Results: 21

Digital Targeting Segments neither contain nor reveal any personally identifiable information.

Economic Cohorts: Low Income

Percentages listed are the percentage of all US households (HHs) that fall into this segment.

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<$50K Income, Age: Young (<35), Tough Start - Young Single Parents: A1

Struggling single parents. Discretionary spending nearly outpaces income. High credit utilization. Poorly managed credit. Renters. Blue collar jobs. Child-influenced.

0.4%(of HHs)

<$50K Income, Age: Young (<35), Tough Start - Young Singles: A2

Single twenty-somethings, no kids. Discretionary spending nearly outpaces income. High credit utilization. Lack budgeting savvy. High school educations/some college, blue collar jobs. Renters. Social.

0.3%(of HHs)

<$50K Income, Age: Young (<35), Starting Small - Small-Town Families: A3

Families with kids, most are married. Income slightly greater than discretionary spending. Not many credit/loan accounts, moderate credit utilization. Cannot save much money. Comfortable borrowing. Enjoy the outdoors.

1.5%(of HHs)

<$50K Income, Age: Young (<35), Starting Small - Small-Town Singles: A4

Young singles, many are students. Simple finances. Income is somewhat higher than discretionary spending. Small number credit/loan accounts. Cell phone only.

1.6%(of HHs)

<$50K Income, Age: Young (<35), Living on Loans - Young Urban Single Parents: A5

Single parents. Heavy utilization of few lines of credit. Little savings. Renters. Most completed high school, some college. “Swayable Shopaholics.”

0.8%(of HHs)

<$50K Income, Age: Young (<35), Living on Loans - Young Urban Singles: A6

Young singles renting in downscale, urban areas. Discretionary spending just within income. High credit utilization. Favor debit cards. Auto and sports enthusiasts.

1.2%(of HHs)

<$50K Income, Age: Working Years (35-54), Mid-Life Strugglers - Small-Town Families: B7

Struggling families with kids. Mixed marital status. Income barely covers discretionary spending. Very high credit utilization. Renters with blue collar jobs.

0.5%(of HHs)

<$50K Income, Age: Working Years (35-54), Mid-Life Strugglers - Singles: B8

Struggling middle-aged singles. Blue collar jobs, high school educations. High utilization of few lines of credit. Unsophisticated finances. Enjoy solitary activities.

0.6%(of HHs)

<$50K Income, Age: Working Years (35-54), Getting By - Small-Town Families : B9

Blue collar, dual income families with kids. Mostly married. Small town/rural. High-school educated, homeowners. Expense conscious. Moderate credit utilization. Simple finances.

1.3%(of HHs)

<$50K Income, Age: Working Years (35-54), Getting By - Small-Town Singles and Couples: B10

Blue collar, singles and couples, no kids. Small-town lifestyle. Traditional values. Financially uninvolved. High-school educated. Enjoy simple pleasures.

1.8%(of HHs)

<$50K Income, Age: Working Years (35-54), Credit Crunched - City Families : B11

Families with kids, renting in downscale big city neighborhoods. Many single parents. High credit utilization on relatively small number of credit lines. Spenders rather than savers.

0.9%(of HHs)

<$50K Income, Age: Working Years (35-54), Credit Crunched - City Singles: B12

Mostly singles. No kids. Downscale, inner city neighborhoods. Credit poorly managed, high utilization. Spenders not savers. Impulse shoppers and lottery players. Approval seekers.

1.3%(of HHs)

<$50K Income, Age: Pre-Retirement (55-64), Retiring on Empty - Singles : C13

Singles, no kids. Scraping by. Heading towards retirement with minimal savings. Spending consumes most of income. Moderate utilization on few lines of credit. Creatures of habit.

0.2%(of HHs)

<$50K Income, Age: Pre-Retirement (55-64), Burdened by Debt - Small-Town Singles : C14

Pre-retirement singles in small towns/rural areas and cities. No kids. Very modest income, Low discretionary spending. High credit balance; not risk-takers. Medicare/Medicaid reliant.

0.8%(of HHs)

<$50K Income, Age: Pre-Retirement (55-64), Sensible Spenders - Families: C15

Families with kids. Spend cautiously, discretionary spending levels low. Moderate credit utilization. Penny pinchers.

0.2%(of HHs)

<$50K Income, Age: Pre-Retirement (55-64), Sensible Spenders - Small-Town Empty Nesters: C16

No kids. Empty nesters. Some are married. Towns and rural areas. Trying to build savings. Conscientious consumers. Very low credit use. Dislike taking risks when investing.

0.8%(of HHs)

<$50K Income, Age: Pre-Retirement (55-64), Sensible Spenders - Urban Pre-Retirement Singles: C17

Mostly singles. No kids. City dwellers. Renters. Modest income, low discretionary spending levels, and high credit utilization. High-school educated.

1.6%(of HHs)

<$50K Income, Age: Retired (65+), Relying on Aid - Retired Singles: D18

Struggling retired singles. Barely getting by. Medicare/Medicaid dependent. No savings. Very low discretionary spending and income. Moderate credit utilization; few lines of credit.

0.3%(of HHs)

<$50K Income, Age: Retired (65+), Rough Retirement - Small-Town and Rural Seniors: D19

Small-town and rural retirees. Mixed married and single. Modest incomes and low discretionary spending. Moderate credit utilization and high balances relative to income. Traditionalists. High-school educations.

1.3%(of HHs)

<$50K Income, Age: Retired (65+), Struggling Elders - Small-Town and Rural Singles: D20

Elderly retirees. Most are single/widowed. Few credit lines. Savers with low credit utilization. Sedentary lifestyles. Medicare dependent.

1.7%(of HHs)

<$50K Income, Age: Retired (65+), Modest Means - Urban Retirees: D21

Big city retirees of modest means. Low credit activity. Savers rather than spenders. Bargain hunters. Medicare dependent. Religious with traditional values. Use credit judiciously.

1.7%(of HHs)