PCensus for MapInfo
Page 1
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page -1
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Table of Contents
233 S Wacker Dr, Chicago, IL 60606 ................................................................................................................................................................... 1
PRIZM Household Segments ...................................................................................................................................................................... 2
PRIZM Social Groups .................................................................................................................................................................................. 4
PRIZM Lifestage Groups ............................................................................................................................................................................. 7
PRIZM Household Segments Segment Snapshots .................................................................................................................................. 10
Workplace PRIZM Distribution .................................................................................................................................................................. 21
Workplace PRIZM Social Groups ............................................................................................................................................................. 23
Workplace PRIZM Lifestage Groups ......................................................................................................................................................... 26
Workplace PRIZM Household Segments Segment Snapshots ................................................................................................................ 29
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 2
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Household Segments
Households by PRIZM Segment
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
183,536
%
2020
Households
194,244
%
04 Young Digerati
16 Bohemian Mix
29 American Dreams
07 Money & Brains
31 Urban Achievers
59 Urban Elders
54 Multi-Culti Mosaic
65 Big City Blues
66 Low-Rise Living
26 The Cosmopolitans
28.27%
23.41%
12.18%
7.61%
7.41%
5.27%
4.13%
3.43%
2.87%
2.18%
04 Young Digerati
16 Bohemian Mix
29 American Dreams
07 Money & Brains
31 Urban Achievers
59 Urban Elders
54 Multi-Culti Mosaic
65 Big City Blues
66 Low-Rise Living
26 The Cosmopolitans
28.69%
23.53%
12.18%
7.56%
7.35%
5.25%
4.01%
3.33%
2.78%
2.16%
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
0
0
0
51,892
0
0
13,974
0
0
0
0.00%
0.00%
0.00%
28.27%
0.00%
0.00%
7.61%
0.00%
0.00%
0.00%
0
0
0
55,724
0
0
14,692
0
0
0
0.00%
0.00%
0.00%
28.69%
0.00%
0.00%
7.56%
0.00%
0.00%
0.00%
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
0
0
0
0
0
42,957
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
23.41%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
45,701
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
23.53%
0.00%
0.00%
0.00%
0.00%
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
0
0
0
0
0
4,010
0
0
22,356
0
0.00%
0.00%
0.00%
0.00%
0.00%
2.18%
0.00%
0.00%
12.18%
0.00%
0
0
0
0
0
4,187
0
0
23,655
0
0.00%
0.00%
0.00%
0.00%
0.00%
2.16%
0.00%
0.00%
12.18%
0.00%
Top 10 PRIZM Segments
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 3
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Household Segments
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
7.41%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
1.81%
2020
Households
14,276
0
0
0
0
0
0
0
0
3,445
7.35%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
1.77%
0
0
0
0
1
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
1
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
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
0
0
0
7,573
0
0
0
0
9,677
0
0.00%
0.00%
0.00%
4.13%
0.00%
0.00%
0.00%
0.00%
5.27%
0.00%
0
0
0
7,787
0
0
0
0
10,196
0
0.00%
0.00%
0.00%
4.01%
0.00%
0.00%
0.00%
0.00%
5.25%
0.00%
61 City Roots
62 Hometown Retired
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
2,595
0
0
0
6,298
5,265
1.41%
0.00%
0.00%
0.00%
3.43%
2.87%
2,723
0
0
0
6,460
5,397
1.40%
0.00%
0.00%
0.00%
3.33%
2.78%
0
0.00%
0
0.00%
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
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
67 Unclassified
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
2015
Households
13,609
0
0
0
0
0
0
0
0
3,329
%
%
PCensus for MapInfo
Page 4
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Social Groups
Households by PRIZM Segment
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
183,536
2020
Households
194,244
%
73.66%
U1 - Urban Uptown
13.35%
U2 - Midtown Mix
12.99%
U3 - Urban Cores
0.00%
T3 - Middle America
0.00%
S1- Elite Suburbs
0.00%
S2 - The Affluentials
0.00%
S3 - Middleburbs
0.00%
S4 - Inner Suburbs
0.00% C1 - Second City Society
0.00%
C2 - City Centers
0.00%
C3 - Micro-City Blues
0.00%
T1 - Landed Gentry
0.00%
T2 - Country Comfort
0.00%
T4 - Rustic Living
0.00%
Unclassified
74.11%
13.13%
12.76%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
135,189
51,892
13,974
42,957
4,010
22,356
73.66%
28.27%
7.61%
23.41%
2.18%
12.18%
143,959
55,724
14,692
45,701
4,187
23,655
74.11%
28.69%
7.56%
23.53%
2.16%
12.18%
U2 - Midtown Mix
31 Urban Achievers
40 Close-In Couples
54 Multi-Culti Mosaic
24,511
13,609
3,329
7,573
13.35%
7.41%
1.81%
4.13%
25,508
14,276
3,445
7,787
13.13%
7.35%
1.77%
4.01%
U3 - Urban Cores
59 Urban Elders
61 City Roots
65 Big City Blues
66 Low-Rise Living
23,835
9,677
2,595
6,298
5,265
12.99%
5.27%
1.41%
3.43%
2.87%
24,776
10,196
2,723
6,460
5,397
12.76%
5.25%
1.40%
3.33%
2.78%
S1- Elite Suburbs
01 Upper Crust
02 Blue Blood Estates
03 Movers & Shakers
06 Winner's Circle
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
S2 - The Affluentials
08 Executive Suites
14 New Empty Nests
15 Pools & Patios
17 Beltway Boomers
18 Kids & Cul-de-Sacs
19 Home Sweet Home
0
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
S3 - Middleburbs
21 Gray Power
22 Young Influentials
30 Suburban Sprawl
36 Blue-Chip Blues
39 Domestic Duos
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
Ranked PRIZM Social Groups
U1 - Urban Uptown
04 Young Digerati
07 Money & Brains
16 Bohemian Mix
26 The Cosmopolitans
29 American Dreams
© 2015, The Nielsen Company. All Rights Reserved
U1 - Urban Uptown
U2 - Midtown Mix
U3 - Urban Cores
T3 - Middle America
S1- Elite Suburbs
S2 - The Affluentials
S3 - Middleburbs
S4 - Inner Suburbs
C1 - Second City Society
