mosaic shopper segments e-handbook
TRANSCRIPT
Maximise the value of your customers and location
© 2020 Experian LtdMosaic Shopper Segments
Welcome to your Mosaic Shopper Segments E-Handbook.
With consumers more empowered than ever through technology and choice, each interaction they experience with an organisation, regardless of channel, is key to building a strong and lasting relationship with those consumers. Retailers and brands need more than ever to develop and maintain a deep understanding of their existing or prospective customers to be relevant and offer value.
Personalising a customer's online path to purchase, treating a new customer in the same way as your most loyal customers (or not), or simply communicating future product purchases of possible interest; are all examples of marketing activity that can improve sales performance. Done well, all require deeper insight on the consumer.
Mosaic Shopper Segments have been designed to add a deeper layer of insight into the shopping habits, preferences and behaviour of the existing and prospective customers of retailers and brands. This empowers you in turn to deliver a more personalised and relevant consumer experience across all channels. Doing so increases loyalty, increases sales value, and improves the effectiveness of your marketing.
The benefits of Mosaic Shopper Segments
„ A method of segmenting the UK population based on retail specific attributes;
„ Understand aspects of gender bias in retail purchase decisions;
„ Incorporates the data strength of Mosaic UK;
„ Find your Mosaic Shopper Segment audiences across all channels to better engage new customers.
Mosaic Shopper Segments
Data Sources
More than 450 dimensions have been used to build Mosaic Shopper Segments; selected on the basis of their coverage, quality, consistency and sustainability.
All aspects of the consumer retail experience are covered, providing a rounded view of today's hyper-connected consumer at an individual level.
Mosaic Shopper Segments blends retail specific consumer insights from some of the largest market research organisations in the UK with a wealth of geo-demographic expertise and bespoke research on cross channel behaviours and technology adoption. The result is a consumer segmentation specifically designed to answer burning questions for the different sectors within the retail space.
Topics covered (see opposite) include insights in to consumers:
„ Levels of disposable income;
„ Impulse purchasing;
„ Online versus offline shopping strategy;
„ Attitude to spending;
„ Attitude to brands;
„ Attitude towards appearance;
„ Attitude to quality and ethics;
„ Level of interest in fashion.
Length of residency
Tenure
Urbanity measure
Housing
Online versus offline strategy
Device used to purchase item
Magazine app frequency
Holiday and travel
Entertainment
Food and groceries
Electronic goods
Clothes and shoes
Devices owned
Online shopping
Age of children
Number of children
Household size and composition
Marital status
Head of household
Family lifestage
Age
Demographics
Makeup usage/products used
Interest in fashion
Attitude to fashion
Attitude to personal care
Attitude towards appearance
Personal appearance
© 2016 Experian Ltd© 2015 Experian Ltd
Amount spent per product
Attitude on spending
Impulse purchasing
Attitude to quality
Ethical considerations
Influence
Brand status and rating
Spending
© 2016 Experian Ltd© 2015 Experian Ltd
Residential property value
Personal income
Household income
Personal affluence band
Household affluence band
Monthly personal income
Monthly household income
Finance
© 2016 Experian Ltd© 2015 Experian Ltd
Shoe shops
Jewellery shops
Health and beauty shops
Clothes/accessories shops
Supermarkets
Loyalty schemes
Attitude to brands
Shops used
Christmas shopping strategy
Magazines read
High street fashion motivation
General interests
Interests and motivation
© 2020 Experian Ltd
Segments Table
This latest version of Mosaic Shopper Segments classifies UK consumers into one of 16 female segments and 13 male segments.
© 2020 Experian LtdMosaic Shopper Segments
F01
F02
F03
F04
F06
F07
F08
F09
F05
F10
F11
F12
F13
C14
F15
F16 Pat
Ethel
Iris
Penelope
Linda
Harriet
Philippa
Shannon
Nadine
Aisha
Emma
Camilla
Jodie
Anna
Francesca
Jessica
%Segment Description
2.20
5.28
5.62
4.53
3.90
2.94
2.59
5.58
0.77
1.70
6.07
0.53
3.81
0.76
2.29
2.57 M01
M02
M03
M04
M06
M07
M08
M09
M05
M10
M11
M12
M13 Norman
Stanley
Shaun
Geoffrey
Miles
Ricky
Amir
Matthew
Justin
Ryan
Tom
Giles
Oliver
%Segment Description
1.08
5.92
3.55
6.88
4.67
4.94
2.60
4.04
4.29
5.09
2.91
1.46
1.24
The Mosaic Shopper Segments family tree illustrates the major demographic and lifestyle polarities between segments, and shows how they relate to each other.
Family Tree
© 2020 Experian LtdMosaic Shopper Segments
M12
F04
Premium Products PracticalMeasured
Old
Afflu
en
t
Lim
ited
Re
so
urc
es
Basic ProductsImpulsive
Yo
un
g
Fashionable
F16
F03
F15
F14
M10
F12F11
M09
F13
F10
F05
M02
M05
M01
F01
F02
F06
F07 M07
M06
M03
M04
F08
M13
M11
M08
F09
£££ Sutton
Harrow
Stratford
Example Destinations
9213471
116102131
Channels and Technology
15147.9%
Average
11041.5%
Mid-market
10019.7%
Average
13142.0%
High
11473.9%
0
33438.0%
18-25
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Buy clothes and shoes online
Keep up to date with fashion trends
Influenced by celebrity endorsements
Like to look physically attractive
Make impulsive purchases
Full-time students
Key Features
2.57%
Male Equivalent: M01
Impulsive and fashion-conscious young women who like to stand out and keep fit
JessicaF01
Mosaic Shopper Segments © 2020 Experian Ltd
8.7%
35.9%
55.4%
12.3%
41.5%
59.3%
42.0%
8.8%
49.2%
10.7%
19.7%
69.6%
6.9%
9.9%
8.1%
25.9%
21.4%
33.1%
90.2%
36.8%
86.3%
6.4%
18.7%
25.8%
36.4%
12.7%
13.9%
7.9%
11.0%
26.1%
73.9%
16.2%
40.4%
30.9%
12.5%
0.9%
0.4%
0.8%
1.8%
3.7%
4.7%
10.9%
22.0%
19.5%
26.8%
3.9%
5.3%
9.4%
13.2%
30.2%
38.0%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
2.57%
Male Equivalent: M01
Impulsive and fashion-conscious young women who like to stand out and keep fit
JessicaF01
Mosaic Shopper Segments © 2020 Experian Ltd
334
301
305
49.5%
68.1%
41.1%
82.6%
85.5%
39.4%
65.3%
42.0%
12.1%
52.5%
7.6%
63.7%
73.8%
68.2%
56.4%
4.1%
13.0%
10.3%
32.6%
11.5%
81.1%
74.6%
75.8%
38.5%
72.5%
73.1%
64.4%
23.9%
37.4%
73.2%
85.6%
40.9%
26.9%
16.1%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
2.57%
Male Equivalent: M01
Impulsive and fashion-conscious young women who like to stand out and keep fit
