Leveraging Data to Improve Solar Customer Acquisition
Connecticut Green Bank PRIZM Research
01/15/15
Agenda
1. Overview of Segmentation Analysis
2. Key Segments
– Solar Homes
– Prudent Yankees
– Solar Prospects
3. Appendix:
Deep Dive Into Profile Analytics
▪ Lease vs. purchase and segmentation analysis
▪ PRIZM cluster detail for target segments
▪ Zip code detail for top quartile for target segments
▪ Detailed segment data – Solar Homes
▪ Detailed segment data – Prudent Yankees
▪ Detailed segment data – Solar Prospects
Segmentation Overview
Solar Market Dynamics
Situation
• Residential consumer interest in solar is growing rapidly
• Many solar system installers and contractors are in place to service the demand
Challenge
• Market dominated by a few, well -funded manufacturers and installers
• Smaller businesses can be at a disadvantage to capture sales potential
• Majority of installers lack time/specialized skills/access to data to find best prospects and convert into customers
Opportunity
• Leverage syndicated consumer data to define best opportunity market segments
• Develop marketing materials relevant to each segment
• Target unique segments with communications designed to engage and convert
Why Segmentation?
Solar is a high consideration purchase, requires extensive consumer education
• Segmentation enables highly efficient outreach/engagement by targeting best opportunity markets using best media
to engage each segment
The solar opportunity market is comprised of distinct consumer groups with unique motivations for considering solar
• Tapping into these insights enables more relevant, customer-centric communications aimed at driving interest and
action
Targeted marketing is more profitable
• Enables sales and margin growth by using data to target the best prospects/ consumers
• Decreases acquisition costs to remain competitive
Defining Audience Segments
How to Approach Segmentation
• Step 1: Define overarching audience by studying existing customer base
• The best customers for your product are existing customers
• Step 2: Define unique segments within based on demographics and psychographics
Data Resource
• Nielsen (the Gold Standard in consumer data) analyzes billions of data points from a host of sources, and from
that, combines demographic, consumer behavior, and geographic data to create 66 distinct PRIZM segments.
This allows marketers to discern consumers’ likes, dislikes, lifestyles and purchase behaviors.
• A key to Nielsen's 66 standardized profiles and names can be found here (called PRIZM)
Creating CT Solar Audience Segments
Step 1: Analyzed existing customer data from CT Green Bank
• RSIP records: March 2012 through June 2014, flag for third-party ownership, purchase w/ financing,
purchase/no info on financing)
• Note… there was no differentiation of audience segments between the purchase records and the
third-party ownership records
Step 2: Fed demographics into nationally syndicated research tools to uncover customer unique profiles
• Defined market segments by demography and geography and quantified size of markets using Nielsen/MRI
• Segments were further analyzed using PRIZM Clusters to more tightly define life stage, psychographics, and
interests
Step 3: Compiled data to provide actionable marketing outcomes
• Heat maps were created and Direct Mail lists can be compiled to develop custom outreach
• Segments were compared to national profiles to uncover areas of opportunity
Overview of CT Solar Segments
CT Households
Solar Homes (480k)
Intersection of the national solar profile and CT solar data,
creating a significant prospect list
Prudent Yankees (80K)
This group does not align with the national solar profile, and
was unique to the CT data, creating an additional prospect list
Solar Prospects (250k)
This audience represents an opportunity to test
messaging/targeting as they are not represented in the current
CT data but align with the overall national solar profile
Solar No-Go’s (400k)
This audience does not align with the national solar profile or
CT solar data
Solar NoGo's
33%
Solar
Prospects
21%
Solar Homes
40%
Prudent
Yankee
6%
Segment Summary
CT solar installs reflect less than a 1% market penetration for solar overall, and in each segment
Segment
% of Current
Customers
Avg.
Household
Income
Avg. Age
College
Education
% w/ Children
in Home
% Employed
Full Time
Potential CT
Households
Solar
Homes
70%
$148K
44
52%
college+
54%
66%
483K
Prudent
Yankees
10%
$48K
52
16%
college+
48%
38%
83K
Solar
Prospects
<10%
$79K
50
32%
college+
27%
49%
250K
Nielsen Prizm Segment Explorer
Solar Homes
Solar Homes Demographics
482,978 households
The “Solar Homes” are affluent married couples, likely to have children in the home.
