2019 connexions segment storyboards final · connexions® segment storyboard sources: claritas...
TRANSCRIPT
ConneXions® Segment Storyboards
Copyright ©2019 Claritas, LLC. Confidential and proprietary.2
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.71%
5%38%
57%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
Graduate Degree
01 –Technovators
No-Tech High-TechLow-Tech Mid-Tech
90%Married
Median Household Income: $ 172,222
100%With Kids
91%Home Owners
HOUSEHOLD DEMOGRAPHICS
F1 – Early-Adopting Elite
ABOUT ME
• Technovators lead the nation in acquiring the latest communications and entertainment technology
• With their six-figure incomes, these families can afford to equip their homes with wireless computer networks, top of the line televisions and home theater systems
• They indulge their children with a variety of consumer electronic devices
• Many of these adults are executives and white-collar telecommuters whose employers provide them with cell phones and laptops
• They like to integrate new technology into their cushy lifestyles and frequently go online to track their investments, read current affairs and check email
• Subscribes to video streaming for sports
• Use portable media player to shop while watching TV
• Has fiber optic TV feature: Foreign Language/International Package
• Has Internet at home for business use: Satellite
• Uses international bank (such as E*Trade)
LIFESTYLE & MEDIA
Metro Mix
Management & Professional
White, Black, Asian, Hispanic, Mix
RACE & ETHNICITY
EMPLOYMENT
Copyright ©2019 Claritas, LLC. Confidential and proprietary.3
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.99%
EDUCATION LEVEL
Graduate Degree
02 – Plugged-In Families
No-Tech High-TechLow-Tech Mid-Tech
89%Married
Median Household Income: $ 116,812
100%With Kids
88%Home Owners
HOUSEHOLD DEMOGRAPHICS
F1 – Early-Adopting Elite
ABOUT ME
• Kids rule in Plugged-In Families, so it's no surprise that the technology and media choices here have a child-friendly skew
• A variety of new technology is a family affair
• As big television and movie fans, they own more than four TV sets, have home theater systems, and consume a variety of streaming video and on-demand services
• These households have high rates for owning handheld electronics. To help keep the family more connected, they typically own multiple cell phones
• The mostly thirty-something parents are educated consumers who use their computers for tracking their finances, trading stocks and buying merchandise online
• Watches children's programs on-demand
• Monitored mobile phone consumption/use via mobile phone or computer
• Has Streaming Video Service from DirecTV Now
• Visits Tumblr social networking site
• Used VoD for children's programs
LIFESTYLE & MEDIA
Urbanicity Mix
Management & Professional
RACE & ETHNICITY
4%43%
52%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
White, Black, Asian, Hispanic, Mix
EMPLOYMENT
Copyright ©2019 Claritas, LLC. Confidential and proprietary.4
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.52%
EDUCATION LEVEL
No-Tech High-TechLow-Tech Mid-Tech
77%Married
Median Household Income: $ 64,256
100%With Kids
100%Home Owners
HOUSEHOLD DEMOGRAPHICS
EMPLOYMENT
ABOUT ME
• Young, wired families make up Tech Nests, a segment of small-town families with big appetites for consumer electronics
• Many of these middle-class twenty-something and thirty-something adults have homes with plenty of technology: streaming video services from satellite companies with DVR services, Sports TV and Premium Channels
• Rank highest of the Family Life groups to own top of the line TVs and to have switched subscription TV providers in the past year
• They will change Internet providers for a faster connection
• Those with a landline phone use it for their home office or business • Uses online radio/music sites apps: TuneIn
• Used smartphone to take online courses
• Has satellite dish feature: Foreign Language/International Package
• Use portable media player to shop while watching TV
• Has streaming video service from Crunchyroll
LIFESTYLE & MEDIA
Metro Mix
Management & Professional
RACE & ETHNICITY
03 – Tech Nests
F1 – Early-Adopting Elite
23%77%
0%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
College Graduate
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.5
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.58%
2%21%
40%31%
5%1%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
04 – Connected Country
89%Married
Median Household Income: $ 101,408
100%With Kids
89%Home Owners
HOUSEHOLD DEMOGRAPHICS
EMPLOYMENT
F1 – Early-Adopting Elite
Management & Professional
100%Rural
College Graduate
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• For the upscale families in Connected Country, satellite dishes and cell phones have brought the world to their rural enclaves
• These middle-aged families typically own at least three or more cell phones and five or more TV sets connected to a satellite dish
• They particularly enjoy pulling down children's programming and pay-per-view movies
• Own plenty of mainstream consumer electronics, going online for photo processing/sharing, researching upcoming purchases, exchanging email and getting the latest news
• It's not surprising that this segment ranks high for wanting satellite Internet access for work and play
• Has mobile phone primary use: Child Personal Use Only
• Watched three live events on Pay-Per-View in the past year
• Use portable media player to watch a video while watching TV
• Used Internet/apps on smartphone for fantasy sports
• Has virtual assistant
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.6
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.90%
38%62%
0%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
05 – You & I Tunes
32%Married
Median Household Income: $ 91,587
0%With Kids
100%Home Owners
HOUSEHOLD DEMOGRAPHICS
EMPLOYMENT
Management & Professional
Y1 – Young & Wireless
Metro Mix
College Graduate
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• Upper-middle-class couples into digital music
• To hear their favorite bands, they use Internet access for online radio, music downloads. Stay tuned-in with family and friends with social media
• Concentrated in suburban and small-town areas, these are mobile Americans who live on their cell phones, carry work home on laptops and rely on smartphones to stay current with their email
• Many of these consumers have dropped their landline phones altogether and are avid users of their mobile phone connected features
• These younger households stream sports via cable tv connection, have top of the line televisions and a bundled service that includes their mobile phone
• Uses Spotify music service• Use Instagram to follow professional or local
sports team• Visit Reddit social networking site• Used Internet /apps on tablet to take online
courses• Watch video content on a portable media
player
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.7
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.42%
EDUCATION LEVEL
Graduate Degree
06 –High-Tech Society
No-Tech High-TechLow-Tech Mid-Tech
88%Married
Median Household Income: $ 172,534
100%With Kids
90%Home Owners
HOUSEHOLD DEMOGRAPHICS
EMPLOYMENT
F1 – Early-Adopting Elite
ABOUT ME
• Most affluent technology-enabled segment
• Nearly all residents earn six-figure incomes, allowing these Baby Boom couples and their children to surround themselves in tech luxury. In small-town and suburban homes, their family rooms are cluttered with electronics
• High concentration of telecommuters and home-based businesses, many carry employer-provided cell phones and laptops
• Online, they trade stocks, purchase merchandise, and make travel plans. Offline, they tune their televisions to news, business and golf programs
• Have multiple landlines to handle business calls and faxes. In addition to their cell phones and cable connections, they have some of the best-equipped home offices in the nation
• Uses Uber
• Use professional services for online investing
• Has landline for security system
• Reads newspapers on iPad
• Spent $2,500 or more on online purchases in the past year
LIFESTYLE & MEDIA
Management & Professional
RACE & ETHNICITY
0%0%
27%62%
10%1%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
Metro Mix
White, Black, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.8
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.84%
40%60%
0%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
07 –Generation WiFi
25%Married
Median Household Income: $ 65,607
0%With Kids
0%Home Owners
HOUSEHOLD DEMOGRAPHICS
EMPLOYMENT
Management & Professional
Y1 – Young & Wireless
Metro Mix
College Graduate
