Digital Targeting Segments neither contain nor reveal any personally identifiable information.
Financial Cohorts: Mass Market Assets
Percentages listed are the percentage of all US households (HHs) that fall into this segment.
Results: 25
<$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.”
0.99%(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.
0.62%(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.
0.85%(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.
0.99%(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%(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.
2.76%(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.
1.12%(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.
2.51%(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.
3.19%(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.
0.96%(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.
0.3%(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.
0.86%(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.
0.76%(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.
0.84%(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.
1.29%(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.
1.27%(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.
1.64%(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.
0.43%(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.
0.36%(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.
0.67%(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.
0.73%(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.
0.55%(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.
0.94%(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.
0.91%(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.
1.16%(of HHs)