2020 PRIZM Premier Segment Storyboards...30 Copyright ©2020 Claritas, LLC. Confidential and...

PRIZM® Premier Segment Storyboards

Copyright ©2020 Claritas, LLC. Confidential and proprietary.2

• Owns a Lexus

• Eats at California Pizza Kitchen

• Shops at Chico’s

• Contributes to public radio, TV, etc.

• Visits Europe

• Watches White House Correspondents Dinner

• Listens to All News

HOUSEHOLDAGE

DEMOGRAPHICS

INCOME PRODUCING ASSETS

79%Married

PRIZM® PREMIER SEGMENT STORYBOARD

Median Household Income: $ 125,503

Sources: Claritas Household Demographics 2019, Claritas Consumer Profiles 2019, Claritas GfK MRI Behavior Profiles 2019, Nielsen Online Behavior Profiles 2018, Nielsen Television Behavior Profiles 2018.

ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

92%Suburban

2%With Kids

U.S.HHs1.03%

0%0%0%0%0%

82%18%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

Mostly Retired

96%Home Owners

Graduate

Plus

1%

37%

20%

42%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

01 – Upper Crust

M1 – Affluent Empty NestsS1 – Elite Suburbs

Lowest HighestAverage Above Avg

HOUSEHOLD DEMOGRAPHICS• Live in the nation’s most exclusive addresses

• Consists of wealthy empty-nesting couples over the age of 65

• High concentration of residents earning over $100,000 a year and many possess a postgraduate degree

• Opulent standard of living – driving expensive cars, frequently eating out, and traveling

EMPLOYMENT

Below Avg


• Owns an Audi

• Eats at Chipotle

• Shops at Bloomingdale’s

• Follows NHL or local team on Twitter

• Visits Hawaii

• Uses fantasy sports sites/apps

• Listens to Alternative radio

HOUSEHOLDAGE

DEMOGRAPHICS


ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs0.98%

3%18%

47%32%

0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

Management & Professional

Graduate

Plus

02 – Networked Neighbors

F1 – Accumulated WealthS1 – Elite Suburbs

Lowest HighestBelow Avg Above Avg


83%Married


79%Suburban

69%With Kids

93%Home Owners

HOUSEHOLD DEMOGRAPHICS• Family portrait of suburban wealth

• A place of expensive homes and manicured lawns, high-end cars and vacations to tropical getaways

• Lifestyle characterized by married couples with children, high technology use, graduate degrees, and six-figure incomes earned by corporate executives, managers and business professionals

1%

37%

20%

42%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average



• Owns a BMW

• Eats at PF Chang’s

• Shops at Neiman Marcus

• Attends European soccer games

• Uses National car rental

• Uses iPad to read the newspaper

• Listens to ABC News radio

HOUSEHOLDAGE

DEMOGRAPHICS


77%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

84%Suburban

15%With Kids

U.S.HHs1.40%

0%0%0%

13%75%

12%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


93%Home Owners

Graduate

Plus

2%

47%

19%

32%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

03 – Movers & Shakers

M1 – Affluent Empty NestsS1 – Elite Suburbs


HOUSEHOLD DEMOGRAPHICS• Home to America’s business class

• Wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 45 and 64

• High percentage of executives and white-collar professionals

• Enjoy reading business publications and visits to investment websites

EMPLOYMENT

Average


• Owns an Audi


• Shops at Crate & Barrel

• Attends college sports events

• Flies United

• Uses Yelp

• Listens to Adult Alternative radio

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.46%

4%33%

45%18%

0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

04 – Young Digerati

Y1 – Midlife SuccessU1 – Urban Uptown



83%Married


100%Urban

77%With Kids

99%Home Owners

HOUSEHOLD DEMOGRAPHICS• Tech-savvy and live in fashionable

neighborhoods on the urban fringe

• Affluent and highly educated

• Communities are typically filled with trendy homes and condos

• Believe in living ecofriendly lifestyles and enjoy dining at organic/health food restaurants, coffee houses and other trendy establishments

31%

28%

41%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Subaru

• Eats at Panera Bread

• Shops for men’s business attire

• Attends Minor League Baseball games

• Flies Delta

• Buys sporting event tickets online

• Listens to Mainstream Rock

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs2.32%

2%14%

24%32%

28%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

05 – Country Squires

F1 – Accumulated

WealthT1 – Landed Gentry



80%Married


100%Town

49%With Kids

91%Home Owners

HOUSEHOLD DEMOGRAPHICS• Wealthiest residents in exurban America

• An oasis for affluent Baby Boomers who’ve fled the city for the charms of small-town living

• Bucolic communities noted for their recently built homes on sprawling properties

• Families of executives that live in six-figure comfort

22%

47%

1…

16%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns an Acura


• Shops at Anthropologie


• Flies Southwest

• Uses fantasy sports sites and apps

• Utilizes Apple music streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.37%

3%24%

36%37%

0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

06 – Winner’s Circle

F1 – Accumulated WealthS2 – The Affluentials



82%Married


Metro Mix

68%With Kids

90%Home Owners

HOUSEHOLD DEMOGRAPHICS• Collection of mostly 35-54-year-old couples

with large families in new-money subdivisions

• Surrounding their homes are the signs of upscale living – recreational parks, golf courses and upscale malls

• Big spenders who like to travel, eat at quick service restaurants, shop at clothing boutiques, and attend sporting events

3%

60%1…

20% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Mercedes

• Eats at Cheesecake Factory



• Visits Europe

• Visits app/internet for restaurant information

• Listens to All News radio

HOUSEHOLDAGE

DEMOGRAPHICS


64%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

100%Urban

9%With Kids

U.S.HHs1.40%

0%0%0%

8%35%

47%11%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

99%Home Owners

Graduate

Plus32%

28%

40%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

07 – Money & Brains

M1 – Affluent Empty NestsU1 – Urban Uptown


HOUSEHOLD DEMOGRAPHICS• Seem to have it all – high incomes, advanced

degrees and sophisticated tastes to match their credentials

• Many of these city dwellers are married couples with few children

• Live in fashionable homes on small, manicured lots with expensive cars in the driveway


