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Mosaic Hong Kong
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Mosaic Hong KongThe Consumer Classification for Hong Kong
U p p e r E c h e l o n s
E x p a t s a n d t h e P r i v i l e g e d
M a t u r e d W e a l t h y
E l i t e P r o f e s s i o n a l s
R i s i n g S o p h i s t i c a t e s
W e l l - t o - d o
W e l l - o f f F a m i l i e s
Yo u n g E x e c u t i v e s
E m e r g i n g M i d d l e C l a s s
N e w M o r t g a g e e s
G o v e r n m e n t Q u a r t e r s
M i d d l e - c l a s s P l e a s u r e
M a t u r e H o m e O w n e r s
S u b u r b a n L o c a l s
O l d T o w n E m p t y - n e s t e r s
S e t t l e d W o r k e r s
C o m f y C o u n t r y s i d e
R u r a l H e r i t a g e
C o m p a c t C i t y L i f e
U r b a n P r a c t i c a l s
B a r g a i n S e e k e r s
C o m f y S u b s i d i s e d H o m e s
N e w C o u p l e s a n d K i d s
G r o w i n g F a m i l i e s
M a t u r e S t a b i l i t y
E x t e n d e d F a m i l y L i f e
G r a s s R o o t s L i v i n g
B l u e C o l l a r P a r e n t s
B a s i c L i f e P u r s u i t s
C o m m u n i t y C h a l l e n g e
N u c l e a r R e n t e r s
S t r i v i n g M u l t i - e a r n e r s
A g i n g G e n e r a t i o n s
G r e y P e r s p e c t i v e s
E l d e r s C o m m u n i t y
R e t i r e e F a m i l i e s
S u n s e t S i m p l i c i t y
C o m m u n a l H o m e s
C o m m u n a l H o m e s
Welcome to the newgeneration of consumerclassifications for Hong Kong.
Over the last 20 years, Experian hasestablished itself as a leading globalprovider of consumer segmentation.
Our objective is to provide decisionmakers with the tools and servicesthey need to successfully implementdirect marketing and micromarketingstrategies within their business.Whether you wish to target, acquire,manage or develop profitablecustomer relationships, we aim toprovide the best segmentationsolutions to help your business grow.
Mosaic Hong Kong takes its placeamongst a global network of Mosaicsegmentation that classifies a billionpeople worldwide, covering a third ofthe earth's surface.
Mosaic Hong Kong
Mosaic Hong Kong is the second generation of
the Mosaic consumer segmentation system
that describes Hong Kong consumers.
It is a geo-demographic segmentation system
that classifies all Hong Kong households and
neighbourhoods into 29 unique Mosaic types
and 10 groupings that share similar
demographic and socio-economic
characteristics.
Mosaic was developed based on more than 20
years of segmentation development expertise
from one of the global leaders in segmentation
systems. Experian has built more than 40
consumer segmentation systems around the
globe, and the Mosaic classification is available
in more than 25 countries.
The result is a classification that paints a rich
picture of Hong Kong consumers in terms of
their socio-demographics, lifestyles, culture
and behaviours to provide you with an
accurate and comprehensive view of your
customers, prospects and markets.
How is Mosaic built?
Over the last 20 years, Experian has built more
than 40 segmentation solutions worldwide.
This gives us valuable insight into the best
sources of data and methodologies to build
truly innovative segmentation.
To build Mosaic, the following approaches were
taken:
Identification of the most appropriate data
sources as inputs
A sophisticated proprietary approach to
clustering, unique to Experian
Extensive analysis to assist in validation and
interpretation of the segmentation.
Data ComponentsQuantitative data
Data used to build Mosaic Hong Kong is
sourced from the 2001 Population Census - this
will be updated once the results of the 2006
Population By-census become available.
This set of data includes most of the
demographic variables such as age, gender,
educational level, household size and
composition, household income, personal
income, marital status, usual language,
occupation, industry, economic activity status,
tenure of accommodation, and type of
housing.
The information is updated regularly and used
to replenish our view of the classification each
year. As of end 2006, the projected coverage is
2.3 million households and 7 million
individuals.
