Mosaic Hong Kong brochure - Experian Hong kong

Experian Mosaic Hong Kong Understanding your customer segments

Upper Eche lons Expa t s and the Pr i v i l eged M a t u r e d We a l t h y El i t e Prof essiona ls Ris ing Sophis t ica t es

We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s

Eme rging Middl e Cl ass New Mor tgagees Government Quar t ers Middl e-cl ass Pl e asure Ma ture Home Owners

Suburban Loca ls O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s Comf y Count r yside Rural Herit age

Compact Cit y Lif e Urban Practicals Bargain Seekers

Comf y Subsidis ed Homes New Coupl es and Kids Growing Fami l i es Mature St abilit y Ex t ended Fami l y Lif e

Gr ass Root s Li v ing Blue Collar Parent s Basic Lif e Pursuits

Communi t y Cha l l enge Nuclear Rent ers St r i v ing Mul t i-e arne r s Aging Gene r a t ions

Grey Perspect i ves Elders Communi t y Re t ire e Fami l i es Sunse t Simpl ici t y

Communa l Homes Communa l Homes

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Welcome to the new generation of consumer classifications for Hong Kong. Over the last 20 years, Experian® has established itself as a leading global provider of consumer segmentation. Our objective is to provide decision makers with the tools and services they need to successfully implement direct marketing and micromarketing strategies within their business. Whether you wish to target, acquire, manage or develop profitable customer relationships, we aim to provide the best segmentation solutions to help your business grow. Mosaic Hong Kong takes its place amongst a global network of Mosaic segmentation that classifies a billion people worldwide, covering a third of the earth’s surface. Mosaic Hong Kong Mosaic Hong Kong is the third generation of the Mosaic consumer segmentation system that describes Hong Kong consumers. It is a geo-demographic segmentation system that classifies all Hong Kong households and neighbourhoods into 29 unique Mosaic types and 10 groupings that share similar demographic and socio-economic characteristics. Mosaic was developed based on more than 20 years of segmentation development expertise from one of the global leaders in segmentation systems. Experian has built more than 40 consumer segmentation systems around the globe, and the Mosaic classification is available in more than 25 countries.

The result is a classification that paints a rich picture of Hong Kong consumers in terms of their sociodemographics, lifestyles, culture and behaviours to provide you with an accurate and comprehensive view of your customers, prospects and markets.


We l l - t o - d o We l l - o f f F a m i l i e s

How is Mosaic built? Over the last 20 years, Experian has built more than 40 segmentation solutions worldwide. This gives us valuable insight into the best sources of data and methodologies to build truly innovative segmentation.

Yo u n g E x e c u t i v e s

To build Mosaic, the following approaches were taken: Eme rging Middl e Cl ass New Mor tgagees Government Quar t ers

r

Middl e-cl ass Pl e asure Ma ture Home Owners

Suburban Loca ls O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s Comf y Count r yside

r r

Identification of the most appropriate data sources as inputs A sophisticated proprietary approach to clustering, unique to Experian Extensive analysis to assist in validation and interpretation of the segmentation.

Rural Herit age


Comf y Subsidis ed Homes New Coupl es and Kids Growing Fami l i es Ma ture St abilit y

Data Components

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. It allows for the optimisation of data and creates a classification that is truly best of breed. Mosaic Factors

Quantitative data Data used to build Mosaic Hong Kong is sourced from the latest Population Census from the Census and Statistics Department and Experian’s lifestyle data.

Mosaic Factors is a distillation of the underlying data used to build Mosaic Hong Kong, summarised into five continuous variables that are ideal for statistical modelling. The variables are:

Ex t ended Fami l y Lif e


Communi t y Cha l l enge Nuclear Rent ers St r i v ing Mul t i-e arne r s

This set of data includes most of the demographic variables such as age, gender, educational level, household size and composition, household income, personal income, marital status, usual language, occupation, industry, economic activity status, tenure of accommodation, and type of housing.

