PRIZM® Premier Segment Storyboards PRIZM® PREMIER SEGMENT STORYBOARD

01 – Upper M1 – Affluent Empty Nests U.S. Crust S1 – Elite Suburbs 1.03% HHs

ABOUT ME DEMOGRAPHIC S • Live in the nation’s most exclusive addresses HOUSEHOLD HOUSEHOLD DEMOGRAPHICS • Consists of wealthy empty-nesting couples AGE over the age of 65 18-24 0% 25-34 0% 92% 2% • High concentration of residents earning over 35-44 0% Suburban With Kids $100,000 a year and many possess a 45-54 0% postgraduate degree 55-64 0% 96% 65-74 79% 82% Home • Opulent standard of living – driving expensive 75+ 18% Married cars, frequently eating out, and traveling Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 125,503 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Lexus Graduate Mostly • Eats at California Pizza Kitchen Plus Retired < $50K • Shops at Chico’s 37% $50K - $99K • Contributes to public radio, TV, etc. 42% TECH USAGE $100K - $499K • Visits Europe $500K - $999K • Watches White House Correspondents Dinner 20% $1 Million+ • Listens to All News Lowest Below Avg Average Above Avg Highest

Sources: Claritas Household Demographics 2019, Claritas Consumer Profiles 2019, Claritas GfK MRI Behavior Profiles 2019, Nielsen Online Behavior Profiles 2018, Nielsen Television Behavior Profiles 2018.

02 – Networked F1 – Accumulated Wealth U.S. Neighbors S1 – Elite Suburbs 0.98% HHs

ABOUT ME DEMOGRAPHIC S • Family portrait of suburban wealth HOUSEHOLD HOUSEHOLD DEMOGRAPHICS • A place of expensive homes and manicured AGE lawns, high-end cars and vacations to tropical 18-24 3% 25-34 79% 69% getaways 18% 35-44 47% Suburban With Kids • Lifestyle characterized by married couples 45-54 32% with children, high technology use, graduate 55-64 0% 93% 65-74 83% degrees, and six-figure incomes earned by 0% Home corporate executives, managers and business 75+ 0% Married professionals Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 232,777 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns an Audi Graduate Management & • Eats at Chipotle Plus Professional < $50K • Shops at Bloomingdale’s 37% $50K - $99K • Follows NHL or local team on Twitter 42% TECH USAGE $100K - $499K • Visits Hawaii $500K - $999K • Uses fantasy sports sites/apps 20% $1 Million+ • Listens to Alternative radio Lowest Below Avg Average Above Avg Highest

03 – Movers & M1 – Affluent Empty U.S. Nests HHs Shakers S1 – Elite Suburbs 1.40%

ABOUT ME DEMOGRAPHIC S • Home to America’s business class HOUSEHOLD HOUSEHOLD DEMOGRAPHICS • Wealthy suburban world of dual-income AGE couples who are highly educated, typically 18-24 0% 25-34 84% 15% between the ages of 45 and 64 0% 35-44 0% Suburban With Kids • High percentage of executives and white- 45-54 13% collar professionals 55-64 75% 93% 65-74 77% 12% Home • Enjoy reading business publications and visits 75+ 0% Married to investment websites Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 136,283 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

2% • Owns a BMW Graduate Management & • Eats at PF Chang’s Plus Professional < $50K 32% • Shops at Neiman Marcus $50K - $99K • Attends European soccer games TECH USAGE 47% $100K - $499K • Uses National car rental $500K - $999K • Uses iPad to read the newspaper 19% $1 Million+ • Listens to ABC News radio Lowest Below Avg Average Above Avg Highest

04 – Young Y1 – Midlife Success U.S. Digerati U1 – Urban Uptown 1.46% HHs

ABOUT ME DEMOGRAPHIC S • Tech-savvy and live in fashionable neighborhoods on the urban fringe HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Affluent and highly educated 18-24 4% 25-34 33% 100% 77% • Communities are typically filled with trendy 35-44 45% Urban With Kids homes and condos 45-54 18% 55-64 0% 99% • Believe in living ecofriendly lifestyles and 65-74 83% 0% Home enjoy dining at organic/health food 75+ 0% Married restaurants, coffee houses and other trendy Owners establishments EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 134,523 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns an Audi Graduate Management & • Eats at California Pizza Kitchen Plus Professional < $50K 31% • Shops at Crate & Barrel $50K - $99K • Attends college sports events 41% TECH USAGE $100K - $499K • Flies United $500K - $999K • Uses Yelp 28% $1 Million+ • Listens to Adult Alternative radio Lowest Below Avg Average Above Avg Highest

05 – Country F1 – Accumulated U.S. Wealth HHs Squires T1 – Landed Gentry 2.32%

ABOUT ME DEMOGRAPHIC S • Wealthiest residents in exurban America HOUSEHOLD HOUSEHOLD DEMOGRAPHICS • An oasis for affluent Baby Boomers who’ve AGE fled the city for the charms of small-town 18-24 2% 25-34 100% 49% living 14% 35-44 24% Town With Kids • Bucolic communities noted for their recently 45-54 32% built homes on sprawling properties 55-64 28% 91% 65-74 80% 0% Home • Families of executives that live in six-figure 75+ 0% Married comfort Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 123,034 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Subaru Graduate Management & 16% • Eats at Panera Bread Plus Professional 22% < $50K • Shops for men’s business attire $50K - $99K • Attends Minor League Baseball games TECH USAGE 1… $100K - $499K • Flies Delta $500K - $999K • Buys sporting event tickets online 47% $1 Million+ • Listens to Mainstream Rock Lowest Below Avg Average Above Avg Highest

06 – Winner’s F1 – Accumulated U.S. Wealth HHs Circle S2 – The Affluentials 1.37%

ABOUT ME DEMOGRAPHIC S • Collection of mostly 35-54-year-old couples with large families in new-money subdivisions HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Surrounding their homes are the signs of 18-24 3% 25-34 Metro 68% upscale living – recreational parks, golf 24% 35-44 courses and upscale malls 36% Mix With Kids 45-54 37% • Big spenders who like to travel, eat at quick 55-64 0% 90% service restaurants, shop at clothing 65-74 0% 82% 75+ 0% Home boutiques, and attend sporting events Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 133,929 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns an Acura Graduate Management & 3% • Eats at Chipotle Plus Professional 20% < $50K • Shops at Anthropologie $50K - $99K • Attends college sports events TECH USAGE $100K - $499K • Flies Southwest 1… 60% $500K - $999K • Uses fantasy sports sites and apps $1 Million+ • Utilizes Apple music streaming services Lowest Below Avg Average Above Avg Highest

Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2019, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2018.

07 – Money & M1 – Affluent Empty U.S. Nests HHs Brains U1 – Urban Uptown 1.40%

ABOUT ME DEMOGRAPHIC S • Seem to have it all – high incomes, advanced degrees and sophisticated tastes to match HOUSEHOLD HOUSEHOLD DEMOGRAPHICS their credentials AGE 18-24 0% 25-34 100% 9% • Many of these city dwellers are married 0% 35-44 couples with few children 0% Urban With Kids 45-54 8% • Live in fashionable homes on small, 55-64 35% 99% manicured lots with expensive cars in the 65-74 47% 64% 75+ 11% Home driveway Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 124,760 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Mercedes Graduate Management & • Eats at Cheesecake Factory Plus Professional < $50K 32% • Shops at Bloomingdale’s $50K - $99K • Contributes to public radio, TV, etc. 40% TECH USAGE $100K - $499K • Visits Europe $500K - $999K • Visits app/internet for restaurant information 28% $1 Million+ • Listens to All News radio Lowest Below Avg Average Above Avg Highest

08 – Gray M1 – Affluent Empty U.S. Nests HHs Power S2 – The Affluentials 1.14%

ABOUT ME DEMOGRAPHIC S • Consists of wealthy older couples typically living just beyond the nation’s beltways HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Mix of retirees and white-collar professionals 18-24 0% 25-34 76% 4% drawn to comfortable homes and apartments 0% 35-44 within a manageable commute to downtown 0% Suburban With Kids 45-54 0% jobs, restaurants and entertainment 55-64 26% 95% • The enjoy traveling and watching golf on 65-74 60% 81% 75+ 14% Home television Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 136,257 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Cadillac Graduate Employment • Eats at Bonefish Grill Plus Mix < $50K • Shops at Chico’s 37% $50K - $99K • Attends PGA/LPGA events TECH USAGE 45% $100K - $499K • Cruises on Royal Caribbean $500K - $999K • Visits cruisecritic.com $1 Million+ 17% • Listens to Adult Standards Lowest Below Avg Average Above Avg Highest

09 – Big Fish, M1 – Affluent Empty U.S. Nests HHs Small Pond T1 – Landed Gentry 1.62%