C2 - City Centers
C3 - Micro-City Blues
T1 - Landed Gentry
T2 - Country Comfort
T4 - Rustic Living
Unclassified
%
PCensus for MapInfo
Page 5
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Social Groups
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
%
2020
Households
%
S4 - Inner Suburbs
44 New Beginnings
46 Old Glories
49 American Classics
52 Suburban Pioneers
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
C1 - Second City Society
10 Second City Elite
12 Brite Lites, Li'l City
13 Upward Bound
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0.00%
0.00%
0.00%
0.00%
C2 - City Centers
24 Up-and-Comers
27 Middleburg Managers
34 White Picket Fences
35 Boomtown Singles
41 Sunset City Blues
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
C3 - Micro-City Blues
47 City Startups
53 Mobility Blues
60 Park Bench Seniors
62 Hometown Retired
63 Family Thrifts
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
T1 - Landed Gentry
05 Country Squires
09 Big Fish, Small Pond
11 God's Country
20 Fast-Track Families
25 Country Casuals
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
T2 - Country Comfort
23 Greenbelt Sports
28 Traditional Times
32 New Homesteaders
33 Big Sky Families
37 Mayberry-ville
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 6
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Social Groups
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
T3 - Middle America
38 Simple Pleasures
42 Red, White & Blues
43 Heartlanders
45 Blue Highways
50 Kid Country, USA
51 Shotguns & Pickups
2015
Households
1
0
0
0
1
0
0
T4 - Rustic Living
48 Young & Rustic
55 Golden Ponds
56 Crossroads Villagers
57 Old Milltowns
58 Back Country Folks
64 Bedrock America
Unclassified
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
2020
Households
1
0
0
0
1
0
0
%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0
0.00%
0
0.00%
PCensus for MapInfo
Page 7
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Lifestage Groups
Households by PRIZM Segment
Ranked Major Lifestage
Ranked Lifestage Groups
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
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
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
© 2015, The Nielsen Company. All Rights Reserved
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
183,536
YOUNGER YEARS
FAMILY LIFE
MATURE YEARS
Y2 - Young Achievers
F2 - Young Accumulators
M1 - Affluent Empty Nests
M4 - Sustaining Seniors
F4 - Sustaining Families
F3 - Mainstream Families
M2 - Conservative Classics
M3 - Cautious Couples
Y3 - Striving Singles
Y1 - Midlife Success
F1 - Accumulated Wealth
Unclassified
%
2020
Households
194,244
%
59.09%
YOUNGER YEARS
22.61%
FAMILY LIFE
18.30%
MATURE YEARS
59.09%
Y2 - Young Achievers
12.18%
F2 - Young Accumulators
7.61% M1 - Affluent Empty Nests
6.69%
M4 - Sustaining Seniors
6.30%
F4 - Sustaining Families
4.13%
F3 - Mainstream Families
2.18% M2 - Conservative Classics
1.81%
M3 - Cautious Couples
0.00%
Y3 - Striving Singles
0.00%
Y1 - Midlife Success
0.00%
F1 - Accumulated Wealth
0.00%
Unclassified
59.57%
22.29%
18.14%
59.56%
12.18%
7.56%
6.65%
6.10%
4.01%
2.16%
1.77%
0.00%
0.00%
0.00%
0.00%
108,459
0
0
0
0
0
0
0
0
0
59.09%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
115,702
0
0
0
0
0
0
0
0
0
59.57%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
108,458
51,892
42,957
0
0
0
13,609
0
59.09%
28.27%
23.41%
0.00%
0.00%
0.00%
7.41%
0.00%
115,701
55,724
45,701
0
0
0
14,276
0
59.56%
28.69%
23.53%
0.00%
0.00%
0.00%
7.35%
0.00%
1
0
0
1
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
1
0
0
1
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
PCensus for MapInfo
Page 8
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Lifestage Groups
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
FAMILY LIFE
F1 - Accumulated Wealth
02 Blue Blood Estates
05 Country Squires
06 Winner's Circle
2015
Households
41,492
0
0
0
0
F2 - Young Accumulators
13 Upward Bound
17 Beltway Boomers
18 Kids & Cul-de-Sacs
20 Fast-Track Families
29 American Dreams
22.61%
0.00%
0.00%
0.00%
0.00%
2020
Households
43,299
0
0
0
0
22.29%
0.00%
0.00%
0.00%
0.00%
22,356
0
0
0
0
22,356
12.18%
0.00%
0.00%
0.00%
0.00%
12.18%
23,655
0
0
0
0
23,655
12.18%
0.00%
0.00%
0.00%
0.00%
12.18%
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
7,573
0
0
0
0
0
0
0
7,573
4.13%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
4.13%
7,787
0
0
0
0
0
0
0
7,787
4.01%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
4.01%
F4 - Sustaining Families
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
11,563
0
0
6,298
5,265
6.30%
0.00%
0.00%
3.43%
2.87%
11,857
0
0
6,460
5,397
6.10%
0.00%
0.00%
3.33%
2.78%
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 9
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM
Lifestage Groups
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
33,585
13,974
0
13,974
0
0
M2 - Conservative Classics
14 New Empty Nests
15 Pools & Patios
21 Gray Power
26 The Cosmopolitans
27 Middleburg Managers
28 Traditional Times
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
MATURE YEARS
M1 - Affluent Empty Nests
01 Upper Crust
07 Money & Brains
09 Big Fish, Small Pond
10 Second City Elite
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
Unclassified
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
%
18.30%
7.61%
0.00%
7.61%
0.00%
0.00%
2020
Households
35,243
14,692
0
14,692
0
0
%
18.14%
7.56%
0.00%
7.56%
0.00%
0.00%
4,010
0
0
0
4,010
0
0
2.18%
0.00%
0.00%
0.00%
2.18%
0.00%
0.00%
4,187
0
0
0
4,187
0
0
2.16%
0.00%
0.00%
0.00%
2.16%
0.00%
0.00%
3,329
0
0
3,329
0
0
0
0
1.81%
0.00%
0.00%
1.81%
0.00%
0.00%
0.00%
0.00%
3,445
0
0
3,445
0
0
0
0
1.77%
0.00%
0.00%
1.77%
0.00%
0.00%
0.00%
0.00%
12,272
0
0
0
9,677
0
2,595
0
6.69%
0.00%
0.00%
0.00%
5.27%
0.00%
1.41%
0.00%
12,919
0
0
0
10,196
0
2,723
0
6.65%
0.00%
0.00%
0.00%
5.25%
0.00%
1.40%
0.00%
0
0.00%
0
0.00%
PCensus for MapInfo
Page 10
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
Households by PRIZM Segment
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
183,536
%
2020
Households
194,244
%
01 Upper Crust
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.
0
0.00%
0
0.00%
02 Blue Blood Estates
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.
0
0.00%
0
0.00%
03 Movers & Shakers
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.
0
0.00%
0
0.00%
04 Young Digerati
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.
51,892 28.27%
55,724 28.69%
05 Country Squires
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.
0
0.00%
0
0.00%
06 Winner's Circle
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.
