Mosaic

Mosaic identifies geographic groupings of the population that share distinct characteristics. In London, the classification covers 5.8 million households in approximately 370,000 postcodes. Each postcode has been allocated to one of 61 types contained within 11 groups. Profiles are based on census data, consumer surveys, the electoral roll among other sources. The information generated from these sources includes indicators about lifestyle, consumer and leisure habits, education and attitudes, age, employment and ethnicity. In London in particular, Mosaic also takes account of the complex make-up of communities which is particular to the capital.

 

LATEST NEWS:
Experian are changing Mosaic classifications for the first time in six years to reflect the ever-changing consumer behaviour in the UK. Key new trends identified in Mosaic 2009 include the increasing fragmentation of the wealthy, the ageing population, the emergence of mono-cultural enclaves and a change in distribution of different ethnic groups.

Mosaic 2009 now has 15 Groups and 67 Types. These are not directly comparable to the groups and types we have been using to date (Mosaic 2003), but Experian have mapped the ways in which the old and new groups and types relate to eachother. We will soon be uploading a spreadsheet, created by Experian, which highlights the relationships between Mosaic 2003 and 2009. Until this is available, further information is available on Experian's website here.

Mosaic 2009 is now live, but Mosaic 2003 is still being supported until Summer 2010.  To make sure that all our clients have a full understanding of the new classification and the implications for your business, Audiences London will be working with both classification sets (2003 and 2009) until Summer 2010.  We will be keeping you informed about any news, developments and learnings about Mosaic 2009 through the Mosaic section on our website.

Future changes:
To make sure that Mosaic 2009 stays more current than its predecessor, Experian will refresh their datasets bi-annually to track changes within the 15 new Groups.  Audiences London will keep you informed of any changes and updates and will help you interpret what implications they have for your business.

To discuss these changes further get in touch with Alfred Hanoun, Research Assistant at or on

Mosaic profiles are appended to Snapshot London data, enabling us to understand the habits and characteristics of consumers of different artforms, styles and venues. Mosaic is created and owned by the data-processing giant Experian . AL is funded by Arts Council England to hold a licence to use the system.

Subscribers can access Experian's Mosaic 2003 E-Flipchart through our website. To download the application click here and login to your subscriber account.