JessicaF01
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Edinburgh
Chelsea
Clapham
Example Destinations
8911382
107109119
Channels and Technology
14847.2%
Average
17919.1%
Premium
13513.0%
High
10533.5%
High
13185.3%
0
24044.4%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Luxury jewellery
Fashion magazines
Premium clothes, shoes and personal care
High disposable income
Buy things they don’t need
Like to stand out
Key Features
2.29%
Male Equivalent: M03
Young urban-dwellers with high disposable incomes buying premium and luxury products
FrancescaF02
Mosaic Shopper Segments © 2020 Experian Ltd
8.6%
39.3%
52.1%
19.1%
45.4%
52.6%
33.5%
6.8%
59.7%
13.0%
21.5%
65.5%
6.9%
11.5%
11.5%
28.1%
18.0%
38.1%
83.4%
39.5%
78.6%
2.6%
4.4%
9.5%
54.2%
29.2%
1.4%
4.5%
12.0%
14.7%
85.3%
6.6%
20.7%
43.5%
29.2%
2.2%
0.7%
1.5%
2.3%
5.6%
6.4%
11.6%
19.2%
19.2%
23.8%
1.6%
3.9%
9.9%
21.0%
44.4%
19.2%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
2.29%
Male Equivalent: M03
Young urban-dwellers with high disposable incomes buying premium and luxury products
FrancescaF02
Mosaic Shopper Segments © 2020 Experian Ltd
240
271
45.2%
68.1%
40.0%
84.8%
87.2%
38.9%
63.3%
33.5%
10.3%
59.8%
5.6%
60.6%
70.5%
69.6%
50.9%
4.1%
13.0%
7.3%
31.8%
11.4%
83.7%
75.2%
74.2%
37.2%
69.1%
70.4%
69.0%
17.3%
30.6%
70.2%
83.3%
40.6%
18.1%
12.6%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
2.29%
Male Equivalent: M03
Young urban-dwellers with high disposable incomes buying premium and luxury products
FrancescaF02
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ York
Brighton
Hastings
Example Destinations
989073
109102111
Channels and Technology
18065.6%
Low
10639.8%
Mid-market
10574.4%
Low
10060.1%
Low
12782.7%
0
17332.0%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Don’t just buy the best known brands
Don’t make an effort with their appearance
Buy things they don’t need
Make impulsive purchases
Get asked for advice regarding purchases
Use apps to make purchases
Key Features
0.76%
Male Equivalent: M04
Single, middle income women who make unnecessary purchases and use apps to buy things
AnnaF03
Mosaic Shopper Segments © 2020 Experian Ltd
8.0%
38.7%
53.2%
10.0%
39.8%
60.5%
32.9%
6.9%
60.1%
7.4%
18.2%
74.4%
6.1%
8.4%
10.8%
26.7%
14.4%
34.1%
84.8%
36.8%
73.3%
1.2%
2.2%
7.0%
50.9%
38.7%
3.1%
6.1%
11.8%
17.3%
82.7%
12.8%
25.0%
38.9%
23.3%
1.1%
0.3%
0.5%
1.4%
3.3%
4.4%
9.1%
18.9%
17.9%
29.6%
4.2%
9.3%
17.7%
21.4%
32.0%
15.5%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
0.76%
Male Equivalent: M04
Single, middle income women who make unnecessary purchases and use apps to buy things
AnnaF03
Mosaic Shopper Segments © 2020 Experian Ltd
216
46.0%
62.9%
40.0%
80.7%
83.0%
31.7%
67.6%
32.9%
10.0%
52.6%
4.3%
57.4%
62.0%
59.3%
49.4%
5.3%
9.7%
7.2%
34.2%
13.8%
82.0%
78.2%
72.8%
35.7%
70.0%
66.8%
65.1%
18.5%
29.9%
71.2%
84.6%
36.3%
18.9%
10.1%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
0.76%
Male Equivalent: M04
Single, middle income women who make unnecessary purchases and use apps to buy things
AnnaF03
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Mansfield
Grimsby
Blackpool
Example Destinations
9710380
112111124
Channels and Technology
23183.9%
Low
10366.1%
Basic
10775.7%
Low
11035.4%
High
8655.9%
0
27631.4%
18-25
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Can’t resist expensive products
Influenced by celebrity endorsements
Make impulsive purchases
Like to stand out
On the lookout for special offers
Low affluence
Key Features
3.81%
Male Equivalent: M08
Single young women with low disposable incomes trying to balance budget and style
JodieF04
Mosaic Shopper Segments © 2020 Experian Ltd
12.4%
41.5%
46.1%
5.9%
33.3%
66.1%
35.4%
7.5%
57.1%
7.4%
16.9%
75.7%
7.5%
8.4%
10.7%
22.3%
16.5%
37.1%
87.5%
40.0%
81.7%
1.2%
5.5%
13.2%
50.2%
29.9%
9.1%
18.2%
30.0%
44.1%
55.9%
8.7%
22.8%
43.9%
24.6%
0.4%
0.0%
0.5%
1.0%
1.3%
3.6%
6.8%
16.4%
19.6%
36.0%
1.8%
5.3%
12.3%
16.5%
32.7%
31.4%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
3.81%
Male Equivalent: M08
Single young women with low disposable incomes trying to balance budget and style
JodieF04
Mosaic Shopper Segments © 2020 Experian Ltd
276
229
52.4%
63.1%
35.9%
76.7%
82.0%
34.2%
72.6%
35.4%
11.8%
46.9%
8.1%
63.4%
68.3%
62.4%
54.8%
3.7%
11.1%
6.7%
33.2%
11.2%
79.6%
76.4%
76.5%
33.0%
65.3%
74.2%
69.3%
17.5%
32.0%
81.6%
88.8%
36.3%
20.9%
13.8%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
3.81%
Male Equivalent: M08
Single young women with low disposable incomes trying to balance budget and style
JodieF04
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Cambridge
Richmond
Kensington
Example Destinations
94100100
10198102
Channels and Technology
29092.4%
High
33835.9%
Premium
20619.8%
High
12941.3%
High
11675.6%
0
13024.0%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Buy premium and luxury products
Speed and convenience is not important
High overall spend
Ethically-minded shoppers
Like to look physically attractive
High disposable income
Key Features
0.53%
Male Equivalent: M02
Affluent urban renters who can afford to buy premium and luxury products
CamillaF05
Mosaic Shopper Segments © 2020 Experian Ltd
18.3%
42.7%
39.0%
35.9%
37.5%
33.9%
41.3%
9.0%
49.7%
19.8%
26.4%
53.8%
3.7%
16.1%
13.1%
26.6%
16.0%
46.7%
78.9%
35.5%
67.7%
1.7%
8.3%
14.7%
49.2%
26.1%
12.4%
14.6%
10.6%
24.4%
75.6%
24.4%
26.8%
30.0%
18.7%
10.2%
3.1%
2.3%
7.5%
7.1%
10.4%
9.4%
17.1%
13.2%
13.8%
13.1%
11.8%
18.0%
22.3%
24.0%
10.8%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
0.53%
Male Equivalent: M02
Affluent urban renters who can afford to buy premium and luxury products
CamillaF05
Mosaic Shopper Segments © 2020 Experian Ltd
243
210
519
287
592
635
206
338
38.1%
64.9%
44.1%
92.4%
90.4%
35.6%
61.8%
41.3%
9.2%
60.7%
6.5%
66.8%
70.8%
70.8%
58.4%
1.8%
13.7%
6.8%
34.5%
14.7%
76.8%
80.2%
65.6%
47.1%
74.3%
66.0%
53.7%
26.0%
42.3%
46.8%
72.1%
60.0%
25.9%
15.9%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
0.53%
Male Equivalent: M02
Affluent urban renters who can afford to buy premium and luxury products
CamillaF05
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Swindon
Rugby
Basingstoke
Example Destinations
9213089
104129124
Channels and Technology
16953.6%
Average
11442.9%
Mid-market
10921.4%
Average
9959.6%
Low
29336.8%
2
20736.9%
36-45
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Read celebrity/gossip magazines
Make impulsive purchases
Buy luxury and premium jewellery
