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Washington
PCensus Online Sample Report
Profile Tables
PRIZM Household Segments
PRIZM Social Groups
PRIZM Lifestage Groups
PRIZM Household Segments Segment Snapshots
Prepared on: 3/14/2013 6:14:31 PM
© 2013, The Nielsen Company. All Rights Reserved
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Washington
PCensus Online Sample Report
PRIZM Household Segments
PRIZM
Household Segments
Households by PRIZM Segment
Top 10 PRIZM Segments
2013
Households
2,711,326
Washington
%
2018
Households
2,874,849
%
19 Home Sweet Home
12 Brite Lites, Li'l City
28 Traditional Times
27 Middleburg Managers
18 Kids & Cul-de-Sacs
29 American Dreams
09 Big Fish, Small Pond
31 Urban Achievers
03 Movers & Shakers
24 Up-and-Comers
3.36%
3.22%
3.07%
2.71%
2.63%
2.53%
2.43%
2.32%
2.29%
2.21%
19 Home Sweet Home
12 Brite Lites, Li'l City
28 Traditional Times
18 Kids & Cul-de-Sacs
27 Middleburg Managers
29 American Dreams
09 Big Fish, Small Pond
31 Urban Achievers
03 Movers & Shakers
24 Up-and-Comers
3.39%
3.24%
3.05%
2.69%
2.69%
2.53%
2.42%
2.36%
2.30%
2.23%
01 Upper Crust
02 Blue Blood Estates
03 Movers & Shakers
04 Young Digerati
05 Country Squires
06 Winner's Circle
07 Money & Brains
08 Executive Suites
09 Big Fish, Small Pond
10 Second City Elite
47,678
26,436
62,201
29,612
54,346
38,360
47,420
32,369
65,830
51,593
1.76%
0.98%
2.29%
1.09%
2.00%
1.41%
1.75%
1.19%
2.43%
1.90%
50,159
27,996
66,235
31,216
58,064
41,435
49,746
34,331
69,653
54,493
1.74%
0.97%
2.30%
1.09%
2.02%
1.44%
1.73%
1.19%
2.42%
1.90%
11 God's Country
12 Brite Lites, Li'l City
13 Upward Bound
14 New Empty Nests
15 Pools & Patios
16 Bohemian Mix
17 Beltway Boomers
18 Kids & Cul-de-Sacs
19 Home Sweet Home
20 Fast-Track Families
50,558
87,217
54,377
35,876
48,411
41,438
36,026
71,342
91,169
37,559
1.86%
3.22%
2.01%
1.32%
1.79%
1.53%
1.33%
2.63%
3.36%
1.39%
53,841
93,178
57,419
37,962
51,017
44,472
38,123
77,243
97,389
39,838
1.87%
3.24%
2.00%
1.32%
1.77%
1.55%
1.33%
2.69%
3.39%
1.39%
21 Gray Power
22 Young Influentials
23 Greenbelt Sports
24 Up-and-Comers
25 Country Casuals
26 The Cosmopolitans
27 Middleburg Managers
28 Traditional Times
29 American Dreams
30 Suburban Sprawl
32,768
58,720
51,425
59,973
47,119
24,612
73,361
83,151
68,719
41,075
1.21%
2.17%
1.90%
2.21%
1.74%
0.91%
2.71%
3.07%
2.53%
1.51%
34,617
62,633
54,511
64,071
49,875
25,915
77,224
87,786
72,824
43,363
1.20%
2.18%
1.90%
2.23%
1.73%
0.90%
2.69%
3.05%
2.53%
1.51%
© 2013, The Nielsen Company. All Rights Reserved
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Washington
PCensus Online Sample Report
PRIZM Household Segments
PRIZM
Household Segments
31 Urban Achievers
32 New Homesteaders
33 Big Sky Families
34 White Picket Fences
35 Boomtown Singles
36 Blue-Chip Blues
37 Mayberry-ville
38 Simple Pleasures
39 Domestic Duos
40 Close-In Couples
2013
62,782
Households
40,869
44,773
43,651
52,497
37,516
49,792
57,196
31,604
19,670
Washington
%
2.32%
1.51%
1.65%
1.61%
1.94%
1.38%
1.84%
2.11%
1.17%
0.73%
2018
67,746
Households
43,625
47,394
45,911
55,326
39,980
52,669
60,133
33,256
20,864
%
2.36%
1.52%
1.65%
1.60%
1.92%
1.39%
1.83%
2.09%
1.16%
0.73%
41 Sunset City Blues
42 Red, White & Blues
43 Heartlanders
44 New Beginnings
45 Blue Highways
46 Old Glories
47 City Startups
48 Young & Rustic
49 American Classics
50 Kid Country, USA
48,666
17,660
39,589
48,268
24,698
28,905
44,218
30,794
15,234
23,841
1.79%
0.65%
1.46%
1.78%
0.91%
1.07%
1.63%
1.14%
0.56%
0.88%
50,937
18,645
41,651
51,358
26,014
30,639
46,804
32,522
15,954
25,558
1.77%
0.65%
1.45%
1.79%
0.90%
1.07%
1.63%
1.13%
0.55%
0.89%
51 Shotguns & Pickups
52 Suburban Pioneers
53 Mobility Blues
54 Multi-Culti Mosaic
55 Golden Ponds
56 Crossroads Villagers
57 Old Milltowns
58 Back Country Folks
59 Urban Elders
60 Park Bench Seniors
23,404
21,006
36,575
35,164
29,519
13,476
15,473
19,188
24,282
42,994
0.86%
0.77%
1.35%
1.30%
1.09%
0.50%
0.57%
0.71%
0.90%
1.59%
24,482
22,332
38,431
37,392
30,938
14,095
16,178
20,166
26,093
45,428
0.85%
0.78%
1.34%
1.30%
1.08%
0.49%
0.56%
0.70%
0.91%
1.58%
61 City Roots
62 Hometown Retired
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
10,191
22,657
56,071
19,550
18,549
10,263
0.38%
0.84%
2.07%
0.72%
0.68%
0.38%
10,829
23,802
59,272
20,914
19,890
10,992
0.38%
0.83%
2.06%
0.73%
0.69%
0.38%
0
0.00%
0
0.00%
67 Unclassified
© 2013, The Nielsen Company. All Rights Reserved
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Washington
PCensus Online Sample Report
PRIZM Social Groups
PRIZM
Social Groups
Households by PRIZM Segment
Ranked PRIZM Social Groups
2013
Households
2,711,326
Washington
%
2018
Households
2,874,849
%
S2 - The Affluentials
C2 - City Centers
T2 - Country Comfort
T1 - Landed Gentry
U1 - Urban Uptown
C3 - Micro-City Blues
S3 - Middleburbs
C1 - Second City
