Geodemographic Neighbourhood Classication

You only get the complete picture with Mosaic.

About Mosaic 2008

Welcome to the next generation of segmentation in Australia!
For those of you who have had some exposure to Mosaic, you will know that this is not simply a segmentation tool. 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, but it will remain a key differentiator in contestable markets for the foreseeable future. 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 ve years. Mosaic 2008 has been completely rebuilt featuring new dimensions to segmentation that have not been previously available in an integrated format. We have made a number of innovative changes to Mosaic 2008 to ensure continued improvement: Deeper range of data across public, 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, depth and scope of visualisation ensures that it is readily understood across every level of your organisation Over the past twenty years, we have established our expertise both locally and internationally in this specialist eld. Throughout this time, 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 rst step in the journey for future understanding of consumers, including where and how they live.

Building Mosaic 2008

Mosaic 2008 has been developed inline with the release of the 2006 Census data. However Pacic 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 the input variables go through a selection process where they are tested for discrimination, robustness and their correlation to other variables. Once the nal 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 classication, and its ability to discriminate. The nal solution used 238 variables in the build process however Pacic Micromarketing have used over 1,000 variables in the development of the descriptions and the selections of housing, people and lifestyle images for each of the 47 Types and 11 Groups.

Mosaic Australia Data Sources

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Geographical Resolution
Mosaic classies consumers at a household, Micro Segment and Census Collection Districts. This allows you to optimise your use of the segmentation depending on the application. The classication is identical regardless of the level of geograpghy. This ensures continuity and makes the classication easy to implement.

Complementary Data
Mosaic Elements this is the third tier below Mosaic Groups and Types. This set of 198 sub-types were created using the same input data as Mosaic. Mosaic Elements enable you to compile your own segmentation solution for specic target audiences whilst retaining the link with Mosaic Groups and Types. 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 variables are Family Composition; Prosperity; Dependants; Cultural Diversity; Housing Ownership; Multi-Dwellings. All Factors are available by Micro Segment for appending to customer les.

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Mosaic Australia Groups and Types

Mosaic classies households in Australia by allocating them to one of 47 Types and 11 Groups.
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 Afuence Conscious Consumers Professional Knowledge Young Ambition Bright Futures Graduating Upwards Rising Wealth Pushing the Boundaries Hard hats, Steel Caps Cul-de-Sac Kids New Lives, 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, Same Old Fractured Families Country Town Elders Beachside Benet Good innings

Tagline
The most afuent families in the most desirable locations High-spending, established families in the wealthiest suburbs Well educated, 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 ats and terraces Young high-earning socialites in high-rise apartments, often close to water Educated and afuent 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, lower cost suburbs Students and early careerists building their futures and enjoying city life White and blue-collar residents often in culturally diverse, high-density rented areas Campus and CBD-dwelling students, often from Asia, with low incomes Anglo-Australian blue-collar families in provincial settlements Emptying nests, 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 afliated 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, 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, low-consuming families on large farms remote from services Low income, low-spending households in major regional and outer metro Cash-strapped younger singles living in ats and units, 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, non-metro homes, 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
8.4% 0.9% 1.7% 1.3% 1.9% 2.5% 6.2% 2.3% 2.0% 1.9% 5.9% 2.0% 1.9% 2.0% 5.8% 0.6% 2.2% 1.6% 1.3% 13.8% 2.7% 4.2% 3.0% 3.9% 10.9% 3.1% 1.9% 1.5% 1.6% 1.7% 1.0% 4.8% 2.5% 1.6% 0.7% 10.5% 3.1% 3.6% 2.8% 0.9% 9.7% 4.2% 1.7% 2.4% 0.9% 0.6% 11.1% 2.0% 2.9% 2.3% 1.9% 2.0% 13.0% 4.2% 1.8% 2.7% 2.6% 1.7%

The Mosaic Family Tree

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

Group A Privileged Prosperity

Group B Academic Achievers

Group C Young Ambition

The most afuent families Wealthy areas of in the most desirable educated professional locations households
8.4% of Australian Households
Privileged Prosperity represents the wealthiest households in Australia. Preschool children and over 65s are under-represented, but the proportion of secondary age students is the highest of all Groups. These people are from a variety of cultural backgrounds notably the British Isles and Asia, but also from Greece and Italy. They live in the choicest locations of the metropolitan and regional areas of Australia and clearly outrank all others in the housing market. Over 85 percent of these two and sometimes three storey houses are owned or being purchased, leaving little room for renters. These people are well educated professional or managerial couples raising mature families, often with dual incomes. With six-gure incomes common, discretionary spend on health insurance, school fees and childcare is no problem. Holidays, ne wines, clothing, pharmaceuticals, telephones and vehicle purchase are all managed within their high spending budget. Privileged Prosperity actively participates in sport, but they also nd time for eating out and enjoying cultural events. Reading novels and non-ction and the national papers is common, and technology is frequently used to manage their time particularly the internet and mobile phones. The internet is also widely used for obtaining information on business, nance and sport.

