Widget Corporation - HigherEd Marketing

Transcription

PRIZMNE Custom Target Analysis
Widget Corporation
Widget Customers
Copyright 2004, Claritas Inc.
Table of Contents
Introduction
Summary Description of this Analysis Package
Project Goals & Methodology
Executive Summary
Who are the targets?
What are they like?
Where can I find them?
How can I reach them?
Who
Understanding PRIZMNE Profile Reports
Profile Charts & Reports
Target Group Profile Charts & Reports
What
Understanding Target Cluster Index (TCI) Reports
Demographics & Lifestyles Reports by Target
Where
Understanding Maps & Reports*
Market Potential Index Report
* Maps are included in the Executive Summary section
How
Media Usage, Magazine Readership, & TV Viewership by Target
Next Steps
Media Targeting
Outdoor Advertising
Direct Marketing
Segmentation Link Partners
Appendix
PRIZMNE Cluster Narratives
Executive Summary
What are they like?
Where are the targets?
This section provides a quick overview of the major findings of the analysis. This section
provides a view of the overall results without the need to review all the reports and maps run
for the analysis. For more detailed information, the reader can refer to the reports in the
individual sections.
Determining Base Counts
An important first step in the analysis is to determine the appropriate base definition for
Widget Customers so that the profile can be matched to the correct household base. The base
definition is important since the measures of penetration and index are calculated using base
area cluster distributions.
The distribution of Widget Customers required a regionally specific base. Household counts
for ZIP Codes containing two or more customers (95%) were used as the base for profiling.
PRIZMNE Profiling
The following profile was developed for this analysis:
♦ ♦Widget Customers (53,403)
The number enclosed in parentheses indicates the total count for the profile.
Profile Analysis
From profile reports we can quickly see that Widget Customers are highly educated and
wealthy.
When ranked by index, we can see that if we were to market to the first quintile (20% of the
clusters), we’d be reaching 44.67% of Widget Customers. The second quintile contains
29.30% of the Widget Customers. Which means that if we were to market to base area
households indicated by the clusters in the first two quintiles, we’d expect to reach 73.97% of
the Widget Customers - representing an index of 186. (We’d be 1.86 times as likely to reach
our audience.)
Game Plan Categories
Expansion
Core
NonTarget
Conversion
Index 100 ↑
Percent of
Widget Customers 1.51% →
Widget Customers
Target
Category
Number of
Clusters
Percent of
Base Households
Percent of
Widget
Customers
Index
Core
Expansion
Conversion
NonTarget
18
0
4
44
34.74
0
7.93
57.34
69.06
0
7.21
23.73
199
0
91
41
CORE
Social
Group
S1
S1
S1
U1
T1
S1
U1
S2
T1
C1
T1
C1
S2
S2
U1
S2
T1
T1
Cluster
1
2
3
4
5
6
7
8
9
10
11
12
14
15
16
19
20
25
Nickname
Upper Crust
Blue Blood Estates
Movers & Shakers
Young Digerati
Country Squires
Winner's Circle
Money & Brains
Executive Suites
Big Fish, Small Pond
Second City Elite
God's Country
Brite lites, Li'l City
New Empty Nests
Pools & Patios
Bohemian Mix
Home Sweet Home
Fast-Track Families
Country Casuals
TOTAL
Base
Households
% Comp
Widget
Customers
% Comp
Index
2.35
1.41
2.30
1.80
2.21
1.47
3.00
1.53
1.92
1.62
1.73
2.06
1.51
1.76
2.64
2.48
1.45
1.50
6.93
3.87
6.00
3.08
3.10
2.01
6.73
2.83
4.81
3.16
3.95
3.34
2.49
3.13
4.57
3.71
2.09
3.25
295
274
261
171
140
137
225
184
250
195
229
162
166
177
173
150
144
217
34.74
69.06
199
Game Plan Categories (continued)
Widget Customers
EXPANSION
Social
Group
Cluster
Nickname
TOTAL
Base
Households
% Comp
Widget
Customers
% Comp
Index
0
0
0
Base
Households
% Comp
Widget
Customers
% Comp
Index
2.12
1.63
2.04
2.13
2.07
1.52
1.82
1.80
98
93
89
84
7.93
7.21
91
CONVERSION
Social
Group
C1
S2
S3
C2
Cluster
13
18
22
24
Nickname
Upward Bound
Kids & Cul-de-sacs
Young Influentials
Up-and-Comers
TOTAL
Game Plan Categories (continued)
NONTARGET
Social
Group
S2
S3
T2
U1
C2
T2
U1
S3
U2
T2
T2
C2
C2
S3
T2
T3
S3
U2
C2
T3
T3
S4
T3
S4
C3
T4
S4
T3
T3
S4
C3
U2
T4
T4
T4
T4
U3
C3
U3
C3
C3
T4
U3
U3
Cluster
17
21
23
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
Nickname
Beltway Boomers
Gray Power
Greenbelt Sports
The Cosmopolitans
Middleburg Managers
Traditional Times
American Dreams
Suburban Sprawl
Urban Achievers
New Homesteaders
Big Sky Families
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Mayberry-ville
Simple Pleasures
Domestic Duos
Close-In Couples
Sunset City Blues
Red, White & Blues
Heartlanders
New Beginnings
Blue Highways
Old Glories
City Startups
Young & Rustic
American Classics
Kid Country, USA
Shotguns & Pickups
Suburban Pioneers
Mobility Blues
Multi-Culti Mosaic
Golden Ponds
Crossroad Villagers
Old Milltowns
Back Country Folks
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Family Thrifts
Bedrock America
Big City Blues
Low-Rise Living
TOTAL
Base
Households
% Comp
Widget
Customers
% Comp
1.33
1.51
1.55
0.76
0.75
0.84
1.77
1.84
2.39
1.70
0.66
1.57
1.54
1.60
1.23
1.29
1.42
1.64
2.02
0.95
0.86
1.98
0.48
1.24
1.43
1.22
1.27
0.93
0.50
1.32
1.49
1.92
0.71
0.72
0.88
0.54
1.84
1.23
1.60
1.21
1.92
0.74
1.50
1.45
1.32
1.25
0.82
0.58
0.45
0.47
1.16
1.40
1.15
1.03
0.29
0.53
0.89
0.66
0.84
0.49
0.80
0.66
0.52
0.21
0.33
0.85
0.20
0.14
0.33
0.46
0.42
0.15
0.11
0.65
0.18
0.67
0.12
0.20
0.19
0.35
0.73
0.16
0.37
0.22
0.21
0.13
0.56
0.47
99
83
53
76
60
55
65
76
48
61
44
34
58
41
68
38
56
40
26
22
38
43
41
11
23
38
33
16
21
49
12
35
17
28
21
64
40
13
23
18
11
18
37
33
57.34
23.73
41
Index
Target Groups
Target groups were formed by selecting those clusters that indexed average and above (100+)
and grouping those with similar demographic and socio-economic characteristics.
The recommended target groups for Widget Customers are:
Target Group
Clusters
Social
Group
Wealthy Suburbia
01 Upper Crust
02 Blue Blood Estates
03 Movers & Shakers
S1
S1
S1
Boomtown Gentry
09 Big Fish, Small Pond
11 God's Country
25 Country Casuals
T1
T1
T1
Upscale Older
07 Money & Brains
10 Second City Elite
15 Pools & Patios
14 New Empty Nests
U1
C1
S2
S2
Young Urbanites
08 Executive Suites
16 Bohemian Mix
04 Young Digerati
S2
U1
U1
Comfortable Homes
12 Brite Lites, Li'l City
19 Home Sweet Home
20 Fast-Track Families
05 Country Squires
06 Winner's Circle
C1
S2
T1
T1
S1
%Comp
6.93
3.87
6.00
16.81
4.81
3.95
3.25
12.01
6.73
3.16
3.13
2.49
15.52
2.83
4.57
3.08
10.48
3.34
3.71
2.09
3.10
2.01
14.25
Index
295
274
261
277
250
229
217
233
225
195
177
166
197
184
173
171
175
162
150
144
140
137
147
Targets account for 69% of all Widget Customers and 35% of base area households and
should be the focus of your targeting strategy. Off-Target households are not the focus of
your marketing efforts. However, many will be reached due to unavoidable spillover
inherent in any marketing effort. But by focusing your marketing dollars on the highest
potential segments, your efficiencies are increased since you are ensuring that the best
prospects are being reached with the right message in the right medium.
Widget Corporation Targets
Widget Customers
Widget Customers
Percent of Widget Customers
Wealthy Suburbia
Boomtown Gentry
Upscale Older
Young Urbanites
Comfortable Homes
Off Target
% Down
16.81
12.01
15.52
10.48
14.25
30.93
100.00
17%
Wealthy Suburbia
31%
Boomtown Gentry
12%
Upscale Older
Young Urbanites
Comfortable Homes
16%
14%
Off Target
10%
Base Area Households
6%
Percent of Base Area Households
Wealthy Suburbia
Boomtown Gentry
Upscale Older
Young Urbanites
Comfortable Homes
Off Target
5%
% Down
6.06
5.15
7.89
5.97
9.66
65.27
100.00
Wealthy Suburbia
8%
Boomtown Gentry
6%
Upscale Older
Young Urbanites
10%
65%
Comfortable Homes
Off Target
58% of Customers from 32% of Base = 199 Overall Index
What are they like?
Using Target Group reports from the WHO section and Target Cluster Index reports from the
WHAT section, we are able to tell a great deal about the Widget Customers Target Groups.
The following pages provide descriptions of each of the target groups.
Wealthy Suburbia
PRIZMNE Clusters
01 Upper Crust
03 Movers & Shakers
Social
Group
S1
S1
S1
TOTAL
Base
Households
%Comp
Widget
Customers
%Comp
Widget
Customers
Index
2.35
1.41
2.30
6.93
3.87
6.00
295
274
261
6.06
16.81
277
1) Wealthy Suburbia are predominantly (target group description follows)
Wealthy Suburbia are also...
More Likely to...
Less Likely to...
Have Household Income of $500,000+
---------
Have a Home Valued < $99,999
---------
Buy from Cheesecake Factory
---------
Buy from Taco Johns, Shoney's, or Church's Chicken
---------
Boomtown GentryFolk
PRIZMNE Clusters
11 God's Country
25 Country Casuals
Social
Group
Base
Households
%Comp
T1
T1
T1
TOTAL
Widget
Customers
%Comp
Widget
Customers
Index
1.92
1.73
1.50
4.81
3.95
3.25
250
229
217
5.15
12.01
233
2) Boomtown Gentry Folk are predominantly (target group description follows)
Boomtown Gentry Folk are also...
More Likely to...
Less Likely to...
-----------
-----------
-----------
-----------
Upscale Older
PRIZMNE Clusters
Social
Group
07 Money & Brains
15 Pools & Patios
14 New Empty Nests
U1
C1
S2
S2
Base
Households
%Comp
TOTAL
Widget
Customers
%Comp
Widget
Customers
Index
3.00
1.62
1.76
1.51
6.73
3.16
3.13
2.49
225
195
177
166
7.89
15.52
197
3) Upscale Older are predominantly (target group description follows)
Upscale Older are also...
More Likely to...
Less Likely to...
-----------
-----------
-----------
-----------
Young Urbanites
PRIZMNE Clusters
Social
Group
08 Executive Suites
16 Bohemian Mix
04 Young Digerati
S2
U1
U1
Base
Households
%Comp
TOTAL
Widget
Customers
%Comp
Widget
Customers
Index
1.53
2.64
1.80
2.83
4.57
3.08
184
173
171
5.97
10.48
175
4) Young Urbanites are predominantly (target group description follows)
Young Urbanites are also...
More Likely to...
Less Likely to...
-----------
-----------
-----------
-----------
Comfortable Homes
PRIZMNE Clusters
12 Brite Lites, Li'l City
19 Home Sweet Home
05 Country Squires
06 Winner's Circle
Social
Group
Base
Households
%Comp
C1
S2
T1
T1
S1
TOTAL
Widget
Customers
%Comp
Widget
Customers
Index
2.06
2.48
1.45
2.21
1.47
3.34
3.71
2.09
3.10
2.01
162
150
144
140
137
9.66
14.25
147
5) Comfortable Homes are predominantly (target group description follows)
Comfortable Homes are also...
More Likely to...
Less Likely to...
-----------
-----------
-----------
-----------
Where are the targets?
DMA Market Potential
The top ten DMA markets ranked Market Potential Index are:
DMA
Households
San Francisco et al, CA
Washington et al, DC-MD
New York, NY
Boston et al, MA-NH
Hartford & New Haven, CT
Chicago, IL
Detroit, MI
Baltimore, MD
Philadelphia, PA
Los Angeles, CA
Index
2,514,674
-------------------
145
-------------------
Here is a summary by quintile of the DMA MPI Map:
Households
Count
Households
% Comp
MPI
Quintile 1
Quintile 2
Quintile 3
Quintile 4
Quintile 5
22,110,064
22,660,720
21,111,248
21,787,969
21,743,633
20.21
20.71
19.29
19.91
19.87
119
98
84
71
55
TOTAL
109,413,634
100.00
86
ZIP Market Potential – San Francisco-Oakland-San Jose, CA DMA
Here is a summary by quintile of the ZIP Market Potential Index Map for Widget Customers
in the San Francisco-Oakland-San Jose, CA DMA:
Households
% Comp
Quintile 1
Quintile 2
Quintile 3
Quintile 4
Quintile 5
24.40
21.84
20.62
18.92
14.22
Households
% Pen
73.61
64.82
60.94
55.95
46.19
MPI
138
122
114
105
87
PRIZM NE Market Potential Index Map
for United States
MPI: Widget Customers
Households
Households
Count
% Comp
Measure
Quintile 1
22,110,064
20.21
119
Quintile 2
22,660,720
20.71
98
Quintile 3
21,111,248
19.29
84
Quintile 4
21,787,969
19.91
71
Quintile 5
Total
21,743,633
19.87
55
109,413,634
100.00
86
PRIZM NE Market Potential
San Francisco-Oakland-San Jose, CA DMA (DMA By ZIP)
MPI: Widget Customers
95587
95587
95587
95587
95587
95587
95585
95585
95585
95428
95428
95428
95417
95417
95417
95488
95488
95488
00022
00022
95437
95437
95437
95437 00022
95437
95437
95490
95490
95490
95420
95420
95420
95420
95469
95469
95469
95469
95469
95469
95470
95470
95470
00048
00048
00048
00048
00048
00048
95410
95410
95410
95493
95493
95493
95493
95493
95493
95464
95464
95464
95482
95482
95482
95466
95466
95466
95459
95459
95459
95468
95468
95468
95453
95453
95453
95453
95415
95415
95415
95494
95494
95494
95494
95494
95494
95449
95449
95449
95423
95423
95423
95422
95422
95422
95457
95457
95457
95445
95445
95445
95445
95445
95445
95425
95425
95425
95412
95412
95412
95461
95461
95461
95441
95441
95441
95441
95441
95441
94567
94567
94567
95448
95448
95448
94508
94508
94508
94508
94508
94508
95404
95404
95404
95404 94574
95404
95404
94574
94574
94574
94574
95436
95436
95436
95436
95436
95450
95450
95450
95450
95450
95450
95401
95401
95401
95465
95465
94599
94599
95465
94599
95465
95465
94599
94599
95442
95442
95442
95442
94928
94928 95442
94928
94928
94928
94928
94922
94922
94922
94558
94558
94558
94558
94558
95476
95476
95476
95476
95476
94533
94533
94533
94533
94533
94929
94929
94929
94929
94929
94952
94952
94952
94952
94952
94952
94940
94940
94940
94940
94940
94940
94503
94503
94503
94503
94503
94503
94945
94945
94945
94945
94945
94945
94937
94937
94937
94937
94937
94510
94510
94510
94510
94510
94933
94933
94933
94933
94933
94933
94547
94547
94547
94509
94509
94509
94509
94509
94901
94901
94901
94901
94901
94517
94517
94513
94513
94517
94513
94517
94517
94513
94513
94530
94530
94530
94530
94530
94530
94924
94924
94924
94549
94549
94549
94920
94920
94549
94549
94920
94920
94920
94611
94611
94611
94611
94611
94611
94506
94506
94506
94506
94506
94102
94102
94102
94102 94501
94102
94102
94501
94501
94501
94501
95421
95421
95421
94005
94005
94005
94541
94541
94541
94541
94541
94541
94568
94568
94568
94568
94550
94550
94550
94550
94550
94550
94010
94010
94010
94536
94536
94536
94536
94002
94002
94002
94002
94002
94002
94019
94019
94019
94019
94019
94025
94025
94025
95002
95002
95002
95002
94022
94022
94022
94022
94022
95140
95140
95140
95050
95050
95140
95140
95050
95050
95050
94020
94020
94020
95135
94020
94020
95135
95135
95008
95008
95008
95008 95135
95008
95008
94021
94021
94021
94021
94021
95013
95013
95013
95013
95013
95037
95037
95037
95037
95037
95037
95020
95020
95020
Break Name
%Comp
%Pen
MPI
Quintiles: 1
24.4
73.61
138
Quintiles: 2
21.84
64.82
122
Quintiles: 3
20.62
60.94
114
Quintiles: 4
18.92
55.95
105
Quintiles: 5
14.22
46.19
87
General Media Usage
Using the Target Cluster Index Report for Media Usage one can quickly draw comparisons
of the similarities and differences between the media habits of the Widget Customers target
groups. For example, the chart below was created using the Media Usage TCI report.
Likely Media Usage Habits by Target Group
Listen to Bloomberg Network Radio
-----
1. Wealthy Suburbia
-------
-------
2. Boomtown Gentry Folk
-------
-------
3. Upscale Older
-------
-------
4. Young Urbanites
-------
-------
5. Comfortable Homes
-------
Specific Magazines & Television Programs
For each of the target groups, one can use the Target Cluster Index reports to understand the
magazines and television shows worth investigating for the individual target groups.
Below are a few magazines and television programs worthy of consideration. These rank as
the top five for each of the target groups.
Magazines
Golf Digest
---------
Television Programs
1. Wealthy Suburbia
CBS Kennedy Center Honors
---------
-----------
2. Boomtown Gentry Folk
-----------
-----------
3. Upscale Older
-----------
-----------
4. Young Urbanites
-----------
-----------
5. Comfortable Homes
-----------
WHO are the targets?
Understanding PRIZMNE Profile Reports
PRIZMNE Profile reports let you analyze the PRIZMNE Cluster profile of any group of
customers or prospective customers - users of a particular product, households sharing given
demographic characteristics or lifestyles, etc. These reports are used to identify groups of
PRIZMNE Clusters (neighborhood types) on which to focus a target-marketing program.
Profile Index Bar Charts graphically display the PRIZMNE Profile for any group of
customers or prospective customers. Each PRIZMNE bar chart consists of a series of
horizontal bars that indicate the index of concentration for a profile in individual PRIZMNE
Clusters - the extent to which usage of your product is concentrated in each cluster. Bars to
the right of the center axis indicate above average performance while those to the left
indicate below average performance. A numeric scale spans the bar chart to show the range
of measures represented by the bars. Scale values range from zero to the highest index
calculated for the profile.
Cluster Profile Report, ranked by cluster – This report shows the sixty-six PRIZMNE
Clusters in ascending order. This ranking is useful in understanding the general
socioeconomic characteristics of the profile.
Cluster Profile Report, quintiles ranked by index – This report shows the same data as the
report above, except that clusters are ranked by index of concentration and grouped in
quintiles (approximate fifths) of the base count. This format allows you to quickly identify
the users of your product. In addition, you can size the market by viewing the quintile
subtotals percent composition for both the base and the product. For example, you might
find that 50% of your customers come from 20% of the total market.
Contents of a profile report
Most PRIZMNE Profile reports include these measures for each cluster:
•
Count and percent composition (or % down) for the base profile -- the profile of the
universe against which the product profile is compared to.
•
Count, percent composition (or % down), percent penetration (or % across), and index of
concentration for the product profile.
Figure 1 on the next page is a typical PRIZMNE Profile report:
PRIZMNE Profile Report by Cluster
#
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
:
PRIZMNE Cluster
Nickname
Upper Crust
Blue Blood Estates
Movers & Shakers
Young Digerati
Country Squires
Winner's Circle
Money & Brains
Executive Suites
Second City Elite
God's Country
Upward Bound
New Empty Nests
Pools & Patios
Bohemian Mix
Beltway Boomers
Kids & Cul-de-sacs
Home Sweet Home
Fast-Track Families
Gray Power
Young Influentials
Greenbelt Sports
Up-and-Comers
Country Casuals
The Cosmopolitans
Middleburg Managers
Traditional Times
American Dreams
Suburban Sprawl
Urban Achievers
New Homesteaders
Big Sky Families
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Mayberry-ville
Simple Pleasures
Domestic Duos
Close-In Couples
Sunset City Blues
Red, White & Blues
Heartlanders
New Beginnings
Blue Highways
:
Base Households
Count
%Comp
1,580,481
1.47
795,686
0.74
1,835,521
1.70
1,309,575
1.22
998,314
0.93
845,478
0.78
1,888,898
1.75
1,268,469
1.18
2,049,909
1.90
1,085,788
1.01
1,352,638
1.26
1,520,173
1.41
1,190,121
1.10
1,046,019
0.97
1,221,801
1.13
2,043,024
1.90
754,924
0.70
1,341,192
1.24
1,947,149
1.81
776,715
0.72
1,059,216
0.98
1,856,004
1.72
1,593,251
1.48
1,386,087
1.29
1,473,101
1.37
1,087,462
1.01
1,934,907
1.80
2,872,735
2.67
2,231,878
2.07
1,623,648
1.51
1,951,203
1.81
1,069,600
0.99
1,007,871
0.94
1,121,855
1.04
1,537,145
1.43
1,173,086
1.09
2,753,857
2.56
2,621,647
2.43
1,057,459
0.98
1,139,269
1.06
1,770,041
1.64
2,146,003
1.99
2,097,708
1.95
2,052,365
1.90
2,265,696
2.10
107,748,645
100
Wild Things Customers
Count
%Comp %Pen Index
3,951
0.97
0.25
66
4,456
1.10
0.56
148
6,975
1.72
0.38
101
3,143
0.77
0.24
64
5,890
1.45
0.59
156
3,382
0.83
0.40
106
5,100
1.25
0.27
72
3,298
0.81
0.26
69
8,610
2.12
0.42
111
2,063
0.51
0.19
50
7,034
1.73
0.52
138
3,496
0.86
0.23
61
3,451
0.85
0.29
77
1,987
0.49
0.19
50
7,086
1.74
0.58
154
5,925
1.46
0.29
77
2,793
0.69
0.37
98
8,584
2.11
0.64
170
11,488
2.83
0.59
156
4,738
1.17
0.61
162
2,966
0.73
0.28
74
8,538
2.10
0.46
122
9,400
2.31
0.59
156
5,544
1.36
0.40
106
7,807
1.92
0.53
140
1,522
0.37
0.14
37
16,253
4.00
0.84
223
20,109
4.95
0.70
185
11,383
2.80
0.51
135
14,938
3.67
0.92
244
2,927
0.72
0.15
40
5,562
1.37
0.52
138
4,838
1.19
0.48
127
4,824
1.19
0.43
114
4,458
1.10
0.29
77
1,525
0.38
0.13
34
17,074
4.20
0.62
164
12,846
3.16
0.49
130
2,221
0.55
0.21
56
4,899
1.20
0.43
114
8,496
2.09
0.48
127
6,223
1.53
0.29
77
4,405
1.08
0.21
56
10,467
2.57
0.51
135
5,438
1.34
0.24
64
406,618
100
0.38
100
Figure 1
To create the report illustrated in Figure 1, Claritas performs the following calculations for
each of the sixty-six PRIZMNE Clusters. (Calculations are the same for all PRIZMNE Profile
reports, but they may be performed with counts for individual clusters, social groups or
custom target groups, depending on the report format.)
Referring to the previous Wild Things profile and examining Cluster 19:
Percent Composition (% Comp or % Down)
For the Base (Households):
⎛ Households in Home Sweet Home (1,947,149) ⎞
⎟⎟ × 100 = 1.81%
⎜⎜
Households in the US (107,748,645)
⎠
⎝
For the Profile (Wild Things Customers):
⎛ Wild Things households in Home Sweet Home (11,488) ⎞
⎜⎜
⎟⎟ × 100 = 2.83%
⎝ Total Wild Things households in the US (406,618) ⎠
Percent Penetration (% Pen or % Across)
⎛ Wild Things households in Home Sweet Home (11,488) ⎞
⎜⎜
⎟⎟ × 100 = 0.59%
Households in Home Sweet Home (1,947,149)
⎝
⎠
Index
Claritas calculates the index of concentration as follows:
⎛ % Penetration of Wild Things households in Home Sweet Home (0.59) ⎞
⎜⎜
⎟⎟ × 100 = 156
% Penetration of Total Wild Things households in the US (0.38)
⎝
⎠
The following calculation produces the same index:
⎛ % Composition of Wild Things households in Home Sweet Home (2.83) ⎞
⎜⎜
⎟⎟ × 100 = 156
% Composition of Base Households in Home Sweet Home (1.81)
⎝
⎠
Each percent composition (% Comp) shows the share of total customers in a given
neighborhood type. A cluster or cluster group with a higher percent composition for your
product is contributing more to your business than one with a lower percent composition.
