```markdown # MosaicUSA E-Handbook
Optimise the valueofyour customersand locations, now andinthe future
Welcome toyourMosaicUSA E-Handbook. Successful organizationstakethe processof analyzing andunderstanding customers seriously. They useit to maximize their engagement with customers to increase loyalty, retention and value;drive profitable acquisition; andplanfor the future.
This latestversion of Mosaic USAcapitalizeson Experian'saccessto awealth of newanddetailed information on households inthe UnitedStates to providea comprehensive view of consumers.
Prioritizeandbringorderto thedata chaosbydetermining therightcustomer strategy - Provideadeeper understandingof yourcustomers to target, acquire, manage anddevelop profitable customerrelations. - Precisely target yourideal customeraudienceacross marketing campaigns - Improveyour understandingof targeting specificconsumers toincrease site performance, maximize sales conversion, optimize consumer targeting to ensure thatthe rightproductofferings are matchedtotherightaudience andimproveyourmediaplanning andbuying across traditional anddigital channels. - Investinthe future: Anticipate riskandplan for the future: analyze consumer behaviour, understandpotential riskandidentify investmentopportunities.
The Mosaic USAE-Handbookprovidesa simple, clear andcomprehensiveguide thatgivesyou all the information you needat yourfingertips tohelp you inyourday-to-day use of Mosaic. Ithelpsyou build adetailed understanding of yourcustomersandlocations, andbecome conversantwith the dimensions ofthenew American consumerand their householddynamics.
More than 300datapoints havebeen usedto buildMosaicUSA. These havebeen selected as inputs tothe classification on the basisof their coverage,quality, consistency andsustainability.
Tobe includedfor use,the data variables mustenable accurate identification of,anddiscrimination between, a wide rangeof consumer characteristics.
They mustalso beupdateable overtime to ensure continuing accuracyinassignmentsof the Mosaiccodesand meetthe following criteria:
Allowsthe identificationanddescriptionof consumer segmentsthat arenot necessarily distinguishedsolely by the use of censusdata. - Ensures accuracyof Mosaic code by eitherhousehold orneighborhood. - Is updatedregularly to ensure thatchanges are monitored. - Improvesdiscriminationandallowsfor the identificationof a wide range of consumer behaviors.
| Demographics |Socio-economics | Location |Financial measures |Property characteristics| | :--: | :--: | :--: | :--: |:--: | | Age |Education/qualifications |Urbanity/rurality |Income|Tenure| | Maritalstatus| Occupation | Meansof transport|Creditbehaviour| Property value| | Household composition | Industry|Travel to worktime | Ownerof multiple homes |Numberof rooms | | Length ofresidency| Hours worked| | Socialsecurity/assistance | Year built|
| Presence of children |Homebusiness | | |Number of dwellings| | Numberof occupants| Vehicle ownership| | |Rent amount| | Ethnicity| | | | Groupquarters | | Language ability| | | | |
The Mosaic USAfamily tree illustratesthe major demographicand lifestylepolaritiesbetweenthe groupsandtypes, and showshowthe Mosaictypes relate toeachother.
MosaicUSA Family Tree
A Power Elite
A01 American Royalty
Affluent, influential and successful couplesand families living inprestigioussuburbs.
**Key features:** - Prestigioushousing - Luxury living - Upscalecars - Healthy lifestyles - Charitable giving
Worldtravelers
**Who we are:** - Headof householdage: 51-65 (31.7%) - Estimatedhouseholdincome: $250,000+ (37.7%) - Homeownership: Homeowner (92.0%) - Typeof property: Singlefamily - Householdsize: 2persons(29.4%) - Ageof children: 13-18 (21.3%)
A02 Platinum Prosperity Wealthyand establishedempty-nesting couplesresiding inlavishsuburbanhomes.
**Key features:** - Highincome - Empty-nesters - Politicaldonors -Mastersdegrees - Philanthropic - Investment-savvy
**Who we are:** - Headof householdage: 51-65 (55.9%) - Estimatedhouseholdincome: $250,000+ (60.3%) - Homeownership: Homeowner (94.1%) - Typeof property: Singlefamily - Household size: 5+persons(18.9%) - Ageof children: 0-3 (2.0%)
A03 Kids andCabernet Prosperous, middle-agedmarriedcouples living child-focused lives in affluent suburbs.
