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Data brokers

The data broker market, which trades in personal data, plays a prominent role in the global economy. The growing volume of personal data collected makes it possible to build detailed and accurate population profiles.

The analysis of consumer groups and segments helps organizations with:

  • Targeted offers
  • Prospecting
  • Monetization of the customer portfolio
  • Targeted communication
  • Statistical modeling
  • Market studies (such as profile and consumption analysis)
  • Geomarketing

You probably know some of the main data brokers:

  • Experian
  • TransUnion
  • Equifax
  • Cotality (formerly CoreLogic)
  • Epsilon
  • Acxiom

Experian Mosaic: UK consumer segmentation

Experian offers a service called Mosaic, a cross-channel consumer classification. It groups individuals who are likely to share similar demographics, lifestyles and behaviours into groups and detailed types, each with a code and a name. The current (eighth) release has 18 groups and 68 types:

Group code Group Type code Type
A Lavish Lifestyles A01 Mansion Millionaires
A Lavish Lifestyles A02 Exclusive Enclaves
A Lavish Lifestyles A03 City Society
B Pension Prosperity B04 Silver Serenity
B Pension Prosperity B05 Golden-age Couples
B Pension Prosperity B06 Settled Maturity
B Pension Prosperity B07 Retirement Aims
C Country Heritage C08 Rural Landowners
C Country Heritage C09 Room to Grow
C Country Heritage C10 Rural Kinship
C Country Heritage C11 Village Retreats
D Upmarket Commuters D12 Flourishing Families
D Upmarket Commuters D13 Garden-belt Groves
D Upmarket Commuters D14 Equity Havens
D Upmarket Commuters D15 Greenfield Dreamers
E Respectable Retirement E16 Solo Veterans
E Respectable Retirement E17 Parish Pensioners
E Respectable Retirement E18 Stable Sanctuary
E Respectable Retirement E19 Sunset Views
E Respectable Retirement E20 Bungalow Destination
F Mature Homekeepers F21 Kept in the Family
F Mature Homekeepers F22 Small Town Generations
F Mature Homekeepers F23 Childfree Comfort
F Mature Homekeepers F24 Modest Maturity
G Suburban Childhoods G25 Mid-life Progress
G Suburban Childhoods G26 Primary Commuters
G Suburban Childhoods G27 Childcare Focus
H New Beginnings H28 Modern Starters
H New Beginnings H29 Early-years Pioneers
H New Beginnings H30 Just Built
I Family Endeavours I31 Small-scale Families
I Family Endeavours I32 Squeezed Living
I Family Endeavours I33 Bargain Homeowners
I Family Endeavours I34 Cost-conscious Families
I Family Endeavours I35 United Effort
J Single Spaces J36 Suburban Simplicity
J Single Spaces J37 Walk Up Workers
J Single Spaces J38 Town Centre Tenants
K Urban Basics K39 Downtown Thrift
K Urban Basics K40 Pre-pension Squeeze
K Urban Basics K41 No-frills Flats
L Elderly Essentials L42 Retirement Living
L Elderly Essentials L43 Senior Solitude
L Elderly Essentials L44 Bedrock Bungalows
L Elderly Essentials L45 Single Nostalgia
L Elderly Essentials L46 Steadfast Couples
M Modest Meadows M47 Rustic Retirement
M Modest Meadows M48 Rural Roots
M Modest Meadows M49 Workers Heritage
N Value-seeking Families N50 Setting Up Home
N Value-seeking Families N51 Budding Families
N Value-seeking Families N52 Affordable Schoolyears
N Value-seeking Families N53 Independent Parents
O High-flying Metropolitans O54 City Sophisticates
O High-flying Metropolitans O55 Urban Careers
O High-flying Metropolitans O56 Bright Lights
O High-flying Metropolitans O57 Contemporary Ambitions
P Successful City Families P58 Urban Villa Lifestyles
P Successful City Families P59 Close Kin
P Successful City Families P60 Established Enterprises
P Successful City Families P61 Tenured Terraces
Q Side-by-side Economy Q62 Tight Spaces
Q Side-by-side Economy Q63 Solo Resilience
Q Side-by-side Economy Q64 Family Collectives
Q Side-by-side Economy Q65 Shared Costs
R Youthful Independence R66 A Space of their Own
R Youthful Independence R67 Communal Cohorts
R Youthful Independence R68 Student Pods

True size of countries

The Mercator projection is a cylindrical map projection. It became the standard map projection for navigation because it is unique in representing north as up and south as down everywhere while preserving local directions and shapes.

As a side effect, the Mercator projection inflates the size of objects away from the equator. Turning the curved surface of the Earth into a flat map always distorts something: the Mercator projection keeps shapes and directions, and gives up true sizes.