Referring to the previous Wild Things Customers profile, and examining Cluster 19:
Less than two percent (Base % Comp = 1.81%) of all US Households are located
in Home Sweet Home neighborhoods.
but
Over two and a half percent (Profile % Comp = 2.83%) of all households who are
Wild Things Customers live in Home Sweet Home neighborhoods.
Each percent penetration (% Pen) shows the percent of the universe of potential customers
(usually total households or total population) that use your product in a given type of
neighborhood. A cluster or cluster group with a higher percent penetration for your product
is using your product at a higher rate than one with a lower percent penetration. For
example:
0.59% of all households that are located in Home Sweet Home neighborhoods are
Wild Things Customers. This is 1.56 times the US average for all households
(0.38%).
Each index of concentration (Index) shows the extent to which usage of your product is
concentrated in a given neighborhood type, in relation to an average of 100. An index of 100
indicates a type of neighborhood that is no more nor less likely than average to use your
product, while a high index indicates a high usage rate. The higher the index above 100, the
better the cluster or cluster group is for your product. For example:
Households that are located in Home Sweet Home neighborhoods are 1.56 (Index
= 156) times as likely than the average US household to be Wild Things
Customers; or households that are located in Home Sweet Home neighborhoods
are 56% (Index 156 - Avg 100 = 56) more likely than the average US household
to be Wild Things Customers.
and
Households that are located in Young Digerati neighborhoods are only 0.64
(Index = 64) times as likely as the average US household to be Wild Things
Customers; or households that are located in Young Digerati neighborhoods are
36% (Index 64 - Avg 100 = -36) less likely than the average US household to be
Wild Things Customers.
The index of concentration and percent composition are key indicators of clusters that
represent the best targets for marketing your product.
PRIZMNE Target Finder Reports are useful when identifying custom target groups because
they highlight demographic and lifestyle similarities between clusters more comprehensively
than a regular sixty-six cluster report. This report is identical to the PRIZMNE Profile Report,
ranked by cluster, except that it includes five additional columns of demographic descriptors
that explain the general characteristics of each cluster.
The additional descriptors shown on these reports include:
•
Income level - Cluster’s socio-economic category (Wealthy, Midscale, Downscale, etc.).
•
Cluster type (density) - Cluster’s predominant neighborhood type (Suburban, Town,
Rural, etc.)
•
Cluster household composition - Cluster’s predominant family type(s), (Singles, Couples,
Families, etc.)
•
Adult age - Cluster’s predominant age group(s), (25-44, 35-64, 65+, etc.)
•
Education - Cluster’s average level of education, (High School, College, College Grad+,
etc.)
Game Plan Categories Charts are useful in sizing your marketplace. PRIZMNE Clusters
are scored according to their cross section of likelihood to be a customer by their likelihood
to purchase a product in general. The resulting matrix consists of a grid of four likely
scenarios: High penetration of the households using a product coupled by a high propensity
to use the product, followed by High/Low, Low/High, and Low/Low combinations. This
opportunity information is directional and does not replace the effectiveness of but instead
complements the use of target groups. Custom target groups focus more on inherent
demographic characteristics as opposed to sales opportunity characteristics.
Game Plan Categories Charts assign PRIZMNE Clusters to one of four categories as indicated
in the chart below and described on the following page.
Expansion
Core
NonTarget
Conversion
Index 100 ↑
Percent of Customer
Households 1.51% →
Game Plan Categories:
•
Core. Core clusters represent those clusters that have a high Index value (100 or more)
and make up a significant percentage of the customers (1.51% or more). There is a large
proportion of customers in these clusters and households are more likely than average to
be customers.
•
Expansion. Expansion clusters have high Index values but account for a relatively small
proportion of customers. Households in these clusters are more likely to be customers,
but there are not many of them in either the customer population or the base population.
•
Conversion. Conversion clusters contain a significant proportion of customers; however,
they represent an even larger proportion of the base population. Therefore, indices
suggest they are less likely than average to be customers. Since these clusters represent a
significant portion of total customers, they do have potential. However, because of their
under representation with respect to the base population, there are many households that
have not been reached yet. Target marketing strategies designed specifically for these
clusters may attract or convert non-customers into the Core group.
•
NonTarget. NonTarget clusters account for a small proportion of customer households,
and indices suggest they are less likely than average to be customers. These clusters may
require further analysis for classification due to their small numbers.
Target Group Index Bar Charts graphically display a target group profile. Each target
index bar chart consists of a series of horizontal bars that indicate the index of concentration
for a profile in individual target groups - the extent to which usage of your product is
concentrated in each target. Bars to the right of the center axis indicate above average
performance while those to the left indicate below average performance. A numeric scale
spans the bar chart to show the range of measures represented by the bars. Scale values
range from zero to the highest index calculated for the profile.
Target Group Profile Reports show, for each target group, detailed statistics for the base
and product profiles. Custom Target Group Profile Reports include these measures for each
target group:
•
Count and percent composition for the base profile -- the profile of the universe against
which the product profile is compared.
•
Count, percent composition, percent penetration, and index of concentration for the
product profile.
PRIZMNE Profile Bar Chart
Widget Customers
Upper Crust
Blue Blood Estates
Movers & Shakers
Young Digerati
Country Squires
Winner's Circle
Money & Brains
Executive Suites
Second City Elite
God's Country
Upward Bound
New Empty Nests
Pools & Patios
Bohemian Mix
Beltway Boomers
Kids & Cul-de-sacs
Home Sweet Home
Fast-Track Families
Gray Power
Young Influentials
Greenbelt Sports
Up-and-Comers
Country Casuals
The Cosmopolitans
Middleburg Managers
Traditional Times
American Dreams
Suburban Sprawl
Urban Achievers
New Homesteaders
Big Sky Families
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Mayberry-ville
Simple Pleasures
Domestic Duos
Close-In Couples
Sunset City Blues
Red, White & Blues
Heartlanders
New Beginnings
Blue Highways
Old Glories
City Startups
Young & Rustic
American Classics
Kid Country, USA
Shotguns & Pickups
Suburban Pioneers
Mobility Blues
Multi-Culti Mosaic
Golden Ponds
Crossroad Villagers
Old Milltowns
Back Country Folks
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Family Thrifts
Bedrock America
Big City Blues
Low-Rise Living
0
100
200
300
400
PRIZMNE Profile Report
Ranked by Segment
Soc Gp
PRIZMNE Clusters
LS Gp #
Nickname
Base Households
Count
% Comp
Widget Customers
% Comp
% Pen
Count
Index
S1
M1
1 Upper Crust
1,686,045
2.35
3,701
6.93
0.22
S1
F1
1,013,385
1.41
2,069
3.87
0.20
295
274
S1
Y1
3 Movers & Shakers
1,652,045
2.30
3,206
6.00
0.19
261
U1
Y2
4 Young Digerati
1,291,869
1.80
1,645
3.08
0.13
171
T1
F1
5 Country Squires
1,585,070
2.21
1,654
3.10
0.10
140
S1
F1
6 Winner's Circle
1,055,335
1.47
1,073
2.01
0.10
137
U1
M1
7 Money & Brains
2,151,447
3.00
3,594
6.73
0.17
225
S2
Y1
8 Executive Suites
1,101,913
1.53
1,510
2.83
0.14
184
250
T1
M1
1,381,505
1.92
2,569
4.81
0.19
C1
M1
1,165,409
1.62
1,690
3.16
0.15
195
T1
Y1
11 God's Country
1,239,160
1.73
2,112
3.95
0.17
229
C1
Y1
12 Brite lites, Li'l City
1,475,983
2.06
1,782
3.34
0.12
162
C1
F2
13 Upward Bound
1,521,565
2.12
1,107
2.07
0.07
98
S2
M2
14 New Empty Nests
1,080,870
1.51
1,331
2.49
0.12
166
S2
M2
15 Pools & Patios
1,267,048
1.76
1,671
3.13
0.13
177
U1
Y2
16 Bohemian Mix
1,895,063
2.64
2,440
4.57
0.13
173
S2
F2
17 Beltway Boomers
955,177
1.33
704
1.32
0.07
99
S2
F2
18 Kids & Cul-de-sacs
1,531,065
2.13
960
1.80
0.06
84
S2
Y1
19 Home Sweet Home
1,779,568
2.48
1,983
3.71
0.11
150
T1
F2
1,042,695
1.45
1,117
2.09
0.11
144
S3
M2
21 Gray Power
1,082,082
1.51
668
1.25
0.06
83
S3
Y2
22 Young Influentials
1,464,616
2.04
972
1.82
0.07
89
T2
Y2
23 Greenbelt Sports
1,114,283
1.55
437
0.82
0.04
53
C2
Y2
24 Up-and-Comers
1,172,943
1.63
810
1.52
0.07
93
217
T1
Y1
25 Country Casuals
1,075,635
1.50
1,734
3.25
0.16
U1
M2
26 The Cosmopolitans
549,166
0.76
311
0.58
0.06
76
C2
M2
27 Middleburg Managers
536,446
0.75
239
0.45
0.04
60
55
T2
M2
28 Traditional Times
604,801
0.84
249
0.47
0.04
U1
F2
29 American Dreams
1,272,976
1.77
620
1.16
0.05
65
S3
Y1
30 Suburban Sprawl
1,318,423
1.84
749
1.40
0.06
76
U2
Y2
31 Urban Achievers
1,715,766
2.39
615
1.15
0.04
48
T2
F3
32 New Homesteaders
1,217,036
1.70
552
1.03
0.05
61
T2
F3
33 Big Sky Families
C2
F3
34 White Picket Fences
471,733
0.66
156
0.29
0.03
44
1,125,699
1.57
282
0.53
0.03
34
C2
Y2
35 Boomtown Singles
1,108,604
1.54
477
0.89
0.04
58
S3
F3
36 Blue-Chip Blues
1,149,768
1.60
354
0.66
0.03
41
T2
Y1
37 Mayberry-ville
886,234
1.23
449
0.84
0.05
68
T3
M3
38 Simple Pleasures
928,767
1.29
261
0.49
0.03
38
S3
M3
39 Domestic Duos
1,021,369
1.42
428
0.80
0.04
56
U2
M3
40 Close-In Couples
1,177,444
1.64
353
0.66
0.03
40
C2
M3
41 Sunset City Blues
1,447,300
2.02
280
0.52
0.02
26
T3
Y3
42 Red, White & Blues
680,875
0.95
113
0.21
0.02
22
T3
M3
43 Heartlanders
S4
Y3
44 New Beginnings
617,043
0.86
174
0.33
0.03
38
1,419,851
1.98
455
0.85
0.03
43
T3
Y3
45 Blue Highways
345,328
0.48
105
0.20
0.03
41
S4
M3
46 Old Glories
890,592
1.24
76
0.14
0.01
11
C3
Y3
47 City Startups
1,023,397
1.43
175
0.33
0.02
23
T4
Y3
48 Young & Rustic
874,512
1.22
245
0.46
0.03
38
S4
M3
49 American Classics
909,803
1.27
225
0.42
0.02
33
T3
F3
50 Kid Country, USA
665,545
0.93
78
0.15
0.01
16
T3
F3
51 Shotguns & Pickups
359,115
0.50
57
0.11
0.02
21
S4
F3
52 Suburban Pioneers
950,010
1.32
345
0.65
0.04
49
C3
Y3
53 Mobility Blues
1,070,096
1.49
98
0.18
0.01
12
U2
F3
54 Multi-Culti Mosaic
1,381,433
1.92
357
0.67
0.03
35
T4
M4
55 Golden Ponds
508,259
0.71
64
0.12
0.01
17
T4
Y3
56 Crossroad Villagers
520,083
0.72
109
0.20
0.02
28
T4
M4
57 Old Milltowns
632,078
0.88
101
0.19
0.02
21
T4
M4
58 Back Country Folks
387,182
0.54
185
0.35
0.05
64
U3
M4
59 Urban Elders
1,318,283
1.84
391
0.73
0.03
40
C3
M4
60 Park Bench Seniors
886,104
1.23
88
0.16
0.01
13
Ranked by Segment
Soc Gp
PRIZMNE Clusters
LS Gp #
Nickname
U3
M4
61 City Roots
C3
M4
62 Hometown Retired
C3
F4
63 Family Thrifts
T4
F4
64 Bedrock America
U3
F4
U3
F4
Base Households
Count
% Comp
Widget Customers
% Comp
% Pen
Count
Index
1,152,147
1.60
196
0.37
0.02
23
867,449
1.21
116
0.22
0.01
18
1,379,712
1.92
113
0.21
0.01
11
530,841
0.74
72
0.13
0.01
18
65 Big City Blues
1,077,492
1.50
298
0.56
0.03
37
66 Low-Rise Living
1,037,493
1.45
253
0.47
0.02
33
71,798,031
100.00
53,403
100.00
0.07
100
Total
Ranked by Index
Soc Gp
PRIZMNE Clusters
LS Gp #
Nickname
Base Households
Count
% Comp
Widget Customers
% Comp
% Pen
Count
Index
S1
M1
1 Upper Crust
1,686,045
2.35
3,701
6.93
0.22
S1
F1
1,013,385
1.41
2,069
3.87
0.20
274
S1
Y1
3 Movers & Shakers
1,652,045
2.30
3,206
6.00
0.19
261
T1
M1
1,381,505
1.92
2,569
4.81
0.19
250
T1
Y1
1,239,160
1.73
2,112
3.95
0.17
229
U1
M1
7 Money & Brains
2,151,447
3.00
3,594
6.73
0.17
225
217
11 God's Country
295
T1
Y1
25 Country Casuals
1,075,635
1.50
1,734
3.25
0.16
C1
M1
1,165,409
1.62
1,690
3.16
0.15
195
S2
Y1
8 Executive Suites
1,101,913
1.53
1,510
2.83
0.14
184
S2
M2
15 Pools & Patios
Quintile 1
1,267,048
1.76
1,671
3.13
0.13
177
13,733,592
19.13
23,856
44.67
0.17
234
U1
Y2
16 Bohemian Mix
1,895,063
2.64
2,440
4.57
0.13
173
U1
Y2
4 Young Digerati
1,291,869
1.80
1,645
3.08
0.13
171
166
S2
M2
14 New Empty Nests
1,080,870
1.51
1,331
2.49
0.12
C1
Y1
12 Brite lites, Li'l City
1,475,983
2.06
1,782
3.34
0.12
162
S2
Y1
19 Home Sweet Home
1,779,568
2.48
1,983
3.71
0.11
150
T1
F2
T1
F1
S1
S2
1,042,695
1.45
1,117
2.09
0.11
144
5 Country Squires
1,585,070
2.21
1,654
3.10
0.10
140
F1
6 Winner's Circle
1,055,335
1.47
1,073
2.01
0.10
137
F2
17 Beltway Boomers
955,177
1.33
704
1.32
0.07
99
C1
F2
13 Upward Bound
1,521,565
2.12
1,107
2.07
0.07
98
C2
Y2
24 Up-and-Comers
Quintile 2
1,172,943
1.63
810
1.52
0.07
93
14,856,138
20.69
15,646
29.30
0.11
142
S3
Y2
1,464,616
2.04
972
1.82
0.07
89
S2
F2
18 Kids & Cul-de-sacs
1,531,065
2.13
960
1.80
0.06
84
S3
M2
21 Gray Power
1,082,082
1.51
668
1.25
0.06
83
S3
Y1
30 Suburban Sprawl
1,318,423
1.84
749
1.40
0.06
76
U1
M2
549,166
0.76
311
0.58
0.06
76
T2
Y1
37 Mayberry-ville
886,234
1.23
449
0.84
0.05
68
U1
F2
29 American Dreams
1,272,976
1.77
620
1.16
0.05
65
T4
M4
387,182
0.54
185
0.35
0.05
64
T2
F3
32 New Homesteaders
1,217,036
1.70
552
1.03
0.05
61
C2
M2
536,446
0.75
239
0.45
0.04
60
C2
Y2
35 Boomtown Singles
1,108,604
1.54
477
0.89
0.04
58
S3
M3
39 Domestic Duos
1,021,369
1.42
428
0.80
0.04
56
T2
M2
604,801
0.84
249
0.47
0.04
55
T2
Y2
23 Greenbelt Sports
Quintile 3
1,114,283
1.55
437
0.82
0.04
53
14,094,283
19.63
7,296
13.66
0.05
70
49
S4
F3
950,010
1.32
345
0.65
0.04
U2
Y2
31 Urban Achievers
1,715,766
2.39
615
1.15
0.04
48
T2
F3
33 Big Sky Families
471,733
0.66
156
0.29
0.03
44
S4
Y3
44 New Beginnings
1,419,851
1.98
455
0.85
0.03
43
S3
F3
36 Blue-Chip Blues
1,149,768
1.60
354
0.66
0.03
41
T3
Y3
45 Blue Highways
345,328
0.48
105
0.20
0.03
41
U2
M3
40 Close-In Couples
1,177,444
1.64
353
0.66
0.03
40
U3
M4
59 Urban Elders
1,318,283
1.84
391
0.73
0.03
40
T3
M3
43 Heartlanders
617,043
0.86
174
0.33
0.03
38
T3
M3
38 Simple Pleasures
928,767
1.29
261
0.49
0.03
38
T4
Y3
48 Young & Rustic
874,512
1.22
245
0.46
0.03
38
U3
F4
65 Big City Blues
1,077,492
1.50
298
0.56
0.03
37
U2
F3
1,381,433
1.92
357
0.67
0.03
35
C2
F3
1,125,699
1.57
282
0.53
0.03
34
14,553,129
20.27
4,391
8.22
0.03
41
Quintile 4
S4
M3
U3
F4
66 Low-Rise Living
T4
Y3
909,803
1.27
225
0.42
0.02
33
1,037,493
1.45
253
0.47
0.02
33
520,083
0.72
109
0.20
0.02
28
Ranked by Index
Soc Gp
PRIZMNE Clusters
LS Gp #
Nickname
Base Households
Count
% Comp
Widget Customers
% Comp
% Pen
Count
Index
C2
M3
1,447,300
2.02
280
0.52
0.02
C3
Y3
47 City Startups
1,023,397
1.43
175
0.33
0.02
26
23
U3
M4
61 City Roots
1,152,147
1.60
196
0.37
0.02
23
T3
Y3
680,875
0.95
113
0.21
0.02
22
T4
M4
57 Old Milltowns
632,078
0.88
101
0.19
0.02
21
T3
F3
359,115
0.50
57
0.11
0.02
21
T4
F4
64 Bedrock America
530,841
0.74
72
0.13
0.01
18
C3
M4
62 Hometown Retired
867,449
1.21
116
0.22
0.01
18
T4
M4
55 Golden Ponds
508,259
0.71
64
0.12
0.01
17
T3
F3
50 Kid Country, USA
665,545
0.93
78
0.15
0.01
16
C3
M4
886,104
1.23
88
0.16
0.01
13
C3
Y3
53 Mobility Blues
1,070,096
1.49
98
0.18
0.01
12
S4
C3
M3
F4
46 Old Glories
63 Family Thrifts
890,592
1,379,712
1.24
1.92
76
113
0.14
0.21
0.01
0.01
11
11
Quintile 5
14,560,889
20.28
2,214
4.15
0.02
20
71,798,031
100.00
53,403
100.00
0.07
100
Total
PRIZMNE Target Finder Report
Ranked by Segment
PRIZMNE Clusters
Lifestage
Group
Social
Group
#
Nickname
M1
F1
Y1
Y2
F1
F1
M1
Y1
M1
M1
Y1
Y1
F2
M2
M2
Y2
F2
F2
Y1
F2
M2
Y2
Y2
Y2
Y1
M2
M2
M2
F2
Y1
Y2
F3
F3
F3
Y2
F3
Y1
M3
M3
M3
M3
Y3
M3
Y3
Y3
M3
Y3
Y3
M3
S1
S1
S1
U1
T1
S1
U1
S2
T1
C1
T1
C1
C1
S2
S2
U1
S2
S2
S2
T1
S3
S3
T2
C2
T1
U1
C2
T2
U1
S3
U2
T2
T2
C2
C2
S3
T2
T3
S3
U2
C2
T3
T3
S4
T3
S4
C3
T4
S4
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
Upper Crust
Blue Blood Estates
Movers & Shakers
Young Digerati
Country Squires
Winner's Circle
Money & Brains
Executive Suites
Second City Elite
God's Country
Brite Lites, Li'l City
Upward Bound
New Empty Nests
Pools & Patios
Bohemian Mix
Beltway Boomers
Kids & Cul-de-Sacs
Home Sweet Home
Fast-Track Families
Gray Power
Young Influentials
Greenbelt Sports
Up-and-Comers
Country Casuals
The Cosmopolitans
Middleburg Managers
Traditional Times
American Dreams
Suburban Sprawl
Urban Achievers
New Homesteaders
Big Sky Families
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Mayberry-ville
Simple Pleasures
Domestic Duos
Close-In Couples
Sunset City Blues
Red, White & Blues
Heartlanders
New Beginnings
Blue Highways
Old Glories
City Startups
Young & Rustic
American Classics
Base Households
Widget Customers
Demographic Descriptors
Count
% Comp
Count
% Comp
%Pen
Index
1,686,045
1,013,385
1,652,045
1,291,869
1,585,070
1,055,335
2,151,447
1,101,913
1,381,505
1,165,409
1,239,160
1,475,983
1,521,565
1,080,870
1,267,048
1,895,063
955,177
1,531,065
1,779,568
1,042,695
1,082,082
1,464,616
1,114,283
1,172,943
1,075,635
549,166
536,446
604,801
1,272,976
1,318,423
1,715,766
1,217,036
471,733
1,125,699
1,108,604
1,149,768
886,234
928,767
1,021,369
1,177,444
1,447,300
680,875
617,043
1,419,851
345,328
890,592
1,023,397
874,512
909,803
2.35
1.41
2.30
1.80
2.21
1.47
3.00
1.53
1.92
1.62
1.73
2.06
2.12
1.51
1.76
2.64
1.33
2.13
2.48
1.45
1.51
2.04
1.55
1.63
1.50
0.76
0.75
0.84
1.77
1.84
2.39
1.70
0.66
1.57
1.54
1.60
1.23
1.29
1.42
1.64
2.02
0.95
0.86
1.98
0.48
1.24
1.43
1.22
1.27
3,701
2,069
3,206
1,645
1,654
1,073
3,594
1,510
2,569
1,690
2,112
1,782
1,107
1,331
1,671
2,440
704
960
1,983
1,117
668
972
437
810
1,734
311
239
249
620
749
615
552
156
282
477
354
449
261
428
353
280
113
174
455
105
76
175
245
225
6.93
3.87
6.00
3.08
3.10
2.01
6.73
2.83
4.81
3.16
3.95
3.34
2.07
2.49
3.13
4.57
1.32
1.80
3.71
2.09
1.25
1.82
0.82
1.52
3.25
0.58
0.45
0.47
1.16
1.40
1.15
1.03
0.29
0.53
0.89
0.66
0.84
0.49
0.80
0.66
0.52
0.21
0.33
0.85
0.20
0.14
0.33
0.46
0.42
0.22
0.20
0.19
0.13
0.10
0.10
0.17
0.14
0.19
0.15
0.17
0.12
0.07
0.12
0.13
0.13
0.07
0.06
0.11
0.11
0.06
0.07
0.04
0.07
0.16
0.06
0.04
0.04
0.05
0.06
0.04
0.05
0.03
0.03
0.04
0.03
0.05
0.03
0.04
0.03
0.02
0.02
0.03
0.03
0.03
0.01
0.02
0.03
0.02
295
274
261
171
140
137
225
184
250
195
229
162
98
166
177
173
99
84
150
144
83
89
53
93
217
76
60
55
65
76
48
61
44
34
58
41
68
38
56
40
26
22
38
43
41
11
23
38
33
Income Level
Cluster Type
HH Composition
Adult Age
Education
Wealthy
Wealthy
Wealthy
Upscale
Wealthy
Wealthy
Upscale
UpperMid
Upscale
Upscale
Upscale
UpperMid
Upscale
UpperMid
UpperMid
Midscale
UpperMid
UpperMid
UpperMid
UpperMid
Midscale
Midscale
Midscale
Midscale
UpperMid
Midscale
Midscale
Midscale
Midscale
Midscale
LowerMid
Midscale
Midscale
Midscale
LowerMid
Midscale
Midscale
LowerMid
Midscale
LowerMid
LowerMid
LowerMid
LowerMid
LowerMid
LowerMid
Downscale
Poor
Downscale
LowerMid
Suburban
Suburban
Suburban
Urban
Town
Suburban
Urban
Suburban
Town
2nd City
Town
2nd City
2nd City
Suburban
Suburban
Urban
Suburban
Suburban
Suburban
Town
Suburban
Suburban
Town/Rural
2nd City
Town/Rural
Urban
2nd City
Town/Rural
Urban
Suburban
Urban
Town
Rural
2nd City
2nd City
Suburban
Rural
Town/Rural
Suburban
Urban
2nd City
Town
Rural
Suburban
Rural
Suburban
2nd City
Town
Suburban
Couples
Families
Couples
Mix
Families
Families
Mix
Sngl/Cpls
Couples
Couples
Couples
Sngl/Cpls
Families
Couples
Couples
Singles
Families
Families
Mix
Families
Sngl/Cpls
Singles
Mix
Mix
Couples
Sngl/Cpls
Sngl/Cpls
Sngl/Cpls
Mix
Sngl/Cpls
Singles
Families
Families
Families
Singles
Families
Mix
Sngl/Cpls
Sngl/Cpls
Sngl/Cpls
Sngl/Cpls
Mix
Sngl/Cpls
Mix
Mix
Singles
Singles
Mix
Sngl/Cpls
Age 45+
Age 35-64
Age 35-64
Age 25-44
Age 35-64
Age 25-54
Age 45+
Age 25-44
Age 45+
Age 45+
Age 35-64
Age 25-54
Age 25-54
Age 65+
Age 45+
Age <35
Age 35-64
Age 25-54
Age 25-44
Age 25-54
Age 65+
Age <35
Age 25-54
Age <35
Age 35-64
Age 55+
Age 55+
Age 55+
Age 25-44
Age 25-44
Age <35
Age 25-44
Age 25-54
Age 25-44
Age <35
Age <45
Age 35-64
Age 65+
Age 55+
Age 55+
Age 65+
Age 25-44
Age 45+
Age <35
Age 25-44
Age 65+
Age <35
Age <35
Age 65+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
College Grad+
H.S./College
College Grad+
College Grad+
College Grad+
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
H.S./College
High School
High School
High School
H.S./College
High School
High School
High School
High School
High School
High School
High School
High School
High School
High School
High School
H.S./College
High School
High School
PRIZMNE Target Finder Report
Ranked by Segment
PRIZMNE Clusters
Lifestage
Group
Social
Group
#
Nickname
F3
F3
F3
Y3
F3
M4
Y3
M4
M4
M4
M4
M4
M4
F4
F4
F4
F4
T3
T3
S4
C3
U2
T4
T4
T4
T4
U3
C3
U3
C3
C3
T4
U3
U3
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
Kid Country, USA
Shotguns & Pickups
Suburban Pioneers
Mobility Blues
Multi-Culti Mosaic
Golden Ponds
Crossroads Villagers
Old Milltowns
Back Country Folks
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Family Thrifts
Bedrock America
Big City Blues
Low-Rise Living
Total:
Base Households
Widget Customers
Demographic Descriptors
Count
% Comp
Count
% Comp
%Pen
Index
665,545
359,115
950,010
1,070,096
1,381,433
508,259
520,083
632,078
387,182
1,318,283
886,104
1,152,147
867,449
1,379,712
530,841
1,077,492
1,037,493
0.93
0.50
1.32
1.49
1.92
0.71
0.72
0.88
0.54
1.84
1.23
1.60
1.21
1.92
0.74
1.50
1.45
78
57
345
98
357
64
109
101
185
391
88
196
116
113
72
298
253
0.15
0.11
0.65
0.18
0.67
0.12
0.20
0.19
0.35
0.73
0.16
0.37
0.22
0.21
0.13
0.56
0.47
0.01
0.02
0.04
0.01
0.03
0.01
0.02
0.02
0.05
0.03
0.01
0.02
0.01
0.01
0.01
0.03
0.02
16
21
49
12
35
17
28
21
64
40
13
23
18
11
18
37
33
71,798,031
100.00
53,403
100.00
0.07
100
Income Level
Cluster Type
HH Composition
Adult Age
Education
LowerMid
LowerMid
LowerMid
Downscale
LowerMid
Downscale
Downscale
Downscale
Downscale
Poor
Poor
Downscale
Downscale
Downscale
Downscale
Downscale
Poor
Town
Rural
Suburban
2nd City
Urban
Town/Rural
Rural
Town
Rural
Urban
2nd City
Urban
2nd City
2nd City
Town/Rural
Urban
Urban
Families
Families
Mix
Mix
Mix
Sngl/Cpls
Sngl/Cpls
Sngl/Cpls
Sngl/Cpls
Singles
Singles
Sngl/Cpls
Sngl/Cpls
Families
Families
Mix
Mix
Age <45
Age 25-44
Age <45
Age <35
Age 25-44
Age 65+
Age <45
Age 65+
Age 55+
Age 55+
Age 55+
Age 65+
Age 65+
Age <45
Age <35
Age <45
Age <35
High School
High School
High School
High School
High School
Some H.S.
