Experian Mosaic Hong Kong. Understanding your customer segments

Transcription

1 Experian Mosaic Hong Kong Understanding your customer segments

2 U p p e r E c h e l o n s E x p a t s a n d t h e P r i v i l e g e d M a t u r e d We a l t h y E l i t e P r o f e s s i o n a l s R i s i n g S o p h i s t i c a t e s We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s E m e r g i n g M i d d l e C l a s s N e w M o r t g a g e e s G o v e r n m e n t Q u a r t e r s M i d d l e - c l a s s P l e a s u r e M a t u r e H o m e O w n e r s S u b u r b a n L o c a l s O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s C o m f y C o u n t r y s i d e R u r a l H e r i t a g e C o m p a c t C i t y L i f e U r b a n P r a c t i c a l s B a r g a i n S e e k e r s C o m f y S u b s i d i s e d H o m e s N e w C o u p l e s a n d K i d s G r o w i n g F a m i l i e s M a t u r e S t a b i l i t y E x t e n d e d F a m i l y L i f e G r a s s R o o t s L i v i n g B l u e C o l l a r P a r e n t s B a s i c L i f e P u r s u i t s C o m m u n i t y C h a l l e n g e N u c l e a r R e n t e r s S t r i v i n g M u l t i - e a r n e r s A g i n g G e n e r a t i o n s G r e y P e r s p e c t i v e s E l d e r s C o m m u n i t y R e t i r e e F a m i l i e s S u n s e t S i m p l i c i t y 2

3 Welcome to the new generation of consumer classifications for Hong Kong. Over the last 20 years, Experian has established itself as a leading global provider of consumer segmentation. Our objective is to provide decision makers with the tools and services they need to successfully implement direct marketing and micromarketing strategies within their business. Whether you wish to target, acquire, manage or develop profitable customer relationships, we aim to provide the best segmentation solutions to help your business grow. Mosaic Hong Kong takes its place amongst a global network of Mosaic segmentation that classifies a billion people worldwide, covering a third of the earth s surface. Mosaic Hong Kong Mosaic Hong Kong is the third generation of the Mosaic consumer segmentation system that describes Hong Kong consumers. It is a geo-demographic segmentation system that classifies all Hong Kong households and neighbourhoods into 29 unique Mosaic types and 10 groupings that share similar demographic and socio-economic characteristics. The result is a classification that paints a rich picture of Hong Kong consumers in terms of their sociodemographics, lifestyles, culture and behaviours to provide you with an accurate and comprehensive view of your customers, prospects and markets. Mosaic was developed based on more than 20 years of segmentation development expertise from one of the global leaders in segmentation systems. Experian has built more than 40 consumer segmentation systems around the globe, and the Mosaic classification is available in more than 25 countries.

4 U p p e r E c h e l o n s E x p a t s a n d t h e P r i v i l e g e d M a t u r e d We a l t h y E l i t e P r o f e s s i o n a l s R i s i n g S o p h i s t i c a t e s We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s E m e r g i n g M i d d l e C l a s s N e w M o r t g a g e e s G o v e r n m e n t Q u a r t e r s M i d d l e - c l a s s P l e a s u r e M a t u r e H o m e O w n e r s S u b u r b a n L o c a l s O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s C o m f y C o u n t r y s i d e R u r a l H e r i t a g e C o m p a c t C i t y L i f e U r b a n P r a c t i c a l s B a r g a i n S e e k e r s C o m f y S u b s i d i s e d H o m e s N e w C o u p l e s a n d K i d s G r o w i n g F a m i l i e s M a t u r e S t a b i l i t y E x t e n d e d F a m i l y L i f e G r a s s R o o t s L i v i n g B l u e C o l l a r P a r e n t s B a s i c L i f e P u r s u i t s C o m m u n i t y C h a l l e n g e N u c l e a r R e n t e r s S t r i v i n g M u l t i - e a r n e r s A g i n g G e n e r a t i o n s G r e y P e r s p e c t i v e s E l d e r s C o m m u n i t y R e t i r e e F a m i l i e s S u n s e t S i m p l i c i t y How is Mosaic built? Over the last 20 years, Experian has built more than 40 segmentation solutions worldwide. This gives us valuable insight into the best sources of data and methodologies to build truly innovative segmentation. To build Mosaic, the following approaches were taken: Identification of the most appropriate data sources as inputs A sophisticated proprietary approach to clustering, unique to Experian Extensive analysis to assist in validation and interpretation of the segmentation. Data Components Quantitative data Data used to build Mosaic Hong Kong is sourced from the latest Population Census from the Census and Statistics Department and Experian s lifestyle data. This set of data includes most of the demographic variables such as age, gender, educational level, household size and composition, household income, personal income, marital status, usual language, occupation, industry, economic activity status, tenure of accommodation, and type of housing. The information is updated regularly and used to replenish our view of the classification each year. As of end 2006, the projected coverage is 2.3 million households and 7 million individuals. process, where they are tested for discrimination, robustness and their correlation to other variables. Once the final list of variables is selected, a set of input weights is applied as part of the clustering process. The result is a list of variables that have differing importance to the clustering methodology, depending on how well they discriminate at differing levels of geography. This bottom-up approach enables us to maximise the effectiveness of each input variable depending on its relative importance to the classification and its ability to discriminate. It allows for the optimisation of data and creates a classification that is truly best of breed. Mosaic Factors Mosaic Factors is a distillation of the underlying data used to build Mosaic Hong Kong, summarised into five continuous variables that are ideal for statistical modelling. The variables are: Wealth - Poverty Homeowner - Renter Professional - Non Professional Elderly - Youth Traditionalist - Individualist Clustering Mosaic is designed to identify groupings of consumer behaviour for households and neighbourhoods. The methodology we use is unique to Experian, and has been refined during many years of creating classifications using data from different sources and different levels of geography. The first step is to combine information from other higher levels of geography and statistically project to each building. All the input variables go through a selection

