Mosaic segmentation groups and types

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Mosaic groups together individuals likely to share similar demographics, lifestyles and behaviours into 15 summary groups and 66 detailed types, which are given codes and names – such as ‘A – City Prosperity’ – and descriptions of the likely characteristics of the households falling within these types. Below you can see a breakdown of these key groups and types.

A - City Prosperity

High status city dwellers living in central locations and pursuing careers with high rewards. City Prosperity are high-income residents who have expensive homes in desirable metropolitan locations. Households range in type from successful young professionals to wealthy families. Their homes are located in upmarket city streets and are priced at a significant premium due to the quality of housing, the status of the neighbourhoods and the accessibility of the locations. Their properties include executive apartments and luxurious houses. Some people own their expensive homes, others pay high rents for the privilege of living there. They have all the benefits of the city at their fingertips, with career options, business opportunities, culture and entertainment either nearby or easily accessible via good public transport links.

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B - Prestige Positions

Established families in large detached homes living upmarket lifestyles. Prestige Positions are affluent families who live in spacious homes within sought-after neighbourhoods. Most householders are married couples – some are older and no longer have dependants, others have children or young adults to support. Many have lived in their high-status homes for many years. They own large, detached homes that have a substantial market value situated in attractive streets. Four or five bedrooms are the norm and houses are surrounded by pleasant gardens. They are often located in suburbs at the outer edges of cities or in nearby small towns and villages that have good connections to cities.

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C - Country Living

Well-off owners in rural locations enjoying the benefits of country life. Country Living are owners of rural homes who enjoy a comfortable lifestyle. Many are of an older generation, aged in their fifties or beyond, who appreciate the quiet atmosphere of the countryside. Some are families who have made an active choice to raise their children in a rural environment. Most are settled and have been living at their address for some time. They own attractive homes that are priced well above the average and are situated in rural landscapes or within small villages. Many houses are detached and are often identified by names rather than street numbers. There is a mix of traditional properties and more modern buildings, and the accommodation is usually spacious with four or more bedrooms and gardens outside.

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D - Rural Reality

Householders living in less expensive homes in village communities. Rural Reality are households who live in affordable properties in village and countryside settings. Some communities are within reach of larger centres, but most are situated a distance from towns and cities. Many residents are mature in age, but families with children are also included. Those of working age are employed in the local economy in roles usually found close to home. Their intermediate and lower-level occupations earn below-average wages that don’t leave a great deal to spare at the end of the month. Older residents are retired and rely on modest pension incomes. They live in the more affordable properties within these rural locations, that are valued below the national average. Homes are a mix of building types including semi-detached, terraced and detached houses. These are less likely to be traditional cottages. Around two-thirds of residents own their homes and the others rent from either social or private landlords.

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E - Senior Security

Elderly people with assets who are enjoying a comfortable retirement. Senior Security are retired homeowners with good pension incomes who live in pleasant suburbs. Aged in their late sixties, seventies and eighties, some are married but many more now live alone. They have been settled in their current homes for many years. With pension incomes in addition to the basic state provision, most have a comfortable financial situation that leaves some money available for extras. They also have a good amount of savings that they can draw on when necessary. These are invested in ISAs, Premium Bonds and sometimes in shares. These financially cautious elders always pay off credit card bills in full and are highly likely to have made a will. They usually run a sensible car purchased with savings. Their mid-range homes may be semi-detached or detached houses or bungalows and typically have three bedrooms. Many homeowners enjoy taking care of their gardens. The mortgage was paid off some years ago.

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F - Suburban Stability

Mature suburban owners living settled lives in mid-range housing. Suburban Stability are owners of traditional suburban houses. They are in the second half of their working lives, typically aged between forty-five and sixty-five. Many are married couples, some are single. Most parents have reached the stage where their children are adults, but a good number still provide them with a home. Their homes are priced below the average and found in established residential suburbs. Most are semi-detached, some are detached or terraced, and they usually have gardens. These residents have been paying the mortgage for many years while the property has grown in value, and they are now likely to have a good amount of equity in the property.

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G - Domestic Success

Thriving families who are busy bringing up children and following careers. Domestic Success are householders in their middle years who have made progress in their careers and own comfortable family homes. Most are couples aged in their thirties and forties. These families usually have children who are moving through the stages of schooling. Other households consist of single people living alone in family-sized properties. Their good-quality houses are detached or semi-detached and usually have three or four bedrooms. These often have an above-average market value and many families have high mortgage payments to make each month.