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The young singles and couples who make up Generation WiFi are a footloose group
• Many of these midscale households have never owned a landline phone and rely on their mobile phones for local, long-distance, and Internet service
• They rank high for using their smartphone while watching TV
• They fill their metro-area apartments with the latest in consumer electronic enhancements, high-speed Internet access and streaming services
• These young consumers watch video on multiple devices and are fans of using Apple phones • Has three or more mobile phones
• Follow sports/teams on Instagram
• Uses online radio/music sites apps: Spotify
• Visits Snapchat social networking site
• Has a paid streaming music subscription
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.9
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.35%
EDUCATION LEVEL
08 – Calling Circles
No-Tech High-TechLow-Tech Mid-Tech
59%Married
Median Household Income: $ 52,135
100%With Kids
0%Home Owners
HOUSEHOLD DEMOGRAPHICS
EMPLOYMENT
F2 – Suburban Spenders
ABOUT ME
• A diverse segment of households who want technology beyond their midscale budgets
• These young renters own a lot of family-centered consumer electronics like video game consoles and home theater systems. They are big cable TV fans who order on-demand movies and children's programs
• Spend heavily for cell phone features like Internet access and unlimited data plans
• These households admit to a long wish list of new and updated tech products and services they'd still like to acquire: video gaming systems, handheld devices, satellite TV service and new mobile phone features
• Price-sensitive consumers, they will switch TV subscription services in search of the best programming and better price
• Use game console to watch video while watching TV
• Switched Internet providers in the past year
• Visited MTV.com
• Use smartphone to post to social networks while watching TV
• Used Boost Mobile as wireless/cell phone carrier
LIFESTYLE & MEDIA
RACE & ETHNICITY
14%51%
28%6%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
White, Black, Asian, Hispanic, Mix
Metro Mix
Employment Mix
SomeCollege
Copyright ©2019 Claritas, LLC. Confidential and proprietary.10
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.34%
EDUCATION LEVEL
No-Tech High-TechLow-Tech Mid-Tech
67%Married
Median Household Income: $ 42,187
100%With Kids
54%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
ABOUT ME
• The rural families in Dish Country spend the largest share of their entertainment dollar on a single product: satellite television
• In their out-of-the-way communities, these middle-class residents rely on satellite service to provide them with network TV shows, pay-per-view programming, and DVR features
• The adults in this segment can afford plenty of consumer electronics for their children, including just about every video game system or handheld game device
• They spend a lot of time on their smartphones: going online, downloading music, playing games, shopping and using social media
• Has mobile phone provider: Straight Talk
• Has virtual reality device
• Has portable media/game player
• Shops for toys or games online
• Uses Dish Network as Internet service provider
LIFESTYLE & MEDIA
RACE & ETHNICITY
09 –Dish Country
F2 – Suburban Spenders
11%49%
34%6%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
100%Rural
HighSchool
Employment Mix
White, Black, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.11
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.33%
EDUCATION LEVEL
No-Tech High-TechLow-Tech Mid-Tech
88%Married
Median Household Income: $ 119,704
100%With Kids
87%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
ABOUT ME
• Many are white-collar management who've wired their homes to accommodate home offices and security systems
• They carry a variety of devices like smartphones and tablets to stay in constant contact with their high-power jobs
• But they also spend heavily on consumer electronics to satisfy their children's fondness for entertainment and gaming
• These households typically own five-plus TV sets along with video game systems and Internet access from Verizon Fios
• With its high concentration of children, this segment scores high for going online to play games, get sports news and use video on-demand for children's programs
• Watch children's programs on-demand
• Has 5+ TVs in home
• Has portable media/game player
• Has virtual reality device
• Has game console
LIFESTYLE & MEDIA
RACE & ETHNICITY
10 – Smart Gamers
F2 – Suburban Spenders
0%0%
31%63%
7%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
Urbanicity Mix
Graduate Degree
Management & Professional
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.12
HOUSEHOLDAGE
DEMOGRAPHICS
61%Married
PRIZM® PREMIER SEGMENT STORYBOARD
Median Household Income: $ 127,764
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs1.68%
0%21%
32%39%
8%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
76%Home Owners
11 –WiFi Warriors
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M1 – Wireless White-Collars
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• A segment of wealthy management who rely on technology for their travel-intensive jobs
• Rank at the top for carrying multiple laptops and cell phones, some of which may be paid for by their employers
• They own all the equipment necessary for a well-furnished home office
• These middle-aged couples have a fondness for decorating their homes with an assortment of laptops and netbooks, TVs, & other gadgets
• Fans of traditional media, they like magazines and TV programs that cover golf, tennis, and business
• They typically go online for news, to book travel arrangements, research car purchases, and trade stocks
• Uses online radio/music sites apps: TuneIn
• Used Internet /apps on tablet for fantasy sports
• Uses Uber and Yelp
• Bought cultural event tickets online
LIFESTYLE & MEDIA
RACE & ETHNICITY
Metro Mix
White, Black, Hispanic, Mix
Management & Professional
Graduate Degree
Copyright ©2019 Claritas, LLC. Confidential and proprietary.13
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs2.25%
10%21%21%
34%13%
1%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
12 – Satellites & Silos
62%Married
Median Household Income: $ 109,497
0%With Kids
76%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Management & Professional
Y1 – Young & Wireless
College Graduate
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The country couples of Satellites & Silos swear by their dishes
• Too isolated for cable or DSL services, these middle-aged, upper-middle income, rural residents rely on satellites for most of their entertainment needs
• They enjoy shopping for clothes and jewelry but are less likely to visit a conventional mall
• They like to shop at Walmart, Sam's Club and Dillard’s
• When compared to other Younger Years groups, they are more likely to listen to satellite radio and have a shared mobile phone plan
• Takes college courses online
• Has satellite Internet connection
• Visits Snapchat.com
• Has satellite dish feature: DVR
• Follows sports on Twitter
LIFESTYLE & MEDIA
RACE & ETHNICITY
100%Rural
White, Black, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.14
HOUSEHOLDAGE
DEMOGRAPHICS
65%Married
PRIZM® PREMIER SEGMENT STORYBOARD
Median Household Income: $ 214,941
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs1.81%
0%16%
37%40%
7%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
77%Home Owners
13 – Cyber Sophisticates
HOUSEHOLD DEMOGRAPHICS’
Graduate Degree
EMPLOYMENT
M1 – Wireless White-Collars
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Rank at the top for using high-speed, wireless Internet access at home. They use the Internet for a range of capital-intensive activities: trading stocks, tracking investments, and booking airline tickets
• These metro mix couples travel a lot on business, so it's no surprise that they're the top segment for reading airline magazines
• They typically carry cell phones and laptops, with many supplied by their employers
• Enjoy relaxing in front of their large-screen TVs wired for digital cable to watch pay-per-view movies and cable networks like CNN, CNBC, ESPN and the Travel Channel
• With many white-collar managers, they embrace smartphone technology to manage emails and support international calls
• Has 3D TV
• Has fiber optic TV feature: Premium Channels
• Has wearable device (e.g. Fitbit)
• Has connected home devices
• Spent $2,500 or more on purchases online
LIFESTYLE & MEDIA
RACE & ETHNICITY
Metro Mix
Management & Professional
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.15
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.68%
0%34%
40%24%
