claritas p$ycle premier segment narratives...

CLARITAS P$YCLE PREMIER SEGMENT NARRATIVES 2019

P$YCLE® Premier is a registered trademark of Claritas, LLC. The DMA data are proprietary to The Nielsen Company (US), LLC (“Nielsen”), a Third-Party Licensor, and consist of the boundaries of Nielsen’s DMA regions within the United States of America. Other company names and product names are trademarks or registered trademarks of their respective companies and are hereby acknowledged. This documentation contains proprietary information of Claritas. Publication, disclosure, copying, or distribution of this document or any of its contents is prohibited, unless consent has been obtained from Claritas. Some of the data in this document is for illustrative purposes only and may not contain or reflect the actual data and/or information provided by Claritas to its clients. Copyright © 2018 Claritas, LLC. All rights reserved. Confidential and proprietary.

Copyright © 2018 Claritas, LLC. All rights reserved. i

Table of Contents Product Overview.....................................................................................................................................................1

What’s New ...............................................................................................................................................................1

Methodology .............................................................................................................................................................2

Assessing the Role of Income Producing Assets ................................................................................................... 3

P$YCLE Premier lifestage groups ........................................................................................................................3

Interpreting Claritas P$YCLE Premier Demographics .......................................................................................5

Younger Years (Y) ...................................................................................................................................................5

Y1: Upwardly Mobile ........................................................................................................................................................ 5

Y2: Metro Mainstream ..................................................................................................................................................... 6

Y3: Fiscal Fledglings ....................................................................................................................................................... 6

Family Life (F) ..........................................................................................................................................................7

F1: Flourishing Families ..................................................................................................................................................7

F2: Upscale Earners .........................................................................................................................................................7

F3: Mass Middle Class .................................................................................................................................................... 8

F4: Working-Class USA .................................................................................................................................................. 8

Mature Years (M) .....................................................................................................................................................9

M1: Financial Elite ............................................................................................................................................................ 9

M2: Wealthy Achievers ................................................................................................................................................... 9

M3: Upscale Empty Nests ............................................................................................................................................ 10

M4: Midscale Matures .................................................................................................................................................... 10

M5: Retirement Blues ...................................................................................................................................................... 11

P$YCLE Premier Segment Narratives .............................................................................................................. 11

01 The Wealth Market .................................................................................................................................. 12

02 Business Class ........................................................................................................................................ 12

04 Golden Agers ........................................................................................................................................... 13

05 Capital Accumulators .............................................................................................................................. 14

06 Big Spenders............................................................................................................................................ 14

07 IRA Enthusiast ......................................................................................................................................... 15

08 Savvy Savers ........................................................................................................................................... 15

09 Booming Nests ........................................................................................................................................ 16

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10 Leasing Luxury ........................................................................................................................................ 16

11 McMansions & Merriment ...................................................................................................................... 17

12 New Money .............................................................................................................................................. 17

13 Ready, Set, Retire! .................................................................................................................................. 18

14 School Daze ............................................................................................................................................. 18

15 Family Funding ........................................................................................................................................ 19

16 Equity Earners ......................................................................................................................................... 19

17 Leisure Land ............................................................................................................................................ 20

18 Leveraged Life ......................................................................................................................................... 20

19 Fiscal Rookies .......................................................................................................................................... 21

20 Home Sweet Equity ................................................................................................................................ 21

21 Comfortably Retired ................................................................................................................................ 22

22 Early-Bird Specials .................................................................................................................................. 22

23 Value Seekers.......................................................................................................................................... 23

24 Work Hard, Play Hard ............................................................................................................................. 23

25 Annuity Street .......................................................................................................................................... 24

26 Pensions & Ports ..................................................................................................................................... 24

27 Khakis & Credit ........................................................................................................................................ 25

28 Loan Rangers .......................................................................................................................................... 25

29 ATM Nation .............................................................................................................................................. 26

30 Daily Grinders .......................................................................................................................................... 26

31 Online Living ............................................................................................................................................ 27

32 Credit Country .......................................................................................................................................... 27

33 Generation Save ...................................................................................................................................... 28

34 Rocker & Recliner Retirees ................................................................................................................... 28

35 Striving & Thriving ................................................................................................................................... 29

36 Rural Roots .............................................................................................................................................. 29

37 Fiscally Fit Families ................................................................................................................................. 30

38 Nesters & Investors ................................................................................................................................. 30

39 New Tech Traders ................................................................................................................................... 31

40 Drive-Thru Debits .................................................................................................................................... 31

41 Fast Cash Families ................................................................................................................................. 32

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42 Frugal Fledglings ..................................................................................................................................... 32

43 Metropolitan Ease ................................................................................................................................... 33

44 Prudent Peak ........................................................................................................................................... 33

45 Cash Back Consumers ........................................................................................................................... 34

46 Unwired Retired ....................................................................................................................................... 34

47 Superstore Shoppers .............................................................................................................................. 35

48 Transient Leasers .................................................................................................................................... 35

49 Penny Pinchers........................................................................................................................................ 36

50 Starter Homes .......................................................................................................................................... 36

51 Digital & Dollar Stores ............................................................................................................................ 37

52 Family Steals & Deals ............................................................................................................................ 37

53 Off-the-Grid Grays ................................................................................................................................... 38

54 Liquid Lessees ......................................................................................................................................... 38

55 City Strivers .............................................................................................................................................. 39

56 Fixed Finances ........................................................................................................................................ 39

57 Minimum Way .......................................................................................................................................... 40

58 Social Insecurity ...................................................................................................................................... 40

59 Counting Coin .......................................................................................................................................... 41

60 Foundational Occupant .......................................................................................................................... 41

Technical Support ................................................................................................................................................. 41

Copyright © 2018 Claritas, LLC. All rights reserved. 1

PRODUCT OVERVIEW Claritas P$YCLE Premier represents the next generation of P$YCLE® and is the culmination of the development of a new P$YCLE model for the first time in more than 10 years. P$YCLE Premier, which includes new inputs and drivers, reflects changes in the demographic and financial composition of the United States over the past decade. This segmentation system, created specifically for financial marketers, classifies every U.S. household into one of 60 consumer segments based in part on the income producing assets (IPA) of that household. P$YCLE Premier offers an extensive set of ancillary databases and links to third-party data. This allows marketers to use data outside of their own customer files to pinpoint products and services that their best customers are most likely to use, as well as locate their best customers on the ground. This powerful segmentation system enables marketers to create a complete portrait of their customers by answering these important questions:

• Who are my ideal financial customers? • What are they like? • Where can I find them? • How can I reach them?

P$YCLE Premier’s external links allow for company-wide integration of a single customer concept. Beyond coding customer records for consumer targeting applications, Claritas provides estimates of markets, trade areas, and profile databases for behaviors. These behaviors range from leisure time preferences to shopping and eating to favorite magazines and TV shows, all of which can help craft ad messaging and media strategy. Components of the P$YCLE Premier system can be grouped by the stage of customer analysis, as shown below:

CUSTOM ER ANALYSIS STAGE P$YCLE COM PONENT USED

Coding customer records Household-level coding Geodemographic coding and/or fill in

Comparing coded customer records to trade area(s)

Current-year segment distributions Five-year segment distributions P$YCLE Premier Z6 segment distributions

Determining segment characteristics for demographics, lifestyle, media, and other behaviors

Claritas Household Demographic Profiles Claritas Neighborhood Demographic Profiles Claritas Financial Product Profiles Claritas Insurance Product Profiles Claritas Income Producing Assets Profiles Claritas Net Worth Profiles Claritas Consumer Profiles Claritas TV Behavior Profiles Claritas Online Profiles Custom survey or databases

WHAT’S NEW Claritas P$YCLE Premier represents the next generation of P$YCLE®. P$YCLE Premier, which includes new inputs and drivers, reflects changes in the demographic and financial composition of the United


States over the past decade. This segmentation system, created specifically for financial marketers, classifies every U.S. household into one of 60 consumer segments based in part on the income producing assets (IPA) of that household.

METHODOLOGY The methodology that now serves as the basis for P$YCLE Premier culminated years of research and development in a groundbreaking methodology that allows marketers to seamlessly shift from ZIP Code level to block group level to ZIP+4 level, all the way down to the ZIP+6 and individual household level—all with the same set of 60 segments. This single set of segments affords marketers the benefits of household level detail in applications such as direct mail, while at the same time maintaining the broad market linkages, usability, and cost-effectiveness of geodemographics for applications such as market sizing.

With P$YCLE Premier, Claritas broke with traditional clustering algorithms to embrace technology that yields better segmentation results. P$YCLE Premier was created using a proprietary method developed by Claritas statisticians called Multivariate Divisive Partitioning (MDP). The MDP process borrows and extends a tree partitioning method that creates the segments based on demographics that matter most to households’ behaviors. This technique extends the simple CART process to simultaneously optimize across 250 distinct behaviors at once. This advancement allowed Claritas to take full advantage of the nearly 10,000 behaviors and hundreds of demographic predictor variables at different geographic levels, including household, that are available. The MDP process is run hundreds of times, varying the sets of behaviors, the predictor variable sets, and several other parameters to ensure that the resulting segments represent behaviorally important groupings.

