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Home My WebLink About04. VLMD Personas and Background 2.6.18VAIL LOCAL MARKETING DISTRICT PERSONAS JANUARY 18, 2018 DYNAMIC FAMILIES / ABOUT ME • My partner and I live a crazy life between work, family and other ac?vi?es, but we always try to put family first when making any decision. I'm personally happiest when we're together as a family. • Our down?me is s?ll ac?ve, and that's true whether we're spending ?me at home or taking a family getaway together. • We are adventurous souls who have built a liGle family of adventurers to explore this amazing world. Most of our trips are taken as a family with our children. Persona Parameters: Age: 35-54 Travel Companions: spouse, children Front Range HHI: $75K Des?na?on HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visi?ng from ci?es including Houston, Dallas, Chicago Length of Stay: 4.1 nights Tapestry LifeModes: Family Landscapes, Upscale Avenues PersonicX Cluster: Fortunes & Families DYNAMIC FAMILIES / TRAVEL MINDSET “Nothing but the best for our kids.” Vaca?ons are a ?me for me to get away together as a family. I love exposing my kids to new sights, new experiences, and new cultures, and seeing how travel shapes them as individuals. I believe these trips play an invaluable role in my kids' personal growth, so my partner and I don't spare a single expense when it comes to travel. Where we go and what we do are family decisions. I’m open to new experiences and sights; I love to live in the moment. Travel Mo*va*ons - Spending ?me with family - Looking for a kid-friendly adventure - Hoping to rest and relax Buying Behaviors - When I find a travel des?na?on/brand I like and trust, I s?ck to it - I buy based on quality, not price - I support des?na?ons/brands that reflect my style - I research a lot and read reviews before I invest in a trip DYNAMIC FAMILIES / DYNAMIC FAMILIES / MEDIA QUINTILES Dynamic Families are busy keeping up with their children’s schedules, which means they’re on the road ofen, radio tuned in. They value the internet as a go-to trusted source and consume digital content at a medium-high rate, since smartphones, laptops, and tablets are so easy to take along. If they’re reading, it’s something easily diges?ble like a magazine. 9+ issues per month 0 issues per month 7-17 hours per week 15+ hours per week 20-30 hours per week 150-250 miles in a week MRI custom pull, 2016 DYNAMIC FAMILIES / MEDIA Nielsen, 2016; MRI custom pull, 2016 FAVORITE MAGAZINES/ NEWSPAPERS: Conde Nast Magazines (Architectural Digest) Meredith Magazines (EatingWell, Parents, FamilyFun, FamilyCircle) Hearst Magazines (Marie Claire, Good Housekeeping, O! Cosmopolitan, Esquire) Time Inc. Magazines (In Style, Sports Illustrated, People) MEDIA ACROSS TARGETS: Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD FAVORITE SITES/ APPS: CNN.com Yahoo.com/news Ebay.com TheHufﬁngtonPost.com iTunes.com Amazon.com FAVORITE RADIO/ TV: News talk shows Sports HGTV NPR Pay-per-view sporting events DYNAMIC FAMILIES / PERSONICX CLUSTER Nielsen, 2016; MRI custom pull, 2016 FORTUNES & FAMILIES: This cluster is made up of top breadwinners who enjoy a luxurious lifestyle with their families. Those within this cluster have peak education levels, upper white-collar jobs, and dual incomes. They value quality over price, and spend their money on luxury homes and cars, travel, investments, and more expensive leisure activities. DAY IN THE LIFE: WILLIAM WAKES UP… and turns on the television to ﬁnancial news. The last couple of days have been pretty volatile in the market, and could impact the deal he’s been working on for months. He hits the treadmill for a few minutes to keep the doctor happy. SPENDS THE DAY… on the phone. He has six conference calls scheduled for today. He has lunch brought in for his management team. TALKS ABOUT WEEKEND PLANS TO… play golf. He and his college friends take one weekend each year to play golf at Augusta National. His wife and her sister will take their kids to the beach house while he’s away. SPENDS THE EVENING… having dinner with his wife at a new all-organic restaurant. She encourages him to have the ﬁsh instead of the buffalo steak to lower his cholesterol. GOES TO BED… at 12:30 watching the late local news and scanning Business Week for ﬁnancial trends. WHEN THEY GREW UP: • THE BICENTENNIAL • WHO SHOT J.R.? • PACMAN-MANIA SWEEPS THE NATION • ELVIS PRESLEY DIES • CDS CAUSE DECLINE IN RECORD SALES • CB RADIOS ARE POPULAR ADayintheLifeisashort,fictionalnarrativeintendedtofurtherbringthedatatolifeandtoillustratethedifferencesamongPersonicXLifeStagegroups. WHEN THEY GREW UP… • The Bicentennial • Who shot J.R.? • Elvis Presley dies • CB radios are popular FORTUNES & FAMILIES ABOUT FORTUNES & FAMILIES Group 11B,“Fortunes & Families,” is made up of top breadwinners who enjoy a luxurious lifestyle with their families.Money on this scale is chiefly found where big