2%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
14 – The Pragmatics
52%Married
Median Household Income: $ 114,561
0%With Kids
64%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Management & Professional
Y1 – Young & Wireless
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The upscale metro mixers in The Pragmatics use technology to simplify their lives
• These households enjoy using multiple television features through their fiber-optic service
• Their mobile phone plans typically have unlimited minute plans with rewards/points programs and early phone upgrade features
• Watch most of their TV on their own schedule using DVR and/or TiVo service and have bundled communications plans
• They utilize online banking and investing and use tablets to browse the Internet and shop
• Uses LivingSocial
• Uses online radio/music sites apps: Spotify
• Used Internet/apps on computer 20 or more ways
• Uses LinkedIn
• Used smartphone to listen to podcasts
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
Graduate Degree
Copyright ©2019 Claritas, LLC. Confidential and proprietary.16
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.18%
EDUCATION LEVEL
15 –Bundled Burbs
No-Tech High-TechLow-Tech Mid-Tech
89%Married
Median Household Income: $ 87,397
100%With Kids
100%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F2 – Suburban Spenders
ABOUT ME
• Bundled Burbs is the kind of place where no one needs to argue over who gets to use the household computer, cell phone or TV set
• In this segment of sprawling, upscale families, mixed area homes are cluttered with all manner of consumer electronics: 3-4 TV sets, three or more cell phones and game consoles
• Their kids like to own the latest smartphones and video game systems
• Their cable TV tastes run toward animation, sports, entertainment specials and reality programming
• Increasingly going online for their entertainment, especially to download music and listen to streaming audio. Many have added their mobile phone to a service bundle in the last year
• Shopped for games or toys on Amazon
• Use portable media player to shop while watching TV
• Visit Tumblr social networking site
• Subscribe to video streaming services
• Watch children's programs on-demand
LIFESTYLE & MEDIA
RACE & ETHNICITY
0%21%
59%19%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
White, Black, Asian, Hispanic, Mix
Urbanicity Mix
Management & Professional
Graduate Degree
Copyright ©2019 Claritas, LLC. Confidential and proprietary.17
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.98%
EDUCATION LEVEL
No-Tech High-TechLow-Tech Mid-Tech
84%Married
Median Household Income: $ 63,874
100%With Kids
100%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
ABOUT ME
• In Kids & Keyboards, parents spend big on technology to entertain and educate their children
• These upper-middle-class, middle-aged families fill their suburban and town homes with a wide assortment of electronic devices
• They favor TV packages that allow them to watch kid-oriented programming on channels like Nickelodeon and Disney, as well as prime networks for the parents
• These households have three or more mobile phones to keep everyone, including their children, connected, and have bundled these with the other services
• Watches children's programs on-demand
• Use smartphone to watch TV using a subscription
• Subscribes to video streaming for sports
• Plays soccer
• Used smartphone Internet/apps for daily deals
LIFESTYLE & MEDIA
RACE & ETHNICITY
16 – Kids & Keyboards
F2 – Suburban Spenders
0%34%
59%7%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
Urbanicity Mix
College Graduate
Management & Professional
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.18
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.52%
0%56%
37%7%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
17 – Time Shifters
43%Married
Median Household Income: $ 75,136
0%With Kids
43%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Management & Professional
Y1 – Young & Wireless
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The members of Time Shifters are a relatively young and mobile group of childless couples
• Live in urban, second city and suburban communities
• Divided between homeowners and apartment-dwellers, these households share a passion for controlling how they consume media and communications, what they get, and when they get it
• They are multitaskers who, while watching TV, will browse the internet, play games, post to social media, shop, and more
• Using a smartphone or computer they go online to download podcasts, access blogs and listen to online music • Uses Hulu
• Use smartphone to play games while watching TV
• Uses Internet/apps for dating/personal ads
• Uses Uber
• Uses Monster.com
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
College Graduate
Copyright ©2019 Claritas, LLC. Confidential and proprietary.19
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs2.12%
1%11%
25%63%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
18 –New Technorati
51%Married
Median Household Income: $ 88,671
0%With Kids
71%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Management & Professional
Y2 – Emerging Techies
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The members of New Technorati are footloose and wireless. These households rarely leave home without their tablets and smartphones
• They long ago gave up their landlines for cell phones, and many frequently change handsets in search of the perfect smartphone
• Back in their houses and apartments in the metro mix sprawl, they typically enjoy TV through a fiber optic subscription
• Those who still have a landline phone need it for their security system
• To keep up-to-date with the world around them, they can spend 5 hours or more on social networking sites each day
• Rank high for using their tablets while watching TV
• Has fiber optic TV feature: Digital Video Recorder Service (DVR)
• Follow sports/teams on Instagram and Twitter
• Uses Internet dating/personal ad apps on multiple devices
• Watched 2 live pay-per-view events in past year
• Bought cultural event tickets online
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
College Graduate
Copyright ©2019 Claritas, LLC. Confidential and proprietary.20
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.32%
EDUCATION LEVEL
19 –Gadgets Galore
No-Tech High-TechLow-Tech Mid-Tech
77%Married
Median Household Income: $ 90,631
100%With Kids
90%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F3 – Frugal Folks
ABOUT ME
• These upper-middle-class may not be the first to embrace new technology, but when they do, they can't get enough
• Their sprawling homes have at least three TV sets connected to cable, laptops and/or desktops, and home monitoring systems
• Favorite television programming includes golf and premium movie channels, and they never leave home without their cell phones & tablets
• Media omnivores who live in both the digital and analog worlds, these consumers enjoy TV and the Internet, as well as newspapers, and magazines about parenting
• Despite the comfortable incomes, residents carry multiple credit cards in addition to second mortgages and lines of credit
• Has 3+ cell phones
• Has 5+ TVs in home
• Has portable media/game player
• Watch children's programs on-demand
• Has telephone services provider: Vonage
LIFESTYLE & MEDIA
RACE & ETHNICITY
0%0%
3%36%
41%19%
2%
18-24
25-34
35-44
45-54
55-64
65-74
75+
White, Black, Asian, Hispanic, Mix
Management & Professional
Metro Mix
College Graduate
Copyright ©2019 Claritas, LLC. Confidential and proprietary.21
HOUSEHOLDAGE
DEMOGRAPHICS
72%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 105,441
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs1.93%
0%0%0%
13%74%
13%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
78%Home Owners
20 –Cinemaniacs
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M2 – Mature Mid-Techs
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• The Boomers of Cinemaniacs spend heavily on film entertainment
• Many are upscale singles and couples who subscribe to cable TV to indulge their passion for cinema with the convenience of video-on-demand
• They are heavy users of established technology, comfortable watching movies on premium movie channels and using their tablets to review movie listings before heading out to the local theater
• Now that they've adopted high-speed Internet, they're online to research car purchases and real estate, shop and make travel reservations
• They get their news through Web-surfing, including local news and weather
• Has cable TV feature: DVR Service
• Has home security system
• Has shared mobile phone plan
• Has electronic reader
• Uses AARP.com
LIFESTYLE & MEDIA
