3/10/2015
Page 1
Sears Tower, IL
Sitewise Pro
Study Area Maps
Sears Tower, IL
Profile Tables
PRIZM Household Segments
PRIZM Social Groups
PRIZM Lifestage Groups
PRIZM Household Segments Segment Snapshots
Workplace PRIZM Distribution
Workplace PRIZM Social Groups
Workplace PRIZM Lifestage Groups
Workplace PRIZM Household Segments Segment Snapshots
Prepared on: 3/10/2015 11:23:05 PM
© 2015, The Nielsen Company. All Rights Reserved
3/10/2015
Page 2
Sears Tower, IL
© 2015, The Nielsen Company. All Rights Reserved
3/10/2015
Page 3
Sears Tower, IL
Sitewise Pro
PRIZM Household Segments
PRIZM
Household Segments
2015
Households
182,112
Households by PRIZM Segment
Sears Tower, IL
0 - 3 mi
%
2020
Households
192,765
%
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
0.00%
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
0.00%
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
52,179
0
0
14,046
0
0
0
0.00%
0.00%
0.00%
28.65%
0.00%
0.00%
7.71%
0.00%
0.00%
0.00%
0
0
0
56,000
0
0
14,765
0
0
0
0.00%
0.00%
0.00%
29.05%
0.00%
0.00%
7.66%
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
42,565
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
23.37%
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0
45,288
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
23.49%
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
4,043
0
0
22,181
0
0.00%
0.00%
0.00%
0.00%
0.00%
2.22%
0.00%
0.00%
12.18%
0.00%
0
0
0
0
0
4,223
0
0
23,481
0
0.00%
0.00%
0.00%
0.00%
0.00%
2.19%
0.00%
0.00%
12.18%
0.00%
Top 10 PRIZM Segments
© 2015, The Nielsen Company. All Rights Reserved
3/10/2015
Page 4
Sears Tower, IL
Sitewise Pro
PRIZM Household Segments
PRIZM
Household Segments
7.26%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
1.80%
2020
Households
13,879
0
0
0
0
0
0
0
0
3,392
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
7,412
0
0
0
0
9,509
0
0.00%
0.00%
0.00%
4.07%
0.00%
0.00%
0.00%
0.00%
5.22%
0.00%
0
0
0
7,626
0
0
0
0
10,024
0
0.00%
0.00%
0.00%
3.96%
0.00%
0.00%
0.00%
0.00%
5.20%
0.00%
61 City Roots
62 Hometown Retired
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
2,461
0
0
0
5,945
5,268
1.35%
0.00%
0.00%
0.00%
3.26%
2.89%
2,585
0
0
0
6,100
5,400
1.34%
0.00%
0.00%
0.00%
3.16%
2.80%
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
13,226
0
0
0
0
0
0
0
0
3,277
Sears Tower, IL
0 - 3 mi
%
%
7.20%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
1.76%
3/10/2015
Page 5
Sears Tower, IL
Sitewise Pro
PRIZM Social Groups
PRIZM
Social Groups
2015
Households
182,112
Households by PRIZM Segment
Ranked PRIZM Social Groups
U1 - Urban Uptown
U2 - Midtown Mix
U3 - Urban Cores
T3 - Middle America
S1- Elite Suburbs
S2 - The Affluentials
S3 - Middleburbs
S4 - Inner Suburbs
Sears Tower, IL
0 - 3 mi
%
0.00%
C1 - Second City Society
C2 - City Centers
C3 - Micro-City Blues
T1 - Landed Gentry
T2 - Country Comfort
T4 - Rustic Living
Unclassified
2020
Households
192,765
U1 - Urban Uptown
U2 - Midtown Mix
U3 - Urban Cores
T3 - Middle America
S1- Elite Suburbs
S2 - The Affluentials
S3 - Middleburbs
S4 - Inner Suburbs
%
0.00%
C1 - Second City Society
C2 - City Centers
C3 - Micro-City Blues
T1 - Landed Gentry
T2 - Country Comfort
T4 - Rustic Living
Unclassified
135,013
52,179
14,046
42,565
4,043
22,181
74.14%
28.65%
7.71%
23.37%
2.22%
12.18%
143,757
56,000
14,765
45,288
4,223
23,481
74.58%
29.05%
7.66%
23.49%
2.19%
12.18%
U2 - Midtown Mix
31 Urban Achievers
40 Close-In Couples
54 Multi-Culti Mosaic
23,915
13,226
3,277
7,412
13.13%
7.26%
1.80%
4.07%
24,897
13,879
3,392
7,626
12.92%
7.20%
1.76%
3.96%