EMPLOYMENT

Average


• Owns a Cadillac

• Eats at Bonefish Grill


• Attends PGA/LPGA events

• Cruises on Royal Caribbean

• Visits cruisecritic.com

• Listens to Adult Standards

HOUSEHOLDAGE

DEMOGRAPHICS


81%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

76%Suburban

4%With Kids

U.S.HHs1.14%

0%0%0%0%

26%60%

14%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

95%Home Owners

Graduate

Plus

1%

37%

17%

45%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

08 – Gray Power

M1 – Affluent Empty NestsS2 – The Affluentials


HOUSEHOLD DEMOGRAPHICS• Consists of wealthy older couples typically

living just beyond the nation’s beltways

• Mix of retirees and white-collar professionals drawn to comfortable homes and apartments within a manageable commute to downtown jobs, restaurants and entertainment

• The enjoy traveling and watching golf on television

Employment Mix

EMPLOYMENT

Average


• Owns a Lexus

• Eats at Carrabba’s

• Shops at Pier 1 Imports

• Interested in men’s tennis

• Visits Alaska

• Visits Angie’s List site/app

• Listens to CBS Conservative radio

HOUSEHOLDAGE

DEMOGRAPHICS


82%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

100%Town

5%With Kids

U.S.HHs1.62%

0%0%0%0%

11%75%

14%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

95%Home Owners

Graduate

Plus14%

42%17%

27% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

09 – Big Fish, Small Pond

M1 – Affluent Empty NestsT1 – Landed Gentry


HOUSEHOLD DEMOGRAPHICS• Members of Big Fish, Small Pond are often

among the leading citizens of their small-town communities

• Older, upper-class individuals with postgraduate degrees

• Upscale, empty-nesting couples who enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios and dining at upscale sit-down restaurants

Mostly Retired

EMPLOYMENT

Average


• Owns a Mazda


• Shops at Express/Express for Men

• Follows sports on Instagram and Twitter

• Stays at the DoubleTree

• Buys sporting events tickets online

• Listens to Sports Radio

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.29%

4%26%

36%34%

0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

10 – Executive Suites




74%Married


67%With Kids

100%Home Owners

HOUSEHOLD DEMOGRAPHICS• Residents of Executive Suites tend to be

prosperous and active professionals and are above average in their use of technology

• Follow sports on Instagram and Twitter

• Use the internet to purchase tickets for sporting events and often stop at quick service restaurants for a bite to eat

5%

70%

1…

10%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Metro Mix

EMPLOYMENT

Average


• Owns a GMC

• Eats at Qdoba

• Shops at Cabela’s

• Goes hunting

• Visits Canada

• Uses fantasy sports sites/apps


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.91%

2%17%

30%40%

10%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


College Graduate

11 – Fast-Track Families

F1 – Accumulated WealthT1 – Landed Gentry



81%Married


100%Rural

57%With Kids

88%Home Owners

HOUSEHOLD DEMOGRAPHICS• Fast-Track Families lead busy, active lives

often centered around the schedules and interests of their children

• Always on the go, they are frequent quick service restaurant diners, drive SUVs, hunt, and ski

• Tend to shop for sporting goods and active wear clothing

43%

16%

27%

7%7%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Lexus




• Uses Alamo car rental

• Visits Angie’s List site/app

• Listens to Talk/Personality radio

HOUSEHOLDAGE

DEMOGRAPHICS


71%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

77%Suburban

10%With Kids

U.S.HHs2.38%

0%0%0%

5%45%

43%7%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

91%Home Owners

Graduate

Plus3%

58%17%

22% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

12 – Cruisin’ to Retirement

M1 – Affluent Empty NestsS2 – The Affluentials


HOUSEHOLD DEMOGRAPHICS• With their children mostly grown and out of

the house, these older couples are Cruisin' to Retirement

• Remain in the neighborhoods where they raised their families, enjoying the suburban lifestyle

• Tend to watch golf on TV, listen to talk radio, and read the travel section of the weekend paper to determine where to visit on their frequent trips

Employment Mix

EMPLOYMENT

Average


• Owns an Volkswagen

• Eats at Cold Stone Creamery

• Shops at Anthropologie

• Plays tennis

• Visits Chicago

• Views dating apps/sites on smartphone

• Uses Spotify streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.06%

6%33%34%

27%0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

13 – Upward Bound

Y1 – Midlife SuccessS2 – The Affluentials



61%Married


59%With Kids

61%Home Owners

HOUSEHOLD DEMOGRAPHICS• Upward Bound are often upscale families

boasting dual incomes, college degrees and newer homes

• Residents are above average technology users who use computers and mobile devices for banking, music streaming and television watching

• Frequently research and purchase all types of products online

8%

70%

12%

10%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Metro Mix

EMPLOYMENT

Average


• Owns an Infiniti

• Eats at Auntie Anne’s

• Shops at Dick’s Sporting Goods

• Attends minor league hockey games

• Flies Southwest

• Watches Great American Baking Show

• Listens to Adult Hits radio

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.36%

4%20%

24%22%

15%12%

3%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

14 – Kids & Cul-de-Sacs




71%Married


47%With Kids

78%Home Owners

HOUSEHOLD DEMOGRAPHICS• Upscale, suburban and second city, married

couples with children – an enviable lifestyle of families in recently built subdivisions

• Refuge for college-educated, white-collar professionals with management jobs and upscale incomes

• Their nexus of education, affluence, and children translates into large outlays for family-oriented products and services

72%

28%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Metro Mix

EMPLOYMENT

Average


• Owns a Nissan

• Eats at Mellow Mushroom

• Shops at Finish Line

• Follows college sports on Instagram & Twitter

• Stays at the Holiday Inn

• Watches NCAA basketball tournament


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.03%

5%29%

50%16%

0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

15 – New Homesteaders

F1 – Accumulated WealthT1 – Landed Gentry



76%Married


100%Town

73%With Kids

87%Home Owners

HOUSEHOLD DEMOGRAPHICS• Middle Age, upscale families seeking to

escape suburban sprawl and reside in small, rustic townships

• With management and professional positions, these dual-income couples have fashioned comfortable, child-centered lifestyles

• Their garages are filled with sporting goods and equipment, their houses with the latest technological gadgets

1%

31%

45%

1…

12%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns an Acura

• Eats at Hooter’s

• Shops at Neiman Marcus

• Attends pro boxing events

• Visits Orlando

• Uses job search sites/apps


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.11%

3%15%

20%22%

18%19%

3%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


16 – Beltway Boomers




69%Married


38%With Kids

80%Home Owners

HOUSEHOLD DEMOGRAPHICS• Members of the post-war Baby Boom grown

up

• One segment of this huge cohort, college-educated, upscale, and home-owning, is found in Beltway Boomers

• They are just starting to see their children leave their comfortable suburban and second city subdivisions while beginning to plan for their own retirement

