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SRDS Prizm Lifestyle Segments

NTVB Media helps maximize your brand(s) ROI by offering a platform to reach the best segments of the Boomer Cohort.  NTVB Media’s core audience delivers your brand(s) to the sought after upper middle to upper class segments of this dynamic demographic – including Mass Affluents.

PRIZM – Market Segments

Social Stages

04 Elite Suburbs

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.S. population, they hold a large share of the nation’s personal net worth.

2013 Statistics:

  • US Households: 5,934,984

  • Median Household Income : $107,190

Men c0ffee newspaperSEGMENT SUBSETS:

01 Upper Crust – Wealthy / 55+ Age Range

The nation’s most exclusive address, Upper Crust is the wealthiest lifestyle in America–a haven for empty-nesting couples over the age of 55. No segment has a higher concentration of residents earning over $100,000 a year and possessing a postgraduate degree. And none has a more opulent standard of living.

02 Blue Blood Estates – Wealthy / 45 -64 Age Range

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

03 Movers & Shakers – Wealthy / 45 -64 Age Range

Movers & Shakers is home to America’s up-and-coming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 45 and 64, and without children. Given its high percentage of executives and white-collar professionals, there’s a decided business bent to this segment: members of Movers & Shakers rank near the top for owning a small business and having a home office.

06 Winners Circle – Wealthy / 35 – 54 Age Range

Among the wealthy suburban lifestyles, Winner’s Circle is the youngest, a collection of mostly 35- to 54-year-old couples with large families in new-money subdivisions. Surrounding their homes are the signs of upscale living: recreational parks, golf courses, and upscale malls. With a median income over $100,000, Winner’s Circle residents are big spenders who like to travel, ski, go out to eat, shop at clothing boutiques, and take in a show.

S2 THE AFFLUENTIALS

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.S. median values, and the members of this social group are mostly singles who tend to have college degrees and white-collar jobs. 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.

  • US Households: 8,772,334

  • Median Household Income : $70,027

SEGMENT  SUBSETS:

08 Executive Suites – Upper Mid Income / < 55 Age Range

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 more than 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.

14 New Empty Nesters –Upper Mid Income / 65+ Age Range

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. 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.

15 Pools & Patios – Upper Mid Income / 45 – 64 Age Range

Formed during the postwar Baby Boom, Pools & Patios has evolved from a segment of young suburban families to one for older, empty-nesting couples. In these stable neighborhoods graced with backyard pools and patios–a large proportion of homes were built in the 1950s and 1960s–residents work as white-collar managers and professionals, and are now at the top of their careers.

17 Beltway Boomers – Upper Mid Income / 45 -64 Age Range

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.

19 Home Sweet Home – Upper Mid Income / < 55 Age Range

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

C1 Second City Society

Among second-tier cities, Second City Society stands at the top of the heap–a 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.

  • US Households: 5,818,610

  • Median Household Income : $78,184

SEGMENT  SUBSETS:

10 Second City Elites –Upscale Income / 55+ Age Range

There’s money to be found in the nation’s smaller cities, and you’re most likely to find it in Second City Elite. The residents of these satellite cities tend to be prosperous professionals who decorate their homes with multiple computers, large-screen TV sets, and an impressive collection of wines. With more than half holding college degrees, Second City Elite residents enjoy cultural activities–from reading books to attending theater and dance productions.

12 Brite Lites, Lil’ City – Upscale Income / < 55 Age Range

Not all of America’s chic sophisticates live in major metros. Brite Lights, Li’l City is a group of well-off, middle-aged couples settled in the nation’s satellite cities. Residents of these typical DINK (double income, no kids) households have college educations, well-paying business and professional careers, and swank homes filled with the latest technology.

13 Upward Bound – Upscale Income / 35 – 54 Age Range

More than any other segment, Upward Bound appears to be the home of those legendary Soccer Moms and Dads. In these small satellite cities, upscale families boast dual incomes, college degrees, and new split-levels and colonials. Residents of Upward Bound tend to be kid obsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles, and camping equipment.

T1 Landed Gentry

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 to 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 toys, and exercise equipment.

2013 Statistics:

  • US Households: 10,339,103

·         Median Household Income : $81,558

Segment Subsets:

05 Country Squires – Upscale Income / 35 – 54 Age Range

The wealthiest residents in exurban America live in Country Squires, an oasis for affluent Baby Boomers who’ve fled the city for the charms of small-town living. In their bucolic communities noted for their recently built homes on sprawling properties, the families of executives live in six-figure comfort. Country Squires enjoy country club sports like golf, tennis, and swimming, as well as skiing, boating, and biking.

09 Big Fish, Small Pond – Upscale Income / 55+ Age Range

Older, upper-class, college-educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These upscale, empty-nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology.

