Mosaic USA E-Handbook

Optimise the value of your customers and locations, now and in the future

Welcome to your Mosaic USA E-Handbook. The Mosaic USA E-Handbook provides a simple, clear and comprehensive guide that gives you all the information you need at Successful organizations take the process of analyzing and your fingertips to help you in your day-to-day use of Mosaic. It understanding customers seriously. They use it to maximize their helps you build a detailed understanding of your customers and engagement with customers to increase loyalty, retention and locations, and become conversant with the dimensions of the new value; drive profitable acquisition; and plan for the future. American consumer and their household dynamics. This latest version of Mosaic USA capitalizes on Experian's access to a wealth of new and detailed information on households in the United States to provide a comprehensive view of consumers. Prioritize and bring order to the data chaos by determining the right customer strategy Provide a deeper understanding of your customers to target, acquire, manage and develop profitable customer relations. Precisely target your ideal customer audience across marketing campaigns

Improve your understanding of targeting specific consumers to increase site performance, maximize sales conversion, optimize consumer targeting to ensure that the right product offerings are matched to the right audience and improve your media planning and buying across traditional and digital channels. Invest in the future Anticipate risk and plan for the future: analyze consumer behaviour, understand potential risk and identify investment opportunities.

Data Sources

More than 300 data points have been used to build Mosaic USA. They must also be updateable over time to ensure continuing These have been selected as inputs to the classification on the accuracy in assignments of the Mosaic codes and meet the basis of their coverage, quality, consistency and sustainability. following criteria: To be included for use, the data variables must enable accurate Ÿ Allows the identification and description of consumer segments identification of, and discrimination between, a wide range of that are not necessarily distinguished solely by the use of consumer characteristics. census data.

Ÿ Ensures accuracy of Mosaic code by either household or neighborhood. Ÿ Is updated regularly to ensure that changes are monitored. Ÿ Improves discrimination and allows for the identification of a wide range of consumer behaviors.

Demographics Socio-economics Location Financial Property measures characteristics Age Education/qualifications Urbanity/rurality Income Tenure Marital status Occupation Means of transport Credit behaviour Property value Household composition Industry Travel to work time Owner of multiple homes Number of rooms Length of residency Hours worked Social security/assistance Year built Presence of children Home business Number of dwellings Number of occupants Vehicle ownership Rent amount Ethnicity Group quarters Language ability

Family Tree

The Mosaic USA family tree illustrates the major demographic and lifestyle polarities between the groups and types, and shows how the Mosaic types relate to each other.

High Income

s A01 l A03 O i A02 A04 d m A05 F A06 B09 B08 B07 C11 C12 B10 D15 D16 C14 G24 D17 C13 F22 D18 I30 E20 E19 F23 G25 H27 I31 E21 I33 I32 H29 H28 H26 L42 J34 M244 M45 K37 K39 K38 L41 K40 J36 J35 O52 O50 O51 N47 N46 L43 Q62 O53 P60 P58 P56 N48 Q63 S n O55 O54 Q64 n u S68 Q65 l o R66 P57 P59 N49 S69 S71 s Y R67 P61 S70

Low Income

Group and Type Table

A01 American Royalty F22 Fast Track Couples A Platinum Prosperity F Families Matter Most Power A02 Promising F23 Elite A03 Kids and Cabernet Families A04 Picture Perfect Families G24 Ambitious Singles A05 Couples with Clout G G25 Urban Edge Young City A06 Jet Set Urbanites Solos B B07 Across the Ages H26 Progressive Assortment B08 Babies and Bliss H H27 Life of Leisure Flourishing Bourgeois Families B09 Family Fun-tastic Melting Pot H28 Everyday Moderates Cosmopolitan Achievers Destination Recreation B10 H29 C11 Sophisticated City Dwellers I30 Potlucks and the Great Outdoors C I Booming C12 Golf Carts and Gourmets Family I31 Hard Working Values with C13 Philanthropic Sophisticates Union I32 Steadfast Conventionalists Confidence C14 Boomers and Boomerangs I33 Balance and Harmony D D15 Sport Utility Families J J34 Suburban Sophisticates D16 Settled in Suburbia J35 Rural Escape Suburban Autumn Style D17 Cul de Sac Diversity Years J36 Settled and Sensible D18 Suburban Nightlife Wired for Success K K37 E19 Consummate Consumers K38 Modern Blend E Significant Thriving E20 No Place Like Home Singles K39 Metro Fusion Boomers E21 Unspoiled Splendor K40 Bohemian Groove

Group and Type Table

L41 Booming and Consuming P56 Mid-scale Medley L Rooted Flower Power P Modest Metro Means Blue Sky L42 Cultural P57 Boomers L43 Homemade Happiness Connections P58 Heritage Heights M44 Creative Comfort P59 Expanding Horizons M M45 Growing and Expanding P60 Striving Forward Families in Motion P61 Simple Beginnings N N46 True Grit Americans Q62 Enjoying Retirement N47 Countrified Pragmatics Q Q63 Footloose and Family Free Pastoral Golden Year Pride N48 Rural Southern Bliss Guardians Q64 Established in Society Touch of Tradition Mature and Wise N49 Q65 O50 Full Steam Ahead R66 Ambitious Dreamers O R Singles O51 Digital Savvy Aspirational R67 Passionate Parents and Starters O52 Urban Ambition Fusion O53 Colleges and Cafes S68 Small Town Sophisticates S O54 Influenced by Influencers Thrifty S69 Urban Legacies O55 Family Troopers Habits S70 Thrifty Singles S71 Modest Retirees

A A01 A02 A03 A04 A05 A06

Power Elite The wealthiest households in the US, living in the most exclusive neighborhoods, 6.30% 7.99% A and enjoying all that life has to offer

Who we are Channel preference Head of Type of household age property 51–65 Single family 108 86 16 111 31.7% 99 91.8%

Est. Household Household income size 137 393 189 $250,000+ 2 persons Key features Technology adoption 693 37.7% 104 29.4% Wealthy Highly educated Home Age of Politically conservative ownership children Well-invested Homeowner 13–18 Charitable giving Active and fit 113 92.0% 165 21.3% Journeymen

A A01 A02 A03 A04 A05 A06

Power Elite A The wealthiest households in the US, living in the most exclusive neighborhoods, 6.30% 7.99% and enjoying all that life has to offer

Head of household age Education Estimated current house value 0.00% 19–24 2.76% Less than high school 1.66% Less than $50,000 25–30 6.71% High school diploma 5.97% $50,000–$74,999 0.01% 10.12% 17.93% 0.02% 31–35 Some college $75,000–$99,999 36–45 23.15% Bachelor’s degree 207 39.74% $100,000–$149,999 0.13% 14.57% 250 34.70% 0.22% 46–50 Graduate’s degree $150,000–$174,999 51–65 31.70% $175,000–$199,999 0.53% 66–75 6.95% Estimated household income 2.57% $200,000–$249,999 76+ 4.03% Less than $15,000 0.06% $250,000–$299,999 4.53% $15,000–$24,999 0.10% $300,000–$349,999 6.20% Family structure $25,000–$34,999 0.23% $350,000–$399,999 7.11% With kids $35,000–$49,999 0.46% $400,000–$499,999 15.31% Married 52.00% $50,000–$74,999 1.29% $500,000–$749,999 279 26.58% Single male 0.24% $75,000–$99,999 3.02% $750,000+ 495 36.79% 0.40% 4.58% Single female $100,000–$124,999 Length of residency Unknown status 0.09% $125,000–$149,999 10.00% 225 8.26% 12.13% Without kids $150,000–$174,999 1 year or less Married 42.87% $175,000–$199,999 342 12.27% 2–3 years 12.45% 1.90% 589 22.03% 4–5 years 12.75% Single male $200,000–$249,999 Single female 1.05% $250,000+ 693 37.70% 6–7 years 10.53% Unknown status 1.44% 8–9 years 7.58% Age of children 10–14 years 13.43% Home ownership 0–3 10.32% 15–19 years 12.47% Homeowner 91.96% 4–6 9.29% 20–24 years 6.85% Renter 4.84% 7–9 14.12% 25+ years 11.80% 15.76% Unknown 3.20% 10–12 13–18 21.27%

B B07 B08 B09 B10 Flourishing Families B Affluent, middle-aged families and couples earning prosperous incomes and living very comfortable, 4.05% 5.41% active lifestyles

Who we are Channel preference Head of Type of household age property 36–45 Single family 127 87 38 197 30.3% 105 97.6%

Est. Household Household income size 136 182 178 $125,000–$149,999 2 persons Key features Technology adoption 270 21.9% 109 30.9% Affluent Charitable contributors Home Age of ownership children Athletic activities Saving for college Homeowner 10–12 High credit card use Family-oriented activities 112 91.6% 262 26.4% Journeymen

B B07 B08 B09 B10

Flourishing Families B Affluent, middle-aged families and couples earning prosperous incomes and living very comfortable, 4.05% 5.41% active lifestyles

Head of household age Education Estimated current house value 0.01% 19–24 3.28% Less than high school 3.61% Less than $50,000 25–30 5.41% High school diploma 12.76% $50,000–$74,999 0.03% 10.05% 27.81% 0.11% 31–35 Some college $75,000–$99,999 36–45 30.31% Bachelor’s degree 37.48% $100,000–$149,999 1.39% 16.49% 18.34% 2.17% 46–50 Graduate’s degree $150,000–$174,999 51–65 27.31% $175,000–$199,999 3.09% 66–75 5.00% Estimated household income 8.78% $200,000–$249,999 76+ 2.16% Less than $15,000 0.46% $250,000–$299,999 11.22% $15,000–$24,999 0.52% $300,000–$349,999 11.36% Family structure $25,000–$34,999 0.92% $350,000–$399,999 10.10% With kids $35,000–$49,999 2.11% $400,000–$499,999 14.81% Married 67.85% $50,000–$74,999 8.64% $500,000–$749,999 219 20.92% Single male 0.71% $75,000–$99,999 15.07% $750,000+ 215 16.01% 0.53% 16.70% Single female $100,000–$124,999 Length of residency Unknown status 0.11% $125,000–$149,999 270 21.95% 273 10.02% 8.80% Without kids $150,000–$174,999 1 year or less Married 28.01% $175,000–$199,999 252 9.03% 2–3 years 8.41% 1.58% 202 7.55% 4–5 years 9.02% Single male $200,000–$249,999 Single female 0.56% $250,000+ 7.03% 6–7 years 11.16% Unknown status 0.65% 8–9 years 8.68% Age of children 10–14 years 17.28% Home ownership 0–3 16.93% 15–19 years 16.29% Homeowner 91.62% 4–6 215 17.87% 20–24 years 7.62% Renter 5.77% 7–9 205 24.20% 25+ years 12.74% 26.45% Unknown 2.60% 10–12 262 13–18 218 28.02%

C C11 C12 C13 C14 Booming with Confidence C Prosperous, established couples in their peak earning years living in suburban homes 6.18% 8.63%

Who we are Channel preference Head of Type of household age property 51–65 Single family 35 124 6 195 55.6% 105 97.1%

Est. Household Household income size 34 176 154 $100,000–$124,999 5+ persons Key features Technology adoption 172 16.7% 173 18.2% Highly educated Affluent Home Age of ownership children Upscale housing Savvy investors Homeowner 0–3 Tech apprentices Environmental philanthropists 116 95.1% 65 5.6% Apprentices

C C11 C12 C13 C14

Booming with Confidence C Prosperous, established couples in their peak earning years living in suburban homes 6.18% 8.63%

Head of household age Education Estimated current house value 0.01% 19–24 1.18% Less than high school 4.26% Less than $50,000 25–30 1.81% High school diploma 18.37% $50,000–$74,999 0.03% 2.90% 24.52% 0.11% 31–35 Some college $75,000–$99,999 36–45 3.45% Bachelor’s degree 26.53% $100,000–$149,999 0.97% 3.16% 26.32% 1.61% 46–50 Graduate’s degree $150,000–$174,999 51–65 55.55% $175,000–$199,999 2.95% 66–75 19.49% Estimated household income 8.93% $200,000–$249,999 76+ 12.45% Less than $15,000 0.53% $250,000–$299,999 11.11% $15,000–$24,999 0.89% $300,000–$349,999 11.24% Family structure $25,000–$34,999 2.57% $350,000–$399,999 10.08% With kids $35,000–$49,999 4.53% $400,000–$499,999 15.37% Married 20.74% $50,000–$74,999 14.95% $500,000–$749,999 206 19.65% Single male 0.11% $75,000–$99,999 18.40% $750,000+ 241 17.94% 0.11% 16.67% Single female $100,000–$124,999 Length of residency Unknown status 0.17% $125,000–$149,999 14.62% 6.42% 7.18% Without kids $150,000–$174,999 1 year or less Married 70.44% $175,000–$199,999 216 7.75% 2–3 years 5.82% 1.63% 5.68% 4–5 years 5.25% Single male $200,000–$249,999 Single female 0.83% $250,000+ 7.00% 6–7 years 5.78% Unknown status 5.98% 8–9 years 5.09% Age of children 10–14 years 12.20% Home ownership 0–3 5.56% 15–19 years 16.14% Homeowner 95.15% 4–6 3.67% 20–24 years 11.87% Renter 3.09% 7–9 3.31% 25+ years 30.68% 3.50% Unknown 1.77% 10–12 13–18 6.02%

D D15 D16 D17 D18 Suburban Style D Middle-aged, ethnically-mixed suburban families and couples earning upscale incomes 4.11% 5.42%

Who we are Channel preference Head of Type of household age property 36–45 Single family 139 120 73 244 37.6% 106 98.5%

Est. Household Household income size 71 97 162 $75,000–$99,999 2 persons Key features Technology adoption 142 22.1% 113 32.0% Comfortable lifestyle Suburban living Home Age of ownership children Politically diverse Family-centric activities Homeowner 10–12 Parents Financial investments 113 92.6% 245 24.7% Apprentices

D D15 D16 D17 D18

Suburban Style D Middle-aged, ethnically-mixed suburban families and couples earning upscale incomes 4.11% 5.42%

Head of household age Education Estimated current house value 0.08% 19–24 2.89% Less than high school 5.10% Less than $50,000 25–30 2.29% High school diploma 22.29% $50,000–$74,999 0.59% 5.27% 37.49% 1.69% 31–35 Some college $75,000–$99,999 36–45 244 37.58% Bachelor’s degree 23.91% $100,000–$149,999 8.74% 248 20.47% 11.21% 7.65% 46–50 Graduate’s degree $150,000–$174,999 51–65 19.78% $175,000–$199,999 8.75% 66–75 8.11% Estimated household income 17.91% $200,000–$249,999 76+ 3.62% Less than $15,000 1.62% $250,000–$299,999 15.16% $15,000–$24,999 1.94% $300,000–$349,999 11.15% Family structure $25,000–$34,999 3.30% $350,000–$399,999 7.87% With kids $35,000–$49,999 7.61% $400,000–$499,999 9.69% Married 69.10% $50,000–$74,999 20.78% $500,000–$749,999 8.51% Single male 1.23% $75,000–$99,999 22.09% $750,000+ 2.21% 1.29% 14.88% Single female $100,000–$124,999 Length of residency Unknown status 0.36% $125,000–$149,999 15.94% 4.63% 7.18% Without kids $150,000–$174,999 1 year or less Married 21.88% $175,000–$199,999 3.30% 2–3 years 7.27% 2.97% 2.04% 4–5 years 7.68% Single male $200,000–$249,999 Single female 1.87% $250,000+ 1.85% 6–7 years 8.38% Unknown status 1.30% 8–9 years 7.17% Age of children 10–14 years 16.71% Home ownership 0–3 15.67% 15–19 years 14.86% Homeowner 92.60% 4–6 15.78% 20–24 years 8.88% Renter 4.20% 7–9 23.23% 25+ years 21.86% 24.74% Unknown 3.21% 10–12 245 13–18 202 25.97%

E E19 E20 E21 Thriving Boomers E Upper-middle-class baby boomer-age couples living comfortable lifestyles settled in suburban homes 4.68% 6.50%

Who we are Channel preference Head of Type of household age property 51–65 Single family 35 87 10 229 65.2% 99 92.2%

Est. Household Household income size 31 68 135 $75,000–$99,999 5+ persons Key features Technology adoption 155 24.0% 165 17.4% Middle class Suburban Home Age of ownership children Politically independent Nature enthusiasts Homeowner 0–3 Married couples 60s/70s music lover 114 93.4% 40 3.5% Apprentices

E E19 E20 E21

Thriving Boomers E Upper-middle-class baby boomer-age couples living comfortable lifestyles settled in suburban homes 4.68% 6.50%

Head of household age Education Estimated current house value 0.10% 19–24 3.69% Less than high school 6.01% Less than $50,000 25–30 6.50% High school diploma 31.71% $50,000–$74,999 0.62% 6.81% 30.14% 1.84% 31–35 Some college $75,000–$99,999 36–45 4.22% Bachelor’s degree 18.65% $100,000–$149,999 12.03% 2.78% 13.48% 10.29% 46–50 Graduate’s degree $150,000–$174,999 51–65 229 65.15% $175,000–$199,999 10.67% 66–75 7.97% Estimated household income 19.04% $200,000–$249,999 76+ 2.87% Less than $15,000 2.57% $250,000–$299,999 13.58% $15,000–$24,999 2.38% $300,000–$349,999 9.23% Family structure $25,000–$34,999 3.79% $350,000–$399,999 6.27% With kids $35,000–$49,999 8.94% $400,000–$499,999 7.27% Married 13.39% $50,000–$74,999 26.78% $500,000–$749,999 6.28% Single male 0.37% $75,000–$99,999 24.01% $750,000+ 2.76% 0.36% 13.33% Single female $100,000–$124,999 Length of residency Unknown status 0.14% $125,000–$149,999 9.08% 2.64% 7.43% Without kids $150,000–$174,999 1 year or less Married 67.74% $175,000–$199,999 2.83% 2–3 years 6.49% 6.90% 1.64% 4–5 years 6.43% Single male $200,000–$249,999 Single female 3.43% $250,000+ 2.00% 6–7 years 6.16% Unknown status 7.68% 8–9 years 5.58% Age of children 10–14 years 12.36% Home ownership 0–3 3.48% 15–19 years 13.83% Homeowner 93.45% 4–6 2.05% 20–24 years 12.28% Renter 3.77% 7–9 2.01% 25+ years 29.44% 1.68% Unknown 2.79% 10–12 13–18 2.49%

F F22 F23 Promising Families F Young couples with children in starter homes, living child-centered lifestyles 6.35% 5.31%

Who we are Channel preference Head of Type of household age property 31–35 Single family 207 102 188 411 48.0% 106 98.2%

Est. Household Household income size 323 71 50 $100,000–$124,999 1 person Key features Technology adoption 222 21.4% 127 43.6% Married with kids No-worry spenders Home Age of ownership children Gamers Credit-aware Homeowner 7–9 Comfortable lifestyles Just moved in 106 86.4% 191 22.6% Journeymen

F F22 F23

Promising Families F Young couples with children in starter homes, living child-centered lifestyles 6.35% 5.31%

Head of household age Education Estimated current house value 0.04% 19–24 8.01% Less than high school 10.05% Less than $50,000 25–30 311 32.04% High school diploma 17.11% $50,000–$74,999 0.19% 411 48.04% 37.76% 0.58% 31–35 Some college $75,000–$99,999 36–45 8.97% Bachelor’s degree 18.94% $100,000–$149,999 5.04% 1.71% 16.14% 5.78% 46–50 Graduate’s degree $150,000–$174,999 51–65 0.92% $175,000–$199,999 7.84% 66–75 0.19% Estimated household income 17.82% $200,000–$249,999 76+ 0.11% Less than $15,000 1.34% $250,000–$299,999 16.46% $15,000–$24,999 1.35% $300,000–$349,999 12.78% Family structure $25,000–$34,999 1.84% $350,000–$399,999 9.67% With kids $35,000–$49,999 5.25% $400,000–$499,999 11.06% Married 70.92% $50,000–$74,999 18.01% $500,000–$749,999 9.52% Single male 1.80% $75,000–$99,999 24.02% $750,000+ 3.20% 1.42% 21.44% Single female $100,000–$124,999 222 Length of residency Unknown status 0.03% $125,000–$149,999 9.74% 7.26% 226 35.26% Without kids $150,000–$174,999 1 year or less Married 24.40% $175,000–$199,999 3.61% 2–3 years 246 26.28% 0.94% 2.65% 4–5 years 208 18.72% Single male $200,000–$249,999 Single female 0.47% $250,000+ 3.49% 6–7 years 6.12% Unknown status 0.01% 8–9 years 3.46% Age of children 10–14 years 3.98% Home ownership 0–3 14.83% 15–19 years 1.90% Homeowner 86.35% 4–6 13.01% 20–24 years 1.34% Renter 6.30% 7–9 22.59% 25+ years 2.94% 12.32% Unknown 7.35% 10–12 13–18 12.56%

G G24 G25 Young City Solos G Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas 3.64% 2.45%

Who we are Channel preference Head of Type of household age property 25–30 Multi-family: 101+ units 155 53 101 318 32.7% 695 9.4%

Est. Household Household income size 296 180 35 $75,000–$99,999 1 person Key features Technology adoption 137 21.2% 228 78.5% Singles Downtown commuters Home Age of ownership children Apartment dwellers Active lifestyles Renter 13–18 Career-driven Liberal 208 26.8% 31 4.0% Journeymen

G G24 G25

Young City Solos G Younger and middle-aged singles living active and energetic lifestyles in metropolitan areas 3.64% 2.45%

Head of household age Education Estimated current house value 0.06% 19–24 6.64% Less than high school 3.32% Less than $50,000 25–30 318 32.72% High school diploma 10.13% $50,000–$74,999 0.25% 18.68% 29.06% 0.97% 31–35 Some college $75,000–$99,999 36–45 23.73% Bachelor’s degree 36.33% $100,000–$149,999 6.85% 8.83% 21.16% 6.26% 46–50 Graduate’s degree $150,000–$174,999 51–65 7.14% $175,000–$199,999 7.35% 66–75 1.60% Estimated household income 14.26% $200,000–$249,999 76+ 0.66% Less than $15,000 2.20% $250,000–$299,999 12.56% $15,000–$24,999 2.12% $300,000–$349,999 10.52% Family structure $25,000–$34,999 2.99% $350,000–$399,999 7.73% With kids $35,000–$49,999 6.91% $400,000–$499,999 10.49% Married 3.01% $50,000–$74,999 21.07% $500,000–$749,999 12.61% Single male 4.01% $75,000–$99,999 21.17% $750,000+ 10.07% 8.29% 13.17% Single female 262 $100,000–$124,999 Length of residency Unknown status 0.09% $125,000–$149,999 12.85% 4.77% 29.09% Without kids $150,000–$174,999 1 year or less Married 16.91% $175,000–$199,999 4.18% 2–3 years 20.95% 626 40.23% 3.50% 4–5 years 15.23% Single male $200,000–$249,999 Single female 706 26.21% $250,000+ 5.07% 6–7 years 9.15% Unknown status 1.25% 8–9 years 6.10% Age of children 10–14 years 9.01% Home ownership 0–3 2.10% 15–19 years 4.31% Homeowner 59.85% 4–6 1.34% 20–24 years 1.89% Renter 208 26.84% 7–9 1.18% 25+ years 4.26% 1.30% Unknown 249 13.31% 10–12 13–18 3.95%

H H26 H27 H28 H29 Bourgeois Melting Pot H Middle-aged, established couples living in suburban homes 3.29% 3.39%

Who we are Channel preference Head of Type of household age property 36–45 Single family 99 128 46 166 25.6% 103 95.6%

Est. Household Household income size 84 54 86 $75,000–$99,999 1 person Key features Technology adoption 155 24.0% 110 37.8% Sturdy blue-collar Multi-cultural Home Age of ownership children Comfortable spending Financially informed Homeowner 13–18 Suburb living Married 104 84.8% 76 9.8% Journeymen

H H26 H27 H28 H29

Bourgeois Melting Pot H Middle-aged, established couples living in suburban homes 3.29% 3.39%

Head of household age Education Estimated current house value 0.10% 19–24 3.38% Less than high school 10.13% Less than $50,000 25–30 2.37% High school diploma 27.48% $50,000–$74,999 0.35% 5.53% 37.81% 1.04% 31–35 Some college $75,000–$99,999 36–45 25.62% Bachelor’s degree 15.94% $100,000–$149,999 6.28% 15.51% 8.63% 6.48% 46–50 Graduate’s degree $150,000–$174,999 51–65 31.54% $175,000–$199,999 7.97% 66–75 9.95% Estimated household income 16.25% $200,000–$249,999 76+ 6.09% Less than $15,000 2.91% $250,000–$299,999 14.41% $15,000–$24,999 3.13% $300,000–$349,999 11.73% Family structure $25,000–$34,999 4.52% $350,000–$399,999 9.00% With kids $35,000–$49,999 10.68% $400,000–$499,999 11.65% Married 36.96% $50,000–$74,999 25.71% $500,000–$749,999 12.59% Single male 1.53% $75,000–$99,999 24.04% $750,000+ 2.15% 1.71% 11.96% Single female $100,000–$124,999 Length of residency Unknown status 0.42% $125,000–$149,999 9.87% 2.93% 14.97% Without kids $150,000–$174,999 1 year or less Married 47.83% $175,000–$199,999 2.22% 2–3 years 10.59% 4.50% 1.05% 4–5 years 9.57% Single male $200,000–$249,999 Single female 2.15% $250,000+ 1.00% 6–7 years 8.23% Unknown status 4.89% 8–9 years 7.75% Age of children 10–14 years 13.90% Home ownership 0–3 4.74% 15–19 years 12.87% Homeowner 84.84% 4–6 4.10% 20–24 years 6.94% Renter 9.46% 7–9 6.88% 25+ years 15.18% 6.18% Unknown 5.70% 10–12 13–18 9.81%

I I30 I31 I32 I33 Family Union I Middle income, middle-aged families living in homes supported by solid blue-collar occupations 5.14% 6.56%

Who we are Channel preference Head of Type of household age property 36–45 Single family 91 69 118 189 29.1% 104 96.1%

Est. Household Household income size 66 22 129 $50,000–$74,999 2 persons Key features Technology adoption 146 29.7% 106 29.8% Bilingual Married with kids Home Age of ownership children Large households Financially cautious Homeowner 13–18 Team sports Blue-collar jobs 106 86.9% 256 32.9% Wizards

I I30 I31 I32 I33

Family Union I Middle income, middle-aged families living in homes supported by solid blue-collar occupations 5.14% 6.56%

Head of household age Education Estimated current house value 0.31% 19–24 4.37% Less than high school 22.06% Less than $50,000 25–30 5.10% High school diploma 31.40% $50,000–$74,999 1.56% 13.07% 30.03% 4.24% 31–35 Some college $75,000–$99,999 36–45 29.06% Bachelor’s degree 11.03% $100,000–$149,999 18.80% 14.99% 5.48% 11.74% 46–50 Graduate’s degree $150,000–$174,999 51–65 23.69% $175,000–$199,999 10.67% 66–75 6.74% Estimated household income 16.05% $200,000–$249,999 76+ 2.97% Less than $15,000 3.26% $250,000–$299,999 10.58% $15,000–$24,999 3.84% $300,000–$349,999 6.68% Family structure $25,000–$34,999 6.25% $350,000–$399,999 5.08% With kids $35,000–$49,999 14.13% $400,000–$499,999 6.83% Married 217 79.70% $50,000–$74,999 29.70% $500,000–$749,999 6.34% Single male 2.26% $75,000–$99,999 21.54% $750,000+ 1.11% 1.54% 9.19% Single female $100,000–$124,999 Length of residency Unknown status 0.42% $125,000–$149,999 7.29% 1.69% 9.79% Without kids $150,000–$174,999 1 year or less Married 13.67% $175,000–$199,999 1.29% 2–3 years 7.73% 1.24% 0.92% 4–5 years 7.65% Single male $200,000–$249,999 Single female 0.54% $250,000+ 0.91% 6–7 years 7.57% Unknown status 0.63% 8–9 years 6.81% Age of children 10–14 years 15.04% Home ownership 0–3 15.78% 15–19 years 14.47% Homeowner 86.89% 4–6 211 17.53% 20–24 years 10.40% Renter 8.85% 7–9 23.22% 25+ years 20.53% 22.97% Unknown 4.26% 10–12 228 13–18 256 32.90%

J J34 J35 J36 Autumn Years J Established and mature couples living gratified lifestyles in older homes 5.51% 6.58%

Who we are Channel preference Head of Type of household age property 66–75 Single family 19 127 15 320 37.9% 107 99.1%

Est. Household Household income size 13 37 60 $35,000–$49,999 2 persons Key features Technology adoption 179 21.1% 123 34.9% Rural living Community roots Home Age of ownership children Financial savings AARP members Homeowner 0–3 Financially secure Outdoor hobbies 117 95.7% 28 2.4% Novices

J J34 J35 J36

Autumn Years J Established and mature couples living gratified lifestyles in older homes 5.51% 6.58%

