Geodemographic Neighbourhood Classification

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At its best it has become the currency for understanding customers throughout their relationship with your organisation – from acquisition right through to retention and reactivation. Consumer segmentation is not new. Mosaic 2008 has been completely rebuilt featuring new dimensions to segmentation that have not been previously available in an integrated format.About Mosaic 2008 Welcome to the next generation of segmentation in Australia! For those of you who have had some exposure to Mosaic. . depth and scope of visualisation ensures that it is readily understood across every level of your organisation Over the past twenty years. Mosaic has continued to deliver proven success that encompasses the entire customer lifecycle including: Targeting – to identify the optimal target market and the most effective channel with which to promote your brand Customer acquisition – selections from prospect and third party lists with seamless alignment for marketing and credit driven businesses Customer insight – a robust currency that enables descriptive and predictive analysis of the customer across the enterprise Customer insight – ongoing analysis and modelling of customers for internal and external communication Customer retention – a reliable framework to articulate the key attributes associated with churn and those aligned to customer loyalty Customer development – a platform for planning and anticipating future customer needs Customer Reactivation – a unique platform to align past to existing customers Mosaic 2008 represents the first step in the journey for future understanding of consumers. we have established our expertise both locally and internationally in this specialist field. but it will remain a key differentiator in contestable markets for the foreseeable future. you will know that this is not simply a segmentation tool. We have made a number of innovative changes to Mosaic 2008 to ensure continued improvement: Deeper range of data across public. Our unique ability to access and develop the comprehensive range of data sources that has been incorporated in Mosaic 2008 enables you to take a forward facing view of Australia for the next five years. including where and how they live. consumer survey and accredited reference data Leveraging more household data – Household Mosaic now delivers even greater granularity of residential segmentation beyond street level Accessing additional data – Mosaic 2008 enables consumer targeting at the Micro Segment level that is not solely reliant on Census data Improved analysis – more data requires even more sophisticated analysis techniques Spatial analysis – fully integrated in our proprietary analysis and mapping package Micromarketer Generation 3 (“MMG3”) Global Mosaic enables alignment of residential segmentation across international borders Bringing segmentation to life – the range. Throughout this time.

Mosaic Australia Data Sources Balancing the Books Income Housing Stress Credit Risk Home Loan Housing Rent Household Spend Personal Spend Unpaid Work Unpaid Work Language itio pos Cultural Origins & nd g e th s ok Bo ing us Ho Relig ion n Perso al Sp Pe o er Ge n Hou seh pl e d an cin Com old Ba lan e& Ho old m Ag e Hou Cre Hou seh dit R Lo an Ch ild n re end il Sk Spe nd nt Re isk sing Stre ss Income Hobbies s ent em Mov ion ulat on Pop Educati M ta ari us tat lS People and Skills Cultural Origins & Language Religion Household Composition Age & Gender Children Marital Status Population Movements Education Occupation & Industry Employment Type Occupation & Industry Employ ment T ype Hou sing Ten Ur ure ba Ho n/ usi Ru ng Typ ra lI e nd ica to rs ls tivities tion Ac Recrea Living Space Housing Tenure Housing Type Urban/Rural Indicators Property Values Property Size Property Types Proximity to Local Services Vehicle Ownership Internet & Computers es itud Att d an s tude Atti Me dia Us ag e Vehicle Ownersh ip Inter net & Comp uters es Local Servic Proximity to s lue Va ty er ize op Pr ty S per Pro s Type erty Prop Int er es ts le ty es &D o Sh rink pp in g Lifestyle and Attitudes Hobbies Recreation Activities Attitudes Media Usage Shopping Interests Food & Drink Foo d Geographical Resolution Mosaic classifies consumers at a household.000 variables in the development of the descriptions and the selections of housing. Housing Ownership. The final solution used 238 variables in the build process however Pacific Micromarketing have used over 1. All the input variables go through a selection process where they are tested for discrimination. Prosperity. people and lifestyle images for each of the 47 Types and 11 Groups. Dependants. Micro Segment and Census Collection Districts. The result is a list of variables that have differing importance to the clustering methodology. However Pacific Micromarketing has utilised its additional data resources at a household and individual level to develop a geodemographic segmentation that provides a powerful analytical platform at both Micro Segment (street) and household levels. All Factors are available by Micro Segment for appending to customer files. a set of input weights is applied as part of the clustering process. This ‘bottom-up’ approach enables us to maximise the effectiveness of each input variable depending on its relative importance to the classification. robustness and their correlation to other variables. Liv ing ce Spa Lif . Cultural Diversity. The variables are Family Composition. This set of 198 sub-types were created using the same input data as Mosaic. This ensures continuity and makes the classification easy to implement. Once the final list of variables is selected. and its ability to discriminate. Multi-Dwellings. Factors – is a distillation of the underlying data used to build Mosaic Australia summarised into 6 continuous variables that are ideal for statistical modelling. The classification is identical regardless of the level of geograpghy. Complementary Data Mosaic Elements – this is the third tier below Mosaic Groups and Types. depending on how well they discriminate at differing levels of geography.Building Mosaic 2008 Mosaic 2008 has been developed inline with the release of the 2006 Census data. This allows you to optimise your use of the segmentation depending on the application. Mosaic Elements enable you to compile your own segmentation solution for specific target audiences whilst retaining the link with Mosaic Groups and Types.