High School
Some H.S.
Some H.S.
Some H.S.
Some H.S.
Some H.S.
Some H.S.
Some H.S.
Some H.S.
Some H.S.
Some H.S.
Game Plan Grid (Index vs. %Comp)
Widget Customers
400
300
1
2
3
9
(Index)
11
7
25
200
10
8
14
6
100
17
21
26
37
29
5827
35 32
39
28
23
52
31
365944
4533
40
43 48
38
65
34 54
49
66
56
47
61 41
42
57
51
64
62
55
50
60
53
46
63
0
0.00
1.00
24
30
15
4
16
12
19
20
5
13
22
18
2.00
3.00
4.00
(%Comp)
5.00
6.00
7.00
8.00
Target Group Bar Chart
Widget Customers
0
100
Wealthy Suburbia
Boomtown Gentry
Upscale Older
Young Urbanites
Comfortable Homes
Non-Target
200
300
PRIZM NE Target Cluster Detail Report
Ranked by Widget Corporation Target Groups
Cluster
Cluster Nickname
01 Upper Crust
03 Movers & Shakers
01 - Wealthy Suburbia
Base Households
Count
%Comp
1,686,045
2.35
-------------
Count
3,701
-------
Widget Customers
%Comp
% Pen
6.93
0.20
-------------
Index
295
-------
11 God's Country
25 Country Casuals
---------
---------
---------
---------
---------
---------
07
10
14
15
-----------
-----------
-----------
-----------
-----------
-----------
04 Young Digerati
08 Executive Suites
16 Bohemian Mix
---------
---------
---------
---------
---------
---------
05
06
12
19
20
Country Squires
Winner's Circle
Home Sweet Home
Fast-Track Families
-------------
-------------
-------------
-------------
-------------
-------------
13
17
18
21
22
23
24
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
Upward Bound
Beltway Boomers
Kids & Cul-de-Sacs
Gray Power
Young Influentials
Greenbelt Sports
Up-and-Comers
The Cosmopolitans
Middleburg Managers
Traditional Times
American Dreams
Suburban Sprawl
Urban Achievers
New Homesteaders
Big Sky Families
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Mayberry-ville
Simple Pleasures
Domestic Duos
Close-In Couples
Sunset City Blues
Red, White & Blues
-------------------------------------------------
-------------------------------------------------
-------------------------------------------------
-------------------------------------------------
-------------------------------------------------
-------------------------------------------------
02 - Boomtown Gentry
Money & Brains
Second City Elite
New Empty Nests
Pools & Patios
03 - Upscale Older
04 - Young Urbanites
05 - Comfortable Homes
Page: 1
PRIZM NE Target Cluster Detail Report
Ranked by Widget Corporation Target Groups
Cluster
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
06 - Non-Target
Cluster Nickname
Heartlanders
New Beginnings
Blue Highways
Old Glories
City Startups
Young & Rustic
American Classics
Kid Country, USA
Shotguns & Pickups
Suburban Pioneers
Mobility Blues
Multi-Culti Mosaic
Golden Ponds
Old Milltowns
Back Country Folks
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Family Thrifts
Bedrock America
Big City Blues
Low-Rise Living
Base Households
Count
%Comp
-----------------------------------------------------------------------------------------------------
Total
---
Page: 2
---
Count
---------------------------------------------------
---
Widget Customers
%Comp
% Pen
-----------------------------------------------------------------------------------------------------
---
---
Index
---------------------------------------------------
---
Target Cluster Affluence Report
Widget Customers
Base
%Comp
2.12
-------
Education
Household Income
Profile
Graduate Bachelor High
Elem
Median
Count %Comp Index Degree Degree School School <$25K $25-49K $50-$99K$100K+ HH Inc
3,747
6.16 291
253
196
51
23
28
42
91
332 107923
-------------------------------------------------------------------------
Occupation
Exec/
Farming/
Admin/
Forest/
Mgmt Labor Service Fish
122
62
48
9
-------------------------
Group
04
04
04
Cluster
01
02
03
Cluster Nickname
Upper Crust
Blue Blood Estates
Movers & Shakers
11
11
11
09
11
25
God's Country
Country Casuals
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
01
08
05
05
07
10
14
15
Money & Brains
Second City Elite
New Empty Nests
Pools & Patios
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
01
05
01
04
08
16
Young Digerati
Executive Suites
Bohemian Mix
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
11
04
08
05
11
05
06
12
19
20
Country Squires
Winner's Circle
Home Sweet Home
Fast-Track Families
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
08
05
05
06
06
12
09
01
09
12
01
06
02
12
12
09
09
06
12
13
06
02
13
17
18
21
22
23
24
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
Upward Bound
Beltway Boomers
Kids & Cul-de-Sacs
Gray Power
Young Influentials
Greenbelt Sports
Up-and-Comers
The Cosmopolitans
Middleburg Managers
Traditional Times
American Dreams
Suburban Sprawl
Urban Achievers
New Homesteaders
Big Sky Families
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Mayberry-ville
Simple Pleasures
Domestic Duos
Close-In Couples
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
---------------------------------------------
Wealthy Suburbia
Boomtown Gentry
Upscale Older
Young Urbanites
Comfortable Homes
Page 1
Target Cluster Affluence Report
Widget Customers
Group
09
13
13
07
13
07
10
14
07
13
13
07
10
02
14
14
14
14
03
10
03
10
10
14
03
03
Non-Target
Cluster
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
Cluster Nickname
Sunset City Blues
Red, White & Blues
Heartlanders
New Beginnings
Blue Highways
Old Glories
City Startups
Young & Rustic
American Classics
Kid Country, USA
Shotguns & Pickups
Suburban Pioneers
Mobility Blues
Multi-Culti Mosaic
Golden Ponds
Old Milltowns
Back Country Folks
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Family Thrifts
Bedrock America
Big City Blues
Low-Rise Living
Base
%Comp
-------------------------------------------------------
Education
Household Income
Graduate Bachelor High
Elem
Median
Profile
Count %Comp Index Degree Degree School School <$25K $25-49K $50-$99K$100K+ HH Inc
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Page 2
Occupation
Exec/
Farming/
Admin/
Forest/
Mgmt Labor Service Fish
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Target Cluster Household Composition Report
Widget Customers
Age
Race & Ancestry
Household Composition
Structure
Profile
Base
White Black Asian Hispanic Never Widow/
Single Multi
%Comp Count
%Comp Index 21-34 35-54 55+ Pop
Pop
Pop
Pop
Married
Div
Family NonFamily Unit
Unit
2.12
3,747
6.16 291
53 103 153
116
28
188
31
70
76
136
56
140
27
------------- ----------------------------------- ----------------------------------- -----------------------
Grp
04
04
04
Cluster
01
02
03
Cluster Nickname
Upper Crust
Blue Blood Estates
Movers & Shakers
11
11
11
09
11
25
God's Country
Country Casuals
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
01
08
05
05
07
10
14
15
Money & Brains
Second City Elite
New Empty Nests
Pools & Patios
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
-----------
01
05
01
04
08
16
Young Digerati
Executive Suites
Bohemian Mix
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
---------
11
04
08
05
11
05
06
12
19
20
Country Squires
Winner's Circle
Home Sweet Home
Fast-Track Families
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
-------------
08
05
05
06
06
12
09
01
09
12
01
06
02
12
12
09
09
06
12
13
17
18
21
22
23
24
26
27
28
29
30
31
32
33
34
35
36
37
Upward Bound
Beltway Boomers
Kids & Cul-de-Sacs
Gray Power
Young Influentials
Greenbelt Sports
Up-and-Comers
The Cosmopolitans
Middleburg Managers
Traditional Times
American Dreams
Suburban Sprawl
Urban Achievers
New Homesteaders
Big Sky Families
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Mayberry-ville
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
Wealthy Suburbia
Boomtown Gentry
Upscale Older
Young Urbanites
Comfortable Homes
Page 1
Target Cluster Household Composition Report
Grp
13
06
02
09
13
13
07
13
07
10
14
07
13
13
07
10
02
14
14
14
14
03
10
03
10
10
14
03
03
Non-Target
Cluster
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
Cluster Nickname
Simple Pleasures
Domestic Duos
Close-In Couples
Sunset City Blues
Red, White & Blues
Heartlanders
New Beginnings
Blue Highways
Old Glories
City Startups
Young & Rustic
American Classics
Kid Country, USA
Shotguns & Pickups
Suburban Pioneers
Mobility Blues
Multi-Culti Mosaic
Golden Ponds
Old Milltowns
Back Country Folks
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Family Thrifts
Bedrock America
Big City Blues
Low-Rise Living
Widget Customers
Age
Race & Ancestry
Household Composition
Structure
Profile
Base
White Black Asian Hispanic Never Widow/
Single Multi
%Comp Count
%Comp Index 21-34 35-54 55+ Pop
Pop
Pop
Pop
Married
Div
Family NonFamily Unit
Unit
------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- ----------------------------------- -----------------------
Page 2
WHAT are they like?
Target Cluster Index Reports give you specific, vivid detail about neighborhood lifestyles
that can be helpful in tailoring product offerings, creative messages, and advertising to fit the
preferences of your targets. The TCI profile ranking reports in this section compare each of
your custom target groups to the cluster profiles for demographic and lifestyle
characteristics.
Each profile ranking report lists a series of PRIZMNE profiles ranked in order based on a
comparison with a custom target group. Depending on the profiles and computations chosen
for ranking, the reports help you determine:
•
The demographic characteristics that occur at above-average or below-average rates in
the types of neighborhoods that have been identified as targets for your product(s) or
service(s).
•
The product usage or lifestyle behaviors that occur at above-average or below-average
rates in the types of neighborhoods that have been identified as targets for your
product(s) or service(s).
Note the emphasis on neighborhood lifestyles in this discussion. The distinction between
neighborhoods and individual target customers or households is essential to the correct
interpretation of profile ranking reports. It is important to remember that the reports indicate
the characteristics of the neighborhoods where your targets live, which are usually (but not
always) the characteristics of individual target customers or households.
Target Cluster Index (TCI) is the aggregated performance rating for measuring the
likelihood of finding the demographic or lifestyle characteristic present in your target
neighborhoods. The TCI is calculated by using the cluster profile for each attribute that
appears in the ranking report. The indices for each cluster that make up the target group are
selected and weight-averaged to produce an overall measure for the group as a whole.
Figure 2 on the next page shows a typical profile ranking report.
Profile Rankings
Target Cluster Index of MRI Lifestyles
Ranked in: Descending order Top/bottom twenty profiles
1. Affluent Animal Advocates
Title
Eat at CA Pizza Kitch L6Mos (1.4%)
3+ Business Trips by Plane (2.9%)
Play Tennis on Dom Vacation (0.6%)
Membr 2+ Freq Flyer Progs (7.0%)
Travel to Bermuda L3Y (0.8%)
Travel to Ireland/UK L3Y (3.0%)
3+ Personal Trips by Plane (4.0%)
Travel to Italy Last 3Years (1.7%)
Cruised on Princess L3Y (0.9%)
Own Timeshare Residence (2.4%)
Japan/Asia/Other Last3Years (1.7%)
Travel to France Last3Years (2.1%)
Member Freq Flyer Program (15.9%)
Western Europe Last 3 Years (6.8%)
Stay at Hilton on Vacation (1.5%)
Frgn Trav by Rented Car L3Y (1.7%)
Eat at Fuddrucker's L6Mos (2.7%)
Travel to Greece L3Y (0.5%)
Eat at Roy Rogers L6Mos (1.2%)
Atlantic City to Gamble LY (3.8%)
TCI 1
245
224
217
213
206
203
199
197
197
196
196
195
192
192
188
186
186
185
185
184
TOP
Own Outboard Motor (4.7%)
Belong to a Veterans Club (3.8%)
Own Rifle/Shotgun (13.2%)
Eat at Whataburger L6Mos (3.1%)
Go Fresh Water Fishing (15.2%)
Go to Auto Races (6.6%)
Eat at GdfthrsPizza L6Mos (2.3%)
Use Allnet for LongDistance (0.3%)
Bought Gospel Music (3.1%)
Bght Fishing Equipment LY (3.5%)
Eat at LongJohnSilver L6Mos (6.6%)
Eat at Pizza Inn L6Mos (1.6%)
Go Hunting with Gun (6.2%)
Eat at Golden Corral L6Mos (6.3%)
Eat at Po Folks Last 6 Mos (0.9%)
Eat at Sonic Last 6 Months (8.8%)
Conv Str to Rnt/Buy Videos (1.7%)
Eat at Ponderosa Last 6 Mos (3.6%)
Eat at Hardee's Last 6 Mos (11.4%)
Use Alltel for LongDistance (0.6%)
BOTTOM
Figure 2
82
82
81
81
79
79
78
77
74
73
65
63
61
60
59
59
51
48
46
37
Interpreting a TCI
The sample report illustrated in Figure 2 summarizes the results of ranking behavior profiles
against a target group nicknamed Affluent Animal Advocates by Target Cluster Index (TCI).
In this example, each TCI indicates the concentration of a different consumer behavior in
Affluent Animal Advocates neighborhoods, compared to the US average of 100.
The high index of 245 indicates that residents of Affluent Animal Advocates neighborhoods
are nearly two and a half times as likely as the US average to eat at California Pizza Kitchen.
The low index of 37 indicates that Affluent Animal Advocates residents are 63 percent less
likely than the US average to use Alltel for long distance.
To compute the TCIs, Claritas calculates the equivalent of a target group profile report for
each consumer behavior chosen for ranking (Figure 3 below – counts in 000s).
Target Group Name
Affluent Animal
Advocates
.
.
.
Total
Figure 3
Base of Profile
(Total Adults)
Count
% Comp
Count
Profile:
Eat at California Pizza Kitchen
% Comp
% Pen
Index
25,487
12.84
854
31.51
3.4
245
198,450
100.0
2,710
100.0
1.4
100
Claritas calculates the TCI as follows:
⎛ % Penetration of Affluent Animal Advocates who eat at California Pizza Kitchen (3.351%) ⎞
⎜⎜
⎟⎟ × 100 = 245
% Penetration of total adults who eat at California Pizza Kitchen (1.366%)
⎝
⎠
The following calculation produces the same index:
⎛ % Composition of Affluent Animal Advocates who eat at California Pizza Kitchen (31.51%) ⎞
⎟⎟ × 100 = 245
⎜⎜
% Composition of total adults who eat at California Pizza Kitchen (12.84%)
⎠
⎝
Top/Bottom 20 reports for each target group follow this page. The full listings of profiles
used in this analysis along with target group indices for all target groups are found at the end
of this section. (This sample CTA only shows a portion of the top/bottom 20 and full listing
reports)
Profile Rankings
Target Cluster Index of Demographics (T/B 20)
Ranked in: Descending Order Top/Bottom 20
Target Group: Wealthy Suburbia
Profile
TCI
TOP
HH Income $500,000+
---
HHs with EBI $500,000+
---
HHs with EBI $250,000-$499,999
---
Home Value $1,000,000+
---
Home Value $750,000-$999,999
---
HH Income $250,000-$499,999
---
HHs with EBI $150,000-$249,999
---
Home Value $500,000-$749,999
---
HH Income $150,000-$249,999
---
Home Value $400,000-$499,999
---
HHs with EBI $100,000-$149,999
---
Home Value $300,000-$399,999
---
Professional School Degree
---
2003 HH Wealth $1,000,000+
---
Legal Occupations
---
Doctorate Degree
---
2003 HH Wealth $750,000-$999,999
---
Master's Degree
---
HH Income $100,000-$149,999
---
2003 HH Wealth $500,000-$749,999
---
BOTTOM
Income Below Poverty Fam, Married
---
2 Units in Structure
---
IBP Fam,Fem HDR w/No Rltd Child<18
---
IBP Fam,Married w/Related Child<18
---
HHs with EBI < $15,000
---
Completed 0-8 Yrs Elem School
---
HHs with No Vehicles
---
HH Income < $15,000
---
Emp in Agri/Forest/Fish/Hunt/Mine
---
Income Below Poverty Fam, Other
---
IBP Fam,Fem HDR w/Related Child<18
---
Farmers & Farm Managers
---
Farm/Forest/Fishing Occupations
---
Boat/RV/Van/Other
---
Home Value $80,000-$99,999
---
Home Value $20,000-$39,999
---
Mobile Home or Trailer
---
Home Value $40,000-$59,999
---
Home Value $60,000-$79,999
---
Home Value < $20,000
---
Remaining Demographic & Lifestyles Top/Bottom 20 Reports for each Target Group
Target Cluster Index Reports - Full Listings
Profile Rankings
Target Cluster Index of Demographics (Full Listing)
Ranked in: List Order All Profiles
1 Wealthy Suburbia 2 Boomtown Gentry 3 Upscale Older
4 Young Urbanites 5 Comfortable Homes
Profile
HH Income < $15,000
HH Income $15,000-$24,999
HH Income $25,000-$34,999
HH Income $35,000-$49,999
HH Income $50,000-$74,999
HH Income $75,000-$99,999
HH Income $100,000-$149,999
HH Income $150,000-$249,999
HH Income $250,000-$499,999
HH Income $500,000+
HHs with EBI < $15,000
HHs with EBI $15,000-$24,999
HHs with EBI $25,000-$34,999
HHs with EBI $35,000-$49,999
HHs with EBI $50,000-$74,999
HHs with EBI $75,000-$99,999
HHs with EBI $100,000-$149,999
HHs with EBI $150,000-$249,999
HHs with EBI $250,000-$499,999
HHs with EBI $500,000+
2003 HH Wealth < $25,000
2003 HH Wealth $25,000-$49,999
2003 HH Wealth $50,000-$74,999
2003 HH Wealth $75,000-$99,999
2003 HH Wealth $100,000-$149,999
2003 HH Wealth $150,000-$249,999
2003 HH Wealth $250,000-$499,999
2003 HH Wealth $500,000-$749,999
2003 HH Wealth $750,000-$999,999
2003 HH Wealth $1,000,000+
Age < 25, HH Inc < $15,000
Age < 25, HH Inc $15,000-$24,999
Age < 25, HH Inc $25,000-$34,999
Age < 25, HH Inc $35,000-$49,999
Age < 25, HH Inc $50,000-$74,999
Age < 25, HH Inc $75,000-$99,999
Age < 25,HH Inc $100,000-$124,999
Age < 25,HH Inc $125,000-$149,999
Age < 25,HH Inc $150,000-$199,999
Age < 25, HH Inc $200,000+
Age 25-34, HH Inc < $15,000
Age 25-34, HH Inc $15,000-$24,999
Age 25-34, HH Inc $25,000-$34,999
Age 25-34, HH Inc $35,000-$49,999
Age 25-34, HH Inc $50,000-$74,999
Age 25-34, HH Inc $75,000-$99,999
Age 25-34,HH Inc $100,000-$124,999
Age 25-34,HH Inc $125,000-$149,999
Age 25-34,HH Inc $150,000-$199,999
Age 25-34, HH Inc $200,000+
Age 35-44, HH Inc < $15,000
Age 35-44, HH Inc $15,000-$24,999
Age 35-44, HH Inc $25,000-$34,999
Age 35-44, HH Inc $35,000-$49,999
TCI 1
TCI 2
-------------------------------------------------------------------------------------------------------------
Page: 1
TCI 3
-------------------------------------------------------------------------------------------------------------
TCI 4
-------------------------------------------------------------------------------------------------------------
TCI 5
-------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------
Profile Rankings
Profile
Age 35-44, HH Inc $50,000-$74,999
Age 35-44, HH Inc $75,000-$99,999
Age 35-44,HH Inc $100,000-$124,999
Age 35-44,HH Inc $125,000-$149,999
Age 35-44,HH Inc $150,000-$199,999
Age 35-44, HH Inc $200,000+
Age 45-54, HH Inc < $15,000
Age 45-54, HH Inc $15,000-$24,999
Age 45-54, HH Inc $25,000-$34,999
Age 45-54, HH Inc $35,000-$49,999
Age 45-54, HH Inc $50,000-$74,999
Age 45-54, HH Inc $75,000-$99,999
Age 45-54,HH Inc $100,000-$124,999
Age 45-54,HH Inc $125,000-$149,999
Age 45-54,HH Inc $150,000-$199,999
Age 45-54, HH Inc $200,000+
Age 55-64, HH Inc < $15,000
Age 55-64, HH Inc $15,000-$24,999
Age 55-64, HH Inc $25,000-$34,999
Age 55-64, HH Inc $35,000-$49,999
Age 55-64, HH Inc $50,000-$74,999
Age 55-64, HH Inc $75,000-$99,999
Age 55-64,HH Inc $100,000-$124,999
Age 55-64,HH Inc $125,000-$149,999
Age 55-64,HH Inc $150,000-$199,999
Age 55-64, HH Inc $200,000+
Age 65-74, HH Inc < $15,000
Age 65-74, HH Inc $15,000-$24,999
Age 65-74, HH Inc $25,000-$34,999
Age 65-74, HH Inc $35,000-$49,999
Age 65-74, HH Inc $50,000-$74,999
Age 65-74, HH Inc $75,000-$99,999
Age 65-74,HH Inc $100,000-$124,999
Age 65-74,HH Inc $125,000-$149,999
Age 65-74,HH Inc $150,000-$199,999
Age 65-74, HH Inc $200,000+
Age 75+, HH Inc < $15,000
Age 75+, HH Inc $15,000-$24,999
Age 75+, HH Inc $25,000-$34,999
Age 75+, HH Inc $35,000-$49,999
Age 75+, HH Inc $50,000-$74,999
Age 75+, HH Inc $75,000-$99,999
Age 75+, HH Inc $100,000-$124,999
Age 75+, HH Inc $125,000-$149,999
Age 75+, HH Inc $150,000-$199,999
Age 75+, HH Inc $200,000+
Pop Age 0-4
Pop Age 5-9
Pop Age 10-14
Pop Age 15-17
Pop Age 18-20
Pop Age 21-24
Pop Age 25-34
Pop Age 35-44
TCI 1
TCI 2
-------------------------------------------------------------------------------------------------------------
Page: 2
TCI 3
-------------------------------------------------------------------------------------------------------------
TCI 4
-------------------------------------------------------------------------------------------------------------
TCI 5
-------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------
Profile Rankings
Profile
Pop Age 45-49
Pop Age 50-54
Pop Age 55-59
Pop Age 60-64
Pop Age 65-74
Pop Age 75-84
Pop Age 85+
Pop Age 65+
Females Age 0-4
Females Age 5-9
Females Age 10-14
Females Age 15-17
Females Age 18-20
Females Age 21-24
Females Age 25-34
Females Age 35-44
Females Age 45-49
Females Age 50-54
Females Age 55-59
Females Age 60-64
Females Age 65-74
Females Age 75-84
Females Age 85+
Females Age 65+
Males Age 0-4
Males Age 5-9
Males Age 10-14
Males Age 15-17
Males Age 18-20
Males Age 21-24
Males Age 25-34
Males Age 35-44
Males Age 45-49
Males Age 50-54
Males Age 55-59
Males Age 60-64
Males Age 65-74
Males Age 75-84
Males Age 85+
Males Age 65+
Completed 0-8 Yrs Elem School
Attended High School, No Diploma
High School Graduate
Some College, No Degree
Associate Degree
Bachelor Degree
Master's Degree
Professional School Degree
Doctorate Degree
Emp in Agri/Forest/Fish/Hunt/Mine
Emp in Construction
Emp in Manufacturing
Emp in Wholesale Trade
Emp in Retail Trade
TCI 1
TCI 2
-------------------------------------------------------------------------------------------------------------
Page: 3
TCI 3
-------------------------------------------------------------------------------------------------------------
TCI 4
-------------------------------------------------------------------------------------------------------------
TCI 5
-------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------
Profile Rankings
Profile
Emp in Transport/Warehousing/Utils
Emp in Information Industry
Emp in Finance/Ins/Real Est/Other
Emp in Prof/Scientific/Technical
Emp in Managmnt of Comp/Enterprise
Emp in Admin/Support/Waste Mangmnt
Emp in Eductional Services
Emp in Health Care & Social Asst
Emp in Arts/Entertainment/Recreatn
Emp in Accommodation & Food Srvcs
Emp in Other Services (Except PA)
Emp in Public Administration
Management Occupation(Except Farm)
Farmers & Farm Managers
Business Operations Specialists
Financial Specialists
Computer & Mathematical Occup
Architecture & Engineering Occup
Life, Physical, & Social Sci Occup
Community & Social Services Occup
Legal Occupations
Education/Training/Library Occup
Art/Dsgn/Entrtnmnt/Sprts/Media Occ
Healthcare Practitn & Tech Occup
Healthcare Support Occupations
Protective Service Occupations
Food Prep & Serving Related Occup
Building & Grnds/Clean/Maint Occup
Personal Care & Service Occupation
Sales & Related Occupations
Administration Support Occupations
Farm/Forest/Fishing Occupations
Construction/Extractn/Maint Occup
Production/Trans/Matl Moving Occup
Pop in Armed Forces
Pop in Labor Force: Employed
Pop in Labor Force: Unemployed
Pop Not in Labor Force
Females in Armed Forces
Fem in Labor Force: Employed
Fem in Labor Force: Unemployed
Females Not in Labor Force
Males in Armed Forces
Males in Labor Force: Employed
Males in Labor Force: Unemployed
Males Not in Labor Force
Commute Alone in Vehicle
Commute in Carpool
Use Public Transportation
Walk to Work Only
Commute by Motorcycle
Commute by Bicycle
Commute by Other Means
Work at Home
TCI 1
TCI 2
-------------------------------------------------------------------------------------------------------------
Page: 4
TCI 3
-------------------------------------------------------------------------------------------------------------
TCI 4
-------------------------------------------------------------------------------------------------------------
TCI 5
-------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------
Profile Rankings
Profile
Commute to Work < 15 Minutes
Commute to Work in 15-29 Minutes
Commute to Work in 60+ Minutes
Pop Never Married
Pop Married, Spouse Present
Pop Married, Spouse Absent
Pop Widowed
Pop Divorced
Females Never Married
Females Married, Spouse Present
Females Married, Spouse Absent
Females Widowed
Females Divorced
Males Never Married
Males Married, Spouse Present
Males Married, Spouse Absent
Males Widowed
Males Divorced
HHs w/ 2+ Persons, Family, Married
HHs with 2+ Persons, Family, Other
HHs with 2+ Persons, Nonfamily
HHs w/ 1 or more people < 18 years
HHs with no people under 18 years
Income Above Poverty Fam, Married
Income Above Poverty Fam, Other
Income Below Poverty Fam, Married
Income Below Poverty Fam, Other
IAP Fam,Married w/Related Child<18
IAP Fam,Married w/No Rltd Child<18
IAP Fam,MaleHDR w/Related Child<18
IAP Fam,MaleHDR w/No Rltd Child<18
IAP Fam,Fem HDR w/Related Child<18
IAP Fam,Fem HDR w/No Rltd Child<18
IBP Fam,Married w/Related Child<18
IBP Fam,Married w/No Rltd Child<18
IBP Fam,MaleHDR w/Related Child<18
IBP Fam,MaleHDR w/No Rltd Child<18
IBP Fam,Fem HDR w/Related Child<18
IBP Fam,Fem HDR w/No Rltd Child<18
HHs with 1 Person
HHs with 2 Persons
HHs with 3 Persons
HHs with 4 Persons
HHs with 5 Persons
HHs with 6 Persons
HHs with 7+ Persons
Moved into Unit 0-1 Yr Ago
Moved into Unit 2-5 Yrs Ago
Moved into Unit 31+ Yrs Ago
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Profile Rankings
Profile
Single Unit in Structure
2 Units in Structure
3-19 Units in Structure
20-49 Units in Structure
50+ Units in Sturcture
Mobile Home or Trailer
Boat/RV/Van/Other
HUs Built in 1999 to March 2003
HUs Built in 1995-1998
HUs Built in 1939 or Earlier
Owner-Occupied HUs
Renter-Occupied HUs
HHs with No Vehicles
HHs with 1 Vehicle
HHs with 2 Vehicles
HHs with 3 Vehicles
HHs with 4 Vehicles
HHs with 5+ Vehicles
Home Value < $20,000
Home Value $20,000-$39,999
Home Value $40,000-$59,999
Home Value $60,000-$79,999
Home Value $80,000-$99,999
Home Value $100,000-$149,999
Home Value $150,000-$199,999
Home Value $200,000-$299,999
Home Value $300,000-$399,999
Home Value $400,000-$499,999
Home Value $500,000-$749,999
Home Value $750,000-$999,999
Home Value $1,000,000+
White Alone Pop
Black/African American Alone Pop
Am Indian/Alaska Native Alone Pop
Asian Alone Pop
Native Hawaiian/Other PI Alone Pop
Some Other Race Alone Pop
2 or More Races Pop
Hispanic/Latino Pop
Hispanic/Latino White Alone Pop
Hisp/Lat Black/AfricanAm Alone Pop
Hisp/Lat AmInd/AK Native Alone Pop
Hispanic/Latino Asian Alone Pop
Hisp/Lat Native HI/OthrPI AlonePop
Hisp/Lat Some Other Race Alone Pop
Hispanic/Latino 2+ Races Pop
Non-Hisp/Latino White Alone Pop
Non-Hisp/Lat Black/AfrAm Alone Pop
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Profile Rankings
Profile
Non-Hisp/Lat AmInd/AK Nat AlonePop
Non-Hisp/Latino Asian Alone Pop
Non-Hisp/Lat NatHI/OthrPI AlonePop
Non-Hisp/Lat Other Race Alone Pop
Non-Hispanic/Latino 2+ Races Pop
Chinese (Except Taiwanese)
Filipino
Japanese
Asian Indian
Korean
Vietnamese
Cambodian
Hmong
Laotian
Thai
Other Asian
Two or More Asian Categories
Mexican
Puerto Rican
Cuban
All Other Hispanic or Latino
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Profile Rankings
Target Cluster Index of Simmons Lifestyles
Profile
800 Number Calls,11-20,6mo (A)
800 Number Calls,Any,6mo (A)
900 Number Calls,Any,6mo (A)
Any Domestic Travel by Airplane,3+,1yr (A)
Any Domestic Travel,1yr (A)
Belong to a Business Club (H)
Belong to a CD/Tape Club (A)
Belong to a Civic Club (H)
Belong to a Country Club (H)
Belong to a Fraternal Order (H)
Belong to a Health Club (H)
Belong to a local PTA/Parents Association (H)
Belong to a Religious Club (H)
Belong to a Union (H)
Belong to a Veterans Club (H)
Belong to AARP (H)
Belong to an Arts Association (H)
Belong to an Environmental Organization (H)
Belong to BMG Music/Classical Music Club (A)
Belong to Church/Temple/Synagogue (H)
Belong to Columbia Hse Music/Classical Music Club (A)
Belong to School/College Board (H)
Bght from HSN/QVC/Other,1 buy (H)
Buy 1940's-1960's Pop Music,1yr (H)
Buy 1960's Rock Music,1yr (H)
Buy 1970's Rock Music,1yr (H)
Buy Action Figures/Robots,1yr (H)
Buy Aerobic Shoes,1yr (A)
Buy Alternative Music,1yr (H)
Buy Any Products by Catalog,$250+,1yr (A)
Buy Any Products by Catalog,1yr (A)
Buy Any Products by Internet Order,1yr (A)
Buy Any Products by Internet,$200+,1yr (A)
Buy Any Products by Mail/Phone Order,1yr (A)
Buy Any Products by Mail/Phone,$200+,1yr (A)
Buy Audiobooks,1-9,1yr (H)
Buy Audiobooks,Any,1yr (H)
Buy Basketball Shoes,1yr (A)
Buy Bicycle,1yr (H)
Buy Board Games,1yr (H)
Buy Books Through Book Club,1yr (H)
Buy Books Through Bookstore,1yr (H)
Buy Books Through Online Site,1yr (A)
Buy Books,10+,1yr (H)
Buy Books/Music/Video by Internet,1yr (A)
Buy Books/Music/Video by Mail/Phone,1yr (A)
Buy Camping Equipment,1yr (H)
Buy Camping Tents,1yr (H)
Buy Cat Food (H)
Buy CDs,10+,1yr (H)
Buy CDs,1-9,1yr (H)
Buy CD's,Any,1yr (H)
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Profile Rankings
Profile
Buy Children's Book,1yr (H)
Buy Classical Music,1yr (H)
Buy Collectables by Internet,1yr (A)
Buy Collectables by Mail/Phone,1yr (A)
Buy Contemporary Christian Music,1yr (H)
Buy Contemporary Pop Music,1yr (H)
Buy Contemporary Rock Music,1yr (H)
Buy Cookbook,1yr (H)
Buy Country Music,1yr (H)
Buy Cross Training Shoes,1yr (A)
Buy Dance Music,1yr (H)
Buy Dog Food (H)
Buy Easy Listening Music,1yr (H)
Buy Electric Educational Toys,1yr (H)
Buy Electronic Dolls/Animals,1yr (H)
Buy Exercise Walking Shoes,1yr (A)
Buy Fashion Dolls,1yr (H)
Buy Fishing Equipment,1yr (H)
Buy Flea/Tick Product (H)
Buy Free Weights/Dumbbells,1yr (H)
Buy from A&W (A)
Buy from Any Fast Food Restaurant (A)
Buy from Applebee's (A)
Buy from Arby's (A)
Buy from Arthur Treacher (A)
Buy from Bennigan's (A)
Buy from Big Boy (A)
Buy from Bob Evan's Farm (A)
Buy from Boston Market (A)
Buy from Burger King (A)
Buy from Captain D's (A)
Buy from Carl's Jr (A)
Buy from Checker's (A)
Buy from Chick-Fil-A (A)
Buy from Chili's Grill & Bar (A)
Buy from Cracker Barrel (A)
Buy from Dairy Queen (A)
Buy from Del Taco (A)
Buy from Denny's (A)
Buy from Domino's Pizza (A)
Buy from Dunkin' Donuts (A)
Buy from Family Restaurant/Steak House (A)
Buy from Fast Food Burger Resaurant (A)
Buy from Fast Food Fish Restaurant (A)
Buy from Fast Food Mexican Restaurant (A)
Buy from Fast Food Pizza Restaurant (A)
Buy from Friendly's (A)
Buy from Godfather's Pizza (A)
Buy from Golden Corral (A)
Buy from Hardee's (A)
Buy from IHOP (A)
Buy from Jack-in-the-Box (A)
Buy from KFC (A)
Buy from Krispy Kreme (A)
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Profile Rankings
Profile
Buy from Krystal Hamburgers (A)
Buy from Little Caesar's (A)
Buy from Long John Silver (A)
Buy from Mazzio's (A)
Buy from McDonald's (A)
Buy from Olive Garden (A)
Buy from Outback Steakhouse (A)
Buy from Pancake/Doghnut/Ice Cream Resaurant (A)
Buy from Papa Gino's (A)
Buy from Papa John's (A)
Buy from Pizza Hut (A)
Buy from Pizza Inn (A)
Buy from Ponderosa (A)
Buy from Popeye's (A)
Buy from Quizno's (A)
Buy from Rally's (A)
Buy from Red Lobster (A)
Buy from Round Table Pizza (A)
Buy from Roy Rogers (A)
Buy from Ruby Tuesday (A)
Buy from Sbarro (A)
Buy from Sonic (A)
Buy from Subway (A)
Buy from Taco Bell (A)
Buy from Taco Time (A)
Buy from TGI Friday's (A)
Buy from Wendy's (A)
Buy from Whataburger (A)
Buy from White Castle (A)
Buy Garden Supplies by Catalog,1yr (A)
Buy Garden Supplies by Mail/Phone,1yr (A)
Buy Golf Clubs,1yr (H)
Buy Gospel Music,1yr (H)
Buy Hardback Books,10+,1yr (H)
Buy Hardback Books,1-9,1yr (H)
Buy Hardcover Books,Any,1yr (H)
Buy Heavy Rock Music,1yr (H)
Buy Hiking Shoes,1yr (A)
Buy Home Gym Equipment,1yr (H)
Buy Infant Toys,1yr (H)
Buy Jazz Music,1yr (H)
Buy Jogging/Running Shoes,1yr (A)
Buy Large/Baby Dolls,1yr (H)
Buy Mystery Book,1yr (H)
Buy New Age Music,1yr (H)
Buy Other Educational Toy,1yr (H)
Buy Paperback Books,10+,1yr (H)
Buy Paperback Books,1-9,1yr (H)
Buy Paperback Books,Any,1yr (H)
Buy Personal/Business Self Help Book,1yr (H)
Buy Play Sports Equipment,1yr (H)
Buy Plush Dolls/Animal,1yr (H)
Buy Pre-School Toys,1yr (H)
Buy Rap Music,1yr (H)
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Profile Rankings
Profile
Buy Romance Book,1yr (H)
Buy Science Fiction Book,1yr (H)
Buy Soccer Equipment,1yr (H)
Buy Softball/Baseball Equipment,1yr (H)
Buy Soul/R&B Music,1yr (H)
Buy Soundtrack Music,1yr (H)
Buy Sporting Goods From Catalog,1yr (A)
Buy Tennis Equipment,1yr (H)
Buy Tennis Shoes,1yr (A)
Buy Toy Car/Truck,1yr (H)
Buy Toy/Game by Internet,1yr (A)
Buy Toy/Game by Mail/Phone,1yr (A)
Buy Toy/Game from Catalog,1yr (A)
Buy Travel Book,1yr (H)
Buy Travelers Checks,$300+,1yr (A)
Buy Travelers Checks,1yr (A)
Buy Word Game,1yr (H)
Calling/Credit Card Calls,1-2 (A)
Calling/Credit Card Calls,16+ (A)
Contribute to PBS,$50+,1yr (H)
Contribute to PBS,1yr (H)
Cruise on Carnival,3yr (A)
Cruise on Royal Caribbean,3yr (A)
Cruise Ship Vacation,3yr (A)
Cruise to Caribbean,3yr (A)
Dine Out (Not Fast Food),1yr (H)
Discount with Calling/Credit Card (A)
Do Aerobics,1yr (H)
Do Bird Watching,1yr (H)
Do Gardening (H)
Do Karate/Martial Arts,1yr (H)
Do Needlework/Quilting,1yr (H)
Do Painting/Drawing/Sculpting,1yr (H)
Do Photography,1yr (H)
Do Pottery/Jewelry Making,1yr (H)
Do Stamp Collecting (H)
Do Weight Training,1yr (H)
Do Woodworking/Furniture Refurnishing,1yr (H)
Domestic Business Travel by Airplane,3+,1yr (A)
Domestic Travel by Airplane,1yr (A)
Domestic Travel by Boat/Ship,1yr (A)
Domestic Travel by Bus,1yr (A)
Domestic Travel by Car,1yr (A)
Domestic Travel by Recreation Vehicle,1yr (A)
Domestic Travel for Business Only,Last Trip (A)
Domestic Travel on American Airlines,1yr (A)
Domestic Travel on Continental Airlines,1yr (A)
Domestic Travel on Delta Airlines,1yr (A)
Domestic Travel on Southwest Airlines,1yr (A)
Domestic Travel on United Airlines,1yr (A)
Domestic Travel on USAir,1yr (A)
Domestic Travel to AZ/NM/NV,1yr (A)
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Profile Rankings
Profile
Domestic Travel to CA,1yr (A)
Domestic Travel to DE/MD/DC,1yr (A)
Domestic Travel to FL,1yr (A)
Domestic Travel to MA/CT/RI,1yr (A)
Domestic Travel to ME/NH/VT,1yr (A)
Domestic Travel to NY/PA/NJ,1yr (A)
Domestic Travel to UT/CO,1yr (A)
Domestic Travel,Hotel Stay,1-5 Nights,1yr (A)
Domestic Travel,Hotel Stay,6+ Nights,1yr (A)
Enjoy Entertaining People at Home (H)
Exercise at Club,1yr (H)
Exercise at Home,1yr (H)
Exercise at Other Facility,1yr (H)
Exercise at YMCA/YWCA,1yr (H)
Exercise,1 Time/wk (H)
Exercise,2 Times/wk (H)
Exercise,3-4 Times/wk (H)
Exercise,5+ Times/wk (H)
Expect to Get Married,1yr (H)
Fan of Auto Racing (H)
Fan of Boxing (H)
Fan of College Basketball (H)
Fan of College Football (H)
Fan of Ice Hockey (H)
Fan of Indy Car Racing (H)
Fan of NASCAR Racing (H)
Fan of NBA Professional Basketball (H)
Fan of Professional Baseball (H)
Fan of Professional Football (H)
Fan of Rodeo (H)
Fan of Truck Racing/Pulls (H)
Fan of WNBA Professional Basketball (H)
Foreign Travel by Airplane,3yr (A)
Foreign Travel by Boat/Ship,3yr (A)
Foreign Travel by Bus,3yr (A)
Foreign Travel by Car,3yr (A)
Foreign Travel by Railroad,3yr (A)
Foreign Travel on American Airlines,3yr (A)
Foreign Travel on Continental Airlines,3yr (A)
Foreign Travel on Delta Airlines,3yr (A)
Foreign Travel on NorthWest Airlines,3yr (A)
Foreign Travel on USAir,3yr (A)
Foreign Travel, 2+Trips,3yr (A)
Gamble at Atlantic City,1yr (H)
Gamble at Lake Reno/Tahoe,1yr (H)
Gamble at Las Vegas,1yr (H)
Get Involved in Fund Raising,1yr (H)
Get Involved in Public Activities,1yr (H)
Go Backpacking/Hiking,1yr (H)
Go Bicycling,1yr (H)
Go Bowling,1yr (H)
Go Camping,1yr (H)
Go Downhill/Cross Country Snow Skiing,1yr (H)
Go Fresh Water Fishing,1yr (H)
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Profile Rankings
Profile
Go Horseback Riding,1yr (H)
Go Hunting,1yr (H)
Go Ice Skating,1yr (H)
Go In-Line/Roller Skating,1yr (H)
Go Jogging/Running,1yr (H)
Go Mountain/Rock Climbing,1yr (H)
Go Power Boating,1yr (H)
Go Sailing,1yr (H)
Go Salt Water Fishing,1yr (H)
Go Snorkeling/Skin Diving,1yr (H)
Go Snowboarding,1yr (H)
Go Snowmobiling,1yr (H)
Go Surfing/Windsurfing,1yr (H)
Go Swimming,1yr (H)
Go Target Shooting,1yr (H)
Go to Bars/Nightclubs/Dancing,1yr (H)
Go to Beach/Lake,1yr (H)
Go to Gambling Casino,1yr (H)
Go to Live Theater,1yr (H)
Go to Movies,1-2 Times,3mo (H)
Go to Movies,3-5 Times,3mo (H)
Go to Movies,6+ Times,3mo (H)
Go to Movies,6mos (A)
Go to Museum,1yr (H)
Go to Music/Dance Performance,1yr (H)
Go to Rock/Pop Concert,1yr (H)
Go to Yoga,1yr (H)
Go to Zoo,1yr (H)
Go Walking for Exercise,1yr (H)
Go Water Skiing,1yr (H)
Go Yoga for Exercise,1yr (H)
Have a Garden (H)
Have Conservative Outlook (H)
Have Liberal Outlook (H)
Join CD/Tape Club Through Direct Mail Offer (A)
Join CD/Tape Club Through Magazine/Newspaper Ad (A)
Listen to Music,1yr (H)
Make Conscious Effort to Recycle (H)
Member of Any Frequent Flyer Programs (A)
Member of Continental Frequent Flyer Program (A)
Member of Delta Frequent Flyer Program (A)
Member of United Airlines Frequent Flyer Program (A)
Member of USAir Frequent Flyer Program (A)
Own a Hand-Held Video Game (A)
Own a Valid Passport (A)
Own Answering Machine (H)
Own Backpacking Equipment (H)
Own Bicycle (H)
Own Bowling Ball (H)
Own Cat (H)
Own Cordless Telephone (H)
Own Cross Country Ski Machine (H)
Own Dog (H)
Own Fishing Equipment (H)
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Profile Rankings
Profile
Own Free Weights/Dumbbells (H)
Own Golf Clubs (H)
Own Home Gym Equipment (H)
Own Other Camping Equipment (H)
Own Phone w/Added Features (H)
Own Piano (H)
Own Racquetball Equipment (H)
Own Rifle/Shotgun (H)
Own Rowing Machine (H)
Own Snow Boots/Skis (H)
Own Stair Stepper Machine (H)
Own Stationary Bicycle (H)
Own Tennis Equipment (H)
Own Tent (H)
Own Tread Mill (H)
Own TV Video Game (H)
Own/Lease Cell Phone (H)
Own/Lease Ericsson Brand Cell Phone (H)
Own/Lease Motorola Brand Cell Phone (H)
Own/Lease Nokia Brand Cell Phone (H)
Personal Domestic Long Distance Bill,$26+/mo (H)
Personal Domestic Long Distance Calls,11-20,1mo (H)
Personal International Long Distance Bill,$26+/mo (H)
Personal Itntl Long Distance Calls,1-2,1mo (H)
Personal Itntl Long Distance Calls,3-5,1mo (H)
Play Any Lottery,1+ Times/wk (H)
Play Baseball,1yr (H)
Play Basketball,1yr (H)
Play Billiards/Pool,1yr (H)
Play Daily Lottery,1mo (H)
Play Football,1yr (H)
Play Golf,1yr (H)
Play Instant Lottery,1mo (H)
Play Musical Instrument,1yr (H)
Play Racquetball,1yr (H)
Play Soccer,1yr (H)
Play Softball,1yr (H)
Play Tennis,1yr (H)
Play Volleyball,1yr (H)
Play Weekly Lottery,1mo (H)
Read Books,1yr (H)
Rent Car for Business/Personal Use (A)
Rent Vehicle for Business,1-4 Times,1yr (A)
Rent Vehicle for Business,5+ Times,1yr (A)
Rent Vehicle for Personal,1-4 Times,1yr (A)
Rent Vehicle from Alamo (A)
Rent Vehicle from Avis (A)
Rent Vehicle from Budget (A)
Rent Vehicle from Dollar (A)
Rent Vehicle from Entrprise (A)
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Profile Rankings
Profile
Rent Vehicle from Hertz (A)
Rent Vehicle from National (A)
Rent Vehicle from Thrifty (A)
Rent/Buy Children's DVD,1yr (H)
Rent/Buy Children's Video Tape,1yr (H)
Rent/Buy DVD at Blockbuster,1yr (H)
Rent/Buy Exercise/Aerobics Video Tape,1yr (H)
Rent/Buy Movie DVD,1yr (H)
Rent/Buy Movie Video Tape,1yr (H)
Rent/Buy Music DVD,1yr (H)
Rent/Buy Music Video Tape,1yr (H)
Rent/Buy Video at Blockbuster,1yr (H)
Ride Motorcycle,1yr (H)
Stay at All-Inclusive Resort,1yr (A)
Stay at Domestic Hotel/Motel,1yr (A)
Stay at Public/Private Campground,1yr (A)
Stay Best Western on Vacation,1yr (A)
Stay Comfort Inn on Vacation,1yr (A)
Stay Days Inn on Vacation,1yr (A)
Stay Hilton on Vacation,1yr (A)
Stay Holiday Inn on Vacation,1yr (A)
Stay Marriott on Vacation,1yr (A)
Stay Motel 6 on Vacation,1yr (A)
Stay Ramada Inn on Vacation,1yr (A)
Take Education Course,1yr (H)
Take Part in Civil Issue,1yr (H)
Travel to Any Asian Country,3yr (A)
Travel to Any European Country,3yr (A)
Travel to Any Western European Country,3yr (A)
Travel to Bahamas,3yr (A)
Travel to Canada,3yr (A)
Travel to Caribbean,3yr (A)
Travel to Central/South America,3yr (A)
Travel to France,3yr (A)
Travel to Germany,3yr (A)
Travel to Ireland/UK,3yr (A)
Travel to Italy,3yr (A)
Travel to Jamaica,3yr (A)
Travel to Mexico,3yr (A)
Travel to Puerto Rico,3yr (A)
Travel to Spain/Portugal,3yr (A)
Travel to Switzerland,3yr (A)
Travel to U.S. Virgin Islands,3yr (A)
Use Alltel for Cell Phone Service (H)
Use AT&T Calling/Credit Card (A)
Use AT&T for Domestic Long Distance (H)
Use AT&T for International Long Distance (H)
Use AT&T Wireless for Cell Phone Service (H)
Use Call Answering (H)
Use Call Blocking (H)
Use Call Forwarding (H)
Use Call Waiting (H)
Use Caller ID (H)
Use Calling/Credit Card for Purchase (A)
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Profile Rankings
Profile
Use Cell Phone for Personal Use (H)
Use CellularOne for Cell Phone Service (H)
Use MCI for Domestic Long Distance (H)
Use MCI Worldcom Calling/Credit Card (A)
Use Nextel for Cell Phone Service (H)
Use Sprint Calling/Credit Card (A)
Use Sprint for Domestic Long Distance (H)
Use Sprint PCS for Cell Phone Service (H)
Use Stationary Bicycle (H)
Use Telephone Calling/Credit Card (A)
Use Three-Way Calling (H)
Use Verizon for Cell Phone Service (H)
Visit Any Busch Gardens Park,1yr (A)
Visit Any Disney Theme Park in FL,1yr (A)
Visit Any Sea World Park,1yr (A)
Visit Any Six Flags Park,1yr (A)
Visit Any Theme Park,1yr (A)
Visit Any Universal Studios Park,1yr (A)
Visit Gambling Casinos,1yr (H)
Visit Golf/Tennis Resort,1yr (A)
Visit Other Types of Resorts,1yr (A)
Volunteer Environmental/Conservation Group,1yr (H)
Vote in Federal/State/Local Election,1yr (H)
Work as Non-Political Volunteer,1yr (H)
Work for a Political Party/Candidate,1yr (H)
Write to Company About Product,1yr (H)
Write to Elected Official,1yr (H)
Write to Magazine/Newspaper Editor,1yr (H)
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WHERE are the targets?
Understanding Market Potential Index
Market Potential Index Maps rank markets (geounits) by the Market Potential Index (MPI)
for the product profile you specify and breaks them by quintile. The MPI indicates each
market’s propensity to use a product, compared to an average of 100. The map is a graphic
representation of the MPI report, with each quintile represented by a different shade.
Market Potential Index is primarily used as a way of ranking markets from high to
low in terms of demographic potential. MPI tends to vary far less across markets than
actual buying rates do, so there is a tendency for MPI to under-predict performance in
good markets and over-predict performance in bad markets. Beware of too much
emphasis on exact value of MPI, rather than as a relative ranking measure.
Note
The map legend shows, for each quintile, a count and percent composition for households, an
average MPI, and the highest and lowest MPI for the markets assigned to that quintile.
Market Potential Index Reports show, for each geounit in the report area, the geocode, a
count, % Composition for total households, and an MPI for the profile chosen for the report.
Markets are ranked in descending order by MPI. Subtotals are shown for each quintile
(approximate fifth) of the total household count for the area reported on.
Figure 4 on the next page shows a portion of a sample DMA Market Potential Index (MPI)
report.
Integras Consulting/Claritas
Market Potential Report
DMA
Code
Name
747
Juneau, AK
571
Ft. Myers-Naples, FL
533
509
Ft. Wayne, IN
563
Grand Rapids et al, MI
610
Rockford, IL
551
Lansing, MI
566
Harrisburg et al, PA
:
Quintiles: 1
659
686
679
547
821
538
560
529
:
Nashville, TN
Mobile et al, AL-FL
Des Moines-Ames, IA
Toledo, OH
Bend, OR
Rochester, NY
Raleigh et al, NC
Louisville, KY
Quintiles: 2
676
855
758
630
767
626
766
773
:
Duluth-Superior, MN-WI
Santa Barbara et al, CA
Idaho Falls et al, ID
Birmingham et al, AL
Casper-Riverton, WY
Victoria, TX
Helena, MT
Grand Junction et al, CO
Quintiles: 3
862
789
671
755
687
545
508
636
:
Sacramento et al, CA
Tucson(Sierra Vista), AZ
Tulsa, OK
Great Falls, MT
Minot et al, ND
Greenville et al, NC
Pittsburgh, PA
Harlingen et al, TX
Quintiles: 4
711
647
537
631
839
825
765
622
:
Meridian, MS
Greenwood-Greenville, MS
Bangor, ME
Ottumwa et al, IA-MO
Las Vegas, NV
San Diego, CA
El Paso, TX
New Orleans, LA
Quintiles: 5
Total
United States (Country by DMA) Report for Wild Things
Sorted by: MPI
Households for: United
Market Potential for: Wild Things Customers
Count
% Comp
Count
% Comp
% Pen
MPI
29,033
0.03
134
0.03
0.46
122
409,036
0.38
1,759
0.43
0.43
114
989,783
0.92
4,240
1.04
0.43
114
265,870
0.25
1,131
0.28
0.43
113
717,100
0.67
3,043
0.75
0.42
112
176,679
0.16
750
0.18
0.42
112
250,492
0.23
1,063
0.26
0.42
112
639,497
0.59
2,711
0.67
0.42
112
22,619,943
21
93,094
22.9
0.41
109
886,845
492,841
403,329
435,257
48,147
407,426
939,977
616,613
0.82
0.46
0.37
0.4
0.04
0.38
0.87
0.57
3,534
1,963
1,606
1,733
192
1,619
3,730
2,445
0.87
0.48
0.39
0.43
0.05
0.4
0.92
0.6
0.4
0.4
0.4
0.4
0.4
0.4
0.4
0.4
106
106
105
105
105
105
105
105
21,898,665
20.33
86,088
21.18
0.39
104
181,958
236,415
110,167
696,359
50,889
30,799
25,022
72,697
0.17
0.22
0.1
0.65
0.05
0.03
0.02
0.07
708
920
428
2,707
198
120
97
282
0.17
0.23
0.11
0.67
0.05
0.03
0.02
0.07
0.39
0.39
0.39
0.39
0.39
0.39
0.39
0.39
103
103
103
103
103
103
103
103
21,943,505
20.37
83,405
20.52
0.38
101
1,243,398
404,224
507,792
65,991
136,924
267,983
1,178,293
289,332
1.15
0.38
0.47
0.06
0.13
0.25
1.09
0.27
4,668
1,518
1,905
247
513
1,004
4,415
1,084
1.15
0.37
0.47
0.06
0.13
0.25
1.09
0.27
0.38
0.38
0.38
0.37
0.37
0.37
0.37
0.37
99
99
99
99
99
99
99
99
21,570,482
20.02
79,564
19.57
0.37
98
72,260
81,784
139,252
52,732
576,632
1,021,012
278,453
665,972
0.07
0.08
0.13
0.05
0.54
0.95
0.26
0.62
256
288
490
184
2,010
3,556
966
2,260
0.06
0.07
0.12
0.05
0.49
0.87
0.24
0.56
0.35
0.35
0.35
0.35
0.35
0.35
0.35
0.34
94
93
93
93
92
92
92
90
19,695,060
18.28
64,348
15.83
0.33
87
107,727,655
100
406,499
100
0.38
100
Figure 4
Interpreting an MPI - Distribution Calculation
The MPI report illustrated on the previous page shows the PRIZMNE market potential for a
profile of Wild Things Customers for DMAs in the US. DMAs are ranked by MPI. Each of
the MPIs shown on this report is a national index of the propensity to be Wild Things
Customers, weighted to reflect the PRIZMNE Clusters present within the market, using
PRIZMNE Cluster assignments made at the Block Group level.
The report shows that the Juneau AK DMA should be one of the best markets for reaching
Wild Things Customers, based on demographics alone. The MPI of 122 shows that residents
of this DMA should be 22% more likely than the national average to be Wild Things
Customers.
To compute MPIs, Claritas calculates (1) the percentage of households within each Cluster in
each of the markets reported on and (2) the equivalent of a sixty-six Cluster PRIZMNE profile
report for the product, and then calculates a weight-averaged MPI for each of the markets.
These calculations are described below.
The distribution calculation
MPIs are weighted as follows:
Clusters present in the market
Cluster’s
contribution
to MPI
National Index
for product
(for profile)
Percentage of households
per Cluster in market
(from BG data set)
Blue Blood Estates
:
0.00%
×
148
=
0.00
Country Squires
2.63%
×
156
=
4.10
:
=
4.13%
×
111
4.26%
×
138
=
4.58
:
God’s Country
5.88
:
(and so forth for each Cluster present)
Total
100.00%
122.39
National indices are calculated as indicated in Figure 1, % Pen or % Comp, in the Who are the targets? section.
DMA PRIZM NE Market Potential Index Report
for United States
[1] Widget Customers
DMA Full Name
San Francisco-Oakland-San Jose, CA
Washington, DC (Hagerstown, MD)
New York, NY
Boston (Manchester), MA-NH
Chicago, IL
Detroit, MI
Baltimore, MD
Quintile 1
Households
Count
% Comp
2,514,674
2.30
---------------------------------
MPI 1
145
-----------------
Philadelphia, PA
Los Angeles, CA
San Diego, CA
Monterey-Salinas, CA
Honolulu, HI
Seattle-Tacoma, WA
Minneapolis-St. Paul, MN
Denver, CO
Austin, TX
Las Vegas, NV
Milwaukee, WI
Atlanta, GA
Rochester, NY
Anchorage, AK
Santa Barbara-Santa Maria-San Luis Obispo, CA
West Palm Beach-Ft. Pierce, FL
Juneau, AK
Dallas-Ft. Worth, TX
---------------------------------------
---------------------------------------
---------------------------------------
Portland, OR
Phoenix, AZ
Cincinnati, OH
Richmond-Petersburg, VA
Reno, NV
Providence-New Bedford, RI-MA
Cleveland, OH
Sacramento-Stockton-Modesto, CA
Columbus, OH
St. Louis, MO
Houston, TX
Madison, WI
Kansas City, MO-KS
Lansing, MI
Rockford, IL
Dayton, OH
Indianapolis, IN
Harrisburg-Lancaster-Lebanon-York, PA
-------------------------------------
-------------------------------------
-------------------------------------
Quintile 2
Page 1 of 5
for United States
DMA Full Name
Charlottesville, VA
Springfield-Holyoke, MA
Peoria-Bloomington, IL
Omaha, NE
Grand Rapids-Kalamazoo-Battle Creek, MI
Miami-Ft. Lauderdale, FL
Salt Lake City, UT
Charlotte, NC
Albany-Schenectady-Troy, NY
Quintile 3
Toledo, OH
Green Bay-Appleton, WI
Colorado Springs-Pueblo, CO
Norfolk-Portsmouth-Newport News, VA
Tucson (Sierra Vista), AZ
Louisville, KY
Ft. Myers-Naples, FL
Raleigh-Durham (Fayetteville), NC
Fairbanks, AK
Jacksonville, FL
Ft. Wayne, IN
Lafayette, IN
Buffalo, NY
Flint-Saginaw-Bay City, MI
Syracuse, NY
Bend, OR
Des Moines-Ames, IA
Orlando-Daytona Beach-Melbourne, FL
Tampa-St.Petersburg (Sarasota), FL
Palm Springs, CA
Charleston, SC
San Antonio, TX
Cedar Rapids-Waterloo-Iowa City & Dubuque, IA
Greensboro-High Point-Winston Salem, NC
Nashville, TN
South Bend-Elkhart, IN
Pittsburgh, PA
Rochester-Mason City-Austin, MN-IA
Memphis, TN
Columbia, SC
Champaign & Springfield-Decatur, IL
Wausau-Rhinelander, WI
Davenport-Rock Island-Moline, IA-IL
Boise, ID
Baton Rouge, LA
Eugene, OR
Portland-Auburn, ME
Page 2 of 5
Households
Count
% Comp
-------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------
MPI 1
-----------------------------------------------------------------------------------------------
for United States
DMA Full Name
Lima, OH
Yakima-Pasco-Richland-Kennewick, WA
Birmingham (Anniston, Tuscaloosa), AL
Wilmington, NC
Burlington-Plattsburgh, VT-NY
Albuquerque-Santa Fe, NM
New Orleans, LA
Wichita-Hutchinson Plus, KS
Gainesville, FL
Lincoln & Hastings-Kearny, NE
Youngstown, OH
Quintile 4
Savannah, GA
Salisbury, MD
Mobile-Pensacola (Ft. Walton Beach), AL-FL
Knoxville, TN
Duluth-Superior, MN-WI
Evansville, IN
Huntsville-Decatur (Florence), AL
Victoria, TX
Topeka, KS
La Crosse-Eau Claire, WI
Erie, PA
Binghamton, NY
Spokane, WA
Mankato, MN
Fresno-Visalia, CA
Greenville-Spartanburg-Asheville-Anderson, SC-NC
Helena, MT
Harrisonburg, VA
Tallahassee-Thomasville, FL-GA
Macon, GA
Traverse City-Cadillac, MI
Augusta, GA
Chattanooga, TN
Fargo-Valley City, ND
Oklahoma City, OK
Roanoke-Lynchburg, VA
Columbia-Jefferson City, MO
Lexington, KY
Tulsa, OK
Cheyenne-Scottsbluff, WY-NE
Billings, MT
Jackson, MS
Idaho Falls-Pocatello, ID
Montgomery (Selma), AL
Sioux Falls (Mitchell), SD
Page 3 of 5
Households
Count
% Comp
-----------------------------------------------------------------------------------------------------------------------
-----------------------------------------------------------------------
MPI 1
-----------------------------------------------------------------------------------------------
for United States
DMA Full Name
Beaumont-Port Arthur, TX
Butte-Bozeman, MT
Elmira, NY
Little Rock-Pine Bluff, AR
Grand Junction-Montrose, CO
Utica, NY
Sioux City, IA
Alpena, MI
North Platte, NE
Medford-Klamath Falls, OR
Bakersfield, CA
Biloxi-Gulfport, MS
St. Joseph, MO
Chico-Redding, CA
Jackson, TN
Casper-Riverton, WY
Missoula, MT
Lake Charles, LA
El Paso, TX
Marquette, MI
Waco-Temple-Bryan, TX
Wilkes Barre-Scranton, PA
Lubbock, TX
Columbus, GA
Amarillo, TX
Panama City, FL
Odessa-Midland, TX
Greenville-New Bern-Washington, NC
Corpus Christi, TX
Bowling Green, KY
Minot-Bismarck-Dickinson (Williston), ND
Florence-Myrtle Beach, SC
Quincy-Hannibal-Keokuk, IL-MO-IA
Rapid City, SD
Johnstown-Altoona, PA
Zanesville, OH
Watertown, NY
Tyler-Longview (Lufkin & Nacogdoches), TX
Shreveport, LA
Terre Haute, IN
Dothan, AL
Twin Falls, ID
Tri-Cities, TN-VA
Abilene-Sweetwater, TX
Bangor, ME
Parkersburg, WV
Springfield, MO
Ft. Smith-Fayettville-Springdale-Rodgers, AR
Page 4 of 5
Households
Count
% Comp
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
MPI 1
-------------------------------------------------------------------------------------------------
for United States
DMA Full Name
Paducah-Cape Girardeau-Harrisbrg-Mt Vernon,KY-MO-IL
Charleston-Huntington, WV
Eureka, CA
Great Falls, MT
Monroe-El Dorado, LA-AR
Wichita Falls & Lawton, TX-OK
Wheeling-Steubenville, WV-OH
Sherman-Ada, TX-OK
Lafayette, LA
Meridian, MS
Albany, GA
San Angelo, TX
Clarksburg-Weston, WV
Bluefield-Beckley-Oak Hill, WV
Jonesboro, AR
Ottumwa-Kirksville, IA-MO
Columbus-Tupelo-West Point, MS
Hattiesburg-Laurel, MS
Alexandria, LA
Presque Isle, ME
Yuma-El Centro, AZ-CA
Joplin-Pittsburg, MO-KS
Glendive, MT
Greenwood-Greenville, MS
Laredo, TX
Harlingen-Weslaco-Brownsville-McAllen, TX
Quintile 5
Total
Households
Count
% Comp
---------------------------------------------------------------------------------------------------------------
Page 5 of 5
---
MPI 1
---------------------------------------------------------
ZIP Prizm NE Market Potential Index Report
for San Francisco-Oakland-San Jose, CA DMA
Households
ZIP
Code
94027
94022
95070
94708
95030
95120
94920
94024
94970
94563
94028
94549
94556
94528
94507
94707
95140
95032
94552
94941
94517
94062
94038
94127
94586
94304
95014
94070
94020
95054
94514
94542
94502
94306
94010
95134
94402
94960
94972
94002
94539
94025
94547
94598
Count
% Comp
9,430
---------------------------------------------------------------------------------------
0.52
---------------------------------------------------------------------------------------
Page: 1
MPI 1
159
---------------------------------------------------------------------------------------
Households
ZIP
Code
95132
94404
94939
95148
94925
94044
94611
95139
94130
94021
94087
94074
95138
95129
95124
94618
95013
94065
94301
94131
94506
95135
94526
Quintile 1
95123
94930
94123
95051
94903
95121
94086
95136
94030
94555
94040
95119
94043
95131
94005
94569
95035
95118
94015
Count
-------------------------------------------------
% Comp
-------------------------------------------------
MPI 1
-------------------------------------------------
---------------------------------------
---------------------------------------
---------------------------------------
Page: 2
Households
ZIP
Code
94089
94085
94041
94114
94403
94538
94523
94019
94536
95008
94560
94596
95130
94116
94303
94964
94118
94949
94066
95046
94568
94061
94553
94904
Quintile 2
94587
95125
94705
94576
94530
94121
94546
95117
95127
95133
94080
94803
94510
94117
94583
94129
95128
94706
Count
---------------------------------------------------
% Comp
---------------------------------------------------
MPI 1
---------------------------------------------------
-------------------------------------
-------------------------------------
-------------------------------------
Page: 3
Households
ZIP
Code
95050
94132
94122
94105
94508
94574
94965
94973
94946
94111
94945
94619
94588
94564
95480
94901
94595
94551
95497
94610
94566
94521
95412
94115
94110
94014
95122
94550
94401
94531
Quintile 3
95126
94602
94947
94597
94501
94545
95452
94112
94060
94572
95111
94954
Count
% Comp
-----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------
Page: 4
MPI 1
-----------------------------------------------------------------------------------------
Households
ZIP
Code
95405
94519
94063
94567
94109
94305
95037
94513
94107
95404
94133
94518
94558
94579
95002
94580
94134
94952
94577
95110
94605
94951
94544
94541
94709
94956
94805
94578
95442
94035
94525
95409
95472
95403
95448
95020
Quintile 4
95116
95053
94503
94703
94931
94108
Count
% Comp
-----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------
Page: 5
MPI 1
-----------------------------------------------------------------------------------------
Households
ZIP
Code
95444
95439
95112
94591
94599
94922
94561
94804
95441
94928
95476
95492
94103
94613
94509
94609
95432
94806
94124
95401
94559
95410
95436
95425
94923
94702
94606
94589
95445
94963
95456
94710
95407
94515
95460
95470
95488
95461
94801
95465
95457
94520
94608
94924
Count
% Comp
-----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------
Page: 6
MPI 1
-----------------------------------------------------------------------------------------
Households
ZIP
Code
94565
94938
94937
95446
95469
94102
94548
95493
94601
00048
94704
95421
94971
00022
95451
95458
95420
94603
95482
95462
95490
94929
95453
95464
94940
94933
94612
95437
95466
95423
95449
95443
94607
95427
95113
95450
94590
95417
95587
95459
95494
94104
95485
94720
Count
% Comp
-----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------
Page: 7
MPI 1
-----------------------------------------------------------------------------------------
Households
ZIP
Code
94621
95428
95415
95429
95468
95454
95585
94592
95422
94128
95141
95192
Quintile 5
---------------------------
---------------------------
MPI 1
---------------------------
Total
---
---
---
Count
% Comp
Page: 8
HOW can I reach them?
Target Cluster Index (TCI) profile ranking reports in this section compare each of your
custom target groups to media related profiles.
Target Cluster Index (TCI) is the aggregated performance rating for measuring the
likelihood of finding the demographic or lifestyle characteristic present in your target
neighborhoods. The TCI is calculated by using the cluster profile for each attribute that
appears in the ranking report. The indices for each cluster that make up the target group are
selected and weight-averaged to produce an overall measure for the group as a whole.
Please refer to the information in the WHAT section for additional details on reading and
interpreting profile ranking reports. Top/Bottom 20 reports for each target group follow this
page. The full listings of profiles used in this analysis along with target group indices for all
target groups are found at the end of this section. (This sample CTA only shows a portion of
the top/bottom 20 and full listing reports)
Profile Rankings
Target Cluster Index of Simmons Media Usage
Ranked in: Descending Order Top/Bottom 20
Target Group: Wealthy Suburbia
Profile
TCI
TOP
Classical Radio,Net Audience (A)
---
All News Radio,Net Audience (A)
---
All Sports Radio,Net Audience (A)
---
Read Airline Magazines,Net Audience (A)
---
Use Yellow Pages for Plumbers,1yr (A)
---
News/Talk/Business/Sports Radio,Net Audience (A)
---
Use Yellow Pages for Appliance Repair,1yr (A)
---
Read Newspaper,Business/Finance Section (A)
---
Read Newspaper,Travel Section (A)
---
Use Yellow Pages for Roofers,1yr (A)
---
News/Talk Radio,Net Audience (A)
---
Use Yellow Pages for Electricians,1yr (A)
---
Alternative Radio,Net Audience (A)
---
Radio,NBA Playoffs,Net Audience (A)
---
Read Epicurean Magazines,Net Audience (A)
---
Use Yellow Pages for Contractors,1yr (A)
---
Radio,MLB Playoffs/World Series,Net Audience (A)
---
Read Business/Finance Magazines,Net Audience (A)
---
Use Yellow Pages for Furniture Stores,1yr (A)
---
Read Newspaper,Quintile 1 (A)
---
BOTTOM
TV Sun 1pm-2pm,Net Audience (A)
---
Watch Show Type,Primetime Reality (A)
---
Read Fishing/Hunting Magazines,Net Audience (A)
---
TV Sat 10am-1pm,Net Audience (A)
---
Watch Show Type,Primetime Crime/Police Documentary (A)
---
TV Sat Noon-1pm,Net Audience (A)
---
Use Yellow Pages for Tax Preparation Service,1yr (A)
---
Read Magazines,Quintile 5 (A)
---
Watch BET,1wk (A)
---
Watch Sci-Fi Channel,1wk (A)
---
Radio,NASCAR Racing,Net Audience (A)
---
Watch Show Type,Primetime Sports (A)
---
---
Watch Show Type,Daytime Drama (A)
---
TV Professional Wrestling,Net Audience (A)
---
TV Sat 11am-Noon,Net Audience (A)
---
Watch Game Show Network,1wk (A)
---
Watch Country Music TV,1wk (A)
---
Watch Outdoor Life Network,1wk (A)
---
Watch Show Type,Daytime Game Show/Contest (A)
---
Remaining Media Usage, Magazines & TV Viewership Top/Bottom 20 Reports for each
Target Group
Target Cluster Index Reports - Full Listings
Profile Rankings
Profile
Adult Contemporary Radio,Net Audience (A)
All News Radio,Net Audience (A)
All Sports Radio,Net Audience (A)
Alternative Radio,Net Audience (A)
AOR Radio,Net Audience (A)
Cable TV Quintile 1 (A)
Classical Radio,Net Audience (A)
Contemporary Christian Radio,Net Audience (A)
Contemporary Hit Radio,Net Audience (A)
Country Radio,Net Audience (A)
Easy Listening Radio,Net Audience (A)
Golden Oldies Radio,Net Audience (A)
Has Pay TV Channels (A)
Has Satellite Dish/Disc (A)
Hot AC Radio,Net Audience (A)
Listen Weekday,10am-3pm,1.0 hrs (A)
Listen Weekday,10am-3pm,2.0 hrs (A)
Listen Weekday,3pm-7pm,1.0 hrs (A)
Listen Weekday,3pm-7pm,2.0 hrs (A)
Listen Weekday,6am-10am,1.0 hrs (A)
Listen Weekday,6am-10am,2.0 hrs (A)
Listen Weekday,7pm-12am,1.0 hrs (A)
Listen Weekend,10am-3pm,1.0 hrs (A)
Listen Weekend,10am-3pm,2.0 hrs (A)
Listen Weekend,3pm-7pm,1.0 hrs (A)
Listen Weekend,6am-10am,1.0 hrs (A)
Listen Weekend,7pm-12am,1.0 hrs (A)
News/Talk Radio,Net Audience (A)
News/Talk/Business/Sports Radio,Net Audience (A)
Radio All Day Quintile 1 (A)
Radio Drive Time Quintile 1 (A)
Radio M-F 10am-3pm,Net Audience (A)
Radio M-F 12am-6am,Net Audience (A)
Radio M-F 3pm-7pm,Net Audience (A)
Radio M-F 6am-10am,Net Audience (A)
Radio M-F 7pm-12am,Net Audience (A)
Radio Mid Day Tercile 1 (A)
Radio S-S 10am-3pm,Net Audience (A)
Radio S-S 12am-6am,Net Audience (A)
Radio S-S 3pm-7pm,Net Audience (A)
TCI 1
-------------------------------------------------------------------------------------------------------------
Page: 1
TCI 2
-------------------------------------------------------------------------------------------------------------
TCI 3
-------------------------------------------------------------------------------------------------------------
TCI 4
-------------------------------------------------------------------------------------------------------------
TCI 5
-------------------------------------------------------------------------------------------------------------
Profile Rankings
Profile
Radio S-S 6am-10am & 3pm-7pm,Net Audience (A)
Radio S-S 7pm-12am,Net Audience (A)
Radio,College Basketball,Net Audience (A)
Radio,College Football,Net Audience (A)
Radio,MLB Playoffs/World Series,Net Audience (A)
Radio,MLB Regular Season,Net Audience (A)
Radio,NASCAR Racing,Net Audience (A)
Radio,NBA Playoffs,Net Audience (A)
Radio,NBA Regular Season,Net Audience (A)
Radio,NFL Playoffs/Super Bowl,Net Audience (A)
Radio,NFL Regular Season,Net Audience (A)
Read Airline Magazines,Net Audience (A)
Read Automotive Magazines,Net Audience (A)
Read Business/Finance Magazines,Net Audience (A)
Read Child/Parent Magazines,Net Audience (A)
Read Computer Magazines,Net Audience (A)
Read Daily Newspaper (A)
Read Epicurean Magazines,Net Audience (A)
Read Fishing/Hunting Magazines,Net Audience (A)
Read General Appeal Magazines,Net Audience (A)
Read Health Magazines,Net Audience (A)
Read Home Services Magazines,Net Audience (A)
Read Men's Magazines,Net Audience (A)
Read News Magazines,Net Audience (A)
Read News Weekly Magazines,Net Audience (A)
Read Newspaper,Business/Finance Section (A)
Read Newspaper,Classified Section (A)
Read Newspaper,Comics Section (A)
Read Newspaper,Editorial Section (A)
Read Newspaper,Entertainment Section (A)
Read Newspaper,Fashion Section (A)
Read Newspaper,Food/Cooking Section (A)
Read Newspaper,Front Page Section (A)
Read Newspaper,General News Section (A)
Read Newspaper,Home Section (A)
Read Newspaper,Movie Listings & Review Section (A)
Read Newspaper,Sports Section (A)
Read Newspaper,Travel Section (A)
Read Newspaper,TV/Radio Listings (A)
Read Photography Magazines,Net Audience (A)
Read Science/Technology Magazines,Net Audience (A)
Read Special Appeal Magazines,Net Audience (A)
Page: 2
TCI 1
-------------------------------------------------------------------------------------------------------------
TCI 2
-------------------------------------------------------------------------------------------------------------
TCI 3
-------------------------------------------------------------------------------------------------------------
TCI 4
-------------------------------------------------------------------------------------------------------------
TCI 5
-------------------------------------------------------------------------------------------------------------
Profile Rankings
Profile
Read Sports Magazines,Net Audience (A)
Read Travel Magazines,Net Audience (A)
Read Women Fashion Magazines,Net Audience (A)
Read Women's Magazines,Net Audience (A)
Religious Radio,Net Audience (A)
Soft Contemporary Rock Radio,Net Audience (A)
Subscribe to Cable TV (A)
TV All Day Quintile 1 (A)
TV Auto Racing,Net Audience (A)
TV Bowling,Net Audience (A)
TV Boxing,Net Audience (A)
TV College Basketball,Net Audience (A)
TV College Football,Net Audience (A)
TV Daytime Tercile 1 (A)
TV Early/Late Fringe Quintile 1 (A)
TV Ice Hockey,Net Audience (A)
TV Indy Car Racing,Net Audience (A)
TV Men's Professional Basketball,Net Audience (A)
TV M-F 10am-11am,Net Audience (A)
TV M-F 10am-1pm,Net Audience (A)
TV M-F 10pm-11pm,Net Audience (A)
TV M-F 11am-Noon,Net Audience (A)
TV M-F 11pm-Midnight,Net Audience (A)
TV M-F 5:30pm-6pm,Net Audience (A)
TV M-F 5pm-5:30pm,Net Audience (A)
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Profile Rankings
Profile
TV M-F 9am-1pm,Net Audience (A)
TV M-F Midnight-1am,Net Audience (A)
TV M-F Noon-1pm,Net Audience (A)
TV MLS Soccer,Net Audience (A)
TV NASCAR Racing,Net Audience (A)
TV Primetime Quintile 1 (A)
TV Professional Baseball,Net Audience (A)
TV Professional Football,Net Audience (A)
TV Professional Wrestling,Net Audience (A)
TV Sat 10am-11am,Net Audience (A)
TV Sat 10pm-11pm,Net Audience (A)
TV Sat 11am-Noon,Net Audience (A)
TV Sat 11pm-1am,Net Audience (A)
TV Sat 11pm-Midnight,Net Audience (A)
TV Sat Midnight-1am,Net Audience (A)
TV Sat Noon-1pm,Net Audience (A)
TV Sun 10am-11am,Net Audience (A)
TV Sun 10am-1pm,Net Audience (A)
TV Sun 11am-Noon,Net Audience (A)
TV Sun 11pm-1am,Net Audience (A)
TV Sun 11pm-Midnight,Net Audience (A)
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Profile Rankings
Profile
TV Sun 7am-1pm,Net Audience (A)
TV Sun Midnight-1am,Net Audience (A)
TV Sun Noon-1pm,Net Audience (A)
TV WNBA Professional Basketball,Net Audience (A)
Urban Contemporary Radio,Net Audience (A)
Use Yellow Pages for Apparel/Accessories,1yr (A)
Use Yellow Pages for Appliance Repair,1yr (A)
Use Yellow Pages for Appliances,1yr (A)
Use Yellow Pages for Attorneys,1yr (A)
Use Yellow Pages for Auto Body Repair,1yr (A)
Use Yellow Pages for Auto Dealer/Sales,1yr (A)
Use Yellow Pages for Auto Parts/Supply,1yr (A)
Use Yellow Pages for Auto Repair/Service,1yr (A)
Use Yellow Pages for Banks/Savings & Loans,1yr (A)
Use Yellow Pages for Beauty Salons,1yr (A)
Use Yellow Pages for Building/Construct Supply,1yr (A)
Use Yellow Pages for Business Supplies,1yr (A)
Use Yellow Pages for Carpet Cleaning,1yr (A)
Use Yellow Pages for Churches,1yr (A)
Use Yellow Pages for Contractors,1yr (A)
Use Yellow Pages for Dentists,1yr (A)
Use Yellow Pages for Dept/Discnt/Catlg Stores,1yr (A)
Use Yellow Pages for Electricians,1yr (A)
Use Yellow Pages for Electronic Equipment,1yr (A)
Use Yellow Pages for Exterminators,1yr (A)
Use Yellow Pages for Florists,1yr (A)
Use Yellow Pages for Furniture Stores,1yr (A)
Use Yellow Pages for Hardware Stores,1yr (A)
Use Yellow Pages for Hospital/Care Facilities,1yr (A)
Use Yellow Pages for Hotels/Motels,1yr (A)
Use Yellow Pages for House Cleaning,1yr (A)
Use Yellow Pages for Household Furnishings,1yr (A)
Use Yellow Pages for Insurance,1yr (A)
Use Yellow Pages for Jewelry,1yr (A)
Use Yellow Pages for Landscape/Garden/Tree Svc,1yr (A)
Use Yellow Pages for Pets/Kennels,1yr (A)
Use Yellow Pages for Pharmacies,1yr (A)
Use Yellow Pages for Physicians/Surgeons,1yr (A)
Use Yellow Pages for Pizza,1yr (A)
Use Yellow Pages for Plumbers,1yr (A)
Use Yellow Pages for Real Estate,1yr (A)
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Profile Rankings
Profile
Use Yellow Pages for Restaurant Services,1yr (A)
Use Yellow Pages for Roofers,1yr (A)
Use Yellow Pages for Sporting Goods,1yr (A)
Use Yellow Pages for Supermarkets/Grocers,1yr (A)
Use Yellow Pages for Tax Preparation Service,1yr (A)
Use Yellow Pages for Theaters/Amusements,1yr (A)
Use Yellow Pages for Travel Agents,1yr (A)
Use Yellow Pages for TV/Stereo/Video,1yr (A)
Use Yellow Pages,>3mo ago (A)
Use Yellow Pages,1+ Times/mo (A)
Use Yellow Pages,1-3 Times,1wk (A)
Use Yellow Pages,1mo (A)
Use Yellow Pages,1wk (A)
Use Yellow Pages,3mo (A)
Watch American Movie Classics,1wk (A)
Watch Animal Planet,1wk (A)
Watch Arts & Entertainment (A&E),1wk (A)
Watch BET,1wk (A)
Watch Bravo,1wk (A)
Watch Cartoon Network,1wk (A)
Watch Cinemax,1wk (A)
Watch CNBC,1wk (A)
Watch CNN,1wk (A)
Watch Comedy Central,1wk (A)
Watch Country Music TV,1wk (A)
Watch Court TV,1wk (A)
Watch Discovery Channel,1wk (A)
Watch Discovery Health Network,1wk (A)
Watch E! Entertainment TV,1wk (A)
Watch Encore,1wk (A)
Watch ESPN Classic,1wk (A)
Watch ESPN News,1wk (A)
Watch ESPN,1wk (A)
Watch ESPN2,1wk (A)
Watch Food Network,1wk (A)
Watch Fox News Channel,1wk (A)
Watch FX Network,1wk (A)
Watch Game Show Network,1wk (A)
Watch HBO,1wk (A)
Watch Headline CNN News,1wk (A)
Watch Home & Garden TV,1wk (A)
Watch Home Shopping Network,3mo (A)
Watch Lifetime,1wk (A)
Watch MSNBC,1wk (A)
Watch MTV,1wk (A)
Watch Nick at Night,1wk (A)
Watch Nickelodeon,1wk (A)
Watch Outdoor Life Network,1wk (A)
Watch Pay-Per-View Boxing (A)
Watch Pay-Per-View Movies,1wk (A)
Watch Pay-Per-View Sports (A)
Watch QVC,3mo (A)
Watch Sci-Fi Channel,1wk (A)
Watch Show Type,Daytime Drama (A)
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Profile Rankings
Profile
Watch Show Type,Daytime Game Show/Contest (A)
Watch Show Type,Daytime News (A)
Watch Show Type,Early Evening Network News,M-F (A)
Watch Show Type,Early Evening Network News,Weekend (A)
Watch Show Type,Evening Animation (A)
Watch Show Type,Primetime Comedy/Variety (A)
Watch Show Type,Primetime Crime/Police Documentary (A)
Watch Show Type,Primetime Feature Film (A)
Watch Show Type,Primetime Game Show/Contest (A)
Watch Show Type,Primetime General Drama (A)
Watch Show Type,Primetime News/Documentary (A)
Watch Show Type,Primetime Police Drama (A)
Watch Show Type,Primetime Reality (A)
Watch Show Type,Primetime Situation Comedy (A)
Watch Show Type,Primetime Sports (A)
Watch Show Type,Watch Show Type,Late Fringe,M-F (A)
Watch Showtime,1wk (A)
Watch Speedvision,1wk (A)
Watch Starz,1wk (A)
Watch Style,1wk (A)
Watch TBS,1wk (A)
Watch The Disney Channel,1wk (A)
Watch The History Channel,1wk (A)
Watch The Learning Channel (TLC),1wk (A)
Watch The Movie Channel,1wk (A)
Watch The Travel Channel,1wk (A)
Watch The Weather Channel,1wk (A)
Watch TNN,1wk (A)
Watch TNT,1wk (A)
Watch TV Guide Channel,1wk (A)
Watch TV Land,1wk (A)
Watch USA Network,1wk (A)
Watch VH1,1wk (A)
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Profile Rankings
Target Cluster Index of Simmons Magazines
Profile
Read 4 Wheel & Off Road (A)
Read Allure (A)
Read American Baby (A)
Read Architectural Digest (A)
Read Atlantic Monthly (A)
Read Audubon (A)
Read Baby Talk (A)
Read Barron's (A)
Read Bassmaster (A)
Read Better Homes & Gardens (A)
Read Black Enterprise (A)
Read Bon Appetit (A)
Read Bride's (A)
Read Business Week (A)
Read Car & Driver (A)
Read Car Craft (A)
Read Conde Nast Traveler (A)
Read Consumer Reports (A)
Read Cooking Light (A)
Read Cosmopolitan (A)
Read Country Home (A)
Read Country Living (A)
Read Delta's Sky (A)
Read Discover (A)
Read Ebony (A)
Read Elle (A)
Read Entertainment Weekly (A)
Read Entrepreneur (A)
Read Esquire (A)
Read Essence (A)
Read Family Circle (A)
Read Family Fun (A)
Read Family Handyman (A)
Read Field & Stream (A)
Read First For Women (A)
Read Fitness (A)
Read Food & Wine (A)
Read Forbes (A)
Read Fortune (A)
Read Glamour (A)
Read Golf Digest (A)
Read Golf Magazine (A)
Read Good Housekeeping (A)
Read Gourmet (A)
Read GQ (A)
Read Guns & Ammo (A)
Read Harper's Bazaar (A)
Read Health (A)
Read Home (A)
Read Hot Rod (A)
Read House & Garden (A)
Read House Beautiful (A)
Read Jet (A)
Read Kiplinger's Personal Finance (A)
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Profile Rankings
Profile
Read Ladies' Home Journal (A)
Read Marie Claire (A)
Read Martha Stewart Living (A)
Read Maxim (A)
Read Men's Health (A)
Read Metropolitan Home (A)
Read Modern Bride (A)
Read Money (A)
Read Motor Trend (A)
Read Muscle & Fitness (A)
Read National Enquirer (A)
Read National Geographic (A)
Read National Geographic Traveler (A)
Read Newsweek (A)
Read Organic Gardening (A)
Read Outdoor Life (A)
Read Parade Magazine (A)
Read Parenting (A)
Read Parent's Magazine (A)
Read PC Magazine (A)
Read PC World (A)
Read Penthouse (A)
Read People (A)
Read Playboy (A)
Read Popular Mechanics (A)
Read Popular Photography (A)
Read Prevention (A)
Read Reader's Digest (A)
Read Redbook (A)
Read Road & Track (A)
Read Rolling Stone (A)
Read Runner's World (A)
Read Scientific American (A)
Read Self (A)
Read Seventeen (A)
Read Shape (A)
Read SmartMoney (A)
Read Smithsonian (A)
Read Soap Opera Digest (A)
Read Soap Opera Weekly (A)
Read Southern Living (A)
Read Spin (A)
Read Sporting News (A)
Read Sports Afield (A)
Read Sports Illustrated (A)
Read Star (A)
Read Sunset (A)
Read Teen (A)
Read The New Yorker (A)
Read Time (A)
Read Town & Country (A)
Read Traditional Home (A)
Read Travel & Leisure (A)
Read TV Guide (A)
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Profile Rankings
Profile
Read US News & World Report (A)
Read US Weekly (A)
Read Vanity Fair (A)
Read Vibe (A)
Read Vogue (A)
Read Weight Watchers (A)
Read Woman's Day (A)
Read Woman's World (A)
Read Working Mother (A)
Read Yankee (A)
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Profile Rankings
Target Cluster Index of Simmons TV Viewership
Profile
20/20 Friday,2-4 Times/mo (A)
24 (Fox),2-4 Times/mo (A)
3rd Rock From the Sun,3-5 Times/wk,syndication (A)
48 Hours,2-4 Times/mo (A)
60 Minutes II,2-4 Times/mo (A)
60 Minutes,2-4 Times/mo (A)
7th Heaven,2-4 Times/mo (A)
A&E American Justice,1mo (A)
A&E Biography,1mo (A)
A&E City Confidential,1mo (A)
A&E Investigative Reports,1mo (A)
ABC Good Morning America,3-5 Times/wk (A)
ABC News Nightline,3-5 Times/wk (A)
ABC World News Tonight Saturday,2-4 Times/mo (A)
ABC World News Tonight Sunday,2-4 Times/mo (A)
ABC World News Tonight,3-5 Times/wk (A)
Academy Awards,1yr (A)
Academy Country Music Awards,1yr (A)
All My Children,3-5 Times/wk (A)
Ally McBeal,2-4 Times/mo (A)
AMW: America Fights Back,2-4 Times/mo (A)
Animal Planet Crocodile Hunter,1mo (A)
As the World Turns,3-5 Times/wk (A)
Becker,2-4 Times/mo (A)
BET Comic View,1mo (A)
BET Hits From the Street,1mo (A)
Billboard Music Awards,1yr (A)
Bob Vila's Home Again,2-4 Times/mo (A)
Bold & Beautiful,3-5 Times/wk (A)
Boston Public,2-4 Times/mo (A)
Buffy the Vampire Slayer,2-4 Times/mo (A)
C.S.I.,2-4 Times/mo (A)
CBS Early Show,3-5 Times/wk (A)
CBS Evening News,3-5 Times/wk (A)
CBS Face the Nation,2-4 Times/mo (A)
CBS Morning News,3-5 Times/wk (A)
CBS Sunday Night Movie,2-4 Times/mo (A)
Charlie Brown Specials,1yr (A)
Charmed,2-4 Times/mo (A)
CNBC Hardball w/Chris Matthews,1mo (A)
CNBC The News w/ Brian Williams,1mo (A)
CNBC Tim Russert,1mo (A)
CNN Crossfire,1mo (A)
CNN Inside Politics,1mo (A)
CNN Larry King Live,1mo (A)
Comedy Central South Park,1mo (A)
Comedy Central The Daily Show w/John Stewart,1mo (A)
Comedy Central The Man Show,1mo (A)
Cops,2-4 Times/mo (A)
Cops,3-5 Times/wk,syndication (A)
Country Music Association Awards,1yr (A)
Dateline NBC Friday,2-4 Times/mo (A)
Dateline NBC Monday,2-4 Times/mo (A)
Dateline NBC Sunday,2-4 Times/mo (A)
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Profile Rankings
Profile
Dateline NBC Tuesday,2-4 Times/mo (A)
Dawson's Creek,2-4 Times/mo (A)
Days of Our Lives,3-5 Times/wk (A)
Daytona 500,1yr (A)
Dharma & Greg,2-4 Times/mo (A)
Discovery The Christopher Lowell Show,1mo (A)
Drew Carey Show,2-4 Times/mo (A)
E! Mysteries and Scandals,1mo (A)
E! True Hollywood Story,1mo (A)
E! Wild On,1mo (A)
Ed,2-4 Times/mo (A)
Entertainment Tonight,3-5 Times/wk,syndication (A)
ER,2-4 Times/mo (A)
ESPN SportsCenter,1mo (A)
ESPN2 NFL 2 Night,1mo (A)
ESPN2 RPM 2 Night,1mo (A)
ESPY Awards,1yr (A)
Everybody Loves Raymond,2-4 Times/mo (A)
Family Law,2-4 Times/mo (A)
Frasier,2-4 Times/mo (A)
Frasier,3-5 Times/wk,syndication (A)
Friends,2-4 Times/mo (A)
Friends,3-5 Times/wk,syndication (A)
General Hospital,3-5 Times/wk (A)
Grammy Awards,1yr (A)
Guiding Light,3-5 Times/wk (A)
Hallmark Hall of Fame,1yr (A)
Has Access to Pay Per View TV (A)
HBO Sex & the City,1mo (A)
HBO Six Feet Under,1mo (A)
HBO The Sopranos,1mo (A)
HIST History's Mysteries,1mo (A)
Hollywood Squares,3-5 Times/wk,syndication (A)
Home Improvement,3-5 Times/wk,syndication (A)
Indianapolis 500,1yr (A)
JAG,2-4 Times/mo (A)
Jeopardy 3-5 Times/wk,syndication (A)
Jerry Springer Show,3-5 Times/wk,syndication (A)
Judge Joe Brown 3-5 Times/wk,syndication (A)
Judge Judy,3-5 Times/wk,syndication (A)
Judging Amy,2-4 Times/mo (A)
Just Shoot Me,2-4 Times/mo (A)
Kennedy Center Honors,1yr (A)
King of Queens,2-4 Times/mo (A)
King of the Hill,2-4 Times/mo (A)
Late Show w/David Letterman,3-5 Times/wk (A)
Law & Order,2-4 Times/mo (A)
Law & Order,Crime Intent,2-4 Times/mo (A)
Law & Order,Special Victim's Unit,2-4 Times/mo (A)
Live w/Regis & Kelly,3-5 Times/wk,syndication (A)
LPGA Tour Championship (Golf),1yr (A)
Macy's Thanksgiving Day Parade,1yr (A)
Mad TV,2-4 Times/mo (A)
Malcolm in the Middle,2-4 Times/mo (A)
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Profile Rankings
Profile
Martha Stewart Living,2-4 Times/mo (A)
Maury Povich,3-5 Times/wk,syndication (A)
Miss Universe (A)
MLB All-Star Baseball Game (A)
MLB American League Championship (A)
MLB National League Championship (A)
MLB World Series (A)
Montel Williams,3-5 Times/wk,syndication (A)
MTV Total Request Live,1mo (A)
MTV Video Music Awards (A)
NBA Finals,1yr (A)
NBA Playoffs,4+ Times/yr (A)
NBA Regular Season Basketball,4+ Times/yr (A)
NBC Early Today,3-5 Times/wk (A)
NBC Meet The Press,2-4 Times/mo (A)
NBC Nightly News Saturday,2-4 Times/mo (A)
NBC Nightly News Sunday,2-4 Times/mo (A)
NBC Nightly News,3-5 Times/wk (A)
NBC Today Show,3-5 Times/wk (A)
NBC WNBA Basketball Championship,1yr (A)
NCAA Men's Basketball Championship,1yr (A)
NCAA Men's Basketball,4+ Times/yr (A)
NCAA Women's Basketball,4+ Times/yr (A)
Newshour w/Jim Lehrer,3-5 Times/wk (A)
NFL Monday Night Football,4+ Times/yr (A)
NFL Pre-Season Games,4+ Times/yr (A)
NFL Regular Season Football,4+ Times/yr (A)
NHL Hockey Regular Season,4+ Times/yr (A)
NHL Playoffs/Finals,4+x/yr (A)
NYPD Blue,2-4 Times/mo (A)
Olympics (A)
One Life to Live,3-5 Times/wk (A)
Oprah Winfrey,3-5 Times/wk,syndication (A)
Outer Limits,2-4 Times/mo (A)
People's Choice Awards,1yr (A)
People's Court,3-5 Times/wk,syndication (A)
Price is Right,3-5 Times/wk (A)
Primetime Emmy Awards,1yr (A)
Providence,2-4 Times/mo (A)
Rose Bowl (A)
Rosie O'Donnell,3-5 Times/wk,syndication (A)
Sabrina,2-4 Times/mo (A)
Saturday Night Live,2-4 Times/mo (A)
Seinfeld,3-5 Times/wk,syndication (A)
Spin City,2-4 Times/mo (A)
Steve Harvey Show,2-4 Times/mo (A)
Super Bowl (A)
Survivor (A)
That 70's Show,2-4 Times/mo (A)
The District,2-4 Times/mo (A)
The Masters (Golf) (A)
The Practice,2-4 Times/mo (A)
The Simpsons,2-4 Times/mo (A)
The Simpsons,3-5 Times/wk,syndication (A)
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Profile Rankings
Profile
The View,3-5 Times/wk (A)
The West Wing,2-4 Times/mo (A)
The Wonderful World Disney,2-4 Times/mo (A)
The X-Files,2-4 Times/mo (A)
The Young & Restless,3-5 Times/wk (A)
Third Watch,2-4 Times/mo (A)
TLC Extreme Machines,1mo (A)
Tonight Show w/Jay Leno,3-5 Times/wk (A)
Tony Awards,1yr (A)
Tour de France,1yr (A)
Tournament of Roses Parade,1yr (A)
US Open, Men's (Tennis) (A)
US Open, Women's (Tennis) (A)
VH1 Behind the Music,1mo (A)
VH1 Where Are They Now?,1mo (A)
Wheel of Fortune,3-5 Times/wk,syndication (A)
Who Wants To Be Millionaire,2-4 Times/mo (A)
Whose Line Is It Anyway,2-4 Times/mo (A)
Will and Grace,2-4 Times/mo (A)
Wimbledon (A)
WNBA Playoffs,1yr (A)
WWE Wrestling,1yr (A)
WWF Wrestling Pay Per View TV (A)
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Next Steps
Implementing Your Target Marketing Plan
Based on the results of the preceding PRIZMNE Custom Target Analysis, there are a number
of possible next steps to implement target marketing and media analysis. Many of these
applications can be easily performed using the services of the PRIZMNE Link partners.