Head of household age Education Estimated current house value 2.91% 19–24 1.39% Less than high school 9.59% Less than $50,000 25–30 1.28% High school diploma 45.47% $50,000–$74,999 6.70% 1.77% 23.06% 8.98% 31–35 Some college $75,000–$99,999 36–45 4.50% Bachelor’s degree 13.09% $100,000–$149,999 18.96% 4.52% 8.79% 10.11% 46–50 Graduate’s degree $150,000–$174,999 51–65 21.02% $175,000–$199,999 9.50% 66–75 320 37.89% Estimated household income 14.97% $200,000–$249,999 76+ 290 27.63% Less than $15,000 6.25% $250,000–$299,999 9.97% $15,000–$24,999 8.22% $300,000–$349,999 6.31% Family structure $25,000–$34,999 12.79% $350,000–$399,999 3.89% With kids $35,000–$49,999 21.12% $400,000–$499,999 4.09% Married 11.38% $50,000–$74,999 26.73% $500,000–$749,999 3.05% Single male 0.25% $75,000–$99,999 14.32% $750,000+ 0.56% 0.33% 5.80% Single female $100,000–$124,999 Length of residency Unknown status 0.71% $125,000–$149,999 2.11% 1.20% 4.83% Without kids $150,000–$174,999 1 year or less Married 67.31% $175,000–$199,999 0.52% 2–3 years 3.81% 3.90% 0.32% 4–5 years 3.36% Single male $200,000–$249,999 Single female 1.74% $250,000+ 0.62% 6–7 years 3.57% Unknown status 14.38% 8–9 years 3.69% Age of children 10–14 years 9.13% Home ownership 0–3 2.40% 15–19 years 10.60% Homeowner 95.67% 4–6 1.97% 20–24 years 12.54% Renter 1.97% 7–9 2.25% 25+ years 238 48.47% 1.75% Unknown 2.35% 10–12 13–18 2.01%

K K37 K38 K39 K40 Significant Singles K Diversely aged singles earning mid-scale incomes supporting active city styles of living 4.83% 3.75%

Who we are Channel preference Head of Type of household age property 36–45 Multi-family: 20–49 units 167 89 90 134 20.7% 1041 9.0%

Est. Household Household income size 231 105 34 $50,000–$74,999 1 person Key features Technology adoption 119 24.1% 221 76.1% Renters Multi-family properties Home Age of ownership children Quality matters Small households Renter 13–18 Financially risk averse Cultural interests 454 58.6% 54 7.0% Journeymen

K K37 K38 K39 K40

Significant Singles K Diversely aged singles earning mid-scale incomes supporting active city styles of living 4.83% 3.75%

Head of household age Education Estimated current house value 0.90% 19–24 5.35% Less than high school 11.33% Less than $50,000 25–30 15.81% High school diploma 25.50% $50,000–$74,999 2.48% 15.25% 33.79% 4.63% 31–35 Some college $75,000–$99,999 36–45 20.69% Bachelor’s degree 16.81% $100,000–$149,999 13.36% 9.49% 12.57% 6.96% 46–50 Graduate’s degree $150,000–$174,999 51–65 23.72% $175,000–$199,999 6.39% 66–75 5.35% Estimated household income 10.78% $200,000–$249,999 76+ 4.35% Less than $15,000 5.40% $250,000–$299,999 8.73% $15,000–$24,999 6.09% $300,000–$349,999 7.54% Family structure $25,000–$34,999 8.19% $350,000–$399,999 6.03% With kids $35,000–$49,999 13.41% $400,000–$499,999 9.94% Married 14.45% $50,000–$74,999 24.07% $500,000–$749,999 13.58% Single male 228 6.29% $75,000–$99,999 16.57% $750,000+ 8.69% 9.26% 8.72% Single female 293 $100,000–$124,999 Length of residency Unknown status 0.78% $125,000–$149,999 7.78% 3.15% 226 35.19% Without kids $150,000–$174,999 1 year or less Married 20.33% $175,000–$199,999 2.76% 2–3 years 16.25% 396 25.44% 1.58% 4–5 years 12.03% Single male $200,000–$249,999 Single female 440 16.32% $250,000+ 2.28% 6–7 years 8.02% Unknown status 7.14% 8–9 years 6.37% Age of children 10–14 years 9.77% Home ownership 0–3 3.73% 15–19 years 5.57% Homeowner 29.61% 4–6 3.08% 20–24 years 2.58% Renter 454 58.59% 7–9 5.55% 25+ years 4.22% 3.38% Unknown 220 11.80% 10–12 13–18 6.96%

L L41 L42 L43 Blue Sky Boomers L Middle-class baby boomer-aged households living in small towns 3.90% 4.07%

Who we are Channel preference Head of Type of household age property 51–65 Single family 35 110 24 283 80.4% 103 95.8%

Est. Household Household income size 19 37 58 $50,000–$74,999 1 person Key features Technology adoption 150 30.4% 115 39.7% Rural lifestyles Modest housing Home Age of ownership children Outdoor recreation Agricultural and blue-collar jobs Homeowner 0–3 Racing fanatics Near retirement 107 87.2% 18 1.6% Novices

L L41 L42 L43

Blue Sky Boomers L Middle-class baby boomer-aged households living in small towns 3.90% 4.07%

Head of household age Education Estimated current house value 3.61% 19–24 0.84% Less than high school 9.31% Less than $50,000 25–30 0.73% High school diploma 45.35% $50,000–$74,999 7.90% 1.28% 27.51% 11.29% 31–35 Some college $75,000–$99,999 207 36–45 2.15% Bachelor’s degree 11.23% $100,000–$149,999 25.08% 1.79% 6.61% 10.28% 46–50 Graduate’s degree $150,000–$174,999 51–65 283 80.40% $175,000–$199,999 8.65% 66–75 8.22% Estimated household income 11.81% $200,000–$249,999 76+ 4.59% Less than $15,000 7.77% $250,000–$299,999 7.93% $15,000–$24,999 7.31% $300,000–$349,999 4.86% Family structure $25,000–$34,999 9.32% $350,000–$399,999 3.04% With kids $35,000–$49,999 17.34% $400,000–$499,999 3.07% Married 8.89% $50,000–$74,999 30.36% $500,000–$749,999 2.12% Single male 0.34% $75,000–$99,999 15.69% $750,000+ 0.36% 0.63% 5.67% Single female $100,000–$124,999 Length of residency Unknown status 0.66% $125,000–$149,999 3.86% 0.88% 10.58% Without kids $150,000–$174,999 1 year or less Married 49.87% $175,000–$199,999 0.90% 2–3 years 8.81% 10.82% 0.46% 4–5 years 7.64% Single male $200,000–$249,999 Single female 6.27% $250,000+ 0.44% 6–7 years 6.46% Unknown status 291 22.53% 8–9 years 6.64% Age of children 10–14 years 13.07% Home ownership 0–3 1.58% 15–19 years 13.12% Homeowner 87.16% 4–6 1.22% 20–24 years 11.23% Renter 8.12% 7–9 1.48% 25+ years 22.46% 1.16% Unknown 4.72% 10–12 13–18 1.86%

M M44 M45 Families in Motion M Working-class families with young children, earning moderate incomes in smaller residential communities 2.52% 2.91%

Who we are Channel preference Head of Type of household age property 31–35 Single family 50 59 236 199 23.3% 106 98.0%

Est. Household Household income size 63 10 115 $50,000–$74,999 2 persons Key features Technology adoption 141 28.7% 108 30.5% Young children Hectic households Home Age of ownership children Rural lifestyle Non-environmental Renter 4–6 Conservative investors Outdoor leisure 137 17.7% 407 33.8% Wizards

M M44 M45

Families in Motion M Working-class families with young children, earning moderate incomes in smaller residential communities 2.52% 2.91%

Head of household age Education Estimated current house value 19–24 227 10.37% Less than high school 16.02% Less than $50,000 348 8.45% 25–30 20.59% High school diploma 32.24% $50,000–$74,999 399 16.85% 31–35 23.26% Some college 36.39% $75,000–$99,999 353 19.25% 36–45 26.71% Bachelor’s degree 10.12% 222 29.38% $100,000–$149,999 46–50 8.90% Graduate’s degree 5.23% $150,000–$174,999 8.76% 51–65 8.36% $175,000–$199,999 5.79% Estimated household income 66–75 1.41% $200,000–$249,999 6.28% 76+ 0.41% Less than $15,000 204 10.49% $250,000–$299,999 2.77% $15,000–$24,999 9.63% $300,000–$349,999 1.21% Family structure $25,000–$34,999 11.57% $350,000–$399,999 0.55% With kids $35,000–$49,999 17.75% $400,000–$499,999 0.48% Married 210 77.02% $50,000–$74,999 28.69% $500,000–$749,999 0.17% Single male 218 6.02% $75,000–$99,999 13.93% $750,000+ 0.05% Single female 218 6.89% $100,000–$124,999 4.31% Length of residency Unknown status 209 0.97% $125,000–$149,999 2.36% $150,000–$174,999 0.60% 1 year or less 13.50% Without kids Married 4.85% $175,000–$199,999 0.28% 2–3 years 10.95% Single male 2.80% $200,000–$249,999 0.21% 4–5 years 10.11% 0.18% 9.39% Single female 1.32% $250,000+ 6–7 years Unknown status 0.13% 8–9 years 8.01% Age of children 16.46% Home ownership 10–14 years 0–3 383 33.02% 15–19 years 11.67% 73.80% 407 33.76% 7.57% Homeowner 4–6 20–24 years Renter 17.73% 7–9 338 39.94% 25+ years 12.34% 8.47% 10–12 303 30.61% Unknown 13–18 208 26.77%

N N46 N47 N48 N49 Pastoral Pride N Eclectic mix of lower middle-class consumers who have settled in country and small town areas 4.07% 3.92%

Who we are Channel preference Head of Type of household age property 36–45 Single family 131 69 124 138 21.3% 106 97.8%

Est. Household Household income size 35 13 75 $50,000–$74,999 1 person Key features Technology adoption 135 27.3% 126 43.5% Rural living Working class sensibility Home Age of ownership children Limited investments Tech wizards Unknown 7–9 Satellite TV Blue-collar jobs 195 10.4% 108 12.8% Wizards

N N46 N47 N48 N49

Pastoral Pride N Eclectic mix of lower middle-class consumers who have settled in country and small town areas 4.07% 3.92%

Head of household age Education Estimated current house value 5.59% 19–24 7.72% Less than high school 17.37% Less than $50,000 230 25–30 8.82% High school diploma 34.23% $50,000–$74,999 296 12.48% 13.72% 32.96% 16.01% 31–35 Some college $75,000–$99,999 293 36–45 21.32% Bachelor’s degree 9.88% $100,000–$149,999 236 31.16% 12.77% 5.57% 10.77% 46–50 Graduate’s degree $150,000–$174,999 51–65 23.31% $175,000–$199,999 7.38% 66–75 6.56% Estimated household income 8.42% $200,000–$249,999 76+ 5.77% Less than $15,000 217 11.16% $250,000–$299,999 3.96% $15,000–$24,999 9.41% $300,000–$349,999 1.84% Family structure $25,000–$34,999 12.27% $350,000–$399,999 1.01% With kids $35,000–$49,999 18.41% $400,000–$499,999 0.78% Married 43.89% $50,000–$74,999 27.30% $500,000–$749,999 0.43% Single male 2.74% $75,000–$99,999 12.39% $750,000+ 0.17% 3.14% 4.25% Single female $100,000–$124,999 Length of residency Unknown status 430 1.99% $125,000–$149,999 2.80% 0.82% 17.50% Without kids $150,000–$174,999 1 year or less Married 34.29% $175,000–$199,999 0.57% 2–3 years 11.56% 5.41% 0.29% 4–5 years 9.53% Single male $200,000–$249,999 Single female 2.65% $250,000+ 0.33% 6–7 years 8.82% Unknown status 5.90% 8–9 years 7.82% Age of children 10–14 years 12.24% Home ownership 0–3 7.46% 15–19 years 9.21% Homeowner 79.95% 4–6 6.85% 20–24 years 8.14% Renter 9.63% 7–9 12.77% 25+ years 15.17% 7.85% Unknown 10.42% 10–12 13–18 8.78%

O O50 O51 O52 O53 O54 O55

Singles and Starters Young singles starting out and some starter families living a city lifestyle 17.78% 12.10% O

Who we are Channel preference Head of Type of household age property 25–30 Single family 159 71 304 455 46.8% 90 83.4%

Est. Household Household income size 244 27 30 $50,000–$74,999 1 person Key features Technology adoption 131 26.6% 216 74.3% Rental housing Single adults Home Age of Politically disengaged ownership children Engage via radio Renter 7–9 Foodies Digitally savvy 347 44.8% 93 11.0% Wizards

O O50 O51 O52 O53 O54 O55

Singles and Starters O Young singles starting out and some starter families living a city lifestyle 17.78% 12.10%

Head of household age Education Estimated current house value 1.52% 19–24 291 13.27% Less than high school 16.59% Less than $50,000 25–30 455 46.83% High school diploma 23.99% $50,000–$74,999 4.49% 243 28.46% 39.61% 8.13% 31–35 Some college $75,000–$99,999 36–45 5.94% Bachelor’s degree 10.56% $100,000–$149,999 22.83% 2.11% 9.25% 12.11% 46–50 Graduate’s degree $150,000–$174,999 51–65 2.51% $175,000–$199,999 10.08% 66–75 0.51% Estimated household income 14.98% $200,000–$249,999 76+ 0.37% Less than $15,000 8.49% $250,000–$299,999 9.22% $15,000–$24,999 8.42% $300,000–$349,999 5.49% Family structure $25,000–$34,999 10.50% $350,000–$399,999 3.49% With kids $35,000–$49,999 16.91% $400,000–$499,999 3.67% Married 26.16% $50,000–$74,999 26.61% $500,000–$749,999 2.82% Single male 369 10.21% $75,000–$99,999 14.45% $750,000+ 1.17% 12.20% 6.86% Single female 386 $100,000–$124,999 Length of residency Unknown status 0.73% $125,000–$149,999 3.78% 1.60% 317 49.37% Without kids $150,000–$174,999 1 year or less Married 21.50% $175,000–$199,999 1.14% 2–3 years 20.06% 272 17.48% 0.43% 4–5 years 10.97% Single male $200,000–$249,999 Single female 289 10.72% $250,000+ 0.83% 6–7 years 5.75% Unknown status 1.01% 8–9 years 3.88% Age of children 10–14 years 4.23% Home ownership 0–3 7.86% 15–19 years 1.83% Homeowner 41.08% 4–6 6.22% 20–24 years 1.17% Renter 347 44.79% 7–9 11.03% 25+ years 2.75% 3.16% Unknown 264 14.13% 10–12 13–18 5.69%

P P56 P57 P58 P59 P60 P61

Cultural Connections Diverse, mid- and low-income families in urban apartments and residences 4.71% 4.11% P

Who we are Channel preference Head of Type of household age property 36–45 Single family 150 43 373 206 31.7% 93 86.6%

Est. Household Household income size 118 10 64 $25,000–$34,999 1 person Key features Technology adoption 229 17.1% 148 51.1% Older city apartments Financially curious Home Age of Single parents ownership children Ambitious Renter 13–18 Modest educations Renters 252 32.5% 311 40.0% Wizards

P P56 P57 P58 P59 P60 P61

Cultural Connections P Diverse, mid- and low-income families in urban apartments and residences 4.71% 4.11%

Head of household age Education Estimated current house value 3.99% 19–24 7.95% Less than high school 401 45.85% Less than $50,000 25–30 7.10% High school diploma 23.55% $50,000–$74,999 219 9.24% 15.34% 21.57% 12.91% 31–35 Some college $75,000–$99,999 237 36–45 206 31.74% Bachelor’s degree 6.36% $100,000–$149,999 205 27.18% 12.66% 2.66% 9.72% 46–50 Graduate’s degree $150,000–$174,999 51–65 19.82% $175,000–$199,999 7.32% 66–75 3.56% Estimated household income 10.27% $200,000–$249,999 76+ 1.83% Less than $15,000 239 12.32% $250,000–$299,999 6.91% $15,000–$24,999 214 11.92% $300,000–$349,999 4.23% Family structure $25,000–$34,999 229 17.07% $350,000–$399,999 2.46% With kids $35,000–$49,999 21.13% $400,000–$499,999 2.86% Married 50.70% $50,000–$74,999 22.04% $500,000–$749,999 2.06% Single male 488 13.49% $75,000–$99,999 9.30% $750,000+ 0.84% 12.03% 2.80% Single female 381 $100,000–$124,999 Length of residency Unknown status 0.43% $125,000–$149,999 2.19% 0.41% 16.61% Without kids $150,000–$174,999 1 year or less Married 8.43% $175,000–$199,999 0.38% 2–3 years 11.94% 8.88% 0.19% 4–5 years 10.45% Single male $200,000–$249,999 Single female 4.81% $250,000+ 0.26% 6–7 years 9.57% Unknown status 1.25% 8–9 years 8.36% Age of children 10–14 years 14.31% Home ownership 0–3 7.93% 15–19 years 10.84% Homeowner 60.62% 4–6 202 16.79% 20–24 years 7.29% Renter 252 32.49% 7–9 23.51% 25+ years 10.62% 18.86% Unknown 6.88% 10–12 13–18 311 39.98%

Q Q62 Q63 Q64 Q65 Golden Year Guardians Q Retirees living in old homes, settled residences and communities 6.09% 5.82%

Who we are Channel preference Head of Type of household age property 76+ Single family 39 192 6 583 55.5% 96 88.6%

Est. Household Household income size 9 48 12 $25,000–$34,999 2 persons Key features Technology adoption 281 21.0% 124 35.0% Retired Health-conscious Home Age of ownership children Tech novices Established credit Homeowner 0–3 Domestic holidays Cautious money managers 111 91.0% 3 0.3% Novices

Q Q62 Q63 Q64 Q65

Golden Year Guardians Q Retirees living in old homes, settled residences and communities 6.09% 5.82%

Head of household age Education Estimated current house value 2.23% 19–24 0.21% Less than high school 16.71% Less than $50,000 25–30 0.21% High school diploma 42.18% $50,000–$74,999 5.73% 0.26% 19.03% 8.26% 31–35 Some college $75,000–$99,999 36–45 0.46% Bachelor’s degree 11.83% $100,000–$149,999 20.08% 0.36% 10.25% 9.49% 46–50 Graduate’s degree $150,000–$174,999 51–65 4.41% $175,000–$199,999 8.34% 66–75 326 38.56% Estimated household income 13.24% $200,000–$249,999 76+ 583 55.53% Less than $15,000 8.67% $250,000–$299,999 9.54% $15,000–$24,999 272 15.19% $300,000–$349,999 6.69% Family structure $25,000–$34,999 281 20.96% $350,000–$399,999 4.64% With kids $35,000–$49,999 209 24.63% $400,000–$499,999 5.44% Married 1.26% $50,000–$74,999 17.25% $500,000–$749,999 4.53% Single male 0.05% $75,000–$99,999 7.38% $750,000+ 1.79% 0.08% 3.72% Single female $100,000–$124,999 Length of residency Unknown status 0.36% $125,000–$149,999 0.78% 0.79% 6.37% Without kids $150,000–$174,999 1 year or less Married 52.99% $175,000–$199,999 0.24% 2–3 years 6.35% 1.47% 0.14% 4–5 years 6.37% Single male $200,000–$249,999 Single female 0.76% $250,000+ 0.25% 6–7 years 5.22% Unknown status 555 43.03% 8–9 years 5.17% Age of children 10–14 years 10.43% Home ownership 0–3 0.26% 15–19 years 11.73% Homeowner 90.96% 4–6 0.21% 20–24 years 10.94% Renter 6.24% 7–9 0.28% 25+ years 37.42% 0.12% Unknown 2.80% 10–12 13–18 0.15%

R R66 R67 Aspirational Fusion R Lower-income singles and single parents living in urban locations and striving to make a better life 3.29% 2.15%

Who we are Channel preference Head of Type of household age property 19–24 Single family 265 48 672 399 18.2% 96 88.7%

Est. Household Household income size 208 8 19 Less than $15,000 1 person Key features Technology adoption 565 29.1% 251 86.4% Single parents Apartment living Home Age of ownership children Status-conscious Budget constraints Renter 7–9 Digital Media Tech wizards 709 91.6% 134 15.9% Wizards

R R66 R67

Aspirational Fusion R Lower-income singles and single parents living in urban locations and striving to make a better life 3.29% 2.15%

Head of household age Education Estimated current house value 19–24 399 18.23% Less than high school 287 32.80% Less than $50,000 923 22.44% 25–30 232 23.92% High school diploma 26.78% $50,000–$74,999 542 22.89% 31–35 18.45% Some college 28.61% $75,000–$99,999 308 16.81% 36–45 22.08% Bachelor’s degree 7.04% 19.13% $100,000–$149,999 46–50 6.34% Graduate’s degree 4.78% $150,000–$174,999 5.16% 51–65 9.47% $175,000–$199,999 3.20% Estimated household income 66–75 0.72% $200,000–$249,999 4.26% 76+ 0.79% Less than $15,000 565 29.10% $250,000–$299,999 2.70% $15,000–$24,999 420 23.43% $300,000–$349,999 1.26% Family structure $25,000–$34,999 217 16.22% $350,000–$399,999 0.79% With kids $35,000–$49,999 10.72% $400,000–$499,999 0.72% Married 4.97% $50,000–$74,999 13.73% $500,000–$749,999 0.51% Single male 961 26.56% $75,000–$99,999 4.28% $750,000+ 0.12% Single female 1074 33.94% $100,000–$124,999 1.19% Length of residency Unknown status 0.20% $125,000–$149,999 0.82% $150,000–$174,999 0.23% 1 year or less 285 44.37% Without kids Married 0.81% $175,000–$199,999 0.19% 2–3 years 18.66% Single male 306 19.67% $200,000–$249,999 0.07% 4–5 years 13.37% 0.03% 7.43% Single female 364 13.52% $250,000+ 6–7 years Unknown status 0.31% 8–9 years 5.48% Age of children 6.85% Home ownership 10–14 years 0–3 10.00% 15–19 years 2.17% 1.43% 9.03% 0.97% Homeowner 4–6 20–24 years Renter 709 91.60% 7–9 15.90% 25+ years 0.69% 6.96% 10–12 8.30% Unknown 13–18 12.96%

S S68 S69 S70 S71 Thrifty Habits S Cost-conscious adults living alone in urban areas 3.56% 2.94%

Who we are Channel preference Head of Type of household age property 51–65 Single family 259 72 288 141 40.0% 102 94.8%

Est. Household Household income size 64 13 55 Less than $15,000 1 person Key features Technology adoption 421 21.7% 174 60.1% Modest spenders Limited budgets Home Age of ownership children Cable TV College sports fans Renter 7–9 Modest educations Lottery ticket holders 254 32.8% 49 5.8% Wizards

S S68 S69 S70 S71

Thrifty Habits S Cost-conscious adults living alone in urban areas 3.56% 2.94%

Head of household age Education Estimated current house value 19–24 5.92% Less than high school 22.25% Less than $50,000 1161 28.22% 25–30 5.24% High school diploma 38.96% $50,000–$74,999 612 25.84% 31–35 5.61% Some college 27.18% $75,000–$99,999 316 17.23% 36–45 13.77% Bachelor’s degree 7.64% 17.35% $100,000–$149,999 46–50 8.07% Graduate’s degree 3.96% $150,000–$174,999 3.98% 51–65 40.04% $175,000–$199,999 2.47% Estimated household income 66–75 11.39% $200,000–$249,999 2.41% 76+ 9.96% Less than $15,000 421 21.67% $250,000–$299,999 1.15% $15,000–$24,999 347 19.37% $300,000–$349,999 0.55% Family structure $25,000–$34,999 245 18.32% $350,000–$399,999 0.27% With kids $35,000–$49,999 17.71% $400,000–$499,999 0.31% Married 10.08% $50,000–$74,999 16.73% $500,000–$749,999 0.18% Single male 283 7.81% $75,000–$99,999 4.56% $750,000+ 0.03% Single female 293 9.27% $100,000–$124,999 0.73% Length of residency Unknown status 359 1.66% $125,000–$149,999 0.64% $150,000–$174,999 0.13% 1 year or less 17.43% Without kids Married 13.33% $175,000–$199,999 0.10% 2–3 years 10.69% Single male 397 25.52% $200,000–$249,999 0.03% 4–5 years 8.63% 0.02% 7.25% Single female 415 15.42% $250,000+ 6–7 years Unknown status 218 16.91% 8–9 years 7.15% Age of children 12.75% Home ownership 10–14 years 0–3 3.76% 15–19 years 8.10% 56.27% 3.34% 7.34% Homeowner 4–6 20–24 years Renter 254 32.81% 7–9 5.80% 25+ years 20.65% 204 10.93% 10–12 4.38% Unknown 13–18 5.02%

A A01 A02 A03 A04 A05 A06

American Royalty Affluent, influential and successful couples and families living in prestigious suburbs 2.27% 3.04% A01

Who we are Channel preference Head of Type of household age property 51–65 Single family 100 71 3 145 41.2% 107 98.8%

Est. Household Household income size 121 475 228 $250,000+ 5+ persons Key features Technology adoption 740 40.3% 218 23.0% Prestigious housing Luxury living Home Age of Upscale cars ownership children Healthy lifestyles Homeowner 13–18 Charitable giving World travelers 114 93.3% 142 18.2% Journeymen

A A01 A02 A03 A04 A05 A06

American Royalty A01 Affluent, influential and successful couples and families living in prestigious suburbs 2.27% 3.04%

Head of household age Education Estimated current house value 0.00% 19–24 2.88% Less than high school 1.45% Less than $50,000 25–30 7.18% High school diploma 5.89% $50,000–$74,999 0.00% 11.46% 13.43% 0.00% 31–35 Some college $75,000–$99,999 36–45 12.78% Bachelor’s degree 31.71% $100,000–$149,999 0.02% 10.53% 342 47.51% 0.02% 46–50 Graduate’s degree $150,000–$174,999 51–65 41.20% $175,000–$199,999 0.01% 66–75 8.81% Estimated household income 0.08% $200,000–$249,999 76+ 5.16% Less than $15,000 0.06% $250,000–$299,999 0.26% $15,000–$24,999 0.11% $300,000–$349,999 0.83% Family structure $25,000–$34,999 0.30% $350,000–$399,999 1.93% With kids $35,000–$49,999 0.59% $400,000–$499,999 7.75% Married 49.03% $50,000–$74,999 1.53% $500,000–$749,999 264 25.18% Single male 0.25% $75,000–$99,999 3.39% $750,000+ 860 63.93% 0.18% 4.51% Single female $100,000–$124,999 Length of residency Unknown status 0.10% $125,000–$149,999 7.75% 210 7.71% 11.65% Without kids $150,000–$174,999 1 year or less Married 48.78% $175,000–$199,999 300 10.77% 2–3 years 8.67% 0.74% 614 23.00% 4–5 years 8.10% Single male $200,000–$249,999 Single female 0.27% $250,000+ 740 40.28% 6–7 years 8.29% Unknown status 0.65% 8–9 years 6.61% Age of children 10–14 years 12.95% Home ownership 0–3 9.22% 15–19 years 14.41% Homeowner 93.25% 4–6 6.86% 20–24 years 10.05% Renter 4.60% 7–9 9.75% 25+ years 19.26% 10.12% Unknown 2.15% 10–12 13–18 18.23%

A A01 A02 A03 A04 A05 A06

Platinum Prosperity Wealthy and established empty-nesting couples residing in lavish suburban homes 0.83% 1.20% A02

Who we are Channel preference Head of Type of household age property 51–65 Single family 46 108 5 196 55.9% 106 98.7%

Est. Household Household income size 54 349 171 $250,000+ 5+ persons Key features Technology adoption 1107 60.3% 179 18.9% High income Empty-nesters Home Age of Political donors ownership children Masters degrees Homeowner 0–3 Philanthropic Investment-savvy 115 94.1% 23 2.0% Apprentices

A A01 A02 A03 A04 A05 A06

Platinum Prosperity A02 Wealthy and established empty-nesting couples residing in lavish suburban homes 0.83% 1.20%

Head of household age Education Estimated current house value 0.00% 19–24 2.30% Less than high school 1.92% Less than $50,000 25–30 4.53% High school diploma 6.28% $50,000–$74,999 0.01% 4.97% 17.24% 0.01% 31–35 Some college $75,000–$99,999 36–45 3.66% Bachelor’s degree 203 39.05% $100,000–$149,999 0.08% 4.26% 255 35.51% 0.07% 46–50 Graduate’s degree $150,000–$174,999 51–65 55.86% $175,000–$199,999 0.26% 66–75 14.85% Estimated household income 1.83% $200,000–$249,999 76+ 9.56% Less than $15,000 0.00% $250,000–$299,999 3.86% $15,000–$24,999 0.00% $300,000–$349,999 6.65% Family structure $25,000–$34,999 0.00% $350,000–$399,999 8.17% With kids $35,000–$49,999 0.00% $400,000–$499,999 240 19.63% Married 10.14% $50,000–$74,999 0.00% $500,000–$749,999 339 32.32% Single male 0.10% $75,000–$99,999 0.02% $750,000+ 365 27.11% 0.08% 0.22% Single female $100,000–$124,999 Length of residency Unknown status 0.08% $125,000–$149,999 1.76% 2.53% 10.63% Without kids $150,000–$174,999 1 year or less Married 216 84.10% $175,000–$199,999 306 10.98% 2–3 years 9.95% 2.03% 648 24.25% 4–5 years 10.91% Single male $200,000–$249,999 Single female 0.80% $250,000+ 1107 60.25% 6–7 years 9.35% Unknown status 2.67% 8–9 years 7.27% Age of children 10–14 years 12.83% Home ownership 0–3 2.02% 15–19 years 14.62% Homeowner 94.09% 4–6 1.29% 20–24 years 8.95% Renter 3.39% 7–9 1.35% 25+ years 15.49% 0.79% Unknown 2.52% 10–12 13–18 2.24%

A A01 A02 A03 A04 A05 A06

Kids and Cabernet Prosperous, middle-aged married couples living child-focused lives in affluent suburbs 0.53% 0.76% A03

Who we are Channel preference Head of Type of household age property 36–45 Single family 140 100 24 296 45.6% 107 99.3%

Est. Household Household income size 199 504 226 $250,000+ 2 persons Key features Technology adoption 726 39.5% 139 39.2% Affluent families Traditional family roles Home Age of Politically conservative ownership children Saving for college Homeowner 10–12 Parents Family vacations 117 95.5% 502 50.6% Journeymen

