Introduction. Background

Transcription

1 Crown copyright and database rights Strategic Intelligence 1/10 October 2011

2 Contents Introduction...2 Background...2 Main Mosaic Groups...4 Lower Super Output Area/Ward Breakdown...5 Littleham ward...6 Exmouth Town ward...7 Three Main Mosaic Types per Lower Super Output Area/Ward...8 Mosaic Codes...9 Introduction Devon County Council has 62 Electoral Divisions within its boundary. Each division has an elected councillor to represent the people within its boundary. To understand these division in more detail this profile, one of the 62 covering the area administered by Devon County Council, has been produced by the County Council s Strategic Intelligence Unit. The profile provides an overview of lifestyle characteristics identified within the Mosaic dataset. Such characteristics include the age, wealth, housing, occupation, health, education, crime and the environment. These profiles can be used in conjunction and an enhancement of the existing statistical breakdowns: The profile is structured around a series of maps, graphs and tables to illustrate the Mosaic makeup of the area. Background Mosaic Public Sector is designed to identify groupings of consumer behaviour for households and postcodes. The methodology used is unique to Experian, and has been redefined during many years of creating classifications using data from different sources and different levels of geography. A total of 440 data elements are used to build the classifications. 62 percent of the information is sourced from a combination of data that includes Experian s UK Consumer Dynamics Database, which provides consumer demographic information for the UK s 47 million adults and 24 million households. This database is built from an unrivalled variety of privacy-compliant public and Experian proprietary data and statistical models. These include the edited Electoral Roll, Council Tax property valuations, house sale prices, selfreported lifestyle surveys and other compiled consumer data. The remaining 38 percent of the data is sourced from Census current year estimates that Experian has produced by utilising its wealth of data assets to track change in key 2001 Census variables. All of the information used to build Mosaic Public Sector is continuously updated. This enables Experian to verify and update the classification twice a year. Strategic Intelligence 2/10 October 2011

3 Mosaic classifies postcodes into 15 Mosaic Groups and then subdivides them further into 69 detailed Mosaic Types. The Mosaic codes will be used and their descriptions provided where relevant. From 2009 Mosaic Household is being used In each type there are a number of key features which make each category distinctive and are useful to bear in mind when devising communications or treatment strategies targeted at them. These are subjective and are intended to highlight key issues rather than to be comprehensive. Clearly not every one of the county s 348,000 households will match exactly to just one of 69 different Mosaic Types. The description should be recognised as ideal types, examples to which individual cases only approximate with various degrees of exactness. The diagram below illustrates the data sources within the Mosaic UK dataset. Further information can be found on the Experian website (and follow directions to register for the Interactive Guide). Strategic Intelligence 3/10 October 2011

4 Main Mosaic Groups The following chart looks at the total distribution of the households and compares it to Devon as a whole and the national average. A - Residents of isolated rural communities Exmouth Littleham & Town B - Residents of small and mid-sized towns with strong local roots C - Wealthy people living in the most sought after neighbourhoods D - Successful professionals living in suburban or semi-rural homes E - M iddle income families living in moderate suburban semis F - Couples with young children in comfortable modern housing G - Young, well-educated city dwellers H - Couples and young singles in small modern starter homes Devon CC National I - Lower income workers in urban terraces in often diverse areas J - Owner occupiers in older-style housing in ex-industrial areas K - Residents with sufficient incomes in right-to-buy social houses L - Active elderly people living in pleasant retirement locations M - Elderly people reliant on state support N -Young people renting flats in high density social housing O - Families in low-rise social housing with high levels of benefit Exmouth Littleham & Town has eight groups that are over-represented compared to the Devon comparison: Groups B, C, G, H, I, J, L and M. The main groups that contain indicators of being deprived (I, M, N & O) are all represented and could be significant if clustered together this will be examined later in this document. Strategic Intelligence 4/10 October 2011

5 Lower Super Output Area/Ward Breakdown Percentage of households in each Mosaic Group LSOA/Ward/Area Total households A B C D E F G H I J K L M N O Non res E E E E Exmouth Littleham E E E E Exmouth Town Exmouth Littleham & Town Exmouth Town 16, East Devon 63, Devon 342, Percentages in red show the highest mosaic group in each parish figures in blue show any significant other groups. The largest group in Exmouth Littleham & Town is B (strong local roots) and closely followed by L (active elderly people) - together these account for 38% of all households. Exmouth Town ward is mainly shared out between groups B, J (Owner occupiers in older style housing) and G (young, well educated city dwellers). Deprived groups I (low income workers) and M (elderly people reliant on state support) are mostly centred in LSOA EO Littleham ward has almost a third of households in group L and 16% in B and 15% in M. Two LSOAs have relatively high percentages of deprived group M and E also has almost 10% in group O (families in low rise social housing with high levels of benefit). Strategic Intelligence 5/10 October 2011

6 Littleham ward Crown copyright and database rights The western two thirds of Littleham ward is mainly groups C (wealthy people in sought after areas), D (successful professionals) and L (active elderly people). The eastern third of the ward is mainly groups B (strong local roots), K (residents with sufficient incomes in social housing), M (elderly people reliant on state support) and O (families in low rise social housing with high levels of benefit). Strategic Intelligence 6/10 October 2011

7 Exmouth Town ward Crown copyright and database rights Working from the north Exmouth Town starts with an area of group J (owner occupiers in older style housing) with some E (middle income families). Further south towards the town centre are groups I (low income workers) and G (young, well-educated city dwellers). Finally to the SW are B (strong local roots), L (active elderly) and some more J. Strategic Intelligence 7/10 October 2011

