SAMPLE CLUB
SAMPLE CLUB
YOUR MOSAIC TYPES
L49
L50
L51
L52
L53
L
97 MOSAIC TYPE PROFILE OF CATCHMENT POPULATION Sample Club 77 As previously, after listing the Mosaic types – all 66 of them – the following chart shows the number of people of that type within your catchment, the % of your catchment population that represents, the same two figures for England as a whole, and finally how your catchment therefore indexes against the national norm. As with the groups, any type indexing over 100 means they’re over-represented in your catchment compared to national norms; when you hit an index of 200+, you really want to sit up and take notice! We do, however, suggest you take account of total numbers in your catchment, as well as the index. Our advice: first look for any types weighing in at over 5% of your catchment population. Then look at the index, to see if this means the type is over-represented in your area. If both numbers are significant, you definitely need to know about these people! But as we say, it’s Mosaic types that our Site Analysis Reports really focus on. So, what does your catchment look like at this more detailed level?
Elderly people with limited pension income, mostly living alone Vintage Value
L
6.91% 4.69%
Advert Response Channel
Who We Are
Household income
Age
66+
<£15k
76
89
408 75.4%
466 76.7%
Number of children
Household composition
59
51
Single
No children
Key Features
Household Technology
190 75.4%
144 99.8%
Target:
Adult (15+) population within two-mile catchment area
Fuel and water poverty Very low-tech households Low discretionary income No qualifications Council/HA tenants Retired singles
Base:
Adult (15+) population in England
Residency type
Tenure
Mosaic Type Mosaic Type
Target Target
% Base % Pen Index
Flat
Council/HA
0
50
100
150
200
A01 World-Class Wealth A02 Uptown Elite A03 Penthouse Chic A04 Metro High-Flyers B05 Premium Fortunes
0 0 0 0
0.0 317,582 0.7 0.0 797,344 1.7 0.0 369,303 0.8 0.0 964,367 2.1 0.1 652,180 1.4 0.2 551,090 1.2 0.1 795,854 1.7 1.3 527,724 1.1 0.5 858,269 1.8 0.6 976,793 2.1 0.0 577,822 1.2 0.0 626,898 1.3 0.1 967,550 2.1 0.1 1,213,277 2.6 0.0 742,509 1.6 0.0 682,357 1.5
0.0 0.0 0.0 0.0 0.0 0.0 0.0
0 0 0 0 4
Very Low
318 56.2%
204 47.2%
M54
M55
M56
M
26 89 69
Modest Traditions M
B06 Diamond Days B07 Alpha Families
15
5.17% 5.80%
Mature homeowners of value homes enjoying stable lifestyles
8
110 E18 Legacy Elders E19 Bungalow Haven E20 Classic Grandparents 102 D14 Satellite Settlers D15 Local Focus D16 Outlying Seniors D17 Far-Flung Outposts B08 Bank of Mum and Dad B09 Empty-Nest Adventure C10 Wealthy Landowners C12 Scattered Homesteads C13 Village Retirement C11 Rural Vogue F22 Boomerang Boarders F23 Family Ties F24 Fledgling Free F25 Dependable Me G26 Cafés and Catchments G27 Thriving Independence G29 Mid-Career Convention H30 Primary Ambitions G28 Modern Parents H32 First-Rung Futures H33 Contemporary Starts H34 New Foundations E21 Solo Retirees
656 258 327
0.1 114
Mosaic UK
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1
28 31
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Advert Response Channel
Who We Are
8 0
1 0 3 5 0 0 0
Household income
Age
28 68
56–65
£20k–£29,999
74
94
0 0 0
227 34.6%
197 38.5%
0.0
11,758
0.0
Number of children
Household composition
156
0.3 740,893 1.6 0.0 1,439,107 3.1 1.3 804,660 1.7 2.1 587,532 1.3 1.2 631,658 1.3 3.6 1,056,722 2.3 0.1 557,428 1.2 0.6 456,029 1.0 0.1 1,222,792 2.6 1.0 915,166 1.9 3.5 826,104 1.8 0.3 1,169,085 2.5 10.7 1,440,285 3.1 1.2 1,285,520 2.7 0.0 627,698 1.3 3.3 1,102,576 2.3 0.3 192,865 0.4
19
76
101
0
0
Family + other adults
No children
655
75
Key Features
Household Technology
1,101
0.2 172
165 26.7%
142 98.3%
617
0.1
89
Low discretionary income Established in community No children Homeowners
1,852
0.2 160
Residency type
Tenure
63
0.0 0.1 0.0 0.1
10 59
293
Terraced
Owned
26
2
Solar panels Watch TV
525
53
Low
133 85.3%
198 50.0%
1,798
0.2 199
165
0.0
13
5,487
0.4 349
continued overleaf
SITE ANALYSIS REPORT H31 Affordable Fringe
641
0.0 0.0
46
SITE ANALYSIS REPORT
12
13
9
1
1,680
0.2 139
165
0.1
78
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