A A01 A02 A03 A04 A05 A06

Kids and Cabernet A03 Prosperous, middle-aged married couples living child-focused lives in affluent suburbs 0.53% 0.76%

Head of household age Education Estimated current house value 0.00% 19–24 3.02% Less than high school 0.69% Less than $50,000 25–30 2.79% High school diploma 4.55% $50,000–$74,999 0.00% 6.15% 18.95% 0.00% 31–35 Some college $75,000–$99,999 36–45 296 45.59% Bachelor’s degree 275 52.92% $100,000–$149,999 0.02% 378 31.10% 22.90% 0.06% 46–50 Graduate’s degree $150,000–$174,999 51–65 10.60% $175,000–$199,999 0.15% 66–75 0.57% Estimated household income 0.77% $200,000–$249,999 76+ 0.18% Less than $15,000 0.00% $250,000–$299,999 2.07% $15,000–$24,999 0.00% $300,000–$349,999 5.36% Family structure $25,000–$34,999 0.00% $350,000–$399,999 8.79% With kids $35,000–$49,999 0.07% $400,000–$499,999 278 22.68% Married 265 97.28% $50,000–$74,999 0.17% $500,000–$749,999 379 36.21% Single male 0.13% $75,000–$99,999 0.90% $750,000+ 321 23.88% 0.07% 1.78% Single female $100,000–$124,999 Length of residency Unknown status 0.02% $125,000–$149,999 8.82% 278 10.17% 7.02% Without kids $150,000–$174,999 1 year or less Married 2.49% $175,000–$199,999 348 12.50% 2–3 years 10.41% 0.00% 697 26.07% 4–5 years 14.74% Single male $200,000–$249,999 Single female 0.00% $250,000+ 726 39.52% 6–7 years 278 20.22% Unknown status 0.00% 8–9 years 221 13.43% Age of children 10–14 years 18.66% Home ownership 0–3 266 22.90% 15–19 years 10.15% Homeowner 95.54% 4–6 315 26.08% 20–24 years 2.51% Renter 2.82% 7–9 363 42.98% 25+ years 2.86% 50.64% Unknown 1.64% 10–12 502 13–18 410 52.75%

A A01 A02 A03 A04 A05 A06

Picture Perfect Families Established families on the go, living in wealthy suburbs 0.63% 1.06% A04

Who we are Channel preference Head of Type of household age property 46–50 Single family 55 105 8 290 23.9% 107 99.5%

Est. Household Household income size 49 315 250 $200,000–$249,999 3 persons Key features Technology adoption 588 22.0% 162 26.5% Wealthy households Well-educated Home Age of Pragmatic mobile users ownership children Comfortable lifestyles Homeowner 13–18 Large households Bookworms 118 96.6% 328 42.1% Apprentices

A A01 A02 A03 A04 A05 A06

Picture Perfect Families A04 Established families on the go, living in wealthy suburbs 0.63% 1.06%

Head of household age Education Estimated current house value 0.00% 19–24 2.32% Less than high school 2.75% Less than $50,000 25–30 2.78% High school diploma 7.28% $50,000–$74,999 0.01% 5.01% 25.71% 0.06% 31–35 Some college $75,000–$99,999 36–45 23.25% Bachelor’s degree 206 39.57% $100,000–$149,999 0.45% 290 23.91% 24.69% 0.73% 46–50 Graduate’s degree $150,000–$174,999 51–65 35.55% $175,000–$199,999 1.72% 66–75 5.21% Estimated household income 8.25% $200,000–$249,999 76+ 1.97% Less than $15,000 0.00% $250,000–$299,999 13.42% $15,000–$24,999 0.01% $300,000–$349,999 15.23% Family structure $25,000–$34,999 0.00% $350,000–$399,999 225 13.28% With kids $35,000–$49,999 0.04% $400,000–$499,999 236 19.30% Married 246 90.25% $50,000–$74,999 0.56% $500,000–$749,999 206 19.63% Single male 0.13% $75,000–$99,999 2.36% $750,000+ 7.91% 0.12% 4.99% Single female $100,000–$124,999 Length of residency Unknown status 0.10% $125,000–$149,999 209 16.96% 261 9.56% 3.96% Without kids $150,000–$174,999 1 year or less Married 9.26% $175,000–$199,999 492 17.65% 2–3 years 4.87% 0.10% 588 22.02% 4–5 years 5.97% Single male $200,000–$249,999 Single female 0.03% $250,000+ 475 25.86% 6–7 years 10.92% Unknown status 0.00% 8–9 years 7.67% Age of children 10–14 years 21.98% Home ownership 0–3 274 23.58% 15–19 years 210 23.30% Homeowner 96.61% 4–6 273 22.64% 20–24 years 9.14% Renter 1.97% 7–9 241 28.48% 25+ years 12.20% 33.61% Unknown 1.42% 10–12 333 13–18 328 42.12%

A A01 A02 A03 A04 A05 A06

Couples with Clout Highly-educated mobile couples living life to the fullest in affluent neighborhoods 1.14% 1.11% A05

Who we are Channel preference Head of Type of household age property 36–45 Single family 200 100 49 325 50.0% 105 97.7%

Est. Household Household income size 234 237 83 $250,000+ 2 persons Key features Technology adoption 414 22.5% 152 42.8% Affluent Highly educated Home Age of Politically conservative ownership children Tech journeymen Homeowner 13–18 Saving for college Fitness enthusiasts 111 90.8% 116 14.9% Journeymen

A A01 A02 A03 A04 A05 A06

Couples with Clout A05 Highly-educated mobile couples living life to the fullest in affluent neighborhoods 1.14% 1.11%

Head of household age Education Estimated current house value 0.01% 19–24 3.45% Less than high school 1.52% Less than $50,000 25–30 8.94% High school diploma 6.20% $50,000–$74,999 0.01% 17.83% 23.69% 0.03% 31–35 Some college $75,000–$99,999 36–45 325 50.02% Bachelor’s degree 252 48.32% $100,000–$149,999 0.11% 16.28% 20.27% 0.33% 46–50 Graduate’s degree $150,000–$174,999 51–65 3.09% $175,000–$199,999 1.07% 66–75 0.23% Estimated household income 5.02% $200,000–$249,999 76+ 0.15% Less than $15,000 0.04% $250,000–$299,999 8.69% $15,000–$24,999 0.04% $300,000–$349,999 11.08% Family structure $25,000–$34,999 0.06% $350,000–$399,999 11.65% With kids $35,000–$49,999 0.12% $400,000–$499,999 252 20.57% Married 54.56% $50,000–$74,999 1.58% $500,000–$749,999 266 25.40% Single male 0.40% $75,000–$99,999 4.96% $750,000+ 216 16.04% 0.68% 9.70% Single female $100,000–$124,999 Length of residency Unknown status 0.02% $125,000–$149,999 210 17.03% 365 13.39% 21.15% Without kids $150,000–$174,999 1 year or less Married 42.90% $175,000–$199,999 360 12.94% 2–3 years 264 28.21% 0.82% 471 17.63% 4–5 years 311 27.99% Single male $200,000–$249,999 Single female 0.55% $250,000+ 414 22.51% 6–7 years 9.43% Unknown status 0.06% 8–9 years 5.64% Age of children 10–14 years 4.26% Home ownership 0–3 4.68% 15–19 years 1.10% Homeowner 90.75% 4–6 2.81% 20–24 years 0.68% Renter 5.28% 7–9 9.36% 25+ years 1.54% 9.67% Unknown 3.96% 10–12 13–18 14.87%

A A01 A02 A03 A04 A05 A06

Jet Set Urbanites Upscale singles and couples living high-rise fashionable lives; city-style 0.90% 0.82% A06

Who we are Channel preference Head of Type of household age property 51–65 Multi-family: 101+ units 112 18 27 101 28.7% 3449 46.8%

Est. Household Household income size 227 438 127 $250,000+ 1 person Key features Technology adoption 577 31.4% 161 55.3% Upscale urban living Multi-family properties Home Age of Highly educated ownership children Supporter of fine arts Unknown 13–18 Environmental advocates Politically liberal 252 13.5% 30 3.9% Journeymen

A A01 A02 A03 A04 A05 A06

Jet Set Urbanites A06 Upscale singles and couples living high-rise fashionable lives; city-style 0.90% 0.82%

Head of household age Education Estimated current house value 0.02% 19–24 1.95% Less than high school 1.95% Less than $50,000 25–30 17.20% High school diploma 5.04% $50,000–$74,999 0.02% 12.35% 11.46% 0.06% 31–35 Some college $75,000–$99,999 36–45 15.05% Bachelor’s degree 38.30% $100,000–$149,999 0.34% 8.67% 311 43.26% 0.60% 46–50 Graduate’s degree $150,000–$174,999 51–65 28.66% $175,000–$199,999 0.73% 66–75 10.31% Estimated household income 2.68% $200,000–$249,999 76+ 5.80% Less than $15,000 0.52% $250,000–$299,999 4.06% $15,000–$24,999 0.79% $300,000–$349,999 4.04% Family structure $25,000–$34,999 1.50% $350,000–$399,999 4.74% With kids $35,000–$49,999 3.00% $400,000–$499,999 10.35% Married 8.87% $50,000–$74,999 5.41% $500,000–$749,999 220 21.04% Single male 0.52% $75,000–$99,999 7.75% $750,000+ 690 51.33% 2.45% 5.88% Single female $100,000–$124,999 Length of residency Unknown status 0.34% $125,000–$149,999 10.99% 5.71% 19.37% Without kids $150,000–$174,999 1 year or less Married 51.37% $175,000–$199,999 289 10.37% 2–3 years 15.67% 247 15.89% 447 16.72% 4–5 years 12.02% Single male $200,000–$249,999 Single female 266 9.88% $250,000+ 577 31.37% 6–7 years 10.09% Unknown status 10.67% 8–9 years 8.01% Age of children 10–14 years 14.66% Home ownership 0–3 2.64% 15–19 years 9.45% Homeowner 70.12% 4–6 2.32% 20–24 years 4.49% Renter 16.40% 7–9 1.55% 25+ years 6.23% 1.20% Unknown 252 13.48% 10–12 13–18 3.91%

B B07 B08 B09 B10 Across the Ages B07 Flourishing couples and multi-generational families living a wide range of lifestyles in suburbia 1.49% 2.12%

Who we are Channel preference Head of Type of household age property 51–65 Single family 92 105 28 143 40.6% 107 99.5%

Est. Household Household income size 111 220 197 $125,000–$149,999 5+ persons Key features Technology adoption 261 21.2% 213 22.4% Affluent Rooted in the suburbs Home Age of ownership children Multi-generational households Fitness club members Homeowner 13–18 Outdoor hobbies Charitable donor 115 93.7% 198 25.4% Journeymen

B B07 B08 B09 B10

Across the Ages B07 Flourishing couples and multi-generational families living a wide range of lifestyles in suburbia 1.49% 2.12%

Head of household age Education Estimated current house value 0.01% 19–24 4.45% Less than high school 2.78% Less than $50,000 25–30 6.32% High school diploma 13.60% $50,000–$74,999 0.01% 11.38% 26.51% 0.01% 31–35 Some college $75,000–$99,999 36–45 16.80% Bachelor’s degree 35.13% $100,000–$149,999 0.17% 14.57% 21.98% 0.33% 46–50 Graduate’s degree $150,000–$174,999 51–65 40.56% $175,000–$199,999 0.84% 66–75 4.46% Estimated household income 4.42% $200,000–$249,999 76+ 1.46% Less than $15,000 0.28% $250,000–$299,999 10.30% $15,000–$24,999 0.35% $300,000–$349,999 14.29% Family structure $25,000–$34,999 0.89% $350,000–$399,999 234 13.82% With kids $35,000–$49,999 1.62% $400,000–$499,999 263 21.49% Married 72.42% $50,000–$74,999 7.56% $500,000–$749,999 264 25.17% Single male 0.54% $75,000–$99,999 12.27% $750,000+ 9.16% 0.25% 17.11% Single female $100,000–$124,999 Length of residency Unknown status 0.07% $125,000–$149,999 261 21.20% 319 11.68% 9.65% Without kids $150,000–$174,999 1 year or less Married 25.73% $175,000–$199,999 304 10.92% 2–3 years 7.72% 0.72% 229 8.56% 4–5 years 7.10% Single male $200,000–$249,999 Single female 0.17% $250,000+ 7.56% 6–7 years 10.30% Unknown status 0.11% 8–9 years 7.40% Age of children 10–14 years 16.93% Home ownership 0–3 13.44% 15–19 years 19.52% Homeowner 93.65% 4–6 10.79% 20–24 years 9.29% Renter 3.95% 7–9 17.85% 25+ years 12.09% 20.58% Unknown 2.40% 10–12 204 13–18 25.40%

B B07 B08 B09 B10

Babies and Bliss Middle-aged couples with families and active lives in affluent suburbia 0.55% 0.76% B08

Who we are Channel preference Head of Type of household age property 36–45 Single family 139 115 106 390 60.1% 107 99.4%

Est. Household Household income size 245 201 208 $125,000–$149,999 2 persons Key features Technology adoption 364 29.6% 163 46.0% Large families Online shoppers Home Age of High-credit awareness ownership children Homeowners Homeowner 10–12 Athletic activities Modern housing 115 94.1% 704 71.0% Journeymen

B B07 B08 B09 B10

Babies and Bliss B08 Middle-aged couples with families and active lives in affluent suburbia 0.55% 0.76%

Head of household age Education Estimated current house value 19–24 2.87% Less than high school 1.86% Less than $50,000 0.00% 25–30 1.83% High school diploma 10.09% $50,000–$74,999 0.05% 31–35 6.78% Some college 34.95% $75,000–$99,999 0.08% 36–45 390 60.12% Bachelor’s degree 230 44.09% 1.19% $100,000–$149,999 46–50 281 23.13% Graduate’s degree 9.00% $150,000–$174,999 2.56% 51–65 4.44% $175,000–$199,999 4.57% Estimated household income 66–75 0.72% $200,000–$249,999 16.63% 76+ 0.12% Less than $15,000 0.21% $250,000–$299,999 18.86% $15,000–$24,999 0.27% $300,000–$349,999 214 16.27% Family structure $25,000–$34,999 0.34% $350,000–$399,999 222 13.10% With kids $35,000–$49,999 0.99% $400,000–$499,999 13.47% Married 271 99.66% $50,000–$74,999 6.88% $500,000–$749,999 10.87% Single male 0.12% $75,000–$99,999 15.55% $750,000+ 2.36% Single female 0.08% $100,000–$124,999 18.81% Length of residency Unknown status 0.00% $125,000–$149,999 364 29.56% $150,000–$174,999 319 11.71% 1 year or less 3.87% Without kids Married 0.14% $175,000–$199,999 207 7.42% 2–3 years 9.90% Single male 0.00% $200,000–$249,999 5.14% 4–5 years 16.08% 3.12% 16.50% Single female 0.00% $250,000+ 6–7 years 227 Unknown status 0.00% 8–9 years 214 13.03% Age of children 21.00% Home ownership 10–14 years 0–3 418 36.00% 15–19 years 13.55% 94.15% 607 50.30% 3.13% Homeowner 4–6 20–24 years Renter 3.67% 7–9 559 66.15% 25+ years 2.95% 2.18% 10–12 704 71.00% Unknown 13–18 483 62.11%

B B07 B08 B09 B10 Family Fun-tastic B09 Upscale, middle-aged families with younger children pursuing busy, kid-centered lives in satellite cities 0.60% 0.87%

Who we are Channel preference Head of Type of household age property 36–45 Single family 74 67 24 260 40.0% 107 98.8%

Est. Household Household income size 62 154 188 $125,000–$149,999 2 persons Key features Technology adoption 281 22.8% 123 34.7% Social media fans Comfortable spending Home Age of ownership children Saving for college Charity donor Homeowner 0–3 Bachelor degrees Active lifestyles 114 93.4% 231 19.9% Apprentices

B B07 B08 B09 B10

Family Fun-tastic B09 Upscale, middle-aged families with younger children pursuing busy, kid-centered lives in satellite cities 0.60% 0.87%

Head of household age Education Estimated current house value 0.02% 19–24 2.27% Less than high school 1.83% Less than $50,000 25–30 3.33% High school diploma 8.16% $50,000–$74,999 0.08% 6.10% 27.90% 0.53% 31–35 Some college $75,000–$99,999 36–45 260 40.04% Bachelor’s degree 224 42.98% $100,000–$149,999 6.14% 247 20.32% 19.12% 8.55% 46–50 Graduate’s degree $150,000–$174,999 51–65 20.38% $175,000–$199,999 10.50% 66–75 5.66% Estimated household income 20.36% $200,000–$249,999 76+ 1.91% Less than $15,000 0.69% $250,000–$299,999 17.55% $15,000–$24,999 0.36% $300,000–$349,999 11.76% Family structure $25,000–$34,999 0.57% $350,000–$399,999 7.56% With kids $35,000–$49,999 2.05% $400,000–$499,999 8.34% Married 64.05% $50,000–$74,999 9.86% $500,000–$749,999 6.86% Single male 0.92% $75,000–$99,999 19.06% $750,000+ 1.73% 0.92% 16.81% Single female $100,000–$124,999 Length of residency Unknown status 0.30% $125,000–$149,999 281 22.83% 7.00% 5.90% Without kids $150,000–$174,999 1 year or less Married 31.64% $175,000–$199,999 7.02% 2–3 years 7.27% 1.45% 7.42% 4–5 years 8.40% Single male $200,000–$249,999 Single female 0.48% $250,000+ 6.35% 6–7 years 10.63% Unknown status 0.24% 8–9 years 8.65% Age of children 10–14 years 18.02% Home ownership 0–3 231 19.86% 15–19 years 16.70% Homeowner 93.35% 4–6 212 17.60% 20–24 years 7.77% Renter 3.57% 7–9 18.36% 25+ years 16.66% 20.45% Unknown 3.08% 10–12 203 13–18 23.02%

B B07 B08 B09 B10 Cosmopolitan Achievers B10 Affluent middle-aged couples and families enjoying dynamic lifestyles in metro areas 1.42% 1.66%

Who we are Channel preference Head of Type of household age property 36–45 Single family 204 57 16 147 22.7% 100 92.9%

Est. Household Household income size 146 135 126 $125,000–$149,999 5+ persons Key features Technology adoption 213 17.3% 156 16.4% Bilingual Luxury living Home Age of ownership children Soccer fans Two family properties Homeowner 13–18 Economic literature Progressive liberals 105 86.0% 94 12.1% Journeymen

B B07 B08 B09 B10

Cosmopolitan Achievers B10 Affluent middle-aged couples and families enjoying dynamic lifestyles in metro areas 1.42% 1.66%

Head of household age Education Estimated current house value 0.00% 19–24 2.59% Less than high school 7.12% Less than $50,000 25–30 7.89% High school diploma 16.39% $50,000–$74,999 0.00% 12.98% 24.75% 0.01% 31–35 Some college $75,000–$99,999 36–45 22.73% Bachelor’s degree 32.69% $100,000–$149,999 0.13% 12.18% 19.05% 0.26% 46–50 Graduate’s degree $150,000–$174,999 51–65 28.76% $175,000–$199,999 0.37% 66–75 8.19% Estimated household income 1.99% $200,000–$249,999 76+ 4.68% Less than $15,000 0.73% $250,000–$299,999 3.22% $15,000–$24,999 1.04% $300,000–$349,999 3.71% Family structure $25,000–$34,999 1.60% $350,000–$399,999 4.60% With kids $35,000–$49,999 3.56% $400,000–$499,999 10.65% Married 42.66% $50,000–$74,999 10.54% $500,000–$749,999 325 30.99% Single male 1.21% $75,000–$99,999 16.01% $750,000+ 593 44.07% 0.98% 14.66% Single female $100,000–$124,999 Length of residency Unknown status 0.10% $125,000–$149,999 213 17.30% 234 8.56% 12.82% Without kids $150,000–$174,999 1 year or less Married 47.51% $175,000–$199,999 245 8.80% 2–3 years 9.12% 3.92% 210 7.85% 4–5 years 7.37% Single male $200,000–$249,999 Single female 1.52% $250,000+ 9.37% 6–7 years 9.13% Unknown status 2.09% 8–9 years 7.57% Age of children 10–14 years 14.76% Home ownership 0–3 7.06% 15–19 years 13.36% Homeowner 85.96% 4–6 6.14% 20–24 years 8.23% Renter 11.17% 7–9 8.73% 25+ years 17.64% 8.65% Unknown 2.87% 10–12 13–18 12.06%

C C11 C12 C13 C14 Sophisticated City Dwellers C11 Wealthy boomer-aged couples living in cities and closed-in suburbs 1.63% 2.69%

Who we are Channel preference Head of Type of household age property 51–65 Single family 14 116 2 304 86.6% 107 99.4%

Est. Household Household income size 10 145 171 $125,000–$149,999 5+ persons Key features Technology adoption 230 18.7% 200 21.1% Affluent Highly educated Home Age of ownership children Upscale housing Nearing retirement Homeowner 0–3 Philanthropic Savvy investor 119 97.4% 5 0.4% Apprentices

C C11 C12 C13 C14

Sophisticated City Dwellers C11 Wealthy boomer-aged couples living in cities and closed-in suburbs 1.63% 2.69%

Head of household age Education Estimated current house value 0.01% 19–24 0.19% Less than high school 3.99% Less than $50,000 25–30 0.09% High school diploma 17.59% $50,000–$74,999 0.02% 0.19% 24.75% 0.07% 31–35 Some college $75,000–$99,999 36–45 0.13% Bachelor’s degree 28.49% $100,000–$149,999 0.92% 0.40% 25.19% 1.78% 46–50 Graduate’s degree $150,000–$174,999 51–65 304 86.60% $175,000–$199,999 3.68% 66–75 10.19% Estimated household income 12.24% $200,000–$249,999 76+ 2.23% Less than $15,000 0.27% $250,000–$299,999 15.86% $15,000–$24,999 0.34% $300,000–$349,999 15.13% Family structure $25,000–$34,999 0.87% $350,000–$399,999 202 11.95% With kids $35,000–$49,999 1.65% $400,000–$499,999 201 16.38% Married 1.82% $50,000–$74,999 9.73% $500,000–$749,999 15.80% Single male 0.00% $75,000–$99,999 16.13% $750,000+ 6.17% 0.01% 17.86% Single female $100,000–$124,999 Length of residency Unknown status 0.00% $125,000–$149,999 230 18.66% 6.29% 4.61% Without kids $150,000–$174,999 1 year or less Married 236 92.03% $175,000–$199,999 328 11.77% 2–3 years 5.38% 1.60% 202 7.58% 4–5 years 5.34% Single male $200,000–$249,999 Single female 0.90% $250,000+ 8.85% 6–7 years 5.68% Unknown status 3.63% 8–9 years 5.18% Age of children 10–14 years 13.28% Home ownership 0–3 0.42% 15–19 years 18.42% Homeowner 97.43% 4–6 0.22% 20–24 years 13.44% Renter 1.29% 7–9 0.19% 25+ years 28.68% 0.12% Unknown 1.28% 10–12 13–18 0.44%

C C11 C12 C13 C14 Golf Carts and Gourmets C12 Thriving retirees and empty-nesters in comfortable communities 0.58% 0.63%

Who we are Channel preference Head of Type of household age property 76+ Multi-family: 101+ units 40 186 1 390 37.2% 384 5.2%

Est. Household Household income size 26 224 48 $250,000+ 2 persons Key features Technology adoption 278 15.1% 127 36.0% Tech novices Luxury living Home Age of ownership children Highly educated Retired Homeowner 0–3 Financially savvy Music lover 108 87.9% 15 1.3% Novices

C C11 C12 C13 C14

Golf Carts and Gourmets C12 Thriving retirees and empty-nesters in comfortable communities 0.58% 0.63%

Head of household age Education Estimated current house value 0.00% 19–24 0.46% Less than high school 4.23% Less than $50,000 25–30 0.95% High school diploma 16.09% $50,000–$74,999 0.02% 1.51% 26.59% 0.09% 31–35 Some college $75,000–$99,999 36–45 2.09% Bachelor’s degree 26.33% $100,000–$149,999 0.48% 1.72% 26.76% 0.48% 46–50 Graduate’s degree $150,000–$174,999 51–65 19.49% $175,000–$199,999 0.95% 66–75 310 36.61% Estimated household income 3.84% $200,000–$249,999 76+ 390 37.17% Less than $15,000 0.29% $250,000–$299,999 6.72% $15,000–$24,999 1.18% $300,000–$349,999 8.93% Family structure $25,000–$34,999 2.75% $350,000–$399,999 10.77% With kids $35,000–$49,999 6.07% $400,000–$499,999 217 17.74% Married 4.66% $50,000–$74,999 13.77% $500,000–$749,999 262 25.04% Single male 0.03% $75,000–$99,999 15.89% $750,000+ 336 24.95% 0.00% 14.79% Single female $100,000–$124,999 Length of residency Unknown status 0.17% $125,000–$149,999 9.74% 235 8.61% 14.33% Without kids $150,000–$174,999 1 year or less Married 76.94% $175,000–$199,999 6.03% 2–3 years 10.68% 0.97% 5.73% 4–5 years 10.21% Single male $200,000–$249,999 Single female 0.25% $250,000+ 278 15.14% 6–7 years 9.51% Unknown status 219 16.98% 8–9 years 8.36% Age of children 10–14 years 12.79% Home ownership 0–3 1.32% 15–19 years 14.23% Homeowner 87.95% 4–6 0.89% 20–24 years 7.92% Renter 9.18% 7–9 0.48% 25+ years 11.97% 0.37% Unknown 2.87% 10–12 13–18 0.77%

C C11 C12 C13 C14 Philanthropic Sophisticates C13 Mature, upscale couples in suburban homes 2.98% 3.41%

Who we are Channel preference Head of Type of household age property 66–75 Single family 55 125 3 251 29.6% 106 98.1%

Est. Household Household income size 59 222 113 $100,000–$124,999 2 persons Key features Technology adoption 161 15.5% 108 30.4% Retiring in comfort Experienced travelers Home Age of ownership children Art connoisseurs Philanthropic Homeowner 13–18 Quality matters Ecological lifestyles 115 94.0% 21 2.7% Apprentices

C C11 C12 C13 C14

Philanthropic Sophisticates C13 Mature, upscale couples in suburban homes 2.98% 3.41%

Head of household age Education Estimated current house value 0.01% 19–24 1.92% Less than high school 4.15% Less than $50,000 25–30 3.52% High school diploma 13.86% $50,000–$74,999 0.00% 5.55% 20.70% 0.02% 31–35 Some college $75,000–$99,999 36–45 6.26% Bachelor’s degree 27.77% $100,000–$149,999 0.16% 4.96% 241 33.51% 0.21% 46–50 Graduate’s degree $150,000–$174,999 51–65 27.54% $175,000–$199,999 0.51% 66–75 251 29.64% Estimated household income 2.20% $200,000–$249,999 76+ 216 20.61% Less than $15,000 0.48% $250,000–$299,999 4.72% $15,000–$24,999 1.20% $300,000–$349,999 7.18% Family structure $25,000–$34,999 4.07% $350,000–$399,999 8.33% With kids $35,000–$49,999 6.50% $400,000–$499,999 16.20% Married 12.80% $50,000–$74,999 17.15% $500,000–$749,999 284 27.11% Single male 0.20% $75,000–$99,999 17.49% $750,000+ 449 33.35% 0.21% 15.53% Single female $100,000–$124,999 Length of residency Unknown status 0.33% $125,000–$149,999 11.86% 7.27% 9.76% Without kids $150,000–$174,999 1 year or less Married 74.52% $175,000–$199,999 6.17% 2–3 years 6.36% 2.43% 5.93% 4–5 years 4.98% Single male $200,000–$249,999 Single female 1.19% $250,000+ 6.35% 6–7 years 5.55% Unknown status 8.31% 8–9 years 4.63% Age of children 10–14 years 9.67% Home ownership 0–3 2.16% 15–19 years 11.27% Homeowner 93.98% 4–6 1.67% 20–24 years 9.86% Renter 3.87% 7–9 2.12% 25+ years 37.91% 1.08% Unknown 2.14% 10–12 13–18 2.66%

C C11 C12 C13 C14 Boomers and Boomerangs C14 Baby boomer adults and their teenage and young adult children sharing suburban homes 1.00% 1.91%

Who we are Channel preference Head of Type of household age property 51–65 Single family 23 107 24 281 79.8% 107 99.4%

Est. Household Household income size 21 104 261 $75,000–$99,999 5+ persons Key features Technology adoption 163 25.3% 314 33.2% Suburbanites Middle-class families Home Age of ownership children Politically conservative Charitable Homeowner 0–3 Social media fans Multi-generational households 119 97.0% 274 23.6% Apprentices

C C11 C12 C13 C14

Boomers and Boomerangs C14 Baby boomer adults and their teenage and young adult children sharing suburban homes 1.00% 1.91%

