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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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Little Tackers Big Maccas

June 20, 2006

I'm as excited as the rest of the Hitwise team that this week we've launched Hitwise Lifestyle in the Australian market. Hitwise Australia has formed a partnership with Experian and Pacific Micromarketing to offer an online segmentation tool based on MOSAIC classifications.

Mosaic classifies Australia's neighbourhoods into 41 Types within 11 broad groups, at a level of just 22 households. Mosaic is based on ABS Census data combined with over 200 other sources of publicly available data. To create the Hitwise Lifestyle tool, Mosaic groups and types are over-layed on the anonymous Internet usage data collected by Hitwise, to determine the profiles of thousands of websites and industries. As psychographic clustering is a research area that particularly interests me, I'm sure there will be wealth of fresh insights to be found overlaid on our Australian data set.

One of the Lifestyle types that's eye-catching is "Little Tackers Big Maccas", characterised by young families in the newest suburbs. For property marketers, this segment of the Australian population is of particular interest as their characteristics include:

-Rate of home purchase is the highest of all Mosaic types at 55%, often with the assistance of the first
homebuyer's grant.

-Their building approvals are highest of all types and they have the highest population growth.

-Above average individual and household incomes, and are relatively affluent, but spend much of their income on
mortgage repayments.

From a competitive analysis perspective, we can ask which property websites are attracting the greatest representation of users in Little Tackers Big Maccas. The below figure from the Hitwise Lifestyle tool returns websites with the closest match:

Top 20 Business and Finance - Property websites by Demographic search, week ending June 17, 2006

The same query might well have been posted for websites in the financial services or building construction industries. Marketers may then measure the lifestyle profile of their own website against their competitors, to see if they're attracting the optimum of their desired audience.

If you'd like to learn more about our Lifestyle product click here.

Posted by Sandra Hanchard at 09:09 AM | (0) | (0)
In Categories Behavioural Targeting