RACE & ETHNICITY
Management & Professional
White, Asian,Mix
College Graduate
Urbanicity Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.22
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.43%
0%2%
26%50%
20%3%
0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
21 –Multimedia Families
64%Married
Median Household Income: $ 61,466
100%With Kids
72%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F3 – Frugal Folks
College Graduate
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The upper-middle-class households of Multimedia Families are all about kids
• Enjoy playing games on the Internet and will play games on multiple devices while watching TV
• Multiple cell phones keep the family connected. They also spend heavily on movies, often ordering by mail or choosing on-demand movies and children's programs from their cable provider
• These households go online for a variety of personal uses; they enjoy checking out sites that offer information, local radio, media apps for download and jobs listings
• With their family's voracious tech tastes, these consumers frequently change ISPs for a faster connection
• Has three or more mobile phones
• Uses mobile phone providers: T-Mobile and Cricket
• Reads newspapers on smartphone
• Listens to Radio.com
• Uses Internet/apps on multiple devices to listen to radio
LIFESTYLE & MEDIA
RACE & ETHNICITY
Urbanicity Mix
Employment Mix
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.23
HOUSEHOLDAGE
DEMOGRAPHICS
88%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 165,949
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs2.05%
0%0%0%
4%46%
49%1%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
98%Home Owners
22 –Analoggers
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M2 – Mature Mid-Techs
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• The exurban couples in Analoggers are not mesmerized by technology; instead, they view it as just another tool to get things done
• These older, empty-nesting Boomers are comfortable with traditional landline phones for business use including faxing, and they likely receive both landline and mobile phone services from one provider
• When they adopted high-speed Internet access, it was to complete their work faster, not to watch videos or download music
• Use the Web primarily to book travel and airfare and buy event tickets
• Listen to all-news radio, read daily and Sunday newspapers, and subscribe to travel and mature market magazines, but also read the newspaper on their iPad
• Listens to satellite radio
• Has fiber optic TV subscription service
• Use Internet/apps on tablet for restaurant information
• Has electronic reader
• Read newspaper via iPad
LIFESTYLE & MEDIA
RACE & ETHNICITY
Metro Mix
Management & Professional
White, Asian,Mix
Graduate Degree
Copyright ©2019 Claritas, LLC. Confidential and proprietary.24
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.18%
EDUCATION LEVEL
23 – Cyber Strivers
No-Tech High-TechLow-Tech Mid-Tech
42%Married
Median Household Income: $ 31,024
100%With Kids
0%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F3 – Frugal Folks
ABOUT ME
• The working-class families that comprise Cyber Strivers say they'd be early tech adopters, if only they could afford it
• These middle-age, diverse families manage with older, less expensive technology
• TV fans who enjoy sitcoms, reality shows, soaps and late-night talk shows
• In their metro apartments, they'll stretch their lower-midscale incomes to buy hand held game systems to keep their children entertained, and spend heavily on cell phone features like game downloads and streaming video
• Their incomes still limit their likelihood of signing long-term cell phone contracts, and they rank near the top of the Family Life groups for using prepaid cell phone service
• Has mobile phone providers: Metro by T-Mobile and Boost Mobile
• Pay bill through mobile app
• Follows MLS or local team on social media
• Use MTV.com
• Listen to Radio.com
LIFESTYLE & MEDIA
RACE & ETHNICITY
1%20%
43%30%
7%1%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
White, Black, Asian, Hispanic, Mix
Metro Mix
HighSchool
Employment Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.25
HOUSEHOLDAGE
DEMOGRAPHICS
86%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 103,355
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
4%With Kids
U.S.HHs1.87%
0%0%0%
9%38%
49%4%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
97%Home Owners
24 – Internet Hinterlands
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M2 – Mature Mid-Techs
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Rural and upscale, the members of Internet Hinterlands rely on dish technology to enhance their lives
• In their rural communities, satellite service is often all that's available for television programming and Internet access
• These Boomer couples are willing to pay for premium Internet and movie packages provided by their satellite carrier
• They're relatively moderate Internet users who go online using computers or tablets, using a wider variety of apps on the tablet than on the computer
• Many households are receptive to older media, reading newspapers, subscribing to outdoor activities and home improvement magazines, and listening to country music on the radio
• Has satellite dish feature: Broadcast TV
• Do not have good cell service so still has landline
• Has satellite Internet at home
• Use Internet/apps on tablet for weather
• Use Internet/apps on tablet for maps/GPS
LIFESTYLE & MEDIA
RACE & ETHNICITY
White
Graduate Degree
100%Rural
Employment Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.26
HOUSEHOLDAGE
DEMOGRAPHICS
78%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 153,400
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs2.08%
0%0%0%
3%46%
49%2%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
93%Home Owners
25 – Low-Speed Boomers
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M2 – Mature Mid-Techs
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Convenience drives Low-Speed Boomers
• Wealthy and educated, these empty-nesting couples typically acquire technology that saves them time and effort
• Rank high for having local phone, long distance, cell phone, and Internet services bundled, and sign up for auto-pay when likely
• Have multiple TV sets connected to premium cable service, enjoying channels like Ovation, Nat Geo Wild and the Golf Channel
• Rarely buy gaming systems or download games to their computer
• Use tablets or computers for the latest local and national news, local events, movie listings, to read financial information, check the weather and shop
• Visits PGATOUR.com
• Own electronic reader
• Has home security system
• Has satellite radio
• Uses Internet/apps on tablet for financial information
LIFESTYLE & MEDIA
RACE & ETHNICITY
Graduate Degree
Metro Mix
Management & Professional
White, Asian,Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.27
HOUSEHOLDAGE
DEMOGRAPHICS
71%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 56,431
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
28%With Kids
U.S.HHs2.10%
0%1%
8%40%40%
11%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
85%Home Owners
26 – Rural Transmissions
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M2 – Mature Mid-Techs
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• They rank at the top for having a TV set connected to a satellite dish, in part because it's the only TV service available in their far-flung communities
• Many are midscale couples who are divided between customers who order basic service and those who get premium packages
• A significant percentage use their satellite's video-on-demand features
• They're otherwise conservative consumers when it comes to technology
• Enjoy hunting, fishing, wildlife and four-wheeler/ATV magazines
• Their limited internet and mobile phone access currently restricts their mobile technology use, but they embrace available technology
• Has satellite TV subscription
• Has satellite dish feature: Broadcast TV
• Visits MSN.com
• Has TV subscription via DISH Network/ EchoStar
• Has mobile phone provider: Straight Talk
LIFESTYLE & MEDIA
RACE & ETHNICITY
White
100%Rural
Employment Mix
HighSchool
Copyright ©2019 Claritas, LLC. Confidential and proprietary.28
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.22%
EDUCATION LEVEL
27 –Video Vistas
No-Tech High-TechLow-Tech Mid-Tech
58%Married
Median Household Income: $ 35,728
100%With Kids
100%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F3 – Frugal Folks
ABOUT ME
• The members of Video Vistas love their entertainment on screens
• These large, lower-middle-class families like to watch TV programs, play video games and watch children's programs through video on-demand services