World map: each country as the Mercator projection draws it, in light blue, with its true size drawn over it in dark blue. Greenland looks 16 times bigger than it is, Canada 5.2 times, Russia 4.9 times and Brazil 1.1 times
Light blue: countries as the Mercator map shows them. Dark blue: their true size, at the same place. The labels show how many times bigger a country looks on the Mercator map. Map data: Natural Earth.
Animation: the countries of a Mercator world map shrinking to their true size
The Mercator map shrinking to the true size of each country. Animation: Jakub Nowosad, CC BY-SA 4.0, via Wikimedia Commons (converted to WebP).
Mercator world map with Tissot's indicatrices: circles 1,000 km across on the globe grow towards the poles
Tissot's indicatrices: on the globe, every circle is 1,000 km across, but they grow towards the poles on the Mercator map. Map: Justin Kunimune, CC BY-SA 4.0, via Wikimedia Commons (converted to WebP).

Geographic information

The table below lists the land area, population and population density of every country. Population figures are 2023 estimates.

Country Land area (km²) Population Density (people/km²)
Afghanistan 652,860 42,239,854 65
Albania 27,400 2,832,439 103
Algeria 2,381,740 45,606,480 19
Andorra 470 80,088 170
Angola 1,246,700 36,684,202 29
Antigua and Barbuda 440 94,298 214
Argentina 2,736,690 45,773,884 17
Armenia 28,470 2,777,970 98
Australia 7,682,300 26,439,111 3
Austria 82,409 8,958,960 109
Azerbaijan 82,658 10,412,651 126
Bahamas 10,010 412,623 41
Bahrain 760 1,485,509 1,955
Bangladesh 130,170 172,954,319 1,329
Barbados 430 281,995 656
Belarus 202,910 9,498,238 47
Belgium 30,280 11,686,140 386
Belize 22,810 410,825 18
Benin 112,760 13,712,828 122
Bhutan 38,117 787,424 21
Bolivia 1,083,300 12,388,571 11
Bosnia and Herzegovina 51,000 3,210,847 63
Botswana 566,730 2,675,352 5
Brazil 8,358,140 216,422,446 26
Brunei 5,270 452,524 86
Bulgaria 108,560 6,687,717 62
Burkina Faso 273,600 23,251,485 85
Burundi 25,680 13,238,559 516
Côte d’Ivoire 318,000 28,873,034 91
Cabo Verde 4,030 598,682 149
Cambodia 176,520 16,944,826 96
Cameroon 472,710 28,647,293 61
Canada 9,093,510 38,781,291 4
Central African Republic 622,980 5,742,315 9
Chad 1,259,200 18,278,568 15
Chile 743,532 19,629,590 26
China 9,388,211 1,425,671,352 152
Colombia 1,109,500 52,085,168 47
Comoros 1,861 852,075 458
Congo (Congo-Brazzaville) 341,500 6,106,869 18
Costa Rica 51,060 5,212,173 102
Croatia 55,960 4,008,617 72
Cuba 106,440 11,194,449 105
Cyprus 9,240 1,260,138 136
Czechia (Czech Republic) 77,240 10,495,295 136
Democratic Republic of the Congo 2,267,050 102,262,808 45
Denmark 42,430 5,910,913 139
Djibouti 23,180 1,136,455 49
Dominica 750 73,040 97
Dominican Republic 48,320 11,332,972 235
Ecuador 248,360 18,190,484 73
Egypt 995,450 112,716,598 113
El Salvador 20,720 6,364,943 307
Equatorial Guinea 28,050 1,714,671 61
Eritrea 101,000 3,748,901 37
Estonia 42,390 1,322,765 31
Eswatini (fmr. “Swaziland”) 17,200 1,210,822 70
Ethiopia 1,000,000 126,527,060 127
Fiji 18,270 936,375 51
Finland 303,890 5,545,475 18
France 547,557 64,756,584 118
Gabon 257,670 2,436,566 9
Gambia 10,120 2,773,168 274
Georgia 69,490 3,728,282 54
Germany 348,560 83,294,633 239
Ghana 227,540 34,121,985 150
Greece 128,900 10,341,277 80
Grenada 340 126,183 371
Guatemala 107,160 18,092,026 169
Guinea 245,720 14,190,612 58
Guinea-Bissau 28,120 2,150,842 76
Guyana 196,850 813,834 4
Haiti 27,560 11,724,763 425
Holy See – 518 1,295
Honduras 111,890 10,593,798 95
Hungary 90,530 10,156,239 112
Iceland 100,250 375,318 4
India 2,973,190 1,428,627,663 481
