Each variable was selected for its discrimination

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Unformatted text preview: density • Rurality • Urbanization Behaviors and interests • Mail responsiveness Data sources In the development of Mosaic USA, Experian analysts considered more than 600 variables to create the Mosaic USA classifications. Each variable was selected for its discrimination, accuracy and ability to describe the U.S. population and simultaneously identify similar consumer behaviors, expenditures and attitudes. From the analysis, more than 300 variables were selected, including more than 70 household characteristics from Experian’s INSOURCE Database. These account for 80 percent of the weighting factor. • Mail-order buyer Demographic The classification is identical regardless of whether it is used at a household or neighborhood level. This ensures continuity and makes the classification easy to implement. • Age • Ethnicity • Children/parenting products • Credit cards • Charitable contributions • Internet/Computer/Technology • Survey data Geographical resolution Mosaic USA classifies consumers by household and neighborhood. This allows you to optimize the use of the segmentation depending on the application. Page 3 Affluent Suburbia America’s Wealthiest Dream Weavers White-collar Suburbia Upscale Suburbanites Enter prising Couples Small-town Success New Suburbia Families Upscale America Status-concious Consumers Affluent Urban Professionals Urban Consumer Families Solid Suburban Life Second-generation Success Successful Suburbia Small-town Contentment Second City Homebodies Prime Middle America Suburban Optimists Family Convenience Mid-market Enterprise Complementary data A key benefit of Mosaic USA is the ability to link to syndicated survey data, which provides a wealth of consumer behavior, media preferences, attitudes and opinions about each Mosaic USA type and group. Mosaic USA has been integrated with Experian Research Services’ National Consumer Survey, Mediamark Research Inc., and other consumer data and survey providers to generate a rich profile of consumers. Mosaic USA can be linked to any customer or syndicated survey. Group A: Affluent Suburbia Percentage of households: 11.19 Group E: American Diversity Percentage of households: 9.72 Mosaic USA Groups and Types Mosaic USA classifies households in the United States by allocating them to one of 60 types and 12 groups. Type Type description % households Type Type description A01 America’s Wealthiest 1.14 Blue-collar Backbone Nuevo Hispanic Families Working Rual Communities Lower-income Essentials Small-city Endeavors E01 Ethnic Urban Mix 1.89 A02 Dream Weavers 1.74 E02 Urban Blues 1.74 A03 White-collar Suburbia 1.43 E03 Professional Urbanites 2.09 A04 Upscale Suburbanites 0.84 E04 Suburban Advantage 1.15 A05 Enterprising Couples 0.84 E05 American Great Outdoors 1.37 America Diversity Ethnic Urban Mix Urban Blues Professional Urbanites Suburban Advantage American Great Outdoors Mature America A06 Small-town Success 2.38 E06 Mature America 1.48 A07 New Suburbia Families 2.82 Metro Fringe Steadfast Conservatives Moderate Conventionalists Sourthern Blues Urban Grit Grass-roots Living Remote America Hardy Rural Families Rural Southern Living Coal and Crops Native Americana Aspiring Contemporatires Young Cosmopolitans Minority Metro Communities Stable Careers Aspiring Hispania Rural Villages and Farms Industrious Country Living America’s Farmlands Comty Country Living Small-town Connections Hinterland Families Struggling Societies Rugged Rural Style Latino Nuevo Struggling City Centers College Town Communities Metro Beginnings Urban Essence Unattached Multi-cultures Academic Influences African-American Neighborhoods Urban Diversity New Generation Activities Getting By Varying Lifestyles Military Family Life Major University Towns Gray Perspectives Page 4 % households Group F: Metro Fringe Percentage of households: 10.6...
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This note was uploaded on 02/07/2014 for the course MIS 304 taught by Professor Mejias during the Spring '07 term at Arizona.

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