YOUNGER YEARS
NIELSEN
PRIZM PREMIER
LIFESTAGE GROUPS
FAMILY LIFE
MATURE YEARS
LIFESTAGE
HIGH
Y1
04
13
21
25
31
34
35
MIDLIFE SUCCESS
Young Digerati
Upward Bound
The Cosmopolitans
Up-and-Comers
Connected Bohemians
Young & Influential
Urban Achievers
F1
02
05
06
10
11
14
15
16
ACCUMULATED WEALTH
Networked Neighbors
Country Squires
Winner's Circle
Executive Suites
Fast-Track Families
Kids & Cul-de-Sacs
New Homesteaders
Beltway Boomers
M1
01
03
07
08
09
12
AFFLUENT EMPTY NESTS
Upper Crust
Movers & Shakers
Money & Brains
Gray Power
Big Fish, Small Pond
Cruisin' to Retirement
Y2
40
47
48
50
54
YOUNG ACHIEVERS
Aspiring A-Listers
Striving Selfies
Generation Web
Metro Grads
Struggling Singles
F2
23
26
27
29
30
YOUNG ACCUMULATORS
Township Travelers
Home Sweet Home
Big Sky Families
White Picket Fences
Pools & Patios
M2
17
18
19
20
22
24
28
CONSERVATIVE CLASSICS
Urban Elders
Mayberry-ville
American Dreams
Empty Nests
Middleburg Managers
Pickup Patriarchs
Country Casuals
Y3
55
59
60
63
64
65
66
STRIVING SINGLES
Red, White & Blue
New Melting Pot
Small-Town Collegiates
Low-Rise Living
Family Thrifts
Young & Rustic
New Beginnings
F3
33
37
39
44
51
MAINSTREAM FAMILIES
Second City Startups
Bright Lights, Li'l City
Kid Country, USA
Country Strong
Campers & Camo
M3
32
36
38
41
43
46
49
52
53
CAUTIOUS COUPLES
Traditional Times
Toolbelt Traditionalists
Hometown Retired
Domestic Duos
City Roots
Heartlanders
American Classics
Simple Pleasures
Lo-Tech Singles
F4
42
45
56
61
68
SUSTAINING FAMILIES
Multi-Culti Mosaic
Urban Modern Mix
Multi-Culti Families
Second City Generations
Bedrock America
M4
57
58
62
67
SUSTAINING SENIORS
Back Country Folks
Golden Ponds
Crossroad Villagers
Park Bench Seniors
®
PRIZM Premier is the newest lifestyle segmentation system from Nielsen yielding rich and
comprehensive consumer insights to help you reveal your customer's preferences. PRIZM
Premier’s 68 segments provide the "common language" for marketing to an increasingly
diverse and complex American marketplace with enhanced insights addressing technology
use and new measures of wealth. PRIZM Premier combines demographic, consumer
behavior, and geographic data to help marketers understand, find and activate upon their
best customers and prospects.
Captured by catchy nicknames, images and behavioral snapshots, these segments are
brought to life for marketers. PRIZM Premier segments are memorable and summarize
complex consumer profiles in a way that is intuitive and easy to communicate.
LOW
DEMOGRAPHIC DESCRIPTORS
The Demographic Description field is comprised of an income, age and presence of kids descriptor for each segment. For example,
segment 05 Country Squires, is described as Wealthy, Middle Age Family Mix.
PREDOMINANTLY UNDER AGE 45,
SINGLES AND COUPLES MOSTLY
WITHOUT CHILDREN
PREDOMINANTLY MIDDLE-AGED
FAMILIES WITH CHILDREN IN THE
HOUSEHOLD
PREDOMINANTLY AGE 55 AND
ABOVE, EMPTY-NEST COUPLES AND
MATURE SINGLES
For a complete set of demographic descriptors, request the Segment Descriptor Release Notes from your Nielsen representative.
Segments in Younger Years (Y) consist of
mostly singles and couples who are
typically under 45 years old and generally
have no children in the household.