Head of household age Education Estimated current house value 0.01% 19–24 1.60% Less than high school 4.99% Less than $50,000 25–30 1.37% High school diploma 30.58% $50,000–$74,999 0.09% 2.33% 31.55% 0.39% 31–35 Some college $75,000–$99,999 36–45 3.54% Bachelor’s degree 20.57% $100,000–$149,999 3.06% 4.56% 12.32% 4.85% 46–50 Graduate’s degree $150,000–$174,999 51–65 281 79.82% $175,000–$199,999 7.94% 66–75 5.61% Estimated household income 20.26% $200,000–$249,999 76+ 1.16% Less than $15,000 1.21% $250,000–$299,999 18.92% $15,000–$24,999 1.03% $300,000–$349,999 14.51% Family structure $25,000–$34,999 2.09% $350,000–$399,999 10.42% With kids $35,000–$49,999 4.43% $400,000–$499,999 10.82% Married 211 77.33% $50,000–$74,999 19.55% $500,000–$749,999 7.52% Single male 0.13% $75,000–$99,999 25.35% $750,000+ 1.20% 0.10% 17.98% Single female $100,000–$124,999 Length of residency Unknown status 0.08% $125,000–$149,999 15.92% 3.81% 2.77% Without kids $150,000–$174,999 1 year or less Married 21.92% $175,000–$199,999 5.08% 2–3 years 3.23% 0.21% 1.88% 4–5 years 3.52% Single male $200,000–$249,999 Single female 0.16% $250,000+ 1.67% 6–7 years 4.80% Unknown status 0.06% 8–9 years 4.47% Age of children 10–14 years 15.64% Home ownership 0–3 274 23.63% 15–19 years 214 23.74% Homeowner 96.96% 4–6 15.11% 20–24 years 15.32% Renter 1.76% 7–9 12.50% 25+ years 26.50% 15.90% Unknown 1.28% 10–12 13–18 25.18%

D D15 D16 D17 D18 Sport Utility Families D15 Upscale, middle-aged couples with school-aged children living active family lifestyles in outlying suburbs0.84% 1.18%

Who we are Channel preference Head of Type of household age property 36–45 Single family 69 101 22 380 58.6% 107 99.1%

Est. Household Household income size 37 86 158 $125,000–$149,999 2 persons Key features Technology adoption 316 25.6% 139 39.2% Suburb living Comfortable spending Home Age of ownership children Athletic activities Outdoor leisure Homeowner 10–12 Saving for college Parents 116 95.0% 429 43.3% Apprentices

D D15 D16 D17 D18

Sport Utility Families D15 Upscale, middle-aged couples with school-aged children living active family lifestyles in outlying suburbs 0.84% 1.18%

Head of household age Education Estimated current house value 0.05% 19–24 1.66% Less than high school 6.63% Less than $50,000 25–30 0.48% High school diploma 13.27% $50,000–$74,999 0.26% 1.68% 44.38% 0.75% 31–35 Some college $75,000–$99,999 36–45 380 58.56% Bachelor’s degree 25.88% $100,000–$149,999 7.21% 363 29.91% 9.83% 8.37% 46–50 Graduate’s degree $150,000–$174,999 51–65 6.09% $175,000–$199,999 10.60% 66–75 1.19% Estimated household income 22.37% $200,000–$249,999 76+ 0.44% Less than $15,000 0.51% $250,000–$299,999 17.69% $15,000–$24,999 0.50% $300,000–$349,999 11.96% Family structure $25,000–$34,999 0.73% $350,000–$399,999 7.51% With kids $35,000–$49,999 1.94% $400,000–$499,999 7.38% Married 248 90.97% $50,000–$74,999 12.34% $500,000–$749,999 4.54% Single male 0.08% $75,000–$99,999 22.63% $750,000+ 1.32% 0.08% 18.30% Single female $100,000–$124,999 Length of residency Unknown status 0.03% $125,000–$149,999 316 25.65% 6.24% 4.60% Without kids $150,000–$174,999 1 year or less Married 8.79% $175,000–$199,999 4.76% 2–3 years 8.62% 0.04% 3.50% 4–5 years 10.71% Single male $200,000–$249,999 Single female 0.01% $250,000+ 2.90% 6–7 years 11.99% Unknown status 0.00% 8–9 years 10.18% Age of children 10–14 years 21.60% Home ownership 0–3 235 20.26% 15–19 years 18.16% Homeowner 95.02% 4–6 303 25.10% 20–24 years 6.71% Renter 2.27% 7–9 370 43.74% 25+ years 7.44% 43.31% Unknown 2.71% 10–12 429 13–18 325 41.77%

D D15 D16 D17 D18 Settled in Suburbia D16 Upper middle-class family units living comfortably in established suburbs 1.13% 1.68%

Who we are Channel preference Head of Type of household age property 36–45 Single family 67 147 6 191 29.4% 107 98.8%

Est. Household Household income size 56 149 187 $125,000–$149,999 3 persons Key features Technology adoption 197 16.0% 149 24.4% Comfortable lifestyles Young children Home Age of ownership children Large households Do-it-yourselfers Homeowner 0–3 Tech apprentices Theme park vacations 117 95.9% 242 20.9% Apprentices

D D15 D16 D17 D18

Settled in Suburbia D16 Upper middle-class family units living comfortably in established suburbs 1.13% 1.68%

Head of household age Education Estimated current house value 0.00% 19–24 2.26% Less than high school 5.10% Less than $50,000 25–30 2.62% High school diploma 23.97% $50,000–$74,999 0.06% 5.94% 29.52% 0.12% 31–35 Some college $75,000–$99,999 36–45 29.42% Bachelor’s degree 26.74% $100,000–$149,999 1.13% 231 19.04% 14.67% 2.45% 46–50 Graduate’s degree $150,000–$174,999 51–65 16.92% $175,000–$199,999 4.30% 66–75 15.77% Estimated household income 13.39% $200,000–$249,999 76+ 8.02% Less than $15,000 1.45% $250,000–$299,999 16.38% $15,000–$24,999 2.00% $300,000–$349,999 14.75% Family structure $25,000–$34,999 4.00% $350,000–$399,999 11.36% With kids $35,000–$49,999 7.12% $400,000–$499,999 15.55% Married 72.96% $50,000–$74,999 20.74% $500,000–$749,999 15.89% Single male 0.52% $75,000–$99,999 19.94% $750,000+ 4.62% 0.36% 15.39% Single female $100,000–$124,999 Length of residency Unknown status 0.79% $125,000–$149,999 16.01% 5.54% 4.76% Without kids $150,000–$174,999 1 year or less Married 24.07% $175,000–$199,999 3.89% 2–3 years 4.12% 0.78% 2.05% 4–5 years 4.28% Single male $200,000–$249,999 Single female 0.18% $250,000+ 1.87% 6–7 years 5.57% Unknown status 0.34% 8–9 years 4.70% Age of children 10–14 years 13.99% Home ownership 0–3 242 20.86% 15–19 years 14.81% Homeowner 95.86% 4–6 228 18.89% 20–24 years 10.54% Renter 2.53% 7–9 20.52% 25+ years 37.23% 19.99% Unknown 1.61% 10–12 13–18 23.14%

D D15 D16 D17 D18 Cul de Sac Diversity D17 Cultured families settled in new suburban neighborhoods 0.55% 0.56%

Who we are Channel preference Head of Type of household age property 36–45 Single family 174 112 196 425 65.5% 106 98.7%

Est. Household Household income size 165 86 68 $75,000–$99,999 2 persons Key features Technology adoption 169 26.2% 130 36.8% Bilingual Technological journeymen Home Age of ownership children Home owners Adrenaline sports Homeowner 13–18 Financially conservative Outdoor fitness enthusiasts 105 85.7% 299 38.5% Journeymen

D D15 D16 D17 D18

Cul de Sac Diversity D17 Cultured families settled in new suburban neighborhoods 0.55% 0.56%

Head of household age Education Estimated current house value 0.05% 19–24 2.31% Less than high school 3.96% Less than $50,000 25–30 1.00% High school diploma 16.58% $50,000–$74,999 0.02% 3.33% 46.10% 0.12% 31–35 Some college $75,000–$99,999 36–45 425 65.54% Bachelor’s degree 25.81% $100,000–$149,999 1.43% 305 25.15% 7.55% 3.51% 46–50 Graduate’s degree $150,000–$174,999 51–65 2.14% $175,000–$199,999 7.29% 66–75 0.43% Estimated household income 18.69% $200,000–$249,999 76+ 0.09% Less than $15,000 1.05% $250,000–$299,999 18.85% $15,000–$24,999 0.95% $300,000–$349,999 14.18% Family structure $25,000–$34,999 1.45% $350,000–$399,999 11.07% With kids $35,000–$49,999 4.04% $400,000–$499,999 12.89% Married 249 91.43% $50,000–$74,999 16.74% $500,000–$749,999 10.66% Single male 0.74% $75,000–$99,999 26.24% $750,000+ 1.24% 0.66% 19.35% Single female $100,000–$124,999 Length of residency Unknown status 0.03% $125,000–$149,999 221 17.93% 6.08% 17.83% Without kids $150,000–$174,999 1 year or less Married 7.05% $175,000–$199,999 3.49% 2–3 years 15.41% 0.03% 1.62% 4–5 years 15.24% Single male $200,000–$249,999 Single female 0.05% $250,000+ 1.05% 6–7 years 205 14.89% Unknown status 0.00% 8–9 years 11.75% Age of children 10–14 years 15.44% Home ownership 0–3 7.38% 15–19 years 6.15% Homeowner 85.73% 4–6 6.70% 20–24 years 1.68% Renter 8.43% 7–9 20.37% 25+ years 1.62% 31.51% Unknown 5.84% 10–12 312 13–18 299 38.50%

D D15 D16 D17 D18 Suburban Nightlife D18 Upper established couples and families living mainly in the metropolitan cities 1.59% 2.00%

Who we are Channel preference Head of Type of household age property 51–65 Single family 241 112 125 133 38.0% 105 97.7%

Est. Household Household income size 77 62 175 $50,000–$74,999 2 persons Key features Technology adoption 139 28.1% 102 28.7% Tech-wizards Politically liberal Home Age of ownership children R&B music Status-seekers Homeowner 10–12 Tech-savvy Social media fans 111 90.3% 135 13.6% Wizards

D D15 D16 D17 D18

Suburban Nightlife D18 Upper established couples and families living mainly in the metropolitan cities 1.59% 2.00%

Head of household age Education Estimated current house value 0.18% 19–24 4.50% Less than high school 4.41% Less than $50,000 25–30 3.71% High school diploma 29.06% $50,000–$74,999 1.48% 7.85% 36.83% 4.29% 31–35 Some college $75,000–$99,999 36–45 20.60% Bachelor’s degree 19.35% $100,000–$149,999 19.10% 13.51% 10.35% 13.19% 46–50 Graduate’s degree $150,000–$174,999 51–65 37.95% $175,000–$199,999 11.92% 66–75 8.73% Estimated household income 18.55% $200,000–$249,999 76+ 3.14% Less than $15,000 2.75% $250,000–$299,999 11.05% $15,000–$24,999 3.24% $300,000–$349,999 6.34% Family structure $25,000–$34,999 5.13% $350,000–$399,999 3.91% With kids $35,000–$49,999 13.26% $400,000–$499,999 4.99% Married 42.71% $50,000–$74,999 28.13% $500,000–$749,999 3.97% Single male 2.84% $75,000–$99,999 22.22% $750,000+ 1.02% 3.18% 10.50% Single female $100,000–$124,999 Length of residency Unknown status 0.32% $125,000–$149,999 8.38% 2.19% 7.53% Without kids $150,000–$174,999 1 year or less Married 34.17% $175,000–$199,999 1.69% 2–3 years 6.36% 7.97% 1.15% 4–5 years 6.03% Single male $200,000–$249,999 Single female 5.29% $250,000+ 1.37% 6–7 years 6.11% Unknown status 3.53% 8–9 years 5.70% Age of children 10–14 years 16.14% Home ownership 0–3 10.66% 15–19 years 15.57% Homeowner 90.32% 4–6 9.57% 20–24 years 11.38% Renter 5.59% 7–9 12.23% 25+ years 25.18% 13.64% Unknown 4.08% 10–12 13–18 13.13%

E E19 E20 E21 Consummate Consumers E19 Households with high discretionary incomes, living upper-middle class, sophisticated lifestyles 1.07% 1.03%

Who we are Channel preference Head of Type of household age property 51–65 Multi-family: 20–49 units 47 101 8 186 52.9% 804 7.0%

Est. Household Household income size 57 216 81 $50,000–$74,999 1 person Key features Technology adoption 103 20.8% 147 50.6% Empty-nesters Highly educated Home Age of ownership children City dwellers Environmental advocates Homeowner 13–18 Well-traveled Fitness minded 103 84.2% 12 1.5% Journeymen

E E19 E20 E21

Consummate Consumers E19 Households with high discretionary incomes, living upper-middle class, sophisticated lifestyles 1.07% 1.03%

Head of household age Education Estimated current house value 0.11% 19–24 1.71% Less than high school 3.75% Less than $50,000 25–30 2.84% High school diploma 15.51% $50,000–$74,999 0.27% 2.58% 21.02% 0.86% 31–35 Some college $75,000–$99,999 36–45 6.11% Bachelor’s degree 30.68% $100,000–$149,999 4.90% 4.84% 209 29.04% 4.21% 46–50 Graduate’s degree $150,000–$174,999 51–65 52.87% $175,000–$199,999 4.29% 66–75 19.21% Estimated household income 10.70% $200,000–$249,999 76+ 9.83% Less than $15,000 2.47% $250,000–$299,999 11.23% $15,000–$24,999 2.93% $300,000–$349,999 10.28% Family structure $25,000–$34,999 4.62% $350,000–$399,999 8.84% With kids $35,000–$49,999 9.79% $400,000–$499,999 13.88% Married 2.93% $50,000–$74,999 20.81% $500,000–$749,999 17.74% Single male 0.52% $75,000–$99,999 17.79% $750,000+ 12.69% 1.11% 10.94% Single female $100,000–$124,999 Length of residency Unknown status 0.42% $125,000–$149,999 11.82% 4.18% 9.21% Without kids $150,000–$174,999 1 year or less Married 33.14% $175,000–$199,999 5.89% 2–3 years 8.56% 359 23.07% 3.52% 4–5 years 8.23% Single male $200,000–$249,999 Single female 386 14.31% $250,000+ 5.22% 6–7 years 7.18% Unknown status 316 24.51% 8–9 years 6.55% Age of children 10–14 years 14.80% Home ownership 0–3 1.08% 15–19 years 13.28% Homeowner 84.25% 4–6 0.77% 20–24 years 9.57% Renter 11.13% 7–9 0.33% 25+ years 22.62% 0.58% Unknown 4.62% 10–12 13–18 1.50%

E E19 E20 E21 No Place Like Home E20 Older, established multi-generational households in suburban areas 2.11% 3.28%

Who we are Channel preference Head of Type of household age property 51–65 Single family 50 88 15 173 49.2% 107 99.1%

Est. Household Household income size 44 44 191 $75,000–$99,999 5+ persons Key features Technology adoption 162 25.2% 231 24.4% Smart shoppers Multi-generational homes Home Age of ownership children Tech apprentices Large households Homeowner 0–3 Social media fans Conservative values 115 94.2% 75 6.5% Apprentices

E E19 E20 E21

No Place Like Home E20 Older, established multi-generational households in suburban areas 2.11% 3.28%

Head of household age Education Estimated current house value 0.06% 19–24 7.16% Less than high school 5.97% Less than $50,000 25–30 12.75% High school diploma 25.54% $50,000–$74,999 0.53% 13.44% 36.14% 1.58% 31–35 Some college $75,000–$99,999 36–45 6.77% Bachelor’s degree 19.69% $100,000–$149,999 12.52% 3.92% 12.68% 11.42% 46–50 Graduate’s degree $150,000–$174,999 51–65 49.25% $175,000–$199,999 12.02% 66–75 4.89% Estimated household income 20.68% $200,000–$249,999 76+ 1.83% Less than $15,000 2.55% $250,000–$299,999 14.33% $15,000–$24,999 2.05% $300,000–$349,999 9.28% Family structure $25,000–$34,999 3.24% $350,000–$399,999 5.99% With kids $35,000–$49,999 8.08% $400,000–$499,999 6.33% Married 24.41% $50,000–$74,999 25.73% $500,000–$749,999 4.45% Single male 0.59% $75,000–$99,999 25.17% $750,000+ 0.80% 0.37% 15.35% Single female $100,000–$124,999 Length of residency Unknown status 0.11% $125,000–$149,999 9.25% 2.90% 9.89% Without kids $150,000–$174,999 1 year or less Married 64.31% $175,000–$199,999 2.44% 2–3 years 7.83% 5.57% 1.60% 4–5 years 7.54% Single male $200,000–$249,999 Single female 1.71% $250,000+ 1.63% 6–7 years 6.99% Unknown status 2.93% 8–9 years 5.37% Age of children 10–14 years 10.59% Home ownership 0–3 6.49% 15–19 years 11.95% Homeowner 94.19% 4–6 3.75% 20–24 years 10.73% Renter 2.68% 7–9 3.67% 25+ years 29.12% 3.11% Unknown 3.12% 10–12 13–18 4.28%

E E19 E20 E21 Unspoiled Splendor E21 Comfortably established baby boomer couples in town and country communities 1.50% 2.19%

Who we are Channel preference Head of Type of household age property 51–65 Single family 10 80 4 321 91.3% 106 98.7%

Est. Household Household income size 4 33 86 $50,000–$74,999 2 persons Key features Technology adoption 152 30.8% 119 33.6% Price-conscious Politically conservative Home Age of ownership children Do-it-yourselfers Racing fanatics Homeowner 0–3 Outdoor enthusiasts Domestic travelers 118 96.6% 7 0.6% Apprentices

E E19 E20 E21

Unspoiled Splendor E21 Comfortably established baby boomer couples in town and country communities 1.50% 2.19%

Head of household age Education Estimated current house value 0.15% 19–24 0.06% Less than high school 7.07% Less than $50,000 25–30 0.02% High school diploma 46.94% $50,000–$74,999 0.89% 0.10% 26.42% 2.62% 31–35 Some college $75,000–$99,999 36–45 0.08% Bachelor’s degree 11.96% $100,000–$149,999 14.58% 0.40% 7.61% 11.53% 46–50 Graduate’s degree $150,000–$174,999 51–65 321 91.26% $175,000–$199,999 11.77% 66–75 6.96% Estimated household income 20.61% $200,000–$249,999 76+ 1.13% Less than $15,000 2.65% $250,000–$299,999 13.66% $15,000–$24,999 2.57% $300,000–$349,999 8.71% Family structure $25,000–$34,999 4.12% $350,000–$399,999 5.49% With kids $35,000–$49,999 9.68% $400,000–$499,999 5.54% Married 3.76% $50,000–$74,999 30.80% $500,000–$749,999 3.56% Single male 0.00% $75,000–$99,999 25.28% $750,000+ 0.89% 0.01% 11.78% Single female $100,000–$124,999 Length of residency Unknown status 0.05% $125,000–$149,999 7.64% 1.62% 3.46% Without kids $150,000–$174,999 1 year or less Married 225 87.59% $175,000–$199,999 1.98% 2–3 years 3.82% 1.42% 0.85% 4–5 years 4.19% Single male $200,000–$249,999 Single female 0.82% $250,000+ 1.03% 6–7 years 4.64% Unknown status 6.34% 8–9 years 5.42% Age of children 10–14 years 13.57% Home ownership 0–3 0.64% 15–19 years 16.51% Homeowner 96.57% 4–6 0.41% 20–24 years 15.50% Renter 1.90% 7–9 0.60% 25+ years 32.89% 0.32% Unknown 1.54% 10–12 13–18 0.60%

F F22 F23 Fast Track Couples F22 Active, young, upper established suburban couples and families living upwardly-mobile lifestyles 5.58% 4.36%

Who we are Channel preference Head of Type of household age property 31–35 Single family 229 100 179 429 50.2% 106 98.0%

Est. Household Household income size 346 77 30 $100,000–$124,999 1 person Key features Technology adoption 237 22.9% 140 48.4% Credit-aware Comfortable spender Home Age of ownership children Active lifestyles Tech-savvy Homeowner 7–9 Music lovers Football fans 106 86.8% 145 17.1% Journeymen

F F22 F23

Fast Track Couples F22 Active, young, upper established suburban couples and families living upwardly-mobile lifestyles 5.58% 4.36%

Head of household age Education Estimated current house value 19–24 7.27% Less than high school 10.47% Less than $50,000 0.04% 25–30 339 34.89% High school diploma 17.28% $50,000–$74,999 0.13% 31–35 429 50.22% Some college 35.56% $75,000–$99,999 0.26% 36–45 5.56% Bachelor’s degree 19.01% 2.78% $100,000–$149,999 46–50 1.10% Graduate’s degree 17.68% $150,000–$174,999 4.25% 51–65 0.71% $175,000–$199,999 6.66% Estimated household income 66–75 0.15% $200,000–$249,999 16.97% 76+ 0.11% Less than $15,000 1.12% $250,000–$299,999 16.96% $15,000–$24,999 1.14% $300,000–$349,999 13.81% Family structure $25,000–$34,999 1.61% $350,000–$399,999 10.71% With kids $35,000–$49,999 4.31% $400,000–$499,999 12.53% Married 65.66% $50,000–$74,999 15.57% $500,000–$749,999 11.06% Single male 1.77% $75,000–$99,999 23.21% $750,000+ 3.85% Single female 1.42% $100,000–$124,999 237 22.90% Length of residency Unknown status 0.04% $125,000–$149,999 10.50% $150,000–$174,999 228 8.34% 1 year or less 262 40.84% Without kids Married 29.37% $175,000–$199,999 4.15% 2–3 years 262 28.07% Single male 1.15% $200,000–$249,999 3.08% 4–5 years 203 18.23% 4.07% 4.80% Single female 0.58% $250,000+ 6–7 years Unknown status 0.02% 8–9 years 2.33% Age of children 2.16% Home ownership 10–14 years 0–3 7.56% 15–19 years 0.94% 86.83% 5.56% 0.75% Homeowner 4–6 20–24 years Renter 5.66% 7–9 17.15% 25+ years 1.90% 7.52% 10–12 7.23% Unknown 13–18 8.75%

F F22 F23 Families Matter Most F23 Young, established families in scenic suburbs leading active, family-focused lives 0.78% 0.95%

Who we are Channel preference Head of Type of household age property 31–35 Single family 106 111 232 328 38.3% 107 98.8%

Est. Household Household income size 222 41 136 $75,000–$99,999 2 persons Key features Technology adoption 178 27.7% 145 41.1% Sprawling families Married with kids Home Age of ownership children Family vacations Social connectors Homeowner 0–3 Financially comfortable Settled homes 103 84.2% 548 47.2% Wizards

F F22 F23

Families Matter Most F23 Young, established families in scenic suburbs leading active, family-focused lives 0.78% 0.95%

Head of household age Education Estimated current house value 0.07% 19–24 248 11.32% Less than high school 8.17% Less than $50,000 25–30 19.36% High school diploma 16.36% $50,000–$74,999 0.48% 328 38.34% 47.57% 2.01% 31–35 Some college $75,000–$99,999 36–45 24.17% Bachelor’s degree 18.63% $100,000–$149,999 15.12% 4.44% 9.28% 12.60% 46–50 Graduate’s degree $150,000–$174,999 51–65 1.85% $175,000–$199,999 13.10% 66–75 0.38% Estimated household income 21.60% $200,000–$249,999 76+ 0.13% Less than $15,000 2.33% $250,000–$299,999 14.26% $15,000–$24,999 2.30% $300,000–$349,999 8.20% Family structure $25,000–$34,999 2.86% $350,000–$399,999 5.04% With kids $35,000–$49,999 9.45% $400,000–$499,999 4.52% Married 257 94.32% $50,000–$74,999 28.84% $500,000–$749,999 2.67% Single male 1.93% $75,000–$99,999 27.66% $750,000+ 0.33% 1.43% 14.95% Single female $100,000–$124,999 Length of residency Unknown status 0.01% $125,000–$149,999 6.36% 2.42% 10.44% Without kids $150,000–$174,999 1 year or less Married 2.29% $175,000–$199,999 1.18% 2–3 years 18.33% 0.00% 0.76% 4–5 years 232 20.86% Single male $200,000–$249,999 Single female 0.02% $250,000+ 0.90% 6–7 years 12.00% Unknown status 0.00% 8–9 years 8.50% Age of children 10–14 years 12.12% Home ownership 0–3 548 47.17% 15–19 years 6.19% Homeowner 84.24% 4–6 557 46.16% 20–24 years 3.95% Renter 9.17% 7–9 396 46.80% 25+ years 7.61% 34.94% Unknown 6.59% 10–12 346 13–18 230 29.52%

G G24 G25 Ambitious Singles G24 Youthful, cutting-edge singles living in mid-scale metro areas balancing work and leisure lifestyles 1.62% 1.15%

Who we are Channel preference Head of Type of household age property 25–30 Single family 141 72 94 240 24.7% 93 85.8%

Est. Household Household income size 236 137 38 $75,000–$99,999 1 person Key features Technology adoption 146 22.6% 218 75.2% Single city-dweller Well-educated Home Age of ownership children Career-driven Professionals First-time buyer 13–18 Physically fit Foodies 279 17.8% 38 4.9% Journeymen

G G24 G25

Ambitious Singles G24 Youthful, cutting-edge singles living in mid-scale metro areas balancing work and leisure lifestyles 1.62% 1.15%

Head of household age Education Estimated current house value 0.04% 19–24 7.74% Less than high school 3.39% Less than $50,000 25–30 240 24.75% High school diploma 11.07% $50,000–$74,999 0.30% 18.80% 33.41% 1.10% 31–35 Some college $75,000–$99,999 36–45 27.92% Bachelor’s degree 34.98% $100,000–$149,999 8.41% 10.57% 17.15% 7.75% 46–50 Graduate’s degree $150,000–$174,999 51–65 7.51% $175,000–$199,999 9.04% 66–75 1.87% Estimated household income 16.88% $200,000–$249,999 76+ 0.84% Less than $15,000 2.27% $250,000–$299,999 14.16% $15,000–$24,999 1.91% $300,000–$349,999 11.17% Family structure $25,000–$34,999 2.94% $350,000–$399,999 7.81% With kids $35,000–$49,999 7.42% $400,000–$499,999 9.58% Married 3.92% $50,000–$74,999 22.57% $500,000–$749,999 9.30% Single male 5.10% $75,000–$99,999 22.57% $750,000+ 4.46% 9.83% 13.92% Single female 311 $100,000–$124,999 Length of residency Unknown status 0.11% $125,000–$149,999 12.44% 4.39% 24.85% Without kids $150,000–$174,999 1 year or less Married 18.27% $175,000–$199,999 3.49% 2–3 years 20.08% 583 37.51% 2.72% 4–5 years 15.56% Single male $200,000–$249,999 Single female 643 23.88% $250,000+ 3.34% 6–7 years 9.71% Unknown status 1.39% 8–9 years 6.64% Age of children 10–14 years 10.19% Home ownership 0–3 2.35% 15–19 years 5.21% Homeowner 69.46% 4–6 1.57% 20–24 years 2.32% Renter 21.10% 7–9 1.46% 25+ years 5.45% 1.74% Unknown 9.44% 10–12 13–18 4.93%

G G24 G25 Urban Edge G25 Lively, up-and-coming singles living big city lifestyles located within top MSA markets 2.01% 1.31%

Who we are Channel preference Head of Type of household age property 25–30 Multi-family: 101+ units 188 9 116 491 50.6% 2101 28.5%

Est. Household Household income size 430 277 29 $125,000–$149,999 1 person Key features Technology adoption 169 13.8% 249 85.9% Progressive views Urban dwellers Home Age of ownership children Highly educated Ambitious Renter 0–3 Omni-channel engagers Health enthusiasts 307 39.7% 18 1.5% Journeymen

G G24 G25

Urban Edge G25 Lively, up-and-coming singles living big city lifestyles located within top MSA markets 2.01% 1.31%

Head of household age Education Estimated current house value 19–24 4.16% Less than high school 3.15% Less than $50,000 0.11% 25–30 491 50.59% High school diploma 8.05% $50,000–$74,999 0.15% 31–35 18.41% Some college 19.31% $75,000–$99,999 0.69% 36–45 14.33% Bachelor’s degree 205 39.35% 3.35% $100,000–$149,999 46–50 4.93% Graduate’s degree 217 30.14% $150,000–$174,999 2.92% 51–65 6.33% $175,000–$199,999 3.58% Estimated household income 66–75 1.01% $200,000–$249,999 8.41% 76+ 0.24% Less than $15,000 2.04% $250,000–$299,999 8.97% $15,000–$24,999 2.57% $300,000–$349,999 9.08% Family structure $25,000–$34,999 3.11% $350,000–$399,999 7.55% With kids $35,000–$49,999 5.77% $400,000–$499,999 12.53% Married 0.97% $50,000–$74,999 17.70% $500,000–$749,999 210 20.04% Single male 1.57% $75,000–$99,999 18.02% $750,000+ 304 22.63% Single female 4.83% $100,000–$124,999 11.48% Length of residency Unknown status 0.04% $125,000–$149,999 13.77% $150,000–$174,999 5.60% 1 year or less 247 38.58% Without kids Married 13.86% $175,000–$199,999 5.73% 2–3 years 214 22.89% Single male 721 46.34% $200,000–$249,999 5.26% 4–5 years 14.50% 8.95% 7.92% Single female 847 31.45% $250,000+ 6–7 years Unknown status 0.94% 8–9 years 4.89% Age of children 6.37% Home ownership 10–14 years 0–3 1.54% 15–19 years 2.30% 38.32% 0.82% 0.94% Homeowner 4–6 20–24 years Renter 307 39.69% 7–9 0.54% 25+ years 1.61% 411 21.99% 10–12 0.32% Unknown 13–18 1.76%

H H26 H27 H28 H29 Progressive Assortment H26 Mature couples with comfortable and active lives in established suburbs 1.50% 1.76%

Who we are Channel preference Head of Type of household age property 51–65 Single family 103 112 25 143 40.7% 101 93.6%

Est. Household Household income size 71 50 119 $75,000–$99,999 3 persons Key features Technology adoption 148 23.0% 118 19.5% Bilingual Ethnically diverse Home Age of ownership children Urban-centric Comfortable spending Homeowner 13–18 Sports fans Comfortable lifestyles 105 85.8% 93 12.0% Wizards

H H26 H27 H28 H29

Progressive Assortment H26 Mature couples with comfortable and active lives in established suburbs 1.50% 1.76%

