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Communication Studies - Dr. Yang: Mosaic Clusters: consumer segmentation

A library orientation guide.

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.)
A01 American Royalty
A02 Platinum Prosperity
A03 Kids and Cabernet
A04 Picture Perfect Families
A05 Couples with Clout
A06 Jet Set Urbanites
Segment/Group: Flourishing Families
(Affluent, middle-aged families and couples earning prosperous incomes and living very comfortable, active lifestyles)
B07 Generation Soup
B08 Babies and Bliss
B09 Family Fun-tastic
B10 Cosmopolitan Achievers
Segment/Group: Booming with Confidence
(Prosperous, established couples in their peak earning years living in suburban homes)
C11 Aging of Aquarius
C12 Golf Carts and Gourmets
C13 Silver Sophisticated
C14 Boomers and Boomerangs
Segment/Group: Suburban Style
(Middle-aged, ethnically-mixed suburban families and couples earning upscale incomes.)
D15 Sports Utlity Families
D16 Settled in Suburbia
D17 Cul de Sac Diversity
D18 Suburban Attainment
Segment/Group: Thriving Boomers
(Upper-middle-class baby boomer-age couples living comfortable lifestyles settled in town and exuberant homes.)
E19 Full Pockets, Empty Nest
E20 No Place Like Home
E21 Unspoiled Splendor
Segment/Group: Promising Families
(Young couples with children in starter homes living child-centered lifestyles)
F22 Fast Track Couples
F23 Families Matter Most
Segment/Group: Young, City Solos
(Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas.)
G24 Status Seeking Singles
G25 Urban Edge
Segment/Group: Middle-classMelting Pot
(Mid-scale, middle-aged and established couples living in suburban and fringe homes.)
H26 Progressive Potpourri
H27 Birkenstocks and Beemers
H28 Everyday Moderates
H29 Destination Recreation
Segment/Group: Family Union
(Mid-scale, middle-aged families living in homes supported by solid blue-collar occupations.)
I30 Stockcars and State Parks
I31 Blue Collar Comfort
I32 Steadfast Conventionalists
I33 Balance Harmony
Segment/Group: Autumn Years
(Established and mature couples living gratified lifestyles in older homes.)
J34 Aging in Place
J35 Rural Escape
J36 Settled and Sensible
Segment/Group: Significant Singles
(Middle-aged singles and some couples earning mid-scale incomes supporting active city styles of living)
K37 Wired For Success
K38 Gothem Blend
K39 Metro Fusion
K40 Bohemian Groove
Segment/Group: Blue Sky Boomers
(Lower- and middle-class baby boomer-aged households living in small towns.)
L41 Booming and Consuming
L42 Rooted Flower Power
L43 Homemade Happiness
Segment/Group: Families in Motion
(Younger, working-class families earning moderate incomes in smaller residential communities)
M44 Red White and Bluegrass
M45 Diapers and Debit Cards
Segment/Group: Pastoral Pride
(Mix of lower middle-class unattached individuals and couples who have settled in country and small town area.)
N46 True Grit Americans
N47 Countrified Pragmatics
N48 Rural Southern Bliss

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

Source: Experian

Read more about each segment online in our DemographicsNow database.

Open the UTEP Library web page:  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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