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8/6/2019 Mosaic Uk 2009 Brochure Jun10
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Optimise the value o yourcustomers and locations,
now and in the utureMosaic UK - the consumer classication o the United Kingdom
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Successul organisations take
the process o analysing and
understanding customers seriously.They use it to maximise their
engagement with customers to:
Increaseloyalty,
retention and value
Driveprofitableacquisition
Planandprepareforthefuture
Buttheworldischanging,politically,
economicallyandtechnologically,
and the way we live and work is
becomingmoresophisticatedand
complex. These changes are relectedinthesocio-economics,lifestylesand
behaviourofconsumers.
Analysing and anticipating this
change and its impact on consumers
isacriticalbusinesstask.
Experians Mosaic UK consumer
classiication provides an accurate
understandingofthedemographics,
lifestylesandbehaviourofall
individuals and households in
the UK.
Mosaic UK capitalises on Experians
access to a wealth o new and richly
detailed inormation on all individuals
in the UK to provide a comprehensive
viewofconsumersnow,andintheuture.
Mosaic UK provides anaccurate understandingo the demographics,
liestyles and behaviouro all individuals andhouseholds in the UK.
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Classifcation DataA total o 440 data elements have
beenusedtobuildthislatestversion
ofMosaicUK.Thesehavebeen
selected as inputs to the classication
onthebasisoftheirvolume,quality,
consistencyandsustainability.
Tobeinputintotheclassication,
thesedatamustenableaccurate
identicationof,andthediscrimination
between,awiderangeofconsumer
behaviours.Itmustalsomonitor
change over time to ensure an
accurate assignment o a Mosaic
UKcodetoaperson,household
address or postcode.
62 per cent o the inormation usedtobuildMosaicUKissourcedfrom
acombinationofdatathatincludes
Experians UK Consumerview
database,whichprovidesconsumer
demographic inormation or the
UKs 47 million adults and 24 million
households.Thisdatabaseisbuilt
rom an unrivalled variety o privacy
compliantpublicandExperian
proprietary data and statistical
models. These include the edited
ElectoralRoll,CouncilTaxproperty
valuations,housesaleprices,self-
reported liestyle surveys and other
compiled consumer data.
The remaining 38 per cent o the
data are sourced rom Census current
year estimates that Experian has
producedbyutilisingitswealthof
data assets to track change in key
2001Censusvariables.
These estimates provide an accurate
and up-to-date measure o the key
demographic characteristics o local
areas and address changes that have
taken place since the 2001 Census.
Alloftheinformationusedtobuild
Mosaic is continuously updated.
ThisenablesExperiantoverifyand
update the classication twice a year.
Descriptive DataThe key to understanding the
behaviourofeachMosaicUKtypeis
the richness o the descriptive data.
Experianownsandsourcesanumber
o authoritative sources o media
and market research that allows us
tobuildarichpictureofthenations
socio-cultural diversity. These include:
ONSannualExpenditureand
Family Survey
UniversityofEssexsBritish
HouseholdPanelSurvey(BHPS)
ResearchNowsonlinepanel
of350,000consumersandtheir
demographic and media
consumption
YouGovsspecialistsurveyof
66,000consumersandtheir
nancialbehaviour
GfKNOPsFinancialResearch
Surveyof60,000consumers
and their personal nance
characteristics
BMRBsTargetGroupIndexsurveyof25,000adultsconsumptionof
products,brandsandmedia
ExperianHitwisesonline
competitor intelligence o
8 million internet users
Data components
The key to understandingthe behaviour o each Mosaic
UK type is the richness o thedescriptive data.
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ResolutionThe Mosaic UK classication is
builtbyoneoftheworldsmost
experienced consumer segmentation
modelling teams.
This latest version o Mosaic UK
classiesallindividuals,householdsor
postcodes in the United Kingdom into
a set o homogeneous liestyle types.
141 Mosaic person types aggregate
into67householdtypesand15groups,
to create a three-tier classication.
The classication is identical
regardless o whether it is assigned
toaperson,ahouseholdaddressora
postcode to create one integrated and
consistent classication that is easy
to implement.
MosaicUKDataSources
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Mosaic UKgroups andtypesThis latest version o
Mosaic UK classies
consumers in the United
Kingdom into one o 67
types and 15 groups.
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The Mosaic UK amily treeTheMosaicUKfamilytreeillustratesthemajor
demographicandlifestylepolaritiesbetweenthe
groupsandtypes,andshowshowtheMosaictypes
relate to each other.
The Mosaic UK classifcationis built by one o the worldsmost experienced consumer
segmentation teams.
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Mosaic UKgroups andtypes
Group A: Alpha Territory
PiersandImogen
3.54% o UK households(Types 1-4)Alpha Territory people are the most wealthyand infuential individuals in the UK. They
have risen to positions o power in the private
andpublicsectors,whetherasownersoftheir
ownbusinesses,asbankersinthecity,as
seniormanagersinindustryorastoplawyers,
surgeonsorcivilservants,aswellasasmall
butinuentialcadreofcelebritiesinsport,
the arts and entertainment.