5 Mosaic applications Available for each building, Mosaic optimises customer management, market planning, site analysis, acquisition tactics and targeting strategies. This unique connection between household and geography enables marketers to effortlessly utilise targeted segments across all stages of analysis, planning and execution. Market analysis Mosaic is a powerful tool for identifying, analysing and evaluating customer opportunities and market potential at national, regional and local market areas. Site analysis for Mosaic target group Marketing and planning applications for Mosaic include the following: Direct/Target marketing Customer acquisition modelling Campaign analysis Communication messaging and creative design Choosing store locations, branch/service areas Geographic/Market analysis and mapping Selecting and buying advertising media New product development Strategic planning Target marketing Enhancing your customer data with Mosaic identifies key market segments and untapped opportunities. Site selection Mosaic can help pinpoint the best sites and trade areas for maximising sales potential. Penetration of Mosaic Group F - Comfy Subsidised Homes

6 U p p e r E c h e l o n s E x p a t s a n d t h e P r i v i l e g e d M a t u r e d We a l t h y E l i t e P r o f e s s i o n a l s R i s i n g S o p h i s t i c a t e s The Mosaic Hong Kong Family Tree The Mosaic Family Tree illustrates the major demographic and lifestyle polarities between the types and groups and shows how the Mosaic types relate to each other. We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s E m e r g i n g M i d d l e C l a s s N e w M o r t g a g e e s G o v e r n m e n t Q u a r t e r s M i d d l e - c l a s s P l e a s u r e M a t u r e H o m e O w n e r s S u b u r b a n L o c a l s O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s C o m f y C o u n t r y s i d e R u r a l H e r i t a g e C o m p a c t C i t y L i f e U r b a n P r a c t i c a l s B a r g a i n S e e k e r s C o m f y S u b s i d i s e d H o m e s N e w C o u p l e s a n d K i d s G r o w i n g F a m i l i e s M a t u r e S t a b i l i t y E x t e n d e d F a m i l y L i f e G r a s s R o o t s L i v i n g B l u e C o l l a r P a r e n t s B a s i c L i f e P u r s u i t s C o m m u n i t y C h a l l e n g e N u c l e a r R e n t e r s S t r i v i n g M u l t i - e a r n e r s A g i n g G e n e r a t i o n s G r e y P e r s p e c t i v e s E l d e r s C o m m u n i t y R e t i r e e F a m i l i e s S u n s e t S i m p l i c i t y