Aging Gene r a t ions

Grey Perspe ct i ves Elders Communi t y Re t ire e Fami l i es Sunse t Simpl ici t y

Communa l Homes

The information is updated regularly and used to replenish our view of the classification each year. As of end 2006, the projected coverage is 2.3 million households and 7 million individuals. Clustering

Communa l Homes

Mosaic is designed to identify groupings of consumer behaviour for households and neighbourhoods. The methodology we use is unique to Experian, and has been refined during many years of creating classifications using data from different sources and different levels of geography. The first step is to combine information from other higher levels of geography and statistically project to each building. All the input variables go through a selection

r r r r r

Wealth - Poverty Homeowner - Renter Professional - Non Professional Elderly - Youth Traditionalist - Individualist

Mosaic applications

Market analysis

Available for each building, Mosaic optimises customer management, market planning, site analysis, acquisition tactics and targeting strategies. This unique connection between household and geography enables marketers to effortlessly utilise targeted segments across all stages of analysis, planning and execution.

Mosaic is a powerful tool for identifying, analysing and evaluating customer opportunities and market potential at national, regional and local market areas. Site analysis for Mosaic target group

Marketing and planning applications for Mosaic include the following: Direct/Target marketing Customer acquisition modelling Campaign analysis Communication messaging and creative design Choosing store locations, branch/service areas Geographic/Market analysis and mapping Selecting and buying advertising media New product development Strategic planning Target marketing Enhancing your customer data with Mosaic identifies key market segments and untapped opportunities.

Site selection Mosaic can help pinpoint the best sites and trade areas for maximising sales potential. Penetration of Mosaic Group F - Comfy Subsidised Homes






Comf y Subsidis ed Homes New Coupl es and Kids Growing Fami l i es Ma ture St abilit y Ex t ended Fami l y Lif e





The Mosaic Hong Kong Family Tree The Mosaic Family Tree illustrates the major demographic and lifestyle polarities between the types and groups and shows how the Mosaic types relate to each other.

Mosaic Hong Kong Groups and Types Mosaic classifies households in Hong Kong by allocating them to one of 29 types and 10 groups.

Experian Mosaic Hong Kong Fact Sheet Group Group Description A

Upper Echelons

Group% HH Group D% esPop cription Types Type Description % HH

天之驕子

A

B

B

Well-to-do

Emerging Middle Class

Well-to-do

5.78

豐衣足食 C

C

Upper Echelons 10.03 10.99

D

15.17

Matured Wealthy

A03

Elite Professionals

A04

A04

Rising Sophisticates 5.78

B05

B05

Well-off Families

B06

Young富足家庭 Executives

C07

New Mortgagees 青年才俊

Suburban Locals

12.09

舊區鄰里 E

F

E

Compact City Life

Compact City Life

8.24

Comfy Subsidised Homes

居屋逍遙

G

H

H

Grass Roots Living

Community Challenge

眾口基層 I

公屋社群 J

J

Grey Perspectives

Communal Homes

1.72 2.53

2.99

3.16

2.79

2.05

4.93

C10

2.79 Government Quarters 樓按一族 4.93 Middle-class Pleasure 0.56 公僕家庭 Mature Home Owners

0.85

4.75

Middle-class Pleasure D12 12.11

5.71 中產小康 Old Town Empty-nesters

5.39

2.12

Mature Home Owners

D13

Settled Workers 安居樂業

4.73

4.62

3.60

D14

1.93

4.59

4.29

4.08

15.94

Young Executives

C08 C09

4.31

0.56 5.70

D13

Settled Workers

9.78

E16

D14

Comfy Countryside

E17

1.80

5.19

D12

E16

F20 Community Challenge

Old Town Empty-nesters

D15

5.70

F18 F19

Growing Families 實際為尚

5.69

4.93

5.89

Bargain Seekers

F20

3.32

1.83

6.09

7.02

Growing Families

G23

Mature Stability 4.09 節省開支 Extended Family Life 新晉父母 5.19 Blue Collar Parents 5.89 學童家長 Basic Life Pursuits