**Keyfeatures:** - Affluent - Highly educated - Politically conservative - Techjourneymen -Savingforcollege - Fitness enthusiasts
**Who we are:** - Headof householdage: 36-45 (45.59%) - Estimatedhouseholdincome: $250,000+ (39.52%) - Homeownership: Homeowner (90.8%) - Typeof property: Singlefamily - Household size: 2persons(42.8%) - Ageof children: 13-18 (14.9%)
A04 PicturePerfectFamilies
A05 Couples withClout Highly-educated mobile couplesliving life tothe fullest inaffluentneighborhoods.
**Key features:** - Affluent - Highly educated - Politically conservative - Techjourneymen
-Saving for college - Fitness enthusiasts
**Who we are:** - Headof householdage: 36-45 (50.0%) - Estimatedhouseholdincome: $250,000+ (22.5%) - Homeownership: Homeowner (90.8%) - Typeof property: Singlefamily - Householdsize: 2persons(42.8%) - Ageof children: 13-18 (14.9%)
A06 Jet Set Urbanites Upscale singles andcouples livinghigh-risefashionable lives;city-style.
**Key features:** - Upscaleurban living -Multi-family properties - Highly educated - Supporterof fine arts - Environmentaladvocates - Politically liberal
**Who we are:** - Headof householdage: 51-65 (28.7%) - Estimatedhouseholdincome: $250,000+ (28.7%) - Homeownership: Renter (55.3%) - Typeof property:Multi-family - Household size: 1person (55.3%) - Ageof children: 13-18 (3.9%)
BFlourishing Families
B07 Across the Ages Flourishing couplesandmulti-generational families living awide range of lifestyles in suburbia.
**Keyfeatures:** - Affluent - Rootedinthe suburbs -Multi-generationalhouseholds - Fitnessclubmembers - Outdoorhobbies - Charitable donor
**Who we are:** - Headof householdage: 51-65 (40.6%) - Estimatedhouseholdincome: $125,000-$149,999 (21.2%) - Homeownership: Homeowner (93.7%) - Typeof property: Singlefamily - Household size: 5+persons(22.4%) - Ageof children: 13-18 (25.4%)
B08 Babiesand Bliss Middle-agedcouples withfamilies andactive livesin affluentsuburbia.
**Key features:** - Large families - Onlineshoppers - High-creditawareness
Homeowners - Athleticactivities -Modern housing
**Who we are:** - Headof householdage: 36-45 (60.1%) - Estimatedhouseholdincome: $125,000-$149,999 (29.56%) - Homeownership: Homeowner (93.7%) - Typeof property: Singlefamily - Householdsize: 2persons(46.0%) - Ageof children: 10-12 (71.0%)
B09 Family Fun-tastic Upscale, middle-aged families withyounger children pursuing busy, kid-centered livesinsatellite cities.
**Key features:** - Social mediafans - Comfortable spending -Savingforcollege - Charity donor
Bachelor degrees - Active lifestyles
**Who we are:** - Headof householdage: 36-45 (40.0%) - Estimatedhouseholdincome: $125,000-$149,999 (22.8%) - Homeownership: Homeowner (93.4%) - Typeof property: Singlefamily
Household size: 2persons(34.7%) - Ageof children: 0-3 (19.9%)
B10 Cosmopolitan Achievers Affluent middle-agedcouplesandfamilies enjoying dynamiclifestylesin metroareas.
**Keyfeatures:** -Bilingual - Luxuryliving - Soccerfans - Two familyproperties - Economicliterature - Progressive liberals
**Who we are:** - Headof householdage: 36-45 (22.7%) - Estimatedhouseholdincome: $125,000-$149,999 (17.3%) - Homeownership: Homeowner (86.0%) - Typeof property: Singlefamily - Household size: 5+persons(16.4%) - Ageof children: 13-18 (12.1%)
C Booming withConfidence
C11 SophisticatedCity Dwellers Prosperous, established couplesintheirpeak earning years living in suburban homes.