T3 - Middle America
Society
S1- Elite Suburbs
T4 - Rustic Living
U2 - Midtown Mix
S4 - Inner Suburbs
U3 - Urban Cores
Unclassified
11.63%
10.26%
9.96%
9.42%
7.81%
7.47%
7.44%
7.13%
6.87%
6.44%
4.72%
4.34%
4.18%
2.33%
0.00%
S2 - The Affluentials
C2 - City Centers
T2 - Country Comfort
T1 - Landed Gentry
U1 - Urban Uptown
S3 - Middleburbs
C3 - Micro-City Blues
C1 - Second City
T3 - Middle America
Society
S1- Elite Suburbs
T4 - Rustic Living
U2 - Midtown Mix
S4 - Inner Suburbs
U3 - Urban Cores
Unclassified
11.69%
10.21%
9.95%
9.44%
7.80%
7.44%
7.43%
7.13%
6.83%
6.46%
4.69%
4.38%
4.18%
2.36%
0.00%
U1 - Urban Uptown
04 Young Digerati
07 Money & Brains
16 Bohemian Mix
26 The Cosmopolitans
29 American Dreams
211,801
29,612
47,420
41,438
24,612
68,719
7.81%
1.09%
1.75%
1.53%
0.91%
2.53%
224,173
31,216
49,746
44,472
25,915
72,824
7.80%
1.09%
1.73%
1.55%
0.90%
2.53%
U2 - Midtown Mix
31 Urban Achievers
40 Close-In Couples
54 Multi-Culti Mosaic
117,616
62,782
19,670
35,164
4.34%
2.32%
0.73%
1.30%
126,002
67,746
20,864
37,392
4.38%
2.36%
0.73%
1.30%
63,285
24,282
10,191
18,549
10,263
2.33%
0.90%
0.38%
0.68%
0.38%
67,804
26,093
10,829
19,890
10,992
2.36%
0.91%
0.38%
0.69%
0.38%
S1- Elite Suburbs
01 Upper Crust
02 Blue Blood Estates
03 Movers & Shakers
06 Winner's Circle
174,675
47,678
26,436
62,201
38,360
6.44%
1.76%
0.98%
2.29%
1.41%
185,825
50,159
27,996
66,235
41,435
6.46%
1.74%
0.97%
2.30%
1.44%
S2 - The Affluentials
08 Executive Suites
14 New Empty Nests
15 Pools & Patios
17 Beltway Boomers
18 Kids & Cul-de-Sacs
315,193
32,369
35,876
48,411
36,026
71,342
11.63%
1.19%
1.32%
1.79%
1.33%
2.63%
336,065
34,331
37,962
51,017
38,123
77,243
11.69%
1.19%
1.32%
1.77%
1.33%
2.69%
U3 - Urban Cores
59 Urban Elders
61 City Roots
65 Big City Blues
66 Low-Rise Living
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Washington
PCensus Online Sample Report
PRIZM Social Groups
PRIZM
Social Groups
19 Home Sweet Home
2013
Households
91,169
Washington
%
3.36%
2018
Households
97,389
%
3.39%
S3 - Middleburbs
21 Gray Power
22 Young Influentials
30 Suburban Sprawl
36 Blue-Chip Blues
39 Domestic Duos
201,683
32,768
58,720
41,075
37,516
31,604
7.44%
1.21%
2.17%
1.51%
1.38%
1.17%
213,849
34,617
62,633
43,363
39,980
33,256
7.44%
1.20%
2.18%
1.51%
1.39%
1.16%
S4 - Inner Suburbs
44 New Beginnings
46 Old Glories
49 American Classics
52 Suburban Pioneers
113,413
48,268
28,905
15,234
21,006
4.18%
1.78%
1.07%
0.56%
0.77%
120,283
51,358
30,639
15,954
22,332
4.18%
1.79%
1.07%
0.55%
0.78%
C1 - Second City Society
10 Second City Elite
12 Brite Lites, Li'l City
13 Upward Bound
193,187
51,593
87,217
54,377
7.13%
1.90%
3.22%
2.01%
205,090
54,493
93,178
57,419
7.13%
1.90%
3.24%
2.00%
C2 - City Centers
24 Up-and-Comers
27 Middleburg Managers
34 White Picket Fences
35 Boomtown Singles
41 Sunset City Blues
278,148
59,973
73,361
43,651
52,497
48,666
10.26%
2.21%
2.71%
1.61%
1.94%
1.79%
293,469
64,071
77,224
45,911
55,326
50,937
10.21%
2.23%
2.69%
1.60%
1.92%
1.77%
C3 - Micro-City Blues
47 City Startups
53 Mobility Blues
60 Park Bench Seniors
62 Hometown Retired
63 Family Thrifts
202,515
44,218
36,575
42,994
22,657
56,071
7.47%
1.63%
1.35%
1.59%
0.84%
2.07%
213,737
46,804
38,431
45,428
23,802
59,272
7.43%
1.63%
1.34%
1.58%
0.83%
2.06%
T1 - Landed Gentry
05 Country Squires
09 Big Fish, Small Pond
11 God's Country
20 Fast-Track Families
25 Country Casuals
255,412
54,346
65,830
50,558
37,559
47,119
9.42%
2.00%
2.43%
1.86%
1.39%
1.74%
271,271
58,064
69,653
53,841
39,838
49,875
9.44%
2.02%
2.42%
1.87%
1.39%
1.73%
T2 - Country Comfort
23 Greenbelt Sports
28 Traditional Times
32 New Homesteaders
33 Big Sky Families
37 Mayberry-ville
270,010
51,425
83,151
40,869
44,773
49,792
9.96%
1.90%
3.07%
1.51%
1.65%
1.84%
285,985
54,511
87,786
43,625
47,394
52,669
9.95%
1.90%
3.05%
1.52%
1.65%
1.83%
© 2013, The Nielsen Company. All Rights Reserved
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Washington
PCensus Online Sample Report
PRIZM Social Groups
PRIZM
Social Groups
T3 - Middle America
38 Simple Pleasures
42 Red, White & Blues
43 Heartlanders
45 Blue Highways
50 Kid Country, USA
51 Shotguns & Pickups
T4 - Rustic Living
48 Young & Rustic
55 Golden Ponds
56 Crossroads Villagers
57 Old Milltowns
58 Back Country Folks
64 Bedrock America
Unclassified
© 2013, The Nielsen Company. All Rights Reserved
2013
186,388
Households
57,196
17,660
39,589
24,698
23,841
23,404
Washington
%
6.87%
2.11%
0.65%
1.46%
0.91%
0.88%
0.86%
2018
196,483
Households
60,133
18,645
41,651
26,014
25,558
24,482
%
6.83%
2.09%
0.65%
1.45%
0.90%
0.89%
0.85%
128,000
30,794
29,519
13,476
15,473
19,188
19,550
4.72%
1.14%
1.09%
0.50%
0.57%
0.71%
0.72%
134,813
32,522
30,938
14,095
16,178
20,166
20,914
4.69%
1.13%
1.08%
0.49%
0.56%
0.70%
0.73%
0
0.00%
0
0.00%
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Washington