• In their suburban and second city houses, they often keep their sets on all day, with stay at home parents watching soap operas and talk shows, the kids catching cartoons after school, and everyone gathering together for comedies and reality shows at night
• These households are a growing market for Internet and cell phone services, showing a preference for prepaid plans
• They change ISP and cell phone providers over pricing issues
• Has Satellite Dish Feature: Foreign Language/International Package
• Has Mobile Phone, Number: 3+
• Watch video content on Portable/Car DVD Player
• Play games on game console while watching TV
• Rented Movies/TV shows from Kiosk
LIFESTYLE & MEDIA
RACE & ETHNICITY
1%16%
43%34%
6%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
White, Black, Asian, Hispanic, Mix
Metro Mix
HighSchool
Employment Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.29
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.39%
13%43%
34%9%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
28 –Big City, Small Tech
26%Married
Median Household Income: $ 9,999
100%With Kids
12%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F3 – Frugal Folks
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• With their modest incomes, members of the Big City, Small Tech segment represent only a moderate technology market, with many electronic devices still on a wish list
• These young, low-income families rank near the top for wanting the latest video game consoles, cable and satellite television, and video-on-demand
• High concentration of city minorities, these households are big fans of cell phone technology, paying extra for video streaming, custom ring tones, and Internet access, but carrying prepaid cell phones to control their expenses
• Rank highest of the Family Life groups to have changed mobile phone providers in past year • Has mobile phone provider: Metro by T-
Mobile
• Watch free TV programs on smartphone
• Uses social networking sites 5 or more hours per day
• Use smartphone to watch or download movies
• Has Internet connection via wireless carrier mobile data plan
LIFESTYLE & MEDIA
RACE & ETHNICITY
Employment Mix
White, Black, Asian, Hispanic, Mix
Metro Mix
HighSchool
Copyright ©2019 Claritas, LLC. Confidential and proprietary.30
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.80%
21%53%
26%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
29 – IM Nation
17%Married
Median Household Income: $ 30,032
0%With Kids
46%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Y2 – Emerging Techies
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The young singles and couples in IM Nation stay connected to friends and family thanks to cell phones, having recently severed their landline service (if they had it to begin with)
• In their metro areas and outlying suburbs, these mobile Americans subscribe to a range of smartphone features that allow them to access the Internet, play games and post to social networks
• Despite lower-middle-class incomes, they own video game systems and other consumer electronics at high rates
• They spend a lot of leisure time on the Internet, playing multi-player games, listening to music and watching streaming video
• They think of their wireless phones as lifelines to the world
• Follow sport teams on Instagram
• Take college courses online
• Use Snapchat
• Use streaming video provider: Crunchyroll
• Likely never had landline service
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
SomeCollege
Employment Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.31
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs2.49%
21%55%
23%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
30 – Techs and the City
17%Married
Median Household Income: $ 29,600
0%With Kids
14%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
College Graduate
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• Consists of young, cyberspace-savvy singles who spend much of their free time online
• Rank high for households that download video and audio content from the Internet
• Many have never owned a landline telephone, preferring their cell phones for their calls, Internet access, and voice mail
• Like many young consumers, they love music and listen to their favorite artists on their phones and using online music and radio sites
• Although they rarely read newspapers, they do subscribe to magazines that cover sports, technology, pop culture, and of course, music
• With their lower-middle-class income and student loan payments, they can't afford a lot of consumer electronics
• Has no TV subscription service: Rely on Streaming
• Use apps for job/employment search• Never had landline• Use Reddit social networking site 1-10 hours
per week• Shopped for or used music/video services of
Netflix
LIFESTYLE & MEDIA
RACE & ETHNICITY
Y2 – Emerging Techies
Metro Mix
ServiceMix
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.32
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.94%
0%1%
16%83%
0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
31 – Plug & Play
41%Married
Median Household Income: $ 65,305
0%With Kids
70%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Y2 – Emerging Techies
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• These upper-midscale households are only moderate technology fans
• These childless singles and couples can afford to outfit their urban or suburban homes with large-screen TVs and home theater systems often connected to cable systems that feature cutting-edge content
• Many are white-collar workers who want their entertainment at the ready
• Fans of the Internet, they use their tablets to go online for a variety of activities and use video on-demand to watch sports, movies and premium channel programs
• Their preferred mobile phone plans are unlimited or 1000+ minutes • Has mobile phone provider: Sprint
• Used Internet/apps on tablet for daily deals
• Used Internet/apps on tablet 20 or more ways
• Bought CDs (Compact Discs) online
• Subscribes to cable TV
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
College Graduate
Management & Professional
Copyright ©2019 Claritas, LLC. Confidential and proprietary.33
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs2.94%
EDUCATION LEVEL
32 – Family Dishes
No-Tech High-TechLow-Tech Mid-Tech
42%Married
Median Household Income: $ 23,624
52%With Kids
52%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F3 – Frugal Folks
ABOUT ME
• The middle-age, lower-middle-class households in Family Dishes are finding their interest piqued by the latest technology for TV
• In their remote communities, they get their TV beamed down by satellite, increasingly with on-demand and interactive TV features
• This segment – presumably its children – rank near the top for watching children's programming
• Other technology spending is minimal; relatively few families here have high-speed Internet access, and many are cash-and-carry consumers who use prepaid cell phones
• They prefer magazines to other media formats, enjoying titles such as American Hunter, Bassmaster and Outdoor Life
• Has prepaid cell for no contract
• Has broadband basic speed at home: 1-4 Mbs
• Visits WWE.com
• Never had TV subscription service
• Shopped for toys/games at GameStop
LIFESTYLE & MEDIA
RACE & ETHNICITY
4%18%
32%37%
8%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
White, Black, Hispanic, Mix
HighSchool
Employment Mix
100%Rural
Copyright ©2019 Claritas, LLC. Confidential and proprietary.34
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs2.88%
0%0%
29%60%
11%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
33 –Digital Dreamers
36%Married
Median Household Income: $ 37,398
0%With Kids
30%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Y2 – Emerging Techies
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The lower-middle-class singles and couples are only middling adopters of new technology
• These childless households have a long wish list of digital devices and services they plan to acquire, including large-screen TV screens and satellite TV service
• Enjoy varied video fare, with a subscription for online movie downloads, on-demand movie access, and video streaming capability on their cell phones
• Watch an eclectic mix of TV programs that includes soap operas, religious programming, and music award shows
• Can reach them through magazines like People en Español, Essence and Black Enterprise. They have prepaid cell phones preferring neither a monthly bill nor a lengthy contract
• Has no TV subscription service to save money
• Use Internet to play multi-player video games online, 11-25 hours per week
• Listens to radio online