Indonesia 1,811,570 277,534,122 153
Iran 1,628,550 89,172,767 55
Iraq 434,320 45,504,560 105
Ireland 68,890 5,056,935 73
Israel 21,640 9,174,520 424
Italy 294,140 58,870,762 200
Jamaica 10,830 2,825,544 261
Japan 364,555 123,294,513 338
Jordan 88,780 11,337,052 128
Kazakhstan 2,699,700 19,606,633 7
Kenya 569,140 55,100,586 97
Kiribati 810 133,515 165
Kuwait 17,820 4,310,108 242
Kyrgyzstan 191,800 6,735,347 35
Laos 230,800 7,633,779 33
Latvia 62,200 1,830,211 29
Lebanon 10,230 5,353,930 523
Lesotho 30,360 2,330,318 77
Liberia 96,320 5,418,377 56
Libya 1,759,540 6,888,388 4
Liechtenstein 160 39,584 247
Lithuania 62,674 2,718,352 43
Luxembourg 2,590 654,768 253
Madagascar 581,795 30,325,732 52
Malawi 94,280 20,931,751 222
Malaysia 328,550 34,308,525 104
Maldives 300 521,021 1,737
Mali 1,220,190 23,293,698 19
Malta 320 535,064 1,672
Marshall Islands 180 41,996 233
Mauritania 1,030,700 4,862,989 5
Mauritius 2,030 1,300,557 641
Mexico 1,943,950 128,455,567 66
Micronesia 700 115,224 165
Moldova 32,850 3,435,931 105
Monaco 1 36,297 24,360
Mongolia 1,553,560 3,447,157 2
Montenegro 13,450 626,485 47
Morocco 446,300 37,840,044 85
Mozambique 786,380 33,897,354 43
Myanmar (formerly Burma) 653,290 54,577,997 84
Namibia 823,290 2,604,172 3
Nauru 20 12,780 639
Nepal 143,350 30,896,590 216
Netherlands 33,720 17,618,299 522
New Zealand 263,310 5,228,100 20
Nicaragua 120,340 7,046,310 59
Niger 1,266,700 27,202,843 21
Nigeria 910,770 223,804,632 246
North Korea 120,410 26,160,821 217
North Macedonia 25,220 2,085,679 83
Norway 365,268 5,474,360 15
Oman 309,500 4,644,384 15
Pakistan 770,880 240,485,658 312
Palau 460 18,058 39
Palestine State 6,020 5,371,230 892
Panama 74,340 4,468,087 60
Papua New Guinea 452,860 10,329,931 23
Paraguay 397,300 6,861,524 17
Peru 1,280,000 34,352,719 27
Philippines 298,170 117,337,368 394
Poland 306,230 41,026,067 134
Portugal 91,590 10,247,605 112
Qatar 11,610 2,716,391 234
Romania 230,170 19,892,812 86
Russia 16,376,870 144,444,359 9
Rwanda 24,670 14,094,683 571
Saint Kitts and Nevis 260 47,755 184
Saint Lucia 610 180,251 295
Saint Vincent and the Grenadines 390 103,698 266
Samoa 2,830 225,681 80
San Marino 60 33,642 561
Sao Tome and Principe 960 231,856 242
Saudi Arabia 2,149,690 36,947,025 17
Senegal 192,530 17,763,163 92
Serbia 87,460 7,149,077 82
Seychelles 460 107,660 234
Sierra Leone 72,180 8,791,092 122
Singapore 700 6,014,723 8,592
Slovakia 48,088 5,795,199 121
Slovenia 20,140 2,119,675 105
Solomon Islands 27,990 740,424 26
Somalia 627,340 18,143,378 29
South Africa 1,213,090 60,414,495 50
South Korea 97,230 51,784,059 533
South Sudan 610,952 11,088,796 18
Spain 498,800 47,519,628 95
Sri Lanka 62,710 21,893,579 349
Sudan 1,765,048 48,109,006 27
Suriname 156,000 623,236 4
Sweden 410,340 10,612,086 26
Switzerland 39,516 8,796,669 223
Syria 183,630 23,227,014 126
Tajikistan 139,960 10,143,543 72
Tanzania 885,800 67,438,106 76
Thailand 510,890 71,801,279 141
Timor-Leste 14,870 1,360,596 91
Togo 54,390 9,053,799 166
Tonga 720 107,773 150
Trinidad and Tobago 5,130 1,534,937 299
Tunisia 155,360 12,458,223 80
Turkey 769,630 85,816,199 112
Turkmenistan 469,930 6,516,100 14
Tuvalu 30 11,396 380
Uganda 199,810 48,582,334 243
Ukraine 579,320 36,744,634 63
United Arab Emirates 83,600 9,516,871 114
United Kingdom 241,930 67,736,802 280
United States of America 9,147,420 339,996,563 37
Uruguay 175,020 3,423,108 20
Uzbekistan 425,400 35,163,944 83
Vanuatu 12,190 334,506 27
Venezuela 882,050 28,838,499 33
Vietnam 310,070 98,858,950 319
Yemen 527,970 34,449,825 65
Zambia 743,390 20,569,737 28
Zimbabwe 386,850 16,665,409 43