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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 LifestyleMature Professionals / Empty Nesters17 Urban Elders 0% 100% Mostly w/o Kids 80% $64,576 Middle 40%-60% $50,125 $63,500 <55 38.9Graduate Plus Graduate PlusOwns a Lexus; Eats at Starbucks; Shops at Banana Republic; Follows men's tennis; Flies JetBlue; Watches IFC; Listens to Jazz3 Movers & Shakers 94% 6% Mostly w/o Kids 83% $129,828 Upper Mid 80%-100% $779,750 $448,700 45-64 44.7Graduate Plus Graduate PlusOwns a BMW; Eats at The Cheesecake Factory; Shops at The Container Store; Goes skiing/snowboarding; Flies American; Uses Angie's List; Listens to News8 Gray Power96% 4% Mostly w/o Kids 94% $127,740 Upper Mid 80%-100% $912,300 $580,000 55+ 47.3Graduate Plus Graduate PlusOwns a Lexus; Eats at Bonefish Grill; Shops at Chico's; Follows PGA/LPGA; Visits Alaska; Watches Golf Channel; Listens to News1 Upper Crust 95% 5% w/o Kids 96% $113,446 Upper Mid 80%-100% $1,088,900 $637,750 65+ 51.1Graduate PlusSuburban Owns a Lexus; Eats at Bonefish Grill; Shops at Chico's; Follows men's tennis; Visits Alaska; Watches Fox Business; Listens to News7 Money & Brains 99% 1% Mostly w/o Kids 94% $105,505 Upper Mid 80%-100% $1,108,250 $613,900 55+ 45.4Graduate Plus Graduate PlusOwns a Lexus; Eats at Boston Market; Shops at The Container Store; Follows figure skating; Visits Hawaii; Visits AARP; Listens to News9 Big Fish, Small Pond 96% 4% Mostly w/o Kids 94% $95,084 Upper Mid 80%-100% $637,250 $375,750 65+ 49.2Graduate Plus Graduate PlusOwns a Subaru; Eats at Ruby Tuesday; Shops at Lands' End; Follows PGA/LPGA; Stays at Spring Hill Suites; Watches Fox Business; Listens to Classical12 Cruisin' to Retirement 91% 9% Mostly w/o Kids 89% $93,475 Upper Mid 80%-100% $525,000 $320,725 55+ 45.4Graduate Plus Graduate PlusOwns a Volvo; Eats at Bonefish Grill; Shops at Chico's; Follows PGA/LPGA; Visits Alaska; Watches Fox Business; Listens to Talk radio18 Mayberry-ville95% 5% Mostly w/o Kids 91% $89,962 Upper Mid 80%-100% $440,500 $193,750 55+ 50.3Graduate Plus Graduate PlusOwns a Subaru; Eats at Cracker Barrel; Shops at Eddie Bauer; Goes hunting; Visits Alaska; Visits PGATour.com; Listens to Oldies24 Pickup Patriarchs 92% 8% Mostly w/o Kids 70% $82,459 Upper Mid 60%-80% $272,300 $169,000 45-64 41.7College Graduate College GraduateOwns a Kia; Eats at Bob Evans; Shops at Eddie Bauer; Goes boating; Stays at Radisson; Visits NASCAR.com; Listens to NASCAR28 Country Casuals 94% 6% Mostly w/o Kids 91% $73,180 Upper Mid 60%-80% $232,500 $98,750 55+ 47.2Some College Some CollegeOwns a GMC; Eats at Hardee's; Shops at Hobby Lobby; Goes hunting; Stays at Hampton Inn; Watches Sportsman Channel; Listens to Classic Country32 Traditional Times 95% 5% w/o Kids96% $72,838 Upper Mid 60%-80% $454,400 $260,500 65+ 50.6Graduate Plus Graduate PlusOwns a Buick; Eats at Bonefish Grill; Shops at Chico's; Follows PGA/LPGA; Visits Alaska; Watches Fox Business; Listens to Soft Adult Contemporary20 Empty Nests92% 8% w/o Kids96% $62,979 Middle 40%-60% $443,250 $270,000 65+ 51.6College Graduate College GraduateOwns a Buick; Eats at Bonefish Grill; Shops at Stein Mart; Follows PGA/LPGA; Cruises on Royal Caribbean; Watches Golf Channel; Listens to Soft Adult