A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
Overview
Key Features
Poor qualifications
Routine occupations
Young singles and couples
Some young children
Ethnic diversity
Poor upkeep
Small homes
Crowded
Below average income
Sport
Rankings
Age 3/15
Presence of Children <18 3/15
Household Income 9/15
Gross Financial Assets 11/15
Non-Mortgage Debt 9/15
Typical Houses
Typical Cars
Top Postal Areas
Indebtedness Indicator 3/15
London (East) E
Level of Urbanisation 3/15
Birmingham B
Manchester M
London (South East) SE
Sheffield S
6.54%
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
Description
Overview
Terraced Melting Pot contains people who mostly have few qualifications and who work in relatively menial, routine occupations. The majority are young, some still
single, others living with a partner and quite a few with children of nursery and primary school age. These people mostly live close to the centres of small towns or, in
London, in areas developed prior to 1914.
Typically they live in areas of densely packed terraced housing some of which is owner occupied, the rest rented, sometimes from a residential landlord. Most houses
have modest rear gardens which can only be reached through the house and very small front gardens. Many houses have front doors which open directly onto the
street.
Such houses were traditionally built for the workforce of nineteenth century mines, mills and factories and today provide a relatively cheap entry point into the housing
market for those who do not qualify for social housing and whose incomes do not reach the levels needed to borrow the amount of money required to buy a house in
suburbia.
Convenient though many of these houses are, their residents have to put up with a variety of environmental problems, noise from town centre pubs when they close
late at night, pollution from passing traffic, litter and graffiti, shortage of space for parked cars and, in many cases, poor accessibility to open space. For a number of
residents these disadvantages are preferred to the quietness and lack of stimulation of suburban living. In London a key advantage for many residents in this group is
being part of a community of people of similar ethnic or religious origins.
People in this group tend to give lower priority than those in other groups to the repair and decorations of their homes and, living in these areas often on a temporary
basis, fewer people take trouble to maintain their gardens. Houses being small and often crowded, time and money are more likely to be spent outside the home,
whether in the pubs and clubs of small town centres or in the restaurants and cafés which characterise the many High Roads of inner London, many of which open
much longer hours than in provincial centres.
Many belong to groups that have recently arrived into the country and local shops provide a wide range of services for those who need to keep in touch with people
back home such as mobile phone calling cards, foreign language newspapers, cheap flights to unlikely destinations. Local shopping centres provide access to products
and services important to particular minorities.
The task of communicating with these groups, particularly those from ethnic minorities, is complicated not just by language and culture but by the informal networks
whereby newcomers come to learn from more established residents where to obtain the best products and services. In addition, many recent migrants come from
communities in which buying from owners of local business is as much a social activity as an economic transaction and much more natural than using remote channels
such as mail order, telephone hotlines or Internet websites.
Brand values which appeal to these groups are therefore ones which promote multi-cultural credentials and which focus on the personal relationship between supplier
and customer.
The leisure activities that are favoured by people in this group centre on social networking in restaurants and pubs. The cinema is popular but not the performing arts.
In some neighbourhoods, sport is important for the young as a source of self confidence.
Other than those based on specific ethnic groups most charities find it difficult to raise funds, the exception being charities involved with human rights.
Online Behaviour
Older members of this group are unlikely to buy online, and even younger people living in these areas are less likely to visit retail websites than their counterparts
elsewhere. The main uses for the Internet amongst this group are communication and entertainment. Webmail services and social networks provide ways of staying in
touch with friends and relatives that may be abroad. Many people in the group are first or second generation immigrants, so foreign websites are also popular. The
Internet is also used to watch movies online and keep up with entertainment news.