ABOUT ME DEMOGRAPHIC S • Members of Big Fish, Small Pond are often among the leading citizens of their small-town HOUSEHOLD HOUSEHOLD DEMOGRAPHICS communities AGE 18-24 0% 25-34 100% 5% • Older, upper-class individuals with 0% 35-44 postgraduate degrees 0% Town With Kids 45-54 0% • Upscale, empty-nesting couples who enjoy 55-64 11% 95% 65-74 82% the trappings of success, including belonging 75% Home to country clubs, maintaining large investment 75+ 14% Married portfolios and dining at upscale sit-down Owners restaurants EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 100,381 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Lexus Graduate Mostly • Eats at Carrabba’s 14% Plus Retired 27% < $50K • Shops at Pier 1 Imports $50K - $99K • Interested in men’s tennis TECH USAGE $100K - $499K • Visits Alaska 42% $500K - $999K • Visits Angie’s List site/app 17% $1 Million+ • Listens to CBS Conservative radio Lowest Below Avg Average Above Avg Highest

10 – Executive F1 – Accumulated U.S. Wealth HHs Suites S2 – The Affluentials 1.29%

ABOUT ME DEMOGRAPHIC S • Residents of Executive Suites tend to be prosperous and active professionals and are HOUSEHOLD HOUSEHOLD DEMOGRAPHICS above average in their use of technology AGE 18-24 4% 25-34 Metro 67% • Follow sports on Instagram and Twitter 26% 35-44 36% Mix With Kids • Use the internet to purchase tickets for 45-54 34% sporting events and often stop at quick 55-64 0% 100% service restaurants for a bite to eat 65-74 0% 74% 75+ 0% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 87,551 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Mazda Graduate Management & 10% 5% • Eats at Chipotle Plus Professional < $50K • Shops at Express/Express for Men 1… $50K - $99K • Follows sports on Instagram and Twitter TECH USAGE $100K - $499K • Stays at the DoubleTree $500K - $999K • Buys sporting events tickets online 70% $1 Million+ • Listens to Sports Radio Lowest Below Avg Average Above Avg Highest

11 – Fast-Track F1 – Accumulated U.S. Wealth HHs Families T1 – Landed Gentry 1.91%

ABOUT ME DEMOGRAPHIC S • Fast-Track Families lead busy, active lives often centered around the schedules and HOUSEHOLD HOUSEHOLD DEMOGRAPHICS interests of their children AGE 18-24 2% 25-34 100% 57% • Always on the go, they are frequent quick 17% 35-44 service restaurant diners, drive SUVs, hunt, 30% Rural With Kids 45-54 40% and ski 55-64 10% 88% • Tend to shop for sporting goods and active 65-74 0% 81% 75+ 0% Home wear clothing Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 99,680 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a GMC College Management & 7% • Eats at Qdoba Graduate Professional 7% < $50K • Shops at Cabela’s 43% $50K - $99K • Goes hunting TECH USAGE 27% $100K - $499K • Visits Canada $500K - $999K • Uses fantasy sports sites/apps 16% $1 Million+ • Listens to Mainstream Rock Lowest Below Avg Average Above Avg Highest

12 – Cruisin’ to M1 – Affluent Empty U.S. Nests HHs Retirement S2 – The Affluentials 2.38%

ABOUT ME DEMOGRAPHIC S • With their children mostly grown and out of the house, these older couples are Cruisin' to HOUSEHOLD HOUSEHOLD DEMOGRAPHICS Retirement AGE 18-24 0% 25-34 77% 10% • Remain in the neighborhoods where they 0% 35-44 raised their families, enjoying the suburban 0% Suburban With Kids 45-54 5% lifestyle 55-64 45% 91% 65-74 71% • Tend to watch golf on TV, listen to talk radio, 43% Home and read the travel section of the weekend 75+ 7% Married paper to determine where to visit on their Owners frequent trips EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 97,890 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Lexus Graduate Employment 3% • Eats at Bonefish Grill Plus Mix 22% < $50K • Shops at Chico’s $50K - $99K • Attends Minor League Baseball games TECH USAGE $100K - $499K • Uses Alamo car rental 58% 17% $500K - $999K • Visits Angie’s List site/app $1 Million+ • Listens to Talk/Personality radio Lowest Below Avg Average Above Avg Highest

Sources: Claritas Household Demographics 2018, Claritas Consumer Profiles 2018, Claritas GfK MRI Behavior Profiles 2018, Nielsen Online Behavior Profiles 2017, Nielsen Television Behavior Profiles 2018.

13 – Upward Y1 – Midlife Success U.S. Bound S2 – The Affluentials 1.06% HHs

ABOUT ME DEMOGRAPHIC S • Upward Bound are often upscale families boasting dual incomes, college degrees and HOUSEHOLD HOUSEHOLD DEMOGRAPHICS newer homes AGE 18-24 6% 25-34 Metro 59% • Residents are above average technology 33% 35-44 users who use computers and mobile devices 34% Mix With Kids 45-54 27% for banking, music streaming and television 55-64 0% watching 61% 65-74 61% 0% Home • Frequently research and purchase all types of 75+ 0% Married products online Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 84,772 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns an Volkswagen Graduate Management & 10% 8% • Eats at Cold Stone Creamery Plus Professional < $50K • Shops at Anthropologie 12% $50K - $99K • Plays tennis TECH USAGE $100K - $499K • Visits Chicago 70% $500K - $999K • Views dating apps/sites on smartphone $1 Million+ • Uses Spotify streaming services Lowest Below Avg Average Above Avg Highest

14 – Kids & Cul-F1 – Accumulated U.S. Wealth HHs de-Sacs S2 – The Affluentials 1.36%

ABOUT ME DEMOGRAPHIC S • Upscale, suburban and second city, married couples with children – an enviable lifestyle of HOUSEHOLD HOUSEHOLD DEMOGRAPHICS families in recently built subdivisions AGE 18-24 4% 25-34 Metro 47% • Refuge for college-educated, white-collar 20% 35-44 professionals with management jobs and 24% Mix With Kids 45-54 22% upscale incomes 55-64 15% 78% 65-74 71% • Their nexus of education, affluence, and 12% Home children translates into large outlays for 75+ 3% Married family-oriented products and services Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 97,593 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns an Infiniti Graduate Management & • Eats at Auntie Anne’s Plus Professional < $50K 28% • Shops at Dick’s Sporting Goods $50K - $99K • Attends minor league hockey games TECH USAGE $100K - $499K • Flies Southwest 72% $500K - $999K • Watches Great American Baking Show $1 Million+ • Listens to Adult Hits radio Lowest Below Avg Average Above Avg Highest

15 – New F1 – Accumulated U.S. Wealth HHs Homesteaders T1 – Landed Gentry 1.03%

ABOUT ME DEMOGRAPHIC S • Middle Age, upscale families seeking to escape suburban sprawl and reside in small, HOUSEHOLD HOUSEHOLD DEMOGRAPHICS rustic townships AGE 18-24 5% 25-34 100% 73% • With management and professional positions, 29% 35-44 these dual-income couples have fashioned 50% Town With Kids 45-54 16% comfortable, child-centered lifestyles 55-64 0% 87% 65-74 76% • Their garages are filled with sporting goods 0% Home and equipment, their houses with the latest 75+ 0% Married technological gadgets Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 99,722 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Nissan Graduate Management & • Eats at Mellow Mushroom 12% Plus Professional 31% < $50K • Shops at Finish Line 1… $50K - $99K • Follows college sports on Instagram & Twitter TECH USAGE $100K - $499K • Stays at the Holiday Inn $500K - $999K • Watches NCAA basketball tournament 45% $1 Million+ • Listens to Sports Radio Lowest Below Avg Average Above Avg Highest

16 – Beltway F1 – Accumulated U.S. Wealth HHs Boomers S2 – The Affluentials 1.11%

ABOUT ME DEMOGRAPHIC S • Members of the post-war Baby Boom grown up HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • One segment of this huge cohort, college- 18-24 3% 25-34 Metro 38% educated, upscale, and home-owning, is 15% 35-44 found in Beltway Boomers 20% Mix With Kids 45-54 22% • They are just starting to see their children 55-64 18% 80% 65-74 69% leave their comfortable suburban and second 19% Home city subdivisions while beginning to plan for 75+ 3% Married their own retirement Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 83,996 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns an Acura College Management & • Eats at Hooter’s Graduate Professional < $50K 28% • Shops at Neiman Marcus $50K - $99K • Attends pro boxing events TECH USAGE $100K - $499K • Visits Orlando 72% $500K - $999K • Uses job search sites/apps $1 Million+ • Listens to Mainstream Rock Lowest Below Avg Average Above Avg Highest