Clustering
Mosaic is designed to identify groupings of
consumer behaviour for households and
neighbourhoods. The methodology we use is
unique to Experian, and has been refined
during many years of creating classifications
using data from different sources and different
levels of geography.
The first step is to combine information from
other higher levels of geography and
statistically project to each building. All the
input variables go through a selection process,
where they are tested for discrimination,
robustness and their correlation to other
variables.
Once the final list of variables is selected, a set
of input weights is applied as part of the
clustering process. The result is a list of
variables that have differing importance to the
clustering methodology, depending on how
well they discriminate at differing levels of
geography.
This "bottom-up" approach enables us to
maximise the effectiveness of each input
variable depending on its relative importance to
the classification and its ability to discriminate.
It allows for the optimisation of data and
creates a classification that is truly best of
breed.
Mosaic Factors
Mosaic Factors is a distillation of the underlying
data used to build Mosaic Hong Kong,
summarised into five continuous variables that
are ideal for statistical modelling. The variables
are:
Wealth - Poverty
Homeowner - Renter
Professional - Non Professional
Elderly - Youth
Traditionalist - Individualist
U p p e r E c h e l o n s
E x p a t s a n d t h e P r i v i l e g e d
M a t u r e d W e a l t h y
E l i t e P r o f e s s i o n a l s
R i s i n g S o p h i s t i c a t e s
W e l l - t o - d o
W e l l - o f f F a m i l i e s
Yo u n g E x e c u t i v e s
E m e r g i n g M i d d l e C l a s s
N e w M o r t g a g e e s
G o v e r n m e n t Q u a r t e r s
M i d d l e - c l a s s P l e a s u r e
M a t u r e H o m e O w n e r s
S u b u r b a n L o c a l s
O l d T o w n E m p t y - n e s t e r s
S e t t l e d W o r k e r s
C o m f y C o u n t r y s i d e
R u r a l H e r i t a g e
C o m p a c t C i t y L i f e
U r b a n P r a c t i c a l s
B a r g a i n S e e k e r s
C o m f y S u b s i d i s e d H o m e s
N e w C o u p l e s a n d K i d s
G r o w i n g F a m i l i e s
M a t u r e S t a b i l i t y
E x t e n d e d F a m i l y L i f e
G r a s s R o o t s L i v i n g
B l u e C o l l a r P a r e n t s
B a s i c L i f e P u r s u i t s
C o m m u n i t y C h a l l e n g e
N u c l e a r R e n t e r s
S t r i v i n g M u l t i - e a r n e r s
A g i n g G e n e r a t i o n s
G r e y P e r s p e c t i v e s
E l d e r s C o m m u n i t y
R e t i r e e F a m i l i e s
S u n s e t S i m p l i c i t y
C o m m u n a l H o m e s
C o m m u n a l H o m e s
Mosaic applications
Available for each building, Mosaic optimises
customer management, market planning, site
analysis, acquisition tactics and targeting
strategies. This unique connection between
household and geography enables marketers
to effortlessly utilise targeted segments across
all stages of analysis, planning and execution.
Marketing and planning applications for
Mosaic include the following:
Customer and prospect profiling
Direct/Target marketing
Customer acquisition modelling
Campaign analysis
Communication messaging and creative
design
Choosing store locations, branch/service
areas
Geographic/Market analysis and mapping
Selecting and buying advertising media
New product development
Strategic planning
Target marketing
Enhancing your customer data with Mosaic
identifies key market segments and untapped
opportunities.
Market analysis
Mosaic is a powerful tool for identifying,
analysing and evaluating customer
opportunities and market potential at national,
regional and local market areas.
Site selection
Mosaic can help pinpoint the best sites and
trade areas for maximising sales potential.
Penetration of Mosaic Group F - Comfy Subsidised Homes
Site analysis for Mosaic target group
Customer profiling by Mosaic Group
The Mosaic Hong Kong Family TreeThe Mosaic Family Tree illustrates the major demographic and lifestyle polarities between
the types and groups and shows how the Mosaic types relate to each other.