72%

28%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Metro Mix

EMPLOYMENT

Average


• Owns a Mercedes



• Attends marathon events

• Flies JetBlue

• Watches State of the Union and Tony Awards

• Listens to All News radio

HOUSEHOLDAGE

DEMOGRAPHICS


35%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

100%Urban

18%With Kids

U.S.HHs1.16%

0%0%

16%31%

27%21%

5%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

0%Home Owners

Graduate

Plus

17 – Urban Elders

M2 – Conservative ClassicsU2 – Midtown Mix


HOUSEHOLD DEMOGRAPHICS• Located in the downtown neighborhoods of

such metros as New York, Chicago, Las Vegas and Miami

• More likely to be renters than other households in their age cohort

• Enjoy cultural options available to them in their communities, frequently art museum exhibits and other local events

Employment Mix

45%

2…

23%

6%

5%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Subaru

• Eats at Cracker Barrel

• Shops at Pier 1 Imports


• Stays at Fairfield Inn

• Uses satellite internet connection

• Listens to CBS Conservative radio

HOUSEHOLDAGE

DEMOGRAPHICS


83%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

100%Rural

6%With Kids

U.S.HHs1.67%

0%0%0%0%

35%53%

11%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

96%Home Owners

Graduate

Plus 25%

1…

33%

13%

17% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

18 – Mayberry -ville

M2 – Conservative ClassicsT2 – Country Comfort


HOUSEHOLD DEMOGRAPHICS• Quaint, picturesque burg and old-fashioned

way of life

• In these rural areas, upscale couples prefer outdoor activities like hunting and boating during the day

• Stay home and watch TV at night

• Their use of technology trails that of others at their same asset level

Mostly

Retired

EMPLOYMENT

Average


• Owns a Mercedes

• Eats at Boston Market

• Shops at Nordstrom Rack


• Visits Las Vegas

• Watches “This is Life with Lisa Ling”

• Listens to Rhythmic Oldies radio

HOUSEHOLDAGE

DEMOGRAPHICS


57%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

100%Urban

34%With Kids

U.S.HHs1.12%

4%17%17%18%19%20%

5%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

92%Home Owners

50%

20%

30%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

19 – American Dreams

M2 – Conservative ClassicsU1 – Urban Uptown


HOUSEHOLD DEMOGRAPHICS• American Dreams residents are found in

upper-middle-class multilingual neighborhoods in urban areas

• Enjoy shopping at upscale department stores

• Enjoy attending college sporting events, and vacationing in popular tourist destinations such as Los Angeles and Las Vegas


College Graduate

EMPLOYMENT

Average


• Owns a Buick



• Follows PGA/LPGA


• Watches Preakness and Tony Awards


HOUSEHOLDAGE

DEMOGRAPHICS


64%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

71%Suburban

4%With Kids

U.S.HHs1.56%

0%0%0%0%

22%62%

16%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

91%Home Owners

4%

64%18%

14% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

20 – Empty Nests

M2 – Conservative ClassicsS3 – Middleburbs


HOUSEHOLD DEMOGRAPHICS• Composed of upper-middle income older

Americans who pursue active, and activist, lifestyles with their grown-up children out of the house

• Most are over 65 years old, but they show no interest in a rest-home retirement

• They enjoy golf, eating out at sit-down restaurants, and contributing to military veterans and political causes that they champion

College Graduate

Mostly Retired

EMPLOYMENT

Average


• Owns a BMW

• Eats at organic/health food restaurants

• Shops at Saks Fifth Avenue

• Attends NBA games

• Flies Alaskan Airlines

• Uses Yelp


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.11%

6%27%27%

16%11%11%

2%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


Graduate

Plus

21 – The Cosmopolitans

Y1 – Midlife SuccessU1 – Urban Uptown



62%Married


100%Urban

47%With Kids

98%Home Owners

HOUSEHOLD DEMOGRAPHICS• Educated and upscale, The Cosmopolitans are

urbane couples in America’s fast-growing cities

• Concentrated in major metro areas, a vibrant social scene surrounds their older homes

• These residents attend both sporting events and cultural events, and enjoy leisure-intensive lifestyles

47%

20%

32%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Mercedes


• Shops at Nordstrom

• Attends professional hockey matches

• Visits Canada

• Views NHL and team sites online

• Listens to Rock

HOUSEHOLDAGE

DEMOGRAPHICS


70%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

56%With Kids

U.S.HHs2.43%

4%23%

29%28%

16%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

88%Home Owners

4%

61%16%

19% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

22 – Middleburg Managers

M2 – Conservative ClassicsC1 – Second City Society


HOUSEHOLD DEMOGRAPHICS• Upper middle-class with solid white-collar jobs

and good educations

• Established in their homes and neighborhoods, they enjoy attending sporting events with their families when they aren’t traveling frequently for business

• Thrifty with their spending, despite an upscale income, investing in a college savings plan and their future retirement

Graduate

PlusManagement &

Professional

Metro Mix

EMPLOYMENT

Average


• Owns a Hyundai

• Eats at Texas Roadhouse

• Shops at Sam’s Club

• Attends Speedway Motorsports events

• Stays at Embassy Suites

• Listens to radio via internet/apps

• Uses TuneIn streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.10%

2%15%

19%24%

17%19%

4%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

23 – Township Travelers

F2 – Young AccumulatorsT2 – Country Comfort



76%Married


100%Town

43%With Kids

100%Home Owners

HOUSEHOLD DEMOGRAPHICS• Township Travelers exhibit a blend of

behaviors representative of their upscale incomes and small-town environment

• Uses the internet for fantasy sports and online banking

• Enjoy listening to college sports on the radio, shopping at sporting goods stores, and attending minor league baseball games

96%

4%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Employment Mix

EMPLOYMENT

Average


• Owns a GMC


• Shops at Hobby Lobby


• Visits Chicago

• Views consumer reviews on internet/apps


HOUSEHOLDAGE

DEMOGRAPHICS


72%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

100%Town

28%With Kids

U.S.HHs1.00%

0%0%0%

46%

54…0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

91%Home Owners

1%

26%

53%

11%

9%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

24 – Pickup Patriarchs



HOUSEHOLD DEMOGRAPHICS• Pickup Patriarchs, an upscale segment found

in exurban areas, are country chic

• They live in areas that are somewhat rural, but they have more suburban tastes

• They attend minor league baseball games, engage in home improvements and enjoy relaxing in the great outdoors