money is made, traded or banked; thus, the clusters of 11B are primarily concentrated in the New England, Mid-Atlantic and Pacific regions of the U.S. These clusters enjoy peak education levels for both sexes, upper white-collar jobs, working women and dual incomes. All the trappings of wealth are here, including luxury homes and autos, travel, investment portfolios and costly leisure activities. FORTUNES & FAMILIES, A DAY IN THE LIFE Name of protagonist:“William” Wakes up…and turns on the television to financial news on CNN. His wife hates it when he brings work home, but the last couple of days have been pretty volatile in the market. It could impact the deal he’s been working on for months. He hits the treadmill for a few minutes to keep the doctor happy. He’s in a hurry, so he grabs one of his kid’s fruit snacks as he heads out the door. Spends the day…on the phone. He has six conference calls scheduled for today. He has lunch brought in for his management team. Talks about weekend plans to…play golf. He and his fraternity buddies take one weekend each year to play golf at Augusta National. His wife says that he’s usually in a good mood when he gets back. Besides, she and her sister always take their kids to the beach house. Has a meeting with…his doctor…again. The recent test shows that his cholesterol is improving with his low-carb diet, regular exercise and medication. Spends the evening…having dinner with his wife at the new all-organic restaurant. She makes him have the fish instead of the buffalo steak. Goes to bed at…12:30 a.m.,watching…the late local news and scanning Business Week for financial trends and Consumer Reports for new kitchen range ratings. GROUP 11B GROUP 11B FORTUNES & FAMILIES HOUSEHOLDS: 7,604,700 (6.14% OF U.S.) CLUSTERS 01 Summit Estates 04 Skyboxes & Suburbans 07 Lavish Lifestyles FORTUNES & FAMILIES (Group 11B) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 TAKING HOLD—INCOMES FIRST (Cluster 18)FORTUNES & FAMILIES (Group 11B) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS LIFE STAGE GROUP 11B—FORTUNES & FAMILIES Clusters 01, 04, 07 AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 0.3 2.3 14 24-29 Years 1.0 7.6 13 30-35 Years 4.8 10.5 46 36-45 Years 34.2 21.5 159 46-55 Years 41.1 21.5 191 56-65 Years 13.6 15.4 88 66-75 Years 3.3 10.7 31 76+ Years 1.7 10.5 16 MEAN AGE 47.7 Estimated Income <$15,000 0.1 10.1 1 $15,000-$19,999 0.0 4.7 0 $20,000-$29,999 0.0 8.8 0 $30,000-$39,999 0.0 10.8 0 $40,000-$49,999 0.2 11.2 2 $50,000-$74,999 1.4 24.2 6 $75,000-$99,999 2.7 13.9 19 $100,000-$124,999 27.7 6.3 441 $125,000-$149,999 37.3 4.7 785 $150,000+30.6 5.1 600 Presence and Age of Children No Children Present 0.0 65.9 0 Ages 0-2 11.1 6.5 171 Ages 3-5 18.0 7.0 257 Ages 6-10 37.9 11.1 341 Ages 11-15 39.8 10.6 375 Ages 16-17 29.6 7.5 395 Marital Status Single 9.4 44.0 21 Married 90.6 56.0 162 Estimated Net Worth <$1 0.1 9.4 1 $1-$4,999 0.3 8.8 3 $5,000-$9,999 0.1 5.5 3 $10,000-$24,999 0.3 5.2 5 $25,000-$49,999 0.4 8.6 5 $50,000-$99,999 4.4 10.0 44 $100,000-$249,999 19.8 20.6 96 $250,000-$499,999 24.2 15.0 162 $500,000-$999,999 4.0 9.4 43 $1,000,000-$1,999,999 20.2 3.6 566 $2,000,000+26.2 4.1 636 Home Ownership Status Renter 4.1 23.2 18 Home Owner 95.9 76.8 125 Population Density – HH per Sq. Mile 0-24 3.8 8.8 43 25-83 10.6 9.3 114 84-1,015 50.7 33.4 152 1,016-3,015 29.2 33.2 88 3,016-5,440 3.9 8.3 46 5,441-9,948 0.9 3.6 26 9,949+1.0 3.4 28 Length of Residence <2 Years 9.0 12.7 71 2-5 Years 32.0 30.2 106 6-14 Years 41.1 32.0 128 15+ Years 17.9 25.0 72 Market Value of Home <$50,000 3.7 10.3 36 $50,000-$99,999 7.3 19.1 38 $100,000-$124,999 4.3 8.8 50 $125,000-$149,999 4.8 8.0 60 $150,000-$199,999 9.9 12.9 77 $200,000-$299,999 16.7 15.9 105 $300,000-$499,999 24.3 14.7 165 $500,000+28.9 10.3 279 Dwelling Unit Size Single Family Dwelling 97.1 86.0 113 Multiple Family Dwelling 2.9 14.0 21 Occupation Professional/Technical 51.0 30.4 168 Administration/Management 8.5 6.8 125 Sales/Service 1.9 1.7 106 Clerical/White Collar 13.9 16.7 83 Craftsman/Blue Collar 13.7 18.7 73 Student 0.3 0.8 42 Housewife 2.9 6.0 49 Retired 2.1 12.1 17 Other 2.3 3.8 61 Self Employed 3.4 3.1 112 Education Completed High School 39.3 53.1 74 Completed College 36.4 33.1 110 Completed Graduate School 24.2 13.2 184 Attended Vocational/Technical 0.2 0.6 30 Ethnicity Caucasian 84.2 74.3 113 African American 2.8 10.3 27 Hispanic 6.2 10.7 58 Asian 5.3 3.6 149 Other 1.5 1.1 134 Household Size One Person Household 0.0 24.7 0 Two Person Household 3.2 28.8 11 Three Person Household 29.4 21.3 138 Four Person Household 28.9 13.0 222 Five+ Person Household 38.6 12.1 318 Mail Responsive Mail Order Responsive 96.3 76.8 125 Mail Order Buyer 96.2 76.6 126 Mail Order Donor 1.9 2.8 66 Buying Channel Preference – Decile Top Internet Decile 17.4 8.9 197 Top Mail Decile 17.5 11.9 148 Top Phone Decile 30.9 12.0 258 ABOUT FORTUNES & FAMILIES—SUMMIT ESTATES Summit Estates is one