Mature Stability 9.32

H24

穩步中年 Nuclear Renters

1.83

1.98

3.14

Extended Family Life

H25

Striving Multi-earners2.98 擴展家庭

3.43

2.66

Blue Collar Parents

H26

3.11

3.52

11.55

I27

3.25

2.72

2.65

3.04

0.08

3.52

3.77

New Couples and Kids 9.56

F21 G22

Basic Life Pursuits

9.32

Nuclear Renters

I29

Striving Multi-earners 0.08

J30

勞工家庭 Communal Homes

Communal HomesH25

1.80

Urban Practicals

9.56 10.94 G22 Grey Perspectives G23 H24

3.48

1.81 傳統鄉郊and Kids New Couples

Aging供書教學 Generations 2.55 Elders Community 7.02 升斗市民 Retiree Families 偏安斗室 3.14 Sunset Simplicity

H26 I

2.02

Comfy舊域空巢 Countryside 2.08 Rural Heritage 3.59 工友街坊 Urban Practicals 4.60 近郊居所 Bargain Seekers

15.89 17.04 F18 Grass Roots Living F19

10.06

0.94

2.99

Government Quarters

F21 G

1.01

4.81

C08

E17 F

A03

% HH

4.88

Comfy Subsidised D15 HomesRural Heritage 15.89

9.78

人煙稠密

11.50

A02

% Pop

3.07

New Mortgagees

Suburban Locals C09

A01

Expats and the Privileged

C07

C10 D

% HH

A02

Emerging Middle Class B06

15.92

中產階級

5.20

Types Type Description

Expats優越富裕 and the Privileged 0.94 Matured Wealthy 1.72 成熟富有 Elite Professionals 2.55 專業精英 Rising Sophisticates 4.81 新晉貴族

A01

10.01

Aging Generations

I28

落地生根

5.55

7.83

2.98 2.55

5.00 3.83

Type C1110.16 - University has been regrouped under J30 - Communal Homes I27 Residences Elders Community 群居老人 5.00 4.32 黃昏歲月Note: 11.55

院舍生活

0.08

0.68

I28

Retiree Families

老有所依

3.83

3.79

I29

Sunset Simplicity

擁抱夕陽

2.72

2.06

J30

Communal Homes

院舍生活

0.08

0.68

* The former type C11 - University Residences has been regrouped under J30 - Communal Homes

© Experian Limited 2009

7

Upper Eche lons Expa t s and the Pr i v i l eged M a t u r e d We a l t h y El i t e Prof essiona ls

Mosaic Hong Kong Groups and Types Group A: Upper Echelons

Group B: Well-to-do

Ris ing Sophis t i ca t e s





Comf y Subs idis ed Homes New Coupl es and Kids Growing Fami l i es Mature St abilit y Ex t ended Fami l y Lif e

Gr ass Root s Li v ing Blue Coll ar Parent s Basic Lif e Pursuits




Upper Echelons (天之驕子)

Well-to-do (豐衣足食)

Wealthy families with an upscale and privileged lifestyle.

Well-off couples and families enjoying a comfortable lifestyle.

10.03% of Hong Kong households (Types A01 - A04)

5.78% of Hong Kong households (Types B05 - B06)

The Upper Echelons represent the wealthiest households in Hong Kong. They live in the richest areas in luxury mansions, new upscale apartments or low density houses.

The Well-to-do’s represent the second wealthiest households in Hong Kong. They live in urban private apartments with a comfortable living environment and convenient transportation. Some residences are wellequipped with modern clubhouse facilities.

They outrank all other Groups in terms of household income, property value and career achievements. Most of them are successful business executives in professional and top managerial positions in the finance, services and public sectors. Members of this group are predominantly in their life and career. They are active in the investment market, and plan well for retirement and their children’s education. They tend to read English newspapers. The own more cars and high-end AV equipment, and travel abroad more frequently than other Groups. The Upper Echelons are segmented into four Mosaic Types: A01 - Expats and the Privileged (優越富裕) riate families in luxury homes. They are the top 1% of Hong Kong households and live in areas like Shouson Hill (壽臣山), Repulse Bay (淺水灣) and the Peak (山頂). A02 - Matured Wealthy (成熟富有) Mature successful families in large desirable homes on Mount Davis Road (摩星嶺道), Braemar Hill Mansion (賽西湖大廈), and part of Oxford Road (牛津道). A03 - Elite Professionals (專業精英) Single and double income professionals living in upscale residences like Beacon Heights (畢架山花園) and Palm Spring (加州花園). A04 - Rising Sophisticates (新晉貴族) Trendy and wealthy managers and associates living in modern apartments such as Central Park (帝柏海灣), Island Resort (藍灣半島) and Island Harbourview (維港灣).

