Digital Targeting Segments neither contain nor reveal any personally identifiable information.
Financial Cohorts: Small City
Percentages listed are the percentage of all US households (HHs) that fall into this segment.
Results: 11
<$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 – $1MM Assets, Small City: Mature Mainstream – Deposits and Credit: N48
Pre-retirement, home-owning couples with moderately complex portfolios that include mutual funds and deposits. Multiple lines of credit and high credit balance compared to income.
0.69%(of HHs)
$100K – $1MM Assets, Small City: Mature Mainstream – Older Conservative: N49
Couples and singles in small cities with conservative portfolios comprised of interest-bearing deposits and a few funds. Disciplined spenders who use credit cards infrequently.
1.66%(of HHs)
$100K – $1MM Assets, Small City: Mature Mainstream – Retirement Planners: N50
Retirement-focused families. Comfortable with moderate risk and invest mainly in mutual funds. Active credit card users but maintain low balances.
1.47%(of HHs)
$100K – $1MM Assets, Small City: Mature Mainstream – Older Investors: N51
Married, risk tolerant couples with high assets and incomes. Keep assets in stocks and mutual funds. Low credit card usage.
1.46%(of HHs)
$1MM+ Assets, Small City: Achievers and Winners – Elderly and Prudent: O52
Older, retired, single and married homeowners in small cities, with mixed investments managed by and advisor. Smart consumers with low credit activity.
1.17%(of HHs)
$1MM+ Assets, Small City: Achievers and Winners – Wealthy Investors: O53
Married couples in or nearing retirement with high assets, incomes, and spending. Fairly complex, high-risk investments including stocks and mutual funds. Credit well managed.
0.7%(of HHs)