8 Three Main Mosaic Types per Lower Super Output Area/Ward 1st 2nd 3rd Total No. No. No. Type % Type % Type LSOA/Ward/Area Households Households Households Households % E L % M % B % E L % L % M % E K % M % B % E L % D % D % Exmouth Littleham 3,593 L % L % M % E ,063 G % B % I % E J % B % E % E ,153 B % G % L % E K % J % J % Exmouth Town 3,707 B % G % J % Exmouth Littleham & Town 7,300 B08 1, % L % J % Exmouth Town 16,239 B08 1, % K51 1, % J46 1, % East Devon 63,080 L52 4, % A03 4, % B06 4, % Devon CC 342,737 A03 32, % B06 20, % L53 18, % Types B08 (mixed communities with many single people), L55 (capable older people leasing/owning purpose built flats) and J46 (residents in blue collar communities revitalised by commuters) are the three largest in Exmouth Littleham and Town and account for about 32% of households and all have more than 550 households. Exmouth Littleham has 533 households with type L52 (communities of wealthy older people) and a further 357 households in M58 (less mobile older people requiring a degree of care). Exmouth Town has 558 households in G33 (transient singles, poorly supported by family and neighbours). Strategic Intelligence 8/10 October 2011

9 Mosaic Codes Mosaic Groups A - Residents of isolated rural communities B - Residents of small and mid-sized towns with strong local roots C - Wealthy people living in the most sought after neighbourhoods D - Successful professionals living in suburban or semi-rural homes E - Middle income families living in moderate suburban semis F - Couples with young children in comfortable modern housing G - Young, well-educated city dwellers H - Couples and young singles in small modern starter homes I - Lower income workers in urban terraces in often diverse areas J - Owner occupiers in older-style housing in ex-industrial areas K - Residents with sufficient incomes in right-to-buy social houses L - Active elderly people living in pleasant retirement locations M - Elderly people reliant on state support N -Young people renting flats in high density social housing O - Families in low-rise social housing with high levels of benefit Mosaic Types A01 Rural families with high incomes, often from city jobs A02 Retirees electing to settle in environmentally attractive localities A03 Remote communities with poor access to public and commercial services A04 Villagers with few well paid alternatives to agricultural employment B05 Better off empty nesters in low density estates on town fringes B06 Self-employed trades people living in smaller communities B07 Empty nester owner occupiers making little use of public service B08 Mixed communities with many single people in the centres of small towns C09 Successful older business leaders living in sought-after suburbs C10 Wealthy families in substantial houses with little community involvement C11 Creative professionals seeking involvement in local communities C12 Residents in smart city centre flats who make little use of public services D13 Higher income older champions of village communities D14 Older people living in large houses in mature suburbs D15 Well off commuters living in spacious houses in semi rural settings D16 Higher income families concerned with education and careers E17 Comfortably off suburban families weakly tied to their local communities E18 Industrial workers living comfortably in owner occupied semis E19 Self reliant older families in suburban semis in industrial town E20 Upwardly mobile South Asian families living in inter war suburbs E21 Middle aged families living in less fashionable inter war suburbs F22 Busy executives in town houses in dormitory settlements F23 Early middle aged parents likely to be involved in their children F24 Young parents new to their neighbourhood, keen to put down roots F25 Personnel reliant on the Ministry of Defence for public services G26 Well educated singles living in purpose built flats G27 City dwellers owning houses in older neighbourhoods G28 Singles and sharers occupying converted Victorian houses G29 Young professional families settling in better quality older terraces G30 Diverse communities of well educated singles living in smart, small flats G31 Owners in smart purpose built flats in prestige locations, many newly built G32 Students and other transient singles in multi-let houses G33 Transient singles, poorly supported by family and neighbours G34 Students involved in college and university communities H35 Childless new owner occupiers in cramped new homes H36 Young singles and sharers renting small purpose built flats H37 Young owners and rented developments of mixed tenure H38 People living in brand new residential developments I39 Young owners and private renters in inner city terraces I40 Multi-ethnic communities in newer suburbs away from the inner city I41 Renters of older terraces in ethnically diverse communities I42 South Asian communities experiencing social deprivation I43 Older town centres terraces with transient, single populations I44 Low income families occupying poor quality older terraces J45 Low income communities reliant on low skill industrial jobs J46 Residents in blue collar communities revitalised by commuters J47 Comfortably off industrial workers owning their own homes K48 Middle aged couples and families in right-to-buy homes K49 Low income older couples long established in former council estates K50 Older families in low value housing in traditional industrial areas K51 Often indebted families living in low rise estates L52 Communities of wealthy older people living in large seaside houses L53 Residents in retirement, second home and tourist communities L54 Retired people of modest means commonly living in seaside bungalows L55 Capable older people leasing / owning flats in purpose built blocks M56 Older people living on social housing estates with limited budgets M57 Old people in flats subsisting on welfare payments Strategic Intelligence 9/10 October 2011

10 M58 Less mobile older people requiring a degree of care M59 People living in social accommodation designed for older people N60 Tenants in social housing flats on estates at risk of serious social problems N61 Childless tenants in social housing flats with modest social needs N62 Young renters in flats with a cosmopolitan mix N63 Multicultural tenants renting flats in areas of social housing N64 Diverse homesharers renting small flats in densely populated areas N65 Young singles in multi-ethnic communities, many in high rise flats N66 Childless, low income tenants in high rise flats O67 Older tenants on low rise social housing estates where jobs areas O68 Families with varied structures living on low rise social housing O69 Vulnerable young parents needing substantial state support Strategic Intelligence 10/10 October 2011