Residents may be too young to have
children and/or are approaching middle
age and choose not to have them.
Family Life (F) is composed of segments
that are middle-aged and either defined
by presence of children in the household
or have high indices for households with
children under age 18. They may be
married couples or single parents.
Mature Years (M) includes segments
whose residents are primarily
empty-nesters or those with children in
their late teens, away at college or
rebounding back to mom and dad’s home.
• INCOME (7): Wealthy, Upscale, Upper Mid, Midscale, Lower Mid, Downscale and Low Income
• AGE CLASS (4): Mature, Older, Middle Age and Younger
• AGE RANGE (4): 35-50, Under 50, 50+ and 65+
• PRESENCE OF KIDS (5): Households w/ Kids, Mostly w Kids, Family Mix, Mostly w/o Kids, and Households w/o Kids
• TENURE/HOME OWNERSHIP (5): Homeowners; Mostly Owners; Mix, Owners; Mix, Renters; and Renters
• INCOME PRODUCING ASSETS (7): Millionaires, Elite, High, Above Average, Moderate, Below Average and Low
• TECH USE (5): Highest, Above Average, Average, Below Average and Lowest
PRIZM Premier can provide company-wide integration of a single customer concept because it can be coded onto nearly any piece of customer
data and is available on a wide network of leading survey, panel, marketing measurement and list databases in the U.S. In short, it is everywhere
a marketer needs to be for consumer analysis, implementation and measurement. Beyond coding records for consumer focused applications,
PRIZM Premier provides demand estimates of any market or trade area definition for location analytics and profile databases of behaviors,
including leisure time preferences like shopping, dining, favorite magazines and TV shows. With these valuable insights from PRIZM Premier,
marketers can craft advertising messaging to reach consumers based on virtually any purchase and media behavior.
Call 800-234-5973 or visit mybestsegments.com to learn more.
Copyright ©2015 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen Logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.
Other product and service names are trademarks or registered trademarks of their respective companies. Lifestyle source: GfK Mediamark Research & Intelligence LLC. Doublebase
[2015]. Illustrations by Scott Brooks, www.sgbrooks.com.
At the household level, around age 45 is
the cutoff for most segments. Among
these younger segments, only those
explicit in their definition for lack of
children or with low indices for presence
of children tend to be included in
Younger Years.
At the household level, presence of
children is the primary driver for many
segments in this class. While this class
also includes segments where the
presence of children is not explicit at the
household level, in general they do show
high indices for that characteristic.
At the household level, the primary driver
is age, not necessarily the absence of
children. Segments that are uniquely
child-centered tend to be younger and are
grouped under Family Years while those
under age 45 and without children are
grouped in Younger Years—leaving the last
group of segments for the Mature Years.
All 68 Nielsen PRIZM Premier segments are grouped into 11 broader Lifestage Groups, as shown by the color-coded chart above. Lifestage
Groups capture a combination of three variables—affluence, householder age and whether there are children living at home. For example,
the three Lifestage Groups that comprise Younger Years are, for the most part, young and childless households. What differentiates
Lifestage Group Y1, Midlife Success, from Lifestage Group Y2, Young Achievers, is the level of affluence each has achieved at these
younger ages.
Similarly, the four groups of segments that make up Family Life are likely to have children in common, while PRIZM Premier segments
categorized as Mature Years are mostly empty-nesters. The most affluent Family Life segments fall into Lifestage Group F1, Accumulated
Wealth, which includes Networked Neighbors, Country Squires and Winner’s Circle. The least affluent Family Life segments fall into
Lifestage Group F4, Sustaining Families, which includes Multi-Culti Mosaic, Urban Modern Mix and Bedrock America.
