about mosaic 2008

8/2/2019 About Mosaic 2008

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You only get the complete picture with Mosaic.

Geodemographic Neighbourhood Classification


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About Mosaic 2008

Welcome to the next generation of segmentation in Australia!

For those of you who have had some

exposure to Mosaic, you will know that this is

not simply a segmentation tool. At its best ithas become the currency for understanding

customers throughout their relationship with

your organisation from acquisition right

through to retention and reactivation.

Consumer segmentation is not new,

but it will remain a key differentiator in

contestable markets for the foreseeable

future. Our unique ability to access and

develop the comprehensive range of

data sources that has been incorporated

in Mosaic 2008 enables you to take a

forward facing view of Australia for thenext five years.

Mosaic 2008 has been completely

rebuilt featuring new dimensions to

segmentation that have not been

previously available in an integrated

format. We have made a number of

innovative changes to Mosaic 2008 to

ensure continued improvement:

Deeper range of data across public,

consumer survey and accredited

reference data

Leveraging more household data

Household Mosaic now delivers even

greater granularity of residential

segmentation beyond street level

Accessing additional data Mosaic

2008 enables consumer targeting at

the Micro Segment level that is notsolely reliant on Census data

Improved analysis more data

requires even more sophisticated

analysis techniques

Spatial analysis fully integrated in our

proprietary analysis and mapping package

Micromarketer Generation 3 (MMG3)

Global Mosaic enables alignment

of residential segmentation across

international borders

Bringing segmentation to life the

range, depth and scope of visualisationensures that it is readily understood

across every level of your organisation

Over the past twenty years, we have

established our expertise both locally

and internationally in this specialist

field. Throughout this time, Mosaic has

continued to deliver proven success

that encompasses the entire customer

lifecycle including:

Targeting to identify the optimal target

market and the most effective channel

with which to promote your brand

Customer acquisition selections from

prospect and third party lists with

seamless alignment for marketing and

credit driven businesses

Customer insight a robust currency

that enables descriptive and predictiveanalysis of the customer across the

enterprise

Customer insight ongoing analysis

and modelling of customers for

internal and external communication

Customer retention a reliable

framework to articulate the key

attributes associated with churn and

those aligned to customer loyalty

Customer development a platform

for planning and anticipating future

customer needsCustomer Reactivation a unique

platform to align past to existing

customers

Mosaic 2008 represents the first step in

the journey for future understanding of

consumers, including where and how

they live.


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Geographical ResolutionMosaic classifies consumers at a

household, Micro Segment and Census

Collection Districts. This allows you to

optimise your use of the segmentation

depending on the application.

The classification is identical regardless

of the level of geograpghy. This ensures

continuity and makes the classification

easy to implement.

Complementary DataMosaic Elements this is the third tier

below Mosaic Groups and Types. This

set of 198 sub-types were created using

the same input data as Mosaic. Mosaic

Elements enable you to compile your

own segmentation solution for specific

target audiences whilst retaining the link

with Mosaic Groups and Types.

Factors is a distillation of the underlying

data used to build Mosaic Australia

summarised into 6 continuous variables

that are ideal for statistical modelling.

The variables are Family Composition;

Prosperity; Dependants; Cultural Diversity;

Housing Ownership; Multi-Dwellings. All

Factors are available by Micro Segmentfor appending to customer files.

Mosaic Australia Data Sources

Building Mosaic 2008

Income

HousingStress

CreditRisk

HomeLoan

HousingRent

HouseholdSp

end

PersonalSp

end

Un

paid

Work

Cu

ltura

lO

rig

ins

&

Language

Househ

old

Composition

Age

&Gende

r

Child

ren

Marita

lStatu

s

Populat

ionMov

ements

Education

Occupation & Industry

EmploymentTypeHousingTenureHousingType

Urban/RuralIndicators

PropertyValu

es

Prop

erty

Size

Prop

ertyTyp

es

Proxim

ityto

LocalService

s

VehicleOwnership

Internet&Computers

Hobbies

Recreation

Activities

Attitud

es

Media

Usag

e

Shop

ping

Interests

Food

&Drink

Re

lig

ion

Balanc

ing

the

Boo

ksPe

ople

andSk

ills

LivingSpace

Life

sty

lea

ndA

ttitu

de

s

Mosaic 2008 has been developed in-

line with the release of the 2006 Census

data. However Pacific Micromarketing has

utilised its additional data resources at a

household and individual level to develop ageodemographic segmentation that provides

a powerful analytical platform at both Micro

Segment (street) and household levels.