In addition to the geodemographic and behavioral data that was used in the development of the previous version of P$YCLE, there are two new, innovative features playing key roles in the new P$YCLE Premier model. The first is property-level housing data for value and characteristics and the second is a technology score, which measures a household’s use of technology in their daily activities. These two new measures influence the P$YCLE Premier segment assignment for a household or geography.

The first new addition is a big data source of property-level home value and property characteristics from a third-party provider that covers more than 99% of U.S. properties. This dataset is sourced from tax assessor databases and includes various property-level attributes such as sales price, tax amount, total value, and the outstanding mortgage attached to the property (loan amount and duration). The inclusion of this home value data allowed Claritas to add a new high-end break to our Income Producing Asset Indicator dataset, which is a driver in P$YCLE Premier. While Income Producing Assets previously had 10 breaks and ended at $2MM+, it now has 11 breaks and ends at $3MM+. This allows for unprecedented distinction and definition of high wealth segments in P$YCLE Premier.

The second new feature introduced with P$YCLE Premier is a measure of technology use that identifies the extent to which a household has embraced technology in their everyday lives. A technology model was developed utilizing more than 100 technology related behaviors from several Claritas and third- party surveys. These behaviors include use of specific devices as well as specific activities engaged in by the household across various devices and channels. The technology use of each segment within the new P$YCLE Premier system is described in terms of how the households within the segment scored


relative to the average technology score. P$YCLE Premier segments are described as High, Above Average, Average, Below Average or Low in terms of their use of technology.

Assessing the Role of Income Producing Assets A distinguishing feature of P$YCLE Premier is its use of the Claritas Income Producing Assets Indicators model, a proprietary Claritas model that estimates the liquid assets of a household based on responses to the Claritas Financial Track survey of financial behaviors—the largest financial survey in the industry—for which Claritas has actual dollar measures from each survey respondent, and permission to use this data for market research purposes. From the survey base, information for nearly 250,000 households (rolling three years of quarterly surveys) is anonymized, summarized, and used to construct balance information for a variety of financial products and services that are core to income-producing assets (IPA). No individual respondent survey data is released with the P$YCLE Premier model.

Strongly correlated to age and income, IPA measures liquid wealth such as cash, checking accounts, savings products such as savings accounts, money market accounts and CDs, investment products such as stock and mutual funds, retirement accounts, and other asset classes that are relatively easy to redeem and move—and for which marketers can readily compete.

The Claritas Income Producing Assets Indicators model has been refined to use new data sources and data integration techniques. Starting this year, Claritas has begun using the 2016 Survey of Consumer Finances (SCF), a triennial cross-sectional survey of U.S. families conducted by the Federal Reserve Board, to adjust IPA distributions. Using the 2016 SCF, which has an oversample of wealthy families and a weighting scheme that corrects for under-coverage at top breaks, has enabled Claritas to provide accurate and stable estimates at the top of the IPA distributions. Coupling this with the addition of property-level home value, IPA breaks have been extended from $2MM+ to $3MM+, allowing for unprecedented distinction and a more focused understanding of high wealth segments.

As shown, P$YCLE Premier uses a broad spectrum of demographic and lifestyle information to describe households and geography, enabling companies to better understand and anticipate customer buying behaviors. P$YCLE Premier places each U.S. household into segments based on general consumer behavior and demographic characteristics. The segments are based on aggregated or modeled information that represent millions of households. No information about a unique individual or household is published or reported within segment assignments, making this a privacy safe solution.

P$YCLE PREMIER LIFESTAGE GROUPS Claritas P$YCLE Premier Lifestage classifications provide a different way to look at groups of P$YCLE Premier segments. P$YCLE® Premier Lifestage Groups are based on affluence and a combination of householder age and household composition.

Within three Lifestage classes—Younger Years, Family Life, and Mature Years—the 60 segments are further grouped into 12 Lifestage Groups. Each Lifestage Group's combination of the three variables—affluence, householder age, and presence of children at home—help paint a more vivid picture of the likely lifestyle of the segments in that group. For example, the three Lifestage Groups that comprise the class Younger Years share the characteristic that most households are young and childless.


In the framework for the P$YCLE Premier group typology (shown on the following page), P$YCLE Premier segments are organized by their predominant Lifestage Group on horizontal axis and income from higher to lower on the vertical axis.

Y1 UPWARDLY MOBILE F1 FLOURISHING FAMILIES M1 FINANCIAL ELITE 11 McMansions & Merriment 06 Big Spenders 01 The Wealth Market 12 New Money 14 School Daze 02 Business Class 19 Fiscal Rookies 15 Family Funding 03 Power Couples 24 Work Hard, Play Hard 18 Leveraged Life 04 Golden Agers 28 Loan Rangers

Y2 METRO MAINSTREAM F2 UPSCALE EARNERS M2 WEALTHY ACHIEVERS 29 ATM Nation 23 Value Seekers 05 Capital Accumulators 30 Daily Grinders 27 Khakis & Credit 07 IRA Enthusiast 31 Online Living 36 Rural Roots 08 Savvy Savers 32 Credit Country 37 Fiscally Fit Families 10 Leasing Luxury 35 Striving & Thriving

13 Ready, Set, Retire!

Y3 FISCAL FLEDGLINGS F3 MASS MIDDLE CLASS M3 UPSCALE EMPTY NESTS 42 Frugal Fledglings 39 New Tech Traders 09 Booming Nests 43 Metropolitan Ease 40 Drive-Thru Debits 16 Equity Earners 44 Prudent Peak 41 Fast Cash Families 17 Leisure Land 48 Transient Leasers 45 Cash Back Consumers 20 Home Sweet Equity 54 Liquid Lessees 50 Starter Homes 21 Comfortably Retired 59 Counting Coins 22 Early-Bird Specials

F4 WORKING-CLASS USA M4 MIDSCALE MATURES 51 Digital & Dollar Stores 25 Annuity Street 52 Family Steals & Deals 26 Pensions & Ports 53 Off-the-Grid Grays 33 Generation Save 55 City Strivers 34 Rocker & Recliner Retirees 57 Minimum Way 38 Nesters & Investors 58 Social Insecurity

M5 RETIREMENT BLUES 46 Unwired Retired 47 Superstore Shoppers 49 Penny Pinchers 56 Fixed Finances 60 Foundational Occupant

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HIG

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INTERPRETING CLARITAS P$YCLE PREMIER DEMOGRAPHICS Claritas provides a series of demographic descriptors used to classify the segments across core dimensions. While demographics form the basis for every segment assignment, not every segment falls neatly into only one category for each demographic. Detailed information about the predominant values for each of the demographic descriptors can be found in the Claritas P$YCLE Premier Segment Descriptors Release Notes.

YOUNGER YEARS (Y) Segments in Younger Years (Y) consist of mostly singles and couples who are typically under 45 years old and usually do not have children in the household. These younger segments are at the beginning stages of their careers and independent lives, and their behaviors reflect this.

Y1: Upwardly Mobile Upwardly Mobile consists of up-and-coming Americans: segments of relatively young professionals with substantial salaries, expensive homes and a range of income-producing assets. Many of these households contain childless couples who've earned college degrees and landed well-paying jobs. They've already begun building their retirement accounts with mutual funds, stocks and options. And they make a strong insurance market, buying auto, home and life insurance all at high rates. But many group members are still young enough to have hefty student loan balances, and they've also borrowed to maintain their go-go lifestyle,

taking out personal loans, auto loans and home equity lines of credit. For leisure, these strivers like to travel often, for business and pleasure.

11 McMansions & Merriment

12 New Money

19 Fiscal Rookies

24 Work Hard, Play Hard

28 Loan Rangers


Y2: Metro Mainstream The segments that make up the Metro Mainstream group are filled with younger singles, couples, and families who are tech-savvy but financially challenged. These households have middle class incomes but some of the nation's lowest balances for income-producing assets. The residents of this group are still young enough to have student loan balances and appear to be living within their means. They enjoy yoga and attending sporting events.

29 ATM Nation

30 Daily Grinders

31 Online Living

32 Credit Country

35 Striving & Thriving

Y3: Fiscal Fledglings Fiscal Fledglings contains mostly singles, some with children, living in urban neighborhoods. These segments stand in stark contrast to M1 -- Financial Elite, in that they can ill afford most financial products. Their financial holdings consist mainly of student loans and non-interest-bearing checking accounts. They also are the least likely of all groups to have auto, life, or residential insurance. The segments in this group are heavy users of text messaging and social networks and often watch movies and television shows on their smartphones.