Head of household age Education Estimated current house value 0.03% 19–24 3.08% Less than high school 13.89% Less than $50,000 25–30 3.25% High school diploma 32.53% $50,000–$74,999 0.11% 6.76% 30.05% 0.32% 31–35 Some college $75,000–$99,999 36–45 16.90% Bachelor’s degree 15.49% $100,000–$149,999 2.21% 10.37% 8.04% 3.44% 46–50 Graduate’s degree $150,000–$174,999 51–65 40.68% $175,000–$199,999 5.33% 66–75 12.01% Estimated household income 12.96% $200,000–$249,999 76+ 6.95% Less than $15,000 3.08% $250,000–$299,999 13.33% $15,000–$24,999 3.55% $300,000–$349,999 12.03% Family structure $25,000–$34,999 4.81% $350,000–$399,999 10.58% With kids $35,000–$49,999 10.63% $400,000–$499,999 15.54% Married 38.12% $50,000–$74,999 23.74% $500,000–$749,999 217 20.74% Single male 1.95% $75,000–$99,999 23.01% $750,000+ 3.38% 1.80% 12.23% Single female $100,000–$124,999 Length of residency Unknown status 0.44% $125,000–$149,999 10.41% 2.94% 8.56% Without kids $150,000–$174,999 1 year or less Married 43.76% $175,000–$199,999 2.74% 2–3 years 6.46% 6.02% 1.36% 4–5 years 6.23% Single male $200,000–$249,999 Single female 2.90% $250,000+ 1.50% 6–7 years 6.82% Unknown status 5.01% 8–9 years 7.21% Age of children 10–14 years 14.48% Home ownership 0–3 6.80% 15–19 years 16.28% Homeowner 85.85% 4–6 6.04% 20–24 years 9.86% Renter 10.29% 7–9 6.82% 25+ years 24.09% 6.79% Unknown 3.87% 10–12 13–18 11.95%

H H26 H27 H28 H29 Life of Leisure H27 Upper established couples living leisure lifestyles in small towns and cities 0.87% 0.72%

Who we are Channel preference Head of Type of household age property 46–50 Single family 86 183 14 246 20.3% 105 96.9%

Est. Household Household income size 99 87 37 $75,000–$99,999 1 person Key features Technology adoption 160 24.8% 162 55.7% Suburb living Married no kids Home Age of ownership children Comfortable spending Charitable donations Homeowner 7–9 Outdoor activities Yogis 106 86.3% 33 3.9% Journeymen

H H26 H27 H28 H29

Life of Leisure H27 Upper established couples living leisure lifestyles in small towns and cities 0.87% 0.72%

Head of household age Education Estimated current house value 0.09% 19–24 4.09% Less than high school 7.17% Less than $50,000 25–30 1.26% High school diploma 22.45% $50,000–$74,999 0.28% 4.35% 40.99% 0.56% 31–35 Some college $75,000–$99,999 36–45 21.87% Bachelor’s degree 17.07% $100,000–$149,999 3.78% 246 20.30% 12.31% 4.88% 46–50 Graduate’s degree $150,000–$174,999 51–65 23.24% $175,000–$199,999 6.72% 66–75 14.51% Estimated household income 17.13% $200,000–$249,999 76+ 10.39% Less than $15,000 2.48% $250,000–$299,999 17.61% $15,000–$24,999 2.65% $300,000–$349,999 14.00% Family structure $25,000–$34,999 4.21% $350,000–$399,999 10.69% With kids $35,000–$49,999 9.02% $400,000–$499,999 12.38% Married 16.38% $50,000–$74,999 23.76% $500,000–$749,999 9.78% Single male 0.48% $75,000–$99,999 24.77% $750,000+ 2.10% 0.81% 13.60% Single female $100,000–$124,999 Length of residency Unknown status 0.36% $125,000–$149,999 11.05% 4.42% 21.37% Without kids $150,000–$174,999 1 year or less Married 66.69% $175,000–$199,999 2.54% 2–3 years 14.28% 4.05% 0.85% 4–5 years 13.14% Single male $200,000–$249,999 Single female 2.08% $250,000+ 0.67% 6–7 years 10.62% Unknown status 9.16% 8–9 years 9.00% Age of children 10–14 years 11.95% Home ownership 0–3 0.25% 15–19 years 8.50% Homeowner 86.25% 4–6 0.28% 20–24 years 3.63% Renter 7.29% 7–9 3.89% 25+ years 7.51% 0.68% Unknown 6.45% 10–12 13–18 2.45%

H H26 H27 H28 H29 Everyday Moderates H28 Families of all shapes and sizes living in metro-suburban settings 0.49% 0.55%

Who we are Channel preference Head of Type of household age property 51–65 Single family 93 100 148 140 39.9% 107 99.6%

Est. Household Household income size 99 31 100 $50,000–$74,999 2 persons Key features Technology adoption 156 31.7% 117 33.1% Credit-aware Comfortable living Home Age of ownership children Music fans Married with kids Homeowner 10–12 Financially alert Average health-consciousness 107 87.1% 148 15.0% Journeymen

H H26 H27 H28 H29

Everyday Moderates H28 Families of all shapes and sizes living in metro-suburban settings 0.49% 0.55%

Head of household age Education Estimated current house value 0.18% 19–24 4.98% Less than high school 5.72% Less than $50,000 25–30 2.87% High school diploma 26.95% $50,000–$74,999 0.50% 7.16% 46.73% 1.50% 31–35 Some college $75,000–$99,999 36–45 24.36% Bachelor’s degree 14.61% $100,000–$149,999 12.06% 14.97% 5.98% 13.36% 46–50 Graduate’s degree $150,000–$174,999 51–65 39.89% $175,000–$199,999 204 14.04% 66–75 4.27% Estimated household income 22.33% $200,000–$249,999 76+ 1.50% Less than $15,000 2.49% $250,000–$299,999 14.83% $15,000–$24,999 2.61% $300,000–$349,999 9.99% Family structure $25,000–$34,999 3.97% $350,000–$399,999 5.76% With kids $35,000–$49,999 11.90% $400,000–$499,999 4.51% Married 65.05% $50,000–$74,999 31.70% $500,000–$749,999 0.94% Single male 1.56% $75,000–$99,999 25.28% $750,000+ 0.02% 1.75% 10.75% Single female $100,000–$124,999 Length of residency Unknown status 0.46% $125,000–$149,999 7.30% 1.67% 12.60% Without kids $150,000–$174,999 1 year or less Married 27.57% $175,000–$199,999 1.08% 2–3 years 8.71% 1.56% 0.78% 4–5 years 8.37% Single male $200,000–$249,999 Single female 0.70% $250,000+ 0.48% 6–7 years 10.53% Unknown status 1.36% 8–9 years 8.75% Age of children 10–14 years 20.04% Home ownership 0–3 7.83% 15–19 years 16.37% Homeowner 87.08% 4–6 6.42% 20–24 years 6.52% Renter 6.48% 7–9 12.16% 25+ years 8.11% 14.95% Unknown 6.44% 10–12 13–18 16.29%

H H26 H27 H28 H29 Destination Recreation H29 Middle-aged, midscale couples enjoying active lifestyles in the suburbs 0.44% 0.36%

Who we are Channel preference Head of Type of household age property 36–45 Single family 115 120 56 454 69.9% 103 95.8%

Est. Household Household income size 85 34 31 $50,000–$74,999 1 person Key features Technology adoption 145 29.4% 162 55.8% Eclectic leisure interests Visit theme parks Home Age of ownership children Middle-aged Sports focused First-time buyer 13–18 Outdoor recreation Price-conscious 229 14.6% 58 7.5% Journeymen

H H26 H27 H28 H29

Destination Recreation H29 Middle-aged, midscale couples enjoying active lifestyles in the suburbs 0.44% 0.36%

Head of household age Education Estimated current house value 0.27% 19–24 0.96% Less than high school 7.22% Less than $50,000 25–30 0.44% High school diploma 18.37% $50,000–$74,999 1.23% 0.82% 50.12% 4.26% 31–35 Some college $75,000–$99,999 36–45 454 69.94% Bachelor’s degree 17.25% $100,000–$149,999 19.76% 327 26.97% 7.05% 12.54% 46–50 Graduate’s degree $150,000–$174,999 51–65 0.52% $175,000–$199,999 12.76% 66–75 0.19% Estimated household income 19.29% $200,000–$249,999 76+ 0.16% Less than $15,000 3.66% $250,000–$299,999 11.59% $15,000–$24,999 3.17% $300,000–$349,999 8.28% Family structure $25,000–$34,999 4.73% $350,000–$399,999 3.66% With kids $35,000–$49,999 12.57% $400,000–$499,999 4.43% Married 36.08% $50,000–$74,999 29.38% $500,000–$749,999 1.69% Single male 2.00% $75,000–$99,999 24.98% $750,000+ 0.22% 3.14% 9.13% Single female $100,000–$124,999 Length of residency Unknown status 0.46% $125,000–$149,999 8.83% 1.59% 30.75% Without kids $150,000–$174,999 1 year or less Married 53.18% $175,000–$199,999 1.01% 2–3 years 206 22.08% 3.33% 0.57% 4–5 years 17.25% Single male $200,000–$249,999 Single female 1.28% $250,000+ 0.38% 6–7 years 5.77% Unknown status 0.52% 8–9 years 5.99% Age of children 10–14 years 7.13% Home ownership 0–3 1.45% 15–19 years 3.42% Homeowner 74.86% 4–6 1.04% 20–24 years 2.62% Renter 14.70% 7–9 6.04% 25+ years 5.00% 3.01% Unknown 10.44% 10–12 13–18 7.49%

I I30 I31 I32 I33 Potlucks and the Great Outdoors I30 Comfortably established, middle-income couples with children living in suburbia 1.61% 2.21%

Who we are Channel preference Head of Type of household age property 36–45 Single family 25 61 15 149 22.9% 106 98.5%

Est. Household Household income size 11 27 131 $50,000–$74,999 3 persons Key features Technology adoption 144 29.2% 138 22.7% Country living Outdoor activities Home Age of ownership children Blue-collar jobs Non-environmental Homeowner 7–9 Conservative views Motor sports fans 115 93.6% 186 21.9% Apprentices

I I30 I31 I32 I33

Potlucks and the Great Outdoors I30 Comfortably established, middle-income couples with children living in suburbia 1.61% 2.21%

Head of household age Education Estimated current house value 0.52% 19–24 4.56% Less than high school 10.86% Less than $50,000 25–30 4.72% High school diploma 36.97% $50,000–$74,999 2.00% 9.84% 32.68% 4.68% 31–35 Some college $75,000–$99,999 36–45 22.95% Bachelor’s degree 12.73% $100,000–$149,999 18.57% 15.67% 6.76% 12.04% 46–50 Graduate’s degree $150,000–$174,999 51–65 29.38% $175,000–$199,999 12.58% 66–75 8.89% Estimated household income 19.13% $200,000–$249,999 76+ 4.00% Less than $15,000 2.71% $250,000–$299,999 12.41% $15,000–$24,999 3.19% $300,000–$349,999 6.64% Family structure $25,000–$34,999 4.59% $350,000–$399,999 4.20% With kids $35,000–$49,999 10.71% $400,000–$499,999 3.86% Married 211 77.60% $50,000–$74,999 29.16% $500,000–$749,999 2.53% Single male 0.48% $75,000–$99,999 23.30% $750,000+ 0.84% 0.33% 11.43% Single female $100,000–$124,999 Length of residency Unknown status 0.45% $125,000–$149,999 8.70% 2.03% 6.49% Without kids $150,000–$174,999 1 year or less Married 20.26% $175,000–$199,999 1.72% 2–3 years 6.45% 0.52% 1.15% 4–5 years 5.50% Single male $200,000–$249,999 Single female 0.11% $250,000+ 1.31% 6–7 years 6.34% Unknown status 0.26% 8–9 years 5.49% Age of children 10–14 years 14.96% Home ownership 0–3 201 17.32% 15–19 years 15.89% Homeowner 93.58% 4–6 14.80% 20–24 years 13.40% Renter 3.28% 7–9 21.95% 25+ years 25.48% 19.49% Unknown 3.14% 10–12 13–18 21.07%

I I30 I31 I32 I33 Hard Working Values I31 Established families in smaller cities and towns with solid blue-collar jobs 0.83% 1.25%

Who we are Channel preference Head of Type of household age property 36–45 Single family 41 105 47 228 35.1% 107 99.1%

Est. Household Household income size 42 37 192 $50,000–$74,999 3 persons Key features Technology adoption 161 32.7% 142 23.4% Multi-generational households Middle class comfort Home Age of ownership children Union workers Older homes Homeowner 10–12 Bargain hunters Social media fans 115 94.0% 291 29.4% Apprentices

I I30 I31 I32 I33

Hard Working Values I31 Established families in smaller cities and towns with solid blue-collar jobs 0.83% 1.25%

Head of household age Education Estimated current house value 0.29% 19–24 2.54% Less than high school 6.14% Less than $50,000 25–30 1.86% High school diploma 34.01% $50,000–$74,999 2.54% 4.76% 37.90% 8.72% 31–35 Some college $75,000–$99,999 36–45 228 35.09% Bachelor’s degree 15.45% $100,000–$149,999 275 36.35% 236 19.43% 6.50% 224 16.03% 46–50 Graduate’s degree $150,000–$174,999 51–65 23.76% $175,000–$199,999 11.55% 66–75 8.97% Estimated household income 13.07% $200,000–$249,999 76+ 3.60% Less than $15,000 3.40% $250,000–$299,999 6.37% $15,000–$24,999 4.05% $300,000–$349,999 2.78% Family structure $25,000–$34,999 5.98% $350,000–$399,999 1.28% With kids $35,000–$49,999 14.17% $400,000–$499,999 0.78% Married 223 81.79% $50,000–$74,999 32.75% $500,000–$749,999 0.22% Single male 1.36% $75,000–$99,999 23.60% $750,000+ 0.01% 1.06% 7.65% Single female $100,000–$124,999 Length of residency Unknown status 0.78% $125,000–$149,999 5.99% 1.22% 3.67% Without kids $150,000–$174,999 1 year or less Married 13.35% $175,000–$199,999 0.52% 2–3 years 4.19% 1.10% 0.45% 4–5 years 5.02% Single male $200,000–$249,999 Single female 0.38% $250,000+ 0.22% 6–7 years 6.00% Unknown status 0.17% 8–9 years 6.07% Age of children 10–14 years 17.02% Home ownership 0–3 290 25.00% 15–19 years 16.84% Homeowner 93.96% 4–6 289 23.95% 20–24 years 11.11% Renter 2.96% 7–9 225 26.66% 25+ years 30.10% 29.39% Unknown 3.08% 10–12 291 13–18 228 29.35%

I I30 I31 I32 I33 Steadfast Conventionalists I32 Conventional Gen X families living suburban and city lifestyles 1.48% 1.79%

Who we are Channel preference Head of Type of household age property 51–65 Single family 162 70 99 118 33.7% 94 86.8%

Est. Household Household income size 97 12 114 $50,000–$74,999 5+ persons Key features Technology adoption 139 28.2% 162 17.1% Luxury homes Blue-collar jobs Home Age of ownership children School-age children Limited investments Renter 13–18 High school educated In-store shoppers 179 23.2% 265 34.1% Wizards

I I30 I31 I32 I33

Steadfast Conventionalists I32 Conventional Gen X families living suburban and city lifestyles 1.48% 1.79%

Head of household age Education Estimated current house value 0.05% 19–24 4.55% Less than high school 347 39.63% Less than $50,000 25–30 6.19% High school diploma 28.58% $50,000–$74,999 0.31% 15.04% 20.74% 0.74% 31–35 Some college $75,000–$99,999 36–45 18.98% Bachelor’s degree 7.55% $100,000–$149,999 4.61% 10.34% 3.50% 5.34% 46–50 Graduate’s degree $150,000–$174,999 51–65 33.70% $175,000–$199,999 6.02% 66–75 7.55% Estimated household income 12.34% $200,000–$249,999 76+ 3.66% Less than $15,000 3.25% $250,000–$299,999 10.13% $15,000–$24,999 4.52% $300,000–$349,999 8.82% Family structure $25,000–$34,999 8.40% $350,000–$399,999 9.20% With kids $35,000–$49,999 16.99% $400,000–$499,999 219 17.92% Married 67.24% $50,000–$74,999 28.20% $500,000–$749,999 221 21.07% Single male 5.23% $75,000–$99,999 18.48% $750,000+ 3.47% 3.65% 7.72% Single female $100,000–$124,999 Length of residency Unknown status 0.34% $125,000–$149,999 6.65% 1.57% 9.11% Without kids $150,000–$174,999 1 year or less Married 16.23% $175,000–$199,999 1.73% 2–3 years 6.81% 3.34% 1.19% 4–5 years 8.10% Single male $200,000–$249,999 Single female 1.76% $250,000+ 1.30% 6–7 years 8.34% Unknown status 2.20% 8–9 years 7.70% Age of children 10–14 years 14.66% Home ownership 0–3 10.66% 15–19 years 15.16% Homeowner 72.03% 4–6 15.16% 20–24 years 11.27% Renter 23.19% 7–9 18.70% 25+ years 18.84% 17.96% Unknown 4.78% 10–12 13–18 265 34.10%

I I30 I31 I32 I33 Balance and Harmony I33 Established families living lively lifestyles in city neighborhoods 1.22% 1.31%

Who we are Channel preference Head of Type of household age property 36–45 Single family 160 46 352 275 42.4% 107 99.1%

Est. Household Household income size 137 10 79 $50,000–$74,999 2 persons Key features Technology adoption 143 29.1% 125 35.3% Bilingual households Roots abroad Home Age of ownership children Blue-collar income Married with kids Homeowner 13–18 Soccer fans Financially curious 105 85.6% 406 52.2% Wizards

I I30 I31 I32 I33

Balance and Harmony I33 Established families living lively lifestyles in city neighborhoods 1.22% 1.31%

Head of household age Education Estimated current house value 0.30% 19–24 5.64% Less than high school 311 35.60% Less than $50,000 25–30 7.64% High school diploma 23.70% $50,000–$74,999 1.24% 202 23.65% 28.14% 2.87% 31–35 Some college $75,000–$99,999 36–45 275 42.38% Bachelor’s degree 7.91% $100,000–$149,999 16.84% 14.51% 4.64% 13.70% 46–50 Graduate’s degree $150,000–$174,999 51–65 5.28% $175,000–$199,999 11.77% 66–75 0.71% Estimated household income 18.21% $200,000–$249,999 76+ 0.20% Less than $15,000 3.92% $250,000–$299,999 12.38% $15,000–$24,999 3.90% $300,000–$349,999 8.29% Family structure $25,000–$34,999 6.72% $350,000–$399,999 5.79% With kids $35,000–$49,999 16.15% $400,000–$499,999 5.67% Married 254 93.34% $50,000–$74,999 29.09% $500,000–$749,999 2.78% Single male 2.67% $75,000–$99,999 20.11% $750,000+ 0.17% 1.59% 8.91% Single female $100,000–$124,999 Length of residency Unknown status 0.12% $125,000–$149,999 7.13% 1.75% 21.08% Without kids $150,000–$174,999 1 year or less Married 1.87% $175,000–$199,999 0.96% 2–3 years 13.86% 0.29% 0.76% 4–5 years 12.82% Single male $200,000–$249,999 Single female 0.09% $250,000+ 0.60% 6–7 years 10.07% Unknown status 0.02% 8–9 years 8.49% Age of children 10–14 years 13.67% Home ownership 0–3 10.00% 15–19 years 9.47% Homeowner 85.55% 4–6 214 17.78% 20–24 years 4.52% Renter 7.98% 7–9 223 26.35% 25+ years 6.01% 26.96% Unknown 6.47% 10–12 267 13–18 406 52.17%

J J34 J35 J36 Suburban Sophisticates J34 Established sophisticates living comfortable suburban lifestyles 2.24% 2.90%

Who we are Channel preference Head of Type of household age property 66–75 Single family 14 173 2 412 48.7% 108 99.7%

Est. Household Household income size 12 58 60 $50,000–$74,999 2 persons Key features Technology adoption 138 28.0% 132 37.2% Retired Financially secure Home Age of ownership children AARP members Established homes Homeowner 0–3 Avid newspaper readers Republican households 120 98.3% 16 1.4% Novices

J J34 J35 J36

Suburban Sophisticates J34 Established sophisticates living comfortable suburban lifestyles 2.24% 2.90%

Head of household age Education Estimated current house value 0.05% 19–24 0.28% Less than high school 6.56% Less than $50,000 25–30 0.16% High school diploma 43.47% $50,000–$74,999 0.22% 0.23% 20.10% 1.28% 31–35 Some college $75,000–$99,999 36–45 0.70% Bachelor’s degree 16.87% $100,000–$149,999 11.62% 1.40% 12.99% 11.05% 46–50 Graduate’s degree $150,000–$174,999 51–65 14.45% $175,000–$199,999 11.97% 66–75 412 48.75% Estimated household income 21.17% $200,000–$249,999 76+ 357 34.04% Less than $15,000 4.51% $250,000–$299,999 14.72% $15,000–$24,999 6.25% $300,000–$349,999 9.65% Family structure $25,000–$34,999 11.11% $350,000–$399,999 6.04% With kids $35,000–$49,999 20.37% $400,000–$499,999 6.52% Married 4.78% $50,000–$74,999 27.98% $500,000–$749,999 4.96% Single male 0.03% $75,000–$99,999 16.39% $750,000+ 0.74% 0.06% 8.03% Single female $100,000–$124,999 Length of residency Unknown status 0.53% $125,000–$149,999 1.85% 1.74% 2.76% Without kids $150,000–$174,999 1 year or less Married 77.84% $175,000–$199,999 0.59% 2–3 years 2.22% 1.54% 0.37% 4–5 years 1.88% Single male $200,000–$249,999 Single female 0.73% $250,000+ 0.81% 6–7 years 2.19% Unknown status 14.49% 8–9 years 2.29% Age of children 10–14 years 6.99% Home ownership 0–3 1.41% 15–19 years 9.41% Homeowner 98.31% 4–6 1.23% 20–24 years 11.81% Renter 0.64% 7–9 0.71% 25+ years 297 60.46% 0.64% Unknown 1.05% 10–12 13–18 0.64%

J J34 J35 J36 Rural Escape J35 Sophisticated, established couples and singles living comfortable lives in rural towns 1.68% 1.82%

Who we are Channel preference Head of Type of household age property 66–75 Single family 18 60 8 297 35.1% 106 98.1%

Est. Household Household income size 5 15 30 $35,000–$49,999 2 persons Key features Technology adoption 171 20.1% 126 35.4% Country living Modest educations Home Age of ownership children Risk averse Outdoor activities Homeowner 7–9 Traditional media Satellite TV 113 92.7% 32 3.8% Novices

J J34 J35 J36

Rural Escape J35 Sophisticated, established couples and singles living comfortable lives in rural towns 1.68% 1.82%

Head of household age Education Estimated current house value 1.26% 19–24 2.07% Less than high school 16.23% Less than $50,000 25–30 1.45% High school diploma 41.30% $50,000–$74,999 3.59% 3.08% 26.94% 6.99% 31–35 Some college $75,000–$99,999 36–45 7.87% Bachelor’s degree 9.94% $100,000–$149,999 21.95% 8.56% 5.58% 12.62% 46–50 Graduate’s degree $150,000–$174,999 51–65 11.59% $175,000–$199,999 11.23% 66–75 297 35.06% Estimated household income 15.43% $200,000–$249,999 76+ 318 30.32% Less than $15,000 7.89% $250,000–$299,999 9.91% $15,000–$24,999 9.71% $300,000–$349,999 6.10% Family structure $25,000–$34,999 13.42% $350,000–$399,999 3.67% With kids $35,000–$49,999 20.14% $400,000–$499,999 3.79% Married 16.98% $50,000–$74,999 24.38% $500,000–$749,999 2.65% Single male 0.23% $75,000–$99,999 12.74% $750,000+ 0.80% 0.21% 5.06% Single female $100,000–$124,999 Length of residency Unknown status 0.81% $125,000–$149,999 3.59% 1.04% 7.01% Without kids $150,000–$174,999 1 year or less Married 67.95% $175,000–$199,999 0.80% 2–3 years 5.76% 1.17% 0.43% 4–5 years 4.99% Single male $200,000–$249,999 Single female 0.52% $250,000+ 0.80% 6–7 years 5.82% Unknown status 12.12% 8–9 years 6.05% Age of children 10–14 years 12.36% Home ownership 0–3 1.66% 15–19 years 13.27% Homeowner 92.71% 4–6 1.35% 20–24 years 15.31% Renter 3.45% 7–9 3.80% 25+ years 29.44% 1.35% Unknown 3.83% 10–12 13–18 1.67%

J J34 J35 J36 Settled and Sensible J36 Mature, established couples with adult children and singles in suburban and rural neighborhoods 1.58% 1.86%

Who we are Channel preference Head of Type of household age property 51–65 Single family 27 102 45 143 40.8% 107 99.0%

Est. Household Household income size 21 18 85 $35,000–$49,999 2 persons Key features Technology adoption 198 23.3% 107 30.2% Humble living Stable lifestyle Home Age of ownership children Limited financial savings Modest spending Homeowner 0–3 Retired Limited internet activity 114 93.6% 55 4.8% Novices

J J34 J35 J36

Settled and Sensible J36 Mature, established couples with adult children and singles in suburban and rural neighborhoods 1.58% 1.86%

Head of household age Education Estimated current house value 9.40% 19–24 2.78% Less than high school 9.24% Less than $50,000 387 25–30 3.12% High school diploma 52.59% $50,000–$74,999 493 20.83% 3.37% 24.96% 24.33% 31–35 Some college $75,000–$99,999 446 36–45 8.31% Bachelor’s degree 9.10% $100,000–$149,999 222 29.39% 6.58% 4.11% 6.27% 46–50 Graduate’s degree $150,000–$174,999 51–65 40.77% $175,000–$199,999 3.63% 66–75 21.10% Estimated household income 3.60% $200,000–$249,999 76+ 13.98% Less than $15,000 7.92% $250,000–$299,999 1.62% $15,000–$24,999 10.42% $300,000–$349,999 0.59% Family structure $25,000–$34,999 204 15.22% $350,000–$399,999 0.26% With kids $35,000–$49,999 23.29% $400,000–$499,999 0.06% Married 18.24% $50,000–$74,999 26.53% $500,000–$749,999 0.02% Single male 0.65% $75,000–$99,999 12.00% $750,000+ 0.01% 0.91% 2.51% Single female $100,000–$124,999 Length of residency Unknown status 202 0.93% $125,000–$149,999 1.30% 0.37% 6.63% Without kids $150,000–$174,999 1 year or less Married 48.13% $175,000–$199,999 0.15% 2–3 years 4.93% 10.44% 0.14% 4–5 years 4.59% Single male $200,000–$249,999 Single female 4.57% $250,000+ 0.13% 6–7 years 4.10% Unknown status 208 16.13% 8–9 years 4.15% Age of children 10–14 years 10.12% Home ownership 0–3 4.77% 15–19 years 10.41% Homeowner 93.55% 4–6 3.82% 20–24 years 11.46% Renter 3.06% 7–9 3.64% 25+ years 215 43.62% 4.04% Unknown 3.39% 10–12 13–18 4.73%

K K37 K38 K39 K40 Wired for Success K37 Young, mid-income singles and couples living socially-active city lives 1.67% 1.19%

Who we are Channel preference Head of Type of household age property 25–30 Multi-family: 10–19 units 196 114 72 279 28.7% 1659 10.8%

Est. Household Household income size 317 132 27 $75,000–$99,999 1 person Key features Technology adoption 143 22.2% 243 83.8% Conspicuous consumption Digital media gurus Home Age of ownership children First homes Status-seekers Renter 13–18 Liberal household Active lifestyles 479 61.9% 66 8.5% Journeymen

K K37 K38 K39 K40

Wired for Success K37 Young, mid-income singles and couples living socially-active city lives 1.67% 1.19%

Head of household age Education Estimated current house value 0.34% 19–24 6.00% Less than high school 10.10% Less than $50,000 25–30 279 28.68% High school diploma 22.02% $50,000–$74,999 1.09% 223 26.05% 33.21% 1.87% 31–35 Some college $75,000–$99,999 36–45 19.87% Bachelor’s degree 17.29% $100,000–$149,999 8.17% 8.58% 17.37% 4.76% 46–50 Graduate’s degree $150,000–$174,999 51–65 8.25% $175,000–$199,999 4.87% 66–75 1.44% Estimated household income 11.33% $200,000–$249,999 76+ 1.12% Less than $15,000 2.43% $250,000–$299,999 10.36% $15,000–$24,999 3.18% $300,000–$349,999 10.16% Family structure $25,000–$34,999 4.58% $350,000–$399,999 7.30% With kids $35,000–$49,999 8.90% $400,000–$499,999 12.16% Married 20.37% $50,000–$74,999 21.10% $500,000–$749,999 14.72% Single male 316 8.74% $75,000–$99,999 22.16% $750,000+ 12.87% 10.68% 12.99% Single female 338 $100,000–$124,999 Length of residency Unknown status 329 1.52% $125,000–$149,999 10.10% 5.27% 356 55.48% Without kids $150,000–$174,999 1 year or less Married 29.60% $175,000–$199,999 3.59% 2–3 years 18.28% 243 15.63% 2.41% 4–5 years 9.53% Single male $200,000–$249,999 Single female 249 9.24% $250,000+ 3.30% 6–7 years 4.99% Unknown status 4.22% 8–9 years 3.73% Age of children 10–14 years 4.44% Home ownership 0–3 4.16% 15–19 years 1.95% Homeowner 24.59% 4–6 3.30% 20–24 years 0.79% Renter 479 61.93% 7–9 7.89% 25+ years 0.81% 3.89% Unknown 252 13.48% 10–12 13–18 8.53%

