about mosaic 2008
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You only get the complete picture with Mosaic.
Geodemographic Neighbourhood Classification
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About Mosaic 2008
Welcome to the next generation of segmentation in Australia!
For those of you who have had some
exposure to Mosaic, you will know that this is
not simply a segmentation tool. At its best ithas become the currency for understanding
customers throughout their relationship with
your organisation from acquisition right
through to retention and reactivation.
Consumer segmentation is not new,
but it will remain a key differentiator in
contestable markets for the foreseeable
future. Our unique ability to access and
develop the comprehensive range of
data sources that has been incorporated
in Mosaic 2008 enables you to take a
forward facing view of Australia for thenext five years.
Mosaic 2008 has been completely
rebuilt featuring new dimensions to
segmentation that have not been
previously available in an integrated
format. We have made a number of
innovative changes to Mosaic 2008 to
ensure continued improvement:
Deeper range of data across public,
consumer survey and accredited
reference data
Leveraging more household data
Household Mosaic now delivers even
greater granularity of residential
segmentation beyond street level
Accessing additional data Mosaic
2008 enables consumer targeting at
the Micro Segment level that is notsolely reliant on Census data
Improved analysis more data
requires even more sophisticated
analysis techniques
Spatial analysis fully integrated in our
proprietary analysis and mapping package
Micromarketer Generation 3 (MMG3)
Global Mosaic enables alignment
of residential segmentation across
international borders
Bringing segmentation to life the
range, depth and scope of visualisationensures that it is readily understood
across every level of your organisation
Over the past twenty years, we have
established our expertise both locally
and internationally in this specialist
field. Throughout this time, Mosaic has
continued to deliver proven success
that encompasses the entire customer
lifecycle including:
Targeting to identify the optimal target
market and the most effective channel
with which to promote your brand
Customer acquisition selections from
prospect and third party lists with
seamless alignment for marketing and
credit driven businesses
Customer insight a robust currency
that enables descriptive and predictiveanalysis of the customer across the
enterprise
Customer insight ongoing analysis
and modelling of customers for
internal and external communication
Customer retention a reliable
framework to articulate the key
attributes associated with churn and
those aligned to customer loyalty
Customer development a platform
for planning and anticipating future
customer needsCustomer Reactivation a unique
platform to align past to existing
customers
Mosaic 2008 represents the first step in
the journey for future understanding of
consumers, including where and how
they live.
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Geographical ResolutionMosaic classifies consumers at a
household, Micro Segment and Census
Collection Districts. This allows you to
optimise your use of the segmentation
depending on the application.
The classification is identical regardless
of the level of geograpghy. This ensures
continuity and makes the classification
easy to implement.
Complementary DataMosaic Elements this is the third tier
below Mosaic Groups and Types. This
set of 198 sub-types were created using
the same input data as Mosaic. Mosaic
Elements enable you to compile your
own segmentation solution for specific
target audiences whilst retaining the link
with Mosaic Groups and Types.
Factors is a distillation of the underlying
data used to build Mosaic Australia
summarised into 6 continuous variables
that are ideal for statistical modelling.
The variables are Family Composition;
Prosperity; Dependants; Cultural Diversity;
Housing Ownership; Multi-Dwellings. All
Factors are available by Micro Segmentfor appending to customer files.
Mosaic Australia Data Sources
Building Mosaic 2008
Income
HousingStress
CreditRisk
HomeLoan
HousingRent
HouseholdSp
end
PersonalSp
end
Un
paid
Work
Cu
ltura
lO
rig
ins
&
Language
Househ
old
Composition
Age
&Gende
r
Child
ren
Marita
lStatu
s
Populat
ionMov
ements
Education
Occupation & Industry
EmploymentTypeHousingTenureHousingType
Urban/RuralIndicators
PropertyValu
es
Prop
erty
Size
Prop
ertyTyp
es
Proxim
ityto
LocalService
s
VehicleOwnership
Internet&Computers
Hobbies
Recreation
Activities
Attitud
es
Media
Usag
e
Shop
ping
Interests
Food
&Drink
Re
lig
ion
Balanc
ing
the
Boo
ksPe
ople
andSk
ills
LivingSpace
Life
sty
lea
ndA
ttitu
de
s
Mosaic 2008 has been developed in-
line with the release of the 2006 Census
data. However Pacific Micromarketing has
utilised its additional data resources at a
household and individual level to develop ageodemographic segmentation that provides
a powerful analytical platform at both Micro
Segment (street) and household levels.