17 – Urban M2 – Conservative U.S. Classics HHs Elders U2 – Midtown Mix 1.16%

ABOUT ME DEMOGRAPHIC S • Located in the downtown neighborhoods of such metros as New York, Chicago, Las Vegas HOUSEHOLD HOUSEHOLD DEMOGRAPHICS and Miami AGE 18-24 0% 25-34 100% 18% • More likely to be renters than other 0% 35-44 households in their age cohort 16% Urban With Kids 45-54 31% • Enjoy cultural options available to them in 55-64 27% 0% their communities, frequently art museum 65-74 21% 35% 75+ 5% Home exhibits and other local events Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 71,448 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

5% • Owns a Mercedes Graduate Employment 6% • Eats at California Pizza Kitchen Plus Mix < $50K • Shops at Bloomingdale’s $50K - $99K 45% • Attends marathon events TECH USAGE 23% $100K - $499K • Flies JetBlue $500K - $999K • Watches State of the Union and Tony Awards 2… $1 Million+ • Listens to All News radio Lowest Below Avg Average Above Avg Highest

18 – Mayberry - M2 – Conservative U.S. Classics HHs ville T2 – Country Comfort 1.67%

ABOUT ME DEMOGRAPHIC S • Quaint, picturesque burg and old-fashioned way of life HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • In these rural areas, upscale couples prefer 18-24 0% 25-34 100% 6% outdoor activities like hunting and boating 0% 35-44 during the day 0% Rural With Kids 45-54 0% • Stay home and watch TV at night 55-64 35% 96% 65-74 83% 53% Home • Their use of technology trails that of others at 75+ 11% Married their same asset level Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 94,601 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Subaru Graduate Mostly • Eats at Cracker Barrel 17% Plus Retired 25% < $50K • Shops at Pier 1 Imports $50K - $99K • Contributes to public radio, TV, etc. 13% TECH USAGE $100K - $499K • Stays at Fairfield Inn 1… $500K - $999K • Uses satellite internet connection 33% $1 Million+ • Listens to CBS Conservative radio Lowest Below Avg Average Above Avg Highest

19 – American M2 – Conservative U.S. Classics HHs Dreams U1 – Urban Uptown 1.12%

ABOUT ME DEMOGRAPHIC S • American Dreams residents are found in upper-middle-class multilingual neighborhoods HOUSEHOLD HOUSEHOLD DEMOGRAPHICS in urban areas AGE 18-24 4% 25-34 100% 34% • Enjoy shopping at upscale department stores 17% 35-44 17% Urban With Kids • Enjoy attending college sporting events, and 45-54 18% vacationing in popular tourist destinations 55-64 19% 92% such as Los Angeles and Las Vegas 65-74 20% 57% 75+ 5% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 82,588 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Mercedes College Management & • Eats at Boston Market Graduate Professional < $50K • Shops at Nordstrom Rack 30% 50% $50K - $99K • Attends college sports events TECH USAGE $100K - $499K • Visits Las Vegas $500K - $999K • Watches “This is Life with Lisa Ling” 20% $1 Million+ • Listens to Rhythmic Oldies radio Lowest Below Avg Average Above Avg Highest

20 – Empty M2 – Conservative U.S. Classics HHs Nests S3 – Middleburbs 1.56%

ABOUT ME DEMOGRAPHIC S • Composed of upper-middle income older Americans who pursue active, and activist, HOUSEHOLD HOUSEHOLD DEMOGRAPHICS lifestyles with their grown-up children out of AGE 18-24 0% the house 25-34 0% 71% 4% 35-44 • Most are over 65 years old, but they show no 0% Suburban With Kids 45-54 0% interest in a rest-home retirement 55-64 22% 91% 65-74 64% • They enjoy golf, eating out at sit-down 62% Home restaurants, and contributing to military 75+ 16% Married veterans and political causes that they Owners champion EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 66,200 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Buick Mostly College 4% • Eats at Bonefish Grill Graduate Retired 14% < $50K • Shops at Chico’s $50K - $99K • Follows PGA/LPGA TECH USAGE 18% $100K - $499K • Cruises on Royal Caribbean 64% $500K - $999K • Watches Preakness and Tony Awards $1 Million+ • Listens to Adult Standards Lowest Below Avg Average Above Avg Highest

21 – The Y1 – Midlife Success U.S. Cosmopolitans U1 – Urban Uptown 1.11% HHs

ABOUT ME DEMOGRAPHIC S • Educated and upscale, The Cosmopolitans are urbane couples in America’s fast-growing HOUSEHOLD HOUSEHOLD DEMOGRAPHICS cities AGE 18-24 6% 25-34 100% 47% • Concentrated in major metro areas, a vibrant 27% 35-44 social scene surrounds their older homes 27% Urban With Kids 45-54 16% • These residents attend both sporting events 55-64 11% 98% and cultural events, and enjoy leisure- 65-74 11% 62% 75+ 2% Home intensive lifestyles Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 94,634 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a BMW Graduate Management & • Eats at organic/health food restaurants Plus Professional < $50K 32% • Shops at Saks Fifth Avenue $50K - $99K 47% • Attends NBA games TECH USAGE $100K - $499K • Flies Alaskan Airlines $500K - $999K • Uses Yelp 20% $1 Million+ • Listens to Sports Radio Lowest Below Avg Average Above Avg Highest

22 – Middleburg M2 – Conservative U.S. Classics HHs Managers C1 – Second City Society2.43%

ABOUT ME DEMOGRAPHIC S • Upper middle-class with solid white-collar jobs and good educations HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Established in their homes and 18-24 4% 25-34 Metro 56% neighborhoods, they enjoy attending sporting 23% 35-44 events with their families when they aren’t 29% Mix With Kids 45-54 28% traveling frequently for business 55-64 16% 88% 65-74 70% • Thrifty with their spending, despite an upscale 0% Home income, investing in a college savings plan 75+ 0% Married and their future retirement Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 108,051 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Mercedes Graduate Management & 4% • Eats at Mellow Mushroom Plus Professional 19% < $50K • Shops at Nordstrom $50K - $99K • Attends professional hockey matches TECH USAGE 61% $100K - $499K • Visits Canada 16% $500K - $999K • Views NHL and team sites online $1 Million+ • Listens to Rock Lowest Below Avg Average Above Avg Highest

23 – Township F2 – Young U.S. Accumulators HHs Travelers T2 – Country Comfort 1.10%

ABOUT ME DEMOGRAPHIC S • Township Travelers exhibit a blend of behaviors representative of their upscale HOUSEHOLD HOUSEHOLD DEMOGRAPHICS incomes and small-town environment AGE 18-24 2% 25-34 100% 43% • Uses the internet for fantasy sports and 15% 35-44 online banking 19% Town With Kids 45-54 24% • Enjoy listening to college sports on the radio, 55-64 17% 100% shopping at sporting goods stores, and 65-74 19% 76% 75+ 4% Home attending minor league baseball games Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 80,031 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

4% • Owns a Hyundai College Employment • Eats at Texas Roadhouse Graduate Mix < $50K • Shops at Sam’s Club $50K - $99K • Attends Speedway Motorsports events TECH USAGE $100K - $499K • Stays at Embassy Suites 96% $500K - $999K • Listens to radio via internet/apps $1 Million+ • Uses TuneIn streaming services Lowest Below Avg Average Above Avg Highest

24 – Pickup M2 – Conservative U.S. Classics HHs Patriarchs T2 – Country Comfort 1.00%

ABOUT ME DEMOGRAPHIC S • Pickup Patriarchs, an upscale segment found in exurban areas, are country chic HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • They live in areas that are somewhat rural, 18-24 0% 25-34 100% 28% but they have more suburban tastes 0% 35-44 0% Town With Kids • They attend minor league baseball games, 45-54 46% engage in home improvements and enjoy 55-64 54… 91% relaxing in the great outdoors 65-74 0% 72% 75+ 0% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 87,159 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS 1% • Owns a GMC College Management & 9% • Eats at Cracker Barrel Graduate Professional < $50K 11% 26% • Shops at Hobby Lobby $50K - $99K • Attends Minor League Baseball games TECH USAGE $100K - $499K • Visits Chicago $500K - $999K • Views consumer reviews on internet/apps 53% $1 Million+ • Listens to Sports Radio Lowest Below Avg Average Above Avg Highest

25 – Up-and- Y1 – Midlife Success U.S. Comers S3 – Middleburbs 1.50% HHs

ABOUT ME DEMOGRAPHIC S • Full of younger families, some with children and some just beginning to get married HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Found in suburban areas and second cities, 18-24 6% 25-34 Metro 43% these adults, mostly age 25 to 44, are college 30% 35-44 graduates who travel frequently for work and 23% Mix With Kids 45-54 17% pleasure, and use the latest technology 55-64 12% 50% 65-74 52% • Many are planning for changes in the near 10% Home future, including going back to school, 75+ 2% Married purchasing a home, and paying off student Owners loan debt EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 69,918 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a BMW College Management & • Eats at Jimmy John’s Graduate Professional 20% < $50K • Shops at H&M $50K - $99K • Plays tennis TECH USAGE $100K - $499K • Flies Delta 80% $500K - $999K • Watches CNN decades miniseries $1 Million+ • Listens to Urban One Lowest Below Avg Average Above Avg Highest

