Using MOSAIC demographic information, each round can be grouped into one of the 11 separate demographic categories (listed below). Within these categories there are 61 types. Havng access to this information enables us to help you to identify and target your ideal customers.
A – Symbols of Success
Key Features: Middle-aged, Successful, Rewarding careers, Professional occupations, High incomes, High net worth, Choicest housing, Expensive cars.
B – Happy Families
Key Features: Young couples, Good education, Corporate careers, Low unemployment, Good prospects, Modern homes, Internet, Cable and Sky TV.
C – Suburban Comfort
Key Features: Married couples, Older children, White collar workers, Hardworking, Comfortable homes, Mature suburbs, Plan for retirement, Self reliant.
D – Ties of the Community
Key Features: Young couples, Children, Family close by, Older houses, Small industrial towns, Traditional, Close knit communities, Foreign package holidays.
E – Urban Intelligence
Key Features: Young singles, Few children, Well educated, Full time students, Professionals, Open-minded, Cosmopolitan tastes, Liberal views.
F – Welfare Borderline
Key Features: Families, Many young children, Low incomes, State benefits, High deprivation, Council housing, Public transport, Heavy watchers of TV , Use cash.
G – Municipal Dependency
Key Features: Families, Low incomes, Terraces and semis, Large council estates, Outer suburbs, Large provincial towns, Old fashioned, Pay bills at Post Office, Heavy TV viewing.
H – Blue Collar Enterprise
Key Features: Middle aged couples, Mostly poorly educated, Council estates, Small towns, Exercised Right to Buy, Self reliant and capable, Straight talking, Like to shop around.
I – Twilight Subsistence
Key Features: Older people, Low incomes, Low savings, State benefits, Some small bungalows, Some sheltered accommodation, TV popular, Bingo, dominoes, cards.
J – Grey Perspectives
Key Features: Pensioners, Relocated on retirement, Own their homes, Index linked pensions, Significant capital, Active, Good health, Principles/prejudices.
K – Rural Isolation
Older people, Churchgoers, Cars important, Distinct rural life, Farming, Agro-tourism, Work long hours, Small communities, Varying levels of income.
Demographic Types
Mosaic splits these demographic categories into 61 types. For more information on Mosaic Demographic Types, click here.
