PRIZM Premier - Claritas PremierPoster_2018.pdf · Ready to get started? Visit mybestsegments.com...
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Ready to get started? Visit mybestsegments.com or call 800 • 234 • 5973 to learn more. Copyright ©2018 Claritas, LLC. All rights reserved. Printed in the USA. Other product and service names are trademarks or registered trademarks of their respective companies. Lifestyle source: GfK Mediamark Research & Intelligence LLC. Doublebase [2017]. llustrations by Scott Brooks, www.sgbrooks.com. Demographic Descriptors The Demographic Descriptors field is comprised of an income, age class, household composition, education, home ownership, wealth (income producing assets) and technology use for each segment. For example, segment 05 Country Squires, is described as Wealthy, Middle Age Family Mix. • Social Groups (4 Groups): Urban; Suburban; Second City and Town/Rural • Income (7 Groups): Wealthy; Upscale; Upper Midscale; Midscale; Lower Midscale; Downscale and Low Income • Age Class (4 Groups): Mature (65+); Older (50+); Middle Age (35-50) and Younger (<50) • Household Composition (5 Groups): HH w/ Kids; Mostly w/ Kids; Family Mix; Mostly w/o Kids and HH w/o Kids • Education (4 groups): Graduate Plus; College Graduate; Some College and High School (HS) or Less • Tenure (5 Groups): Homeowners; Mostly Owners; Mix, Owners; Mix, Renters; Renters • Income Producing Assets (7 Groups): Millionaires; Elite IPA; High IPA; Above Average IPA; Moderate IPA; Below Average IPA and Low IPA • Tech Use (5 Groups): Highest Tech; Above Average Tech; Average Tech; Below Average Tech and Lowest Tech YOUNGER YEARS FAMILY LIFE MATURE YEARS PREDOMINANTLY UNDER AGE 45, SINGLES AND COUPLES MOSTLY WITHOUT CHILDREN Segments in Younger Years (Y) consist of mostly singles and couples who are typically under 45 years old and generally have no children in the household. Y1 MIDLIFE SUCCESS 04 Young Digerati 13 Upward Bound 21 The Cosmopolitans 25 Up-and-Comers 31 Connected Bohemians 34 Young & Influential 35 Urban Achievers Y2 YOUNG ACHIEVERS 40 Aspiring A-Listers 47 Striving Selfies 48 Generation Web 50 Metro Grads 54 Struggling Singles Y3 STRIVING SINGLES 55 Red, White & Blue 59 New Melting Pot 60 Small-Town Collegiates 63 Low-Rise Living 64 Family Thrifts 65 Young & Rustic 66 New Beginnings PREDOMINANTLY MIDDLE- AGED FAMILIES WITH CHILDREN IN THE HOUSEHOLD Family Life (F) is composed of middle- aged married couples or singles with high indices for having children under age 18 in the household. F1 ACCUMULATED WEALTH 02 Networked Neighbors 05 Country Squires 06 Winner’s Circle 10 Executive Suites 11 Fast-Track Families 14 Kids & Cul-de-Sacs 15 New Homesteaders 16 Beltway Boomers F2 YOUNG ACCUMULATORS 23 Township Travelers 26 Home Sweet Home 27 Big Sky Families 29 White Picket Fences 30 Pools & Patios F3 MAINSTREAM FAMILIES 33 Second City Startups 37 Bright Lights, Li’l City 39 Kid Country, USA 44 Country Strong 51 Campers & Camo F4 SUSTAINING FAMILIES 42 Multi-Culti Mosaic 45 Urban Modern Mix 56 Multi-Culti Families 61 Second City Generations 68 Bedrock America PREDOMINANTLY AGE 55 AND ABOVE, EMPTY-NEST COUPLES AND MATURE SINGLES Mature Years (M) includes segments whose residents are primarily empty- nesters or those with children in their late teens, away at college or rebounding back to mom and dad’s home. M1 AFFLUENT EMPTY NESTS 01 Upper Crust 03 Movers & Shakers 07 Money & Brains 08 Gray Power 09 Big Fish, Small Pond 12 Cruisin’ to Retirement M2 CONSERVATIVE CLASSICS 17 Urban Elders 18 Mayberry-ville 19 American Dreams 20 Empty Nests 22 Middleburg Managers 24 Pickup Patriarchs 28 Country Casuals M3 CAUTIOUS COUPLES 32 Traditional Times 36 Toolbelt Traditionalists 38 Hometown Retired 41 Domestic Duos 43 City Roots 46 Heartlanders 49 American Classics 52 Simple Pleasures 53 Lo-Tech Singles M4 SUSTAINING SENIORS 57 Back Country Folks 58 Golden Ponds 62 Crossroad Villagers 67 Park Bench Seniors $ HIGH LOW Smarter Targeting Know who needs you & find more of your best customers Smarter Planning Know the why behind the buy & transform insight to opportunity Smarter Buying Know where to buy & invest budget where it does more Town Wealthy Middle Age Family Mix Graduate Plus Mostly Owners Elite IPA Above Average Tech Owns an Infiniti Eats at Panera Bread Shops at BJs Wholesale Club Goes skiing/snowboarding Stays at Hilton Uses Living Social Listens to Adult Hits F1 • Accumulated Wealth COUNTRY SQUIRES 05 Metro Mix Wealthy Middle Age Mostly w/ Kids Graduate Plus Mostly Owners Elite IPA Above Average Tech Owns a BMW Eats at Starbucks Shops at The Container Store Plays soccer Flies United Uses Yelp Listens to Alternative F1 • Accumulated Wealth WINNER’S CIRCLE 06 Urban Wealthy Older Mostly w/o Kids Graduate Plus Homeowners Millionaires Average Tech Owns a Mercedes Eats at Boston Market Shops at Bloomingdales Attends live theatre Visits Hawaii Visits AARP Listens to News M1 • Affluent Empty Nests MONEY & BRAINS 07 Urban Wealthy Middle Age Mostly w/ Kids Graduate Plus Homeowners Millionaires Above Average Tech Owns an Audi Eats at Starbucks Shops at Bloomingdales Goes hiking/backpacking Visits Asia Uses Uber Listens to Alternative Y1 • Midlife Success YOUNG DIGERATI 04 Suburban Wealthy Mature Mostly w/o Kids Graduate Plus Homeowners Millionaires Below Average Tech Owns a Cadillac Eats at Bonefish Grill Shops at Chico’s Follows PGA/LPGA Visits Alaska Watches Golf Channel Listens to Classical M1 • Affluent Empty Nests GRAY POWER 08 Lifestage Group Income Age Class Household Composition Education Tenure Income Producing Assets Tech Use Lifestyle Preferences Lifestage Group # • Name SEGMENT NAME # Suburban Wealthy Mature HH w/o Kids Graduate Plus Homeowners Millionaires Above Average Tech Owns a Lexus Eats at Bonefish Grill Shops at Bloomingdales Follows men’s tennis Visits Europe Watches Fox Business Listens to News M1 • Affluent Empty Nests UPPER CRUST 01 Suburban Wealthy Middle Age Mostly w/ Kids Graduate Plus Mostly Owners Millionaires Highest Tech Owns an Acura Eats at Qdoba Shops at Brooks Brothers Plays tennis Stays at Westin Uses LinkedIn Listens to Sports F1 • Accumulated Wealth NETWORKED NEIGHBORS 02 Suburban Wealthy Older Mostly w/o Kids Graduate Plus Mostly Owners Elite IPA Above Average Tech Owns a BMW Eats at California Pizza Kitchen Shops at Nordstrom Goes skiing/snowboarding Flies United Uses Angie’s List Listens to Talk Radio M1 • Affluent Empty Nests MOVERS & SHAKERS 03 Metro Mix Upscale Middle Age Mostly w/ Kids College Graduate Homeowners High IPA Above Average Tech Owns a Jeep Eats at Chipotle Shops at IKEA Plays tennis Stays at Hyatt Visits NHL.com Listens to Alternative F1 • Accumulated Wealth EXECUTIVE SUITES 10 Rural Upscale Middle Age Family Mix College Graduate Mostly Owners High IPA Average Tech Owns a Subaru Eats at Texas Roadhouse Shops at Dick’s Sporting Goods Goes hunting Flies Frontier Watches ESPN Listens to New Country F1 • Accumulated Wealth FAST-TRACK FAMILIES 11 Suburban Upscale Older Mostly w/o Kids Graduate Plus Mostly Owners Elite IPA Average Tech Owns a Volvo Eats at Boston Market Shops at Chico’s Attends symphony or opera Visits Alaska Watches Fox Business Listens to Talk Radio M1 • Affluent Empty Nests CRUISIN’ TO RETIREMENT 12 Town Upscale Mature Mostly w/o Kids Graduate Plus Homeowners Elite IPA Average Tech Owns a Lexus Eats at Cracker Barrel Shops at Stein Mart Follows PGA/LPGA Visits Canada Watches Fox Business Listens to Oldies M1 • Affluent Empty Nests BIG FISH, SMALL POND 09 Metro Mix Upscale Younger Family Mix Graduate Plus Mix Owners & Renters High IPA Above Average Tech Owns an Audi Eats at Domino’s Pizza Shops at H&M Goes to yoga/pilates Flies JetBlue Uses Snapchat Listens to Alternative Y1 • Midlife Success UPWARD BOUND 13 PRIZM ® Premier Lifestage Groups Metro Mix Upper Midscale Younger Mostly w/ Kids College Graduate Mix Owners & Renters Low IPA Average Tech Owns an Acura Eats at Jason’s Deli Shops at Ross Dress For Less Plays basketball Visits Mexico Visits Monster.com Listens to Contemporary Hits F3 • Mainstream Families SECOND CITY STARTUPS 33 Metro Mix Midscale Younger Mostly w/o Kids College Graduate Renters Low IPA Highest Tech Owns an Infiniti Eats at Sonic Shops at Banana Republic Follows Major League Soccer (MLS) Visits Asia Watches Nick at Nite Listens to Urban Contemporary Y1 • Midlife Success YOUNG & INFLUENTIAL 34 Urban Midscale Middle Age Mostly w/o Kids College Graduate Mostly Owners Below Average IPA Average Tech Owns a Lexus Eats at Quiznos Shops at IKEA Follows pro boxing Visits Las Vegas Watches Telemundo Listens to Soft Adult Contemporary Y1 • Midlife Success URBAN ACHIEVERS 35 Town Upper Midscale Mature HH w/o Kids Graduate Plus Homeowners Elite IPA Below Average Tech Owns a Lincoln Eats at Bob Evans Shops at Stein Mart Follows PGA/LPGA Cruises on Royal Caribbean Watches Golf Channel Listens to News/Talk M3 • Cautious Couples TRADITIONAL TIMES 32 Metro Mix Upper Midscale Older Mostly w/o Kids Some College Mostly Owners Low IPA Average Tech Owns a Buick Eats at LongHorn Steakhouse Shops at Stein Mart Attends horse races Cruises on Carnival Visits AARP Listens to Contemporary Inspirational M3 • Cautious Couples TOOLBELT TRADITIONALISTS 36 Rural Upper Midscale Older Mostly w/o Kids Some College Mostly Owners High IPA Below Average Tech Owns a GMC Eats at Hardee’s Shops at Bass Pro Shops Follows NASCAR Stays at Best Western Watches Sportsman Channel Listens to Classic Country M2 • Conservative Classics COUNTRY CASUALS 28 Town Midscale Younger Family Mix College Graduate Mix Owners & Renters Low IPA Above Average Tech Owns a Kia Eats at Sonic Shops at Express/Express for Men Follows college football Visits The Bahamas Visits Hulu.com Listens to New Country F2 • Young Accumulators WHITE PICKET FENCES 29 Metro Mix Upper Midscale Younger Mostly w/ Kids College Graduate Mostly Owners Low IPA Above Average Tech Owns a Nissan Eats at Wingstop Shops at Burlington Plays soccer Stays at Comfort Inn Watches Nick Jr. Listens to Christian Adult Contemporary F2 • Young Accumulators POOLS & PATIOS 30 Urban Midscale Younger Mostly w/o Kids College Graduate Renters Moderate IPA Highest Tech Owns a Volkswagen Eats at Chipotle Shops at H&M Attends music concerts Visits the Middle East Uses Uber Listens to Contemporary Hits Y1 • Midlife Success CONNECTED BOHEMIANS 31 Town Midscale Older Mostly w/o Kids Some College Mostly Owners Low IPA Below Average Tech Owns a Ram Eats at Cracker Barrel Shops at Dollar General Follows NASCAR Stays at Comfort Inn Watches CNN Headline News Listens to Classic Country M3 • Cautious Couples HOMETOWN RETIRED 38 Town Midscale Younger Mostly w/ Kids College Graduate Mix Owners & Renters Low IPA Average Tech Owns a Jeep Eats at Sonic Shops at GameStop Follows motocross Visits Orlando Watches Nick Jr. Listens to Country F3 • Mainstream Families KID COUNTRY, USA 39 Urban Downscale Older Mostly w/o Kids Some College Renters Low IPA Above Average Tech Owns a Toyota Eats at Jack in the Box Shops at Banana Republic Follows Major League Soccer (MLS) Visits Las Vegas Watches Univision Listens to Jazz Y2 • Young Achievers ASPIRING A-LISTERS 40 Metro Mix Upper Midscale Younger Family Mix College Graduate Mix Owners & Renters Low IPA Average Tech Owns an Oldsmobile Eats at White Castle Shops at Sam’s Club Follows extreme sports Stays at Quality Inn Watches MTV2 Listens to Rock F3 • Mainstream Families BRIGHT LIGHTS, LI’L CITY 37 Metro Mix Lower Midscale Mature HH w/o Kids High School Mostly Owners Moderate IPA Lowest Tech Owns a Buick Eats at Cracker Barrel Shops at Chico’s Follows PGA/LPGA Cruises on Royal Caribbean Watches Turner Classic Movies Listens to Soft Adult Contemporary M3 • Cautious Couples DOMESTIC DUOS 41 Urban Midscale Middle Age Mostly w/o Kids College Graduate Mostly Owners Moderate IPA Average Tech Owns a Volvo Eats at The Cheesecake Factory Shops at Nordstrom Rack Follows men’s tennis Flies JetBlue Uses Yelp Listens to News M2 • Conservative Classics AMERICAN DREAMS 19 Suburban Upper Midscale Mature HH w/o Kids College Graduate Mostly Owners Elite IPA Below Average Tech Owns a Lincoln Eats at Bonefish Grill Shops at Stein Mart Follows PGA/LPGA Cruises on Royal Caribbean Watches Golf Channel Listens to Classical M2 • Conservative Classics EMPTY NESTS 20 Urban Upscale Younger Family Mix Graduate Plus Homeowners Moderate IPA Below Average Tech Owns a BMW Eats at Starbucks Shops at Crate & Barrel Plays tennis Visits Europe Uses Uber Listens to News Y1 • Midlife Success THE COSMOPOLITANS 21 Rural Upscale Older Mostly w/o Kids Graduate Plus Homeowners Elite IPA Below Average Tech Owns a Cadillac Eats at Cracker Barrel Shops at Dillard’s Goes hunting Visits Alaska Watches Sportsman Channel Listens to News/Talk M2 • Conservative Classics MAYBERRY-VILLE 18 Metro Mix Upscale Middle Age Family Mix Graduate Plus Mostly Owners Elite IPA Average Tech Owns a Mazda Eats at Chipotle Shops at Nordstrom Rack Goes hiking/backpacking Visits Canada Visits Huffington Post Listens to Rock M2 • Conservative Classics MIDDLEBURG MANAGERS 22 Metro Mix Upscale Middle Age Family Mix Graduate Plus Mostly Owners Below Average IPA Above Average Tech Owns an Infiniti Eats at Qdoba Shops at New York & Company Follows NBA/WNBA Flies Frontier Visits MLS.com Listens to Active Rock F1 • Accumulated Wealth KIDS & CUL-DE-SACS 14 Town Upscale Middle Age Mostly w/ Kids College Graduate Mostly Owners High IPA Above Average Tech Owns a GMC Eats at Jimmy Johns Shops at Old Navy Plays soccer Visits Orlando Uses Spotify Listens to New Country F1 • Accumulated Wealth NEW HOMESTEADERS 15 Metro Mix Upper Midscale Middle Age Family Mix College Graduate Mostly Owners Below Average IPA Above Average Tech Owns a Kia Eats at Chick-fil-A Shops at New York & Company Attends minor league baseball Flies Southwest Visits MLS.com Listens to Talk Radio F1 • Accumulated Wealth BELTWAY BOOMERS 16 Urban Midscale Middle Age Mostly w/o Kids Graduate Plus Renters Above Average IPA Above Average Tech Owns an Audi Eats at Starbucks Shops at Bloomingdales Visits art museums Flies JetBlue Watches IFC Listens to News M2 • Conservative Classics URBAN ELDERS 17 Town Upscale Older Mostly w/o Kids College Graduate Mostly Owners High IPA Average Tech Owns a GMC Eats at Arby’s Shops at Dick’s Sporting Goods Follows NASCAR Stays at Fairfield Inn Visits NASCAR.com Listens to Adult Hits M2 • Conservative Classics PICKUP PATRIARCHS 24 Metro Mix Upper Midscale Younger Family Mix College Graduate Mostly Renters Low IPA Above Average Tech Owns a Volkswagen Eats at Qdoba Shops at Express/Express for Men Takes continuing education courses Flies Southwest Visits Hulu.com Listens to Urban Contemporary Y1 • Midlife Success UP-AND-COMERS 25 Metro Mix Upper Midscale Middle Age HH w/o Kids College Graduate Mostly Owners Low IPA Above Average Tech Owns a Hyundai Eats at Logan’s Roadhouse Shops at Dillard’s Follows college basketball Cruises on Carnival Watches MSNBC Listens to Rock F2 • Young Accumulators HOME SWEET HOME 26 Town Upper Midscale Middle Age Family Mix College Graduate Homeowners Low IPA Average Tech Owns a Ram Eats at Texas Roadhouse Shops at Best Buy Follows college football Flies Delta Visits UFC.com Listens to Contemporary Christian F2 • Young Accumulators TOWNSHIP TRAVELERS 23 Rural Upscale Middle Age Mostly w/ Kids College Graduate Mostly Owners Above Average IPA Average Tech Owns Chevrolet Eats at Jimmy John’s Shops at Academy Sports & Outdoors Goes hunting Stays at Hampton Inn Watches DIY Network Listens to New Country F2 • Young Accumulators BIG SKY FAMILIES 27 Metro Mix Low Income Middle Age Mostly w/o Kids Renters Some College Low IPA Highest Tech Owns a Pontiac Eats at Starbucks Shops at Express/Express for Men Follows NBA/WNBA Flies Frontier Watches Nick at Nite Listens to Urban Contemporary Y2 • Young Achievers STRIVING SELFIES 47 Metro Mix Low Income Middle Age Family Mix Renters High School Low IPA Above Average Tech Owns a Mazda Eats at Domino’s Pizza Shops at Forever 21 Plays soccer Stays at Days Inn Watches MTV2 Listens to Contemporary Hits Y2 • Young Achievers GENERATION WEB 48 Metro Mix Lower Midscale Older HH w/o Kids Some College Mix Owners & Renters Moderate IPA Below Average Tech Owns an Oldsmobile Eats at Bob Evans Shops at Chico’s Follows figure skating Visits Alaska Watches Hallmark Channel Listens to News M3 • Cautious Couples AMERICAN CLASSICS 49 Rural Lower Midscale Older Mostly w/o Kids Some College Mostly Owners Above Average IPA Lowest Tech Owns an Oldsmobile Eats at Hardee’s Shops at Dollar General Follows NASCAR Stays at Days Inn Watches Sportsman Channel Listens to Oldies M3 • Cautious Couples HEARTLANDERS 46 Metro Mix Lower Midscale Middle Age Mostly w/o Kids College Graduate Homeowners Below Average IPA Average Tech Owns a Toyota Eats at Church’s Chicken Shops at Books-a-Million Follows Mexican league soccer Visits Orlando Visits CareerBuilder.com Listens to Adult Hits Y2 • Young Achievers METRO GRADS 50 Urban Midscale Middle Age Family Mix Some College Mix Owners & Renters Above Average IPA Average Tech Owns a Dodge Eats at Little Caesars Shops at Foot Locker Follows Mexican league soccer Visits Mexico Watches Univision Listens to Urban Adult Contemporary F4 • Sustaining Families MULTI-CULTI MOSAIC 42 Urban Upscale Younger Family Mix Graduate Plus Mostly Owners Elite IPA Average Tech Owns a Nissan Eats at Popeyes Shops at H&M Follows Major League Soccer (MLS) Visits Central/South America Watches Telemundo Listens to Contemporary Hits M3 • Cautious Couples CITY ROOTS 43 Rural Lower Midscale Middle Age Family Mix High School Mostly Owners Below Average IPA Below Average Tech Owns a Ram Eats at Hardee’s Shops at Wal-Mart Goes hunting Stays at Comfort Inn Watches CMT Listens to Classic Country F3 • Mainstream Families COUNTRY STRONG 44 Listens to Urban Adult Contemporary Urban Midscale Middle Age Mostly w/o Kids Some College Mix Owners & Renters Low IPA Average Tech Owns a Kia Eats at White Castle Shops at Burlington Follows pro boxing Visits casinos Watches TV One Listens to Urban Adult Contemporary F4 • Sustaining Families URBAN MODERN MIX 45 Rural Lower Midscale Mature HH w/o Kids High School Mostly Owners Above Average IPA Lowest Tech Owns a Cadillac Eats at Applebee’s Shops at Dollar General Follows figure skating Visits Alaska Watches INSP Listens to Classic Country M3 • Cautious Couples SIMPLE PLEASURES 52 Metro Mix Downscale Mature HH w/o Kids High School Homeowners Low IPA Below Average Tech Owns a Kia Eats at Golden Corral Shops at Big Lots Follows NHRA Drag Racing Visits Bahamas Watches WGN America Listens to Adult Standards M3 • Cautious Couples LO-TECH SINGLES 53 Second City Downscale Middle Age Mostly w/o Kids High School Mix Owners & Renters Low IPA Average Tech Owns a Chevrolet Eats at White Castle Shops at Family Dollar Follows pro boxing Stays at Four Points by Sheraton Watches MTV Listens to Rock Y2 • Young Achievers STRUGGLING SINGLES 54 Town Downscale Middle Age Family Mix High School Homeowners Below Average IPA Below Average Tech Owns a Chevrolet Eats at Little Caesars Shops at Academy Sports & Outdoors Follows extreme sports Visits Canada Watches Adult Swim Listens to Country F3 • Mainstream Families CAMPERS & CAMO 51 Rural Low Income Middle Age Family Mix High School Mix Owners & Renters Low IPA Below Average Tech Owns a Dodge Eats at Hardee’s Shops at Wal-Mart Follows pro wrestling Stays at Days Inn Watches MTV Listens to Country Y3 • Striving Singles RED, WHITE & BLUE 55 Metro Mix Low Income Middle Age Family Mix High School Mix Owners & Renters Low IPA Average Tech Owns a Chevrolet Eats at Church’s Chicken Shops at Burlington Follows Mexican league soccer Stays at Quality Inn Watches Telemundo Listens to Urban Adult Contemporary F4 • Sustaining Families SECOND CITY GENERATIONS 61 Town Downscale Mature HH w/o Kids High School Mostly Owners Below Average IPA Lowest Tech Owns a Buick Eats at Bob Evans Shops at Stein Mart Follows figure skating Cruises on Royal Caribbean Watches Hallmark Channel Listens to Adult Standards M4 • Sustaining Seniors CROSSROAD VILLAGERS 62 Urban Lower Midscale Middle Age Mostly w/o Kids Some College Renters Below Average IPA Above Average Tech Owns a Honda Eats at Boston Market Shops at H&M Follows pro boxing Flies JetBlue Watches UniMas Listens to Contemporary Hits Y3 • Striving Singles LOW-RISE LIVING 63 Town Downscale Middle Age Family Mix High School Renters Low IPA Average Tech Owns a Ford Eats at Domino’s Pizza Shops at Family Dollar Follows pro wrestling Stays at La Quinta Inns & Suites Watches Adult Swim Listens to New Country Y3 • Striving Singles SMALL-TOWN COLLEGIATES 60 Second City Low Income Middle Age Mostly w/o Kids High School Renters Low IPA Average Tech Owns a Buick Eats at Burger King Shops at Family Dollar Follows UFC Stays at La Quinta Inns & Suites Watches BET Listens to Urban Contemporary Y3 • Striving Singles FAMILY THRIFTS 64 Urban Midscale Middle Age Family Mix Some College Mix Owners & Renters Above Average IPA Average Tech Owns a Nissan Eats at Jack in the Box Shops at Ross Dress For Less Follows Mexican league soccer Visits Mexico Watches UniMas Listens to Contemporary Hits F4 • Sustaining Families MULTI-CULTI FAMILIES 56 Rural Downscale Older Mostly w/o Kids High School Mostly Owners Low IPA Lowest Tech Owns a GMC Eats at Hardee’s Shops at Dollar General Follows NASCAR Stays at Days Inn Watches INSP Listens to Classic Country M4 • Sustaining Seniors BACK COUNTRY FOLKS 57 Town Downscale Older Mostly w/o Kids High School Mix Owners & Renters Below Average IPA Below Average Tech Owns a Buick Eats at Bob Evans Shops at Kmart Follows figure skating Cruises on Royal Caribbean Watches The Weather Channel Listens to Oldies M4 • Sustaining Seniors GOLDEN PONDS 58 Second City Downscale Middle Age Family Mix High School Mostly Renters Low IPA Average Tech Owns a Dodge Eats at Popeyes Shops at Burlington Follows pro boxing Flies Frontier Watches Oxygen Listens to Urban Contemporary Y3 • Striving Singles NEW MELTING POT 59 Metro Mix Low Income Middle Age Mostly w/o Kids High School Renters Low IPA Average Tech Owns a Pontiac Eats at Cicis Pizza Shops at Burlington Follows pro wrestling Stays at Best Western Watches TV One Listens to Urban Contemporary M1 • Affluent Empty Nests NEW BEGINNINGS 66 Rural Low Income Middle Age Mostly w/o Kids High School Mix Owners & Renters Low IPA Below Average Tech Owns a Chevrolet Eats at Hardee’s Shops at Walmart Follows monster trucks Stays at Days Inn Watches CMT Listens to Country Y3 • Striving Singles YOUNG & RUSTIC 65 Town Low Income Middle Age Mostly w/o Kids High School Mostly Renters Low IPA Below Average Tech Owns an Oldsmobile Eats at Sonic Shops at Wal-Mart Follows pro wrestling Stays at Quality Inn Watches MTV Listens to Contemporary Inspirational F4 • Sustaining Families BEDROCK AMERICA 68 Second City Low Income Mature Mostly w/o Kids High School Renters Low IPA Below Average Tech Owns a Cadillac Eats at Church’s Chicken Shops at Family Dollar Follows figure skating Visits casinos Watches WGN America Listens to Jazz M4 • Sustaining Seniors PARK BENCH SENIORS 67 Lifestage Group Income Age Class Household Composition Education Tenure Income Producing Assets Tech Use Lifestyle Preferences Lifestage Group # • Name SEGMENT NAME #
Transcript of PRIZM Premier - Claritas PremierPoster_2018.pdf · Ready to get started? Visit mybestsegments.com...
Ready to get started? Visit mybestsegments.com or call 800•234•5973 to learn more.Copyright ©2018 Claritas, LLC. All rights reserved. Printed in the USA. Other product and service names are trademarks or registered trademarks of their respective companies. Lifestyle source: GfK Mediamark Research & Intelligence LLC. Doublebase [2017]. llustrations by Scott Brooks, www.sgbrooks.com.
Demographic DescriptorsThe Demographic Descriptors field is comprised of an income, age class, household composition, education, home ownership, wealth (income producing assets) and technology use for each segment. For example, segment 05 Country Squires, is described as Wealthy, Middle Age Family Mix.
• Social Groups (4 Groups): Urban; Suburban; Second City and Town/Rural• Income (7 Groups): Wealthy; Upscale; Upper Midscale; Midscale; Lower Midscale; Downscale and Low Income • Age Class (4 Groups): Mature (65+); Older (50+); Middle Age (35-50) and Younger (<50)• Household Composition (5 Groups): HH w/ Kids; Mostly w/ Kids; Family Mix; Mostly w/o Kids and HH w/o Kids • Education (4 groups): Graduate Plus; College Graduate; Some College and High School (HS) or Less• Tenure (5 Groups): Homeowners; Mostly Owners; Mix, Owners; Mix, Renters; Renters• Income Producing Assets (7 Groups): Millionaires; Elite IPA; High IPA; Above Average IPA; Moderate IPA; Below Average IPA and Low IPA• Tech Use (5 Groups): Highest Tech; Above Average Tech; Average Tech; Below Average Tech and Lowest Tech
YOUNGERYEARS
FAMILY LIFE
MATUREYEARS
PREDOMINANTLY UNDER AGE 45, SINGLES AND COUPLES MOSTLY WITHOUT CHILDREN
Segments in Younger Years (Y) consist of mostly singles and couples who are typically under 45 years old and generally have no children in the household.
Y1 MIDLIFE SUCCESS04 Young Digerati13 Upward Bound21 The Cosmopolitans25 Up-and-Comers31 Connected Bohemians34 Young & Influential35 Urban Achievers
Y2 YOUNG ACHIEVERS40 Aspiring A-Listers47 Striving Selfies48 Generation Web50 Metro Grads54 Struggling Singles
Y3 STRIVING SINGLES55 Red, White & Blue59 New Melting Pot60 Small-Town Collegiates63 Low-Rise Living64 Family Thrifts65 Young & Rustic66 New Beginnings
PREDOMINANTLY MIDDLE- AGED FAMILIES WITH CHILDREN IN THE HOUSEHOLD
Family Life (F) is composed of middle- aged married couples or singles with high indices for having children under age 18 in the household.
F1 ACCUMULATED WEALTH02 Networked Neighbors05 Country Squires06 Winner’s Circle10 Executive Suites11 Fast-Track Families14 Kids & Cul-de-Sacs15 New Homesteaders16 Beltway Boomers
F2 YOUNG ACCUMULATORS23 Township Travelers26 Home Sweet Home27 Big Sky Families29 White Picket Fences30 Pools & Patios
F3 MAINSTREAM FAMILIES33 Second City Startups37 Bright Lights, Li’l City39 Kid Country, USA44 Country Strong51 Campers & Camo
F4 SUSTAINING FAMILIES42 Multi-Culti Mosaic45 Urban Modern Mix56 Multi-Culti Families61 Second City Generations68 Bedrock America
PREDOMINANTLY AGE 55 AND ABOVE, EMPTY-NEST COUPLES AND MATURE SINGLES
Mature Years (M) includes segments whose residents are primarily empty- nesters or those with children in their late teens, away at college or rebounding back to mom and dad’s home.