Demographics
50% women/men
54% have children in the home
Average age
66% employed full time
Average HHI: $148K
84% white
72% married
52% college +
8% of Hispanic descent
Solar Homes: Geography
482,978 households
Residents in below towns
are more likely than average
to be “Solar Homes”
1. Stamford
2. Easton
3. Weston
4. West Simsbury
5. New Canaan
6. Marlborough
7. Cos Cob
8. South Glastonbury
9. Wilton
10. West Granby
Below towns have highest
percentage of residents
falling under “Solar Homes”
1. Westport
2. Fairfield
3. Cheshire
4. Ridgefield
5. New Canaan
6. Darien
7. Guilford
8. Durham
9. Wilton
10. Madison
Solar Homes: PRIZM Clusters
The Solar Homes segment is dominated by two PRIZM Clusters
Country Squires (Upscale Middle Age w/ Kids)
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.
God’s Country (Upscale Older w/o Kids)
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
Solar Homes: Snapshot of “Chris & Kate”
Chris and Kate are an affluent white couple in their early 40’s, with children aged 9-12
• Married 16 years and own their home
• College educated, with an average household income of $160,000
• Busy with work and maintaining their friendships, but always make time for family
• Successful at work and look to improve to themselves physically and mentally
• Embrace and rely on technology in all aspects of life
• Enjoy being out and about, whether taking a trip or going to dinner
• Take pride in their home, refreshing the décor often and hosting friends
• Media choices reflect interest in home/lifestyle (Magazine) and tendency to be out
and about (OOH)
Solar Homes: Using the Data to Target “Chris & Kate”
• Tone of voice:
• Smart, forward thinking, stress investment,
• Visual Cues:
• Young, upwardly mobile, family, technology
• Media:
• On the go, (outdoor) home oriented magazine,
targeted online
Prudent Yankees
Prudent Yankee: Demographics
82,857 households
The “Prudent Yankees” are lower income, likely to not have a college degree.
53% women
48% have children in the home
Average age
38% employed full time
Average HHI: $48K
88% white
62% married
16% college +
6% of Hispanic descent
Prudent Yankee: Geography
82,857 Households
Residents in below towns
are more likely than
average to be “Prudent
Yankees”
1. Falls Village
2. Montville
3. Dayville
4. East Berlin
5. Moosup
6. Westbrook
7. Uncasville
8. South Windham
9. Old Saybrook
10. Plymouth
Below towns have highest
percentage of residents
falling under “Prudent
Yankees”
1. Southbury
2. Torrington
3. North Haven
4. Mystic
5. Winsted
6. South Windsor
7. Old Saybrook
8. Guilford
9. Jewett City
10. Uncasville
Prudent Yankees: Top 2 PRIZM Clusters
The Prudent Yankee segment is dominated by two PRIZM Clusters:
Traditional Times (Upper Mid Older w/o Kids)
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.
New Homesteaders (Upper Mid Younger w/ Kids)
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
Prudent Yankee – Snapshot of “Bill & Karen”
Bill and Karen are married homeowners in their early-to-mid 50’s
• Hold high school diplomas and have an average household income of $71,000
• Conservative views and religion plays a large role in their lives
• Family oriented and self-sufficient with home improvement and repairs
• Stay busy with home-based hobbies and spending time with friends and family
• Comfortable financially but careful with spending and low risk investors
• Curious about technology, but do not typically rely on it in daily lives and likely
will use only when shown to them first
• Care about the environment, recycle and open to green products
Prudent Yankee: Using the Data to Target “Bill & Karen”
• Messaging Insights:
• Taking care of your home, money saving,
stress low risk
• Visual Cues:
• Traditional approach, older models, home
based imagery
• Media:
• Print, Out of Home
Lower Income Prudent Yankee – Snapshot of “Larry & Fran”
Larry and Fran are a married couple in their mid-60’s, with no children at home
• Married 22 years and own their home
• Lower household income and did not attend college
• Religious and conservative couple, prefer a quiet, predictable life
• Happy in the comfort of their own home and keep themselves busy with
hobbies around the home
• Feel overwhelmed with finances, the economy directly impacts their
spending, and are hesitant investors
• Averse to technology
• Feel preserving the environment is important but don’t recycle, taking other
actions to do their part
• Larry and Fran rely on traditional, home based media such as TV and Print
Lower Income Prudent Yankee: Using the Data to Target “Larry & Fran”
• Messaging Insights:
• Control over finances, lower, predicable bills,
avoid tech-speak
• Visual Cues:
• Traditional approach, older models, home
based imagery, avoid tech imagery
• Media:
• TV, Local Print
Solar Prospects
Solar Prospects Demographics
250,904 households
The “Solar Prospects” are middle-aged with an average income, likely to not have children in the home. They are also a
higher percent Hispanic than the national average.
