Mosaic market segmentation

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Mosaic market segmentation

• Dr Peter Welsh
• Rachel Tinsley
• Analysis and Information Team

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How is mosaic built?

• Census
• Electoral roll
• Experian Lifestyle survey
• Consumer credit activity
• Shareholders register
• House price and Council tax information

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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

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Symbols of Success
Ties of Community
Suburban Comfort
Blue collar Enterprise
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Grey Perspectives
Ties of community
Blue collar Enterprise
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Symbols of Success
Urban Intelligence
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Tunbridge Wells Mosaic Profile
Sevenoaks
Tonbridge
Crowborough
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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
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C19 Original Suburbs 9.6 Upper white-collar
owners in established suburban housing Rankings Go
od diet15/61 Wealth 10/61 Internet 22/61
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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
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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
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A4 Golden Empty Nesters 6.1 Families in later
life stages, many retired following successful
careers, in select neighbourhoods Rankings Good
diet 13/61 Wealth2/61 Internet23/61
Top 5 types 42 of cluster
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Maidstone 2 Mosaic Profile
Walderslade
Maidstone
Ashford
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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
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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
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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
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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
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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
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Shepway 1 Mosaic Profile
Dover
Folkestone
New Romney
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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
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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
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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
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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
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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
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Shepway Rural Mosaic Profile
Ashford
Folkestone
Lydd
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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
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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
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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
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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
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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