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APPENDIX CPRIZM LIFESTYLE SEGMENTATIONUNITED STATES2017Prizm %Title/ % % w/ No Median Income Income Median Income Producing Age MedianCode Name Own Rent Family Kids HH Income Level Percentile Net Worth Assets (Median) Range Age Education Urbanicity LifestyleYoung Singles / Couples26 Home Sweet Home 79% 21% w/o Kids 100% $67,743 Upper Mid 60%-80% $38,900 $15,000 <55 39.2College Graduate College GraduateOwns a Kia; Eats at Jason's Deli; Shops at Cost Plus World Market; Follows PGA/LPGA; Cruises on Royal Caribbean; Visits PGATour.com; Listens to minor league baseball19 American Dreams 90% 10% Mostly w/o Kids 69% $67,122 Middle 40%-60% $169,400$35,625 25-44 40.4College Graduate College GraduateOwns a Lexus; Eats at The Cheesecake Factory; Shops at Nordstrom Rack; Follows European soccer; Flies JetBlue; Uses Yelp; Listens to Jazz34 Young & Influential 0% 100% Mostly w/o Kids 63% $60,410 Middle 40%-60%$2,350$10,000 25-44 32.8College Graduate College GraduateOwns a Mercury; Eats at Chick-fil-A; Shops at Express; Follows college baseball; Stays at Doubletree; Watches MTV2; Listens to Inspirational35 Urban Achievers 92% 8% Mostly w/o Kids 64% $55,240 Middle 40%-60% $108,000$24,025 25-44 38.4College Graduate College GraduateOwns a Hyundai; Eats at Cold Stone Creamery; Shops at Nordstrom; Follows pro boxing; Flies JetBlue; Watches Telemundo; Listens to Jazz31 Connected Bohemians 0% 100% Mostly w/o Kids 70% $52,071 Middle 40%-60%$4,500$11,600 25-44 32.3College Graduate College GraduateOwns a hybrid vehicle; Eats at Starbucks; Shops at Express; Goes skiing/snowboarding; Visits the Middle East; Uses Yelp; Listens to Alternative45 Urban Modern Mix 52% 48% Mostly w/o Kids 67% $29,158 Lower Mid 20%-40%$4,625$2,975 <55 35.8Some College Some CollegeOwns a Nissan; Eats at White Castle; Shops at Burlington; Follows pro boxing; Flies JetBlue; Watches Telemundo; Listens to Gospel50 Metro Grads 100% 0% Mostly w/o Kids 61% $25,914 Lower Mid 20%-40% $47,075 $3,600 <55 34.7College Graduate College GraduateOwns a GMC; Eats at Jack in the Box; Shops at Books-a-Million; Plays soccer; Stays at La Quinta; Watches Univision; Listens to Adult Contemporary63 Low-Rise Living0% 100% Mostly w/o Kids 72% $24,840 Lower Mid 20%-40%$850$1,950 <55 34.0Some College Some CollegeOwns a Mitsubishi; Eats at Starbucks; Shops at Banana Republic; Follows pro boxing; Flies JetBlue; Watches Telemundo; Listens to Jazz54 Struggling Singles 52% 48% Mostly w/o Kids 66% $22,077 Low 0%-20%$3,000$1,600 <55 34.0 High School High SchoolOwns a Chevrolet; Eats at Papa John's; Shops at Burlington; Follows NASCAR; Stays at Quality Inn; Watches MTV2; Listens to Urban Contemporary47 Striving Selfies6% 94% Mostly w/o Kids 71% $21,567 Low 0%-20%$700$1,900 <55 26.1Some College Some CollegeOwns a Chrysler; Eats at Taco Bell; Shops at Express; Plays tennis; Visits Asia; Watches MTV2; Listens to Urban Contemporary66 New Beginnings 8% 92% Mostly w/o Kids 61% $19,890 Low 0%-20% $600 $1,200 <55 31.0 High School High SchoolOwns a Volkswagen; Eats at Dunkin Donuts; Shops at Burlington; Follows Mexican league soccer; Stays at Ramada; Watches TV One; Listens to Urban Contemporary64 Family Thrifts11% 89% Mostly w/o Kids 66% $9,999 Low 0%-20%$300$300 <55 28.7 High School High SchoolOwns a Mercury; Eats at Long John Silvers; Shops at Burlington; Follows motocross; Stays at Motel 6; Watches Boomerang; Listens to Urban Contemporary68 Bedrock America 22% 78% Mostly w/o Kids 64% $9,999 Low 0%-20%$300$300 <55 30.6 High School High School Owns a Chrysler; Eats at Hardee's; Shops at Eddie Bauer; Follows motocross; Stays at Ramada; Watches MTV; Listens to RockFamilies2 Networked Neighbors 90% 10% Mostly w/ Kids 34% $213,995 Upper Mid 80%-100% $742,000 $498,250 35-54 37.1Graduate Plus Graduate PlusOwns an Acura; Eats at Chipotle; Shops at Banana Republic; Plays tennis; Flies United; Uses Yelp; Listens to Adult