42 Frugal Fledglings

43 Metropolitan Ease

44 Prudent Peak

48 Transient Leasers

54 Liquid Lessees

59 Counting Coins


FAMILY LIFE (F) Family Life (F) is composed of segments that are middle-aged and usually have high indices for households with children under age 18. They may be married couples or single parents. While this class also includes segments where the presence of children is not explicit at the household level, in general they do show high indices for that characteristic.

F1: Flourishing Families The segments in Flourishing Families consist of suburbanites with high incomes, large homes (and mortgages), and substantial income-producing assets. Well educated with good jobs, these Internet-savvy residents are the most likely of all groups to manage their finances online--paying bills, trading stocks, and transferring money among mutual funds for their 401(k) accounts. Flourishing Families households tend to be risk averse, as reflected in their ownership of a wide variety of insurance products: term life, disability insurance, high-value annuities, and overdraft protection. They enjoy skiing and spend their money on

sporting equipment and attire for their frequent business trips.

06 Big Spenders

14 School Daze

15 Family Funding

18 Leveraged Life

F2: Upscale Earners The segments that comprise Upscale Earners feature home-owning families whose adults work at well-paying jobs. Their incomes make them eligible for second mortgages and home equity loans. They've already begun to fill their retirement accounts with company stock, mutual funds and savings bonds. They're also receptive to a variety of insurance products, from disability and life insurance to residential and auto coverage. These active families devote a lot of leisure time to athletic activities. They often drive minivans and spend their money on sporting equipment and video games for their children.

23 Value Seekers

27 Khakis & Credit

36 Rural Roots

37 Fiscally Fit Families


F3: Mass Middle Class Mass Middle Class consists of segments that are home to middle- class families living in a mix of rural, town, and suburban communities. These are middle- aged credit-happy consumers with financial portfolios consisting mainly of personal loans, second mortgages, and home improvement loans. They acquire auto loans and buy auto insurance--typically through single agent insurance companies. The segments in this group rely on ATMs for cash and text messaging and social media for communication.

39 New Tech Traders

40 Drive-Thru Debits

41 Fast Cash Families

45 Cash Back Consumers

50 Starter Homes

F4: Working-Class USA The segments in Working-Class USA offer a mixed portrait: households of varied ages, with lower-middle-class incomes. Despite their downscale profile, many own their homes, allowing them to tap their equity for small loans. Otherwise, they have little discretionary cash for insurance products and investment vehicles. Working-Class USA members pursue low-key lifestyles. Many do not own a computer and rely on prepaid cell phones. They prefer shopping at brick-and-mortar big box stores and eating fast food.

51 Digital & Dollar Stores

52 Family Steals & Deals

53 Off-the-Grid Grays

55 City Strivers

57 Minimum Way

58 Social Insecurity


MATURE YEARS (M) Mature Years (M) includes segments whose residents are primarily empty-nesters or those with children in their late teens, away at college or rebounding back to mom and dad’s home. At the household level, the primary driver is age, not necessarily the absence of children. Segments that are uniquely child-centered tend to be younger and are grouped under Family Years while those under age 45 and without children are grouped in Younger Years, leaving the last group of segments for the Mature Years.

M1: Financial Elite Americans with the highest amount of income-producing assets belong to Financial Elite, a group consisting of the nation's most affluent financial segments. These households tend to contain older suburban couples who own their homes, earn the highest incomes, and have amassed high levels of income-producing assets. With large sums of money to manage, these segments rank near the top for investing in stocks, buying real estate, owning annuities, and using estate- planning services. And their deep pockets translate into enviable lifestyles: they travel widely, shop at high-end department stores, attend cultural events, and

read business publications all at high rates.

01 The Wealth Market

02 Business Class

03 Power Couples

04 Golden Agers

M2: Wealthy Achievers The segments in Wealthy Achievers exemplify stress-free living: mature couples in luxury homes whose children have mostly left the parental nest. With lofty incomes, they've amassed large portfolios filled with bonds, stocks, annuities, and real estate. They also buy a lot of term life, residential, and auto insurance. They indulge their philanthropic impulses, exhibiting high rates for donating to public broadcasting and the arts. And these well-educated consumers gladly pay for advice from financial professionals.

05 Capital Accumulators

07 IRA Enthusiast

08 Savvy Savers

10 Leasing Luxury



M3: Upscale Empty Nests The segments in Upscale Empty Nests are moving towards comfortable retirements. With most residents over 65 years old, they report middle-class incomes and above-average levels of assets. Many now own expensive homes and have fat portfolios filled with certificates of deposit, annuities, mutual funds and stocks. At their advancing ages, they also buy a lot of insurance, including policies for life insurance, auto, residential and medical coverage. These segments often contribute to veteran’s organizations, enjoy going on an occasional cruise, and listen to talk radio.

09 Booming Nests

16 Equity Earners

17 Leisure Land

20 Home Sweet Equity

21 Comfortably Retired

22 Early-Bird Specials

M4: Midscale Matures Life can be a struggle for Midscale Matures, a group of segments characterized by mostly married couples with midscale incomes and proportionately few income-producing assets. Lacking discretionary income, they offer a relatively weak market for most financial products. However, they do have CDs, savings accounts, low-value whole life insurance, and medical insurance through Medicaid/Medicare. While they report paying a lot of attention to information they receive about long-term care insurance, they are no more likely than any other group to own such policies.

25 Annuity Street

26 Pensions & Ports

33 Generation Save

34 Rocker & Recliner Retirees

38 Nesters & Investors


M5: Retirement Blues The segments in Retirement Blues offer only modest financial prospects. In this group of over-65-year-old singles and couples, both incomes and income-producing assets are at low levels. These conservative consumers rank high in only a handful of financial areas, such as receiving direct deposits from Social Security, using non- interest checking accounts, owning individual medical insurance, and buying low-value life insurance. Retirement Blues residents tend to pursue home-based lifestyles. They do not own a computer or have internet access and maintain bare bones cell phone plans, usually prepaid just for

emergency or to keep in touch with family.

46 Unwired Retired

47 Superstore Shoppers

49 Penny Pinchers

56 Fixed Finances

60 Foundational Occupant

P$YCLE PREMIER SEGMENT NARRATIVES P$YCLE Premier segments are listed in ascending order based on segment number (01 - 60). Each segment will have an icon for associated Lifestage Group, a descriptive caption, demographic description, a segment narrative, behavioral highlights, Lifestage Group Identification (as shown in the example below).

Segment Number and Segment Name

Segment Descriptive Caption (Income, Age Class, Household Composition)

Age Range Technology Use Household IPA Class Tenure

Paragraph describing the P$YCLE Premier segment. Information may include: Householder (Head-of-Household) demographic characteristics, household characteristics, socio economic data and/or select behaviors.

Owns X Make Vehicle • Shops at X Store • Goes skiing/snowboarding

Lifestage Group: Code- Group Name (Predominant Lifestage)


01 The Wealth Market

Wealthy Older Mostly Without Kids

Age 55+ Highest Tech Millionaires IPA Homeowners

The Wealth Market is where to find millionaires in the P$YCLE Premier segmentation system. This segment has the highest average of income producing assets, and invests in real estate, IRAs, a broad range of stocks and

corporate/municipal bonds. These consumers also excel in buying annuities and other investment-style life insurance products. In the Wealth Market, residents are known for both making money and spending money in grand style. They regularly splurge on foreign cars and expensive wine. They also retain a small army of financial managers and full-service brokers to help them accumulate more assets.

Has stocks or stock options • Has second home or real estate property • Does online investing • Owns a Mercedes • Reads the Wall Street Journal print edition

Lifestage Group: M1- Financial Elite (Mature Years)

02 Business Class


Age 55+ Average Tech Millionaires IPA Homeowners

Business Class is a segment known for its lavish spending style and traveling. Many of these age 55+ wealthy couples are homeowners with extremely high income producing assets and most do not have kids in the home. This segment's

households rank high for having IRAs, bonds, R/E secured credit balances, and real estate investments. They have begun to divert their high incomes into building up their nest eggs and many are investing in stocks and mutual funds. Often located in pricey suburban areas, the members of Business Class score high for business and pleasure travel, high-end shopping, and contributing to public radio.

Has a money market account • Has bonds • Contributed to Political Organizations in past 12 months • Shops at Bloomingdales • Has Verizon FiOS Cable/Telco



03 Power Couples

Wealthy Older Without Kids

Power Couples are wealthy, 55+ year-old, empty-nesters working in management and professional fields. As investors, they hold extremely high income producing assets and boast retirement accounts containing a well-

diversified mix of options, stocks, and mutual funds. This segment subscribes to publications like The Wall Street Journal, listens to talk radio, and drive luxury vehicles like a Mercedes-Benz. When it comes to managing their money, they put their faith in the pros, exhibiting high rates for using full-service brokers.

