E-Handbook
JIH LG KFEDCBA
21
Well Educated MetropolitansGroup A
4.06%
Charlotte, Jacob
Overview
1Overview
Well educated
Tenant-owned ...
JIH LG KFEDCBA
21
Well Educated MetropolitansGroup A
4.06%
Charlotte, Jacob
2
Who We Are
How We Make a Living
Where we liv...
43
Metropolitan SinglesGroup B
4.73%
JIH LG KFEDCBA
Gabriella, Victor
1
Well educated
Average sized rented flats
in large ...
43
Metropolitan SinglesGroup B
4.73%
JIH LG KFEDCBA
Gabriella, Victor
2
Who We Are
How We Make a Living
Where we live
Cons...
7 865
Young Singles in ApartmentsGroup C
7.94%
JIH LG KFEDCBA
Emma, Linus
1
Well educated/students
Smaller rented flats in...
7 865
Young Singles in ApartmentsGroup C
7.94%
JIH LG KFEDCBA
Emma, Linus
2
Who We Are
How We Make a Living
Where we live
...
11 12 13109
Seniors in ApartmentsGroup D
13.57%
JIH LG KFEDCBA
Greta, Ernst
1
Low level of education
Singles/widows/widowe...
11 12 13109
Seniors in ApartmentsGroup D
13.57%
JIH LG KFEDCBA
Greta, Ernst
2
Who We Are
How We Make a Living
Where we liv...
16 171514
Small Town ApartmentsGroup E
11.90%
JIH LG KFEDCBA
Angelica, Robin
1
Limited training
Larger rented flats in
sma...
16 171514
Small Town ApartmentsGroup E
11.90%
JIH LG KFEDCBA
Angelica, Robin
2
Who We Are
How We Make a Living
Where we li...
201918
Cultural MixGroup F
5.04%
JIH LG KFEDCBA
Patricia, Luis
1
Poorly educated
Larger rented flats in
metropolitan subur...
201918
Cultural MixGroup F
5.04%
JIH LG KFEDCBA
Patricia, Luis
2
Who We Are
How We Make a Living
Where we live
Consumption...
23 242221
Affluent Home OwnersGroup G
5.66%
JIH LG KFEDCBA
Catarina, Dag
1
Well educated
Detached houses close to
large ci...
23 242221
Affluent Home OwnersGroup G
5.66%
JIH LG KFEDCBA
Catarina, Dag
2
Who We Are
How We Make a Living
Where we live
C...
272625
Suburban HomesGroup H
6.34%
JIH LG KFEDCBA
Lisbeth, Claes-Göran
1
Well educated
Villas in suburbs close
to large ci...
272625
Suburban HomesGroup H
6.34%
JIH LG KFEDCBA
Lisbeth, Claes-Göran
2
Who We Are
How We Make a Living
Where we live
Con...
CommutersGroup I
11.48%
30 312928
JIH LG KFEDCBA
Liselott, Thommy
1
Modest education
Villa suburbs, commuting
distance to ...
CommutersGroup I
11.48%
30 312928
JIH LG KFEDCBA
Liselott, Thommy
2
Who We Are
How We Make a Living
Where we live
Consumpt...
343332
Small Town VillasGroup J
8.73%
JIH LG KFEDCBA
Carola, Kenth
1
Low level of education
Villas in small towns
and vill...
343332
Small Town VillasGroup J
8.73%
JIH LG KFEDCBA
Carola, Kenth
2
Who We Are
How We Make a Living
Where we live
Consump...
373635
Industrial WorkersGroup K
7.98%
JIH LG KFEDCBA
Asta, Holger
1
Poor education
Small villas in industrial
towns
Marri...
373635
Industrial WorkersGroup K
7.98%
JIH LG KFEDCBA
Asta, Holger
2
Who We Are
How We Make a Living
Where we live
Consump...
40 41 423938
RuralGroup L
12.57%
JIH LG KFEDCBA
Majvor, Sven-Olov
1
Low education
Farms in rural areas
Married couples wit...
40 41 423938
RuralGroup L
12.57%
JIH LG KFEDCBA
Majvor, Sven-Olov
2
Who We Are
How We Make a Living
Where we live
Consumpt...
