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. 2 Copyright ©2020 Claritas, LLC. 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PRIZM® PREMIER SEGMENT STORYBOARD 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 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. 3 Copyright ©2020 Claritas, LLC. Confidential and proprietary. PRIZM® PREMIER SEGMENT STORYBOARD 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 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. 4 Copyright ©2020 Claritas, LLC. Confidential and proprietary. PRIZM® PREMIER SEGMENT STORYBOARD 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 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. 5 Copyright ©2020 Claritas, LLC. Confidential and proprietary. PRIZM® PREMIER SEGMENT STORYBOARD 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 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. 6 Copyright ©2020 Claritas, LLC. Confidential and proprietary. PRIZM® PREMIER SEGMENT STORYBOARD 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. 7 Copyright ©2020 Claritas, LLC. Confidential and proprietary. PRIZM® PREMIER SEGMENT STORYBOARD 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 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. 8 Copyright ©2020 Claritas, LLC. Confidential and proprietary. PRIZM® PREMIER SEGMENT STORYBOARD 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