College Graduate

EMPLOYMENT

Average


• Owns a BMW

• Eats at Jimmy John’s

• Shops at H&M

• Plays tennis

• Flies Delta

• Watches CNN decades miniseries

• Listens to Urban One

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.50%

6%30%

23%17%

12%10%

2%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


25 – Up-and-Comers

Y1 – Midlife SuccessS3 – Middleburbs



52%Married


43%With Kids

50%Home Owners

HOUSEHOLD DEMOGRAPHICS• Full of younger families, some with children

and some just beginning to get married

• Found in suburban areas and second cities, these adults, mostly age 25 to 44, are college graduates who travel frequently for work and pleasure, and use the latest technology

• Many are planning for changes in the near future, including going back to school, purchasing a home, and paying off student loan debt

80%

20% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Metro Mix

EMPLOYMENT

Average


• Owns a Subaru

• Eats at Panera

• Shops at Stein Mart


• Visits casinos

• Purchases CDs via the internet

• Listens to Christian Adult Contemporary

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.28%

4%13%

11%21%

23%24%

4%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

26 – Home Sweet Home

F2 – Young AccumulatorsS3 – Middleburbs



56%Married


0%With Kids

82%Home Owners

HOUSEHOLD DEMOGRAPHICS• These residents tend to be upper-midscale

households living in mid-sized homes

• The adults are mostly over 55 and have gone to college and hold professional and white-collar jobs

• These folks listen to radio on their computers via streaming services, attend International Speedway events, and are likely to visit casino bars and nightclubs

77%

23%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Employment Mix

Metro Mix

EMPLOYMENT

Average


• Owns a Ram

• Eats at Logan’s Roadhouse

• Shops at Cabela’s

• Attends high school sports events

• Stays at Holiday Inn

• Uses DISH Network TV & Online


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs2.49%

3%21%

29%39%

8%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

27 – Big Sky Families




78%Married


62%With Kids

87%Home Owners

HOUSEHOLD DEMOGRAPHICS• Scattered in placid towns across the American

heartland, Big Sky Families is a segment of middle-aged rural families

• Residents enjoy country music and all types of team sports and outdoor activities, especially hunting

• These families attend high school sports events and wear their team logo apparel to show their team spirit

52%

13%

22%

6%6%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

100%Rural


EMPLOYMENT

Average


• Owns a GMC

• Eats at Hardee’s

• Shops at Dillard’s

• Goes hunting

• Flies Allegiant Air

• Watches NASCAR


HOUSEHOLDAGE

DEMOGRAPHICS


81%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

100%Rural

7%With Kids

U.S.HHs1.86%

0%0%0%0%

39%52%

9%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

95%Home Owners

37%

13%

35%

8%7%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

28 – Country Casuals



HOUSEHOLD DEMOGRAPHICS• There's a laid-back atmosphere in Country

Casuals - a collection of older, upper-midscale empty-nest households

• These Baby-Boom couples enjoy outdoor activities, like hunting, and buying locally grown food

• Not likely to be up-to-date on technology

Some

CollegeEmployment

Mix

EMPLOYMENT

Average


• Owns a Kia

• Eats at Sonic

• Shops at Dollar General


• Visits Chicago

• Uses Sling TV for streaming

• Listens to New Country

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.56%

6%21%22%

21%14%14%

2%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

29 – White Picket Fences




63%Married


44%With Kids

49%Home Owners

HOUSEHOLD DEMOGRAPHICS• Residents look a lot like the stereotypical

American household of a generation ago: midscale couples with children

• But the current version reflects changing patterns, with some parents just beginning to start families while others approach the empty-nest stage as their children age

• Enjoy grabbing a quick bite to eat at Zakby’s or Sonic, attending college basketball games, and shopping at Dillard’s and Family Dollar

97%

3%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Some

College

100%Town

Employment Mix

EMPLOYMENT

Average


• Owns a Mitsubishi

• Eats at Wingstop

• Shops at New York & Company

• Attends Major League Soccer matches

• Visits Mexico

• Uses Samsung Galaxy tablet to read paper

• Listens to Spanish Adult Hits

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.43%

4%25%

37%24%

6%3%

1%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

30 – Pools & Patios

F2 – Young AccumulatorsS3 – Middleburbs



76%Married


89%With Kids

76%Home Owners

HOUSEHOLD DEMOGRAPHICS• Pools & Patios is a segment of upper midscale

suburban and second city families

• In these stable neighborhoods graced with backyard pools and patios, residents work as white-collar managers and professionals as they approach the prime years of their careers

• They are above average technology users, paying bills via smartphone, reading newspapers on their tablets, and shopping online

79%

21% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Metro Mix


EMPLOYMENT

Average


• Owns a Subaru

• Eats at organic/health food restaurants

• Shops at Nordstrom


• Visits New York City

• Uses Yelp


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.55%

15%57%

27%0%0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


31 – Connected Bohemians

Y1 – Midlife SuccessU2 – Midtown Mix



31%Married


30%With Kids

0%Home Owners

HOUSEHOLD DEMOGRAPHICS• A collection of mobile urbanites, they represent

the nation's most liberal lifestyles

• Its residents are a mix of tech savvy young singles, couples, and families ranging from students to professionals

• Often quick to check out the latest movie, nightclub and technology

• Enjoy comedy clubs and rap concerts, snowboarding, and eating at organic restaurants

Graduate

Plus

100%Urban

77%

11%

10%

1…1…

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Cadillac



• Follows PGA/LPGA

• Visits Alaska

• Watches golf

• Listens to ABC Conservative

HOUSEHOLDAGE

DEMOGRAPHICS


74%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

4%With Kids

U.S.HHs1.39%

0%0%0%0%

17%65%

19%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

94%Home Owners

32 – Traditional Times

M3 – Cautious CouplesT3 – Middle America


HOUSEHOLD DEMOGRAPHICS• Traditional Times is the kind of lifestyle where

small-town couples nearing or entering retirement are beginning to enjoy their first empty-nest years

• Typically age 65 and older, these upper midscale Americans pursue an active lifestyle

• They belong to country clubs and civic clubs and spend their vacation time traveling

100%Town

Graduate

Plus

Mostly Retired 18%

50%

14%

17% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Nissan

• Eats at Jack in the Box

• Shops at Burlington

• Attends bowl games

• Visits casinos

• Uses DIRECTV streaming services

• Listens to Mexican Regional

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs0.99%

9%32%

34%25%

0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

33 – Second City Startups

F3 – Mainstream FamiliesC1 – Second City Society



58%Married


69%With Kids

61%Home Owners

HOUSEHOLD DEMOGRAPHICS• In Second City Startups, young to middle-

aged families have settled in neighborhoods within smaller cities and metro area suburbs

• These families are ethnically diverse with media consumption reflecting cultural variety

• They enjoy eating at quick service restaurants and following the NBA and Mexican league soccer

85%

15% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Metro Mix


EMPLOYMENT

Average


• Owns an Infiniti


• Shops at HomeGoods

• Attends minor league hockey games

• Visits Washington, D.C.

