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.
Results: 8
<$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 – $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.
2.6%(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.
1.93%(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.
2.21%(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.
1.85%(of HHs)