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COMM 4335 - Dore: Mosaic Clusters: consumer segmentation

Advertising Campaigns

Mosaic Clusters: Consumer Segmentation

Mosaic is a consumer segmentation that describes American Consumers.

It is a household-based segmentation system that classifies all U.S. households and neighborhoods in 71 Unique Mosaic types and 12 groupings that share similar demographic and socioeconomic characteristics:

Segment/Group: Power Elite
(The wealthiest households in the US, living in the most exclusive neighborhoods, and enjoying all that life has to offer.)
 
Segment/Group: Flourishing Families
(Affluent, middle-aged families and couples earning prosperous incomes and living very comfortable, active lifestyles)
 
Segment/Group: Booming with Confidence
(Prosperous, established couples in their peak earning years living in suburban homes)
 
Segment/Group: Suburban Style
(Middle-aged, ethnically-mixed suburban families and couples earning upscale incomes.)
 
Segment/Group: Thriving Boomers
(Upper-middle-class baby boomer-age couples living comfortable lifestyles settled in town and exuberant homes.)
 
Segment/Group: Promising Families
(Young couples with children in starter homes living child-centered lifestyles)
 
Segment/Group: Young, City Solos
(Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas.)

 

Segment/Group: Middle-classMelting Pot

(Mid-scale, middle-aged and established couples living in suburban and fringe homes.)
 
Segment/Group: Family Union
(Mid-scale, middle-aged families living in homes supported by solid blue-collar occupations.)
 
Segment/Group: Autumn Years
(Established and mature couples living gratified lifestyles in older homes.)
 
Segment/Group: Significant Singles
(Middle-aged singles and some couples earning mid-scale incomes supporting active city styles of living)
 
Segment/Group: Blue Sky Boomers
(Lower- and middle-class baby boomer-aged households living in small towns.)
 
Segment/Group: Families in Motion
(Younger, working-class families earning moderate incomes in smaller residential communities)
 
Segment/Group: Pastoral Pride
(Mix of lower middle-class unattached individuals and couples who have settled in country and small town area.)
 

Segment/Group: Singles and Starters

(Young Singles starting out, and some starter families, in diverse urban communities. )
 

Segment/Group: Cultural Connections

(Diverse, mid- and low-income families in urban apartments and residences. )
 

Segment/Group: Golden Year Guardians

(Retirees living in settled residences and communities.)
 

Segment/Group: Aspirational Fusion

(Low-income singles and single parents in urban locations striving to male a better life.)
 

Segment/Group: Economic Challenges

(Economically challenged mix of singles, divorced and widowed individuals in smaller cities and urban areas looking to make ends meet. )
 

Source: Experian

Read more about each segment online in our DemographicsNow database.

Open the UTEP Library web page:  www.utep.edu.library.  Click on the Articles and Databases tab. 

Using letter D, find DemographicsNow.  Then, click on the name.

Click on either name once more to enter the database.

From the database, select the 3 lines at the far right (expand the menu).

This expands it to reveal Help.  Select Help to open the descriptions and more information on Mosaic segments.

Mosaic Data and Mosaic Reports Search

Example: Let's say that you are looking for Mosaic Segmentations for a specific geographic region. For example, El Paso, Texas.

1. In the DemographicsNow homepage, select Start Now from the Looking for Demographics? section.

 

This gives you a snapshot of the entire US population (for the previous year).

2. Type in the geographic area you are searching.

 

A dropdown list provides more specific geographic location selections:

 

Once you have pulled up the demographic data for the region you are searching, you can break down results by selecting Mosaic Household Comparisons, or Mosaic Population Comparisons from the Comparison dropdown box in the Report Type section.

 

 

These reports give you the number of households or population count for each MOSAIC cluster, as well the population percentage number.

 

 

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