Has mutual funds • Used Financial planner in past 12 months • Used 4 or more credit cards in past 3 months • Shops at Nordstrom • Listens to Talk/Personality radio


04 Golden Agers

Wealthy Older Without Kids

Age 55+ Below Average Tech Millionaires IPA Homeowners

Golden Agers is a collection of seniors who have amassed an extremely high level of income producing assets. Mainly age 55 or older, these couples are wealthy homeowners without kids in the house who tend to be fiscally conservative and below average in technology use. Golden Agers rank at the

top for IRAs in securities balance, annuity insurance, and HELOC balance. Additionally, they rank high for investing in mutual funds and multiple stocks. Enjoying their comfortable retirements, they read The Wall Street Journal, drive luxury cars, attend the symphony, and listen to talk radio. Like many affluent seniors, they leave their investment decisions to brokers at full-service brokerage firms.

Has money market funds • Has stocks or stock options • Used Financial planner in past 12 months • Attend symphony concert, opera, etc. • Visits AARP site


Age 55+ Above Average Tech Millionaires IPA Homeowners


05 Capital Accumulators


Age 45-64 Above Average Tech Elite IPA Homeowners

Capital Accumulators is a collection of wealthy 45-64-year-old homeowners, mostly without kids in the house. They have high balances in their 401Ks and IRAs and own real estate investments. They tend to drive luxury cars like BMWs and pay for investment advice from stockbrokers and financial planners. This

segment is dedicated to growing their IRA's and 401K retirement accounts at any cost. They are highly educated, work in management and financial occupations, and travel frequently for business. With their brains and bucks, Capital Accumulators rank high for listening to talk radio and keeping their LinkedIn profile up to date.

Has mutual funds • Has home improvement or home equity loan • Participated in company IT purchasing decisions • Took 5-9 domestic air trips past 12 months (primarily business) • Visits LinkedIn

Lifestage Group: M2- Wealthy Achievers (Mature Years)

06 Big Spenders

Wealthy Younger Mostly With Kids

Age 25-44 Highest Tech Elite IPA Homeowners

The younger homeowners who comprise Big Spenders are the ultimate financial jugglers. Mostly aged 25-44 with kids in the house, they've managed to craft both enviable lifestyles and impressive 401K account balances. They rank at the top for high mortgages and utilizing their credit balances, but also represent an

attractive market for college saving plans for the teenagers in their family planning on going to college. With dual-incomes, their lifestyle consists of frequent leisure and business travel, skiing, and online shopping.

Has 529 plan/college savings plan • Has 401k plan • Uses internet bank (such as E*TRADE Bank, etc.) • Owns an Acura • Reads the Wall Street Journal print edition

Lifestage Group: F1- Flourishing Families (Family Life)


07 IRA Enthusiast

Upscale Older Without Kids

Age 55+ Below Average Tech Elite IPA Homeowners

True to their name, IRA Enthusiasts are upscale homeowners that focus all their attention on building their retirement accounts. They rank high in balances in IRAs in Securities, Mutual Funds, CDs and other investments. Aged 55+, these highly educated households are preparing for retirement. They often contribute

to arts or cultural organizations, attend live theatre and purchase luxury cars. They depend on financial planners and brokers to ensure that their IRAs and investments will fund the retirement life they see on the horizon.

Has IRA (Individual Retirement Account) • Has Certificates of Deposit (CDs) • Has second home or real estate property • Attend live theatre • Listens to CBS News


08 Savvy Savers

Upscale Mature Without Kids

Age 65+ Lowest Tech Elite IPA Homeowners

The living is easy in Savvy Savers, a segment of well-invested retirees scattered across the nation's communities. These upscale couples invest in corporate/municipal bonds, mutual funds, and rank near the top for owning CDs. They drive Buicks, eat at Bob Evans, visit the AARP website, have Medicare, and

depend on their brokers to ensure their savings are savvy enough to get them through their remaining years comfortably.

Has money market funds • Has Certificates of Deposit (CDs) • Has Home/rental insurance - Time with provider 10+ years • Owns a Buick • Visits AARP site



09 Booming Nests

Upper Midscale Mature Without Kids

Age 65+ Lowest Tech High IPA Homeowners

Booming Nests are predominately couples who are facing empty nests, with their kids having moved out of their suburban homes. Mostly aged 65 and older, they are either celebrating at their retirement parties or they are nearing that milestone in life. Planning and saving for retirement is top of mind. They rank

high for having impressive IRA balances and stock portfolios and invest in mutual funds while building up their annuity balance. They depend on financial advisors to ensure that their retirement years are as booming as current times.

Has mutual funds • Has an Annuity through Broker/Fin Advisor • Has Health insurance- Medicare (SSHI program) • Donate to environmental causes • Listens to CBS News, News/Talk

Lifestage Group: M3- Upscale Empty Nests (Mature Years)

10 Leasing Luxury

Upscale Older Family Mix

With upscale incomes, Leasing Luxury are 45-64-year-old homeowners living posh lives, though not always paying for that with cash. Leasing Luxury rank among the highest for mortgage balances, auto leases, and secured credit balances. You will not find them in anything but a luxury vehicle, such as a BMW

or a Lexus. They are taking out home improvement loans to spruce up their suburban homes and their savings are going into 401Ks and IRAs, but at this stage in their lives they are content in the lap of luxury.

Has refinanced home mortgage • Has home improvement or home equity loan • Used 4 or more credit cards in past 3 months • Owns a Lexus • Has Verizon FiOS Cable/Telco provider


Age 45-64 Above Average Tech Above Average IPA Homeowners


11 McMansions & Merriment

Upscale Middle Age Family Mix

Age <55 Highest Tech High IPA Mostly Owners

The urban and suburban households of McMansions & Merriment try to live the cookie-cutter lifestyle of their peers. These highly-educated, technology-driven under 55-year-olds have upscale incomes and carry high mortgage and secured credit balances. They invest in mutual funds and 529 college savings plans.

They live the lifestyle they want others to envy by purchasing the newest hybrid vehicles, shopping at high-end stores and traveling frequently, both domestically and abroad.

Has 529 plan/college savings plan • Used 4 or more credit cards in past 3 months • Took 5-9 domestic air trips past 12 months (primarily business) • Shops at Saks Fifth Avenue • Uses Uber

Lifestage Group: Y1- Upwardly Mobile (Younger Years)

12 New Money

Upscale Middle Age Mostly Without Kids

Age <55 Highest Tech Above Average IPA Mix

Upscale, urban households make up New Money, a segment of highly educated under 55-year-olds that enjoy spending and are just starting to dabble in saving. With their goal set on working their way up the corporate ladder in their management and professional occupations, they travel frequently for work,

spend money on business attire and read many newspapers to stay on top of business. Drawn to technology, they are visiting LinkedIn and Spotify, investing and trading stocks, and spending quite a bit of their new money.

Does online investing • Uses mobile banking • Homeowners/renters insurance provider AAA Insurance • Shops at Trader Joes • Reads the New York Times




Upscale Older Without Kids

Age 55+ Average Tech Elite IPA Homeowners

Ready, Set, Retire! households are in the gate and waiting for the retirement bell. They have worked their entire lives to save for this important life change. These mostly married homeowners without kids have high pension funds and have amassed large savings in IRAs, 401Ks, bonds, and securities to rely on in their

retirement years. These households aren't making huge purchases or spending lavishly at this stage in their life. However, they are taking out loans for making moderate home improvements but do so with pending retirement in mind.

Has an Annuity with Deferring/Accumulating Payment • Has home improvement or home equity loan • Used Financial planner in past 12 months • Eats at Cracker Barrel • Visits AARP site


14 School Daze

Upscale Younger Mostly With Kids

Age 25-44 Highest Tech Above Average IPA Homeowners

A collection of mostly suburban households, School Daze represents one of the nation's best market opportunities for borrowing. These upscale families, mostly with kids, score near the top for having high credit, mortgage balances, and auto loans, often while still paying off student loans. These 25- to 44-year-old

homeowners know the value of education and preparation and therefore rank high for investing in college savings plans and refinancing their mortgages to save some money. What money they are spending is going toward family life. They are using their upscale incomes to go on family vacations, buy sporting equipment and shopping at Target, Amazon, and Nordstrom Rack.

Has 401k plan • Has student loan • Has 529 plan/college savings plan • Shops at Nordstrom Rack • Visits Amazon



15 Family Funding


Age 35-54 Highest Tech Elite IPA Mostly Owners

Family Funding is focused on the expenses of day-to-day family life. These upscale homeowners are between the ages of 35-54 and save and spend with family in mind. They are investing in 529 college savings plans, Roth IRAs and 401Ks. They are spending on sporting equipment, travel, furniture and home

improvement. All finance decisions, whether saved or spent, are for the family good for these technology adept households.

Has 529 plan/college savings plan • Has home improvement or home equity loan • Has Auto loan • Eats at Panera • Visits ESPN


16 Equity Earners

Upper Midscale Older Without Kids

Equity Earners are mainly age 55+ they understand the importance of investing and the importance of experiencing life. This segment ranks very high for IRA and HELOC balances. They are putting their earnings in ROTH IRAs, Variable Rate Annuities, and Money market accounts. Households in Equity Earners are

using brokers and financial advisors to ensure that they are investing their hard-earned dollars correctly, so that they can enjoy a certain standard once they retire. They live in very nice homes and will take out home improvement loans or home equity loans to improve them. Not reliant on technology, they are regularly planning their next domestic trip or cruise and are likely to have second home or real estate property.