All the input variables go through a
selection process where they are tested
for discrimination, robustness and their
correlation to other variables.
Once the final list of variables is selected,
a set of input weights is applied as part of
the clustering process. The result is a list
of variables that have differing importance
to the clustering methodology, depending
on how well they discriminate at differing
levels of geography.
This bottom-up approach enables us
to maximise the effectiveness of each
input variable depending on its relative
importance to the classification, and its
ability to discriminate.
The final solution used 238 variables
in the build process however Pacific
Micromarketing have used over 1,000
variables in the development of the
descriptions and the selections of
housing, people and lifestyle images for
each of the 47 Types and 11 Groups.
Balancing the Books
IncomeHousing StressCredit RiskHome LoanHousing RentHousehold SpendPersonal SpendUnpaid Work
People and SkillsCultural Origins & LanguageReligionHousehold CompositionAge & GenderChildrenMarital StatusPopulation MovementsEducationOccupation & IndustryEmployment Type
Living SpaceHousing TenureHousing TypeUrban/Rural IndicatorsProperty ValuesProperty SizeProperty TypesProximity to Local ServicesVehicle OwnershipInternet & Computers
Lifestyle and AttitudesHobbiesRecreation ActivitiesAttitudesMedia UsageShoppingInterests
Food & Drink
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Mosaic Australia Groups and TypesMosaic classifies households in Australia by allocating them to one of 47 Types and 11 Groups.
Groups Types Label Tagline % Household
A Privileged Prosperity The most affluent families in the most desirable locations 8.4%
A01 Portfolio Management High-spending, established families in the wealthiest suburbs 0.9%A02 Studied Wealth Well educated, maturing families in prime suburbs 1.7%A03 Cultural Riches Successful mid-suburban families in strong migrant communities 1.3%A04 Executive Residents High-consuming maturing families in comfortable outer suburban homes 1.9%A05 Family Success Well-off family households in desirable outer suburban locations 2.5%
B Academic Achievers Wealthy areas of educated professional households 6.2%
B06 Informed Affluence High income families and singles in the attractive middle suburbs 2.3%B07 Conscious Consumers Comfortable one and two-person households in sought after suburbs 2.0%B08 Professional Knowledge Young families with high disposable incomes in quieter suburban neighbourhoods 1.9%
C Young Ambition Educated and high-earning young singles and sharers in the inner suburbs 5.9%
C09 Bright Futures Thriving students or professionals renting flats and terraces 2.0%C10 Graduating Upwards Young high-earning socialites in high-rise apartments, often close to water 1.9%
C11 Rising Wealth Educated and affluent young professional couples in inner city areas 2.0%
D Pushing the Boundaries Young families living in recent developments on the fringes of major cities 5.8%
D12 Hard hats, Steel Caps High income younger households in mining communities 0.6%D13 Cul-de-Sac Kids Mortgaged families living in the better-value outer metro fringes 2.2%D14 New Lives, New Landscapes Young families living in recently developed outer suburbs of larger cities 1.6%D15 Mortgaged Aspirations Culturally diverse young families living in high-density suburban communities 1.3%
E Family Challenge Mixed family forms with stretched budgets in outer suburbs 13.8%
E16 Families in Formation Couples and families with young children living in recent outer suburban locations 2.7%E17 Home Entertainment Blue-collar families living in older pockets of the outer suburbs 4.2%E18 Domestic Divides Single parents and varied family structures in outer suburban communities 3.0%E19 Conforming Kinship Cash-strapped late middle aged traditionalists in outer metro areas 3.9%
F Metro Multiculture Medium to high density areas with much cultural diversity 10.9%