U3 - Urban Cores
59 Urban Elders
61 City Roots
65 Big City Blues
66 Low-Rise Living
23,183
9,509
2,461
5,945
5,268
12.73%
5.22%
1.35%
3.26%
2.89%
24,109
10,024
2,585
6,100
5,400
12.51%
5.20%
1.34%
3.16%
2.80%
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
Pools
Patios Company. All Rights Reserved
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2015,
The&Nielsen
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0.00%
0.00%
0.00%
0.00%
U1 - Urban Uptown
04 Young Digerati
07 Money & Brains
16 Bohemian Mix
26 The Cosmopolitans
29 American Dreams
3/10/2015
Page 6
Sears Tower, IL
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PRIZM Social Groups
PRIZM
Social Groups
17 Beltway Boomers
18 Kids & Cul-de-Sacs
19 Home Sweet Home
2015
Households
0
0
0
Sears Tower, IL
0 - 3 mi
%
0.00%
0.00%
0.00%
2020
Households
0
0
0
%
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%
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
New
Homesteaders
© 32
2015,
The
Nielsen Company. All Rights Reserved
0
0
0
0
0.00%
0.00%
0.00%
0.00%
0
0
0
0
0.00%
0.00%
0.00%
0.00%
3/10/2015
Page 7
Sears Tower, IL
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PRIZM Social Groups
PRIZM
Social Groups
33 Big Sky Families
37 Mayberry-ville
© 2015, The Nielsen Company. All Rights Reserved
2015
Households
0
0
Sears Tower, IL
0 - 3 mi
%
0.00%
0.00%
2020
Households
0
0
%
0.00%
0.00%
3/10/2015
Page 8
Sears Tower, IL
Sitewise Pro
PRIZM Social Groups
PRIZM
Social Groups
T3 - Middle America
38 Simple Pleasures
42 Red, White & Blues
43 Heartlanders
45 Blue Highways
50 Kid Country, USA
51 Shotguns & Pickups
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
Sears Tower, IL
0 - 3 mi
%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
2020
Households
1
0
0
0
1
0
0
%
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%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
3/10/2015
Page 9
Sears Tower, IL
Sitewise Pro
PRIZM Lifestage Groups
PRIZM
Lifestage Groups
2015
Households
182,112
Households by PRIZM Segment
Ranked Major Lifestage
Ranked Lifestage Groups
YOUNGER YEARS
FAMILY LIFE
MATURE YEARS
Y2 - Young Achievers
F2 - Young Accumulators
Sears Tower, IL
0 - 3 mi
%
0.00%
0.00%
2020
Households
192,765
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
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
M2 - Conservative Classics
M3 - Cautious Couples
Y3 - Striving Singles
Y1 - Midlife Success
F1 - Accumulated Wealth
Unclassified
%
0.00%
0.00%
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
107,970
0
0
0
0
0
0
0
0
0
59.29%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
115,169
0
0
0
0
0
0
0
0
0
59.75%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
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
107,969
52,179
42,565
0
0
0
13,226
0
59.29%
28.65%
23.37%
0.00%
0.00%
0.00%
7.26%
0.00%
115,168
56,000
45,288
0
0
0
13,879
0
59.75%
29.05%
23.49%
0.00%
0.00%
0.00%
7.20%
0.00%
1
0
0
1
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
1
0
0
1
0
0
0
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
Y3 - Striving Singles
42 Red, White & Blues
44 New Beginnings
45 Blue Highways
47 City Startups
48 Young & Rustic
53 Mobility
Blues Company. All Rights Reserved
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The Nielsen
3/10/2015
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Sears Tower, IL
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PRIZM Lifestage Groups
PRIZM
Lifestage Groups
56 Crossroads Villagers
© 2015, The Nielsen Company. All Rights Reserved
2015
Households
0