An increasingly large proportion o this
group are wealthy oreign nationals. Some
aretopexecutivesemployedbyinternational
companies,otherswealthyentrepreneurs,
increasinglyfromRussiaandtheMiddleEast,
who nd Britain a convivial location in which
tomanagetheirbusinessinterests.
AlphaTerritoryneighbourhoodsare
concentratedinLondon,inparticularthefashionableinnersuburbsofSouthKensington,
IslingtonandNottingHill.Theyarealsocommon in prime residential areas such as
SurreyandtheChilterns,andinthesemirural
commuterbeltofBritainslargestregional
centres.Theyresideinquitedifferenttypesof
housing,insmartprivateatsininnerLondon,
townhousesinGeorgiansquaresinBathor
Edinburghsnewtown,orinlargeproperties
commontotheoutskirtsoftheUKsbigcities.
Alpha Territory people are likely to purchase
bespokeluxuryitemssuchasexpensivebrands
ofjewellery,cars,kitchensandfurniture.They
are most likely to pay or private education and
healthcare,andtoemploystafftocleantheir
homes,tutortheirchildren,andmaintain
their gardens.
Ifnotfoundontheirownprivateyacht,then
theyaremostlikelytobeseeninthebusinessorrstclasscabinsofairlines,toholidayin
theirownforeignpropertyandtoenjoythe
service o exclusive hotels and restaurants.
Adeptatmanagingtheircomplexbusiness
affairs,theyworklonghours,andmanyrely
onspecialistinvestment,taxandlegaladvisers
foradviceratherthanbeinginuencedby
conventional advertising. They also have an
extensive network o personal contacts with
whom they coner on personal as well as
businessaffairs.Thisgroupcanbereachedthroughmediasuchasthenancialpress,
leadingbusinesspublicationsandthrough
sponsorshipofmajorsportingeventsto
whichmanymaybeinvitedbyfriendsand
businesspartners.
Group B: Proessional Rewards
GrahamandCarolyn
8.23% o UK households(Types 5-10)Proessional Rewards are the UKs executiveandmanagerialclasses.Oftenintheir40s,
50sor60s,somemaybeownersofsmallor
mediumsizedbusinesseswhilstotherswill
have risen to senior positions in large multi-
national organisations.
Thesepeoplehavesignicantequityin
their own homes. With incomes rom their
investmentsaswellasfromemployment,
their afuence means they are oten paying
a higher rate o tax.
ProfessionalRewardsareusuallymarriedand
arelivinginspaciousfamilyhomeswithchildren,
manyofwhomwillbeatuniversityornding
theirfeetinsuccessfulcareers.Professional
Rewardsneighbourhoodsarefoundinresidentialareasintheoutersuburbsoflargecitiesorin
semi-rural dormitory villages rom where their
occupantsoftentraveltoworkbycar.
Thehouseislikelytobedetached,have fourormorebedrooms,iswellmaintainand
equipped,andsurroundedbypropertyofa
similar style. Tastes in clothing and urniture
aregenerallyconservative,withpreferences
forgoodtasteoverostentation.Professional
Rewards people will shop at retail stores
where service is a key component o the overall
proposition. They seek value or money rather
than the lowest prices and will pay a premium
forbrandsrenownedforqualityandreliability.
This group are a good market or specialist
groceryproductsratherthanbasicessentials,
andwillbemorecomfortablemakingpersonal
requestsatthesupermarketdelicatessenand
shcountersratherthanpurchasingownlabel discountbrands.
ProfessionalRewardspeoplerelyon
nationalmedia,particularlyqualitynational
newspapers,toobtaintheinformationtheyneed to achieve the highest return on their
investments consistent with security. This is
apopulationthatisinuencedbyevidence
ratherthanhardsellanddeliberates
carefullybeforepurchasinghighticketitems.
Many people in this group are owners o a
secondhome,whetherinBritainoroverseas,
where they will take multiple holidays throughoutthe year. Others will stay in hotels or rent
attractive country cottages. A signicant
numberofolderpeoplewillbeconsideringa
cruise or will have plans or a long-haul holiday
to see amily and riends. This group will provide
regularandknowledgeableaudiencesfor
theatres and concert halls.
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Group F: Suburban Mindsets
Surinder and Bina
11.18% o UK households(Types 24-28)Suburban Mindsets are mostly married peopleofmiddleage,livingtogetherwiththeirchildren
in amily houses. These homes are typically
semi-detached houses that were popular
during the inter war years or during the
periodbetween1945and1960.
SuburbanMindsetsarepredominantlymiddle
class or skilled working class individuals looking
foracomfortablehouseinwhichtobringupa
family,onewhichisaffordable,accessibleto
where they work and relatively ree o social
problems.Somecommutetocityofcejobsfrom
quiteafuentsuburbswhilstothersearngood
wagesfrommanufacturingjobsworkinginlargeassemblyplantslocatedclosetowheretheylive.