8

The Well-to-do’s are college/ tertiary educated as executives, managers and white-collar professionals. average, and this gives them an upper-middle class lifestyle. They work hard and play hard. They are also active in the investment market. The Well-to-do’s are segmented into two Mosaic Types: B05 - Well-off families (富足家庭) Middle-aged parents living with dependent children in better quality homes, like Bedford Gardens (百福花園), Mei Foo Sun Chuen (美孚新邨), Fortress Metro Tower (康澤花園) and City Garden (城市花園). B06 - Young Executives (青年才俊) Young upwardly mobile singles and couples living in comfy urban homes like Sham Wan Towers (深灣軒), Chelsea Court (爵悅庭) and The Merton (泓都).

Group C: Emerging Middle Class

Group D: Suburban Locals

Group E: Compact City Life

Emerging Middle Class (中產階級)

Suburban Locals (舊區鄰里)

Compact City Life (人煙稠密)

Stable and educated families of moderate affluence.

Diverse income households in old towns and suburban outskirts.

Families focused on budget in high density city areas.

15.92% of Hong Kong households (Types C07 - C10)

12.09% of Hong Kong households (Types D12 - D15)

9.78% of Hong Kong households (Types E16 - E17)

Members of the Emerging Middle Class are better off than the average families. Many of them are managers, white collar workers, midranking civil servants or disciplined service officers. They are well educated and earn an income that is above average.

The Suburban Locals live in old towns near the city or in the suburban and countryside areas. Most of them are secondary school educated and work as blue collars or elementary-level white collars.

Compact City Life neighbourhoods are high density city areas in Hong Kong amidst bustling retail and trade activities. Typical properties are relatively small single blocks, situated on main streets with high tr

They live in near-urban private developments or government quarters. Half of them have an outstanding mortgage, which may explain why they tend to work hard and keep non-essential spending to a minimum. People in the Emerging Middle Class are segmented into four Mosaic Types: C07 - New Mortgagees (樓按一族) Young families with mortgages in new nearurban apartments such as Sea Crest Villa (浪翠園), Liberte (昇悅居), Banyan Garden (泓景臺) and Aqua Marine (碧海藍天). C08 - Government Quarters (公僕家庭) Civil servant families living in government quarters. Most of them are mid-ranking disciplined service officers. They live in quarters owned by the government like Western Police Married Quarters (西區已婚警察宿舍) in Western District and Castle Peak Government Quarters (青山政府宿舍) in Tuen Mun (屯門). C09 - Middle-Class Pleasure (中產小康) Typical mid-income families and homeowners, and most of them live in apartments like New Jade Garden (新翠花園) in Chai Wan (柴灣), and Telford Gardens (德福花園) in Kowloon Bay (九龍灣). C10 - Mature Home Owners (安居樂業) Long-term homeowners and empty nesters in urban or near-urban establishments like Healthy Gardens (健威花園) in North Point (北角), Kornhill Garden (康山花園) and Nam Fung Sun Chuen (南豐新邨) in Quarry Bay (鰂魚涌). *The former type C11 - University Residences has been regrouped under J30 - Communal Homes.

They tend to earn an income that is slightly below average, and are more cautious in spending money than others. The Suburban Locals are segmented into four Mosaic Types: D12 - Old Town Empty-nesters (舊域空巢) Mature small households owning or renting homes in older parts of Kennedy Town (堅尼地城), Sai Wan Ho (西灣河) and Tai Wai (大圍). D13 - Settled Workers (工友街坊) Working homeowners and sharers in old urban communities such as Kwan Yick Building (均益大廈) in Sai Wan (西環), Tung Fat Building (東發大廈) in North Point (北角), Davis Street (爹核士街) in Kennedy town (堅尼地城). D14 - Comfy Countryside (近郊居所) Mid income families in better suburban homes like Sha Tin Wai (沙田圍) in Sha Tin (沙田), Lai Chi Shan (荔枝山) in Tai Po (大埔) and Nam Wa Po (南華莆) in Fanling (粉嶺). D15 - Rural Heritage (傳統鄉郊) Traditional extended families in long-standing rural developments such as Cheung Chau (長州) and Peng Chau (坪州).

