Claritas Prizm NE Marketing Segmentation Research Solutions. Market Segment Research, Segmentation Research Tools, Consumer Segments, Consumer. It was developed by Claritas. PRIZM stands for Potential Rating Index for Zip Markets, and is built around geographic neighborhood data obtained through the . Claritas®/Prizm®NE Segment Young Digerati, Young Digerati – Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban.
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Save time researching communities by signing up for our biweekly email newsletter and receive community listings straight to your inbox. We have developed a powerful Internet-based sales and marketing tool engineered to build consumer awareness and deliver solid sales leads to our dlaritas – along with the ability to easily track results.
Attract qualified buyers from outside your local market and raise community awareness. Below is a sampling of the information provided for each group and segment:. The five segments in Urban Uptown are home to the nation’s wealthiest urban consumers.
Members of this social group tend to be midscale to upscale, college educated and ethnically diverse, with above-average concentrations of Asian and Hispanic Americans.
Clariitas this group is diverse in terms of housing styles and family sizes, claritass share an upscale urban perspective that’s reflected in their marketplace choices. Urban Uptown consumers tend to frequent the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology. Diversity is the hallmark of Midtown Flaritas, a group of mostly lower-middle-income urban segments.
It’s the most ethnically diverse social group, and consists of a mix of singles and couples, homeowners and renters, college alumni and high school graduates. In Midtown Mix, the households are dominated by consumers who pursue active social lives–frequenting bars, health clubs, and restaurants at high rates–listen to progressive music, drive small imports, and acquire the latest consumer electronics. The segments of Urban Cores are characterized by relatively modest incomes, educations, and rental apartments, but affordable housing is part of the allure for the group’s young singles and aging retirees.
One of the least affluent social groups, U3 has a high concentration of Hispanics and African-Americans, and surveys indicate a fondness for both ethnic and mainstream media and products. Among the group’s preferences: TV news and daytime programming, Spanish and African-American radio, telephony services and pagers, cheap fast food pirzm high-end department stores.
The most affluent suburban social group, Elite Suburbs is a world of six-figure incomes, post-graduate degrees, single-family homes, and managerial and professional occupations. The segments here are predominantly white with significant concentrations of well-off Asian-Americans. Befitting their lofty salaries, S1 members are big consumers of large homes, expensive clothes, luxury cars, and foreign travel.
Despite representing a small portion of the U. The six segments in The Affluentials are one socioeconomic rung down from the Elite Suburbs–with a significant drop in median income–but their residents still enjoy comfortable, suburban lifestyles.
The median income and median home value in S2 are well above the U. Asian-Americans make up an important minority in these predominantly white segments. As consumers, The Affluentials are big fans of health foods, computer equipment, consumer electronics, and the full range of big-box retailers.
The five segments that comprise Middleburbs share a middle-class, suburban perspective, but the similarity ends there. The group includes a mix of homeowners and renters as well as high school graduates and college alums. With good jobs and money in their jeans, the members of Middleburbs tend to have plenty of discretionary income to visit nightclubs and casual-dining restaurants, shop at midscale department stores, buy dance and easy listening CDs by the dozen, and travel across the U.
The four segments in the Inner Suburbs social group are concentrated in the inner-ring suburbs of clariitas metros–areas where residents tend to be high school educated, unmarried, and downscale. There’s diversity in this group, with segments that are racially mixed, divided evenly between homeowners and renters, and filled with households that are either young or aging in place.
However, the consumer behavior of the S4 segments is dominated by older Americans who enjoy social activities at veterans clubs and fraternal orders, TV news and talk shows, and shopping at discount department stores.
Among second-tier cities, Second City Society stands at the top of the prrizm social group consisting of the wealthiest families who live outside the nation’s metropolitan core.
The three segments in this group are dominated by married couples with college degrees, large homes, and executive jobs. Ethnically, the residents are predominantly white with above-average rates of Asian-Americans. In the marketplace, they spend big on digital and wireless technology, business and cultural media, casual-dining restaurants, upscale retailers, foreign travel, and luxury cars.
The five segments in the C2 social group consist of a mix of Americans–old and young, homeowners and renters, families and singles–who’ve settled in the nation’s satellite cities. What they share is a middle-class status. Micro-City Blues was created via the predominantly downscale residents living in the affordable housing found throughout the nation’s smaller cities.
A diverse social group, these five segments contain a mix of old and young, singles and widowers, calritas, African-Americans, and Hispanics. Many of the workers hold blue-collar jobs–hence priz name–and their marketplace behaviors reflect the segments’ varied lifestyles. This is a social group of strong dualities, with consumers indexing high for video games and bingo, aerobic claitas and fishing, and BET and CMT.
Widely scattered throughout the nation, the five segments in the Landed Gentry social group consist of wealthy Americans who migrated to the smaller boomtowns beyond the nation’s beltways. Many of the households contain Boomer families and couples with college degrees, expansive homes, and professional jobs–they’re twice as likely as average Americans c,aritas telecommute. With their upscale incomes, they can afford to spend heavily on consumer electronics, wireless and computer technology, luxury cars, powerboats, books and magazines, children’s clarjtas, and exercise equipment.
The five segments in Country Comfort are filled with predominantly white, upper-middle-class homeowners. In their placid towns and scenic bedroom communities, these Americans tend to be married, mostly between the ages of 25 and 54, with or without children. They enjoy comfortable upscale lifestyles, exhibiting high indices for barbecuing, bar-hopping, and playing golf as well as home-based activities such as gardening, woodworking, and crafts.