The most common eature o these people is
theirindustriousness.WhilstsomeSuburban
Mindsetshavemodestincomes,veryfew
peoplearewithoutajob,sufferlongterm
sicknessorclaimbenet.Peopleinthisgroupvaluetheirindependence,relyontheirown
judgement,ratherthansocialorcommunity
attitudes,anddonotnecessarilygetinvolved
with their local community.
Much o this groups personal wealth is tied up
intheirproperty,ofwhichtheyarejustlyproud
and many o them are likely to rely on their own
skills rather than those o local tradesmen to
maintain their homes and gardens.
SuburbanMindsetpeoplehaveunpretentious
tastes and are among the most likely to
purchasemainstreambrandsandtoshop
at nationally known retail chains. They are
responsive to advertising that illustratesvalue or money as well as endorsements
rom satised users.
Thesepeoplearenanciallystable.Theyhaveestablishedaccountswithmainstreambanks
and are at the stage in their lives where many
areabletotakeadvantageofISAallowances
andtobuildupworthwhiledepositsinmonthly
savings accounts. Many o these individuals
like to plan ahead to minimise their exposure to
nancialuncertainty,andsecuretheirfuture.
Readershipofmid-marketnationaltabloid
newspapersispopularamongstthisgroup,
and they are also more likely to respond to
advertisementsinregionalnewspapers,to
directmarketing,telephonemarketingand
door-to-door selling.
Group G: Careers and Kids
JonathanandNicola
5.78% o UK households(Types 29-33)Careers and Kidspeopleareyoungcouples,married or living with their partner whose
lives are ocused on the needs o their growing
childrenandthecreationofacomfortable
amily home. These people are well-educated
andestablishedinatechnical,juniorormiddle
managementcareer,inwhichtheybenetfromthe prospect o uture career development.
CareersandKidsneighbourhoodsconsistof
newpurpose-builtfamilyhousinglocatedon
theouteredgeofalargecityortown,oftenequippedwithamodernprimaryschool,
shopping centre and health clinic. Homes and
gardensarenotspaciousbutarewellequipped.
Careers and Kids people are infuenced not
justbyvalueformoneybutbyethicaland
environmental considerations. As experienced
usersoftechnologyatwork,theseconsumers
take a particular interest in the unctionality o
digitalproductssuchasdurables,camerasor
entertainment systems.
Residents in this group place a high value
on material possessions. To some extent this
reectsastageintheirlife,wheninvestingin
newhomesrequiressubstantialexpenditure
on appliances. With steady incomes rom
two working parents this expense is usually
affordable,butthosewhodonotplancarefully
oten nd themselves over-extended on their
credit. Other than through employee pensionschemes,fewpeopleareyetinapositionto
make signicant savings or their retirement.
Living very oten in new communities on
thecityedge,CareersandKidspeoplerely
on their cars to shop at modern out-o-townretail centres.
Ahigherproportionoftheirspendingwillbeat
national retail chains rom which they are likely
topurchasebrandsassociatedwithinnovation
and technical excellence.
Withbothparentsjugglingbusyworkinglives,
CareersandKidspeoplearefrequentusers
ofinternetandthetelephoneforbankingand
online shopping. Just as people will drive to
shoptogetherasafamily,thefamilyandthecar
arethefocusofmuchleisureactivity,withtrips
initiallytoparks,themeparksandtheseaside
and,forthosewitholderchildren,tocinemas,leisure centres and sporting venues.
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Group H: New Homemakers
Lukas and Keeley
5.91% o UK households(Types 34-37)New Homemakers live in homes which are likely
tohavebeenbuiltonlyinthelastveyears.
These homes can take a variety o orms: smallwellappointedatsinnewbrowneldinner
citylocationssuitableforyoung,singlepeople,
many o whom rent rom private landlords; small
star ter homes designed or people on averageincomes; mixes o fats and houses in larger
new developments where local councils have
requireddeveloperstoincludesomeaffordable
housing alongside more luxurious homes.
Such developments cater or the growing
numberofsinglepersonhouseholds.Some
residents are young single proessionals who
preferlivinginawellequipped,purposebuilt
fat to sharing an older divided house; young
people on middle incomes who rent a fatwhilstsub-lettingthesecondbedroomtoa
riend; older people down sizing into modern
accommodationandyoungcouplesjust
start ing a amily.
Most residents have a ready income rom a
secure position working or a large private
orpublicsectororganisation.
The small kitchens in many o these homes
and the diculties o managing ood or a
singleperson,meansthateatingoutispopular.
Residents are also likely to order ast ood rom
local take away and cook ready prepared meals
boughtfromthelocalconveniencestoreofa
majorsupermarketchain.
Most residents own a car which is used or
visits to the gym or the local cinema. Time is
alsospentatlocalpubsandclubs,especiallywherethisneighbourhoodoccursclosetothe
centres o large provincial cities.