various transportation, restaurants, shops and entertainment locations. This Group has the highest concentration of people speaking Putonghua and Chinese dialects other than Cantonese. Residents are mostly mature small families or young singles having moved out of their parents’ home to live independently. Households in Compact City Life are segmented into two Mosaic Types: E16 - Urban Practicals (實際為尚) Mid-income city dwellers living in busy retail districts such as Lockhart Road (駱克道) area in Wan Chai (灣仔), and D’aguilar Street (德己立街) and Aberdeen Street (鴨巴甸街) in Central (中環). E17 - Bargain Seekers (節省開支) Low income co-tenants and small families in crowded city areas such as Shanghai Street (上海街) in Mongkok (旺角) and Apliu Street (鴨寮街) in Sham Shui Po (深水邨).

Upper Eche lons Expa t s and the Pr i v i l eged M a t u r e d We a l t h y El i t e Prof essiona ls

Group F: Comfy Subsidised Homes

Group G: Grass Roots Living

Ris ing Sophis t ica t es





Comf y Subsidis ed Homes New Coupl es and Kids Growing Fami l i es Ma ture St abilit y Ex t ended Fami l y Lif e





Comfy Subsidised Homes (居屋逍遙)

Grass Roots Living (眾口基層)

Mid-to-low income families living in urban and suburban subsidised homes.

Average families in affordable public blocks.

15.89% of Hong Kong households (Types F18 - F21) Comfy Subsidised Homes are inhabited by lower-middle class families residing in better quality public apartments subsidised by the government. They either live in subsidised apartments, mostly in the new town areas, or in high-end public rental estates. Many of them are young and growing families with schoolage or grown-up children, and often living with their elderly parents. Most of them have completed secondary school education, earning average income. They work in a variety of occupations, as white collar workers, shop sales and service workers. The Comfy Subsidised Homes are segmented into four Mosaic Types: F18 - New Couples and Kids (新晉父母) Young couples and families with a mortgage in better quality subsidised homes like Aldrich Garden (愛蝶灣) in Shaukeiwan (筲箕灣), Charming Garden (富榮花園) in Yaumatei (油麻地), Rhythm Garden (采頤花園) in San Po Kong (新蒲崗). F19 - Growing Families (學童家長) Families with school age children and owners of subsidised homes in New Towns such as Siu Hei Court (兆禧苑) in Tuen Mun (屯門) and Yan Ming Court (欣明苑) in Tseung Kwan O (將軍澳). F20 - Mature Stability (穩步中年) Mature families and owners of older subsidised apartments through “Tenants Purchase Scheme” like Chuk Yuen North Estate (竹園北邨) and Fung Tak Estate (鳳德邨) in Wong Tai Sin (黃大仙). F21 - Extended Family Life (擴展家庭) Extended families renting subsidised apartments in urban outskirts such as Siu Sai Wan Estate (小西灣邨), and also Wang Tau Hom Estate (橫頭磡邨) in Lok Fu (樂富).

9.56% of Hong Kong households (Types G22 - G23) Grass Roots Living symbolise the average households living in large public housing complexes in urban or new town areas. In many cases, parents, children and elderlies live together. There is a high proportion of young and teenage children within this group. The adults tend to have relatively low education. Most of them work in manufacturing, wholesale or construction. The younger ones work as shop sales or elementary office workers. They earn an income that is below average. Their apartments are managed and owned by the government. The rent of those apartments is relatively low among public apartments. Some of the public blocks have a small shopping centre with supermarkets, wet markets, kindergartens and bus stations nearby. People in Grass Roots Living are segmented into two Mosaic Types: G22 - Blue Collar Parents (傳統鄉郊) Worker families with teenage children living in public blocks near transportation hubs such as Yiu On Estate (耀安邨) in Ma On Shan (馬鞍山), Po Lam Estate (寶林邨) in Tseung Kwan O (將軍澳) and Hin Keng Estate (顯徑邨) in Shatin (沙田). G23 - Basic Life Pursuits (升斗市民) Worker families with young children located in new town public blocks like Leung King Estate (良景邨) in Tuen Mun (屯門), Sheung Tak Estate (尚德邨) in Tseung Kwan O (將軍澳) and Tin Shui Estate (天瑞邨) in Tin Shui Wai (天水圍).