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Geographical Information Mapping Services

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Transcript of "Geographical Information Mapping Services"

  1. 1. E-Handbook
  2. 2. JIH LG KFEDCBA 21 Well Educated MetropolitansGroup A 4.06% Charlotte, Jacob Overview 1Overview Well educated Tenant-owned flats in large cities Singles or unmarried couples Individualistic, prone to change Young Interested in society politics and culture Wealthy, high income and large mortgages Key Features 5 municipalities where this Mosaic group is common Stockholm Stockholm Solna Lidingö Göteborg Sundbyberg
  3. 3. JIH LG KFEDCBA 21 Well Educated MetropolitansGroup A 4.06% Charlotte, Jacob 2 Who We Are How We Make a Living Where we live kr Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Party Outlook Right/Left Wing Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 25-35 (29.1%) Unmarried (51.3%) Singles without children (71.2%) Post-secondary education (55.8%) Employed (67.3%) Financial & business activities (30.1%) 300+ (35.3%) 400+ (17.2%) Has assets (7.3%) Small loan (18,146 kr) Apartment, tenant-ownership (98.2%; 53.1%) Less than 45 sqm (19.9%) Before 1931 (50.6%) N/A Stockholm Restaurant Watches and accessories Wine International politics (22.7%) Art (21.0%) Sailing (14.3%) Culture (12.5%) Economy/business/stocks (18.4%) Morning paper (80.0%) Economy (39.9%) Society report (50.5%) Debates (38.6%) M/Fp (27.0%; 23.9%) Right wing voters (59.2%) Positive (54.6%) Positive (17.6%) Positive (34.7%) Positive (32.7%) No (32.4%) This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  4. 4. 43 Metropolitan SinglesGroup B 4.73% JIH LG KFEDCBA Gabriella, Victor 1 Well educated Average sized rented flats in large cities Singles or unmarried couples Individualistic, prone to change Young Interested in culture and sports High incomes Sundbyberg Solna Stockholm Göteborg Malmö Göteborg Overview Overview Key Features 5 municipalities where this Mosaic group is common
  5. 5. 43 Metropolitan SinglesGroup B 4.73% JIH LG KFEDCBA Gabriella, Victor 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 25-35 (30.6%) Unmarried (54.8%) Singles without children (72.8%) Post-secondary education (43.2%) Employed (67.2%) Financial & business activities (21.9%) 300+ (21.9%) 200-259 (17.4%) Has no assets (97.8%) Small/no loan (6,563 kr) Apartment, rental tenancy (96.4%; 52.6%) 46-65 sqm (29.0%) 1931-1950 (42.1%) N/A Big city/suburb of big city Restaurant Watches and accessories Pleasures Scuba diving (6.4%) Sailing (12.0%) Extreme sports (7.9%) Culture (6.3%) Beauty and fashion (14.6%) Evening paper (28.3%) Talk show (foreign) (19.1%) Music video (22.8%) Comedy (foreign) (49.1%) Fp/Mp (19.1%; 7.2%) Right wing voters (47.2%) Positive (42.9%) Positive (16.7%) Positive (29.8%) Positive (28.2%) No (32.3%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  6. 6. 7 865 Young Singles in ApartmentsGroup C 7.94% JIH LG KFEDCBA Emma, Linus 1 Well educated/students Smaller rented flats in university cities Singles or unmarried couples Collectivist, prone to change Very young Interested in culture and entertainment Very low incomes Lund Umeå Uppsala Linköping Karlstad Uppsala Overview Overview Key Features 5 municipalities where this Mosaic group is common