9% 1.7% 4.2% 2.7% 10.7% 1.5% 1.0% 4.5% 1.8% 2. accommodating older singles and couples Disadvantaged singles living in inexpensive accommodations Small country towns with older singles and couples on very low incomes Low income older married couples mainly in coastal areas Highly localised pockets of elderly retirees in supported accommodations % Household 8.7% 4.4% 0.9% 9. maturing families in prime suburbs Successful mid-suburban families in strong migrant communities High-consuming maturing families in comfortable outer suburban homes Well-off family households in desirable outer suburban locations Wealthy areas of educated professional households High income families and singles in the attractive middle suburbs Comfortable one and two-person households in sought after suburbs Young families with high disposable incomes in quieter suburban neighbourhoods Educated and high-earning young singles and sharers in the inner suburbs Thriving students or professionals renting flats and terraces Young high-earning socialites in high-rise apartments.0% 1.8% 2.2% 3.9% 1.0% 3. lower cost suburbs Students and early careerists building their futures and enjoying city life White and blue-collar residents often in culturally diverse.6% 1. non-metro homes.2% 1.8% 0.1% 1. Groups Types A A01 A02 A03 A04 A05 B B06 B07 B08 C C09 C10 C11 D D12 D13 D14 D15 E E16 E17 E18 E19 F F20 F21 F22 F23 F24 F25 G G26 G27 G28 H H29 H30 H31 H32 I I33 I34 I35 I36 I37 J J38 J39 J40 J41 J42 K K43 K44 K45 K46 K47 Label Privileged Prosperity Portfolio Management Studied Wealth Cultural Riches Executive Residents Family Success Academic Achievers Informed Affluence Conscious Consumers Professional Knowledge Young Ambition Bright Futures Graduating Upwards Rising Wealth Pushing the Boundaries Hard hats.5% 3.3% 1.9% 2.3% 2.9% 2.0% 1. with low incomes Anglo-Australian blue-collar families in provincial settlements Emptying nests.0% 13.7% 2.0% 2.9% 2. low-consuming families on large farms remote from services Low income. often rented Low-earning students and professionals in higher density locations Low income elderlies in provincial towns and the outer suburbs Older home owners in aged care communities in regional and outer metro areas Coastal and provincial retirement communities with some younger bargain hunters Older blue-collar workers and retirees in country and coastal locations Low income.3% 13.3% 1.6% 1. often close to water Educated and affluent young professional couples in inner city areas Young families living in recent developments on the fringes of major cities High income younger households in mining communities Mortgaged families living in the better-value outer metro fringes Young families living in recently developed outer suburbs of larger cities Culturally diverse young families living in high-density suburban communities Mixed family forms with stretched budgets in outer suburbs Couples and families with young children living in recent outer suburban locations Blue-collar families living in older pockets of the outer suburbs Single parents and varied family structures in outer suburban communities Cash-strapped late middle aged traditionalists in outer metro areas Medium to high density areas with much cultural diversity Established Eurasian migrants in mid to outer suburban areas Mixed generations of immigrants living in changing inner metro areas Mature and religious close-knit families in newer metro fringe developments Established low income migrant home owners around suburban retail centres Mixed age multicultural areas of mainly blue-collar employment Culturally diverse extended families with high unemployment in the inner city Students and professionals living in high density.2% 1.6% 11.8% 0.9% 2.6% 1.7% 2.9% 0.1% 3. often in tourist regions Established farms and traditional families on prime agricultural land Families farming the most extensive and remote parts of Australia Low income. New Landscapes Mortgaged Aspirations Family Challenge Families in Formation Home Entertainment Domestic Divides Conforming Kinship Metro Multiculture Intercontinental Connections New Wave Devoted Diversity Mediterranean Style Bilingual Backgrounds Eclectic Origins Learners & Earners Social Networkers Strengthening Skills Asian Studies Provincial Optimism Approaching Retirement Blue-Collar Regeneration Reforming Relationships Traditional Owners Farming Stock Rural Lifestyles Off the Beaten Track Country Pride Outback Isolates Living off the Land Suburban Subsistence Low Equity Strain Cut-Price Living Bargain Basement Making Ends Meet Blue-Grey Blend Community Disconnect Same Old.4% 0.2% 1.9% 5.8% 2. Same Old Fractured Families Country Town Elders Beachside Benefit Good innings Tagline The most affluent families in the most desirable locations High-spending.6% 2.6% 2.7% 1. established families in the wealthiest suburbs Well educated.6% 0. often from Asia.0% 5.Mosaic Australia Groups and Types Mosaic classifies households in Australia by allocating them to one of 47 Types and 11 Groups.1% 2.9% 3.9% 2. low-spending households in major regional and outer metro Cash-strapped younger singles living in flats and units.0% 4.9% 10. reducing debt and preparing for retirement Older tradies and labourers in changing low-priced regional areas Challenged households in provincial towns and popular holiday spots Indigenous Australian communities and affiliated service workers in remote locations Rural landowners and workers in agricultural heartlands High value farms and smallholdings surrounding major urban centres Older farming couples in hilly areas and coastal plains.5% 6.7% . Steel Caps Cul-de-Sac Kids New Lives. high-density rented areas Campus and CBD-dwelling students.