• Uses Hulu for streaming

• Uses radio.com streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs0.94%

7%32%

24%19%

10%7%

1%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL


34 – Young & Influential

Y1 – Midlife SuccessS4 – Inner Suburbs



43%Married


37%With Kids

0%Home Owners

HOUSEHOLD DEMOGRAPHICS• College educated mainly 25-44 year-old adults

who are influential in their communities and social networks and are very tech savvy

• Common address for middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits

• They live in apartment complexes surrounded by ball fields, health clubs and casual-dining restaurants

87%

14%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Metro Mix

EMPLOYMENT

Average


• Owns a Mazda


• Shops at New York & Company


• Flies JetBlue

• Watches Univision

• Listens to Spanish Contemporary

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.29%

4%17%

19%18%19%20%

4%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

35 – Urban Achievers

Y1 – Midlife SuccessU2 – Midtown Mix



52%Married


34%With Kids

93%Home Owners

HOUSEHOLD DEMOGRAPHICS• Urban Achievers are midscale, middle aged,

ethnically diverse homeowners in urban neighborhoods with established careers and college degrees

• They are active participants in their communities

• Strong supporters of college sports and Major League soccer

59%

18%

23% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

100%Urban

Employment Mix

EMPLOYMENT

Average


• Owns a Lincoln

• Eats at Long John Silver’s


• Attends NASCAR events

• Cruises on Carnival

• Visits AARP

• Listens to Gospel

HOUSEHOLDAGE

DEMOGRAPHICS


62%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

14%With Kids

U.S.HHs2.42%

0%0%0%

16%37%38%

9%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

76%Home Owners

36 – Toolbelt Traditionalists

M3 – Cautious CouplesS4 – Inner Suburbs


HOUSEHOLD DEMOGRAPHICS• Like many other older segments, Toolbelt

Traditionalists have empty nests

• If something needs to be fixed, they are likely to do the work themselves with their own power tools or paint

• They enjoy the benefits of AARP and prefer dining at sitdown restaurants over quick service establishments

78%

22% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Metro Mix

Some

CollegeEmployment

Mix

EMPLOYMENT

Average


• Owns a Jeep

• Eats at Papa John’s



• Visits Orlando

• Visits WWE.com

• Uses Amazon streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.39%

7%36%36%

21%0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

37 – Bright Lights, Lil’ City

F3 – Mainstream FamiliesC1 – Second City Society



56%Married


57%With Kids

59%Home Owners

HOUSEHOLD DEMOGRAPHICS• Not all of America's aspiring socialites live in

major metros

• Upper midscale, college educated, younger couples settled in the nation's satellite cities and suburbs

• Despite living further out from the urban downtowns, they still like to go out on the town with frequent meals out

• Attend minor league baseball games and WWE

81%

19% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

College Graduate

Metro Mix


EMPLOYMENT

Average


• Owns a GMC



• Interested in ProRodeo and bull riding

• Stays at Comfort Inn

• Visits NASCAR online


HOUSEHOLDAGE

DEMOGRAPHICS


69%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

14%With Kids

U.S.HHs1.37%

0%0%0%

16%35%

40%9%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

82%Home Owners

38 – Hometown Retired



HOUSEHOLD DEMOGRAPHICS• Hometown Retired consists of older, midscale

couples with no kids at home

• Somewhat set in their ways, they are slow to adopt and below average in their use of technology

• They watch the news on television and enjoy reading and eat out occasionally at places that they deem to offer a good value

97%

3%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Some

CollegeEmployment

Mix

100%Town

EMPLOYMENT

Average


• Owns a Chevrolet

• Eats at Zaxby’s

• Shops at HomeGoods

• Interested in minor league hockey


• Purchases vehicles on the internet

• Uses iHeartRadio streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.13%

7%31%

38%25%

0%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

39 – Kid Country, USA

F3 – Mainstream FamiliesT3 – Middle America



61%Married


67%With Kids

62%Home Owners

HOUSEHOLD DEMOGRAPHICS• Widely scattered throughout the nation's

heartland, Kid Country, USA is a segment dominated by families living in small towns

• These working-class households enjoy minor league hockey and monster trucks

• Likely to own boats and ATVs

97%

3%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Some

College

100%Town

Employment

Mix

EMPLOYMENT

Average


• Owns a Hyundai

• Eats at Subway


• Attends men’s tennis events

• Flies JetBlue

• Watches MLB


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.12%

0%0%

13%31%

27%24%

5%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

40 – Aspiring A-Listers

Y2 – Young AchieversU2 – Midtown Mix



23%Married


15%With Kids

0%Home Owners

HOUSEHOLD DEMOGRAPHICS• Typically urban renters, Aspiring A-Listers are

focused on their social lives

• They are out and about often and spend heavily on status brands and dining out at quick service restaurants

• They are interested in a wide variety sports and like to visit large, vibrant cities across the U.S.

100%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

100%Urban

Employment Mix

Some

College

EMPLOYMENT

Average


• Owns a Buick



• Interested in figure skating


• Uses SparkNotes.com


HOUSEHOLDAGE

DEMOGRAPHICS


26%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

1%With Kids

U.S.HHs0.97%

0%0%0%0%0%

52%48%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

71%Home Owners

41 – Domestic Duos


HOUSEHOLD DEMOGRAPHICS• Represents a lower midscale mix of mainly

over-65 singles and married couples

• Live in older suburban and second city homes

• With their fixed incomes, segment residents maintain an easy-going, predictable lifestyle

• Residents like to socialize by playing bingo, meeting with the local civic club, or going out to eat

62%

16%

19%

3%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Some

College

M3 – Cautious CouplesS4 – Inner Suburbs

Metro Mix

Mostly Retired

EMPLOYMENT

Average


• Owns a Honda

• Eats at Chinese restaurants

• Shops at Lady Foot Locker/Foot Locker

• Interested in Mexican league soccer

• Visits Los Angeles

• Watches Telemundo


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.66%

8%24%

23%19%

15%10%

1%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

42 – Multi-CultiMosaic



42%Married


49%With Kids

48%Home Owners

HOUSEHOLD DEMOGRAPHICS• An immigrant gateway community

• Multi-Culti Mosaic is the urban home for a mixed populace of Hispanic, Asian, and African-American singles and families

