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.
Results: 21
<$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.
0.2%(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.
0.72%(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.
0.42%(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.
0.98%(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.”
0.06%(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.
0.56%(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.
0.58%(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.
0.91%(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.
1.03%(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.
0.93%(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.
0.33%(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.
0.45%(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.
0.37%(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.
0.24%(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.
0.12%(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.
0.73%(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.
0.67%(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.
0.14%(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.
0.79%(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.
3.5%(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.
0.64%(of HHs)