URBAN
NIELSEN
PRIZM PREMIER
SOCIAL GROUPS
SUBURBAN
SECOND CITY
TOWN & RURAL
SOCIAL GROUPS
HIGH
U1 URBAN UPTOWN
S1 ELITE SUBURBS
C1
SECOND CITY SOCIETY
T1 LANDED GENTRY
04 Young Digerati
01 Upper Crust
22
Middleburg Managers
05 Country Squires
07 Money & Brains
02 Networked Neighbors
33
Second City Startups
09 Big Fish, Small Pond
19
American Dreams
03 Movers & Shakers
37
Bright Lights, Li'l City
11
21
The Cosmopolitans
Fast-Track Families
15 New Homesteaders
U2 MIDTOWN MIX
S2 THE AFFLUENTIALS
C2 CITY CENTERS
T2 COUNTRY COMFORT
17
Urban Elders
06 Winner's Circle
47
18 Mayberry-ville
31
Connected Bohemians
08 Gray Power
48 Generation Web
23 Township Travelers
35 Urban Achievers
10 Executive Suites
49 American Classics
24 Pickup Patriarchs
40 Aspiring A-Listers
12
Cruisin' to Retirement
53
27 Big Sky Families
and are grouped into 11 Lifestage Groups and 14 Social Groups. PRIZM Premier Social
13
Upward Bound
54 Struggling Singles
Groups are based on urbanization and socioeconomic rank. PRIZM Premier Lifestage
16
®
PRIZM Premier's 68 segments are numbered according to socioeconomic rank (which
takes into account characteristics such as income, education, occupation and home value)
Striving Selfies
Lo-Tech Singles
14 Kids & Cul-de-Sacs
Groups are based on age, socioeconomic rank, and the presence of children at home.
28 Country Casuals
29 White Picket Fences
Beltway Boomers
U3 URBAN CORES
S3 MIDDLEBURBS
C3 MICRO-CITY MIX
T3 MIDDLE AMERICA
42 Multi-Culti Mosaic
20 Empty Nests
59
New Melting Pot
32 Traditional Times
43 City Roots
25 Up-and-Comers
61
Second City Generations
38 Hometown Retired
45 Urban Modern Mix
26 Home Sweet Home
64 Family Thrifts
39 Kid Country, USA
56 Multi-Culti Families
30 Pools & Patios
66
New Beginnings
44 Country Strong
67
Park Bench Seniors
46 Heartlanders
63 Low-Rise Living
51 Campers & Camo
52 Simple Pleasures
S4 INNER SUBURBS
T4 RUSTIC LIVING
34 Young & Influential
55 Red, White & Blue
36 Toolbelt Traditionalists
57 Back Country Folks
41 Domestic Duos
58 Golden Ponds
50 Metro Grads
60 Small-Town Collegiates
62 Crossroad Villagers
65 Young & Rustic
68 Bedrock America
LOW
DEMOGRAPHIC DESCRIPTORS
The Demographic Description field is comprised of an income, age and presence of kids descriptor for each segment. For example,
segment 05 Country Squires, is described as Wealthy, Middle Age Family Mix.
For a complete set of demographic descriptors, request the Segment Descriptor Release Notes from your Nielsen representative.
HIGH DENSITY
POPULATION CENTERS
IN MAJOR
METROPOLITAN AREAS
MODERATELY DENSE
NEIGHBORHOODS
SURROUNDING THE
URBAN OR SECOND
CITY CORE
MODERATELY DENSE
POPULATION CENTERS
OF SMALLER CITIES AND
LARGER TOWNS
SMALL TOWN AND RURAL
AREAS, AS WELL AS LOW
DENSITY SUBURBS ON
THE EXURBAN FRINGE
Urban (U) Social Groups have
population density centiles
mostly between 85 and 99.
Suburbs (S) have population
density centiles between 40
and 90 and are clearly
dependent on urban areas or
second cities.
Second Cities (C) are less
densely populated than urban
areas with population density
centiles typically between 40
and 85.
Town & Rural (T) Social
Groups have population
density centiles under 40.
Unlike Second Cities, they are
not the population center of
their surrounding community,
but rather a continuation of
the density decline as you
move out from the city center.
While similar to suburban
population densities, Second
Cities are the population
center of their surrounding
community. As such, many
are concentrated within
America’s smaller cities and
larger towns.
