Symbols of Success
Suburban Comfort
Urban Intelligence
Singles
& Starters
Family
Growth
Provincial
Pride
Working
Fringe
Community
Challenge
Grey
Power
Cultural
Ties
Rural
Ties
About Mosaic New Zealand

Mosaic Type Information

For each Mosaic Type we have included the following information.

  • The Mosaic Type number and name including the percentage of total New Zealand households.
  • A summary description of the sort of people most likely to be found in the Mosaic Type. The description has been based on the data used in the build of Mosaic, as well as information on consumer attitudes and preferences from Roy Morgan Research survey data.

  • A photograph that shows a typical example of a house or neighbourhood.
  • A map that shows the distribution for the Mosaic Type for one area in New Zealand.
  • The dot maps represent households and where areas are shaded, a Meshblock or neighbourhood has been used to illustrate location.
  • Typical Localities. Districts and Suburbs with a high concentration of the Mosaic Type are highlighted for selected regions throughout New Zealand.
  • The bar charts compare the Mosaic Type against the national average on key demographic variables taken from the latest Census and other data sources used in the building of Mosaic.
  • The information contained in the bar charts has been indexed to a New Zealand base of 100. In other words, where a Mosaic Type has a score of 50 on a particular variable (such as people aged over 65) the average percentage of adults in that Mosaic Type who are aged over 65 is only 50% of the national average. A score of 100 shows that the proportion of those aged over 65 is equal to the national average; a score of 200 indicates a level exact

 

Mosaic New Zealand

Mosaic is a geodemographic classification that describes New Zealand's households by allocating them into 42 Types in 11 household-level Groups. The challenge of providing a tool for New Zealand marketing analysis below Meshblock level (Census collection areas of 50-60 households) has now been met offering unprecedented resolution when defining market segments and targeting prospects.

Types and Groups

The cluster analysis defines how many Mosaic “clusters” or Types there should be and what the character of each cluster should look like.

Once defined, the 42 Types were described by the data used in the build. These descriptions were further enhanced by the use of Roy Morgan Research data on the attitudes and preference of consumers.

The 42 Mosaic Types have also been assigned to 11 Mosaic Groups to enable analysis or selection at a broader classification level.

The result is a classification that can clearly identify households or small geographic units that have similar characteristics and marketing attributes. And since every physical address in New Zealand can be classified, Mosaic has the advantage of coverage, flexibility and speed, as well as modelling and mapping capabilities.

The Data

The Mosaic type allocated to each of New Zealand’s 1.4 million residential households is based on a wide range of statistical and independently-researched sources. In total over 100 variables have been used to build the core groups, with a further 350+ variables used to describe each segment within those groups. Mosaic Categories can be overlaid with map or geographic data and are fully compatible with NZ Post approved address information.

  • Housing Valuations Data provided by Quotable Value NZ including property type, size, value and owner status for 1.4 million NZ households.
  • The latest NZ Census Information including age, income, occupation, education, household, car ownership and so on for all 41,362 Census Meshblocks.
  • Market Research on attitudes, media, activities and shopping habits provided by Roy Morgan Research from Single Source Surveys.

The New Mosaic Groups and Categories

Mosaic combines information from the latest Census with housing and valuation data from Quotable Value and LINZ. Then integrates detailed research into attitudes, media preferences, shopping habits and leisure activities (Roy Morgan Single Source survey data).

A
 Symbols of Success Three categories describing the most affluent New Zealand households. High spending families and high achievers in the most desirable suburbs.
5.1%
B
 Suburban Comfort Three categories describing wealthy areas of educated professional families in established and new suburbs.
8%
C
 Urban Intelligence Three categories covering educated and high-earning young singles and sharers in the inner suburbs.
4.8%
D
 Singles & Starters Five categories of students and younger workers living in high density, lower cost suburbs.
8.6%
E
 Family Growth Five categories of young families mostly with school-age children, living primarily in cities.
12.6%
F
 Provincial Pride Three categories of true kiwis in provincial towns. Many older couples and empty nesters.
8.3%
G
 Working Fringe Five categories of mixed familes with stretched budgets in outer suburbs. Settled, mature households in New Zealand’s blue-collar and multicultural centres.
17.8%
H
 Community Challenge Four categories covering low income, low spending households in smaller homes and older people nearing retirement.
9.1%
I
 Grey Power Two categories for comfortable retirees enjoying the end of a long life.
3.1%
J
 Cultural Ties Four categories describing the areas of highest cultural diversity. From families with school-age children in state housing to entire rural communities.
8.5%
K
 Rural Ties Five categories of rural landowners and workers in New Zealand’s farming heartlands. From hobby farms to rural economic powerhouses.
13.5%