Experian’s flagship consumer segmentation: Mosaic

More granular segmentation, more coverage, more up-to-date

New Zealand
New Zealand New Zealand
Consumers make most of their payments by internet banking
  • 74%
  • 70.5%
  • 54.5%
  • 46.5%
  • 39.6%
  • 40.7%
  • A higher percentage make payments via internet banking to banks and insurance companies, telcos, and retailers, respectively, compared to the regional average
  • Impact: Anti-fraud capabilities critical to the increased digital transaction frequency and customers’ trust in banks
Australia Australia
Consumers are most satisfied with the post-fraud service of banks and insurances companies
  • More than 70% satisfaction rate compared to 59.7% on average
  • Impact: Increased trust in BFSIs
Indonesia Indonesia
Consumers that encountered most fraud incidents in the past 12 months

AP Average

  • 49.8% have experienced fraud at least once compared to 34.7% on average
  • Impact: Overall anti-fraud capabilities need improvement
Singapore Singapore
Consumers have the highest trust towards government
AP Average
  • 75.5% choose government agencies, compared with 51.7% on average
  • Impact: Trust of personal data protection is centered around government agencies
Vietnam Vietnam
Consumers encountered most fraud incidents in retail and telco during the past 12 months
  • 55%
  • 54.5%
  • 32.8%
  • 35.2%
  • 55% and 54.5% have experienced fraud at least once in retail and telco, respectively, compared to 32.8% and 35.2% on average
  • Impact: Overall anti-fraud capabilities need improvement
Thailand Thailand
Most Thai consumers believe speed and resolution are severely lacking (response/ detection speed toward fraud incidents)
AP Average
  • 60.5% think it is most important, compared to 47.7% on average
  • Impact: Response time as one of key factors to fraud management to retain customers and gain their trust
India India as standalone
Consumers have the largest number of shopping app accounts in the region
  • Average of three accounts per person
  • Impact: Highest exposure to online fraud
Hong Kong
Hong Kong Hong Kong
The least percentage of consumers with high satisfaction level toward banks and insurance companies’ fraud management
AP Average
  • Only 9.7% are most satisfied compared to 21.1% on average
  • Impact: effective response towards fraud incidents to be improved
China China
Consumers are the most tolerant toward submitting and sharing of personal data
AP Average
  • 46.6% compared to the AP average of 27.5% are accepting of sharing personal data of existing accounts with other business entities
  • Impact: higher exposure of data privacy and risk of fraud
Japan Japan as standalone
Consumers most cautious on digital accounts and transactions
50.7% Actively maintain digital accounts’ validity
27% AP Average
45.5% Do not do online bank transfers
13.5% AP Average
  • More than 70% did not encounter fraud incidents in past 12 months, compared to 50% on average
  • Impact: Relatively low risk of fraud

Mosaic – Raising the bar for consumer segmentation

Mosaic – Raising the bar for consumer segmentation

Experian’s flagship consumer segmentation dataset - Mosaic - has had a major refresh as we head into 2022. Our household-level segmentation of the Australian consumer market has become more granular, has wider coverage and is more representative than ever before.


Mosaic defines, measures, describes and engages audiences through accurate segmentation, enabling you to have more strategic and sophisticated conversations with consumers. It provides data insights covering household demographics, financial attributes, lifestyles, attitudes, values, spend behaviour and channel engagement - an unrivalled resource for detailed customer segmentation.


In this article, we’ll review what has been updated in the latest refresh and how your consumer segmentation just became even more powerful.


The defining features of the Mosaic refresh


Physically the classification of Groups and Types has remained the same. Mosaic users will therefore see continuity in terms of how things are classified. There is also no new terminology, again, to assist current users with making the most of the more insightful data assets - the platform functions in the same way as before.


All data outside of Census has been updated, which was a significant undertaking and now ensures the very latest trends and behavioural analysis has been included. We’ve seen some really interesting impacts trending in the data, primarily caused by the pandemic. For example, many city dwellers have moved or are thinking of moving out into regional areas for more space and peace of mind.


We’ve included an additional 1.37 million households - making it the most comprehensive Australian consumer classification ever undertaken. Our ConsumerView models have also been re-calculated, ensuring access to new insights to help users target and engage prospects like never before.


We’ve made major enhancements to the 11 core data models that power Mosaic to provide the best inputs possible. This in turn has improved things like age group classification, immeasurably. Improved granularity, recency and accuracy of our property data, which includes things like property size and bedroom numbers, is helping our clients make better strategic and communication decisions.


Finally, we have invested heavily in development and analytical talent here in Australia which ensures localised and continuous platform improvement. -We’re committed to local product improvement and speed to market, ensuring you have expedited access to updated segmentation information.


Early insights from what’s changed


As mentioned earlier we have included 1.37 million additional households in the latest Mosaic classification. This gives Mosaic a huge coverage of 99% of households in Australia.


Interestingly, we found that 30% of households have changed Mosaic Group. A significant proportion and something accelerated by the pandemic.


There are many influences on the Australian consumer that are changing the way we live. The proportion of home ownership has declined from ~79% in 2018 to ~72% in 2021. The age of the population and the proportion of Australians over 60 will continue to grow. Technological advancements ensure the way we consume media and marketing will continue to change. And shifts in migration, internally and overseas, will present unique challenges to urban communities.


More granular, more coverage, more up-to-date


If you are new to Mosaic then please head on over to our page to learn more about how our powerful consumer classification engine can help you.


If you are a regular user of Mosaic then from now on you will enjoy the benefits of the refresh, with more accurate segmentation.


Read full article


By Experian 02/18/2022

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