Results: 5

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

Financial Durability

Financial Durability segments offer households with varying resilience to handle adverse financial situations, including COVID-19 economic stress.

Financial Durability Infographic

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

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Financial Durability – Least Resilient

Households likely to be least resilient in time of financial change

13.0%(of HHs)

Financial Durability – Less Resilient

Households likely to be less resilient in time of financial change

31.3%(of HHs)

Financial Durability – Average Resilience

Households likely to have average resilience in time of financial change

21.9%(of HHs)

Financial Durability – More Resilient

Households likely to be more resilient in time of financial change

16.1%(of HHs)

Financial Durability – Most Resilient

Households likely to be most resilient in time of financial change

9.0%(of HHs)

Segment data updated Q4 2020