Has an annuity through Broker/Financial Advisor • Has money market funds • Homeowners/renters insurance provider AAA Insurance • Shops at Costco • Listens to CBS News


Age 55+ Below Average Tech Above Average IPA Mostly Owners


17 Leisure Land

Upper Midscale Older Without Kids

Age 55+ Lowest Tech High IPA Homeowners

Located in a variety of communities, Leisure Land residents are mostly over-55-year-old couples. If not already retired, they are retirement ready. They are avid investors in annuities and CDs. They enjoy a life of relaxation which they have

earned, spending their time eating at Cracker Barrel, driving their Buicks and reading newspapers. They have Medicare, donate to Veteran's organizations, drive Cadillacs, and are likely to embark on cruises to enjoy leisure by the sea.

Has Certificates of Deposit (CDs) • Has Health insurance- Medicare (SSHI program) • Has mutual funds • Owns a Cadillac • Reads daily newspaper in print


18 Leveraged Life


Age <55 Above Average Tech Moderate IPA Homeowners

They may be upscale, but Leveraged Life members often maintain that status by living on credit. These under 55-year-old homeowners index high for auto loans, credit balances, first mortgage and personal loans. They are college educated and earn upscale paychecks, but their investing is currently limited to their 401K.

They enjoy skiing and shop at Target, Apple and IKEA.

Has home mortgage at primary bank • Has 401k plan • Has student loan • Pay more for eco-friendly products • Follow professional sports teams on Twitter



19 Fiscal Rookies

Upper Midscale Middle Age Family Mix

Age <55 Above Average Tech Moderate IPA Mostly Owners

The middle age couples and singles of Fiscal Rookies are financially inexperienced and just beginning to earn and invest. Despite relatively high incomes, these college graduates carry debt from student loans, credit cards, auto loans and their first home mortgages. Those with kids are investing in 529

accounts, but a lot of their money supports active lifestyles and paying down debt. Their top activity is skiing, and you will find them shopping at Nordstrom Rack, Costco, and IKEA, and eating at Chipotle and Jack in the Box.

Uses internet bank (such as E*TRADE Bank, etc.) • Has refinanced home mortgage • Uses mobile banking • Shops at IKEA • Uses Groupon


20 Home Sweet Equity

Upper Midscale Middle Age Mostly Without Kids

Age <55 Average Tech Above Average IPA Homeowners

With upper middle-class incomes, these homeowning couples make Home Sweet Equity an attractive market for large-balance credit products. In this segment, many of the residents are tapping into the value of their homes with home equity loans, second mortgages and home improvement loans. These

traditionalists rank high for mutual funds, auto loans, PPOs and refinancing. They hold above average credit card debt which they are spending on furniture, home improvement projects and vacations.

Has home improvement or home equity loan • Used 4 or more credit cards in past 3 months • Has personal loan • Eats at Starbucks • Visits PGATOUR.com



21 Comfortably Retired

Midscale Mature Without Kids

Age 65+ Lowest Tech Above Average IPA Homeowners

The members of Comfortably Retired could be poster children for living below one's means. Despite their midscale incomes, these over age 65 household residents are mostly investing in CDs, annuities and money market accounts. However, it is what the households in Comfortably Retired are not doing that

provides their tranquil lifestyles. Most do not access the internet or own computers, smartphones, or social media accounts. They are content to be watching figure skating and reading the paper with the occasional trip to Cracker Barrel to keep them connected.

Has Certificates of Deposit at primary bank • Has Annuity with Deferred and Current Payment • Has Health insurance- Medicare (SSHI program) • Owns a Buick • No Internet access in past 30 days


22 Early-Bird Specials

Midscale Older Without Kids

Age 55+ Lowest Tech Above Average IPA Homeowners

Early-Bird Specials are over 55-year-old homeowners who have crafted comfortable lives for themselves. These risk-averse singles and couples stay away from stocks and mutual funds. They often have pensions and use a variety of financial services, including Certificates of Deposits, IRAs and annuities. They

are taking out home improvement loans and investing in things like new windows and roofs, to presumably sell their house and eventually downsize. Early-Bird Specials enjoy their retirement by investing in new vehicles and second properties. When dining out, they head for the local Cracker Barrel or Bob Evans restaurant, especially if it offers senior discounts.

Has an IRA • Used insurance agent at a local office in past 12 months • Plan to retire or take early retirement in next 12 months • Eats at Cracker Barrel • Visits AARP site



23 Value Seekers

Upper Midscale Middle Age Family Mix


Value Seekers are couples under 55 years old that are trying to do the most they can on a budget. These urban and suburban households hold high credit balances and auto loans. Knowing a good value, they are investing as much of

their upper midscale incomes as they can, mostly in government securities and often in Keogh Plans. Always on the move, Value Seekers frequent Jack in the Box, use Yelp and mobile banking. Technology plays an important part of their lives - they depend on internet banks and LivingSocial to find deals. These are hard workers that know the value of money and seek out bargains to enhance savings.

Uses internet bank (such as E*TRADE Bank, etc.) • Used VISA Credit card in past 3 months • Used wire transfer in past 12 months • Eats at Jack in the Box • Uses LivingSocial

Lifestage Group: F2- Upscale Earners (Family Life)

24 Work Hard, Play Hard

Midscale Younger Mostly Without Kids

Age 25-44 Highest Tech Moderate IPA Mostly Renters

Work Hard, Play Hard are younger, college graduates enjoying their social life and focused on their career in equal measure. They are renting in predominately urban areas and many are still paying off student loans. But, the educations they are still paying off have gotten them jobs with income levels that allow them to

play hard. They are frequent travelers, for both business and pleasure. They use online banks for convenience and appreciate the best interest rates. They are likely to read the New York Times and spend their money on business attire. But socially they are using Groupon, going to sporting events and skiing. They know the value of both work and play.

Has student loan • Uses mobile banking • Has Home/rental insurance - Time with provider <1 year • Takes 10+ business trips a year • Uses LinkedIn



25 Annuity Street


Age 55+ Lowest Tech Moderate IPA Mostly Owners

Annuity Street is breezing through life on the tailwinds of their investments. These older homeowners rank among the highest in fixed rate annuities balances. They also have investments in CDs, stocks and real estate. These households without kids depend on Medicare and their trusty Buick. They do

not, however, depend on social media or the internet. Many Annuity Street households do not own a computer or access the internet. Instead they are content to listen to CBS News, contribute to Veteran's organizations, and watch figure skating.

Has Annuity through Broker/Financial Advisor • Has IRA (Individual Retirement Account) • Used stockbroker in past 12 months • Does not own a computer • Listens to CBS News

Lifestage Group: M4- Midscale Matures (Mature Years)

26 Pensions & Ports


Age 55+ Lowest Tech Moderate IPA Mostly Owners

Pensions & Ports are nearing the retirement phase in life. They have invested their midscale incomes in IRAs, CDs and money market accounts. They count on brokers and financial planners to ensure that they can take the cruises that they so enjoy. They depend on Medicare and enjoy listening to talk radio. Mostly

homeowners, they are also making investments in their homes, such as new carpeting. They enjoy driving nicer cars, often paying more than $30,000 on them, watching baseball, and have joined AARP to benefit from offered discounts.

Has Certificates of Deposit (CDs) • Has Health insurance- Medicare (SSHI program) • Used a travel agent in past 12 months • Cruises on Royal Caribbean • Visits AARP site



27 Khakis & Credit

Upper Midscale Younger With Kids

Age 25-44 Above Average Tech Moderate IPA Homeowners

Khakis & Credits are married with children and center both their spending habits and investments around their families. These homeowners index high for using the financial services of both college saving plans, as well as home mortgages. They are balancing auto loan payments with 401K deposits. As far as spending

habits, Khakis & Credits spend large amounts on clothing, sports equipment and family cell phone plans.

Has 529 plan/college savings plan • Has auto loan at primary bank • Has refinanced home mortgage with primary bank • Participated in company business travel purchasing decisions • Visits Pinterest


28 Loan Rangers

Upper Midscale Younger Family Mix

Age 25-44 Highest Tech Moderate IPA Mostly Owners

Loan Rangers is a group of younger singles, couples and families leading debt-ridden lifestyles. With their upper midscale incomes, members of Loan Rangers are nonchalant about investing for retirement. Instead they carry student loans, auto loans, personal loans and mortgages. They rank high for owning their own

business or being self-employed. Despite their debt, Loan Rangers still enjoy spending their free time attending sports events, going on an occasional cruise and shopping at Target.