  7. 7. 7 865 Young Singles in ApartmentsGroup C 7.94% JIH LG KFEDCBA Emma, Linus 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 16-35 (53.8%) Unmarried (62.0%) Singles without children (79.8%) Post-secondary education (46.2%) Student (26.3%) Education & research (14.4%) 0-99 (34.9%) 0-99 (25.7%) Has no assets (98.5%) Small/no loan (3,627 kr) Apartment, rental tenancy (94.8%; 65.9%) Less than 45 sqm (21.2%) 1931-1950 (29.7%) N/A University city/medium large city Pleasures Books Beer Scuba diving (6.0%) Street fashion (5.9%) Further education (22.8%) Culture (6.3%) Music/film/photography (9.6%) Science (9.9%) Music video (26.0%) Talk show (foreign) (19.3%) Comedy (foreign) (50.8%) Mp/V (7.2%; 10.6%) Left wing voters (54.6%) Positive (37.5%) Positive (18.6%) Positive (31.2%) Negative (14.4%) No (34.7%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  8. 8. 11 12 13109 Seniors in ApartmentsGroup D 13.57% JIH LG KFEDCBA Greta, Ernst 1 Low level of education Singles/widows/widowers Flats Pensioners Free time Individualistic, with traditional values Low income Helsingborg Nyköping Härnösand Malmö Västerås Helsingborg Overview Overview Key Features 5 municipalities where this Mosaic group is common
  9. 9. 11 12 13109 Seniors in ApartmentsGroup D 13.57% JIH LG KFEDCBA Greta, Ernst 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 65+ (41.1%) Widow/widower (17.3%) Single without children (72.2%) Compulsory school (27.6%) Retired (30.7%) Trade, transport & communication (19.8%) 100-149 (19.1%) 100-159 (36.8%) Has no assets (97.8%) Small/no loan (3,657 kr) Apartment, tenant-ownership (91.5%; 47.3%) 46-65 sqm (26.2%) 1951-1970 (56.5%) N/A Medium large city Gambling, pool and lottery Tobacco products Healthy products Travel by bus (8.2%) Crosswords (23.4%) Health (25.6%) Family magazines (5.6%) Evening paper (28.9%) Health and well-being (9.6%) Café program (17.2%) Harness racing (12.5%) Collection galas (22.2%) S (44.6%) Left wing voters (57.9%) Negative (38.5%) Negative (23.6%) Negative (11.8%) Positive (26.2%) No (26.3%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  10. 10. 16 171514 Small Town ApartmentsGroup E 11.90% JIH LG KFEDCBA Angelica, Robin 1 Limited training Larger rented flats in small cities/towns Singles/single parents Young Spending time with children, watching TV Collectivist, prone to change Low to medium income Oxelösund Fagersta Köping Tranås Finspång Oxelösund Overview Overview Key Features 5 municipalities where this Mosaic group is common
  11. 11. 16 171514 Small Town ApartmentsGroup E 11.90% JIH LG KFEDCBA Angelica, Robin 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 16-35 (35.5%) Divorced (15.7%) Singles with children (13.0%) Vocational education (37.8%) Student (24.4%) Manufacturing, mining & quarrying (24.8%) 150-199 (20.1%) 100-159 (33.5%) Has no assets (99.1%) Small/no loan (4,748 kr) Apartment, rental tenancy (79.3%; 50.2%) 66-90 sqm (36.3%) 1981-1990 (15.8%) N/A Small towns Tobacco products DVD and video Computer- and TV games Astrology (6.1%) Play computer- and TV games (8.3%) Follow popular TV programs (15.8%) Magazines about parents and children (5.4%) Youth magazines (3.9%) Evening paper (31.5%) Talk show (foreign) (18.8%) Music video (22.1%) Soap opera (16.1%) S/V (47.1%; 9.3%) Left wing voters (60.7%) Negative (40.4%) Positive (15.3%) Positive (23.3%) Negative (16.4%) No (26.8%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  12. 12. 201918 Cultural MixGroup F 5.04% JIH LG KFEDCBA Patricia, Luis 1 Poorly educated Larger rented flats in metropolitan suburb Singles/single parents Collectivist, prone to change Young Interested in home-based entertainment Low incomes/no income Botkyrka Södertälje Malmö Stockholm Göteborg Storstockholm Overview Overview Key Features 5 municipalities where this Mosaic group is common
  13. 13. 201918 Cultural MixGroup F 5.04% JIH LG KFEDCBA Patricia, Luis 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 16-35 (42.4%) Divorced (17.7%) Singles with children (14.2%) Compulsory school (32.6%) Student (32.2%) Trade, transport & communication (21.7%) 0-99 (41.6%) 0-99 (21.4%) Has no assets (99.6%) Small/no loan (2,509 kr) Apartment, rental tenancy (96.5%; 76.8%) 66-90 sqm (47.2%) 1971-1980 (29.5%) N/A Suburb of big/medium large cities Computer- and TV games Tobacco products Diet products Filming with video camera (12.5%) Beauty (12.8%) Questions concerning religion (11.4%) Magazines about parents and children (5.6%) Music/film/photography (9.7%) Beauty and fashion (13.1%) Talk show (foreign) (25.3%) Youth program (14.1%) Music video (25.2%) S/V (49.0%; 13.0%) Left wing voters (67.1%) Negative (35.9%) Positive (15.8%) Positive (26.7%) Negative (17.2%) No (33.7%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  14. 