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GB320: Fitness - Fall 2022 - Sections 1,2,3,4,5,6 (Flynn, Markwith, Sambare, Tracey)


Mosaic USA

Mosaic USA Consumer Segmentation via the DemographicsNow database:

Mosaic  USA is a segmentation system developed by Experian that classifies U.S. households into 71 unique types and 19 overarching groups that share similar demographic and socioeconomic characteristics.

Mosaic  USA profiles provide information about the sociodemographics, lifestyles, behaviors, and culture of consumers within each of the 19 groups and 71 segments. Affluence and life stage, combined with property characteristics, socio-economics, ethnicity, additional financial measures, and the type of geographic location (e.g. urban or rural) are key components of the Mosaic classifications.

Go to the Demographics Now database

  • Click on the menu icon in the top right corner 
  • Click HELP
  • Scroll down to view [Mosaic USA Details]:

You will see links to the 19 Mosaic USA group profiles and the 71 Mosaic USA segment descriptions.
You can also look at the Grand Index - a statistical report that ranks and indexes more than 600 demographic, psychographic, and lifestyle characteristics for each Mosaic group/type.