Contemporary36Toolbelt Traditionalists78% 22% Mostly w/o Kids 84% $61,815 Middle 40%-60%$49,750$12,000 55+ 44.9Some College Some CollegeOwns a Buick; Eats at Bob Evans; Shops at Chico's; Follows PGA/LPGA; Cruises on Royal Caribbean; Visits AARP; Listens to Gospel38 Hometown Retired 83% 17% Mostly w/o Kids 84% $54,549 Middle 40%-60% $49,800 $7,000 55+ 45.7Some College Some CollegeOwns a Chrysler; Eats at Cracker Barrel; Shops at Books-a-Million; Follows NASCAR; Stays at Quality Inn; Watches CNN Headline News; Listens to Classic Country46 Heartlanders87% 13% Mostly w/o Kids 92% $33,518 Lower Mid 20%-40% $117,600$31,550 55+ 45.5Some College Some CollegeOwns a Subaru; Eats at Denny's; Shops at JoAnn Fabric; Follows NASCAR; Flies Frontier; Watches Reelz; Listens to Classic Country52 Simple Pleasures 90% 10% w/o Kids 96% $32,227 Lower Mid 20%-40% $151,375 $38,900 65+ 51.9 High School High School Owns a Buick; Eats at Bob Evans; Shops at Chico's; Follows figure skating; Visits Alaska; Watches Fox News; Listens to Classic Country41 Domestic Duos 73% 27% w/o Kids 97% $27,154 Lower Mid 20%-40% $108,400 $30,000 65+ 57.2Some College Some CollegeOwns a Mercury; Eats at Bob Evans; Shops at Stein Mart; Follows PGA/LPGA; Cruises on Royal Caribbean; Watches Golf Channel; Listens to Soft Adult Contemporary49 American Classics 64% 36% w/o Kids96% $26,499 Lower Mid 20%-40%$70,375$25,000 55+ 40.4Some College Some CollegeOwns a Buick; Eats at Bob Evans; Shops at Stein Mart; Follows figure skating; Visits Alaska; Watches Hallmark Channel; Listens to Oldies62 Crossroad Villagers 67% 33% w/o Kids97% $22,344 Lower Mid 20%-40%$34,725$3,000 65+ 53.5 High School High SchoolOwns a Buick; Eats at Bob Evans; Shops at Stein Mart; Follows figure skating; Visits Alaska; Watches Hallmark Channel; Listens to Classic Country40 Aspiring A-Listers 0% 100% Mostly w/o Kids 81% $21,489 Low 0%-20%$300$900 55+ 38.2Some College Some CollegeOwns a Volkswagen; Eats at Boston Market; Shops at Express; Follows men's tennis; Flies JetBlue; Watches Univision; Listens to Jazz53 Lo-Tech Singles 100% 0% w/o Kids 96% $20,921 Low 0%-20% $40,500 $700 65+ 39.1 High School High School Owns a Lincoln; Eats at Church's Chicken; Shops at Stein Mart; Follows IndyCar; Stays at Motel 6; Watches WGN; Listens to Gospel58 Golden Ponds 55% 45% Mostly w/o Kids 93% $19,516 Low 0%-20% $7,125 $1,600 55+ 41.2 High School High SchoolOwns a Buick; Eats at Golden Corral; Shops at Kmart; Follows horse racing; Stays at Motel 6; Watches CNN Headline News; Listens to Classic Country57 Back Country Folks 70% 30% Mostly w/o Kids 92% $19,334 Low 0%-20%$12,750$600 55+ 46.8 High School High School Owns a GMC; Eats at Hardee's; Shops at Books-a-Million; Follows pro rodeo; Stays at Super 8; Watches Reelz; Listens to Classic Country67 Park Bench Seniors 9% 91% Mostly w/o Kids 94% $16,684 Low 0%-20%$300$600 55+ 42.0 High School High School Owns a Buick; Eats at Long John Silvers; Shops at Stein Mart; Follows figure skating; Stays at Motel 6; Watches WGN; Listens to GospelNote: Highlighted selections indicate target Cohorts. See Exhibit I-8 for percentage distribution of highlighted target cohorts17590.00 Macro: PrizmPage 2 of 2The Concord Group2-301
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