Download - PRIZM Premier - Claritas PremierPoster_2018.pdf · Ready to get started? Visit mybestsegments.com or call 800•234•5973 to learn more. $ # PRIZM® Premier USA #

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

$

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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

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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


EMPTYNESTS

20

UrbanUpscaleYoungerFamily MixGraduate Plus HomeownersModerate IPABelow Average Tech

Owns a BMWEats at StarbucksShops at Crate & BarrelPlays tennisVisits EuropeUses UberListens to News


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


PARK BENCHSENIORS

67

Lifestage GroupIncomeAge ClassHousehold CompositionEducationTenureIncome Producing AssetsTech Use


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

$

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

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


GRAYPOWER

08

Social GroupIncomeAge ClassHousehold CompositionEducationTenureIncome Producing AssetsTech Use


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


PARK BENCHSENIORS

67

Social GroupIncomeAge ClassHousehold CompositionEducationTenureIncome Producing AssetsTech Use


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.

Download - PRIZM Premier - Claritas PremierPoster_2018.pdf · Ready to get started? Visit mybestsegments.com or call 800•234•5973 to learn more. $ # PRIZM® Premier USA #

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