prizm handout lifestage - gulf shores · what differentiates lifestage group “midlife success”...
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Lifestage Groups
PRIZM
PRIZM
NE
NE®
®
PRIZMNE
MATURE YEARS
FAMILY LIFE
YOUNGERYEARS
42 Red, White & Blues44 New Beginnings45 Blue Highways47 City Startups48 Young & Rustic53 Mobility Blues56 Crossroads Villagers
63 Family Thrifts64 Bedrock America65 Big City Blues66 Low-Rise Living
55 Golden Ponds57 Old Milltowns58 Back Country Folks59 Urban Elders60 Park Bench Seniors61 City Roots62 Hometown Retired
Y1MIDLIFE SUCCESS
03 Movers & Shakers08 Executive Suites11 God’s Country12 Brite Lites, Li’l City19 Home Sweet Home25 Country Casuals30 Suburban Sprawl37 Mayberry-ville
Y2YOUNG ACHIEVERS
04 Young Digerati16 Bohemian Mix22 Young Influentials23 Greenbelt Sports24 Up-and-Comers31 Urban Achievers35 Boomtown Singles
Y3STRIVING SINGLES
F1ACCUMULATED WEALTH
02 Blue Blood Estates05 Country Squires06 Winner’s Circle
F2YOUNG ACCUMULATORS
13 Upward Bound17 Beltway Boomers18 Kids & Cul-de-Sacs20 Fast-Track Families29 American Dreams
F3MAINSTREAM FAMILIES
32 New Homesteaders33 Big Sky Families34 White Picket Fences36 Blue-Chip Blues50 Kid Country, USA51 Shotguns & Pickups52 Suburban Pioneers54 Multi-Culti Mosaic
F4SUSTAINING FAMILIES
M1AFFLUENT EMPTY NESTS
01 Upper Crust07 Money & Brains09 Big Fish, Small Pond10 Second City Elite
M2CONSERVATIVE CLASSICS
14 New Empty Nests15 Pools & Patios21 Gray Power 26 The Cosmopolitans27 Middleburg Managers28 Traditional Times
M3CAUTIOUS COUPLES
38 Simple Pleasures39 Domestic Duos40 Close-In Couples41 Sunset City Blues43 Heartlanders46 Old Glories49 American Classics
M4SUSTAINING SENIORS
LOW
HIGH
$
All of the 66 segments are grouped into 11 broader Lifestage Groups, as shown by the color-coded chart above. LifestageGroups capture a combination of three variables—affluence, householder age and whether there are children living at home—to help paint a more vivid picture of each segment’s likely lifestyle. As an example, what the three LifestageGroups that comprise “Younger Years” share is that all of those households are, for the most part, young and childless.What differentiates Lifestage Group “Midlife Success” from Lifestage Group “Young Achievers” is the level of affluenceeach has achieved at this young age. Similarly, the four groups of segments that make up “Family Life” have children incommon, while segments categorized as “Mature Years” are mostly empty nesters. The most affluent family segments fallinto Lifestage Group F1 ”Accumulated Wealth,” which includes Blue Blood Estates, Country Squires, and Winner’s Circle.
Segments in Younger Years (Y) consistof mostly singles and couples who are typically under 45 years old andhave no children in the household.Residents may be too young to havechildren and/or are approaching middleage and choose not to have them.
At the household level, age 45 andyounger is the cutoff for most segmentsand among this younger set of segments,only those that are explicit in their lackof children or have very low indices forpresence of children at the geographiclevel are included in Younger Years.
Family Life (F) is composed of segmentsthat have high indices for householdswith children under age 18. They maybe married couples or single parenthouseholds.
At the household level, presence ofchildren is the primary driver for thisclass. This class also includes a fewsegments that while not explicit at thehousehold level for presence of children,do show high indices at the geographiclevel for that characteristic. Age isnot the key driver for this class;households with children are mosttypically under 55 years of age.