Demographics
51% women
27% have children in the home
Average age
49% employed full time
Average HHI: $79K
72% white
55% married
32% college +
20% of Hispanic descent
Solar Prospects: Geography
250,904 households
Residents in below towns
are more likely than
average to be “Prudent
Yankees”
1. Stamford (06906)
2. Milford (06460)
3. Stamford (06901)
4. Windsor Locks (06096)
5. Bridgeport (06606)
6. Norwalk (06851)
7. West Hartford (06107)
8. Greenwich (06830)
9. Hartford (06103)
10. East Haven (06512)
Below towns have highest
percentage of residents
falling under “Solar
Prospects”
1. Milford (06460)
2. Bridgeport (06606)
3. Stamford (06902)
4. Bristol (06010)
5. West Haven (06516)
6. East Haven (06512)
7. Norwalk (06851)
8. Greenwich (06830)
9. Stratford (06614)
10. Manchester (06042)
Solar Prospects: Top 2 PRIZM Clusters
Solar Prospects are dominated by two PRIZM Clusters
Second City Elite (Upscale Older w/o Kids)
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.
Greenbelt Sports (Upper Mid Older w/o Kids)
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.
Solar Prospects – Snapshot of “Mike & Diane”
Mike and Diane are an affluent white couple in their mid-50’s with no children at
home
• Married 22 years and own their home
• Keep up with fashion and take pride in themselves and their homes
• Like to expand their horizons and try something new
• Enjoy spending time with friends and family, whether in their home, out at a
show, or traveling
• Know where their finances stand at any given time, live comfortably and able to
splurge on higher end items
• Gaining confidence with technology, but don’t rely on it and prefer to be shown
how before using
• Believe preserving the environment is important , recycle and buy green
• Media preferences skew toward local print and out of home
Solar Prospects – Using the Data to Target “Mike & Diane”
• Tone of voice:
• Smart, forward thinking, stress best solution for
home
• Visual Cues:
• Middle aged, fashionable, higher end home
• Media:
• Print, Out of Home
Lower Income Solar Prospects: Snapshot of “David & Maria”
David and Maria are married, Hispanic homeowners in their early 40’s,
with children at home
• No college education, and lower household income
• Working hard to obtain higher status in job and social life
• Want the best for themselves and their families
• Live in the moment and spend their money on things they want and
need day-to-day rather than saving
• Use the Internet to keep family and friends updated on their lives and
to provide entertainment in their spare time
• Value technology and aim to impress others with their gadgets
• Believe preserving the environment is important, occasionally recycling
and open to paying more for green products
• Not heavy media consumers
Lower Income Solar Prospects – Using the Data to Target “David & Maria”
• Tone of voice:
• Best technology, lower bills for control over
finances
• Visual Cues:
• Ethnic, home and family, technology
• Media:
• Radio, TV
Wrapping Up & Next
Steps
Introduction to the Appendix
Segmentation provides companies data to inform marketing and business choices. This appendix provides
additional detail on the information sourced during the CT solar customer exploration.
1.
2.
Segment Details
•
Lease vs. purchase – not a factor in the segmentation analysis
•
Segment detail by PRIZM profile – Guide to specific Nielsen profiles that could be use in a direct
marketing campaign
•
Segment detail by zip code – listing of specific zip codes for the top quartile in each segment
Profile detailed data
•
Solar Homes
•
Prudent Yankee
•
Solar Prospect
Overview of the CT Solar Customer
Three customer segments – 2 reflect our current customer base and one is a new opportunity:
• “Solar Homes” – the mainstream solar customer, affluent married couples, likely to have children in the home
• “Prudent Yankees” – unique segment, very different from Solar Homes, unique to our state, lower income,
likely to not have a college degree.
