Profile • TargeT • engage • analYSe

area Profile rePorT

Profile • TargeT • engage • analYSe

Welcome to this example of a MyAudience area profile report.

You can commission a FREE report for your area by simply completing the short form on our website www.myaudience.co.uk/downloads.

This report will back-up your understanding of the population in your operating area and provide you with a clear breakdown of the demographic groups that make the area up.

We will overlay Land Registry data to the population breakdown to give you an understanding of the volume of movers and also which groups of people are moving.

We will provide you with the groups of people who are most likely to move in your area, so that you can target your marketing more directly.

Profile • TargeT • engage • analYSe

Tier 1 area Profilereading general

This report has been based on the following postcodes:

RG1, RG2, RG4, RG5, RG6, RG30, RG31

Based on these postcodes we have established that there are a total of 108,682 addresses

MyAudience have named ‘head of household’ data information on total of 63,604 addresses

Postcode profile

Market Profile

Profiling begins with outlining your chosen area. Here you can visually ensure the data included in your report accurately focusses on your territory. We also include a list of postcode sectors, for the times when a list is much clearer!

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Postcode profile

Volume of properties by Mosaic profile Instructions by Mosaic profile

Solid Economy are stable families with children renting better quality homes from social landlords. Rather than living on the largest council estates, these families are more likely to be found in smaller pockets of social housing in more advantaged areas

Taking a top-level view of your territory, we break it up into demographic profiles. Each blue bar represents a definitive consumer type with clearly defined purchasing habits. Below you can see a snippet of information on the largest profile type in the area.

I36 Solid Economy

Market Profile

Land Registry profile

Land Registry data has been selected for the same postcode sectors and is based on properties sold in the area between the March 2013 and March 2016. According to our records 4,381 properties have been sold during this period.

This heat map shows where in your territory the sales activity has taken place. The denser the concentration of sales the darker the colour, so at a glance you can see pockets of activity.

Market Profile

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Land Registry profile

Career Builders are well-educated, motivated singles and couples in their late 20s and 30s progressing well in their careers and earning respectable salaries. Typically still renting, they commute from homes in upmarket city suburbs.

Volume of properties by Mosaic profile Volume of Sold properties by Mosaic profile

Now we know where they are, we break down who is moving in your territory. The largest demographic may not be the most active demographic. Below you can read information on the most active group, alongside the metadata behind the charts.

Market Profile

4929 4916

43104111

33413040

22922042

1912 1883 1842 17541545

1399 1385 1325 1201 1094 1060 1052

420187

499 399 280 308 213 149 115 84 115 101 73 106 53 38 52 47 42 1110

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77% of the market which moved in

the last 3 years came from these core 20 groups

These core 20 groups represent

70% of the active

market

Activity levels

113

546 453

4310

958

590

1052

3040

4111

2292

870

4929

3341

1004

1399

2042

508

134

733

22183 82 56

499

108 65 111308 399

21378

420 28081 106 149 37 9 48 14

73.5%

15.0%12.4% 11.6% 11.3% 11.0% 10.6% 10.1% 9.7% 9.3% 9.0% 8.5% 8.4% 8.1% 7.6% 7.3% 7.3% 6.7% 6.5% 6.3%

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Sales from Top 20 Profiles

77%

Other Sales23%

Volume of properties by mosaic profile Volume of sold properties by mosaic profile

Volume of properties by mosaic profile Volume of sold properties by mosaic profile Conversion rate

Ranked in order of the largest demographic group, to the smallest

Ranked in order of the highest converting demographic group, to the smallest

Here we really start to crunch the numbers and drill down on the upmost active profiles to target in your territory. To draw comparisons and highlight your most valuable targets.

Market Profile

1.6%

-3.1%

4.7%

2.8%

1.5%

3.2%

2.4%

0.4%

-0.9%

-2.4%

-0.7%-1.1%

-2.2%

0.7%

-3.1%

-4.0%

-2.6% -2.6%-2.9%

3.7%

-5.0%

-4.0%

-3.0%

-2.0%

-1.0%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

Propensity to move

Mosaic group more likely to move Mosaic group less likely to move

The final analysis in Tier 1 is our propesity to move model. Taking the largest 20 groups, we present the consumers who are moving at a much higher rate than the rest of the territory. Which groups show up across all of our analysis’, and how many there are; will lead us onto Tier 2 where we show where your brand fits within these trends.

Market Profile

Market Profile

Profile • TargeT • engage • analYSe

Contact us today on:0118 9360 123 | www.myaudience.co.uk | info@myaudience.co.uk

TieR 1

FRee

Area Profile

Demographic of area

Propensity to move model

Highest converting demographics

Combine your customer data with your Tier 1 insights

Highlight where your target market live

More in-depth Mosaic analysis

Missed market opportunities

Detailed propensity to move

Strategic analysis to refine marketing messages

Market Profile Targeting Your MarketTieR 2 TieR 3

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Telephone: 0118 936 0123Website: www.myaudience.co.uk