Mosaic Socio-Demographics

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What are Socio-Demographics?

Socio-demographic information (or demographic types) refers to the information which characterises a population at a specific point in time. There are a number of different socio-demographic categorisation systems that are available, we use the Mosaic system.This information is gathered by various methods, such as national and local census. Demographic Types are often used in direct marketing, such as direct mail and leaflet distribution, to identify the type of people businesses are attempting to attract as customers. This demographic information includes age, income, employment status, religious beliefs, if they own a car (or cars) and much more.

The image on the right 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 Scottish consumers in terms of their lifestyles, culture and behaviour. This provides the most accurate and comprehensive view of Scottish society at the start of the 21st century.

Mosaic Demographic Types

Our customer and market analysis service 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 behaviour, 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.

Types 1 to 16

Types 17 to 32

Types 33 to 48

Types 49 to 6

Mosaic Demographic Categories

The 61 Mosaic demographic types have been collated into Groups (see below) to make it easier to for our clients to identify the type of people that they are interested in including in their marketing campaigns.

Group A – Symbols of Success

Category H – Blue Collar Enterprise

Group B – Happy Families

Category I-Twilight Subsistence

Group C – Suburban Comfort

Category J – Grey Perspectives

Group D – Ties of Community

Category K – Rural Isolation

Categories not pictured above:

E – Urban Intelligence

Key Features: Young singles, Few children, Well educated, Full time students, Professionals, Open-minded, Cosmopolitan tastes, Liberal views.

F – Welfare Borderline

Key Features: Families, Many young children, Low incomes, State benefits, High deprivation, Council housing, Public transport, Heavy watchers of TV , Use cash.

G – Municipal Dependency

Key Features: Families, Low incomes, Terraces and semis, Large council estates, Outer suburbs, Large provincial towns, Old fashioned, Pay bills at Post Office, Heavy TV viewing.