PCensus Online Sample Report
PRIZM Lifestage Groups
PRIZM
Lifestage Groups
Households by PRIZM Segment
Ranked Major Lifestage
Ranked Lifestage Groups
2013
Households
2,711,326
YOUNGER YEARS
MATURE YEARS
FAMILY LIFE
Y1 - Midlife Success
Y2 - Young Achievers
M2 - Conservative
F3 - Mainstream Families
Classics
F2 - Young Accumulators
M3 - Cautious Couples
Y3 - Striving Singles
M1 - Affluent Empty Nests
M4 - Sustaining Seniors
F1 - Accumulated Wealth
F4 - Sustaining Families
Unclassified
YOUNGER YEARS
Y1 - Midlife Success
03 Movers & Shakers
08 Executive Suites
11 God's Country
12 Brite Lites, Li'l City
19 Home Sweet Home
25 Country Casuals
30 Suburban Sprawl
37 Mayberry-ville
Washington
%
38.12%
33.78%
28.10%
17.02%
13.15%
11.00%
9.97%
9.89%
8.88%
7.96%
7.84%
6.06%
4.39%
3.85%
0.00%
2018
Households
2,874,849
YOUNGER YEARS
MATURE YEARS
FAMILY LIFE
Y1 - Midlife Success
Y2 - Young Achievers
M2 - Conservative
F3 - Mainstream Families
Classics
F2 - Young Accumulators
M3 - Cautious Couples
Y3 - Striving Singles
M1 - Affluent Empty Nests
M4 - Sustaining Seniors
F1 - Accumulated Wealth
F4 - Sustaining Families
Unclassified
%
38.22%
33.58%
28.20%
17.08%
13.22%
10.94%
9.97%
9.93%
8.82%
7.93%
7.79%
6.03%
4.43%
3.86%
0.00%
1,033,636
461,500
62,201
32,369
50,558
87,217
91,169
47,119
41,075
49,792
38.12%
17.02%
2.29%
1.19%
1.86%
3.22%
3.36%
1.74%
1.51%
1.84%
1,098,725
490,881
66,235
34,331
53,841
93,178
97,389
49,875
43,363
52,669
38.22%
17.08%
2.30%
1.19%
1.87%
3.24%
3.39%
1.73%
1.51%
1.83%
Y2 - Young Achievers
04 Young Digerati
16 Bohemian Mix
22 Young Influentials
23 Greenbelt Sports
24 Up-and-Comers
31 Urban Achievers
35 Boomtown Singles
356,447
29,612
41,438
58,720
51,425
59,973
62,782
52,497
13.15%
1.09%
1.53%
2.17%
1.90%
2.21%
2.32%
1.94%
379,975
31,216
44,472
62,633
54,511
64,071
67,746
55,326
13.22%
1.09%
1.55%
2.18%
1.90%
2.23%
2.36%
1.92%
Y3 - Striving Singles
42 Red, White & Blues
44 New Beginnings
45 Blue Highways
47 City Startups
48 Young & Rustic
53 Mobility Blues
56 Crossroads Villagers
215,689
17,660
48,268
24,698
44,218
30,794
36,575
13,476
7.96%
0.65%
1.78%
0.91%
1.63%
1.14%
1.35%
0.50%
227,869
18,645
51,358
26,014
46,804
32,522
38,431
14,095
7.93%
0.65%
1.79%
0.90%
1.63%
1.13%
1.34%
0.49%
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Washington
PCensus Online Sample Report
PRIZM Lifestage Groups
PRIZM
Lifestage Groups
FAMILY LIFE
F1 - Accumulated Wealth
02 Blue Blood Estates
05 Country Squires
06 Winner's Circle
2013
Households
761,822
119,142
26,436
54,346
38,360
F2 - Young Accumulators
13 Upward Bound
17 Beltway Boomers
18 Kids & Cul-de-Sacs
20 Fast-Track Families
29 American Dreams
268,023
54,377
36,026
71,342
37,559
68,719
F3 - Mainstream Families
32 New Homesteaders
33 Big Sky Families
34 White Picket Fences
36 Blue-Chip Blues
50 Kid Country, USA
51 Shotguns & Pickups
52 Suburban Pioneers
54 Multi-Culti Mosaic
F4 - Sustaining Families
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
28.10%
4.39%
0.98%
2.00%
1.41%
2018
Households
810,684
127,495
27,996
58,064
41,435
%
28.20%
4.43%
0.97%
2.02%
1.44%
9.89%
2.01%
1.33%
2.63%
1.39%
2.53%
285,447
57,419
38,123
77,243
39,838
72,824
9.93%
2.00%
1.33%
2.69%
1.39%
2.53%
270,224
40,869
44,773
43,651
37,516
23,841
23,404
21,006
35,164
9.97%
1.51%
1.65%
1.61%
1.38%
0.88%
0.86%
0.77%
1.30%
286,674
43,625
47,394
45,911
39,980
25,558
24,482
22,332
37,392
9.97%
1.52%
1.65%
1.60%
1.39%
0.89%
0.85%
0.78%
1.30%
104,433
56,071
19,550
18,549
10,263
3.85%
2.07%
0.72%
0.68%
0.38%
111,068
59,272
20,914
19,890
10,992
3.86%
2.06%
0.73%
0.69%
0.38%
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Washington
PCensus Online Sample Report
PRIZM Lifestage Groups
PRIZM
Lifestage Groups
MATURE YEARS
M1 - Affluent Empty Nests
01 Upper Crust
07 Money & Brains
09 Big Fish, Small Pond
10 Second City Elite
2013
915,868
Households
212,521
47,678
47,420
65,830
51,593
Washington
%
33.78%
7.84%
1.76%
1.75%
2.43%
1.90%
2018
965,440
Households
224,051
50,159
49,746
69,653
54,493
%
33.58%
7.79%
1.74%
1.73%
2.42%
1.90%
M2 - Conservative Classics
14 New Empty Nests
15 Pools & Patios
21 Gray Power
26 The Cosmopolitans
27 Middleburg Managers
28 Traditional Times
298,179
35,876
48,411
32,768
24,612
73,361
83,151
11.00%
1.32%
1.79%
1.21%
0.91%
2.71%
3.07%
314,521
37,962
51,017
34,617
25,915
77,224
87,786
10.94%
1.32%
1.77%
1.20%
0.90%
2.69%
3.05%
M3 - Cautious Couples
38 Simple Pleasures
39 Domestic Duos
40 Close-In Couples
41 Sunset City Blues
43 Heartlanders
46 Old Glories
49 American Classics
240,864
57,196
31,604
19,670
48,666
39,589
28,905
15,234
8.88%
2.11%
1.17%
0.73%
1.79%
1.46%
1.07%
0.56%
253,434
60,133
33,256
20,864
50,937
41,651
30,639
15,954
8.82%
2.09%
1.16%
0.73%
1.77%
1.45%
1.07%
0.55%
M4 - Sustaining Seniors
55 Golden Ponds
57 Old Milltowns
58 Back Country Folks
