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Launch of Mosaic Ireland
Experian has launched a new consumer profile analysis, Mosaic Ireland. The first figures highlight the rise of the 'seriously single', a growth in the number of wealthy families, and increased multiculturalism.
The new classification system divides the population of Ireland into 11 groups and 40 distinct consumer types. Those identified as 'seriously single' have left raising a family to later in life, or don't intend to have children at all. The group is typified by 'career-minded, highly sociable, style-conscious professionals living in refurbished inner city apartments, often in converted former industrial buildings'. Their new wealth has afforded them an economic independence that did not exist 15 years ago.
The analysis also reveals that Irish women are getting married much later, if at all. Over 73% of women in their late twenties remain unmarried, compared with only 35% in 1986. Similarly, 40% of women in their mid thirties remain unmarried, compared with only 17% in 1986.
Another major change in the country's make-up is the rise in the 'affluent suburbs' category, which contains the country's 'best educated, most successful and wealthiest residents'. Most live in expensive houses in the south-east suburbs of Dublin, drive prestigious cars, visit the best restaurants and clubs, and send their children to private schools.
Other trends include an increase in the number of foreign-born residents; more students living away from home, creating student enclaves in previously run-down inner city areas; and people buying property at much younger ages.
Speaking at the launch of Mosaic Ireland, Lorcan Lynch, Director of Experian's Irish Marketing Services division, said: 'Life in Ireland has changed significantly over the last ten years with the emergence of several new social groups and trends. Mosaic Ireland provides a detailed understanding of current and emerging social influences. It enables analysts to detail new trends and consumer groups at a level of geography unavailable until now.'
Mosaic already classifies more than a billion consumers worldwide, including China, North America, Europe and Asia Pacific. It is used by companies to analyse potential and existing markets for products and services, by retailers and property investors to decide on site location, as well as by public sector bodies to identify areas of high crime or poor health.
Experian Business Strategies is online at www.business-strategies.co.uk
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