U p p e r E c h e l o n s
E x p a t s a n d t h e P r i v i l e g e d
M a t u r e d W e a l t h y
E l i t e P r o f e s s i o n a l s
R i s i n g S o p h i s t i c a t e s
W e l l - t o - d o
W e l l - o f f F a m i l i e s
Yo u n g E x e c u t i v e s
E m e r g i n g M i d d l e C l a s s
N e w M o r t g a g e e s
G o v e r n m e n t Q u a r t e r s
M i d d l e - c l a s s P l e a s u r e
M a t u r e H o m e O w n e r s
S u b u r b a n L o c a l s
O l d T o w n E m p t y - n e s t e r s
S e t t l e d W o r k e r s
C o m f y C o u n t r y s i d e
R u r a l H e r i t a g e
C o m p a c t C i t y L i f e
U r b a n P r a c t i c a l s
B a r g a i n S e e k e r s
C o m f y S u b s i d i s e d H o m e s
N e w C o u p l e s a n d K i d s
G r o w i n g F a m i l i e s
M a t u r e S t a b i l i t y
E x t e n d e d F a m i l y L i f e
G r a s s R o o t s L i v i n g
B l u e C o l l a r P a r e n t s
B a s i c L i f e P u r s u i t s
C o m m u n i t y C h a l l e n g e
N u c l e a r R e n t e r s
S t r i v i n g M u l t i - e a r n e r s
A g i n g G e n e r a t i o n s
G r e y P e r s p e c t i v e s
E l d e r s C o m m u n i t y
R e t i r e e F a m i l i e s
S u n s e t S i m p l i c i t y
C o m m u n a l H o m e s
C o m m u n a l H o m e s
Mosaic Hong Kong Groups and TypesMosaic classifies households in Hong Kong by allocating them
to one of 29 types and 10 groups.
Note: Type C11 - University Residences has been regrouped under J30 - Communal Homes
Mosaic Hong Kong Groups and Types
Group B: Well-to-do Group A: Upper Echelons
Upper Echelons ()Wealthy families with an upscale andprivileged lifestyle.
8.59% of Hong Kong households (Types A01 - A04)
The Upper Echelons represent the wealthiest
households in Hong Kong. They live in the richest
areas in luxury mansions, new upscale apartments or
low density houses.
They outrank all other Groups in terms of household
income, property value and career achievements.
Most of them are successful business executives in
professional and top managerial positions in the
finance, services and public sectors.
Members of this group are predominantly college/
tertiary educated. They are confident in their life and
career. They are active in the investment market, and
plan well for retirement and their children's
education. They tend to read English newspapers.
They own more cars and high-end AV equipment,
and travel abroad more frequently than other Groups.
The Upper Echelons are segmented into four Mosaic
Types:
A01 - Expats and the Privileged ()The most affluent local and expatriate families in
luxury homes. They are the top 1% of Hong Kong
households and live in areas like Shouson Hill (), Repulse Bay () and the Peak ().
A02 - Matured Wealthy ()Mature successful families in large desirable homes
on Mount Davis Road (), Braemar HillMansion (), and part of Oxford Road ().
A03 - Elite Professionals ()Single and double income professionals living in
upscale residences like Beacon Heights ()and Palm Spring ().
A04 - Rising Sophisticates ()Trendy and wealthy managers and associates living in
modern apartments such as South Horizons () and Island Harbourview ().
Well-to-do ()Well-off couples and families enjoyinga comfortable lifestyle.
6.56% of Hong Kong households (Types B05 - B06)
The Well-to-do's represent the second wealthiest
households in Hong Kong. They live in urban private
apartments with a comfortable living environment
and convenient transportation. Some residences are
well-equipped with modern clubhouse facilities.
The Well-to-do's are college/ tertiary educated and
well-qualified. They work as executives, managers
and white-collar professionals. Their income and
affluence level are well above average, and this gives
them an upper-middle class lifestyle. They work hard
and play hard. They are also active in the investment
market.
The Well-to-do's are segmented into two Mosaic
Types:
B05 - Well-off families ()Middle-aged parents living with dependent children
in better quality homes, like Bedford Gardens (), Mei Foo Sun Chuen (), and somebuildings on Caine Road () and Bonham Road().
B06 - Young Executives ()Young upwardly mobile singles and couples living in
comfy urban homes like Fortress Metro Tower () on King's Road (), Whampoa GardenBlock 1-12 (1-12), and Nob Hill ()in Lai King ().