59 Urban Elders
60 Park Bench Seniors
61 City Roots
62 Hometown Retired
164,304
29,519
15,473
19,188
24,282
42,994
10,191
22,657
6.06%
1.09%
0.57%
0.71%
0.90%
1.59%
0.38%
0.84%
173,434
30,938
16,178
20,166
26,093
45,428
10,829
23,802
6.03%
1.08%
0.56%
0.70%
0.91%
1.58%
0.38%
0.83%
0
0.00%
0
0.00%
Unclassified
© 2013, The Nielsen Company. All Rights Reserved
Powered by PCensus
Page 10
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
Households by PRIZM Segment
01 Upper Crust
The nation's most exclusive address, Upper Crust is the wealthiest
lifestyle in America-a haven for empty-nesting couples over 55 years
02
Blood Estates
old.Blue
No segment
has a higher concentration of residents earning
Blue
Blood
Estates
family portrait
of suburban wealth,
over $200,000 a yearisora possessing
a postgraduate
degree.a place
And
of
million-dollar
homes
and
manicured
lawns,
high-end
cars and
none has a more opulent standard of living.
03
Movers
& Shakers
exclusive
private
clubs. The nation's second-wealthiest lifestyle, it
Movers
&
Shakers
home to
America's
is characterized byismarried
couples
with up-and-coming
children, collegebusiness
degrees,
class:
a wealthy
suburban
world Americans
of dual-income
are
a significant
percentage
of Asian
and couples
six-figurewho
incomes
04
Young
Digerati
highly
educated,
typically
between
the agesand
of 35
and 54 and often
earned
by business
executives,
managers
professionals.
Young
DigeratiGiven
are the
tech-savvy
singles andand
couples
with children.
its nation's
high percentage
of executives
white-living
in
fashionable
neighborhoods
the urban
fringe.bent
Affluent,
collar
professionals,
there's a on
decided
business
to thishighly
05
Country
Squires
educated
and
ethnically
mixed,
Young
Digeratifor
communities
are
segment:
Movers
& Shakers
rank
number-one
owning a small
The
wealthiest
residents
inapartments
exurban
live in fitness
Country
typically
filled
with
trendy
and condos,
clubs and
business
and having
a home
office. America
Squires,
an oasis for
affluent
Baby Boomers
the city for
clothing boutiques,
casual
restaurants
and allwho've
types fled
of bars-from
06
Winner's
the
charms
ofCircle
small-town
living. In their bucolic communities noted
juice
to coffee
to microbrew.
Among
wealthy
lifestyles,
Winner's
Circle
the
for their the
recently
builtsuburban
homes on
sprawling
properties,
theisfamilies
of
youngest,
collection
of mostly
25- Country
to 34-year-old
couples
with
executivesalive
in six-figure
comfort.
Squires
enjoy country
large
families
in golf,
new-money
subdivisions.
their homes
club sports
like
tennis and
swimming Surrounding
as well as skiing,
boating
are
signs of upscale living: recreational parks, golf courses and
andthe
biking.
upscale malls. With a median income of nearly $90,000, 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.
© 2013, The Nielsen Company. All Rights Reserved
2013
Households
2,711,326
Washington
%
2018
Households
2,874,849
%
47,678
1.76%
50,159
1.74%
26,436
0.98%
27,996
0.97%
62,201
2.29%
66,235
2.30%
29,612
1.09%
31,216
1.09%
54,346
2.00%
58,064
2.02%
38,360
1.41%
41,435
1.44%
Powered by PCensus
Page 11
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
07 Money & Brains
The residents of Money & Brains seem to have it all: high incomes,
advanced degrees and sophisticated tastes to match their
08
ExecutiveMany
Suites
credentials.
of these citydwellers, predominantly white with a
Executive
Suites
consists
upper-middle-class
singles
and with
high concentration of AsianofAmericans,
are married
couples
couples
typically
living
just
beyond
the
nation's
beltways.
Filled
few children who live in fashionable homes on small, manicured
09
Big
Fish,
Small
Pond
with
lots. significant numbers of Asian Americans and college graduatesOlder,
upper-class,
college-educated
professionals,
the members
of
both groups
are represented
at more than
twice the national
averageBig
Small
arefor
often
among the
leading citizens
this Fish,
segment
is Pond
a haven
white-collar
professionals
drawnoftotheir
10
Second communities.
City
Elite
small-town
These upscale,
comfortable
homes
and apartments
within empty-nesting
a manageable couples
commute
There's
money
to be
in the
nation's
smaller
cities,
and you're
enjoy
the
trappings
offound
success,
belonging
to country
clubs,
to downtown
jobs,
restaurants
and
entertainment.
most
likely to
findinvestment
it in Second
City Elite.
residents
of these
maintaining
large
portfolios
andThe
spending
freely
on
11
God'scities
Country
satellite
tend to be prosperous executives who decorate their
computer
technology.
When
cityhomes
dwellers
and
suburbanites
began
moving to the
$200,000
with
multiple
computers,
large-screen
TVcountry
sets and
in
1970s, God's
Country
emerged
asmore
the most
of the
anthe
impressive
collection
of wines.