Children influence what they buy
Lots of children in household
On the lookout for special offers
Key Features
6.07%
Male Equivalent: M06
Working mums whose purchases are influenced by their young children
EmmaF06
Mosaic Shopper Segments © 2020 Experian Ltd
25.0%
47.8%
27.2%
9.3%
42.9%
70.0%
34.0%
6.3%
59.6%
10.7%
21.4%
67.9%
6.2%
9.7%
12.7%
26.4%
20.8%
41.3%
80.6%
46.7%
82.0%
0.9%
2.9%
9.0%
72.4%
14.7%
31.6%
46.2%
36.0%
74.9%
25.1%
21.7%
35.3%
30.4%
12.6%
1.2%
0.5%
0.9%
1.0%
3.0%
4.6%
8.7%
20.7%
20.8%
29.3%
0.6%
2.7%
18.8%
36.9%
32.6%
8.4%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
6.07%
Male Equivalent: M06
Working mums whose purchases are influenced by their young children
EmmaF06
Mosaic Shopper Segments © 2020 Experian Ltd
207
214
228
246
43.7%
62.9%
31.9%
82.1%
83.6%
26.8%
70.3%
34.0%
10.7%
54.3%
6.2%
58.5%
68.8%
63.9%
54.4%
4.3%
10.8%
8.5%
32.9%
16.3%
81.0%
75.0%
77.6%
36.4%
70.1%
73.0%
66.7%
20.3%
34.9%
74.9%
90.4%
39.7%
16.8%
12.6%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
6.07%
Male Equivalent: M06
Working mums whose purchases are influenced by their young children
EmmaF06
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Bradford
Hounslow
Ilford
Example Destinations
9911899
101115111
Channels and Technology
10332.6%
Average
10037.6%
Mid-market
11121.9%
Average
14310.9%
Average
5988.9%
4+
15228.2%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Only buy the best known brands
Can’t resist expensive products
Urban
Influenced by celebrity endorsements
Children influence what they buy
Large households
Key Features
1.70%
Male Equivalent: M07
Women living in large households with young children, who like to buy expensive products from the best known brands
AishaF07
Mosaic Shopper Segments © 2020 Experian Ltd
14.6%
27.9%
57.6%
11.5%
37.6%
57.7%
35.1%
10.9%
54.0%
10.4%
21.9%
67.8%
4.4%
12.1%
9.7%
17.2%
18.8%
46.2%
78.8%
41.6%
73.6%
7.5%
11.6%
20.1%
45.2%
15.6%
29.7%
35.0%
31.9%
60.8%
39.2%
28.5%
36.3%
25.4%
9.8%
1.5%
0.3%
1.1%
1.6%
3.9%
4.4%
8.3%
14.1%
20.6%
30.4%
3.5%
7.9%
19.1%
25.1%
28.2%
16.1%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
1.70%
Male Equivalent: M07
Women living in large households with young children, who like to buy expensive products from the best known brands
AishaF07
Mosaic Shopper Segments © 2020 Experian Ltd
202
357
43.0%
61.3%
40.6%
78.6%
80.6%
35.5%
72.9%
35.1%
17.6%
53.0%
10.4%
60.3%
66.0%
63.3%
55.3%
7.1%
12.7%
10.7%
34.0%
13.5%
77.2%
78.2%
72.6%
35.1%
66.8%
71.7%
57.4%
28.4%
42.8%
70.0%
84.6%
41.8%
28.0%
21.2%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
240
218
1.70%
Male Equivalent: M07
Women living in large households with young children, who like to buy expensive products from the best known brands
AishaF07
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Westfield London
Clapham
Lewisham
Example Destinations
989294
10197107
Channels and Technology
14853.9%
Low
8353.1%
Basic
10070.8%
Low
12038.6%
High
16328.4%
1
16029.7%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Keep up to date with fashion trends
Like to look physically attractive
High shoe and personal care spend
Shop online for food and groceries
Get asked for advice regarding purchases
Like to stand out
Key Features
0.77%
Male Equivalent: M07
Street style, single women with children
NadineF08
Mosaic Shopper Segments © 2020 Experian Ltd
17.1%
34.6%
48.3%
13.7%
36.2%
53.1%
38.6%
11.3%
50.1%
11.3%
18.0%
70.8%
7.0%
15.6%
11.6%
27.0%
14.7%
43.7%
78.5%
35.1%
70.5%
3.9%
8.9%
16.0%
43.1%
28.1%
20.5%
27.0%
24.4%
49.6%
50.4%
21.3%
38.8%
27.0%
12.9%
1.2%
0.3%
0.0%
2.3%
2.6%
5.5%
6.9%
23.4%
19.4%
22.5%
1.6%
5.5%
20.1%
27.1%
29.7%
15.9%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
0.77%
Male Equivalent: M07
Street style, single women with children
NadineF08
Mosaic Shopper Segments © 2020 Experian Ltd
46.1%
60.8%
34.8%
80.2%
82.0%
36.6%
69.7%
38.6%
7.9%
50.7%
7.7%
63.9%
72.0%
63.4%
51.7%
3.6%
12.5%
6.8%
34.6%
14.8%
78.2%
69.8%
71.2%
30.3%
65.6%
68.7%
62.1%
28.7%
39.5%
68.7%
83.3%
44.6%
24.1%
15.1%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
0.77%
Male Equivalent: M07
Street style, single women with children
NadineF08
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Scunthorpe
Skegness
Bangor
Example Destinations
9811592
106109122
Channels and Technology
23384.7%
Low
10970.0%
Basic
10775.6%
Low
10563.2%
Low
18122.7%
2
16128.8%
36-45
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Low disposable income
Buy basic brand shoes
Children influence what they buy
Buy clothes and shoes online
On the lookout for special offers
Large households
Key Features
5.58%
Male Equivalent: M08
Bargain centric women with low disposable incomes living with children
ShannonF09
Mosaic Shopper Segments © 2020 Experian Ltd
21.7%
41.3%
37.0%
4.0%
31.0%
70.0%
30.6%
6.1%
63.2%
7.9%
16.6%
75.6%
6.3%
8.0%
10.8%
20.5%
18.3%
42.8%
82.4%
39.2%
80.7%
2.8%
6.8%
16.1%
54.3%
20.0%
38.2%
42.6%
30.7%
72.0%
28.0%
23.9%
38.1%
27.3%
10.7%
0.3%
0.0%
0.3%
0.6%
1.3%
1.9%
4.4%
11.6%
19.1%
38.6%
1.2%
4.2%
19.0%
28.8%
29.4%
17.4%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
5.58%
Male Equivalent: M08
Bargain centric women with low disposable incomes living with children
ShannonF09
Mosaic Shopper Segments © 2020 Experian Ltd
206
227
229
48.0%
59.1%
32.3%
72.3%
77.8%
28.0%
76.4%
30.6%
10.1%
42.0%
8.6%
55.3%
64.3%
53.7%
47.8%
4.1%
10.1%
5.4%
32.2%
10.4%
77.1%
73.8%
75.9%
31.7%
67.2%
73.2%
68.1%
19.7%
36.0%
82.6%
89.9%
33.2%
17.0%
13.4%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
5.58%
Male Equivalent: M08
Bargain centric women with low disposable incomes living with children
ShannonF09
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Guildford
Redhill
Epsom
Example Destinations
9211199
102110107
Channels and Technology
24878.9%
High
17018.0%
Premium
13713.2%
High
10734.4%
High
26132.8%
2
19234.3%
36-45
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Homeowners
Buy premium products
High overall spend
Buy some brands without considering price
Shop online
High disposable income
Key Features
2.59%
Male Equivalent: M05
Affluent stay at home mums living in expensive houses and spending a lot on high-end products
PhilippaF10
Mosaic Shopper Segments © 2020 Experian Ltd
20.9%
47.2%
31.9%
18.0%
45.3%
64.0%
34.4%
6.7%
58.9%
13.2%
25.3%
61.6%
3.4%
9.1%
11.6%
27.7%
17.8%
46.3%
79.2%
39.7%
71.0%
2.4%
6.5%
14.2%
62.0%
14.9%
34.8%
39.8%
22.3%
63.2%
36.8%
24.7%
34.5%
29.4%
11.4%
3.0%
1.3%
1.6%
2.7%
6.2%
7.2%
10.6%