• “Solar Prospects” – customers that are going solar elsewhere, but don’t seem to be going solar here in CT,
middle-aged with an average income, likely to not have children in the home, also a higher percent Hispanic
than the national average
Segment
% of Current
Customers
Avg. Household
Income
Avg. Age
College
Education
% w/
Children in
Home
% Employed
Full Time
Potential CT
Households
Solar
Homes
70%
$148K
44
52%
college+
54%
66%
483K
Prudent
Yankees
10%
$48K
52
16%
college+
48%
38%
83K
Solar
Prospects
<10%
$79K
50
32%
college+
27%
49%
250K
Putting the Data to Work
1. Select segment(s) that you’re interested in reaching (e.g. Solar Home, Prudent Yankee etc.)- these are now your
target segments.
2. Locate towns/zip codes that are represented within your target segments.
3. Determine which towns and/or zip codes you want to reach (use heat maps to help assess market opportunity in
those areas)
4. Buy lists (direct mail, telemarketing, online) of your target segments’ households that are also within your
preferred trade area. Your target segments are comprised of many detailed PRIZM profiles so look through the
PRIZM data to buy an even more tailored contact list of prospects. (Note – there are lots of list providers!)
5. Refer to the sample creative provided for each profile to help inform your piece’s or campaign’s messaging (*don’t
forget to include a compelling call to action like “call us now” or “check us out online” etc.)
6. Reach out, follow-up and measure, adjust (repeat)!
Wrap-up
Resources
▪ 2 page overview of segments also available
▪ Presentation, recording and 2 pager will be available at:
www.GoSolarCT.com/solar_segmentation
What’s Next?
▪ We’re trying to figure that out. Ideas for us to consider? Email info@gosolarct.com.
Thank you!
Kerry O’Neill, Connecticut Green Bank
kerry.oneill@ctcleanenergy.com
Craig Connolly, Connecticut Green Bank
craig.connolly@ctcleanenergy.com
Cindy Jolicoeur, Match Drive
cindy.jolicoeur@matchdrive.com
Appendix
Lease vs. Purchase – Not a Factor in CT Data
Each Connecticut solar data record provided included system financing information, tagged as either Lease or PPA,
Purchase through CEFIA loan, or Purchase with no data on financing provided.
For each system financing group, we organized all records by PRIZM cluster assigned, counted number of samples
falling under that PRIZM cluster, and lined up by percentages falling into each PRIZM cluster.
We found only slight variation between percentages of each system financing group falling under individual PRIZM
clusters, allowing us to conclude that we are able treat each system financing group in a similar fashion.
Target Segment Detail – Solar Homes
Specific Nielson PRIZM clusters for “Solar Homes” segment:
Segment Explorer
Target Segment Detail – Prudent Yankee
Specific Nielson PRIZM clusters for “Prudent Yankee” segment:
Prudent Yankee
Segment Explorer
Target Segment Detail – Solar Prospects
Specific Nielson PRIZM clusters for “Solar Prospects” segment:
Segment Explorer
Solar Homes Segment Zip Codes – Top Quartile
Solar Homes Segment Zip Codes – Top Quartile
Solar Homes Segment Zip Codes – Top Quartile
Solar Homes Segment Zip Codes – Top Quartile
Prudent Yankee Segment Zip Codes – Top Quartile
Prudent Yankee Segment Zip Codes – Top Quartile
Prudent Yankee Segment Zip Codes – Top Quartile
Prudent Yankee Segment Zip Codes – Top Quartile
Solar Prospects Segment Zip Codes – Top Quartile
Detailed Data:
Solar Homes
Solar Homes Demographics
482,978 households
The “Solar Homes” are affluent married couples, likely to have children in the home.
Demographics
50% women/men
54% have children in the home
Average age
66% employed full time
Average HHI: $148K
84% white
72% married
52% college +
8% of Hispanic descent
Solar Homes: “Chris and Kate” Demographics
Chris and Kate are an affluent white couple with children 9-12 in the home. They have been married 16 years and
own their home.
56% women
63% have children in home
64% college +
Average age
Married avg. of 16 years
93% own their home
Average HHI: $160K
76% married
66% employed full time
91% white
Solar Homes: “Chris and Kate” Psychographics
Chris and Kate are busy with work and maintaining their friendships, but
always make time for their family. They not only work to succeed in their
jobs, but they are working to improve to themselves physically and
mentally.