With
than affluent
half holding
12
Britedegrees,
Lites, Li'l
City City
nation's
exurban
lifestyles.
Today,
in
college
Second
Elite wealthier
residents communities
enjoy culturalexist
activitiesNot
all
of the books
America's
chic
sophisticates
live
in major
metros.
the
but to
God's
Country
remains
a haven
for upperfromhinterlands,
reading
attending
theater
to dance
productions.
Brite
Lights,
Li'l City
is a group
of well-off,
middle-aged
couples
income
couples
in spacious
homes.
Typically
college-educated
settled
in the nation's
cities.
typical
Baby Boomers,
these satellite
Americans
try Residents
to maintainofa these
balanced
DINK
(double
income,
no kids)
households
haveleisure.
college educations,
lifestyle
between
high-power
jobs
and laid-back
well-paying business and professional careers and swank homes
filled with the latest technology.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
1.75%
49,746
Households
%
1.73%
32,369
1.19%
34,331
1.19%
65,830
2.43%
69,653
2.42%
51,593
1.90%
54,493
1.90%
50,558
1.86%
53,841
1.87%
87,217
3.22%
93,178
3.24%
2013
47,420
Households
Powered by PCensus
Page 12
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
13 Upward Bound
More than any other segment, Upward Bound appears to be the
home of those legendary Soccer Moms and Dads. In these small
14
New cities,
Emptyupper-class
Nests
satellite
families boast dual incomes, college
With
their
grown-up
children
out of the
house, New
Empty
degrees and new split-levels recently
and colonials.
Residents
of Upward
Nests
is
composed
of
upscale
older
Americans
who
pursue
activeBound tend to be kid-obsessed, with heavy purchases of
15
Pools
&
Patios
and
activist-lifestyles.
Nearly
three-quarters
of residents
computers,
action figures,
dolls,
board games,
bicycles are
andover 65
Formed
during
the postwar
Boom,
& Patios
has evolved
years
old,
but they
show noBaby
interest
in a Pools
rest-home
retirement.
This
camping
equipment.
from
segment ofsegment
young suburban
familiestravel
to one
for mature,
is theatop-ranked
for all-inclusive
packages;
the
16
Bohemian
Mix is Italy.
empty-nesting
couples.
In these stable neighborhoods graced with
favorite
destination
A
collection
of young,
mobile urbanites,
BohemianofMix
represents
backyard
pools
and patios-the
highest proportion
homes
were
the
most liberal lifestyles.
residents managers
are a progressive
builtnation's
in the 1960s-residents
work asIts
white-collar
and
17
Beltway
mix
of youngBoomers
singles
couples,
students
professionals,
professionals,
and areand
now
at the top
of theirand
careers.
The
members
of theAfrican-Americans
postwar Baby Boom
all grown
up. funky
Today,
Hispanics,
Asians,
andare
whites.
In their
these
Americans
are in their Bohemian
forties andMixers
fifties, and
oneearly
segment of
rowhouses
and apartments,
are the
18
Kids
Cul-de-Sacs
this
huge&who
cohort-college-educated,
upper-middle-class
and homeadopters
are quick to check out
the latest movie, nightclub,
Upscale,
marriedBoomers.
couples with
skinny
owning-is
found
in Beltway
Likechildren-that's
many of theirthe
peers
who
laptop andsuburban,
microbrew.
on
Kids late,
& Cul-de-Sacs,
an enviable
large families
in
married
these Boomers
are stilllifestyle
raising of
children
in comfortable
recently
subdivisions.
a high
rate kid-centered
of Hispanic and
Asian
suburbanbuilt
subdivisions,
and With
they're
pursuing
lifestyles.
Americans, this segment is a refuge for college-educated, whitecollar 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.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
2.01%
Households
57,419
%
2.00%
35,876
1.32%
37,962
1.32%
48,411
1.79%
51,017
1.77%
41,438
1.53%
44,472
1.55%
36,026
1.33%
38,123
1.33%
71,342
2.63%
77,243
2.69%
2013
Households
54,377
Powered by PCensus
Page 13
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
19 Home Sweet Home
Widely scattered across the nation's suburbs, the residents of
Home Sweet Home tend to be upper-middle-class married couples
20
Fast-Track
Families
living
in mid-sized
homes with few children. The adults in the
With
their
upper-middle-class
children
segment, mostly between the incomes,
ages of 25numerous
and 54, have
goneand
to
spacious
homes,
Fast-Track
Families
are
in
their
prime
college and hold professional and white-collar jobs. Withacquisition
their
21
GrayThese
Power
years.
middle-aged
thefolks
disposable
income and
upscale
incomes
and smallparents
families,have
these
have fashioned
The
steady
rise
of older,
healthier
Americans
the
decade
educated
sensibility
tofilling
want
the best
for their
children.
They
buy
comfortable
lifestyles,
their
homes
with over
toys,
TVpast
sets
and
has
produced
one important
by-product:
middle-class,
homethe
latest
technology
with impunity:
new computers,
DVD
players,
pets.
22
Young
Influentials
owning
suburbanites
are
aging
in place
rather
than
moving to
home
theater
systemswho
and
video
games.
They
take
advantage
of
Once
known
as theby
home
of thePower
nation's
yuppies,
retirement
communities.
Gray
reflects
this Young
trend, aInfluentials
segment
their rustic
locales
camping,
boating
and
fishing.
reflects
fading glow
of acquisitive
yuppiedom.
Today,
the
of older,the
midscale
singles
and couples
who live in quiet
comfort.
23
Greenbelt
Sports address for young, middle-class singles and
segment
is a common
A
segment
middle-class
exurbanwith
couples,
Greenbelt
is
couples
whoofare
more preoccupied
balancing
work Sports
and leisure
known
for Having
its active
lifestyle.
of dorms,
these middle-aged
residents
pursuits.
recently
left Most
college
they now live
in
24
Up-and-Comers
are
married,
college-educated
andby
own
new
homes;
about
a third
apartment
complexes
surrounded
ball
fields,
health
clubs
and
Up-and-Comers
is afew
stopover
for young,
midscale
singles
before
have
children. restaurants.