• This segment is characterized by many first-generation Americans who are striving to improve their economic status

Some

College

F4 – Sustaining FamiliesU3 – Urban Cores

100%Urban

Employment Mix

72%9%

12…

3%4%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns an Volkswagen

• Eats at Boston Market

• Shops at Saks Fifth Avenue


• Visits New York City

• Watches Univision


HOUSEHOLDAGE

DEMOGRAPHICS


68%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

55%With Kids

U.S.HHs1.14%

3%25%28%

13%13%

15%2%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

94%Home Owners

43 – City Roots


HOUSEHOLD DEMOGRAPHICS• Found in urban neighborhoods, City Roots is a

segment of upscale, mainly white-collar workers

• Typically live in older homes they've owned for years

• In these ethnically diverse neighborhoods residents are hard-working, enjoying shopping at upscale department stores and travelling domestically

8%

56%15%

20% < $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

M3 – Cautious CouplesU3 – Urban Cores

100%Urban

Graduate

PlusManagement &

Professional

EMPLOYMENT

Average


• Owns a Ram

• Eats at Sonic

• Shops at Shoe Carnival

• Goes hunting


• Uses DISH Network TV & online

• Listens to Classic Country

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs3.30%

4%19%

23%36%

17%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

44 – CountryStrong




55%Married


49%With Kids

65%Home Owners

HOUSEHOLD DEMOGRAPHICS• Country Strong are lower middle class families

in rural areas

• Embrace their day-to-day lives

• They are focused on their families and prefer hunting and country music to keeping up with the latest technology

84%

8%

7%

1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Employment

Mix

100%Rural

High

School

EMPLOYMENT

Average


• Owns a Lincoln

• Eats at White Castle


• Interested in pro boxing

• Visits casinos

• Visits UFC app/website

• Listens to Urban Oldies

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs2.07%

7%19%

21%17%17%17%

3%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

45 – Urban Modern Mix



36%Married


34%With Kids

61%Home Owners

HOUSEHOLD DEMOGRAPHICS• In Urban Modern Mix, middle-class singles

and couples reside in ethnically diverse neighborhoods in or near the city center

• They are fans of basketball and boxing

• Attend music concerts

• Listen to Urban Adult Contemporary radio


100%Urban

Employment Mix

87%

13%< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Some

College

EMPLOYMENT

Average


• Owns a Buick




• Stays at Super 8

• Watches DIY Network

• Listens to Oldies

HOUSEHOLDAGE

DEMOGRAPHICS


52%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

7%With Kids

U.S.HHs1.26%

0%0%0%0%

52%48%

0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

85%Home Owners

46 –Heartlanders


HOUSEHOLD DEMOGRAPHICS• This widespread segment consists of mostly

retired older couples living in sturdy, unpretentious homes

• Communities of small families and empty-nesting couples

• Heartlanders residents pursue a rustic lifestyle where hunting, fishing, and sewing remain prime leisure activities

58%

17%

21%

3% 2%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Employment Mix


100%Rural

High

School

EMPLOYMENT

Average


• Owns a Ford


• Shops at H&M


• Visits Washington, DC

• Takes college courses online


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.44%

14%26%

18%20%21%

0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

47 – Striving Selfies



21%Married


31%With Kids

7%Home Owners

HOUSEHOLD DEMOGRAPHICS• Striving Selfies is a segment of middle-age

singles and couples that show signs of greater potential

• They are among the most tech savvy segments with some college credits under their belt

• More often than not, they are renters who have not yet been able to purchase their first home

93%

4% 2%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Employment Mix

Some

College

Y2 – Young AchieversC2 – City Centers

Metro Mix

EMPLOYMENT

Average


• Owns a Nissan

• Eats at Starbucks


• Follows NBA on Facebook and Twitter

• Stays at Motel 6

• Visits WWE.com

• Listens to Rhythmic Contemporary Hit Radio

HOUSEHOLDAGE

DEMOGRAPHICS


ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.72%

12%25%

22%26%

15%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

48 – Generation Web




23%Married


40%With Kids

3%Home Owners

HOUSEHOLD DEMOGRAPHICS• Having grown up in the age of the internet,

Generation Web are middle-age families with above average technology use

• They are more often renters, living in suburban neighborhoods and second cities

• Use their smartphones for everything from taking college courses to dating and social networking

95%

3% 2%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Metro Mix

High

School

Employment

Mix

EMPLOYMENT

Average



• Owns a Buick

• Eats at LongHorn Steakhouse


• Follows figure skating

• Visits casinos

• Watches MSNBC

• Listens to News/Talk

HOUSEHOLDAGE

DEMOGRAPHICS


27%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

5%With Kids

U.S.HHs1.68%

0%0%0%0%

28%72%

0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

63%Home Owners

49 – American Classics


HOUSEHOLD DEMOGRAPHICS• They may be older and retired, but the

residents of American Classics are still living the American Dream of home ownership

• Homeowners living a comfortable lifestyle

• These couples are below average in their technology use, preferring to find their entertainment outside of the home

64%13%

20%

2%1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

M3 – Cautious CouplesC2 – City Centers

Metro Mix

Some

College

Mostly Retired

EMPLOYMENT

Average


• Owns a Chrysler

• Eats at Church’s Chicken

• Shops at Academy Sports & Outdoors

• Follows Mexican league soccer

• Visits Alaska

• Uses Boost Mobile for wireless


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.44%

7%17%

20%30%

26%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

50 – Metro Grads



34%Married


31%With Kids

100%Home Owners

HOUSEHOLD DEMOGRAPHICS• Middle-age singles and couples still

establishing themselves in their careers and their lives

• They are settled in suburban areas and second cities

• Often out and about, attending everything from soccer and hockey games to on-the-go meals at quick service restaurants

80%

8%

9%

2%1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Employment Mix

Y2 – Young AchieversS4 – Inner Suburbs

Metro Mix

Some

College

EMPLOYMENT

Average


• Owns a Ram


• Shops at Family Dollar

• Interested in Grand Prix Motorcycle/Motocross

• Stays at Holiday Inn

• Takes college courses online

• Listens to Contemporary Inspirational

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.84%

6%17%

23%39%

15%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

51 – Campers & Camo




40%Married


41%With Kids

100%Home Owners

HOUSEHOLD DEMOGRAPHICS• Primarily found in small towns and less

densely populated area, Campers & Camo families enjoy the outdoors

• They enjoy attending motorsports events, as well as drag racing

• Despite their age, they are below average in their use of technology, but do visit WWE.com and enjoy social networking sites

