Mosaic now provides even deeper insights
Mosaic has undergone a complete rebuild. Our Product Data Engineers have dedicated over 10,000 hours developing what we believe is Australia’s best consumer segmentation solution.
Now comprising 14 groups and 52 types, Mosaic offers powerful insights into the attitudes, values, and behaviours of 99% of Australian households. This in-depth data allows you to segment or enhance your existing customer data, or identify new prospects.
Households change
The insights from the rebuild show how our population is changing. From where we like to spend our time and our money, to family composition, holiday preferences, education levels… the list goes on.
The newly rebuilt Mosaic offers significantly more accurate insights on your customers and prospects, as their behaviour evolves.
For example, in early 2020, when global lockdowns began, young adults started moving back in with their parents. Financial stress and social isolation kicked in, and as these young adults entered 2022, they started to reconsider their living, working, and recreational choices.
Parts of the population saw significant changes, which Mosaic 2024 has identified. One of these groups we’ve named ‘Sea and Tree Changers, and Workers of the Future’.
Sea and Tree Changers, and Workers of the Future
The lure of cheaper property and remote work opportunities has led to a rise in the number of Sea and Tree Changers who have prioritised lifestyle over work proximity.
Key segments we see within Mosaic, that are now emerging in regional New South Wales and Victoria include Digital Dreamers, Exquisite Estates, and Coastal Retirees.
Since 2021, regional areas have become more diverse as people chose lifestyle over proximity to work when deciding where they live.
Key areas with Sea and Tree Changers
VIC
NSW
What does this growth mean for businesses?
Businesses with a physical presence can find new opportunities in rural areas. Opening a new store in these locations is now highly feasible. If your key consumers are in these segments, remote selling is essential, otherwise it’s likely competitors will offer better alternatives.
Consider reevaluating your audiences’ geographies. Key customers are no longer just concentrated in capital cities. Experian can identify high-potential rural areas to help you optimise your ad spend.
If your segmentation solution hasn’t been updated recently, consider the potential sales and opportunities you may have missed. Mosaic’s recent major update identifies household groups and types, and continues to be updated at regular intervals.
In summary
- The Australian landscape is shifting, with regional areas experiencing a surge in diversity and affluence since 2021.
- A post-pandemic lifestyle shift has seen people prioritising quality of life over proximity to traditional employment hubs. This has led to a significant influx of residents in regional areas, including a higher proportion of high-wealth residents.
- This demographic change highlights the critical need for businesses to reassess their customer base.
- Customers you acquired even as little as three years ago may no longer accurately reflect the current market.
To effectively understand and target this evolving demographic, leveraging a segmentation solution like Mosaic is key to ensuring you maintain consistent and accurate customer profiles.