Results: 25

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Financial Cohorts: Mass Market Assets

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

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<$100K Assets, Small City: Strugglers and Strivers - Meager Means: M43

Small-city singles and married couples with minimal assets and low incomes. Use credit heavily. “Spenders” rather than “savers.”

2.3%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Credit Reliant: M44

Low income, home-owning families with negligible assets living in smaller cities. Heavily reliant on credit with multiple credit lines and high balances.

0.6%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Planners: M45

Families planning for retirement by investing in mutual funds and their 401K. Have moderate incomes, modest assets and a deposit-heavy portfolio.

1.7%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Near Retirement: M46

Older, childless households that prefer low-risk investments. Have meager assets and occasionally use credit cards. Live in low-income areas of small cities.

1.3%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Beginning to Invest: M47

Singles and couples with some assets and moderate incomes. Portfolios have a moderately complex mix of investments, including mutual funds and retirement funds.

1.6%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Financial Challenges: P54

Largest cluster. Working-class single and married couples with almost no investments. May struggle to get credit. Living on tight budgets.

4.6%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Credit Reliant: P55

Married homeowners with low assets and incomes who utilize credit heavily. Confused when selecting financial products. Saving is a challenge.

1.0%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Conservative Planners: P56

Families with modest incomes and assets. Have deposits and investments, favoring annuities, retirement assets and mutual funds. Use credit moderately.

4.0%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Conservative Investors: P57

Lower-income, retired households that have some assets, primarily deposits. Low credit usage. Unsure about their financial choices.

4.5%(of HHs)

<$100K Assets, Age <35, Major Metro: Starting Out - Getting By: A1

Ambitious, young singles relying on modest incomes and few assets. Simple finances. Rent their apartments.

2.3%(of HHs)

<$100K Assets, Age <35, Major Metro: Starting Out - Financial Challenges: A2

Young, single renters with low incomes and almost no assets. Spend little and may present a high credit risk.

0.5%(of HHs)

<$100K Assets, Age <35, Major Metro: Starting Out - Planners: A3

Young, married couples that have started investing in mutual funds and accumulating retirement assets. Have a mortgage and may present some credit risk.

1.5%(of HHs)

<$100K Assets, Age <35, Major Metro: Starting Out - New Investors: A4

Young investors strategically using their financial resources to invest in funds, stocks, and interest-bearing accounts. Manage credit well.

1.4%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Financial Challenges: B5

Singles and married couples with minimal education. Utilize credit heavily and have few, if any, assets and financial investments.

2.5%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Conservative Savers: B6

Singles with moderate incomes and few assets. Invest in a mix of simple, low-risk, interest-earning deposits. May present some credit risk.

3.5%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Credit Reliant: B7

Moderate-income families with simple financial investments like deposit accounts. May present a somewhat high credit risk. High mortgage balance relative to income.

2.8%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Investors: B8

Moderate-income families aiming for a diversified portfolio, including a heavy proportion of mutual funds and retirement funds. Low credit usage.

4.7%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Financial Challenges: C9

Singles, most with no kids at home, preparing for retirement. Rely on modest incomes and minimal assets. Many lines of credit and may have adverse credit information.

0.6%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Credit Reliant: C10

Married couples without children who are nearing retirement. Modest incomes and assets, including deposits and mutual funds. Reliant on credit and may present a credit risk.

0.6%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Conservative Savers: C11

Mature, childless single and married households with moderate incomes and assets. Invest in interest-earning deposits and carry moderate credit balances.

0.8%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Investors: C12

Pre-retirement couples with reasonable earnings and assets. Regularly use credit and invest heavily in high-risk investments and annuities. Retirement-focused.

1.3%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Minimal Assets: D13

Retired single and married couples with virtually no assets. Little credit. Uninvolved in banking activities.

0.8%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Very Elderly: D14

Senior households living off minimal assets. Prefer low-risk investments, including interest bearing deposits. May present moderate credit risk.

0.6%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Conservative Savers: D15

Older, mostly retired, childless, married couples with modest assets. Most savings in CDs and other deposit products. May present lower credit risk.

1.3%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Mixed Investments: D16

Retired, empty-nester singles and couples with a mix of low-risk investments, including mutual funds and deposits. Many lines of credit and high credit balance relative to income.

1.5%(of HHs)