19.0%
18.5%
21.1%
1.6%
8.0%
31.2%
34.3%
15.8%
9.1%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
2.59%
Male Equivalent: M05
Affluent stay at home mums living in expensive houses and spending a lot on high-end products
PhilippaF10
Mosaic Shopper Segments © 2020 Experian Ltd
242
212
209
37.1%
61.6%
37.9%
85.2%
87.8%
25.7%
69.4%
34.4%
9.4%
59.4%
4.6%
58.9%
69.5%
65.3%
51.8%
3.4%
10.5%
8.6%
34.7%
15.3%
82.0%
75.6%
76.5%
39.8%
69.6%
67.4%
62.3%
23.1%
37.1%
67.3%
86.6%
46.1%
18.6%
11.9%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
2.59%
Male Equivalent: M05
Affluent stay at home mums living in expensive houses and spending a lot on high-end products
PhilippaF10
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Shrewsbury
Hereford
Aberystwyth
Example Destinations
9584110
1029197
Channels and Technology
15850.4%
High
11512.2%
Premium
10473.4%
Low
11770.6%
Low
10467.9%
0
14226.2%
46-55
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Not appearance-focussed
Low outerwear spend
Shop at local businesses
Pay extra for good quality products
Avoid high street chains
Ethically-minded shoppers
Key Features
2.94%
Male Equivalent: M09
Mature women in market towns and villages prioritising practicality over appearance
HarrietF11
Mosaic Shopper Segments © 2020 Experian Ltd
14.7%
41.4%
43.8%
12.2%
34.7%
62.2%
24.7%
4.7%
70.6%
7.6%
19.1%
73.4%
3.9%
10.1%
12.0%
20.4%
13.4%
51.4%
79.2%
32.8%
64.3%
2.2%
6.7%
13.6%
60.4%
17.2%
18.8%
18.5%
10.5%
32.1%
67.9%
33.1%
30.8%
25.6%
10.5%
1.9%
0.3%
0.7%
1.3%
3.5%
4.3%
8.2%
16.7%
19.4%
31.5%
12.0%
19.1%
26.2%
18.4%
13.1%
11.3%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
2.94%
Male Equivalent: M09
Mature women in market towns and villages prioritising practicality over appearance
HarrietF11
Mosaic Shopper Segments © 2020 Experian Ltd
38.7%
57.0%
43.2%
84.9%
84.7%
24.8%
72.9%
24.7%
7.5%
54.2%
6.9%
54.0%
66.3%
56.4%
49.1%
2.1%
6.9%
6.0%
37.0%
7.5%
80.2%
74.9%
69.5%
39.1%
69.1%
65.5%
61.3%
18.5%
33.2%
67.0%
86.5%
43.4%
14.3%
10.6%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
2.94%
Male Equivalent: M09
Mature women in market towns and villages prioritising practicality over appearance
HarrietF11
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Chesterfield
Southport
Tamworth
Example Destinations
10595114
9710386
Channels and Technology
15549.3%
Average
11271.9%
Basic
9969.6%
Low
10261.4%
Low
11876.7%
0
25235.1%
56-65
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Buy from basic brand status shops
Tend to shop offline
High Christmas gift spend
Homeowners
Don’t like to stand out
Make an effort with their appearance
Key Features
3.90%
Male Equivalent: M10
Appearance-conscious middle-aged women shopping on the high street
LindaF12
Mosaic Shopper Segments © 2020 Experian Ltd
25.1%
46.4%
28.5%
7.9%
39.1%
71.9%
30.9%
7.7%
61.4%
9.8%
20.6%
69.6%
2.7%
8.8%
12.4%
20.2%
15.2%
53.3%
75.7%
37.3%
56.6%
2.4%
10.2%
24.2%
48.8%
14.4%
17.3%
7.5%
5.3%
23.3%
76.7%
65.6%
21.0%
10.1%
3.3%
1.0%
0.6%
0.6%
1.1%
2.5%
4.1%
9.1%
17.0%
19.8%
32.4%
9.1%
35.1%
38.9%
11.4%
3.8%
1.7%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
3.90%
Male Equivalent: M10
Appearance-conscious middle-aged women shopping on the high street
LindaF12
Mosaic Shopper Segments © 2020 Experian Ltd
210
252
38.0%
54.5%
35.3%
80.3%
80.3%
19.3%
76.0%
30.9%
4.9%
55.6%
7.9%
63.0%
71.8%
54.1%
51.0%
1.9%
10.4%
6.7%
29.7%
14.2%
72.2%
77.7%
69.1%
35.6%
69.0%
66.9%
61.9%
21.0%
32.4%
70.1%
87.3%
41.5%
14.7%
9.6%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
3.90%
Male Equivalent: M10
Appearance-conscious middle-aged women shopping on the high street
LindaF12
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ High Wycombe
Tunbridge Wells
Kingston Upon Thames
Example Destinations
103116130
9210484
Channels and Technology
29894.8%
High
20121.4%
Premium
15615.1%
High
10734.2%
High
12682.1%
0
21329.8%
56-65
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Own expensive properties
High disposable income
Good quality products and services
High overall spend
Have a skincare regime
Make an effort with their appearance
Key Features
4.53%
Male Equivalent: M09
Mature, high spending women with a focus on quality and appearance
PenelopeF13
Mosaic Shopper Segments © 2020 Experian Ltd
26.6%
43.1%
30.4%
21.4%
43.2%
59.1%
34.2%
7.8%
58.0%
15.1%
23.9%
61.1%
2.5%
10.0%
11.9%
22.6%
18.6%
60.6%
71.3%
37.5%
55.7%
2.9%
9.0%
16.0%
59.9%
12.2%
12.0%
9.0%
5.0%
17.9%
82.1%
58.7%
22.5%
13.4%
5.5%
6.1%
1.3%
1.9%
3.0%
7.8%
6.6%
11.7%
18.8%
18.2%
19.0%
27.3%
29.8%
22.5%
9.5%
6.2%
4.7%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
4.53%
Male Equivalent: M09
Mature, high spending women with a focus on quality and appearance
PenelopeF13
Mosaic Shopper Segments © 2020 Experian Ltd
213
232
206
236
243
382
201
34.5%
57.9%
40.8%
89.3%
88.2%
24.6%
69.4%
34.2%
4.0%
61.3%
6.3%
63.7%
76.3%
61.2%
55.8%
1.3%
10.9%
6.5%
30.6%
13.7%
73.6%
77.8%
63.7%
45.3%
74.6%
61.4%
56.6%
26.9%
37.0%
53.7%
82.2%
54.9%
19.8%
11.1%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
4.53%
Male Equivalent: M09
Mature, high spending women with a focus on quality and appearance
PenelopeF13
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Poole
Chichester
Eastbourne
Example Destinations
11265122
826752
Channels and Technology
18157.7%
High
9937.3%
Mid-market
10373.1%
Low
1219.2%
Average
15399.4%
0
41181.4%
66+
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Don’t make impulsive purchases
Don’t buy things they don’t need
Shop offline for everything
Ethically-minded shoppers
Tend to live alone
Make an effort with their appearance
Key Features
5.62%
Male Equivalent: M12
Affluent older women who know what they like and like to look good
IrisF14
Mosaic Shopper Segments © 2020 Experian Ltd
14.8%
44.4%
40.8%
10.1%
37.3%
61.5%
29.5%
9.2%
61.3%
7.4%
19.5%
73.1%
1.3%
7.7%
12.9%
16.6%
10.4%
56.9%
63.9%
24.1%
34.3%
0.5%
1.3%
6.7%
57.0%
34.6%
0.1%
0.1%
0.5%
0.6%
99.4%
71.7%
16.4%
8.2%
3.7%
1.2%
0.8%
0.6%
1.5%
4.0%
4.2%
9.3%
17.8%
23.6%
28.7%
81.4%
11.3%
3.7%
1.7%
1.3%
0.7%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
5.62%
Male Equivalent: M12
Affluent older women who know what they like and like to look good
IrisF14
Mosaic Shopper Segments © 2020 Experian Ltd
411
35.1%
51.2%
43.0%
85.2%
83.0%
17.9%
76.4%
29.5%
3.6%
54.7%
7.9%
66.4%
76.9%
54.8%
53.3%
0.9%
9.6%
5.4%
27.0%
13.6%
66.0%
79.3%
58.4%
37.2%
73.7%
55.7%
59.4%
25.4%
34.6%
57.2%
81.9%
47.4%
14.4%
9.3%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