7 Mosaic Hong Kong Groups and Types Experian Mosaic Hong Kong Fact Sheet Mosaic classifies households in Hong Kong by allocating them to one of 29 types and 10 groups. Group Group Description Group% HH Group Description % Pop Types Type Description % HH Types Type Description % HH % Pop A Upper Echelons 天 之 驕 子 A Upper Echelons A A01 Expats and the Privileged Expats 優 and 越 富 the 裕 Privileged A02 Matured Wealthy A02 Matured Wealthy 成 熟 富 有 A03 Elite Professionals A03 Elite Professionals A04 專 業 精 英 2.55 Rising Sophisticates 3.07 B Well-to-do A04 Rising Sophisticates 5.78 B05 新 晉 貴 族 B Well-to-do 豐 衣 足 食 B05 Well-off Families B06 Young 富 Executives 足 家 庭 C Emerging Middle Class B Young Executives C07 New Mortgagees 青 年 才 俊 C Emerging Middle Class 中 產 階 級 C07 New Mortgagees C08 Government Quarters 樓 按 一 族 C09 Middle-class Pleasure C08 Government Quarters C10 公 僕 家 庭 0.56 Mature Home Owners 0.85 D Suburban Locals C09 Middle-class Pleasure D12 Old Town 中 產 Empty-nesters 小 康 C10 Mature Home Owners D13 Settled 安 Workers 居 樂 業 D Suburban Locals 舊 區 鄰 里 D12 D14 Old Town Empty-nesters Comfy 舊 Countryside 域 空 巢 D13 Settled Workers D15 Rural Heritage 工 友 街 坊 E Compact City Life 9.78 E16 Urban Practicals D14 Comfy Countryside E17 近 郊 居 所 Bargain Seekers F Comfy Subsidised D15 HomesRural Heritage F18 New Couples 傳 統 鄉 郊 and Kids E Compact City Life 人 煙 稠 密 E16 Urban Practicals F19 Growing 實 際 Families 為 尚 E17 Bargain Seekers F20 Mature 節 Stability 省 開 支 F Comfy Subsidised Homes 居 屋 逍 遙 F18 New Couples and Kids F21 Extended Family Life 新 晉 父 母 G Grass Roots Living 9.56 G22 Blue Collar Parents F19 Growing Families G23 學 童 家 長 Basic Life Pursuits H Community Challenge F20 Mature Stability 9.32 H24 Nuclear 穩 步 Renters 中 年 F21 Extended Family Life H25 Striving 擴 展 Multi-earners 家 庭 G Grass Roots Living 眾 口 基 層 G22 Blue Collar Parents H26 Aging 供 Generations 書 教 學 I Grey Perspectives I27 G23 Basic Life Pursuits Elders Community 升 斗 市 民 I28 Retiree Families H Community Challenge 公 屋 社 群 H24 Nuclear Renters I29 偏 安 斗 室 Sunset Simplicity J Communal HomesH25 Striving Multi-earners 0.08 J30 Communal 勞 工 家 Homes 庭 H26 Aging Generations 落 地 生 根 I Grey Perspectives 黃 昏 歲 月 Note: Type C University I27 Residences Elders Community has been regrouped under 群 居 老 J30 人 - Communal 5.00 Homes 4.32 I28 Retiree Families 老 有 所 依 I29 Sunset Simplicity 擁 抱 夕 陽 J Communal Homes 院 舍 生 活 J30 Communal Homes 院 舍 生 活 % HH * The former type C11 - University Residences has been regrouped under J30 - Communal Homes Experian Limited