F20 Intercontinental Connections Established Eurasian migrants in mid to outer suburban areas 3.1%F21 New Wave Mixed generations of immigrants living in changing inner metro areas 1.9%F22 Devoted Diversity Mature and religious close-knit families in newer metro fringe developments 1.5%F23 Mediterranean Style Established low income migrant home owners around suburban retail centres 1.6%F24 Bilingual Backgrounds Mixed age multicultural areas of mainly blue-collar employment 1.7%F25 Eclectic Origins Culturally diverse extended families with high unemployment in the inner city 1.0%
G Learners & Earners Students and professionals living in high density, lower cost suburbs 4.8%
G26 Social Networkers Students and early careerists building their futures and enjoying city life 2.5%G27 Strengthening Skills White and blue-collar residents often in culturally diverse, high-density rented areas 1.6%G28 Asian Studies Campus and CBD-dwelling students, often from Asia, with low incomes 0.7%
H Provincial Optimism Anglo-Australian blue-collar families in provincial settlements 10.5%
H29 Approaching Retirement Emptying nests, reducing debt and preparing for retirement 3.1%H30 Blue-Collar Regeneration Older tradies and labourers in changing low-priced regional areas 3.6%H31 Reforming Relationships Challenged households in provincial towns and popular holiday spots 2.8%H32 Traditional Owners Indigenous Australian communities and affiliated service workers in remote locations 0.9%
I Farming Stock Rural landowners and workers in agricultural heartlands 9.7%I33 Rural Lifestyles High value farms and smallholdings surrounding major urban centres 4.2%I34 Off the Beaten Track Older farming couples in hilly areas and coastal plains, often in tourist regions 1.7%I35 Country Pride Established farms and traditional families on prime agricultural land 2.4%I36 Outback Isolates Families farming the most extensive and remote parts of Australia 0.9%I37 Living off the Land Low income, low-consuming families on large farms remote from services 0.6%
J Suburban Subsistence Low income, low-spending households in major regional and outer metro 11.1%
J38 Low Equity Strain Cash-strapped younger singles living in flats and units, often rented 2.0%J39 Cut-Price Living Low-earning students and professionals in higher density locations 2.9%J40 Bargain Basement Low income elderlies in provincial towns and the outer suburbs 2.3%J41 Making Ends Meet Older home owners in aged care communities in regional and outer metro areas 1.9%J42 Blue-Grey Blend Coastal and provincial retirement communities with some younger bargain hunters 2.0%
K Community Disconnect Older blue-collar workers and retirees in country and coastal locations 13.0%
K43 Same Old, Same Old Low income, non-metro homes, accommodating older singles and couples 4.2%
K44 Fractured Families Disadvantaged singles living in inexpensive accommodations 1.8%K45 Country Town Elders Small country towns with older singles and couples on very low incomes 2.7%K46 Beachside Benefit Low income older married couples mainly in coastal areas 2.6%K47 Good innings Highly localised pockets of elderly retirees in supported accommodations 1.7%
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The Mosaic Family Tree
The Mosaic Family Tree illustrates the
major demographic and lifestyle polarities
between the Types and Groups.
It shows how the Mosaic Types relate to
each other and indicates how householdsmight move through the Mosaic Family
Tree over time.
This analysis is useful for understanding
the origin, stability and aspirations of the
people within each Mosaic Type.
For example
F25 tends to be in Culturally Diverse,High Density areas and are Open to
Change, whereas I37 tends to be in
Anglo-Australian, Low Density areas
and are Averse to Change
C10 tends to be High Tech, High
Income, Younger Singles, whereas K47
tend to be Low Tech, Low Income,
Older Singles
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The most affluent families
in the most desirablelocations
8.4% of Australian Households
Privileged Prosperity represents the
wealthiest households in Australia.
Preschool children and over 65s are
under-represented, but the proportion
of secondary age students is the highest
of all Groups. These people are from a
variety of cultural backgrounds notably
the British Isles and Asia, but also fromGreece and Italy.