•
•
•
•
•
•
•
•
89% believe that learning throughout their lives is very important
85% try to eat dinner with their family almost every night
73% are often so busy, they can’t finish everything they need in a day
70% often find themselves in a leadership position
66% consider their fashion style to be trendy
56% consider themselves sophisticated
51% interested in fine arts
40% value wealth
Solar Homes: “Chris and Kate” Activities
Chris and Kate enjoy being out and about, whether taking a trip or going to dinner.
They also take pride in their home, refreshing the décor often and hosting friends.
•
•
•
•
•
•
•
•
•
•
•
•
90% more likely than average to attend rock music performances
78% more likely than average to enjoy home decoration and furnishing
74% have traveled domestically in the past year
72% more likely than average to go to the beach
63% more likely than average to enjoy photography
63% maintain a regular exercise routine
63% more likely than average to have traveled internationally in the past 3 years
63% dine out frequently
51% enjoy entertaining family/friends at home
50% more likely than average to enjoy baking
38% more likely than average to go to bars/nightclubs
36% more likely than average to have gone camping in the past year
Solar Homes: “Chris and Kate” Financial Views
Chris and Kate are consistently aware of their current financial status. They have gone
paperless and track their accounts and pay bills online when possible. Due to their higher
income, they have the ability to pay more for quality products and take risks when investing.
•
•
•
•
•
•
87% feel investing in the future is very important
86% always know broadly how much is in their bank account at any one time
78% prefer using the Internet to carry out day to day banking transactions
75% admit that borrowing money makes them feel uncomfortable
71% are typically willing to pay more for high-quality items
11% more likely than average to like to take risks when investing for the chance of a high
return (30%)
Solar Homes: “Chris and Kate” Technology
Chris and Kate rely on technology in many aspects of their daily life. They don’t
have the hesitation with technology that older groups may have and use their
phones and the Internet to stay connected, purchase products, research and
entertain themselves during downtime.
•
•
•
•
•
•
161% more likely than average to be on LinkedIn
89% feel that the Internet is a great way to actually buy products
65% are fascinated by new technology
65% on Facebook
63% would feel disconnected without the Internet
62% will typically recommend technology/electronic products they like to
friends/family
• 54% say going online is one of my favorite things to do with their free time
Solar Homes: “Chris and Kate” Environmental Views
Chris and Kate are interested in doing their part to preserve the environment through
purchase of environmentally friendly products and recycling items used in their
homes.
•
•
•
•
75% have recycled products in the last year
66% use energy efficient light bulbs
66% agree that preserving the environment is important
55% willing to pay more for environmentally safe products
Solar Homes: “Chris and Kate” Media Usage
Media choices reflect interest in home/lifestyle (Magazine) and tendency to be out and about (OOH)
Media (upper
half)
Percentage
Percent
Over/Under
Indexing
Outdoor
71%
41%
Magazine
60%
19%
Internet
59%
18%
Radio
55%
10%
Newspaper
50%
0%
TV
28%
-45%
Detailed Data:
Prudent Yankees
Prudent Yankee: Demographics
82,857 households
The “Prudent Yankees” are lower income, likely to not have a college degree.
53% women
48% have children in the home
Average age
38% employed full time
Average HHI: $48K
88% white
62% married
16% college +
6% of Hispanic descent
Prudent Yankee: “Bill and Karen” Demographics
Bill and Karen are a married couple with an average household income and high school diplomas. They have been
married 18 years and own their home.
50% women
28% college +
44% have children in home
Average age
Married avg. of 18 years 87% own their home
Average HHI: $71K
45% employed full time
75% married
90% white
Prudent Yankee: “Bill and Karen” Psychographics
Bill and Karen have conservative views and religion plays a large role in their lives.
They are family oriented and self-sufficient around the house, refinishing furniture and
confident putting things together.
• 83% try to eat dinner with their family almost every night
• 81% value modesty
• 72% say that prayer is a part of their daily life and 68% feel that religion should be
the pillar or society
• 66% consider their fashion style to be trendy
• 64% feel that marriage should only be legal between a man and a woman
• 57% believe that traditional gender roles for men and women should be followed
• 41% believe there is too much sex on TV
• 20% more likely than average to enjoy making things they can use everyday and
would rather make something than buy it
Prudent Yankee: “Bill and Karen” Activities
Although Bill and Karen tend to stay close to home, they keep busy with various hobbies and
spending time with friends and family.