6.2% of Australian Households

Academic Achievers is composed of predominantly middle-aged, professional families with preschool and universityaged children. Successful, well educated and health conscious, they live in mainly separate houses in desirable family suburbs, often near to expensive neighbourhoods in the inner metropolitan areas. Proximity to the CBD and access to universities, transport and shopping guarantees high property prices, with sales regularly exceeding $1m. Car ownership is average in these highdensity suburbs, and the image and style of luxury marques and sports cars ensures they are over-represented. With household incomes often exceeding $130,000 and additional earnings from investments and shares, Academic Achievers is one of the wealthiest Mosaic Groups. Spend on childcare services and infant clothing is the highest of all. Other expenses such as health insurance and education fees are signicant, although ample disposable income remains for meals in restaurants, Australian and overseas holidays and clothes shopping. People in Academic Achievers enjoy many cultural and sporting events. Dinner parties and meals out with family and friends are also favourites. Regular family visits to the cinema or the zoo are common. The internet and newspapers are popular media for these consumers, and their heavy use minimises their reliance on television and radio.

Educated and highearning young singles and sharers in the inner suburbs
5.9% of Australian Households
Young Ambition comprises singles, couples and sharers, most commonly aged 20-34, living at their address for less than two years. Young Ambition is culturally diverse, highly qualied, and has the highest proportion of the professionally employed, with a large number of managers, particularly in the nance and technical industries. This Group lives in high and low-rise, multi-dwelling units in prime locations. Well appointed properties command prices that are notably above average, although almost half of residents rent privately from investors. Household density is high and easy access to public transport means that cars are less common, although exotic, sports and luxury models are over-represented. This high earning Group has signicant spend on technology and gadgets, with mobile phones, MP3 players, games consoles and computers high priorities. They enjoy eating out in restaurants, as well as takeaways, wine, beer and Australian and overseas holidays. People in Young Ambition enjoy their free time and take full advantage of the entertainment and culture on offer. They place a high emphasis on keeping t and are often seen running, cycling, exercising at the gym and playing sport. These early adopters of technology are likely to research and purchase goods, including nancial products, over the internet.

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

5.8% of Australian Households
Although diverse, Pushing the Boundaries primarily contains households with young families. Parents aged 25-44 and children aged 0-4 are well represented. Overall, this Group has low cultural diversity, but this masks some variation at Type level, where 48 percent of one Type has strong links to overseas cultures. Workers in this Group are largely engaged in blue-collar professions, or in clerical and administration roles. The main industries include infrastructure, manufacturing and mining. Pushing the Boundaries often live in separate housing on recently developed estates in a mix of fringe metropolitan and very remote locations. Vehicles are a necessity for them, with most households owning more than one car and over half having broadband. These are high-earning households, with manageable costs. Despite above average, high disposable incomes, they are unlikely to receive additional income from shares or savings interest. Any spare money is mostly spent on families, or holidays at the beach. Activities in Pushing the Boundaries households are likely to focus on their children, such as renting a movie, playing a games console, board games and theme parks. Pay TV is popular and the internet is often used to buy goods online.

Mixed family forms with stretched budgets in outer suburbs

13.8% of Australian Households
Family Challenge is one of the major family Groups. Nearly a third of residents are children from preschool through to high school age. These neighbourhoods contain a high proportion of those born in Australia and the British Isles. Employment is in the construction and manufacturing industries, with the highest representation of machinery operators and tradespeople. Household incomes in Family Challenge are average or below, but a second income helps lift earnings for many. In the single income households, the family budget is stretched and the risk of credit default is the highest of all Groups. Time-saving frozen meals are common at the dinner table and family clothing, education, and household appliances account for a large proportion of the take-home pay. Spare cash is often used to purchase tobacco and spirits. Social activity is likely to involve visiting their local pub or club to enjoy a drink and play the pokies. Lotteries and scratchies are also popular. Discount offers, interest-free deals and lay-by are attractive options for purchasing goods that this Group could otherwise not afford. The internet and television are the major forms of entertainment and Family Challenge letterboxes are always full of catalogues promoting the best local offers.

Medium to high density areas with much cultural diversity

10.9% of Australian Households
Metro Multiculture represents the greatest cultural and linguistic diversity in Australia and comprises the highest concentration of Catholic, Buddhist and Islamic communities. These often extended families are building their wealth and family lives from a stable home base, however unemployment is above average. Those employed often work in the manufacturing and infrastructure industries, as well as in clerical and administrative roles. These high-density neighbourhoods are located away from the beach, but within metropolitan areas close to most shopping needs. These neighbourhoods of mainly separate houses are well serviced by suburban railways and are within easy reach of major health and education facilities. Outright home ownership is high ranking third of all Groups. With above average rents and repayments, housing stress and credit risk are high for those not owning their homes, but the Group as a whole scores below average on both measures. It ranks highest on gambling spend, and relatively high on eating out, mobile phones, childcare, AV equipment, and non government school fees. This Group ranks as the highest consumer of local and community newspapers, and second highest on metropolitan newspapers. Magazine readership by females is high, and SBS programs are marginally preferred over commercial and pay TV.