K K37 K38 K39 K40 Modern Blend K38 Comfortably established singles and couples living suburban lifestyles 1.15% 1.10%

Who we are Channel preference Head of Type of household age property 31–35 Multi-family: 2 units 237 62 64 134 15.6% 2400 34.5%

Est. Household Household income size 224 151 64 $50,000–$74,999 1 person Key features Technology adoption 108 22.0% 167 57.5% City lifestyle Suburban Home Age of ownership children High value housing Renters Renter 13–18 Culturally diverse Luxury lifestyle 353 45.7% 66 8.4% Wizards

K K37 K38 K39 K40

Modern Blend K38 Comfortably established singles and couples living suburban lifestyles 1.15% 1.10%

Head of household age Education Estimated current house value 0.03% 19–24 4.38% Less than high school 14.94% Less than $50,000 25–30 12.75% High school diploma 27.72% $50,000–$74,999 0.20% 15.63% 26.40% 1.18% 31–35 Some college $75,000–$99,999 36–45 14.97% Bachelor’s degree 19.03% $100,000–$149,999 4.26% 9.07% 11.92% 3.31% 46–50 Graduate’s degree $150,000–$174,999 51–65 27.98% $175,000–$199,999 2.94% 66–75 8.72% Estimated household income 6.10% $200,000–$249,999 76+ 6.51% Less than $15,000 3.57% $250,000–$299,999 6.53% $15,000–$24,999 4.52% $300,000–$349,999 7.40% Family structure $25,000–$34,999 6.30% $350,000–$399,999 7.20% With kids $35,000–$49,999 11.60% $400,000–$499,999 16.35% Married 26.08% $50,000–$74,999 21.96% $500,000–$749,999 304 29.04% Single male 5.04% $75,000–$99,999 16.38% $750,000+ 208 15.46% 5.90% 10.07% Single female $100,000–$124,999 Length of residency Unknown status 0.17% $125,000–$149,999 11.17% 3.43% 15.49% Without kids $150,000–$174,999 1 year or less Married 31.61% $175,000–$199,999 4.49% 2–3 years 13.15% 238 15.28% 2.53% 4–5 years 11.43% Single male $200,000–$249,999 Single female 220 8.18% $250,000+ 3.97% 6–7 years 10.22% Unknown status 7.74% 8–9 years 8.09% Age of children 10–14 years 15.83% Home ownership 0–3 5.96% 15–19 years 10.33% Homeowner 40.88% 4–6 5.18% 20–24 years 5.27% Renter 353 45.65% 7–9 8.00% 25+ years 10.19% 5.18% Unknown 252 13.47% 10–12 13–18 8.43%

K K37 K38 K39 K40 Metro Fusion K39 Middle-aged singles living urban and suburban active lifestyles 0.41% 0.32%

Who we are Channel preference Head of Type of household age property 36–45 Multi-family: 50–100 units 177 65 142 335 51.7% 2844 21.5%

Est. Household Household income size 177 99 38 $50,000–$74,999 1 person Key features Technology adoption 149 30.2% 212 72.9% City apartment living Modest investments Home Age of ownership children Middle-aged Politically disengaged Renter 13–18 Digitally dependent Singles 263 33.9% 99 12.7% Journeymen

K K37 K38 K39 K40

Metro Fusion K39 Middle-aged singles living urban and suburban active lifestyles 0.41% 0.32%

Head of household age Education Estimated current house value 1.03% 19–24 1.89% Less than high school 7.88% Less than $50,000 25–30 4.88% High school diploma 22.96% $50,000–$74,999 3.00% 5.74% 34.70% 6.08% 31–35 Some college $75,000–$99,999 36–45 335 51.67% Bachelor’s degree 24.16% $100,000–$149,999 16.11% 208 17.14% 10.28% 8.48% 46–50 Graduate’s degree $150,000–$174,999 51–65 15.68% $175,000–$199,999 10.37% 66–75 1.63% Estimated household income 12.25% $200,000–$249,999 76+ 1.37% Less than $15,000 4.97% $250,000–$299,999 8.83% $15,000–$24,999 4.20% $300,000–$349,999 7.20% Family structure $25,000–$34,999 6.43% $350,000–$399,999 7.80% With kids $35,000–$49,999 19.28% $400,000–$499,999 8.65% Married 5.57% $50,000–$74,999 30.25% $500,000–$749,999 7.88% Single male 422 11.65% $75,000–$99,999 17.99% $750,000+ 2.31% 18.94% 7.03% Single female 599 $100,000–$124,999 Length of residency Unknown status 0.26% $125,000–$149,999 4.11% 2.23% 16.62% Without kids $150,000–$174,999 1 year or less Married 8.91% $175,000–$199,999 1.80% 2–3 years 16.20% 549 35.30% 0.94% 4–5 years 16.88% Single male $200,000–$249,999 Single female 485 17.99% $250,000+ 0.77% 6–7 years 11.14% Unknown status 1.37% 8–9 years 7.80% Age of children 10–14 years 15.08% Home ownership 0–3 2.83% 15–19 years 9.25% Homeowner 56.56% 4–6 2.57% 20–24 years 3.26% Renter 263 33.93% 7–9 3.17% 25+ years 3.77% 3.68% Unknown 9.51% 10–12 13–18 12.68%

K K37 K38 K39 K40 Bohemian Groove K40 Mature, unattached individuals enjoying settled urban lives 1.60% 1.13%

Who we are Channel preference Head of Type of household age property 51–65 Multi-family: 5–9 units 84 89 116 137 38.9% 881 7.4%

Est. Household Household income size 160 45 20 $50,000–$74,999 1 person Key features Technology adoption 134 27.2% 239 82.2% Apartment dwellers Single adults Home Age of ownership children Gourmet cooking Modest living Renter 13–18 Value-conscious shoppers Eclectic interests 545 70.4% 22 2.9% Wizards

K K37 K38 K39 K40

Bohemian Groove K40 Mature, unattached individuals enjoying settled urban lives 1.60% 1.13%

Head of household age Education Estimated current house value 2.08% 19–24 6.20% Less than high school 10.85% Less than $50,000 25–30 7.11% High school diploma 28.17% $50,000–$74,999 5.47% 5.90% 39.52% 9.67% 31–35 Some college $75,000–$99,999 36–45 18.17% Bachelor’s degree 12.91% $100,000–$149,999 24.72% 8.90% 8.54% 11.56% 46–50 Graduate’s degree $150,000–$174,999 51–65 38.90% $175,000–$199,999 9.50% 66–75 7.92% Estimated household income 13.22% $200,000–$249,999 76+ 6.90% Less than $15,000 9.96% $250,000–$299,999 8.59% $15,000–$24,999 10.75% $300,000–$349,999 4.95% Family structure $25,000–$34,999 13.78% $350,000–$399,999 3.43% With kids $35,000–$49,999 18.05% $400,000–$499,999 3.28% Married 1.98% $50,000–$74,999 27.23% $500,000–$749,999 2.58% Single male 3.31% $75,000–$99,999 10.46% $750,000+ 0.96% 7.84% 3.66% Single female 248 $100,000–$124,999 Length of residency Unknown status 0.56% $125,000–$149,999 3.76% 0.96% 209 32.56% Without kids $150,000–$174,999 1 year or less Married 5.18% $175,000–$199,999 0.87% 2–3 years 16.36% 633 40.73% 0.17% 4–5 years 13.91% Single male $200,000–$249,999 Single female 788 29.25% $250,000+ 0.35% 6–7 years 8.86% Unknown status 11.16% 8–9 years 7.57% Age of children 10–14 years 9.73% Home ownership 0–3 1.87% 15–19 years 5.05% Homeowner 20.23% 4–6 1.46% 20–24 years 2.35% Renter 545 70.40% 7–9 1.89% 25+ years 3.62% 1.46% Unknown 9.38% 10–12 13–18 2.87%

L L41 L42 L43 Booming and Consuming L41 Older empty-nesting couples and singles enjoying relaxed lives in outskirt towns 0.83% 0.73%

Who we are Channel preference Head of Type of household age property 51–65 Single family 53 164 2 184 52.4% 99 91.9%

Est. Household Household income size 26 69 35 $50,000–$74,999 1 person Key features Technology adoption 133 27.0% 153 52.9% Rural lifestyles Married without kids Home Age of ownership children Read newpapers Home and garden enthusiasts Renter 0–3 Disposable income Trendsetters 128 16.6% 20 1.7% Novices

L L41 L42 L43

Booming and Consuming L41 Older empty-nesting couples and singles enjoying relaxed lives in outskirt towns 0.83% 0.73%

Head of household age Education Estimated current house value 0.25% 19–24 1.79% Less than high school 8.77% Less than $50,000 25–30 2.69% High school diploma 27.82% $50,000–$74,999 0.68% 4.59% 37.64% 1.75% 31–35 Some college $75,000–$99,999 36–45 7.02% Bachelor’s degree 13.95% $100,000–$149,999 8.29% 4.29% 11.82% 6.81% 46–50 Graduate’s degree $150,000–$174,999 51–65 52.38% $175,000–$199,999 8.40% 66–75 14.74% Estimated household income 17.78% $200,000–$249,999 76+ 12.48% Less than $15,000 4.92% $250,000–$299,999 16.49% $15,000–$24,999 5.46% $300,000–$349,999 11.99% Family structure $25,000–$34,999 5.96% $350,000–$399,999 8.68% With kids $35,000–$49,999 12.05% $400,000–$499,999 9.61% Married 9.39% $50,000–$74,999 26.98% $500,000–$749,999 7.58% Single male 0.23% $75,000–$99,999 18.81% $750,000+ 1.70% 0.29% 10.27% Single female $100,000–$124,999 Length of residency Unknown status 221 1.02% $125,000–$149,999 8.49% 2.20% 25.22% Without kids $150,000–$174,999 1 year or less Married 54.36% $175,000–$199,999 2.35% 2–3 years 18.21% 4.52% 1.25% 4–5 years 14.34% Single male $200,000–$249,999 Single female 2.23% $250,000+ 1.25% 6–7 years 7.67% Unknown status 361 27.95% 8–9 years 7.12% Age of children 10–14 years 9.05% Home ownership 0–3 1.70% 15–19 years 7.80% Homeowner 77.09% 4–6 1.36% 20–24 years 4.30% Renter 16.55% 7–9 1.22% 25+ years 6.30% 0.93% Unknown 6.36% 10–12 13–18 1.67%

L L41 L42 L43 Rooted Flower Power L42 Mid-scale baby boomer singles and couples rooted in established communities and approaching retirement 1.49% 1.60%

Who we are Channel preference Head of Type of household age property 51–65 Single family 36 132 33 301 85.6% 103 95.3%

Est. Household Household income size 28 51 72 $50,000–$74,999 1 person Key features Technology adoption 159 32.2% 120 41.3% Nearing retirement Deeply rooted Home Age of ownership children Single adults Liberal Homeowner 13–18 Bargain hunters Cultural arts 109 88.8% 11 1.4% Novices

L L41 L42 L43

Rooted Flower Power L42 Mid-scale baby boomer singles and couples rooted in established communities and approaching retirement 1.49% 1.60%

Head of household age Education Estimated current house value 0.44% 19–24 0.75% Less than high school 7.10% Less than $50,000 25–30 0.43% High school diploma 42.26% $50,000–$74,999 2.48% 0.51% 28.20% 6.93% 31–35 Some college $75,000–$99,999 36–45 1.66% Bachelor’s degree 14.53% $100,000–$149,999 26.35% 1.41% 7.92% 13.31% 46–50 Graduate’s degree $150,000–$174,999 51–65 301 85.58% $175,000–$199,999 11.38% 66–75 6.99% Estimated household income 15.69% $200,000–$249,999 76+ 2.67% Less than $15,000 5.17% $250,000–$299,999 9.56% $15,000–$24,999 5.15% $300,000–$349,999 5.54% Family structure $25,000–$34,999 7.97% $350,000–$399,999 3.19% With kids $35,000–$49,999 18.03% $400,000–$499,999 3.11% Married 4.00% $50,000–$74,999 32.17% $500,000–$749,999 1.84% Single male 0.53% $75,000–$99,999 18.64% $750,000+ 0.18% 1.09% 6.06% Single female $100,000–$124,999 Length of residency Unknown status 0.31% $125,000–$149,999 4.01% 0.90% 7.59% Without kids $150,000–$174,999 1 year or less Married 40.61% $175,000–$199,999 0.95% 2–3 years 7.03% 310 19.96% 0.46% 4–5 years 6.59% Single male $200,000–$249,999 Single female 322 11.97% $250,000+ 0.49% 6–7 years 5.59% Unknown status 278 21.55% 8–9 years 5.78% Age of children 10–14 years 13.26% Home ownership 0–3 0.96% 15–19 years 13.84% Homeowner 88.77% 4–6 0.77% 20–24 years 10.36% Renter 6.74% 7–9 0.58% 25+ years 29.98% 0.59% Unknown 4.49% 10–12 13–18 1.45%

L L41 L42 L43 Homemade Happiness L43 Lower middle-class baby boomer households living in remote town and country homes 1.58% 1.75%

Who we are Channel preference Head of Type of household age property 51–65 Single family 26 64 24 304 86.5% 106 97.9%

Est. Household Household income size 5 8 52 $50,000–$74,999 2 persons Key features Technology adoption 147 29.8% 108 30.5% Humble rural living Blue-collar and agricultural jobs Home Age of ownership children Cash not credit Hunting and fishing Homeowner 0–3 Pragmatic shoppers Traditional family values 110 89.6% 26 2.2% Novices

L L41 L42 L43

Homemade Happiness L43 Lower middle-class baby boomer households living in remote town and country homes 1.58% 1.75%

Head of household age Education Estimated current house value 8.58% 19–24 0.54% Less than high school 12.00% Less than $50,000 353 25–30 0.23% High school diploma 211 56.24% $50,000–$74,999 403 17.00% 0.73% 22.46% 20.22% 31–35 Some college $75,000–$99,999 371 36–45 0.65% Bachelor’s degree 6.37% $100,000–$149,999 233 30.78% 1.16% 2.93% 8.37% 46–50 Graduate’s degree $150,000–$174,999 51–65 304 86.48% $175,000–$199,999 5.70% 66–75 6.83% Estimated household income 4.94% $200,000–$249,999 76+ 3.38% Less than $15,000 231 11.87% $250,000–$299,999 2.48% $15,000–$24,999 10.49% $300,000–$349,999 1.07% Family structure $25,000–$34,999 12.25% $350,000–$399,999 0.48% With kids $35,000–$49,999 18.82% $400,000–$499,999 0.26% Married 14.14% $50,000–$74,999 29.77% $500,000–$749,999 0.12% Single male 0.18% $75,000–$99,999 11.07% $750,000+ 0.00% 0.26% 3.30% Single female $100,000–$124,999 Length of residency Unknown status 0.90% $125,000–$149,999 1.72% 0.30% 7.71% Without kids $150,000–$174,999 1 year or less Married 58.30% $175,000–$199,999 0.24% 2–3 years 6.81% 3.29% 0.12% 4–5 years 5.97% Single male $200,000–$249,999 Single female 1.61% $250,000+ 0.05% 6–7 years 6.91% Unknown status 275 21.32% 8–9 years 7.42% Age of children 10–14 years 14.56% Home ownership 0–3 2.21% 15–19 years 14.57% Homeowner 89.63% 4–6 1.66% 20–24 years 15.14% Renter 6.08% 7–9 2.59% 25+ years 20.92% 1.90% Unknown 4.29% 10–12 13–18 2.41%

M M44 M45 Creative Comfort M44 Rural families with modest incomes and diverse household dynamics 1.25% 1.61%

Who we are Channel preference Head of Type of household age property 36–45 Single family 33 59 105 205 31.6% 106 97.9%

Est. Household Household income size 39 10 130 $50,000–$74,999 2 persons Key features Technology adoption 155 31.5% 119 33.5% Large families Rural communities Home Age of ownership children Working-class lifestyles Racing fan Homeowner 7–9 True browns Country life 102 83.6% 432 51.1% Wizards

M M44 M45

Creative Comfort M44 Rural families with modest incomes and diverse household dynamics 1.25% 1.61%

Head of household age Education Estimated current house value 19–24 8.33% Less than high school 16.53% Less than $50,000 4.66% 25–30 15.45% High school diploma 32.84% $50,000–$74,999 278 11.75% 31–35 203 23.76% Some college 35.00% $75,000–$99,999 296 16.16% 36–45 205 31.60% Bachelor’s degree 10.17% 245 32.44% $100,000–$149,999 46–50 11.40% Graduate’s degree 5.46% $150,000–$174,999 11.20% 51–65 7.49% $175,000–$199,999 7.86% Estimated household income 66–75 1.58% $200,000–$249,999 8.55% 76+ 0.38% Less than $15,000 8.15% $250,000–$299,999 3.76% $15,000–$24,999 7.01% $300,000–$349,999 1.77% Family structure $25,000–$34,999 8.54% $350,000–$399,999 0.82% With kids $35,000–$49,999 16.21% $400,000–$499,999 0.68% Married 259 95.07% $50,000–$74,999 31.49% $500,000–$749,999 0.30% Single male 1.49% $75,000–$99,999 17.57% $750,000+ 0.07% Single female 1.48% $100,000–$124,999 6.01% Length of residency Unknown status 0.32% $125,000–$149,999 3.30% $150,000–$174,999 0.86% 1 year or less 8.99% Without kids Married 1.55% $175,000–$199,999 0.39% 2–3 years 8.67% Single male 0.07% $200,000–$249,999 0.23% 4–5 years 8.47% 0.24% 9.87% Single female 0.02% $250,000+ 6–7 years Unknown status 0.01% 8–9 years 8.78% Age of children 18.17% Home ownership 10–14 years 0–3 428 36.87% 15–19 years 14.54% 83.56% 493 40.85% 9.66% Homeowner 4–6 20–24 years Renter 9.78% 7–9 432 51.12% 25+ years 12.86% 6.66% 10–12 390 39.37% Unknown 13–18 258 33.17%

M M44 M45 Growing and Expanding M45 Young, working-class families and single parent households living in small established city residences 1.28% 1.30%

Who we are Channel preference Head of Type of household age property 25–30 Single family 69 60 389 259 26.6% 106 98.1%

Est. Household Household income size 91 10 97 Less than $15,000 1 person Key features Technology adoption 257 13.2% 126 43.4% Rural living Enjoy bargain hunting Home Age of ownership children Engage via radio Early childrearing years Renter 0–3 Bowling leagues Home-based family activities 209 27.1% 331 28.5% Wizards

M M44 M45

Growing and Expanding M45 Young, working-class families and single parent households living in small established city residences 1.28% 1.30%

Head of household age Education Estimated current house value 19–24 280 12.76% Less than high school 15.43% Less than $50,000 531 12.89% 25–30 259 26.61% High school diploma 31.54% $50,000–$74,999 541 22.83% 31–35 22.67% Some college 38.01% $75,000–$99,999 419 22.89% 36–45 20.98% Bachelor’s degree 10.06% 25.81% $100,000–$149,999 46–50 5.97% Graduate’s degree 4.96% $150,000–$174,999 5.91% 51–65 9.38% $175,000–$199,999 3.37% Estimated household income 66–75 1.20% $200,000–$249,999 3.61% 76+ 0.44% Less than $15,000 257 13.25% $250,000–$299,999 1.62% $15,000–$24,999 228 12.69% $300,000–$349,999 0.55% Family structure $25,000–$34,999 203 15.12% $350,000–$399,999 0.24% With kids $35,000–$49,999 19.56% $400,000–$499,999 0.26% Married 55.86% $50,000–$74,999 25.40% $500,000–$749,999 0.02% Single male 410 11.33% $75,000–$99,999 9.65% $750,000+ 0.02% Single female 419 13.23% $100,000–$124,999 2.31% Length of residency Unknown status 374 1.72% $125,000–$149,999 1.26% $150,000–$174,999 0.30% 1 year or less 18.80% Without kids Married 8.73% $175,000–$199,999 0.15% 2–3 years 13.62% Single male 6.00% $200,000–$249,999 0.19% 4–5 years 12.04% 0.11% 8.82% Single female 2.85% $250,000+ 6–7 years Unknown status 0.26% 8–9 years 7.11% Age of children 14.45% Home ownership 10–14 years 0–3 331 28.50% 15–19 years 8.31% 62.35% 307 25.44% 5.12% Homeowner 4–6 20–24 years Renter 209 27.06% 7–9 227 26.84% 25+ years 11.73% 10.59% 10–12 202 20.33% Unknown 13–18 19.26%

N N46 N47 N48 N49 True Grit Americans N46 Middle-aged, lower middle-class households in town and country communities located 1.10% 1.04% in the nation’s midsection

Who we are Channel preference Head of Type of household age property 36–45 Single family 51 69 35 133 20.4% 106 98.0%

Est. Household Household income size 26 24 67 $50,000–$74,999 1 person Key features Technology adoption 139 28.2% 121 41.7% Rural residences Live within means Home Age of ownership children Basic cell phones Lower value housing Unknown 0–3 Rodeos Blue-collar jobs 176 9.4% 95 8.1% Novices

N N46 N47 N48 N49

True Grit Americans N46 Middle-aged, lower middle-class households in town and country communities located 1.10% 1.04% in the nation’s midsection

Head of household age Education Estimated current house value 1.34% 19–24 7.75% Less than high school 11.56% Less than $50,000 25–30 9.17% High school diploma 27.36% $50,000–$74,999 5.47% 10.87% 38.02% 11.99% 31–35 Some college $75,000–$99,999 220 36–45 20.43% Bachelor’s degree 14.23% $100,000–$149,999 242 32.07% 11.13% 8.83% 12.99% 46–50 Graduate’s degree $150,000–$174,999 51–65 22.64% $175,000–$199,999 9.48% 66–75 9.15% Estimated household income 12.25% $200,000–$249,999 76+ 8.86% Less than $15,000 7.60% $250,000–$299,999 6.66% $15,000–$24,999 6.25% $300,000–$349,999 3.08% Family structure $25,000–$34,999 9.06% $350,000–$399,999 1.94% With kids $35,000–$49,999 15.37% $400,000–$499,999 1.49% Married 34.58% $50,000–$74,999 28.18% $500,000–$749,999 0.86% Single male 1.46% $75,000–$99,999 16.26% $750,000+ 0.39% 2.39% 7.10% Single female $100,000–$124,999 Length of residency Unknown status 310 1.43% $125,000–$149,999 5.51% 1.67% 18.50% Without kids $150,000–$174,999 1 year or less Married 42.30% $175,000–$199,999 1.28% 2–3 years 12.56% 6.25% 0.84% 4–5 years 10.52% Single male $200,000–$249,999 Single female 3.20% $250,000+ 0.88% 6–7 years 8.59% Unknown status 8.39% 8–9 years 7.93% Age of children 10–14 years 11.94% Home ownership 0–3 8.14% 15–19 years 8.90% Homeowner 80.53% 4–6 6.97% 20–24 years 6.39% Renter 10.03% 7–9 8.68% 25+ years 14.69% 7.35% Unknown 9.44% 10–12 13–18 8.56%

N N46 N47 N48 N49 Countrified Pragmatics N47 Modest income couples and singles living rural, casual lives 1.08% 0.81%

Who we are Channel preference Head of Type of household age property 31–35 Single family 54 72 69 193 22.6% 104 96.9%

Est. Household Household income size 47 11 15 $50,000–$74,999 1 person Key features Technology adoption 142 28.8% 193 66.5% Blue-collar and honest livings Politically disengaged Home Age of ownership children Farming jobs Pickup owners Unknown 7–9 Active outdoor lifestyles Modest housing 236 12.6% 114 13.4% Wizards

N N46 N47 N48 N49

Countrified Pragmatics N47 Modest income couples and singles living rural, casual lives 1.08% 0.81%

Head of household age Education Estimated current house value 2.37% 19–24 237 10.80% Less than high school 22.13% Less than $50,000 25–30 14.58% High school diploma 31.70% $50,000–$74,999 6.78% 22.55% 33.90% 10.81% 31–35 Some college $75,000–$99,999 36–45 17.58% Bachelor’s degree 7.88% $100,000–$149,999 235 31.10% 10.36% 4.40% 13.15% 46–50 Graduate’s degree $150,000–$174,999 51–65 18.77% $175,000–$199,999 10.45% 66–75 2.00% Estimated household income 12.48% $200,000–$249,999 76+ 3.37% Less than $15,000 9.71% $250,000–$299,999 5.93% $15,000–$24,999 8.63% $300,000–$349,999 3.21% Family structure $25,000–$34,999 10.41% $350,000–$399,999 1.70% With kids $35,000–$49,999 17.82% $400,000–$499,999 1.19% Married 48.50% $50,000–$74,999 28.84% $500,000–$749,999 0.62% Single male 3.30% $75,000–$99,999 14.45% $750,000+ 0.21% 2.71% 5.56% Single female $100,000–$124,999 Length of residency Unknown status 502 2.32% $125,000–$149,999 2.78% 0.73% 202 31.54% Without kids $150,000–$174,999 1 year or less Married 34.51% $175,000–$199,999 0.58% 2–3 years 18.74% 4.11% 0.16% 4–5 years 13.55% Single male $200,000–$249,999 Single female 1.86% $250,000+ 0.32% 6–7 years 9.91% Unknown status 2.69% 8–9 years 6.88% Age of children 10–14 years 8.12% Home ownership 0–3 0.89% 15–19 years 4.32% Homeowner 75.43% 4–6 1.00% 20–24 years 2.97% Renter 11.95% 7–9 13.43% 25+ years 3.97% 2.03% Unknown 236 12.62% 10–12 13–18 4.26%

N N46 N47 N48 N49 Rural Southern Bliss N48 Lower to middle-income multi-generational families living in small towns 1.47% 1.68%

Who we are Channel preference Head of Type of household age property 51–65 Single family 247 72 225 113 32.0% 106 98.4%

Est. Household Household income size 42 11 127 $35,000–$49,999 5+ persons Key features Technology adoption 180 21.2% 135 14.2% Cable TV Limited discretionary spend Home Age of ownership children Modest housing Multi-generational households Homeowner 7–9 Modest educations American cars 101 82.3% 130 15.4% Wizards

N N46 N47 N48 N49

Rural Southern Bliss N48 Lower to middle-income multi-generational families living in small towns 1.47% 1.68%

Head of household age Education Estimated current house value 8.99% 19–24 6.74% Less than high school 15.96% Less than $50,000 370 25–30 6.44% High school diploma 40.66% $50,000–$74,999 429 18.13% 12.46% 29.96% 20.20% 31–35 Some college $75,000–$99,999 370 36–45 16.39% Bachelor’s degree 8.81% $100,000–$149,999 232 30.66% 10.98% 4.62% 8.85% 46–50 Graduate’s degree $150,000–$174,999 51–65 32.04% $175,000–$199,999 5.13% 66–75 8.86% Estimated household income 4.95% $200,000–$249,999 76+ 6.09% Less than $15,000 241 12.41% $250,000–$299,999 1.76% $15,000–$24,999 10.99% $300,000–$349,999 0.58% Family structure $25,000–$34,999 202 15.11% $350,000–$399,999 0.28% With kids $35,000–$49,999 21.20% $400,000–$499,999 0.26% Married 46.85% $50,000–$74,999 26.01% $500,000–$749,999 0.14% Single male 3.15% $75,000–$99,999 9.66% $750,000+ 0.06% 3.86% 2.34% Single female $100,000–$124,999 Length of residency Unknown status 320 1.48% $125,000–$149,999 1.38% 0.46% 9.24% Without kids $150,000–$174,999 1 year or less Married 28.49% $175,000–$199,999 0.26% 2–3 years 7.02% 5.92% 0.10% 4–5 years 6.66% Single male $200,000–$249,999 Single female 3.06% $250,000+ 0.08% 6–7 years 7.70% Unknown status 7.21% 8–9 years 7.43% Age of children 10–14 years 14.16% Home ownership 0–3 12.44% 15–19 years 12.21% Homeowner 82.25% 4–6 11.60% 20–24 years 12.19% Renter 8.28% 7–9 15.40% 25+ years 23.39% 12.61% Unknown 9.47% 10–12 13–18 12.10%

N N46 N47 N48 N49 Touch of Tradition N49 Working-class, middle-aged couples and singles living in rural homes 0.42% 0.38%

Who we are Channel preference Head of Type of household age property 36–45 Single family 47 47 67 322 49.7% 105 97.6%

Est. Household Household income size 6 4 34 Less than $15,000 1 person Key features Technology adoption 340 17.5% 145 50.1% Frugal-minded Farmers and blue-collar jobs Home Age of ownership children Politically unaffiliated Outdoor leisure Unknown 7–9 There's more to life than sports Budget trendsetters 211 11.3% 89 10.6% Wizards

N N46 N47 N48 N49

Touch of Tradition N49 Working-class, middle-aged couples and singles living in rural homes 0.42% 0.38%