Sears Tower, IL
0 - 3 mi
%
0.00%
2020
Households
0
%
0.00%
3/10/2015
Page 11
Sears Tower, IL
Sitewise Pro
PRIZM Lifestage Groups
PRIZM
Lifestage Groups
Sears Tower, IL
0 - 3 mi
%
FAMILY LIFE
F1 - Accumulated Wealth
02 Blue Blood Estates
05 Country Squires
06 Winner's Circle
2015
Households
40,806
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
22,181
0
0
0
0
22,181
12.18%
0.00%
0.00%
0.00%
0.00%
12.18%
23,481
0
0
0
0
23,481
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
7,412
0
0
0
0
0
0
0
7,412
4.07%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
4.07%
7,626
0
0
0
0
0
0
0
7,626
3.96%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
3.96%
F4 - Sustaining Families
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
11,213
0
0
5,945
5,268
6.16%
0.00%
0.00%
3.26%
2.89%
11,500
0
0
6,100
5,400
5.97%
0.00%
0.00%
3.16%
2.80%
© 2015, The Nielsen Company. All Rights Reserved
22.41%
0.00%
0.00%
0.00%
0.00%
2020
Households
42,606
0
0
0
0
%
22.10%
0.00%
0.00%
0.00%
0.00%
3/10/2015
Page 12
Sears Tower, IL
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PRIZM Lifestage Groups
PRIZM
Lifestage Groups
MATURE YEARS
M1 - Affluent Empty Nests
01 Upper Crust
07 Money & Brains
09 Big Fish, Small Pond
10 Second City Elite
2015
Households
33,336
14,046
0
14,046
0
0
Sears Tower, IL
0 - 3 mi
%
18.31%
7.71%
0.00%
7.71%
0.00%
0.00%
2020
Households
34,990
14,765
0
14,765
0
0
%
18.15%
7.66%
0.00%
7.66%
0.00%
0.00%
M2 - Conservative Classics
14 New Empty Nests
15 Pools & Patios
21 Gray Power
26 The Cosmopolitans
27 Middleburg Managers
28 Traditional Times
4,043
0
0
0
4,043
0
0
2.22%
0.00%
0.00%
0.00%
2.22%
0.00%
0.00%
4,223
0
0
0
4,223
0
0
2.19%
0.00%
0.00%
0.00%
2.19%
0.00%
0.00%
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
3,277
0
0
3,277
0
0
0
0
1.80%
0.00%
0.00%
1.80%
0.00%
0.00%
0.00%
0.00%
3,392
0
0
3,392
0
0
0
0
1.76%
0.00%
0.00%
1.76%
0.00%
0.00%
0.00%
0.00%
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
11,970
0
0
0
9,509
0
2,461
0
6.57%
0.00%
0.00%
0.00%
5.22%
0.00%
1.35%
0.00%
12,610
0
0
0
10,024
0
2,585
0
6.54%
0.00%
0.00%
0.00%
5.20%
0.00%
1.34%
0.00%
0
0.00%
0
0.00%
Unclassified
Copyright © 2014, The Nielsen
Company
© 2015, The Nielsen Company. All Rights Reserved
3/10/2015
Page 13
Sears Tower, IL
Sitewise Pro
PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
Households by PRIZM Segment
01 Upper Crust
Sears Tower, IL
0 - 3 mi
2015
%
2020
Households
Households
182,112
192,765
%
0
0.00%
0
0.00%
0
0.00%
0
0.00%
0
0.00%
0
0.00%
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.
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.
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.
04 Young Digerati
52,179 28.65%
56,000 29.05%
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.
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
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0
0.00%
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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.
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07 Money & Brains
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Households
14,046 7.71%
14,765
%
7.66%
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.
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
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
0
0.00%
0
0.00%
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.
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.
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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.
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13 Upward Bound
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0 0.00%
0
%
0.00%
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.
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.
0
0.00%
0
0.00%
15 Pools & Patios
0
0.00%
0
0.00%
Formed during the postwar Baby Boom, Pools & Patios has evolved
from a segment of young suburban families to one for older, emptynesting 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 Bohemian Mix
42,565 23.37%
45,288 23.49%
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.
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
0
0.00%
0
0.00%
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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, whitecollar professionals with administrative jobs and upper-middle-class
incomes. Their nexus of education, affluence, and children translates
into large outlays for child-centered products and services.
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19 Home Sweet Home
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0
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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.
20 Fast-Track Families
With their upscale incomes, numerous children, and spacious homes,
Fast-Track Families are in their prime acquisition years. These middleaged 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
0
0.00%
0
0.00%
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, collegeeducated, 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
0
0.00%
0
0.00%
The steady rise of older, healthier Americans over the past decade
has produced one important by-product: middle-class, mostly homeowning 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.
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.
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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.
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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.
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4,043
2.22%
4,223
2.19%
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
0
0.00%
0
0.00%
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.
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.
29 American Dreams
22,181 12.18%
23,481 12.18%
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
© 2015, The Nielsen Company. All Rights Reserved
0
0.00%
0
0.00%
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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.
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31 Urban Achievers
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13,226 7.26%
13,879
%
7.20%
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 foreignborn, 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.
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-middleclass 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 fastgrowing 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 ethnicallydiverse, 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
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2015,
The
Nielsen Company.
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that
cater
to child-filled
households.
0
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0
0.00%
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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 bluecollar jobs and moderately priced housing, residents use their
discretionary cash to purchase boats, campers, motorcycles, and
pickup trucks.
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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%
3,277
1.80%
3,392
1.76%
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
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.
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The residents of Red, White & Blues typically live in exurban towns
rapidly morphing into bedroom suburbs. Their streets feature new fastfood 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.
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43 Heartlanders
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0 0.00%
0
%
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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.
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%
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The
482015,
Young
& Nielsen
Rustic Company. All Rights Reserved
0
0.00%
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.
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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 fastpaced lifestyles centered on sports, cars, and dating.
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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.
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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 gardenstyle 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%
7,412
4.07%
7,626
3.96%
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
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2015, to
The
Nielsen
Company.
All Rights Reserved
striving
improve
their
lower-middle-class
status.
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55 Golden Ponds
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0
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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 schooleducated, 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%
9,509
5.22%
10,024
5.20%
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.
60 Park Bench Seniors
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PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
Sears Tower, IL
0 - 3 mi
2015
%
2020
Households
Households
%
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
2,461
1.35%
2,585
1.34%
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PRIZM Household Segments Segment Snapshots
PRIZM Household Segments
Segment Snapshots
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.
63 Family Thrifts
Sears Tower, IL
0 - 3 mi
2015
%
2020
Households
Households
0 0.00%
0
%
0.00%
0
0.00%
0
0.00%
0
0.00%
0
0.00%
5,945
3.26%
6,100
3.16%
5,268
2.89%
5,400
2.80%
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.
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.
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.
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.