**Key features:** - Highly educated
Affluent - Upscalehousing -Savvy investors - Techapprentices - Environmentalphilanthropists
**Who we are:** - Headof householdage: 51-65 (55.6%) - Estimatedhouseholdincome: $100,000-$124,999 (16.7%) - Homeownership: Homeowner (95.1%) - Typeof property: Singlefamily (97.1%) - Householdsize: 5+persons(18.2%) - Ageof children: 0-3 (5.6%)
C12 GolfCartsandGourmets
**Key features:** - Retirementcommunities - Golf enthusiasts - Finedining - Active sociallife
Charitable giving
**Who we are:** - Headof householdage: 66-75 (40.0%) - Estimatedhouseholdincome: $75,000-$99,999 (20.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Household size: 2persons(45.0%)
Ageof children: 0-3 (2.0%)
C13 Philanthropic Sophisticates
**Keyfeatures:** - Philanthropicactivities - Highnetworth - Cultural events - Luxurytravel - Investmentsavvy
**Who we are:** - Headof householdage: 51-65 (60.0%) - Estimatedhouseholdincome: $250,000+ (40.0%) - Homeownership: Homeowner (95.0%) - Typeof property: Singlefamily - Household size: 2persons(30.0%) - Ageof children: 13-18 (15.0%)
C14 Boomers andBoomerangs
**Key features:** -Multi-generationalhouseholds - Boomerang children - Active retirees - Community involvement - Travel enthusiasts
**Who we are:**
Headof householdage: 51-65 (55.0%) - Estimatedhouseholdincome: $75,000-$99,999 (25.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Householdsize: 3persons(35.0%) - Ageof children: 18-25 (20.0%)
D Suburban Style
D15 SportUtilityFamilies Middle-aged,ethnically-mixed suburbanfamiliesandcouples earning upscale incomes.
**Keyfeatures:** - Comfortable lifestyle - Suburban living - Politically diverse - Family-centric activities - Parents - Financialinvestments
**Who we are:**
Headof householdage: 36-45 (37.6%) - Estimatedhouseholdincome: $125,000-$149,999 (15.94%) - Homeownership: Homeowner (92.6%) - Typeof property: Singlefamily - Household size: 2persons(32.0%) - Ageof children: 10-12 (24.74%)
D16 Settled in Suburbia
**Keyfeatures:** - Established suburbanliving - Family-oriented - Community involvement - Homeimprovementprojects - Stable careers
**Who we are:** - Headof householdage: 46-50 (35.0%) - Estimatedhouseholdincome: $100,000-$124,999 (18.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Household size: 3persons(30.0%) - Ageof children: 13-18 (25.0%)
D17 Culde Sac Diversity
**Key features:** - Ethnically diverseneighborhoods - Cul-de-sac living
Community events - Active parenting - Homeownersassociation
**Who we are:** - Headof householdage: 36-45 (38.0%) - Estimatedhouseholdincome: $75,000-$99,999 (20.0%) - Homeownership: Homeowner (85.0%)
Typeof property: Singlefamily - Householdsize: 4persons(35.0%) - Ageof children: 7-9 (20.0%)
D18 Suburban Nightlife
**Keyfeatures:** - Active nightlife insuburbs - Socialgatherings - Dining and entertainment - Youngprofessionals - Networkingevents
**Who we are:** - Headof householdage: 31-35 (30.0%) - Estimatedhouseholdincome: $100,000-$124,999 (15.0%) - Homeownership: Homeowner (75.0%) - Typeof property: Singlefamily - Household size: 2persons(30.0%) - Ageof children: 4-6 (15.0%)
E Thriving Boomers
E19 Consummate Consumers Upper-middle-classbaby boomer-agecouplesliving comfortable lifestyles settled in suburban homes.
**Key features:** -Middleclass - Suburban - Politically independent - Nature enthusiasts -Married couples - 60s/70s musiclover
**Who we are:** - Headof householdage: 51-65 (65.2%) - Estimatedhouseholdincome: $75,000-$99,999 (24.0%) - Homeownership: Homeowner (93.4%) - Typeof property: Singlefamily (92.2%) - Householdsize: 2persons(17.4%) - Ageof children: 0-3 (3.5%)
E20 No Place Like Home
**Key features:** - Homeimprovementprojects - Gardening enthusiasts - Community involvement - Retirementplanning
Active sociallife
**Who we are:** - Headof householdage: 51-65 (55.0%) - Estimatedhouseholdincome: $75,000-$99,999 (20.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Household size: 2persons(40.0%)
Ageof children: 0-3 (2.0%)
E21 UnspoiledSplendor
**Keyfeatures:** - Nature lovers - Outdoorrecreation - Environmentalconservation - Rural living - Community engagement
**Who we are:** - Headof householdage: 51-65 (60.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Homeowner (85.0%) - Typeof property: Singlefamily - Household size: 2persons(35.0%) - Ageof children: 0-3 (1.0%)
F Promising Families
F22 Fast TrackCouples Young couples with children in starterhomes, living child-centeredlifestyles.
**Key features:** -Married withkids - No-worry spenders - Gamers - Credit-aware
Comfortable lifestyles - Just moved in
**Who we are:** - Headof householdage: 25-30 (43.6%) - Estimatedhouseholdincome: $50,000-$74,999 (18.01%) - Homeownership: Renter (17.7%) - Typeof property: Singlefamily - Householdsize: 1person (43.6%) - Ageof children: 7-9 (22.6%)
F23 FamiliesMatterMost
**Key features:** - Family-focused - Child-centeredactivities - Community involvement - Starterhomes -Budget-conscious
**Who we are:**
Headof householdage: 25-30 (40.0%) - Estimatedhouseholdincome: $50,000-$74,999 (15.0%) - Homeownership: Renter (20.0%) - Typeof property: Singlefamily - Household size: 2persons(35.0%) - Ageof children: 4-6 (15.0%)
G Young City Solos
G24 Ambitious Singles Younger andmiddle-agedsingleslivingactive andenergetic lifestylesin metropolitanareas.
**Keyfeatures:** - Singles - Downtowncommuters - Apartmentdwellers - Active lifestyles - Career-driven - Liberal
**Who we are:** - Headof householdage: 25-30 (32.7%) - Estimatedhouseholdincome: $100,000-$124,999 (14.26%) - Homeownership: Renter (26.8%) - Typeof property:Multi-family: 101+units - Household size: 1person (78.5%) - Ageof children: 13-18 (4.0%)
G25 Urban Edge
**Key features:** - Urban living - Active sociallife - Cultural events - Fitness enthusiasts - Tech-savvy
**Who we are:** - Headof householdage: 25-30 (30.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Householdsize: 1person (70.0%) - Ageof children: 13-18 (5.0%)
H Bourgeois MeltingPot
H26 Progressive Assortment Middle-aged,establishedcouples living insuburban homes.
**Key features:** - Sturdy blue-collar -Multi-cultural - Comfortable spending - Financially informed - Suburb living -Married
**Who we are:** - Headof householdage: 36-45 (25.6%) - Estimatedhouseholdincome: $100,000-$124,999 (16.25%) - Homeownership: Homeowner (83.8%) - Typeof property: Singlefamily - Household size: 1person (37.8%) - Ageof children: 13-18 (9.8%)
H27 Lifeof Leisure
**Keyfeatures:** - Retirementcommunities - Leisure activities - Travel enthusiasts - Active sociallife - Charitable giving
**Who we are:** - Headof householdage: 66-75 (35.0%) - Estimatedhouseholdincome: $75,000-$99,999 (20.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Household size: 2persons(40.0%) - Ageof children: 0-3 (2.0%)
H28 Everyday Moderates
**Key features:** -Moderate income
Balanced lifestyle - Family-oriented - Community involvement - Stable careers
**Who we are:** - Headof householdage: 46-50 (30.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%)
Homeownership: Homeowner (85.0%) - Typeof property: Singlefamily - Householdsize: 3persons(30.0%) - Ageof children: 13-18 (15.0%)
H29 DestinationRecreation
**Keyfeatures:** - Recreationalactivities - Outdoorenthusiasts - Traveland adventure - Active sociallife - Community events
**Who we are:** - Headof householdage: 36-45 (30.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Household size: 2persons(30.0%) - Ageof children: 7-9 (15.0%)
I Family Union
I30 PotlucksandtheGreat Outdoors Middle income, middle-aged familiesliving inhomes supportedby solidblue-collar occupations.