11 God’s Country – Upscale Income / 45 -64 Age Range

When city dwellers and suburbanites began moving to the country in the 1970s, God’s Country emerged as the most affluent of the nation’s exurban lifestyles. Today, wealthier communities exist in the hinterlands, but God’s Country remains a haven for upscale couples in spacious homes. Typically college educated Baby Boomers, these Americans try to maintain a balanced lifestyle between high-power jobs and laid-back leisure.

20 Fast Track Families – Upscale Income / 35 -54 Age Range

With their upscale incomes, numerous children, and spacious homes, Fast-Track Families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems, and video games. They take advantage of their rustic locales by camping, boating, and fishing.

25 Country Casuals – Upscale Income / 45 -64 Age Range

There’s a laid-back atmosphere in Country Casuals, a collection of older, upscale households that have started to empty-nest. Most households boast two earners who have well-paying management jobs or own small businesses. Today, these Baby-Boom couples have the disposable income to enjoy traveling, owning timeshares, and going out to eat.

T2 Country Comfort

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.

2013 Statistics:

  • US Households: 11,966,216

·         Median Household Income : $55,010

SEGMENT SUBSETS:

23 Greenbelt Sports – Upper Mid Income / 45 -64 Age Range

A segment of upscale exurban couples, Greenbelt Sports is known for its active lifestyle. Most of these older residents are married, college-educated, and own new homes. And few segments have higher rates for pursuing outdoor activities such as skiing, canoeing, backpacking, boating, and mountain biking.

28 Traditional Times – Upper Mid Income / 55+ Age Range

Traditional Times is the kind of lifestyle where small-town couples nearing retirement are beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these upper-middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they’re big travelers, especially in recreational vehicles and campers

32 New Homesteaders – Upper Mid Income / 25 -64 Age Range

Young, upper-middle-class families seeking to escape suburban sprawl find refuge in New Homesteaders, a collection of small rustic townships filled with new ranches and Cape Cods. With decent-paying jobs in white and blue-collar industries, these dual-income couples have fashioned comfortable, child-centered lifestyles; their driveways are filled with campers and powerboats, their family rooms with PlayStations.

33 Big Sky Families – Upper Mid Income / < 55 Age Range

Scattered in placid towns across the American heartland, Big Sky Families is a segment of middle-aged rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.

37 Mayberry-ville – Upper Mid Income / 45 – 64 Age Range

Like the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks.

U2 Urban Uptown

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. Although this group is diverse in terms of housing styles and family sizes, residents 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

2013 Statistics:

  • US Households: 10,456,630

·         Median Household Income : $66,204

SEGMENT SUBSETS:

04 Young Digerati – Wealthy / 25 – 54 Age Range

Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars–from juice to coffee to microbrew.

07 Money & Brains – Wealthy / 45 – 64 Age Range

The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots.

16 Bohemian Mix– Upper Mid Income / < 55 Age Range

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

26 The Cosmopolitans – Upper Mid Income / 55+ Age Range

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. A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-intensive lifestyles.

29 American Dreams – Upper Mid Income / < 55 Age Range

American Dreams is a living example of how ethnically diverse the nation has become: just under half the residents are Hispanic, Asian, or African-American. In these multilingual neighborhoods–one in three speaks a language other than English–middle-aged immigrants and their children live in upper-middle-class comfort.

Life Stages

M1 Affluent Empty Nesters

While those on the “MTV side” of fifty may debate their inclusion in this group, Americans in the Mature Years tend to be over 45 years old and living in houses that have empty-nested. The four wealthiest segments in this group are classified Affluent Empty Nests, and they feature upscale couples who are college educated, hold executive and professional positions and are over 45. While their neighborhoods are found across a variety of landscapes–from urban to small-town areas–they all share a propensity for living in large, older homes. With their children out of the house, these consumers have plenty of disposable cash to finance active lifestyles rich in travel, cultural events, exercise equipment, and business media. These folks are also community activists who write politicians, volunteer for environmental groups, and vote regularly in elections.

2013 Statistics:

  • US Households: 8,421,165

  • Median Household Income : $86,555

SEGMENT SUBSETS:

10 Second City Elites –Upscale Income / 55+ Age Range

There’s money to be found in the nation’s smaller cities, and you’re most likely to find it in Second City Elite. The residents of these satellite cities tend to be prosperous professionals who decorate their homes with multiple computers, large-screen TV sets, and an impressive collection of wines. With more than half holding college degrees, Second City Elite residents enjoy cultural activities–from reading books to attending theater and dance productions.

09 Big Fish, Small Pond – Upscale Income / 55+ Age Range

Older, upper-class, college-educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These upscale, empty-nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology.

07 Money & Brains – Wealthy / 45 – 64 Age Range

The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots.