All the input variables go through a

selection process where they are tested

for discrimination, robustness and their

correlation to other variables.

Once the final list of variables is selected,

a set of input weights is applied as part of

the clustering process. The result is a list

of variables that have differing importance

to the clustering methodology, depending

on how well they discriminate at differing

levels of geography.

This bottom-up approach enables us

to maximise the effectiveness of each

input variable depending on its relative

importance to the classification, and its

ability to discriminate.

The final solution used 238 variables

in the build process however Pacific

Micromarketing have used over 1,000

variables in the development of the

descriptions and the selections of

housing, people and lifestyle images for

each of the 47 Types and 11 Groups.

Balancing the Books

IncomeHousing StressCredit RiskHome LoanHousing RentHousehold SpendPersonal SpendUnpaid Work

People and SkillsCultural Origins & LanguageReligionHousehold CompositionAge & GenderChildrenMarital StatusPopulation MovementsEducationOccupation & IndustryEmployment Type

Living SpaceHousing TenureHousing TypeUrban/Rural IndicatorsProperty ValuesProperty SizeProperty TypesProximity to Local ServicesVehicle OwnershipInternet & Computers

Lifestyle and AttitudesHobbiesRecreation ActivitiesAttitudesMedia UsageShoppingInterests

Food & Drink


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Mosaic Australia Groups and TypesMosaic classifies households in Australia by allocating them to one of 47 Types and 11 Groups.

Groups Types Label Tagline % Household

A Privileged Prosperity The most affluent families in the most desirable locations 8.4%

A01 Portfolio Management High-spending, established families in the wealthiest suburbs 0.9%A02 Studied Wealth Well educated, maturing families in prime suburbs 1.7%A03 Cultural Riches Successful mid-suburban families in strong migrant communities 1.3%A04 Executive Residents High-consuming maturing families in comfortable outer suburban homes 1.9%A05 Family Success Well-off family households in desirable outer suburban locations 2.5%

B Academic Achievers Wealthy areas of educated professional households 6.2%

B06 Informed Affluence High income families and singles in the attractive middle suburbs 2.3%B07 Conscious Consumers Comfortable one and two-person households in sought after suburbs 2.0%B08 Professional Knowledge Young families with high disposable incomes in quieter suburban neighbourhoods 1.9%

C Young Ambition Educated and high-earning young singles and sharers in the inner suburbs 5.9%

C09 Bright Futures Thriving students or professionals renting flats and terraces 2.0%C10 Graduating Upwards Young high-earning socialites in high-rise apartments, often close to water 1.9%

C11 Rising Wealth Educated and affluent young professional couples in inner city areas 2.0%

D Pushing the Boundaries Young families living in recent developments on the fringes of major cities 5.8%

D12 Hard hats, Steel Caps High income younger households in mining communities 0.6%D13 Cul-de-Sac Kids Mortgaged families living in the better-value outer metro fringes 2.2%D14 New Lives, New Landscapes Young families living in recently developed outer suburbs of larger cities 1.6%D15 Mortgaged Aspirations Culturally diverse young families living in high-density suburban communities 1.3%

E Family Challenge Mixed family forms with stretched budgets in outer suburbs 13.8%

E16 Families in Formation Couples and families with young children living in recent outer suburban locations 2.7%E17 Home Entertainment Blue-collar families living in older pockets of the outer suburbs 4.2%E18 Domestic Divides Single parents and varied family structures in outer suburban communities 3.0%E19 Conforming Kinship Cash-strapped late middle aged traditionalists in outer metro areas 3.9%