Contemporary4 Young Digerati 98% 2% Mostly w/ Kids 40% $128,498 Upper Mid 80%-100% $906,175 $569,400 35-54 38.3Graduate Plus Graduate PlusOwns a Mercedes; Eats at Chipotle; Shops at Banana Republic; Goes hiking/backpacking; Visits Asia; Uses Yelp; Listens to Alternative6 Winner's Circle 90% 10% Mostly w/ Kids 34% $127,255 Upper Mid 80%-100% $397,075 $257,500 35-54 37.2Graduate Plus Graduate PlusOwns a BMW; Eats at The Cheesecake Factory; Shops at Old Navy; Plays soccer; Flies United; Uses Yelp; Listens to Adult Contemporary5 Country Squires 91% 9% Family Mix 49% $114,087 Upper Mid 80%-100% $336,875 $204,000 <55 39.1Graduate Plus Graduate PlusOwns a Volkswagen; Eats at Dunkin Donuts; Shops at Pottery Barn; Plays golf; Stays at Spring Hill Suites; Uses Living Social; Listens to Album Rock22 Middleburg Managers 86% 14% Family Mix 49% $95,850 Upper Mid 80%-100% $372,250 $234,150 <55 38.0College Graduate College GraduateOwns a Subaru; Eats at Chipotle; Shops at Express; Plays softball/baseball; Stays at Hyatt; Visits MLB.com; Listens to Alternative11 Fast-Track Families 87% 13% Family Mix 41% $92,040 Upper Mid 80%-100% $151,750$73,600 35-54 40.8College Graduate College GraduateOwns a GMC; Eats at Qdoba; Shops at Books-a-Million; Goes skiing/snowboarding; Flies Frontier; Visits Pinterest; Listens to New Country14 Kids & Cul-de-Sacs 76% 24% Family Mix 53% $89,357 Upper Mid 80%-100% $45,000$20,000 25-44 37.8College Graduate College GraduateOwns an Acura; Eats at Jason's Deli; Shops at New York & Company; Plays tennis; Flies American; Watches DIY Network; Listens to Inspirational15 New Homesteaders 83% 17% Mostly w/ Kids 29% $88,565 Upper Mid 60%-80% $189,250 $135,750 25-44 35.4College Graduate College GraduateOwns a Subaru; Eats at Cold Stone Creamery; Shops at Justice; Goes hunting; Flies Frontier; Visits NHL.com; Listens to New Country43 City Roots 88% 12% Family Mix 56% $82,422 Upper Mid 60%-80% $361,550 $209,550 <55 38.4Graduate Plus Graduate PlusOwns a Cadillac; Eats at Jack in the Box; Shops at IKEA; Follows MLS; Visits Central/South America; Watches Telemundo; Listens to Jazz21 The Cosmopolitans 95% 5% Family Mix 59% $81,708 Upper Mid 60%-80% $169,750$47,900 25-44 38.2Graduate Plus Graduate PlusOwns a BMW; Eats at Starbucks; Shops at Crate & Barrel; Goes skiing/snowboarding; Stays at Sheraton; Uses Yelp; Listens to Alternative10 Executive Suites 100% 0% Mostly w/ Kids 38% $81,509 Upper Mid 60%-80% $274,125 $171,500 35-54 36.5College Graduate College GraduateOwns a Mazda; Eats at Starbucks; Shops at Express; Plays tennis; Stays at Radisson; Visits NHL.com; Listens to Adult Contemporary13 Upward Bound 55% 45% Family Mix 46% $80,066 Upper Mid 60%-80% $222,175 $173,350 25-44 37.3College Graduate College GraduateOwns a Mitsubishi; Eats at Qdoba; Shops at Express; Goes to yoga/pilates; Visits Asia; Uses Spotify; Listens to Adult Contemporary16 Beltway Boomers 78% 22% Family Mix 58% $78,114 Upper Mid 60%-80% $51,400 $17,800 <55 39.6College Graduate College GraduateOwns a Lexus; Eats at Chick-fil-A; Shops at Stein Mart; Follows motocross; Stays at Spring Hill Suites; Watches Fox Sports 1; Listens to Inspirational27 Big Sky Families 86% 14% Mostly w/ Kids 37% $77,527 Upper Mid 60%-80%$89,850$40,725 35-54 39.6College Graduate College GraduateOwns a Jeep; Eats at Dairy Queen; Shops at Books-a-Million; Goes hunting; Stays at Super 8; Watches CMT; Listens to New Country23 Township Travelers 100% 0% Family Mix 53% $74,552 Upper Mid 60%-80% $48,125 $10,000 <55 37.5College Graduate College GraduateOwns a GMC; Eats at Logan's Roadhouse; Shops at Books-a-Million; Follows college baseball; Stays at Spring Hill Suites; Visits Pinterest; Listens to SEC Football30 Pools & Patios76% 24% Mostly w/ Kids 8% $70,115 Upper Mid 60%-80%$19,350$13,900 25-44 33.9College Graduate College GraduateOwns a Kia; Eats at Wingstop; Shops at New York & Company; Plays soccer; Stays at Spring Hill Suites; Watches Nick