• Has mobile provider: Boost Mobile
• Follows Minor League Baseball on Facebook
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
HighSchool
Employment Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.35
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.57%
50%43%
7%0%0%0%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
34 –Gearing Up
11%Married
Median Household Income: $ 9,999
0%With Kids
11%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Y2 – Emerging Techies
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• Gearing Up is home to younger and middle-age (most under the age 35), mainly singles signing their first telecommunications agreements
• Because many still have low incomes, they lack the money for the fanciest gear and must choose their devices carefully
• Cell phones are a necessity, so they insist on smartphones that allow them to access the Internet, watching videos and keeping up with social networks
• Heavily into music, they visit radio.com and use Spotify
• While upgrading when possible, they fantasize about tech products they hope to acquire • Never had subscription TV service
• Never had landline phone
• Use Snapchat
• Use Internet to listen to streaming audio
• Spent less than $100 on Internet purchases in the past year
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
HighSchool
ServiceMix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.36
HOUSEHOLDAGE
DEMOGRAPHICS
74%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 93,525
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs1.99%
0%0%0%2%
53%44%
1%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
91%Home Owners
35 –Broadband Boulevards
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M2 – Mature Mid-Techs
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Homes filled with multiple TV sets and landline phones, they've become heavy Internet users who go online to track their investments, get the latest news and make travel plans
• Predominantly white-collar workers typically equip their home offices with printers, scanners and high-speed Internet access
• With their children grown, they are slowly starting to adopt wireless technology, especially cell phones when not at home
• Many subscribe to cable TV services that offer video-on-demand
• Happy with traditional media, keeping their radios tuned to news and their coffee tables stacked with Sunset, Woman's World, Kiplinger's Personal Finance and Scientific American
• Watch DVR 26+ hrs/wk
• Has fiber optic Internet connection
• Has bundled services that include landline
• Has landline for fax machine
• Visits AARP.com
LIFESTYLE & MEDIA
RACE & ETHNICITY
Employment Mix
Metro Mix
Graduate Degree
White, Asian,Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.37
HOUSEHOLDAGE
DEMOGRAPHICS
66%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 81,278
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs1.77%
0%0%0%
5%62%
33%1%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
77%Home Owners
36 –Opting Out
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M2 – Mature Mid-Techs
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• The 45- to 64-year-old couples can afford to buy the latest technology, but choose not to
• These upper-middle-class households' favorite entertainment is television with DVR, broadcast and cable programming, premium sports and movie channels
• Many have started using cell phones but show little interest in cutting-edge smartphones
• Listen to radio stations that play jazz, soft adult contemporary and contemporary inspirational formats, and subscribe to many magazines, enjoying titles like Golf Digest, AARP & Esquire
• Their apparent apathy to technology may have a financial undercurrent--although these households have solid incomes, they're moving towards retirement by investing and saving with financial planners and insurance agents
• Has landline via cable services
• Has mobile phone provider: Consumer Cellular
• Uses Internet/apps on tablet for maps/GPS
• Uses Internet/apps on tablet for real estate listing
• Subscribes to cable TV
LIFESTYLE & MEDIA
RACE & ETHNICITY
Employment Mix
Urbanicity Mix
SomeCollege
White, Black, Asian, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.38
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.48%
0%4%
15%54%
25%2%
0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
37 – Techtown Lites
37%Married
Median Household Income: $ 23,917
30%With Kids
100%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Y3 – Young Startups
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The lower-midscale residents of Techtown Lites are content to live with only basic communication services
• They are price conscious when shopping for technology
• Prefer prepaid cell phones with features they plan to use
• Some of these residents do spend their entertainment budgets on cable TV service to get channels that offer home and garden programs, daytime soaps and reality shows
• These households listen to local radio and will use their tablet to access radio via the Internet
• Pay bills at walk-in service center
• Spends less than 1 hour on Internet per avg/wk
• Has prepaid cell phones to save money
• Do not shop online
• Has phone and Internet through cable
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
HighSchool
Employment Mix
Urbanicity Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.39
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.28%
0%3%
20%50%
26%1%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
38 –New Kids on the Grid
18%Married
Median Household Income: $ 17,644
13%With Kids
0%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Y3 – Young Startups
Metro Mix
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• The downscale, largely middle-aged or older households have only modest budgets that they can devote to communications technology
• With most living in city apartments, they typically own only one TV and don't yet have cable or satellite service
• Having never had a landline phone, they jumped directly to cell phones, though some choose prepaid cell service to control expenses
• Those who do have limited cable service enjoy watching comedies and professional wrestling
• Their taste in magazines reflects their diverse households, reading Life & Style Weekly, Essence and Black Enterprise
• Not everyone owns a computer or has Internet access, which explains the low online behavior
• Does not shop online
• Does not own a computer
• Has prepaid mobile plan
• Reason uses prepaid phone: No Monthly Bill
• Switched mobile phone providers in the past year
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black, Asian, Hispanic, Mix
HighSchool
Employment Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.40
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
TECH USAGE
U.S.HHs1.37%
EDUCATION LEVEL
39 –Video Homebodies
No-Tech High-TechLow-Tech Mid-Tech
21%Married
Median Household Income: $ 16,669
24%With Kids
0%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
F3 – Frugal Folks
ABOUT ME
• If it displays video, these members want it
• These 45- to 64-year-old diverse, urban and second city households manage on lower incomes and have little disposable cash for the latest communications and digital media, but they're champs when it comes to video entertainment
• These households watch a variety of TV programs and the few that do have computers use them to watch videos
• Enjoy their game consoles, Spanish adult hits on radio, and score high for reading magazines, especially People en Español, Ebony and Essence
• And forget about online usage; many have limited access if they access it at all
• Watches Daytime TV
• Use prepaid cell phone
• Are very light Internet users
• Reason uses prepaid phone: No Monthly Bill
• Does not own a computer
LIFESTYLE & MEDIA
RACE & ETHNICITY
1%5%
20%50%
23%2%
0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
HighSchool
Employment Mix
Metro Mix
White, Black, Asian, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.41
HOUSEHOLDAGE
DEMOGRAPHICS
CONNEXIONS® SEGMENT STORYBOARD
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
U.S.HHs1.40%
0%1%
7%46%
40%7%
0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
40 – Low-Tech Country
36%Married
Median Household Income: $ 19,748
17%With Kids
56%Home Owners
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
Y3 – Young Startups
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
ABOUT ME
• These couples and singles enjoy the technology available in their community although it's not the latest and greatest
• Those who can afford a satellite TV service typically have only one TV set hooked up to a dish to watch a variety of broadcast TV programs and sports
