Mosaic Data

Mosaic is a set of techniques and tools that are used to profile and target different sections of the population. Mosaic classifies the UK population into 69 types and 15 groups based on over data variables derived from the 2001 Census and from Experian's own database. This data is updated annually to reflect changes in the population. The data used here is from 2010.

Through the Surrey-i project, Mosaic data about Surrey is made publicly available for broad contextual information. You can |find the full data, including classification of wards into types and groups and profiles of the groups on the Surrey-i website.

The following chart shows the main Mosaic groups within Elmbridge as a percentage of the population, compared to the UK average.

Most obviously, Elmbridge has a high percentage of households classified as Group C - wealthy people living in the most sought after neighbourhoods. They make up 31% of Elmbridge households, compared to 3.1% of UK households. However, there is significant variation between wards, with over 60% of households in some wards being classified as Group C, compared to less than 1% in other wards.

Elmbridge also has a significantly higher than average number of households in Group F - Couples with young children in comfortable modern housing (13.7% against a mean of 5.6%). Group E - Middle income families living in moderate suburban semis also makes up 13.7% of the Elmbridge population, but this is closer to the UK average of 10.6%.

The next most numerous groups, and all close to or above the UK average are Groups D - Successful professionals living in suburban or semi-rural homes, G - Young well-educated city dwellers, H - Couples and young singles in modern starter homes and L - Active elderly people in pleasant retirement locations.

Elmbridge has fewer than average of the other household groups. In particular, it has very few residents in social housing (groups N and O) and lower income households (groups I, J and K). Again, however, there is fluctuation locally, with some wards having above average numbers in some of these groups. Although Elmbridge has an older population, it has below average numbers of elderly people dependent on state support (group M). However, in Hersham South they make up 15.4% of households.

The groups can be combined into 7 "Super groups" which give a broader picture:

The table below profiles households in the 22 wards of the Borough by their 7 Mosaic supergroups. The information on Surrey-i can be used to find out more about the different types of household in each ward in in depth.

For comparison, the UK average is shown below: