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