of the most educated and wealthy of all the groups. These mid-30s to mid-50s households with teens rank high for household income, home value, home equity, net worth, education and working women. They are also almost two and a half times as likely to have completed graduate school. The group also includes more than twice the average number of Asians. They create time in their often professional-dual-income-with- kids schedules for cultural activities, expensive sports and travel. Their media preferences are dominated by a combination of financial matters, sports and the home. Their busy lives make Internet shopping a necessity, rather than a preference. They are serious and savvy investors, buyers of luxury cars, SUVs and minivans, and gourmet food and wine aficionados. WHEN THEY GREW UP... • Voyager I reaches Saturn •Kramer vs Kramer is released • Lou Grant wins Emmy for best drama • Pacman-mania sweeps the nation CLUSTER SIZE Households: 1,902,600 % U.S. Households: 1.54% FINANCIAL/INSURANCE: Life Insurance: $150,000+ Securities: $150,000+ American Express Home Equity Line of Credit Mutual Funds Credit Card $2,001+ per Month SHOPPING: Nordstrom Price/Costco Ann Taylor Amazon.com Spend over $800 by Internet Pottery Barn RADIO/TV: News Talk Radio Sports Radio HGTV NPR Pay-per-view sporting events MAGAZINES/NEWSPAPERS: In Style Sports Illustrated Architectural Digest Business/finance magazines The New York Times Sunday Shape ACTIVITIES: Downhill Skiing Barbecuing Charitable Organizations Go to the Beach Business Clubs COMPUTERS/ONLINE: Trade Stocks, Bonds, Mutual Funds Make Business/Personal Travel Plans Obtain Information About Real Estate Apple Users News Web Sites Disney FORTUNES & FAMILIES—SUMMIT ESTATES Cluster 01 (Group 11B) DISTRIBUTION OF FORTUNES & FAMILIES—SUMMIT ESTATES Summit Estates is the wealthiest of all PersonicX clusters. In every sense, these families are enjoying the good life — luxury travel, entertainment and consumption of every kind are within easy reach.FORTUNES & FAMILIES—SUMMIT ESTATES Cluster 1 (Group 11B) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 FORTUNES & FAMILIES WEALTHY CITY & SURROUNDS TAKING HOLD—INCOMES FIRST (Cluster 18)FORTUNES & FAMILIES—SUMMIT ESTATES Cluster 1 (Group 11B) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS FORTUNES & FAMILIES—SUMMIT ESTATES Cluster 01 (Group 11B) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 0.6 2.3 28 24-29 Years 1.8 7.6 23 30-35 Years 4.0 10.5 38 36-45 Years 28.3 21.5 132 46-55 Years 36.9 21.5 172 56-65 Years 18.6 15.4 121 66-75 Years 6.1 10.7 57 76+ Years 3.8 10.5 36 MEAN AGE 49.9 Estimated Income <$15,000 0.3 10.1 3 $15,000-$19,999 0.0 4.7 1 $20,000-$29,999 0.1 8.8 1 $30,000-$39,999 0.2 10.8 2 $40,000-$49,999 0.2 11.2 2 $50,000-$74,999 0.9 24.2 4 $75,000-$99,999 2.0 13.9 14 $100,000-$124,999 1.7 6.3 27 $125,000-$149,999 55.6 4.7 1170 $150,000+39.1 5.1 765 Presence and Age of Children No Children Present 0.0 65.9 0 Ages 0-2 13.3 6.5 206 Ages 3-5 17.3 7.0 247 Ages 6-10 34.3 11.1 310 Ages 11-15 37.2 10.6 351 Ages 16-17 27.3 7.5 365 Marital Status Single 13.4 44.0 30 Married 86.6 56.0 155 Estimated Net Worth <$1 0.0 9.4 0 $1-$4,999 0.0 8.8 0 $5,000-$9,999 0.0 5.5 0 $10,000-$24,999 0.0 5.2 0 $25,000-$49,999 0.0 8.6 0 $50,000-$99,999 0.0 10.0 0 $100,000-$249,999 0.0 20.6 0 $250,000-$499,999 0.0 15.0 0 $500,000-$999,999 0.0 9.4 0 $1,000,000-$1,999,999 0.0 3.6 0 $2,000,000+100.0 4.1 2427 Home Ownership Status Renter 9.5 23.2 41 Home Owner 90.5 76.8 118 Population Density – HH per Sq. Mile 0-24 3.2 8.8 36 25-83 6.2 9.3 66 84-1,015 50.5 33.4 151 1,016-3,015 31.1 33.2 94 3,016-5,440 5.3 8.3 64 5,441-9,948 1.7 3.6 48 9,949+2.1 3.4 62 Length of Residence <2 Years 9.7 12.7 76 2-5 Years 34.3 30.2 113 6-14 Years 38.5 32.0 120 15+ Years 17.5 25.0 70 Market Value of Home <$50,000 1.2 10.3 12 $50,000-$99,000 1.9 19.1 10 $100,000-$124,999 1.1 8.8 12 $125,000-$149,999 0.9 8.0 11 $150,000-$199,999 3.2 12.9 25 $200,000-$299,999 3.6 15.9 23 $300,000-$500,000 21.7 14.7 148 $500,000+66.4 10.3 642 Dwelling Unit Size Single Family Dwelling 95.4 86.0 111 Multiple Family Dwelling 4.6 14.0 32 Occupation Professional/Technical 57.8 30.4 190 Administrative/Managerial 8.4 6.8 124 Sales/Service 1.8 1.7 101 Clerical/White Collar 12.3 16.7 74 Craftsman/Blue Collar 6.8 18.7 36 Student 0.4 0.8 48 Housewife 2.9 6.0 49 Retired 3.3 12.1 27 Other 1.8 3.8 48 Self Employed 4.6 3.1 149 Education Completed High School 32.3 53.1 61 Completed College 39.3 33.1 119 Completed Graduate School 28.3 13.2 215 Attended Vocational/Technical 0.1 0.6 20 Ethnicity Caucasian 81.9 74.3 110 African American 2.1 10.0 20 Hispanic 6.0 10.7 56 Asian 8.0 3.6 225 Other 2.0 1.1 173 Household Size One Person Household 0.0 24.7 0 Two Person Household 5.3 28.8 18 Three Person Household 31.2 21.3 147 Four Person Household 27.8 13.0 213 Five+ Person Household 35.7 12.1 295 Mail Responsive Mail Order Responsive 95.8 76.8 125 Mail