14. 23 242221 Affluent Home OwnersGroup G 5.66% JIH LG KFEDCBA Catarina, Dag 1 Well educated Detached houses close to large cities Married couples with children Individualistic, prone to change Middle aged Interested in finance and political issues Wealthy, high income and large mortgages Danderyd Täby Sollentuna Lidingö Nacka Storstockholm Overview Overview Key Features 5 municipalities where this Mosaic group is common
  15. 15. 23 242221 Affluent Home OwnersGroup G 5.66% JIH LG KFEDCBA Catarina, Dag 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 36-49 (32.8%) Married (61.3%) Couples with children (45.8%) Post-secondary education (47.8%) Employed (67.0%) Financial & business activities (24.5%) 300+ (38.8%) 400+ (47.0%) Has assets (20.7%) Large loan (23.100 kr) Units with one-/two dwelling (93.5%) More than 180 sqm (23.7%) After 1990 (16.1%) More than 1100 Tkr (32.4%) Villas in suburb of big city Sport equipment for the children Wine Children clothes Golf (14.9%) Sailing (14.4%) Business world (14.8%) Economy/business/stocks (18.6%) Home decorating/house and garden (31.0%) Morning paper (79.5%) Golf (17.7%) Economy (43.1%) Science (38.9%) M/Fp (28.3%; 23.3%) Right wing voters (63.4%) Positive (52.7%) Positive (18.1%) Positive (27.5%) Positive (32.6%) No (22.8%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  16. 16. 272625 Suburban HomesGroup H 6.34% JIH LG KFEDCBA Lisbeth, Claes-Göran 1 Well educated Villas in suburbs close to large cities Married couples with children Individualistic, with traditional values Older Interested in finance and political issues Wealthy, high income and large mortgages Staffanstorp Lomma Salem Håbo Lerum Malmöregionen Overview Overview Key Features 5 municipalities where this Mosaic group is common
  17. 17. 272625 Suburban HomesGroup H 6.34% JIH LG KFEDCBA Lisbeth, Claes-Göran 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 50-64 (31.6%) Married (61.3%) Couples with children (36.1%) Post-secondary education (38.1%) Employed (61.7%) Education & research (14.7%) 300+ (27.1%) 400+ (31.9%) Has assets (8.1%) Large loan (14,904 kr) Units with one-/two dwelling (91.4%) 121-180 sqm (48.1%) 1971-1980 (32.4%) 723-1099 Tkr (20.5%) Villas in suburb of big/medium large city Building material Sport equipment for the children Domestic appliance Securities (10.9%) Saving in mutual fund (10.0%) Golf (9.5%) Economy/business/stocks (12.3%) Home decorating/house and garden (26.6%) Morning paper (82.0%) Economy (37.0%) Golf (14.3%) Travelling (56.0%) M/Fp (18.6%; 17.1%) Right wing voters (49.0%) Positive (43.9%) Positive (14.8%) Negative (12.5%) Positive (28.5%) Yes (21.4%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  18. 18. CommutersGroup I 11.48% 30 312928 JIH LG KFEDCBA Liselott, Thommy 1 Modest education Villa suburbs, commuting distance to city Married couples with or without children Individualistic, with traditional values Middle aged or older Home and family oriented interests Middle to high incomes, average mortgages Ale Lerum Svedala Kungälv Kungsbacka Storgöteborg Overview Overview Key Features 5 municipalities where this Mosaic group is common