NewHomemakersrelyonsearchingthe
internet search or inormation and advice
aboutproductsandservices.Forthemany
who lack knowledge o local suppliers it is
oftensimplertobuyoverthetelephoneor
via the internet. This is a generation that is
increasinglyinuencedbythegrowthofviral
marketing and or which there is an increasing
demandforinformationtobesentviatext
messaging rather than direct mail.
Learninghowtousenancialproducts,
survivingonabudgetandmanagingdebtsare
concernsformanyinthisgroup.Itisamarket
or which many suppliers can productively
converttodirectdebitasameansofpayment
andforemailasameansofbilling.
Group I: Ex-Council Community
AaronandIsabel
8.67% o UK households(Types 38-41)Ex-council Communityneighbourhoodsarepopulatedbypeoplewhoarepractical
andenterprising,ratherthanwell-educated,
whohavecreatedacomfortablelifestyle
or themselves through their own hard work.
Manyliveonpleasantwell-builtcouncil
estates where a large proportion o theresidentshaveexercisedtheirrighttobuy.
Someresidentsinthistypeofneighbourhood
remaintenantsofthecouncilbutalarge
numberareowneroccupiers.Someoftheowneroccupierswillhavebeenformertenants
whoexercisedtheirrighttobuywhilstothers
willhaveboughtfreeholdsfromformercouncil
tenants.Peopleliveincommunitieswithafair
mix o incomes and occupations where there is
a mutual respect or each other and very little
anti-socialbehaviour.
Residents tend to live in the more economically
successul regions o the country wherewage rates are high and workers are less
vulnerabletoredundancy.Asaresultthese
neighbourhoodsaremorecommoninthe
South East o England and in Scotland than
in northern industrial cities and in smaller
centres and market towns than in London
and other large provincial centres.
Ex-Council Community people value the
conceptsofselfrelianceandresponsibility,
andarecondentintheirabilitytomanagetheiraffairswithoutsupportfromthestate,
the wider community or rom immediate amily.
Neighbourhoodsofthissortarecharacterised
byinformalcommunitynetworks,oftencentred
around amily and ormer school riends.
Householdsarewellequippedwiththe
comfortsandappliancesofmodernliving,
butmaypurchasebasicmodelsordiscount
brands.Valueformoneyretailchainsand
supermarkets are also an important attraction.
Signicant amounts o time are spent in
householdimprovements,andwheregreater
technicalexpertiseisrequireditisoften
sourced rom within the inormal economy.
Television and the home computer are seen
as primary sources o entertainment.
Within this group you will nd a range o
attitudestowardsnancebetweenolderresidents,whoarecautiousandcarefulsavers,
andyoungerresidents,whoaremoreproneto
maximise their exposure to credit. Relatively
fewpeoplebankorpurchaseovertheinternet
eventhoughhistoricallythesehavebeen
fertileneighbourhoodsforhomeshopping
and mail order.
Group J: Claimant Cultures
Jimmy and Shelley
5.16% o UK households(Types 42-44)Claimant Cultures are some o the mostdisadvantaged people in the UK including
signicantnumberswhohavebeenbrought
up in amilies that have a history o dependency
on the state or their welare. Residents in
thisgrouparesurroundedbyotherswhond
itastruggletomakeendsmeet,andwhosechildren are unlikely to achieve any sort o
educational attainment. Many work in semi-
skilledjobsonmodestsalaries,othersmay
beunemployed,sickorraisingchildrenon
their own.
ClaimantCulturespeoplecanbefoundin
large,lowriseestatesofterracedandsemi
detachedhouses,oftenontheperiphery
oflargeprovincialcities,suchasLiverpool,
HullandMiddlesbrough,whichhavestruggled
againstdecliningdemandforlowskilledlabour.
High levels o unemployment on these estates
areexacerbatedbylowlevelsofcarownership
andbyresidentsrelianceonpublictransportforshoppingandtraveltowork.Inaddition
totheeconomicdisadvantagesfacedby
consumersintheseareas,theyarealsomost
likelytobesubjectedtohighlevelsofsocial
deprivationandanti-socialbehaviour.
Consumers spend disproportionate amounts
oftheirmodestincomesonalcoholandtobacco
aswellasonthelotteryandbetting,andmuch
o the remainder on ood and other householdnecessities.Pooraccessibilitytoshopsmeans
thatresidentsfrequentlynditdifculttoget
accessqualityfreshproducewhichresults
in poor diet and health. When they do visit
the shops these are people who are willing
topurchaseestablished,mainstreambrands.
Moneymanagementtendstobeonaweekly
basis,andwhilstbudgetscancopewiththe
daily necessities they are oten undermined
bylargeritemssuchaspaymentforphone
orutilitybills.Relativelylittleisspenton
consumerdurables,onhomesandgardens,
andfewpeoplecanaffordtotravelabroad.