High Density areas and are Open to Change. High Income. whereas K47 tend to be Low Tech. Older Singles . It shows how the Mosaic Types relate to each other and indicates how households might move through the Mosaic Family Tree over time. Low Income. This analysis is useful for understanding the origin. Younger Singles. stability and aspirations of the people within each Mosaic Type. Low Density areas and are Averse to Change C10 tends to be High Tech. For example F25 tends to be in Culturally Diverse.The Mosaic Family Tree The Mosaic Family Tree illustrates the major demographic and lifestyle polarities between the Types and Groups. whereas I37 tends to be in Anglo-Australian.

although almost half of residents rent privately from investors. Dinner parties and meals out with family and friends are also favourites. Regular family visits to the cinema or the zoo are common. These people are from a variety of cultural backgrounds – notably the British Isles and Asia. cycling. Car ownership is average in these highdensity suburbs. exercising at the gym and playing sport. This Group lives in high and low-rise. Preschool children and over 65s are under-represented. leaving little room for renters. People in Academic Achievers enjoy many cultural and sporting events. and the image and style of luxury marques and sports cars ensures they are over-represented. . but also from Greece and Italy. wine. Proximity to the CBD and access to universities. but they also find time for eating out and enjoying cultural events. People in Young Ambition enjoy their free time and take full advantage of the entertainment and culture on offer.9% of Australian Households Young Ambition comprises singles. With household incomes often exceeding $130. games consoles and computers high priorities. sports and luxury models are over-represented. MP3 players. Other expenses such as health insurance and education fees are significant. professional families with preschool and universityaged children. Successful.Group A Privileged Prosperity Group B Academic Achievers Group C Young Ambition The most affluent families Wealthy areas of in the most desirable educated professional locations households 8. Household density is high and easy access to public transport means that cars are less common. Holidays. 6. telephones and vehicle purchase are all managed within their high spending budget. Over 85 percent of these two and sometimes three storey houses are owned or being purchased. beer and Australian and overseas holidays. With six-figure incomes common. living at their address for less than two years. These people are well educated professional or managerial couples raising mature families. These early adopters of technology are likely to research and purchase goods. with sales regularly exceeding $1m. Privileged Prosperity actively participates in sport.2% of Australian Households Academic Achievers is composed of predominantly middle-aged. This high earning Group has significant spend on technology and gadgets. highly qualified. with mobile phones. finance and sport. but the proportion of secondary age students is the highest of all Groups. discretionary spend on health insurance.000 and additional earnings from investments and shares. They place a high emphasis on keeping fit and are often seen running.4% of Australian Households Privileged Prosperity represents the wealthiest households in Australia. Academic Achievers is one of the wealthiest Mosaic Groups. as well as takeaways. often near to expensive neighbourhoods in the inner metropolitan areas. well educated and health conscious. fine wines. transport and shopping guarantees high property prices. and technology is frequently used to manage their time – particularly the internet and mobile phones. they live in mainly separate houses in desirable family suburbs. The internet and newspapers are popular media for these consumers. The internet is also widely used for obtaining information on business. although exotic. although ample disposable income remains for meals in restaurants. and their heavy use minimises their reliance on television and radio. often with dual incomes. most commonly aged 20-34. They live in the choicest locations of the metropolitan and regional areas of Australia and clearly outrank all others in the housing market. school fees and childcare is no problem. and has the highest proportion of the professionally employed. They enjoy eating out in restaurants. Educated and highearning young singles and sharers in the inner suburbs 5. clothing. pharmaceuticals. couples and sharers. over the internet. Australian and overseas holidays and clothes shopping. including financial products. with a large number of managers. Well appointed properties command prices that are notably above average. Young Ambition is culturally diverse. particularly in the finance and technical industries. multi-dwelling units in prime locations. Spend on childcare services and infant clothing is the highest of all. Reading novels and non-fiction and the national papers is common.