Group G Learners & Earners

Group H Provincial Optimism

Group I Farming Stock

Students and professionals living in high density, lower cost suburbs

4.8% of Australian Households
Learners & Earners represents a very culturally diverse mix of young professionals and students living in high and medium-rise apartments. One in ve has arrived in recent years and as a rule, they are aged 20-34, have never been married and are unlikely to have children. Hindus, Buddhists and Muslims are more common in these areas than in the rest of Australia. Over a third of all students are attending university or TAFE with this Group ranking highest of all on both. 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. Learners & Earners people regularly read the national newspapers or news sites. Technology is important to them, as they like to keep up to date with the latest gadgets. This Group has a social conscience, with many having strong charitable interests. There is a strong tendency to purchase organic food and to live a vegetarian lifestyle. Learners & Earners lead a full social life and are often seen out with friends, going to pubs or clubs, concerts, restaurants and for cultural nights out at the ballet or opera.

Anglo-Australian blue-collar families in provincial settlements

10.5% of Australian Households
Provincial Optimism has an above average amount of residents born in Australia, a strong Protestant bias, and a signicant proportion of school-age children. The percentage of people born overseas is close to the lowest of all Groups. There is a wide variation in age proles and family compositions between Types in this Group. Skills and qualications are generally low in Provincial Optimism and occupations tend to be labouring, technical, or administrative in nature. Of all Groups, this is the most remote from major retail and service facilities, but the degree of remoteness varies between the four Types. These communities are prevalent in outer metropolitan and provincial towns and cities. They include Australias most remote areas and islands. Incomes are below average, but low housing costs leave this Group, as a whole, with a high disposable income and relatively little evidence of housing stress or credit risk. Spend priorities include household appliances, furnishings, pets and alcohol. Popular activities in Provincial Optimism include working on the car or in the garden, day trips, making purchases from home, buying scratchies or Lotto tickets, and visiting pubs and clubs.

Rural landowners and workers in agricultural heartlands

9.7% of Australian Households
Farming Stock is characterised by established Anglo-Australian families with parents aged 45-65, and children at primary and secondary school. This Group is the most likely to have people working at home, as many work on their farms. Others are primarily employed as labourers in agriculture. These neighbourhoods are in regional and remote locations on the largest properties in Australia. Households are almost exclusively detached houses, for which prices are low in comparison with all other Groups. Farming Stock has the highest number of vehicles of any Group. Many of these vehicles are the practical choices of commercial, family and 4WD models. Incomes are well below average, but with some of the lowest rents and housing payments, disposable incomes can appear very high. Most free cash is ploughed back into the farm. 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. These people hold conservative views and value a traditional way of life. Increasingly frustrated by environmentalist views and alternative lifestyles, life outside these farming communities is viewed with scepticism. Gardening, shing and hobbies are preferred methods of relaxation.

Group J Suburban Subsistence

Group K Community Disconnect

Low income, lowspending households in major regional and outer metro areas
11.1% of Australian Households
Suburban Subsistence generally has smaller than average household sizes and a below average proportion of married people. They are predominantly single adults through separation, divorce, or widowhood, and single parenting is common in most Types. Retirees are overrepresented, having the second oldest age prole with a proportion of these residents requiring physical assistance with personal management and mobility. Cultural diversity is low in Suburban Subsistence areas. They live in outer metropolitan and major regional suburbs, often close to the coast, while enjoying reasonable access to local facilities, especially aged care. Property prices tend to be low, although people are more likely to rent, with this Group ranking second highest on state rentals and third highest on private rentals. Over a third of people live in developments containing more than 10 dwellings. Low household incomes are common in Suburban Subsistence. Rental prices are low, but many households still incur housing stress. Money is tight, so luxuries such as takeaways or eating out are rare, but tobacco products are popular. Younger residents in this Group are more condent with technology and more social in their outlook. Older residents are more sceptical and rely more on TV than the internet.

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. Low skills and qualications mean this Group has the highest proportion of unemployed people and labourers. Employment is found in the leisure, manufacturing, construction, and primary industry sectors. These households are found in highly localised pockets across urban and small town Australia. As a Group, they are remote from major facilities and state rentals are high. They also have the second lowest proportion of houses subject to housing loans. At the lowest end of the market, house prices provide a value-based option to those who are able to purchase. Rent and housing loan repayments in Community Disconnect are the lowest of all Groups, but low incomes still result in considerable hardship or restraint. These communities are not considered a good credit risk and spending is limited to essentials, with the exception of tobacco, gambling, and alcohol products. Spend across other consumer goods and services is generally the lowest of all the Groups. These people are large consumers of unaddressed mail, as they seek out the best available offers. They identify strongly with all things Australian and their use of websites is among the lowest in Australia.