F Metro Multiculture Medium to high density areas with much cultural diversity 10.9%

F20 Intercontinental Connections Established Eurasian migrants in mid to outer suburban areas 3.1%F21 New Wave Mixed generations of immigrants living in changing inner metro areas 1.9%F22 Devoted Diversity Mature and religious close-knit families in newer metro fringe developments 1.5%F23 Mediterranean Style Established low income migrant home owners around suburban retail centres 1.6%F24 Bilingual Backgrounds Mixed age multicultural areas of mainly blue-collar employment 1.7%F25 Eclectic Origins Culturally diverse extended families with high unemployment in the inner city 1.0%

G Learners & Earners Students and professionals living in high density, lower cost suburbs 4.8%

G26 Social Networkers Students and early careerists building their futures and enjoying city life 2.5%G27 Strengthening Skills White and blue-collar residents often in culturally diverse, high-density rented areas 1.6%G28 Asian Studies Campus and CBD-dwelling students, often from Asia, with low incomes 0.7%

H Provincial Optimism Anglo-Australian blue-collar families in provincial settlements 10.5%

H29 Approaching Retirement Emptying nests, reducing debt and preparing for retirement 3.1%H30 Blue-Collar Regeneration Older tradies and labourers in changing low-priced regional areas 3.6%H31 Reforming Relationships Challenged households in provincial towns and popular holiday spots 2.8%H32 Traditional Owners Indigenous Australian communities and affiliated service workers in remote locations 0.9%

I Farming Stock Rural landowners and workers in agricultural heartlands 9.7%I33 Rural Lifestyles High value farms and smallholdings surrounding major urban centres 4.2%I34 Off the Beaten Track Older farming couples in hilly areas and coastal plains, often in tourist regions 1.7%I35 Country Pride Established farms and traditional families on prime agricultural land 2.4%I36 Outback Isolates Families farming the most extensive and remote parts of Australia 0.9%I37 Living off the Land Low income, low-consuming families on large farms remote from services 0.6%

J Suburban Subsistence Low income, low-spending households in major regional and outer metro 11.1%

J38 Low Equity Strain Cash-strapped younger singles living in flats and units, often rented 2.0%J39 Cut-Price Living Low-earning students and professionals in higher density locations 2.9%J40 Bargain Basement Low income elderlies in provincial towns and the outer suburbs 2.3%J41 Making Ends Meet Older home owners in aged care communities in regional and outer metro areas 1.9%J42 Blue-Grey Blend Coastal and provincial retirement communities with some younger bargain hunters 2.0%

K Community Disconnect Older blue-collar workers and retirees in country and coastal locations 13.0%

K43 Same Old, Same Old Low income, non-metro homes, accommodating older singles and couples 4.2%

K44 Fractured Families Disadvantaged singles living in inexpensive accommodations 1.8%K45 Country Town Elders Small country towns with older singles and couples on very low incomes 2.7%K46 Beachside Benefit Low income older married couples mainly in coastal areas 2.6%K47 Good innings Highly localised pockets of elderly retirees in supported accommodations 1.7%


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The Mosaic Family Tree

The Mosaic Family Tree illustrates the

major demographic and lifestyle polarities

between the Types and Groups.

It shows how the Mosaic Types relate to

each other and indicates how householdsmight move through the Mosaic Family

Tree over time.

This analysis is useful for understanding

the origin, stability and aspirations of the

people within each Mosaic Type.

For example

F25 tends to be in Culturally Diverse,High Density areas and are Open to

Change, whereas I37 tends to be in

Anglo-Australian, Low Density areas

and are Averse to Change

C10 tends to be High Tech, High

Income, Younger Singles, whereas K47

tend to be Low Tech, Low Income,

Older Singles


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The most affluent families

in the most desirablelocations

8.4% of Australian Households

Privileged Prosperity represents the

wealthiest households in Australia.

Preschool children and over 65s are

under-represented, but the proportion

of secondary age students is the highest

of all Groups. These people are from a

variety of cultural backgrounds notably

the British Isles and Asia, but also fromGreece and Italy.

