Results: 11

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.

Download Segment Data for Spreadsheet Import (CSV Format)

<$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 – $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.

0.7%(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.

1.6%(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.

1.3%(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.

1.5%(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.

1.0%(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.

0.5%(of HHs)