Mosaic is a cross-channel consumer classification system which segments the population into 15 groups and 66 types that helps you to understand an individual's likely customer behaviour. You can find out more about the data behind Mosaic here.
A: CITY PROSPERITY
City Prosperity work in high status positions. Commanding substantial salaries they are able to afford expensive urban homes. They live and work predominantly in London, with many found in and around the City or in locations a short commute away. Well-educated, confident and ambitious, this elite group is able to enjoy their wealth and the advantages of living in a world-class capital to the full.
- A01 World-Class Wealth: Global high flyers and families of privilege 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 suits renting premium-priced flats in prestige central locations where they work hard and play hard
- A04 Metro High-Flyers: Ambitious 20 and 30-somethings renting expensive apartments in highly commutable areas of major cities
Click here to watch a video about City Prosperity.
B: PRESTIGE POSITIONS
Established families in large detached homes living upmarket lifestyles (7% of UK households)
Prestige Positions are affluent married couples whose successful careers have afforded them financial security and a spacious home in a prestigious and established residential area. While some are mature empty-nesters or elderly retired couples, others are still supporting their teenage or older children.
- B05: Premium Fortunes - Influential 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.
Click here to watch a video about Prestige Positions
C: COUNTRY LIVING
Well-off owners in rural locations enjoying the benefits of country life (6% of UK households)
Country Living are well-off homeowners who live in the countryside often beyond easy commuting reach of major towns and cities. Some people are landowners or farmers, others run small businesses from home, some are retired and others commute distances to professional jobs.
- C10: Wealthy Landowners - Prosperous owners of country houses including the rural upper class, successful farmers and second-home owners.
- C11: Rural Vogue - Country-loving families pursuing a rural idyll in comfortable village homes while 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.
Click here to watch a video about Country Living
D: RURAL REALITY
Householders living in inexpensive homes in village communities (6% of UK households)
Rural Reality are people who live in rural communities and generally own their relatively low cost homes. Their moderate incomes come mostly from employment with local firms or from running their own small business.
- D14: Satellite Settlers - Mature households living in expanding 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.
Click here to watch a video about Rural Reality
E: SENIOR SECURITY
Elderly people with assets who are enjoying a comfortable retirement (8% of UK households)
Senior Security are elderly singles and couples who are still living independently in comfortable homes that they own. Property equity gives them a reassuring level of financial security. This group includes people who have remained in family homes after their children have left, and those who have chosen to downsize to live among others of similar ages and lifestyles.
- E18: Legacy Elders - Time-honoured elders now mostly living alone in comfortable suburban homes on final salary pensions.
- E19: Bungalow Haven - Peace-seeking seniors appreciating the calm of bungalow estates designed for the elderly.
- E20: Classic Grandparents - Lifelong couples in standard suburban homes enjoying retirement through grandchildren and gardening.
- E21: Solo Retirees - Senior singles whose reduced incomes are satisfactory in their affordable but pleasant owned homes.
Click here to watch a video about Senior Security
F: SUBURBAN STABILITY
Mature suburban owners living settled lives in mid-range housing (8% of UK households)
Suburban Stability are typically mature couples or families, some enjoying recent empty-nest status and others with older children still at home. They live in mid-range family homes in traditional suburbs where they have been settled for many years.
- 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 teens and adult children whose prolonged support is eating up household resources.
- F24: Fledgling Free - Pre-retirement couples with respectable incomes enjoying greater space and spare cash since children left home.
- F25: Dependable Me - Single mature owners settled in traditional suburban semis working in intermediate occupations.
Click here to watch a video about Suburban Stability.
G: DOMESTIC SUCCESS
Thriving families who are busy bringing up children and following careers (7% of UK households)
Domestic Success are high-earning families who live affluent lifestyles in upmarket homes situated in sought after residential neighbourhoods. Their busy lives revolve around their children and successful careers in higher managerial and professional roles.
- 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: Modern Parents - 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.
Click here to watch a video about Domestic Success.
H: ASPIRING HOMEMAKERS
Younger households settling down in housing priced within their means (9% of UK households)
Aspiring Homemakers are younger households who have, often, only recently set up home. They usually own their homes in private suburbs, which they have chosen to fit their budget.
- H30: Primary Ambitions - Forward-thinking younger families who sought affordable homes in good suburbs which they may now be out-growing.
- 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 - Pre-family newcomers who have bought value homes with space to grow in affordable but pleasant areas.
- H33: Contemporary Starts - Fashion-conscious young singles and partners setting up home in developments attractive to their peers.
- H34: New Foundations - Occupants of brand new homes who are often younger singles or couples with children.
- H35: Flying Solo - Bright young singles on starter salaries choosing to rent homes in family suburbs.
Click here to watch a video about Aspiring Homemakers.