U p p e r E c h e l o n s
E x p a t s a n d t h e P r i v i l e g e d
M a t u r e d W e a l t h y
E l i t e P r o f e s s i o n a l s
R i s i n g S o p h i s t i c a t e s
W e l l - t o - d o
W e l l - o f f F a m i l i e s
Yo u n g E x e c u t i v e s
E m e r g i n g M i d d l e C l a s s
N e w M o r t g a g e e s
G o v e r n m e n t Q u a r t e r s
M i d d l e - c l a s s P l e a s u r e
M a t u r e H o m e O w n e r s
S u b u r b a n L o c a l s
O l d T o w n E m p t y - n e s t e r s
S e t t l e d W o r k e r s
C o m f y C o u n t r y s i d e
R u r a l H e r i t a g e
C o m p a c t C i t y L i f e
U r b a n P r a c t i c a l s
B a r g a i n S e e k e r s
C o m f y S u b s i d i s e d H o m e s
N e w C o u p l e s a n d K i d s
G r o w i n g F a m i l i e s
M a t u r e S t a b i l i t y
E x t e n d e d F a m i l y L i f e
G r a s s R o o t s L i v i n g
B l u e C o l l a r P a r e n t s
B a s i c L i f e P u r s u i t s
C o m m u n i t y C h a l l e n g e
N u c l e a r R e n t e r s
S t r i v i n g M u l t i - e a r n e r s
A g i n g G e n e r a t i o n s
G r e y P e r s p e c t i v e s
E l d e r s C o m m u n i t y
R e t i r e e F a m i l i e s
S u n s e t S i m p l i c i t y
C o m m u n a l H o m e s
C o m m u n a l H o m e s
Group C: Emerging Middle Class Group D: Suburban Locals Group E: Compact City Life
Emerging Middle Class ()Stable and educated families ofmoderate affluence.
15.46% of Hong Kong households (Types C07 - C10)
Members of the Emerging Middle Class are better off
than the average families. Many of them are
managers, white collar workers, mid-ranking civil
servants or disciplined service officers. They are well
educated and earn an income that is above average.
They live in near-urban private developments or
government quarters. Half of them have an
outstanding mortgage, which may explain why they
tend to work hard and keep non-essential spending
to a minimum.
People in the Emerging Middle Class are segmented
into four Mosaic Types:
C07 - New Mortgagees ()Young families with mortgages in new near-urban
apartments such as Sea Crest Villa (), andTung Chung Crescent ().
C08 - Government Quarters ()Civil servant families living in government quarters.
Most of them are mid-ranking disciplined service
officers. They live in quarters owned by the
government like Western Police Married Quarters () in Western District and Castle PeakGovernment Quarters () in Tuen Mun().
C09 - Middle-class Pleasure ()Typical mid-income families and homeowners, and
most of them live in apartments like New Jade
Garden () in Chai Wan (), and TelfordGardens () in Kowloon Bay ().
C10 - Mature Home Owners ()Long-term homeowners and empty nesters in urban
or near-urban establishments like Healthy Gardens
() in North Point (), Wyler Garden () in Tokwawan (), and Luk Yeung SunChuen () in Tsuen Wan ().
* The former type C11 - University Residences hasbeen regrouped under J30 - Communal Homes.
Suburban Locals ()Diverse income households in oldtowns and suburban outskirts.
11.45% of Hong Kong households (Types D12 - D15)
The Suburban Locals live in old towns near the city or
in the suburban and countryside areas. Most of them
are secondary school educated and work as blue
collars or elementary-level white collars.
They tend to earn an income that is slightly below
average, and are more cautious in spending money
than others.
The Suburban Locals are segmented into four Mosaic
Types:
D12 - Old Town Empty-nesters ()Mature small households owning or renting homes in
older parts of Kennedy Town () and Tai Wai().
D13 - Settled Workers ()Working homeowners and sharers in old urban
communities such as Kwan Yick Building ()in Sai Wan (), Tung Fat Building () inNorth Point (), Yuen Fat House () in YuenLong ().
D14 - Comfy Countryside ()Mid income families in better suburban homes like
Pak Tin Pa Tsuen () in Tsuen Wan (),and also Fanling Wai ().