A
B
C
D
E
F
H
G
I
J
K
L
N
M
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
Who we are
Gender
Marital status
Male
48.68
Married
30.82
Female
51.32
Living as married
22.11
Separated
3.15
Divorced
8.16
Age
18-25
206
10.77
26-30
238
15.18
210
16.51
31-35
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
Widowed
1.06
Never married
34.69
36-40
13.64
Religion
41-45
11.88
Church of England/Anglican/Episcopal
23.40
46-50
8.59
Roman Catholic
10.87
51-55
6.72
Buddhist
0.39
56-60
4.65
Hindu
1.75
61-65
3.78
Jewish
0.19
66-70
2.13
Muslim
71-75
1.71
Sikh
76-80
1.91
81-85
1.79
86-90
0.50
91+
0.23
0
50
100
150
200
370
9.62
1.10
Social grade
A
9.24
B
20.17
C1
30.97
C2
16.33
D
11.49
E
11.79
200
0
50
100
150
200
A
B
C
D
E
F
H
G
I
J
K
L
N
M
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
Who we are
Children
Household composition
Households with children
0.45
Single pensioner
9.93
No children
58.46
Single non-pensioner
29.10
1 child under 15
18.51
Exclusively pensioners
3.40
2 children under 15
14.65
Couples without children
12.08
205
3 or more under 15
8.38
Age of youngest child in years
22.53
0-4
5-11
16.44
12-18
12.96
48.08
No children
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
14.79
5.52
Lone parents
12.98
Lone parents with dependent children
9.45
Dependent children - none in employment
5.08
Multi-person household - all students
0.54
Families
9.91
Extended family
1.97
Under 1 year
306
7.34
Extended household
5.47
1-4 years
256
Length of time married
Understanding Charts
Couples with dependent children
Couples - all children non-dependent
26.88
Pseudo family
11.23
5-9 years
18.79
Single
53.00
10-19 years
20.80
Homesharers
15.39
20 years or more
26.19
Abbreviated families
2.26
0
50
100
150
200
244
Unclassified
0.77
Adult children living with parents
5.33
Multigenerational families - elderly relative
1.96
0
50
100
150
200
A
B
C
D
E
F
H
G
I
J
K
L
N
M
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
Who we are
Ethnicity
Understanding Charts
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
50
100
150
59.41
Other EU countries
1.28
Celtic
15.07
Africa
2.84
Irish
8.53
Caribbean
British
73.80
Cyprus
0.18
Western European
5.08
Eastern European
1.50
Pakistani
494
10.75
Far East
1.04
Eastern European
210
5.49
Jamaica
Italian
2.18
Middle East & Western Central Asia
Hindi
2.40
South Asia
Hispanic
1.90
USA
Sikh
1.06
Other Muslim
218
1.97
Black African
234
2.62
Bangladeshi
484
3.23
Chinese
0.72
Other East Asian
0.53
Greek/Greek Cypriot
0.55
225
Turkish
Unless otherwise stated, charts show
the Index and Mean %.
0
Region of birth
English
0.89
0.32
Jewish/Armenian
Tamil and Sri Lanka
211
0.62
Somali
256
0.32
Black Caribbean
216
0.23
200
0
50
100
150
200
246
264
1.01
0.63
0.70
269
6.34
0.22
0
50
100
150
200
A
B
C
D
E
F
H
G
I
J
K
L
M
N
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
Where we live
Length of residency
Tenure
Up to 1 year
11.78
Owner occupied
54.40
1-2 years
20.94
Privately rented
16.98
3-5 years
24.97
Council/housing association
28.62
6-8 years
12.74
9-10 years
5.66
11+ years
23.91
Property value
124,370*
Postcode average
13.65
££70,001
0.60
£100,001-£125,000
19.70
Semi-detached
7.48
£125,001-£150,000
8.13
Bungalow
0.16
£150,001-£180,000
6.18
90.32
£180,001-£225,000
8.00
£225,001-£300,000
7.27
£300,001-£400,000
1.92
£400,001-£600,000
0.56
334
Property type
0.37
Purpose-built flats
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
34.55
Detached
Terraced
Understanding Charts
242
£70,001-£100,000
Residence type
Converted flats
1.06
Farm
0.00
Other
98.51
Communal establishments
0.83
Second home
0.18
Converted or shared house
5.07
£600,001-£900,000
0.04
£900,001-£1,500,000
0.00
³£1,500,001
0.00
0
50
100
150
200
Garden
71.31
Has a garden
0
50
100
150
200
*value in £
A
B
C
D
E
F
H
G
I
J
K
L
M
N
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
How Green we are
Green classification
Type 01: Eco-evangelists
9.26
Type 02: Convinced consumers
1.79
Type 03: Green but doubtful
1.20
Type 04: Confused but well-behaved
12.48
Type 05: Doing their best
1.23
Type 06: Sceptical libertarians
1.95
Type 07: Too busy to change
2.22
Type 08: Why should I bother?