0
0.00%
0
0.00%
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 11
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
13,974
7.61%
2020
Households
14,692
7.56%
08 Executive Suites
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 nearly 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.
0
0.00%
0
0.00%
09 Big Fish, Small Pond
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.
0
0.00%
0
0.00%
10 Second City Elite
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.
0
0.00%
0
0.00%
11 God's Country
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.
0
0.00%
0
0.00%
12 Brite Lites, Li'l City
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.
0
0.00%
0
0.00%
07 Money & Brains
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.
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 12
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
0
14 New Empty Nests
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
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.
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 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.
16 Bohemian Mix
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.
%
0.00%
2020
Households
0
0.00%
0
0.00%
0
0.00%
0
0.00%
0
0.00%
42,957 23.41%
%
45,701 23.53%
17 Beltway Boomers
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.
0
0.00%
0
0.00%
18 Kids & Cul-de-Sacs
Upper-middle-class, suburban, married couples with children--that's the skinny on Kids &
Cul-de-Sacs, an enviable lifestyle of large families in recently built subdivisions. With a
high rate of Hispanic and Asian Americans, this segment is a refuge for
college-educated, white-collar 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.
0
0.00%
0
0.00%
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 13
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
0
0.00%
2020
Households
0
0.00%
20 Fast-Track Families
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.
0
0.00%
0
0.00%
21 Gray Power
The steady rise of older, healthier Americans over the past decade has produced one
important by-product: middle-class, mostly home-owning suburbanites who are aging in
place rather than moving to retirement communities. Gray Power reflects this trend, a
segment of older, midscale singles and couples who live in quiet comfort.
0
0.00%
0
0.00%
22 Young Influentials
Once known as the home of the nation's yuppies, Young Influentials reflects the fading
glow of acquisitive yuppiedom. Today, the segment is a common address for younger,
middle-class singles and couples who are more preoccupied with balancing work and
leisure pursuits and who live in apartment complexes surrounded by ball fields, health
clubs, and casual-dining restaurants.
0
0.00%
0
0.00%
23 Greenbelt Sports
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.
0
0.00%
0
0.00%
24 Up-and-Comers
Up-and-Comers is a stopover for younger, upper-midscale singles before they marry,
have families, and establish more deskbound lifestyles. Found in second-tier cities, these
mobile adults, mostly age 25 to 44, include a disproportionate number of recent college
graduates who are into athletic activities, the latest technology, and nightlife
entertainment.
0
0.00%
0
0.00%
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 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.
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 14
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
0.00%
2020
Households
0
0.00%
4,010
2.18%
4,187
2.16%
27 Middleburg Managers
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.
0
0.00%
0
0.00%
28 Traditional Times
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 older, 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.
0
0.00%
0
0.00%
25 Country Casuals
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.
26 The Cosmopolitans
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
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.
30 Suburban Sprawl
Suburban Sprawl is an unusual American lifestyle: a collection of midscale, older singles
and couples living in the heart of suburbia. Typically members of the Baby Boom
generation, they hold decent jobs, own older homes and condos, and pursue
conservative versions of the American Dream. Among their favorite activities are jogging
on treadmills, and playing trivia games.
© 2015, The Nielsen Company. All Rights Reserved
2015
Households
0
%
22,356 12.18%
0
0.00%
%
23,655 12.18%
0
0.00%
PCensus for MapInfo
Page 15
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
13,609
7.41%
2020
Households
14,276
7.35%
32 New Homesteaders
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.
0
0.00%
0
0.00%
33 Big Sky Families
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.
0
0.00%
0
0.00%
34 White Picket Fences
Midpoint on the socioeconomic ladder, residents in White Picket Fences look a lot like
the stereotypical American household of a generation ago: young, upper-middle-class,
and married with children. But the current version is characterized by modest homes and
ethnic diversity, including a large number of Hispanic and African-American households.
0
0.00%
0
0.00%
35 Boomtown Singles
Affordable housing, abundant entry-level jobs, and a thriving singles scene--all have
given rise to the Boomtown Singles segment in fast-growing satellite cities. Single and
working-class, these residents pursue active lifestyles amid sprawling apartment
complexes, bars, convenience stores, and laundromats.
0
0.00%
0
0.00%
36 Blue-Chip Blues
Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young,
sprawling families with well-paying blue-collar jobs and service jobs. The segment's
aging neighborhoods feature compact, modestly priced homes surrounded by
commercial centers that cater to child-filled households.
0
0.00%
0
0.00%
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, and Europe. These young singles,
couples, and families are typically college-educated and ethnically diverse: about a third
are foreign-born, and even more speak a language other than English.
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 16
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
0
0.00%
2020
Households
0
0.00%
38 Simple Pleasures
With many of its residents over 65 years old, Simple Pleasures is mostly a retirement
lifestyle: a neighborhood of lower-middle-class singles and couples living in modestly
priced homes. Many are high school-educated seniors who held blue-collar jobs before
their retirement. And a disproportionate number served in the military, so many residents
are members of veterans clubs.
0
0.00%
0
0.00%
39 Domestic Duos
Domestic Duos represents a middle-class mix of mainly over-65 singles and married
couples living in older suburban homes. With their high-school educations and fixed
incomes, segment residents maintain an easy-going lifestyle. Residents like to socialize
by going bowling, seeing a play, meeting at the local fraternal order, or going out to eat.
0
0.00%
0
0.00%
40 Close-In Couples
Close-In Couples is a group of predominantly older, ethnically diverse couples living in
older homes in the urban neighborhoods of mid-sized metros. High school-educated and
empty nesting, these mostly older residents typically live in older city neighborhoods,
enjoying their retirements.
3,329
1.81%
3,445
1.77%
41 Sunset City Blues
Scattered throughout the older neighborhoods of small cities, Sunset City Blues is a
segment of lower-middle-class singles and couples who have retired or are getting close
to it. These empty-nesters tend to own their homes but have modest educations and
incomes. They maintain a low-key lifestyle filled with newspapers and television by day,
and family-style restaurants at night.
0
0.00%
0
0.00%
42 Red, White & Blues
The residents of Red, White & Blues typically live in exurban towns rapidly morphing into
bedroom suburbs. Their streets feature new fast-food restaurants, and locals have
recently celebrated the arrival of chains like Walmart, Radio Shack, and Payless Shoes.
Middle-aged or older, with high school educations and midscale incomes, these folks are
transitioning from blue-collar jobs to the service industry.
0
0.00%
0
0.00%
37 Mayberry-ville
Like the old Andy Griffith Show set in a quaint picturesque burg, 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.
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 17
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
0
0.00%
2020
Households
0
0.00%
44 New Beginnings
Filled with young, single adults, New Beginnings is a magnet for adults in transition.