They live in the choicest locations of the

metropolitan and regional areas of Australia

and clearly outrank all others in the housing

market. Over 85 percent of these two

and sometimes three storey houses are

owned or being purchased, leaving little

room for renters. These people are well

educated professional or managerial

couples raising mature families, often with

dual incomes. With six-figure incomes

common, discretionary spend on healthinsurance, school fees and childcare is no

problem. Holidays, fine wines, clothing,

pharmaceuticals, telephones and vehicle

purchase are all managed within their high

spending budget.

Privileged Prosperity actively participates

in sport, but they also find time for eating

out and enjoying cultural events. Reading

novels and non-fiction and the national

papers is common, and technology is

frequently used to manage their time

particularly the internet and mobilephones. The internet is also widely used

for obtaining information on business,

finance and sport.

Wealthy areas of

educated professionalhouseholds


Academic Achievers is composed of

predominantly middle-aged, professional

families with preschool and university-

aged children. Successful, well educated

and health conscious, they live in mainly

separate houses in desirable family suburbs,

often near to expensive neighbourhoods in

the inner metropolitan areas. Proximity tothe CBD and access to universities, transport

and shopping guarantees high property

prices, with sales regularly exceeding $1m.

Car ownership is average in these high-

density suburbs, and the image and style

of luxury marques and sports cars ensures

they are over-represented.

With household incomes often exceeding

$130,000 and additional earnings from

investments and shares, Academic

Achievers is one of the wealthiest Mosaic

Groups. Spend on childcare services andinfant clothing is the highest of all. Other

expenses such as health insurance and

education fees are significant, although

ample disposable income remains for

meals in restaurants, Australian and

overseas holidays and clothes shopping.

People in Academic Achievers enjoy many

cultural and sporting events. Dinner parties

and meals out with family and friends are

also favourites. Regular family visits to the

cinema or the zoo are common. The internet

and newspapers are popular media for theseconsumers, and their heavy use minimises

their reliance on television and radio.

Educated and high-

earning young singlesand sharers in theinner suburbs


Young Ambition comprises singles,

couples and sharers, most commonly

aged 20-34, living at their address for

less than two years. Young Ambition

is culturally diverse, highly qualified,

and has the highest proportion of the

professionally employed, with a largenumber of managers, particularly in the

finance and technical industries.

This Group lives in high and low-rise,

multi-dwelling units in prime locations. Well

appointed properties command prices that

are notably above average, although almost

half of residents rent privately from investors.

Household density is high and easy access

to public transport means that cars are less

common, although exotic, sports and luxury

models are over-represented.

This high earning Group has significant spend

on technology and gadgets, with mobile

phones, MP3 players, games consoles and

computers high priorities. They enjoy eating

out in restaurants, as well as takeaways, wine,

beer and Australian and overseas holidays.

People in Young Ambition enjoy their

free time and take full advantage of the

entertainment and culture on offer. They

place a high emphasis on keeping fit and

are often seen running, cycling, exercising

at the gym and playing sport. Theseearly adopters of technology are likely to

research and purchase goods, including

financial products, over the internet.

Group APrivileged Prosperity

Group BAcademic Achievers

Group CYoung Ambition


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Young families living in

recent developments onthe fringes of major cities


Although diverse, Pushing the Boundaries

primarily contains households with young

families. Parents aged 25-44 and children

aged 0-4 are well represented. Overall,

this Group has low cultural diversity, but

this masks some variation at Type level,

where 48 percent of one Type has strong

links to overseas cultures.Workers in this Group are largely engaged

in blue-collar professions, or in clerical and

administration roles. The main industries

include infrastructure, manufacturing and

mining. Pushing the Boundaries often live

in separate housing on recently developed

estates in a mix of fringe metropolitan

and very remote locations. Vehicles are a

necessity for them, with most households

owning more than one car and over half

having broadband.

