Mosaic UK Consumer Insights
Mosaic has identified several emerging consumer segments, identifying their living habits, attitudes and shopping behaviours. The analysis validates much of Stylus' reporting:
- Transient Renters: Transient renters are young, single people who pay modest rents for low-cost homes. According to Mosaic, they rely heavily on their mobile phones, and prize convenience and value above all else. Shrink product sizes and create modular, movable homeware products to appeal to this segment. See Next-Gen Kin for more.
- Digital Discount Shoppers: Following a lengthy period of government-imposed austerity across Western markets, growing numbers of consumers are looking for value in everything they buy. Digital Discount Shoppers – made up of affluent working families, young house buyers and older suburban dwellers – are fuelling impressive growth for online pound shops, social shopping sites and voucher sites. See The Measured Middle and Cash-Strapped Consumers for more.
- Boomerang Boarders: Recent graduates are choosing to move back to their family homes rather than fly the nest. "The relatively low cost of living 'at home' has produced a larger disposable income that can feed into spend on cars, entertainment, the latest technological gadgets and fashion," says Mosaic. This trend is not limited to the UK – for more, see Boomerang Kids.