Spare cash is often used to purchase tobacco and spirits. such as renting a movie. Buddhist and Islamic communities. high disposable incomes. Pushing the Boundaries primarily contains households with young families. mobile phones. with the highest representation of machinery operators and tradespeople. Workers in this Group are largely engaged in blue-collar professions. education. Vehicles are a necessity for them. Pushing the Boundaries often live in separate housing on recently developed estates in a mix of fringe metropolitan and very remote locations. Nearly a third of residents are children from preschool through to high school age. Those employed often work in the manufacturing and infrastructure industries. but the Group as a whole scores below average on both measures. as well as in clerical and administrative roles. this Group has low cultural diversity. however unemployment is above average.Group D Pushing the Boundaries Group E Family Challenge Group F Metro Multiculture Young families living in recent developments on the fringes of major cities 5. or holidays at the beach. Social activity is likely to involve visiting their local pub or club to enjoy a drink and play the pokies. Discount offers. Overall. Outright home ownership is high – ranking third of all Groups. These are high-earning households. It ranks highest on gambling spend. and SBS programs are marginally preferred over commercial and pay TV. With above average rents and repayments. This Group ranks as the highest consumer of local and community newspapers. but a second income helps lift earnings for many. and second highest on metropolitan newspapers. board games and theme parks. AV equipment. housing stress and credit risk are high for those not owning their homes. Medium to high density areas with much cultural diversity 10. Magazine readership by females is high. Time-saving frozen meals are common at the dinner table and family clothing. These neighbourhoods of mainly separate houses are well serviced by suburban railways and are within easy reach of major health and education facilities.8% of Australian Households Family Challenge is one of the major family Groups. interest-free deals and lay-by are attractive options for purchasing goods that this Group could otherwise not afford. Despite above average. manufacturing and mining. Mixed family forms with stretched budgets in outer suburbs 13. the family budget is stretched and the risk of credit default is the highest of all Groups. . These neighbourhoods contain a high proportion of those born in Australia and the British Isles. Any spare money is mostly spent on families. Parents aged 25-44 and children aged 0-4 are well represented. but within metropolitan areas close to most shopping needs. and relatively high on eating out. Household incomes in Family Challenge are average or below. they are unlikely to receive additional income from shares or savings interest. childcare. or in clerical and administration roles. Activities in Pushing the Boundaries households are likely to focus on their children. where 48 percent of one Type has strong links to overseas cultures. playing a games console.9% of Australian Households Metro Multiculture represents the greatest cultural and linguistic diversity in Australia and comprises the highest concentration of Catholic. and non government school fees. with manageable costs. Lotteries and scratchies are also popular.8% of Australian Households Although diverse. Pay TV is popular and the internet is often used to buy goods online. Employment is in the construction and manufacturing industries. These high-density neighbourhoods are located away from the beach. In the single income households. but this masks some variation at Type level. The internet and television are the major forms of entertainment and Family Challenge letterboxes are always full of catalogues promoting the best local offers. These often extended families are building their wealth and family lives from a stable home base. The main industries include infrastructure. and household appliances account for a large proportion of the take-home pay. with most households owning more than one car and over half having broadband.

