Experian Launches German Mosaic

Information giant Experian has launched a new German version of its consumer classification tool Mosaic, classifying the country's 68 million adult population into ten major lifestyle groups reflecting recent trends in society.

Experian Mosaic classifies more than a billion consumers worldwide and is used in 30 countries to gain household-level insight into local markets, behaviours and lifestyles in the US, Europe and Asia Pacific. Online agency Research Now recently announced that it would be using the tool across its panels globally.

Marketers in Germany can now use the consumer classification to gain insights into target groups' preferences - from their consumption habits, through to their attitudes to technology and purchases.

The new system incorporates a more detailed understanding of Germany's ageing population, recent changes in household composition, the growth in ethnic diversity and the impact of the Internet on society. In addition, groups and types reflect changes that have occurred in Germany society over the last ten years, including the fall of the Berlin wall and the effect of plummeting birth rates.

The ten main lifestyle groups include 'Alpha Establishment', the wealthiest group in German society; 'Wohlständler im Grüngürtel' (suburban achievers), middle or old aged couples leading prosperous lifestyles; and 'Strukturwandel in der Kleinstadt' (focus small town), those living either on welfare or barely above the subsistence level.

Michael Lausenmeyer, Operations Director Germany, comments: 'Using Experian's global data and analytics capabilities we have further enhanced our marketing services portfolio in Germany with the addition of Experian Mosaic. The result is an exceptional, vivid and accurate picture of consumers, their households and neighbourhoods in contemporary German society.'

Web site: www.experianplc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.