Mosaic is Experian's system for geodemographic classification of households. It applies the principles of geodemography to consumer household and individual data collated from a number of government and commercial sources. The statistical development of the system was led by professor Richard Webber in association with Experian in the 1980s, and it has been regularly refreshed and reclassified since then, each based on more recent data from national censuses and other sources. Since its initial development in the UK, the Mosaic brand name has also been used to market separate products which classify other national consumers including most of Western Europe, USA, selected Asian regions and Australia.
The initial UK version was based at the postcode level, which would cover an average of 20 properties with the same code. More recent versions have been developed at the individual household level and offer more accurate classification based on specific characteristics of each household. The 2009 Mosaic UK version, for example, classified the UK population into 15 main socio-economic groups and, within this, 67 different types.
Professor Webber also developed the competing ACORN system with CACI. Both Mosaic and Acorn have found application outside their original purpose of direct marketing, including governmental estimates and forecasts, and it is regularly employed by life insurance companies and pension funds in the UK to assess longevity for pricing and reserving.Richards, S. J. Applying survival models to pensioner mortality data, British Actuarial Journal Both are also used extensively in understanding local service users, although Mosaic's naming has proved to be controversial, leading Experian to introduce Mosaic Public Sector with more politically correct segment names.
Mosaic 2004 Classification Groups and Types
In 2004 individuals in the UK were classified into 11 main groups and 61 distinct types. The classifications change over time and as of 2024, 15 summary groups and 66 detailed types are now used by Experian.Experian mosaic segmentation groups and types These changes can be significant, such as group G representing 'Domestic Success' in 2024 as opposed to 'Municipal Dependency' in 2004.
Group Distinct types Percentage of UK Households Typical names Social Groups Description Media Symbols of Success (A) A01 Global ConnectionsA02 Cultural LeadershipA03 Corporate ChieftainsA04 Golden Empty NestersA05 Provincial PrivilegeA06 High TechnologistsA07 Semi-Rural Seclusion 9.62% Rupert and FelicityUpper Middle and Middle Middle classThis group represents the wealthiest 10% of people in the UK, set in their careers and with substantial equity and net worth. These people tend to be white British but with some Jewish, Indian and Chinese Minorities. Tends to contain older people advanced in their careers.Internet, some TV Happy Families (B) B08 Just Moving InB09 Fledgling NurseriesB10 Upscale New OwnersB11 Families Making Good Middle Rung Families 10.76% Darren and JoanneLower middle class and Middle middle classFamilies from Middle England, focussed on children, home and career. tends to be in new suburbs in more prosperous areas of the UK, Mostly white with few minoritiesSky TV and internetSuburban Comfort (C) C20 Asian Enterprise15.10 %Geoffrey and ValerieLower Middle ClassPeople in comfortable homes in mature suburbs built between 1918 & 1970, moderate incomes. Includes Middle class Asian EnterpriseInternet, Daily MailTies of Community (D) D25 Town Centre Refuge16.04 %Lee and NorreenLower middle class and Skilled working classPeople focussed on local communities, families concentrated near Industrial areas, Includes lower income AsiansThe Mirror, The SunUrban Intelligence (E)7.19 %Ben and ChloeMixture of Middle classesYoung educated people in urban areas starting out in life, Includes significant minority presence and studentsThe Guardian, The Times, and internetWelfare Borderline (F)6.43 %Joseph and AgnesWorking class and PoorPoorest people in the UK, Urban with significant ethnic minority presenceThe Sun, and high TV viewingMunicipal Dependency (G)6.71%Wayne and LeanneWorking class and PoorPoor people in council houses and dependent on benefits, Mostly white British with few immigrantsThe Sun, and high TV viewingBlue Collar Enterprise (H)11.01%Dean and MandySkilled Working ClassEnterprising rather than well educated, includes White Van Man, Few Ethnic minoritiesThe Sun, and high TV viewingTwilight Subsistence (I)3.88 %Percy and AdaWorking class pensionersPoorer pensioners in council houses, few ethnic minoritiesThe Sun, and high TV viewingGrey Perspectives (J)7.88%Edgar and ConstanceMiddle Class pensionersPensioners in comfortable retirement and traditional valuesDaily Telegraph, Daily MailRural Isolation (K) ...last one is K61 Upland Hill Farmers5.39%Huw and GwendaMixedRural People with relatively low incomes but high non liquid assets, traditional values, very few ethnic minoritiesInternet, Radio 4
References
External links Guardian article referencing Mosaic observer.guardian.co.uk guardian.co.uk The Times http://www.prnewswire.co.uk/cgi/news/release?id=181549 guardian.co.uk http://www.channel4.com/news/microsites/E/election2005_features/new_feature.html bbc.co.uk guardian.co.uk