M1 AFFLUENT EMPTY NESTS01 Upper Crust03 Movers & Shakers07 Money & Brains08 Gray Power09 Big Fish, Small Pond12 Cruisin’ to Retirement
M2 CONSERVATIVE CLASSICS17 Urban Elders18 Mayberry-ville19 American Dreams20 Empty Nests22 Middleburg Managers24 Pickup Patriarchs28 Country Casuals
M3 CAUTIOUS COUPLES32 Traditional Times36 Toolbelt Traditionalists38 Hometown Retired41 Domestic Duos43 City Roots46 Heartlanders49 American Classics52 Simple Pleasures53 Lo-Tech Singles
M4 SUSTAINING SENIORS57 Back Country Folks58 Golden Ponds62 Crossroad Villagers67 Park Bench Seniors
$
HIG
HLO
W
SmarterTargeting
Know who needs you & find more of your best customers
SmarterPlanning
Know the why behind the buy & transform insight to opportunity
SmarterBuying
Know where to buy & invest budget where it does more
TownWealthyMiddle AgeFamily MixGraduate Plus Mostly OwnersElite IPAAbove Average Tech
Owns an InfinitiEats at Panera BreadShops at BJs Wholesale ClubGoes skiing/snowboardingStays at HiltonUses Living SocialListens to Adult Hits
F1 • Accumulated Wealth
COUNTRYSQUIRES
05
Metro MixWealthyMiddle AgeMostly w/ KidsGraduate Plus Mostly OwnersElite IPAAbove Average Tech
Owns a BMWEats at StarbucksShops at The Container StorePlays soccerFlies UnitedUses YelpListens to Alternative
F1 • Accumulated Wealth
WINNER’SCIRCLE
06
UrbanWealthyOlderMostly w/o KidsGraduate Plus HomeownersMillionaires Average Tech
Owns a MercedesEats at Boston MarketShops at BloomingdalesAttends live theatreVisits HawaiiVisits AARPListens to News
M1 • Affluent Empty Nests
MONEY &BRAINS
07
Urban WealthyMiddle AgeMostly w/ KidsGraduate PlusHomeowners Millionaires Above Average Tech
Owns an AudiEats at StarbucksShops at BloomingdalesGoes hiking/backpackingVisits AsiaUses UberListens to Alternative
Y1 • Midlife Success
YOUNGDIGERATI
04
SuburbanWealthyMatureMostly w/o KidsGraduate Plus HomeownersMillionaires Below Average Tech
Owns a CadillacEats at Bonefish GrillShops at Chico’sFollows PGA/LPGAVisits AlaskaWatches Golf ChannelListens to Classical
M1 • Affluent Empty Nests
GRAYPOWER
08
Lifestage GroupIncomeAge ClassHousehold CompositionEducationTenureIncome Producing AssetsTech Use
Lifestyle Preferences
Lifestage Group # • Name
SEGMENTNAME
#
SuburbanWealthyMatureHH w/o KidsGraduate Plus HomeownersMillionaires Above Average Tech
Owns a LexusEats at Bonefish GrillShops at BloomingdalesFollows men’s tennisVisits EuropeWatches Fox BusinessListens to News
M1 • Affluent Empty Nests
UPPERCRUST
01
SuburbanWealthyMiddle AgeMostly w/ KidsGraduate Plus Mostly OwnersMillionaires Highest Tech
Owns an AcuraEats at QdobaShops at Brooks BrothersPlays tennisStays at WestinUses LinkedInListens to Sports
F1 • Accumulated Wealth
NETWORKEDNEIGHBORS
02
SuburbanWealthyOlderMostly w/o KidsGraduate Plus Mostly OwnersElite IPAAbove Average Tech
Owns a BMWEats at California Pizza KitchenShops at NordstromGoes skiing/snowboardingFlies UnitedUses Angie’s ListListens to Talk Radio
M1 • Affluent Empty Nests
MOVERS & SHAKERS
03
Metro MixUpscaleMiddle AgeMostly w/ KidsCollege Graduate HomeownersHigh IPAAbove Average Tech
Owns a JeepEats at ChipotleShops at IKEAPlays tennisStays at HyattVisits NHL.comListens to Alternative
F1 • Accumulated Wealth
EXECUTIVESUITES
10
RuralUpscaleMiddle AgeFamily MixCollege Graduate Mostly OwnersHigh IPAAverage Tech
Owns a SubaruEats at Texas RoadhouseShops at Dick’s Sporting GoodsGoes huntingFlies FrontierWatches ESPNListens to New Country
F1 • Accumulated Wealth
FAST-TRACKFAMILIES
11
SuburbanUpscaleOlderMostly w/o KidsGraduate Plus Mostly OwnersElite IPAAverage Tech
Owns a VolvoEats at Boston MarketShops at Chico’sAttends symphony or operaVisits AlaskaWatches Fox BusinessListens to Talk Radio
M1 • Affluent Empty Nests
CRUISIN’ TORETIREMENT
12
TownUpscaleMatureMostly w/o Kids Graduate PlusHomeownersElite IPAAverage Tech
Owns a LexusEats at Cracker BarrelShops at Stein MartFollows PGA/LPGAVisits CanadaWatches Fox BusinessListens to Oldies
M1 • Affluent Empty Nests
BIG FISH,SMALL POND
09
Metro MixUpscaleYoungerFamily MixGraduate Plus Mix Owners & RentersHigh IPAAbove Average Tech
Owns an AudiEats at Domino’s PizzaShops at H&MGoes to yoga/pilatesFlies JetBlueUses SnapchatListens to Alternative
Y1 • Midlife Success
UPWARDBOUND
13
PRIZM® PremierLifestage Groups
Metro MixUpper MidscaleYoungerMostly w/ KidsCollege Graduate Mix Owners & RentersLow IPAAverage Tech
Owns an AcuraEats at Jason’s DeliShops at Ross Dress For LessPlays basketballVisits MexicoVisits Monster.comListens to Contemporary Hits
F3 • Mainstream Families
SECOND CITYSTARTUPS
33
Metro MixMidscaleYoungerMostly w/o KidsCollege Graduate RentersLow IPAHighest Tech
Owns an InfinitiEats at SonicShops at Banana RepublicFollows Major League Soccer (MLS)Visits AsiaWatches Nick at NiteListens to Urban Contemporary
Y1 • Midlife Success
YOUNG &INFLUENTIAL
34
UrbanMidscaleMiddle AgeMostly w/o KidsCollege Graduate Mostly OwnersBelow Average IPAAverage Tech
Owns a LexusEats at QuiznosShops at IKEAFollows pro boxingVisits Las VegasWatches TelemundoListens to Soft Adult Contemporary
Y1 • Midlife Success
URBANACHIEVERS
35
TownUpper MidscaleMatureHH w/o KidsGraduate Plus HomeownersElite IPABelow Average Tech
Owns a LincolnEats at Bob EvansShops at Stein MartFollows PGA/LPGACruises on Royal CaribbeanWatches Golf ChannelListens to News/Talk
M3 • Cautious Couples
TRADITIONALTIMES
32
Metro MixUpper MidscaleOlderMostly w/o KidsSome College Mostly OwnersLow IPAAverage Tech
Owns a BuickEats at LongHorn SteakhouseShops at Stein MartAttends horse racesCruises on CarnivalVisits AARPListens to Contemporary Inspirational
M3 • Cautious Couples
TOOLBELTTRADITIONALISTS
36
RuralUpper MidscaleOlderMostly w/o KidsSome College Mostly OwnersHigh IPABelow Average Tech
Owns a GMCEats at Hardee’sShops at Bass Pro ShopsFollows NASCARStays at Best WesternWatches Sportsman ChannelListens to Classic Country
M2 • Conservative Classics
COUNTRYCASUALS
28
TownMidscaleYoungerFamily MixCollege Graduate Mix Owners & RentersLow IPAAbove Average Tech
Owns a KiaEats at SonicShops at Express/Express for MenFollows college footballVisits The BahamasVisits Hulu.comListens to New Country
F2 • Young Accumulators
WHITE PICKETFENCES
29
Metro MixUpper MidscaleYoungerMostly w/ KidsCollege Graduate Mostly OwnersLow IPAAbove Average Tech
Owns a NissanEats at WingstopShops at BurlingtonPlays soccerStays at Comfort InnWatches Nick Jr.Listens to Christian Adult Contemporary
F2 • Young Accumulators
POOLS &PATIOS
30
UrbanMidscaleYoungerMostly w/o KidsCollege Graduate RentersModerate IPAHighest Tech
Owns a VolkswagenEats at ChipotleShops at H&MAttends music concertsVisits the Middle EastUses UberListens to Contemporary Hits
Y1 • Midlife Success
CONNECTEDBOHEMIANS
31
TownMidscaleOlderMostly w/o KidsSome College Mostly OwnersLow IPABelow Average Tech
Owns a RamEats at Cracker BarrelShops at Dollar GeneralFollows NASCARStays at Comfort InnWatches CNN Headline NewsListens to Classic Country
M3 • Cautious Couples
HOMETOWNRETIRED
38
TownMidscaleYoungerMostly w/ KidsCollege Graduate Mix Owners & RentersLow IPAAverage Tech
Owns a JeepEats at SonicShops at GameStopFollows motocrossVisits OrlandoWatches Nick Jr.Listens to Country
F3 • Mainstream Families
KID COUNTRY,USA
39
UrbanDownscaleOlderMostly w/o KidsSome College RentersLow IPAAbove Average Tech
Owns a ToyotaEats at Jack in the BoxShops at Banana RepublicFollows Major League Soccer (MLS)Visits Las VegasWatches UnivisionListens to Jazz
Y2 • Young Achievers
ASPIRINGA-LISTERS
40
Metro MixUpper MidscaleYoungerFamily MixCollege Graduate Mix Owners & RentersLow IPAAverage Tech
Owns an OldsmobileEats at White CastleShops at Sam’s ClubFollows extreme sportsStays at Quality InnWatches MTV2Listens to Rock
F3 • Mainstream Families
BRIGHT LIGHTS,LI’L CITY
37
Metro MixLower MidscaleMatureHH w/o KidsHigh School Mostly OwnersModerate IPALowest Tech
Owns a BuickEats at Cracker BarrelShops at Chico’sFollows PGA/LPGACruises on Royal CaribbeanWatches Turner Classic MoviesListens to Soft Adult Contemporary
M3 • Cautious Couples
DOMESTICDUOS
41
UrbanMidscaleMiddle AgeMostly w/o KidsCollege Graduate Mostly OwnersModerate IPAAverage Tech
Owns a VolvoEats at The Cheesecake FactoryShops at Nordstrom RackFollows men’s tennisFlies JetBlueUses YelpListens to News
M2 • Conservative Classics
AMERICANDREAMS
19
