Earlier this week Experian revealed the real Middle Britain to bring sharp classification to what has previously been an overused and woolly term.

Using Experian’s consumer segmentation tool Mosaic, some 13.1 million people were identified as Middle Britain in the UK. At Hitwise we frequently use Mosaic classifications to show what type of websites are preferred by the different segments of society.
What is Middle Britain like online? In a nutshell Middle Britain is interested in sports, shopping and health. When we looked at the categories of websites that Middle Britain was most likely to visit over any other Mosaic group, the recurring trends were for sports websites, online retail sites and pharmaceutical sites.

In the field of sports Middle Britain are avid enthusiasts of almost every conceivable sport, but in particular their sporting passions are for Rugby League, Athletics, Football and Golf. The people of Middle Britain also enjoy their Fantasy Football, accounting for 43.79% of visits to the Fantasy Premier League website, the biggest fantasy football website in the UK.

Much of Middle Britain is young families, and this is reflected in the online habits of visiting children’s sites, parenting social networks such as BabyCenter UK and buying toys from online retailers. In particular, Middle Britain shop for their kids online at Toys R Us, Early Learning Centre and LEGO Worlds.
Middle Britain likes to look after itself, with a high proportion of visits to Health and Medical sites including pharmacies and wellbeing sites. Moreover, Middle Britain enjoys visits to beauty websites indulging in health and beauty products as well as the necessary medicines to keep them healthy.
You can find out more about Middle Britain on the Experian website.
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