8 U p p e r E c h e l o n s E x p a t s a n d t h e P r i v i l e g e d M a t u r e d We a l t h y E l i t e P r o f e s s i o n a l s R i s i n g S o p h i s t i c a t e s Mosaic Hong Kong Groups and Types Group A: Upper Echelons Group B: Well-to-do We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s E m e r g i n g M i d d l e C l a s s N e w M o r t g a g e e s G o v e r n m e n t Q u a r t e r s M i d d l e - c l a s s P l e a s u r e M a t u r e H o m e O w n e r s S u b u r b a n L o c a l s O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s C o m f y C o u n t r y s i d e R u r a l H e r i t a g e C o m p a c t C i t y L i f e U r b a n P r a c t i c a l s B a r g a i n S e e k e r s C o m f y S u b s i d i s e d H o m e s N e w C o u p l e s a n d K i d s G r o w i n g F a m i l i e s M a t u r e S t a b i l i t y E x t e n d e d F a m i l y L i f e G r a s s R o o t s L i v i n g B l u e C o l l a r P a r e n t s B a s i c L i f e P u r s u i t s C o m m u n i t y C h a l l e n g e N u c l e a r R e n t e r s S t r i v i n g M u l t i - e a r n e r s A g i n g G e n e r a t i o n s G r e y P e r s p e c t i v e s E l d e r s C o m m u n i t y R e t i r e e F a m i l i e s S u n s e t S i m p l i c i t y Upper Echelons () Wealthy families with an upscale and privileged lifestyle % of Hong Kong households (Types A01 - A04) The Upper Echelons represent the wealthiest households in Hong Kong. They live in the richest areas in luxury mansions, new upscale apartments or low density houses. They outrank all other Groups in terms of household income, property value and career achievements. Most of them are successful business executives in professional and top managerial positions in the finance, services and public sectors. Members of this group are predominantly in their life and career. They are active in the investment market, and plan well for retirement and their children s education. They tend to read English newspapers. The own more cars and high-end AV equipment, and travel abroad more frequently than other Groups. The Upper Echelons are segmented into four Mosaic Types: A01 - Expats and the Privileged () riate families in luxury homes. They are the top 1% of Hong Kong households and live in areas like Shouson Hill ( 壽 臣 山 ), Repulse Bay ( 淺 水 灣 ) and the Peak ( 山 頂 ). A02 - Matured Wealthy () Mature successful families in large desirable homes on Mount Davis Road ( 摩 星 嶺 道 ), Braemar Hill Mansion ( 賽 西 湖 大 廈 ), and part of Oxford Road ( 牛 津 道 ). A03 - Elite Professionals () Single and double income professionals living in upscale residences like Beacon Heights ( 畢 架 山 花 園 ) and Palm Spring ( 加 州 花 園 ). A04 - Rising Sophisticates () Trendy and wealthy managers and associates living in modern apartments such as Central Park ( 帝 柏 海 灣 ), Island Resort ( 藍 灣 半 島 ) and Island Harbourview ( 維 港 灣 ). Well-to-do () Well-off couples and families enjoying a comfortable lifestyle. 5.78% of Hong Kong households (Types B05 - B06) The Well-to-do s represent the second wealthiest households in Hong Kong. They live in urban private apartments with a comfortable living environment and convenient transportation. Some residences are wellequipped with modern clubhouse facilities. The Well-to-do s are college/ tertiary educated as executives, managers and white-collar professionals. average, and this gives them an upper-middle class lifestyle. They work hard and play hard. They are also active in the investment market. The Well-to-do s are segmented into two Mosaic Types: B05 - Well-off families () Middle-aged parents living with dependent children in better quality homes, like Bedford Gardens ( 百 福 花 園 ), Mei Foo Sun Chuen ( 美 孚 新 邨 ), Fortress Metro Tower ( 康 澤 花 園 ) and City Garden ( 城 市 花 園 ). B06 - Young Executives () Young upwardly mobile singles and couples living in comfy urban homes like Sham Wan Towers ( 深 灣 軒 ), Chelsea Court ( 爵 悅 庭 ) and The Merton ( 泓 都 ). 8