Mature Years (M) is for segmentswhose residents are primarily over 55 years old and childless. Thesehouseholds may be empty-nests orthose with children in their late teens,away at college, or now young adultsliving at home.
At the household level, the primary driveris that they are over age 45 and not theabsence of children. However, segmentsthat are uniquely child-centered aregrouped under Family Years and thoseunder age 45 are grouped in YoungerYears—leaving the last group of segmentsfor the Mature Years class.
Predominantly under age 45 and childless
singles & couples
Families with children in the household,
including single parents
Predominantly over age 55, empty-nest couples and mature singles
Demographic Captions
The demographic caption covers the four essentialdimensions of income, age, household composition, and urbanization. They are often used as a demographicshorthand or substitute for the segment nickname.
Income uses seven ranges, from Wealthy withincomes of $100k+ to Poor where incomes aregenerally well below $25k.
Age uses four ranges, from Younger who aremostly under age 35, to Mature who are largelyover 65 years of age.
Household Composition uses five classes thatcover singles, couples, families (married coupleswith children) and two mixed categories of singlesand singles with children.
Urbanization is a Claritas model that accounts forthe population density of the assigned geographyand its proximity to the downtown core of themetro area.
Neighborhood measures correspond to Census 2000 and subsequent Claritas Updates and use neighborhood(BG) demographics and PRIZM NE assignments at theZIP+4 level.
Tenure / Housing Type uses a collection of categories to describe the overall type of housingand whether it is owned or rented.
Predominant Age(s) uses eight non-exclusiveclasses, from Age<35 to Age 65+ and several combinations in between.
Employment uses a collection of categories to collapse the broad range of Census occupationalclasses—spanning executives to farmers.
Education uses a collection of categories to collapse the broad range of Census educational classes—spanning elementary schools to universities.
Race & Ethnicity uses a collection of categoriesto collapse the broad range of Census race andHispanic ancestry classes into a single indicatorof ethnic diversity.
Neighborhood Measures
Demographic Caption
Tenure / Housing Type
Predominant Age(s)
Employment
Education
Race & Ethnicity
Lifestyle Preferences
PRIZMNE
05Country Squires
F1 Accumulated Wealth
Wealthy, Mid-Aged Exurban Families
Owner / SFDU
Age 35-64
Executive, Professional, WC
College Graduate+
White
Have broadband Internet access
Go skiing
USA Today
The Disney Channel TV
GMC Denali
06Winner’s Circle
F1 Accumulated Wealth
Executive-Level Suburban Families
Owner / SFDU
Age 25-54
Executive, Professional, WC
College Graduate+
White, Asian
Go downhill skiing
Own a home theatre system
Parents Magazine
The Cartoon Network TV
Honda Odyssey
07Money & Brains
M1 Affluent Empty Nests
Older, Upscale UrbanSophisticates
Owner / SFDU
Age 45+
Executive, Professional, WC
College Graduate+
White, Asian
Shop at Nordstrom
Support the arts
Business Week Magazine
All-news radio
BMW 5 Series
08Executive Suites
Y1 Midlife Succeess
Upscale, Suburban Singles & Couples