Copyright © 2014, The Nielsen Company
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3/10/2015
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Workplace PRIZM Distribution
Workplace PRIZM
Distribution
Employees by PRIZM Workplace Segment
Sears Tower, IL
0 - 3 mi
Employees
728,604
%
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
0.00%
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
17,016
16,442
9,603
73,462
5,803
6,963
30,712
4,795
4,437
10,675
2.34%
2.26%
1.32%
10.08%
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
2,137
11,198
14,271
10,789
16,007
53,325
13,446
5,685
13,459
2,361
0.29%
1.54%
1.96%
1.48%
2.20%
7.32%
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
6,964
5,747
784
2,839
2,863
28,009
7,942
1,773
65,459
8,712
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
3/10/2015
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Workplace PRIZM Distribution
Workplace PRIZM
Distribution
Sears Tower, IL
0 - 3 mi
Employees
44,073
2,854
376
9,954
1,013
7,275
1,805
648
11,114
24,826
%
6.05%
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
5,516
299
298
2,467
258
4,096
549
391
6,162
824
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
144
3,471
899
44,608
89
164
94
240
30,518
1,265
0.02%
0.48%
0.12%
6.12%
0.01%
0.02%
0.01%
0.03%
4.19%
0.17%
61 City Roots
62 Hometown Retired
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
22,803
1,510
5,737
269
19,362
18,955
3.13%
0.21%
0.79%
0.04%
2.66%
2.60%
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
67 Unclassified
Copyright © 2014, The Nielsen Company
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3/10/2015
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Workplace PRIZM Social Groups
Workplace PRIZM
Social Groups
Employees by Workplace PRIZM Segment
Ranked Workplace PRIZM Social Groups
Sears Tower, IL
0 - 3 mi
Employees
728,604
U1 - Urban Uptown
U2 - Midtown Mix
U3 - Urban Cores
S2 - The Affluentials
S1- Elite Suburbs
S3 - Middleburbs
%
0.00%
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
U1 - Urban Uptown
04 Young Digerati
07 Money & Brains
16 Bohemian Mix
26 The Cosmopolitans
29 American Dreams
250,967
73,462
30,712
53,325
28,009
65,459
34.44%
10.08%
4.22%
7.32%
3.84%
8.98%
U2 - Midtown Mix
31 Urban Achievers
40 Close-In Couples
54 Multi-Culti Mosaic
113,507
44,073
24,826
44,608
15.58%
6.05%
3.41%
6.12%
U3 - Urban Cores
59 Urban Elders
61 City Roots
65 Big City Blues
66 Low-Rise Living
91,639
30,518
22,803
19,362
18,955
12.58%
4.19%
3.13%
2.66%
2.60%
S1- Elite Suburbs
01 Upper Crust
02 Blue Blood Estates
03 Movers & Shakers
06 Winner's Circle
50,024
17,016
16,442
9,603
6,963
6.87%
2.34%
2.26%
1.32%
0.96%
S2 - The Affluentials
08 Executive Suites
14 New Empty Nests
15 Pools & Patios
© 2015, The Nielsen Company. All Rights Reserved
64,180
4,795
10,789
16,007
8.81%
0.66%
1.48%
2.20%
3/10/2015
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Workplace PRIZM Social Groups
Workplace PRIZM
Social Groups
17 Beltway Boomers
18 Kids & Cul-de-Sacs
19 Home Sweet Home
© 2015, The Nielsen Company. All Rights Reserved
Sears Tower, IL
0 - 3 mi
Employees
13,446
5,685
13,459
%
1.85%
0.78%
1.85%
3/10/2015
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Sears Tower, IL
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Workplace PRIZM Social Groups
Workplace PRIZM
Social Groups
S3 - Middleburbs
21 Gray Power
22 Young Influentials
30 Suburban Sprawl
36 Blue-Chip Blues
39 Domestic Duos
Sears Tower, IL
0 - 3 mi
Employees
39,812
6,964
5,747
8,712
7,275
11,114
%
5.46%
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
16,195
2,467
4,096
6,162
3,471
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
36,144
10,675
11,198
14,271
4.96%
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
27,264
2,839
7,942
9,954
1,013
5,516
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
9,961
549
899
1,265
1,510
5,737
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
17,601
5,803
4,437
2,137
2,361
2,863
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
7,591
784
1,773
2,854
376
1,805
1.04%
0.11%
0.24%
0.39%
0.05%
0.25%
© 2015, The Nielsen Company. All Rights Reserved
3/10/2015
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Sears Tower, IL