5.62%
Male Equivalent: M12
Affluent older women who know what they like and like to look good
IrisF14
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Kings Lynn
Durham
Skegness
Example Destinations
10864109
927564
Channels and Technology
15857.4%
Low
10567.6%
Basic
11077.6%
Low
10764.8%
Low
14895.9%
0
26953.3%
66+
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Retired
Low Christmas gift spend
Low disposable income
Appreciate friendly service
Shop offline
Live in council/HA houses
Key Features
5.28%
Male Equivalent: M13
Older women seeking good service and offers over everyday low prices
EthelF15
Mosaic Shopper Segments © 2020 Experian Ltd
14.7%
41.4%
43.9%
6.2%
31.7%
67.6%
27.4%
7.8%
64.8%
6.5%
15.9%
77.6%
1.9%
8.3%
11.4%
16.0%
10.3%
50.9%
71.2%
27.0%
42.1%
0.5%
3.0%
10.8%
49.9%
35.7%
2.5%
1.1%
1.2%
4.1%
95.9%
65.2%
19.5%
10.9%
4.4%
0.4%
0.1%
0.3%
0.6%
1.6%
2.4%
5.1%
13.2%
20.5%
40.2%
53.3%
25.0%
14.4%
4.2%
2.0%
1.2%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
5.28%
Male Equivalent: M13
Older women seeking good service and offers over everyday low prices
EthelF15
Mosaic Shopper Segments © 2020 Experian Ltd
269
39.2%
53.1%
40.2%
76.8%
78.3%
18.0%
79.8%
27.4%
3.8%
47.6%
8.1%
62.5%
72.9%
47.7%
50.8%
1.6%
10.8%
4.6%
30.4%
10.7%
69.8%
77.1%
64.0%
30.0%
70.4%
62.5%
60.8%
20.9%
32.8%
69.7%
86.5%
38.1%
12.4%
8.9%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
5.28%
Male Equivalent: M13
Older women seeking good service and offers over everyday low prices
EthelF15
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ St Helens
Sunderland
Hamilton
Example Destinations
1048197
9687102
Channels and Technology
24589.1%
Low
10467.1%
Basic
10574.3%
Low
10663.8%
Low
12178.9%
0
18525.8%
56-65
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Avoid high street chains
Live in council/HA houses
Live alone
Very low disposable income
Don’t pay extra for good quality
On the lookout for special offers
Key Features
2.20%
Male Equivalent: M11
Low spending mature women who prioritise price and choice
PatF16
Mosaic Shopper Segments © 2020 Experian Ltd
13.4%
40.8%
45.8%
5.1%
28.4%
67.1%
25.5%
10.7%
63.8%
7.9%
17.8%
74.3%
4.1%
8.8%
10.2%
19.6%
13.0%
45.1%
74.6%
31.6%
67.2%
0.8%
4.4%
12.3%
45.0%
37.4%
9.2%
8.9%
8.9%
21.1%
78.9%
39.7%
27.5%
22.3%
10.5%
0.4%
0.5%
0.3%
0.2%
1.3%
1.7%
4.6%
12.8%
16.8%
40.9%
14.8%
25.8%
22.8%
13.3%
14.7%
8.6%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
2.20%
Male Equivalent: M11
Low spending mature women who prioritise price and choice
PatF16
Mosaic Shopper Segments © 2020 Experian Ltd
44.3%
52.6%
36.3%
71.5%
77.2%
26.3%
76.4%
25.5%
8.2%
44.9%
8.5%
57.4%
64.0%
47.1%
48.1%
3.1%
9.9%
4.6%
29.7%
12.5%
69.6%
71.0%
67.9%
28.1%
66.8%
70.0%
66.9%
19.3%
32.4%
76.7%
86.7%
32.7%
12.5%
9.8%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
2.20%
Male Equivalent: M11
Low spending mature women who prioritise price and choiceand value
PatF16
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Redhill
Bishops Stortford
Tunbridge Wells
Example Destinations
9193100
10095103
Channels and Technology
23986.2%
High
10925.1%
Mid-market
10319.4%
Average
13827.2%
High
11277.8%
0
35743.5%
18-25
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Like to look physically attractive
Shop online
Full-time students
Keep up to date with fashion trends
Purchase premium products
High spend on outerwear
Key Features
1.24%
Female Equivalent: F01
Fashion conscious young men living with parents in affluent households
OliverM01
Mosaic Shopper Segments © 2020 Experian Ltd
16.8%
46.3%
37.0%
7.1%
25.1%
55.6%
27.2%
7.6%
65.3%
4.3%
19.4%
76.4%
3.1%
10.6%
7.9%
19.5%
22.7%
64.6%
75.8%
39.7%
72.1%
10.4%
21.6%
30.8%
29.0%
8.2%
16.8%
7.5%
4.8%
22.2%
77.8%
18.5%
44.1%
26.0%
11.4%
3.9%
1.1%
2.6%
2.8%
8.8%
7.0%
11.3%
20.6%
17.0%
19.1%
3.8%
6.1%
9.3%
10.6%
26.8%
43.5%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
1.24%
Female Equivalent: F01
Fashion conscious young men living with parents in affluent households
OliverM01
Mosaic Shopper Segments © 2020 Experian Ltd
357
323
401
40.3%
58.2%
39.5%
90.8%
91.6%
39.2%
62.5%
27.2%
11.9%
21.7%
8.1%
57.3%
57.5%
57.5%
47.3%
2.6%
11.3%
10.6%
31.8%
7.5%
81.4%
63.2%
70.7%
40.0%
74.5%
68.1%
61.1%
27.7%
47.9%
66.3%
77.7%
57.0%
16.7%
18.0%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
1.24%
Female Equivalent: F01
Fashion conscious young men living with parents in affluent households
OliverM01
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Cambridge
Putney
Chelsea
Example Destinations
8911299
10295104
Channels and Technology
19971.6%
High
26916.3%
Premium
16631.1%
Average
12925.5%
High
12385.4%
0
17533.8%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Follow skincare regime
Choose premium products and services
Shop online
High overall spend
Like to look physically attractive
High disposable income
Key Features
1.46%
Female Equivalent: F05
Affluent, urban males using their high disposable incomes to look good
GilesM02
Mosaic Shopper Segments © 2020 Experian Ltd
20.1%
54.3%
25.5%
16.3%
25.2%
44.7%
25.5%
5.2%
69.3%
6.0%
31.1%
62.9%
5.0%
12.0%
8.5%
23.5%
27.2%
63.9%
77.3%
39.6%
73.2%
2.4%
6.2%
10.4%
60.5%
20.5%
5.0%
7.1%
8.7%
14.6%
85.4%
15.7%
24.9%
36.1%
23.3%
16.8%
2.2%
3.5%
5.7%
10.2%
8.2%
14.9%
16.4%
9.7%
9.2%
6.3%
8.1%
15.7%
25.4%
33.8%
10.6%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
1.46%
Female Equivalent: F05
Affluent, urban males using their high disposable incomes to look good
GilesM02
Mosaic Shopper Segments © 2020 Experian Ltd
260
215
225
417
269
36.6%
57.0%
40.9%
90.9%
91.3%
44.4%
68.5%
25.5%
13.6%
23.1%
9.7%
56.4%
57.4%
64.6%
44.2%
2.0%
9.1%
6.7%
30.3%
8.6%
85.4%
67.8%
65.8%
45.4%
76.5%
63.1%
61.1%
25.6%
45.2%
48.5%
69.6%
59.4%
14.4%
13.9%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
1.46%
Female Equivalent: F05
Affluent, urban males using their high disposable incomes to look good
GilesM02
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Oxford
Bournemouth
Brighton
Example Destinations
938392
111121112
Channels and Technology
15650.9%
Average
11025.2%
Mid-market
11020.6%
Average
11622.8%
High
12083.5%
0
21741.8%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
High spend on shoes
Ethically-minded shoppers
Up to date with fashion trends
Like owning good quality products
Make impulsive purchases
Buy things they don’t need
Key Features
2.91%
Female Equivalent: F02
Label conscious young male professionals with ambition
TomM03
