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:
N49 Touch of Tradition
Segment/Group: Singles and Starters
(Young Singles starting out, and some starter families, in diverse urban communities. )
O50 Full Steam Ahead
O51 Digital Dependents
O52 Urban Ambition
O53 Colleges and Cafes
O54 String Single Scene
O55 Family Troopers
Segment/Group: Cultural Connections
(Diverse, mid- and low-income families in urban apartments and residences. )
P56 Mid Scale Medley
P57 Modest Metro Means
P58 Heritage Heights
P59 Expanding Horizons
P60 Striving Forward
P61 Humble Beginnings
Segment/Group: Golden Year Guardians
(Retirees living in settled residences and communities.)
Q62 Reaping Rewards
Q63 Footloose and Family Free
Q64 Town Elders
Q65 Senior Discounts
Segment/Group: Aspirational Fusion
(Low-income singles and single parents in urban locations striving to male a better life.)
R66 Dare to Dream
R67 Hope for Tomorrow
Segment/Group: Economic Challenges
(Economically challenged mix of singles, divorced and widowed individuals in smaller cities and urban areas looking to make ends meet. )
S68 Small Town Shallow Pockets
S69 Urban Survivors
S70 Tight Money
S71 Tough Times
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.
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.