26 – Home F2 – Young U.S. Accumulators HHs Sweet Home S3 – Middleburbs 1.28%

ABOUT ME DEMOGRAPHIC S • These residents tend to be upper-midscale households living in mid-sized homes HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • The adults are mostly over 55 and have gone 18-24 4% 25-34 Metro 0% to college and hold professional and white- 13% 35-44 collar jobs 11% Mix With Kids 45-54 21% • These folks listen to radio on their computers 55-64 23% 82% 65-74 56% via streaming services, attend International 24% Home Speedway events, and are likely to visit 75+ 4% Married casino bars and nightclubs Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 69,379 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Subaru College Employment • Eats at Panera Graduate < $50K Mix 23% • Shops at Stein Mart $50K - $99K • Follows sports on Instagram and Twitter TECH USAGE $100K - $499K • Visits casinos 77% $500K - $999K • Purchases CDs via the internet $1 Million+ • Listens to Christian Adult Contemporary Lowest Below Avg Average Above Avg Highest

27 – Big Sky F2 – Young U.S. Accumulators HHs Families T2 – Country Comfort 2.49%

ABOUT ME DEMOGRAPHIC S • Scattered in placid towns across the American heartland, Big Sky Families is a segment of HOUSEHOLD HOUSEHOLD DEMOGRAPHICS middle-aged rural families AGE 18-24 3% 25-34 100% 62% • Residents enjoy country music and all types 21% 35-44 of team sports and outdoor activities, 29% Rural With Kids 45-54 39% especially hunting 55-64 8% 87% 65-74 78% • These families attend high school sports 0% Home events and wear their team logo apparel to 75+ 0% Married show their team spirit Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 87,333 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS 6% • Owns a Ram College Management & 6% • Eats at Logan’s Roadhouse Graduate Professional < $50K • Shops at Cabela’s 52% $50K - $99K • Attends high school sports events TECH USAGE 22% $100K - $499K • Stays at Holiday Inn $500K - $999K • Uses DISH Network TV & Online 13% $1 Million+ • Listens to Sports Radio Lowest Below Avg Average Above Avg Highest

28 – Country M2 – Conservative U.S. Classics HHs Casuals T2 – Country Comfort 1.86%

ABOUT ME DEMOGRAPHIC S • There's a laid-back atmosphere in Country Casuals - a collection of older, upper-midscale HOUSEHOLD HOUSEHOLD DEMOGRAPHICS empty-nest households AGE 18-24 0% 25-34 100% 7% • These Baby-Boom couples enjoy outdoor 0% 35-44 activities, like hunting, and buying locally 0% Rural With Kids 45-54 0% grown food 55-64 39% 95% • Not likely to be up-to-date on technology 65-74 52% 81% 75+ 9% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 76,825 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a GMC Some Employment 7% • Eats at Hardee’s College Mix 8% < $50K 37% • Shops at Dillard’s $50K - $99K • Goes hunting TECH USAGE $100K - $499K • Flies Allegiant Air 35% $500K - $999K • Watches NASCAR 13% $1 Million+ • Listens to Adult Standards Lowest Below Avg Average Above Avg Highest

29 – White F2 – Young U.S. Accumulators HHs Picket Fences T2 – Country Comfort 1.56%

ABOUT ME DEMOGRAPHIC S • Residents look a lot like the stereotypical American household of a generation ago: HOUSEHOLD HOUSEHOLD DEMOGRAPHICS midscale couples with children AGE 18-24 6% 25-34 100% 44% • But the current version reflects changing 21% 35-44 patterns, with some parents just beginning to 22% Town With Kids 45-54 21% start families while others approach the 55-64 14% empty-nest stage as their children age 49% 65-74 63% 14% Home • Enjoy grabbing a quick bite to eat at Zakby’s 75+ 2% Married or Sonic, attending college basketball games, Owners and shopping at Dillard’s and Family Dollar EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 63,295 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS 3% • Owns a Kia Some Employment • Eats at Sonic College Mix < $50K • Shops at Dollar General $50K - $99K • Follows sports on Instagram and Twitter TECH USAGE $100K - $499K • Visits Chicago 97% $500K - $999K • Uses Sling TV for streaming $1 Million+ • Listens to New Country Lowest Below Avg Average Above Avg Highest

30 – Pools & F2 – Young U.S. Accumulators HHs Patios S3 – Middleburbs 1.43%

ABOUT ME DEMOGRAPHIC S • Pools & Patios is a segment of upper midscale suburban and second city families HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • In these stable neighborhoods graced with 18-24 4% 25-34 Metro 89% backyard pools and patios, residents work as 25% 35-44 white-collar managers and professionals as 37% Mix With Kids 45-54 24% they approach the prime years of their 55-64 6% careers 76% 65-74 76% 3% Home • They are above average technology users, 75+ 1% Married paying bills via smartphone, reading Owners newspapers on their tablets, and shopping online EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 74,901 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Mitsubishi College Management & • Eats at Wingstop Graduate Professional 21% < $50K • Shops at New York & Company $50K - $99K • Attends Major League Soccer matches TECH USAGE $100K - $499K • Visits Mexico 79% $500K - $999K • Uses Samsung Galaxy tablet to read paper $1 Million+ • Listens to Spanish Adult Hits Lowest Below Avg Average Above Avg Highest

31 – Connected Y1 – Midlife Success U.S. Bohemians U2 – Midtown Mix 1.55% HHs

ABOUT ME DEMOGRAPHIC S • A collection of mobile urbanites, they represent the nation's most liberal lifestyles HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Its residents are a mix of tech savvy young 18-24 15% 25-34 100% 30% singles, couples, and families ranging from 57% 35-44 students to professionals 27% Urban With Kids 45-54 0% • Often quick to check out the latest movie, 55-64 0% 0% 65-74 31% nightclub and technology 0% Home 75+ 0% Married • Enjoy comedy clubs and rap concerts, Owners snowboarding, and eating at organic restaurants EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 59,424 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1…1… • Owns a Subaru Graduate Management & 10% • Eats at organic/health food restaurants Plus Professional < $50K • Shops at Nordstrom 11% $50K - $99K • Attends college sports events TECH USAGE $100K - $499K • Visits New York City 77% $500K - $999K • Uses Yelp $1 Million+ • Uses Spotify streaming services Lowest Below Avg Average Above Avg Highest

32 – Traditional M3 – Cautious Couples U.S. Times T3 – Middle America 1.39% HHs

ABOUT ME DEMOGRAPHIC S • Traditional Times is the kind of lifestyle where small-town couples nearing or entering HOUSEHOLD HOUSEHOLD DEMOGRAPHICS retirement are beginning to enjoy their first AGE 18-24 0% empty-nest years 25-34 0% 100% 4% 35-44 • Typically age 65 and older, these upper 0% Town With Kids 45-54 0% midscale Americans pursue an active lifestyle 55-64 17% 94% • They belong to country clubs and civic clubs 65-74 65% 74% 75+ 19% Home and spend their vacation time traveling Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 77,753 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Cadillac Graduate Mostly • Eats at Bonefish Grill Plus Retired 17% 18% < $50K • Shops at Chico’s $50K - $99K • Follows PGA/LPGA TECH USAGE 14% $100K - $499K • Visits Alaska 50% $500K - $999K • Watches golf $1 Million+ • Listens to ABC Conservative Lowest Below Avg Average Above Avg Highest

F3 – Mainstream 33 – Second Families U.S. City Startups C1 – Second City 0.99% HHs Society

ABOUT ME DEMOGRAPHIC S • In Second City Startups, young to middle- aged families have settled in neighborhoods HOUSEHOLD HOUSEHOLD DEMOGRAPHICS within smaller cities and metro area suburbs AGE 18-24 9% 25-34 Metro 69% • These families are ethnically diverse with 32% 35-44 media consumption reflecting cultural variety 34% Mix With Kids 45-54 25% • They enjoy eating at quick service restaurants 55-64 0% 61% and following the NBA and Mexican league 65-74 0% 58% 75+ 0% Home soccer Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 67,022 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Nissan College Management & • Eats at Jack in the Box Graduate Professional 15% < $50K • Shops at Burlington $50K - $99K • Attends bowl games TECH USAGE $100K - $499K • Visits casinos 85% $500K - $999K • Uses DIRECTV streaming services $1 Million+ • Listens to Mexican Regional Lowest Below Avg Average Above Avg Highest

