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Hitwise UK
Lifestyle Group Report:
Symbols of Success
January 2008
LCeoa-dw rAinttaelnys tb: yH Reaotbhienr GHooapdki,n Ds,i rHeictwtoisr eo Uf KR esearchand Eva Stringleman, Research Analyst, Hitwise UK
The power of competitive intelligenceContents
1 Introduction 1
2 Executive Summary 2
3 What Is Mosaic Lifestyle Data? 3
4 Pro? le: Who Are Symbols of Success? 44.1 Symbols of Success - Types 44.2 Symbols of Success - Online Pro? le 5
5 Shopping & Classi? eds Overview 6
6 Sector Breakdown 86.1 News & Media 86.2 Business & Finance 86.3 Travel 96.4 Grocery & Alcohol 106.5 Apparel & Accessories 11
7 Conclusion 127.1 About Hitwise 127.2 Methodology 12
The power of competitive intelligence
©2008 Hitwise Pty. Ltd. All trademarks and logos are the property of their respective owners. All rights reserved.1 Introduction 1
Ensuring that marketing budget is being spent directly on the right audience for your offering is important. Understanding the online habits of consumers and your potential customers ensures these marketing campaigns are effective. Using the Experian Mosaic lifestyle classi? cations and insights and cross-referencing these with timely Hitwise data gathered directly from Internet service providers (ISPs) paints a rich picture of the online consumer.
The purpose of this report is to understand the online behaviour of the fourth largest and most af? uent Mosaic Lifestyle group, Symbols of Success, and explore opportunities to engage this audience. This report will highlight the websites and online industries that capture the largest percentage of traf? c from this group and illustrate the correlation between of? ine habits and online behaviour.
The power of competitive intelligence
©2008 Hitwise Pty. Ltd. All trademarks and logos are the property of their respective owners. All rights reserved.2 Executive Summary 2
Who are Symbols of Success? Symbols of Success is the most af? uent lifestyle group in the UK. This group is concentrated in city areas such as London and Edinburgh, and accounts for just under 12% of the UK online population.
Symbols of Success over-represent on hobby related websites. When shopping online, this group is likely to be found on a website related to a hobby such as golf, wine or yachting. Symbols of Success also use search as a way to navigate to a speci? c website when shopping.
One-quarter of top websites visited are ? nance related. 25% of the top 100 websites that over-represent with Symbols of Success are related to the ? nancial sector, even when excluding traditional news sources.
Symbols of Success are more likely to book travel direct. This group is more likely to visit the website of an airline directly when booking ? ights, rather than using a price comparison website.
Ocado.com is the favourite grocery website amongst Symbols of Success. Ocado.com is the number one grocery website across all of the Symbols of Success sub-types. Ocado has a strong brand, with 65% of searches sending traf? c to the website coming from the term 'ocado'.
The power of competitive intelligence
©2008 Hitwise Pty. Ltd. All trademarks and logos are the property of their respective owners. All rights reserved.3 What Is Mosaic Lifestyle Data? 3
Mosaic UKT is a socio-cultural classi? cation of the UK population that has been developed by Experian to describe and group the population on the basis of the proven principle that individuals with similar interests, lifestyles, pro? les and behaviour cluster closely together. Mosaic UKT classi? es all UK households and neighbourhoods into 11 Mosaic Groups and 61 Mosaic Types. The classi? cation speci? es both a Mosaic Group and Type for each of the 1.7 million postcodes in the UK. The type assigned is the one that most closely describes the characteristics of the households and individuals living there.
The power of competitive intelligence
©2008 Hitwise Pty. Ltd. All trademarks and logos are the property of their respective owners. All rights reserved.4 Pro? le: Who Are Symbols of Success? 4
Symbols of Success are generally concentrated in the economically more successful regions of the United Kingdom, particularly in London and the South-East of England, where a high proportion Symbols of Success of th... [download for more]
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