The PRIZMNE Link includes the most widely used market research companies, media
planning databases and direct marketing lists in the industry today -- all are PRIZMNE coded
to allow you to use the consistent framework that PRIZMNE provides to tie your marketing
activities together.
Media Targeting
For media targeting purposes, your PRIZMNE-defined target groups can be used by you or
your advertising agency to help fine-tune print and broadcast schedules using the following
databases:
Tactic
Network Television
Network Cable
Local/Spot Television
Local/Spot Cable
Radio
Major Market Newspapers
Local Newspapers
Magazines*
Link
Nielsen Television Index
Nielsen Homevideo Index
Nielsen Station Index
National Cable Advertising
Arbitron Ratings
Scarborough Research (Top 50)
U.S. Suburban Press
Simmons Market Research Bureau
Mediamark Research Inc.
* Many magazines, such as the Time Inc. Group, have adopted “selective binding” technology allowing them to
place specific ads in a subscribers copy based on their geographic target.
Outdoor Advertising
Outdoor targeting can be accomplished using Claritas’ local maps depicting the presence of
key target groups or market potential index (MPI) scoring to locate desirable board locations.
In addition, there are several outdoor companies that work with Claritas and can prepare the
maps for you directly.
Direct Marketing
Direct marketing is the most precise way to hit your target -- you are sending your message
to a specific household. It is also the most measurable medium available for targeting.
Setting up a campaign to maximize your investment is critical; there are many factors to
consider such as:
•
•
•
•
•
Is the user/purchase profile the same as those who respond to a similar offer through
the mail?
Should I use compiled or vertical lists or a combination of both?
Should I vary my creative message by target group?
What is a response rate I should expect?
How do I set up a direct mail test and measure results?
The following is some basic information on how you can incorporate PRIZMNE into your
direct marketing effort, however, we strongly recommend the use of a direct mail agency or
service bureau to help you set up an effective and efficient campaign.
Compiled lists are those derived from sources including telephone books and automobile
registrations. Most offer broad coverage (approximately 80-85% of all U.S. households) as
well as selectivity by key demographic variables such as age, income and type of dwelling
unit. Each of the following lists has been PRIZMNE coded as well to allow the selection of
PRIZMNE targeted names for direct marketing campaigns:
•
•
•
•
•
•
ADVO (shared, solo & saturation mailings)
Database America
Donnelley Marketing
Metromail
Polk Direct
TRW Target Marketing Services
For marketing certain types of products/services where a known interest, purchase pattern or
behavior may be important, you may want to consider a vertical (or response) list such as
past purchasers from the William Sonoma catalog or subscribers to Travel & Leisure
Magazine. Many of these lists are managed by Service Bureaus which have the capability of
selecting names by PRIZMNE.
Segmentation Link Partners
In addition to general media and marketing Links, Claritas maintains a full array of
specialized Links. A full listing of the PRIZMNE Link partners, their focus, and information
phone numbers follows this page.
About Segmentation Link Partners
Much of the power of the PRIZMNE segmentation system lies in its ability to link to sources
for campaign strategies, media planning and placement, ratings services, product and
consumer research, direct marketing and list services, and database marketing
PRIZMNE link partnerships can help you put the power of PRIZMNE to work in the following
ways:
• Identifying your targets. Syndicated research, PRIZMNE Cluster-coded, is available for
virtually any product or industry. You can also select survey samples by PRIZMNE
Cluster or have your completed surveys or customer data PRIZMNE coded and profiled.
• Planning media messages and placement. The PRIZMNE Cluster system can help you
understand your targets, develop creative messages that click, and stimulate a response.
And, because all of the major players in media measurement carry PRIZMNE codes on
their databases, you can easily implement your targeting strategy in the most costeffective manner.
• Targeting direct mail. The PRIZMNE Cluster system can help you effectively target your
mailings to reduce cost and increase response. Nearly all major compiled lists can be
selected by PRIZMNE Clusters alone or in combination with individual demographics
(home ownership, age, etc.). Using PRIZMNE for selection also offers the unique
advantage of selection by urbanicity (all suburban clusters, for example). You can further
target your mailings by tailoring your message and creative approach to specific
PRIZMNE Clusters, then analyze your response by PRIZMNE Cluster code to fine-tune
future mailings for increased efficiency.
• Harnessing the power of your database. Rather than appending bits and pieces of
demographic data with vague ideas of how they’ll be used, you can append PRIZMNE
Cluster codes and take advantage of the work we’ve done for you. We put twenty-five
years' experience into developing statistical modeling techniques to segment
neighborhoods into targetable segments. PRIZMNE is a multi-faceted approach to
maximizing the potential of your database. The descriptive nature of the PRIZMNE
Clusters puts powerful market context on each customer record, and links it with major
marketing information and media planning providers.
For more information, call 1-800-234-5973
About Claritas
For nearly 30 years, Claritas has been the leading provider of the most powerful set of integrated marketing
resources available: comprehensive information, cutting-edge technology, and practical consulting that enable
our clients to make the most profitable and effective marketing decisions. Using an unmatched combination of
the most accurate, complete marketing information and a broad spectrum of cutting-edge technology, we
provide custom solutions to meet client needs as well as thought-leadership in marketing strategy and
implementation. Claritas' reputation for providing valuable products and services is so strong that, when
asked, 97% of our customers said they would recommend Claritas to others.
PRIZMNE
The New Evolution
Segment Snapshots
Copyright 2003 by Claritas Inc. All Rights Reserved.
The ideas, concepts and information contained in this document, and the manner in which this
information is presented, are proprietary trade secrets owned by Claritas Inc. and may not be used or
duplicated without authorization. The reading of this document constitutes an agreement with the
foregoing and an understanding to be bound by its terms and conditions. Reproduction or disclosure
of these materials in whole or in part without the prior written approval of Claritas Inc. is expressly
prohibited by law.
Warning! This document is protected under Federal Copyright Laws, Title 17 of U.S. Code. Under
the copyright laws, unauthorized users may be subject to civil liability including an injunction, actual
damages, infringer’s profits, and statutory damages of up to $100,000 per work infringed, and
criminal penalties including a fine of up to $25,000 and/or up to one year’s imprisonment.
PRIZM NE ® and Claritas ® are registered trademarks of Claritas Inc. The PRIZM segment
nicknames (e.g., “Blue Blood Estates,” “Big Sky Families,” “Country Squires”) are trademarks of
Claritas Inc.
TABLE OF CONTENTS
Introduction .............................................................................................................................2
PRIZM NE Social Groups ........................................................................................................3
U1 - Urban Uptown .....................................................................................................4
U2 – Midtown Mix........................................................................................................5
U3 – Urban Cores........................................................................................................6
S1 – Elite Suburbs ......................................................................................................7
S2 – The Affluentials...................................................................................................8
S3 – Middleburbs ...................................................................................................... 10
S4 – Inner Suburbs ................................................................................................... 11
C1 – Second City Society ......................................................................................... 12
C2 – City Centers ...................................................................................................... 13
C3 – Micro-City Blues ............................................................................................... 14
T1 – Landed Gentry .................................................................................................. 15
T2 – Country Comfort ............................................................................................... 16
T3 – Middle America ................................................................................................. 17
T4 – Rustic Living..................................................................................................... 19
PRIZMNE Lifestage Groups.................................................................................................... 21
YOUNGER YEARS........................................................................................................... 22
Y1 - Midlife Success ................................................................................................. 22
Y-2 - Mainstream Singles.......................................................................................... 22
Y3 - Striving Singles ................................................................................................. 22
FAMILY LIFE.................................................................................................................... 23
F1 - Accumulated Wealth.......................................................................................... 23
F2 - Young Accumulators......................................................................................... 23
F3 - Mainstream Families ......................................................................................... 23
F4 - Sustaining Families........................................................................................... 24
MATURE YEARS ............................................................................................................. 25
M1 - Affluent Empty Nests........................................................................................ 25
M2 - Conservative Classics ...................................................................................... 25
M3 - Cautious Couples ............................................................................................. 25
M4 - Sustaining Seniors ........................................................................................... 26
Introduction
PRIZM New Evolution is a revolutionary new segmentation system that harnesses the power of
both household and geographic level data. PRIZM NE captures the essence of the existing PRIZM
and MicroVision systems, while using a patent-pending methodology that marries demographic and
lifestyle data to help companies best target their customers.
This is the fourth time in as many decades that Claritas has updated the PRIZM system, a two-year
process that has kept Claritas at the forefront of segmentation development. With the new system,
profitable customers and prospects can be reached by household, ZIP+4, census tract, block group,
ZIP Code, media market, county, state and nation.
With PRIZM NE, Claritas has created a seamless transition between household-level segmentation
and traditional geodemographics by providing the same segments at both levels. Having the ability to
'downshift' from geodemographic to household-level targeting makes it possible for marketers to
move seamlessly from market planning and media strategy, to customer acquisition, cross-selling and
retention.
Under the PRIZM name, Claritas pioneered geodemography in the mid-1970s, basing it on the
sociological premise that "birds of a feather flock together," and that people with similar
demographic traits tend to behave in the same way in the marketplace.
Reflecting America's increasing diversity over the last decade, the new system has grown from 62 to
66 segments. While new segments have been included, many of the same lifestyles and clever
nicknames that helped make PRIZM and MicroVision marketing leaders in consumer segmentation
are still used.
The PRIZM NE Segment Snapshots provides a brief description of each PRIZM NE social group and
the clusters within it. For more detailed information, call 1-800-678-8110.
PRIZM NE Segment Snapshots – 2003
2
PRIZM NE Social Groups
PRIZM NE’s 14 social groups are based on urbanicity and affluence, two important variables used
in the production of PRIZM NE.
First, segments are placed in one of four urbanicity categories. Urbanicity is determined by the
population density of an area and it’s neighboring areas. A population density score ranging from
one (low density) to 99 (high density) is assigned to each area.
•
Urban areas (U) have population density scores between 85 and 99. They include both the
downtowns of major cities and surrounding neighborhoods. These areas often extend beyond
the city limits and into surrounding jurisdictions.
•
Second Cities (C) are less densely populated than urban areas, with population density scores
between 40 and 85. They are surrounded by areas of moderate or low population density, so that
population density usually decreases on all sides of a second city. They can be independent cities
or satellites cities in major metro areas.
•
Suburbs (S) have population density scores between 40 and 90, and are clearly dependent on
urban areas or second cities. Population density rises as you approach the city, and decreases as
you move away from it.
•
Town and Rural areas (T) have population density scores under 40. This category includes
exurbs, towns, farming communities, and a wide range of other rural areas.
Urban
•
Mega-Cities
•
85-99 Density
•
18.7% of USA
Second City
•
Cities & Big Towns
•
40-85 Density
•
18.3% of USA
Suburban
•
Suburbs
•
40-90 Density
•
23.4% of USA
Town & Country
•
Exurbs & Towns
•
Under 40 Density
•
39.6% of USA
Finally, within each category, all the segments are sorted into groups based on affluence, another
powerful demographic predictor of consumer behavior. All of the 66 segments are grouped into
these 14 social groups and color-coded accordingly.
For instance, at the top of both the affluence scale and density scale is Social Group U1, “Urban
Uptown,” which includes segments Young Digerati, Money & Brains, Bohemian Mix, The Cosmopolitans
and American Dreams. At the opposite extreme—with relatively low affluence and low-density
housing—is Social Group T4, “Rustic Living,” which is comprised of segments Young & Rustic,
Golden Ponds, Crossroads Villagers, Old Milltowns, Back Country Folks and Bedrock America.
3
U1 - Urban Uptown
The five segments in Urban Uptown are home to the nation’s wealthiest urban consumers.
Members of this social group tend to be affluent to middle class, college educated and ethnically
diverse, with above-average concentrations of Asian and Hispanic Americans. Although this group is
diverse in terms of housing styles and family sizes, residents share an upscale urban perspective
that’s reflected in their marketplace choices. Urban Uptown consumers tend to frequent the arts,
shop at exclusive retailers, drive luxury imports, travel abroad and spend heavily on computer and
wireless technology.
04 Young Digerati
Young Digerati are the nation’s tech-savvy singles and couples living in
fashionable neighborhoods on the urban fringe. Affluent, highly educated
and ethnically mixed, Young Digerati communities are typically filled with
trendy apartments and condos, fitness clubs and clothing boutiques, casual
restaurants and all types of bars—from juice to coffee to microbrew.
07 Money & Brains
The residents of Money & Brains seem to have it all: high incomes,
advanced degrees and sophisticated tastes to match their credentials. Many
of these citydwellers—predominantly white with a high concentration of
Asian Americans—are married couples with few children who live in
fashionable homes on small, manicured lots.
16 Bohemian Mix
A collection of young, mobile urbanites, Bohemian Mix represents the
nation’s most liberal lifestyles. Its residents are a progressive mix of young
singles and couples, students and professionals, Hispanics, Asians, AfricanAmericans and whites. In their funky rowhouses and apartments, Bohemian
Mixers are the early adopters who are quick to check out the latest movie,
nightclub, laptop and microbrew.
Educated, midscale and multi-ethnic, The Cosmopolitans are urbane couples
in America’s fast-growing cities. Concentrated in a handful of metros—such
as Las Vegas, Miami and Albuquerque—these households feature older
home-owners, empty-nesters and college graduates. A vibrant social scene
surrounds their older homes and apartments, and residents love the nightlife
and enjoy leisure-intensive lifestyles.
29 American Dreams
American Dreams is a living example of how ethnically diverse the nation has
become: more than half the residents are Hispanic, Asian or AfricanAmerican. In these multilingual neighborhoods—one in ten speaks a
language other than English—middle-aged immigrants and their children live
in middle-class comfort.
4
U2 – Midtown Mix
Diversity is the hallmark of Midtown Mix, a group of midscale urban segments. It’s the most
ethnically diverse social group, besides containing a mix of singles and couples, homeowners and
renters, college alumnae and high school graduates. In U2, the households are dominated by
childless consumers who pursue active social lives—frequenting bars, health clubs and
restaurants at high rates—listen to progressive music, drive small imports and acquire the latest
consumer electronics.
31 Urban Achievers
Concentrated in the nation’s port cities, Urban Achievers is often the first
stop for up-and-coming immigrants from Asia, South America and Europe.
These young singles and couples are typically college-educated and ethnically
diverse: about a third are foreign-born, and even more speak a language other
than English.
40 Close-In Couples
Close-In Couples is a group of predominantly older, African-American
couples living in older homes in the urban neighborhoods of mid-sized
metros. High school educated and empty nesting, these 55-year-old-plus
residents typically live in older city neighborhoods, enjoying secure and
comfortable retirements.
An immigrant gateway community, Multi-Culti Mosaic is the urban home for
a mixed populace of younger Hispanic, Asian and African-American singles
and families. With nearly a quarter of the residents foreign born, this
segment is a mecca for first-generation Americans who are striving to
improve their lower-middle-class status.
5
U3 – Urban Cores
Urban Cores segments are characterized by relatively modest incomes, educations and rental
apartments, but affordable housing is part of the allure for the group’s young singles and aging
retirees. One of the least affluent social groups, U3 has a high concentration of Hispanics and
African-Americans, and surveys indicate a fondness for both ethnic and mainstream media and
products. Among the group’s preferences: TV news and daytime programming, Spanish and black
radio, telephony services and pagers, cheap fast food and high-end department stores.
59 Urban Elders
For Urban Elders—a segment located in the downtown neighborhoods of
such metros as New York, Chicago, Las Vegas and Miami—life is often an
economic struggle. These communities have high concentrations of
Hispanics and African-Americans, and tend to be downscale, with singles
living in older apartment rentals.
61 City Roots
Found in urban neighborhoods, City Roots is a segment of lower-income
retirees, typically living in older homes and duplexes they’ve owned for years.
In these ethnically diverse neighborhoods—more than a third are AfricanAmerican and Hispanic—residents are often widows and widowers living on
fixed incomes and maintaining low-key lifestyles.
65 Big City Blues
With a population that’s 50 percent Latino, Big City Blues has the highest
concentration of Hispanic Americans in the nation. But it’s also the multiethnic address for downscale Asian and African-American households
occupying older inner-city apartments. Concentrated in a handful of major
metros, these young singles and single-parent families face enormous
challenges: low incomes, uncertain jobs and modest educations. More than
40 percent haven’t finished high school.
66 Low-Rise Living
The most economically challenged urban segment, Low-Rise Living is known
as a transient world for young, ethnically diverse singles and single parents.
Home values are low—about half the national average—and even
then less than a quarter of residents can afford to own real estate. Typically,
the commercial base of Mom-and-Pop stores is struggling and in need
of a renaissance.
6
S1 – Elite Suburbs
The most affluent suburban social group, Elite Suburbs is a world of six-figure incomes, postgraduate degrees, single-family homes and managerial and professional occupations. The segments
here are predominantly white with significant concentrations of well-off Asian Americans. Befitting
their lofty salaries, S1 members are big consumers of large homes, expensive clothes, luxury cars and
foreign travel. Despite representing a small portion of the U.S. population, they hold a large share of
the nation’s personal net worth.
01 Upper Crust
The nation’s most exclusive address, Upper Crust is the wealthiest lifestyle in
America—a haven for empty-nesting couples over 55 years old. No segment
has a higher concentration of residents earning over $200,000 a year or
possessing a postgraduate degree. And none has a more opulent standard
of living.
Blue Blood Estates is a family portrait of suburban wealth, a place of milliondollar homes and manicured lawns, high-end cars and exclusive private clubs.
The nation’s second-wealthiest lifestyle, it is characterized by married couples
with children, college degrees, a significant percentage of Asian Americans
and six-figure incomes earned by business executives, managers and
professionals.
03 Movers & Shakers
Movers & Shakers is home to America’s up-and-coming business class: a
wealthy suburban world of dual-income couples who are highly educated,
typically between the ages of 35 and 54, often with children. Given its high
percentage of executives and white-collar professionals, there’s a decided
business bent to this segment: Movers & Shakers rank number-one for
owning a small business and having a home office.
06 Winner’s Circle
Among the wealthy suburban lifestyles, Winner’s Circle is the youngest, a
collection of mostly 25- to 34-year-old couples with large families in newmoney subdivisions. Surrounding their homes are the signs of upscale living:
recreational parks, golf courses and upscale malls. With a median income of
nearly $90,000, Winner’s Circle residents are big spenders who like to travel,
ski, go out to eat, shop at clothing boutiques and take in a show.
7
S2 – The Affluentials
The six segments in The Affluentials are one socioeconomic rung down from the Elite Suburbs—
with a 25 percent drop in median income—but their residents still enjoy comfortable, suburban
lifestyles. The median income in S2 is nearly $60,000, the median home value is about $200,000, and
the mostly couples in this social group tend to have college degrees and white-collar jobs. Asian
Americans make up an important minority in these predominantly white segments. As consumers,
The Affluentials are big fans of health foods, computer equipment, consumer electronics and the full
range of big-box retailers.
08 Executive Suites
Executive Suites consists of upper-middle-class singles and couples typically
living just beyond the nation’s beltways. Filled with significant numbers of
Asian Americans and college graduates—both groups are represented at
more than twice the national average—this segment is a haven for whitecollar professionals drawn to comfortable homes and apartments within a
manageable commute to downtown jobs, restaurants and entertainment.
14 New Empty Nests
With their grown-up children recently out of the house, New Empty Nests is
composed of upscale older Americans who pursue active—and activist—
lifestyles. Nearly three-quarters of residents are over 65 years old, but they
show no interest in a rest-home retirement. This is the top-ranked segment
for all-inclusive travel packages; the favorite destination is Italy.
15 Pools & Patios
Formed during the postwar Baby Boom, Pools & Patios has evolved from a
segment of young suburban families to one for mature, empty-nesting
couples. In these stable neighborhoods graced with backyard pools and
patios—the highest proportion of homes were built in the 1960s—residents
work as white-collar managers and professionals, and are now at the top of
their careers.
17 Beltway Boomers
The members of the postwar Baby Boom are all grown up. Today, these
Americans are in their forties and fifties, and one segment of this huge
cohort—college-educated, upper-middle-class and home-owning—is found
in Beltway Boomers. Like many of their peers who married late, these
Boomers are still raising children in comfortable suburban subdivisions, and
they’re pursuing kid-centered lifestyles.
18 Kids & Cul-de-Sacs
Upscale, suburban, married couples with children—that’s the skinny on Kids
& Cul-de-Sacs, an enviable lifestyle of large families in recently built
subdivisions. With a high rate of Hispanic and Asian Americans, this
segment is a refuge for college-educated, white-collar professionals with
administrative jobs and upper-middle-class incomes. Their nexus of
education, affluence and children translates into large outlays for childcentered products and services.
8
19 Home Sweet Home
Widely scattered across the nation’s suburbs, the residents of Home Sweet
Home tend to be upper-middle-class married couples living in mid-sized
homes with few children. The adults in the segment, mostly between the
ages of 25 and 54, have gone to college and hold professional and whitecollar jobs. With their upscale incomes and small families, these folks have
fashioned comfortable lifestyles, filling their homes with toys, TV sets
and pets.
9
S3 – Middleburbs
The five segments that comprise Middleburbs share a middle-class, suburban perspective, but there
the similarity ends. Two groups are filled with very young residents, two are filled with seniors and
one is middle-aged. In addition, S3 includes a mix of both, homeowners and renters as well as high
school graduates and college alums. With good jobs and money in their jeans, the members of
Middleburbs tend to have plenty of discretionary income to visit nightclubs and casual-dining
restaurants, shop at midscale department stores, buy dance and easy listening CDs by the dozen and
travel across the U.S. and Canada.
21 Gray Power
The steady rise of older, healthier Americans over the past decade has
produced one important by-product: middle-class, home-owning
suburbanites who are aging in place rather than moving to retirement
communities. Gray Power reflects this trend, a segment of older, midscale
singles and couples who live in quiet comfort.
Once known as the home of the nation’s yuppies, Young Influentials reflects
the fading glow of acquisitive yuppiedom. Today, the segment is a common
address for young, middle-class singles and couples who are more
preoccupied with balancing work and leisure pursuits. Having recently left
college dorms, they now live in apartment complexes surrounded by ball
fields, health clubs and casual-dining restaurants.
30 Suburban Sprawl
Suburban Sprawl is an unusual American lifestyle: a collection of midscale,
middle-aged singles and couples living in the heart of suburbia. Typically
members of the Baby Boom generation, they hold decent jobs, own older
homes and condos, and pursue conservative versions of the American
Dream. Among their favorite activities are jogging on treadmills, playing
trivia games and renting videos.
36 Blue-Chip Blues
Blue-Chip Blues is known as a comfortable lifestyle for young, sprawling
families with well-paying blue-collar jobs. Ethnically diverse—with a
significant presence of Hispanics and African-Americans—the segment’s
aging neighborhoods feature compact, modestly priced homes surrounded by
commercial centers that cater to child-filled households.
39 Domestic Duos
Domestic Duos represents a middle-class mix of mainly over-55 singles and
married couples living in older suburban homes. With their high-school
educations and fixed incomes, segment residents maintain an easy-going
lifestyle. Residents like to socialize by going bowling, seeing a play, meeting
at the local fraternal order or going out to eat.
