Mosaic Uk 2009 Brochure Jun10

8/6/2019 Mosaic Uk 2009 Brochure Jun10

1/24

Optimise the value o yourcustomers and locations,

now and in the utureMosaic UK - the consumer classication o the United Kingdom


2/242

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.


3/24


4/244

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.


5/245

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


6/246

Mosaic UKgroups andtypesThis latest version o

Mosaic UK classies

consumers in the United

Kingdom into one o 67

types and 15 groups.


7/247

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.


8/248

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.


9/24


10/2410

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.


11/2411

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.


12/2412

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.


13/2413

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.


14/2414

Copyright20

10ExperianLtd,

CopyrightNAVTEQ2

009,B

aseduponCrownCopyrightmaterial,satell

iteImageisPropertyofGetmapping


15/2415

Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material


16/2416

Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material, (c) OS Crown copyright


17/2417

Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material


18/2418

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.


19/2419

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

[email protected]


20/2420

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


21/2421

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


22/2422


23/2423


24/24

Embankment HouseElectric AvenueNottinghamNG80 1EHT 44 (0) 115 968 5005F 44 (0) 115 968 5003www.experian.co.uk/mis

160 Dundee StreetEdinburghEH11 1DQT 44 (0) 131 228 8030F 44 (0) 131 228 8040

Cardinal Place80 Victoria StreetLondonSW1E 5JLT 44 (0) 207 746 8201F 44 (0) 207 746 8277

2010 Experian Ltd.All rights reserved.

The word Experian is a registered trademark in the

Documents

Mosaic Uk 2009 Brochure Jun10