D15 - Rural Heritage ()Traditional extended families in long-standing rural
developments such as Cheung Chau () and PengChau ().
Compact City Life ()Families focused on budget in highdensity city areas.
9.86% of Hong Kong households (Types E16 - E17)
Compact City Life neighbourhoods are high density
city areas in Hong Kong amidst bustling retail and
trade activities. Typical properties are relatively small
single blocks, situated on main streets with high
traffic flow, which provide convenient access to
various transportation, restaurants, shops and
entertainment locations. This Group has the highest
concentration of people speaking Putonghua and
Chinese dialects other than Cantonese.
Residents are mostly mature small families or young
singles having moved out of their parents' home to
live independently.
Households in Compact City Life are segmented into
two Mosaic Types:
E16 - Urban Practicals ()Mid-income city dwellers living in busy retail districts
such as Lockhart Road () area in Wan Chai () and Peel Street () in Central ().
E17 - Bargain Seekers ()Low income co-tenants and small families in crowded
city areas such as Shanghai Street () inMongkok (), and parts of Sham Shui Po ().
Group F: Comfy Subsidised Homes Group G: Grass Roots Living
Comfy Subsidised Homes ()Mid-to-low income families living inurban and suburban subsidisedhomes.
16.22% of Hong Kong households (Types F18 - F21)
Comfy Subsidised Homes are inhabited by lower-
middle class families residing in better quality public
apartments subsidised by the government. They
either live in subsidised apartments, mostly in the
new town areas, or in high-end public rental estates.
Many of them are young and growing families with
school-age or grown-up children, and often living
with their elderly parents.
Most of them have completed secondary school
education, earning average income. They work in a
variety of occupations, as white collar workers, shop
sales and service workers.
The Comfy Subsidised Homes are segmented into
four Mosaic Types:
F18 - New Couples and Kids ()Young couples and families with a mortgage in better
quality subsidised homes like Aldrich Garden ()in Shaukeiwan (), Charming Garden () in Yaumatei ().
F19 - Growing Families ()Families with school age children and owners of
subsidised homes in New Towns such as Siu Hei
Court () in Tuen Mun () and Yan MingCourt () in Tseung Kwan O ().
F20 - Mature Stability ()Mature families and owners of older subsidised
apartments through "Tenants Purchase Scheme" like
Chuk Yuen North Estate () and Fung TakEstate () in Wong Tai Sin ().
F21 - Extended Family Life ()Extended families renting subsidised apartments in
urban outskirts such as Siu Sai Wan Estate (), and also Wang Tau Hom Estate () in LokFu ().
Grass Roots Living ()Average families in affordable publicblocks.
10.62% of Hong Kong households (Types G22 - G23)
Grass Roots Living symbolise the average households
living in large public housing complexes in urban or
new town areas. In many cases, parents, children and
elderlies live together.
There is a high proportion of young and teenage
children within this group. The adults tend to have
relatively low education. Most of them work in
manufacturing, wholesale or construction. The
younger ones work as shop sales or elementary office
workers. They earn an income that is below average.
Their apartments are managed and owned by the
government. The rent of those apartments is
relatively low among public apartments. Some of the
public blocks have a small shopping centre with
supermarkets, wet markets, kindergartens and bus
stations nearby.
People in Grass Roots Living are segmented into two
Mosaic Types:
G22 - Blue Collar Parents ()Worker families with teenage children living in public
blocks near transportation hubs such as Fu Cheong
Estate () in Sham Shui Po (), and HinKeng Estate () in Shatin ().
G23 - Basic Life Pursuits ()Worker families with young children located in new
town public blocks like Leung King Estate () inTuen Mun () and Tin Shui Estate () in TinShui Wai ().