Mosaic Shopper Segments © 2020 Experian Ltd
15.1%
53.9%
31.1%
9.7%
25.2%
63.4%
22.8%
6.7%
70.4%
4.8%
20.6%
74.6%
6.2%
9.2%
8.8%
24.3%
20.1%
59.6%
83.6%
50.4%
78.9%
2.8%
4.8%
9.2%
55.0%
28.3%
1.9%
5.5%
13.7%
16.5%
83.5%
6.2%
20.7%
42.9%
30.3%
3.2%
1.0%
1.9%
2.0%
7.7%
9.5%
16.2%
21.2%
17.0%
14.5%
1.6%
4.1%
10.9%
23.4%
41.8%
18.2%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
2.91%
Female Equivalent: F02
Label conscious young male professionals with ambition
TomM03
Mosaic Shopper Segments © 2020 Experian Ltd
217
254
40.1%
62.0%
37.4%
86.4%
89.3%
36.6%
66.3%
22.8%
11.8%
25.3%
12.1%
51.5%
58.0%
59.9%
42.5%
4.0%
12.7%
7.0%
29.6%
8.9%
81.7%
65.6%
73.2%
40.3%
68.8%
67.0%
65.3%
23.7%
42.6%
61.2%
80.9%
52.5%
11.0%
16.1%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
2.91%
Female Equivalent: F02
Label conscious young male professionals with ambition
TomM03
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Stoke On Trent
Grimsby
Blackpool
Example Destinations
9710986
10594117
Channels and Technology
18156.8%
Low
10062.3%
Basic
10176.0%
Low
13025.6%
High
10472.2%
0
23228.3%
18-25
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Can’t resist expensive products
Influenced by celebrity endorsements
Buy clothes and shoes online
Make impulsive purchases
Buy things they don’t need
Up to date with fashion trends
Key Features
5.09%
Female Equivalent: F04
Young men with low disposable income spending beyond their means
RyanM04
Mosaic Shopper Segments © 2020 Experian Ltd
16.9%
48.5%
34.6%
4.7%
23.0%
62.3%
25.6%
6.9%
67.5%
5.5%
18.5%
76.0%
4.8%
7.2%
7.6%
18.6%
26.6%
55.9%
79.4%
39.3%
81.9%
3.6%
10.5%
20.2%
42.6%
23.1%
9.8%
10.0%
16.8%
27.8%
72.2%
13.6%
30.2%
35.3%
20.9%
1.0%
0.3%
0.9%
1.4%
4.2%
5.3%
10.9%
20.1%
21.7%
25.3%
2.2%
5.5%
12.0%
18.1%
33.8%
28.3%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
5.09%
Female Equivalent: F04
Young men with low disposable income spending beyond their means
RyanM04
Mosaic Shopper Segments © 2020 Experian Ltd
232
43.3%
58.7%
33.7%
82.5%
84.4%
35.6%
73.0%
25.6%
13.7%
18.6%
13.1%
57.3%
57.8%
52.2%
41.8%
3.3%
10.1%
5.0%
29.8%
6.7%
79.3%
62.2%
72.6%
34.7%
70.7%
69.1%
64.7%
23.1%
42.5%
68.9%
79.9%
47.4%
14.4%
16.5%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
5.09%
Female Equivalent: F04
Young men with low disposable income spending beyond their means
RyanM04
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ St Albans
Newbury
Bracknell
Example Destinations
9313597
108132114
Channels and Technology
18767.5%
High
11325.9%
Mid-market
10820.3%
Average
10376.0%
Low
36142.8%
2
19736.5%
36-45
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Buy most food and groceries online
High Christmas gift spend
Premium jewellery and clothes
Children influence what they buy
Like owning good quality products
High disposable income
Key Features
4.29%
Female Equivalent: F10
Dads with successful careers consuming quality products from premium brands
JustinM05
Mosaic Shopper Segments © 2020 Experian Ltd
39.5%
46.7%
13.8%
6.9%
25.9%
62.7%
17.4%
6.6%
76.0%
9.1%
20.3%
70.6%
3.7%
7.9%
10.5%
21.9%
32.8%
62.5%
81.9%
55.0%
79.7%
1.8%
6.9%
16.3%
70.3%
4.7%
42.5%
49.8%
25.4%
72.4%
27.6%
32.0%
38.1%
22.2%
7.7%
6.0%
1.7%
2.2%
2.7%
8.1%
7.9%
12.8%
18.4%
17.2%
17.2%
0.9%
5.8%
33.6%
36.5%
13.4%
9.8%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
4.29%
Female Equivalent: F10
Dads with successful careers consuming quality products from premium brands
JustinM05
Mosaic Shopper Segments © 2020 Experian Ltd
236
300
283
31.4%
55.1%
32.1%
88.2%
89.4%
27.1%
70.4%
17.4%
12.7%
17.1%
8.6%
49.3%
51.9%
48.5%
37.8%
2.2%
11.2%
7.2%
26.0%
9.0%
85.2%
66.2%
69.6%
38.3%
68.7%
63.3%
62.8%
24.6%
42.4%
60.3%
80.5%
54.5%
7.9%
11.4%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
4.29%
Female Equivalent: F10
Dads with successful careers consuming quality products from premium brands
JustinM05
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Northampton
Maidstone
Milton Keynes
Example Destinations
9513393
112133124
Channels and Technology
18058.8%
Average
11325.9%
Mid-market
10720.1%
Average
9771.3%
Low
24529.1%
2
18235.1%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Buy some brands without considering price
Children influence what they buy
Influenced by celebrity endorsements
Have young children
Get asked for advice regarding purchases
On the lookout for special offers
Key Features
4.04%
Female Equivalent: F06
Middle-income dads with young children, trying to balance budget to consume their favourite brands
MatthewM06
Mosaic Shopper Segments © 2020 Experian Ltd
27.0%
52.1%
20.8%
5.2%
25.9%
63.9%
22.0%
6.7%
71.3%
6.6%
20.1%
73.4%
4.9%
8.0%
7.8%
20.7%
32.2%
60.4%
84.3%
55.5%
87.0%
1.3%
3.2%
9.9%
72.5%
13.1%
20.9%
35.4%
36.6%
61.3%
38.7%
17.3%
32.0%
33.7%
16.9%
2.0%
0.9%
1.4%
1.5%
5.1%
6.4%
12.1%
24.6%
20.4%
19.0%
0.5%
2.0%
15.4%
31.7%
35.1%
15.3%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
4.04%
Female Equivalent: F06
Middle-income dads with young children, trying to balance budget to consume their favourite brands
MatthewM06
Mosaic Shopper Segments © 2020 Experian Ltd
254
213
37.1%
58.2%
31.2%
83.5%
86.6%
27.7%
68.3%
22.0%
14.6%
19.3%
9.6%
53.8%
55.9%
53.7%
38.9%
3.7%
9.2%
6.9%
26.9%
8.3%
81.0%
67.2%
74.8%
37.5%
68.4%
67.5%
65.3%
24.9%
41.1%
67.6%
83.0%
47.1%
12.7%
13.3%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
4.04%
Female Equivalent: F06
Middle-income dads with young children, trying to balance budget to consume their favourite brands
MatthewM06
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Birmingham
Hounslow
Woolwich
Example Destinations
9610694
102102111
Channels and Technology
12238.2%
Low
11225.7%
Mid-market
10075.1%
Low
18035.4%
High
5677.9%
4+
14928.8%
26-35
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Prioritise looking young
Ethically-minded shoppers
Like to stand out
Up to date with fashion trends
Follow skincare regime
Like to look physically attractive
Key Features
2.60%
Female Equivalent: F07
Urban-dwelling, appearance-conscious men living in large families
AmirM07
Mosaic Shopper Segments © 2020 Experian Ltd
17.8%
37.7%
44.5%
8.2%
25.7%
55.3%
35.4%
9.0%
55.6%
6.7%
18.3%
75.1%
3.3%
8.9%
10.4%
18.4%
25.6%
60.8%
76.7%
42.4%
77.6%
9.0%
11.2%
20.8%
43.2%
15.8%
23.6%
29.1%
28.3%
50.9%
49.1%
24.2%
35.4%
26.9%
13.5%
3.8%
1.1%
0.7%
2.0%
5.7%
8.5%
9.8%
19.5%
17.9%
21.4%
2.8%
7.7%
18.5%
25.6%
28.8%
16.6%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
2.60%
Female Equivalent: F07