Has personal loan • Has student loan at primary bank • Likely to own a Small business • Shops at Target • Listens to New Country music



29 ATM Nation

Midscale Middle Age Mostly Without Kids

Age <55 Highest Tech Below Average IPA Renters

As hip and technologically advanced as they are, the members of ATM Nation are, nevertheless, financially uninvested. Many of these renters boast midscale incomes and have yet to accumulate appreciable assets. They rarely set foot inside banks, preferring to use ATMs and online investing and banking with their

interest-bearing checking accounts. These mobile households take time to consider their banking options by weighing interest rates, fees and types of available accounts, and are not afraid to switch to a better option. Even with student loans, ATM Nation residents live rich lives offline, showing high indices for traveling, going skiing or snowboarding, and attending professional sporting events.

Does online investing • Has student loan • Primary Institution Considerations: Costs/Fees • Eats at Starbucks • Visits CNN

Lifestage Group: Y2- Metro Mainstream (Younger Years)

30 Daily Grinders

Midscale Younger Family Mix

Age 25-44 Above Average Tech Moderate IPA Mix

Daily Grinders are working to pay the bills in metro areas. Given their midscale incomes, they are focused on saving and investing. They rank high in investing in IRAs, Keogh plans, government securities and college savings plans. They open bank accounts online and value customer service and overdraft protection,

when considering a financial institution. These households appreciate experiences and save for trips outside the country to visit family and friends. Daily Grinders take the bus, shop at Costco, watch Univision, and use Yelp to find the nearest coffee shops and restaurants.

Uses Citibank • Used wire transfer in past 12 months • Does not have Homeowners/renters insurance • Uses alternative forms of transportation • Visits Yelp



31 Online Living

Midscale Middle Age Family Mix


Online Living are under 55-years-old with a college education. They utilize financial services, such as personal loans, auto loans and home mortgages. Given their name, these individuals are known for their online lifestyles, both financially with their use for online banking, as well as socially through their use

of LinkedIn, streaming music from iHeartRadio, and heavy text messaging. Despite their tech savviness and gravitation toward being online, these individuals still enjoy staying active by playing basketball and baseball, skiing and attending sporting events.

Has student loan at primary bank • Has personal loan at primary bank • Uses mobile banking • Eats at Panera • Visits iHeartRadio


32 Credit Country


Age <55 Average Tech Below Average IPA Mostly Owners

The homeowners of Credit Country reside mostly in rural areas and towns and have accumulated considerable debt. They hold first and second mortgages, with substantial home improvement loans for fixes such as roof repair, as well as auto loans and credit card balances. They drive Chevrolets and often own their

own small businesses. Mostly without kids, they do invest in 401Ks to prepare for the future. But for today they are content to buy sporting equipment, go hunting and watch NASCAR.

Has home improvement or home equity loan • Has auto loan at primary bank • Has personal loan at primary bank • Owns a Chevrolet • Subscribes to Dish Network



33 Generation Save


Age 55+ Lowest Tech Below Average IPA Mostly Owners

Generation Save are mostly rural homeowners that were raised to live simply, be thrifty, and save as much as they can. These midscale income households invest in CDs and money market accounts and pay close attention to their checking and savings account balances. With retirement soon approaching, they are

taking out home improvement loans to do things like installing energy efficient windows or roof replacement. Generation Save depends on Medicare, but they value insurance of all types, often holding cash value insurance plans and preferring to work with agents in person. Knowing the value of a dollar, they use a financial planner, support military organizations and visit the AARP site to learn about more ways to save. They do not rely on technology and rarely use the internet.

Has money market account at primary bank • Used insurance agent at office in past 12 months • Has Certificates of Deposit at primary bank • Eats at Cracker Barrel • Spends <1 hour on the internet per week


34 Rocker & Recliner Retirees

Midscale Mature Without Kids

Age 65+ Lowest Tech Below Average IPA Mostly Owners

The 65 and older homeowners of Rocker & Recliner Retirees are content, enjoying their golden years in their rural and town homes. Preferring to invest in annuities through a bank or credit union with deferred or immediate payments, they also own CDs and IRAs. They depend on Medicare and carry cash value

insurance plans. Rocker & Recliner Retirees rely on their daily newspaper and their stockbrokers for information, but not the internet or computers.

Has an annuity with immediate payment • Gave money to military/veterans’ orgs in past 12 months • Has Health insurance- Medicare (SSHI program) • Owns a Buick • Does not have Internet access



35 Striving & Thriving


Age <55 Above Average Tech Moderate IPA Mix

Striving & Thriving is the name of the game for these mobile mavens. Striving & Thriving are still paying off college loans, but that doesn't stop them from enjoying the ride. Requiring mobility, growth, and perceived value, these movers are always looking for their next rental, job and financial institution with the best

interest rates. Active online and in person, they watch their TV on the go on Hulu, frequent sites such as ESPN, LinkedIn and Groupon, and can often be found on a golf course or at a sporting event.

Has student loan at primary bank • Uses mobile banking • Has Home/rental insurance - Time with provider <1 year • Shops at Burlington • Uses Hulu


36 Rural Roots


Age 35-54 Average Tech Low IPA Mostly Owners

Cash-rich but asset-poor, Rural Roots is a collection of mostly middle age homeowners with families out in the country. With some college credits under their belt, this segment is known to have financial services such as home mortgages, 401K plans, personal loans and secured credit balances. Far away

from the hustle and bustle of the city, Rural Roots households live more relaxed lifestyles, driving their GMCs, shopping at Cabela's, eating at Dairy Queen, and fishing.

Has personal loan • Has refinanced home mortgage • Primary Institution Considerations: Types of Accounts/Services • Shops at Cabela's • Listens to Country music



37 Fiscally Fit Families

Midscale Younger Mostly With Kids

Age 25-44 Above Average Tech Low IPA Mostly Owners

The younger families of Fiscally Fit Families are saving and spending with those that depend on them in mind. They carry mortgages, student loans and auto loans for their minivans. Investments at this point in their life are limited to the 401Ks offered by their employers. At this stage, they are more focused on the

expenses associated with family and home, and not even thinking about saving for the future. They have a love for the outdoors, often camping, fishing and hunting, and kids who play sports that require equipment purchases, such as baseball and soccer. Above average in their use of technology, they are heavy users of social media, text messages and banking on their smartphone. They visit Pinterest, carry a hefty monthly cell phone bill, shop at Walmart and eBay, spending it all for their families.

Has home mortgage at primary bank • Has student loan at primary bank • Uses mobile banking • Travel to Orlando • Visit eBay


38 Nesters & Investors

Midscale Older Mostly Without Kids

Age 55+ Lowest Tech Low IPA Mostly Owners

Nesters & Investors are making the most of their empty nest and impending life stage changes. Living in more town and rural areas, they are doing some investing in CDs and IRAs. They are apt to make purchases for their home and often take out home improvement or home equity loans to install new roofs,

windows or flooring. They lease vehicles and are likely to drive an Oldsmobile. Preferring to work face to face, Nesters & Investors trust their money with financial planners, brokers and local insurance agents. They are avid hunters, play tennis, and shop at the local Walmart.

Has home improvement loan at primary bank • Traded Securities with In-Person Broker, Last 90 Days • Has an IRA • Goes hunting • Subscribes to Dish Network



39 New Tech Traders

Midscale Younger Mostly With Kids

Age 25-44 Highest Tech Low IPA Mix

The young families of New Tech Traders are tech savvy and eager to learn. While paying their way through college with student loans, they are already making purchasing decisions within their companies for networks and hardware. They are using some of their midscale incomes to begin dabbling in online

trading. New Tech Traders are often found on Twitter, Facebook, Spotify and Pinterest. They depend on their smartphones for banking and watching movies. As those learning the trade, New Tech Traders keep a close eye on interest rates and take that into consideration when choosing their banks.

Has student loan • Used cash advance in past 12 months • Does online investing/stock trading • Shops at GameStop • Uses Spotify

Lifestage Group: F3- Mass Middle Class (Family Life)

40 Drive-Thru Debits


Age <55 Average Tech Low IPA Mostly Owners

Drive-Thru Debits are middle aged families with plans on payday. Heavy users of their debit card, they often have personal loans and lines of credit. Their savings are limited to savings accounts. Drive-Thru Debits are not actively building up investment portfolios or saving for retirement. They frequent fast food

restaurants like Sonic and shop at Walmart. They surf web sites such as Angie’s List and iHeartRadio, are often not covered by any health insurance, and use their phones to search for better jobs.

Used ATM/Debit Card, 10+/months • Used coin cashing service in past 12 months • Plans to switch Home/rent insurance provider, next 12 months • Eats at Sonic • Visits Pinterest



41 Fast Cash Families


Age 25-44 Above Average Tech Low IPA Mostly Owners

Fast Cash Families need quick access to cash, banking at check cashing services and cash advance and title loan shops. Likely with their primary institution for less than a year, they are eager to switch to get the best customer service, interest rates, product offerings, and deals. Fast Cash Families trust

prepaid debit cards and may require personal loans at times. They spend their midscale incomes at Ross Dress for Less and Jack in the Box and enjoy watching boxing and soccer.