9 Group C: Emerging Middle Class Group D: Suburban Locals Group E: Compact City Life Emerging Middle Class () Stable and educated families of moderate affluence % of Hong Kong households (Types C07 - C10) Members of the Emerging Middle Class are better off than the average families. Many of them are managers, white collar workers, midranking civil servants or disciplined service officers. They are well educated and earn an income that is above average. They live in near-urban private developments or government quarters. Half of them have an outstanding mortgage, which may explain why they tend to work hard and keep non-essential spending to a minimum. People in the Emerging Middle Class are segmented into four Mosaic Types: C07 - New Mortgagees ( 樓 按 一 族 ) Young families with mortgages in new nearurban apartments such as Sea Crest Villa ( 浪 翠 園 ), Liberte ( 昇 悅 居 ), Banyan Garden ( 泓 景 臺 ) and Aqua Marine ( 碧 海 藍 天 ). C08 - Government Quarters ( 公 僕 家 庭 ) Civil servant families living in government quarters. Most of them are mid-ranking disciplined service officers. They live in quarters owned by the government like Western Police Married Quarters ( 西 區 已 婚 警 察 宿 舍 ) in Western District and Castle Peak Government Quarters ( 青 山 政 府 宿 舍 ) in Tuen Mun ( 屯 門 ). C09 - Middle-Class Pleasure ( 中 產 小 康 ) Typical mid-income families and homeowners, and most of them live in apartments like New Jade Garden ( 新 翠 花 園 ) in Chai Wan ( 柴 灣 ), and Telford Gardens ( 德 福 花 園 ) in Kowloon Bay ( 九 龍 灣 ). C10 - Mature Home Owners ( 安 居 樂 業 ) Long-term homeowners and empty nesters in urban or near-urban establishments like Healthy Gardens ( 健 威 花 園 ) in North Point ( 北 角 ), Kornhill Garden ( 康 山 花 園 ) and Nam Fung Sun Chuen ( 南 豐 新 邨 ) in Quarry Bay ( 鰂 魚 涌 ). *The former type C11 - University Residences has been regrouped under J30 - Communal Homes. Suburban Locals () Diverse income households in old towns and suburban outskirts % of Hong Kong households (Types D12 - D15) The Suburban Locals live in old towns near the city or in the suburban and countryside areas. Most of them are secondary school educated and work as blue collars or elementary-level white collars. They tend to earn an income that is slightly below average, and are more cautious in spending money than others. The Suburban Locals are segmented into four Mosaic Types: D12 - Old Town Empty-nesters ( 舊 域 空 巢 ) Mature small households owning or renting homes in older parts of Kennedy Town ( 堅 尼 地 城 ), Sai Wan Ho ( 西 灣 河 ) and Tai Wai ( 大 圍 ). D13 - Settled Workers ( 工 友 街 坊 ) Working homeowners and sharers in old urban communities such as Kwan Yick Building ( 均 益 大 廈 ) in Sai Wan ( 西 環 ), Tung Fat Building ( 東 發 大 廈 ) in North Point ( 北 角 ), Davis Street ( 爹 核 士 街 ) in Kennedy town ( 堅 尼 地 城 ). D14 - Comfy Countryside ( 近 郊 居 所 ) Mid income families in better suburban homes like Sha Tin Wai ( 沙 田 圍 ) in Sha Tin ( 沙 田 ), Lai Chi Shan ( 荔 枝 山 ) in Tai Po ( 大 埔 ) and Nam Wa Po ( 南 華 莆 ) in Fanling ( 粉 嶺 ). D15 - Rural Heritage () Traditional extended families in long-standing rural developments such as Cheung Chau ( 長 州 ) and Peng Chau ( 坪 州 ). Compact City Life () Families focused on budget in high density city areas. 9.78% of Hong Kong households (Types E16 - E17) Compact City Life neighbourhoods are high density city areas in Hong Kong amidst bustling retail and trade activities. Typical properties are relatively small single blocks, situated on main streets with high tr various transportation, restaurants, shops and entertainment locations. This Group has the highest concentration of people speaking Putonghua and Chinese dialects other than Cantonese. Residents are mostly mature small families or young singles having moved out of their parents home to live independently. Households in Compact City Life are segmented into two Mosaic Types: E16 - Urban Practicals ( 實 際 為 尚 ) Mid-income city dwellers living in busy retail districts such as Lockhart Road ( 駱 克 道 ) area in Wan Chai ( 灣 仔 ), and D aguilar Street ( 德 己 立 街 ) and Aberdeen Street ( 鴨 巴 甸 街 ) in Central ( 中 環 ). E17 - Bargain Seekers ( 節 省 開 支 ) Low income co-tenants and small families in crowded city areas such as Shanghai Street ( 上 海 街 ) in Mongkok ( 旺 角 ) and Apliu Street ( 鴨 寮 街 ) in Sham Shui Po ( 深 水 邨 ).