•
•
•
•
•
•
•
•
81% more likely than average to enjoy bird watching
71% would not like to spend a year or more abroad
57% likely than average to attend country music performances
55% more likely than average to enjoy woodworking
54% dine out frequently
53% more likely than average to enjoy indoor gardening
47% enjoy entertaining family/friends at home
27% more likely than average to have gone camping in the past year
Prudent Yankee: “Bill and Karen” Financial Views
Bill and Karen are in a comfortable spot with their finances, but are careful with their
spending. They are not in a position to spend freely and typically only participate in low-risk
investments, often discussing with a trusted source first.
•
•
•
•
•
87% feel investing in the future is very important
85% always know broadly how much is in their bank account at any one time
81% say there are one or two financial institutions that they always turn to first
76% admit that borrowing money makes them feel uncomfortable
66% think it is better for them to put their money in a low-risk investment, even if the
return may not be as great
• 50% feel investing in the stock market it too risky
Prudent Yankee: “Bill and Karen” Technology
Bill and Karen are gaining confidence with technology, but not likely to jump at the latest and greatest.
While they are curious about technology, they do not typically rely on it in their daily lives and likely will
use only when shown to them first.
•
•
•
•
•
•
•
•
72% often ask the advice of others when it comes to technology or electronic products
62% are fascinated by new technology
58% say if they are able to use a new technology product, someone has to show them
58% say at first they were nervous about using computers, but now feel much more comfortable
56% feel that the Internet has little impact on their daily life
52% enjoy reading about new technology products how to use it
38% less likely than average to be on LinkedIn
7% less likely than average to be on Facebook
Prudent Yankee: “Bill and Karen” Environmental Views
While they are curious about technology, they do not typically rely on it in their daily lives and likely
will use only when shown to them first. Bill and Karen feel that preserving the environment is
important. They are recycling products in their home and open to upgrading to environmentally safe
products.
•
•
•
•
66% agree that preserving the environment is important
65% use energy efficient light bulbs
56% have recycled products in the last year
54% willing to pay more for environmentally safe products
Prudent Yankee: “Bill and Karen” Media Usage
Prudent Yankee media habits reflect their more conservative lifestyle
Media (upper
half)
Percentage
Percent
Over/Under
Indexing
Outdoor
65%
30%
Newspaper
62%
23%
TV
52%
4%
Magazine
51%
3%
Radio
50%
0%
Internet
44%
-13%
Lower Income Prudent Yankee: “Larry and Fran” Demographics
Larry and Fran are a married couple without children in the home. They have a low household income and did not
attend college. They have been married 22 years and own their home.
54% women
8% college +
Likely to have no children in home*
Average age
Married avg. of 22 years 85% own their home
Average HHI: $26K
20% employed full time
48% married
89% white
Lower Income Prudent Yankees
Lower Income Prudent Yankees are dominated by three, older audience segments
Simple Pleasures (Lower Mid Mature w/o Kids)
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.
Crossroads Villagers (Downscale Older w/o Kids)
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.
Back Country Folks (Downscale Mature Mostly w/o Kids)
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.
Lower Income Prudent Yankee: “Larry & Fran” Psychographics
Larry and Fran are a religious and conservative couple. They are content being in the
background and living their lives the same day to day.
• 81% consider themselves a spiritual person
• 80% say that prayer is a part of their daily life and 74% feel that religion should be the
pillar or society
• 77% try to eat dinner with their family almost every night
• 73% are not content with their appearance
• 49% less likely than average to feel that risk-taking is exciting
• 36% less likely than average to enjoy being the center of attention
• 34% less likely than average to have a goal of making it to the top of their profession
• 29% less likely than average to like a lot of excitement in their lives
• 25% more likely than average to feel they are really only interested in a few things
• 18% less likely than average to strive to achieve a high social status
Lower Income Prudent Yankee: “Larry & Fran” Activities
Larry and Fran tend to keep to themselves. They are happy in the comfort of their own
home and keep themselves busy with hobbies around the home.
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57% likely than average to collect coins
53% more likely than average to play bingo
43% more likely than average to enjoy woodworking
29% more likely than average to enjoy bird watching
25% more likely than average to collect antiques
24% more likely than average to partake in indoor gardening and plants
Lower Income Prudent Yankee: “Larry & Fran” Financial Views
Larry and Fran often feel overwhelmed with their finances and the economy directly impacts
their daily spending. They are not in a position to spend freely and hesitate when it comes to
investing.
