Results: 21

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

Economic Cohorts: Working Years

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

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<$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-$100K Income, Age: Working Years (35-54), Living Simply – Small-Town Families: F28

Families with teens in small towns and rural areas. Average incomes and discretionary spending. Moderate credit utilization. Carry moderate to lower balances. Conservative values. Child-influenced.

2.1%(of HHs)

$50K-$100K Income, Age: Working Years (35-54), Living Simply – Small-Town Singles and Couples: F29

Couples and singles in small cities, towns and rural areas; no kids. Average incomes and discretionary spending. Moderate credit utilization. Somewhat conservative. Not materially focused.

2.5%(of HHs)

$50K-$100K Income, Age: Working Years (35-54), Credit Rules – Urban Families : F30

Families with teens in downscale city neighborhoods. Moderate income, average discretionary spending. High credit utilization. Desire higher social status. Child-influenced.

1.7%(of HHs)

$50K-$100K Income, Age: Working Years (35-54), Credit Rules – Urban Singles: F31

Mostly singles, in downscale city neighborhoods. Moderate incomes. High credit utilization. Carry a balance. Living for today. Not saving. Keep up with technology trends. No kids.

1.9%(of HHs)

$50K-$100K Income, Age: Working Years (35-54), Suburban Stability – Families : F32

Mostly forty-somethings, married with kids. Suburbs of big cities. Somewhat higher than average income; moderate discretionary spending; use credit wisely. Dual income professionals. Homeowners. Priority parents

2.4%(of HHs)

$50K-$100K Income, Age: Working Years (35-54), Suburban Stability – Singles and Couples: F33

Singles and couples; no kids. Financially balanced. Healthy income, moderate discretionary spending. Spend a little, save a little. Credit in check. Commuting professionals. Homeowners.

2.9%(of HHs)

$100-$200K Income, Age: Working Years (35-54), House of Cards – Suburban Families: J49

Family-oriented couples with kids. Heavy use of credit cards; many loans. Often carry credit card balances. High income, moderate discretionary spending levels. Few investments. Spenders more than savers.

1.1%(of HHs)

$100-$200K Income, Age: Working Years (35-54), House of Cards – Suburban Singles and Couples: J50

Adventurous singles and couples; no kids. Reliant on a large number of credit cards and loans. Occasionally take financial risks. High income, moderate discretionary spending levels. Play the lottery.

1.1%(of HHs)

$100-$200K Income, Age: Working Years (35-54), Prudent Professionals – Suburban Families: J51

Economically prudent, highly-educated suburban homeowners. Low discretionary spending levels relative to their high income. Low credit utilization. Have life insurance. Loyal to their financial institution(s).

4.0%(of HHs)

$100-$200K Income, Age: Working Years (35-54), Prudent Professionals – Suburban Singles and Couples: J52

Couples and singles in midscale and upscale city neighborhoods; no kids. High income, moderate discretionary spending habits. Careful money managers; low credit utilization. Homeowners. Educated professionals.

3.3%(of HHs)

$100-$200K Income, Age: Working Years (35-54), Suburban Success – Upscale Families : J53

Families with high incomes and discretionary spending. Frequent credit card usage. Rarely carry a balance. College-educated. Well-insured homeowners. Tech-connected.

3.3%(of HHs)

$100-$200K Income, Age: Working Years (35-54), Suburban Success – Upscale Singles and Couples : J54

Singles and couples in or near cities, no kids. High incomes and discretionary spending. Low credit utilization. Homeowners. College-educated. Money and material possessions important.

2.7%(of HHs)

$200K+ Income, Age: Working Years (35-54), Careers First – City Singles: N65

Hardworking, very affluent professionals in upscale inner city districts. Some with kids. Homeowners. Low discretionary spending compared to peers. Well -managed credit. Financially sophisticated.

1.4%(of HHs)

$200K+ Income, Age: Working Years (35-54), Executive Spenders – Suburban Families: N66

Affluent, active families with kids. Upscale suburbs. High income and discretionary spending. Well-managed credit; many expenses. Highly-educated.

1.0%(of HHs)

$200K+ Income, Age: Working Years (35-54), Executive Spenders – Suburban Couples: N67

Well-educated professionals in upscale suburbs. No kids. High discretionary spending. Materialistic. Well-planned investments. Credit active; credit well managed.

0.5%(of HHs)