Byker ward - Newcastle City Council

Your area or file:
Byker Ward Mosaic Profile
Comparison area or file:
Local Authorities - Newcastle upon Tyne (Households)
Date:
13/01/2011
Mosaic Public Sector classifies all consumers in the United Kingdom by allocating them to one of 7 Supergroups, 15 Groups and 69 Types. These paint
a rich picture of UK citizens in terms of their socio-economic and socio-cultural behaviour.
Mosaic Public Sector Supergroups Your area/file % Comp. % Pen. % Index
A Rural and small town inhabitants 0 0.00 2,585 2.17 0.00 0
B Affluent households 0 0.00 7,338 6.16 0.00 0
C Middle income families 11 0.18 13,872 11.65 0.08 2
D Young people starting out 511 8.52 28,410 23.86 1.80 36
E Lower income residents 847 14.13 25,597 21.50 3.31 66
F Elderly occupants 400 6.67 11,643 9.78 3.44 68
G Social housing tenants 4,227 70.50 29,603 24.87 14.28 284
Total 5,996 100 119,048 100 5.04 100
The supergroups have been created to provide a high level overview of an area and are constructed by combining together the relevant groups.
These groupings are;
Supergroup A - Groups A and B Supergroup B - Groups C and D Supergroup C - Groups E and F
Supergroup D - Groups G and H Supergroup E - Groups I, J and K Supergroup F - Groups L and M
Supergroup G - Groups N and O
Mosaic Public Sector Groups Your area/file % Comp. % Pen. % Index
A Residents of isolated rural communities 0 0.00 96 0.08 0.00 0
Residents of small and mid-sized towns with strong
B
local roots
Wealthy people living in the most sought after
C
neighbourhoods
Successful professionals living in suburban or semirural
homes
D
Middle income families living in moderate suburban
E
semis
Couples with young children in comfortable modern
F
housing
0 0.00 2,489 2.09 0.00 0
0 0.00 4,490 3.77 0.00 0
0 0.00 2,848 2.39 0.00 0
11 0.18 11,396 9.57 0.10 2
0 0.00 2,476 2.08 0.00 0
G Young, well-educated city dwellers 356 5.94 24,905 20.92 1.43 28
Couples and young singles in small modern starter
H
homes
Lower income workers in urban terraces in often
I
diverse areas
Owner occupiers in older-style housing in ex-industrial
J
areas
Residents with sufficient incomes in right-to-buy social
K
housing
Active elderly people living in pleasant retirement
L
locations
155 2.59 3,505 2.94 4.42 88
206 3.44 6,270 5.27 3.29 65
145 2.42 6,889 5.79 2.10 42
496 8.27 12,438 10.45 3.99 79
0 0.00 2,878 2.42 0.00 0
M Elderly people reliant on state support 400 6.67 8,765 7.36 4.56 91
Young people renting flats in high density social
N
housing
Families in low-rise social housing with high levels of
O
benefit need
2,446 40.79 13,166 11.06 18.58 369
1,781 29.70 16,437 13.81 10.84 215
Total 5,996 100 119,048 100 5.04 100
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector

Your area or file:
Byker Ward Mosaic Profile
Comparison area or file:
Local Authorities - Newcastle upon Tyne (Households)
This page ranks the Mosaic Public Sector Groups in your area by percentage. Following this is a description of the top two groups.