SuburbanUpper MidscaleMatureHH w/o KidsCollege Graduate Mostly OwnersElite IPABelow Average Tech
Owns a LincolnEats at Bonefish GrillShops at Stein MartFollows PGA/LPGACruises on Royal CaribbeanWatches Golf ChannelListens to Classical
M2 • Conservative Classics
EMPTYNESTS
20
UrbanUpscaleYoungerFamily MixGraduate Plus HomeownersModerate IPABelow Average Tech
Owns a BMWEats at StarbucksShops at Crate & BarrelPlays tennisVisits EuropeUses UberListens to News
Y1 • Midlife Success
THECOSMOPOLITANS
21
RuralUpscaleOlderMostly w/o KidsGraduate Plus HomeownersElite IPABelow Average Tech
Owns a CadillacEats at Cracker BarrelShops at Dillard’sGoes huntingVisits AlaskaWatches Sportsman ChannelListens to News/Talk
M2 • Conservative Classics
MAYBERRY-VILLE18
Metro MixUpscaleMiddle AgeFamily MixGraduate Plus Mostly OwnersElite IPAAverage Tech
Owns a MazdaEats at ChipotleShops at Nordstrom RackGoes hiking/backpackingVisits CanadaVisits Huffington PostListens to Rock
M2 • Conservative Classics
MIDDLEBURGMANAGERS
22
Metro MixUpscaleMiddle AgeFamily MixGraduate PlusMostly OwnersBelow Average IPAAbove Average Tech
Owns an InfinitiEats at QdobaShops at New York & CompanyFollows NBA/WNBAFlies FrontierVisits MLS.comListens to Active Rock
F1 • Accumulated Wealth
KIDS &CUL-DE-SACS
14
TownUpscaleMiddle AgeMostly w/ KidsCollege Graduate Mostly OwnersHigh IPAAbove Average Tech
Owns a GMCEats at Jimmy JohnsShops at Old NavyPlays soccerVisits OrlandoUses SpotifyListens to New Country
F1 • Accumulated Wealth
NEWHOMESTEADERS
15
Metro MixUpper MidscaleMiddle AgeFamily MixCollege Graduate Mostly OwnersBelow Average IPAAbove Average Tech
Owns a KiaEats at Chick-fil-AShops at New York & CompanyAttends minor league baseballFlies SouthwestVisits MLS.comListens to Talk Radio
F1 • Accumulated Wealth
BELTWAYBOOMERS
16
UrbanMidscaleMiddle AgeMostly w/o KidsGraduate Plus RentersAbove Average IPAAbove Average Tech
Owns an AudiEats at StarbucksShops at BloomingdalesVisits art museumsFlies JetBlueWatches IFCListens to News
M2 • Conservative Classics
URBANELDERS
17
TownUpscaleOlderMostly w/o KidsCollege Graduate Mostly OwnersHigh IPAAverage Tech
Owns a GMCEats at Arby’sShops at Dick’s Sporting GoodsFollows NASCARStays at Fairfield InnVisits NASCAR.comListens to Adult Hits
M2 • Conservative Classics
PICKUPPATRIARCHS
24
Metro MixUpper MidscaleYoungerFamily MixCollege Graduate Mostly RentersLow IPAAbove Average Tech
Owns a VolkswagenEats at QdobaShops at Express/Express for MenTakes continuing education coursesFlies SouthwestVisits Hulu.comListens to Urban Contemporary
Y1 • Midlife Success
UP-AND-COMERS25
Metro MixUpper MidscaleMiddle AgeHH w/o KidsCollege Graduate Mostly OwnersLow IPAAbove Average Tech
Owns a HyundaiEats at Logan’s RoadhouseShops at Dillard’sFollows college basketballCruises on CarnivalWatches MSNBCListens to Rock
F2 • Young Accumulators
HOME SWEETHOME
26
TownUpper MidscaleMiddle AgeFamily MixCollege GraduateHomeownersLow IPAAverage Tech
Owns a RamEats at Texas RoadhouseShops at Best BuyFollows college footballFlies DeltaVisits UFC.comListens to Contemporary Christian
F2 • Young Accumulators
TOWNSHIPTRAVELERS
23
RuralUpscaleMiddle AgeMostly w/ KidsCollege Graduate Mostly OwnersAbove Average IPAAverage Tech
Owns ChevroletEats at Jimmy John’sShops at Academy Sports & OutdoorsGoes huntingStays at Hampton InnWatches DIY NetworkListens to New Country
F2 • Young Accumulators
BIG SKYFAMILIES
27
Metro MixLow IncomeMiddle AgeMostly w/o KidsRentersSome College Low IPAHighest Tech
Owns a PontiacEats at StarbucksShops at Express/Express for MenFollows NBA/WNBAFlies FrontierWatches Nick at NiteListens to Urban Contemporary
Y2 • Young Achievers
STRIVINGSELFIES
47
Metro MixLow IncomeMiddle AgeFamily MixRentersHigh School Low IPAAbove Average Tech
Owns a MazdaEats at Domino’s PizzaShops at Forever 21Plays soccerStays at Days InnWatches MTV2Listens to Contemporary Hits
Y2 • Young Achievers
GENERATIONWEB
48
Metro MixLower MidscaleOlderHH w/o KidsSome CollegeMix Owners & RentersModerate IPABelow Average Tech
Owns an OldsmobileEats at Bob EvansShops at Chico’sFollows figure skatingVisits AlaskaWatches Hallmark ChannelListens to News
M3 • Cautious Couples
AMERICANCLASSICS
49
RuralLower MidscaleOlderMostly w/o KidsSome College Mostly OwnersAbove Average IPALowest Tech
Owns an OldsmobileEats at Hardee’sShops at Dollar GeneralFollows NASCARStays at Days InnWatches Sportsman ChannelListens to Oldies
M3 • Cautious Couples
HEARTLANDERS46
Metro MixLower MidscaleMiddle AgeMostly w/o KidsCollege Graduate HomeownersBelow Average IPAAverage Tech
Owns a ToyotaEats at Church’s ChickenShops at Books-a-MillionFollows Mexican league soccerVisits OrlandoVisits CareerBuilder.comListens to Adult Hits
Y2 • Young Achievers
METROGRADS
50
UrbanMidscaleMiddle AgeFamily MixSome CollegeMix Owners & RentersAbove Average IPAAverage Tech
Owns a DodgeEats at Little CaesarsShops at Foot LockerFollows Mexican league soccerVisits MexicoWatches UnivisionListens to Urban Adult Contemporary
F4 • Sustaining Families
MULTI-CULTIMOSAIC
42
UrbanUpscaleYoungerFamily MixGraduate Plus Mostly OwnersElite IPAAverage Tech
Owns a NissanEats at PopeyesShops at H&MFollows Major League Soccer (MLS)Visits Central/South AmericaWatches TelemundoListens to Contemporary Hits
M3 • Cautious Couples
CITYROOTS
43
RuralLower MidscaleMiddle AgeFamily MixHigh School Mostly OwnersBelow Average IPABelow Average Tech
Owns a RamEats at Hardee’sShops at Wal-MartGoes huntingStays at Comfort InnWatches CMTListens to Classic Country
F3 • Mainstream Families
COUNTRYSTRONG
44
Listens to Urban Adult Contemporary
UrbanMidscaleMiddle AgeMostly w/o KidsSome College Mix Owners & RentersLow IPAAverage Tech
Owns a KiaEats at White CastleShops at BurlingtonFollows pro boxingVisits casinosWatches TV OneListens to Urban Adult Contemporary
F4 • Sustaining Families
URBAN MODERN MIX
45
RuralLower MidscaleMatureHH w/o KidsHigh School Mostly OwnersAbove Average IPALowest Tech
Owns a CadillacEats at Applebee’sShops at Dollar GeneralFollows figure skatingVisits AlaskaWatches INSPListens to Classic Country
M3 • Cautious Couples
SIMPLEPLEASURES
52
Metro MixDownscaleMatureHH w/o KidsHigh SchoolHomeownersLow IPABelow Average Tech
Owns a KiaEats at Golden CorralShops at Big LotsFollows NHRA Drag RacingVisits BahamasWatches WGN AmericaListens to Adult Standards
M3 • Cautious Couples
LO-TECHSINGLES
53
Second CityDownscaleMiddle AgeMostly w/o KidsHigh School Mix Owners & RentersLow IPAAverage Tech
Owns a ChevroletEats at White CastleShops at Family DollarFollows pro boxingStays at Four Points by SheratonWatches MTVListens to Rock
Y2 • Young Achievers
STRUGGLINGSINGLES
54
TownDownscaleMiddle AgeFamily MixHigh School HomeownersBelow Average IPABelow Average Tech
Owns a ChevroletEats at Little CaesarsShops at Academy Sports & OutdoorsFollows extreme sportsVisits CanadaWatches Adult SwimListens to Country
F3 • Mainstream Families
CAMPERS& CAMO
51
RuralLow IncomeMiddle AgeFamily MixHigh School Mix Owners & RentersLow IPABelow Average Tech
Owns a DodgeEats at Hardee’sShops at Wal-MartFollows pro wrestlingStays at Days InnWatches MTVListens to Country
Y3 • Striving Singles
RED, WHITE& BLUE
55
Metro MixLow IncomeMiddle AgeFamily MixHigh School Mix Owners & RentersLow IPAAverage Tech
Owns a ChevroletEats at Church’s ChickenShops at BurlingtonFollows Mexican league soccerStays at Quality InnWatches TelemundoListens to Urban Adult Contemporary
F4 • Sustaining Families
SECOND CITYGENERATIONS
61
TownDownscaleMatureHH w/o KidsHigh School Mostly OwnersBelow Average IPALowest Tech
Owns a BuickEats at Bob EvansShops at Stein MartFollows figure skatingCruises on Royal CaribbeanWatches Hallmark ChannelListens to Adult Standards
M4 • Sustaining Seniors
CROSSROADVILLAGERS
62
UrbanLower MidscaleMiddle AgeMostly w/o KidsSome College RentersBelow Average IPAAbove Average Tech
Owns a HondaEats at Boston MarketShops at H&MFollows pro boxingFlies JetBlueWatches UniMasListens to Contemporary Hits
Y3 • Striving Singles
LOW-RISELIVING
63
TownDownscaleMiddle AgeFamily MixHigh School RentersLow IPAAverage Tech
Owns a FordEats at Domino’s PizzaShops at Family DollarFollows pro wrestlingStays at La Quinta Inns & SuitesWatches Adult SwimListens to New Country
Y3 • Striving Singles
SMALL-TOWNCOLLEGIATES
60
Second CityLow IncomeMiddle AgeMostly w/o KidsHigh School RentersLow IPAAverage Tech