34 – Young & Y1 – Midlife Success U.S. Influential S4 – Inner Suburbs 0.94% HHs

ABOUT ME DEMOGRAPHIC S • College educated mainly 25-44 year-old adults who are influential in their communities and HOUSEHOLD HOUSEHOLD DEMOGRAPHICS social networks and are very tech savvy AGE 18-24 7% 25-34 Metro 37% • Common address for middle-class singles and 32% 35-44 couples who are more preoccupied with 24% Mix With Kids 45-54 19% balancing work and leisure pursuits 55-64 10% 0% 65-74 43% • They live in apartment complexes surrounded 7% Home by ball fields, health clubs and casual-dining 75+ 1% Married restaurants Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 63,907 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns an Infiniti College Management & 14% • Eats at Mellow Mushroom Graduate Professional < $50K • Shops at HomeGoods $50K - $99K • Attends minor league hockey games TECH USAGE $100K - $499K • Visits Washington, D.C. 87% $500K - $999K • Uses Hulu for streaming $1 Million+ • Uses radio.com streaming services Lowest Below Avg Average Above Avg Highest

35 – Urban Y1 – Midlife Success U.S. Achievers U2 – Midtown Mix 1.29% HHs

ABOUT ME DEMOGRAPHIC S • Urban Achievers are midscale, middle aged, ethnically diverse homeowners in urban HOUSEHOLD HOUSEHOLD DEMOGRAPHICS neighborhoods with established careers and AGE 18-24 4% college degrees 25-34 17% 100% 34% 35-44 • They are active participants in their 19% Urban With Kids 45-54 18% communities 55-64 19% 93% • Strong supporters of college sports and Major 65-74 20% 52% 75+ 4% Home League soccer Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 66,120 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Mazda College Employment • Eats at Wingstop Graduate Mix 23% < $50K • Shops at New York & Company $50K - $99K • Attends college sports events 59% TECH USAGE $100K - $499K • Flies JetBlue $500K - $999K 18% • Watches Univision $1 Million+ • Listens to Spanish Contemporary Lowest Below Avg Average Above Avg Highest

36 – Toolbelt M3 – Cautious Couples U.S. Traditionalists S4 – Inner Suburbs 2.42% HHs

ABOUT ME DEMOGRAPHIC S • Like many other older segments, Toolbelt Traditionalists have empty nests HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • If something needs to be fixed, they are likely 18-24 0% 25-34 Metro 14% to do the work themselves with their own 0% 35-44 power tools or paint 0% Mix With Kids 45-54 16% • They enjoy the benefits of AARP and prefer 55-64 37% 76% dining at sitdown restaurants over quick 65-74 38% 62% 75+ 9% Home service establishments Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 64,062 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Lincoln Some Employment • Eats at Long John Silver’s College Mix 22% < $50K • Shops at Stein Mart $50K - $99K • Attends NASCAR events TECH USAGE $100K - $499K • Cruises on Carnival 78% $500K - $999K • Visits AARP $1 Million+ • Listens to Gospel Lowest Below Avg Average Above Avg Highest

F3 – Mainstream 37 – Bright Families U.S. Lights, Lil’ City C1 – Second City 1.39% HHs Society

ABOUT ME DEMOGRAPHIC S • Not all of America's aspiring socialites live in major metros HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Upper midscale, college educated, younger 18-24 7% 25-34 Metro 57% couples settled in the nation's satellite cities 36% 35-44 and suburbs 36% Mix With Kids 45-54 21% • Despite living further out from the urban 55-64 0% 59% downtowns, they still like to go out on the 65-74 0% 56% 75+ 0% Home town with frequent meals out Married Owners • Attend minor league baseball games and WWE EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 70,142 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Jeep College Management & • Eats at Papa John’s Graduate Professional 19% < $50K • Shops at Finish Line $50K - $99K • Follows sports on Instagram and Twitter TECH USAGE $100K - $499K • Visits Orlando 81% $500K - $999K • Visits WWE.com $1 Million+ • Uses Amazon streaming services Lowest Below Avg Average Above Avg Highest

38 – Hometown M3 – Cautious Couples U.S. Retired T3 – Middle America 1.37% HHs

ABOUT ME DEMOGRAPHIC S • Hometown Retired consists of older, midscale couples with no kids at home HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Somewhat set in their ways, they are slow to 18-24 0% 25-34 100% 14% adopt and below average in their use of 0% 35-44 technology 0% Town With Kids 45-54 16% • They watch the news on television and enjoy 55-64 35% 82% reading and eat out occasionally at places 65-74 40% 69% 75+ 9% Home that they deem to offer a good value Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 57,503 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS 3% • Owns a GMC Some Employment • Eats at Hardee’s College Mix < $50K • Shops at Dollar General $50K - $99K • Interested in ProRodeo and bull riding TECH USAGE $100K - $499K • Stays at Comfort Inn 97% $500K - $999K • Visits NASCAR online $1 Million+ • Listens to Sports Radio Lowest Below Avg Average Above Avg Highest

39 – Kid F3 – Mainstream U.S. Families HHs Country, USA T3 – Middle America 1.13%

ABOUT ME DEMOGRAPHIC S • Widely scattered throughout the nation's heartland, Kid Country, USA is a segment HOUSEHOLD HOUSEHOLD DEMOGRAPHICS dominated by families living in small towns AGE 18-24 7% 25-34 100% 67% • These working-class households enjoy minor 31% 35-44 league hockey and monster trucks 38% Town With Kids 45-54 25% • Likely to own boats and ATVs 55-64 0% 62% 65-74 0% 61% 75+ 0% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 61,890 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS 3% • Owns a Chevrolet Some Employment • Eats at Zaxby’s College Mix < $50K • Shops at HomeGoods $50K - $99K • Interested in minor league hockey TECH USAGE $100K - $499K • Flies Allegiant Air 97% $500K - $999K • Purchases vehicles on the internet $1 Million+ • Uses iHeartRadio streaming services Lowest Below Avg Average Above Avg Highest

40 – Aspiring Y2 – Young Achievers U.S. A-Listers U2 – Midtown Mix 1.12% HHs

ABOUT ME DEMOGRAPHIC S • Typically urban renters, Aspiring A-Listers are focused on their social lives HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • They are out and about often and spend 18-24 0% 25-34 100% 15% heavily on status brands and dining out at 0% 35-44 quick service restaurants 13% Urban With Kids 45-54 31% • They are interested in a wide variety sports 55-64 27% 0% and like to visit large, vibrant cities across the 65-74 24% 23% 75+ 5% Home U.S. Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 23,856 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Hyundai Some Employment • Eats at Subway College Mix < $50K • Shops at Bloomingdale’s $50K - $99K • Attends men’s tennis events TECH USAGE $100K - $499K • Flies JetBlue 100% $500K - $999K • Watches MLB $1 Million+ • Listens to Spanish Contemporary Lowest Below Avg Average Above Avg Highest

41 – Domestic M3 – Cautious Couples U.S. Duos S4 – Inner Suburbs 0.97% HHs

ABOUT ME DEMOGRAPHIC S • Represents a lower midscale mix of mainly over-65 singles and married couples HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Live in older suburban and second city homes 18-24 0% 25-34 0% Metro 1% • With their fixed incomes, segment residents 35-44 0% Mix With Kids maintain an easy-going, predictable lifestyle 45-54 0% 55-64 0% 71% • Residents like to socialize by playing bingo, 65-74 26% 52% Home meeting with the local civic club, or going out 75+ 48% Married to eat Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 28,080 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

3% • Owns a Buick Some Mostly • Eats at Bonefish Grill College Retired < $50K 19% • Shops at Stein Mart $50K - $99K • Interested in figure skating TECH USAGE 62% $100K - $499K • Cruises on Royal Caribbean 16% $500K - $999K • Uses SparkNotes.com $1 Million+ • Listens to Adult Standards Lowest Below Avg Average Above Avg Highest

42 – Multi-Culti F4 – Sustaining U.S. Families HHs Mosaic U3 – Urban Cores 1.66%

ABOUT ME DEMOGRAPHIC S • An immigrant gateway community HOUSEHOLD HOUSEHOLD DEMOGRAPHICS • Multi-Culti Mosaic is the urban home for a AGE mixed populace of Hispanic, Asian, and 18-24 8% 25-34 100% 49% African-American singles and families 24% 35-44 23% Urban With Kids • This segment is characterized by many first- 45-54 19% generation Americans who are striving to 55-64 15% 48% improve their economic status 65-74 10% 42% 75+ 1% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 46,102 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

4%3% • Owns a Honda Some Employment • Eats at Chinese restaurants < $50K College Mix 12… • Shops at Lady Foot Locker/Foot Locker $50K - $99K • Interested in Mexican league soccer 9% TECH USAGE 72% $100K - $499K • Visits Los Angeles $500K - $999K • Watches Telemundo $1 Million+ • Listens to Spanish Adult Hits Lowest Below Avg Average Above Avg Highest