Urban-dwelling, appearance-conscious men living in large families
AmirM07
Mosaic Shopper Segments © 2020 Experian Ltd
347
38.9%
52.3%
41.3%
78.1%
82.0%
41.4%
67.8%
35.4%
14.5%
25.2%
12.3%
63.2%
62.2%
57.1%
45.4%
5.4%
10.1%
9.6%
22.1%
11.7%
74.4%
67.5%
71.3%
31.4%
67.1%
61.7%
62.3%
28.1%
48.4%
70.3%
81.5%
46.8%
20.7%
18.6%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
228
2.60%
Female Equivalent: F07
Urban-dwelling, appearance-conscious men living in large families
AmirM07
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Doncaster
Middlesborough
Bangor
Example Destinations
987994
98101114
Channels and Technology
26282.2%
Low
11068.6%
Basic
10074.8%
Low
1087.4%
Average
29010.1%
3
16620.2%
18-25
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Children influence what they buy
Shop online for clothes and shoes
Make impulsive purchases
On the lookout for special offers
Up to date with fashion trends
Low disposable income
Key Features
4.94%
Female Equivalent: F09
Price conscious men with low disposable incomes making impulsive purchases
RickyM08
Mosaic Shopper Segments © 2020 Experian Ltd
31.8%
46.2%
22.0%
2.2%
20.0%
68.6%
23.2%
7.4%
69.4%
7.3%
17.9%
74.8%
5.0%
7.8%
9.1%
18.9%
19.1%
60.9%
74.3%
42.3%
79.7%
3.2%
10.1%
22.2%
54.2%
10.3%
35.4%
36.6%
27.6%
64.0%
36.0%
25.5%
38.1%
25.6%
10.8%
0.8%
0.2%
0.4%
0.8%
2.7%
4.0%
7.8%
18.0%
22.5%
28.7%
1.1%
5.2%
21.6%
25.9%
26.1%
20.2%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
4.94%
Female Equivalent: F09
Price conscious men with low disposable incomes making impulsive purchases
RickyM08
Mosaic Shopper Segments © 2020 Experian Ltd
209
220
236
41.0%
54.6%
31.4%
78.5%
82.8%
28.9%
74.3%
23.2%
10.7%
14.6%
11.8%
50.0%
54.1%
43.3%
35.6%
2.0%
11.4%
7.3%
28.8%
5.7%
75.1%
66.6%
70.4%
35.0%
66.3%
67.7%
63.7%
21.7%
39.6%
71.8%
81.5%
41.7%
13.5%
14.7%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
4.94%
Female Equivalent: F09
Price conscious men with low disposable incomes making impulsive purchases
RickyM08
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Oxford
Tunbridge Wells
Kingston Upon Thames
Example Destinations
97118108
1039392
Channels and Technology
20674.3%
High
1408.5%
Premium
1096.7%
High
10778.7%
Low
11076.5%
0
16823.6%
56-65
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Don’t make impulsive purchases
Pay extra for good quality products
Buy fair trade products
High overall spend
Premium products and services
High disposable income
Key Features
4.67%
Female Equivalent: F13
Middle-aged men whose high disposable income affords them to buy top quality products
MilesM09
Mosaic Shopper Segments © 2020 Experian Ltd
28.2%
47.5%
24.3%
8.5%
22.6%
58.2%
15.4%
5.9%
78.7%
6.7%
20.0%
73.3%
2.2%
9.1%
11.5%
18.7%
28.7%
69.6%
77.7%
38.7%
64.6%
2.5%
5.7%
13.7%
62.2%
15.9%
13.2%
13.1%
8.7%
23.5%
76.5%
38.3%
26.8%
24.0%
10.8%
11.0%
1.6%
3.0%
4.0%
8.1%
6.5%
11.5%
18.6%
15.0%
14.9%
14.7%
23.6%
26.3%
16.8%
11.8%
6.9%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
4.67%
Female Equivalent: F13
Middle-aged men whose high disposable income affords them to buy top quality products
MilesM09
Mosaic Shopper Segments © 2020 Experian Ltd
273
29.6%
49.4%
36.1%
88.9%
88.5%
27.2%
75.3%
15.4%
8.3%
18.9%
9.5%
49.8%
57.6%
46.9%
39.2%
2.2%
8.3%
5.0%
26.3%
5.8%
80.3%
67.0%
63.1%
39.8%
72.0%
54.4%
60.8%
25.0%
40.1%
51.4%
74.5%
56.1%
9.3%
10.2%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
4.67%
Female Equivalent: F13
Middle-aged men whose high disposable income affords them to buy top quality products
MilesM09
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Solihull
Harrogate
Poole
Example Destinations
10889115
9210076
Channels and Technology
19168.9%
High
1146.9%
Premium
10118.9%
Average
11080.8%
Low
12989.7%
0
23432.8%
56-65
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Shop offline
Like luxury brands
Premium products and services
Make an effort with their appearance
High Christmas gift spend
High disposable income
Key Features
6.88%
Female Equivalent: F14
Asset rich mature men who appreciate quality
GeoffreyM10
Mosaic Shopper Segments © 2020 Experian Ltd
33.2%
48.6%
18.2%
6.9%
24.1%
63.5%
13.7%
5.5%
80.8%
6.8%
18.9%
74.2%
1.1%
8.4%
11.9%
17.2%
21.7%
74.5%
69.3%
41.6%
53.1%
1.5%
6.9%
17.8%
62.4%
11.4%
7.8%
3.0%
2.2%
10.3%
89.7%
71.6%
17.2%
7.9%
3.4%
5.6%
1.5%
2.4%
3.1%
8.8%
8.0%
12.7%
20.4%
16.9%
15.8%
34.9%
32.8%
21.4%
5.6%
3.6%
1.7%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
6.88%
Female Equivalent: F14
Asset rich mature men who appreciate quality
GeoffreyM10
Mosaic Shopper Segments © 2020 Experian Ltd
234
205
26.8%
45.0%
31.1%
86.1%
87.1%
20.1%
81.7%
13.7%
7.0%
14.7%
10.7%
49.9%
58.6%
39.2%
39.3%
1.1%
8.8%
4.9%
21.9%
6.4%
73.5%
68.9%
62.1%
36.1%
72.6%
53.6%
62.2%
25.6%
38.6%
56.5%
78.8%
54.4%
6.3%
8.6%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
6.88%
Female Equivalent: F14
Asset rich mature men who appreciate quality
GeoffreyM10
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Wigan
Sunderland
Hamilton
Example Destinations
1048599
937898
Channels and Technology
21366.8%
Low
10767.0%
Basic
10881.0%
Low
10174.4%
Low
12888.5%
0
15922.3%
56-65
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Like basic brands
Live alone
Low Christmas gift spend
Don’t pay extra for good quality products
Don’t like to stand out
Low disposable income
Key Features
3.55%
Female Equivalent: F16
Middle-aged single men with limited budgets, buying basic brands
ShaunM11
Mosaic Shopper Segments © 2020 Experian Ltd
17.8%
46.9%
35.3%
3.4%
18.4%
67.0%
17.6%
8.0%
74.4%
4.1%
14.9%
81.0%
2.8%
7.9%
9.0%
15.8%
20.7%
63.9%
70.4%
32.7%
68.5%
1.0%
3.0%
9.3%
40.6%
46.0%
4.4%
4.3%
6.0%
11.5%
88.5%
34.8%
29.5%
23.7%
12.1%
1.4%
0.5%
0.7%
1.4%
2.8%
5.0%
9.3%
17.1%
19.4%
29.2%
8.8%
22.3%
27.3%
18.8%
16.3%
6.5%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
3.55%
Female Equivalent: F16
Middle-aged single men with limited budgets, buying basic brands
ShaunM11
Mosaic Shopper Segments © 2020 Experian Ltd
254
37.4%
51.2%
29.2%
76.7%
81.8%
23.9%
77.4%
17.6%
10.2%
16.6%
12.3%
48.2%
53.2%
38.8%
37.7%
2.3%
8.8%
4.4%
25.2%
6.6%
70.6%
65.7%
66.0%
32.3%
68.8%
61.2%
65.9%
21.2%
37.7%
69.1%
80.2%
40.4%
9.2%
9.9%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
3.55%
Female Equivalent: F16
Middle-aged single men with limited budgets, buying basic brands
ShaunM11
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ Great Yarmouth
Kings Lynn
Clacton On Sea
Example Destinations
11275117
838063
Channels and Technology
