Consumer Styles

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 Next Generation

Most people in this category are single and a higher proportion are schoolchildren and full-time students. They have a low income or no income, they might become the next generation with new and fresh ideas.

Households are more likely to live in terraced properties. The people in these households are more likely to live in social rented accommodation than the national average. Many of them are absent from the labor market or work in the accommodation or food service activities industries. Most of the people in this category work a part time job.

Have Nots

In this category, ethnic groups are over represented but also a higher proportion of people were born in their home country into low income families. Households are more likely to live in an apartment and social housing. This group can also be found in poor rural areas.

There is a higher proportion of the unemployed in the group, but those in employment are more likely to work in the manufacturing industry and use private transport to commute to work. The income is below average: however, the people in this group can be found in the mall looking for best buys or just window shopping.

Modest Freedom

People in this category are most likely to be found in urban surroundings. The rates of divorce and separation in this group are above national average. Households are more likely to have non-dependent children and to live in social rented semi-detached or terraced properties.

There is a smaller proportion of people with higher level qualifications with rates of unemployment above the national average in this category. Those in employment are more likely to be employed in mining, manufacturing, energy, wholesale and retail, and transport related industries.

Young and Ambitious

The population in this category have no children or young children. A higher proportion of these households live in terraced properties or townhouses and they are more likely to live in privately rented accommodations.

Car ownership is generally higher, and the people in this category are more likely to be employed in information and communication related industries. They are more likely to follow trends and buy new products. Despite their lower income, they value a modern lifestyle with generally higher consumer spending.

Nest Builders

The people in this category are more likely located on the outskirts of urban areas. They are more likely to be home owners and to live in semi-detached or detached properties. The population mostly consists of young and middle-aged parents with school aged children.

Marriages or civil-partnerships are above the national average. Individuals are more likely to have higher-level qualifications than the national average, with the levels of unemployment in these areas being below the national average. The people in this category are more likely to work in the information and communication, financial, public, or education sectors. They use private transport to commute.

The Affluent

Households in the affluent category are more likely to live in detached and semi-detached properties and to be home owners. A higher proportion of households have two or more cars, unemployment is lower, and workers are more likely to work in information, communication, and finance related industries.

This group differentiates themselves from the Nest Builders group as they are likely to have a managerial position and they have a higher income. Therefore, they have more money to spend. Levels of unemployment in these areas are significantly below the national average. Members of this group are more likely to spend money on information technology products and follow new trends.

Urban Elite

People in this category can be found in expensive urban areas and they usually have no children. They spend their money on luxury goods. They have a car, but do not use it to commute to work, as they work and live downtown in luxury apartments. Their education and income levels are above average. Affluent immigrants can also be found in this group.

Thriving Fifties

The age profile of this subgroup shows a higher proportion of people with older children or children who have left the household. Members of this group are less likely to live in communal establishments. There is a higher proportion of households living in detached and semi-detached properties and households owning their own property. Households are also more likely to have two or more cars. There is a higher proportion of people working in the information and communication sector and the education sector. As they were raised by parents with a generally low income, the people in this group spend money wisely.

Senior Citizens

The people in this category are over 65 and can be found in both urban and rural areas. The share of retirees is the highest in this category. This category is a mixture of affluential seniors and seniors with a modest income. Regarding the type of housing, apartments are the dominant form of housing amongst this group. The income of this group equals the country’s average income.

Country Life

The population of this group live in rural areas that are far less densely populated compared with elsewhere in the country. They tend to live in large detached properties which they own, and they work in the agriculture, forestry, and fishing industries. The level of unemployment in these areas is below the national average. Each household is likely to have multiple vehicles, and these are the preferred method of transport to their places of work. This population tends to be older.

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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:

  1. Demographic structure
  2. Household composition
  3. Housing
  4. Socio-economic characteristics
  5. Employment
  6. Income
  7. Consumption

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:

  1. The postal code/ZIP code level
  2. The administrative area level (municipality level)
  3. 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:

  • CSV
  • Excel
  • Shapefile
  • ESRI File Geodatabase
  • KML
  • MapInfo TAB

Data structure
Regional code (e.g., regional identifier, postcode, etc.)
Regional name

Inhabitants and households
Number of inhabitants and households within a given region, provided in absolute and per mill values.

Consumer Styles

  • 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.

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