87%

6%5%

1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Employment

Mix

High

School

100%Town

EMPLOYMENT

Average


HOUSEHOLDAGE

DEMOGRAPHICS





ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.32%

0%0%0%0%0%

68%32%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

52 – Simple Pleasures


HOUSEHOLD DEMOGRAPHICS


Mostly Retired

High

School

• Many of its residents over 65 years old

• Simple Pleasures is mostly a retirement lifestyle: a neighborhood of lower-middle-class singles and couples living in modestly priced homes

• Many are high school-educated seniors who held blue-collar jobs before their retirement

• Owns a Ford





• Uses DISH Network TV & Online


51%Married

3%With Kids

89%Home Owners

100%Rural

55%

16%

24%

4% 1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Buick

• Eats at Long John Silver’s

• Shops at Big Lots



• Watches INSP for family entertainment


HOUSEHOLDAGE

DEMOGRAPHICS


32%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

7%With Kids

U.S.HHs1.41%

0%0%0%0%

24%58%

18%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

100%Home Owners

53 – Lo-Tech Singles


HOUSEHOLD DEMOGRAPHICS• Lo-Tech Singles are older households

centered mainly in the nation's second cities

• Residents are below average in their technology use

• Choose a night out at a restaurant as their evening entertainment

M3 – Cautious CouplesC2 – City Centers

Metro Mix

Mostly Retired

High

School

100%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Kia

• Eats at Ruby Tuesday’s

• Shops at Justice

• Interested in Monster Jam (monster trucks)

• Stays at Days Inn

• Spends 5+ hours/day on social networking sites

• Listens to Active Rock

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.33%

6%18%19%

33%25%

0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

54 – Struggling Singles




26%Married


33%With Kids

47%Home Owners

HOUSEHOLD DEMOGRAPHICS• Ethnically diverse households found mostly in

second cities

• Struggling Singles are middle-aged and mid-career

• They enjoy a wide variety of sports and entertainment activities that fill their social calendars, such as monster trucks and WWE events

90%

4%5% 1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

78%Second City

High

SchoolEmployment

Mix

EMPLOYMENT

Average


• Owns a Dodge




• Visits Chicago

• Visits MSN Games


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.42%

8%17%

20%34%

21%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

55 – Red, White & Blue



31%Married


37%With Kids

52%Home Owners

HOUSEHOLD DEMOGRAPHICS• The residents of Red, White & Blue typically

live in rural areas

• Middle-aged, with high school educations and lower incomes, many of these folks are transitioning from blue-collar jobs to the service industry

• In their spare time, they attend activities like professional bull riding and NASCAR races

93%

3% 3%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Employment Mix

Y3 – Striving SinglesT4 – Rustic Living

100%Rural

High

School

EMPLOYMENT

Average



• Eats at Chuck E. Cheese

• Shops at Ross Dress For Less


• Visits Mexico



HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.16%

10%26%

23%18%

14%8%

1%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

56 – Multi-CultiFamilies



47%Married


55%With Kids

54%Home Owners

HOUSEHOLD DEMOGRAPHICS• Multi-Culti Families are middle-age, urban

households with moderate means

• Often bilingual

• They enjoy a wide variety of media and are average in their overall use of technology

• Like to spend time online browsing UFC.com, taking courses, and visiting social networking sites


100%Urban

Employment Mix

74%

8%

11…

3% 5%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Some

College

EMPLOYMENT

Average


• Owns a GMC

• Eats at Golden Corral

• Shops at Walmart

• Attends Supercross/Motocross events


• Uses satellite internet connection

• Listens to Religious

HOUSEHOLDAGE

DEMOGRAPHICS


35%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

8%With Kids

U.S.HHs2.59%

0%0%0%0%

36%54%

10%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

68%Home Owners

57 – Back Country Folks


HOUSEHOLD DEMOGRAPHICS• Strewn among remote farm communities

across the nation, Back Country Folks are a long way away from economic paradise

• The residents have below average incomes and live in older, modest-sized homes and manufactured housing

• Typically, life in this segment is a throwback to an earlier era when farming dominated the American landscape

M4 – Sustaining SeniorsT4 – Rustic Living

Mostly Retired

100%Rural

High

School

100%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Buick

• Eats at Dairy Queen


• Interested in horse racing


• Watches NASCAR

• Listens to ABC Conservative

HOUSEHOLDAGE

DEMOGRAPHICS


26%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

5%With Kids

U.S.HHs1.91%

0%0%0%0%

54%46%

0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

53%Home Owners

58 – Golden Ponds


HOUSEHOLD DEMOGRAPHICS• Retirement lifestyle, dominated by downscale

singles and couples over 55 years old

• Found in small bucolic towns around the country, these high school-educated seniors live in small apartments on less than $30,000 a year

• Daily life is often a succession of sedentary activities such as reading, watching Hallmark movies on TV, playing bingo and doing craft projects

Mostly Retired

100%Town

High

School

86%

5%7%

1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+


EMPLOYMENT

Average



• Eats at Logan’s Roadhouse


• Attends WWE events

• Stays at La Quinta

• Watches podcasts online

• Uses radio.com streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.45%

7%21%

20%30%

23%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

59 – New Melting Pot



28%Married


42%With Kids

17%Home Owners

HOUSEHOLD DEMOGRAPHICS• New Melting Pot neighborhoods are populated

by a blend of ethnically diverse, young families and singles in the nation's second cities

• They are mainly high school graduates that rent and work in a mix of service jobs

• Fans of urban music, wrestling, and the NBA

• Many plan to move or look for a job in the near future

94%

3% 3%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Y3 – Striving SinglesC3 – Micro-City Mix

High

School

77% Second City

Service Employment Mix

EMPLOYMENT

Average


• Owns a Ram

• Eats at Wendy’s

• Shops at Dillard’s

• Follows NFL on Snapchat, Instagram, etc.