Many of its residents are twentysomething singles and couples just starting out on their
career paths--or starting over after recent divorces or company transfers. Ethnically
diverse--with nearly half its residents Hispanic, Asian, or African-American--New
Beginnings households tend to have the modest living standards typical of transient
apartment dwellers.
0
0.00%
0
0.00%
45 Blue Highways
On maps, Blue Highways are often two-lane roads that wind through remote stretches of
the American landscape. Among lifestyles, Blue Highways is the standout for midscale
residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and
fish, the women enjoy sewing and crafts, and everyone looks forward to going out to a
country music concert.
1
0.00%
1
0.00%
46 Old Glories
The residents of Old Glories are the nation's downscale suburban retirees, Americans
aging in place in older apartment complexes. Households in this racially-diverse segment
often contain widows and widowers living on fixed incomes who tend to lead
home-centered lifestyles. They're among the nation's most ardent television fans,
watching game shows, soaps, talk shows, and news magazines at high rates.
0
0.00%
0
0.00%
47 City Startups
In City Startups, young to middle-aged, multi-ethnic singles have settled in
neighborhoods filled with cheap apartments and a commercial base of cafés, bars,
laundromats, and clubs that cater to twentysomethings. One of the youngest segments in
America--with ten times as many college students as the national average--these
neighborhoods feature low incomes and high concentrations of African-Americans and
Hispanic households.
0
0.00%
0
0.00%
48 Young & Rustic
Young & Rustic is composed of middle-aged, restless singles. These folks tend to be
lower-middle-income, high school-educated, and live in tiny apartments in the nation's
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.
0
0.00%
0
0.00%
43 Heartlanders
America was once a land of small middle-class towns, which can still be found today
among Heartlanders. This widespread segment consists of older couples with
white-collar jobs living in sturdy, unpretentious homes. In these communities of small
families and empty-nesting couples, Heartlanders residents pursue a rustic lifestyle
where hunting and fishing remain prime leisure activities along with cooking, sewing,
camping, and boating.
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 18
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
0
0.00%
2020
Households
0
0.00%
50 Kid Country, USA
Widely scattered throughout the nation's heartland, Kid Country, USA is a segment
dominated by large families living in small towns. Ethnically diverse, these young,
working-class households include homeowners, renters, and military personnel living in
base housing; a little over a tenth of residents own mobile homes.
0
0.00%
0
0.00%
51 Shotguns & Pickups
The segment known as Shotguns & Pickups came by its moniker honestly: it scores near
the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend
to be young, working-class couples with large families, living in small homes and
manufactured housing. 20% of residents live in mobile homes, proportionally more than
anywhere else in the nation.
0
0.00%
0
0.00%
52 Suburban Pioneers
Suburban Pioneers represents one of the nation's eclectic lifestyles, a mix of singles,
recent divorcees, and single parents who have moved into older, inner-ring suburbs.
They live in aging homes and garden-style apartment buildings, where the jobs are
scarce and the money is tight. But what unites these residents--a diverse mix of Whites,
Asians, Hispanics, and African-Americans--is a working-class sensibility and an
appreciation for their off-the-beaten-track neighborhoods.
0
0.00%
0
0.00%
53 Mobility Blues
Mobility Blues is a segment of middle-age singles in working-class neighborhoods in
America's satellite cities. Ethnically diverse, these transient Americans tend to have
modest lifestyles due to their lower income jobs. Surveys show they excel in going to
movies, playing basketball, and shooting pool.
0
0.00%
0
0.00%
7,573
4.13%
7,787
4.01%
49 American Classics
They may be older and retired, but the residents of American Classics are still living the
American Dream of home ownership. Few segments rank higher in their percentage of
home owners, and that fact alone reflects a more comfortable lifestyle for these
predominantly white and African-American singles and couples with deep ties to their
neighborhoods.
54 Multi-Culti Mosaic
An immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed
populace of Hispanic, Asian, and African-American singles and families. With 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.
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 19
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
0
0.00%
2020
Households
0
0.00%
56 Crossroads Villagers
With a population of white-collar couples and families, Crossroads Villagers is a classic
rural lifestyle. Residents are high school-educated, with downscale incomes and modest
housing; one-fifth live in mobile homes. And there's an air of self-reliance in these
households as Crossroads Villagers help put food on the table through fishing,
gardening, and hunting.
0
0.00%
0
0.00%
57 Old Milltowns
America's once-thriving mining and manufacturing towns have aged--as have the
residents in Old Milltowns communities. Today, the majority of residents are retired
singles and couples, living on downscale incomes in pre-1960 homes and apartments.
For leisure, they enjoy gardening, sewing, socializing at veterans clubs, or eating out at
casual restaurants.
0
0.00%
0
0.00%
58 Back Country Folks
Strewn among remote farm communities across the nation, Back Country Folks are a
long way away from economic paradise. The residents tend to be poor, over 65 years
old, and living in older, modest-sized homes and manufactured housing. Typically, life in
this segment is a throwback to an earlier era when farming dominated the American
landscape.
0
0.00%
0
0.00%
59 Urban Elders
For Urban Elders--a segment located in the downtown neighborhoods of such metros as
New York, Chicago, Las Vegas, and Miami--life is often an economic struggle. These
communities have high concentrations of Hispanics and African-Americans and tend to
be downscale, with singles living in older apartment rentals.
9,677
5.27%
10,196
5.25%
0
0.00%
0
0.00%
2,595
1.41%
2,723
1.40%
55 Golden Ponds
Golden Ponds is mostly a retirement lifestyle, dominated by downscale singles and
couples over 65 years old. Found in small bucolic towns around the country, these high
school-educated seniors live in small apartments on less than $35,000 a year; more than
one in five reside in a nursing home. For these elderly residents, daily life is often a
succession of sedentary activities such as reading, watching TV, playing bingo, and
doing craft projects.
60 Park Bench Seniors
Park Bench Seniors are typically retired singles living in the racially diverse
neighborhoods of the nation's satellite cities. With modest educations and incomes,
these residents maintain low-key, sedentary lifestyles. Theirs is one of the top-ranked
segments for TV viewing, especially daytime soaps and game shows.
61 City Roots
Found in urban neighborhoods, City Roots is a segment of downscale retirees, typically
living in older homes and duplexes they've owned for years. In these ethnically diverse
neighborhoods--nearly 50 percent are African-American or Hispanic--residents are often
widows or widowers living on fixed incomes and maintaining low-key lifestyles.
