SAMPLE CLUB
SAMPLE CLUB
MOSAIC GROUP PROFILE OF MEMBERS Sample Club
WHAT DOES THIS TELL US? In total, 54,419 adults (aged 15+) live within 10 minutes’ drive of the Sample Club. Of these, 2,357 are members of the club; this means the penetration rate in the catchment area is 4.33% . The prominent Mosaic group in the area is B (Prestige Positions) : it accounts for over 24% of all adults aged 15+ in your catchment, a figure which is much higher than the national average. These are affluent families who live in spacious homes within sought-after neighbourhoods. Most householders are married couples – some are older and no longer have dependents, others have children or young adults to support. This group also generates 23% of members at the Sample Club, so penetration within this group is 4.1%. This puts it a little below the average of 4.33%. The best performing group, in terms of generating members, is G (Domestic Success) . It accounts for just over 17% of the population in the area but generates almost 24% of members. This gives it a high penetration rate of 6%- the bar is furthest to the right of centre on the bar chart. Domestic Success are householders in their middle years who have made progress in their careers and own comfortable family homes. Most are couples aged in their 30s and 40s. Other households consist of single people living alone in family-sized properties. Adults work in higher-level roles which earn them good salaries. Mosaic group O (Rental Hubs) is the third most prominent in the catchment population, making up 14% of local people. These are young people enjoying city lifestyles in accessible locations. Usually aged in their 20s and 30s, they moved to their current addresses relatively recently. Most are well educated and either have university degrees or are in the process of gaining them. This group generates 13.6% of members, giving it a penetration rate of 4.2%. This is a little below the average for the club, so the index score is just under 100. One other Mosaic group that performs well for the Sample Club is H (Aspiring Homemakers) . It accounts for 11.7% of the population but generates 13.5% of members within the 10 minute catchment area. This gives it a penetration rate of 5% and the bar is just to the right of centre on the bar chart. Aspiring Homemakers are young people in their 20s and 30s who are putting down roots in pleasant homes. Many have moved in recently, others have lived there for a few years and are beginning to settle. Households are a mix of young couples and single people. Around two-thirds have started families and have young children. Although Mosaic group C (Country Living) achieves an above average index score (124), overall numbers are very low; this group accounts for fewer than 700 people in the catchment area.
Target:
Members within 10 minutes’ drive
Base:
Adult (15+) population within 10 minutes’ drive
Mosaic Group Mosaic Group
Target Target
% Base % Pen Index % Base % Pen Index
0
50
100
150
200
A City Prosperity B Prestige Positions C Country Living D Rural Reality E Senior Security F Suburban Stability G Domestic Success H Aspiring Homemakers
5
0.2
502
0.9 1.0 23
543
23.0 13,230 24.3 4.1 95
37 12
1.6 0.5 7.3 8.8
691 320
1.3 5.4 124 0.6 3.8 87
172 208 559 318
5,454 10.0 3.2 73
4,866
8.9 4.3 99
23.7 9,356 17.2 6.0 138 13.5 6,346 11.7 5.0 116
I Family Basics
98 13
4.2 0.6 0.2 1.8 0.0 1.1
2,465
4.5 4.0 92 1.0 2.4 56 0.4 1.9 43 3.8 2.0 47
J Transient Renters K Municipal Tenants
535 216
4
L Vintage Value
42
2,059
M Modest Traditions N Urban Cohesion
0
0
0.0 0.0
0
25
715
1.3 3.5 81
O Rental Hubs
321
13.6 7,664 14.1 4.2 97
Total
2,357 - -
54,419 - - 4.33 - -
MEMBER INSIGHT REPORT
MEMBER INSIGHT REPORT
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