10
S4 – Inner Suburbs
The four segments in the Inner Suburbs social group are concentrated in the inner-ring suburbs of
major metros—areas where residents tend to be high school educated, unmarried and lower-middle
class. There’s diversity in this group, with segments that are racially mixed, divided evenly between
homeowners and renters and filled with households that are either young or aging in place.
However, the consumer behavior of the S4 segments are dominated by older Americans who enjoy
social activities at veterans clubs and fraternal orders, TV news and talk shows, and shopping at
discount department stores.
44 New Beginnings
Filled with young, single adults, New Beginnings is a magnet for adults in
transition. Many of its residents are twentysomething singles and couples just
starting out on their career paths—or starting over after recent divorces or
company transfers. Ethnically diverse—with nearly half its residents
Hispanic, Asian or African-American—New Beginnings households tend to
have the modest living standards typical of transient apartment dwellers.
46 Old Glories
Old Glories are the nation’s downscale suburban retirees, Americans aging in
place in older apartment complexes. These racially mixed households often
contain widows and widowers living on fixed incomes, and they tend to lead
home-centered lifestyles. They’re among the nation’s most ardent television
fans, watching game shows, soaps, talk shows and newsmagazines at
high rates.
They may be older, lower-middle class and retired, but the residents of
American Classics are still living the American Dream of home ownership.
Few segments rank higher in their percentage of home owners, and that fact
alone reflects a more comfortable lifestyle for these predominantly white
singles and couples with deep ties to their neighborhoods.
Suburban Pioneers represents one of the nation’s eclectic lifestyles, a mix of
young singles, recently divorced and single parents who have moved into
older, inner-ring suburbs. They live in aging homes and garden-style
apartment buildings, where the jobs are blue-collar and the money is tight.
But what unites these residents—a diverse mix of whites, Hispanics and
African-Americans—is a working-class sensibility and an appreciation for
their off-the-beaten-track neighborhoods.
11
C1 – Second City Society
Among second-tier cities, Second City Society stands at the top of the heap, a social group consisting
of the wealthiest families who live outside the nation’s metropolitan core. The three segments in this
group are dominated with married couples with children, college degrees, large homes, and executive
jobs. Ethnically, the residents are predominantly white with above-average rates of Asian Americans.
In the marketplace, they spend big on digital and wireless technology, business and cultural media,
casual-dining restaurants, upscale retailers, foreign travel and luxury cars.
There’s money to be found in the nation’s smaller cities, and you’re most
likely to find it in Second City Elite. The residents of these satellite cities
tend to be prosperous executives who decorate their $200,000 homes with
multiple computers, large-screen TV sets and an impressive collection of
wines. With more than half holding college degrees, Second City Elite
residents enjoy cultural activities—from reading books to attending theater
and dance productions.
12 Brite Lites, Li’l City
Not all of the America’s chic sophisticates live in major metros. Brite Lights,
Li’l City is a group of well-off, middle-aged couples settled in the nation’s
satellite cities. Residents of these typical DINK (double income, no kids)
households have college educations, well-paying business and professional
careers and swank homes filled with the latest technology.
13 Upward Bound
More than any other segment, Upward Bound appears to be the home of
those legendary Soccer Moms and Dads. In these small satellite cities, upperclass families boast dual incomes, college degrees and new split-levels and
colonials. Residents of Upward Bound tend to be kid-obsessed, with heavy
purchases of computers, action figures, dolls, board games, bicycles and
camping equipment.
12
C2 – City Centers
The five segments in the C2 social group consist of a mix of Americans—old and young,
homeowners and renters, families and singles—who’ve settled in the nation’s satellite cities. What
they share is a middle-class status, some college educations and a lifestyle heavy on leisure and
recreation. The members of City Centers tend to be big fans of home-centered activities: computer
surfing, video renting, TV viewing and playing games and musical instruments. Outside their
homes, they go to movies, museums and bowling alleys at high rates.
24 Up-and-Comers
Up-and-Comers is a stopover for young, midscale singles before they marry,
have families and establish more deskbound lifestyles. Found in second-tier
cities, these mobile, twentysomethings include a disproportionate number of
recent college graduates who are into athletic activities, the latest technology
and nightlife entertainment.
Middleburg Managers arose when empty-nesters settled in satellite
communities which offered a lower cost of living and more relaxed pace.
Today, segment residents tend to be middle-class and over 55 years old, with
solid managerial jobs and comfortable retirements. In their older homes,
they enjoy reading, playing musical instruments, indoor gardening and
refinishing furniture.
Midpoint on the socioeconomic ladder, residents in White Picket Fences look
a lot like the stereotypical American household of a generation ago: young,
middle-class, married with children. But the current version is characterized
by modest homes and ethnic diversity—including a disproportionate number
of Hispanics and African-Americans.
35 Boomtown Singles
Affordable housing, abundant entry-level jobs and a thriving singles scene—
all have given rise to the Boomtown Singles segment in fast-growing satellite
cities. Young, single and working-class, these residents pursue active lifestyles
amid sprawling apartment complexes, bars, convenience stores and
laundromats.
Scattered throughout the older neighborhoods of small cities, Sunset City
Blues is a segment of lower-middle-class singles and couples who have
retired or are getting close to it. These empty-nesters tend to own their
homes but have modest educations and incomes. They maintain a low-key
lifestyle filled with newspapers and television by day, and family-style
restaurants at night.
13
C3 – Micro-City Blues
Micro-City Blues was created via the predominantly downscale residents living in the affordable
housing found throughout the nation’s smaller cities. A diverse social group, these five segments
contain a mix of old and young, singles and widowers, whites, African-Americans and Hispanics.
Most of the workers hold blue-collar jobs—hence the name—and their marketplace behaviors
reflect the segments’ varied lifestyles. This is one of the few social groups where consumers have a
high index for video games and bingo, aerobic exercise and fishing, BET and the Country
Music Network.
47 City Startups
In City Startups, young, multi-ethnic singles have settled in neighborhoods
filled with cheap apartments and a commercial base of cafés, bars,
laundromats and clubs that cater to twentysomethings. One of the youngest
segments in America—with ten times as many college students as the
national average—these neighborhoods feature low incomes and high
concentrations of Hispanics and African-Americans.
53 Mobility Blues
Young singles and single parents make their way to Mobility Blues, a segment
of working-class neighborhoods in America’s satellite cities. Racially mixed
and under 25 years old, these transient Americans tend to have modest
lifestyles due to their lower-income blue-collar jobs. Surveys show they excel
in going to movies, playing basketball and shooting pool.
Park Bench Seniors are typically retired singles living in the racially mixed
neighborhoods of the nation’s satellite cities. With modest educations and
incomes, these residents maintain low-key, sedentary lifestyles. Theirs is one
of the top-ranked segments for TV viewing, especially daytime soaps and
game shows.
62 Hometown Retired
With three-quarters of all residents over 65 years old, Hometown Retired is
one of the oldest segments. These racially mixed seniors tend to live in aging
homes—half were built before 1958—and typically get by on social security
and modest pensions. Because most never made it beyond high school
and spent their working lives at blue-collar jobs, their retirements are
extremely modest.
63 Family Thrifts
The small-city cousins of inner-city districts, Family Thrifts contain young,
ethnically diverse parents who have lots of children and work entry-level
service jobs. In these apartment-filled neighborhoods, visitors find the
streets jam-packed with babies and toddlers, tricycles and basketball hoops,
Daewoos and Hyundais.
14
T1 – Landed Gentry
Widely scattered throughout the nation, the five segments in the Landed Gentry social group consist
of wealthy Americans who migrated to the smaller boomtowns beyond the nation’s beltways. Many
of the households contain Boomer families and couples with college degrees, professional jobs—
they’re twice as likely as average Americans to telecommute—and expansive homes. With their
upscale incomes, they can afford to spend heavily on consumer electronics, wireless and computer
technology, luxury cars, powerboats, books and magazines, children’s toys and exercise equipment.
05 Country Squires
The wealthiest residents in exurban America live in Country Squires, an oasis
for affluent Baby Boomers who’ve fled the city for the charms of small-town
living. In their bucolic communities noted for their recently built homes on
sprawling properties, the families of executives live in six-figure comfort.
Country Squires enjoy country club sports like golf, tennis and swimming as
well as skiing, boating and biking.
Older, upper-class, college-educated professionals, the members of Big Fish,
Small Pond are often among the leading citizens of their small-town
communities. These upscale, empty-nesting couples enjoy the trappings of
success, belonging to country clubs, maintaining large investment portfolios
and spending freely on computer technology.
11 God’s Country
When city dwellers and suburbanites began moving to the country in the
1970s, God’s Country emerged as the most affluent of the nation’s exurban
lifestyles. Today, wealthier communities exist in the hinterlands, but God’s
Country remains a haven for upper-income couples in spacious homes.
Typically college-educated Baby Boomers, these Americans try to maintain a
balanced lifestyle between high-power jobs and laid-back leisure.
With their upper-middle-class incomes, numerous children and spacious
homes, Fast-Track Families are in their prime acquisition years. These
middle-aged parents have the disposable income and educated sensibility to
want the best for their children. They buy the latest technology with
impunity: new computers, DVD players, home theater systems and video
games. They take advantage of their rustic locales by camping, boating
and fishing.
25 Country Casuals
There’s a laid-back atmosphere in Country Casuals, a collection of middleaged, upper-middle-class households that have started to empty-nest.
Workers here—and most households boast two earners—have well-paying
blue- or white collar jobs, or own small businesses. Today these Baby-Boom
couples have the disposable income to enjoy traveling, owning timeshares
and going out to eat.
15
T2 – Country Comfort
The five segments in Country Comfort are filled with predominantly white, middle-class
homeowners. In their placid towns and scenic bedroom communities, these Americans tend to be
married, between the ages of 25 and 54, with or without children. They enjoy comfortable upscale
lifestyles, exhibiting high indices for barbecuing, bar-hopping and playing golf as well as home-based
activities such as gardening, woodworking and crafts. Reflecting their rural, family environment,
they prefer trucks, SUVs and minivans to cars.
23 Greenbelt Sports
A segment of middle-class exurban couples, Greenbelt Sports is known for
its active lifestyle. Most of these middle-aged residents are married, collegeeducated and own new homes; about a third have children. And few
segments have higher rates for pursuing outdoor activities such as skiing,
canoeing, backpacking, boating and mountain biking.
Traditional Times is the kind of lifestyle where small-town couples nearing
retirement are beginning to enjoy their first empty-nest years. Typically in
their fifties and sixties, these middle-class Americans pursue a kind of
granola-and-grits lifestyle. On their coffee tables are magazines with titles
ranging from Country Living and Country Home to Gourmet and Forbes. But
they’re big travelers, especially in recreational vehicles and campers.
32 New Homesteaders
Young, middle-class families seeking to escape suburban sprawl find refuge
in New Homesteaders, a collection of small rustic townships filled with new
ranches and Cape Cods. With decent-paying jobs in white-collar and service
industries, these dual-income couples have fashioned comfortable, childcentered lifestyles, their driveways filled with campers and powerboats, their
family rooms with PlayStations and Game Boys.
33 Big Sky Families
Scattered in placid towns across the American heartland, Big Sky Families is a
segment of young rural families who have turned high school educations and
blue-collar jobs into busy, middle-class lifestyles. Residents like to play
baseball, basketball and volleyball, besides going fishing, hunting and
horseback riding. To entertain their sprawling families, they buy virtually
every piece of sporting equipment on the market.
37 Mayberry-ville
Like the old Andy Griffith Show set in a quaint picturesque berg,
Mayberry-ville harks back to an old-fashioned way of life. In these small
towns, middle-class couples and families like to fish and hunt during the day,
and stay home and watch TV at night. With lucrative blue-collar jobs and
moderately priced housing, residents use their discretionary cash to purchase
boats, campers, motorcycles and pickup trucks.
16
T3 – Middle America
The six segments in Middle America are filled with middle-class homeowners living in small towns
and remote exurbs. Typically found in scenic settings throughout the nation’s heartland, Middle
Americans tend to be white, high school educated, living as couples or larger families, and ranging in
age from under 25 to over 65. Like many residents of remote communities, these conservative
consumers tend to prefer traditional rural pursuits: fishing, hunting, making crafts, antique collecting,
watching television and meeting at civic and veterans clubs for recreation and companionship.
Friday nights are for celebrating high school sports.
38 Simple Pleasures
With more than two-thirds of its residents over 65 years old, Simple
Pleasures is mostly a retirement lifestyle: a neighborhood of lower-middleclass singles and couples living in modestly priced homes. Many are high
school-educated seniors who held blue-collar jobs before their retirement.
And a disproportionate number served in the military; no segment has more
members of veterans clubs.
The residents of Red, White & Blues typically live in exurban towns rapidly
morphing into bedroom suburbs. Their streets feature new fast-food
restaurants, and locals have recently celebrated the arrival of chains like WalMart, Radio Shack and Payless Shoes. Middle-aged, high school educated
and lower-middle class, these folks tend to have solid, blue-collar jobs in
manufacturing, milling and construction.
43 Heartlanders
America was once a land of small middle-class towns, which can still be
found today among Heartlanders. This widespread segment consists of
middle-aged couples with working-class jobs living in sturdy, unpretentious
homes. In these communities of small families and empty-nesting couples,
Heartlanders pursue a rustic lifestyle where hunting and fishing remain prime
leisure activities along with cooking, sewing, camping and boating.
45 Blue Highways
On maps, blue highways are often two-lane roads that wind through remote
stretches of the American landscape. Among lifestyles, Blue Highways is the
standout for lower-middle-class couples and families who live in isolated
towns and farmsteads. Here, Boomer men like to hunt and fish; the women
enjoy sewing and crafts, and everyone looks forward to going out to a
country music concert.
50 Kid Country, USA
Widely scattered throughout the nation’s heartland, Kid Country, USA is a
segment dominated by large families living in small towns. Predominantly
white, with an above-average concentration of Hispanics, these young, these
working-class households include homeowners, renters and military
personnel living in base housing; about 20 percent of residents own
mobile homes.
17
The segment known as Shotguns & Pickups came by its moniker honestly: it
scores near the top of all lifestyles for owning hunting rifles and pickup
trucks. These Americans tend to be young, working-class couples with large
families—more than half have two or more kids—living in small homes and
manufactured housing. Nearly a third of residents live in mobile homes,
more than anywhere else in the nation.
18
T4 – Rustic Living
The six segments in Rustic America represent the nation’s most isolated towns and rural villages. As
a group, T4 residents have relatively modest incomes, low educational levels, aging homes and bluecollar occupations. Many of the residents, a mix of young singles and seniors, are unmarried, and
they’ve watched scores of their neighbors migrate to the city. In their remote communities, these
consumers spend their leisure time in such traditional small-town activities as fishing and hunting,
attending social activities at the local church and veterans club, enjoying country music and
car racing.
48 Young & Rustic
Like the soap opera that inspired its nickname, Young & Rustic is composed
of young, restless singles. Unlike the glitzy soap denizens, however, these
folks tend to be lower income, high school-educated and live in tiny
apartments in the nation’s exurban towns. With their service industry jobs
and modest incomes, these folks still try to fashion fast-paced lifestyles
centered on sports, cars and dating.
55 Golden Ponds
Golden Ponds is mostly a retirement lifestyle, dominated by downscale
singles and couples over 65 years old. Found in small bucolic towns around
the country, these high school-educated seniors live in small apartments on
less than $25,000 a year; one in five resides in a nursing home. For these
elderly residents, daily life is often a succession of sedentary activities such as
reading, watching TV, playing bingo and doing craft projects.
56 Crossroads Villagers
With a population of middle-aged, blue-collar couples and families,
Crossroads Villagers is a classic rural lifestyle. Residents are high schooleducated, with lower-middle incomes and modest housing; one-quarter live
in mobile homes. And there’s an air of self-reliance in these households as
Crossroads Villagers help put food on the table through fishing, gardening
and hunting.
57 Old Milltowns
America’s once-thriving mining and manufacturing towns have aged—as
have the residents in Old Milltowns communities. Today, the majority of
residents are retired singles and couples, living on downscale incomes in pre1960 homes and apartments. For leisure, they enjoy gardening, sewing,
socializing at veterans clubs or eating out at casual restaurants.
Strewn among remote farm communities across the nation, Back Country
Folks are a long way away from economic paradise. The residents tend to be
poor, over 55 years old and living in older, modest-sized homes and
manufactured housing. Typically, life in this segment is a throwback to an
earlier era when farming dominated the American landscape.
19
64 Bedrock America
Bedrock America consists of young, economically challenged families in
small, isolated towns located throughout the nation’s heartland. With modest
educations, sprawling families and blue-collar jobs, many of these residents
struggle to make ends meet. One quarter live in mobile homes. One in three
haven’t finished high school. Rich in scenery, Bedrock America is a haven
for fishing, hunting, hiking and camping.
20
PRIZMNE Lifestage Groups
PRIZM NE’s Lifestage classifications are based on the age of each segment’s residents and the
presence of children, two powerful predictors of consumer behavior. The first class, Younger Years,
consists of 22 segments where singles and couples are typically under 45 years old and child-free:
residents may be too young to have kids or they’re approaching middle age and chose not to have
them. The second class, Family Life, is composed of 20 lifestyle types that all have high indexes for
middle-aged adults and children. The final class, The Mature Years, comprises 24 segments, all with
residents who tend to be over 45 years old and childless; segments with high rates for both 50-yearold residents and children are included in Family Life. Finally, within each class, all the segments are
sorted into groups based on affluence, another powerful demographic predictor of consumer
behavior.
Younger Years
Family Life
Mature Years
•
•
•
•
•
•
•
•
•
Age Under 45
Singles & Couples
31.1% Of USA
M iddle Age 25-54
Fam ilies w/Children
33.5% of USA
Age Over 45
Singles & Couples
38.0% of USA
All of the 66 segments are grouped into 11 broader Lifestage Groups. Lifestage Groups capture a
combination of three variables—affluence, householder age and whether there are children living at
home—to help paint a more vivid picture of each segment’s likely lifestyle. As an example, what the
three Lifestage Groups that comprise “Younger Years” share is that all of those households are, for
the most part, young and childless. What differentiates Lifestage Group “Midlife Success” from
Lifestage Group “Young Achievers” is the level of affluence each has achieved at this young age.
Similarly, the four groups of segments that make up “Family Life” have children in common, while
segments categorized as “Mature Years” are mostly empty nesters. The most affluent family
segments fall into Lifestage Group F1 ”Accumulated Wealth,” which includes Blue Blood Estates,
Country Squires, and Winner’s Circle.
21
YOUNGER YEARS
Y1 - Midlife Success
The eight segments in Midlife Success typically are filled with childless singles and couples in their
thirties and forties. The wealthiest of the Younger Years class, this group is home to many white,
college-educated residents who make six-figure incomes at executive and professional jobs but also
extends to more middle class segments. Most of these segments are found in suburban and exurban
communities, and consumers here are big fans of the latest technology, financial products, aerobic
exercise and travel.
03 Movers & Shakers
08 Executive Suites
11 God’s Country
12 Brite Lites, Li’l City
19 Home Sweet Home
25 Country Casuals
30 Suburban Sprawl
37 Mayberry-ville
Y-2 - Mainstream Singles
Young, hip singles are the prime residents of Mainstream Singles, a lifestage group of
twentysomethings who’ve recently settled in metro neighborhoods. Their incomes range from
working-class to well-to-do, but most residents are still renting apartments in cities or close-in
suburbs. These seven segments contain a high percentage of Asian singles, and there’s a decidedly
progressive sensibility in their tastes as reflected in the group’s liberal politics, alternative music and
lively nightlife. Mainstream Singles segments are twice as likely as the general population to include
college students living in group quarters.
04 Young Digerati
16 Bohemian Mix
23 Greenbelt Sports
24 Up-and-Comers
31 Urban Achievers
35 Boomtown Singles
Y3 - Striving Singles
The seven segments in Striving Singles make up the most downscale of the Younger Years class.
Centered in exurban towns and satellite cities, these twentysomething singles typically have low
incomes—often under $25,000 a year—from service jobs or part-time work they take on while going
to college. Housing for this group consists of a mix of cheap apartment complexes, dormitories and
mobile homes. As consumers, the residents in these segments score high for outdoor sports, movies
and music, fast food and inexpensive cars.
44 New Beginnings
45 Blue Highways
47 City Startups
48 Young & Rustic
53 Mobility Blues
22
FAMILY LIFE
F1 - Accumulated Wealth
The presence of children is the defining characteristic of the segments in the Family Life class. The
three segments in Accumulated Wealth contain the wealthiest families, mostly college-educated,
white-collar Baby Boomers living in sprawling homes beyond the nation’s beltways. These large
family segments are filled with upscale professionals—the group’s median income is nearly six
figures—who have the disposable cash and sophisticated tastes to indulge their children with
electronic toys, computer games and top-of-the-line sporting equipment. The adults in these
households are also a prime audience for print media, expensive cars and frequent vacations—often
to theme parks as well as European destinations.
05 Country Squires
06 Winner’s Circle
F2 - Young Accumulators
Compared to the Accumulated Wealth group, the five segments in Young Accumulators are slightly
younger and less affluent than their upscale peers. Ethnically diverse, these households include an
above-average number of Hispanic and Asian Americans. Adults typically have college educations
and work a mix of white-collar managerial and professional jobs. Found mostly in suburban and
exurban areas, the large families in Young Accumulators have fashioned comfortable, upscale
lifestyles in their mid-sized homes. They favor outdoor sports, kid-friendly technology and adult
toys like campers, powerboats and motorcycles. Their media tastes lean towards cable networks
targeted to children and teenagers.
13 Upward Bound
17 Beltway Boomers
18 Kids & Cul-de-Sacs
29 American Dreams
F3 - Mainstream Families
Mainstream Families refers to a collection of seven segments of middle- and working-class childfilled households. While the age range of adults is broad—from 25 to 54—most families have at
least one child under 18. And residents in this exurban group share similar consumption patterns,
living in modestly priced homes—including mobile homes—and ranking high for owning three or
more cars. As consumers, Mainstream Families maintain lifestyles befitting large families in the
nation’s small towns: lots of sports, electronic toys, groceries in bulk and televised media.
32 New Homesteaders
33 Big Sky Families
36 Blue-Chip Blues
50 Kid Country, USA
23
F4 - Sustaining Families
Sustaining Families is the least affluent of Family Life groups, an assortment of segments that range
from working-class to decidedly downscale. Ethnically mixed, with a high percentage of African
American, Asian and Hispanic families, these segments also display geographic diversity—from
inner cities to some of the most isolated communities in the nation. Most adults hold blue-collar
and service jobs, earning wages that relegate their families to small, older apartments and mobile
homes. And the lifestyles are similarly modest: Households here are into playing games and sports,
shopping at discount chains and convenience stores, and tuning into nearly everything that airs on
TV and radio.
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
24
MATURE YEARS
M1 - Affluent Empty Nests
While those on the “MTV side” of fifty may debate their inclusion in this group, Americans in the
Mature Years tend to be over 45 years old and living in houses that have empty-nested. The four
wealthiest segments in this group are classified Affluent Empty Nests, and they feature upscale
couples who are college educated, hold executive and professional positions and are over 45. While
their neighborhoods are found across a variety of landscapes—from urban to small-town areas—
they all share a propensity for living in large, older homes. With their children out of the house,
these consumers have plenty of disposable cash to finance active lifestyles rich in travel, cultural
events, exercise equipment and business media. These folks are also community activists who write
politicians, volunteer for environmental groups and vote heavily in elections.
01 Upper Crust
07 Money & Brains
M2 - Conservative Classics
College educated, over 55 years old and upper-middle-class, the six segments in Conservative
Classics offer a portrait of quiet comfort. These childless singles and couples live in older suburban
homes with two cars in the driveway and a wooden deck out back. For leisure at home, they enjoy
gardening, reading books, watching public television and entertaining neighbors over barbecues.
When they go out, it’s often to a local museum, the theater or a casual-dining restaurant like the
Olive Garden or Lone Star Steakhouse.
14 New Empty Nests
15 Pools & Patios
21 Gray Power
M3 - Cautious Couples
Another large group of Mature Years segments is Cautious Couples, featuring an over-55-year-old
mix of singles, couples and widows. Widely scattered throughout the nation, the residents in these
seven segments typically are working-class and white, with some college education and a high rate of
homeownership. Given their blue-collar roots, Cautious Couples today pursue sedate lifestyles.
They have high rates for reading, travel, eating out at family restaurants and pursuing home-based
hobbies like coin collecting and gardening.
38 Simple Pleasures
39 Domestic Duos
40 Close-In Couples
43 Heartlanders
46 Old Glories
25
M4 - Sustaining Seniors
Sustaining Seniors consists of nine segments filled with older, economically challenged Americans.
Racially mixed and dispersed throughout the country, they all score high for having residents who
are over 65 years old and household incomes under $25,000. Many are single or widowed, have
modest educational achievement and live in older apartments or small homes. On their fixed
incomes, they lead low-key, home-centered lifestyles. They’re big on watching TV, gardening, sewing
and woodworking. Their social life often revolves around activities at veterans clubs and fraternal
organizations.
55 Golden Ponds
57 Old Milltowns
59 Urban Elders
61 City Roots
62 Hometown Retired
26

Widget Corporation - HigherEd Marketing

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