01 Upper Crust – Wealthy / 55+ Age Range

The nation’s most exclusive address, Upper Crust is the wealthiest lifestyle in America–a haven for empty-nesting couples over the age of 55. No segment has a higher concentration of residents earning over $100,000 a year and possessing a postgraduate degree. And none has a more opulent standard of living.

F1 Accumulated Wealth

The three segments in Accumulated Wealth contain the wealthiest families, mostly college-educated, white-collar Baby Boomers living in sprawling homes beyond the nation’s beltways. These large family segments are filled with upscale professionals–the group’s median income is nearly six figures–who have the disposable cash and sophisticated tastes to indulge their children with electronic toys, computer games, and top-of-the-line sporting equipment. The adults in these households are also a prime audience for print media, expensive cars and frequent vacations–often to theme parks as well as European destinations.

2013 Statistics:

  • US Households: 4,556,596

  • Median Household Income : $107,044

SEGMENT SUBSETS:

06 Winners Circle – Wealthy / 35 – 54 Age Range

Among the wealthy suburban lifestyles, Winner’s Circle is the youngest, a collection of mostly 35- to 54-year-old couples with large families in new-money subdivisions. Surrounding their homes are the signs of upscale living: recreational parks, golf courses, and upscale malls. With a median income over $100,000, Winner’s Circle residents are big spenders who like to travel, ski, go out to eat, shop at clothing boutiques, and take in a show.

05 Country Squires – Upscale Income / 35 – 54 Age Range

The wealthiest residents in exurban America live in Country Squires, an oasis for affluent Baby Boomers who’ve fled the city for the charms of small-town living. In their bucolic communities noted for their recently built homes on sprawling properties, the families of executives live in six-figure comfort. Country Squires enjoy country club sports like golf, tennis, and swimming, as well as skiing, boating, and biking.

02 Blue Blood Estates – Wealthy / 45 -64 Age Range

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

M2 Conservative Classics

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. 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.

SEGMENT SUBSETS:

14 New Empty Nesters –Upper Mid Income / 65+ Age Range

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. 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.

15 Pools & Patios – Upper Mid Income / 45 – 64 Age Range

Formed during the postwar Baby Boom, Pools & Patios has evolved from a segment of young suburban families to one for older, empty-nesting couples. In these stable neighborhoods graced with backyard pools and patios–a large proportion of homes were built in the 1950s and 1960s–residents work as white-collar managers and professionals, and are now at the top of their careers.

26 The Cosmopolitans – Upper Mid Income / 55+ Age Range

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. A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-intensive lifestyles.

27 Middleburg Managers – Upper Mid Incomes / 45 -64 Age Range

Middleburg Managers arose when empty nesters settled in satellite communities, which offered a lower cost of living and more relaxed pace. Today, segment residents tend to be middle class with solid white-collar jobs or comfortable retirements. In their older homes, they enjoy reading, playing musical instruments, indoor gardening, and refinishing furniture.

28 Traditional Times – Upper Mid Income / 55+ Age Range

Traditional Times is the kind of lifestyle where small-town couples nearing retirement are beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these upper-middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they’re big travelers, especially in recreational vehicles and campers

F2 Young Accumulators

Compared to the Accumulated Wealth group, the five segments in Young Accumulators are slightly younger and less affluent than their upscale peers. Ethnically diverse, these households include an above-average number of Hispanic and Asian Americans. Adults typically have college educations and work a mix of white-collar managerial and professional jobs. Found mostly in suburban and exurban areas, the large families in Young Accumulators have fashioned comfortable, upscale lifestyles in their mid-sized homes. They favor outdoor sports, kid-friendly technology and adult toys like campers, powerboats, and motorcycles. Their media tastes lean towards cable networks targeted to children and teenagers.

2013 Statistics:

  • US Households: 9,848,422

  • Median Household Income : $69,944

SEGMENT  SUBSETS:

29 American Dreams – Upper Mid Income / < 55 Age Range

American Dreams is a living example of how ethnically diverse the nation has become: just under half the residents are Hispanic, Asian, or African-American. In these multilingual neighborhoods–one in three speaks a language other than English–middle-aged immigrants and their children live in upper-middle-class comfort.

20 Fast Track Families – Upscale Income / 35 -54 Age Range

With their upscale incomes, numerous children, and spacious homes, Fast-Track Families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems, and video games. They take advantage of their rustic locales by camping, boating, and fishing.

17 Beltway Boomers – Upper Mid Income / 45 -64 Age Range

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.

13 Upward Bound – Upscale Income / 35 – 54 Age Range

More than any other segment, Upward Bound appears to be the home of those legendary Soccer Moms and Dads. In these small satellite cities, upscale families boast dual incomes, college degrees, and new split-levels and colonials. Residents of Upward Bound tend to be kid obsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles, and camping equipment.