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 20
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
2015
Households
0
0.00%
2020
Households
0
0.00%
63 Family Thrifts
The small-city cousins of inner-city districts, Family Thrifts contain young, ethnically
diverse parents who have lots of children and work entry-level service jobs. In these
apartment-filled neighborhoods, visitors find the streets jam-packed with babies and
toddlers, tricycles and basketball hoops, Suzukis and Kias.
0
0.00%
0
0.00%
64 Bedrock America
Bedrock America consists of economically challenged families in small, isolated towns
located throughout the nation's heartland. With modest educations, sprawling families,
and service jobs, many of these residents struggle to make ends meet. One in five live in
mobile homes. One in four haven't finished high school. Rich in scenery, Bedrock
America is a haven for fishing, hunting, hiking, and camping.
0
0.00%
0
0.00%
65 Big City Blues
With a population that's more than 45 percent Latino, Big City Blues has one of the
highest concentration of Hispanic-Americans in the nation. But it's also the multi-ethnic
address for low-income Asian and African-American households occupying older
inner-city apartments. Concentrated in a handful of major metros, these middle-aged
singles and single-parent families face enormous challenges: low incomes, uncertain
jobs, and modest educations.
6,298
3.43%
6,460
3.33%
66 Low-Rise Living
The most economically challenged urban segment, Low-Rise Living is known as a
transient world for middle-aged, ethnically diverse singles and single parents. Typically,
the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance.
5,265
2.87%
5,397
2.78%
62 Hometown Retired
These racially diverse seniors tend to live in aging homes--40% were built before
1958--and typically get by on social security and pensions. Because most never made it
beyond high school and spent their working lives at blue-collar jobs, their retirements are
extremely modest. These second-city dwellers spend their days on crafts and watching
daytime TV.
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
%
%
PCensus for MapInfo
Page 21
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Distribution
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
Employees
Employees by PRIZM Workplace Segment
%
728,748
04 Young Digerati
29 American Dreams
16 Bohemian Mix
54 Multi-Culti Mosaic
31 Urban Achievers
07 Money & Brains
59 Urban Elders
26 The Cosmopolitans
40 Close-In Couples
61 City Roots
10.06%
8.98%
7.30%
6.15%
6.04%
4.22%
4.17%
3.84%
3.41%
3.12%
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
17,024
16,465
9,609
73,315
5,799
7,001
30,729
4,797
4,457
10,695
2.34%
2.26%
1.32%
10.06%
0.80%
0.96%
4.22%
0.66%
0.61%
1.47%
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
2,139
11,202
14,316
10,782
16,032
53,231
13,477
5,700
13,486
2,362
0.29%
1.54%
1.96%
1.48%
2.20%
7.30%
1.85%
0.78%
1.85%
0.32%
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
6,968
5,737
783
2,829
2,865
28,008
7,933
1,780
65,413
8,723
0.96%
0.79%
0.11%
0.39%
0.39%
3.84%
1.09%
0.24%
8.98%
1.20%
Top 10 Workplace PRIZM Segments
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 22
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Distribution
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
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
Employees
44,037
2,859
378
9,996
1,012
7,293
1,817
650
11,119
24,847
%
6.04%
0.39%
0.05%
1.37%
0.14%
1.00%
0.25%
0.09%
1.53%
3.41%
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
5,507
299
298
2,471
258
4,079
552
393
6,160
822
0.76%
0.04%
0.04%
0.34%
0.04%
0.56%
0.08%
0.05%
0.85%
0.11%
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
145
3,479
897
44,792
89
164
94
235
30,422
1,263
0.02%
0.48%
0.12%
6.15%
0.01%
0.02%
0.01%
0.03%
4.17%
0.17%
61 City Roots
62 Hometown Retired
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
22,758
1,504
5,738
266
19,408
18,990
3.12%
0.21%
0.79%
0.04%
2.66%
2.61%
0
0.00%
67 Unclassified
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 23
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Social Groups
Employees by Workplace PRIZM Segment
233 S Wacker Dr, Chicago, IL
60606
3 mile ring
Employees
728,748
%
U1 - Urban Uptown
U2 - Midtown Mix
U3 - Urban Cores
S2 - The Affluentials
S1- Elite Suburbs
S3 - Middleburbs
C1 - Second City Society
C2 - City Centers
T1 - Landed Gentry
S4 - Inner Suburbs
C3 - Micro-City Blues
T2 - Country Comfort
T3 - Middle America
T4 - Rustic Living
Unclassified
34.40%
15.60%
12.57%
8.82%
6.87%
5.47%
4.97%
3.74%
2.42%
2.22%
1.37%
1.05%
0.34%
0.17%
0.00%
U1 - Urban Uptown
04 Young Digerati
07 Money & Brains
16 Bohemian Mix
26 The Cosmopolitans
29 American Dreams
250,696
73,315
30,729
53,231
28,008
65,413
34.40%
10.06%
4.22%
7.30%
3.84%
8.98%
U2 - Midtown Mix
31 Urban Achievers
40 Close-In Couples
54 Multi-Culti Mosaic
113,676
44,037
24,847
44,792
15.60%
6.04%
3.41%
6.15%
U3 - Urban Cores
59 Urban Elders
61 City Roots
65 Big City Blues
66 Low-Rise Living
91,578
30,422
22,758
19,408
18,990
12.57%
4.17%
3.12%
2.66%
2.61%
S1- Elite Suburbs
01 Upper Crust
02 Blue Blood Estates
03 Movers & Shakers
06 Winner's Circle
50,099
17,024
16,465
9,609
7,001
6.87%
2.34%
2.26%
1.32%
0.96%
S2 - The Affluentials
08 Executive Suites
14 New Empty Nests
15 Pools & Patios
17 Beltway Boomers
18 Kids & Cul-de-Sacs
19 Home Sweet Home
64,274
4,797
10,782
16,032
13,477
5,700
13,486
8.82%
0.66%
1.48%
2.20%
1.85%
0.78%
1.85%
Ranked Workplace PRIZM Social Groups
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 24
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Social Groups
233 S Wacker Dr, Chicago, IL
60606
3 mile ring
S3 - Middleburbs
21 Gray Power
22 Young Influentials
30 Suburban Sprawl
36 Blue-Chip Blues
39 Domestic Duos
Employees
39,840
6,968
5,737
8,723
7,293
11,119
%
5.47%
0.96%
0.79%
1.20%
1.00%
1.53%
S4 - Inner Suburbs
44 New Beginnings
46 Old Glories
49 American Classics
52 Suburban Pioneers
16,189
2,471
4,079
6,160
3,479
2.22%
0.34%
0.56%
0.85%
0.48%
C1 - Second City Society
10 Second City Elite
12 Brite Lites, Li'l City
13 Upward Bound
36,213
10,695
11,202
14,316
4.97%
1.47%
1.54%
1.96%
C2 - City Centers
24 Up-and-Comers
27 Middleburg Managers
34 White Picket Fences
35 Boomtown Singles
41 Sunset City Blues
27,277
2,829
7,933
9,996
1,012
5,507
3.74%
0.39%
1.09%
1.37%
0.14%
0.76%
