Mosaic groups together individuals likely to share similar demographics, lifestyles and behaviours into 18 summary groups and 68 detailed types, which are given codes and names – such as ‘A – Lavish Lifestyles’ – 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 - Lavish Lifestyles | B - Pension Prosperity | C - Country Heritage | D - Upmarket Commuters | E - Respectable Retirement | F - Mature Homekeepers | G - Suburban Childhoods | H - New Beginnings | I - Family Endeavours | J - Single Spaces | K - Urban Basics | L - Elderly Essentials | M - Modest Meadows | N - Value-seeking Families | O - High-flying Metropolitans | P - Successful City Families | Q - Side-by-side Economy | R - Youthful Independence
High-wealth residents of city and country, with generous incomes, substantial assets and the most expensive homes.
Key features:
Wealthy households who own million-plus properties in premium, tree-lined locations.
Key features:
Established households in expensive detached homes within select commutable neighbourhoods
Key features:
Influential residents of luxury city centre properties with extremely high incomes and assets
Key features:
Financially-set older homeowners in desirable suburbs and villages, who now have space and resources.
Key features:
Well-off elderly singles with good pension assets, in spacious houses within leafy communities.
Key features:
Long-term marital partners who own quality detached homes in attractive suburbs and large villages.
Key features:
Established empty-nesters who are long-time owners of sought-after suburban homes.
Key features:
Experienced older homeowners in less dense commutable suburbs, looking forward to enjoying their workplace pensions.
Key features:
Well-off owners of comfortable properties in rural locations with land or surrounding gardens.
Key features:
Asset-holding older couples and singles who are stewards of large rural properties including farms.
Key features:
High income families living in rural locations to provide a country upbringing in a spacious environment.
Key features:
Prospering multi-generational households in countryside properties with generous surrounding plots.
Key features:
Well-off mature couples and singles in cosy, attractive properties within a village atmosphere.
Key features:
High-income families in quality, modern-era homes located in desirable, low-density neighbourhoods
Key features:
Affluent families with several children in spacious family homes in green neighbourhoods.
Key features:
Career-minded families in comfortable homes in desirable commuter locations.
Key features:
Well-funded families with adult children, who own modern-era detached homes in leafy areas with good road connections.
Key features:
Thriving families with children, who own superior homes in peripheral recent developments.
Key features:
Senior outright-owners of mid-range homes, with sufficient pension incomes to provide for their later years.
Key features:
Advanced-age solo owners of average suburban semis, now living alone in what was the long-term family home.
Key features:
Financially-secure elderly singles owning modest but pleasant homes in large villages where community thrives.
Key features:
Couples growing old together in their long-standing homes, pleasant but modest outer suburban or small-town semis.
Key features:
Older married couples with two pension incomes, who have moved to retirement bungalows in popular locations.
Key features:
Mature homeowners with adult children still at home, settled in traditional inner-suburban semis with low mortgages.
Key features:
Homeowners in their later working life, who live in conventional family housing on streets offering value for money.
Key features:
Mature homeowners with adult children still at home, settled in traditional inner-suburban semis with low mortgages.
Older families with adult children, living in standard-sized houses in small town communities.
Key features:
Pre-retirement owners of affordable semis in city neighbourhoods that offer value for money.
Key features:
Ageing singles, many still working, who own modest homes within local communities.
Key features:
Double-income families raising their children in average-value suburban homes with mortgages.
Key features:
Middle-aged couples with one or more teenage children, in pleasant suburban homes they bought some years ago.
Key features:
Married couples living child-centred lifestyles with more children than average in value for money housing in commutable suburbs.
Key features:
Working parents with young children in small suburban semis with decent salaries but high outgoings.
Key features:
Young households with good salaries who have bought recently built homes, often on the outskirts of communities.
Key features:
Pre-children singles and couples with progressing careers who have moved into recently constructed homes.
Key features:
Young family focused parents with many pre-school children in compact properties on recently built estates.
Key features:
Households choosing a fresh start in brand new developments on the outskirts of towns.
Key features:
Families with young or adult children, who have low budgets and typically rent from social landlords.
Key features:
Small families, often one parent and child, with little money to spare, in compact social housing units.
Key features:
Families with many children in low-cost social housing where space is at a premium and budgets are stretched.
Key features:
Modest-income older couples with adult offspring in small terraces, who are near-outright owners but have few savings.
Key features:
Mature families with young adults and teens, sharing resources in low-value semis on traditional social estates.
Key features:
Older families with adult children, pooling limited resources in terraced social homes within city and town estates.