Rank Mosaic Public Sector Groups Your area/file % Comp. % Pen. % Index
1 N
2 O
3 K
Young people renting flats in high density social
housing
Families in low-rise social housing with high levels
of benefit need
Residents with sufficient incomes in right-to-buy
social housing
2,446 40.79 13,166 11.06 18.58 369
1,781 29.70 16,437 13.81 10.84 215
496 8.27 12,438 10.45 3.99 79
14
15
11
4 M Elderly people reliant on state support 400 6.67 8,765 7.36 4.56 91
5 G Young, well-educated city dwellers 356 5.94 24,905 20.92 1.43 28
6 I
7 H
8 J
9 E
Lower income workers in urban terraces in often
diverse areas
Couples and young singles in small modern starter
homes
Owner occupiers in older-style housing in exindustrial
areas
Middle income families living in moderate
suburban semis
206 3.44 6,270 5.27 3.29 65
155 2.59 3,505 2.94 4.42 88
145 2.42 6,889 5.79 2.10 42
11 0.18 11,396 9.57 0.10 2
10 A Residents of isolated rural communities 0 0.00 96 0.08 0.00 0
11 B
12 C
13 D
14 F
15 L
Residents of small and mid-sized towns with
strong local roots
Wealthy people living in the most sought after
neighbourhoods
Successful professionals living in suburban or
semi-rural homes
Couples with young children in comfortable
modern housing
Active elderly people living in pleasant retirement
locations
0 0.00 2,489 2.09 0.00 0
0 0.00 4,490 3.77 0.00 0
0 0.00 2,848 2.39 0.00 0
0 0.00 2,476 2.08 0.00 0
0 0.00 2,878 2.42 0.00 0
13
7
9
8
10
5
1
2
3
4
6
12
Total 5,996 100 119,048 100 5.04 100
N
Young people renting flats in high density social housing
a
Key Features b Communication Preferences
Young singles
Low incomes
Renting small public flats
High unemployment
Low qualifications
Urban
Low car ownership
High rise buildings
High ethnic diversity
Na
Nb
Na
Nb
Access Information
SMS Text and National Papers
Not Internet, Telephone, Interactive TV or Local
Papers
Service Channels
None
Not Internet, Telephone, Mobile Phone or Post
O
Families in low-rise social housing with high levels of benefit need
a
Key Features b Communication Preferences
Disadvantaged
Low incomes
Unemployment
Long term illness
Low rise council housing
One parent families
High TV watching
Dependent on state
Oa
Ob
Oa
Ob
Access Information
Local Papers and Face to Face
Not Internet
Service Channels
Face to Face
Not Internet, Telephone, Mobile Phone or Post
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector

Your area or file:
Byker Ward Mosaic Profile
Comparison area or file:
Local Authorities - Newcastle upon Tyne (Households)
Mosaic Public Sector Types Your area/file % Comp. % Pen. % Index
Group A - Residents of isolated rural communities
A01 Rural families with high incomes, often from city jobs 0 0.00 29 0.02 0.00 0
0 100 200
A02
A03
A04
Retirees electing to settle in environmentally attractive
localities
Remote communities with poor access to public and
commercial services
Villagers with few well paid alternatives to agricultural
employment
0 0.00 17 0.01 0.00 0
0 0.00 35 0.03 0.00 0
0 0.00 15 0.01 0.00 0
B05
B06
B07
B08
Group B - Residents of small and mid-sized towns with strong local roots
Better off empty nesters in low density estates on town
fringes
Self employed trades people living in smaller
communities
Empty nester owner occupiers making little use of public
services
Mixed communities with many single people in the
centres of small towns
0 0.00 1,283 1.08 0.00 0
0 0.00 250 0.21 0.00 0
0 0.00 648 0.54 0.00 0
0 0.00 308 0.26 0.00 0
0 100 200
C09
C10
C11
C12
Group C -Wealthy people living in the most sought after neighbourhoods
Successful older business leaders living in sought-after
suburbs
Wealthy families in substantial houses with little
community involvement
Creative professionals seeking involvement in local
communities
Residents in smart city centre flats who make little use
of public services
0 0.00 315 0.26 0.00 0
0 0.00 1,405 1.18 0.00 0
0 0.00 2,770 2.33 0.00 0
0 0.00 0 0.00 0.00 0
0 100 200
Group D - Successful professionals living in suburban or semi-rural homes
0 100 200
D13 Higher income older champions of village communities 0 0.00 495 0.42 0.00 0
D14 Older people living in large houses in mature suburbs 0 0.00 1,327 1.11 0.00 0
D15
D16
Well off commuters living in spacious houses in semi