C3 - Micro-City Blues
47 City Startups
53 Mobility Blues
60 Park Bench Seniors
62 Hometown Retired
63 Family Thrifts
9,954
552
897
1,263
1,504
5,738
1.37%
0.08%
0.12%
0.17%
0.21%
0.79%
T1 - Landed Gentry
05 Country Squires
09 Big Fish, Small Pond
11 God's Country
20 Fast-Track Families
25 Country Casuals
17,622
5,799
4,457
2,139
2,362
2,865
2.42%
0.80%
0.61%
0.29%
0.32%
0.39%
T2 - Country Comfort
23 Greenbelt Sports
28 Traditional Times
32 New Homesteaders
33 Big Sky Families
37 Mayberry-ville
7,617
783
1,780
2,859
378
1,817
1.05%
0.11%
0.24%
0.39%
0.05%
0.25%
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 25
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Social Groups
233 S Wacker Dr, Chicago, IL
60606
3 mile ring
T3 - Middle America
38 Simple Pleasures
42 Red, White & Blues
43 Heartlanders
45 Blue Highways
50 Kid Country, USA
51 Shotguns & Pickups
Employees
2,472
650
299
298
258
822
145
%
0.34%
0.09%
0.04%
0.04%
0.04%
0.11%
0.02%
T4 - Rustic Living
48 Young & Rustic
55 Golden Ponds
56 Crossroads Villagers
57 Old Milltowns
58 Back Country Folks
64 Bedrock America
1,241
393
89
164
94
235
266
0.17%
0.05%
0.01%
0.02%
0.01%
0.03%
0.04%
0
0.00%
Unclassified
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 26
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Lifestage Groups
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
Employees
Employees by Workplace PRIZM Segment
Ranked Major Lifestage
Ranked Lifestage Groups
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
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
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
© 2015, The Nielsen Company. All Rights Reserved
%
728,748
FAMILY LIFE
MATURE YEARS
YOUNGER YEARS
Y2 - Young Achievers
F2 - Young Accumulators
M2 - Conservative Classics
F3 - Mainstream Families
M1 - Affluent Empty Nests
M4 - Sustaining Seniors
Y1 - Midlife Success
M3 - Cautious Couples
F4 - Sustaining Families
F1 - Accumulated Wealth
Y3 - Striving Singles
Unclassified
33.58%
33.40%
33.02%
24.83%
13.90%
9.81%
9.57%
8.63%
7.73%
7.50%
7.23%
6.09%
4.02%
0.69%
0.00%
240,616
54,638
9,609
4,797
2,139
11,202
13,486
2,865
8,723
1,817
33.02%
7.50%
1.32%
0.66%
0.29%
1.54%
1.85%
0.39%
1.20%
0.25%
180,944
73,315
53,231
5,737
783
2,829
44,037
1,012
24.83%
10.06%
7.30%
0.79%
0.11%
0.39%
6.04%
0.14%
5,034
299
2,471
258
552
393
897
164
0.69%
0.04%
0.34%
0.04%
0.08%
0.05%
0.12%
0.02%
PCensus for MapInfo
Page 27
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Lifestage Groups
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
FAMILY LIFE
F1 - Accumulated Wealth
02 Blue Blood Estates
05 Country Squires
06 Winner's Circle
Employees
244,699
29,265
16,465
5,799
7,001
%
33.58%
4.02%
2.26%
0.80%
0.96%
F2 - Young Accumulators
13 Upward Bound
17 Beltway Boomers
18 Kids & Cul-de-Sacs
20 Fast-Track Families
29 American Dreams
101,268
14,316
13,477
5,700
2,362
65,413
13.90%
1.96%
1.85%
0.78%
0.32%
8.98%
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
69,764
2,859
378
9,996
7,293
822
145
3,479
44,792
9.57%
0.39%
0.05%
1.37%
1.00%
0.11%
0.02%
0.48%
6.15%
F4 - Sustaining Families
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
44,402
5,738
266
19,408
18,990
6.09%
0.79%
0.04%
2.66%
2.61%
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 28
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM
Lifestage Groups
233 S Wacker Dr, Chicago, IL 60606
3 mile ring
Employees
243,433
62,905
17,024
30,729
4,457
10,695
%
33.40%
8.63%
2.34%
4.22%
0.61%
1.47%
M2 - Conservative Classics
14 New Empty Nests
15 Pools & Patios
21 Gray Power
26 The Cosmopolitans
27 Middleburg Managers
28 Traditional Times
71,503
10,782
16,032
6,968
28,008
7,933
1,780
9.81%
1.48%
2.20%
0.96%
3.84%
1.09%
0.24%
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
52,660
650
11,119
24,847
5,507
298
4,079
6,160
7.23%
0.09%
1.53%
3.41%
0.76%
0.04%
0.56%
0.85%
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
56,365
89
94
235
30,422
1,263
22,758
1,504
7.73%
0.01%
0.01%
0.03%
4.17%
0.17%
3.12%
0.21%
0
0.00%
MATURE YEARS
M1 - Affluent Empty Nests
01 Upper Crust
07 Money & Brains
09 Big Fish, Small Pond
10 Second City Elite
Unclassified
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 29
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
Employees by Workplace PRIZM Segment
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
728,748
%
01 Upper Crust
The nation's most exclusive address, Upper Crust is the wealthiest lifestyle in America--a haven for empty-nesting
couples between the ages of 45 and 64. 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.
17,024
2.34%
02 Blue Blood Estates
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.
16,465
2.26%
9,609
1.32%
03 Movers & Shakers
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 35 and 54. 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.
04 Young Digerati
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.
73,315 10.06%
05 Country Squires
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.
5,799
0.80%
06 Winner's Circle
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.
7,001
0.96%
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 30
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
30,729
%
4.22%
08 Executive Suites
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 nearly 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.
4,797
0.66%
09 Big Fish, Small Pond
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.
4,457
0.61%
10,695
1.47%
11 God's Country
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.
2,139
0.29%
12 Brite Lites, Li'l City
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.
11,202
1.54%
07 Money & Brains
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.
10 Second City Elite
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.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 31
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
14,316
%
1.96%
14 New Empty Nests
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.
10,782
1.48%
15 Pools & Patios
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.
16,032
2.20%
16 Bohemian Mix
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.
53,231
7.30%
17 Beltway Boomers
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.
13,477
1.85%
5,700
0.78%
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 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.
