Using Mosaic™ in Islington Dr Sarah Dougan Principal Public Health Information Analyst January 2010

Outline Islington context What is Mosaic TM ? What does Mosaic TM tell us about Islington? Some technical issues Examples of using Mosaic™ for analysis

Islington in Context Eighth most deprived borough in England and fourth most deprived in London 94 of Islington’s 118 LSOAs ( 2 / 3 total population) fall into England’s 20% most deprived LSOAs Stark polarisation in wealth — rich and poor live side- by-side

What is Mosaic TM ? A geodemographic segmentation tool Produced by Experian (consumer research company) Uses 400 data variables: census and surveys / quantitative and qualitative Currently: 11 groups (A- K) and 61 types (1-61) Strengths: –Better targeting of interventions / services –Targeted social marketing and comms strategies –Helping to identify inequalities Limitations: –Ecological fallacy –Lack of transparency in methods / data sources –Lack of statistical robustness of some data sources Target group Location BehavioursBeliefs Needs

Example: Mosaic™ group classification Mosaic TM group classification Source: Experian Mosaic TM, 2008

Example: Mosaic™ type classification

Career professionals living in sought after locations Educated, young, single people living in areas of transient populations People living in social housing with uncertain employment in deprived areas 95% of Islington’s residents are described by 3 Mosaic™ groups Figure: Percentage of the population by Mosaic TM group, Islington, London and England, 2007 [source: Experian, Mosaic™]

Mosaic™ groups, London PCTs [Source: Experian, Mosaic™]

Mosaic™ types in Islington Islington residents = 20/61 Mosaic™ types 85% of population = 4 Mosaic™ types E28Transient singles F36High-density social housing E29Economically successful singles A01Financially successful people

Distribution of Mosaic™ types in Islington by postcode 70% of postcodes = 4 Mosaic™ types E28Transient singles F36High-density social housing E29Economically successful singles A01Financially successful people No clear geographical pattern

Highbury EastFinsbury Park Mosaic™ type by Islington ward – they are all different…

Mosaic™ types: Finsbury Park (most deprived ward)

Mosaic™ types: Highbury East (least deprived ward)

Transient singles (E28) Financially successful people (A01) High-density social housing (F36) Economically successful singles (E29) Map 6: Geographical distribution of “Financially successful people living in smart flats in cosmopolitan inner city locations” (A01) by household in Islington, 2007 Source: Experian Mosaic TM Map 6: Geographical distribution of “Financially successful people living in smart flats in cosmopolitan inner city locations” (A01) by household in Islington, 2007 Source: Experian Mosaic TM Geographical distribution of main Mosaic™ types by household

Mosaic TM types and deprivation in Islington Figure 5: Population counts for Mosaic TM types* by IMD 2007 national quintiles**, Islington, 2009 Source: Experian Mosaic TM ; IMD, 2007; GLA, 2008 * ‘Other’ includes all Mosaic TM types where population <2000 people ** No Islington LSOAs are ranked in national quintiles Q4 and Q5 Figure 6: Population counts for Mosaic TM types* by IMD 2007 local quintiles, Islington, 2009 Source: Experian Mosaic TM ; IMD, 2007; GLA, 2008 * ‘Other’ includes all Mosaic TM types where population <2000 people Figure 5: Population counts for Mosaic TM types* by IMD 2007 national quintiles**, Islington, 2009 Source: Experian Mosaic TM ; IMD, 2007; GLA, 2008 * ‘Other’ includes all Mosaic TM types where population <2000 people ** No Islington LSOAs are ranked in national quintiles Q4 and Q5 Figure 6: Population counts for Mosaic TM types* by IMD 2007 local quintiles, Islington, 2009 Source: Experian Mosaic TM ; IMD, 2007; GLA, 2008 * ‘Other’ includes all Mosaic TM types where population <2000 people National quintiles Local quintiles

Unmatched postcodes –27.5% (1,768 / 6,432) Islington postcodes not matched –96% had a PO Box address Unclassified postcodes (U99 type) –18.8% (877 / 4,664) of matched postcodes were U99 –Correlate with schools, police stations and hospitals or areas undergoing change –Bunhill (lots of schools / colleges) and Clerkenwell (business area / urban renaissance) had high percentage of unclassified postcodes Lots of issues with household data –One postcode = many households with different Mosaic™ types –Household Mosaic™ types can change throughout year depending on resident changeover –New builds – lack of data –Matching of addresses Technical issues

Cervical cancer screening example From table showing uptake of cervical cancer screening among young white women in Islington:

Using Mosaic™: smoking quitters 2008/09 Source: NHS Islington’s Stop Smoking Service 2008/09; Experian Mosaic, 2007

Summary The rich and poor live side-by-side in Islington – no middle class In Islington, Mosaic™ captures this geographical heterogeneity better than routine deprivation measures (e.g. IMD) More than 85% of Islington’s residents can be described by four Mosaic™ types: –38% are transient singles (E28) –28% are those living in high-density social housing (F36) –11% are economically successful singles (E29) –8% are financially successful people (A01) Postcode data work better than household-level data. Person-level? Now part of our routine analyses where postcode data available, to supplement analysis on other variables Need to translate health intelligence findings into actions: targeting of specific groups etc. based on type preferences