• Visits the Bahamas

• Uses careerbuilder.com

• Uses Google Play music streaming services

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.00%

11%23%

22%34%

10%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

60 – Small-Town Collegiates



30%Married


44%With Kids

7%Home Owners

HOUSEHOLD DEMOGRAPHICS• The residents of Small-Town Collegiates are

younger families and singles who are just starting out

• They are often students - full or part-time -focused on building a better life for themselves and their growing families

• Shop at Burlington

• Follow NFL when not busy taking online college courses

95%

3%2%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+


High

School

Employment

Mix

100%Town

EMPLOYMENT

Average


• Owns an Acura

• Eats at Church’s Chicken


• Interested in WNBA

• Visits casinos

• Visits WWE.com

• Listens to Mexican Regional

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.08%

10%20%

23%30%

18%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

61 – Second City Generations



29%Married


45%With Kids

43%Home Owners

HOUSEHOLD DEMOGRAPHICS• Second City Generations are often multi-

generational households with middle-aged parents or grandparents and new babies and young children all under one roof

• Often bilingual

• They are entertained by a wide variety of media channels and programs

• Can be found shopping at Family Dollar or stores selling pro wrestling apparel

F4 – Sustaining FamiliesC3 – Micro-City Mix

Employment Mix

93%

4% 3%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Metro Mix

High

School

EMPLOYMENT

Average


• Owns a Buick





• Uses study.com


HOUSEHOLDAGE

DEMOGRAPHICS


28%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

2%With Kids

U.S.HHs1.05%

0%0%0%0%0%

63%37%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

62%Home Owners

62 – Crossroad Villagers


HOUSEHOLD DEMOGRAPHICS• With a population of retired seniors,

Crossroads Villagers is a classic small town lifestyle

• Residents are high school-educated, with downscale incomes and modest housing

• They enjoy the occasional dinner out and like to watch game shows, talk shows and celebratory concerts on TV


Mostly Retired

100%Town

High

School

82%

9…

9%

1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

EMPLOYMENT

Average


• Owns a Kia

• Eats at Chuck E Cheese

• Shops at H&M


• Visits Los Angeles



HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs2.07%

7%20%

17%19%20%

14%2%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

63 – Low-Rise Living



22%Married


28%With Kids

0%Home Owners

HOUSEHOLD DEMOGRAPHICS• The most economically challenged urban

segment

• Low-Rise Living is home to mostly middle-aged, ethnically diverse singles and single parents

• Unlike their low income peers, they rank above average in their use of technology -perhaps influenced by their urban, fast-paced environment

89%

5%

5% 1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

Employment Mix

100%Urban

Y3 – Striving SinglesU3 – Urban Cores

Some

College

EMPLOYMENT

Average


• Owns a Buick

• Eats at Chinese restaurants


• Interested in NBA/WNBA


• Uses IMVU for social networking

• Listens to Urban Adult Contemporary

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs0.94%

11%19%20%

28%23%

0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

64 – Family Thrifts



13%Married


32%With Kids

7%Home Owners

HOUSEHOLD DEMOGRAPHICS• The small-city cousins of inner-city districts,

Family Thrifts contain middle-age, ethnically diverse families that work entry-level service jobs

• In these apartment-filled neighborhoods, residents rely on public transportation

• Follow the WNBA, WWE, and UFC events

98%

1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+


High

School

80%Second City

Employment Mix

EMPLOYMENT

Average


• Owns a Dodge

• Eats at Wendy’s

• Shops at Shoe Carnival

• Follows Monster Jam (monster trucks)

• Stays at Best Western

• Uses Facebook games


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs2.07%

4%16%

20%40%

20%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

65 – Young & Rustic



29%Married


35%With Kids

43%Home Owners

HOUSEHOLD DEMOGRAPHICS• Young & Rustic is composed of restless

singles and young families in the nation's rural areas

• They enjoy the outdoors by hunting and fishing

• Follow rodeo and bull riding, NASCAR and monster trucks

100%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+


High

SchoolEmployment

Mix

100%Rural

EMPLOYMENT

Average


• Owns a Nissan

• Eats at Chuck E. Cheese

• Shops at The Children’s Place

• Interested in Mexican league soccer

• Uses Enterprise car rental

• Uses internet for dating

• Listens to Rhythmic Contemporary Hit Radio

HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.01%

10%23%

22%26%

20%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

66 – New Beginnings



22%Married


39%With Kids

8%Home Owners

HOUSEHOLD DEMOGRAPHICS• New Beginnings is a magnet for adults in

transition

• Many of its residents are singles and couples just starting out on their career paths in service jobs, or starting over after recent divorces or company transfers

• These households tend to have the modest living standards typical of transient apartment dwellers

95%

3% 2%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+


High

SchoolEmployment

Mix

Metro Mix

EMPLOYMENT

Average


• Owns a Kia

• Eats at KFC

• Shops at Family Dollar

• Interested in horse racing

• Visits casinos

• Watches ION Television


HOUSEHOLDAGE

DEMOGRAPHICS


15%Married




ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

5%With Kids

U.S.HHs0.93%

0%0%0%0%

25%64%

11%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

7%Home Owners

67 – Park Bench Seniors


HOUSEHOLD DEMOGRAPHICS• Park Bench Seniors are typically retired

singles living in the racially diverse neighborhoods of the nation's satellite cities

• With modest educations and incomes, these residents maintain low-key, sedentary lifestyles

• They spend a lot of time watching TV, especially talk shows and game shows

M4 – Sustaining SeniorsC3 – Micro-City Mix

Mostly Retired

High

School

100%

< $50K

$50K - $99K

$100K - $499K

73%Second City

EMPLOYMENT

Average


• Owns a Chrysler

• Eats at Dairy Queen


• Follows pro wrestling

• Stays at Motel 6

• Uses roblox.com for gaming


HOUSEHOLDAGE

DEMOGRAPHICS



ABOUT ME

TECH USAGE

LIFESTYLE & MEDIA

U.S.HHs1.00%

10%21%

24%35%

10%0%0%

18-24

25-34

35-44

45-54

55-64

65-74

75+

EDUCATION LEVEL

68 – Bedrock America



17%Married


34%With Kids

20%Home Owners

HOUSEHOLD DEMOGRAPHICS• Bedrock America consists of economically

challenged families in small, isolated towns located throughout the nation's heartland

• With modest educations and service jobs, many of these residents struggle to make ends meet

• Enjoy reading outdoor magazines and watching talk shows and syndicated shows on TV

EMPLOYMENT

F4 – Sustaining FamiliesT4 – Rustic Living

Employment Mix

98%

1%1%

< $50K

$50K - $99K

$100K - $499K

$500K - $999K

$1 Million+

High

School

100%Town

Average

2020 PRIZM Premier Segment Storyboards...30 Copyright ©2020 Claritas, LLC. Confidential and...

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