Acquisitionofconsumerproductsismademore
difcultbythetendencyforconsumersnotto
qualifyforcreditandpurchasesarefrequently
second hand.
Readershipoftabloidnewspapersispopular,andtelevisionistheprimarysource
ofentertainment,butmostresidentsare
unfamiliarwithITanduseoftheinternet
is low. Most o these areas have poor access
tocommunityservicessuchaspubs,leisure
facilities,andcommunitycentres.
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Group K: Upper Floor Living
Jamal and Chantel
5.18% o UK households(Types 45-49)Upper Floor Living people are on limitedincomes and rent small fats rom local councils
or housing associations. Typically these people
are young single people or young adults sharing
aat.Theymayalsobesinglepeopleofolder
working age or even pensioners.
UpperFloorLivingneighbourhoodsaremost
commonininnerLondon,Scotlandand,toa
lesserextent,largeprovincialcitiesinthe
north o England.
Quiteafewofthelargerblocksthatthesepeopleliveinhaveturnedouttobeless
attract ive places to live than their architects
and planners had originally envisaged.
As a result many o them are hard to let.
Notnecessarilylivinginhousingoftheirown
choice,manyresidentsaredisadvantaged
bylivingamongneighbourswhosufferhigh
levelsofvulnerability.Ontheotherhand,inthosepartsofLondonwheremoneyhasbeen
investedintherenovationoftheseblocks,
someoftheatshavebeensoldtoprivate
owners and can prove attractive to young
professionalsasanalternativetobuyinga
atinamoremodernblockalongcommute
awayfromtheirjobsincentralLondon.
Consumers in this type generally do not have a
lotofmoneytospend,andwithlimitedincomes
much eort is devoted to the achievement
ofbasicnecessities.Conveniencefoodis
purchasedonadailybasisfromlocaldiscount
stores,andalcoholandcigarettesconsumesa
muchhigherproportionofthehouseholdbudget.
Little money is spent on the purchase o large
householdappliancesorelectronicequipment
and many households do not have access to
apersonalcomputer.Readershipoftabloid
newspapersandwatchingTVispopular.
Iffundsareavailable,timeisspentinthe
pub,goingtothecinemaorclubs.
Limitedincomesandthechallengesfacedby
budgetsmeansthatpeopleinthisgrouptend
nottoqualifyforacreditcardandsomedonot
have a current account. This makes cash an
important medium o exchange.
This is a group o people that is characterisedbyacultureofdependencyandhasnofamily
or community structures to provide a sense
o social cohesion.
Group L: Elderly Needs
HenryandViolet
5.96% o UK households(Types 50-53)Elderly Needs are pensioners whose acultiesare now ading and who can no longer easily
managetheresponsibilityoflookingaftera
house and garden. This group contains a large
numberofolderpensioners,typicallyintheir
70s,80sandeven90s,whoarenolongeras
physically active as they once were.
Somemembersofthisgroupmayatonetime
havehadwellpaidjobsbutthemajorityare
peoplewho,onaccountoftheirlowincomes,
could never realistically look orward otherthantoastatepension.Thosemembersofthe
groupwhoyearsagobenetedfromthesale
ofafamilyhomeandwhostillenjoysome
orm o private pension have also ound their
retirementincomesreducedbyination.
ElderlyNeedsarefoundinamixofdifferent
types o accommodation. These range rom
nursing homes and sheltered accommodation
servicedbyaresidentwarden,tohomesdesignedforsemi-independentolderpeople,
suchasmodestbungalowsonacouncil
estate.Theseneighbourhoodsarescattered
throughoutthecountrybutwithnotable
concentrations in the UKs principal coastal
retirementdestinations,inNorthernindustrial
cities and in Scotland.
A key characteristic o this group is its lack o
amiliarity with inormation technology and its
dependency or inormation on television anddaily newspapers rather than the internet.
Many people continue to shop in local
neighbourhoodcentres,andgroceriesare
purchasedinsmallamountsonaregularbasisrom local independents that they trust.
Acriticalproblemconfrontedbymany
membersofthisgroupisthedifcultythey
haveinidentifyingbestvalueformoneyfrom
theproliferatingnumberofoptionsofferedby
suppliers. As a result many people maintain
theirloyaltytowell-establishedbrandsthat
theymayhaveboughtformanyyearsrather
than switching to new and unamiliar products.
They respond to direct mail or national
newspaper advertising with clearly stated
benetsandtestimonialsratherthanheavy
liestyle content.
The principal interests o this group tend to
befood,grandchildrenandsocialisingwitholdandtrustedfriends.Thosewhocandosoenjoy
readingorwalkingthedog.Knittingandbingo
are commonly cited as leisure activities.
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Group M: Industrial Heritage
Lyndon and Thelma
7.40% o UK households(Types 54-56)Industrial Heritage people are traditional
andconservative,livingincommunitiesthat
historicallyhavebeendependentonmines,millsandassemblyplantsfortheirlivelihood.