Head of household age Education Estimated current house value 9.34% 19–24 4.61% Less than high school 219 25.04% Less than $50,000 384 25–30 4.40% High school diploma 31.01% $50,000–$74,999 458 19.36% 5.50% 30.87% 20.64% 31–35 Some college $75,000–$99,999 378 36–45 322 49.69% Bachelor’s degree 8.59% $100,000–$149,999 236 31.16% 343 28.22% 4.49% 7.82% 46–50 Graduate’s degree $150,000–$174,999 51–65 2.35% $175,000–$199,999 4.46% 66–75 2.23% Estimated household income 3.98% $200,000–$249,999 76+ 3.00% Less than $15,000 340 17.51% $250,000–$299,999 1.90% $15,000–$24,999 220 12.25% $300,000–$349,999 0.80% Family structure $25,000–$34,999 12.85% $350,000–$399,999 0.18% With kids $35,000–$49,999 16.03% $400,000–$499,999 0.24% Married 43.44% $50,000–$74,999 26.85% $500,000–$749,999 0.12% Single male 2.80% $75,000–$99,999 9.49% $750,000+ 0.00% 3.03% 2.17% Single female $100,000–$124,999 Length of residency Unknown status 947 4.37% $125,000–$149,999 2.14% 0.45% 15.46% Without kids $150,000–$174,999 1 year or less Married 37.67% $175,000–$199,999 0.18% 2–3 years 10.62% 4.49% 0.03% 4–5 years 9.28% Single male $200,000–$249,999 Single female 1.64% $250,000+ 0.06% 6–7 years 11.09% Unknown status 2.56% 8–9 years 11.06% Age of children 10–14 years 14.75% Home ownership 0–3 1.72% 15–19 years 9.43% Homeowner 79.96% 4–6 1.69% 20–24 years 8.24% Renter 8.74% 7–9 10.56% 25+ years 10.08% 3.93% Unknown 211 11.30% 10–12 13–18 6.72%

O O50 O51 O52 O53 O54 O55

Full Steam Ahead Younger and middle-aged singles gravitating to second-tier cities 0.88% 0.57% O50

Who we are Channel preference Head of Type of household age property 36–45 Multi-family: 10–19 units 150 78 330 215 33.1% 3686 24.0%

Est. Household Household income size 295 33 21 $35,000–$49,999 1 person Key features Technology adoption 183 21.6% 265 91.4% Spontaneous buyers Music enthusiasts Home Age of Single adults ownership children Savvy researchers Renter 13–18 Compact cars Skyscraper apartments 517 66.8% 67 8.6% Wizards

O O50 O51 O52 O53 O54 O55

Full Steam Ahead O50 Younger and middle-aged singles gravitating to second-tier cities 0.88% 0.57%

Head of household age Education Estimated current house value 2.86% 19–24 4.68% Less than high school 17.53% Less than $50,000 25–30 250 25.71% High school diploma 30.91% $50,000–$74,999 6.75% 17.27% 31.69% 11.04% 31–35 Some college $75,000–$99,999 202 36–45 215 33.12% Bachelor’s degree 10.65% $100,000–$149,999 211 27.92% 8.31% 9.22% 11.56% 46–50 Graduate’s degree $150,000–$174,999 51–65 8.83% $175,000–$199,999 8.96% 66–75 1.17% Estimated household income 11.56% $200,000–$249,999 76+ 0.91% Less than $15,000 6.49% $250,000–$299,999 7.27% $15,000–$24,999 9.48% $300,000–$349,999 4.03% Family structure $25,000–$34,999 13.77% $350,000–$399,999 1.95% With kids $35,000–$49,999 21.56% $400,000–$499,999 1.95% Married 12.08% $50,000–$74,999 25.19% $500,000–$749,999 1.17% Single male 409 11.30% $75,000–$99,999 11.17% $750,000+ 2.99% 16.88% 4.42% Single female 534 $100,000–$124,999 Length of residency Unknown status 338 1.56% $125,000–$149,999 2.73% 2.34% 462 71.95% Without kids $150,000–$174,999 1 year or less Married 10.26% $175,000–$199,999 1.04% 2–3 years 15.06% 402 25.84% 0.00% 4–5 years 4.55% Single male $200,000–$249,999 Single female 458 17.01% $250,000+ 1.82% 6–7 years 2.21% Unknown status 5.06% 8–9 years 1.95% Age of children 10–14 years 3.12% Home ownership 0–3 3.38% 15–19 years 0.78% Homeowner 8.83% 4–6 3.25% 20–24 years 0.39% Renter 517 66.75% 7–9 6.75% 25+ years 0.00% 5.19% Unknown 456 24.42% 10–12 13–18 8.57%

O O50 O51 O52 O53 O54 O55

Digitally Savvy Young singles who live digital-driven smaller city lifestyles 7.03% 5.01% O51

Who we are Channel preference Head of Type of household age property 25–30 Single family 136 78 208 503 51.8% 101 93.9%

Est. Household Household income size 209 23 30 $50,000–$74,999 1 person Key features Technology adoption 140 28.4% 202 69.8% Ambitious Video gamers Home Age of Single adults ownership children Eager to spend First-time buyer 7–9 Music lovers Digitally savvy 349 22.3% 81 9.6% Wizards

O O50 O51 O52 O53 O54 O55

Digitally Savvy O51 Young singles who live digital-driven smaller city lifestyles 7.03% 5.01%

Head of household age Education Estimated current house value 1.21% 19–24 257 11.74% Less than high school 16.66% Less than $50,000 25–30 503 51.77% High school diploma 24.49% $50,000–$74,999 3.71% 259 30.31% 41.66% 7.45% 31–35 Some college $75,000–$99,999 36–45 3.48% Bachelor’s degree 9.17% $100,000–$149,999 23.05% 0.81% 8.03% 12.47% 46–50 Graduate’s degree $150,000–$174,999 51–65 1.33% $175,000–$199,999 10.64% 66–75 0.32% Estimated household income 15.96% $200,000–$249,999 76+ 0.24% Less than $15,000 7.27% $250,000–$299,999 9.81% $15,000–$24,999 7.06% $300,000–$349,999 5.78% Family structure $25,000–$34,999 9.14% $350,000–$399,999 3.53% With kids $35,000–$49,999 17.48% $400,000–$499,999 3.51% Married 30.64% $50,000–$74,999 28.41% $500,000–$749,999 2.31% Single male 304 8.41% $75,000–$99,999 15.98% $750,000+ 0.58% 8.35% 7.56% Single female 264 $100,000–$124,999 Length of residency Unknown status 0.87% $125,000–$149,999 3.61% 1.59% 309 48.17% Without kids $150,000–$174,999 1 year or less Married 28.77% $175,000–$199,999 0.85% 2–3 years 21.05% 221 14.24% 0.41% 4–5 years 11.20% Single male $200,000–$249,999 Single female 209 7.78% $250,000+ 0.64% 6–7 years 5.71% Unknown status 0.93% 8–9 years 3.71% Age of children 10–14 years 3.80% Home ownership 0–3 5.05% 15–19 years 1.82% Homeowner 54.91% 4–6 3.55% 20–24 years 1.26% Renter 232 30.01% 7–9 9.61% 25+ years 3.27% 1.80% Unknown 282 15.09% 10–12 13–18 4.05%

O O50 O51 O52 O53 O54 O55

Urban Ambition Generation Y singles and single-families established in mid-market cities 2.03% 1.37% O52

Who we are Channel preference Head of Type of household age property 31–35 Multi-family: 3 units 298 79 525 258 30.2% 580 5.8%

Est. Household Household income size 295 25 30 $25,000–$34,999 1 person Key features Technology adoption 200 14.9% 244 84.3% Impulsive recreational shoppers Singles and single parents Home Age of City apartment renters ownership children Office workers Renter 7–9 Technology adapting Video game entertainment 649 83.8% 100 11.8% Wizards

O O50 O51 O52 O53 O54 O55

Urban Ambition O52 Generation Y singles and single-families established in mid-market cities 2.03% 1.37%

Head of household age Education Estimated current house value 2.88% 19–24 381 17.40% Less than high school 11.30% Less than $50,000 25–30 15.53% High school diploma 24.96% $50,000–$74,999 8.04% 258 30.21% 42.02% 12.17% 31–35 Some college $75,000–$99,999 223 36–45 19.21% Bachelor’s degree 12.60% $100,000–$149,999 203 26.85% 10.04% 9.12% 12.38% 46–50 Graduate’s degree $150,000–$174,999 51–65 6.93% $175,000–$199,999 9.40% 66–75 0.35% Estimated household income 11.93% $200,000–$249,999 76+ 0.33% Less than $15,000 226 11.67% $250,000–$299,999 5.98% $15,000–$24,999 210 11.72% $300,000–$349,999 3.21% Family structure $25,000–$34,999 14.89% $350,000–$399,999 2.05% With kids $35,000–$49,999 15.95% $400,000–$499,999 2.34% Married 10.63% $50,000–$74,999 23.23% $500,000–$749,999 2.22% Single male 584 16.14% $75,000–$99,999 11.13% $750,000+ 0.57% 24.20% 4.94% Single female 765 $100,000–$124,999 Length of residency Unknown status 0.26% $125,000–$149,999 3.38% 1.20% 288 44.93% Without kids $150,000–$174,999 1 year or less Married 4.78% $175,000–$199,999 1.07% 2–3 years 18.08% 401 25.79% 0.19% 4–5 years 13.62% Single male $200,000–$249,999 Single female 480 17.82% $250,000+ 0.64% 6–7 years 7.94% Unknown status 0.38% 8–9 years 5.65% Age of children 10–14 years 6.50% Home ownership 0–3 7.78% 15–19 years 1.73% Homeowner 5.20% 4–6 6.83% 20–24 years 0.95% Renter 649 83.84% 7–9 11.82% 25+ years 0.59% 6.53% Unknown 205 10.96% 10–12 13–18 7.47%

O O50 O51 O52 O53 O54 O55

Colleges and Cafes Youthful singles and recent college graduates living in college communities 1.16% 0.80% O53

Who we are Channel preference Head of Type of household age property 19–24 Single family 166 14 484 753 34.4% 78 71.9%

Est. Household Household income size 253 64 52 Less than $15,000 1 person Key features Technology adoption 264 13.6% 203 70.0% University towns Single adults Home Age of Bike or walk to work ownership children Active lifestyles Renter 0–3 Politically disengaged Well-educated 398 51.5% 44 3.8% Wizards

O O50 O51 O52 O53 O54 O55

Colleges and Cafes O53 Youthful singles and recent college graduates living in college communities 1.16% 0.80%

Head of household age Education Estimated current house value 0.90% 19–24 753 34.38% Less than high school 8.01% Less than $50,000 25–30 11.00% High school diploma 15.99% $50,000–$74,999 3.66% 10.44% 28.79% 6.65% 31–35 Some college $75,000–$99,999 36–45 15.13% Bachelor’s degree 23.90% $100,000–$149,999 18.55% 7.41% 23.30% 9.14% 46–50 Graduate’s degree $150,000–$174,999 51–65 14.26% $175,000–$199,999 8.14% 66–75 4.32% Estimated household income 13.30% $200,000–$249,999 76+ 3.06% Less than $15,000 264 13.60% $250,000–$299,999 9.41% $15,000–$24,999 9.44% $300,000–$349,999 5.88% Family structure $25,000–$34,999 11.00% $350,000–$399,999 4.85% With kids $35,000–$49,999 9.94% $400,000–$499,999 6.02% Married 8.64% $50,000–$74,999 20.38% $500,000–$749,999 8.08% Single male 239 6.62% $75,000–$99,999 9.01% $750,000+ 5.42% 6.98% 6.55% Single female 221 $100,000–$124,999 Length of residency Unknown status 0.17% $125,000–$149,999 6.88% 3.62% 248 38.70% Without kids $150,000–$174,999 1 year or less Married 13.80% $175,000–$199,999 4.99% 2–3 years 15.29% 566 36.37% 1.76% 4–5 years 10.17% Single male $200,000–$249,999 Single female 660 24.50% $250,000+ 2.83% 6–7 years 6.75% Unknown status 2.93% 8–9 years 5.42% Age of children 10–14 years 8.14% Home ownership 0–3 3.76% 15–19 years 4.92% Homeowner 34.84% 4–6 3.69% 20–24 years 2.53% Renter 398 51.46% 7–9 4.26% 25+ years 8.08% 2.06% Unknown 256 13.70% 10–12 13–18 4.19%

O O50 O51 O52 O53 O54 O55

Influenced by Influencers Young singles living in Midwest and Southern city centers 4.67% 2.87% O54

Who we are Channel preference Head of Type of household age property 25–30 Multi-family: 101+ units 186 26 448 648 66.7% 2125 28.8%

Est. Household Household income size 412 68 11 $50,000–$74,999 1 person Key features Technology adoption 124 25.1% 269 92.7% Career-driven Metropolitan lifestyles Home Age of Digitally dependent ownership children Active social lives Renter 13–18 Foodies First-time buyers 481 62.2% 21 2.7% Journeymen

O O50 O51 O52 O53 O54 O55

Influenced by Influencers O54 Young singles living in Midwest and Southern city centers 4.67% 2.87%

Head of household age Education Estimated current house value 1.72% 19–24 7.13% Less than high school 14.16% Less than $50,000 25–30 648 66.68% High school diploma 23.39% $50,000–$74,999 5.01% 22.87% 32.00% 8.10% 31–35 Some college $75,000–$99,999 36–45 1.99% Bachelor’s degree 14.96% $100,000–$149,999 20.16% 0.57% 15.50% 10.93% 46–50 Graduate’s degree $150,000–$174,999 51–65 0.51% $175,000–$199,999 7.48% 66–75 0.16% Estimated household income 11.98% $200,000–$249,999 76+ 0.08% Less than $15,000 8.77% $250,000–$299,999 9.04% $15,000–$24,999 7.72% $300,000–$349,999 6.32% Family structure $25,000–$34,999 11.89% $350,000–$399,999 4.57% With kids $35,000–$49,999 18.30% $400,000–$499,999 5.33% Married 1.08% $50,000–$74,999 25.08% $500,000–$749,999 4.95% Single male 251 6.94% $75,000–$99,999 12.57% $750,000+ 4.41% 8.40% 5.54% Single female 266 $100,000–$124,999 Length of residency Unknown status 0.16% $125,000–$149,999 5.03% 1.18% 420 65.45% Without kids $150,000–$174,999 1 year or less Married 7.53% $175,000–$199,999 1.67% 2–3 years 17.44% 674 43.35% 0.46% 4–5 years 7.59% Single male $200,000–$249,999 Single female 832 30.89% $250,000+ 1.78% 6–7 years 3.98% Unknown status 1.64% 8–9 years 2.02% Age of children 10–14 years 2.40% Home ownership 0–3 1.51% 15–19 years 0.57% Homeowner 17.30% 4–6 0.89% 20–24 years 0.40% Renter 481 62.16% 7–9 1.59% 25+ years 0.16% 0.48% Unknown 383 20.53% 10–12 13–18 2.66%

O O50 O51 O52 O53 O54 O55

Family Troopers Families and single parent households living near military bases 2.00% 1.48% O55

Who we are Channel preference Head of Type of household age property 25–30 Multi-family: 3 units 155 76 568 515 53.0% 523 5.2%

Est. Household Household income size 321 17 30 $15,000–$24,999 1 person Key features Technology adoption 261 14.6% 244 84.1% Renters Military base communities Home Age of Ethnically diverse ownership children Parents Renter 0–3 Modest educations Tech-savvy 718 92.8% 414 35.6% Wizards

O O50 O51 O52 O53 O54 O55

Family Troopers O55 Families and single parent households living near military bases 2.00% 1.48%

Head of household age Education Estimated current house value 2.35% 19–24 305 13.91% Less than high school 244 27.89% Less than $50,000 25–30 515 52.98% High school diploma 23.20% $50,000–$74,999 6.22% 243 28.44% 34.31% 9.29% 31–35 Some college $75,000–$99,999 36–45 3.69% Bachelor’s degree 8.25% $100,000–$149,999 20.46% 0.44% 6.35% 11.72% 46–50 Graduate’s degree $150,000–$174,999 51–65 0.46% $175,000–$199,999 9.71% 66–75 0.07% Estimated household income 14.46% $200,000–$249,999 76+ 0.02% Less than $15,000 220 11.33% $250,000–$299,999 8.69% $15,000–$24,999 261 14.58% $300,000–$349,999 5.20% Family structure $25,000–$34,999 14.11% $350,000–$399,999 3.50% With kids $35,000–$49,999 15.95% $400,000–$499,999 4.02% Married 38.47% $50,000–$74,999 21.72% $500,000–$749,999 3.07% Single male 763 21.10% $75,000–$99,999 11.48% $750,000+ 1.31% 32.40% 5.18% Single female 1025 $100,000–$124,999 Length of residency Unknown status 0.77% $125,000–$149,999 3.03% 1.17% 350 54.59% Without kids $150,000–$174,999 1 year or less Married 1.37% $175,000–$199,999 0.78% 2–3 years 20.00% 3.21% 0.15% 4–5 years 10.09% Single male $200,000–$249,999 Single female 2.52% $250,000+ 0.51% 6–7 years 4.89% Unknown status 0.16% 8–9 years 3.94% Age of children 10–14 years 4.16% Home ownership 0–3 414 35.63% 15–19 years 1.24% Homeowner 2.28% 4–6 367 30.44% 20–24 years 0.60% Renter 718 92.79% 7–9 264 31.23% 25+ years 0.47% 11.63% Unknown 4.93% 10–12 13–18 18.23%

P P56 P57 P58 P59 P60 P61

Mid-Scale Medley Mature, middle income, single adults and families living in urban areas 0.71% 0.57% P56

Who we are Channel preference Head of Type of household age property 36–45 Single family 106 77 223 341 52.5% 104 96.7%

Est. Household Household income size 96 19 46 $50,000–$74,999 1 person Key features Technology adoption 149 30.1% 187 64.3% Modest living Single adults Home Age of Older housing ownership children Cash over credit Renter 13–18 Hip-hop music Basic cell phones 162 20.9% 78 10.0% Wizards

P P56 P57 P58 P59 P60 P61

Mid-Scale Medley P56 Mature, middle income, single adults and families living in urban areas 0.71% 0.57%

Head of household age Education Estimated current house value 1.70% 19–24 4.85% Less than high school 11.72% Less than $50,000 25–30 2.09% High school diploma 24.67% $50,000–$74,999 7.61% 2.99% 43.99% 14.41% 31–35 Some college $75,000–$99,999 264 36–45 341 52.51% Bachelor’s degree 14.13% $100,000–$149,999 246 32.48% 268 22.09% 5.48% 11.78% 46–50 Graduate’s degree $150,000–$174,999 51–65 10.60% $175,000–$199,999 8.54% 66–75 3.16% Estimated household income 10.39% $200,000–$249,999 76+ 1.70% Less than $15,000 8.08% $250,000–$299,999 6.89% $15,000–$24,999 8.01% $300,000–$349,999 3.53% Family structure $25,000–$34,999 11.14% $350,000–$399,999 1.27% With kids $35,000–$49,999 20.39% $400,000–$499,999 1.02% Married 12.90% $50,000–$74,999 30.14% $500,000–$749,999 0.33% Single male 486 13.43% $75,000–$99,999 14.09% $750,000+ 0.05% 16.57% 3.41% Single female 524 $100,000–$124,999 Length of residency Unknown status 0.33% $125,000–$149,999 3.32% 0.53% 17.72% Without kids $150,000–$174,999 1 year or less Married 16.17% $175,000–$199,999 0.32% 2–3 years 13.02% 405 26.06% 0.35% 4–5 years 11.92% Single male $200,000–$249,999 Single female 334 12.41% $250,000+ 0.21% 6–7 years 9.81% Unknown status 2.13% 8–9 years 8.01% Age of children 10–14 years 15.15% Home ownership 0–3 2.65% 15–19 years 8.75% Homeowner 68.58% 4–6 2.34% 20–24 years 4.82% Renter 20.93% 7–9 4.89% 25+ years 10.81% 5.15% Unknown 10.49% 10–12 13–18 10.04%

P P56 P57 P58 P59 P60 P61

Modest Metro Means Middle-aged singles established in inner-city rental communities 0.72% 0.61% P57

Who we are Channel preference Head of Type of household age property 19–24 Multi-family: 2 units 397 89 264 258 11.8% 2248 32.4%

Est. Household Household income size 202 64 68 Less than $15,000 1 person Key features Technology adoption 285 14.7% 192 66.3% Public transportation Wrestling fans Home Age of Single parents ownership children Rental housing Renter 7–9 TV watchers Opportunity seekers 595 76.9% 139 16.4% Wizards

P P56 P57 P58 P59 P60 P61

Modest Metro Means P57 Middle-aged singles established in inner-city rental communities 0.72% 0.61%

Head of household age Education Estimated current house value 1.98% 19–24 258 11.76% Less than high school 10.57% Less than $50,000 25–30 7.40% High school diploma 28.40% $50,000–$74,999 3.83% 14.93% 38.57% 3.83% 31–35 Some college $75,000–$99,999 36–45 20.87% Bachelor’s degree 14.40% $100,000–$149,999 8.98% 11.62% 8.06% 4.62% 46–50 Graduate’s degree $150,000–$174,999 51–65 27.21% $175,000–$199,999 5.02% 66–75 3.43% Estimated household income 13.47% $200,000–$249,999 76+ 2.77% Less than $15,000 285 14.66% $250,000–$299,999 12.15% $15,000–$24,999 10.57% $300,000–$349,999 12.29% Family structure $25,000–$34,999 11.36% $350,000–$399,999 7.79% With kids $35,000–$49,999 11.62% $400,000–$499,999 10.70% Married 17.44% $50,000–$74,999 22.85% $500,000–$749,999 11.89% Single male 712 19.68% $75,000–$99,999 11.62% $750,000+ 3.43% 17.04% 5.55% Single female 539 $100,000–$124,999 Length of residency Unknown status 0.40% $125,000–$149,999 5.15% 1.98% 13.21% Without kids $150,000–$174,999 1 year or less Married 2.38% $175,000–$199,999 2.64% 2–3 years 11.89% 376 24.17% 0.40% 4–5 years 14.27% Single male $200,000–$249,999 Single female 431 15.98% $250,000+ 1.59% 6–7 years 12.81% Unknown status 2.91% 8–9 years 228 13.87% Age of children 10–14 years 17.04% Home ownership 0–3 9.11% 15–19 years 8.06% Homeowner 9.91% 4–6 10.04% 20–24 years 3.96% Renter 595 76.88% 7–9 16.38% 25+ years 4.89% 10.30% Unknown 247 13.21% 10–12 13–18 9.64%

P P56 P57 P58 P59 P60 P61

Heritage Heights Singles and families with modest incomes living settled lives in urban apartments 0.46% 0.37% P58

Who we are Channel preference Head of Type of household age property 36–45 Multi-family: 2 units 272 85 236 185 28.5% 2341 33.7%

Est. Household Household income size 294 40 16 $50,000–$74,999 1 person Key features Technology adoption 124 25.1% 236 81.4% Adrenaline sports Fashion forward Home Age of Bilingual ownership children Single parents Renter 13–18 Novelty seekers Multi-family properties 710 91.8% 173 22.2% Wizards

P P56 P57 P58 P59 P60 P61

Heritage Heights P58 Singles and families with modest incomes living settled lives in urban apartments 0.46% 0.37%

Head of household age Education Estimated current house value 0.41% 19–24 225 10.27% Less than high school 341 39.04% Less than $50,000 25–30 14.52% High school diploma 20.27% $50,000–$74,999 0.55% 18.49% 25.62% 0.82% 31–35 Some college $75,000–$99,999 36–45 28.49% Bachelor’s degree 10.00% $100,000–$149,999 6.03% 10.14% 5.07% 4.66% 46–50 Graduate’s degree $150,000–$174,999 51–65 13.29% $175,000–$199,999 2.74% 66–75 2.88% Estimated household income 5.62% $200,000–$249,999 76+ 1.92% Less than $15,000 7.40% $250,000–$299,999 7.81% $15,000–$24,999 8.77% $300,000–$349,999 10.82% Family structure $25,000–$34,999 13.42% $350,000–$399,999 8.90% With kids $35,000–$49,999 16.58% $400,000–$499,999 263 21.51% Married 25.62% $50,000–$74,999 25.07% $500,000–$749,999 18.36% Single male 996 27.53% $75,000–$99,999 13.29% $750,000+ 11.78% 24.52% 5.34% Single female 776 $100,000–$124,999 Length of residency Unknown status 0.41% $125,000–$149,999 5.21% 1.64% 15.21% Without kids $150,000–$174,999 1 year or less Married 3.56% $175,000–$199,999 1.51% 2–3 years 17.95% 11.10% 0.55% 4–5 years 210 18.90% Single male $200,000–$249,999 Single female 6.44% $250,000+ 1.23% 6–7 years 215 15.62% Unknown status 0.82% 8–9 years 10.96% Age of children 10–14 years 11.64% Home ownership 0–3 3.97% 15–19 years 4.93% Homeowner 3.84% 4–6 5.07% 20–24 years 2.33% Renter 710 91.78% 7–9 13.70% 25+ years 2.47% 6.16% Unknown 4.38% 10–12 13–18 22.19%

P P56 P57 P58 P59 P60 P61

Expanding Horizons Middle-aged families earning modest to average incomes from blue-collar jobs 1.29% 1.51% P59

Who we are Channel preference Head of Type of household age property 31–35 Single family 132 23 412 163 19.1% 105 97.6%

Est. Household Household income size 83 2 90 $25,000–$34,999 5+ persons Key features Technology adoption 269 20.1% 144 15.2% Blue-collar jobs Bilingual Home Age of Style-conscious ownership children Budget constraints Renter 13–18 Preteens and teens Modest educations 118 15.3% 398 51.1% Wizards

P P56 P57 P58 P59 P60 P61

Expanding Horizons P59 Middle-aged families earning modest to average incomes from blue-collar jobs 1.29% 1.51%

Head of household age Education Estimated current house value 5.92% 19–24 8.88% Less than high school 507 57.94% Less than $50,000 244 25–30 8.38% High school diploma 25.25% $50,000–$74,999 275 11.63% 19.06% 12.59% 14.74% 31–35 Some college $75,000–$99,999 270 36–45 20.75% Bachelor’s degree 3.08% $100,000–$149,999 219 28.92% 9.19% 1.14% 9.60% 46–50 Graduate’s degree $150,000–$174,999 51–65 27.13% $175,000–$199,999 7.14% 66–75 4.41% Estimated household income 9.89% $200,000–$249,999 76+ 2.20% Less than $15,000 263 13.55% $250,000–$299,999 6.20% $15,000–$24,999 228 12.71% $300,000–$349,999 3.05% Family structure $25,000–$34,999 269 20.07% $350,000–$399,999 1.60% With kids $35,000–$49,999 207 24.34% $400,000–$499,999 1.11% Married 209 76.60% $50,000–$74,999 18.97% $500,000–$749,999 0.17% Single male 237 6.55% $75,000–$99,999 7.02% $750,000+ 0.02% 4.70% 1.77% Single female $100,000–$124,999 Length of residency Unknown status 0.48% $125,000–$149,999 1.15% 0.15% 11.47% Without kids $150,000–$174,999 1 year or less Married 7.70% $175,000–$199,999 0.12% 2–3 years 9.14% 1.68% 0.07% 4–5 years 7.37% Single male $200,000–$249,999 Single female 1.28% $250,000+ 0.08% 6–7 years 8.80% Unknown status 1.01% 8–9 years 8.36% Age of children 10–14 years 15.85% Home ownership 0–3 11.48% 15–19 years 14.44% Homeowner 78.80% 4–6 279 23.17% 20–24 years 10.54% Renter 15.28% 7–9 258 30.47% 25+ years 14.04% 25.99% Unknown 5.93% 10–12 258 13–18 398 51.13%

P P56 P57 P58 P59 P60 P61

Striving Forward Cultured families and single parents earning modest incomes in gateway communities 0.95% 0.67% P60

Who we are Channel preference Head of Type of household age property 36–45 Multi-family: 2 units 206 43 537 243 37.5% 1006 14.5%

Est. Household Household income size 228 3 8 $15,000–$24,999 1 person Key features Technology adoption 307 17.1% 251 86.4% Risk taker Ambitious Home Age of Single parents ownership children English not first language Renter 13–18 Active athletes Fashionable 736 95.1% 498 64.0% Wizards

P P56 P57 P58 P59 P60 P61

Striving Forward P60 Cultured families and single parents earning modest incomes in gateway communities 0.95% 0.67%

Head of household age Education Estimated current house value 1.36% 19–24 8.94% Less than high school 635 72.57% Less than $50,000 25–30 10.02% High school diploma 13.82% $50,000–$74,999 4.89% 204 23.91% 10.33% 7.29% 31–35 Some college $75,000–$99,999 36–45 243 37.52% Bachelor’s degree 1.92% $100,000–$149,999 19.58% 9.49% 1.36% 9.01% 46–50 Graduate’s degree $150,000–$174,999 51–65 8.45% $175,000–$199,999 7.75% 66–75 1.33% Estimated household income 12.29% $200,000–$249,999 76+ 0.35% Less than $15,000 299 15.43% $250,000–$299,999 8.80% $15,000–$24,999 307 17.10% $300,000–$349,999 6.95% Family structure $25,000–$34,999 241 18.01% $350,000–$399,999 5.58% With kids $35,000–$49,999 13.05% $400,000–$499,999 7.40% Married 35.57% $50,000–$74,999 18.60% $500,000–$749,999 6.81% Single male 1263 34.90% $75,000–$99,999 8.38% $750,000+ 2.30% 26.60% 4.61% Single female 841 $100,000–$124,999 Length of residency Unknown status 0.21% $125,000–$149,999 2.97% 0.45% 216 33.68% Without kids $150,000–$174,999 1 year or less Married 0.17% $175,000–$199,999 0.70% 2–3 years 18.71% 0.98% 0.28% 4–5 years 16.96% Single male $200,000–$249,999 Single female 1.29% $250,000+ 0.42% 6–7 years 10.33% Unknown status 0.28% 8–9 years 7.47% Age of children 10–14 years 7.29% Home ownership 0–3 4.57% 15–19 years 3.14% Homeowner 2.30% 4–6 289 23.98% 20–24 years 1.57% Renter 736 95.11% 7–9 308 36.47% 25+ years 0.84% 22.30% Unknown 2.58% 10–12 221 13–18 498 64.01%

P P56 P57 P58 P59 P60 P61

Simple Beginnings Singles and single parent households with modest incomes in city apartments 0.58% 0.38% P61

Who we are Channel preference Head of Type of household age property 36–45 Multi-family: 101+ units 185 44 597 342 52.6% 2661 36.1%