14346.5%
Average
10364.6%
Basic
10679.3%
Low
11080.8%
Low
14198.0%
0
37664.0%
66+
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Retired
Elderly
Like basic brands
Comfort over style when buying clothes
Shop offline
Make an effort with their appearance
Key Features
5.92%
Female Equivalent: F14
Elderly gentlemen, shopping on the high street, continuing to make an effort with their appearance
StanleyM12
Mosaic Shopper Segments © 2020 Experian Ltd
23.3%
49.9%
26.8%
4.6%
21.1%
64.6%
12.2%
7.0%
80.8%
4.7%
16.0%
79.3%
1.3%
7.5%
10.7%
14.3%
18.2%
75.7%
62.6%
33.2%
43.9%
0.8%
2.4%
10.8%
67.2%
18.9%
1.1%
0.4%
0.9%
2.0%
98.0%
72.6%
15.7%
7.9%
3.8%
1.9%
0.7%
1.7%
1.8%
5.0%
5.6%
11.3%
21.4%
21.2%
23.2%
64.0%
19.6%
9.1%
3.7%
2.6%
1.1%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
5.92%
Female Equivalent: F14
Elderly gentlemen, shopping on the high street, continuing to make an effort with their appearance
StanleyM12
Mosaic Shopper Segments © 2020 Experian Ltd
376
28.9%
44.4%
31.6%
82.0%
83.4%
19.2%
84.2%
12.2%
6.0%
13.8%
13.0%
51.6%
59.4%
35.8%
39.6%
0.7%
8.9%
4.5%
23.3%
6.7%
67.1%
68.3%
60.5%
34.3%
72.3%
54.2%
64.1%
25.1%
36.3%
59.4%
78.2%
49.8%
6.6%
8.1%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
5.92%
Female Equivalent: F14
Elderly gentlemen, shopping on the high street, continuing to make an effort with their appearance
StanleyM12
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
£££ West Bromwich
Dundee
Barnsley
Example Destinations
1098491
997788
Channels and Technology
24476.6%
Low
10263.5%
Basic
11082.6%
Low
10476.8%
Low
14399.0%
0
38064.6%
66+
Household affluencecategory
Brand status of storesused
Overall spendInterest in fashion
Number of children in household
Age
Who We Are
Comfort over style when buying clothes
Basic brands
Low Christmas gift spend
Live alone
Make an effort with their appearance
Low disposable income
Key Features
1.08%
Female Equivalent: F15
Retired men living alone buying basic brands
NormanM13
Mosaic Shopper Segments © 2020 Experian Ltd
19.4%
43.6%
37.0%
3.3%
16.4%
63.5%
15.2%
8.0%
76.8%
4.5%
12.9%
82.6%
2.0%
8.3%
8.7%
13.8%
20.4%
59.2%
74.6%
31.9%
61.9%
0.3%
1.2%
7.6%
44.9%
46.0%
0.3%
0.3%
0.6%
1.0%
99.0%
48.1%
26.5%
17.6%
7.8%
1.3%
0.5%
0.6%
0.5%
0.9%
3.6%
6.6%
14.7%
23.2%
35.2%
64.6%
17.8%
9.1%
4.3%
2.8%
1.4%
Age Presence of children Brand communication leading to purchases
High
Average
Low
High
Average
Low
Social media
Online newsletter
Direct mail
Branded emails
Tablet
Smartphone
4
5+
3
2
PC (not laptop)
Smart TV
1
12 to 17
5 to 11
0 to 4
1-3 years
4-10 years
11+ years
<1 year
£750-£999
£1,000-£1,249
£1,250-£1,499
£1,500-£1,749
£1,750-£1,999
£2,000+
£500-£749
£250-£499
£125-£249
£1-£124
66+
56-65
46-55
36-45
26-35
18-25
Interest in fashion
Mid-market
Premium
Basic
Brand status of stores used
Average
High
Low
Christmas gift spend
Overall spend
Monthly personal disposable income
Length of residency
Children aged
Number of adults in household
Device ownership
Children in household
No children in household
Laptop
1.08%
Female Equivalent: F15
Retired men living alone buying basic brands
NormanM13
Mosaic Shopper Segments © 2020 Experian Ltd
380
254
39.6%
48.2%
33.6%
77.2%
79.6%
19.4%
82.7%
15.2%
3.9%
11.7%
13.1%
53.7%
59.1%
37.5%
40.7%
0.6%
7.8%
4.3%
26.3%
5.4%
66.6%
69.4%
61.9%
28.4%
69.8%
56.7%
64.2%
23.2%
35.8%
65.3%
80.3%
43.1%
10.1%
10.0%
Online vs offline shopping strategy
Buy from companies with ethics they agree with
Don't mind paying extra for good quality products
Like owning good quality products
Personal appearance is not important in society
Like to think of self as well-dressed
Like to make an effort with appearance
Important to look physically attractive
Important to stay looking young
Used an app to purchase online
Saw something online and bought it in store
Saw something in store and bought it online
Saw and bought something online
Ordered online and collected in store
Online shopping makes my life easier
Like to touch and feel products before buying them
Always on the lookout for special offers
Usually looking for the lowest prices
Tend to choose premium products and services
Spend a lot on clothes
Can't resist expensive products
Attitude to quality and ethics
Like to stand out
Choose comfort over style
Keep up to date with current fashion trends
Attitude to fashion
Tend to make impulsive purchases
Sometimes splash out on products they don't need
Impulse
Do not have time to use personal care products
Have a skincare regime
Attitude to personal care
Attitude towards appearanceAttitude to spending
Attitude to brands
1.08%
Female Equivalent: F15
Retired men living alone buying basic brands
NormanM13
Mosaic Shopper Segments
Only buy the best known brands
Well-known brands are better
Like trying new brands
Tend to stick to preferred brands
Buy some brands without even looking at the price
Have favourite brands, but loyalty swayed by offers
Little difference in brands, leading vs supermarket
© 2020 Experian Ltd
1.8%
5.3%
12.3%
16.5%
32.7%
31.4%
Age
66+
56-65
46-55
36-45
26-35
18-25 276
Supporting Notes
Charts build and describe the Mosaic Shopper Segments. The variables are grouped together by category. For each segment, the charts show the Mean% and Index for each variable.
Understanding Mean% and IndexMean% show the percentage of this segment with this characteristic. For example, consider Age for Segment F04:
are provided for each of the variables used to
This shows that:31.4% of Segment F04 are aged between 18 and 25.32.7% of Segment F04 are aged between 26 and 35.16.5% of Segment F04 are aged between 36 and 45.12.3% of Segment F04 are aged between 46 and 55.5.3% of Segment F04 are aged between 56 and 65.1.8% of Segment F04 are aged 66 or over.
The Index shows how the variable compares with all households in An Index of 100 is the average. An Index greater than 100 shows that this variable is over-represented when compared with the average. An Index less than 100 shows that this variable is under-represented when compared with the average.
The Index is shown on the chart as a bar:
the UK.
The chart shows the Index value from 0 to 200. If the Index value is greater than 200, the bar is shown as 200 along with the exact Index.
Variables - Mean% and Index
Mean%
Index below 100 Index above 100
Index 100(UK average)
© 2020 Experian LtdMosaic Shopper Segments
1.8%
5.3%
12.3%
16.5%
32.7%
31.4%
Age
66+
56-65
46-55
36-45
26-35
18-25 276
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