Owns a BuickEats at Burger KingShops at Family DollarFollows UFCStays at La Quinta Inns & SuitesWatches BETListens to Urban Contemporary
Y3 • Striving Singles
FAMILYTHRIFTS
64
UrbanMidscaleMiddle AgeFamily MixSome College Mix Owners & RentersAbove Average IPAAverage Tech
Owns a NissanEats at Jack in the BoxShops at Ross Dress For LessFollows Mexican league soccerVisits MexicoWatches UniMasListens to Contemporary Hits
F4 • Sustaining Families
MULTI-CULTIFAMILIES
56
RuralDownscaleOlderMostly w/o KidsHigh School Mostly OwnersLow IPALowest Tech
Owns a GMCEats at Hardee’sShops at Dollar GeneralFollows NASCARStays at Days InnWatches INSPListens to Classic Country
M4 • Sustaining Seniors
BACK COUNTRY FOLKS
57
TownDownscaleOlderMostly w/o KidsHigh School Mix Owners & RentersBelow Average IPABelow Average Tech
Owns a BuickEats at Bob EvansShops at KmartFollows figure skatingCruises on Royal CaribbeanWatches The Weather ChannelListens to Oldies
M4 • Sustaining Seniors
GOLDENPONDS
58
Second CityDownscaleMiddle AgeFamily MixHigh School Mostly RentersLow IPAAverage Tech
Owns a DodgeEats at PopeyesShops at BurlingtonFollows pro boxingFlies FrontierWatches OxygenListens to Urban Contemporary
Y3 • Striving Singles
NEW MELTING POT
59
Metro MixLow IncomeMiddle AgeMostly w/o KidsHigh School RentersLow IPAAverage Tech
Owns a PontiacEats at Cicis PizzaShops at BurlingtonFollows pro wrestlingStays at Best WesternWatches TV OneListens to Urban Contemporary
M1 • Affluent Empty Nests
NEWBEGINNINGS
66
RuralLow IncomeMiddle AgeMostly w/o KidsHigh School Mix Owners & RentersLow IPABelow Average Tech
Owns a ChevroletEats at Hardee’sShops at WalmartFollows monster trucksStays at Days InnWatches CMTListens to Country
Y3 • Striving Singles
YOUNG &RUSTIC
65
TownLow IncomeMiddle AgeMostly w/o KidsHigh SchoolMostly RentersLow IPABelow Average Tech
Owns an OldsmobileEats at SonicShops at Wal-MartFollows pro wrestlingStays at Quality InnWatches MTVListens to Contemporary Inspirational
F4 • Sustaining Families
BEDROCKAMERICA
68
Second CityLow IncomeMatureMostly w/o KidsHigh School RentersLow IPABelow Average Tech
Owns a CadillacEats at Church’s ChickenShops at Family DollarFollows figure skatingVisits casinosWatches WGN AmericaListens to Jazz
M4 • Sustaining Seniors
PARK BENCHSENIORS
67
Lifestage GroupIncomeAge ClassHousehold CompositionEducationTenureIncome Producing AssetsTech Use
Lifestyle Preferences
Lifestage Group # • Name
SEGMENTNAME
#
Ready to get started? Visit mybestsegments.com or call 800•234•5973 to learn more.Copyright ©2018 Claritas, LLC. All rights reserved. Printed in the USA. Other product and service names are trademarks or registered trademarks of their respective companies. Lifestyle source: GfK Mediamark Research & Intelligence LLC. Doublebase [2017]. llustrations by Scott Brooks, www.sgbrooks.com.
Demographic DescriptorsThe Demographic Descriptors field is comprised of an income, age class, household composition, education, home ownership, wealth (income producing assets) and technology use for each segment. For example, segment 05 Country Squires, is described as Wealthy, Middle Age Family Mix.
• Social Groups (4 Groups): Urban; Suburban; Second City and Town/Rural• Income (7 Groups): Wealthy; Upscale; Upper Midscale; Midscale; Lower Midscale; Downscale and Low Income • Age Class (4 Groups): Mature (65+); Older (50+); Middle Age (35-50) and Younger (<50)• Household Composition (5 Groups): HH w/ Kids; Mostly w/ Kids; Family Mix; Mostly w/o Kids and HH w/o Kids • Education (4 groups): Graduate Plus; College Graduate; Some College and High School (HS) or Less• Tenure (5 Groups): Homeowners; Mostly Owners; Mix, Owners; Mix, Renters; Renters• Income Producing Assets (7 Groups): Millionaires; Elite IPA; High IPA; Above Average IPA; Moderate IPA; Below Average IPA and Low IPA• Tech Use (5 Groups): Highest Tech; Above Average Tech; Average Tech; Below Average Tech and Lowest Tech
URBAN SUBURBAN SECONDCITY
HIGH DENSITY POPULATION CENTERS IN MAJOR METROPOLITAN AREAS
Urban (U) Social Groups have population density centiles mostly between 85 and 99. They include both the downtown areas of major cities and surrounding neighborhoods. Households in this classification live within the classic high- density neighborhoods found in the heart of America’s largest cities.
U1 URBAN UPTOWN04 Young Digerati07 Money & Brains19 American Dreams21 The Cosmopolitans
U2 MIDTOWN MIX17 Urban Elders31 Connected Bohemians35 Urban Achievers40 Aspiring A-Listers
U3 URBAN CORES42 Multi-Culti Mosaic43 City Roots45 Urban Modern Mix56 Multi-Culti Families63 Low-Rise Living
MODERATELY DENSE NEIGHBORHOODS BY THE URBAN OR SECOND CITY CORE
Suburbs (S) have population density centiles between 40 and 90 and are clearly dependent on urban areas or second cities. Unlike Second Cities, they are not the population center of their surrounding community, but rather a continuation of the density decline as you move out from the city center.
S1 ELITE SUBURBS01 Upper Crust02 Networked Neighbors03 Movers & Shakers
S2 THE AFFLUENTIALS06 Winner’s Circle08 Gray Power10 Executive Suites12 Cruisin’ to Retirement13 Upward Bound14 Kids & Cul-de-Sacs16 Beltway Boomers
S3 MIDDLEBURBS20 Empty Nests25 Up-and-Comers26 Home Sweet Home30 Pools & Patios
S4 INNER SUBURBS34 Young & Influential36 Toolbelt Traditionalists41 Domestic Duos50 Metro Grads
MODERATELY DENSE POPULATION CENTERS OF SMALLER CITIES AND LARGER TOWNS
Second Cities (C) are less densely populated than urban areas with population density centiles typically between 40 and 85. While similar to suburban population densities, Second Cities are the population center of their surrounding community. As such, many are concentrated within America’s smaller cities and larger towns.
C1 SECOND CITY SOCIETY22 Middleburg Managers33 Second City Startups37 Bright Lights, Li’l City
C2 CITY CENTERS47 Striving Selfies48 Generation Web49 American Classics53 Lo-Tech Singles54 Struggling Singles
C3 MICRO-CITY MIX59 New Melting Pot61 Second City Generations64 Family Thrifts 66 New Beginnings67 Park Bench Seniors
$
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TownWealthyMiddle AgeFamily MixGraduate Plus Mostly OwnersElite IPAAbove Average Tech
Owns an InfinitiEats at Panera BreadShops at BJs Wholesale ClubGoes skiing/snowboardingStays at HiltonUses Living SocialListens to Adult Hits
T1 • Landed Gentry
COUNTRYSQUIRES
05
Metro MixWealthyMiddle AgeMostly w/ KidsGraduate Plus Mostly OwnersElite IPAAbove Average Tech
Owns a BMWEats at StarbucksShops at The Container StorePlays soccerFlies UnitedUses YelpListens to Alternative
S2 • The Affluentials
WINNER’SCIRCLE
06
UrbanWealthyOlderMostly w/o KidsGraduate Plus HomeownersMillionaires Average Tech
Owns a MercedesEats at Boston MarketShops at BloomingdalesAttends live theatreVisits HawaiiVisits AARPListens to News
U1 • Urban Uptown
MONEY &BRAINS
07
Urban WealthyMiddle AgeMostly w/ KidsGraduate PlusHomeowners Millionaires Above Average Tech
Owns an AudiEats at StarbucksShops at BloomingdalesGoes hiking/backpackingVisits AsiaUses UberListens to Alternative
U1 • Urban Uptown
YOUNGDIGERATI
04
SuburbanWealthyMatureMostly w/o KidsGraduate Plus HomeownersMillionaires Below Average Tech
Owns a CadillacEats at Bonefish GrillShops at Chico’sFollows PGA/LPGAVisits AlaskaWatches Golf ChannelListens to Classical
S2 • The Affluentials
GRAYPOWER
08
Social GroupIncomeAge ClassHousehold CompositionEducationTenureIncome Producing AssetsTech Use
Lifestyle Preferences
Social Group # • Name
SEGMENTNAME
#
SuburbanWealthyMatureHH w/o KidsGraduate Plus HomeownersMillionaires Above Average Tech
Owns a LexusEats at Bonefish GrillShops at BloomingdalesFollows men’s tennisVisits EuropeWatches Fox BusinessListens to News
S1 • Elite Suburbs
UPPERCRUST
01
SuburbanWealthyMiddle AgeMostly w/ KidsGraduate Plus Mostly OwnersMillionaires Highest Tech
Owns an AcuraEats at QdobaShops at Brooks BrothersPlays tennisStays at WestinUses LinkedInListens to Sports
S1 • Elite Suburbs
NETWORKEDNEIGHBORS
02
SuburbanWealthyOlderMostly w/o KidsGraduate Plus Mostly OwnersElite IPAAbove Average Tech
Owns a BMWEats at California Pizza KitchenShops at NordstromGoes skiing/snowboardingFlies UnitedUses Angie’s ListListens to Talk Radio
S1 • Elite Suburbs
MOVERS & SHAKERS
03
Metro MixUpscaleMiddle AgeMostly w/ KidsCollege Graduate HomeownersHigh IPAAbove Average Tech