43 – City M3 – Cautious Couples U.S. Roots U3 – Urban Cores 1.14% HHs

ABOUT ME DEMOGRAPHIC S • Found in urban neighborhoods, City Roots is a segment of upscale, mainly white-collar HOUSEHOLD HOUSEHOLD DEMOGRAPHICS workers AGE 18-24 3% 25-34 100% 55% • Typically live in older homes they've owned 25% 35-44 for years 28% Urban With Kids 45-54 13% • In these ethnically diverse neighborhoods 55-64 13% 94% 65-74 68% residents are hard-working, enjoying 15% Home shopping at upscale department stores and 75+ 2% Married travelling domestically Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 104,781 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns an Volkswagen Graduate Management & • Eats at Boston Market 8% Plus Professional 20% < $50K • Shops at Saks Fifth Avenue $50K - $99K • Attends Minor League Baseball games TECH USAGE $100K - $499K • Visits New York City 15% 56% $500K - $999K • Watches Univision $1 Million+ • Listens to Spanish Contemporary Lowest Below Avg Average Above Avg Highest

44 – Country F3 – Mainstream U.S. Families HHs Strong T3 – Middle America 3.30%

ABOUT ME DEMOGRAPHIC S • Country Strong are lower middle class families in rural areas HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Embrace their day-to-day lives 18-24 4% 25-34 19% 100% 49% • They are focused on their families and prefer 35-44 23% Rural With Kids hunting and country music to keeping up with 45-54 36% the latest technology 55-64 17% 65% 65-74 0% 55% 75+ 0% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 37,549 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Ram High Employment 7% • Eats at Sonic School Mix 8% < $50K • Shops at Shoe Carnival $50K - $99K • Goes hunting TECH USAGE $100K - $499K • Stays at Comfort Inn 84% $500K - $999K • Uses DISH Network TV & online $1 Million+ • Listens to Classic Country Lowest Below Avg Average Above Avg Highest

45 – Urban F4 – Sustaining U.S. Families HHs Modern Mix U3 – Urban Cores 2.07%

ABOUT ME DEMOGRAPHIC S • In Urban Modern Mix, middle-class singles and couples reside in ethnically diverse HOUSEHOLD HOUSEHOLD DEMOGRAPHICS neighborhoods in or near the city center AGE 18-24 7% 25-34 100% 34% • They are fans of basketball and boxing 19% 35-44 21% Urban With Kids • Attend music concerts 45-54 17% 55-64 17% 61% • Listen to Urban Adult Contemporary radio 65-74 17% 36% 75+ 3% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 38,307 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Lincoln Some Employment 13% • Eats at White Castle College Mix < $50K • Shops at Burlington $50K - $99K • Interested in pro boxing TECH USAGE $100K - $499K • Visits casinos 87% $500K - $999K • Visits UFC app/website $1 Million+ • Listens to Urban Oldies Lowest Below Avg Average Above Avg Highest

46 – M3 – Cautious Couples U.S. Heartlanders T3 – Middle America 1.26% HHs

ABOUT ME DEMOGRAPHIC S • This widespread segment consists of mostly retired older couples living in sturdy, HOUSEHOLD HOUSEHOLD DEMOGRAPHICS unpretentious homes AGE 18-24 0% 25-34 100% 7% • Communities of small families and empty- 0% 35-44 nesting couples 0% Rural With Kids 45-54 0% • Heartlanders residents pursue a rustic lifestyle 55-64 52% 85% where hunting, fishing, and sewing remain 65-74 48% 52% 75+ 0% Home prime leisure activities Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 33,884 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

3% 2% • Owns a Buick High Employment • Eats at Hardee’s School Mix < $50K • Shops at Dollar General 21% $50K - $99K • Interested in ProRodeo and bull riding 58% TECH USAGE $100K - $499K • Stays at Super 8 $500K - $999K • Watches DIY Network 17% $1 Million+ • Listens to Oldies Lowest Below Avg Average Above Avg Highest

47 – Striving Y2 – Young Achievers U.S. Selfies C2 – City Centers 1.44% HHs

ABOUT ME DEMOGRAPHIC S • Striving Selfies is a segment of middle-age singles and couples that show signs of greater HOUSEHOLD HOUSEHOLD DEMOGRAPHICS potential AGE 18-24 14% 25-34 Metro 31% • They are among the most tech savvy 26% 35-44 segments with some college credits under 18% Mix With Kids 45-54 20% their belt 55-64 21% 7% 65-74 21% • More often than not, they are renters who 0% Home have not yet been able to purchase their first 75+ 0% Married home Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 22,934 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

4% 2% • Owns a Ford Some Employment • Eats at Wingstop College Mix < $50K • Shops at H&M $50K - $99K • Attends college sports events TECH USAGE $100K - $499K • Visits Washington, DC 93% $500K - $999K • Takes college courses online $1 Million+ • Uses Spotify streaming services Lowest Below Avg Average Above Avg Highest

48 – Generation Y2 – Young Achievers U.S. Web C2 – City Centers 1.72% HHs

ABOUT ME DEMOGRAPHIC S • Having grown up in the age of the internet, Generation Web are middle-age families with HOUSEHOLD HOUSEHOLD DEMOGRAPHICS above average technology use AGE 18-24 12% 25-34 Metro 40% • They are more often renters, living in 25% 35-44 suburban neighborhoods and second cities 22% Mix With Kids 45-54 26% • Use their smartphones for everything from 55-64 15% 3% taking college courses to dating and social 65-74 0% 23% 75+ 0% Home networking Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 21,459 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

2% • Owns a Nissan High Employment 3% • Eats at Starbucks School Mix < $50K • Shops at Finish Line $50K - $99K • Follows NBA on Facebook and Twitter TECH USAGE $100K - $499K • Stays at Motel 6 95% $500K - $999K • Visits WWE.com $1 Million+ • Listens to Rhythmic Contemporary Hit Radio Lowest Below Avg Average Above Avg Highest

49 – American M3 – Cautious Couples U.S. Classics C2 – City Centers 1.68% HHs

ABOUT ME DEMOGRAPHIC S • They may be older and retired, but the residents of American Classics are still living HOUSEHOLD HOUSEHOLD DEMOGRAPHICS the American Dream of home ownership AGE 18-24 0% 25-34 Metro 5% • Homeowners living a comfortable lifestyle 0% 35-44 0% Mix With Kids • These couples are below average in their 45-54 0% technology use, preferring to find their 55-64 28% 63% entertainment outside of the home 65-74 72% 27% 75+ 0% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 28,002 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

2%1% • Owns a Buick Some Mostly • Eats at LongHorn Steakhouse College Retired < $50K 20% • Shops at Stein Mart $50K - $99K • Follows figure skating TECH USAGE 64% $100K - $499K • Visits casinos 13% $500K - $999K • Watches MSNBC $1 Million+ • Listens to News/Talk Lowest Below Avg Average Above Avg Highest

50 – Metro Y2 – Young Achievers U.S. Grads S4 – Inner Suburbs 1.44% HHs

ABOUT ME DEMOGRAPHIC S • Middle-age singles and couples still establishing themselves in their careers and HOUSEHOLD HOUSEHOLD DEMOGRAPHICS their lives AGE 18-24 7% 25-34 Metro 31% • They are settled in suburban areas and 17% 35-44 second cities 20% Mix With Kids 45-54 30% • Often out and about, attending everything 55-64 26% 100% from soccer and hockey games to on-the-go 65-74 0% 34% 75+ 0% Home meals at quick service restaurants Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 27,289 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1%2% • Owns a Chrysler Some Employment 9% • Eats at Church’s Chicken College Mix < $50K • Shops at Academy Sports & Outdoors 8% $50K - $99K • Follows Mexican league soccer $100K - $499K TECH USAGE 80% • Visits Alaska $500K - $999K • Uses Boost Mobile for wireless $1 Million+ • Listens to Spanish Adult Hits Lowest Below Avg Average Above Avg Highest

51 – Campers & F3 – Mainstream U.S. Families HHs Camo T3 – Middle America 1.84%

ABOUT ME DEMOGRAPHIC S • Primarily found in small towns and less densely populated area, Campers & Camo HOUSEHOLD HOUSEHOLD DEMOGRAPHICS families enjoy the outdoors AGE 18-24 6% 25-34 100% 41% • They enjoy attending motorsports events, as 17% 35-44 well as drag racing 23% Town With Kids 45-54 39% • Despite their age, they are below average in 55-64 15% 100% their use of technology, but do visit 65-74 0% 40% 75+ 0% Home WWE.com and enjoy social networking sites Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 25,919 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Ram High Employment 5% • Eats at Hardee’s School Mix 6% < $50K • Shops at Family Dollar $50K - $99K • Interested in Grand Prix Motorcycle/Motocross TECH USAGE $100K - $499K • Stays at Holiday Inn 87% $500K - $999K • Takes college courses online $1 Million+ • Listens to Contemporary Inspirational Lowest Below Avg Average Above Avg Highest

