Mosaic Japan


The Consumer CLassification for Japan

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Mosaic-coded lists


Group A: Metropolitan Careerists

Metropolitan Careerists tend to be under forty and earn a very high income. Many of them fall into the top tax bracket.

10.02% of Japanese households
(Types 01-04)

Metropolitan Careerists often live in expensive apartments in the central areas of large cities, and many residents of the central Tokyo area are found in this group. They are highly educated and many have a good command of foreign languages. They enjoy holidays abroad and international interactions are a common part of their lives.

These young people are open-minded and willing to explore beyond conventional ways of thinking. They are aware of the importance of high-quality lifelong learning and are always interested in new trends. Their awareness of fashions and trends are important skills, which they use in their professional occupations - working in fashion, marketing, international trading, real estate and finance.

This group also consists of many childless, middleaged couples. These people are also wealthy and are making the most of the cultural opportunities on offer in an international city environment. There is a trend towards later marriages and there are quite a few unmarried couples. Most female Metropolitan Careerists have good careers and they tend to have children later in life.

Because of high land prices, few people can afford a detached house in these neighbourhoods and most Metropolitan Careerists live in rented apartments. Small living space is part of the reason why most leisure activities take place outside the home: shopping at luxury stores, dining out at smart restaurants, going to the cinema, the theatre and museums, and travelling abroad.

Metropolitan Careerists have a strong awareness of fashion and purchase luxury products. They shop in small-size independent stores, which boast a unique range of products as well as excellent customer service.


Group B: Graduate Newcomers

Young families with children living in modern apartments in the new residential areas of small cities and the suburbs of large cities.

8.11% of Japanese households
(Types 05-08)

Graduate Newcomers consists mainly of young families, although there are also single households. Women are more likely than average to be housewives.

Typically they have a good educational background from universities and graduate schools. They now work for blue-chip firms in service sectors as whitecollar employees, or they have a professional career. Graduate Newcomers have highly professional skills and earn a decent salary. However, expensive housing costs are often a financial burden. While many live in rented detached houses or own smallscale apartments, some live in corporate housing.

There is unlikely to be a strong sense of community in these neighbourhoods since most residents have moved here recently and will move out after a short period. There are very few long term residents or older people who are deeply rooted in the community.

Graduate Newcomers are climbing up the property ladder, and financial products such as mortgages and home improvement loans would appeal to them. Graduate Newcomers prefer a modern lifestyle to a traditional one. They are always looking to the future and have an international perspective. As most are familiar with using information technologies, they have fully embraced the Internet, and actively use online automated services to save time and money. They are interested in novel hightech electronic appliances, and spend a lot on recreational gadgets such as audio-visual equipment.

Some of the young people are singles with lots of money and time at their disposal.


Group C: Campus Lifestyles

Campus Lifestyles are found in relatively small towns, where college or graduate students live. These areas are sometimes research centres.

4.07% of Japanese households
(Types 09-12)

Group D: Older Communities

Typical inner areas of small or middle sized cities, where many old people over sixty have lived for more than twenty years.

7.85% of Japanese households
(Types 13-17)

Group E: Middle Japan

A balanced mixture of different types of people, including young families and middle-age families, living in typical Japanese towns.

19.97% of Japanese households
(Types 18-23)

Group F: Corporate Success Story

Employees of well-established corporations, who have worked their way up the ranks and obtained a certain level of social status.

5.76% of Japanese households
(Types 24-27)

Group G: Burdened Optimists

Families in their 30s and 40s that have recently moved into detached houses and apartments in new residential areas to raise their children.

9.43% of Japanese households
(Types 28-32)

Group H: Social Housing Tenants

Low wage earners living in large cities in middle to large apartment blocks of social housing developed by local authorities.

3.97% of Japanese households
(Types 33-35)

Group I: Blue Collar Owners

Small industrial towns whose main business is in the manufacturing industry and many residents are skilled workers in local factories.

18.64% of Japanese households
(Types 36-41)

Group J: Rural Fringe

Periphery of cities or areas close to provincial cities, where many residents work in the agricultural industry.

7.53% of Japanese households
(Types 42-45)

Group K: Deeply Rural

People living in agricultural villages, which are remote from urban areas and sometimes totally isolated from the outside world.

4.63% of Japanese households
(Types 46-50)