They include both the
downtown areas of major
cities and surrounding
neighborhoods.
Households in this
classification live within the
classic high-density
neighborhoods found in the
heart of America’s largest
cities.
• INCOME (7): Wealthy, Upscale, Upper Mid, Midscale, Lower Mid, Downscale and Low Income
• AGE CLASS (4): Mature, Older, Middle Age and Younger
• AGE RANGE (4): 35-50, Under 50, 50+ and 65+
• PRESENCE OF KIDS (5): Households w/ Kids, Mostly w Kids, Family Mix, Mostly w/o Kids, and Households w/o Kids
• TENURE/HOME OWNERSHIP (5): Homeowners; Mostly Owners; Mix, Owners; Mix, Renters; and Renters
• INCOME PRODUCING ASSETS (7): Millionaires, Elite, High, Above Average, Moderate, Below Average and Low
• TECH USE (5): Highest, Above Average, Average, Below Average and Lowest
PRIZM Premier can provide company-wide integration of a single customer concept because it can be coded onto nearly any piece of customer
data and is available on a wide network of leading survey, panel, marketing measurement and list databases in the U.S. In short, it is everywhere
a marketer needs to be for consumer analysis, implementation and measurement. Beyond coding records for consumer focused applications,
PRIZM Premier provides demand estimates of any market or trade area definition for location analytics and profile databases of behaviors,
including leisure time preferences like shopping, dining, favorite magazines and TV shows. With these valuable insights from PRIZM Premier,
marketers can craft advertising messaging to reach consumers based on virtually any purchase and media behavior.
While almost always anchored
by the downtown central
business district, these areas
often extend beyond city limits
and into surrounding
jurisdictions to encompass
most of America’s earliest
suburban expansions.
While some Suburbs may be
employment centers, their
lifestyles and commuting
patterns will be more tied to
Urban or Second City cores.
This class also includes
satellite cities or higher
density suburbs encircling
major metropolitan centers,
typically with far greater
affluence than their small city
cousins.
This Social Group includes
exurbs, towns, farming
communities and a wide
range of other rural areas.
The town aspect of this class
covers the thousands of small
towns and villages scattered
among the rural heartland, as
well as the low-density areas
far beyond the outer beltways
and suburban rings of
America’s major metros.
Households in these exurban
segments live among higher
densities and are more
affluent than their rural
neighbors.
PRIZM Premier enables marketers to create a complete portrait of their customers by answering these important questions:
WHO ARE MY BEST CUSTOMERS?
PRIZM Premier links your customer data with household-level and neighborhood-level demographics, syndicated survey and primary research data.
It reveals exactly what types of consumers are most likely to use your products or services, and allows you to group similar segments to realize the
greatest efficiency and reach.
WHAT ARE MY BEST CUSTOMERS LIKE?
Once you have identified and defined your best segments, you can use PRIZM Premier to generate a thorough behavioral profile that points to your
segments’ product usage patterns, media and lifestyle preferences. Use it to find out what and how they buy so you can make informed and
effective marketing decisions.
WHERE CAN I FIND THEM?
PRIZM Premier is a complete segmentation system that allows you to analyze your customer file and locate similar people anywhere in the U.S.
Accurate geographic information is essential for effective segment group creation, site selection, product distribution, media planning and more.
Call 800-234-5973 or visit mybestsegments.com to learn more.
Copyright ©2015 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen Logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.
Other product and service names are trademarks or registered trademarks of their respective companies. Lifestyle source: GfK Mediamark Research & Intelligence LLC. Doublebase [2015].
Illustrations by Scott Brooks, www.sgbrooks.com.
HOW CAN I REACH THEM?
Once you understand your segment groups, you can use PRIZM Premier to evaluate the best ways to reach them for activation. For media
planning, you’ll learn their media and technology behaviors and how much they use mobile and online. Also, for traditional media, we know which
magazines and newspapers they read and which TV, cable or radio shows they prefer. For direct marketing, you can extensively define selection
criteria for mailing lists to improve the efficiencies of campaigns.