They live in the choicest locations of the
metropolitan and regional areas of Australia
and clearly outrank all others in the housing
market. Over 85 percent of these two
and sometimes three storey houses are
owned or being purchased, leaving little
room for renters. These people are well
educated professional or managerial
couples raising mature families, often with
dual incomes. With six-figure incomes
common, discretionary spend on healthinsurance, school fees and childcare is no
problem. Holidays, fine wines, clothing,
pharmaceuticals, telephones and vehicle
purchase are all managed within their high
spending budget.
Privileged Prosperity actively participates
in sport, but they also find time for eating
out and enjoying cultural events. Reading
novels and non-fiction and the national
papers is common, and technology is
frequently used to manage their time
particularly the internet and mobilephones. The internet is also widely used
for obtaining information on business,
finance and sport.
Wealthy areas of
educated professionalhouseholds
6.2% of Australian Households
Academic Achievers is composed of
predominantly middle-aged, professional
families with preschool and university-
aged children. Successful, well educated
and health conscious, they live in mainly
separate houses in desirable family suburbs,
often near to expensive neighbourhoods in
the inner metropolitan areas. Proximity tothe CBD and access to universities, transport
and shopping guarantees high property
prices, with sales regularly exceeding $1m.
Car ownership is average in these high-
density suburbs, and the image and style
of luxury marques and sports cars ensures
they are over-represented.
With household incomes often exceeding
$130,000 and additional earnings from
investments and shares, Academic
Achievers is one of the wealthiest Mosaic
Groups. Spend on childcare services andinfant clothing is the highest of all. Other
expenses such as health insurance and
education fees are significant, although
ample disposable income remains for
meals in restaurants, Australian and
overseas holidays and clothes shopping.
People in Academic Achievers enjoy many
cultural and sporting events. Dinner parties
and meals out with family and friends are
also favourites. Regular family visits to the
cinema or the zoo are common. The internet
and newspapers are popular media for theseconsumers, and their heavy use minimises
their reliance on television and radio.
Educated and high-
earning young singlesand sharers in theinner suburbs
5.9% of Australian Households
Young Ambition comprises singles,
couples and sharers, most commonly
aged 20-34, living at their address for
less than two years. Young Ambition
is culturally diverse, highly qualified,
and has the highest proportion of the
professionally employed, with a largenumber of managers, particularly in the
finance and technical industries.
This Group lives in high and low-rise,
multi-dwelling units in prime locations. Well
appointed properties command prices that
are notably above average, although almost
half of residents rent privately from investors.
Household density is high and easy access
to public transport means that cars are less
common, although exotic, sports and luxury
models are over-represented.
This high earning Group has significant spend
on technology and gadgets, with mobile
phones, MP3 players, games consoles and
computers high priorities. They enjoy eating
out in restaurants, as well as takeaways, wine,
beer and Australian and overseas holidays.
People in Young Ambition enjoy their
free time and take full advantage of the
entertainment and culture on offer. They
place a high emphasis on keeping fit and
are often seen running, cycling, exercising
at the gym and playing sport. Theseearly adopters of technology are likely to
research and purchase goods, including
financial products, over the internet.
Group APrivileged Prosperity
Group BAcademic Achievers
Group CYoung Ambition
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Young families living in
recent developments onthe fringes of major cities
5.8% of Australian Households
Although diverse, Pushing the Boundaries
primarily contains households with young
families. Parents aged 25-44 and children
aged 0-4 are well represented. Overall,
this Group has low cultural diversity, but
this masks some variation at Type level,
where 48 percent of one Type has strong
links to overseas cultures.Workers in this Group are largely engaged
in blue-collar professions, or in clerical and
administration roles. The main industries
include infrastructure, manufacturing and
mining. Pushing the Boundaries often live
in separate housing on recently developed
estates in a mix of fringe metropolitan
and very remote locations. Vehicles are a
necessity for them, with most households
owning more than one car and over half
having broadband.
These are high-earning households,with manageable costs. Despite above
average, high disposable incomes, they
are unlikely to receive additional income
from shares or savings interest. Any
spare money is mostly spent on families,
or holidays at the beach. Activities in
Pushing the Boundaries households are
likely to focus on their children, such
as renting a movie, playing a games
console, board games and theme parks.
