Experian’s flagship consumer segmentation dataset – Mosaic – has had a major refresh as we head into 2022. Our household-level segmentation of the Australian consumer market has become more granular, has wider coverage and is more representative than ever before.
Mosaic defines, measures, describes and engages audiences through accurate segmentation, enabling you to have more strategic and sophisticated conversations with consumers. It provides data insights covering household demographics, financial attributes, lifestyles, attitudes, values, spend behaviour and channel engagement – an unrivalled resource for detailed customer segmentation.
The defining features of the Mosaic refresh
Physically the classification of Groups and Types has remained the same. Mosaic users will therefore see continuity in terms of how things are classified. There is also no new terminology, again, to assist current users with making the most of the more insightful data assets – the platform functions in the same way as before.
All data outside of Census has been updated, which was a significant undertaking and now ensures the very latest trends and behavioural analysis has been included. We’ve seen some really interesting impacts trending in the data, primarily caused by the pandemic. For example, many city dwellers have moved or are thinking of moving out into regional areas for more space and peace of mind.
We’ve included an additional 1.37 million households – making it the most comprehensive Australian consumer classification ever undertaken. Our ConsumerView models have also been re-calculated, ensuring access to new insights to help users target and engage prospects like never before.
We’ve made major enhancements to the 11 core data models that power Mosaic to provide the best inputs possible. This in turn has improved things like age group classification, immeasurably. Improved granularity, recency and accuracy of our property data, which includes things like property size and bedroom numbers, is helping our clients make better strategic and communication decisions.
Finally, we have invested heavily in development and analytical talent here in Australia which ensures localised and continuous platform improvement. -We’re committed to local product improvement and speed to market, ensuring you have expedited access to updated segmentation information.
Early insights from what’s changed
As mentioned earlier we have included 1.37 million additional households in the latest Mosaic classification. This gives Mosaic a huge coverage of 99% of households in Australia.
Interestingly, we found that 30% of households have changed Mosaic Group. A significant proportion and something accelerated by the pandemic.
There are many influences on the Australian consumer that are changing the way we live. The proportion of home ownership has declined from ~79% in 2018 to ~72% in 2021. The age of the population and the proportion of Australians over 60 will continue to grow. Technological advancements ensure the way we consume media and marketing will continue to change. And shifts in migration, internally and overseas, will present unique challenges to urban communities.
More granular, more coverage, more up-to-date
If you are a regular user of Mosaic then from now on you will enjoy the benefits of the refresh, with more accurate segmentation.