Jr; Listens to Classic Country25 Up-and-Comers47% 53% Family Mix 58% $65,201 Middle 40%-60%$8,775$12,100 25-44 36.0College Graduate College GraduateOwns a Volkswagen; Eats at Panera; Shops at Gap Kids; Follows college hockey; Flies Southwest; Watches ESPN Classic; Listens to Inspirational37 Bright Lights, Li'l City 59% 41% Family Mix 43% $64,260 Middle 40%-60%$10,000$11,075 25-44 35.8College Graduate College GraduateOwns a Cadillac; Eats at Taco Bell; Shops at Express; Follows motocross; Cruises on Carnival; Watches Adult Swim; Listens to Rock33 Second City Startups 63% 37% Mostly w/ Kids 32% $63,403 Middle 40%-60%$11,375$9,000 25-44 31.0College Graduate College GraduateOwns a GMC; Eats at CiCi's Pizza; Shops at Ross; Follows motocross; Stays at La Quinta; Watches TV One; Listens to Urban Adult Contemporary29 White Picket Fences 48% 52% Family Mix 52% $59,565 Middle 40%-60%$3,350$7,250 25-44 37.2College Graduate College GraduateOwns an Acura; Eats at Logan's Roadhouse; Shops at Books-a-Million; Follows minor league baseball; Visits the Bahamas; Watches DIY Network; Listens to SEC sports39 Kid Country, USA 63% 37% Mostly w/ Kids 31% $57,722 Middle 40%-60%$5,550$6,250 25-44 34.2College Graduate College GraduateOwns a GMC; Eats at Logan's Roadhouse; Shops at Gap Kids; Follows college baseball; Visits the Bahamas; Watches WWE; Listens to Rock42 Multi-Culti Mosaic 48% 52% Family Mix 56% $38,745 Middle 40%-60%$8,775$5,400 <55 31.4Some College Some CollegeOwns a Nissan; Eats at Church's Chicken; Shops at Ross; Follows Mexican league soccer; Stays at Motel 6; Watches Telemundo; Listens to Urban Adult Contemporary56 Multi-Culti Families 49% 51% Family Mix 47% $38,138 Lower Mid 20%-40%$7,050$4,300 <55 28.9Some College Some CollegeOwns a Mitsubishi; Eats at Jack in the Box; Shops at Ross; Follows Mexican league soccer; Visits Mexico; Watches Telemundo; Listens to Alternative44 Country Strong68% 32% Family Mix 46% $36,934 Lower Mid 20%-40%$15,250$3,800 <55 39.5 High School High School Owns a GMC; Eats at Hardee's; Shops at Books-a-Million; Goes hunting; Stays at Super 8; Watches CMT; Listens to New Country59 New Melting Pot 19% 81% Family Mix 56% $25,213 Lower Mid 20%-40%$925$1,600 <55 30.3 High School High SchoolOwns a Mazda; Eats at Church's Chicken; Shops at Burlington; Follows monster trucks; Stays at Ramada; Watches WWE; Listens to Gospel51 Campers & Camo 100% 0% Family Mix 54% $25,207 Lower Mid 20%-40%$36,900$2,300 35-54 34.9 High School High SchoolOwns a Lincoln; Eats at Little Caesars; Shops at Wal-Mart; Follows Grand Prix; Stays at Quality Inn; Watches Nick; Listens to New Country60Small-Town Collegiates7% 93% Family Mix 53% $22,271 Lower Mid 20%-40%$600$1,200 <55 31.7 High School High School Owns a Dodge; Eats at Sonic; Shops at GameStop; Follows extreme sports; Stays at Super 8; Watches Boomerang; Listens to Rock61Second City Generations49% 51% Family Mix 51% $21,123 Low 0%-20%$1,800$1,400 <55 29.7 High School High SchoolOwns a Cadillac; Eats at Church's Chicken; Shops at Burlington; Follows Mexican league soccer; Stays at La Quinta; Watches Telemundo; Listens to Gospel48 Generation Web4% 96% Family Mix 57% $20,812 Low 0%-20%$600$1,300 <55 33.3 High School High SchoolOwns a Nissan; Eats at Burger King; Shops at GameStop; Plays basketball; Stays at Motel 6; Watches MTV2; Listens to Adult Contemporary55 Red, White & Blue 55% 45% Family Mix 58% $16,340 Low 0%-20%$6,500$3,000 <55 39.9 High School High SchoolOwns a Jeep; Eats at Long John Silvers; Shops at Wal-Mart; Follows monster trucks; Stays at Days Inn; Watches Nick at Nite; Listens to New Country65 Young & Rustic43% 57% Family Mix 58% $11,758 Low 0%-20%$300$300 <55 36.6 High School High SchoolOwns a Ford; Eats at Hardee's; Shops at Books-a-Million; Follows monster trucks; Stays at Days Inn; Watches Boomerang; Listens to NASCAR17590.00 Macro: PrizmPage 1 of 2The Concord Group2-300
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