Mosaic Lifestyle modelling and Hitwise's approach are very useful for understanding the general behaviour of "50+, AB1, 50K+" and identify/sketch the group's offline and online media consumption pattern.
What the research proves is that this is the most affluent audience in UK, over-represented online compared to the overall population (over 11%), and it is using the Internet extensively for everyday shopping, for personal banking and keeping updates with financial news, for researching larger purchases, be this equipment for their hobbies, furnishings for home and garden, as well as booking leisure travel.
There is a strong correlation between offline habits and online behaviour, so the group is more likely to visit a website for a high-street retailer or brands it is familiar with, rather then following latest trends (including latest web-trends!).
The study was published by Hitwise end of 2007 - for the nature of this target audience, I doubt that many things have changed, especially in terms of online behaviour, with the only exception that, in line with the overall web trends, the group is entering and establishing a stronger presence also within the social media sphere (eg. let's think about the growth of business specific social network such as Linked-in), and definitely using blogs as a source of information, along with traditional news sites.
Ultimately, when deciding about how/where/when reaching this target for marketing purposes, the final choice should be primarily dictated by the 'communication goals' - acquisition/leads generation? branding/education? Retention? - with digital media chosen and balanced accordingly (search vs branded display ads vs email vs social strategy and/or sponsorship).
Download "Targeting Affluent Adults Online" - including a brief description of the group (labelled as 'Symbol of Success') based on Mosaic Lifestyle segmentation, and also some specific 'top' websites which score particularly high with the group, divided per sector, and based on Hitwise research.
Showing posts with label symbol of success. Show all posts
Showing posts with label symbol of success. Show all posts
Tuesday, 30 September 2008
Wednesday, 24 September 2008
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.
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.
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