295
15.19
Type 09: Constrained by price
229
28.41
Type 10: Wasteful and unconvinced
301
26.26
Carbon footprint
Property
4.92
Transport
1.88
Transport and property
6.80
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
7.13%
6.54%
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
How we live our lives
Holidays in last 12 months
Expenditure
Food & non-alcoholic drinks
9.70
1
7.17
Alcoholic drink, tobacco & narcotics
2.21
2
12.92
Clothing & footwear
4.68
3
5.38
Housing (net), fuel & power
10.82
4
4.88
Household goods & services
6.74
5 or more
Health
1.22
Transport
14.14
Communication
2.47
Recreation & culture
12.35
Education
1.43
8.47
Restaurants & hotels
413
Length of holiday
1-3 nights
22.63
4-6 nights
20.32
7 nights
23.48
8-13 nights
6.24
15.16
14 nights
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
Daily Express
5.48
Daily Mail
9.74
Daily Mirror
16.01
Daily Mirror/Record (Net)
17.00
Daily Record
1.76
201
Daily Star
12.48%
Index
0
50
100
150
200
8.25
28.78
The Sun
The Index is shown as a bar, and the
Mean % is shown to the right:
236
15-20 nights
Newspapers
Daily Telegraph
278
4.90
Financial Times
1115
0.97
The Guardian
303
4.10
The Independent
262
2.51
The Times
442
3.60
0
50
100
150
200
8.33
5.18
7.00
21 nights or more
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
How we live our lives
Satellite and cable TV services
Sport and leisure activities
Terrestrial channels (standard aerial)
0.91
Aerobics/keep fit
3.89
Freeview (set top box/built-in tuner)
35.69
Badminton
2.42
Freesat (set top box/built-in tuner)
1.28
Bowls
2.25
Freesat from Sky
2.55
Bridge
0.61
Other free-to-air channels
5.79
Cycling
4.36
BT Vision
0.56
Darts
4.59
Sky
20.73
Golf
3.34
Sky+
10.01
Jogging
2.41
Sky HD
0.74
Martial arts
2.06
Subscription to any Sky
31.49
Mountain biking
1.64
Virgin Media
21.73
Running
2.76
Snooker
4.73
Squash
1.09
Swimming
6.23
Tennis
3.64
Yoga
1.43
Cinema visits in the last month
Not visited the cinema
80.70
Once
12.17
7.13
Twice or more
Attending arts events
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
0
Theatre performance
34.83
Art galleries or exhibitions
23.75
Pop/rock concerts
32.16
Jazz music
8.83
Classical music
11.34
Contemporary dance
9.16
0
50
100
150
200
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
How we communicate
Internet access
Channel preferences - communication
41.61
Every day/most days
Where internet accessed
62.63
Home
Internet café
3.32
Library
8.26
School, college, university
5.98
Work
19.81
By telephone
34.01
By landline telephone
22.32
By mobile phone
11.69
By post
11.70
Through digital TV
8.66
Through internet
26.08
By email
19.56
Channel preferences - purchasing
How we learn about products
19.64
Newspapers
Magazines
14.35
Radio
3.78
Television
43.11
Cinema
2.10
17.02
Internet
0
50
100
150
By telephone
32.97
By landline telphone
20.98
By mobile telephone
12.00
By post
12.46
Through digital TV
2.83
Through internet
41.79
By email
9.95
200
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
How we view the world
Personal motivations
Personal attitudes
Happy with standard of living
43.48
Discuss major decisions with partner
44.77
Sacrifice time with family to get ahead
14.79
Perfectionist
26.68
Don't want responsibility, rather be told what to do
12.48
Optimist
39.09
Like taking risks
19.72
Usually first to know what's going on
16.61
Like a life of challenge, novelty and change
29.84
Spiritual person
26.67
Look on work as a career, rather than a job
27.85
Don't like to show real feelings
38.19
Go to work for the money
24.83
Find it difficult to say no to their kids
31.62
Want to get to the very top in career
22.50
Easily swayed by other people's views
15.03
Worry about work during leisure time
14.60
Keen sense of adventure
37.31