Order Buyer 95.8 76.6 125 Mail Order Donor 2.7 2.8 96 Buying Channel Preference – Decile Top Internet Decile 28.4 8.9 321 Top Mail Decile 21.8 11.9 184 Top Phone Decile 44.8 12.0 374 ABOUT FORTUNES & FAMILIES—SKYBOXES & SUBURBANS This cluster represents established, wealthy families, often with teens, living in the lap of suburban luxury. With top rankings for education, income and net worth, Skyboxes & Suburbans contains married executives and professionals who earn absolute top-dollar incomes, obsess about their investments and indulge in an expensive array of activities. Reflecting their devotion to kids, they play board games and go to the museum, the beach and the zoo. They play tennis and golf, and they attend professional sporting events, usually in a luxury minivan or SUV. They are frequent shoppers, buying clothes for themselves and their kids and furnishing their houses. WHEN THEY GREW UP... • Who shot J.R.? • The Bicentennial • Elvis Presley dies • CB radios CLUSTER SIZE Households: 1,590,100 % U.S. Households: 1.28% FINANCIAL/INSURANCE: Life Insurance: $500,000+ Fidelity Investments Mutual Fund Use CPA 2nd Mortgage Equity Loan Jewelry Insurance SHOPPING: Children’s Shoes and Clothing Land’s End Barnes and Noble Ann Taylor Nordstrom Sephora Spend $800+ by Internet RADIO/TV: NPR Business/Financial Satellite XM CBS College Football News Talk Radio Sports Radio The Office MAGAZINES/NEWSPAPERS: Real Simple Consumer Reports Ny Times Sunday Newspaper Airline Magazines Business/Finance Magazines Shape ACTIVITIES: Skiing Fantasy Sports Leagues Tennis/Golf Jogging and Running Backpacking/Hiking COMPUTERS/ONLINE: Trade Stocks, Bonds, Mutual Funds Internet Banking CNN Personal/Business Travel Planning Personal Finance/Tax Prep Software Parenting Advice Wireless Connection Children Use Most Often at Home FORTUNES & FAMILIES—SKYBOXES & SUBURBANS Cluster 04 (Group 11B) DISTRIBUTION OF FORTUNES & FAMILIES—SKYBOXES & SUBURBANS Skyboxes & Suburbans is one of the best-educated and wealthiest clusters. These wealthy families shop at upscale stores, spend time feathering their nest and adhere to regular fitness programs.FORTUNES & FAMILIES—SKYBOXES & SUBURBANS Cluster 4 (Group 11B) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 FORTUNES AND FAMILIES WEALTHY SUBURBS & TOWNS TAKING HOLD—INCOMES FIRST (Cluster 18)FORTUNES & FAMILIES—SKYBOXES & SUBURBANS Cluster 4 (Group 11B) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS FORTUNES & FAMILIES—SKYBOXES & SUBURBANS Cluster 04 (Group 11B) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 0.6 2.3 25 24-29 Years 2.4 7.6 32 30-35 Years 6.7 10.5 63 36-45 Years 25.7 21.5 120 46-55 Years 33.8 21.5 157 56-65 Years 20.8 15.4 135 66-75 Years 7.7 10.7 72 76+ Years 2.3 10.5 22 MEAN AGE 49.6 Estimated Income <$15,000 0.0 10.1 0 $15,000-$19,999 0.0 4.7 0 $20,000-$29,999 0.0 8.8 0 $30,000-$39,999 0.0 10.8 0 $40,000-$49,999 0.8 11.2 8 $50,000-$74,999 5.3 24.2 22 $75,000-$99,999 10.5 13.9 75 $100,000-$124,999 9.1 6.3 144 $125,000-$149,999 38.8 4.7 816 $150,000+35.6 5.1 697 Presence and Age of Children No Children Present 0.0 65.9 0 Ages 0-2 11.4 6.5 177 Ages 3-5 17.6 7.0 252 Ages 6-10 34.2 11.1 308 Ages 11-15 38.3 10.6 361 Ages 16-17 28.5 7.5 380 Marital Status Single 13.8 44.0 31 Married 86.2 56.0 154 Estimated Net Worth <$1 0.0 9.4 0 $1-$4,999 0.0 8.8 0 $5,000-$9,999 0.0 5.5 0 $10,000-$24,999 0.0 5.2 0 $25,000-$49,999 0.0 8.6 0 $50,000-$99,999 0.0 10.0 0 $100,000-$249,999 0.0 20.6 0 $250,000-$499,999 0.0 15.0 0 $500,000-$999,999 0.0 9.4 0 $1,000,000-$1,999,999 100.0 3.6 2807 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 3.6 23.2 15 Home Owner 96.4 76.8 126 Population Density – HH per Sq. Mile 0-24 5.7 8.8 65 25-83 9.8 9.3 105 84-1,015 49.5 33.4 148 1,016-3,015 27.5 33.2 83 3,016-5,440 4.5 8.3 54 5,441-9,948 1.5 3.6 43 9,949+1.4 3.4 43 Length of Residence <2 Years 9.5 12.7 75 2-5 Years 33.9 30.2 112 6-14 Years 37.0 32.0 115 15+ Years 19.7 25.0 79 Market Value of Home <$50,000 4.6 10.3 45 $50,000-$99,999 7.7 19.1 40 $100,000-$124,999 4.2 8.8 48 $125,000-$149,999 4.5 8.0 56 $150,000-$199,999 12.3 12.9 95 $200,000-$299,999 14.0 15.9 88 $300,000-$499,999 28.0 14.7 191 $500,000+24.7 10.3 238 Dwelling Unit Size Single Family Dwelling 95.8 86.0 111 Multiple Family Dwelling 4.2 14.0 30 Occupation Professional/Technical 48.1 30.4 158 Administration/Management 9.1 6.8 134 Sales/Service 2.0 1.7 114 Clerical/White Collar 13.7 16.7 82 Craftsman/Blue Collar 11.4 18.7 61 Student 0.4 0.8 51 Housewife 3.6 6.0 61 Retired 3.5 12.1 29 Other 3.2 3.8 83 Self Employed 5.2 3.1 168 Education Completed High School 38.1 53.1 72 Completed College 37.2 33.1 112 Completed Graduate School 24.5 13.2 186 Attended Vocational/Technical 0.2 0.6 37 Ethnicity Caucasian 83.0 74.3 112 African American 3.1 10.3 30 Hispanic 6.8 10.7 63 Asian 5.6 3.6 156 Other 1.6 1.1 137 Household Size One Person Household 0.0 24.7 0 Two Person Household 4.6 28.8 16 