I: FAMILY BASICS
Families with limited resources who have to budget to make ends meet (7% of UK households)
Family Basics are families with children who have limited budgets and can struggle to make ends meet. Their homes are low cost and are often found in areas with fewer employment options.
- I36: Solid Economy - Stable families with children renting better quality homes from social landlords.
- I37: Budget Generations - Families supporting both adult and younger children where expenditure can exceed income.
- I38: Childcare Squeeze - Younger families with children who own a budget home and are striving to cover all expenses.
- I39: Families with Needs - Families with many children living in areas of high deprivation and who need support.
Click here to watch a video about Family Basics.
J: TRANSIENT RENTERS
Single people privately renting low cost homes for the short term (6% of UK households)
Transient Renters are single people who pay modest rents for low cost homes. Mainly younger people, they are highly transient, often living in a property for only a short length of time before moving on.
- J40: Make Do & Move On - Yet to settle younger singles and couples making interim homes in low cost properties.
- J41: Disconnected Youth - Young people endeavouring to gain employment footholds while renting cheap flats and terraces.
- J42: Midlife Stopgap - Maturing singles in employment who are renting short-term affordable homes.
- J43: Renting a Room - Transient renters of low cost accommodation often within subdivided older properties.
Click here to watch a video about Transient Renters.
K: MUNICIPAL TENANTS
Urban renters of social housing facing an array of challenges (6% of UK households)
Municipal Tenants are long-term social renters living in low-value multi-storey flats in urban locations, or small terraces on outlying estates. These are challenged neighbourhoods with limited employment options and correspondingly low household incomes.
- K44: Inner City Stalwarts - Long-term renters of inner city social flats who have witnessed many changes.
- K45: Crowded Kaleidoscope - Multi-cultural households with children renting social flats in over-crowded conditions.
- K46: High Rise Residents - Renters of social flats in high rise blocks where levels of need are significant.
- K47: Streetwise Singles - Hard-pressed singles in low cost social flats searching for opportunities.
- K48: Low Income Workers - Older social renters settled in low value homes in communities where employment is harder to find.
Click here to watch a video about Municipal Tenants.
L: VINTAGE VALUE
Elderly people reliant on support to meet financial or practical need (7% of UK households)
Vintage Value are elderly people who mostly live alone, either in social or private housing, often built with the elderly in mind. Levels of independence vary, but with health needs growing and incomes declining, many require an increasing amount of support.
- L49: Dependent Greys - Ageing social renters with high levels of need in centrally located developments of small units.
- L50: Pocket Pensions - Penny-wise elderly singles renting in developments of compact social homes.
- L51: Aided Elderly - Supported elders in specialised accommodation including retirement homes and complexes of small homes.
- L53: Seasoned Survivors - Deep-rooted single elderly owners of low value properties whose modest home equity provides some security.
Click here to watch a video about Vintage Value.
M: MODEST TRADITIONS
Mature homeowners of value homes enjoying stable lifestyles (6% of UK households)
Modest Traditions are older people living in inexpensive homes that they own, often with the mortgage nearly paid off. Both incomes and qualifications are modest, but most enjoy a reasonable standard of living. They are long-settled residents having lived in their neighbourhoods for many years.
- M54: Down-to-Earth Owners - Ageing couples who have owned their inexpensive home for many years while working in routine jobs.
- M55: Offspring Overspill - Lower income owners whose adult children are still striving to gain independence meaning space is limited.
- M56: Self Supporters - Hard-working mature singles who own budget terraces manageable within their modest wage.
Click here to watch a video about Modest Traditions.
N: URBAN COHESION
Residents of settled urban communities with a strong sense of identity (5% of UK households)
Urban Cohesion are settled extended families and older people who live in multi-cultural city suburbs. Most have bought their own homes and have been settled in these neighbourhoods for many years, enjoying the sense of community they feel there.
- N57: Community Elders - Established older households owning city homes in diverse neighbourhoods.
- N58: Cultural Comfort - Thriving families with good incomes in multi-cultural urban communities.
- N59: Asian Heritage - Large extended families in neighbourhoods with a strong South Asian tradition.
- N60: Ageing Access - Older residents owning small inner suburban properties with good access to amenities.
Click here to watch a video about Urban Cohesion.
O: RENTAL HUBS
Educated young people privately renting in urban neighbourhoods (7% of UK households)
Rental Hubs contains predominantly young, single people in their 20s and 30s who live in urban locations and rent their homes from private landlords while in the early stages of their careers, or pursuing studies.
- O61: Career Builders - Motivated singles and couples in their 20s and 30s progressing in their field of work from commutable properties.
- O62: Central Pulse - Entertainment-seeking youngsters renting city centre flats in vibrant locations close to jobs and night life.
- O63: Flexible Workforce - Self-starting young renters ready to move to follow worthwhile incomes from service sector jobs.
- O64: Bus-Route Renters - Singles renting affordable private flats 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.
Click here to watch a video about Rental Hubs.
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