Mix / SFDU, Hi-Rise Multi
Age 25-44
Executive, Professional, WC
College Graduate+
White, Asian
Exercise at health clubs
Research Internet real estate
GQ Magazine
Will & Grace TV
BMW 3 Series
09Big Fish, Small Pond
M1 Affluent Empty Nests
Upscale, Older Exurban Couples
Owner / SFDU
Age 45+
Executive, Professional, WC
College Graduate+
White
Go cross-country skiing
Own a vacation/wknd home
Southern Living Magazine
Classical radio
Cadillac de Ville
10Second City Elite
M1 Affluent Empty Nests
Executive Couples in Small Cities
Owner / SFDU
Age 45+
Professional, WC
College Graduate+
White
Own home exercise equipment
Travel domestically by plane
Travel & Leisure Magazine
Wall Street Week TV
Chrysler 300M
11God’s Country
Y1 Midlife Success
Upscale, Mid-Aged Couples in Exurbia
Owner / SFDU
Age 35-64
Executive, Professional, WC
College Graduate+
White
Travel to the Caribbean
Use Internet to trade stocks
Airline magazines
Wall Street Journal radio
Mercedes Benz E class
12Brite Lites, Li’l City
Y1 Midlife Success
Middle-Aged, Small City Sophisticates
Mix / SFDU, Lo-Rise Multi
Age 25-54
Professional, WC
College Graduate+
White, Asian
Own networking software
Eat at Bennigan’s
Boating magazines
Pay-per-view sports TV
BMW 5 Series
13Upward Bound
F2 Young Accumulators
Upscale, Boomer Families, Small Cities
Owner / SFDU
Age 25-54
Professional, WC
College
White, Asian
Go to the beach
Own a Game Boy
Forbes Magazine
Nickelodeon TV
Chevy Suburban
14New Empty Nests
M2 Conservative Classics
Mature Couples in Upscale Suburbia
Owner / SFDU
Age 65+
Professional, WC
College
White
Take 3+ cruises, past 3 yrs
Play volleyball
Smithsonian Magazine
Meet the Press TV
Nissan Pathfinder
04Young Digerati
Y2 Young Achievers
Young, Urban and Wealthy
Renter / Hi-Rise Multi
Age <45
Executive, Professional, WC
College Graduate+
White, Asian, Hispanic
Buy wireless phones
Own a DVD player
Wall Street Journal
National Public Radio
Audi A4/S4
03Movers & Shakers
Y1 Midlife Success
Wealthy, Suburban Boomer Couples
Owner / SFDU
Age 35-64
Executive, Professional, WC
College Graduate+
White, Asian
Go scuba diving/snorkeling
Plan travel on the Internet
PC Magazine
Adult contemporary radio
Acura MDX SUV
02Blue Blood Estates
F1 Accumulated Wealth
Wealthy, Middle-Aged Suburban Families
Owner / SFDU
Age 35-64
Executive, Professional, WC
College Graduate+
White, Asian
Took a golf vacation
Eat at fast food picked by kids
Fortune Magazine
Major League Soccer TV
BMW X5 SUV
01Upper Crust
M1 Affluent Empty Nests
Wealthy, Older Suburban Couples
Owner / SFDU
Age 45+
Executive, Professional, WC
College Graduate+
White, Asian
Spend $3,000+ foreign travel
Contribute to PBS
Architectural Digest
Wall Street Week TV
Lexus ES300
19Home Sweet Home
Y1 Midlife Success
Middle-Aged, UpscaleSuburbanites
Owner / SFDU
Age 35-54
Professional, WC
College
White
Go to movies 4+ times/month
Eat fast food burgers
Entertainment Weekly Magazine
Drew Carey in syndication TV
Chevy TrailBlazer
20Fast-Track Families
F2 Young Accumulators
Upscale, Exurban Boomer Families
Owner / SFDU
Age 25-54
WC
College
White
Own a power boat
Belong to book clubs
Country Living Magazine
The Disney Channel
GMC Yukon
21Gray Power
M2 Conservative Classics
Midscale Suburban Seniors
Owner / SFDU, Hi-Rise Multi
Age 65+
Professional, WC
College
White
Go to museums