Three Person Household 30.6 21.3 144 Four Person Household 27.4 13.0 210 Five+ Person Household 37.4 12.1 308 Mail Responsive Mail Order Responsive 95.7 76.8 125 Mail Order Buyer 95.7 76.6 125 Mail Order Donor 2.2 2.8 78 Buying Channel Preference – Decile Top Internet Decile 15.8 8.9 178 Top Mail Decile 16.6 11.9 140 Top Phone Decile 31.5 12.0 263 ABOUT FORTUNES & FAMILIES—LAVISH LIFESTYLES Lavish Lifestyles households are wealthy couples with mostly teenage children and the minivans to move them. They enjoy very high incomes and educations. They are likely to shop at Kohl’s and online. They spend time with their kids at home and in the community. While they are often active outdoors with such activities as bicycling, downhill skiing or jogging, they are just as likely to enjoy time around the house barbecuing and entertaining friends. WHEN THEY GREW UP... • CDs cause decline of record sales • Karen Carpenter dies • Last episode of M*A*S*H* •Terms of Endearment debuts CLUSTER SIZE Households: 4,112,000 % U.S. Households: 3.32% FINANCIAL/INSURANCE: Heavy Investment Activity Second Mortgage Online banking 529 Plan (College Savings Plan) Contribute $100+ to Public Broadcasting SHOPPING: Kohl’s Ebay Barnes & Noble Children’s Shoes and Clothes Target Costco Spend over $800 by Internet RADIO/TV: Sports Radio Classic Hits Sirius Nickelodeon Disney Channel News Holiday Specials What Not to Wear MAGAZINES/NEWSPAPERS: People Family Fun Airline Business/Finance Parenthood Real Simple Parents ACTIVITIES: High School Sports Photography Barbecuing Board Games Business Clubs Downhill Skiing Fitness Outdoor Activities with Family COMPUTERS/ONLINE: Personal or Business Travel Plans Business/News Web Sites Movie Times Download Music MapQuest Childcare MLB Heavy Internet shopper PC Users FORTUNES & FAMILIES—LAVISH LIFESTYLES Cluster 07 (Group 11B) DISTRIBUTION OF FORTUNES & FAMILIES—LAVISH LIFESTYLES Lavish Lifestyles contains established couples with teenage kids, minivans and mortgages. Luckily, with a rank of fifth in the country, they have the high incomes to support them.FORTUNES & FAMILIES—LAVISH LIFESTYLES Cluster 7 (Group 11B) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 FORTUNES & FAMILIES WEALTHY SUBURBS & TOWNS TAKING HOLD—INCOMES FIRST (Cluster 18)FORTUNES & FAMILIES—LAVISH LIFESTYLES Cluster 7 (Group 11B) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS FORTUNES & FAMILIES—LAVISH LIFESTYLES Cluster 07 (Group 11B) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 0.1 2.3 2 24-29 Years 0.1 7.6 1 30-35 Years 4.5 10.5 43 36-45 Years 40.2 21.5 188 46-55 Years 45.9 21.5 214 56-65 Years 8.4 15.4 55 66-75 Years 0.3 10.7 3 76+ Years 0.4 10.5 4 MEAN AGE 46.0 Estimated Income <$15,000 0.0 10.1 0 $15,000-$19,999 0.0 4.7 0 $20,000-$29,999 0.0 8.8 0 $30,000-$39,999 0.0 10.8 0 $40,000-$49,999 0.0 11.2 0 $50,000-$74,999 0.2 24.2 1 $75,000-$99,999 0.1 13.9 1 $100,000-$124,999 47.3 6.3 754 $125,000-$149,999 27.7 4.7 584 $150,000+24.6 5.1 482 Presence and Age of Children No Children Present 0.0 65.9 0 Ages 0-2 9.8 6.5 152 Ages 3-5 18.5 7.0 264 Ages 6-10 41.0 11.1 370 Ages 11-15 41.6 10.6 392 Ages 16-17 31.2 7.5 416 Marital Status Single 5.8 44.0 13 Married 94.2 56.0 168 Estimated Net Worth <$1 0.2 9.4 2 $1-$4,999 0.5 8.8 6 $5,000-$9,999 0.3 5.5 5 $10,000-$24,999 0.5 5.2 10 $25,000-$49,999 0.8 8.6 9 $50,000-$99,999 8.2 10.0 82 $100,000-$249,999 37.0 20.6 179 $250,000-$499,999 45.1 15.0 301 $500,000-$999,999 7.5 9.4 80 $1,000,000-$1,999,999 0.0 3.6 0 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 1.6 23.2 7 Home Owner 98.4 76.8 128 Population Density – HH per Sq. Mile 0-24 3.4 8.8 39 25-83 13.1 9.3 140 84-1,015 51.2 33.4 153 1,016-3,015 28.9 33.2 87 3,016-5,440 2.9 8.3 35 5,441-9,948 0.3 3.6 8 9,949+0.2 3.4 7 Length of Residence <2 Years 8.5 12.7 67 2-5 Years 30.1 30.2 100 6-14 Years 43.9 32.0 137 15+ Years 17.5 25.0 70 Market Value of Home <$50,000 4.5 10.3 43 $50,000-$99,999 9.7 19.1 51 $100,000-$124,999 6.0 8.8 68 $125,000-$149,999 6.8 8.0 85 $150,000-$199,999 12.2 12.9 94 $200,000-$299,999 23.9 15.9 150 $300,000-$499,999 24.1 14.7 164 $500,000+12.9 10.3 125 Dwelling Unit Size Single Family Dwelling 98.3 86.0 114 Multiple Family Dwelling 1.7 14.0 12 Occupation Professional/Technical 48.9 30.4 161 Administration/Management 8.3 6.8 122 Sales/Service 1.8 1.7 106 Clerical/White Collar 14.8 16.7 89 Craftsman/Blue Collar 17.8 18.7 95 Student 0.3 0.8 36 Housewife 2.6 6.0 44 Retired 1.0 12.1 9 Other 2.2 3.8 59 Self Employed 2.2 3.1 73 Education Completed High School 43.0 53.1 81 Completed College 34.7 33.1 105 Completed Graduate School 22.1 13.2 168 Attended Vocational/Technical 0.2 0.6 32 Ethnicity Caucasian 85.7 74.3 115 African American 3.0 10.3 29 Hispanic 6.0 10.7 56 Asian 3.9 3.6 109 Other 1.3 1.1 114 Household Size One Person Household 0.0 24.7 0 Two Person Household 1.6 28.8 6 Three Person Household 28.0 21.3 132 Four Person Household 30.0 13.0 230 Five+ Person Household 40.4 12.1 333 Mail Responsive Mail Order Responsive 96.7 76.8 126 Mail Order Buyer 96.6 76.6 126 Mail Order Donor 1.3 2.8 46 Buying Channel Preference – Decile Top Internet Decile 12.6 8.9 143 Top Mail Decile 15.8 11.9 133 Top Phone Decile 23.9 12.0 199 ACTIVE PROFESSIONALS / ABOUT ME • Because I've worked hard, I can afford to see new sites and try new things. • I believe in exploring the best this beau?ful planet has to offer; I’m always up for a new adventure. • I am on-the-go constantly, so I gravitate towards brands and companies that cater to me and let me be part of their story. • What my friends and my peers say plays a very important role in my decision-making process. Persona Parameters: Age: 25-35 Travel Companions: solo, partner, friends, no children Front Range HHI: $75K Des?na?on HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visi?ng from ci?es including Houston, Dallas, Chicago Length of Stay: 3.6 nights Tapestry LifeModes: Uptown Individuals, Middle Ground PersonicX Cluster: Taking Hold ACTIVE PROFESSIONALS / TRAVEL MINDSET “Work hard, play hard.” I want each day filled with both the exci?ng and the relaxing, a sense of balance I don’t normally find in my hec?c day-to-day. I’m open to new experiences, new sights, and trying to get ahead of the curve. I look to my peers and online influencers for the inside scoop on a des?na?on; I do a lot of research beforehand. Every moment should be shareable; I’ll be documen?ng my trip the whole ?me. Travel Mo*va*ons - Adventure and sightseeing are at the top of my list - I’m not in the office, so it’s ?me to play - Vaca?on is also my break; when I’m not playing, I’m ready to kick back and relax Buying Behaviors - If it’s a brand I trust, I’ll buy it even if it’s slightly more expensive - I buy brands that reflect my style - I buy based on quality, not price ACTIVE PROFESSIONALS / ACTIVE PROFESSIONALS / MEDIA QUINTILES 9+ issues per month 0 issues per month 2-6 hours per week 4-10 hours per week 30+ hours per week 150-250 miles in a week Professional Achievers may remember a ?me without the internet, but they prefer having it now. Most news and programming is consumed through digital-enabled devices (think laptops and smartphones). They’re s?ll on the move heading to and from work, listening to the radio or their favorite podcast once in a while. But they rarely sit down to watch tradi?onal TV. Unless it’s a sports game, they’re most likely streaming. MRI custom pull, 2016 ACTIVE PROFESSIONALS / MEDIA Nielsen, 2016; MRI custom pull, 2016 FAVORITE MAGAZINES/ NEWSPAPERS: Hearst Magazines (Marie Claire, Good Housekeeping, O! Cosmopolitan, Esquire) Meredith Magazines (Martha Stewart Weddings) Time Inc. Magazines (In Style, National Geographic, People) Men’s Health Men’s Fitness Conde Nast MEDIA ACROSS TARGETS: Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD FAVORITE SITES/ APPS: Ebay.com TheHufﬁngtonPost.com iTunes.com Pandora.com Groupon.com FAVORITE RADIO/ TV: Reality TV Comedy programs The Colbert Report Alternative Radio ACTIVE PROFESSIONALS/ PERSONICX CLUSTER Nielsen, 2016; MRI custom pull, 2016 TAKING HOLD: While this cluster is made up of relatively young individuals and married couples, they are deﬁned from others within their age group by their ﬁnancial security and middle to upper-class income brackets. Those within this cluster are very active, participating in a variety of ﬁtness and recreational activities. DAY IN THE LIFE: MARIA WAKES UP… grabs her phone and turns on alt rock radio. She grabs a bottle of water from her kitchen, and goes to the third bedroom that doubles as the workout room. She runs on the treadmill for 30 minutes. SPENDS THE DAY… researching a big liability case for the law ﬁrm where she works as a paralegal. TALKS ABOUT WEEKEND PLANS TO… go camping and get away from it all. The weather is supposed to be perfect for it, ﬁnally cooling down after that heat wave. SPENDS THE EVENING… driving to the athletic club and playing tennis with her groups of friends. Meets her husband for a late dinner at Jay’s Pizza. She has soup and salad with a Corona Light beer. Later they spend time online shopping for a new TV, hopefully one of those nice ﬂat screens with HDTV and a Blu-ray player. GOES TO BED… at 11:30 after a half hour of pilates, watching her favorite sitcom’s reruns. WHEN THEY GREW UP: • 9/11 • AMERICAN IDOL DEBUTS • GOOGLE HITS THE WEB • WIKIPEDIA IS LAUNCHED • WAR IN IRAQ • HURRICANE KATRINA WHEN THEY GREW UP… •The9/11tragedy •American Idol debuts •Wikipediaislaunched •WarinIraq TAKING HOLD ABOUT TAKING HOLD The members of three of the four clusters of Group 2Y, “Taking Hold,” are still under the age of 30 and fall into the “Security” cohort of financially comfortable young adults. The big leap for Group 2Y is not age but money, for these clusters have already made it into the middle and upper-middle income brackets. As a group, they are in similar