Most o these people are married and are
approaching retirement age. Their children
have let them in a amily home larger thanthey really need and their mortgage is nearly
paid o.
Whilst many people in this group work in
ofcesandshops,alargeproportionstillearn
their incomes through manual and crat skills.
Thesearesociallyresponsiblepeoplewho
would consider that they come rom a working
classbackground.Theyliveinthesame
communityastheoneinwhichtheywerebornand have saved careully and conscientiously
to repay their mortgages and loans on time.
IndustrialHeritageneighbourhoodsarescattered over those parts o the United
Kingdom whose period o most rapid growth
wasduringthelateindustrialrevolution,South
Wales,thecoaleldsoftheEastMidlandsand
SouthYorkshire,thePenninefringesandthe
NorthEastofEngland.
Despitelivingincohesivelocalcommunities,
many o these people are highly dependent
on cars or shopping and to get to work.
Theyfrequentnewout-of-townretailparks
developedonformerbrowneldsitesand
shop as much in large national retail chains
asinsmallindependents.Theyfrequentlybuy
on price rather than range or value and are
loyaltotrusted,popularproductsandbrands.These people are careul with their money.
Theyavoidgettingintodebtandsavesmall
amountsofmoneyonaregularbasis.
IndustrialHeritageconsumersprefer
traditional sales approaches and promotions
that emphasize value or money. They are
responsivetodoor-to-doordistributionand
addressedmail,andarefrequentreadersof
mid-markettabloidnewspapers.Manyknow
how to use the internet and have access to
broadbandbutareinfrequentusers.
Leisure time is oten spent with amily relations
orinthepub,orwatchingsportontelevision.
HolidaysareoftentakenintheUnitedKingdom,
touringwithacaravanorusingbedand
breakfasts,enjoyingtraditionalEnglishfare.
Group N: Terraced Melting Pot
RajaandShazia
7.02% o UK households(Types 57-60)Terraced Melting Pot people work in relativelymenial,routineoccupationsandarepoorly
educated.Themajorityareyoung,somestill
single,otherslivingwithapartnerwithchildren
o nursery and primary school age. These
people live close to the centres o small towns
or,inLondon,inareasdevelopedpriorto1914.
TerracedMeltingPotneighbourhoodstend
tobedenselypackedterracedhousingsome
ofwhichisowneroccupied,therestrented,
sometimes rom a residential landlord. Suchhousesweretraditionallybuiltfortheworkforce
ofnineteenthcenturymines,millsandfactories
and today provide a relatively cheap entry point
into the housing market or those who do not
qualifyforsocialhousing.
Convenient though many o these houses
are,residentshavetocontendwithavariety
ofenvironmentalproblemssuchasnoise
andpollution.InLondon,akeyadvantageformanyresidentsinthisgroupisbeingpart
o a community o people o similar ethnic or
religious origin.
Despitetheirsmallsize,TerracedMelting
Pothomestendtobepoorlymaintained.
The ocus or residents is oten to spend their
timeandmoneyoutsidethehome,whetherin
thepubsandclubsofsmalltowncentresorin
the restaurants and caes which characterise
the many High Roads o inner London.
Manyresidentsintheseneighbourhoodsbelong
to groups that have recently arrived in the UK
and local shops provide access to products
and services important to part icular minorities.
These might include services or those who
needtokeepintouchwithpeoplebackhome
suchasmobilephonecallingcards,foreign
languagenewspapers,orcheapightsabroad.
Communicationisoftenbyinformalnetworks
wherebynewcomerscometolearnfrommore
establishedresidentswheretoobtainthe
bestproductsandservices.Inaddition,many
recent migrants come rom communities in
whichbuyingfromownersoflocalbusiness
is as much a social activity as an economic
transaction and much more natural than using
remotechannelssuchasmailorder,telephone
hotlinesorinternetwebsites.
The leisure activities that are avoured
bypeopleinthisgroupcentreonsocial
networkinginrestaurantsandpubs.
Group O: Liberal Opinions
Johan and Freya
8.48% o UK households(Types 61-67)Liberal Opinionsareyoung,professional,welleducatedpeople,cosmopolitanintheir
tastes,liberalintheirviews,whoenjoythe
vibrancyanddiversityofinnercityliving.
Theseneighbourhoodsalsocontainahigh
proportion o the countrys students living in
term-timeaccommodation,whetherinhalls o residence or shared accommodation.
Popularoccupationsincludejobsinjournalism,
politics,entertainmentandthearts,aswellasfashionanddesign,universityeducationand
theinternet.Asaresulttheseneighbourhoods
canbefoundininnerLondon,innerareasof
largeprovincialcitiessuchasEdinburghand
Cardiff,andintownswithpopularuniversities.
Peopleinthisgrouparecharacterisedby
a tendency to postpone making permanent
commitments to partners or having children.
Thisresultsinaveryhighproportionofyoung,
childless,singlepeople,whichreectsitselfinahighdemandforsmallbutsmartrentedats,
many o which experience a rapid turnover
o tenants.