Own a vacation/wknd home
Wheel of Fortune TV
Live with Regis & Kelly TV
Mercury Sable
22Young Influentials
Y2 Young Achievers
Younger, Midscale Suburban Singles
Renter / Hi-Rise Multi
Age <35
Professional, WC
College
White, Black, Asian
Buy high-end computers
Eat at Whataburger
GQ Magazine
That 70s Show TV
Mazda Protégé
23Greenbelt Sports
Y2 Young Achievers
Mid-Aged Couples, Midscale Exurbia
Owner / SFDU
Age 25-54
Professional, WC
College
White
Go mountain biking
Buy self-help books
Self Magazine
ABC Pro Boxing TV
Subaru Forester
24Up-and-Comers
Y2 Young Achievers
Younger, Middle-Class in Small Cities
Renter / SFDU, Hi-Rise Multi
Age <35
Professional, WC
College
White, Asian
Use Internet for job search
Shop at Ann Taylor
Shape Magazine
MTV Network
Mitsubishi Eclipse
25Country Casuals
Y1 Midlife Success
Upscale, Middle-Aged Town Couples
Owner / SFDU
Age 35-64
WC, BC
Some College
White
Buy collectibles by mail/phone
Belong to a civic club
Hunting/fishing magazines
Country Music TV
Toyota Tundra
26The Cosmopolitans
M2 Conservative Classics
Established, Midscale Urban Couples
Owner / SFDU, Hi-Rise Multi
Age 55+
WC
Some College
White, Black, Asian, Hispanic
Go to the theatre
Play the lottery
Vanity Fair Magazine
People’s Court TV
Lincoln Town Car
27Middleburg Managers
M2 Conservative Classics
Older, Middle-Class in Small Cities
Owner / SFDU
Age 55+
Professional, WC
College
White
Play musical instruments
Go bird watching
Mature market magazines
U.S. Senior Open TV (golf)
Toyota Solara
28Traditional Times
M2 Conservative Classics
Midscale, Small-Town Seniors
Owner / SFDU
Age 55+
WC, BC, Farming
Some College
White
Domestic travel by motor home
Eat at Bob Evans
Country Home Magazine
Hallmark Hall of Fame TV
Buick Rendezvous
18Kids & Cul-de-Sacs
F2 Young Accumulators
Upper-Middle-Class Suburban Families
Owner / SFDU
Age 25-54
Professional, WC
College
White, Asian, Hispanic
Buy children’s video games
Go to Chuck E. Cheese Restaurant
Parenting Magazine
Nickelodeon TV
Honda Odyssey
enuenu
17Beltway Boomers
F2 Young Accumulators
Baby-Boom Families, Upscale Suburbs
Owner / SFDU
Age 35-64
Professional, WC
College
White, Asian
Go to H.S. sporting events
Eat health foods
Business Week Magazine
Soft contemporary radio
Hyundai Santa Fe
16Bohemian Mix
Y2 Young Achievers
Young, Midscale Urban Singles
Renter / Hi-Rise Multi
Age <35
Professional, WC
College
White, Black, Asian, Hispanic
Shop at Banana Republic
Go jogging
Vanity Fair Magazine
Friends in syndication TV
Audi A4/S4
15Pools & Patios
M2 Conservative Classics
Older, Upscale Suburban Couples
Owner / SFDU
Age 45+
Professional, WC
College
White
Own a timeshare
Eat at Boston Market
Consumer Digest Magazine
Jazz radio
Lexus ES300
Demographic Caption
Tenure / Housing Type
Predominant Age(s)
Employment
Education
Race & Ethnicity
Lifestyle Preferences
33Big Sky Families
F3 Mainstream Families
Middle-Aged, Midscale Rural Families
Owner / SFDU, Mobile
Age 25-54
WC, BC, Farming
Some College
White
Own a camper
Visit Disneyland
Hot Rod Magazine
Classic rock radio
Chevy Silverado
34White Picket Fences
F3 Mainstream Families
Younger Families, Mid-Level Cities
Mix / SFDU, Lo-Rise Multi
Age <45
WC, Service, BC
Some College
White, Black, Hispanic
Eat at fast food picked by kids
Do home remodeling projects
