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Pen Portraits Birmingham City Council Segmentation: Pen Portraits Produced by: Customer Knowledge Team, Birmingham City Council October 2015 Source: Copyright Birmingham City Council 2015 and Experian 2015. All rights reserved Segmentation This document is based on Experian Mosaic Public Sector Segmentation for Birmingham City Council (BCC) looking at household and service use. Each segment consists of two pages of information. This segmentation does not include Segments A and G due to extremely low population counts in Birmingham. The first page identifies: • The proportion of total service users in the segment (based on service data 2014 – 2015). • The percentage of Birmingham households and people in each segment. • The rank of service area by segment: this shows how dependent the segment is on the service (with 1 having the • The top three wards that represent the segment. highest proportion and therefore the highest usage and 13 having the smallest proportion and therefore having the • A map illustrating the percentage of Birmingham households lowest usage). in the segment, represented by ward (i.e. 10 - 12% of households in segment D can be found in each of the Sutton • The index score: this compares the proportion of the segment Coldfield wards). in the service/area against the proportion of the segment in Birmingham. A score of 100 = equal proportion to • Key characteristics for each segment. Birmingham, 200 = double the proportion of Birmingham, • Preferred communication channels. 50 = half the proportion of Birmingham. The second page identifies: For the index score, which is based on a comparison with Birmingham proportions, please note that some of the service • The council priorities and provides a description of how each data contains service users from outside Birmingham. segment relates to each priority. Source: Copyright Birmingham City Council 2015 and Experian 2015. All rights reserved 2/28 Households Population Top Wards (Households) 1. Sutton Four Oaks B: Prestige Positions 15,480 43,037 2. Sutton Trinity Established families in large detached homes 3.7% 3.9% 3. Sutton New Hall living upmarket lifestyles % of all households in B: Prestige Positions 0 1-7 Sutton Four Oaks 8-14 15-21 Sutton Trinity 22-27 Key Characteristics Sutton Vesey Oscott • Small proportion of Birmingham, with very little Kingstanding Sutton New Hall impact on local services Erdington • The majority are found in the north and south of the city Perry Barr Stockland Handsworth Green Tyburn • Large detached houses Wood Lozells & • Managerial positions with good income E.Handsworth Hodge Hill Aston • Good health Soho Washwood Heath Shard End • More dedicated to recycling than most Ladywood Stechford & Nechells Bordesley Yardley North Green Sheldon Edgbaston Sparkbrook South Yardley Quinton Harborne Contact By: Smartphone Use: Springfield Average Moseley & Acocks Email/online, Selly Oak King’s Heath Green Bartley Green post Weoley Hall Bournville Green This map is reproduced from No Contact By: Brandwood Billesley the Ordnance Survey Material with the permission of Ordnance Survey on behalf of Her Majesty’s Phone (mobile King’s Stationery Office Crown Copyright. Northfield Norton Longbridge Unauthorised reproduction infringes or landline) Crown Copyright and may lead to prosecution or civil proceedings. Birmingham City Council Licence No. 10021326 2011 Source: Copyright Birmingham City Council 2015 and Experian 2015. All rights reserved 3/28 Council Priorities Council Services Summaries of national segment information % Total of BCC Services by Segment Proportion of Segment Index Health and well-being Total Service/Area Rank for Each Score Very good health: Try to lead a healthy life and keep in shape. Good in this Segment Service/Area diet, low for smoking, enjoy drinking regularly. Physical Activity Adult Education 5.0 9 128 Very high: They are likely to spend 4+ hours each week taking part in Adult Social Care - All 3.4 10 88 sport or exercising (jogging, walking, gym). Crime rate Adult Social Care - Older 3.4 10 87 Crime is low, people generally feel very safe. Homes likely to be alarmed Adults 65+ and be part of a neighbourhood watch scheme. Schoolchildren 3.5 10 89 Sustainability Likely to be environmentally friendly and committed to recycling. Reception Schoolchildren 1.3 12 34 with Excess Weight Qualifications & Skills Year 6 Schoolchildren 1.9 11 48 well educated This group are at degree or higher level. with Excess Weight Employment Child Protection 0.0 13 0 Low unemployment. In senior or managerial positions and in accomplished, professional careers. Some are directors of their own Children in Care 0.2 13 4 businesses. This group also has a high number of retired people and housewives. Council Housing Stock 0.0 13 0.02 Income & Benefits Leisure Members 4.9 9 125 This segment is very affluent, with the second highest average household income of all groups (£71,480). Be Active Members 3.9 11 100 Not dependant on the state other than claiming state pension. Housing High homeownership. Live in large detached, named properties with four or five bedrooms and large mature gardens. Source: Copyright Birmingham City Council 2015 and Experian 2015. All rights reserved 4/28 Households Population Top Wards (Households) 1. Moseley and Kings Heath C: City Prosperity 4,414 10,912 2. Harborne High status city dwellers living in central locations 1.06% 1.1% 3. Edgbaston and pursuing careers with high rewards % of all households in C: City Prosperity 0 1-7 Sutton Four Oaks 8-15 16-22 Sutton Trinity 23-30 Key Characteristics Sutton Vesey Oscott • Very small proportion of Birmingham and very Kingstanding Sutton New Hall little demand on local services Erdington • Rent or own expensive properties, particularly in south-west Birmingham Perry Barr Stockland Handsworth Green Tyburn • Very well educated with high status jobs Wood Lozells & • High internet use via smartphones and tablets E.Handsworth Hodge Hill Aston • Highest level of sports participation and exercise Soho Washwood Heath Shard End • Healthiest of all segment groups Ladywood Stechford & Nechells Bordesley Yardley North • Environmentally conscious Green Sheldon Edgbaston Sparkbrook South Yardley Quinton Harborne Contact By: Smartphone Use: Springfield Above Moseley & Acocks Mobile call, Selly Oak King’s Heath Green average Bartley Green text, email Weoley Hall Bournville Green This map is reproduced from No Contact By: Brandwood Billesley the Ordnance Survey Material with the permission of Ordnance Survey on behalf of Her Majesty’s Post, landline King’s Stationery Office Crown Copyright. Northfield Norton Longbridge Unauthorised reproduction infringes Crown Copyright and may lead to prosecution or civil proceedings. Birmingham City Council Licence No. 10021326 2011 Source: Copyright Birmingham City Council 2015 and Experian 2015. All rights reserved 5/28 Council Priorities Council Services Summaries of national segment information % Total of BCC Services by Segment Proportion of Segment Index Health and well-being Total Service/Area Rank for Each Score Very good/good health: Low number of smokers, healthy diets, and in this Segment Service/Area good levels of exercise. Physical Activity Adult Education 2.7 13 270 Very high: They are likely to spend 4+ hours each week taking part in Adult Social Care - All 1.3 13 128 sport or exercising (jogging, walking, gym). Crime rate Adult Social Care - Older 1.2 13 125 Reported crime is high, particularly robbery and vehicle crime. Adults 65+ Schoolchildren 0.5 13 54 Sustainability This segment are environmentally aware and reduce, reuse and recycle. Reception Schoolchildren 0.5 13 50 with Excess Weight Qualifications & Skills Year 6 Schoolchildren 0.3 13 28 very well educated at degree or This group are likely to be with Excess Weight postgraduate level. They are overrepresented for foreign students. Employment Child Protection 0.5 12 46 Low unemployment. Tend to be in senior managerial/directorial positions and in accomplished professional careers. Children in Care 0.2 13 18 Income & Benefits Council Housing Stock 0.1 12 9 This segment is very affluent with the highest average household income of all groups (£73,073) and the highest proportion earning £150k+ (9.3%). Leisure Members 0.6 13 65 Not dependant on the state other than claiming state pension. Be Active Members 0.5 13 46 Housing Mix of home ownership and private rented. Live in expensive houses and flats in prestigious, centrally located neighbourhoods. Source: Copyright Birmingham City Council 2015 and Experian 2015. All rights reserved 6/28 Households Population Top Wards (Households) 1. Bournville D: Domestic Success 18,692 50,505 2. Sutton Vesey Thriving families who are busy bringing up children 4.5% 4.6% 3. Sutton Four Oaks and following careers % of all households in D: Domestic Success 0 1-3 Sutton Four Oaks 4-6 7-9 Sutton Trinity 10-12 Key Characteristics Sutton Vesey Oscott • Small proportion of Birmingham and little demand Kingstanding Sutton New Hall on local services Erdington • High earning families living affluent lifestyles Perry Barr Stockland Handsworth Green Tyburn • Large detached houses Wood Lozells & • Tend to be located in the less deprived suburban areas of Birmingham E.Handsworth Hodge Hill away from the city centre Aston Soho • Most likely to have a degree Washwood Heath Shard End Ladywood Stechford & • Frequent internet users - most likely to own tablets Nechells Bordesley Yardley North Green Sheldon Edgbaston Sparkbrook South Yardley Quinton Harborne Contact By: Smartphone
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