entry-level white collar professional and technical occupations, but otherwise vary, with some clusters being single while others are married, and some just getting into their first homes while others are still renting. They are an active bunch, participating in a variety of fitness and recreational activities. They spend money on items for themselves, their children or their friends’ children. GROUP 2Y GROUP 2Y TAKING HOLD HOUSEHOLDS: 5,048,200 (4.08% OF U.S.) CLUSTERS 18 Married Sophisticates 21 Children First 24 Career Building 30 Spouses & Houses TAKING HOLD (Group 2Y) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. TAKING HOLD, A DAY IN THE LIFE Name of protagonist:“Maria” Wakes up…grabs the remote and flips on alternative rock radio. She gets up, goes to the kitchen, grabs a bottle of water and goes to the third bedroom that doubles as the workout room. She runs on the treadmill for 30 minutes. Spends the day…researching a big liability case for the law firm where she works as a paralegal. She calls her husband and reminds him that it’s his parents’ anniversary and that it is a good idea to at least offer to take them out to dinner that week or cook a dinner for them in their gourmet kitchen. Talks about weekend plans to…go camping to get away from it all. The weather is supposed to be perfect for it, finally cooling down after that heat wave. Has a meeting with…the group of attorneys that is working on the case to discuss the fact that they were not going to have any case based on precedents of two similar cases. Spends the evening…driving to the athletic club and playing tennis with her group of friends. Meets her husband for a late dinner at Jay’s Pizza. She has soup and salad with a Corona Light beer. Later they spend time online shopping for a new TV, hopefully one of those nice flat screens with HDTV and a Blu-ray player. Goes to bed at…11:30 p.m. after a half hour of pilates,watching…Scrubs reruns. AC-0753-10 10/10 ADayintheLifeisashort,fictionalnarrativeintendedtofurtherbringthedatatolifeandtoillustratethedifferencesamongPersonicXLifeStagegroups. TAKING HOLD—INCOMES FIRST (Cluster 18)TAKING HOLD (Group 2Y) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS LIFE STAGE GROUP 2Y—TAKING HOLD Clusters 18, 21, 24, 30 AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 10.4 2.3 454 24-29 Years 73.7 7.6 966 30-35 Years 15.8 10.5 151 36-45 Years 0.2 21.5 1 46-55 Years 0.0 21.5 0 56-65 Years 0.0 15.4 0 66-75 Years 0.0 10.7 0 76+ Years 0.0 10.5 0 MEAN AGE 26.7 Estimated Income <$15,000 0.0 10.1 0 $15,000-$19,999 0.4 4.7 8 $20,000-$29,999 1.0 8.8 12 $30,000-$39,999 1.6 10.8 15 $40,000-$49,999 17.2 11.2 153 $50,000-$74,999 46.7 24.2 193 $75,000-$99,999 21.9 13.9 157 $100,000-$124,999 3.4 6.3 53 $125,000-$149,999 0.3 4.7 7 $150,000+7.5 5.1 147 Presence and Age of Children No Children Present 62.6 65.9 95 Ages 0-2 12.5 6.5 193 Ages 3-5 10.0 7.0 143 Ages 6-10 8.9 11.1 80 Ages 11-15 5.2 10.6 49 Ages 16-17 5.8 7.5 77 Marital Status Single 47.4 44.0 108 Married 52.6 56.0 94 Estimated Net Worth <$1 12.0 9.4 128 $1-$4,999 10.8 8.8 123 $5,000-$9,999 12.9 5.5 234 $10,000-$24,999 1.6 5.2 30 $25,000-$49,999 12.4 8.6 146 $50,000-$99,999 11.1 10.0 111 $100,000-$249,999 21.5 20.6 104 $250,000-$499,999 14.0 15.0 94 $500,000-$999,999 3.7 9.4 40 $1,000,000-$1,999,999 0.0 3.6 0 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 36.9 23.2 159 Home Owner 63.1 76.8 82 Population Density – HH per Sq. Mile 0-24 1.7 8.8 20 25-83 4.1 9.3 44 84-1,015 41.5 33.4 124 1,016-3,015 40.3 33.2 121 3,016-5,440 9.4 8.3 113 5,441-9,948 2.4 3.6 67 9,949+0.6 3.4 18 Length of Residence <2 Years 27.2 12.7 214 2-5 Years 42.6 30.2 141 6-14 Years 17.9 32.0 56 15+ Years 12.3 25.0 49 Market Value of Home <$50,000 5.7 10.3 56 $50,000-$99,999 14.1 19.1 74 $100,000-$124,999 9.5 8.8 108 $125,000-$149,999 10.0 8.0 125 $150,000-$199,999 17.1 12.9 133 $200,000-$299,999 20.5 15.9 129 $300,000-$499,999 16.0 14.7 109 $500,000+7.1 10.3 68 Dwelling Unit Size Single Family Dwelling 84.3 86.0 98 Multiple Family Dwelling 15.7 14.0 112 Occupation Professional/Technical 27.7 30.4 91 Administration/Management 5.5 6.8 81 Sales/Service 2.7 1.7 157 Clerical/White Collar 28.2 16.7 169 Craftsman/Blue Collar 20.7 18.7 111 Student 3.8 0.8 474 Housewife 5.1 6.0 85 Retired 0.9 12.1 7 Other 3.6 3.8 94 Self Employed 1.8 3.1 59 Education Completed High School 69.7 53.1 131 Completed College 25.4 33.1 77 Completed Graduate School 4.4 13.2 34 Attended Vocational/Technical 0.5 0.6 83 Ethnicity Caucasian 72.9 74.3 98 African American 7.5 10.3 73 Hispanic 13.4 10.7 125 Asian 4.9 3.6 138 Other 1.3 1.1 113 Household Size One Person Household 28.0 24.7 113 Two Person Household 34.7 28.8 120 Three Person Household 20.6 21.3 97 Four Person Household 9.2 13.0 70 Five+ Person Household 7.5 12.1 62 Mail Responsive Mail Order Responsive 59.5 76.8 78 Mail Order Buyer 59.4 76.6 77 Mail Order Donor 0.6 2.8 21 Buying Channel