Suchneighbourhoodsalsoattractforeign-born
students,manyofwhomarelivingandworking
inLondonforalimitedperiod,whichfurther
contributestothediversityoftheseareas.
Brands that promote a multi-cultural image are
popularwithatargetgroupthattendstobewell-
travelled and has an international orientation.
Likewise these people demand a high degree
ofethicalandenvironmentresponsibilityfrom
organisations they engage with.
Consumersinthisgrouparewellread,have a keen interest in environmental and
humanitarianissuesandenjoythearts.
Qualitynationalnewspapersarepopular,
and the internet is an important source o
information.Mostmembersofthegroupbank
and purchase goods using on-line channels.
LiberalOpinionspeopletend,asarule,tospend
more o their income on services and less on
products than most other groups.
Thoselivingaloneinsmallatsofteneatout,
visitthecinemaandthetheatre,andattend
museums,exhibitionsandpubliclectures.Bycontrast,thesepeopleareatanage
when a large proportion o their incomes
arenotbeingspentonconsumerdurables.
Keyexceptionstothisrulearesmall,high
valueequipmentsuchascomputersand
cameras and small items or the kitchen.
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10ExperianLtd,
CopyrightNAVTEQ2
009,B
aseduponCrownCopyrightmaterial,satell
iteImageisPropertyofGetmapping
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Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material
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Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material, (c) OS Crown copyright
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Mosaic UK is available aseither a person, householdor postcode database.
Complementary data
Mosaic Segments in associationwith this latest version o Mosaic
UK we have also created Mosaic
UKsegments,asetof252household
andpostcodeconsumersub-types
created using input data rom Mosaic.MosaicSegmentsenablesyouto
compile your own segmentation
solution or a specic target audience
whilst retaining the link with Mosaic.
Mosaic Factors is our distillationoftheunderlyingdatausedtobuild
MosaicUK,summarisedintosix
continuousnon-correlatedvariables
that are ideal or statistical modelling.
Thevariablesarehighstatus/low
status;cosmopolitan/provincial;
children/elderly;youth/maturity;
self-employed/employed;
student/traditional.
Theseareavailablebypostcodefor
appending to customer les.
Mosaic GlobalThe amily o Mosaic classications
covers29countriesincludingmostof
WesternEurope,theUnitedStates,
AustraliaandtheFarEast.Available
countries are:
To link each o these classications
ExperianhascreatedMosaicGlobal.
MosaicGlobalisbasedonthesimple
proposition that the worlds cities
share common patterns o residential
segregation. Using highly localised
statistics,Experianhasidentied10
distinctive residential types each withitsownsetofvalues,motivations,
and consumer preerences.
TheMosaicGlobalgroupsare
consistent across the countries and
canbeusedtoclassifyoverabillion
o the worlds consumers.
Australia Netherlands
Austria Norway
Belgium NewZealand
Brazil Poland
Canada RepublicofIreland (ROI)
CzechRepublic Romania
Denmark Scotland
Finland Singapore
France SpainGermany Sweden
Greece Switzerland
Hong Kong Taiwan
Israel United Kingdom
Italy United States
Japan
VisualisationTo illustrate the classication and make Mosaic UK
easytouse,wehavecreatedacomprehensivesetof
support materials.
Mosaic Interactive User GuidetheMosaicInteractiveUserGuide
provides a rich and colourul guide
to the Mosaic UK classication
usingamixofvisual,descriptiveand
statisticalinformation.Available
onlineorforloadingontoyourPC,
you can use it everyday to help you
interpret Mosaic.
Toaccesstheguidevisitourwebsite
www.experian.co.uk/mis
Mosaic Handbook a detailed
electronic guide to Mosaic UK
thatprovidesabackgroundtothe
typology,thelistofthevariables
usedtobuildtheclassication,
a key to the structure o the groups
andtypes,anddetailedillustrations
o the demographic and liestyle
characteristicsofeachneighbourhood.
Mosaic Flipchart a desktop guidethat provides users with a synopsis
oftheMosaicUKneighbourhoods,
theirtextdescriptions,photographs,
demographic and liestyle proles.
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AccessMosaic UK Databaseisavailableaseitheraperson,householdor
postcodedatabase.Thehousehold
databaseisauniquelyformatted
and compressed data le o all UK
household addresses inclusive o their
Mosaic code. Simple text-matching oa customers address with Experians
Mosaic household directory allows
eachcustomerrecordtobeenriched
with the appropriate Mosaic code.
TheMosaicUKpostcodedatabase
includes all UK postcodes with their
Mosaic code. Customer les can
beenrichedwithaMosaiccode
bysimplymatchingthepostcode
rom a customer record to the
Experian directory.
iCoder softwareisawizard-baseddesktop application which uses
Experian QAS award winning
datacleansingsoftware,tovalidate
andimprovethequalityofcustomer
nameandaddressles,andappend
Experian consumer segmentation
data. iCoder identies each individual
bymatchingthenameandaddressto
Experians underlying Consumerview
database
Whenmatchinghasbeencompleted,
iCoder appends any o Experians
consumer segmentation including
MosaicUKtothedataselectedby
theuser,enablingyoutoenrichyour
data and helping you understand
moreaboutyourcustomers.