And
segments
have higher
rates
for pursuing
casual-dining
they
marry,
have families
establish
morebackpacking,
deskbound lifestyles.
outdoor
activities
such as and
skiing,
canoeing,
boating
Found
in second-tier
and mountain
biking. cities, these mobile, twentysomethings
include a disproportionate number of recent college graduates who
are into athletic activities, the latest technology and nightlife
entertainment.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
Households
3.36%
97,389
%
3.39%
37,559
1.39%
39,838
1.39%
32,768
1.21%
34,617
1.20%
58,720
2.17%
62,633
2.18%
51,425
1.90%
54,511
1.90%
59,973
2.21%
64,071
2.23%
2013
Households
91,169
Powered by PCensus
Page 14
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
25 Country Casuals
There's a laid-back atmosphere in Country Casuals, a collection of
middle-aged, upper-middle-class households that have started to
26
The Cosmopolitans
empty-nest.
Workers here-and most households boast two earnersEducated,
midscale
and
The Cosmopolitans
have well-paying blueor multi-ethnic,
white collar jobs,
or own small are
urbane
couples
in
America's
fast-growing
cities.
Concentrated
in a
businesses. Today these Baby-Boom couples have
the disposable
27
Middleburg
Managers
handful
as owning
Las Vegas,
Miami and Albuquerqueincome of
to metros-such
enjoy traveling,
timeshares
going out to eat.
Middleburg
Managers
arose
when
empty-nesters
settled in satellite
these households
feature
older
home-owners,
empty-nesters
and
communities
whichAoffered
lower cost
living and more
relaxed
college graduates.
vibrantasocial
sceneofsurrounds
their older
28
Traditional
Times residents
pace.
Today,
segment
tend to
bethe
middle-class
and
over
homes
and apartments,
and residents
love
nightlife and
enjoy
Traditional
Times
issolid
the managerial
kind of lifestyle
small-town couples
55
years old,
withlifestyles.
jobswhere
and comfortable
leisure-intensive
nearing
retirement
beginning
enjoy
theirreading,
first empty-nest
retirements.
In theirare
older
homes,tothey
enjoy
playing
29
American
Dreams
years.
Typically
in their
fifties
and sixties,
middle-class
musical
instruments,
indoor
gardening
and these
refinishing
furniture.
American
a living
example of how ethnically
diverse
AmericansDreams
pursue is
a kind
of granola-and-grits
lifestyle. On
their the
nation
has become:
more than
theranging
residents
areCountry
Hispanic,
coffee tables
are magazines
withhalf
titles
from
Living
30
Sprawl
Asian
or African-American.
In these
multilingual
neighborhoods-one
andSuburban
Country
Home
to Gourmet
and Forbes.
But they're
big
Suburban
Sprawl
is an
unusual
American
lifestyle:
a collection of
in
ten speaks
a language
other than
English-middle-aged
travelers,
especially
in recreational
vehicles
and campers.
midscale,
singleslive
and
living comfort.
in the heart of
immigrantsmiddle-aged
and their children
in couples
middle-class
suburbia. Typically members of the Baby Boom generation, they
hold decent jobs, own older homes and condos, and pursue
cocooning versions of the American Dream. Among their favorite
activities are jogging on treadmills, playing trivia games and renting
videos.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
1.74%
49,875
Households
%
1.73%
24,612
0.91%
25,915
0.90%
73,361
2.71%
77,224
2.69%
83,151
3.07%
87,786
3.05%
68,719
2.53%
72,824
2.53%
41,075
1.51%
43,363
1.51%
2013
47,119
Households
Powered by PCensus
Page 15
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
31 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
32
Homesteaders
andNew
Europe.
These young singles and couples are typically collegeYoung,
middle-class
families
seeking
sprawl
educated and ethnically
diverse:
abouttoa escape
third aresuburban
foreign-born,
and
find
refuge
in
New
Homesteaders,
a
collection
of
small
rustic
even more speak a language other than English.
33
Big Skyfilled
Families
townships
with new ranches and Cape Cods. With decentScattered
in
towns across
the American
heartland,
Big Sky
paying jobs inplacid
white-collar
and service
industries,
these dual-income
Families
is a segment
young rural child-centered
families who have
turned their
high
couples have
fashionedofcomfortable,
lifestyles,
34
White
Picket
Fences
school
educations
and
blue-collar
jobs into busy,
middle-class
driveways
filled with
campers
and powerboats,
their
family rooms
Midpoint
onResidents
the socioeconomic
ladder,
residents
in White
lifestyles.
to play
baseball,
basketball
and Picket
volleyball,
with PlayStations
andlike
Game
Boys.
Fences
lot like the
stereotypical
American
household
of a
besides look
goinga fishing,
hunting
and horseback
riding.
To entertain
35
Boomtown
Singles
generation
ago:families,
young, they
middle-class,
married
children.
But
their
sprawling
buy virtually
everywith
piece
of sporting
Affordable
entry-level
jobs and
a thriving
singles
the
currenthousing,
version
isabundant
characterized
by modest
homes
and ethnic
equipment
on
the market.
scene-all
have given
rise to the Boomtown
Singles
segment
in fastdiversity-including
a disproportionate
number
of Hispanics
and
36
Blue-Chip
Blues
growing
satellite
cities. Young, single and working-class, these
African-Americans.
Blue-Chip
Blues isactive
known
as a comfortable
lifestyle
for young,
residents pursue
lifestyles
amid sprawling
apartment
sprawling
families
with well-paying
blue-collar
jobs. Ethnically
complexes,
bars, convenience
stores
and laundromats.
diverse-with a significant presence of Hispanics and AfricanAmericans-the segment's aging neighborhoods feature compact,
modestly priced homes surrounded by commercial centers that
cater to child-filled households.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
2.32%
67,746
Households
%
2.36%
40,869
1.51%
43,625
1.52%
44,773
1.65%
47,394
1.65%
43,651
1.61%
45,911
1.60%
52,497
1.94%
55,326
1.92%
37,516
1.38%
39,980
1.39%
2013
62,782
Households
Powered by PCensus
Page 16
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
37 Mayberry-ville
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
38
Simple
small
towns,Pleasures
middle-class couples and families like to fish and hunt
With
more
than
two-thirds
of itsand
residents
yearsWith
old, Simple
during the day, and
stay home
watch over
TV at65night.
Pleasures
is
mostly
a
retirement
lifestyle:
a
neighborhood
of lowerlucrative blue-collar jobs and moderately priced housing, residents
39
Domestic
Duos
middle-class
singles and
couples
living inboats,
modestly
priced homes.
use their discretionary
cash
to purchase
campers,
Domestic
Duos
represents
a middle-class
mix
of mainly
overjobs
55
Many
are high
school-educated
seniors who
held
blue-collar
motorcycles
and
pickup trucks.
singles
and retirement.
married couples
in older suburban
homes.
before their
And aliving
disproportionate
number
servedWith
in the
40
Close-In
Couples
their
high-school
educations
and
fixed incomes,
segment
military;
no segment
has more
members
of veterans
clubs.residents
Close-In
is a group
of predominantly
older,
African- by
maintain Couples
an easy-going
lifestyle.