These are high-earning households,with manageable costs. Despite above

average, high disposable incomes, they

are unlikely to receive additional income

from shares or savings interest. Any

spare money is mostly spent on families,

or holidays at the beach. Activities in

Pushing the Boundaries households are

likely to focus on their children, such

as renting a movie, playing a games

console, board games and theme parks.

Pay TV is popular and the internet is often

used to buy goods online.

Mixed family forms

with stretched budgetsin outer suburbs


Family Challenge is one of the major

family Groups. Nearly a third of residents

are children from preschool through to

high school age. These neighbourhoods

contain a high proportion of those born in

Australia and the British Isles.

Employment is in the construction and

manufacturing industries, with the highestrepresentation of machinery operators

and tradespeople. Household incomes in

Family Challenge are average or below,

but a second income helps lift earnings for

many. In the single income households,

the family budget is stretched and the

risk of credit default is the highest of all

Groups. Time-saving frozen meals are

common at the dinner table and family

clothing, education, and household

appliances account for a large proportion

of the take-home pay. Spare cash is oftenused to purchase tobacco and spirits.

Social activity is likely to involve visiting

their local pub or club to enjoy a drink

and play the pokies. Lotteries and

scratchies are also popular.

Discount offers, interest-free deals

and lay-by are attractive options for

purchasing goods that this Group could

otherwise not afford. The internet

and television are the major forms of

entertainment and Family Challenge

letterboxes are always full of catalogues

promoting the best local offers.

Medium to high density

areas with much culturaldiversity


Metro Multiculture represents the greatest

cultural and linguistic diversity in Australia

and comprises the highest concentration of

Catholic, Buddhist and Islamic communities.

These often extended families are building

their wealth and family lives from a stable

home base, however unemployment is

above average. Those employed often workin the manufacturing and infrastructure

industries, as well as in clerical and

administrative roles.

These high-density neighbourhoods are

located away from the beach, but within

metropolitan areas close to most shopping

needs. These neighbourhoods of mainly

separate houses are well serviced by

suburban railways and are within easy reach

of major health and education facilities.

Outright home ownership is high ranking

third of all Groups. With above averagerents and repayments, housing stress and

credit risk are high for those not owning

their homes, but the Group as a whole

scores below average on both measures.

It ranks highest on gambling spend, and

relatively high on eating out, mobile

phones, childcare, AV equipment, and

non government school fees. This Group

ranks as the highest consumer of local

and community newspapers, and second

highest on metropolitan newspapers.

Magazine readership by females is high,and SBS programs are marginally preferred

over commercial and pay TV.

Group DPushing the Boundaries

Group EFamily Challenge

Group FMetro Multiculture


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Students and professionals

living in high density,lower cost suburbs


Learners & Earners represents a

very culturally diverse mix of young

professionals and students living in high

and medium-rise apartments. One in five

has arrived in recent years and as a rule,

they are aged 20-34, have never been

married and are unlikely to have children.

Hindus, Buddhists and Muslims are morecommon in these areas than in the rest of

Australia. Over a third of all students are

attending university or TAFE with this

Group ranking highest of all on both.

Household incomes in this Group are split

between students who have little or no

income and professionals in the early

stages of their career who are earning an

average wage.

Learners & Earners people regularly

read the national newspapers or news

sites. Technology is important to them,as they like to keep up to date with the

latest gadgets. This Group has a social

conscience, with many having strong

charitable interests. There is a strong

tendency to purchase organic food and

to live a vegetarian lifestyle. Learners

& Earners lead a full social life and are

often seen out with friends, going to pubs

or clubs, concerts, restaurants and for

cultural nights out at the ballet or opera.

Anglo-Australian

blue-collar families inprovincial settlements


Provincial Optimism has an above average

amount of residents born in Australia, a

strong Protestant bias, and a significant

proportion of school-age children. The

percentage of people born overseas is

close to the lowest of all Groups.

There is a wide variation in age profiles

and family compositions between Typesin this Group. Skills and qualifications

are generally low in Provincial Optimism

and occupations tend to be labouring,

technical, or administrative in nature.

