ABOUT MOSAIC
THE 15 MOSAIC GROUPS (continued)
I – Family Basics UK Population: 8.74%
J – Transient Renters UK Population: 4.97%
Families with lots of children Council/HA tenants Low discretionary income Low affluence Internet via smartphone Games consoles
Young singles and homesharers Millennials
Rent low value terraces Internet via smartphone High social networking Don’t use landlines
Families with limited resources who budget to make ends meet
Single people renting low cost homes for the short term
K – Municipal Tenants UK Population: 5.69%
L – Vintage Value UK Population: 5.24%
Council/HA flats Densely populated No qualifications Low discretionary income Low environmental impact gap Fuel poverty
Retired singles Council/HA tenants No qualifications Low discretionary income Low-tech households Fuel and water poverty
Urban residents renting high density housing from social landlords
Elderly people with limited pension income, mostly living alone
LATENT DEMAND REPORT
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