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Mosaic market segmentation

Mosaic market segmentation. Dr Peter Welsh Rachel Tinsley Analysis and Information Team. How is mosaic built?. Census Electoral roll Experian Lifestyle survey Consumer credit activity Shareholders register House price and Council tax information. Mosaic - detail.

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Mosaic market segmentation

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  1. Mosaic market segmentation Dr Peter Welsh Rachel Tinsley Analysis and Information Team

  2. How is mosaic built? • Census • Electoral roll • Experian Lifestyle survey • Consumer credit activity • Shareholders register • House price and Council tax information

  3. Mosaic - detail • Demographics Occupation • Education Income/benefits • Health/lifestyle Media/Internet • Crime Learn about products • Finances TV viewing • Property Views on neighbour- • Travel/leisure/holidays hood

  4. Symbols of Success Ties of Community Suburban Comfort Blue collar Enterprise

  5. Grey Perspectives Ties of community Blue collar Enterprise

  6. Symbols of Success Urban Intelligence

  7. Tunbridge Wells Mosaic Profile Sevenoaks Tonbridge Crowborough

  8. A7 Semi-Rural Seclusion 9.8% Higher income families living on the outskirts of commutable metropolitan areas Rankings Good diet: 11/61 Wealth: 5/61 Internet: 10/61

  9. C19 Original Suburbs 9.6% Upper white-collar owners in established suburban housing Rankings Good diet:15/61 Wealth: 10/61 Internet: 22/61

  10. A3 Corporate Chieftains 8.8% Top business people returning late at night to their big houses in extensive grounds Rankings Good diet: 4/61 Wealth: 1/61 Internet: 5/61

  11. K58 Greenbelt Guardians 7.7% Farmers and wealthy commuters in rural areas accessible to towns Rankings Good diet: 16/61 Wealth: 11/61 Internet: 30/61

  12. A4 Golden Empty Nesters 6.1% Families in later life stages, many retired following successful careers, in select neighbourhoods Rankings Good diet: 13/61 Wealth:2/61 Internet:23/61 Top 5 types = 42% of cluster

  13. Maidstone 2 Mosaic Profile Walderslade Maidstone Ashford

  14. C15 Close to Retirement 8.6 % Older couples and families reaping the benefits of their industrious lives Rankings Computer games: 45/61 Take Package holidays: 5/61 Books: 27/61

  15. A6 High Technologists 8% Corporate high-fliers living in spacious, often modern, detached houses Rankings Computer games: 39/61 Package holidays: 3/61 Books: 28/61

  16. H46 White Van Culture 7.2% Younger owners, many in good quality ex-council properties, take advantage of local economic opportunities Rankings Computer games: 29/61 Package holidays: 41/61 Books: 47/61

  17. A7 Semi-Rural Seclusion 6.8% Higher income families living on the outskirts of commutable metropolitan areas. Rankings Computer games: 44/61 Package holidays: 20/61 Books: 20/61

  18. K58 Greenbelt Guardians 6.2% Farmers and wealthy commuters in rural areas accessible to towns Rankings Computer games: 54/61 Package holidays: 37/61 Books: 23/61 Top 5 types = 37% of cluster

  19. Shepway 1 Mosaic Profile Dover Folkestone New Romney

  20. C17 Small Time Business 8.2% Local professionals and small business proprietors in quiet residential areas Rankings Lone parent: 41/61 Teenage pregnancies: 35/61 People using/dealing drugs: 38/61

  21. D23 Industrial Grit 8.0% Self-sufficient families traditionally reliant on industrial employment, living in older terraces Rankings Lone parent: 17/61 Teenage pregnancies: 17/61 People using/dealing drugs: 17/61

  22. H47 New Town Materialism 7.3% Young families with local light industry or factory jobs have confidently exercised their right to buy Rankings Lone parent: 6/61 Teenage pregnancies: 11/61 People using/dealing drugs: 13/61

  23. B13 Burdened Optimists 5.8% Young couples and families of modest education striving for an aspirational standard of living Rankings Lone parent: 14/61 Teenage pregnancies: 21/61 People using/dealing drugs: 16/61

  24. Top 5 Mosaic Types = 35% H46 White Van Culture 6.0% Younger owners, many in good quality ex-council properties, take advantage of local economic opportunities Rankings Lone parent: 10/61 Teenage pregnancies: 18/61 People using/dealing drugs: 29/61

  25. Shepway Rural Mosaic Profile Ashford Folkestone Lydd

  26. C17 Small Time Business 15.8% Local professionals and small business proprietors in quiet residential areas Rankings: Access to car: 47/61 Heavy TV viewing: 37/61 Multiple deprivation: 46/61

  27. J55 Small Town Seniors 9.8 % Lower income pensioners and middle income workers who live in small, semi-rural communities and resorts Rankings Access to car: 32/61 Heavy TV viewing: 21/61 Multiple deprivation: 33/61

  28. H46 White Van Culture 6.0% Younger owners, many in good quality ex-council properties, take advantage of local economic opportunities Rankings Access to car: 26/61 Heavy TV viewing: 16/61 Multiple deprivation: 26/61

  29. D23 Industrial Grit 6.0% Self-sufficient families traditionally reliant on industrial employment, living in older terraces Rankings Access to car: 34/61 Heavy TV viewing: 18/61 Multiple deprivation: 24/61

  30. Top 5 Mosaic types = 43% C16 Conservative Values 5.4 % Better-off older couples living in bungalows and houses with large gardens, conservative in values and tastes Rankings Access to car: 43/61 Heavy TV viewing: 30/61 Multiple deprivation: 45/61

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