Would like to set up own business one day
24.57
Enjoy life and don't worry about future
30.03
Important to juggle various tasks
56.18
Like control over people and resources
10.44
Not enough hours in the day
51.65
Loathe doing any form of housework
16.97
Little can be done to change life
17.89
Do things on spur of the moment
40.00
Prefer to work as part of a team than work alone
39.49
Try to keep up with developments in technology
35.26
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
Worry a lot
32.07
It's important family thinks they're doing well
37.07
Faith is really important to them
30.50
You can judge a person by the car they drive
9.67
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
How we get by
Education
Industry
Primary education (left before 16)
1.89
Agriculture, hunting, forestry
0.63
Secondary education (left at 16)
24.28
Fishing
0.02
Further education (after 16)
41.03
Mining, quarrying & construction
7.32
University degree & higher
32.80
Manufacturing
12.33
Occupation
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Managers & senior officials
10.98
Professionals
9.25
Associate professional & technical
12.44
Admin & secretarial
11.40
Skilled trades
11.54
Personal service
8.86
Sales & customer service
9.23
Process, plant operatives
10.85
Elementary occupations
15.45
Higher managerial
2.57
Higher professional
4.40
Lower managerial & professional
15.41
Intermediate
9.53
Small employers & own account
6.32
Lower supervisory
7.67
Semi-routine
14.12
Routine occupations
12.24
0
50
100
150
200
Electricity, gas & water supply
0.56
Wholesale & retail trade, repair of motor vehicles
18.04
Hotels & catering
6.52
Transport storage & communication
7.79
Financial intermediation
3.36
Real estate, renting & business activities
12.85
Public administration & defence
5.54
Education
7.20
Health & social work
11.96
Other
5.91
Manufacturing & mining (females)
7.54
Professional/managerial (females)
19.03
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
Our financial circumstances
Debt/Loans
Gross annual household income
Less than £10,000
14.65
Less than £2,000
20.99
£10,000-£19,999
28.34
£2,000-£3,999
18.12
£20,000-£29,999
25.78
£4,000-£9,999
31.36
£30,000- £39,999
15.90
£10,000+
29.53
£40,000-£49,999
7.94
£50,000-£59,999
3.71
£60,000-£69,999
1.60
£70,000-£79,999
0.88
£80,000-£89,999
0.50
£90,000-£99,999
0.24
0.45
Over £100,000
Investments
Benefit claimants
All benefits
12.62
Jobseekers allowance
2.28
Incapacity benefits
6.01
Lone parent benefit
2.16
Carer’s benefit
0.87
Disabled benefit
0.70
Severe disability allowance
0.49
Savings account(s)
11.50
Pension credit
5.57
Shares/share options
0.99
State pension
14.09
ISAs
5.54
No savings
46.33
Financial exclusion
8.55
No direct payment account
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Credit and debit cards
1
43.95
2
29.52
3 or more
26.52
Mean %
12.48%
Index
0
0
50
100
150
200
50
100
150
200
Perceived ability to cope
18.22
Comfortable on income
Coping on income
46.11
Difficult on income
25.10
Very difficult on income
10.57
0
50
100
150
200
A
B
C
D
E
F
H
G
I
J
K
L
N
M
O
57 58 59 60
Raja and Shazia
Group N: Terraced Melting Pot
Lower income workers, mostly young, living in tightly packed inner urban terraces, including some areas of high diversity
7.13%
6.54%
Our vehicles
Number of cars per household
Segment
28.04
Basic
1 car or light van
52.28
Executive
2 cars or light vans
17.39
Lower medium
3 or more cars or light vans
2.29
Luxury
210
None
Minivan
Age of car
Small
0-3 years
Sports
3-6 years
Sports utility
6-9 years
Upper medium
10+ years
Unspecified
Purchase type
Brand origin
New
Czech Republic
Used
France
Germany
Fuel type
Petrol
Italy
Diesel
Japan
Hybrid electric
South Korea
Unless otherwise stated, charts show
the Index and Mean %.