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Workplace PRIZM Social Groups
Workplace PRIZM
Social Groups
T3 - Middle America
38 Simple Pleasures
42 Red, White & Blues
43 Heartlanders
45 Blue Highways
50 Kid Country, USA
51 Shotguns & Pickups
T4 - Rustic Living
48 Young & Rustic
55 Golden Ponds
56 Crossroads Villagers
57 Old Milltowns
58 Back Country Folks
64 Bedrock America
Unclassified
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved
Sears Tower, IL
0 - 3 mi
Employees
2,471
648
299
298
258
824
144
%
0.34%
0.09%
0.04%
0.04%
0.04%
0.11%
0.02%
1,246
391
89
164
94
240
269
0.17%
0.05%
0.01%
0.02%
0.01%
0.03%
0.04%
0
0.00%
3/10/2015
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Sears Tower, IL
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Workplace PRIZM Lifestage Groups
Workplace PRIZM
Lifestage Groups
Employees by Workplace PRIZM Segment
Ranked Major Lifestage
Ranked Lifestage Groups
Sears Tower, IL
0 - 3 mi
Employees
728,604
FAMILY LIFE
MATURE YEARS
YOUNGER YEARS
Y2 - Young Achievers
F2 - Young Accumulators
%
0.00%
0.00%
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
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
240,843
54,572
9,603
4,795
2,137
11,198
13,459
2,863
8,712
1,805
33.06%
7.49%
1.32%
0.66%
0.29%
1.54%
1.85%
0.39%
1.20%
0.25%
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
181,243
73,462
53,325
5,747
784
2,839
44,073
1,013
24.88%
10.08%
7.32%
0.79%
0.11%
0.39%
6.05%
0.14%
5,027
299
2,467
258
549
391
899
0.69%
0.04%
0.34%
0.04%
0.08%
0.05%
0.12%
Y3 - Striving Singles
42 Red, White & Blues
44 New Beginnings
45 Blue Highways
47 City Startups
48 Young & Rustic
53 Mobility Blues
© 2015, The Nielsen Company. All Rights Reserved
3/10/2015
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Workplace PRIZM Lifestage Groups
Workplace PRIZM
Lifestage Groups
56 Crossroads Villagers
© 2015, The Nielsen Company. All Rights Reserved
Sears Tower, IL
0 - 3 mi
Employees
164
%
0.02%
3/10/2015
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Sears Tower, IL
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Workplace PRIZM Lifestage Groups
Workplace PRIZM
Lifestage Groups
FAMILY LIFE
F1 - Accumulated Wealth
02 Blue Blood Estates
05 Country Squires
06 Winner's Circle
Sears Tower, IL
0 - 3 mi
Employees
244,261
29,208
16,442
5,803
6,963
%
33.52%
4.01%
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
101,221
14,271
13,446
5,685
2,361
65,459
13.89%
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
69,506
2,854
376
9,954
7,275
824
144
3,471
44,608
9.54%
0.39%
0.05%
1.37%
1.00%
0.11%
0.02%
0.48%
6.12%
F4 - Sustaining Families
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
44,325
5,737
269
19,362
18,955
6.08%
0.79%
0.04%
2.66%
2.60%
© 2015, The Nielsen Company. All Rights Reserved
3/10/2015
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Workplace PRIZM Lifestage Groups
Workplace PRIZM
Lifestage Groups
Sears Tower, IL
0 - 3 mi
Employees
243,501
62,841
17,016
30,712
4,437
10,675
%
33.42%
8.62%
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
71,483
10,789
16,007
6,964
28,009
7,942
1,773
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
52,658
648
11,114
24,826
5,516
298
4,096
6,162
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
56,518
89
94
240
30,518
1,265
22,803
1,510
7.76%
0.01%
0.01%
0.03%
4.19%
0.17%
3.13%
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
3/10/2015
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Sears Tower, IL
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Workplace PRIZM Household Segments Segment Snapshots
Workplace PRIZM Household Segments
Segment Snapshots
Employees by Workplace PRIZM Segment
Sears Tower, IL
0 - 3 mi
Employees
%
728,604
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.
17,016
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.
16,442
2.26%
9,603
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.
73,462 10.08%
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 sixfigure comfort. Country Squires enjoy country club sports like golf, tennis, and swimming as well
as skiing, boating, and biking.
5,803
0.80%
06 Winner's Circle
6,963
0.96%
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.