Baby magazines
ESPN Classic TV
Ford Excursion
35Boomtown Singles
Y2 Young Achievers
Younger, Middle-Class, Small Cities
Renter / SFDU, Lo-Rise Multi
Age <35
WC, Service
Some College
White
Buy alternative music
Play soccer
Muscle & Fitness Magazine
MTV Network
Subaru Legacy
36Blue-Chip Blues
F3 Mainstream Families
Blue-Collar, Suburban Families
Mix / SFDU, Lo-Rise Multi
Age <45
WC, Service, BC
Some College
White, Black, Hispanic
Visited a theme park in the last year
Own a video game system
Parenthood magazines
Track & Field championship TV
Ford Focus
37Mayberry-ville
Y1 Midlife Success
Small-Town Couples & Families
Owner / SFDU, Mobile
Age 35-64
WC, BC, Farming
H.S. Graduate
White
Eat at Cracker Barrel
Own a satellite dish
Field & Stream Magazine
NASCAR Winston Cup TV
Ford F250 Pickup
38Simple Pleasures
M3 Cautious Couples
Small-Town, Middle-ClassSeniors
Owner / SFDU, Mobile
Age 65+
WC, Service, BC, Farming
H.S. Graduate
White
Belong to a veterans club
Stay at Day’s Inn
Good Morning America TV
CBS Face the Nation TV
Isuzu Rodeo
39Domestic Duos
M3 Cautious Couples
Older, Midscale Suburban Couples
Owner / SFDU
Age 55+
WC, Service, BC
Some College
White, Black
Go bowling
Visit Atlantic City, NJ
NBC Sunday Today Show TV
Adult standards radio
Mercury Grand Marquis
40Close-In Couples
M3 Cautious Couples
Older, Multi-Ethnic Urban Couples
Mix / SFDU, Hi-Rise Multi
Age 55+
WC, Service
H.S. Graduate
White, Black, Hispanic
Go dancing monthly
Take a cruise
Prevention Magazine
Court TV
Toyota Camry
41Sunset City Blues
M3 Cautious Couples
Blue-Collar Empty Nests, Small Cities
Mix / SFDU, Lo-Rise Multi
Age 65+
WC, Service, BC
Some College
White
Collect coins
Eat at Olive Garden
Mature market magazines
Wheel of Fortune TV
Nissan Sentra
42Red, White & Blues
Y3 Striving Singles
Blue-Collar Town Singles & Couples
Owner / SFDU, Mobile
Age 25-44
WC, Service, BC
H.S. Graduate
White
Buy camp stove
Do drawing and painting
Popular Photography Magazine
TVLand Network
Chevy Tracker
32New Homesteaders
F3 Mainstream Families
Middle-Aged, Midscale Town Families
Owner / SFDU, Mobile
Age 25-44
WC, BC
Some College
White
Buy toys by mail and phone
Play volleyball
Woman’s World Magazine
Wonderful World of Disney TV
Ford Windstar
31Urban Achievers
Y2 Young Achievers
Young, Multi-Ethnic, Midscale Singles
Renter / Hi-Rise Multi
Age <35
Professional, WC, Service
College
White, Black, Asian, Hispanic
Go to the movies
Shop at Banana Republic
Fitness Magazine
Black/Spanish radio
VW Jetta
30Suburban Sprawl
Y1 Midlife Success
Middle-Aged, Midscale Couples
Mix / SFDU, Lo-Rise Multi
Age 25-44
WC
College
White
Order home-delivery meals
Research Internet car purchase
Modern Bride Magazine
TVLand Network
Nissan Xterra
29American Dreams
F2 Young Accumulators
Urban, Multi-Ethnic & Middle-Class
Mix / SFDU, Lo-Rise Multi
Age 25-44
WC, Service
Some College
White, Black, Asian, Hispanic
Go mountain biking
Buy Spanish/Latin music
Ebony Magazine
Spanish radio
Toyota Sienna
47City Startups
Y3 Striving Singles
Poor, Younger Singles in Small Cities
Renter / Hi-Rise Multi
Age <35
WC, Service
Some College
White, Black
Go to nightclubs
Order pizza from Papa John’s
Rolling Stone Magazine
Mad TV
Kia Spectra
48Young & Rustic
Y3 Striving Singles
Younger, Downscale Town Singles
Renter / SFDU, Lo-Rise Multi
