What are Socio-Demographics?
Socio-demographic information (or demographic types) refers to the information which characterises a population at a specific point in time. This information is gathered by various methods, such as national and local census. Demographic Types are often used in marketing as a way to specify and identify the people who businesses are attempting to attract as customers. This information includes the persons age, their income (both individual and household), their employment status, their religious beliefs, if they own a car (or cars) and much more. There are a number of different socio-demographic categorisation systems that are available, we use the Mosaic system.
The image on the left shows an example of what a typical Mosaic demographic type (in this case type 12) looks like.
What is Mosaic?
Mosaic Demographic profiles split the UK population into 11 Groups and 61 Types, or demographic groups. It took over two years to build Mosaic UK and the result is a classification system that paints a rich picture of UK consumers in terms of their lifestyles, culture and behaviour. This provides the most accurate and comprehensive view of UK society at the start of the 21st century.
Mosaic Demographic Types
Our customer and market analysis uses the Mosaic classification system, which organises consumers into 11 Groups and 61 Types that are listed below. Simply click on the relevant number to see a summary of the particular demographic type.
Mosaic is designed specifically to paint a rich picture of consumers in terms of socio-demographics, lifestyles and behavior, and provides a detailed understanding of UK society.
It is an essential tool for any organisation that wishes to understand more about UK consumers, and develop successful marketing solutions that are tailored to the needs of the UK marketplace.
At 2112 Direct Marketing, we can use demographic types to pinpoint where to target your direct marketing campaigns to give you the best chance of a great response. This gives you total control over the areas where your marketing materials are delivered.