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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

Mosaic market segmentation

Dr Peter Welsh

Rachel Tinsley

Analysis and Information Team

how is mosaic built
How is mosaic built?
  • Census
  • Electoral roll
  • Experian Lifestyle survey
  • Consumer credit activity
  • Shareholders register
  • House price and Council tax information
mosaic detail
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
slide5

Symbols of

Success

Ties of

Community

Suburban

Comfort

Blue collar

Enterprise

slide6

Grey

Perspectives

Ties of

community

Blue collar

Enterprise

slide7

Symbols of

Success

Urban

Intelligence

slide8

Tunbridge Wells Mosaic Profile

Sevenoaks

Tonbridge

Crowborough

slide9

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

slide10

C19 Original Suburbs 9.6%

Upper white-collar owners in established suburban housing

Rankings

Good diet:15/61

Wealth: 10/61

Internet: 22/61

slide11

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

slide12

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

slide13

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

slide14

Maidstone 2 Mosaic Profile

Walderslade

Maidstone

Ashford

slide15

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

slide16

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

slide17

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

slide18

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

slide19

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

slide20

Shepway 1 Mosaic Profile

Dover

Folkestone

New Romney

slide21

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

slide22

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

slide23

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

slide24

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

slide25

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

slide26

Shepway Rural Mosaic Profile

Ashford

Folkestone

Lydd

slide27

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

slide28

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

slide29

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

slide30

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

slide31

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