rural settings
Higher income families concerned with education and
careers
0 0.00 415 0.35 0.00 0
0 0.00 611 0.51 0.00 0
E17
E18
E19
E20
E21
Group E - Middle income families living in moderate suburban semis
Comfortably off suburban families weakly tied to their
local community
Industrial workers living comfortably in owner occupied
semis
Self reliant older families in suburban semis in industrial
towns
Upwardly mobile South Asian families living in inter war
suburbs
Middle aged families living in less fashionable inter war
suburban semis
0 0.00 2,025 1.70 0.00 0
0 0.00 1,169 0.98 0.00 0
0 0.00 3,948 3.32 0.00 0
0 0.00 829 0.70 0.00 0
11 0.18 3,425 2.88 0.32 6
0 100 200
F22
F23
F24
F25
Group F - Couples with young children in comfortable modern housing
Busy executives in town houses in dormitory
settlements
Early middle aged parents likely to be involved in their
children's education
Young parents new to their neighbourhood, keen to put
down roots
Personnel reliant on the Ministry of Defence for public
services
0 0.00 1,124 0.94 0.00 0
0 0.00 951 0.80 0.00 0
0 0.00 379 0.32 0.00 0
0 0.00 22 0.02 0.00 0
0 100 200
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector

Your area or file:
Byker Ward Mosaic Profile
Comparison area or file:
Local Authorities - Newcastle upon Tyne (Households)
Mosaic Public Sector Types Your area/file % Comp. % Pen. % Index
Group G - Young, well-educated city dwellers
G26 Well educated singles living in purpose built flats 248 4.14 2,593 2.18 9.56 190
0 100 200
G27 City dwellers owning houses in older neighbourhoods 12 0.20 137 0.12 8.76 174
G28
G29
G30
G31
Singles and sharers occupying converted Victorian
houses
Young professional families settling in better quality
older terraces
Diverse communities of well educated singles living in
smart, small flats
Owners in smart purpose built flats in prestige locations,
many newly built
0 0.00 1 0.00 0.00 0
41 0.68 2,438 2.05 1.68 33
0 0.00 405 0.34 0.00 0
0 0.00 1,496 1.26 0.00 0
G32 Students and other transient singles in multi-let houses 0 0.00 10,216 8.58 0.00 0
G33
Transient singles, poorly supported by family and
neighbours
55 0.92 1,931 1.62 2.85 57
G34 Students involved in college and university communities 0 0.00 5,688 4.78 0.00 0
Group H - Couples and young singles in small modern starter homes
0 100 200
H35 Childless new owner occupiers in cramped new homes 0 0.00 1,420 1.19 0.00 0
Young singles and sharers renting small purpose built
H36
flats
Young owners and rented developments of
H37 mixed
tenure
48 0.80 1,138 0.96 4.22 84
0 0.00 451 0.38 0.00 0
H38 People living in brand new residential developments 107 1.78 496 0.42 21.57 428
Group I - Lower income workers in urban terraces in often diverse areas
I39 Young owners and private renters in inner city terraces 0 0.00 9 0.01 0.00 0
0 100 200
I40
I41
I42
I43
I44
Multi-ethnic communities in newer suburbs away from
the inner city
Renters of older terraces in ethnically diverse
communities
South Asian communities experiencing social
deprivation
Older town centres terraces with transient, single
populations
Low income families occupying poor quality older
terraces
0 0.00 35 0.03 0.00 0
0 0.00 54 0.05 0.00 0
0 0.00 1,380 1.16 0.00 0
47 0.78 2,407 2.02 1.95 39
159 2.65 2,385 2.00 6.67 132
J45
J46
J47
Group J - Owner occupiers in older-style housing in ex-industrial areas
Low income communities reliant on low skill industrial
jobs
Residents in blue collar communities revitalised by
commuters
Comfortably off industrial workers owning their own
homes
66 1.10 2,427 2.04 2.72 54
0 0.00 1,563 1.31 0.00 0
79 1.32 2,899 2.44 2.73 54
0 100 200
Group K - Residents with sufficient incomes in right-to-buy council houses
K48 Middle aged couples and families in right-to-buy homes 133 2.22 2,814 2.36 4.73 94
0 100 200
K49
K50
Low income older couples long established in former
council estates
Older families in low value housing in traditional
industrial areas
61 1.02 3,281 2.76 1.86 37
287 4.79 5,147 4.32 5.58 111
K51 Often indebted families living in low rise estates 15 0.25 1,196 1.00 1.25 25
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector

Your area or file:
Byker Ward Mosaic Profile
Comparison area or file:
