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Experian launches Mosaic Japan
Experian has introduced a Japanese version of Mosaic, classifying every Japanese household into one of 50 different socio-economic types. The system reveals stark demographic differences between different parts of the country - with young, single and wealthy people concentrated in the inner cities.
Experian developed Mosaic Japan in association with Acton Wins, a Japanese lifestyle data specialist, making use of the Japanese national census and other datasets. Its analysis of Japanese society has revealed a number of trends, as follows:- The demographic differences between cities and small towns or the countryside are far greater in Japan than in Europe, with city dwellers tending to be wealthier and younger than the rest of the population.
- Inner city residential neighbourhoods attract people of much higher status than equivalent areas in Britain and North America.
- As in other countries, many more inner-city residents are single. This group tends to marry later and have fewer children.
- As in Europe a century ago, many employers provide rented accommodation to their workers, particularly to young single people who may have moved from another part of the country.
Mosaic divides the country into segments, which include Artisan Economy, Ancestral Homelands, Middle Japan, Fishing Ports, Inner City Tokyo, Nagaya Housing, Factory Towns, Coast and Mountain, Sprawling Infill, Osaka Terraces and Factory Accommodation.
Shihori Nakamura from Acton Wins explains how the new system will be used: 'Mosaic Japan will enable Japanese companies to gain intelligence on their existing customers and also to develop new markets for their products and services. Mosaic is also a key tool in retail site location.'
Mosaic Japan joins similar systems in Australia, New Zealand, Hong Kong, China, USA, Canada, Finland, Norway, Sweden, Denmark, Germany, Austria, Switzerland, Czech Republic, France, Spain, Netherlands, Belgium, Eire and the UK.
The company is online at www.experian.com.
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