  19. 19. CommutersGroup I 11.48% 30 312928 JIH LG KFEDCBA Liselott, Thommy 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 36-64 (56.4%) Married (57.7%) Couples with/without children (63.5%) Vocational education (33.3%) Employed (61.4%) Construction industry (7.1%) 250-299 (14.0%) 300-399 (25.6%) Has no assets (96.9%) Medium large loan (12,910 kr) Units with one-/two dwelling (89.9%) 121-180 sqm (42.6%) 1971-1980 (27.2%) 506-722 Tkr (14.9%) Villas in suburb Sport equipment for the children Building material Domestic appliance Saving energy (17.6%) Golf (8.3%) Questions concerning unions (9.5%) Home decorating/house and garden (23.0%) Family magazines (5.6%) Morning paper (80.7%) Golf (13.3%) Youth program (9.3%) Swedish entertainment shows (44.5%) S/Kd (42.9%; 10.3%) Left wing voters (54.1%) Positive (35.4%) Negative (19.6%) Negative (12.5%) Positive (24.4%) Yes (22.0%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  20. 20. 343332 Small Town VillasGroup J 8.73% JIH LG KFEDCBA Carola, Kenth 1 Low level of education Villas in small towns and villages Married couples with or without children Collectivist, with traditional values Middle aged to older Interested in their home and motors Middle incomes with average mortgages Forshaga Gnosjö Lilla Edet Piteå Gislaved Gislaved & Anderstorp Overview Overview Key Features 5 municipalities where this Mosaic group is common
  21. 21. 343332 Small Town VillasGroup J 8.73% JIH LG KFEDCBA Carola, Kenth 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 36-64 (54.9%) Married (52.9%) Couples with/without children (57.6%) Vocational education (38.9%) Employed (60.4%) Manufacturing, mining & quarrying (25.8%) 200-249 (20.6%) 300-399 (24.6%) Has no assets (98.3%) Medium large loan (10,216 kr) Units with one-/two dwelling (86.9%) 121-180 sqm (36.9%) 1971-1980 (26.3%) 336-505 (16.8%) Small towns Building material Mail order (not Internet) Domestic appliance Fishing (10.7%) Saving energy (19.6%) Work in the garden (24.9%) Family magazines (6.4%) Motor and vehicle (14.6%) Evening paper (27.6%) Motor sport (26.7%) Café program (14.3%) Collection galas (23.4%) C/S (9.1%; 45.9%) Left wing voters (57.8%) Negative (41.6%) Negative (19.6%) Negative (12.8%) Negative (15.7%) Yes (24.1%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  22. 22. 373635 Industrial WorkersGroup K 7.98% JIH LG KFEDCBA Asta, Holger 1 Poor education Small villas in industrial towns Married couples with children Collectivist, with traditional values Pensioners Interested in their home and motors Low incomes Hultsfred Bengtsfors Tranemo Grums Hylte Grums Overview Overview Key Features 5 municipalities where this Mosaic group is common
  23. 23. 373635 Industrial WorkersGroup K 7.98% JIH LG KFEDCBA Asta, Holger 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 65+ (28.6%) Married (44.9%) Married without children (21.3%) Compulsory school (34.2%) Retired (24.8%) Manufacturing, mining & quarrying (30.0%) 100-149 (16.5%) 0-99 (16.4%) Has no assets (97.9%) Medium large loan (8,207 kr) Units with one-/two dwelling (60.2%) 91-120 sqm (28.8%) Before 1931 (16.3%) 1-336 Tkr (19.7%) Industrial community/countryside Mail order (not Internet) Spare parts (car) Building material Harness racing (6.2%) Motors port (12.5%) Motorbikes (9.4%) Family magazines (6.0%) Motor and vehicle (13.6%) Evening paper (28.2%) Motor sport (28.2%) Café program (15.7%) Collection galas (24.3%) C/S (10.4%; 43.9%) Left wing voters (55.2%) Negative (44.8%) Negative (21.9%) Negative (14.2%) Negative (16.1%) Yes (23.8%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  24. 24. 40 41 423938 RuralGroup L 12.57% JIH LG KFEDCBA Majvor, Sven-Olov 1 Low education Farms in rural areas Married couples without children Collectivist, with traditional values Old Interested in the home, outdoor activities Low to average income Torsby Strömsund Krokom Borgholm Sollefteå Västernorrland Overview Overview Key Features 5 municipalities where this Mosaic group is common
  25. 25. 40 41 423938 RuralGroup L 12.57% JIH LG KFEDCBA Majvor, Sven-Olov 2 Who We Are How We Make a Living Where we live Consumption, Interests and Media Stereotype Stereotype Occupation Personal Income Disposable Family Income Assets Loan (Deduction of Interest Expenses) Consumption Interests Reading Habits TV Viewing Type of Dwelling Dwelling Area Construction Year Assessed Value Geography How We View the World Attitude Towards the European Union Attitude Towards Technology Attitude Towards Challenges, News and Changes Attitude Towards Individually Established Wages Happy With My Life? Marital Status Age Employment Education Family Structure 50-64 (27.9%) Married (47.6%) Married without children (21.8%) Compulsory school (31.5%) Retired (31.7%) Agriculture, forestry & fishing (9.2%) 150-199 (20.4%) 300-399 (16.9%) Has no assets (97.8%) Medium large loan (8,599 kr) Units for agriculture and forestry (36.2%) More than 180 sqm (14.5%) Before 1931 (41.5%) 1-336 Tkr (17.9%) Countryside Building material Mail order (not Internet) Spare parts (car) Hunting (11.8%) Horse back riding (8.2%) Pets (50.7%) Family magazines (6.6%) Motor and vehicle (15.8%) Morning paper (73.8%) Motor sport (27.3%) Café program (14.3%) Collection galas (20.8%) C/Kd (17.0%; 11.1%) Right wing voters (49.1%) Negative (48.5%) Negative (21.2%) Negative (12.9%) Negative (15.8%) Yes (23.7%) Party Outlook Right/Left Wing kr This page provides a picture of a stereotypical household. For a number of key variables we have selected the most significant attributes. This is intended to give a flavour of the Group, as clearly not all households will match this stereotype exactly. The attributes ascribed to the stereotype might not even fit the majority of the households in the Mosaic Group, it is, however, always more common in that Mosaic Group than in Sweden in general. % in brackets indicates the percentage of this Group which displays the selected
  26. 26. www.business-strategies.co.uk © 2005 Experian Ltd All rights reserved The word ‘Experian’ is a registered trademark in the EU and other countries and is owned by Experian Ltd and/or its associated companies. Experian AB Drottninggatan 29 S-111 51 Stockholm Sweden T: 46 (0) 8 505 95 700 F: 46 (0) 8 505 95 795 About Business Strategies Experian’s Business Strategies Division provides an understanding of consumers, markets and economies around the world, past, present and future. Its focus is consumer profiling and market segmentation, retail property analysis, economic forecasting and public policy research, supporting businesses, policy makers and investors in making tactical and strategic decisions. As part of the Experian Group, it has access to a wealth of research data and innovative software solutions. The division’s economic research team is devoted to analysing national, regional and local economies for a range of public and private sector clients. Its statisticians, econometricians, sociologists, geographers, market researchers and economists carry out extensive research into the underlying drivers of social, economic and market change. About Experian Experian is a global leader in providing analytical and information services to organisations and consumers to help manage the risk and reward of commercial and financial decisions. Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organisations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage. For consumers, Experian delivers critical information that enables them to make financial and purchasing decisions with greater control and confidence. Clients include organisations from financial services, retail and catalogue, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors. Experian Group Limited is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE-100 index. It has corporate headquarters in Dublin, Ireland, and operational headquarters in Costa Mesa, California, and Nottingham, UK. Experian employs more than 12,500 people in 34 countries worldwide, supporting clients in more than 60 countries. Annual sales are in excess of £1.7 billion.

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