Local Authorities - Newcastle upon Tyne (Households)
Mosaic Public Sector Types Your area/file % Comp. % Pen. % Index
L52
L53
L54
L55
Group L - Active elderly people living in pleasant retirement locations
Communities of wealthy older people living in large
seaside houses
Residents in retirement, second home and tourist
communities
Retired people of modest means commonly living in
seaside bungalows
Capable older people leasing / owning flats in purpose
built blocks
0 0.00 379 0.32 0.00 0
0 0.00 0 0.00 0.00 0
0 0.00 1,761 1.48 0.00 0
0 0.00 738 0.62 0.00 0
0 100 200
M56
Groups M - Elderly people reliant on state support
Older people living on social housing estates with
limited budgets
0 0.00 1,926 1.62 0.00 0
0 100 200
M57 Old people in flats subsisting on welfare payments 259 4.32 3,511 2.95 7.38 146
M58 Less mobile older people requiring a degree of care 0 0.00 646 0.54 0.00 0
M59
People living in social accommodation designed for
older people
141 2.35 2,682 2.25 5.26 104
N60
N61
Groups N - Young people renting flats in high density social housing
Tenants in social housing flats on estates at risk of
serious social problems
Childless tenants in social housing flats with modest
social needs
204 3.40 1,160 0.97 17.59 349
2,242 37.39 8,310 6.98 26.98 536
0 100 200
N62 Young renters in flats with a cosmopolitan mix 0 0.00 58 0.05 0.00 0
N63
N64
N65
Multicultural tenants renting flats in areas of social
housing
Diverse homesharers renting small flats in densely
populated areas
Young singles in multi-ethnic communities, many in high
rise flats
0 0.00 77 0.06 0.00 0
0 0.00 0 0.00 0.00 0
0 0.00 87 0.07 0.00 0
N66 Childless, low income tenants in high rise flats 0 0.00 3,474 2.92 0.00 0
O67
O68
O69
Group O - Families in low-rise council housing with high levels of benefit need
Older tenants on low rise social housing estates where
jobs are scarce
Families with varied structures living on low rise social
housing estates
Vulnerable young parents needing substantial state
support
905 15.09 8,243 6.92 10.98 218
0 0.00 306 0.26 0.00 0
876 14.61 7,888 6.63 11.11 220
0 100 200
Total 5,996 100 119,048 100 5.04 100
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector

Your area or file:
Byker Ward Mosaic Profile
Comparison area or file:
Local Authorities - Newcastle upon Tyne (Households)
This page identifies the top ten Mosaic Public Sector types in your area ranked on percentage. Following this is a description of the top three types
Rank Mosaic Public Sector Types Your area/file % Comp. % Pen. % Index
1 61
2 67
3 69
4 50
5 57
6 26
7 60
8 44
9 59
10 48
Childless tenants in social housing flats with
modest social needs
Older tenants on low rise social housing estates
where jobs are scarce
Vulnerable young parents needing substantial
state support
Older families in low value housing in traditional
industrial areas
Old people in flats subsisting on welfare
payments
Well educated singles living in purpose built
flats
Tenants in social housing flats on estates at risk
of serious social problems
Low income families occupying poor quality
older terraces
People living in social accommodation designed
for older people
Middle aged couples and families in right-to-buy
homes
2,242 37.39 8,310 6.98 26.98 536
905 15.09 8,243 6.92 10.98 218
876 14.61 7,888 6.63 11.11 220
287 4.79 5,147 4.32 5.58 111
259 4.32 3,511 2.95 7.38 146
248 4.14 2,593 2.18 9.56 190
204 3.40 1,160 0.97 17.59 349
159 2.65 2,385 2.00 6.67 132
141 2.35 2,682 2.25 5.26 104
133 2.22 2,814 2.36 4.73 94
61 Childless tenants in social housing flats with modest social needs
a
Key Features b Communication Preferences
Young singles
Access Information
Low incomes
61a SMS Text, Face to Face, National Papers,
Difficulty holding down a job
61b Local Papers
Manual work
Small blocks of flats
Local orientation 61a
Not Telephone
Service Channels
Low car ownership
61b Face to Face
Cash transactions
Not Internet, Telephone, Mobile Phone or Post
67 Older tenants on low rise social housing estates where jobs are scarce
a
Key Features b Communication Preferences
Low rise municipal housing
Older people
Low incomes
Anti social behaviour problems
Lack of community facilities
Semi skilled and routine work
