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MOSAIC

MOSAIC is a geodemographic segmentation system developed by Experian and marketed in over twenty countries worldwide. Each of the nearly one-quarter million block groups were classified into sixty-two segments on the basis of a wide range of demographic characteristics. The basic premise of geodemographic segmentation is that people tend to gravitate towards communities with other people of similar backgrounds, interests, and means. MOSAIC is linked to the systems in other nations through the Global MOSAIC classification, which consists of fourteen market segments found in every modernized country.

MOSAIC is one of over twenty neighborhood classification systems built by Experian staff, whose international segmentation experiences stretches back over twenty years. Along with the international experience applied in this product, some of the most experienced geodemographers in North America were involved with the development of MOSAIC. During the product refinement process, MOSAIC was compared to other clustering systems in a variety of tests. The MOSAIC assignments are updated annually by incorporating updated AGS demographics into the segmentation model, ensuring that the assignment is as accurate as possible given shifts in local area demographics.

The variables used in the creation of the MOSAIC typology include:

• race and ethnic origin
• age
• family status
• non-family household types, including college dormitories and military quarters
• travel to work
• education
• employment by industry and occupation
• income
• forms of income
• housing tenure
• housing type
• vehicle ownership
• household size
• age of dwelling and tenure

The resulting segmentation system consists of sixty-two segments which are presented as twelve separate groups:

• A Affluent Suburbia
• B Upscale City Singles
• C Second City Leaders
• D Blue Collar Winners
• E Fortunate Retirees
• F Metro Market Fringes
• G Remote Working Towns
• H Lower Income Seniors
• I Rural Towns & Farms
• J Other City Centers
• K Major Market Cores
• L Anomalous Lifestyles

The consumer behavior database consists of nearly one thousand indexes of product consumption, lifestyle preferences, product ownership, and attitudes. Based on Simmons Market Research Bureau (SMRB) surveys, it offers insight into the consumption patterns and preferences of consumers. The following general categories of information are provided:

Automobile ownership and recent purchase behavior
Credit Cards
Banking and Investments
Insurance
Beverage (alcoholic and non-alcoholic) purchase and consumption Food purchase and consumption
Household product ownership and household service usage
Entertainment
Leisure and Hobbies
Participant Sports
Sports Fans
Recreational Equipment ownership
Organizations and Civic Activity
Musical Tastes and Purchases
Books
Shopping (stores and store types patronized)
Miscellaneous Lifestyle
Travel (domestic and international, frequency, purpose, and destinations)
Magazine and Newspaper readership
Radio listening
Television viewing
Media Intensity measures
Computers and related equipment ownership and usage
Telephone usage
Political Views
Attitudes

Methodology and Data Sources

MOSAIC was originally constructed using the 1990 Census, and is now updated on an annual basis using AGS demographic updates. In addition to the block group level segmentation, MOSAIC is available at the ZIP+4 level because of the analysis of Experian's household level records in conjunction with the block group assignments. The AGS estimates and projections are based in part on the same Experian household records, which provides a very accurate current demographic snapshot.

The Consumer Behavior database is derived from an analysis of the SMRB surveys using MOSAIC. Each record in the SMRB survey is coded to a MOSAIC segment. The summarized profiles by MOSAIC segment are then used to derive indexes and penetrations that are applied to the block group level. The basic assumption is that people in demographically similar neighborhoods will tend to have similar consumption, ownership, and lifestyle preferences.

The Mosaic system is documented more fully in separate handbook, methodology, and literature available from the AGS web site.

Note: Resellers must have a separate distribution agreement with Experian in order to be licensed to resell these databases.