10 U p p e r E c h e l o n s E x p a t s a n d t h e P r i v i l e g e d M a t u r e d We a l t h y E l i t e P r o f e s s i o n a l s R i s i n g S o p h i s t i c a t e s Group F: Comfy Subsidised Homes Group G: Grass Roots Living We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s E m e r g i n g M i d d l e C l a s s N e w M o r t g a g e e s G o v e r n m e n t Q u a r t e r s M i d d l e - c l a s s P l e a s u r e M a t u r e H o m e O w n e r s S u b u r b a n L o c a l s O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s C o m f y C o u n t r y s i d e R u r a l H e r i t a g e C o m p a c t C i t y L i f e U r b a n P r a c t i c a l s B a r g a i n S e e k e r s C o m f y S u b s i d i s e d H o m e s N e w C o u p l e s a n d K i d s G r o w i n g F a m i l i e s M a t u r e S t a b i l i t y E x t e n d e d F a m i l y L i f e G r a s s R o o t s L i v i n g B l u e C o l l a r P a r e n t s B a s i c L i f e P u r s u i t s C o m m u n i t y C h a l l e n g e N u c l e a r R e n t e r s S t r i v i n g M u l t i - e a r n e r s A g i n g G e n e r a t i o n s G r e y P e r s p e c t i v e s E l d e r s C o m m u n i t y R e t i r e e F a m i l i e s S u n s e t S i m p l i c i t y Comfy Subsidised Homes ( 居 屋 逍 遙 ) Mid-to-low income families living in urban and suburban subsidised homes % of Hong Kong households (Types F18 - F21) Comfy Subsidised Homes are inhabited by lower-middle class families residing in better quality public apartments subsidised by the government. They either live in subsidised apartments, mostly in the new town areas, or in high-end public rental estates. Many of them are young and growing families with schoolage or grown-up children, and often living with their elderly parents. Most of them have completed secondary school education, earning average income. They work in a variety of occupations, as white collar workers, shop sales and service workers. The Comfy Subsidised Homes are segmented into four Mosaic Types: F18 - New Couples and Kids ( 新 晉 父 母 ) Young couples and families with a mortgage in better quality subsidised homes like Aldrich Garden ( 愛 蝶 灣 ) in Shaukeiwan ( 筲 箕 灣 ), Charming Garden ( 富 榮 花 園 ) in Yaumatei ( 油 麻 地 ), Rhythm Garden ( 采 頤 花 園 ) in San Po Kong ( 新 蒲 崗 ). F19 - Growing Families ( 學 童 家 長 ) Families with school age children and owners of subsidised homes in New Towns such as Siu Hei Court ( 兆 禧 苑 ) in Tuen Mun ( 屯 門 ) and Yan Ming Court ( 欣 明 苑 ) in Tseung Kwan O ( 將 軍 澳 ). F20 - Mature Stability ( 穩 步 中 年 ) Mature families and owners of older subsidised apartments through Tenants Purchase Scheme like Chuk Yuen North Estate ( 竹 園 北 邨 ) and Fung Tak Estate ( 鳳 德 邨 ) in Wong Tai Sin ( 黃 大 仙 ). F21 - Extended Family Life ( 擴 展 家 庭 ) Extended families renting subsidised apartments in urban outskirts such as Siu Sai Wan Estate ( 小 西 灣 邨 ), and also Wang Tau Hom Estate ( 橫 頭 磡 邨 ) in Lok Fu ( 樂 富 ). Grass Roots Living ( 眾 口 基 層 ) Average families in affordable public blocks. 9.56% of Hong Kong households (Types G22 - G23) Grass Roots Living symbolise the average households living in large public housing complexes in urban or new town areas. In many cases, parents, children and elderlies live together. There is a high proportion of young and teenage children within this group. The adults tend to have relatively low education. Most of them work in manufacturing, wholesale or construction. The younger ones work as shop sales or elementary office workers. They earn an income that is below average. Their apartments are managed and owned by the government. The rent of those apartments is relatively low among public apartments. Some of the public blocks have a small shopping centre with supermarkets, wet markets, kindergartens and bus stations nearby. People in Grass Roots Living are segmented into two Mosaic Types: G22 - Blue Collar Parents ( 傳 統 鄉 郊 ) Worker families with teenage children living in public blocks near transportation hubs such as Yiu On Estate ( 耀 安 邨 ) in Ma On Shan ( 馬 鞍 山 ), Po Lam Estate ( 寶 林 邨 ) in Tseung Kwan O ( 將 軍 澳 ) and Hin Keng Estate ( 顯 徑 邨 ) in Shatin ( 沙 田 ). G23 - Basic Life Pursuits ( 升 斗 市 民 ) Worker families with young children located in new town public blocks like Leung King Estate ( 良 景 邨 ) in Tuen Mun ( 屯 門 ), Sheung Tak Estate ( 尚 德 邨 ) in Tseung Kwan O ( 將 軍 澳 ) and Tin Shui Estate ( 天 瑞 邨 ) in Tin Shui Wai ( 天 水 圍 ).