Residents like
to socialize
American
couples
living
in older
homesatinthe
thelocal
urban
neighborhoods
going bowling,
seeing
a play,
meeting
fraternal
order or
41
Sunset
BluesHigh school educated and empty nesting,
of
mid-sized
metros.
going
out toCity
eat.
Scattered
throughout the
older neighborhoods
smallcity
cities,
these 55-year-old-plus
residents
typically live inofolder
Sunset
City Blues
is a segment
of lower-middle-class
singles and
neighborhoods,
enjoying
secure and
comfortable retirements.
42
Red, who
White
& Blues
couples
have
retired or are getting closed to it. These emptyThe
residents
Red,their
White
& Blues
typically
live in
exurban towns
nesters
tend toofown
homes
but have
modest
educations
and
rapidly
morphing
into bedroom
suburbs.
Their
streets
feature new
incomes.
They maintain
a low-key
lifestyle
filled
with newspapers
fast-food
restaurants,
have recently
celebrated
the arrival
and television
by day, and
andlocals
family-style
restaurants
at night.
of chains like Wal-Mart, Radio Shack and Payless Shoes. Middleaged, high school educated and lower-middle class, these folks
tend to have solid, blue-collar jobs in manufacturing, milling and
construction.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
Households
1.84%
52,669
%
1.83%
57,196
2.11%
60,133
2.09%
31,604
1.17%
33,256
1.16%
19,670
0.73%
20,864
0.73%
48,666
1.79%
50,937
1.77%
17,660
0.65%
18,645
0.65%
2013
Households
49,792
Powered by PCensus
Page 17
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
43 Heartlanders
America was once a land of small middle-class towns, which can
still be found today among Heartlanders. This widespread segment
44
New Beginnings
consists
of middle-aged couples with working-class jobs living in
Filled
with
young, single
adults,InNew
Beginnings
is a of
magnet
sturdy, unpretentious
homes.
these
communities
small for
adults
in
transition.
Many
of
its
residents
are
twentysomething
families and empty-nesting couples, Heartlanders pursue a rustic
45
Blueand
Highways
singles
couples
just
starting
on their
career
paths-or
lifestyle
where
hunting
and
fishingout
remain
prime
leisure
activities
On
maps,
blue
highways
arecamping
oftenortwo-lane
roads
that wind
through
starting
over
after
recent
divorces
company
transfers.
Ethnically
along with
cooking,
sewing,
and boating.
remote
stretches
theits
American
landscape.
Amongorlifestyles,
diverse-with
nearlyofhalf
residents
Hispanic, Asian
African46
Old
GloriesBeginnings
Blue
Highways
is the standout
for lower-middle-class
couples
and
American-New
households
tend to have the
modest
Old
nation's
downscale
suburban
retirees,
families
whoare
livethe
in isolated
towns
and
farmsteads.
Here, Boomer
livingGlories
standards
typical
of transient
apartment
dwellers.
Americans
in place
apartment
complexes.
These
men like to aging
hunt and
fish, in
theolder
women
enjoy sewing
and crafts,
and
47
City mixed
Startups
racially
often out
contain
widowers
everyone
lookshouseholds
forward to going
to a widows
country and
music
concert.living
In
multi-ethnic
singles
have settledlifestyles.
in
onCity
fixedStartups,
incomes,young,
and they
tend to lead
home-centered
neighborhoods
with cheap
and a fans,
commercial
base
They're among filled
the nation's
mostapartments
ardent television
watching
48
Young
& Rustic
of
cafes,
bars,
laundromats
and clubs
that cater to
game
shows,
soaps,
talk shows
and newsmagazines
at high rates.
Like
the soap opera One
that inspired
its nickname,
Young
& Rustic is
twentysomethings.
of the youngest
segments
in America-with
composed
of many
young,college
restless
singles.asUnlike
the glitzy
soap
ten times as
students
the national
average-these
denizens,
however,
these
tend and
to be
lower
income, highof
neighborhoods
feature
lowfolks
incomes
high
concentrations
school-educated
and living in tiny apartments in the nation's
Hispanics and African-Americans.
exurban towns. With their service industry jobs and modest
incomes, these folks still try to fashion fast-paced lifestyles
centered on sports, cars and dating.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
1.46%
41,651
Households
%
1.45%
48,268
1.78%
51,358
1.79%
24,698
0.91%
26,014
0.90%
28,905
1.07%
30,639
1.07%
44,218
1.63%
46,804
1.63%
30,794
1.14%
32,522
1.13%
2013
39,589
Households
Powered by PCensus
Page 18
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
49 American Classics
They may be older, lower-middle class and retired, but the residents
of American Classics are still living the American Dream of home
50
Kid Country,
USA
ownership.
Few segments
rank higher in their percentage of home
Widely
scattered
throughout
the nation's
heartland,
Kid Country,
owners, and that fact alone reflects
a more
comfortable
lifestyle for
USA
is
a
segment
dominated
by
large
families
living
in small
these predominantly white singles and couples with deep
tiestowns.
to
51
Shotguns
&
Pickups
Predominantly
white, with an above-averageconcentration of
their neighborhoods.
The
segment
known
as Shotguns
& Pickups came
by its moniker
Hispanics,
these
young,
these working-class
households
include
honestly:
it scores
near
top ofpersonnel
all lifestyles
forinowning
hunting
homeowners,
renters
andthe
military
living
base housing;
52
Suburban
Pioneers
rifles
and
pickup
trucks.
These
Americans
tend to be young,
about
20 percent
of residents
own
mobile homes.
Suburban
Pioneers
represents
one
of the nation's
eclectic
lifestyles,
working-class
couples
with large
families-more
than
half have
two or
a
mix kids-living
of young singles,
divorced
and singlehousing.
parents who
more
in small recently
homes and
manufactured
Nearly
53
Mobility
Blues
have
moved
into
older,
They
liveanywhere
in aging homes
a third
of residents
live inner-ring
in mobile suburbs.
homes, more
than
else
Young
singles and
single parents
make
their the
wayjobs
to Mobility
Blues,
and
garden-style
apartment
buildings,
where
are blue-collar
in the
nation.
a
segment
of working-class
in America's
satellite
and
the money
is tight. But neighborhoods
what unites these
residents-a
diverse
54
Mosaic
cities.