U p p e r E c h e l o n s
E x p a t s a n d t h e P r i v i l e g e d
M a t u r e d W e a l t h y
E l i t e P r o f e s s i o n a l s
R i s i n g S o p h i s t i c a t e s
W e l l - t o - d o
W e l l - o f f F a m i l i e s
Yo u n g E x e c u t i v e s
E m e r g i n g M i d d l e C l a s s
N e w M o r t g a g e e s
G o v e r n m e n t Q u a r t e r s
M i d d l e - c l a s s P l e a s u r e
M a t u r e H o m e O w n e r s
S u b u r b a n L o c a l s
O l d T o w n E m p t y - n e s t e r s
S e t t l e d W o r k e r s
C o m f y C o u n t r y s i d e
R u r a l H e r i t a g e
C o m p a c t C i t y L i f e
U r b a n P r a c t i c a l s
B a r g a i n S e e k e r s
C o m f y S u b s i d i s e d H o m e s
N e w C o u p l e s a n d K i d s
G r o w i n g F a m i l i e s
M a t u r e S t a b i l i t y
E x t e n d e d F a m i l y L i f e
G r a s s R o o t s L i v i n g
B l u e C o l l a r P a r e n t s
B a s i c L i f e P u r s u i t s
C o m m u n i t y C h a l l e n g e
N u c l e a r R e n t e r s
S t r i v i n g M u l t i - e a r n e r s
A g i n g G e n e r a t i o n s
G r e y P e r s p e c t i v e s
E l d e r s C o m m u n i t y
R e t i r e e F a m i l i e s
S u n s e t S i m p l i c i t y
C o m m u n a l H o m e s
C o m m u n a l H o m e s
Group H: Community Challenge Group I: Grey Perspectives Group J: Communal Homes
Community Challenge ()Unskilled older families living inurban public housing complexes.
9.74% of Hong Kong households (Types H24 - H26)
Community Challenge represents the economically
disadvantaged households. These households tend to
be less educated and earn a low income.
Most adults have completed primary school
education only. They take up elementary jobs such as
service and shop workers, craft workers, manual and
construction workers. There is a high proportion of
students and home-makers.
Without much disposable income, these households
tend to conduct their daily activities around the
estates in which they live. The need for community
activities for youngsters and retired seniors is high in
these areas. The estates are government-owned and
the rent is low. However, the living environment is
rather crowded. Some of these households are
receiving social security assistance.
Households belonging to Community Challenge are
segmented into three Mosaic Types:
H24 - Nuclear Renters ()Low income nuclear families in new town public
blocks such as Yau Oi Estate () in Tuen Mun(), and Long Ping Estate () in Yuen Long().
H25 - Striving Multi-earners ()Older blue collar families in new town and suburban
public estates like Lok Wah North Estate ()and Cho Yiu Estate ().
H26 - Aging Generations ()Borderline extended families and elderlies in old
remote public blocks such as Ap Lei Chau Estate (), and Choi Wan Estate ().
Grey Perspectives ()Modest seniors and retirees in veryold public blocks and communities.
10.96% of Hong Kong households (Types I27 - I29)
The Grey Perspectives are comprised of a significant
proportion of retirees and elderly people. They are
mostly uneducated and unskilled. Almost all of them
are living in the most primitive public housing owned
by the government.
They used to work as manual workers, craftsmen,
and manufacturing or construction workers. Elderlies
in these areas have limited activities, and most are
under social security and family welfare schemes.
The living condition in these public rental blocks is
poor and crowded. The housing was built mostly
before 1970s or 1980s.
The Grey Perspectives are segmented into three
Mosaic Types:
I27 - Elders Community ()Primitive older families and seniors located in public
estate like So Uk Estate () in Lai Chi Kok ().
I28 - Retiree Families ()Extended families of very low income living in public
estate such as Lai Kok Estate () in Cheung ShaWan ().
I29 - Sunset Simplicity ()Old single people retired from unskilled manual work.
More than 90% of them live in public rental estates
such as Tai Hang Tung Estate () in Shek KipMei ().
Communal Homes ()Non income earning communitiesincluding elderly homes, monasteries,prisons and university residences.
0.55% of Hong Kong households (Types J30)
The Communal Homes are comprised of people not
in the workforce. They typically live in a communal
environment.