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83% always know broadly how much is in their bank account at any one time
81% hate borrowing money and would rather save up in advance of making a purchase
72% feel the economy has a direct effect on their spending habits
71% would prefer not to use the Internet to carry out day to day banking transactions
62% feel investing in the stock market is too risky for them
52% feel overwhelmed by financial burdens
49% less likely than average to take risks when investing for the chance of a high return
Lower Income Prudent Yankee: “Larry & Fran” Technology
Larry and Fran do not rely on technology very often in their daily lives. Likely due to
their age, they do not use the Internet and social media to stay in touch and their lives
wouldn’t feel much different without it.
• 72% would not feel less connected without the Internet
• 65% less likely than average to be on Facebook
• 62% say if they are able to use a new technology product, someone has to show
them how to use it
• 40% more likely than average to feel that computers are too confusing to be of
much use to them
• 38% more likely than average to be willing to use the Internet to shop for products
• 37% less likely that average to think of the Internet as a main source of
entertainment
• 31% less likely than average to be willing to pay more for top quality electronics
Lower Income Prudent Yankee: “Larry & Fran” Environmental Views
Larry and Fran feel that preserving the environment is important. They aren’t currently recycling
products, but take other actions/purchase products to do their part.
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65% are interested in finding out how they can help the environment
65% agree that preserving the environment is important
57% use energy efficient light bulbs
55% willing to pay more for environmentally safe products
28% less likely than average to have recycled products in the last year
Lower Income Prudent Yankee: “Larry & Fran” Media Usage
Larry and Fran rely on traditional, home based media such as TV and Print
Media (upper
half)
Percentage
Percent
Over/Under
Indexing
TV
70%
40%
Newspaper
58%
15%
Outdoor
39%
-21%
Magazine
37%
-25%
Radio
35%
-21%
Internet
20%
-60%
Detailed Data:
Solar Prospects
Solar Prospects Demographics
250,904 households
The “Solar Prospects” are middle-aged with an average income, likely to not have children in the home. They are also a
higher percent Hispanic than the national average.
Demographics
51% women
27% have children in the home
Average age
49% employed full time
Average HHI: $79K
72% white
55% married
32% college +
20% of Hispanic descent
Solar Prospects: “Mike & Diane” Demographics
Mike and Diane are an affluent white couple without children in the home. They have been married 22 years and
own their home.
46% women
Likely to have no children in home* Average HHI: $116K
51% college +
Married avg. of 22 years
*insignificant number
Average age
88% own their home
53% employed full time
63% married
92% white
Solar Prospects: “Mike & Diane” Psychographics
Mike and Diane strive to keep up with the latest fashion trends and take every opportunity to
educate themselves on something new.. They take pride in themselves, physically and mentally, as
well as their homes.
•71% consider their fashion style to be trendy
•52% interested in fine arts
•45% enjoy showing off their home to guests
•44% like to learn about art, culture, and history
•43% value wealth
•35% consider themselves intellectuals
•32% more likely than average to be interested in theories
•21% more likely than average to feel they have more ability than other people
•13% more likely than average to like a lot of variety in their lives
Solar Prospects: “Mike & Diane” Activities
Mike and Diane take any opportunity to expand their horizons and try something new. They
enjoy spending time with friends and family, whether in their home, out at a show, or
traveling.
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116% more likely than average to attend live theater
76% more likely than average to attend art galleries or shows
71% have traveled domestically in the past year
63% dine out frequently
52% more likely than average to take adult education courses
49% enjoy entertaining family/friends at home
30% more likely than average to attend auto shows
27% more likely than average to have traveled internationally in the past 3 years
Solar Prospects: “Mike & Diane” Financial Views
Mike and Diane know where their finances stand at any given time. Due to their higher income
and having no children in the home, they have the ability to occasionally splurge on higher end
items.
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86% feel investing in the future is very important
82% always know broadly how much is in their bank account at any one time
75% admit that borrowing money makes them feel uncomfortable
73% are typically willing to pay more for high-quality items
55% spend what they budget on fashion items
24% less likely than average to feel overwhelmed by financial burdens
Solar Prospects: “Mike & Diane” Technology
Mike and Diane are gaining confidence with technology, but not completely comfortable. While they are
curious about technology, they do not typically rely on it in their daily lives and are more likely to use it
when shown to them first.
