“Mosaic (geodemography)”的意思、由来-开放百科全书

Mosaic UK is Experian’s system for classification of UK households. It is one of a number of commercially available geodemographic segmentation systems, applying the principles of geodemography to consumer household and individual data collated from a number of governmental 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 gone through a number of refreshes and reclassifications since then, each based on more recent data from national censuses and numerous 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, now including most of Western Europe, USA, the Far East 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 current version, Mosaic UK 2009, classifies 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.^[1] 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 2010 Classifications

Mosaic 2004 Classification Groups and Types

Mosaic classifies the UK into 11 Main Groups and 61 distinct types. detailed description link may be more relevant

Group

Distinct types^[3]

Percentage of UK Households

Typical names

Social Groups

Description

Media

Symbols of Success (A)

A01 Global Connections
A02 Cultural Leadership
A03 Corporate Chieftains
A04 Golden Empty Nesters
A05 Provincial Privilege
A06 High Technologists
A07 Semi-Rural Seclusion

9.62%

Rupert and Felicity

Upper Middle and Middle Middle class

This 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 In
B09 Fledgling Nurseries
B10 Upscale New Owners
B11 Families Making Good Middle Rung Families

10.76%

Darren and Joanne

Lower middle class and Middle middle class

Families 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 minorities

Sky TV and internet

Suburban Comfort (C)

C20 Asian Enterprise

15.10 %

Geoffrey and Valerie

Lower Middle Class

People in comfortable homes in mature suburbs built between 1918 & 1970, moderate incomes. Includes Middle class Asian Enterprise

Internet, Daily Mail

Ties of Community (D)

D25 Town Centre Refuge

16.04 %

Lee and Norreen

Lower middle class and Skilled working class

People focussed on local communities, families concentrated near Industrial areas, Includes lower income Asians

The Mirror, The Sun

Urban Intelligence (E)

7.19 %

Ben and Chloe

Mixture of Middle classes

Young educated people in urban areas starting out in life, Includes significant minority presence and students

The Guardian, The Times, and internet

Welfare Borderline (F)

6.43 %

Joseph and Agnes

Working class and Poor

Poorest people in the UK, Urban with significant ethnic minority presence

The Sun, and high TV viewing

Municipal Dependency (G)

6.71%

Wayne and Leanne

Working class and Poor

Poor people in council houses and dependent on benefits, Mostly white British with few immigrants

The Sun, and high TV viewing

Blue Collar Enterprise (H)

11.01%

Dean and Mandy

Skilled Working Class

Enterprising rather than well educated, includes White Van Man, Few Ethnic minorities

The Sun, and high TV viewing

Twilight Subsistence (I)

3.88 %

Percy and Ada

Working class pensioners

Poorer pensioners in council houses, few ethnic minorities

The Sun, and high TV viewing

Grey Perspectives (J)

7.88%

Edgar and Constance

Middle Class pensioners

Pensioners in comfortable retirement and traditional values

Daily Telegraph, Daily Mail

Rural Isolation (K)

...last one is K61 Upland Hill Farmers

5.39%

Huw and Gwenda

Mixed

Rural People with relatively low incomes but high non liquid assets, traditional values, very few ethnic minorities

Internet, Radio 4

References

1. ^[https://www.actuaries.org.uk/documents/applying-survival-models-pensioner-mortality-data-0 Richards, S. J. Applying survival models to pensioner mortality data, British Actuarial Journal]
2. ^Mosaic 2010 Grand Index
3. ^Mosaic 2009 Groups and Types

External links