

38064.6%

66+





Age

Who We Are

Comfort over style when buying clothes

Basic brands


Live alone



Key Features

1.08%


Retired men living alone buying basic brands

NormanM13


19.4%

43.6%

37.0%

3.3%

16.4%

63.5%

15.2%

8.0%

76.8%

4.5%

12.9%

82.6%

2.0%

8.3%

8.7%

13.8%

20.4%

59.2%

74.6%

31.9%

61.9%

0.3%

1.2%

7.6%

44.9%

46.0%

0.3%

0.3%

0.6%

1.0%

99.0%

48.1%

26.5%

17.6%

7.8%

1.3%

0.5%

0.6%

0.5%

0.9%

3.6%

6.6%

14.7%

23.2%

35.2%

64.6%

17.8%

9.1%

4.3%

2.8%

1.4%


High

Average

Low

High

Average

Low

Social media

Online newsletter

Direct mail

Branded emails

Tablet

Smartphone

4

5+

3

2

PC (not laptop)

Smart TV

1

12 to 17

5 to 11

0 to 4

1-3 years

4-10 years

11+ years

<1 year

£750-£999

£1,000-£1,249

£1,250-£1,499

£1,500-£1,749

£1,750-£1,999

£2,000+

£500-£749

£250-£499

£125-£249

£1-£124

66+

56-65

46-55

36-45

26-35

18-25

Interest in fashion

Mid-market

Premium

Basic


Average

High

Low


Overall spend


Length of residency

Children aged


Device ownership



Laptop

1.08%



NormanM13


380

254

39.6%

48.2%

33.6%

77.2%

79.6%

19.4%

82.7%

15.2%

3.9%

11.7%

13.1%

53.7%

59.1%

37.5%

40.7%

0.6%

7.8%

4.3%

26.3%

5.4%

66.6%

69.4%

61.9%

28.4%

69.8%

56.7%

64.2%

23.2%

35.8%

65.3%

80.3%

43.1%

10.1%

10.0%























Like to stand out



Attitude to fashion



Impulse





Attitude to brands

1.08%



NormanM13










1.8%

5.3%

12.3%

16.5%

32.7%

31.4%

Age

66+

56-65

46-55

36-45

26-35

18-25 276

Supporting Notes

Charts build and describe the Mosaic Shopper Segments. The variables are grouped together by category. For each segment, the charts show the Mean% and Index for each variable.

Understanding Mean% and IndexMean% show the percentage of this segment with this characteristic. For example, consider Age for Segment F04:

are provided for each of the variables used to

This shows that:31.4% of Segment F04 are aged between 18 and 25.32.7% of Segment F04 are aged between 26 and 35.16.5% of Segment F04 are aged between 36 and 45.12.3% of Segment F04 are aged between 46 and 55.5.3% of Segment F04 are aged between 56 and 65.1.8% of Segment F04 are aged 66 or over.

The Index shows how the variable compares with all households in An Index of 100 is the average. An Index greater than 100 shows that this variable is over-represented when compared with the average. An Index less than 100 shows that this variable is under-represented when compared with the average.

The Index is shown on the chart as a bar:

the UK.

The chart shows the Index value from 0 to 200. If the Index value is greater than 200, the bar is shown as 200 along with the exact Index.

Variables - Mean% and Index

Mean%

Index below 100 Index above 100

Index 100(UK average)


1.8%

5.3%

12.3%

16.5%

32.7%

31.4%

Age

66+

56-65

46-55

36-45

26-35

18-25 276

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Documents

Mosaic Shopper Segments E-Handbook