Age <35
WC, Service, BC
H.S. Graduate
White
Play basketball
Eat convenience store meals
Motorcycle magazines
Days of Our Lives TV
Ford Escort
49American Classics
M3 Cautious Couples
Lower-Middle-Class Seniors in Suburbia
Owner / SFDU, Mobile
Age 65+
WC, Service, BC
H.S. Graduate
White, Black, Hispanic
Do woodworking
Belong to a fraternal order
Adults standards radio
Game Show Network
Toyota Camry
50Kid Country, USA
F3 Mainstream Families
Younger, Lower-Middle Town Families
Mix / SFDU, Mobile
Age <45
WC, Service, BC, Farming
Some College
White, Hispanic
Buy kids’ books
Buy baby and fashion dolls
Bride’s Magazine
Wonderful World of Disney TV
Pontiac Montana
51Shotguns & Pickups
F3 Mainstream Families
Rural, Lower-Middle-ClassFamilies
Owner / SFDU, Mobile
Age 25-44
WC, BC, Farming
H.S. Graduate
White
Go hunting with a gun
Buy hard rock music
Women’s World Magazine
Daytona 500 TV
GMC Sierra 2500
52Suburban Pioneers
F3 Mainstream Families
Mobile Young Families in Suburbia
Mix / SFDU, Mobile
Age <45
WC, Service, BC
Elem. School, H.S.
White, Black, Hispanic
Play softball
Buy collectibles by mail
Star Magazine
The Cartoon Network
Hyundai Accent
53Mobility Blues
Y3 Striving Singles
Young, Downscale Small City Renters
Renter / SFDU, Lo-Rise Multi
Age <35
WC, Service, BC
H.S. Graduate
White, Black
Go to billiards clubs
Buy hard rock music
Cops in syndication TV
WWF Wrestling TV
Chevy Cavalier
54Multi-Culti Mosaic
F3 Mainstream Families
Lower-Mid, Multi-Ethnic Urban Families
Mix / SFDU, Lo-Rise Multi
Age 25-54
WC, Service, BC
Elem. School, H.S.
Black, Hispanic
Eat at family restaurants
Shop at Lane Bryant
Jet Magazine
BET Network
Toyota Echo
55Golden Ponds
M4 Sustaining Seniors
Downscale Seniors in Small Towns
Owner / SFDU, Mobile
Age 65+
WC, Service, BC, Farming
H.S. Graduate
White
Belong to a veterans club
Buy greeting cards
Use Yellow Pages
The Price is Right TV
Kia Spectra
56Crossroads Villagers
Y3 Striving Singles
Rural, Downscale Singles & Couples
Owner / SFDU, Mobile
Age <45
WC, Service, BC, Farming
Elem. School, H.S.
White
Buy videos by mail and phone
Own a handgun
Hot Rod Magazine
Country Music TV
Dodge Ram
46Old Glories
M3 Cautious Couples
Downscale Seniors, Close-in Suburbs
Renter / SFDU, Hi-Rise Multi
Age 65+
WC, Service, BC
H.S. Graduate
White, Black
Do indoor gardening
Belong to a veterans club
Modern Maturity Magazine
Malcom in the Middle TV
Ford Taurus
45Blue Highways
Y3 Striving Singles
Mid-Aged, Blue-Collar / Farm Couples
Owner / SFDU, Mobile
Age 35-54
WC, BC, Farming
H.S. Graduate
White
Do crafts and needlework
Go freshwater fishing
Flower & Garden Magazine
Country music radio
Chevy Silverado
44New Beginnings
Y3 Striving Singles
Mobile, Young Singles in Suburbia
Renter / Hi-Rise Multi
Age <35
WC, Service
Some College
White, Black, Hispanic
Rent/buy at Hollywood Video
Play games on the Internet
Star Magazine
Jerry Springer in syndication TV
Saturn SC
43Heartlanders
M3 Cautious Couples
Rural, Lower-Middle-ClassCouples
Owner / SFDU, Mobile
Age 45+
WC, BC, Farming
H.S. Graduate
White
Do own car maintenance
Own an outboard motorboat
Country Living Magazine
NASCAR Winston Cup TV
Dodge Dakota
61City Roots
M4 Sustaining Seniors
Downscale, Black and Hispanic Seniors
Mix / SFDU, Hi-Rise Multi
Age 65+
WC, Service, BC
Elem. School, H.S.