Owns a JeepEats at ChipotleShops at IKEAPlays tennisStays at HyattVisits NHL.comListens to Alternative
S2 • The Affluentials
EXECUTIVESUITES
10
RuralUpscaleMiddle AgeFamily MixCollege Graduate Mostly OwnersHigh IPAAverage Tech
Owns a SubaruEats at Texas RoadhouseShops at Dick’s Sporting GoodsGoes huntingFlies FrontierWatches ESPNListens to New Country
T1 • Landed Gentry
FAST-TRACKFAMILIES
11
SuburbanUpscaleOlderMostly w/o KidsGraduate Plus Mostly OwnersElite IPAAverage Tech
Owns a VolvoEats at Boston MarketShops at Chico’sAttends symphony or operaVisits AlaskaWatches Fox BusinessListens to Talk Radio
S2 • The Affluentials
CRUISIN’ TORETIREMENT
12
TownUpscaleMatureMostly w/o Kids Graduate PlusHomeownersElite IPAAverage Tech
Owns a LexusEats at Cracker BarrelShops at Stein MartFollows PGA/LPGAVisits CanadaWatches Fox BusinessListens to Oldies
T1 • Landed Gentry
BIG FISH,SMALL POND
09
Metro MixUpscaleYoungerFamily MixGraduate Plus Mix Owners & RentersHigh IPAAbove Average Tech
Owns an AudiEats at Domino’s PizzaShops at H&MGoes to yoga/pilatesFlies JetBlueUses SnapchatListens to Alternative
S2 • The Affluentials
UPWARDBOUND
13
PRIZM® PremierSocial Groups
Metro MixUpper MidscaleYoungerMostly w/ KidsCollege Graduate Mix Owners & RentersLow IPAAverage Tech
Owns an AcuraEats at Jason’s DeliShops at Ross Dress For LessPlays basketballVisits MexicoVisits Monster.comListens to Contemporary Hits
C1 • Second City Society
SECOND CITYSTARTUPS
33
Metro MixMidscaleYoungerMostly w/o KidsCollege Graduate RentersLow IPAHighest Tech
Owns an InfinitiEats at SonicShops at Banana RepublicFollows Major League Soccer (MLS)Visits AsiaWatches Nick at NiteListens to Urban Contemporary
S4 • Inner Suburbs
YOUNG &INFLUENTIAL
34
UrbanMidscaleMiddle AgeMostly w/o KidsCollege Graduate Mostly OwnersBelow Average IPAAverage Tech
Owns a LexusEats at QuiznosShops at IKEAFollows pro boxingVisits Las VegasWatches TelemundoListens to Soft Adult Contemporary
U2 • Midtown Mix
URBANACHIEVERS
35
TownUpper MidscaleMatureHH w/o KidsGraduate Plus HomeownersElite IPABelow Average Tech
Owns a LincolnEats at Bob EvansShops at Stein MartFollows PGA/LPGACruises on Royal CaribbeanWatches Golf ChannelListens to News/Talk
T3 • Middle America
TRADITIONALTIMES
32
Metro MixUpper MidscaleOlderMostly w/o KidsSome College Mostly OwnersLow IPAAverage Tech
Owns a BuickEats at LongHorn SteakhouseShops at Stein MartAttends horse racesCruises on CarnivalVisits AARPListens to Contemporary Inspirational
S4 • Inner Suburbs
TOOLBELTTRADITIONALISTS
36
RuralUpper MidscaleOlderMostly w/o KidsSome College Mostly OwnersHigh IPABelow Average Tech
Owns a GMCEats at Hardee’sShops at Bass Pro ShopsFollows NASCARStays at Best WesternWatches Sportsman ChannelListens to Classic Country
T2 • Country Comfort
COUNTRYCASUALS
28
TownMidscaleYoungerFamily MixCollege Graduate Mix Owners & RentersLow IPAAbove Average Tech
Owns a KiaEats at SonicShops at Express/Express for MenFollows college footballVisits The BahamasVisits Hulu.comListens to New Country
T2 • Country Comfort
WHITE PICKETFENCES
29
Metro MixUpper MidscaleYoungerMostly w/ KidsCollege Graduate Mostly OwnersLow IPAAbove Average Tech
Owns a NissanEats at WingstopShops at BurlingtonPlays soccerStays at Comfort InnWatches Nick Jr.Listens to Christian Adult Contemporary
S3 • Middleburbs
POOLS &PATIOS
30
UrbanMidscaleYoungerMostly w/o KidsCollege Graduate RentersModerate IPAHighest Tech
Owns a VolkswagenEats at ChipotleShops at H&MAttends music concertsVisits the Middle EastUses UberListens to Contemporary Hits
U2 • Midtown Mix
CONNECTEDBOHEMIANS
31
TownMidscaleOlderMostly w/o KidsSome College Mostly OwnersLow IPABelow Average Tech
Owns a RamEats at Cracker BarrelShops at Dollar GeneralFollows NASCARStays at Comfort InnWatches CNN Headline NewsListens to Classic Country
T3 • Middle America
HOMETOWNRETIRED
38
TownMidscaleYoungerMostly w/ KidsCollege Graduate Mix Owners & RentersLow IPAAverage Tech
Owns a JeepEats at SonicShops at GameStopFollows motocrossVisits OrlandoWatches Nick Jr.Listens to Country
T3 • Middle America
KID COUNTRY,USA
39
UrbanDownscaleOlderMostly w/o KidsSome College RentersLow IPAAbove Average Tech
Owns a ToyotaEats at Jack in the BoxShops at Banana RepublicFollows Major League Soccer (MLS)Visits Las VegasWatches UnivisionListens to Jazz
U2 • Midtown Mix
ASPIRINGA-LISTERS
40
Metro MixUpper MidscaleYoungerFamily MixCollege Graduate Mix Owners & RentersLow IPAAverage Tech
Owns an OldsmobileEats at White CastleShops at Sam’s ClubFollows extreme sportsStays at Quality InnWatches MTV2Listens to Rock
C1 • Second City Society
BRIGHT LIGHTS,LI’L CITY
37
Metro MixLower MidscaleMatureHH w/o KidsHigh School Mostly OwnersModerate IPALowest Tech
Owns a BuickEats at Cracker BarrelShops at Chico’sFollows PGA/LPGACruises on Royal CaribbeanWatches Turner Classic MoviesListens to Soft Adult Contemporary
S4 • Inner Suburbs
DOMESTICDUOS
41
UrbanMidscaleMiddle AgeMostly w/o KidsCollege Graduate Mostly OwnersModerate IPAAverage Tech
Owns a VolvoEats at The Cheesecake FactoryShops at Nordstrom RackFollows men’s tennisFlies JetBlueUses YelpListens to News
U1 • Urban Uptown
AMERICANDREAMS
19
SuburbanUpper MidscaleMatureHH w/o KidsCollege Graduate Mostly OwnersElite IPABelow Average Tech
Owns a LincolnEats at Bonefish GrillShops at Stein MartFollows PGA/LPGACruises on Royal CaribbeanWatches Golf ChannelListens to Classical
S3 • Middleburbs
EMPTYNESTS
20
UrbanUpscaleYoungerFamily MixGraduate Plus HomeownersModerate IPABelow Average Tech
Owns a BMWEats at StarbucksShops at Crate & BarrelPlays tennisVisits EuropeUses UberListens to News
U1 • Urban Uptown
THECOSMOPOLITANS
21
RuralUpscaleOlderMostly w/o KidsGraduate Plus HomeownersElite IPABelow Average Tech
Owns a CadillacEats at Cracker BarrelShops at Dillard’sGoes huntingVisits AlaskaWatches Sportsman ChannelListens to News/Talk
T2 • Country Comfort
MAYBERRY-VILLE18
Metro MixUpscaleMiddle AgeFamily MixGraduate Plus Mostly OwnersElite IPAAverage Tech
Owns a MazdaEats at ChipotleShops at Nordstrom RackGoes hiking/backpackingVisits CanadaVisits Huffington PostListens to Rock
C1 • Second City Society
MIDDLEBURGMANAGERS
22
Metro MixUpscaleMiddle AgeFamily MixGraduate PlusMostly OwnersBelow Average IPAAbove Average Tech
Owns an InfinitiEats at QdobaShops at New York & CompanyFollows NBA/WNBAFlies FrontierVisits MLS.comListens to Active Rock
S2 • The Affluentials
KIDS &CUL-DE-SACS
14
TownUpscaleMiddle AgeMostly w/ KidsCollege Graduate Mostly OwnersHigh IPAAbove Average Tech
Owns a GMCEats at Jimmy JohnsShops at Old NavyPlays soccerVisits OrlandoUses SpotifyListens to New Country
T1 • Landed Gentry
NEWHOMESTEADERS
15
Metro MixUpper MidscaleMiddle AgeFamily MixCollege Graduate Mostly OwnersBelow Average IPAAbove Average Tech
Owns a KiaEats at Chick-fil-AShops at New York & CompanyAttends minor league baseballFlies SouthwestVisits MLS.comListens to Talk Radio
S2 • The Affluentials
BELTWAYBOOMERS
16
UrbanMidscaleMiddle AgeMostly w/o KidsGraduate Plus RentersAbove Average IPAAbove Average Tech
Owns an AudiEats at StarbucksShops at BloomingdalesVisits art museumsFlies JetBlueWatches IFCListens to News
U2 • Midtown Mix
URBANELDERS
17
TownUpscaleOlderMostly w/o KidsCollege Graduate Mostly OwnersHigh IPAAverage Tech
Owns a GMCEats at Arby’sShops at Dick’s Sporting GoodsFollows NASCARStays at Fairfield InnVisits NASCAR.comListens to Adult Hits
T2 • Country Comfort
PICKUPPATRIARCHS
24
Metro MixUpper MidscaleYoungerFamily MixCollege Graduate Mostly RentersLow IPAAbove Average Tech
Owns a VolkswagenEats at QdobaShops at Express/Express for MenTakes continuing education coursesFlies SouthwestVisits Hulu.comListens to Urban Contemporary
S3 • Middleburbs
UP-AND-COMERS25
Metro MixUpper MidscaleMiddle AgeHH w/o KidsCollege Graduate Mostly OwnersLow IPAAbove Average Tech
Owns a HyundaiEats at Logan’s RoadhouseShops at Dillard’sFollows college basketballCruises on CarnivalWatches MSNBCListens to Rock
S3 • Middleburbs
HOME SWEETHOME
26
TownUpper MidscaleMiddle AgeFamily MixCollege GraduateHomeownersLow IPAAverage Tech
Owns a RamEats at Texas RoadhouseShops at Best BuyFollows college footballFlies DeltaVisits UFC.comListens to Contemporary Christian
T2 • Country Comfort
TOWNSHIPTRAVELERS
23
RuralUpscaleMiddle AgeMostly w/ KidsCollege Graduate Mostly OwnersAbove Average IPAAverage Tech