Reflecting their rural, family environment, they prefer trucks, SUVs, and minivans to cars. The six segments in Middle America are filled with lower-middle-class homeowners living in small towns and remote exurbs. Typically found in scenic settings throughout the nation’s heartland, Middle Americans tend to be white, high school educated, living as couples or larger families, and ranging in age from under 25 to over Like many residents of claritae communities, these conservative consumers tend to prefer traditional rural pursuits: Friday nights are for celebrating high school sports.
The six segments in Rustic Living represent the nation’s most isolated towns and rural villages.
As a group, T4 residents have relatively modest incomes, low education levels, aging homes, and blue-collar occupations. Many of the residents, a mix of young singles and seniors, are unmarried, and they’ve watched scores of their neighbors migrate to the city. In their remote communities, these consumers spend their leisure time in such traditional small-town activities as fishing and hunting, attending social activities at the local church and veterans club, and enjoying country music and car racing.
Join Our Newsletter Save time researching communities by signing up for our biweekly email newsletter and receive community listings straight to your inbox. Young Digerati — Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly ckaritas, and ethnically mixed, Young Digerati communities are typically filled with trendy prizk and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars–from juice to coffee to microbrew.
Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots. Bohemian Mix — A collection of mobile urbanites, Bohemian Mix represents the nation’s most liberal lifestyles.
Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew.
The Cosmopolitans — Educated, upper-midscale, and ethnically diverse, The Cosmopolitans are urbane couples in America’s fast-growing cities. Concentrated in a handful of metros–such as Las Vegas, Miami, and Albuquerque–these households feature older, empty-nesting homeowners.
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A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-intensive lifestyles. American Dreams — American Dreams is a living example of how ethnically diverse the nation has become: In these multilingual neighborhoods, middle-aged immigrants and their children live in upper-middle-class comfort. Urban Achievers — Concentrated in the nation’s port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe.
These young singles, couples, and families are typically college-educated and ethnically diverse: Close-In Couples — Close-In Couples is a group of predominantly older, ethnically diverse couples living in older homes in the urban neighborhoods of mid-sized metros. High school-educated and empty nesting, these mostly older residents typically live in older city neighborhoods, enjoying their retirements. With nearly a quarter of the residents foreign born, this segment is a mecca for first-generation Americans who are striving to improve their lower-middle-class status.
These communities have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals. City Roots — Found in urban neighborhoods, City Roots is a segment of downscale retirees, typically living in older homes and duplexes they’ve owned for years.
In these ethnically diverse neighborhoods–nearly 50 percent are African-American or Hispanic–residents are often widows or widowers living on fixed incomes and maintaining low-key lifestyles.
But it’s also the multi-ethnic address for low-income Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of major metros, these middle-aged singles and single-parent families face enormous challenges: Low-Rise Living — The most economically challenged urban segment, Low-Rise Living is known as a transient world for middle-aged, ethnically diverse singles and single parents. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance.
Upper Crust — The nation’s most exclusive address, Upper Crust is the wealthiest lifestyle in America–a haven for empty-nesting couples over the age of And none has a more opulent standard of living. Blue Blood Estates — Blue Blood Estates is a family portrait of suburban wealth, a place of million-dollar homes and manicured lawns, high-end cars and exclusive private clubs. The nation’s second-wealthiest lifestyle is characterized by married couples with children, graduate degrees, a significant percentage of Asian Americans, and six-figure incomes earned by business executives, managers, and professionals.
Given its high percentage of executives and white-collar professionals, there’s a decided business bent to this segment: Winner’s Circle — Among the wealthy suburban lifestyles, Winner’s Circle is the youngest, a collection of mostly to year-old couples with large families in new-money subdivisions.
Surrounding their homes are the signs of upscale living: Executive Suites — Executive Suites consists of upper-middle-class singles and couples typically living just beyond the nation’s beltways.
Filled with significant numbers of Asian-Americans and college graduates–both groups are represented at nearly twice the national average–this segment is a haven for white-collar professionals drawn to comfortable homes and apartments within a manageable commute to downtown jobs, restaurants, and entertainment.
New Empty Nests — With their grown-up children recently out of the house, New Empty Nests is composed of upper-middle income older Americans who pursue active–and activist–lifestyles.
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Most residents are over 65 years old, but they show no interest in a rest-home retirement. This is the top-ranked segment for all-inclusive travel packages; the favorite destination is Europe. In these stable neighborhoods graced with backyard pools and patios–a large proportion of homes were built in the s and s–residents work as white-collar managers and professionals, and are now at the top of their careers.
Beltway Boomers — The members of the postwar Baby Boom are all grown up. One segment of this huge cohort–college-educated, upper-middle-class, and home-owning–is found in Beltway Boomers.
Like many of their peers who married late, these Boomers are still raising children in comfortable suburban subdivisions, and they’re pursuing kid-centered lifestyles. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes. Their nexus of education, affluence, and children translates into large outlays for child-centered products and services.
Home Sweet Home — Widely scattered across the nation’s suburbs, the residents of Home Sweet Home tend to be upper-middle-class married couples living in mid-sized homes without children. The adults in the segment, mostly under 55, have gone to college and hold professional and white-collar jobs. With their upper-middle-class incomes and small families, these folks have fashioned comfortable lifestyles, filling their homes with exercise equipment, TV sets, and pets.