Results: 8

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

Financial Cohorts: Small Town & Rural

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

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<$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 – $1MM Assets, Small Town & Rural: Small Town Leaders – Older Conservative: Q58

Elderly homeowners living off their assets. Have relatively low incomes and a conservative investment mix. May carry a low credit card balance.

2.5%(of HHs)

$100K – $1MM Assets, Small Town & Rural: Small Town Leaders – Retirement Planners: Q59

Families with good incomes and a fairly complex investment mix, mainly in mutual funds. Fairly risk tolerant and manage credit well.

1.6%(of HHs)

$100K – $1MM Assets, Small Town & Rural: Small Town Leaders – Older Investors: Q60

Educated retirees with a complex investment mix. Manage finances well and stick to a budget. Risk tolerant. Very low credit utilization.

2.1%(of HHs)

$1MM+ Assets, Small Town & Rural: Country Nobility – Wealthy Investors: R61

Wealthy retirees with significant assets and income and a complex investment mix. Comfortable with some financial risk. Well managed credit.

1.3%(of HHs)