RaciallyHispanics
mixed and
under
25 years old, these
transient
mixMulti-Culti
of whites,
and
African-Americans-is
a working-class
An
immigrant
gateway
Multi-Culti
is the urban
Americans
tend
havecommunity,
modestfor
lifestyles
due Mosaic
to their lower-income
sensibility
and
antoappreciation
their
off-the-beaten-track
home
for a jobs.
mixedSurveys
populace
of younger
Hispanic,
Asian
and Africanblue-collar
show
they excel
in going
to movies,
neighborhoods.
American
singles and
playing basketball
andfamilies.
shooting With
pool 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.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
0.56%
15,954
Households
%
0.55%
23,841
0.88%
25,558
0.89%
23,404
0.86%
24,482
0.85%
21,006
0.77%
22,332
0.78%
36,575
1.35%
38,431
1.34%
35,164
1.30%
37,392
1.30%
2013
15,234
Households
Powered by PCensus
Page 19
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
55 Golden Ponds
Golden Ponds is mostly a retirement lifestyle, dominated by
downscale singles and couples over 65 years old. Found in small
56
Crossroads
Villagers
bucolic
towns around
the country, these high school-educated
With
a
population
of
middle-aged,
families,
seniors live in small apartments onblue-collar
less than couples
$25,000 and
a year;
one in
Crossroads
Villagers
is
a
classic
rural
lifestyle.
Residents
high
five resides in a nursing home. For these elderly residents,are
daily
life
57
Old
Milltowns
school-educated,
with of
lower-middle
incomes such
and modest
housing;
is often a succession
sedentary activities
as reading,
America's
once-thriving
mining
manufacturing
towns
have agedone-quarter
live
in mobile
homes.
And
there's
an air
of self-reliance
watching TV,
playing
bingo
andand
doing
craft
projects.
as
have the
residentsas
in Crossroads
Old Milltowns
communities.
in these
households
Villagers
help put Today,
food onthe
the
58
Back
Country
Folks
majority
of
residents
are
retired singles
and couples, living on
table
through
fishing,
gardening
and hunting.
Strewn
among
remote
communities
across
the nation,
downscale
incomes
in farm
pre-1960
homes and
apartments.
ForBack
Country
Folksenjoy
are agardening,
long way away
from
economicatparadise.
The
leisure, they
sewing,
socializing
veterans clubs
59
Urbanout
Elders
residents
tend
be poor,
over 55 years old and living in older,
or eating
attocasual
restaurants.
For
Urban Elders-a
segment
located in the
downtown
modest-sized
homes
and manufactured
housing.
Typically, life in
neighborhoods
metros
York,
Las Vegas
this segment isofa such
throwback
toas
anNew
earlier
era Chicago,
when farming
60
Park
Bench
Seniors
and
Miami-life
often an landscape.
economic struggle. These communities
dominated
the is
American
Park
Bench
Seniors typically
are retired
singles
living in the racially
have high
concentrations
of Hispanics
and
African-Americans,
and
mixed
thesingles
nation'sliving
satellite
cities.
With modest
tend toneighborhoods
be downscale,of
with
in older
apartment
rentals.
61
City Roots
educations
and incomes, these residents maintain low-key,
Found
in urban
neighborhoods,
CityofRoots
is a segment
of lowersedentary
lifestyles.
Theirs is one
the top-ranked
segments
for
income
retirees,
typically
living in
olderand
homes
and
duplexes they've
TV viewing,
especially
daytime
soaps
game
shows.
owned for years. In these ethnically diverse neighborhoods-more
than a third are African-American and Hispanic-residents are often
widows and widowers living on fixed incomes and maintaining lowkey lifestyles.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
Households
1.09%
30,938
%
1.08%
13,476
0.50%
14,095
0.49%
15,473
0.57%
16,178
0.56%
19,188
0.71%
20,166
0.70%
24,282
0.90%
26,093
0.91%
42,994
1.59%
45,428
1.58%
10,191
0.38%
10,829
0.38%
2013
Households
29,519
Powered by PCensus
Page 20
Washington
PCensus Online Sample Report
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
62 Hometown Retired
With three-quarters of all residents over 65 years old, Hometown
Retired is one of the oldest lifestyles. These racially mixed seniors
63
Family
tend
to live Thrifts
in aging homes-half were built before 1958-and typically
The
small-city
of and
inner-city
districts,
Family
Thriftsmost
contain
get by on socialcousins
security
modest
pensions.
Because
young,
ethnically
diverse
parents
who
have
lots
of
children
and
never made it beyond high school and spent their working lives work
at
64
Bedrock
America
entry-level
service
jobs.
In these apartment-filled
neighborhoods,
blue-collar
jobs,
their
retirements
are extremely modest.
Bedrock
America
consists
of young,with
economically
visitors find
the streets
jam-packed
babies andchallenged
toddlers,
families
small,
isolatedhoops,
townsDaewoos
located throughout
the nation's
tricycles inand
basketball
and Hyundais.
65
Big City
Blues
heartland.
With
modest educations, sprawling families and blueWith
population
that's
50residents
percent Latino,
Big
Blues
the
collarajobs,
many of
these
struggle
toCity
make
endshas
meet.
highest
concentration
of Hispanic
in the
nation.
But high
it's
One quarter
live in mobile
homes. Americans
One in three
haven't
finished
66
Low-Rise
also
the multi-ethnic
address
for downscale
Asian
and for
Africanschool.
Rich Living
in scenery,
Bedrock
America is
a haven
fishing,
The
mosthiking
economically
challenged
urban
segment,
Low-Rise Living
American
households
occupying
older
inner-city
apartments.
hunting,
and camping.
is
known as a in
transient
world
for young,
ethnically
diverse
singles
Concentrated
a handful
of major
metros,
these young
singles
and
and
single parents.
values arechallenges:
low-about half
the
national
single-parent
familiesHome
face enormous
low
incomes,
average-and
even
less educations.
than a quarter
of residents
can afford to
uncertain jobs
andthen
modest
More
than 40 percent
own
realfinished
estate.high
Typically,
haven't
school.the commercial base of Mom-and-Pop
stores is struggling and in need of a renaissance.
© 2013, The Nielsen Company. All Rights Reserved
Washington
%
2018
0.84%
23,802
Households
%
0.83%
56,071
2.07%
59,272
2.06%
19,550
0.72%
20,914
0.73%
18,549
0.68%
19,890
0.69%
10,263
0.38%
10,992
0.38%
2013
22,657
Households