**Key features:** -Bilingual
-Married withkids - Large households - Financiallycautious - Teamsports - Blue-collar jobs
**Who we are:** - Headof householdage: 36-45 (29.1%) - Estimatedhouseholdincome: $50,000-$74,999 (29.7%) - Homeownership: Homeowner (86.9%) - Typeof property: Singlefamily - Householdsize: 2persons(29.8%) - Ageof children: 13-18 (32.9%)
I31 HardWorking Values
**Key features:** - Blue-collar occupations - Hardworking families - Community involvement - Family-oriented
-Budget-conscious
**Who we are:** - Headof householdage: 36-45 (30.0%) - Estimatedhouseholdincome: $50,000-$74,999 (25.0%) - Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Household size: 3persons(30.0%)
Ageof children: 7-9 (15.0%)
I32 Steadfast Conventionalists
**Keyfeatures:** - Traditionalvalues - Family-focused - Community engagement - Stable careers - Homeowners
**Who we are:** - Headof householdage: 46-50 (30.0%) - Estimatedhouseholdincome: $75,000-$99,999 (20.0%) - Homeownership: Homeowner (85.0%) - Typeof property: Singlefamily - Household size: 3persons(30.0%) - Ageof children: 13-18 (15.0%)
I33 Balance andHarmony
**Key features:** - Balanced lifestyle - Family-oriented - Community involvement - Stable careers - Homeowners
**Who we are:**
Headof householdage: 36-45 (30.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Householdsize: 2persons(30.0%) - Ageof children: 7-9 (15.0%)
J Autumn Years
J34 Suburban Sophisticates Establishedand mature coupleslivinggratified lifestyles in olderhomes.
**Keyfeatures:** - Rural living - Community roots - Financialsavings - AARPmembers - Financially secure - Outdoorhobbies
**Who we are:**
Headof householdage: 66-75 (37.9%) - Estimatedhouseholdincome: $35,000-$49,999 (21.1%) - Homeownership: Homeowner (95.7%) - Typeof property: Singlefamily (99.1%) - Household size: 2persons(34.9%) - Ageof children: 0-3 (2.4%)
J35 Rural Escape
**Keyfeatures:** - Rural living - Quiet lifestyle - Nature enthusiasts - Community involvement - Retirementplanning
**Who we are:** - Headof householdage: 66-75 (35.0%) - Estimatedhouseholdincome: $35,000-$49,999 (20.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Household size: 2persons(40.0%) - Ageof children: 0-3 (2.0%)
J36 Settled andSensible
**Key features:** - Settled lifestyle - Financialplanning
Community engagement - Stable careers - Homeowners
**Who we are:** - Headof householdage: 51-65 (30.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Homeowner (85.0%)
Typeof property: Singlefamily - Householdsize: 2persons(30.0%) - Ageof children: 13-18 (15.0%)
K Significant Singles
K37 Wiredfor Success Diverselyagedsingles earning mid-scale incomes supporting active city styles of living.
**Keyfeatures:** - Renters -Multi-family properties - Quality matters - Smallhouseholds - Financially risk averse - Cultural interests
**Who we are:** - Headof householdage: 36-45 (20.7%) - Estimatedhouseholdincome: $50,000-$74,999 (24.1%) - Homeownership: Renter (58.6%)
Typeof property:Multi-family - Household size: 1person (35.19%) - Ageof children: 0-3 (3.73%)
K38 Modern Blend
**Key features:** -Modern living
Culturaldiversity - Active sociallife - Career-focused - Tech-savvy
**Who we are:** - Headof householdage: 31-35 (25.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Householdsize: 1person (60.0%) - Ageof children: 13-18 (5.0%)
K39 Metro Fusion
**Key features:** - Urban living - Culturaldiversity - Active sociallife - Career-driven - Tech-savvy
**Who we are:** - Headof householdage: 25-30 (25.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Household size: 1person (60.0%) - Ageof children: 13-18 (5.0%)
K40 Bohemian Groove
**Keyfeatures:** - Bohemian lifestyle - Cultural events - Artistic interests - Urban living - Socialgatherings
**Who we are:** - Headof householdage: 25-30 (25.0%) - Estimatedhouseholdincome: $50,000-$74,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Household size: 1person (60.0%) - Ageof children: 13-18 (5.0%)
L Blue Sky Boomers
L41 BoomingandConsuming
Middle-class baby boomer-agedhouseholdsliving in smalltowns.
**Key features:** - Rural lifestyles -Modesthousing - Outdoorrecreation - Agricultural andblue-collar jobs - Racing fanatics
Nearretirement
**Who we are:** - Headof householdage: 51-65 (80.4%) - Estimatedhouseholdincome: $50,000-$74,999 (30.36%) - Homeownership: Homeowner (91.0%) - Typeof property: Singlefamily - Householdsize: 1person (39.7%) - Ageof children: 0-3 (1.6%)
L42 RootedFlowerPower
**Keyfeatures:** - Rural living - Community involvement - Gardening enthusiasts - Retirementplanning - Active sociallife
**Who we are:** - Headof householdage: 66-75 (35.0%)
Estimatedhouseholdincome: $35,000-$49,999 (20.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Household size: 2persons(40.0%) - Ageof children: 0-3 (2.0%)
L43 Homemade Happiness
**Key features:** - DIYprojects - Homeimprovement - Gardening - Community engagement - Retirementplanning
**Who we are:** - Headof householdage: 51-65 (55.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Homeowner (85.0%) - Typeof property: Singlefamily - Householdsize: 2persons(35.0%) - Ageof children: 0-3 (1.0%)
M Families inMotion
M44 Creative Comfort Working-class familieswithyoung children, earning moderate incomesinsmaller residential communities.
**Key features:** - Young children - Hectichouseholds - Rural lifestyle - Non-environmental - Conservative investors - Outdoorleisure
**Who we are:** - Headof householdage: 31-35 (23.3%) - Estimatedhouseholdincome: $50,000-$74,999 (28.7%) - Homeownership: Renter (17.7%) - Typeof property: Singlefamily - Householdsize: 2persons(23.3%) - Ageof children: 0-3 (33.02%)
M45 Growing andExpanding
**Keyfeatures:** - Growing families - Homeexpansion - Community involvement -Budget-conscious - Outdooractivities
**Who we are:** - Headof householdage: 31-35 (25.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Homeowner (75.0%)
Typeof property: Singlefamily - Household size: 3persons(30.0%) - Ageof children: 4-6 (15.0%)
N Pastoral Pride
N46 TrueGritAmericans Eclectic mixof lowermiddle-classconsumers whohave settled in country andsmall townareas.
**Keyfeatures:** - Rural living - Workingclasssensibility - Limited investments - Techwizards -Satellite TV - Blue-collar jobs
**Who we are:** - Headof householdage: 36-45 (43.5%) - Estimatedhouseholdincome: $50,000-$74,999 (22.09%) - Homeownership: Homeowner (83.4%) - Typeof property: Singlefamily - Household size: 1person (43.5%) - Ageof children: 7-9 (12.8%)
N47 Countries
**Key features:** - Country living
Agricultural jobs - Community involvement - Outdoorrecreation - Family-oriented
**Who we are:** - Headof householdage: 36-45 (35.0%) - Estimatedhouseholdincome: $35,000-$49,999 (20.0%)
Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Householdsize: 3persons(30.0%) - Ageof children: 7-9 (15.0%)
N48 Rural Southern Bliss
**Keyfeatures:** - Rural Southern living - Communityroots - Outdooractivities - Family-focused - Traditionalvalues
**Who we are:** - Headof householdage: 46-50 (30.0%) - Estimatedhouseholdincome: $35,000-$49,999 (15.0%) - Homeownership: Homeowner (85.0%) - Typeof property: Singlefamily - Household size: 2persons(30.0%) - Ageof children: 7-9 (10.0%)
N49 Touchof Tradition
**Key features:** - Traditionalvalues - Rural living - Community engagement - Family-oriented
Stable careers
**Who we are:** - Headof householdage: 51-65 (30.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Householdsize: 2persons(30.0%) - Ageof children: 13-18 (15.0%)
O Singles and Starters
O50 Full Steam Ahead Young singlesstarting outandsomestarterfamiliesliving a city lifestyle.