Other
Sweden
The Index is shown as a bar, and the
Mean % is shown to the right:
Transport to work
Understanding Charts
UK
Mean %
12.48%
Index
0
50
100
150
200
Work at home
7.09
Public transport
22.12
By car or van
55.65
Travel on foot
14.90
0
50
100
150
200
USA
0
50
100
150
200
Supporting Notes
These pages have been designed to help you
understand the essence of each of the groups
and types. We have sought to highlight the key
features which make each group distinctive,
and which would be useful to bear in mind
when devising communications or treatment
strategies. The descriptive pages are
necessarily subjective and are intended to
highlight key issues rather than to be
comprehensive.
We have taken account of a wealth of
information from both census and non census
sources - such as the electoral register,
shareholder and directors' lists, and local levels
of council tax. This information is supplemented
with information from market research surveys
which can be cross tabulated by Mosaic,
including the ONS Annual Expenditure and
Family Survey, University of Essex’s British
Household Panel Survey, Research Now’s
online panel, YouGov’s specialist financial
survey, GfK NOP’s Financial Research Survey,
BMRB’s Target Group Index Survey, Experian
Hitwise’s online competitor intelligence, the
National Readership Survey and the British
Crime Survey.
We have also made use of information cross
tabulated by Mosaic from Experian's lifestyle
questionnaires. To complement this formal
information there is of course a large body of
knowledge, accumulated over the years, on the
relationship between customer behaviour and
previous versions of Mosaic which has been
used to support the patterns highlighted in
these pages.
In building a picture of each of these categories
this wealth of statistical information has been
enhanced by a comprehensive series of visits
to each of the different types of neighbourhood.
Likewise much of the historic context which is
contained within these portraits results from
many decades of geodemographic analysis and
of visits to assess the vitality of different
regions.
Caveats
Clearly not every postcode matches exactly to
just one of the groups and types. These
descriptions are therefore what sociologists
would describe as 'ideal types', pure examples
to which individual cases approximate only with
various degrees of exactness. They focus on
the statistical bias of a type of neighbourhood,
on the demographic categories which are more
numerous there than elsewhere in the area and
which give the neighbourhood its distinctive
character. In addition, because the boundaries
of postcodes and census output areas do not
exactly match boundaries in housing type, it is
inevitable that addresses close to the boundary
of many output areas may in certain cases not
appear to have been allocated to the most
suitable category. There are cases too where
the same types of neighbourhood will contain
people of similar character and behaviour but
living in very different types of accommodation
according to where in the area they may live.
Supporting Notes
Variables - Mean% and Index
Charts are provided for each of the variables used to build and describe the UK
segments. The variables are grouped together by category. For each group, the
charts show the Mean% and Index for each variable.
Understanding Mean% and Index
Mean% show the percentage of this group/type with this characteristic. For
example, consider Residence Type for Group C:
328
Detached
58.39
Semi-detached
10.99
Bungalow
9.51
Terraced
1.88
0
50
100
150
200
This shows that:
58.39% of Group C have a detached house
10.99% of Group C have semi-detached house
9.51% of Group C have a bungalow
1.88% of Group C have a terraced house
The Index shows how the variable compares with all households in the UK.
An Index of 100 is the average. An Index greater than 100 shows that this variable
is over-represented when compared with the average. An Index less than 100
shows that this variable is under-represented when compared with the average.
The Index is shown on the chart as a bar:
Mean%
Index above 100
Index below 100
328
Detached
58.39
Semi-detached
10.99
Bungalow
9.51
Terraced
1.88
0
50
100
150
200
Index 100
(UK average)
The chart shows the Index value from 0 to 200. If the Index value is greater than
200, the bar is shown as 200 along with the exact Index.