This group includes:
senior citizens who have retired and are living in
old people's homes managed by commercial or
non-profit-distributing organisations
monks and nuns living in monasteries
prisoners and juvenile delinquents living in
correctional institutions and rehabilitation centres
students living in university or college campus
residences
U p p e r E c h e l o n s
E x p a t s a n d t h e P r i v i l e g e d
M a t u r e d W e a l t h y
E l i t e P r o f e s s i o n a l s
R i s i n g S o p h i s t i c a t e s
W e l l - t o - d o
W e l l - o f f F a m i l i e s
Yo u n g E x e c u t i v e s
E m e r g i n g M i d d l e C l a s s
N e w M o r t g a g e e s
G o v e r n m e n t Q u a r t e r s
M i d d l e - c l a s s P l e a s u r e
M a t u r e H o m e O w n e r s
S u b u r b a n L o c a l s
O l d T o w n E m p t y - n e s t e r s
S e t t l e d W o r k e r s
C o m f y C o u n t r y s i d e
R u r a l H e r i t a g e
C o m p a c t C i t y L i f e
U r b a n P r a c t i c a l s
B a r g a i n S e e k e r s
C o m f y S u b s i d i s e d H o m e s
N e w C o u p l e s a n d K i d s
G r o w i n g F a m i l i e s
M a t u r e S t a b i l i t y
E x t e n d e d F a m i l y L i f e
G r a s s R o o t s L i v i n g
B l u e C o l l a r P a r e n t s
B a s i c L i f e P u r s u i t s
C o m m u n i t y C h a l l e n g e
N u c l e a r R e n t e r s
S t r i v i n g M u l t i - e a r n e r s
A g i n g G e n e r a t i o n s
G r e y P e r s p e c t i v e s
E l d e r s C o m m u n i t y
R e t i r e e F a m i l i e s
S u n s e t S i m p l i c i t y
C o m m u n a l H o m e s
C o m m u n a l H o m e s
Mosaic Global
Mosaic Hong Kong is part of the Mosaic Global
network of consumer segmentation systems.
The Mosaic classification is available in more
than 25 countries, including most of Western
Europe, the United States, Australia and Asia
Pacific. Mosaic Global is a consistent
segmentation system that links each of these
classifications and covers a billion of the
world's consumers. It is based on a simple
proposition that the world's cities share
common patterns of residential segregation.
Using highly localised statistics, Experian has
identified 10 distinct types of residential
neighbourhood, each with a distinctive set of
values, motivations and consumer preferences.
To describe Mosaic Global, Experian decided
upon a set of groups that are consistent across
the countries and that could be used as
classifications. The Mosaic Global groups are:
A Sophisticated Singles
B Bourgeois Prosperity
C Career and Family
D Comfortable Retirement
E Routine Service Workers
F Hard Working Blue Collar
G Metropolitan Strugglers
H Low Income Elders
I Post Industrial Survivors
J Rural Inheritance
The Mosaic Global groups are mapped against two dimensions:affluence and geographic location.
Visualisation
To help illustrate the classification and make
Mosaic easy to interpret, we have created a set
of comprehensive support materials.
Mosaic eHandbook a detailed electronic
guide to Mosaic that provides a background to
the typology and lists the variables used to
build the classification, a key to the structure of
the Groups and Types, and illustrations of the
demographic and lifestyle characteristics of
each household Type and neighbourhood.
Data, Services and Solutions
Data directories
Mosaic Directory License is a lookup file
containing residential buildings and their
assigned Mosaic code. Customer files can be
enriched with a Mosaic code by simply
matching the building from a customer or
prospect record to the Mosaic directory.
Mosaic Distribution License provides
geographic counts for each Mosaic Type for
various Census, market and postal geographies.
Files can be used for market analysis and
planning and can be easily integrated into
geographical information systems (GIS) and
mapping applications.
Delivery services
Enhancement Mosaic Type and Group codes
are available at the building and
neighbourhood levels for customer file
enhancement. Coding your customer, prospect
and survey files is your first step in
understanding who your customers really are.
Enhancement is available on a license or ad hoc
basis.
List Selection Once you know who your
customers are, your can use Mosaic in your
acquisition campaigns to target your best
prospects by selecting lists from Experian's
partners based on the key and top performing
Mosaic segments.
Modelling and Analytics Mosaic can be
used as an element in customer and
acquisition modelling development, as an
added selection criteria when pulling modelled
lists, or on the front-end and back-end of
customer profiling and campaign analysis. Our
consulting teams can undertake more detailed
predictive modelling and consumer analysis
using Mosaic and other data assets.