Of all Groups, this is the most remote

from major retail and service facilities, but

the degree of remoteness varies between

the four Types. These communities are

prevalent in outer metropolitan and

provincial towns and cities. They include

Australias most remote areas and

islands. Incomes are below average, butlow housing costs leave this Group, as a

whole, with a high disposable income

and relatively little evidence of housing

stress or credit risk. Spend priorities

include household appliances, furnishings,

pets and alcohol.

Popular activities in Provincial Optimism

include working on the car or in the

garden, day trips, making purchases from

home, buying scratchies or Lotto tickets,

and visiting pubs and clubs.

Rural landowners and

workers in agriculturalheartlands


Farming Stock is characterised by

established Anglo-Australian families

with parents aged 45-65, and children

at primary and secondary school. This

Group is the most likely to have people

working at home, as many work on their

farms. Others are primarily employed as

labourers in agriculture.These neighbourhoods are in regional and

remote locations on the largest properties

in Australia. Households are almost

exclusively detached houses, for which

prices are low in comparison with all other

Groups. Farming Stock has the highest

number of vehicles of any Group. Many of

these vehicles are the practical choices of

commercial, family and 4WD models.

Incomes are well below average, but

with some of the lowest rents and

housing payments, disposable incomescan appear very high. Most free cash is

ploughed back into the farm. The rural

lifestyle ensures that animal expenses

and motor vehicle costs are major

and spend on beer is a higher priority

compared with all other Groups.

These people hold conservative

views and value a traditional way

of life. Increasingly frustrated by

environmentalist views and alternative

lifestyles, life outside these farming

communities is viewed with scepticism.

Gardening, fishing and hobbies are

preferred methods of relaxation.

Group GLearners & Earners

Group HProvincial Optimism

Group IFarming Stock


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Low income, low-

spending householdsin major regional andouter metro areas


Suburban Subsistence generally has

smaller than average household sizes and

a below average proportion of married

people. They are predominantly single

adults through separation, divorce, or

widowhood, and single parenting is

common in most Types. Retirees are over-represented, having the second oldest age

profile with a proportion of these residents

requiring physical assistance with personal

management and mobility.

Cultural diversity is low in Suburban

Subsistence areas. They live in outer

metropolitan and major regional suburbs,

often close to the coast, while enjoying

reasonable access to local facilities,

especially aged care. Property prices

tend to be low, although people are more

likely to rent, with this Group rankingsecond highest on state rentals and third

highest on private rentals. Over a third of

people live in developments containing

more than 10 dwellings.

Low household incomes are common

in Suburban Subsistence. Rental prices

are low, but many households still

incur housing stress. Money is tight, so

luxuries such as takeaways or eating out

are rare, but tobacco products are popular.

Younger residents in this Group are more

confident with technology and moresocial in their outlook. Older residents are

more sceptical and rely more on TV than

the internet.

Older blue-collar workers

and retirees in countryand coastal locations

13% of Australian Households

Community Disconnect has a high

proportion of over 65s and the greatest

need of all Groups for assistance with

personal management and mobility. Low

skills and qualifications mean this Group

has the highest proportion of unemployed

people and labourers. Employment is

found in the leisure, manufacturing,construction, and primary industry sectors.

These households are found in highly

localised pockets across urban and small

town Australia. As a Group, they are

remote from major facilities and state

rentals are high. They also have the

second lowest proportion of houses

subject to housing loans. At the lowest

end of the market, house prices provide

a value-based option to those who are

able to purchase.

Rent and housing loan repayments inCommunity Disconnect are the lowest of

all Groups, but low incomes still result in

considerable hardship or restraint. These

communities are not considered a good

credit risk and spending is limited to

essentials, with the exception of tobacco,

gambling, and alcohol products. Spend

across other consumer goods and services

is generally the lowest of all the Groups.

These people are large consumers of

unaddressed mail, as they seek out

the best available offers. They identifystrongly with all things Australian and

their use of websites is among the

lowest in Australia.

Group JSuburban Subsistence

Group KCommunity Disconnect

about mosaic 2008

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