18 Kids & Cul-de-Sacs
Upper-middle class, suburban, married couples with children--that's the skinny on Kids & Cul-de-Sacs, an enviable
lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this
segment is a refuge for college-educated, white-collar 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.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 32
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
13,486
%
1.85%
20 Fast-Track Families
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.
2,362
0.32%
21 Gray Power
The steady rise of older, healthier Americans over the past decade has produced one important by-product:
middle-class, mostly home-owning suburbanites who are aging in place rather than moving to retirement
communities. Gray Power reflects this trend, a segment of older, midscale singles and couples who live in quiet
comfort.
6,968
0.96%
22 Young Influentials
Once known as the home of the nation's yuppies, Young Influentials reflects the fading glow of acquisitive
yuppiedom. Today, the segment is a common address for younger, middle-class singles and couples who are
more preoccupied with balancing work and leisure pursuits and who live in apartment complexes surrounded by
ball fields, health clubs, and casual-dining restaurants.
5,737
0.79%
23 Greenbelt Sports
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.
783
0.11%
2,829
0.39%
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 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.
24 Up-and-Comers
Up-and-Comers is a stopover for younger, upper-mid singles before they marry, have families, and establish more
deskbound lifestyles. Found in second-tier cities, these mobile twentysomethings include a disproportionate
number of recent college graduates who are into athletic activities, the latest technology, and nightlife
entertainment.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 33
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
2,865
%
0.39%
28,008
3.84%
27 Middleburg Managers
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.
7,933
1.09%
28 Traditional Times
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 older, 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.
1,780
0.24%
65,413
8.98%
8,723
1.20%
25 Country Casuals
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.
26 The Cosmopolitans
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
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.
30 Suburban Sprawl
Suburban Sprawl is an unusual American lifestyle: a collection of midscale, older singles and couples living in the
heart of suburbia. Typically members of the Baby Boom generation, they hold decent jobs, own older homes and
condos, and pursue conservative versions of the American Dream. Among their favorite activities are jogging on
treadmills and playing trivia games.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 34
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
44,037
%
6.04%
2,859
0.39%
378
0.05%
34 White Picket Fences
Midpoint on the socioeconomic ladder, residents in White Picket Fences look a lot like the stereotypical American
household of a generation ago: young, upper-middle-class, and married with children. But the current version is
characterized by modest homes and ethnic diversity, including a large numbers of Hispanic and African-American
households.
9,996
1.37%
35 Boomtown Singles
Affordable housing, abundant entry-level jobs, and a thriving singles scene--all have given rise to the Boomtown
Singles segment in fast-growing satellite cities. Single, and working-class, these residents pursue active lifestyles
amid sprawling apartment complexes, bars, convenience stores, and laundromats.
1,012
0.14%
36 Blue-Chip Blues
Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling families with
well-paying blue-collar jobs and service jobs. The segment's aging neighborhoods feature compact, modestly
priced homes surrounded by commercial centers that cater to child-filled households.
7,293
1.00%
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, and Europe. These young singles, couples, and families are typically college-educated and
ethnically diverse: about a third are foreign-born, and even more speak a language other than English.
32 New Homesteaders
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 and Game Boys.
33 Big Sky Families
Scattered in placid towns across the American heartland, Big Sky Families is a segment of middle age 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.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 35
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
1,817
%
0.25%
650
0.09%
39 Domestic Duos
Domestic Duos represents a middle-class mix of mainly over 55 singles and married couples living in older
suburban homes. With their high-school educations and fixed incomes, segment residents maintain an
easy-going lifestyle. Residents like to socialize by going bowling, seeing a play, meeting at the local fraternal order
or going out to eat.
11,119
1.53%
40 Close-In Couples
Close-In Couples is a group of predominantly older, ethnically diverse couples living in older homes in the urban
neighborhoods of mid-sized metros. High school educated and empty nesting, these mostly older residents
typically live in older city neighborhoods, enjoying their retirements.
24,847
3.41%
41 Sunset City Blues
Scattered throughout the older neighborhoods of small cities, Sunset City Blues is a segment of
lower-middle-class singles and couples who have retired or are getting close to it. These empty-nesters tend to
own their homes but have modest educations and incomes. They maintain a low-key lifestyle filled with
newspapers and television by day, and family-style restaurants at night.
5,507
0.76%
299
0.04%
37 Mayberry-ville
Like the old Andy Griffith Show set in a quaint picturesque burg, 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.
38 Simple Pleasures
With many of its residents over 65 years old, Simple Pleasures is mostly a retirement lifestyle: a neighborhood of
lower-middle-class singles and couples living in modestly priced homes. Many are high school-educated seniors
who held blue-collar jobs before their retirement. And a disproportionate number served in the military, so many
residents are members of veterans clubs.
42 Red, White & Blues
The residents of Red, White & Blues typically live in exurban towns rapidly morphing into bedroom suburbs. Their
streets feature new fast-food restaurants, and locals have recently celebrated the arrival of chains like Walmart,
Radio Shack, and Payless Shoes. Middle-aged or older, with high school educations and midscale incomes, these
folks are transitioning from blue-collar jobs to the service industry.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 36
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
298
%
0.04%
2,471
0.34%
258
0.04%
4,079
0.56%
47 City Startups
In City Startups, young to middle-aged, multi-ethnic singles have settled in neighborhoods filled with cheap
apartments and a commercial base of cafés, bars, laundromats, and clubs that cater to twentysomethings. One of
the youngest segments in America--with ten times as many college students as the national average--these
neighborhoods feature low incomes and high concentrations of African-Americans and Hispanic households.
552
0.08%
48 Young & Rustic
Young & Rustic is composed of middle age, restless singles. These folks tend to be lower-middle-income, high
school-educated, and live in tiny apartments in the nation's 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.
393
0.05%
43 Heartlanders
America was once a land of small middle-class towns, which can still be found today among Heartlanders. This
widespread segment consists of older couples with white-collar jobs living in sturdy, unpretentious homes. In these
communities of small families and empty-nesting couples, Heartlanders residents pursue a rustic lifestyle where
hunting and fishing remain prime leisure activities along with cooking, sewing, camping, and boating.
44 New Beginnings
Filled with young, single adults, New Beginnings is a magnet for adults in transition. Many of its residents are
twentysomething singles and couples just starting out on their career paths--or starting over after recent divorces
or company transfers. Ethnically diverse--with nearly half its residents Hispanic, Asian, or African-American--New
Beginnings households tend to have the modest living standards typical of transient apartment dwellers.
45 Blue Highways
On maps, Blue Highways are often two-lane roads that wind through remote stretches of the American landscape.
Among lifestyles, Blue Highways is the standout for midscale residents who live in isolated towns and farmsteads.
