Symbol of Success

"Symbols of Success" is the most affluent lifestyle group in the UK (Mosaic Lifestyle Group), and the forth largest, accounting for 10.50% of the overall UK population and 11.52% of the UK online population.

This group is concentrated in city areas such as London and Edinburgh, usually employed in the 'knowledge' industries (eg. lawyers, surgeons, university professors, consultants or senior civil servants).

They live in fashionable inner city neighbourhoods or in prestigious outer suburbs.

They are most likely to be aged 45-64, married and in good health, with a couple of children, studying away from home or already employed.

There are 7 Mosaic types - subgroups for the Symbol of Success, which are (in percentage of UK online population):
- semi-rural seclusion (2.38%): highly paid long distance commuters;
- high technologists (2.37%): corporate high-fliers living in detached houses;
- provincial privilege (1.76%): well-educated older professional in senior/public sector positions in the centre of large provincial cities or established suburbs;
- corporate chieftains (1.41%): very wealthy people, senior business managers, living in large detached houses in outer metropolitan suburbs;
- golden empty nesters (1.38%): families in later life stages, retired following success careers, living in large detached house often in choice residential location in semi-rural settings;
- global connections (1.19%): very affluent, cosmopolitan sophisticates from abroad, found in extremely expensive housing;
- Cultural leadership (1.03%): well-educated professionals, working in liberal professions, government or the arts, live in very expensive middle-ring London suburbs.

The Symbol of Success online profile

The fourth largest online group (1 in 8 online visitor), it is highly represented in the areas of finance, travel and online news; the group also spends time researching home improvements, purchasing home and garden furnishing and high-end consumers goods. Specifically, they use the Internet for banking and tracking their investment (25% of websites visited fall in the financial sector, excluding news sites). In their spare time, they engage in hobbies such as theatre, golf, ski holiday and yachting; and they also enjoy classical music, the arts and buying wine.

They use search as a way to navigate to a specific website when shopping.

This group is more likely to visit the website of an airline directly when booking flights, rather than using a price comparison website.

Ocado.com is the number one grocery website across all of the Symbols of Success sub-types.