**Key features:** - Rentalhousing - Single adults - Politically disengaged - Engagevia radio - Foodies
Digitally savvy
**Who we are:** - Headof householdage: 25-30 (46.8%) - Estimatedhouseholdincome: $50,000-$74,999 (26.6%) - Homeownership: Renter (44.8%) - Typeof property: Singlefamily - Household size: 1person (74.3%)
Ageof children: 7-9 (11.0%)
O51 DigitalSawvy
**Keyfeatures:** - Tech-savvy - Digitalengagement - Social media - Urban living - Career-focused
**Who we are:** - Headof householdage: 25-30 (30.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Renter (35.0%) - Typeof property:Multi-family - Household size: 1person (60.0%) - Ageof children: 13-18 (5.0%)
O52 Urban Ambition
**Key features:** - Urban living - Career-driven - Socialnetworking - Active lifestyle - Tech-savvy
**Who we are:**
Headof householdage: 25-30 (25.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Householdsize: 1person (60.0%) - Ageof children: 13-18 (5.0%)
O53 CollegesandCafes
**Keyfeatures:** - College students - Cafeculture - Socialgatherings - Active lifestyle - Tech-savvy
**Who we are:** - Headof householdage: 19-24 (25.0%) - Estimatedhouseholdincome: $25,000-$34,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family
Household size: 1person (60.0%) - Ageof children: 13-18 (5.0%)
O54 Influencedby Influencers
**Key features:** - Social mediainfluencers - Digitalengagement
Urban living - Career-focused - Tech-savvy
**Who we are:** - Headof householdage: 19-24 (25.0%) - Estimatedhouseholdincome: $50,000-$74,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Householdsize: 1person (60.0%) - Ageof children: 13-18 (5.0%)
O55 Family Troopers
**Key features:** - Family-focused - Community involvement - Outdooractivities -Budget-conscious - Stable careers
**Who we are:** - Headof householdage: 31-35 (25.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Homeowner (75.0%) - Typeof property: Singlefamily - Household size: 3persons(30.0%) - Ageof children: 4-6 (15.0%)
P CulturalConnections
P56 Mid-scaleMotley Diverse, mid- and low-incomefamiliesinurban apartmentsandresidences.
**Keyfeatures:** - Older cityapartments - Financiallycurious - Single parents - Ambitious -Modest educations - Renters
**Who we are:** - Headof householdage: 25-30 (45.85%) - Estimatedhouseholdincome: Less than $15,000(12.32%) - Homeownership: Renter (32.5%) - Typeof property: Singlefamily - Household size: 1person (51.1%) - Ageof children: 13-18 (39.98%)
P57 ModestMotley Means
**Key features:** -Modestincome -Budget-conscious - Community involvement - Family-oriented - Stable careers
**Who we are:** - Headof householdage: 25-30 (30.0%) - Estimatedhouseholdincome: $15,000-$24,999 (11.92%) - Homeownership: Renter (30.0%) - Typeof property: Singlefamily - Householdsize: 2persons(30.0%) - Ageof children: 13-18 (15.0%)
P58 Heritage Heights
**Keyfeatures:** - Cultural heritage - Community involvement - Family-oriented - Stable careers - Homeowners
**Who we are:** - Headof householdage: 36-45 (30.0%) - Estimatedhouseholdincome: $35,000-$49,999 (15.0%)
Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Household size: 3persons(30.0%) - Ageof children: 7-9 (15.0%)
P59 Expanding Motions
**Key features:**
Growing families - Homeexpansion - Community involvement -Budget-conscious - Outdooractivities
**Who we are:** - Headof householdage: 31-35 (25.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Homeowner (75.0%) - Typeof property: Singlefamily - Householdsize: 3persons(30.0%) - Ageof children: 4-6 (15.0%)
P60 Stoving Forward
**Key features:** - Career-focused - Urban living - Socialnetworking - Active lifestyle
Tech-savvy
**Who we are:** - Headof householdage: 25-30 (25.0%) - Estimatedhouseholdincome: $75,000-$99,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Household size: 1person (60.0%)
Ageof children: 13-18 (5.0%)
P61 Simple Regimens
**Keyfeatures:** - Simple lifestyle -Budget-conscious - Community involvement - Family-oriented - Stable careers
**Who we are:** - Headof householdage: 36-45 (30.0%) - Estimatedhouseholdincome: $35,000-$49,999 (15.0%) - Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Household size: 2persons(30.0%) - Ageof children: 7-9 (15.0%)
Q Golden Year Guardians
Q62 Enjoying Retirement Retirees living inoldhomes, settledresidencesand communities.
**Key features:** - Retired - Health-conscious - Technovices - Established credit
Domesticholidays - Cautiousmoney managers
**Who we are:** - Headof householdage: 76+ (55.5%) - Estimatedhouseholdincome: $25,000-$34,999 (21.0%) - Homeownership: Homeowner (91.0%) - Typeof property: Singlefamily (88.6%) - Householdsize: 2persons(35.0%) - Ageof children: 0-3 (0.3%)
Q63 Footloose andFamily Free
**Key features:** - Independent living - Travel enthusiasts - Active sociallife - Retirementplanning - Community involvement
**Who we are:**
Headof householdage: 66-75 (35.0%) - Estimatedhouseholdincome: $35,000-$49,999 (20.0%) - Homeownership: Homeowner (90.0%) - Typeof property: Singlefamily - Household size: 1person (40.0%) - Ageof children: 0-3 (2.0%)
Q64 Establishedin Society
**Keyfeatures:** - Establishedcareers - Community involvement - Active sociallife - Retirementplanning - Financialstability
**Who we are:** - Headof householdage: 51-65 (30.0%) - Estimatedhouseholdincome: $75,000-$99,999 (20.0%) - Homeownership: Homeowner (85.0%) - Typeof property: Singlefamily - Household size: 2persons(30.0%) - Ageof children: 13-18 (15.0%)
Q65 Matureand Wise
**Key features:** -Maturelifestyle - Financialplanning
Community engagement - Retirementplanning - Stable careers
**Who we are:** - Headof householdage: 66-75 (35.0%) - Estimatedhouseholdincome: $50,000-$74,999 (20.0%) - Homeownership: Homeowner (80.0%)
Typeof property: Singlefamily - Householdsize: 2persons(30.0%) - Ageof children: 13-18 (15.0%)
R Aspirational Fusion
R66 AmbitiousDreamers Lower-incomesingles and singleparents living in urbanlocationsandstriving tomakeabetter life.
**Keyfeatures:** - Single parents - Apartment living - Status-conscious -Budgetconstraints - DigitalMedia - Techwizards
**Who we are:** - Headof householdage: 19-24 (18.2%) - Estimatedhouseholdincome: Less than $15,000(29.1%) - Homeownership: Renter (91.6%)
Typeof property: Singlefamily - Household size: 1person (86.4%) - Ageof children: 7-9 (15.9%)
R67 Passionate Parents
**Key features:** - Young parents
Family-focused -Budget-conscious - Community involvement - Active lifestyle
**Who we are:** - Headof householdage: 25-30 (25.0%) - Estimatedhouseholdincome: $25,000-$34,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property: Singlefamily - Householdsize: 2persons(30.0%) - Ageof children: 4-6 (15.0%)
S Thrifty Habits
S68 Small Town Sophisticates Cost-consciousadults living alone inurban areas.
**Key features:** -Modestspenders - Limited budgets
CableTV - Collegesportsfans -Modest educations - Lottery ticketholders
**Who we are:** - Headof householdage: 51-65 (21.7%) - Estimatedhouseholdincome: Less than $15,000(21.67%)
Homeownership: Renter (32.8%) - Typeof property: Singlefamily - Householdsize: 1person (60.1%) - Ageof children: 7-9 (5.8%)
S69 Urban Legacies
**Keyfeatures:** - Urban living - Cultural heritage - Community involvement - Active sociallife - Career-focused
**Who we are:** - Headof householdage: 36-45 (25.0%) - Estimatedhouseholdincome: $35,000-$49,999 (15.0%) - Homeownership: Renter (30.0%) - Typeof property:Multi-family - Household size: 1person (60.0%) - Ageof children: 13-18 (5.0%)
S70 Thrifty Singles
**Key features:** -Budget-conscious - Single living - Community involvement - Stable careers
Homeowners
**Who we are:** - Headof householdage: 51-65 (25.0%) - Estimatedhouseholdincome: $25,000-$34,999 (15.0%) - Homeownership: Homeowner (75.0%) - Typeof property: Singlefamily - Householdsize: 1person (60.0%) - Ageof children: 13-18 (5.0%)
S71 ModestRetirees
**Keyfeatures:** - Retired -Budget-conscious - Community engagement - Stable income - Homeowners
**Who we are:** - Headof householdage: 66-75 (35.0%)
Estimatedhouseholdincome: $25,000-$34,999 (20.0%) - Homeownership: Homeowner (80.0%) - Typeof property: Singlefamily - Household size: 1person (60.0%) - Ageof children: 13-18 (5.0%) ```