technical. Learners & Earners lead a full social life and are often seen out with friends.8% of Australian Households Learners & Earners represents a very culturally diverse mix of young professionals and students living in high and medium-rise apartments. family and 4WD models. life outside these farming communities is viewed with scepticism.5% of Australian Households Provincial Optimism has an above average amount of residents born in Australia. furnishings. making purchases from home.Group G Learners & Earners Group H Provincial Optimism Group I Farming Stock Students and professionals living in high density. Most free cash is ploughed back into the farm. pets and alcohol. Anglo-Australian blue-collar families in provincial settlements 10. but the degree of remoteness varies between the four Types. Buddhists and Muslims are more common in these areas than in the rest of Australia. for which prices are low in comparison with all other Groups. Households are almost exclusively detached houses. Many of these vehicles are the practical choices of commercial. These people hold conservative views and value a traditional way of life. restaurants and for cultural nights out at the ballet or opera. concerts. The rural lifestyle ensures that animal expenses and motor vehicle costs are major and spend on beer is a higher priority compared with all other Groups. They include Australia’s most remote areas and islands. with a high disposable income and relatively little evidence of housing stress or credit risk. day trips. Gardening. . Technology is important to them. but with some of the lowest rents and housing payments. as a whole. These communities are prevalent in outer metropolitan and provincial towns and cities. Over a third of all students are attending university or TAFE – with this Group ranking highest of all on both. Of all Groups. Hindus. Others are primarily employed as labourers in agriculture. The percentage of people born overseas is close to the lowest of all Groups. Increasingly frustrated by environmentalist views and alternative lifestyles. One in five has arrived in recent years and as a rule. going to pubs or clubs. Incomes are below average. These neighbourhoods are in regional and remote locations on the largest properties in Australia. Household incomes in this Group are split between students who have little or no income and professionals in the early stages of their career who are earning an average wage. have never been married and are unlikely to have children. this is the most remote from major retail and service facilities. Farming Stock has the highest number of vehicles of any Group. disposable incomes can appear very high. or administrative in nature. There is a wide variation in age profiles and family compositions between Types in this Group.7% of Australian Households Farming Stock is characterised by established Anglo-Australian families with parents aged 45-65. buying scratchies or Lotto tickets. Rural landowners and workers in agricultural heartlands 9. Spend priorities include household appliances. This Group is the most likely to have people working at home. but low housing costs leave this Group. and a significant proportion of school-age children. fishing and hobbies are preferred methods of relaxation. Incomes are well below average. Learners & Earners people regularly read the national newspapers or news sites. Skills and qualifications are generally low in Provincial Optimism and occupations tend to be labouring. This Group has a social conscience. as they like to keep up to date with the latest gadgets. a strong Protestant bias. they are aged 20-34. and visiting pubs and clubs. as many work on their farms. There is a strong tendency to purchase organic food and to live a vegetarian lifestyle. with many having strong charitable interests. Popular activities in Provincial Optimism include working on the car or in the garden. and children at primary and secondary school. lower cost suburbs 4.

with the exception of tobacco. Low household incomes are common in Suburban Subsistence. so luxuries such as takeaways or eating out are rare. lowspending households in major regional and outer metro areas 11. especially aged care. Older residents are more sceptical and rely more on TV than the internet. Rental prices are low. Low skills and qualifications mean this Group has the highest proportion of unemployed people and labourers.1% of Australian Households Suburban Subsistence generally has smaller than average household sizes and a below average proportion of married people. or widowhood. but tobacco products are popular. gambling. Spend across other consumer goods and services is generally the lowest of all the Groups. and single parenting is common in most Types. They live in outer metropolitan and major regional suburbs. Property prices tend to be low. construction. but low incomes still result in considerable hardship or restraint. They also have the second lowest proportion of houses subject to housing loans.Group J Suburban Subsistence Group K Community Disconnect Low income. often close to the coast. house prices provide a value-based option to those who are able to purchase. manufacturing. having the second oldest age profile with a proportion of these residents requiring physical assistance with personal management and mobility. Younger residents in this Group are more confident with technology and more social in their outlook. Retirees are overrepresented. Rent and housing loan repayments in Community Disconnect are the lowest of all Groups. . They identify strongly with all things Australian and their use of websites is among the lowest in Australia. and alcohol products. Over a third of people live in developments containing more than 10 dwellings. with this Group ranking second highest on state rentals and third highest on private rentals. Money is tight. At the lowest end of the market. but many households still incur housing stress. These households are found in highly localised pockets across urban and small town Australia. although people are more likely to rent. These communities are not considered a good credit risk and spending is limited to essentials. divorce. Older blue-collar workers and retirees in country and coastal locations 13% of Australian Households Community Disconnect has a high proportion of over 65s and the greatest need of all Groups for assistance with personal management and mobility. and primary industry sectors. As a Group. as they seek out the best available offers. Employment is found in the leisure. they are remote from major facilities and state rentals are high. while enjoying reasonable access to local facilities. Cultural diversity is low in Suburban Subsistence areas. They are predominantly single adults through separation. These people are large consumers of unaddressed mail.

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