SAMPLE CLUB
SAMPLE CLUB
Mosaic provides a snapshot of information about each group, which can be useful in understanding local needs and nuances.
B05
B06
B07
B08
B09
B
Please note, montages of the Mosaic groups mentioned here can be found on the following pages. You can also find a brief summary of each of the 15 Mosaic groups in the Appendix of this report. The montages show that of the five groups outlined on the previous page, those in group H are the youngest (almost 37% of people in this group in the UK are 26-35) while those in group C are the oldest (more than 35% of people in this group are 66+). Those in groups G and H are the most likely to have dependent children. In terms of household income, those in group B have the highest (43% of people in this group have an income above £70k) while group O has the lowest (almost a quarter people in this group have an income of between £30k and £40k). It is generally in the over-represented Mosaic groups that your low-hanging fruit is to be found. The only exception in this case is Mosaic group O. While it generates 13.6% of members, this is lower than the proportion of population found in the catchment area. More than 7,600 adults in your catchment fall into group O and these are young people. Could you increase your penetration within this group? Also worthy of note is Mosaic group F (Suburban Stability) . There are more than 4,800 adults in your catchment who are classifed as such, but just 208 of these are members at the Sample Club. Penetration within this group is slightly lower than average - could you increase this?
Established families in large detached homes living upmarket lifestyles Prestige Positions
B
Advert Resp
Who We Are
Household income
Age
56â65
£150k+
76
161 24.6%
645 9.3%
Number of children
Household composition
84
Family
No children
Key Features
Household T
185 42.4%
107 74.0%
Breakdown cover Pay credit cards in full Garden or allotment High discretionary income Highly educated Own large, detached houses
Residency type
Tenure
Detached
Owned
147 94.9%
398 73.9%
C10
C11
C12
C13
C
Well-off owners in rural locations enjoying the benefits of country life Country Living
C
Mosaic UK
Advert Resp
Who We Are
Household income
Age
66+
£70kâ£99,999
92
191 35.2%
176 14.0%
Number of children
Household composition
147
Family
No children
Key Features
Household T
167 38.2%
111 76.7%
High environmental impact gap Oil central heating Garden or allotment Electronic money transfers Own old, detached houses Rural locations
Residency type
Tenure
Detached
Owned
131 84.5%
350 64.9%
MEMBER INSIGHT REPORT
MEMBER INSIGHT REPORT
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