Pay TV is popular and the internet is often
used to buy goods online.
Mixed family forms
with stretched budgetsin outer suburbs
13.8% of Australian Households
Family Challenge is one of the major
family Groups. Nearly a third of residents
are children from preschool through to
high school age. These neighbourhoods
contain a high proportion of those born in
Australia and the British Isles.
Employment is in the construction and
manufacturing industries, with the highestrepresentation of machinery operators
and tradespeople. Household incomes in
Family Challenge are average or below,
but a second income helps lift earnings for
many. In the single income households,
the family budget is stretched and the
risk of credit default is the highest of all
Groups. Time-saving frozen meals are
common at the dinner table and family
clothing, education, and household
appliances account for a large proportion
of the take-home pay. Spare cash is oftenused to purchase tobacco and spirits.
Social activity is likely to involve visiting
their local pub or club to enjoy a drink
and play the pokies. Lotteries and
scratchies are also popular.
Discount offers, interest-free deals
and lay-by are attractive options for
purchasing goods that this Group could
otherwise not afford. The internet
and television are the major forms of
entertainment and Family Challenge
letterboxes are always full of catalogues
promoting the best local offers.
Medium to high density
areas with much culturaldiversity
10.9% of Australian Households
Metro Multiculture represents the greatest
cultural and linguistic diversity in Australia
and comprises the highest concentration of
Catholic, Buddhist and Islamic communities.
These often extended families are building
their wealth and family lives from a stable
home base, however unemployment is
above average. Those employed often workin the manufacturing and infrastructure
industries, as well as in clerical and
administrative roles.
These high-density neighbourhoods are
located away from the beach, but within
metropolitan areas close to most shopping
needs. These neighbourhoods of mainly
separate houses are well serviced by
suburban railways and are within easy reach
of major health and education facilities.
Outright home ownership is high ranking
third of all Groups. With above averagerents and repayments, housing stress and
credit risk are high for those not owning
their homes, but the Group as a whole
scores below average on both measures.
It ranks highest on gambling spend, and
relatively high on eating out, mobile
phones, childcare, AV equipment, and
non government school fees. This Group
ranks as the highest consumer of local
and community newspapers, and second
highest on metropolitan newspapers.
Magazine readership by females is high,and SBS programs are marginally preferred
over commercial and pay TV.
Group DPushing the Boundaries
Group EFamily Challenge
Group FMetro Multiculture
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Students and professionals
living in high density,lower cost suburbs
4.8% of Australian Households
Learners & Earners represents a
very culturally diverse mix of young
professionals and students living in high
and medium-rise apartments. One in five
has arrived in recent years and as a rule,
they are aged 20-34, have never been
married and are unlikely to have children.
Hindus, Buddhists and Muslims are morecommon in these areas than in the rest of
Australia. Over a third of all students are
attending university or TAFE with this
Group ranking highest of all on both.
Household incomes in this Group are split
between students who have little or no
income and professionals in the early
stages of their career who are earning an
average wage.
Learners & Earners people regularly
read the national newspapers or news
sites. Technology is important to them,as they like to keep up to date with the
latest gadgets. This Group has a social
conscience, with many having strong
charitable interests. There is a strong
tendency to purchase organic food and
to live a vegetarian lifestyle. Learners
& Earners lead a full social life and are
often seen out with friends, going to pubs
or clubs, concerts, restaurants and for
cultural nights out at the ballet or opera.
Anglo-Australian
blue-collar families inprovincial settlements
10.5% of Australian Households
Provincial Optimism has an above average
amount of residents born in Australia, a
strong Protestant bias, and a significant
proportion of school-age children. The
percentage of people born overseas is
close to the lowest of all Groups.
There is a wide variation in age profiles
and family compositions between Typesin this Group. Skills and qualifications
are generally low in Provincial Optimism
and occupations tend to be labouring,
technical, or administrative in nature.
