Mosaic segmentation groups and types
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Understand your segments
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.
Jump to segment:
A - City Prosperity | B - Prestige Positions | C - Country Living | D - Rural Reality | E - Senior Security | F - Suburban Stability | G - Domestic Success | H - Aspiring Homemakers | I - Family Basics | J - Transient Renters | K - Municipal Tenants | L - Vintage Value | M - Modest Traditions | N - Urban Cohesion | O - Rental Hubs
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.
A01 - World-Class Wealth
Global high flyers and moneyed families living luxurious lifestyles in London's most exclusive boroughs.
A02 - Uptown Elite
High status households owning elegant homes in accessible inner suburbs where they enjoy city life in comfort.
A03 - Penthouse Chic
City professionals renting premium-priced flats in prestige central locations.
A04 - Metro High-Flyers
Career-minded 20 and 30-somethings renting expensive apartments in highly commutable areas of major cities.
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.
B05 - Premium Fortunes
Asset-rich families with substantial income, established in distinctive, expansive homes in wealthy enclaves.
B06 - Diamond Days
Retired residents in sizeable homes whose finances are secured by significant assets and generous pensions.
B07 - Alpha Families
High-achieving families living fast-track lives, advancing careers, finances and their school-age kids' development.
B08 - Bank of Mum and Dad
Well-off families in upmarket suburban homes where grown-up children benefit from continued financial support.
B09 - Empty-Nest Adventure
Mature couples in comfortable detached houses who have the means to enjoy their empty-nest status.
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.
C10 - Wealthy Landowners
Prosperous owners of country houses including affluent families, successful farmers and second-home owners.
C11 - Rural Vogue
Country-loving families pursuing a rural idyll in comfortable village homes, many commuting some distance to work.
C12 - Scattered Homesteads
Older households appreciating rural calm in stand-alone houses within agricultural landscapes.
C13 - Village Retirement
Retirees enjoying pleasant village locations with amenities to service their social and practical needs.
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.
D14 - Satellite Settlers
Mature households living in developments around larger villages with good transport links.
D15 - Local Focus
Rural families in affordable village homes who are reliant on the local economy for jobs.
D16 - Outlying Seniors
Pensioners living in inexpensive housing in out of the way locations.
D17 - Far-Flung Outposts
Inter-dependent households living in the most remote communities with long travel times to larger towns.
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.
E18 - Legacy Elders
Financially-secure elders on good pensions, now mostly living alone in comfortable suburban homes.
E19 - Bungalow Haven
Peace-seeking seniors appreciating the calm of bungalow estates designed for the older owners.
E20 - Classic Grandparents
Lifelong couples in standard suburban homes, often enjoying retirement through grandchildren and gardening.
E21 - Solo Retirees
Senior singles owning affordable but pleasant homes, whose reduced incomes are satisfactory.
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.
F22 - Boomerang Boarders
Long-term couples with mid-range incomes whose adult children have returned to the shelter of the family home.
F23 - Family Ties
Active families with adult children and some teens, giving prolonged support to the next generation.
F24 - Fledgling Free
Pre-retirement couples enjoying greater space and reduced commitments since their children left home.
F25 - Dependable Me
Single mature owners settled in traditional suburban homes working in intermediate occupations.
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.
G26 - Cafés and Catchments
Affluent families with growing children living in upmarket housing in city environs.
G27 - Thriving Independence
Well-qualified older singles with incomes from successful professional careers in good quality housing.
G28 - Penthouse Chic
Busy couples in modern detached homes juggling the demands of school-age children and careers.
G29 - Mid-Career Convention
Professional families with children in traditional mid-range suburbs where neighbours are often older.
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.
H30 - Primary Ambitions
Families with school-age children, who have bought the best house they can afford within popular neighbourhoods.
H31 - Affordable Fringe
Settled families with children, owning modest 3-bed semis in areas where there's more house for less money.
H32 - First-Rung Futures
Young owners settling into the affordable homes they have bought in established suburbs.
H33 - Contemporary Starts
Young families and singles setting up home in modern developments that are popular with their peers.
H34 - New Foundations
Occupants of brand new homes who are often younger singles or couples with children.
H35 - Flying Solo
Independent young singles on starter salaries choosing to rent homes in family suburbs.
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.
I36 - Solid Economy
Stable families with children, renting higher value homes from social landlords.
I37 - Budget Generations
Families providing lodgings for adult children and gaining the benefit of pooled resources.
I38 - Economical Families
Busy families with children, who own their low-cost homes and budget carefully.
I39 - Families on a Budget
Families with children in low value social houses making limited resources go a long way.
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.
J40 - Value Rentals
Younger singles and couples, some with children, setting up home in low value rented properties.
J41 - Youthful Endeavours
Young people endeavouring to gain employment footholds while renting cheap flats and terraces.
J42 - Midlife Renters
Maturing singles in employment who are renting affordable homes for the short-term.
J43 - Renting Rooms
Transient renters of low cost accommodation often within older properties.
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.
K44 - Inner City Stalwarts
Long-term renters of inner city social flats who have witnessed many changes.
K45 - City Diversity
Households renting social flats in busy city suburbs where many nationalities live as neighbours.
K46 - High Rise Residents
Tenants of social flats located in high rise blocks, often living alone.
K48 - Mature Workers
Older social renters settled in low value homes who are experienced at budgeting.
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.
L49 - Flatlet Seniors
Ageing singles with basic income renting small flats in centrally located developments.
L50 - Pocket Pensions
Penny-wise elderly singles renting in developments of compact social homes.
L51 - Retirement Communities
Elderly living in specialised accommodation including retirement homes, villages and complexes.
L52 - Estate Veterans
Longstanding elderly renters of social homes who have seen neighbours change to a mix of owners and renters.
L53 - Seasoned Survivors
Single elderly who are long-term owners of their low value properties which provide some financial security.
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.
M54 - Down-to-Earth Owners
Ageing couples who have owned their inexpensive home for many years while working in routine jobs.
M55 - Back with the Folks
Older owners whose adult children are sharing their modest home while striving to gain independence.
M56 - Self Supporters
Hard-working mature singles who own their budget houses and earn modest wages.
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.
N57 - Community Elders
Established older households owning city homes in diverse neighbourhoods.
N59 - Large Family Living
Large families living in traditional terraces in neighbourhoods with a strong community identity.
N60 - Ageing Access
Older residents owning small inner suburban properties with good access to amenities.
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.
O61 - Career Builders
Professional singles and couples in their 20s and 30s progressing in their field of work from commutable properties.
O62 - Central Pulse
City-loving youngsters renting central flats in vibrant locations close to jobs and night life.
O63 - Flexible Workforce
Successful young renters ready to move to follow worthwhile incomes from service sector jobs.
O64 - Bus-Route Renters
Singles renting affordable private flats further away from central amenities and often on main roads.
O65 - Learners & Earners
Inhabitants of the university fringe where students and older residents mix in cosmopolitan locations.
O66 - Student Scene
Students living in high density accommodation close to universities and educational centres.
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