Est. Household Household income size 230 6 19 $25,000–$34,999 1 person Key features Technology adoption 282 21.1% 248 85.4% Rental housing Single parents Home Age of Bilingual ownership children Recreational shoppers Renter 13–18 Novelty seekers Style on a budget 580 74.9% 359 46.2% Wizards

P P56 P57 P58 P59 P60 P61

Simple Beginnings P61 Singles and single parent households with modest incomes in city apartments 0.58% 0.38%

Head of household age Education Estimated current house value 7.42% 19–24 5.74% Less than high school 467 53.35% Less than $50,000 305 25–30 4.78% High school diploma 22.73% $50,000–$74,999 402 16.99% 12.20% 15.55% 15.55% 31–35 Some college $75,000–$99,999 285 36–45 342 52.63% Bachelor’s degree 5.02% $100,000–$149,999 201 26.56% 12.68% 3.35% 8.13% 46–50 Graduate’s degree $150,000–$174,999 51–65 9.57% $175,000–$199,999 5.26% 66–75 1.20% Estimated household income 8.13% $200,000–$249,999 76+ 1.20% Less than $15,000 339 17.46% $250,000–$299,999 3.83% $15,000–$24,999 257 14.35% $300,000–$349,999 3.35% Family structure $25,000–$34,999 282 21.05% $350,000–$399,999 0.96% With kids $35,000–$49,999 18.90% $400,000–$499,999 0.96% Married 23.44% $50,000–$74,999 17.22% $500,000–$749,999 1.44% Single male 1177 32.54% $75,000–$99,999 5.02% $750,000+ 1.44% 31.58% 2.63% Single female 999 $100,000–$124,999 Length of residency Unknown status 363 1.67% $125,000–$149,999 1.20% 0.96% 269 41.87% Without kids $150,000–$174,999 1 year or less Married 0.00% $175,000–$199,999 0.48% 2–3 years 201 21.53% 5.98% 0.00% 4–5 years 13.64% Single male $200,000–$249,999 Single female 4.31% $250,000+ 0.72% 6–7 years 6.94% Unknown status 0.48% 8–9 years 4.55% Age of children 10–14 years 6.46% Home ownership 0–3 4.55% 15–19 years 3.35% Homeowner 17.22% 4–6 12.44% 20–24 years 0.96% Renter 580 74.88% 7–9 16.75% 25+ years 0.72% 13.40% Unknown 7.89% 10–12 13–18 359 46.17%

Q Q62 Q63 Q64 Q65 Enjoying Retirement Q62 Relaxed, retired couples and individuals in suburban homes living quiet lives 1.38% 1.35%

Who we are Channel preference Head of Type of household age property 76+ Single family 15 257 1 644 61.4% 95 88.5%

Est. Household Household income size 13 96 12 $35,000–$49,999 2 persons Key features Technology adoption 180 21.2% 124 35.1% Retirees Established credit Home Age of ownership children Cruise vacations Brand-loyal Homeowner 7–9 Traditional engagement Republican supporter 111 90.8% 2 0.3% Novices

Q Q62 Q63 Q64 Q65

Enjoying Retirement Q62 Relaxed, retired couples and individuals in suburban homes living quiet lives 1.38% 1.35%

Head of household age Education Estimated current house value 0.03% 19–24 0.26% Less than high school 11.37% Less than $50,000 25–30 0.18% High school diploma 28.92% $50,000–$74,999 0.13% 0.40% 21.60% 0.43% 31–35 Some college $75,000–$99,999 36–45 0.42% Bachelor’s degree 18.62% $100,000–$149,999 3.00% 0.25% 19.49% 3.61% 46–50 Graduate’s degree $150,000–$174,999 51–65 2.56% $175,000–$199,999 5.36% 66–75 292 34.52% Estimated household income 15.60% $200,000–$249,999 76+ 644 61.41% Less than $15,000 4.60% $250,000–$299,999 15.73% $15,000–$24,999 7.95% $300,000–$349,999 13.69% Family structure $25,000–$34,999 206 15.37% $350,000–$399,999 10.55% With kids $35,000–$49,999 21.16% $400,000–$499,999 13.51% Married 0.92% $50,000–$74,999 25.91% $500,000–$749,999 12.57% Single male 0.03% $75,000–$99,999 12.49% $750,000+ 5.79% 0.05% 7.93% Single female $100,000–$124,999 Length of residency Unknown status 0.16% $125,000–$149,999 1.38% 1.84% 6.56% Without kids $150,000–$174,999 1 year or less Married 56.65% $175,000–$199,999 0.47% 2–3 years 8.56% 0.46% 0.32% 4–5 years 9.90% Single male $200,000–$249,999 Single female 0.34% $250,000+ 0.59% 6–7 years 7.49% Unknown status 534 41.38% 8–9 years 6.93% Age of children 10–14 years 11.49% Home ownership 0–3 0.16% 15–19 years 12.24% Homeowner 90.83% 4–6 0.14% 20–24 years 8.27% Renter 6.68% 7–9 0.26% 25+ years 28.54% 0.03% Unknown 2.49% 10–12 13–18 0.09%

Q Q62 Q63 Q64 Q65 Footloose and Family Free Q63 Settled couples and widowed individuals living active and comfortable lifestyles 0.41% 0.38%

Who we are Channel preference Head of Type of household age property 76+ Multi-family: 101+ units 42 266 1 507 48.3% 381 5.2%

Est. Household Household income size 7 84 18 $35,000–$49,999 1 person Key features Technology adoption 177 20.9% 132 45.5% Retirement communities Tech novices Home Age of ownership children Avid newspaper readers Retired Homeowner 0–3 Independent politically Financially secure 109 89.4% 15 1.3% Novices

Q Q62 Q63 Q64 Q65

Footloose and Family Free Q63 Settled couples and widowed individuals living active and comfortable lifestyles 0.41% 0.38%

Head of household age Education Estimated current house value 1.76% 19–24 0.23% Less than high school 11.54% Less than $50,000 25–30 0.76% High school diploma 37.10% $50,000–$74,999 7.31% 0.82% 26.09% 8.79% 31–35 Some college $75,000–$99,999 36–45 1.83% Bachelor’s degree 13.32% $100,000–$149,999 17.38% 1.71% 11.95% 8.48% 46–50 Graduate’s degree $150,000–$174,999 51–65 14.83% $175,000–$199,999 9.32% 66–75 267 31.54% Estimated household income 14.62% $200,000–$249,999 76+ 507 48.28% Less than $15,000 9.38% $250,000–$299,999 11.59% $15,000–$24,999 248 13.86% $300,000–$349,999 7.92% Family structure $25,000–$34,999 14.93% $350,000–$399,999 4.84% With kids $35,000–$49,999 20.87% $400,000–$499,999 4.71% Married 3.06% $50,000–$74,999 21.27% $500,000–$749,999 2.80% Single male 0.13% $75,000–$99,999 11.18% $750,000+ 0.46% 0.13% 4.13% Single female $100,000–$124,999 Length of residency Unknown status 237 1.10% $125,000–$149,999 1.76% 1.07% 15.97% Without kids $150,000–$174,999 1 year or less Married 43.03% $175,000–$199,999 0.61% 2–3 years 13.48% 6.29% 0.36% 4–5 years 10.75% Single male $200,000–$249,999 Single female 3.24% $250,000+ 0.59% 6–7 years 9.66% Unknown status 555 43.03% 8–9 years 6.88% Age of children 10–14 years 11.64% Home ownership 0–3 1.32% 15–19 years 14.32% Homeowner 89.38% 4–6 1.07% 20–24 years 7.29% Renter 8.56% 7–9 0.33% 25+ years 10.01% 0.59% Unknown 2.06% 10–12 13–18 0.64%

Q Q62 Q63 Q64 Q65 Established in Society Q64 Stable, sophisticated seniors living in older homes and leading sedentary lifestyles 2.87% 2.95%

Who we are Channel preference Head of Type of household age property 76+ Single family 49 153 7 574 54.7% 105 97.7%

Est. Household Household income size 6 18 11 $25,000–$34,999 2 persons Key features Technology adoption 327 24.4% 129 36.5% Avid TV watchers Rural lifestyle Home Age of ownership children Seniors Home-centered activities Homeowner 7–9 Conservative values Cautious money managers 115 93.6% 2 0.3% Novices

Q Q62 Q63 Q64 Q65

Established in Society Q64 Stable, sophisticated seniors living in older homes and leading sedentary lifestyles 2.87% 2.95%

Head of household age Education Estimated current house value 2.99% 19–24 0.18% Less than high school 19.84% Less than $50,000 25–30 0.15% High school diploma 49.41% $50,000–$74,999 7.75% 0.12% 16.76% 11.64% 31–35 Some college $75,000–$99,999 213 36–45 0.26% Bachelor’s degree 8.44% $100,000–$149,999 214 28.35% 0.24% 5.55% 12.35% 46–50 Graduate’s degree $150,000–$174,999 51–65 2.80% $175,000–$199,999 9.70% 66–75 352 41.57% Estimated household income 12.24% $200,000–$249,999 76+ 574 54.68% Less than $15,000 10.13% $250,000–$299,999 6.64% $15,000–$24,999 332 18.50% $300,000–$349,999 3.43% Family structure $25,000–$34,999 327 24.42% $350,000–$399,999 1.89% With kids $35,000–$49,999 228 26.87% $400,000–$499,999 1.87% Married 1.16% $50,000–$74,999 12.85% $500,000–$749,999 1.07% Single male 0.04% $75,000–$99,999 4.65% $750,000+ 0.09% 0.07% 1.82% Single female $100,000–$124,999 Length of residency Unknown status 0.30% $125,000–$149,999 0.35% 0.28% 4.27% Without kids $150,000–$174,999 1 year or less Married 55.26% $175,000–$199,999 0.05% 2–3 years 3.85% 0.90% 0.04% 4–5 years 3.72% Single male $200,000–$249,999 Single female 0.40% $250,000+ 0.05% 6–7 years 3.35% Unknown status 540 41.88% 8–9 years 3.91% Age of children 10–14 years 9.59% Home ownership 0–3 0.15% 15–19 years 11.18% Homeowner 93.58% 4–6 0.12% 20–24 years 12.97% Renter 4.01% 7–9 0.28% 25+ years 232 47.16% 0.09% Unknown 2.41% 10–12 13–18 0.07%

Q Q62 Q63 Q64 Q65 Mature and Wise Q65 Retirees settled in metro apartment communities living cost-effective, sensible lives 1.43% 1.14%

Who we are Channel preference Head of Type of household age property 76+ Multi-family: 101+ units 44 188 21 456 43.5% 2456 33.3%

Est. Household Household income size 35 87 13 $15,000–$24,999 1 person Key features Technology adoption 336 18.7% 189 65.3% Discount shoppers Retirement communities Home Age of ownership children TV entertainment Tech novices Renter 13–18 Active health maintenance Avid newspaper readers 207 26.7% 5 0.6% Novices

Q Q62 Q63 Q64 Q65

Mature and Wise Q65 Retirees settled in metro apartment communities living cost-effective, sensible lives 1.43% 1.14%

Head of household age Education Estimated current house value 6.26% 19–24 0.19% Less than high school 17.31% Less than $50,000 258 25–30 0.19% High school diploma 38.57% $50,000–$74,999 259 10.93% 0.34% 20.99% 11.47% 31–35 Some college $75,000–$99,999 210 36–45 0.95% Bachelor’s degree 11.62% $100,000–$149,999 22.02% 0.42% 11.50% 10.14% 46–50 Graduate’s degree $150,000–$174,999 51–65 18.41% $175,000–$199,999 7.56% 66–75 305 36.03% Estimated household income 9.76% $200,000–$249,999 76+ 456 43.47% Less than $15,000 256 13.21% $250,000–$299,999 6.11% $15,000–$24,999 336 18.72% $300,000–$349,999 4.21% Family structure $25,000–$34,999 274 20.43% $350,000–$399,999 3.76% With kids $35,000–$49,999 23.20% $400,000–$499,999 3.53% Married 1.71% $50,000–$74,999 14.69% $500,000–$749,999 2.89% Single male 0.19% $75,000–$99,999 5.43% $750,000+ 1.37% 0.30% 1.90% Single female $100,000–$124,999 Length of residency Unknown status 239 1.10% $125,000–$149,999 1.14% 0.49% 15.87% Without kids $150,000–$174,999 1 year or less Married 20.27% $175,000–$199,999 0.53% 2–3 years 12.91% 6.83% 0.04% 4–5 years 11.47% Single male $200,000–$249,999 Single female 3.61% $250,000+ 0.23% 6–7 years 8.05% Unknown status 852 65.98% 8–9 years 7.74% Age of children 10–14 years 12.60% Home ownership 0–3 0.42% 15–19 years 11.50% Homeowner 63.02% 4–6 0.30% 20–24 years 7.33% Renter 207 26.73% 7–9 0.46% 25+ years 12.53% 0.34% Unknown 10.25% 10–12 13–18 0.65%

R R66 R67 Ambitious Dreamers R66 Lively singles and single parents with cost-conscious mindsets starting out in city apartments 1.91% 1.22%

Who we are Channel preference Head of Type of household age property 25–30 Single family 170 36 641 286 29.4% 94 87.2%

Est. Household Household income size 201 8 10 Less than $15,000 1 person Key features Technology adoption 446 23.0% 262 90.2% Single parents Apartment dweller Home Age of ownership children Bilingual Low value properties Renter 13–18 Team sports Sub-prime credit 701 90.5% 113 14.5% Wizards

R R66 R67

Ambitious Dreamers R66 Lively singles and single parents with cost-conscious mindsets starting out in city apartments 1.91% 1.22%

Head of household age Education Estimated current house value 19–24 320 14.60% Less than high school 311 35.52% Less than $50,000 594 14.42% 25–30 286 29.41% High school diploma 24.74% $50,000–$74,999 468 19.74% 31–35 17.71% Some college 27.67% $75,000–$99,999 311 16.99% 36–45 21.59% Bachelor’s degree 7.49% 23.00% $100,000–$149,999 46–50 4.65% Graduate’s degree 4.58% $150,000–$174,999 6.79% 51–65 9.99% $175,000–$199,999 4.30% Estimated household income 66–75 1.12% $200,000–$249,999 6.07% 76+ 0.94% Less than $15,000 446 23.00% $250,000–$299,999 3.94% $15,000–$24,999 398 22.18% $300,000–$349,999 1.80% Family structure $25,000–$34,999 235 17.53% $350,000–$399,999 1.01% With kids $35,000–$49,999 12.56% $400,000–$499,999 1.03% Married 2.88% $50,000–$74,999 15.80% $500,000–$749,999 0.73% Single male 1017 28.11% $75,000–$99,999 5.17% $750,000+ 0.18% Single female 944 29.85% $100,000–$124,999 1.75% Length of residency Unknown status 0.28% $125,000–$149,999 1.19% $150,000–$174,999 0.37% 1 year or less 298 46.42% Without kids Married 0.80% $175,000–$199,999 0.30% 2–3 years 19.54% Single male 346 22.26% $200,000–$249,999 0.10% 4–5 years 13.43% 0.03% 7.31% Single female 412 15.31% $250,000+ 6–7 years Unknown status 0.49% 8–9 years 5.01% Age of children 5.50% Home ownership 10–14 years 0–3 4.98% 15–19 years 1.65% 2.04% 5.65% 0.74% Homeowner 4–6 20–24 years Renter 701 90.51% 7–9 12.92% 25+ years 0.40% 7.45% 10–12 6.13% Unknown 13–18 14.50%

R R66 R67 Passionate Parents R67 Young, single parents with cost-conscious mindsets in second-city apartments 1.38% 0.93%

Who we are Channel preference Head of Type of household age property 19–24 Single family 390 64 713 505 23.0% 98 90.7%

Est. Household Household income size 217 9 32 Less than $15,000 1 person Key features Technology adoption 722 37.2% 236 81.4% Single parents City living Home Age of ownership children Cable TV Ambitious Renter 7–9 Cash not credit Shopping as entertainment 720 93.0% 168 19.9% Wizards

R R66 R67

Passionate Parents R67 Young, single parents with cost-conscious mindsets in second-city apartments 1.38% 0.93%

Head of household age Education Estimated current house value 19–24 505 23.03% Less than high school 255 29.20% Less than $50,000 1361 33.06% 25–30 16.65% High school diploma 29.47% $50,000–$74,999 641 27.07% 31–35 19.44% Some college 29.85% $75,000–$99,999 304 16.57% 36–45 22.73% Bachelor’s degree 6.44% 14.01% $100,000–$149,999 46–50 8.57% Graduate’s degree 5.04% $150,000–$174,999 2.99% 51–65 8.79% $175,000–$199,999 1.75% Estimated household income 66–75 0.20% $200,000–$249,999 1.87% 76+ 0.59% Less than $15,000 722 37.17% $250,000–$299,999 1.06% $15,000–$24,999 450 25.08% $300,000–$349,999 0.55% Family structure $25,000–$34,999 14.48% $350,000–$399,999 0.49% With kids $35,000–$49,999 8.27% $400,000–$499,999 0.32% Married 7.74% $50,000–$74,999 10.97% $500,000–$749,999 0.22% Single male 887 24.51% $75,000–$99,999 3.09% $750,000+ 0.04% Single female 1245 39.36% $100,000–$124,999 0.45% Length of residency Unknown status 0.10% $125,000–$149,999 0.33% $150,000–$174,999 0.04% 1 year or less 267 41.67% Without kids Married 0.83% $175,000–$199,999 0.06% 2–3 years 17.49% Single male 253 16.25% $200,000–$249,999 0.02% 4–5 years 13.30% 0.02% 7.58% Single female 300 11.15% $250,000+ 6–7 years Unknown status 0.06% 8–9 years 6.11% Age of children 8.63% Home ownership 10–14 years 0–3 16.65% 15–19 years 2.86% 0.63% 13.51% 1.28% Homeowner 4–6 20–24 years Renter 720 93.05% 7–9 19.86% 25+ years 1.08% 6.32% 10–12 11.19% Unknown 13–18 10.91%

S S68 S69 S70 S71 Small Town Sophisticates S68 Sophisticated, down-scale singles and couples living in modest, exurban small towns 1.21% 0.92%

Who we are Channel preference Head of Type of household age property 51–65 Single family 80 54 243 139 39.6% 104 96.7%

Est. Household Household income size 45 6 27 Less than $15,000 1 person Key features Technology adoption 402 20.7% 201 69.4% Modest spenders Rural towns Home Age of ownership children Single, empty-nesters Modest educations Renter 7–9 Frozen food fans Basic cell phones 296 38.3% 31 3.7% Novices

S S68 S69 S70 S71

Small Town Sophisticates S68 Sophisticated, down-scale singles and couples living in modest, exurban small towns 1.21% 0.92%

Head of household age Education Estimated current house value 19–24 5.68% Less than high school 226 25.79% Less than $50,000 967 23.49% 25–30 6.99% High school diploma 36.67% $50,000–$74,999 676 28.53% 31–35 5.19% Some college 26.99% $75,000–$99,999 374 20.43% 36–45 14.29% Bachelor’s degree 6.82% 17.19% $100,000–$149,999 46–50 7.13% Graduate’s degree 3.72% $150,000–$174,999 3.59% 51–65 39.57% $175,000–$199,999 2.27% Estimated household income 66–75 10.37% $200,000–$249,999 2.58% 76+ 10.77% Less than $15,000 402 20.71% $250,000–$299,999 1.15% $15,000–$24,999 372 20.77% $300,000–$349,999 0.40% Family structure $25,000–$34,999 256 19.12% $350,000–$399,999 0.19% With kids $35,000–$49,999 16.85% $400,000–$499,999 0.10% Married 9.57% $50,000–$74,999 16.03% $500,000–$749,999 0.06% Single male 209 5.77% $75,000–$99,999 4.64% $750,000+ 0.02% Single female 223 7.07% $100,000–$124,999 0.73% Length of residency Unknown status 507 2.34% $125,000–$149,999 0.81% $150,000–$174,999 0.13% 1 year or less 25.97% Without kids Married 16.96% $175,000–$199,999 0.13% 2–3 years 14.33% Single male 377 24.26% $200,000–$249,999 0.04% 4–5 years 10.65% 0.02% 7.90% Single female 359 13.32% $250,000+ 6–7 years Unknown status 267 20.71% 8–9 years 7.39% Age of children 11.66% Home ownership 10–14 years 0–3 2.12% 15–19 years 6.90% 48.77% 1.67% 4.82% Homeowner 4–6 20–24 years Renter 296 38.26% 7–9 3.70% 25+ years 10.37% 242 12.97% 10–12 2.06% Unknown 13–18 3.53%

S S68 S69 S70 S71 Urban Legacies S69 Middle-aged, sophisticated singles established in modest urban settings 1.53% 1.41%

Who we are Channel preference Head of Type of household age property 51–65 Single family 381 86 320 140 39.8% 106 97.8%

Est. Household Household income size 75 17 76 Less than $15,000 1 person Key features Technology adoption 429 22.1% 152 52.6% Modest budgets Influenced by celebrities Home Age of ownership children Impulse shoppers Lower value housing Renter 7–9 Modest educations Style on a budget 208 26.9% 59 7.0% Wizards

S S68 S69 S70 S71

Urban Legacies S69 Middle-aged, sophisticated singles established in modest urban settings 1.53% 1.41%

Head of household age Education Estimated current house value 32.42% 19–24 6.28% Less than high school 19.56% Less than $50,000 1334 25–30 4.25% High school diploma 40.52% $50,000–$74,999 587 24.77% 6.01% 27.82% 15.17% 31–35 Some college $75,000–$99,999 278 36–45 12.98% Bachelor’s degree 8.05% $100,000–$149,999 17.01% 8.81% 4.05% 4.01% 46–50 Graduate’s degree $150,000–$174,999 51–65 39.83% $175,000–$199,999 2.47% 66–75 12.22% Estimated household income 1.93% $200,000–$249,999 76+ 9.61% Less than $15,000 429 22.12% $250,000–$299,999 0.85% $15,000–$24,999 330 18.41% $300,000–$349,999 0.53% Family structure $25,000–$34,999 240 17.91% $350,000–$399,999 0.26% With kids $35,000–$49,999 18.53% $400,000–$499,999 0.37% Married 10.42% $50,000–$74,999 17.17% $500,000–$749,999 0.20% Single male 330 9.13% $75,000–$99,999 4.52% $750,000+ 0.01% 10.75% 0.66% Single female 340 $100,000–$124,999 Length of residency Unknown status 0.91% $125,000–$149,999 0.48% 0.12% 10.63% Without kids $150,000–$174,999 1 year or less Married 11.49% $175,000–$199,999 0.05% 2–3 years 8.10% 409 26.28% 0.02% 4–5 years 7.20% Single male $200,000–$249,999 Single female 448 16.61% $250,000+ 0.02% 6–7 years 6.81% Unknown status 14.42% 8–9 years 7.03% Age of children 10–14 years 13.69% Home ownership 0–3 4.95% 15–19 years 9.11% Homeowner 63.46% 4–6 4.52% 20–24 years 9.16% Renter 208 26.86% 7–9 6.97% 25+ years 28.28% 6.03% Unknown 9.68% 10–12 13–18 6.04%

S S68 S69 S70 S71 Thrifty Singles S70 Middle-aged singles with limited income in transitional small town and exurban apartments 0.22% 0.15%

Who we are Channel preference Head of Type of household age property 36–45 Multi-family: 2 units 96 76 276 288 44.3% 1012 14.6%

Est. Household Household income size 86 9 13 Less than $15,000 1 person Key features Technology adoption 547 28.2% 272 93.9% Rental housing Rural towns Home Age of ownership children Blue-collar jobs Trusts medication Renter 7–9 Bargain hunters Multi-family properties 669 86.4% 170 20.1% Wizards

S S68 S69 S70 S71

Thrifty Singles S70 Middle-aged singles with limited income in transitional small town and exurban apartments 0.22% 0.15%

Head of household age Education Estimated current house value 19–24 2.91% Less than high school 376 43.04% Less than $50,000 253 6.15% 25–30 5.50% High school diploma 32.69% $50,000–$74,999 268 11.33% 31–35 7.44% Some college 14.56% $75,000–$99,999 320 17.48% 36–45 288 44.34% Bachelor’s degree 6.80% 201 26.54% $100,000–$149,999 46–50 10.68% Graduate’s degree 2.91% $150,000–$174,999 9.06% 51–65 19.74% $175,000–$199,999 4.85% Estimated household income 66–75 2.27% $200,000–$249,999 11.00% 76+ 7.12% Less than $15,000 547 28.16% $250,000–$299,999 6.47% $15,000–$24,999 389 21.68% $300,000–$349,999 1.62% Family structure $25,000–$34,999 14.89% $350,000–$399,999 1.94% With kids $35,000–$49,999 11.00% $400,000–$499,999 1.62% Married 23.30% $50,000–$74,999 14.89% $500,000–$749,999 1.29% Single male 550 15.21% $75,000–$99,999 5.18% $750,000+ 0.65% Single female 502 15.86% $100,000–$124,999 1.62% Length of residency Unknown status 3225 14.89% $125,000–$149,999 1.29% $150,000–$174,999 0.65% 1 year or less 370 57.61% Without kids Married 5.83% $175,000–$199,999 0.65% 2–3 years 18.45% Single male 9.39% $200,000–$249,999 0.00% 4–5 years 10.03% 0.00% 4.85% Single female 4.85% $250,000+ 6–7 years Unknown status 10.68% 8–9 years 2.59% Age of children 4.21% Home ownership 10–14 years 0–3 2.27% 15–19 years 0.97% 1.94% 2.91% 1.29% Homeowner 4–6 20–24 years Renter 669 86.41% 7–9 20.06% 25+ years 0.00% 218 11.65% 10–12 3.88% Unknown 13–18 7.77%

S S68 S69 S70 S71 Modest Retirees S71 Mature singles with limited income typically concentrated in inner-city apartments 0.61% 0.45%

Who we are Channel preference Head of Type of household age property 51–65 Multi-family: 101+ units 163 38 198 244 69.4% 1859 25.2%

Est. Household Household income size 102 43 29 Less than $15,000 1 person Key features Technology adoption 427 22.0% 233 80.3% City renters Frozen dinners Home Age of ownership children Multi-family properties Modest education Renter 13–18 Limited budgets Shop to relax 512 66.2% 9 1.2% Wizards

S S68 S69 S70 S71

Modest Retirees S71 Mature singles with limited income typically concentrated in inner-city apartments 0.61% 0.45%

Head of household age Education Estimated current house value 10.19% 19–24 1.85% Less than high school 19.21% Less than $50,000 419 25–30 0.93% High school diploma 40.74% $50,000–$74,999 395 16.67% 0.69% 21.06% 16.67% 31–35 Some college $75,000–$99,999 305 36–45 5.32% Bachelor’s degree 12.04% $100,000–$149,999 24.07% 2.31% 6.94% 6.94% 46–50 Graduate’s degree $150,000–$174,999 51–65 244 69.44% $175,000–$199,999 4.63% 66–75 12.50% Estimated household income 7.18% $200,000–$249,999 76+ 6.94% Less than $15,000 427 21.99% $250,000–$299,999 6.25% $15,000–$24,999 340 18.98% $300,000–$349,999 3.01% Family structure $25,000–$34,999 236 17.59% $350,000–$399,999 0.93% With kids $35,000–$49,999 14.58% $400,000–$499,999 1.85% Married 0.00% $50,000–$74,999 18.29% $500,000–$749,999 1.16% Single male 2.55% $75,000–$99,999 3.70% $750,000+ 0.46% 3.24% 2.08% Single female $100,000–$124,999 Length of residency Unknown status 301 1.39% $125,000–$149,999 1.62% 0.23% 26.85% Without kids $150,000–$174,999 1 year or less Married 4.17% $175,000–$199,999 0.69% 2–3 years 12.50% 597 38.43% 0.23% 4–5 years 11.34% Single male $200,000–$249,999 Single female 748 27.78% $250,000+ 0.00% 6–7 years 9.49% Unknown status 290 22.45% 8–9 years 9.26% Age of children 10–14 years 12.04% Home ownership 0–3 0.93% 15–19 years 6.48% Homeowner 25.46% 4–6 0.69% 20–24 years 5.79% Renter 512 66.20% 7–9 0.93% 25+ years 6.25% 0.23% Unknown 8.33% 10–12 13–18 1.16%

Supporting Notes

Charts provide details of theariables used build and describe the Mosaic The Index provides further insight by comparing the characteristics of a Mosaic groups and types. group/type with all households in the USA. For each group and type, the charts show the and Index for each variable. An Index of 100is the average. 4,36% 5,64% High status city dwellers living in central locations and pursuinAncIndex greater than 10shows that this variable is over-represented when Understanding Means and Index compared with the average. Means show the percentage of this group or type with a particular characteriAniIndex less than 10shows that this variable is under-represented when compared with the average. For example, consider the Age composition of Group D:

Index 100 (USA average) Age Mean% Age

19–24 2.89% 19–24 2.89% 25–30 2.29% 25–30 2.29% 31–35 5.27% 31–35 5.27% 36–45 244 37.58% 36–45 244 37.58% 46–50 248 20.47% 46–50 248 20.47% 51–65 19.78% 51–65 19.78% 66–75 8.11% 66–75 8.11% 76+ 76+ 3.62% 3.62% 0 100 200+ 0 100 200+ This shows that: Index below 100 Index above 100 2.89% of Group D are aged 194 2.29% of Group D are aged 25 30 The chart shows the Index value from 0 to 200. If the Index value is greater than 5.27% of Group D are aged 31 35 200, the bar is shown as 200 along with the exact Index. 37.58% of Group D are aged 36 45 20.47% of Group D are aged 46 50 19.78% of Group D are aged 51 65 8.11% of Group D are aged 66 75 3.62% of Group D are aged 76+

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