Of all Groups, this is the most remote
from major retail and service facilities, but
the degree of remoteness varies between
the four Types. These communities are
prevalent in outer metropolitan and
provincial towns and cities. They include
Australias most remote areas and
islands. Incomes are below average, butlow housing costs leave this Group, as a
whole, with a high disposable income
and relatively little evidence of housing
stress or credit risk. Spend priorities
include household appliances, furnishings,
pets and alcohol.
Popular activities in Provincial Optimism
include working on the car or in the
garden, day trips, making purchases from
home, buying scratchies or Lotto tickets,
and visiting pubs and clubs.
Rural landowners and
workers in agriculturalheartlands
9.7% of Australian Households
Farming Stock is characterised by
established Anglo-Australian families
with parents aged 45-65, and children
at primary and secondary school. This
Group is the most likely to have people
working at home, as many work on their
farms. Others are primarily employed as
labourers in agriculture.These neighbourhoods are in regional and
remote locations on the largest properties
in Australia. Households are almost
exclusively detached houses, for which
prices are low in comparison with all other
Groups. Farming Stock has the highest
number of vehicles of any Group. Many of
these vehicles are the practical choices of
commercial, family and 4WD models.
Incomes are well below average, but
with some of the lowest rents and
housing payments, disposable incomescan appear very high. Most free cash is
ploughed back into the farm. The rural
lifestyle ensures that animal expenses
and motor vehicle costs are major
and spend on beer is a higher priority
compared with all other Groups.
These people hold conservative
views and value a traditional way
of life. Increasingly frustrated by
environmentalist views and alternative
lifestyles, life outside these farming
communities is viewed with scepticism.
Gardening, fishing and hobbies are
preferred methods of relaxation.
Group GLearners & Earners
Group HProvincial Optimism
Group IFarming Stock
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Low income, low-
spending householdsin major regional andouter metro areas
11.1% of Australian Households
Suburban Subsistence generally has
smaller than average household sizes and
a below average proportion of married
people. They are predominantly single
adults through separation, divorce, or
widowhood, and single parenting is
common in most Types. Retirees are over-represented, having the second oldest age
profile with a proportion of these residents
requiring physical assistance with personal
management and mobility.
Cultural diversity is low in Suburban
Subsistence areas. They live in outer
metropolitan and major regional suburbs,
often close to the coast, while enjoying
reasonable access to local facilities,
especially aged care. Property prices
tend to be low, although people are more
likely to rent, with this Group rankingsecond highest on state rentals and third
highest on private rentals. Over a third of
people live in developments containing
more than 10 dwellings.
Low household incomes are common
in Suburban Subsistence. Rental prices
are low, but many households still
incur housing stress. Money is tight, so
luxuries such as takeaways or eating out
are rare, but tobacco products are popular.
Younger residents in this Group are more
confident with technology and moresocial in their outlook. Older residents are
more sceptical and rely more on TV than
the internet.
Older blue-collar workers
and retirees in countryand coastal locations
13% of Australian Households
Community Disconnect has a high
proportion of over 65s and the greatest
need of all Groups for assistance with
personal management and mobility. Low
skills and qualifications mean this Group
has the highest proportion of unemployed
people and labourers. Employment is
found in the leisure, manufacturing,construction, and primary industry sectors.
These households are found in highly
localised pockets across urban and small
town Australia. As a Group, they are
remote from major facilities and state
rentals are high. They also have the
second lowest proportion of houses
subject to housing loans. At the lowest
end of the market, house prices provide
a value-based option to those who are
able to purchase.
Rent and housing loan repayments inCommunity Disconnect are the lowest of
all Groups, but low incomes still result in
considerable hardship or restraint. These
communities are not considered a good
credit risk and spending is limited to
essentials, with the exception of tobacco,
gambling, and alcohol products. Spend
across other consumer goods and services
is generally the lowest of all the Groups.
These people are large consumers of
unaddressed mail, as they seek out
the best available offers. They identifystrongly with all things Australian and
their use of websites is among the
lowest in Australia.
Group JSuburban Subsistence
Group KCommunity Disconnect