The Spotzi Consumer Styles divide the global population into ten consumer-, or lifestyle profiles. This is accomplished by analyzing consumer patterns and census data all over the world. On the basis of this data, consumers are placed into ten overarching categories* that reflect their differing values and preferences.
It is possible to buy and download this data for internal use, but it is also possible to buy this data as a package whith our Mapbuilder. Read our pricing page for more information.
The geodemographic classification created by Spotzi is based on microdata from Census Offices all over the world, Eurostat and local data partners.
The analysis was carried out using Census Key Statistics, Household Income and Purchasing power parities (PPPs). Only variables that were consistent across the whole of each country were considered for the classification. A total of 182 socio-economic and demographic variables, and derived variables have been defined within seven different domains:
- Demographic structure
- Household composition
- Socio-economic characteristics
Strongly correlated variables were removed to avoid the duplication of particular factors. This resulted in the formation of ten main groups. These main groups represent the median demographic composition of the world. Some countries like the UK and Canada have a strong ethnic diversity. The Office for National Statistics as well as the Census Office in the Netherlands create groups based on their ethnic background. Spotzi however looked at the housing preferences and purchasing power of ethnic groups and divides them accordingly.
The names and descriptions are meant to provide greater insight than just examining the statistical outputs of cluster analysis alone. While they may not necessarily reflect the characteristics of the entire population, they represent the general characteristics for the majority of areas assigned to specific clusters.
The Consumer Styles data can be obtained at the following three geographical levels:
- The postal code/ZIP code level
- The administrative area level (municipality level)
- Small area levels (subdivisions and neighborhoods) for some countries
Spotzi’s consumer styles data can be used in our MapBuilder or third-party GIS software. We are able to deliver the data to the following formats:
- ESRI File Geodatabase
- MapInfo TAB
Regional code (e.g., regional identifier, postcode, etc.)
Inhabitants and households
Number of inhabitants and households within a given region, provided in absolute and per mill values.
- At the postal code level by each of the 10 consumer style groups, the number of people and the percentage of people and index.
- At the municipality level by each of the 10 consumer style groups, the number of people and the percentage of people and index.
- At the small area level, the predominant consumer style.