Owns ChevroletEats at Jimmy John’sShops at Academy Sports & OutdoorsGoes huntingStays at Hampton InnWatches DIY NetworkListens to New Country
T2 • Country Comfort
BIG SKYFAMILIES
27
Metro MixLow IncomeMiddle AgeMostly w/o KidsRentersSome College Low IPAHighest Tech
Owns a PontiacEats at StarbucksShops at Express/Express for MenFollows NBA/WNBAFlies FrontierWatches Nick at NiteListens to Urban Contemporary
C2 • City Centers
STRIVINGSELFIES
47
Metro MixLow IncomeMiddle AgeFamily MixRentersHigh School Low IPAAbove Average Tech
Owns a MazdaEats at Domino’s PizzaShops at Forever 21Plays soccerStays at Days InnWatches MTV2Listens to Contemporary Hits
C2 • City Centers
GENERATIONWEB
48
Metro MixLower MidscaleOlderHH w/o KidsSome CollegeMix Owners & RentersModerate IPABelow Average Tech
Owns an OldsmobileEats at Bob EvansShops at Chico’sFollows figure skatingVisits AlaskaWatches Hallmark ChannelListens to News
C2 • City Centers
AMERICANCLASSICS
49
RuralLower MidscaleOlderMostly w/o KidsSome College Mostly OwnersAbove Average IPALowest Tech
Owns an OldsmobileEats at Hardee’sShops at Dollar GeneralFollows NASCARStays at Days InnWatches Sportsman ChannelListens to Oldies
T3 • Middle America
HEARTLANDERS46
Metro MixLower MidscaleMiddle AgeMostly w/o KidsCollege Graduate HomeownersBelow Average IPAAverage Tech
Owns a ToyotaEats at Church’s ChickenShops at Books-a-MillionFollows Mexican league soccerVisits OrlandoVisits CareerBuilder.comListens to Adult Hits
S4 • Inner Suburbs
METROGRADS
50
UrbanMidscaleMiddle AgeFamily MixSome CollegeMix Owners & RentersAbove Average IPAAverage Tech
Owns a DodgeEats at Little CaesarsShops at Foot LockerFollows Mexican league soccerVisits MexicoWatches UnivisionListens to Urban Adult Contemporary
U3 • Urban Cores
MULTI-CULTIMOSAIC
42
UrbanUpscaleYoungerFamily MixGraduate Plus Mostly OwnersElite IPAAverage Tech
Owns a NissanEats at PopeyesShops at H&MFollows Major League Soccer (MLS)Visits Central/South AmericaWatches TelemundoListens to Contemporary Hits
U3 • Urban Cores
CITYROOTS
43
RuralLower MidscaleMiddle AgeFamily MixHigh School Mostly OwnersBelow Average IPABelow Average Tech
Owns a RamEats at Hardee’sShops at Wal-MartGoes huntingStays at Comfort InnWatches CMTListens to Classic Country
T3 • Middle America
COUNTRYSTRONG
44
Listens to Urban Adult Contemporary
UrbanMidscaleMiddle AgeMostly w/o KidsSome College Mix Owners & RentersLow IPAAverage Tech
Owns a KiaEats at White CastleShops at BurlingtonFollows pro boxingVisits casinosWatches TV OneListens to Urban Adult Contemporary
U3 • Urban Cores
URBAN MODERN MIX
45
RuralLower MidscaleMatureHH w/o KidsHigh School Mostly OwnersAbove Average IPALowest Tech
Owns a CadillacEats at Applebee’sShops at Dollar GeneralFollows figure skatingVisits AlaskaWatches INSPListens to Classic Country
T3 • Middle America
SIMPLEPLEASURES
52
Metro MixDownscaleMatureHH w/o KidsHigh SchoolHomeownersLow IPABelow Average Tech
Owns a KiaEats at Golden CorralShops at Big LotsFollows NHRA Drag RacingVisits BahamasWatches WGN AmericaListens to Adult Standards
C2 • City Centers
LO-TECHSINGLES
53
Second CityDownscaleMiddle AgeMostly w/o KidsHigh School Mix Owners & RentersLow IPAAverage Tech
Owns a ChevroletEats at White CastleShops at Family DollarFollows pro boxingStays at Four Points by SheratonWatches MTVListens to Rock
C2 • City Centers
STRUGGLINGSINGLES
54
TownDownscaleMiddle AgeFamily MixHigh School HomeownersBelow Average IPABelow Average Tech
Owns a ChevroletEats at Little CaesarsShops at Academy Sports & OutdoorsFollows extreme sportsVisits CanadaWatches Adult SwimListens to Country
T3 • Middle America
CAMPERS& CAMO
51
RuralLow IncomeMiddle AgeFamily MixHigh School Mix Owners & RentersLow IPABelow Average Tech
Owns a DodgeEats at Hardee’sShops at Wal-MartFollows pro wrestlingStays at Days InnWatches MTVListens to Country
T4 • Rustic Living
RED, WHITE& BLUE
55
Metro MixLow IncomeMiddle AgeFamily MixHigh School Mix Owners & RentersLow IPAAverage Tech
Owns a ChevroletEats at Church’s ChickenShops at BurlingtonFollows Mexican league soccerStays at Quality InnWatches TelemundoListens to Urban Adult Contemporary
C3 • Micro-City Mix
SECOND CITYGENERATIONS
61
TownDownscaleMatureHH w/o KidsHigh School Mostly OwnersBelow Average IPALowest Tech
Owns a BuickEats at Bob EvansShops at Stein MartFollows figure skatingCruises on Royal CaribbeanWatches Hallmark ChannelListens to Adult Standards
T4 • Rustic Living
CROSSROADVILLAGERS
62
UrbanLower MidscaleMiddle AgeMostly w/o KidsSome College RentersBelow Average IPAAbove Average Tech
Owns a HondaEats at Boston MarketShops at H&MFollows pro boxingFlies JetBlueWatches UniMasListens to Contemporary Hits
U3 • Urban Cores
LOW-RISELIVING
63
TownDownscaleMiddle AgeFamily MixHigh School RentersLow IPAAverage Tech
Owns a FordEats at Domino’s PizzaShops at Family DollarFollows pro wrestlingStays at La Quinta Inns & SuitesWatches Adult SwimListens to New Country
T4 • Rustic Living
SMALL-TOWNCOLLEGIATES
60
Second CityLow IncomeMiddle AgeMostly w/o KidsHigh School RentersLow IPAAverage Tech
Owns a BuickEats at Burger KingShops at Family DollarFollows UFCStays at La Quinta Inns & SuitesWatches BETListens to Urban Contemporary
C3 • Micro-City Mix
FAMILYTHRIFTS
64
UrbanMidscaleMiddle AgeFamily MixSome College Mix Owners & RentersAbove Average IPAAverage Tech
Owns a NissanEats at Jack in the BoxShops at Ross Dress For LessFollows Mexican league soccerVisits MexicoWatches UniMasListens to Contemporary Hits
U3 • Urban Cores
MULTI-CULTIFAMILIES
56
RuralDownscaleOlderMostly w/o KidsHigh School Mostly OwnersLow IPALowest Tech
Owns a GMCEats at Hardee’sShops at Dollar GeneralFollows NASCARStays at Days InnWatches INSPListens to Classic Country
T4 • Rustic Living
BACK COUNTRY FOLKS
57
TownDownscaleOlderMostly w/o KidsHigh School Mix Owners & RentersBelow Average IPABelow Average Tech
Owns a BuickEats at Bob EvansShops at KmartFollows figure skatingCruises on Royal CaribbeanWatches The Weather ChannelListens to Oldies
T4 • Rustic Living
GOLDENPONDS
58
Second CityDownscaleMiddle AgeFamily MixHigh School Mostly RentersLow IPAAverage Tech
Owns a DodgeEats at PopeyesShops at BurlingtonFollows pro boxingFlies FrontierWatches OxygenListens to Urban Contemporary
C3 • Micro-City Mix
NEW MELTING POT
59
Metro MixLow IncomeMiddle AgeMostly w/o KidsHigh School RentersLow IPAAverage Tech
Owns a PontiacEats at Cicis PizzaShops at BurlingtonFollows pro wrestlingStays at Best WesternWatches TV OneListens to Urban Contemporary
C3 • Micro-City Mix
NEWBEGINNINGS
66
RuralLow IncomeMiddle AgeMostly w/o KidsHigh School Mix Owners & RentersLow IPABelow Average Tech
Owns a ChevroletEats at Hardee’sShops at WalmartFollows monster trucksStays at Days InnWatches CMTListens to Country
T4 • Rustic Living
YOUNG &RUSTIC
65
TownLow IncomeMiddle AgeMostly w/o KidsHigh SchoolMostly RentersLow IPABelow Average Tech
Owns an OldsmobileEats at SonicShops at Wal-MartFollows pro wrestlingStays at Quality InnWatches MTVListens to Contemporary Inspirational
T4 • Rustic Living
BEDROCKAMERICA
68
Second CityLow IncomeMatureMostly w/o KidsHigh School RentersLow IPABelow Average Tech
Owns a CadillacEats at Church’s ChickenShops at Family DollarFollows figure skatingVisits casinosWatches WGN AmericaListens to Jazz
C3 • Micro-City Mix
PARK BENCHSENIORS
67
Social GroupIncomeAge ClassHousehold CompositionEducationTenureIncome Producing AssetsTech Use
Lifestyle Preferences
Social # • Name
SEGMENTNAME
#
TOWN& RURAL
T1 LANDED GENTRY05 Country Squires09 Big Fish, Small Pond11 Fast-Track Families15 New Homesteaders
T2 COUNTRY COMFORT18 Mayberry-ville23 Township Travelers24 Pickup Patriarchs27 Big Sky Families28 Country Casuals29 White Picket Fences
T3 MIDDLE AMERICA32 Traditional Times38 Hometown Retired39 Kid Country, USA44 Country Strong46 Heartlanders51 Campers & Camo52 Simple Pleasures
T4 RUSTIC LIVING55 Red, White & Blue57 Back Country Folks58 Golden Ponds60 Small-Town Collegiates62 Crossroad Villagers65 Young & Rustic68 Bedrock America
SMALL TOWN AND RURAL AREAS, AS WELL AS LOW DENSITY SUBURBS ON THE EXURBAN FRINGE
Town & Rural (T) Social Groups have population density centiles under 40. This Social Group includes exurbs, towns, farming communities and a wide range of other rural areas. Households in these exurban segments live among higher densities and are more affluent than their rural neighbors.