52 – Simple M3 – Cautious Couples U.S. Pleasures T3 – Middle America 1.32% HHs

ABOUT ME DEMOGRAPHIC S • Many of its residents over 65 years old HOUSEHOLD HOUSEHOLD DEMOGRAPHICS • Simple Pleasures is mostly a retirement AGE lifestyle: a neighborhood of lower-middle- 18-24 0% 25-34 100% 3% class singles and couples living in modestly 0% 35-44 priced homes 0% Rural With Kids 45-54 0% • Many are high school-educated seniors who 55-64 0% 89% held blue-collar jobs before their retirement 65-74 68% 51% 75+ 32% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 34,134 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

4% 1% • Owns a Ford High Mostly • Eats at Cracker Barrel School Retired < $50K • Shops at Dollar General 24% 55% $50K - $99K • Contributes to public radio, TV, etc. TECH USAGE $100K - $499K • Stays at Super 8 $500K - $999K • Uses DISH Network TV & Online 16% $1 Million+ • Listens to Classic Country Lowest Below Avg Average Above Avg Highest

53 – Lo-Tech M3 – Cautious Couples U.S. Singles C2 – City Centers 1.41% HHs

ABOUT ME DEMOGRAPHIC S • Lo-Tech Singles are older households centered mainly in the nation's second cities HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Residents are below average in their 18-24 0% 25-34 Metro 7% technology use 0% 35-44 0% Mix With Kids • Choose a night out at a restaurant as their 45-54 0% evening entertainment 55-64 24% 100% 65-74 58% 32% 75+ 18% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 22,223 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Buick High Mostly • Eats at Long John Silver’s School Retired < $50K • Shops at Big Lots $50K - $99K • Follows figure skating TECH USAGE $100K - $499K • Flies Allegiant Air 100% $500K - $999K • Watches INSP for family entertainment $1 Million+ • Listens to Gospel Lowest Below Avg Average Above Avg Highest

54 – Struggling Y2 – Young Achievers U.S. Singles C2 – City Centers 1.33% HHs

ABOUT ME DEMOGRAPHIC S • Ethnically diverse households found mostly in second cities HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Struggling Singles are middle-aged and mid- 18-24 6% 25-34 78% 33% career 18% 35-44 19% Second City With Kids • They enjoy a wide variety of sports and 45-54 33% entertainment activities that fill their social 55-64 25% 47% calendars, such as monster trucks and WWE 65-74 0% 26% 75+ 0% Home events Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 22,483 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

5% 1% • Owns a Kia High Employment 4% • Eats at Ruby Tuesday’s School Mix < $50K • Shops at Justice $50K - $99K • Interested in Monster Jam (monster trucks) TECH USAGE $100K - $499K • Stays at Days Inn 90% $500K - $999K • Spends 5+ hours/day on social networking $1 Million+ sites Lowest Below Avg Average Above Avg Highest • Listens to Active Rock

55 – Red, Y3 – Striving Singles U.S. White & Blue T4 – Rustic Living 1.42% HHs

ABOUT ME DEMOGRAPHIC S • The residents of Red, White & Blue typically live in rural areas HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Middle-aged, with high school educations and 18-24 8% 25-34 100% 37% lower incomes, many of these folks are 17% 35-44 transitioning from blue-collar jobs to the 20% Rural With Kids 45-54 34% service industry 55-64 21% 52% • In their spare time, they attend activities like 65-74 0% 31% 75+ 0% Home professional bull riding and NASCAR races Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 16,705 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

3% 3% • Owns a Dodge High Employment • Eats at Hardee’s School Mix < $50K • Shops at Burlington $50K - $99K • Interested in ProRodeo and bull riding TECH USAGE $100K - $499K • Visits Chicago 93% $500K - $999K • Visits MSN Games $1 Million+ • Listens to Classic Country Lowest Below Avg Average Above Avg Highest

56 – Multi-Culti F4 – Sustaining U.S. Families HHs Families U3 – Urban Cores 1.16%

ABOUT ME DEMOGRAPHIC S • Multi-Culti Families are middle-age, urban households with moderate means HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Often bilingual 18-24 10% 25-34 26% 100% 55% • They enjoy a wide variety of media and are 35-44 23% Urban With Kids average in their overall use of technology 45-54 18% 55-64 14% 54% • Like to spend time online browsing UFC.com, 65-74 47% 8% Home taking courses, and visiting social networking 75+ 1% Married sites Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 47,514 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

3% 5% • Owns a Mitsubishi Some Employment • Eats at Chuck E. Cheese College Mix < $50K 11… • Shops at Ross Dress For Less $50K - $99K • Follows Mexican league soccer 8% $100K - $499K TECH USAGE 74% • Visits Mexico $500K - $999K • Watches Telemundo $1 Million+ • Listens to Spanish Adult Hits Lowest Below Avg Average Above Avg Highest

57 – Back M4 – Sustaining U.S. Seniors HHs Country Folks T4 – Rustic Living 2.59%

ABOUT ME DEMOGRAPHIC S • Strewn among remote farm communities across the nation, Back Country Folks are a HOUSEHOLD HOUSEHOLD DEMOGRAPHICS long way away from economic paradise AGE 18-24 0% 25-34 100% 8% • The residents have below average incomes 0% 35-44 and live in older, modest-sized homes and 0% Rural With Kids 45-54 0% manufactured housing 55-64 36% 68% 65-74 35% • Typically, life in this segment is a throwback 54% Home to an earlier era when farming dominated the 75+ 10% Married American landscape Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 20,918 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a GMC High Mostly • Eats at Golden Corral School Retired < $50K • Shops at Walmart $50K - $99K • Attends Supercross/Motocross events TECH USAGE $100K - $499K • Stays at Super 8 100% $500K - $999K • Uses satellite internet connection $1 Million+ • Listens to Religious Lowest Below Avg Average Above Avg Highest

58 – Golden M4 – Sustaining U.S. Seniors HHs Ponds T4 – Rustic Living 1.91%

ABOUT ME DEMOGRAPHIC S • Retirement lifestyle, dominated by downscale singles and couples over 55 years old HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Found in small bucolic towns around the 18-24 0% 25-34 100% 5% country, these high school-educated seniors 0% 35-44 live in small apartments on less than $30,000 0% Town With Kids 45-54 0% a year 55-64 54% 53% 65-74 26% • Daily life is often a succession of sedentary 46% Home activities such as reading, watching Hallmark 75+ 0% Married movies on TV, playing bingo and doing craft Owners projects EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 21,096 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Buick High Mostly 7% • Eats at Dairy Queen School Retired 5% < $50K • Shops at Dollar General $50K - $99K • Interested in horse racing TECH USAGE $100K - $499K • Stays at Comfort Inn 86% $500K - $999K • Watches NASCAR $1 Million+ • Listens to ABC Conservative Lowest Below Avg Average Above Avg Highest

59 – New Y3 – Striving Singles U.S. Melting Pot C3 – Micro-City Mix 1.45% HHs

ABOUT ME DEMOGRAPHIC S • New Melting Pot neighborhoods are populated by a blend of ethnically diverse, young HOUSEHOLD HOUSEHOLD DEMOGRAPHICS families and singles in the nation's second AGE 18-24 7% cities 25-34 21% 77% 42% 35-44 • They are mainly high school graduates that 20% Second City With Kids 45-54 30% rent and work in a mix of service jobs 55-64 23% 17% 65-74 28% • Fans of urban music, wrestling, and the NBA 0% Home 75+ 0% Married • Many plan to move or look for a job in the Owners near future EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 26,753 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

3% • Owns a Mitsubishi High Service 3% • Eats at Logan’s Roadhouse School Employment Mix < $50K • Shops at Lady Foot Locker/Foot Locker $50K - $99K • Attends WWE events TECH USAGE $100K - $499K • Stays at La Quinta 94% $500K - $999K • Watches podcasts online $1 Million+ • Uses radio.com streaming services Lowest Below Avg Average Above Avg Highest

60 – Small-Town Y3 – Striving Singles U.S. Collegiates T4 – Rustic Living 1.00% HHs

ABOUT ME DEMOGRAPHIC S • The residents of Small-Town Collegiates are younger families and singles who are just HOUSEHOLD HOUSEHOLD DEMOGRAPHICS starting out AGE 18-24 11% 25-34 100% 44% • They are often students - full or part-time - 23% 35-44 focused on building a better life for 22% Town With Kids 45-54 34% themselves and their growing families 55-64 10% 7% 65-74 30% • Shop at Burlington 0% Home 75+ 0% Married • Follow NFL when not busy taking online Owners college courses EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 23,339 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