Group H: Community Challenge

Group I: Grey Perspectives

Group J: Communal Homes

Community Challenge (公屋社群)

Grey Perspectives (黃昏歲月)

Communal Homes (院舍生活)

Unskilled older families living in urban public housing complexes.

Modest seniors and retirees in very old public blocks and communities.

9.32% of Hong Kong households (Types H24 - H26)

11.55% of Hong Kong households (Types I27 - I29)

Non income earning communities including elderly homes, monasteries, prisons and university residences.

Community Challenge represents the economically disadvantaged households. These households tend to be less educated and earn a low income.

The Grey Perspectives are comprised of a signi cant proportion of retirees and elderly people. They are mostly uneducated and unskilled. Almost all of them are living in the most primitive public housing owned by the government.

Most adults have completed primary school education only. They take up elementary jobs such as service and shop workers, craft workers, manual and construction workers. There is a high proportion of students and home-makers. Without much disposable income, these households tend to conduct their daily activities around the estates in which they live. The need for community activities for youngsters and retired seniors is high in these areas. The estates are government-owned and the rent is low. However, the living environment is rather crowded. Some of these households are receiving social security assistance. Households belonging to Community Challenge are segmented into three Mosaic Types: H24 - Nuclear Renters (偏安斗室) Low income nuclear families in new town public blocks such as Yau Oi Estate (友愛邨) in Tuen Mun (屯門), and Long Ping Estate (朗屏邨) in Yuen Long (元朗). H25 - Striving Multi-earners (勞工家庭) Older blue collar families in new town and suburban public estates like Lok Wah North Estate (樂華北邨) and Cho Yiu Estate (祖堯邨). H26 - Aging Generations (落地生根) Borderline extended families and elderlies in old remote public blocks such as Ap Lei Chau Estate (鴨邨洲邨), Oi Man Estate (愛民邨) and Choi Wan Estate (彩雲邨).

0.08% of Hong Kong households (Types J30) The Communal Homes are comprised of people not in the workforce. They typically live in a communal environment. This group includes: r

senior citizens who have retired and are living in old people’s homes managed by commercial or non-profit-distributing organisations.

r

monks and nuns living in monasteries

The living condition in these public rental blocks is poor and crowded. The housing was built mostly before 1970s or 1980s.

r

prisoners and juvenile delinquents living in correctional institutions and rehabilitation centres.

The Grey Perspectives are segmented into three Mosaic Types:

r

students living in university or college campus residences.

They used to work as manual workers, craftsmen, and manufacturing or construction workers. Elderlies in these areas have limited activities, and most are under social security and family welfare schemes.

I27 - Elders Community (群居老人) Primitive older families and seniors located in public estate like So Uk Estate (蘇屋邨) in Lai Chi Kok (荔枝角). I28 - Retiree Families (老有所依) Extended families of very low income living in public estate such as Un Chau Estate (元洲邨) and Ho Man Tin Estate (何文田邨). I29 - Sunset Simplicity (擁抱夕陽) Old single people retired from unskilled manual work. More than 90% of them live in public rental estates such as Pak Tin Estate (白田邨) in Shek Kip Mei (石硤尾).

