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Understand your segments

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

High-wealth residents of city and country, with generous incomes, substantial assets and the most expensive homes.

Key features:

  • Very high incomes
  • Most expensive properties
  • High value assets
  • Very financially-savvy
  • Donates to charities
  • Ocado and Waitrose shoppers

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B: Pension Prosperity

Financially-set older homeowners in desirable suburbs and villages, who now have space and resources.

Key features:

  • Wealthy retirees
  • Financially-savvy retirees
  • Own large detached properties
  • Established residents
  • Vey high discretionary incomes
  • Traditional media

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C: Country Heritage

Well-off owners of comfortable properties in rural locations with land or surrounding gardens.

Key features:

  • Self-employed directors
  • Wealthy families in the countryside
  • Large older properties
  • Financially-savvy
  • Enjoy time outdoors
  • Owns several vehicles

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D: Upmarket Commuters

High-income families in quality, modern-era homes located in desirable, low-density neighbourhoods

Key features:

  • High-earning families
  • Large detached homes
  • High mortgage values
  • Successful careers
  • Owns smart technology
  • High shopping spend

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E: Respectable Retirement

Senior outright-owners of mid-range homes, with sufficient pension incomes to provide for their later years.

Key features:

  • Retired singles and couples
  • Established residences
  • Comfortable incomes
  • Owns financial investment products
  • Watches live TV
  • Low internet use

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F: Mature Homekeepers

Homeowners in their later working life, who live in conventional family housing on streets offering value for money.

Key features:

  • Pre-retirement lifestages
  • Low to no mortgages
  • Young adults living with parents
  • Long term residents
  • Small charity contributions
  • Limited internet use

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F21 - Kept in the Family

Mature homeowners with adult children still at home, settled in traditional inner-suburban semis with low mortgages.

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F22: Small Town Generations

Older families with adult children, living in standard-sized houses in small town communities.

Key features:

  • Young adults living with parents
  • Mortgages less than £100k
  • City outskirts and villages
  • Owns several vehicles
  • Commute to work
  • Enjoy outdoor activities
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F23: Childfree Comfort

Pre-retirement owners of affordable semis in city neighbourhoods that offer value for money.

Key features:

  • Pre-retirement singles
  • Low to no mortgages
  • Below average incomes
  • Low internet use
  • Not tech-savvy
  • Low holiday spend
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F24: Modest Maturity

Ageing singles, many still working, who own modest homes within local communities.

Key features:

  • Older singles
  • Long-standing homeowners
  • Low energy usage
  • No qualifications
  • Low incomes
  • Enjoys watching TV

G: Suburban Childhoods

Double-income families raising their children in average-value suburban homes with mortgages.

Key features:

  • Families with multiple children
  • Above average household incomes
  • Mid to high mortgage debts
  • Enjoys child-oriented activities
  • News via the internet
  • Own smart technology

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H: New Beginnings

Young households with good salaries who have bought recently built homes, often on the outskirts of communities.

Key features:

  • Properties built post-2010
  • Length of residence 1 to 3 years
  • Low energy usage and costs
  • Made recent financial actions
  • Commutes medium to long distances
  • High spend on non-essentials

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I: Family Endeavours

Families with young or adult children, who have low budgets and typically rent from social landlords.

Key features:

  • Families with multiple children
  • Low affluence
  • Council/HA tenants
  • Routine occupations
  • Camping holidays
  • High social media presence

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J: Single Spaces

Working individuals usually living alone in one or two bed apartments.

Key features:

  • Working singles
  • Low value flats
  • Rents privately
  • Low discretionary incomes
  • Shops for basics
  • Sociable lifestyles

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K: Urban Basics

Tenants with minimal cash to spare, living in small social flats or houses within urban locations.

Key features:

  • Very low affluence
  • Council/HA tenants
  • Urban areas
  • High levels of unemployment
  • No financial products
  • Very limited spending

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L: Elderly Essentials

Pensioners with low retirement incomes living in modest-sized homes.

Key features:

  • Retired singles and couples
  • Low affluence
  • Limited qualifications
  • Purpose-built developments for retirees
  • Carefully manage budgets
  • Traditional media

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M: Modest Meadows

Rural residents in low-cost houses situated in country locations further from transport links.

Key features:

  • Rural locations
  • Lower-cost housing
  • Older retirees and working families
  • No mains gas
  • Limited internet use
  • Outdoor enthusiasts

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N: Value-seeking Families

Young couples and families with pre-school or school-age children, looking for affordability in small homes.

Key features:

  • Families with multiple children
  • Affordable homes
  • Lower density neighbourhoods
  • Price conscious
  • Tech-savvy
  • Enjoy online activities

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O: High-flying Metropolitans

Career-focused young households rewarded with good salaries, living in desirable city apartments.

Key features:

  • High salary professionals
  • City apartments
  • Highly educated
  • High-mobile usage
  • Health-concious
  • Sustainability-minded

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P: Successful City Families

Families with comfortable incomes living in good quality urban houses within big city suburbs.

Key features:

  • Large households on comfortable incomes
  • Above average self-employment levels
  • High property values
  • Commute into the city
  • Sustainably-minded
  • Healthy clothing and personal care budgets

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Q: Side-by-side Economy

Households with limited disposable income, who own or rent old-style, high-density terraces from private landlords.

Key features:

  • Very low value homes
  • Young families living with extended relations
  • Low discretionary incomes
  • Very limited financial products
  • Limited non-essential spending
  • Price-motivated

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R: Youthful Independence

Young earners and students enjoying independent living in compact, privately rented city accommodation.

Key features:

  • Students & early careers
  • Privately rent urban apartments
  • Singles
  • Highly transient
  • Very tech-savvy
  • High social media presence

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Get a closer look at the Mosaic Segmentation Portal

Bring Mosaic to life with our easy-to-use online “Segmentation Portal” built to help you explore the Mosaic segmentations

  • Understand customers groups through visual, descriptive and statistical insights including behaviour, interests, and spending habits.
  • Profile your data by appending Mosaic Groups and Types to see key characteristics of your customers.
  • Identify ideal audiences using filters, like age, income and marital status to find similar or target groups.
  • Compare trends by exploring distributions, example locations and similarities between segments.

Request a demo

Who uses Mosaic?

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.

Experian help Bunches increase new customer orders to 80% of targeted inserts

"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

Read full case study

Experian help Lambeth Council better understand the impact of the cost of living crisis on its residents

"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

Read full case study

Experian help Salford City Council better understand how and where to address public health issues

"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

Read full case study

Get in touch to find out how Mosaic can help your business

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