Hitwise UK Lifestyle Group Report: Symbols of Success

Who are Symbols of Success? Symbols of Success is the most affluent lifestyle group in the UK. This group is concentrated in city areas such as London and Edinburgh, and accounts for just under 12% of the UK online population. Symbols of Success over-represent on hobby related websites. When shopping online, this group is likely to be found on a website related to a hobby such as golf, wine or yachting. Symbols of Success also use search as a way to navigate to a specific website when shopping. One-quarter of top websites visited are finance related. 25% of the top 100 websites that overrepresent with Symbols of Success are related to the financial sector, even when excluding traditional news sources. Symbols of Success are more likely to book travel direct. This group is more likely to visit the website of an airline directly when booking flights, rather than using a price comparison website. Ocado.com is the favourite grocery website amongst Symbols of Success. Ocado.com is the number one grocery website across all of the Symbols of Success sub-types. Ocado has a strong brand, with 65% of searches sending traffic to the website coming from the term ‘ocado’.
Mosaic UK™ is a socio-cultural classification of the UK population that has been developed by Experian to describe and group the population on the basis of the proven principle that individuals with similar interests, lifestyles, profiles and behaviour cluster closely together. Mosaic UK™ classifies all UK households and neighbourhoods into 11 Mosaic Groups and 61 Mosaic Types. The classification specifies both a Mosaic Group and Type for each of the 1.7 million postcodes in the UK. The type assigned is the one that most closely describes the characteristics of the households and individuals living there.