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68% often ask the advice of others when it comes to technology or electronic products
56% feel that the Internet has little impact on their daily life
54% say at first they were nervous about using computers, but now feel much more comfortable
53% say if they are able to use a new technology product, someone has to show them how to use it
53% enjoy reading about new technology products
Solar Prospects: “Mike & Diane” Environmental Views
Mike and Diane understand that preserving the environment is important for the future. They are recycling
products in their home and willing to pay more for environmentally safe products.
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68% agree that preserving the environment is important
67% use energy efficient light bulbs
63% have recycled products in the last year
55% willing to pay more for environmentally safe products
Solar Prospects: “Mike & Diane” Media Usage
Mike and Diane’s media preferences reflect their lifestyle orientation and tendency to be out and about
Media (upper
half)
Percentage
Percent
Over/Under
Indexing
Newspaper
67%
34%
Outdoor
61%
22%
Magazine
58%
15%
Internet
55%
10%
TV
49%
-2%
Radio
48%
-5%
Lower Income Solar Prospects: “David and Maria” Demographics
David and Maria have a lower household income and have children in the home. They did not attend college and
own their home.
57% women
14% college +
72% have children in home
Average age
Married avg. of 14 years 78% own their home
Average HHI: $35K
41% employed full time
45% married
53% white
(40% Hispanic)
Lower Income Solar Prospects
Lower Income Solar prospects include 4 PRIZM clusters
Blue-Chip Blues (Midscale Younger w/ Kids)
Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling families
with well-paying blue-collar and service jobs. The segment's aging neighborhoods feature compact,
modestly priced homes surrounded by commercial centers that cater to child-filled households.
Suburban Pioneers (Downscale Middle Age Family Mix)
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.
Lower Income Solar Prospects - Continued
Multi-Culti Mosaic (Lower Mid Middle Age Family Mix)
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.
City Roots (Downscale Mature Mostly w/o Kids)
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.
Lower Income Solar Prospects: “David & Maria” Psychographics
David and Maria are constantly working to obtain a high status in their job and their social
lives. They want the best for themselves and their families.
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67% like to shower their loved ones with gifts
56% have a goal of making it to the top of their profession
47% admit that they work most weekends
45% more likely than average to feel really good about seeing celebrities in the media
that share their ethnic background
35% more likely than average to love keeping up with celebrity news and gossip
30% more likely than average to think that children have a right to be spoiled
25% more likely than average to feel that their lives are slipping out of control
22% more likely than average to value self-interest (putting their interest ahead of others)
20% more likely than average to like living a lifestyle that impresses others19% more
likely than average to strive to achieve a high social status
Lower Income Solar Prospects: “David & Maria” Financial Views
Although David and Maria do not have a high income, they typically live in the moment and spend
their money on things they want and need day-to-day rather than saving.
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73% hate to borrow money and would much rather save up in advance of a purchase
62% feel overwhelmed by financial burdens
52% feel you are better off having what you want now as you never know what tomorrow brings
50% only save for a specific reason
14% more likely than average to find the ups and downs of the financial markets exciting
14% more likely than average to often take the opportunity to discuss their knowledge of
financial products or services with others
Lower Income Solar Prospects: “David & Maria” Media Usage
David and Maria are not active media consumers
Media (upper
half)
Percentage
Percent
Over/Under
Indexing
Radio
54%
9%
TV
49%
-1%
Internet
45%
-10%
Magazine
44%
-12%
Outdoor
40%
-20%
Newspaper
38%
-23%
Lower Income Solar Prospects: “David & Maria” Technology
David and Maria use the Internet to keep family and friends updated on their lives and to provide
entertainment in their spare time. They aim to impress others with their gadgets.
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67% say that before buying electronics, they do as much research as possible
60% say going online is one of their favorite things to do with their free time
55% on Facebook
52% like to be connected, either by phone or Internet, at all times
49% less likely than average to be on LinkedIn
36% more likely than average to like keeping their personal Internet pages updated with
information about their lives
• 31% more likely than average to want other to say “wow” when they see their electronics
Lower Income Solar Prospects: “David & Maria” Environmental Views
David and Maria understand that preserving the environment is important. They are occasionally
recycling products in their home and open to paying more for environmentally safe products.
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63% agree that preserving the environment is important
55% willing to pay more for environmentally safe products
54% have recycled products in the last year
51% use energy efficient light bulbs