Mosaic UK 2009: Experian reveals the changing face of UK society

Experian’s market leading consumer classification – Mosaic UK – has now been comprehensively rebuilt and updated to reflect important demographic and social changes that have occurred in contemporary British society since 2003. The new classification has been re-built with a range of additional data sources to encompass a more detailed understanding of the ageing population, recent changes in household composition, the growth in ethnic diversity and the impact of the Internet in the new network society.

Mosaic is Experian’s market leading people classification and is used by thousands of commercial and not-for-profit organisations to gain insight into local consumer markets, behaviours and lifestyles.  Mosaic is used in the commercial sector to map, analyse and target markets at person, household and postcode level. It is used as a key tool in targeted marketing e.g. customer communication, prospect recruitment, local marketing and branch network planning. 

Mosaic UK 2009 draws on over 440 separate pieces of compliant public and proprietary sourced information for each of the UK’s 48 million adults – a total of 21 billion individual data items to create a rich and detailed picture of modern British society.  Following the re-build, the classification now incorporates 15 lifestyle groups, 67 lifestyle types and 141 person types. The re-built classification will be updated every six months to provide a continuously contemporary view of UK consumers at person, household and postcode level.

Mosaic UK 2009 includes a number of new consumer groups such as Alpha Territory, Active Retirement, Small Town Diversity and Terraced Melting Pot.

Read the full press release to find out more about the most significant social trends identified by the new version of Mosaic UK.

Read more about Mosaic UK 2009 in The Guardian
Read more about Mosaic UK 2009 in the Daily Mail