Did not use credit cards in past 3 months • Banking with Primary Institution < 1yr • Used Check Cashing Service, Last 90 Days • Shops at Ross Dress for Less • Uses MetroPCS


42 Frugal Fledglings


Age 25-44 Highest Tech Low IPA Renters

The young and active renters of Frugal Fledglings are just beginning to launch into their independent lives. They are burdened by student loans, but they don’t let that alter their big plans to continue their schooling, get married, and upgrade their rental homes. They stay active and enjoy yoga, running, soccer, tennis and

basketball. They are even more active online—always on social networks like Snapchat. Like their proclivity to changing addresses, they will change financial institutions to follow the best interest rates and most convenient ATM locations. Vigorous and optimistic, Frugal Fledglings are spending their midscale incomes at Nordstrom Rack and Qdoba before they go onto making their next planned move.

Primary Institution Considerations: Costs/Fees • Has student loan • Banking with Primary Institution < 1yr • Eats at Qdoba • Uses Snapchat

Lifestage Group: Y3- Fiscal Fledglings (Younger Years)


43 Metropolitan Ease


Age 25-44 Highest Tech Low IPA Mostly Renters

The hustle and bustle of city life is music to the ears of Metropolitan Ease. These renters rank high for having Keogh Plans and tend to lean towards investments in futures. Metropolitan Ease count on wire transfers and check cashing services for their money. Highly likely to open accounts with online banks, they value

online features and the best interest rates. Around the cities where they reside, you will find Metropolitan Ease spending their midscale incomes at Burlington and Jack in the Box, all while following soccer and the NBA scores.

Used Check Cashing Service, Last 90 Days • Used Wire Transfer to Send money, Last 90 Days • Banking with Primary Institution < 1yr • Uses alternative forms of transportation • Visits Yelp


44 Prudent Peak


Age 25-44 Highest Tech Low IPA Mostly Renters

Prudent Peak are frugal households at the precipice of a new life stage. Mostly renters, these households hold student loans and plan to continue their college education. They put what money they can save from their midscale incomes into government securities. They are always on their smartphones, using them to

look for new jobs, their next place to live, and searching for information. Many having only been with their bank for less than a year, Prudent Peak keep a close watch on fees and often resort to check cashing services. They enjoy football and basketball and are likely to drive a Nissan or Kia.

Has student loan • Used cash advance or title loan shop in past 12 months • Uses mobile banking • Shops at Burlington • Listens to Urban Contemporary



45 Cash Back Consumers


Age <55 Below Average Tech Low IPA Mix

When asked if they want cash back with their frequent monthly debit purchases, households of Cash Back Consumers usually hit the yes button. These households do not use credit cards, but do use wire transfer services, check cashing services and prepaid debit cards. They hold auto leases and gravitate

towards owning a GMC or Ford. Cash Back Consumers are not saving or investing, and their financial portfolios are limited to checking accounts. Likely to be self-employed, many of these independent, middle age self-starters do not carry health insurance. Likely to enjoy an occasional Carnival Cruise, Cash Back Consumers enjoy WWE (pro wrestling), NASCAR, and shop at Dollar General.

Asked for Cash Back with Debit Purchase, Last 90 Days • Used ATM/Debit Card 10+/months • Banking with Primary Institution < 1yr • Shops at Dollar General • Uses Pandora


46 Unwired Retired

Lower Midscale Mature Without Kids


Unwired Retired are aged 65+ and living in town and rural areas, often retired and unconnected. They have lower incomes and tolerances for risk, mainly investing in CDs. They are contributing money to veteran's organizations and rely on Medicare and check cashing services. They do not own computers or

access the internet in any way. Unwired Retired are content to enjoy the simple pleasures of sewing, eating at Cracker Barrel and shopping at Dollar General.

Has Certificates of Deposit (CDs) • Has Home/rental insurance - Time with provider 10+ years • Has Health insurance- Medicare (SSHI program) • Owns a Buick • Does not have Internet access

Lifestage Group: M5- Retirement Blues (Mature Years)


47 Superstore Shoppers

Lower Midscale Older Mostly Without Kids


Found predominately in smaller towns and rural areas, Superstore Shoppers are more likely to be found spending their lower midscale incomes than saving. Not prone to investing, these households aged 55 and over see retirement on the horizon. They take out personal loans and cash advances to handle larger

purchases. Mostly homeowners, they frequent the local Walmart for lawncare, pet supplies and groceries on a budget. Ranking low on their use of technology, they prefer the brick and mortar superstores to shopping online and are not likely to own a computer. Often not covered by health insurance, they drive a Ford and enjoy hunting.

Used check cashing in past 12 months • Has personal loan at primary bank • Did not use credit cards in past 3 months • Shops at Walmart • Listens to Classic Country


48 Transient Leasers

Lower Midscale Middle Age Mostly Without Kids

Age <55 Below Average Tech Low IPA Renters

The renters of Transient Leasers are not settled down. In addition to having their sights set on moving when their next lease is up, they don't remain with their financial institutions very long either. Most are with their banks less than a year and when surveyed cite disapproval. They value convenient ATM locations,

good customer service, competitive interest rates and mobile banking features. Preferring and required to pay for expenses in cash, they make use of coin counting machines, prepaid debit cards and check cashing services. Transient Leasers can be found eating at Popeyes, shopping at Foot Locker and listening to Spotify.

Used wire transfer in past 12 months • Used cash advance or title loan shop in past 12 months • Banking with Primary Institution < 1yr • Eats at Popeyes • Uses Boost Mobile



49 Penny Pinchers

Lower Midscale Older Without Kids

Age 55+ Lowest Tech Low IPA Mostly Renters

Penny Pinchers are older households that are mindful of their fixed incomes. Nearing retirement, they hold checking and savings accounts and budget every cent. For their financial institution of choice, they value the product offerings, primarily accounts that do not charge fees for low balances, and convenience of

branch locations. They depend on the bus for transportation and Medicare for health insurance. They do not venture far from their homes nor do they go online very often. Technology adverse, they look forward to getting catalogs in the mail. On tight budgets they do not go out to eat very often and normally only buy essentials, such as groceries.

Used check cashing in past 12 months • Did not use credit cards in past 3 months • Has Health insurance- Medicare (SSHI program) • Bought from a mail order catalog 6+ times in past 12 months • Does not own a computer


50 Starter Homes



Starter Homes are the focus of this more rural segment. Obtaining a mortgage and all the expenses associated with fixing up a home is where their midscale incomes go every month. Avid professional sports fans, they are buying televisions and furniture, frequently visiting eBay and shopping at Walmart to

spruce up more than one room. Heavy users of their debit cards, they appreciate financial institutions with convenient ATMs and low fees. They look to refinance their mortgages for the lowest interest rate and take out personal loans.

Has personal loan at primary bank • Uses credit union • Used ATM/Debit Card, 10+/months • Shops at Sam's Club • Visits eBay



51 Digital & Dollar Stores

Lower Midscale Younger Family Mix

Average Tech Low IPA Mix

Digital & Dollar Stores are young families that rely on technology and cash. Likely to visit cash advance stores and have prepaid cell phones, they frequently shop at Family Dollar, GameStop and Walmart. They are heavy users of text messages and social media, with aspirations of going to college, saving for a

new car, and getting married. They require online banking and look for a variety of account options offered from their banks. They will take out personal loans, but they avoid credit card use.

Used cash advance or title loan shop in past 12 months • Did not use credit cards in past 3 months • Uses prepaid wireless/cell phone • Shops at Family Dollar • Uses Cricket Wireless

Lifestage Group: F4- Working-Class USA (Family Life)

52 Family Steals & Deals



Family Steals & Deals are looking for a bargain. Their lower midscale incomes do not allow for investing; instead they are only buying the essentials for their families. They are likely to shop at dollar stores and Burlington Coat Factory and eat at McDonald's. Family Steals & Deals are not using credit cards but are

seeking out check cashing establishments while saving and planning for their next car. Though currently working, they would like to afford higher education to improve their situation. For now, they are finding sales and living thrifty from week to week.

Used check cashing in past 12 months • Has personal loan • Plan to switch home/rent insurance provider, next 12 months • Shops at Dollar General • Uses Straight Talk Wireless



53 Off-the-Grid Grays

Downscale Older Mostly Without Kids


Off-the-Grid Grays prefer to live a disconnected and economical life. They do not own computers, they are not accessing the internet at home or on their phones, and they are not shopping online. Instead they are buying their essentials at Walmart and dollar stores. They are not accruing debt and are not investing.

Living off the grid means they are living simple lives and paying by cash. With retirement on the horizon, these over 55-year-olds do not travel or eat out. Off-the-Grid Grays are driving Chevrolets, watching NASCAR and hunting in the more rural areas where they reside.