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H - Aspiring Homemakers

Established families in large detached homes living upmarket lifestyles. Aspiring Homemakers are young people in their twenties and thirties who are putting down roots in pleasant homes. Many have moved in recently, others have lived there for a few years and are beginning to settle. Households are a mix of young couples and single people. Around two-thirds have started families and have young children. Most have bought homes that are attractive to younger buyers. They are sensibly priced below the national average but mortgage payments still make a significant dent in these owners’ monthly finances. A smaller number of residents rent from private landlords. Housing is modestly sized and a mix of styles, some modern and some dating from older eras.

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I - Family Basics

Families with limited resources who budget to make ends meet. Family Basics are households bringing up children, who have limited incomes and budget carefully. Most adults are aged in their twenties, thirties and forties. Many live as couples, others are single. Children are aged from pre-school years to adulthood. Residents live in low-cost family homes that are terraced or semi-detached houses, typically with three or fewer bedrooms. Many of these affordable homes are rented from local authorities or housing associations; others have been purchased with a mortgage. Housing typically dates from the middle part of the twentieth century and is often found within estates of similar properties.

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J - Transient Renters

Single people renting low cost homes for the short term. Transient Renters are young single people in their twenties and thirties who rent affordable living spaces. Levels of movement are high, and most residents have only been living at their address for a few years or less. Some live alone while others share with housemates or partners. A minority of households include a young child. Accommodation is rented in low-value properties, usually terraced houses or flats. They are often found in locations close to urban centres, while some are situated in inexpensive neighbourhoods around cities and towns. Most are rented from private landlords; smaller numbers are rented from local authorities or housing associations.

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K - Municipal Tenants

Urban residents renting high density housing from social landlords. Municipal Tenants are residents who rent inexpensive city homes in central locations. A relatively high proportion are in the latter half of their working lives, but people from all generations live in these budget housing options. Many live alone but some share their living space, and the group also includes some families with young or adult children. These tenants rent high-density accommodation from local authorities or housing associations. Most homes are purpose-built flats located in blocks built during the middle part of the twentieth century. A minority are small houses. Living spaces are compact and often have one or two bedrooms. These properties usually have a very low market value, with the exception of those located in expensive regions. In both cases they represent some of the most affordable housing options for residents on a budget in the area.

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L - Vintage Value

Elderly people with limited pension income, mostly living alone. Vintage Value are retired people aged over sixty-five who live in accommodation that is modestly sized. The majority now live alone. Some live in low-value houses that have been their homes for a long time. Others have moved in more recent years to compact flats or bungalows that are suited to the needs of later life. These properties are small and often have one or two bedrooms. Many rent their homes from local authorities or housing associations, and a smaller number own their homes outright.

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M - Modest Traditions

Mature homeowners of value homes enjoying stable lifestyles. Modest Traditions are older homeowners, often aged in their fifties and sixties, who own affordably priced houses. These households include couples whose children have left home, parents supporting adult children with accommodation, and mature singles who are living alone. Most have been living in their homes for many years. They live in suburban neighbourhoods where property prices offer value for money. Their terraced and semi-detached houses are older buildings that tend to have three bedrooms. These homes were bought many years ago and residents have now paid off the mortgage or have only a small amount outstanding.

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N - Urban Cohesion

Residents of settled urban communities with a strong sense of identity. Urban Cohesion are households living in residential city suburbs. These urban communities are comprised of people at different stages of life, including families and retired people. Many are settled in their homes and have lived there for many years. These neighbourhoods are often multinational in character. House values in these accessible locations vary by city. Some properties are expensive for their size due to high regional prices, and others provide inexpensive accommodation. Around two-thirds of homes are owned, the others are usually rented from private landlords. Situated in high-density areas, these terraces, semi-detached houses and flats tend to be relatively small in size. Many were built before 1945.

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O - Rental Hubs

Educated young people privately renting in urban neighbourhoods. Rental Hubs are young people enjoying city lifestyles in accessible locations. Usually aged in their twenties and thirties, they moved to their current addresses relatively recently. Many live alone and others share with housemates or partners, but few are thinking about children yet. Most are well educated and either have university degrees or are in the process of gaining them. Some are making an excellent start in their careers – these people often work in service industries earning good salaries and they enjoy having money to spare. Some haven’t yet found their dream job and make do with interim roles that pay the bills. Others are full-time students who survive on limited funds. Most haven’t yet earned enough to build up savings. Accommodation is usually rented from private landlords. Homes are typically apartments, sometimes terraced houses, and they are often small in size with one or two bedrooms. Buildings tend to be either quite old or very modern. With excellent public transport services in the neighbourhood and few parking spaces, residents are less likely to own a car. They can walk to many destinations including local shops.

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Thousands of businesses covering a diverse range of sectors use Mosaic. Well known brands as well as public sectors covering emergency services through to local and national government, leading agencies and media organisations all make use of Mosaic to make their marketing more effective.

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