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Workplace PRIZM Household Segments Segment Snapshots
Workplace PRIZM Household Segments
Segment Snapshots
07 Money & Brains
The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and
sophisticated tastes to match their credentials. Many of these city dwellers are married couples
with few children who live in fashionable homes on small, manicured lots.
08 Executive Suites
Sears Tower, IL
0 - 3 mi
Employees
%
30,712 4.22%
4,795
0.66%
4,437
0.61%
10,675
1.47%
2,137
0.29%
11,198
1.54%
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.
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, emptynesting couples enjoy the trappings of success, including belonging to country clubs,
maintaining large investment portfolios, and spending freely on computer technology.
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.
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.
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.
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Workplace PRIZM Household Segments Segment Snapshots
Workplace PRIZM Household Segments
Segment Snapshots
13 Upward Bound
More than any other segment, Upward Bound appears to be the home of those legendary
Soccer Moms and Dads. In these small satellite cities, upscale families boast dual incomes,
college degrees, and new split-levels and colonials. Residents of Upward Bound tend to be kidobsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles, and
camping equipment.
Sears Tower, IL
0 - 3 mi
Employees
%
14,271 1.96%
10,789
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.
16,007
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.
53,325
7.32%
17 Beltway Boomers
13,446
1.85%
5,685
0.78%
14 New Empty Nests
With their grown-up children recently out of the house, New Empty Nests is composed of uppermiddle 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.
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.
18 Kids & Cul-de-Sacs
Upper-middle class, suburban, married couples with children--that's the skinny on Kids & Cul-deSacs, 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.
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19 Home Sweet Home
Sears Tower, IL
0 - 3 mi
Employees
%
13,459 1.85%
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.
2,361
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.
6,964
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.
5,747
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.
784
0.11%
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.
2,839
0.39%
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.
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25 Country Casuals
Sears Tower, IL
0 - 3 mi
Employees
%
2,863 0.39%
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.
28,009
3.84%
7,942
1.09%
1,773
0.24%
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.
65,459
8.98%
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.
8,712
1.20%
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.
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.
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 uppermiddle-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.
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31 Urban Achievers
Concentrated in the nation's port cities, Urban Achievers is often the first stop for up-andcoming 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.
Sears Tower, IL
0 - 3 mi
Employees
%
44,073 6.05%
2,854
0.39%
376
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.
9,954
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.
1,013
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 childfilled households.
7,275
1.00%
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.
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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.
Sears Tower, IL
0 - 3 mi
Employees
%
1,805 0.25%
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.
648
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.
11,114
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.
24,826
3.41%
5,516
0.76%
299
0.04%
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 emptynesters tend to own their homes but have modest educations and incomes. They maintain a lowkey lifestyle filled with newspapers and television by day, and family-style restaurants at night.
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 bluecollar jobs to the service industry.
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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.
Sears Tower, IL
0 - 3 mi
Employees
%
298 0.04%
2,467
0.34%
258
0.04%
4,096
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.
549
0.08%
48 Young & Rustic
Young & Rustic is composed of middle age, restless singles. These folks tend to be lowermiddle-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.
391
0.05%
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.
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49 American Classics
Sears Tower, IL
0 - 3 mi
Employees
%
6,162 0.85%
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.
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.
824
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.
144
0.02%
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 AfricanAmericans--is a working-class sensibility and an appreciation for their off-the-beaten-track
neighborhoods.
3,471
0.48%
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.
899
0.12%
44,608
6.12%
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.
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55 Golden Ponds
Sears Tower, IL
0 - 3 mi
Employees
%
89 0.01%
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.
164
0.02%
94
0.01%
240
0.03%
30,518
4.19%
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 lowkey, sedentary lifestyles. Theirs is one of the top-ranked segments for TV viewing, especially
daytime soaps and game shows.
1,265
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.
22,803
3.13%
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.
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.
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62 Hometown Retired
Sears Tower, IL
0 - 3 mi
Employees
%
1,510 0.21%
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.
5,737
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.
269
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 lowincome 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.
19,362
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.
18,955
2.60%
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.
Copyright © 2014, The Nielsen Company
© 2015, The Nielsen Company. All Rights Reserved