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Understanding Demographics

Why would I create an Understanding Demographics report?

An Understanding Demographics report gives an invaluable overview of the types of households or people that live in an area and can be used for pre-site selection.

You may have a number of areas or sites that you are interested in for sighting a new outlet. Before you visit each area an Understanding Demographics report will help you to narrow down the number of sites to visit based on your customer criteria. For example, you may be interested in people of a particular age group, or an area with a minimum number of households.

Note: The type of data contained in the report is dependent on the country. For example, the type of data which is included in the UK version of an Understanding Demographics report is different to the Australia or New Zealand versions of the report.

Understanding Demographics allows you to pre-scan an area to check it is potentially viable before you visit it.

ClosedWhat types of information does it contain for the Mosaic UK 7?

Overview text about the dashboard and its use; target and base values; and controls associated with the selected area. This is followed by information presented on 4 tabs:

Summary

  • Map showing your area
  • Make up of your area
  • The name and identity of the three highest groups

Demographics

  • Population change percentage bar chart by gender in 5, 10, 15 and 20 years time, including the target and base figures;
  • Social Grade pie chart;
  • Percentage or index charts for demographic variables grouped by topic: Economically Active. Economically Inactive, Household Income, Tenure, Dwelling Type and Age Bands;
  • Percentage or index chart for demographic variables for the Ethnic Mix topic, including a table showing the target and base figures for each variable.

Segmentation

  • Top 3 groups for Mosaic UK 7 and Mosaic UK 7 Daytime;
  • Percentage, index, or penetration chart for all Mosaic UK 7 Groups and all Mosaic UK 7 Daytime Groups with tooltips providing a one-line description and the key features of each Group.
  • Profile charts (target vs base) of Mosaic UK 7 Groups and for Mosaic UK 7 Daytime Groups.

Raw Data

  • The target, base, index and penetration figures that are used for each the charts shown on the other tabs given above;
  • The source of the data used for each of the charts shown on the other tabs given above.
ClosedHow do I create the report?
Click here for an online guide.

 
ClosedHow do I interpret the report?
Click here for an online guide.  

What's next?

ClosedAnother report?

Once you have created your Understanding Demographics report you could try to identify other areas with a similar demographic make-up using an Assess Area Potential report. You could rank other towns in the areas you are interested in based on your specific criteria, for example, a specific age band or household income.

If you would like to do a leaflet drop, you may want to consider creating another Assess Area Potential report to identify local hotspots. You can use this to rank a number of areas to identify which ones will bring you potentially the best response rate to your advertising.

The report also indicates the top 3 Mosaic Groups in your areas of interest. You could map these or select another set of data that is of interest in your report, for example a particular age group or people with a specific household income.

ClosedMapping?

The top 3 Mosaic Groups are identified in your report. You could combine these to create a custom variable and then map this variable, or if you have created a ranking report you could map this.

Both will create a hot to cold image of the country, which you can then investigate by panning around looking for areas you might be interested in.

E: emsukhelpdesk@experian.com
T: +44 (0)115 968 5099