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Experian Extends Mosaic to Japan
Experian has this week announced the launch of Mosaic Japan, the company's latest consumer classification solution. The system classifies every Japanese household according to 11 main groups and 50 different socio-economic types.
Mosaic Japan uses the Japanese National Census and a range of other statistical datasets to build a unique set of typologies and deliver detailed insight into the structure of Japanese society. Developed over two years with Acton Wins, a Japanese lifestyle data specialist, the new service leverages the same capabilities found in Experian's other global Mosaic solutions, offering international marketers a familiar, standardised consumer segmentation tool.
According to Mark Parise, President of Experian Marketing Services, 'Mosaic Japan provides marketers with detailed consumer and socio-economic insight exclusive to Japan, and can be used in conjunction with Experian's Mosaic Global for cross-border target marketing and international campaigns. Mosaic is a key tool in retail site location and is used by commercial organisations across the world to analyse potential and existing markets for products and services.'
Several social trends have been revealed through the development of Mosaic Japan including:- Due to lower levels of crime and public disorder in Japanese cities, inner city residential neighbourhoods have a much higher status than do equivalent areas in Britain and North America. This pattern of high status inner city living is similar to France, Spain and Italy.
- The differences between the demographics of cities and those of small towns are far greater in Japan than in other parts of the world. Commuters do not generally locate to country villages and rural areas have many older residents due to record levels of longevity, making the earnings between cities and rural areas far greater in Japan than elsewhere.
- As in other countries, many more inner city residents are single and urbanites tend to marry later and have fewer children.
- Japanese land ownership can make it difficult for national volume homebuilders to acquire large tracts of land. Consequently, many homeowners have sold off small parcels of land on which a new house could be built, and some have built and now rent out micro-apartments.
Mosaic Japan is one of Experian's 25 country-specific consumer classifications and joins similar systems in Australia, New Zealand, Hong Kong, China, USA, Canada, Finland, Norway, Sweden, Denmark, Germany, Austria, Switzerland, Czech Republic, France, Spain, Netherlands, Belgium, Eire and the UK.
Experian is online at www.experianmarketingsolutions.com
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