Member Insight Report

SAMPLE CLUB

NEED TO KNOW… As noted previously, it’s important to know as much as possible about the dominant types in your membership. In the case of the Sample Club, we can tell you the following: The Mosaic type which generates the highest proportion of members is G27 (Thriving Independence) . Over 16% fall into this type, equivalent to more than 380 members. This type makes up just 10.5% of the catchment population so penetration is very good, at 6.72%, and the index score is 155. Thriving Independence are individuals in their 40s and 50s who have responsible jobs and are able to afford good-sized homes. Most live on their own but some share their living space, perhaps with a partner or an older child. They own homes that have an above-average market value and earn good wages. There are five other Mosaic types which each generate more than 6% of members at the Sample Club. Type B08 (Bank of Mum and Dad) generates more than 9.9% of members and yet this type makes up just 8.3% of the catchment population. Penetration is therefore higher than the average for the club, at 5.16%. This type consists of parents in their 50s and early 60s who are supporting children in their 20s by providing them with a home. The older generation earn good salaries. Some of the younger generation are students, some may have recently started careers. Type O61 (Career Builders) is the only one of the top six types which is ‘under-represented’. That means it does not perform as well for the Sample Club, as the proportion of people in the catchment area (10.12%) is higher than the proportion of members generated (9.72%). This type achieves a penetration rate of 4.16%, lower than the club average of 4.33%. The bar is to the left of centre on the bar chart. Career Builders are young professionals in the early stages of their working lives. They live in small properties in popular city suburbs. Most are in their late 20s or 30s. Some live alone and others share with a partner, friends or housemates. Type F23 (Family Ties) makes up 5.75% of the catchment population but generates 7.21% of members. This gives it a higher than average penetration rate of 5.43%. Family Ties contains middle-aged couples who still provide a home for their maturing offspring. Parents are typically in their late 40s or early 50s and usually have at least one child between the age of 18 and 25 living with them. At least one parent, and sometimes both, work full-time and overall household income can therefore be good.

Type H30 (Primary Ambitions) generates 6.62% of members from a population of 6.4%. Penetration is therefore a little above average at 4.48%. These are families who have bought more affordable houses on the periphery of desirable neighbourhoods that have access to good schools and amenities. Parents are in their 30s or early 40s and have pre-school or primary-aged children. Incomes are above average, but mortgage payments and family expenses mean outgoings are high and there isn’t much money to spare. The last type to generate more than 6% of members is B07 (Alpha Families) . This type accounts for 5.44% of the adult population in the catchment area but it generates 6.53% of members. Penetration is therefore higher than average, at 5.2% (and the index score is above 100). Alpha Families are parents achieving career success while bringing up children. They are typically in their late 30s and 40s, with children at primary or secondary school. Both parents are likely to work in high-status jobs that offer substantial salaries. Montages of these dominant Mosaic types are shown on the following pages. These show that of the six types, those in O61 are the youngest (over 47% of people in this type in the UK are aged 26-35) while those in type B08 are the oldest (over a third of people in this type are aged 56-65). Types B07, F23 and H30 are the most likely to have dependent children. In terms of household income, B07 has the highest (around a third of people in this type have an income of between £100k and £150k) while O61 has the lowest (£40k to £50k is the dominant income band within this type). Once again, as with the groups, it is generally in the over-represented Mosaic types that your low-hanging fruit is to be found. The only exception in this case is type O61. While it is under-represented, it remains an important type for your club as it generates almost 10% of your members. Could you increase your penetration within this particular type?

MEMBER INSIGHT REPORT

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