Here, Boomer men like to hunt and fish, the women enjoy sewing and crafts, and everyone looks forward to going
out to a country music concert.
46 Old Glories
The residents of Old Glories are the nation's downscale suburban retirees, Americans aging in place in older
apartment complexes. Households in this racially-diverse segment often contain widows and widowers living on
fixed incomes who tend to lead home-centered lifestyles. They're among the nation's most ardent television fans,
watching game shows, soaps, talk shows, and news magazines at high rates.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 37
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
6,160
%
0.85%
50 Kid Country, USA
Widely scattered throughout the nation's heartland, Kid Country, USA is a segment dominated by large families
living in small towns. Ethnically diverse, these young, working-class households include homeowners, renters, and
military personnel living in base housing; a little over a tenth of residents own mobile homes.
822
0.11%
51 Shotguns & Pickups
The segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for
owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large
families, living in small homes and manufactured housing. 20% of residents live in mobile homes, proportionally
more than anywhere else in the nation.
145
0.02%
3,479
0.48%
897
0.12%
44,792
6.15%
49 American Classics
They may be older and retired, but the residents of American Classics are still living the American Dream of home
ownership. Few segments rank higher in their percentage of home owners, and that fact alone reflects a more
comfortable lifestyle for these predominantly white and African-American singles and couples with deep ties to
their neighborhoods.
52 Suburban Pioneers
Suburban Pioneers represents one of the nation's eclectic lifestyles, a mix of singles, recent divorcees, and single
parents who have moved into older, inner-ring suburbs. They live in aging homes and garden-style apartment
buildings, where the jobs are scarce and the money is tight. But what unites these residents--a diverse mix of
Whites, Asians, Hispanics, and African-Americans--is a working-class sensibility and an appreciation for their
off-the-beaten-track neighborhoods.
53 Mobility Blues
Mobility Blues is a segment of middle-age singles in working-class neighborhoods in America's satellite cities.
Ethnically diverse, these transient Americans tend to have modest lifestyles due to their lower income jobs.
Surveys show they excel in going to movies, playing basketball, and shooting pool.
54 Multi-Culti Mosaic
An immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed populace of Hispanic, Asian,
and African-American singles and families. With 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.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 38
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
89
%
0.01%
164
0.02%
94
0.01%
235
0.03%
59 Urban Elders
For Urban Elders--a segment located in the downtown neighborhoods of such metros as New York, Chicago, Las
Vegas, and Miami--life is often an economic struggle. These communities have high concentrations of Hispanics
and African-Americans and tend to be downscale, with singles living in older apartment rentals.
30,422
4.17%
60 Park Bench Seniors
Park Bench Seniors are typically retired singles living in the racially diverse neighborhoods of the nation's satellite
cities. With modest educations and incomes, these residents maintain low-key, sedentary lifestyles. Theirs is one
of the top-ranked segments for TV viewing, especially daytime soaps and game shows.
1,263
0.17%
61 City Roots
Found in urban neighborhoods, City Roots is a segment of downscale retirees, typically living in older homes and
duplexes they've owned for years. In these ethnically diverse neighborhoods--nearly 50 percent are
African-American or Hispanic--residents are often widows or widowers living on fixed incomes and maintaining
low-key lifestyles.
22,758
3.12%
55 Golden Ponds
Golden Ponds is mostly a retirement lifestyle, dominated by downscale singles and couples over 65 years old.
Found in small bucolic towns around the country, these high school-educated seniors live in small apartments on
less than $35,000 a year; more than one in five reside in a nursing home. For these elderly residents, daily life is
often a succession of sedentary activities such as reading, watching TV, playing bingo, and doing craft projects.
56 Crossroads Villagers
With a population of white-collar couples and families, Crossroads Villagers is a classic rural lifestyle. Residents
are high school-educated, with downscale incomes and modest housing; one-fifth live in mobile homes. And
there's an air of self-reliance in these households as Crossroads Villagers help put food on the table through
fishing, gardening, and hunting.
57 Old Milltowns
America's once-thriving mining and manufacturing towns have aged--as have the residents in Old Milltowns
communities. Today, the majority of residents are retired singles and couples, living on downscale incomes in
pre-1960 homes and apartments. For leisure, they enjoy gardening, sewing, socializing at veterans clubs, or
eating out at casual restaurants.
58 Back Country Folks
Strewn among remote farm communities across the nation, Back Country Folks are a long way away from
economic paradise. The residents tend to be poor, over 65 years old, and living in older, modest-sized homes and
manufactured housing. Typically, life in this segment is a throwback to an earlier era when farming dominated the
American landscape.
© 2015, The Nielsen Company. All Rights Reserved
PCensus for MapInfo
Page 39
Sears Tower
233 S Wacker Dr.
Nielsen 2015 - PRIZM
Workplace PRIZM Household Segments
Segment Snapshots
233 S Wacker Dr,
Chicago, IL 60606
3 mile ring
Employees
1,504
%
0.21%
63 Family Thrifts
The small-city cousins of inner-city districts, Family Thrifts contain young, ethnically diverse parents who have lots
of children and work entry-level service jobs. In these apartment-filled neighborhoods, visitors find the streets
jam-packed with babies and toddlers, tricycles and basketball hoops, Suzukis and Kias.
5,738
0.79%
64 Bedrock America
Bedrock America consists of economically challenged families in small, isolated towns located throughout the
nation's heartland. With modest educations, sprawling families, and service jobs, many of these residents struggle
to make ends meet. One in five live in mobile homes. One in four haven't finished high school. Rich in scenery,
Bedrock America is a haven for fishing, hunting, hiking, and camping.
266
0.04%
65 Big City Blues
With a population that's more than 45 percent Latino, Big City Blues has one of the highest concentration of
Hispanic-Americans in the nation. But it's also the multi-ethnic address for low-income Asian and African-American
households occupying older inner-city apartments. Concentrated in a handful of major metros, these younger
singles and single-parent families face enormous challenges: low incomes, uncertain jobs, and modest
educations. More than 15 percent haven't have less than a 9th grade education.
19,408
2.66%
66 Low-Rise Living
The most economically challenged urban segment, Low-Rise Living is known as a transient world for middle-aged,
ethnically diverse singles and single parents. Typically, the commercial base of Mom-and-Pop stores is struggling
and in need of a renaissance.
18,990
2.61%
62 Hometown Retired
These racially diverse seniors tend to live in aging homes--40% were built before 1958--and typically get by on
social security and pensions. Because most never made it beyond high school and spent their working lives at
blue-collar jobs, their retirements are extremely modest. These second-city dwellers spend their days on crafts and
watching daytime TV.
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved