Experian Mosaic group overviews
Experian Mosaic uses 15 groups, which are further broken down into 66 types. Each one represents a section of the adult population, defined by individual characteristics. These are used to analyse the people or households within an authority against over 4,000 data variables, ranging from gender or age, through to financial stress, driving mileage per year or attitude to new technology.
The following gives an overview of each group, and includes the percentage of the Calderdale population considered to be part of the group:
Group / OverviewA
3.44% / Well-off homeowners living in the countryside, away from major towns and cities. They are a mix of landowners or farmers, small business owners run from home, retired or distance commuters to professional jobs.
B
4.67% / Affluent couples in successful careers, living in large homes in prestigious areas. Some are retired or older ‘empty-nesters’, whilst other support teenage or older children.
C
0.01% / Well-educated, confident and ambitious, this group live predominantly in central cities, earning substantial salaries and living in expensive homes close to where they work. They enjoy their wealth and fully embrace city living to the full.
D
7.23% / High earning families living good sized homes in sought-after residential neighbourhoods. Life revolves around their children and successful careers in managerial and professional roles.
E
9.34% / Mature couples or families with older children at home. Home is mid-range in a traditional suburb.
F
8.94% / Elderly singles and couples living independently, with a level of financial security, in their own comfortable homes, either still in the family home or downsized to live with others of their age.
G
4.36% / People living in rural communities on moderate incomes, in low costs homes. Many work in local firms or run their own small business.
H
11.69% / Younger households who have recently set up home. Home is chosen to fit their budget, often in private suburbs.
I
7.00% / Settled extended families and older people, settled in multi-cultural neighbourhoods for many years, and who own their home. They enjoy a strong sense of community.
J
3.50% / Mainly young single people renting from private landlords in urban locations. This group is a mix of students and people just starting their careers.
K
8.34% / Older people living in their own inexpensive homes, having lived in the neighbourhood for a long time. They have a reasonable standard of living, despite of modest qualifications and incomes.
L
11.80% / Single, mainly younger people who move on a regular basis. Home is a low cost rented home.
M
8.98% / Families with children struggling to cope on limited budgets. Home is low cost and often situated in areas with less employment options.
N
6.89% / Elderly, usually single people living in social or private housing, often designed for older people. Many require some level of support as this group has growing health needs and reducing incomes.
O
3.81% / Long term renting in neighbourhoods where employment options are limited. Incomes are low, and home is often a multi storey flat in an urban location or small terrace on the outskirts of town.