Minimum wage
Limited aspirations
67a
67b
67a
67b
Access Information
Face to Face and Local Papers
Not Internet, Telephone, Interactive TV,
Magazines
Service Channels
Face to Face
Not Internet, Telephone, Mobile Phone or Post
69 Vulnerable young parents needing substantial state support
a
Key Features b Communication Preferences
Vulnerable households
Unemployment
Single parent
Young people
Bus
Alcohol and tobacco
Second hand goods
TV
69a
69b
69a
69b
Access Information
SMS Text, Face to Face, National Papers,
Local Papers
Not Internet, Magazines
Service Channels
Face to Face
Not Internet, Telephone, Mobile Phone or Post
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector

Profile Reports Explained:
A profile report allows you to understand the characteristics of a citizen / prospect file or a geographical catchment, compared to a comparison
file or area.
For more information on profiles please refer to the knowledge base at http://www.publicsectorknowledgebase.co.uk
Your area/file:
The number of
records in your
chosen area that
fall within each
Mosaic group.
Comparison area/file:
The number of records in your
chosen comparison area that
fall within each Mosaic group.
Penetration Percentage:
Shows the proportion of the comparison area that is made up of your
area's population for each Mosaic group. For example, if the
penetration of group A was 10%, then your area represents 10% of
all group A's living within the comparison area.
Index:
Shows how close your area
% is to the comparison area
%.
An index of 100 means your
area % is equal to the
comparison area %.
Below 100 means your area
% is lower than the
comparison area %.
Above 100 means
your area % is higher than
the comparison area %.
Your area/file
percentage:
The number of
records in your
chosen area that fall
within each Mosaic
group as a
percentage of the
total in your area.
Comparison area/file
percentage:
The number of records in
your chosen comparison
area that fall within each
Mosaic group as a
percentage of the total in
the comparison area.
Index Value Graph:
Shows the index value visually.
The centre line is 100, where your area % and the comparison area % are equal.
Left of centre means that the Mosaic Group is underrepresented in your area/profile compared to the
comparison area/profile.
Right of centre means that the Mosaic Group is overrepresented in your area/profile compared to the
comparison area/profile.
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector

Mosaic Public Sector Data Sources
Data Sources
A total of 440 data elements have been used to build this latest version of Mosaic Public Sector. These have been selected as inputs to the classification
on the basis of their volume, quality, consistency and sustainability.
62 percent of the information used to build Mosaic Mosaic Public Sector is sourced from a combination of data that includes Experian’s UK Consumer
Dynamics Database, which provides consumer demographic information for the UK’s 47 million adults and 24 million households. This database is built
from an unrivalled variety of privacy-compliant public and Experian proprietary data and statistical models. These include the edited Electoral Roll,
Council Tax property valuations, house sale prices, selfreported lifestyle surveys and other compiled consumer data.
The remaining 38 percent of the data is sourced from Census current year estimates that Experian has produced by utilising its wealth of
data assets to track change in key 2001 Census variables. All of the information used to build Mosaic Public Sector is continuously updated. This
enables Experian to verify and update the classification twice a year.
The Mosaic Family Tree
The Mosaic Family Tree illustrates the major
demographic and lifestyle polarities between the
Types and Groups, and shows how the Mosaic
Types relate to each other.
Mosaic Migration helps to determine the
probable location paths of different Mosaic Types
and how households might move through the
Mosaic Family Tree over time. This is useful for
understanding the origin, stability and aspirations
of the people within each Mosaic Type.
Email: public.sector@uk.experian.com Or visit: www.experian.co.uk/publicsector