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Market Fit
Yorkshire attracts a loyal and regular visitor base with three quarters of visitors to Yorkshire saying they have visited previously and nine out of ten visitors likely to visit again.
Based on findings from the
Regional Visitor Survey 2008/2009 in which over 10,000 visitors were interviewed, Welcome to Yorkshire has undertaken a detailed segmentation exercise to identify key target groups within the UK domestic market. Segments were identified based on the geo-demographic profiles of visitors and and split into 11 distinct groups.
The table below shows the percentage of visitors falling into each MOSAIC group along with their corresponding index score (an index score above 100 indicates higher than average proportion of Yorkshire’s visitors compared the UK as a whole).
|
Group
|
Age Rank
|
Wealth Rank
|
Total Population Size (UK)
|
Day
|
Staying
|
|
% of total
|
Index
|
% of total
|
Index
|
|
C Suburban Comfort
|
8
|
2
|
8,931,818
|
20%
|
134
|
21%
|
142
|
|
D Ties of Community
|
3
|
7
|
9,943,818
|
22%
|
136
|
16%
|
95
|
|
B Happy Families
|
1
|
4
|
7,077,861
|
12%
|
107
|
13%
|
110
|
|
A Symbols of Success
|
7
|
1
|
5,900,051
|
10%
|
103
|
13%
|
135
|
|
H Blue Collar Enterprise
|
5
|
8
|
6,738,201
|
8%
|
76
|
9%
|
80
|
|
J Grey Perspectives
|
10
|
5
|
4,474,554
|
7%
|
90
|
8%
|
111
|
|
K Rural Isolation
|
3
|
3
|
3,234,581
|
5%
|
100
|
6%
|
117
|
|
E Urban Intelligence
|
2
|
6
|
4,469,301
|
3%
|
47
|
6%
|
75
|
|
G Municipal Dependency
|
6
|
10
|
4,092,347
|
6%
|
88
|
4%
|
57
|
|
I Twilight Subsistence
|
11
|
9
|
1,983,884
|
3%
|
84
|
2%
|
70
|
|
F Welfare Borderline
|
4
|
11
|
3,748,065
|
2%
|
36
|
2%
|
31
|
|
U Unclassified
|
0
|
0
|
201,697
|
1%
|
256
|
1%
|
209
|
N.B. In the above table each MOSAIC Group has been given a relative age score, from 1 to 11, where 1 equals youngest and 11 equals oldest, as well as a relative wealth score, where 1 represents most wealthy and 11 represents least wealthy.
Further details of MOSAIC and how it should be used can be found on our consumer profiling pages.
Family Markets
The family market is clearly an important market for tourism in Yorkshire. Almost half of all visitors coming to Yorkshire visit with their families while around two fifths have children under the age of 16 in their group.
This market is made up of three distinct segments:
Suburban Comfort (21%)
Older families with modest incomes in intermediate white collar employment. Tend to be fairly traditionally minded, making consumer choices based on relative benefits and value for money rather than brand positioning. These people enjoy package holidays and countryside excursions. This is the top group for both day and staying visitor markets.
Ties of Community (16%)
Young families reliant on manual employment and often benefiting from social support. Often retain very traditional values and tend to watch a lot of TV. While previously summer coach trips to local seaside resorts were popular within this group, it now increasingly has to complete with cheap foreign holidays. Slightly higher proportions found in day visitor market.
Happy Families (13%)
Young families with steady incomes from two working parents. High value placed on material possessions. Modern design and high technology are important. Spending is predominantly on mid-market brands and established products. Holidays are more likely to take an independent format such as self-catering, and tend to enjoy active sports and outdoor pursuits.
Empty Nesters
Empty nesters are another key market for tourism in Yorkshire, Just under a third of all visitors are aged 55 years and over. Staying visitors were more likely to belong to the older age groups than day visitors.
Symbols of Success (13%)
This market is typically represented by affluent couples with older grown up children who can afford luxuries and premium quality products. Self-catering holidays and independent travel are favoured within this group and interests include golf, theatre, spa days and wine. Slightly higher proportions found in staying visitor market.
Grey Perspectives (8%)
Typically older retired couples who tend to be very traditional in their views, proud to be British and appreciate regional heritage. They tend to make frequent trips to friends and relatives often involving coach or rail travel.
Rural Isolation (6%)
This market is typically couples with grown up children who spend a lot of leisure time outdoors and among whom self-catering holidays are popular.