The Micromarketer Suite isExperians amily o customer
proling,localareaanalysisand
mapping sotware tools. Ranging rom
simple data visualisation and online
customer proling or geographical
analysis,throughtosophisticateddesktop-basedsalesperformance
andgeographicalmodelling,itis
provided inclusive o Mosaic UK
and helps you understand more
aboutthebehaviourofcustomers,
locations and markets.
iMarketer is Experians highperformanceanalysis,reporting
andcampaignexecutionsoftware,
that provides easy access to large
data sets giving reedom to analysecustomertransactions,products/
stockandoutlets.Availablein
association with Mosaic it optimises
decision making and supports
campaign management.
Experians Digital Advertising Serviceallows advertisers and media owners
to target consumers across all digital
channelsinasecure,compliantand
trustedway.Itincorporatestheuse
o Mosaic and allows digital media
companies to enhance audience
targeting and increase response
through the delivery o more relevant
advertising.
Analysis & consultancyAccess to Experians amily o Mosaic
classicationsisalsoavailable
throughourbureauandconsultancy
services.Ourbureauserviceenables
quickturnaroundofcustomerproles,
catchment analysis reports and maps
using any o our segmentation and
local area data.
Our data modelling teams undertake
more detailed predictive modelling
and consumer analysis.
TondoutmoreinformationabouthowMosaiccanbeusedinyourorganisation
visit www.experian.co.uk/mis
T 0845 234 0391
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MosaicUKisavailableacrossawiderange
o complementary marketing services that can
helpyouunderstandyourcustomers,increasetheeectiveness o your communication and measure
the impact o your activity.
Data cleaning, verifcationand enhancementMosaicUKisavailableaspartof
Experian QAS award winning sotware
solutions that help you
tond,capture,cleanandenhance
yourname,andaddressinformation,as
well as veriy your contacts identities.This helps organisations maintain and
improvethequalityoftheircontactdata
and provides detailed inormation on the
demographics and liestyles
o their customers.
www.qas.co.uk
Prospect inormationExperians demographic and liestyle
data gives you access to prospect
inormation on over 24 million
households and 40 million people.Updatedonamonthlybasis,data
maybeselectedusingavarietyof
demographic and liestyle inormation
including the latest version o
Mosaic UK.
www.experian.co.uk/mis
Email ulflmentExperian CheetahMail is the
trusted service provider o email
marketing and customer intelligence
technologies.Itenablesclients
tobuilddata-driven,relevant
relationships with their customers
using email ullment. This includesthe use o Mosaic UK to help provide
targeted email solutions that can
improve response and maximise
the return on investment.
www.cheetahmail.co.uk
Online intelligenceExperian Hitwise is the UKs leading
online competitive intelligence
service,providingdailyinsights
on what more than 8 million UK
internet users are doing online. Thisunprecedented volume o internet
usage data is designed to help
marketersbetterplan,implement
and report on a range o marketing
programs.Availableaspartofthe
ExperianHitwiseservice,Mosaic
UKenablesuserstoidentifytop
perorming sites that attract your
mostdesirablecustomersand
instantly provides data on the
types o customers that visit your
site as well as competitors.www.hitwise.comMosaic UK provides you witha deeper understanding oyour customers, enabling youto optimise the value o yourmarketing communications
and improve the return onyour investment.
Experians MarketingServices
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Experianisagloballeaderinprovidinginformation,
analytical and marketing services to organisations
and consumers to help manage the risk and reward
o commercial and nancial decisions.
About Experian
Combiningitsuniqueinformation
tools and deep understanding o
individuals,marketsandeconomies,
Experian partners with organisations
aroundtheworldtoestablishand
strengthen customer relationships
andprovidetheirbusinesseswith
competitive advantage.
Forconsumers,Experiandelivers
criticalinformationthatenablesthem
to make nancial and purchasingdecisions with greater control and
condence. Clients include nancial
servicesorganisations,retailand
catalogue,telecommunications,
utilities,media,insurance,automotive,
leisure,e-commerce,manufacturing,
property and government sectors.
Experian plc is listed on the London
StockExchange(EXPN)andisa
constituent o the FTSE 100 index.
Experianhascorporateheadquarters
inDublin,Irelandandhasoperational
headquartersinCostaMesa,California
andNottingham,UK.TheGroup
employsapproximately15,000people
in40countriesworldwide,supporting
clients in over 65 countries around the
world.
Formoreinformation,visit
www.experianplc.com
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Embankment HouseElectric AvenueNottinghamNG80 1EHT 44 (0) 115 968 5005F 44 (0) 115 968 5003www.experian.co.uk/mis
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