11 Group H: Community Challenge Group I: Grey Perspectives Group J: Communal Homes Community Challenge ( 公 屋 社 群 ) Unskilled older families living in urban public housing complexes. 9.32% of Hong Kong households (Types H24 - H26) Community Challenge represents the economically disadvantaged households. These households tend to be less educated and earn a low income. Most adults have completed primary school education only. They take up elementary jobs such as service and shop workers, craft workers, manual and construction workers. There is a high proportion of students and home-makers. Without much disposable income, these households tend to conduct their daily activities around the estates in which they live. The need for community activities for youngsters and retired seniors is high in these areas. The estates are government-owned and the rent is low. However, the living environment is rather crowded. Some of these households are receiving social security assistance. Households belonging to Community Challenge are segmented into three Mosaic Types: H24 - Nuclear Renters ( 偏 安 斗 室 ) Low income nuclear families in new town public blocks such as Yau Oi Estate ( 友 愛 邨 ) in Tuen Mun ( 屯 門 ), and Long Ping Estate ( 朗 屏 邨 ) in Yuen Long ( 元 朗 ). H25 - Striving Multi-earners ( 勞 工 家 庭 ) Older blue collar families in new town and suburban public estates like Lok Wah North Estate ( 樂 華 北 邨 ) and Cho Yiu Estate ( 祖 堯 邨 ). H26 - Aging Generations ( 落 地 生 根 ) Borderline extended families and elderlies in old remote public blocks such as Ap Lei Chau Estate ( 鴨 邨 洲 邨 ), Oi Man Estate ( 愛 民 邨 ) and Choi Wan Estate ( 彩 雲 邨 ). Grey Perspectives ( 黃 昏 歲 月 ) Modest seniors and retirees in very old public blocks and communities % of Hong Kong households (Types I27 - I29) The Grey Perspectives are comprised of a signi cant proportion of retirees and elderly people. They are mostly uneducated and unskilled. Almost all of them are living in the most primitive public housing owned by the government. They used to work as manual workers, craftsmen, and manufacturing or construction workers. Elderlies in these areas have limited activities, and most are under social security and family welfare schemes. The living condition in these public rental blocks is poor and crowded. The housing was built mostly before 1970s or 1980s. The Grey Perspectives are segmented into three Mosaic Types: I27 - Elders Community ( 群 居 老 人 ) Primitive older families and seniors located in public estate like So Uk Estate ( 蘇 屋 邨 ) in Lai Chi Kok ( 荔 枝 角 ). I28 - Retiree Families ( 老 有 所 依 ) Extended families of very low income living in public estate such as Un Chau Estate ( 元 洲 邨 ) and Ho Man Tin Estate ( 何 文 田 邨 ). I29 - Sunset Simplicity ( 擁 抱 夕 陽 ) Old single people retired from unskilled manual work. More than 90% of them live in public rental estates such as Pak Tin Estate ( 白 田 邨 ) in Shek Kip Mei ( 石 硤 尾 ). Communal Homes ( 院 舍 生 活 ) Non income earning communities including elderly homes, monasteries, prisons and university residences. 0.08% of Hong Kong households (Types J30) The Communal Homes are comprised of people not in the workforce. They typically live in a communal environment. This group includes: senior citizens who have retired and are living in old people s homes managed by commercial or non-profit-distributing organisations. monks and nuns living in monasteries prisoners and juvenile delinquents living in correctional institutions and rehabilitation centres. students living in university or college campus residences.

12 U p p e r E c h e l o n s E x p a t s a n d t h e P r i v i l e g e d M a t u r e d We a l t h y E l i t e P r o f e s s i o n a l s R i s i n g S o p h i s t i c a t e s We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s E m e r g i n g M i d d l e C l a s s N e w M o r t g a g e e s G o v e r n m e n t Q u a r t e r s M i d d l e - c l a s s P l e a s u r e M a t u r e H o m e O w n e r s S u b u r b a n L o c a l s O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s C o m f y C o u n t r y s i d e R u r a l H e r i t a g e C o m p a c t C i t y L i f e U r b a n P r a c t i c a l s B a r g a i n S e e k e r s C o m f y S u b s i d i s e d H o m e s N e w C o u p l e s a n d K i d s G r o w i n g F a m i l i e s M a t u r e S t a b i l i t y E x t e n d e d F a m i l y L i f e G r a s s R o o t s L i v i n g B l u e C o l l a r P a r e n t s B a s i c L i f e P u r s u i t s Mosaic Global Mosaic Hong Kong is part of the Mosaic Global network of consumer segmentation systems. The Mosaic than 25 countries, including most of Western Europe, the United States, Austral Global is a consistent segmentation system that links each of these classifications ers a billion of the world s consumers. It is based on a simple proposition that the world s cities share common patterns of residential segregation. Using highly localised statistics, Experi types of residential neighbourhood, each with a distinctive set of values, motivations and consumer preferences. Low High A Sophisticated Singles E G Metropolitan Strugglers Routine Service Workers B Bourgeois Prosperity H F Low Income Elders To describe Mosaic Global, Experian decided upon a set of groups that are consistent across the countries and that could be used as The Mosaic Global groups are: A Sophisticated Singles B Bourgeois Prosperity C Career and Family D Comfortable Retirement E Routine Service Workers F Hard Working Blue Collar G Metropolitan Strugglers H Low Income Elders I Post Industrial Survivors J Rural Inheritance C Career and Family Hard Working Blue Collar I Post Industrial Survivors D Comfortable Retirement J Rural Inheritance C o m m u n i t y C h a l l e n g e N u c l e a r R e n t e r s S t r i v i n g M u l t i - e a r n e r s A g i n g G e n e r a t i o n s Urban The Mosaic Global groups are mappe geographic location. uence and Rural G r e y P e r s p e c t i v e s E l d e r s C o m m u n i t y R e t i r e e F a m i l i e s S u n s e t S i m p l i c i t y