• In their tradition-steeped communities, they have low rates for going online, installing wireless networks at home or owning digital consumer electronics
• Listen to gospel and country music, and subscribe to magazines like Bassmaster, Field & Stream and Country Living
• Recently acquired a basic cell phone, although many prefer prepaid service to keep expenses in check
• Has satellite Internet access
• Has TV subscription service: Satellite Dish
• Has mobile pre-paid phone plan for simplicity
• Uses Facebook
• Has mobile phone provider: TracFone
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black,Mix
HighSchool
Employment Mix
100%Rural
Copyright ©2019 Claritas, LLC. Confidential and proprietary.42
HOUSEHOLDAGE
DEMOGRAPHICS
44%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 45,751
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
3%With Kids
U.S.HHs3.52%
0%0%0%
12%68%
19%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
72%Home Owners
41 –Antenna Land
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Approaching retirement, these midscale singles and couples settle for basic cable instead of paying for premium channels
• They go online at average rates using their cable Internet service
• May make long-distance phone calls from home, they use cell phones that are either prepaid or have less than 500 anytime minutes
• Many are childless homeowners who like to watch daytime TV and broadcast station news programs
• Magazine selections include VFW Magazine, American Legion Magazine and AARP
• One of the largest Claritas ConneXions segments, a strong market for older consumer electronics, like CRT TVs and DVD players
• Has landline phone via cable
• Watch regular TV 26+ hours a week
• Use Internet: <1 hour a week
• Does not have streaming video services
• Has telephone services provider: Vonage
LIFESTYLE & MEDIA
RACE & ETHNICITY
Employment Mix
Metro Mix
White, Black, Asian, Mix
SomeCollege
Copyright ©2019 Claritas, LLC. Confidential and proprietary.43
HOUSEHOLDAGE
DEMOGRAPHICS
69%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 74,205
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs2.15%
0%0%0%0%
15%85%
0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
94%Home Owners
42 – Tech Skeptics
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• They may have money and education, but are late adopters when it comes to technology
• These conservative couples are comfortable with their cable or fiber optic TV, landline phone and Internet access bundles
• Many still have landline phone access for fax machines and home security systems
• Fond of television, owning more than three TV sets and subscribing to cable TV packages that offer HD and DVR
• Go online mostly for news, sports and weather. Radio is also a go to for news, talk and classical music formats
• Enjoy reading their daily/weekend newspaper and magazines like Smithsonian, Sunset, Consumer Reports and The New Yorker
• Does not text message
• Pay bills through mail
• Will keep landline phone even if cell service improves
• Low media downloads
• Contributes to PBS
LIFESTYLE & MEDIA
RACE & ETHNICITY
MostlyRetired
Metro Mix
White
Graduate Degree
Copyright ©2019 Claritas, LLC. Confidential and proprietary.44
HOUSEHOLDAGE
DEMOGRAPHICS
73%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 49,063
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
3%With Kids
U.S.HHs2.23%
0%0%0%1%
24%65%
10%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
94%Home Owners
43 –Bucolic Basics
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Rural empty-nesters who limit their technology expenses to satellite TV & basic phone service
• These mature, middle-class homeowners tend to have one or two TV sets connected to a satellite dish, in part because it's the only TV service available in their remote communities
• Watch comedies, game shows, sports and movies
• While they may have Internet services from their satellite providers, these households have relatively low interest in the Internet or other digital technology, for that matter
• Few have acquired video game consoles or anything with Bluetooth technology. They prefer traditional media like magazines (particularly hunting and fishing titles) and radio (adult standards and country music)
• Has Satellite TV subscription
• Are very light Internet users
• Has landline due to poor cell service
• Pay bills through mail
• Does not own a computer
LIFESTYLE & MEDIA
RACE & ETHNICITY
100%Rural
HighSchool
MostlyRetired
White
Copyright ©2019 Claritas, LLC. Confidential and proprietary.45
HOUSEHOLDAGE
DEMOGRAPHICS
16%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 16,032
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
5%With Kids
U.S.HHs2.05%
0%0%
3%29%
51%17%
0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
0%Home Owners
44 – Leisurely Adopters
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Given their downscale incomes and advancing age, they keep their technology spending to a minimum by necessity
• These diverse households tend to contain singles in their late forties to early sixties
• Fans of traditional media, they watch more than 26 hours of TV a week, particularly daytime soaps, game shows and talk shows
• Slowly expanding their video options, signing up for cable service and buying movies for home viewing
• Little interest in digital technology, rarely going online or carrying wireless devices
• Making technological transition from landline to cell phone service, and those interested in Internet access use a wireless carrier data plan
• Has one TV in home
• Does not own a computer
• Has prepaid cell for no contract
• Are heavy TV viewers
• Are light Internet users
LIFESTYLE & MEDIA
RACE & ETHNICITY
HighSchool
Metro Mix
Employment Mix
White, Black, Hispanic, Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.46
HOUSEHOLDAGE
DEMOGRAPHICS
32%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 22,163
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
10%With Kids
U.S.HHs1.38%
0%0%
3%28%
52%17%
0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
100%Home Owners
45 – Landline Living
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• In this diverse segment of small-town and second city, working-class households, couples in their late forties through mid-sixties manage well without smartphones, laptops or the Internet
• Instead, these households spend their slim communications budgets with cable subscriptions for TV, landline phone and online access
• And they spend their leisure time in front of a TV, watching programs on ABC, CBS, NBC and Telemundo
• Fond of gospel, Spanish contemporary Christian and urban radio formats
• Their low-tech media options include reading House Beautiful, Family Fun, Redbook, Black Enterprise and Bassmaster magazines
• Does not access the Internet
• Has one cell phone
• Are heavy TV viewers
• Has mobile phone plan: <200 Minutes
• Listens to gospel radio
LIFESTYLE & MEDIA
RACE & ETHNICITY
HighSchool
Employment Mix
White, Black,Mix
Urbanicity Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.47
HOUSEHOLDAGE
DEMOGRAPHICS
73%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 79,753
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
2%With Kids
U.S.HHs2.24%
0%0%0%0%0%
54%46%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
91%Home Owners
46 –Old-Time Media
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Despite their upper-middle-class incomes and well-appointed homes, these aging couples and singles stick to more traditional technology like CRT TVs
• They will have cable TV access and some homes have begun to use Fiber Optic TV subscriptions
• Households qualify as serious news buffs who read daily and Sunday newspapers from cover to cover
• Favorite radio stations include those featuring adult standards mixed in with all news, news/talk, and business news programming
• These consumers have made one concession to new tech products by acquiring either traditional pre-paid or minute-use defined cell phones
• Has mobile phone provider: Consumer Cellular
• Has landline phone service
• Are light Internet users
• Does not use smartphone
• Has TV subscription through cable
LIFESTYLE & MEDIA
RACE & ETHNICITY
White
Urbanicity Mix
Graduate Degree
MostlyRetired
Copyright ©2019 Claritas, LLC. Confidential and proprietary.48
HOUSEHOLDAGE
DEMOGRAPHICS
33%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 23,980
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
6%With Kids
U.S.HHs1.19%
0%0%2%
26%54%
17%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
100%Home Owners
47 –Discounts & Deals