Black, Hispanic
Use flea/tick products
Eat at IHOP
Jet Magazine
NBC Sunday Night Movie TV
Hyundai Accent
62Hometown Retired
M4 Sustaining Seniors
Downscale, Small-City Seniors
Mix / SFDU, Mobile
Age 65+
WC, Service, BC
Elem. School, H.S.
White, Black, Hispanic
Buy cookbooks
Belong to a fraternal order
Use Yellow Pages
CBS Evening News Sunday TV
Chevrolet S10 Pickup
63Family Thrifts
F4 Sustaining Families
Young, Downscale City Families
Renter / SFDU, Lo-Rise Multi
Age <45
WC, Service, BC, Farming
Elem. School, H.S.
Black, Hispanic
Buy children’s toys
Buy contemporary Christian music
Parenting Magazine
Soap opera TV
Toyota Echo
64Bedrock America
F4 Sustaining Families
Younger, Downscale Town Families
Mix / SFDU, Mobile
Age <35
Service, BC, Farming
Elem. School, H.S.
White, Black, Hispanic
Go fresh-water fishing
Buy kids’ bicycles
Baby magazines
Days of Our Lives TV
Hyundai Sonata
65Big City Blues
F4 Sustaining Families
Inner-City Multi-Ethnic Families
Renter / Hi-Rise Multi
Age <45
WC, Service, BC
Elem. School, H.S.
Black, Asian, Hispanic
Rent videos
Eat at Sizzler Steakhouse
Essence Magazine
All My Children TV
Nissan Sentra
66Low-Rise Living
F4 Sustaining Families
Poor, Young Solo-ParentFamilies
Renter / Hi-Rise Multi
Age <35
Service, BC
Elem. School, H.S.
Black, Hispanic
Buy gospel music
Shop at Footlocker
Ebony Magazine
Soul Train TV
Mitsubishi Gallant
60Park Bench Seniors
M4 Sustaining Seniors
Poor, Small-City Retirees
Renter / Hi-Rise Multi
Age 55+
WC, Service, BC
Elem. School, H.S.
White, Black
Play bingo
Belong to a veterans club
Soap Opera Digest
The Young & The Restless TV
Kia Rio
59Urban Elders
M4 Sustaining Seniors
Poor, Multi-Ethnic Urban Seniors
Renter / Hi-Rise Multi
Age 55+
WC, Service
Elem. School, H.S.
Black, Asian, Hispanic
Shop at ACE Hardware
Go to Horse Racing
ABC World News TV
Daytime TV
Dodge Neon
58Back Country Folks
M4 Sustaining Seniors
Older, Downscale Rural Couples
Owner / SFDU, Mobile
Age 55+
Service, BC, Farming
Elem. School, H.S.
White, Black
Sew from patterns
Go bird watching
Flower & Garden Magazine
TNN Network
Chevy Impala
57Old Milltowns
M4 Sustaining Seniors
Downscale, Aging Factory Towns
Mix / SFDU, Mobile
Age 65+
WC, Service, BC
Elem. School, H.S.
White, Black
Own a camper
Eat at casual/buffet restaurant
Inside Edition TV
The Price is Right TV
Chrysler Concorde
5375 MIRA SORRENTO PLACE • SUITE 400 • SAN DIEGO, CA 92121
1-800-234-5973 • www.claritas.com
©2003, Claritas Inc. PRIZM and Claritas are registered trademarks of Claritas Inc. The 66PRIZM segment nicknames (Blue Blood Estates, Big Sky Families, Country Squires, etc.) aretrademarks of Claritas Inc. Trademarks of other registered marks are property of respective companies. Illustrations by [email protected]
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