13 Visualisation To help illustr and make Mosaic easy to interpret, we have created a set of comprehensive support materials. Mosaic ehandbook a detailed electronic guide to Mosaic that provides a background to the typology and lists the variables used on, a key to the structure of the Groups and Types, and illustrations of the demographic and lifestyle characteristics of each household Type and neighbourhood. Data, Services and Solutions Data directories Mosaic Directory License is a lookup ining residential buildings and their assigned Mosaic code. Cust Mosaic code by simply matching the building from a customer or prospect record to the Mosaic directory. Mosaic Distribution License provides geographic counts for each Mosaic Type for various Census, market and postal geographies. Files can be used for market analysis and planning and can be easily integrated into geographical information systems (GIS) and mapping applications. Modelling and Analytics Mosaic can be used as an element in customer and acquisition modelling development, as an added selection criteria when pulling modelled lists, or on the front-end and back-end of customer pr campaign analysis. Our consulting teams can undertake more detailed predictive modelling and consumer analysis using Mosaic and other data assets. Solutions Micromarketer Generation 3 is an integrated geographical analysis tool that provides customer pr trade area) on, sales territory analysis, data modelling, mapping and visualisation in an easy-to-use software application. Available for use on your desktop PC, or using data available across a network, Micromarketer Generation 3 provides you with access to the very latest in geographical analysis technology. Mosaic Coder is an intelligent tool that interprets free-format Hong Kong addresses, in English and Chinese, and assigns a Mosaic Code to each customer address. Mosaic Coder is part of Experian s Smart- Address software that performs address cleansing, matching and coding. Delivery services Enhancement Mosaic Type and Group codes are available at the building and neighbourhood levels for cust Coding your customer, prospect yo understanding who your customers really are. Enhancement is available on a license or ad hoc basis. List Selection Once you know who your customers are, your can use Mosaic in your acquisition campaigns to target your best prospects by selecting lists from Experian s partners based on the key and top performing Mosaic segments. 13

14 U p p e r E c h e l o n s E x p a t s a n d t h e P r i v i l e g e d M a t u r e d We a l t h y E l i t e P r o f e s s i o n a l s R i s i n g S o p h i s t i c a t e s We l l - t o - d o We l l - o f f F a m i l i e s Yo u n g E x e c u t i v e s E m e r g i n g M i d d l e C l a s s N e w M o r t g a g e e s G o v e r n m e n t Q u a r t e r s M i d d l e - c l a s s P l e a s u r e M a t u r e H o m e O w n e r s S u b u r b a n L o c a l s O l d To w n E m p t y - n e s t e r s S e t t l e d Wo r k e r s C o m f y C o u n t r y s i d e R u r a l H e r i t a g e C o m p a c t C i t y L i f e U r b a n P r a c t i c a l s B a r g a i n S e e k e r s C o m f y S u b s i d i s e d H o m e s N e w C o u p l e s a n d K i d s G r o w i n g F a m i l i e s M a t u r e S t a b i l i t y E x t e n d e d F a m i l y L i f e G r a s s R o o t s L i v i n g B l u e C o l l a r P a r e n t s B a s i c L i f e P u r s u i t s C o m m u n i t y C h a l l e n g e N u c l e a r R e n t e r s S t r i v i n g M u l t i - e a r n e r s A g i n g G e n e r a t i o n s G r e y P e r s p e c t i v e s E l d e r s C o m m u n i t y R e t i r e e F a m i l i e s S u n s e t S i m p l i c i t y About Experian Experian is a global leader in providing information, analytical and marketing 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 purchasing decisions with greater financial services, retail and catalogue, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors. Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Experian has corporate headquarters in Dublin, Ireland and has operational headquarters in Costa Mesa, California and Nottingham, UK. The Group employs approximately 15,000 people in 40 countries worldwide, supporting clients in over 90 countries around the world. Total Group revenue for the year ended 31 March 2010 was $3.9bn. For more information, visit

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16 Experian Hong Kong Limited Room , 39th Floor New York Life Tower, Windsor House 311 Gloucester Road Causeway Bay Hong Kong T: 852 (0) F: 852 (0) E: 2010 Experian plc All rights reserved 11/10