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• These older empty-nesting singles and couples are comfortable with slower Internet access and smaller cable TV packages rather than the more expensive enhanced packages
• They prefer to carry prepaid cell phones to avoid monthly charges
• Their dedication to cut-rate services stems from their downscale budgets and old-fashioned technology tastes
• They're keen to find the best cell phone options at the lowest price, preferring minute-based offers that save money and avoid lengthy contracts
• When watching TV, they put their deal-seeking know-how to the test by playing along with contestants on The Price is Right
• Are very light Internet users
• Has no TV subscription service to save money
• Has mobile phone plan: <200 minutes
• Has landline phone service through cable
• Listens to talk radio
LIFESTYLE & MEDIA
RACE & ETHNICITY
HighSchool
Employment Mix
White, Asian,Mix
Urbanicity Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.49
HOUSEHOLDAGE
DEMOGRAPHICS
60%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 49,964
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
5%With Kids
U.S.HHs2.33%
0%0%0%0%0%
100%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
82%Home Owners
48 –Dial-Up Duos
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Most 65+ years old, these mostly childless couples own few wireless products in their suburban homes
• Many have a home PC but find dial-up Internet access sufficient for their rare online surfing
• Though they may use cable TV, some have begun switching to fiber optic and satellite services for TV and online
• Rank high for acquiring cell phones (but not high-end smartphones) for an emergency. Many use these prepaid cells for long-distance calls
• Listen to the radio (especially news/talk and adult standards) and subscribe to magazines (particularly health and fraternal titles)
• High rate for reading newspapers – from the headlines to the op-ed page to the TV listings
• Choose simple cell phone plans
• Does not text message
• Does not use social networking sites
• Does not shop online
• Has landline phone provider: AT&T
LIFESTYLE & MEDIA
RACE & ETHNICITY
White, Black,Mix
Urbanicity Mix
MostlyRetired
M3 – Offline Seniors
SomeCollege
Copyright ©2019 Claritas, LLC. Confidential and proprietary.50
HOUSEHOLDAGE
DEMOGRAPHICS
37%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 18,455
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
7%With Kids
U.S.HHs1.25%
0%0%1%
21%52%
26%0%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
68%Home Owners
49 – Satellite Seniors
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
M3 – Offline Seniors
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Have downscale incomes and modest technology budgets. These 45-64-year-old homeowners typically have satellite TV and Internet on their property because it provides the only service available in their remote areas
• Watch TV for more than twenty-six hours per week. They keep up with current events by watching nightly newscasts and early morning news/talk shows
• Their limited online activities are centered around social media like Facebook
• It would be hard to find a household in this segment that has a piece of cutting-edge consumer electronics, but they've begun to upgrade in small ways
• Some are switching from landline phones to cell phones, they don't make changes easily
• Has no Internet connection
• Use prepaid cell phone
• Does not have household computer
• Has mobile phone provider: TracFone
• Watch daytime TV
LIFESTYLE & MEDIA
RACE & ETHNICITY
HighSchool
Employment Mix
100%Rural
White, Black,Mix
Copyright ©2019 Claritas, LLC. Confidential and proprietary.51
HOUSEHOLDAGE
DEMOGRAPHICS
45%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 38,560
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
0%With Kids
U.S.HHs2.22%
0%0%0%0%0%
54%46%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
85%Home Owners
50 – Early-Bird TV
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• The aging seniors in Early-Bird TV love their televisions--and that's about it among technology options
• Most 65+ years old and have little interest in computers, smartphones and the Internet. With midscale incomes, these homeowners typically have one TV set hooked up to cable service
• Likely to watch PBS and other broadcast channels with programs like PBS NewsHour, 60 Minutes, Great Performances and Live from Lincoln Center
• Others include the Price is Right, Jeopardy and Wheel of Fortune
• Beyond TV, they get their news from the daily paper and occasional magazines
• Have a cell phone for emergencies only
• Does not watch any TV on-demand
• Do not own a computer
• Pay phone bill through mail
• Has landline phone service through Verizon
• Contributes to public radio
LIFESTYLE & MEDIA
RACE & ETHNICITY
White
Urbanicity Mix
MostlyRetired
M4 – Elderly Traditionalists
HighSchool
Copyright ©2019 Claritas, LLC. Confidential and proprietary.52
HOUSEHOLDAGE
DEMOGRAPHICS
28%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 18,777
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
1%With Kids
U.S.HHs2.89%
0%0%0%2%
20%53%
25%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
78%Home Owners
51 – Tech-Free Frontier
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• While traditionally Tech-Free, Tech-Free Frontier households have started to add newly available tech, one step at a time
• These mostly-over 65-year-old-singles and couples get by with downscale incomes, an independent spirit and as little technology as possible
• On their single TV set, they enjoy soaps, movies, game shows, comedies, early evening newscasts, The Price is Right and CBS Evening News
• They will look at newspapers for TV listings and advertising sections
• Are uninterested in radio except for country music stations, and subscribe to only a handful of magazines at above-average rates, including Birds & Blooms and fraternal titles
• Does not own a computer
• Has satellite TV subscription
• Has landline due to poor cell service
• Watches daytime TV
• Listens to classic country radio
LIFESTYLE & MEDIA
RACE & ETHNICITY
HighSchool
100%Rural
White
M4 – Elderly Traditionalists
MostlyRetired
Copyright ©2019 Claritas, LLC. Confidential and proprietary.53
HOUSEHOLDAGE
DEMOGRAPHICS
19%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 21,799
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
1%With Kids
U.S.HHs3.65%
0%0%0%0%
16%64%
20%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
61%Home Owners
52 – The Unconnected
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• These single retirees have no interest in acquiring smartphones, digital cable or wireless-connected computers
• Typically own one TV set to watch favorite programs like Inside Edition, The View, The Price is Right and Let's Make a Deal
• Many have cable service, though they save money with the basic package
• For those who own a cell phone, it's typically prepaid and offers few features
• Aren't even big fans of traditional media and have mostly abstained from computers and other new media as well
• Their favorite music, adult standards, reflects their nostalgia for an era where wireless technology meant a ham radio set
• Has no Internet connection
• Does not own a smartphone
• Has prepaid cell phone has no monthly bill
• Has one mobile phone
• Does not have TV subscription
LIFESTYLE & MEDIA
RACE & ETHNICITY
HighSchool
White, Black, Mix
M4 – Elderly Traditionalists
MostlyRetired
Urbanicity Mix
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HOUSEHOLDAGE
DEMOGRAPHICS
7%Married
CONNEXIONS® SEGMENT STORYBOARD
Median Household Income: $ 9,999
Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2017,.
ABOUT ME
1%With Kids
U.S.HHs3.20%
0%0%0%
8%40%
44%8%
18-24
25-34
35-44
45-54
55-64
65-74
75+
EDUCATION LEVEL
36%Home Owners
53 – Last to Adopt
HOUSEHOLD DEMOGRAPHICS’
EMPLOYMENT
TECH USAGE
No-Tech High-TechLow-Tech Mid-Tech
• Tend to have one TV set hooked up to basic cable, which they use to spend several hours a day watching talk shows, soaps and game shows
• They pass on any enhanced features because of costs, and they rate above average for consuming no other media
• Find value in some newer communication tech if it keeps them in contact with friends and loved ones
• In their downscale homes and apartments in cities and towns, they subscribe to a few magazines with entertainment and home/family related titles
• They lead simple, mostly technology-free lives and only use technology if and when they want or need it
• Does not own a computer
• Has one TV
• Has one mobile phone
• Uses prepaid mobile phone
• Listens to adult standards radio
LIFESTYLE & MEDIA
RACE & ETHNICITY
MostlyRetired
M4 – Elderly Traditionalists
HighSchool
Metro Mix
White, Black, Hispanic, Mix