Key features:
Working individuals usually living alone in one or two bed apartments.
Key features:
Working singles living in modern-era apartments built as cost-effective options amongst suburban housing.
Key features:
Middle-age singles living in economical private flats and tenements in cities and large towns.
Key features:
Younger people renting converted flats in town centres close to high streets and local amenities.
Key features:
Tenants with minimal cash to spare, living in small social flats or houses within urban locations.
Key features:
Minimum wage essential workers who keep cities running, renting social flats in expensive central areas.
Key features:
Settled older social renters in small flats or houses, many single and not in employment, managing minimal budgets.
Key features:
Singles with extremely limited income in the most basic small-unit social housing.
Key features:
Pensioners with low retirement incomes living in modest-sized homes.
Key features:
Elderly people living in attractive small flats that are often designed and built as retirement communities.
Key features:
Retired individuals with minimal pensions who live alone in one-bedroom social-rented flats.
Key features:
Ageing singles suited to one-storey housing, renting small social units on basic pensions.
Key features:
Seventy-plus singles living alone in long-term homes within affordable suburbs, who have modest retirement budgets.
Key features:
Seasoned married couples in modest homes where double pension incomes give a little more to spend.
Key features:
Rural residents in low-cost houses situated in country locations further from transport links.
Key features:
Later-life homeowners at or near retirement age, in remote locations where good-size plots can be bought for less.
Key features:
Families, often with children, in affordable homes situated in and around small communities in low-density, rural areas.
Key features:
Ageing households, with lower than average affluence, who live in small terraces in rural settings, many a legacy from industrial eras.
Key features:
Young couples and families with pre-school or school-age children, looking for affordability in small homes.
Key features:
Young people who have recently moved to compact houses that they rent or own, often in developments in small communities.
Key features:
Couples with young families living within their means in more affordable suburbs.
Key features:
Families raising school age children in houses priced at the lower end of the market.
Key features:
Parents in their thirties and forties often living solo with one or two children in affordably-owned houses.
Key features:
Career-focused young households rewarded with good salaries, living in desirable city apartments.
Key features:
High salaried professionals residing in upmarket city apartments.
Key features:
Culture-appreciating singles and sharers in period properties converted to flats, embracing city life.
Key features:
Highly educated young singles in sleek modern flat developments in accessible city locations.
Key features:
Developing professionals renting post-1980 city apartments while building careers and relationships.
Key features:
Families with comfortable incomes living in good quality urban houses within big city suburbs.
Key features:
Successful urban families in desirable catchments with high mortgages, who are open to green spending.
Key features:
City families with full houses of adult and school-age children, with mid-range incomes, close to jobs, schools and shops.
Key features:
Successful mature parents, many successfully self-employed, with adult children in quality older urban homes.
Key features:
Older singles and couples with comfortable incomes, who are long-term owners of small-plot terraces in expensive neighbourhoods.
Key features:
Households with limited disposable income, who own or rent old-style, high-density terraces from private landlords.
Key features:
Older pre-retirement singles, who own low-cost traditional terraces and earn basic wages in jobs close to home.
Key features:
Singles with young children in very low-value old terraces, mostly paying private rents and managing tight budgets.
Key features:
Large families in old terraces within inner city suburbs earning basic wages from routine occupations.
Key features:
Multi-adult households with minimum wage jobs renting low-value traditional terraces.
Key features:
Young earners and students enjoying independent living in compact, privately rented city accommodation.
Key features:
Youthful career-builders gaining privacy and autonomy by renting a compact modern apartment on their own.
Key features:
Young people, some students and others, starting career and sharing facilities in multi-occupancy rented homes in urban areas.
Key features:
Students renting in purpose built developments that are often all-inclusive, while experiencing university life in city centres.
Key features:
Bring Mosaic to life with our easy-to-use online “Segmentation Portal” built to help you explore the Mosaic segmentations
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.
"Mosaic is really powerful for making good marketing decisions. We love the data; it's great to identify trends and see nuances of buying behaviour."
Dani Turner, Customer Experience Director, Bunches
"The Experian data has been crucial in helping us plan for potential increases and anticipate our residents' financial situations. The geographic breakdown of the data has been especially helpful, as it provides us with a more tangible basis for decision-making, beyond just tables or lists."
Abbigail Sancto, Data Analyst, Lambeth Council
"Mosaic delivers what we need it to. It helps us meet the twin aims of better understanding our population and how best to reach those we need to. The most value is gained from the huge number of measures available and then being able to map that data down to the most granular household level."
Gordon Adams, Strategic Intelligence Manager at Salford City Council
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