Solutions
Micromarketer Generation3 is an integrated
geographical analysis tool that provides
customer profiling, catchment (trade area)
definition, sales territory analysis, data
modelling, mapping and visualisation in an
easy-to-use software application. Available for
use on your desktop PC, or using data
available across a network, Micromarketer
Generation3 provides you with access to the
very latest in geographical analysis technology.
Mosaic Coder is an intelligent tool that
interprets free-format Hong Kong addresses, in
English and Chinese, and assigns a Mosaic
Code to each customer address. Mosaic Coder
is part of Experian's Smart-Address software
that performs address cleansing, matching and
coding.
About Experian Ltd
Experian is a global leader in providing
analytical and information services to
organisations and consumers to help manage
the risk and reward of commercial and
financial decisions.
Combining its unique information tools and
deep understanding of individuals, markets
and economies, Experian partners with
organisations around the world to establish
and strengthen customer relationships and
provide their businesses with competitive
advantage.
For consumers, Experian delivers critical
information that enables them to make
financial and purchasing decisions with greater
control and confidence.
Clients include organisations from financial
services, retail and catalogue,
telecommunications, utilities, media, insurance,
automotive, leisure, e-commerce,
manufacturing, property and government
sectors.
Experian Group Limited is listed on the London
Stock Exchange (EXPN) and is a constituent of
the FTSE-100 index. It has corporate
headquarters in Dublin, Ireland, and
operational headquarters in Costa Mesa,
California and Nottingham, UK. Experian
employs more than 12,500 people in 34
countries worldwide, supporting clients in
more than 60 countries. Annual sales are 1.7
billion.
For more information, visit the company's
website on www.experiangroup.com
About Business Strategies
Experian's Business Strategies Division provides
an understanding of consumers, markets and
economies in the UK and around the world,
past, present and future. Our focus is
consumer profiling and market segmentation,
retail property analysis, economic forecasting
and public policy research, supporting
businesses, policy makers and investors in
making tactical and strategic decisions.
As part of the Experian group, it has access to
a wealth of research data and innovative
software solutions. The division's economic
research team is devoted to analysing national,
regional and local economies for a range of
public and private sector clients. Its
statisticians, econometricians, sociologists,
geographers, market researchers and
economists carry out extensive research into
the underlying drivers of social, economic and
market change.
U p p e r E c h e l o n s
E x p a t s a n d t h e P r i v i l e g e d
M a t u r e d W e a l t h y
E l i t e P r o f e s s i o n a l s
R i s i n g S o p h i s t i c a t e s
W e l l - t o - d o
W e l l - o f f F a m i l i e s
Yo u n g E x e c u t i v e s
E m e r g i n g M i d d l e C l a s s
N e w M o r t g a g e e s
G o v e r n m e n t Q u a r t e r s
M i d d l e - c l a s s P l e a s u r e
M a t u r e H o m e O w n e r s
S u b u r b a n L o c a l s
O l d T o w n E m p t y - n e s t e r s
S e t t l e d W o r k e r s
C o m f y C o u n t r y s i d e
R u r a l H e r i t a g e
C o m p a c t C i t y L i f e
U r b a n P r a c t i c a l s
B a r g a i n S e e k e r s
C o m f y S u b s i d i s e d H o m e s
N e w C o u p l e s a n d K i d s
G r o w i n g F a m i l i e s
M a t u r e S t a b i l i t y
E x t e n d e d F a m i l y L i f e
G r a s s R o o t s L i v i n g
B l u e C o l l a r P a r e n t s
B a s i c L i f e P u r s u i t s
C o m m u n i t y C h a l l e n g e
N u c l e a r R e n t e r s
S t r i v i n g M u l t i - e a r n e r s
A g i n g G e n e r a t i o n s
G r e y P e r s p e c t i v e s
E l d e r s C o m m u n i t y
R e t i r e e F a m i l i e s
S u n s e t S i m p l i c i t y
C o m m u n a l H o m e s
C o m m u n a l H o m e s
2007 Experian LtdAll rights reserved
04/07 www.business-strategies.com.hk
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