Does not use a bank • Used funeral pre-planning service in past 12 months • Does not have health insurance • Eats at Hardees • Uses prepaid wireless/cell phone


54 Liquid Lessees

Lower Midscale Middle Age Family Mix

Age <55 Above Average Tech Low IPA Renters

Liquid Lessees are mobile renters at the crux of a life change. These middle age households have personal plans to find a new job, change addresses, go back to school, or get married in the next year. They are not rooted to their current address or financial institution. Most have been banking with their financial

institution for less than a year, always looking for the lowest fees. They are dependent on everything being mobile and do most things on their smartphones—from job searches to constant checks of their social media feeds. They are visiting Hulu, iHeartRadio, and shopping at GameStop and Foot Locker, often with a prepaid debit card.

Used Check Cashing Service, Last 90 Days • Used Prepaid Debit Card, Last 90 Days • Has no investments • Shops at GameStop • Follows NBA or local team on Facebook, Twitter, Instagram, or Snapchat



55 City Strivers


Age 25-44 Above Average Tech Low IPA Mostly Renters

Comprised of younger renters, City Strivers households are in mostly urban areas and have lower midscale incomes. Many members of this segment did not attend college and have a variety of occupations. They have big aspirations to soon buy a new car, get married, and go back to school to get a degree. Few

long-term investments, retirement savings, or any Insurance, they instead are using check cashing services and wire transfers. They are likely to eat at Jack in the Box and shop at Ross Dress for Less, play soccer, and live week-to-week striving for their next big life event.

Used Check Cashing Service, Last 90 Days • Traded Securities via Telephone, Last 90 Days • Has Home/rental insurance - Time with provider <1 year • Shops at Foot Locker • Listens to Rhythmic Contemporary Hit Radio


56 Fixed Finances

Downscale Older Without Kids


Fixed Finances can be found in rural areas. Aged 55 and older, they are either already retired or about to retire. They depend on Medicare and have no dependence on technology, not accessing the internet in any way. Their investments are limited to CDs and they rely on check cashing services. Mostly

homeowners, Fixed Finances will only do improvements that are necessary, such as roof repair. While they will venture to Golden Corral or Hardees and shop at dollar stores, they limit their monthly grocery and cell phone bills to a tight, fixed budget.

Has Certificates of Deposit at primary bank • Has Home/rental insurance - Time with provider 10+ years • Has Health insurance- Medicare (SSHI program) • Shops at Walmart • Does not have Internet access



57 Minimum Way

Low Income Older Mostly Without Kids


The rural households of Minimum Way live sparsely, in both spending and investing. Untethered from modern technology, they do not own a computer or access the internet. They do not invest, and only retain a savings account. While they are mostly 55+ year-old homeowners, they are only making moderate

plumbing repairs and buying furniture and wares from Walmart. They use cash advance shops and pre-paid cell phones, preferring to live off-the-grid and simply.

Has personal loan at primary bank • Did not use credit cards in past 3 months • Uses prepaid wireless/cell phone • Interested in NASCAR • Does not own a computer


58 Social Insecurity

Downscale Older Mostly Without Kids

Age 55+ Lowest Tech Low IPA Mostly Renters

Social Insecurity is filled with mature, mostly single adults with downscale incomes who rely on Social Security and Medicare/Medicaid for survival. Financially strapped, most Social Insecurity residents lead quiet lifestyles in their comfortable apartments. There's little money for travel, nightlife or dining out.

Instead, this segment is known for shopping at discount stores like Dollar General, using prepaid cell phones and debit cards, and not owning a computer or accessing the Internet.

Used cash advance or title loan shop in past 12 months • Used Prepaid Debit Card, Last 90 Days • Has Health insurance- Medicare (SSHI program) • Eats at Long John Silver’s • Does not have Internet access



59 Counting Coin

Low Income Middle Age Family Mix

Age <55 Above Average Tech Low IPA Renters

The households of Counting Coins are younger families with lower incomes and few income producing assets. They live on a cash budget and bank on their aspirations to go back to school for a degree. These renters depend on Check Cashing services to access their paychecks and make use of prepaid phones

and debit cards. Above average in their technology use and adoption, they shop at the Family Dollar and take the bus to get them to and from work. Counting Coins lives in a cash world where dollar by dollar they look to the next improvement in job and home.

Used Check Cashing Service, Last 90 Days • Does not use a bank • Used coin cashing service in past 12 months • Shops at Family Dollar • Uses Radio.com


60 Foundational Occupant

Low Income Older Without Kids

Age 55+ Lowest Tech Low IPA Renters

Foundational Occupants rank very low for income producing assets and income. The households in this segment are renters without children living in low-cost housing. With limited finances, these residents survive on cash instead of using bank accounts or credit cards. They do not have a computer or go online, but

they do use cash advances or title loan shops. Foundational Occupants depend on Medicaid for healthcare and use prepaid cell phones. They enjoy professional wrestling and shop at the Family Dollar.

Has no investments • Does not have a homeowners/renters insurance provider • Has Health insurance- Medicare (SSHI program) • Eats at Golden Corral • Does not have Internet access


TECHNICAL SUPPORT If you need further assistance, please contact the Claritas Solution Center between 9:00 a.m. and 8:00 p.m. (Monday through Friday, EST) at 800.866.6511.

Learn More Go to the Knowledge Center to view additional walkthroughs. Go to MyClaritasTraining to view available self-paced trainings.

MARKET POTENTIAL Interpretation & Calculations The Market Potential Report compares the current usage patterns for one or more product profiles in an analysis area. It calculates a Market Potential Index to help determine the potential for introducing new products and services, or for developing strategies for cross-selling products and services based on current consumption trends.

BUSINESS ISSUES IT CAN SOLVE FOR:

• Identify opportunities for selling a product or service. • Identify analysis areas to find potential locations to promote products and services. • Compare consumption patterns for your products, competitive products and similar products in one or

more analysis areas. • View each analysis area’s consumption and market potential data for a single profile (household

counts, consumption frequency, market share and calculations). • View multiple profiles side-by-side. • Rank the penetration of products and services in one or more analysis areas. • Use the Threshold option to identify analysis areas with high or low potential in several profiles quickly. • Create an analysis area based on potential for one or more selected profiles. You can use the profiled

analysis area for further research and reporting.

WHAT QUESTIONS CAN IT ANSWER/WHY IS IT IMPORTANT?

• Where is the opportunity for my product or service? • Where is the opportunity for a new or competitor's product or service? • How can I identify areas for potential locations?

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SAMPLE REPORT OUTPUT:

1. Analysis Area Code/Name: Each analysis area is identified by code and name. 2. Base Count: Total number of households within the selected geography. Ex) There are 77,760

households in Forsyth County. 3. Base % Comp: The percentage of households in the selected geography compared to the total

number of households in the base geography. Ex) Forsyth County makes up 3.55% of the households in the Atlanta CBSA.

4. Estimated Users: The total number of households/adults in each analysis area that fit the profile behavior. Note that if this is an adult profile, which is donated by ‘(A)’ in the profile name, this will be the estimated number of adults; otherwise, it is the estimated number of households. Ex) There are an estimated 15,507 households in Forsyth County that have a wearable device.

5. % Comp: The percentage of estimated users in the selected geography compared to the total number of estimated users in the base geography. Ex) 4.70% of wearable device users in the Atlanta CBSA are located in Forsyth County.

6. Users/100 HHs: The proportion of households/adults that have the profile behavior compared to the total households in the selected geography. Ex) Out of every 100 households in Forsyth County, there are an estimated 19.94 households that have a wearable device.

7. MPI: The likelihood that the selected geography has households with the profile behavior, as compared to the base geography. Ex) Forsyth County is 32% more likely to have households with a wearable device when compared to other counties in the Atlanta CBSA. An index of 100 is considered average. (Note: If the data was run with the Analysis Area Index prompt turned off, the index compares to the entire U.S. instead of the base geography.)

Market Potential

Base CountBase % Comp

Estimated Users

% CompUsers/100

HHs

Market Potential

Index13117 Forsyth County 77,760 3.55% 15,507 4.70% 19.94 13213113 Fayette County 41,293 1.89% 7,016 2.13% 16.99 11313057 Cherokee County 89,105 4.07% 15,123 4.58% 16.97 11213067 Cobb County 290,052 13.26% 47,439 14.37% 16.36 10813135 Gwinnett County 306,011 13.99% 49,091 14.87% 16.04 106

Analysis Area Code

Analysis Area NameHas Wearable Device (e.g. FitBit, Nike FuelBand, etc.) (H)

1 2 3 4 5 6 7




REPORT FORMULAS

This analysis uses the following formulas:

• Estimated users: For simplicity in this example, assume that ZIP Code 12345 contains only the following two segments.

Based on an example profile, assume 20% of Segment 01 uses the product and 10% of Segment 02 uses the product. The total number of households in ZIP Code 12345 that use the product is calculated as follows:

• Percent Penetration

• Market Potential Index (MPI)



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