Upper Eche lons Expa t s and the Pr i v i l eged M a t u r e d We a l t h y El i t e Prof essiona ls Ris ing Sophis t ica t e s

Mosaic Global

To describe Mosaic Global, Experian decided upon a set of groups that are consistent across the countries and that could be used as

Mosaic Hong Kong is part of the Mosaic Global network of consumer segmentation systems. The Mosaic

The Mosaic Global groups are: We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s



Compact Cit y Lif e

than 25 countries, including most of Western Europe, the United States, Austral Global is a consistent segmentation system that links each of these classifications ers a billion of the world’s consumers. It is based on a simple proposition that the world’s cities share common patterns of residential segregation. Using highly localised statistics, Experi types of residential neighbourhood, each with a distinctive set of values, motivations and consumer preferences.

High

We l l - t o - d o

A B C D E F G H I J

Sophisticated Singles Bourgeois Prosperity Career and Family Comfortable Retirement Routine Service Workers Hard Working Blue Collar Metropolitan Strugglers Low Income Elders Post Industrial Survivors Rural Inheritance

A

B

C

D

Sophisticated Singles

Bourgeois Prosperity

Career and Family

Comfortable Retirement

Urban Practicals Bargain Seekers

Comf y Subs idis ed Homes

Routine Service Workers

E

New Coupl es and Kids Growing Fami l i es

F

Mature St abilit y


Low

Ex t ended Fami l y Lif e

G

H

Metropolitan Strugglers

Low Income Elders

Hard Working Blue Collar

I

Post Industrial Survivors

J Rural Inheritance

Urban

Rural




The Mosaic Global groups are mappe geographic location.

uence and

Visualisation To help illustr and make Mosaic easy to interpret, we have created a set of comprehensive support materials. Mosaic eHandbook – a detailed electronic guide to Mosaic that provides a background to the typology and lists the variables used on, a key to the structure of the Groups and Types, and illustrations of the demographic and lifestyle characteristics of each household Type and neighbourhood.

Data, Services and Solutions Data directories Mosaic Directory License is a lookup ining residential buildings and their assigned Mosaic code. Cust Mosaic code by simply matching the building from a customer or prospect record to the Mosaic directory. Mosaic Distribution License provides geographic counts for each Mosaic Type for various Census, market and postal geographies. Files can be used for market analysis and planning and can be easily integrated into geographical information systems (GIS) and mapping applications.

Modelling and Analytics – Mosaic can be used as an element in customer and acquisition modelling development, as an added selection criteria when pulling modelled lists, or on the front-end and back-end of customer pr campaign analysis. Our consulting teams can undertake more detailed predictive modelling and consumer analysis using Mosaic and other data assets. Solutions Micromarketer Generation 3 is an integrated geographical analysis tool that provides customer pr trade area) on, sales territory analysis, data modelling, mapping and visualisation in an easy-to-use software application. Available for use on your desktop PC, or using data available across a network, Micromarketer Generation 3 provides you with access to the very latest in geographical analysis technology. Mosaic Coder is an intelligent tool that interprets free-format Hong Kong addresses, in English and Chinese, and assigns a Mosaic Code to each customer address. Mosaic Coder is part of Experian’s SmartAddress software that performs address cleansing, matching and coding.

Delivery services Enhancement – Mosaic Type and Group codes are available at the building and neighbourhood levels for cust Coding your customer, prospect yo understanding who your customers really are. Enhancement is available on a license or ad hoc basis. List Selection – Once you know who your customers are, your can use Mosaic in your acquisition campaigns to target your best prospects by selecting lists from Experian’s partners based on the key and top performing Mosaic segments.

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Upper Eche lons Expa t s and the Pr i v i l eged M a t u r e d We a l t h y El i t e Prof essiona ls Ris ing Sophis t ica t e s

We l l - t o - d o We l l - o f f F a m i l i e s

About Experian Experian is a global leader in providing information, analytical and marketing services to organisations and consumers to help manage the risk and reward of commercial and financial decisions.

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Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organisations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage. For consumers, Experian delivers critical information that enables

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purchasing decisions with greater financial services, retail and catalogue, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors.

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Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Experian has corporate headquarters in Dublin, Ireland and has operational headquarters in Costa Mesa, California and Nottingham, UK. The Group employs approximately 15,000 people in 40 countries worldwide, supporting clients in over 90 countries around the world. Total Group revenue for the year ended 31 March 2010 was $3.9bn. For more information, visit http://www.experianplc.com

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