2% • Owns a Ram High Employment 3% • Eats at Wendy’s School Mix < $50K • Shops at Dillard’s $50K - $99K • Follows NFL on Snapchat, Instagram, etc. TECH USAGE $100K - $499K • Visits the Bahamas 95% $500K - $999K • Uses careerbuilder.com $1 Million+ • Uses Google Play music streaming services Lowest Below Avg Average Above Avg Highest

61 – Second City F4 – Sustaining U.S. Families HHs Generations C3 – Micro-City Mix 1.08%

ABOUT ME DEMOGRAPHIC S • Second City Generations are often multi- generational households with middle-aged HOUSEHOLD HOUSEHOLD DEMOGRAPHICS parents or grandparents and new babies and AGE 18-24 10% young children all under one roof 25-34 20% Metro 45% 35-44 • Often bilingual 23% Mix With Kids 45-54 30% • They are entertained by a wide variety of 55-64 18% 43% 65-74 29% media channels and programs 0% Home 75+ 0% Married • Can be found shopping at Family Dollar or Owners stores selling pro wrestling apparel EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 21,903 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

4% 3% • Owns an Acura High Employment • Eats at Church’s Chicken School Mix < $50K • Shops at Burlington $50K - $99K • Interested in WNBA TECH USAGE $100K - $499K • Visits casinos 93% $500K - $999K • Visits WWE.com $1 Million+ • Listens to Mexican Regional Lowest Below Avg Average Above Avg Highest

62 – Crossroad M4 – Sustaining U.S. Seniors HHs Villagers T4 – Rustic Living 1.05%

ABOUT ME DEMOGRAPHIC S • With a population of retired seniors, Crossroads Villagers is a classic small town HOUSEHOLD HOUSEHOLD DEMOGRAPHICS lifestyle AGE 18-24 0% 25-34 100% 2% • Residents are high school-educated, with 0% 35-44 downscale incomes and modest housing 0% Town With Kids 45-54 0% • They enjoy the occasional dinner out and like 55-64 0% 62% to watch game shows, talk shows and 65-74 63% 28% 75+ 37% Home celebratory concerts on TV Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 22,723 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Buick High Mostly 9% • Eats at Cracker Barrel School Retired < $50K 9… • Shops at Stein Mart $50K - $99K • Follows figure skating TECH USAGE $100K - $499K • Cruises on Royal Caribbean 82% $500K - $999K • Uses study.com $1 Million+ • Listens to Adult Standards Lowest Below Avg Average Above Avg Highest

63 – Low-Rise Y3 – Striving Singles U.S. Living U3 – Urban Cores 2.07% HHs

ABOUT ME DEMOGRAPHIC S • The most economically challenged urban segment HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Low-Rise Living is home to mostly middle- 18-24 7% 25-34 100% 28% aged, ethnically diverse singles and single 20% 35-44 parents 17% Urban With Kids 45-54 19% • Unlike their low income peers, they rank 55-64 20% 0% 65-74 22% above average in their use of technology - 14% Home perhaps influenced by their urban, fast-paced 75+ 2% Married environment Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 27,616 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

5% 1% • Owns a Kia Some Employment 5% • Eats at Chuck E Cheese College Mix < $50K • Shops at H&M $50K - $99K • Follows Mexican league soccer TECH USAGE $100K - $499K • Visits Los Angeles 89% $500K - $999K • Watches Telemundo $1 Million+ • Listens to Spanish Contemporary Lowest Below Avg Average Above Avg Highest

64 – Family Y3 – Striving Singles U.S. Thrifts C3 – Micro-City Mix 0.94% HHs

ABOUT ME DEMOGRAPHIC S • The small-city cousins of inner-city districts, Family Thrifts contain middle-age, ethnically HOUSEHOLD HOUSEHOLD DEMOGRAPHICS diverse families that work entry-level service AGE 18-24 11% jobs 25-34 19% 80% 32% 35-44 • In these apartment-filled neighborhoods, 20% Second City With Kids 45-54 28% residents rely on public transportation 55-64 23% 7% • Follow the WNBA, WWE, and UFC events 65-74 0% 13% 75+ 0% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 9,999 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1% • Owns a Buick High Employment • Eats at Chinese restaurants School Mix < $50K • Shops at Lady Foot Locker/Foot Locker $50K - $99K • Interested in NBA/WNBA TECH USAGE $100K - $499K • Flies Allegiant Air 98% $500K - $999K • Uses IMVU for social networking $1 Million+ • Listens to Urban Adult Contemporary Lowest Below Avg Average Above Avg Highest

65 – Young & Y3 – Striving Singles U.S. Rustic T4 – Rustic Living 2.07% HHs

ABOUT ME DEMOGRAPHIC S • Young & Rustic is composed of restless singles and young families in the nation's HOUSEHOLD HOUSEHOLD DEMOGRAPHICS rural areas AGE 18-24 4% 25-34 100% 35% • They enjoy the outdoors by hunting and 16% 35-44 fishing 20% Rural With Kids 45-54 40% • Follow rodeo and bull riding, NASCAR and 55-64 20% 43% monster trucks 65-74 0% 29% 75+ 0% Home Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 11,143 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Dodge High Employment • Eats at Wendy’s School Mix < $50K • Shops at Shoe Carnival $50K - $99K • Follows Monster Jam (monster trucks) TECH USAGE $100K - $499K • Stays at Best Western 100% $500K - $999K • Uses Facebook games $1 Million+ • Listens to Classic Country Lowest Below Avg Average Above Avg Highest

66 – New Y3 – Striving Singles U.S. Beginnings C3 – Micro-City Mix 1.01% HHs

ABOUT ME DEMOGRAPHIC S • New Beginnings is a magnet for adults in transition HOUSEHOLD HOUSEHOLD DEMOGRAPHICS AGE • Many of its residents are singles and couples 18-24 10% 25-34 Metro 39% just starting out on their career paths in 23% 35-44 service jobs, or starting over after recent 22% Mix With Kids 45-54 26% divorces or company transfers 55-64 20% 8% 65-74 22% • These households tend to have the modest 0% Home living standards typical of transient apartment 75+ 0% Married dwellers Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 20,262 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

3% 2% • Owns a Nissan High Employment • Eats at Chuck E. Cheese School Mix < $50K • Shops at The Children’s Place $50K - $99K • Interested in Mexican league soccer TECH USAGE $100K - $499K • Uses Enterprise car rental 95% $500K - $999K • Uses internet for dating $1 Million+ • Listens to Rhythmic Contemporary Hit Radio Lowest Below Avg Average Above Avg Highest

67 – Park Bench M4 – Sustaining U.S. Seniors HHs Seniors C3 – Micro-City Mix 0.93%

ABOUT ME DEMOGRAPHIC S • Park Bench Seniors are typically retired singles living in the racially diverse HOUSEHOLD HOUSEHOLD DEMOGRAPHICS neighborhoods of the nation's satellite cities AGE 18-24 0% 25-34 73% 5% • With modest educations and incomes, these 0% 35-44 residents maintain low-key, sedentary 0% Second City With Kids 45-54 0% lifestyles 55-64 25% 7% • They spend a lot of time watching TV, 65-74 64% 15% 75+ 11% Home especially talk shows and game shows Married Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 16,963 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

• Owns a Kia High Mostly • Eats at KFC School Retired < $50K • Shops at Family Dollar • Interested in horse racing TECH USAGE $50K - $99K • Visits casinos • Watches ION Television $100K - $499K 100% • Listens to Gospel Lowest Below Avg Average Above Avg Highest

68 – Bedrock F4 – Sustaining U.S. Families HHs America T4 – Rustic Living 1.00%

ABOUT ME DEMOGRAPHIC S • Bedrock America consists of economically challenged families in small, isolated towns HOUSEHOLD HOUSEHOLD DEMOGRAPHICS located throughout the nation's heartland AGE 18-24 10% 25-34 100% 34% • With modest educations and service jobs, 21% 35-44 many of these residents struggle to make 24% Town With Kids 45-54 35% ends meet 55-64 10% 20% 65-74 17% • Enjoy reading outdoor magazines and 0% Home watching talk shows and syndicated shows on 75+ 0% Married TV Owners

EDUCATION LEVEL EMPLOYMENT Median Household Income: $ 9,999 LIFESTYLE & MEDIA INCOME PRODUCING ASSETS

1%1% • Owns a Chrysler High Employment • Eats at Dairy Queen School Mix < $50K • Shops at Finish Line $50K - $99K • Follows pro wrestling TECH USAGE $100K - $499K • Stays at Motel 6 98% $500K - $999K • Uses roblox.com for gaming $1 Million+ • Listens to Sports Radio Lowest Below Avg Average Above Avg Highest