Mosaic (geodemography)


Mosaic is Experian’s system for geodemographic classification of households. It applies the principles of geodemography to consumer household and individual data collated from a number of government and commercial sources. The statistical development of the system was led by professor Richard Webber in association with Experian in the 1980s and it has been regularly refreshed and reclassified since then, each based on more recent data from national censuses and other sources. Since its initial development in the UK, the Mosaic brand name has also been used to market separate products which classify other national consumers including most of Western Europe, USA, selected Asian regions and Australia.
The initial UK version was based at the postcode level, which would cover an average of 20 properties with the same code. More recent versions have been developed at the individual household level and offer more accurate classification based on specific characteristics of each household. The 2009 Mosaic UK version for example classified the UK population into 15 main socio-economic groups and, within this, 67 different types.
Professor Webber also developed the competing ACORN system with CACI. Both Mosaic and Acorn have found application outside their original purpose of direct marketing, including governmental estimates and forecasts and it is regularly employed by life insurance companies and pension funds in the UK to assess longevity for pricing and reserving. Both are also used extensively in understanding local service users, although Mosaic’s naming has proved to be controversial leading Experian to introduce Mosaic Public Sector with more politically correct segment names.

Mosaic 2004 Classification Groups and Types

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Mosaic classifies the UK into 11 Main Groups and 61 distinct types.
GroupDistinct typesPercentage of UK HouseholdsTypical namesSocial GroupsDescriptionMedia
Symbols of Success A01 Global Connections
A02 Cultural Leadership
A03 Corporate Chieftains
A04 Golden Empty Nesters
A05 Provincial Privilege
A06 High Technologists
A07 Semi-Rural Seclusion
9.62%Rupert and FelicityUpper Middle and Middle Middle classThis group represents the wealthiest 10% of people in the UK, set in their careers and with substantial equity and net worth. These people tend to be white British but with some Jewish, Indian and Chinese Minorities. Tends to contain older people advanced in their careers.Internet, some TV
Happy Families B08 Just Moving In
B09 Fledgling Nurseries
B10 Upscale New Owners
B11 Families Making Good Middle Rung Families
10.76%Darren and JoanneLower middle class and Middle middle classFamilies from Middle England, focussed on children, home and career. tends to be in new suburbs in more prosperous areas of the UK, Mostly white with few minoritiesSky TV and internet
Suburban Comfort C20 Asian Enterprise15.10 %Geoffrey and ValerieLower Middle ClassPeople in comfortable homes in mature suburbs built between 1918 & 1970, moderate incomes. Includes Middle class Asian EnterpriseInternet, Daily Mail
Ties of Community D25 Town Centre Refuge16.04 %Lee and NorreenLower middle class and Skilled working classPeople focussed on local communities, families concentrated near Industrial areas, Includes lower income AsiansThe Mirror, The Sun
Urban Intelligence 7.19 %Ben and ChloeMixture of Middle classesYoung educated people in urban areas starting out in life, Includes significant minority presence and studentsThe Guardian, The Times, and internet
Welfare Borderline 6.43 %Joseph and AgnesWorking class and PoorPoorest people in the UK, Urban with significant ethnic minority presenceThe Sun, and high TV viewing
Municipal Dependency 6.71%Wayne and LeanneWorking class and PoorPoor people in council houses and dependent on benefits, Mostly white British with few immigrantsThe Sun, and high TV viewing
Blue Collar Enterprise 11.01%Dean and MandySkilled Working ClassEnterprising rather than well educated, includes White Van Man, Few Ethnic minoritiesThe Sun, and high TV viewing
Twilight Subsistence 3.88 %Percy and AdaWorking class pensionersPoorer pensioners in council houses, few ethnic minoritiesThe Sun, and high TV viewing
Grey Perspectives 7.88%Edgar and ConstanceMiddle Class pensionersPensioners in comfortable retirement and traditional valuesDaily Telegraph, Daily Mail
Rural Isolation ...last one is K61 Upland Hill Farmers5.39%Huw and GwendaMixedRural People with relatively low incomes but high non liquid assets, traditional values, very few ethnic minoritiesInternet, Radio 4