Preference – Decile Top Internet Decile 19.3 8.9 218 Top Mail Decile 1.0 11.9 9 Top Phone Decile 1.3 12.1 11 ABOUT TAKING HOLD—MARRIED SOPHISTICATES Married Sophisticates households are upper middle-class families with no children. They are successfully working their way up white-collar sales and professional career ladders, some still working on their education to enhance their resumes. These early-30s couples enjoy free time and have the money to take advantage of it. A very active group, they enjoy the outdoors camping and hiking. They take care of themselves by cooking their own healthy gourmet meals. When it comes time to rest they can be found gambling in Atlantic City or socializing at nightclubs and bars, as well as attending business clubs or going to auto shows. They plan most of these trips online with services like Orbitz.com. Their shopping habits include trips to Banana Republic as well as finding stylish bargains at The Gap and Borders. They enjoy reading and surfing the net for relaxation. As they look for green and trendy cars, they tend to purchase “compacts” like compact SUVs and trucks, as well as sub-compact cars. WHEN THEY GREW UP... •The Lord of the Rings Trilogy debuts • The 9/11 tragedy •American Idol debuts • Wikipedia is launched CLUSTER SIZE Households: 733,700 % U.S. Households: 0.59% FINANCIAL/INSURANCE: Life/Health Insurance from Work Recent Home Mortgage Mutual Funds Education Loans Banking Online Visa Signature Card SHOPPING: Banana Republic Netflix Victoria’s Secret The Gap Borders Orbitz RADIO/TV: Alternative Radio XM Satellite Radio Ace of Cakes Mythbusters Friends Sports MAGAZINES/NEWSPAPERS: National Geographic Traveler Sports Illustrated Real Simple Men’s Health Elle ACTIVITIES: Cooking Reading Fantasy Sports League Camping Sports Trading Cards Bars and Nightclubs COMPUTERS/ONLINE: Tech-Splorers Toshiba Ticket-Master Obtain Financial Information Watch Online Videos ESPN News Websites TAKING HOLD—MARRIED SOPHISTICATES Cluster 18 (Group 2Y) DISTRIBUTION OF TAKING HOLD—MARRIED SOPHISTICATES Married Sophisticates is made up of recently married young couples who enjoy healthy upper-middle range incomes. They are almost all homeowners with above average net worth, living in upscale suburban neighborhoods.TAKING HOLD—MARRIED SOPHISTICATES Cluster 18 (Group 2Y) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 TAKING HOLD UPPER-MIDDLE SUBURBS & TOWNS TAKING HOLD—INCOMES FIRST (Cluster 18)TAKING HOLD—MARRIED SOPHISTICATES Cluster 18 (Group 2Y) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS TAKING HOLD—MARRIED SOPHISTICATES Cluster 18 (Group 2Y) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 0.0 2.3 0 24-29 Years 2.8 7.6 36 30-35 Years 97.2 10.5 925 36-45 Years 0.0 21.5 0 46-55 Years 0.0 21.5 0 56-65 Years 0.0 15.4 0 66-75 Years 0.0 10.7 0 76+ Years 0.0 10.5 0 MEAN AGE 32.0 Estimated Income <$15,000 0.0 10.1 0 $15,000-$19,999 0.0 4.7 0 $20,000-$29,999 0.0 8.8 0 $30,000-$39,999 0.0 10.8 0 $40,000-$49,999 0.1 11.2 1 $50,000-$74,999 52.4 24.2 216 $75,000-$99,999 40.5 13.9 291 $100,000-$124,999 0.0 6.3 0 $125,000-$149,999 0.0 4.7 0 $150,000+7.0 5.1 137 Presence and Age of Children No Children Present 100.0 65.9 152 Ages 0-2 0.0 6.5 0 Ages 3-5 0.0 7.0 0 Ages 6-10 0.0 11.1 0 Ages 11-15 0.0 10.6 0 Ages 16-17 0.0 7.5 0 Marital Status Single 0.0 44.0 0 Married 100.0 56.0 178 Estimated Net Worth <$1 0.0 9.4 0 $1-$4,999 0.7 8.8 7 $5,000-$9,999 7.3 5.5 132 $10,000-$24,999 0.0 5.2 0 $25,000-$49,999 12.3 8.6 143 $50,000-$99,999 11.2 10.0 112 $100,000-$249,999 32.6 20.6 158 $250,000-$499,999 28.2 15.0 188 $500,000-$999,999 7.9 9.4 84 $1,000,000-$1,999,999 0.0 3.6 0 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 2.7 23.2 11 Home Owner 97.3 76.8 127 Population Density – HH per Sq. Mile 0-24 0.0 8.8 0 25-83 0.4 9.3 4 83-1,015 47.3 33.4 142 1,016-3,015 40.9 33.2 123 3,016-5,440 8.3 8.3 100 5,441-9,948 2.8 3.6 80 9,949+0.3 3.4 8 Length of Residence <2 Years 17.8 12.7 140 2-5 Years 37.1 30.2 123 6-14 Years 28.2 32.0 88 15+ Years 16.8 25.0 67 Market Value of Home <$50,000 3.8 10.3 37 $50,000-$99,999 11.0 19.1 58 $100,000-$124,999 8.5 8.8 96 $125,000-$149,999 9.5 8.0 119 $150,000-$199,999 17.2 12.9 133 $200,000-$299,999 23.2 15.9 147 $300,000-$499,999 19.2 14.7 130 $500,000+7.6 10.3 73 Dwelling Unit Size Single Family Dwelling 93.3 86.0 109 Multiple Family Dwelling 6.7 14.0 48 Occupation Professional/Technical 38.8 30.4 128 Administration/Management 6.8 6.8 100 Sales/Service 2.6 1.7 148 Clerical/White Collar 21.7 16.7 130 Craftsman/Blue Collar 1 9.6 18.7 105 Student 1.5 0.8 184 Housewife 2.8 6.0 47 Retired 1.5 12.1 12 Other 2.5 3.8 67 Self Employed 2.2 3.1 72 Education Completed High School 56.1 53.1 106 Completed College 33.7 33.1 102 Completed Graduate School 9.8 13.2 74 Attended Vocational/Technical 0.4 0.6 74 Ethnicity Caucasian 74.6 74.3 100 African American 5.7 10.3 55 Hispanic 12.7 10.7 119 Asian 5.7 3.6 160 Other 1.3 1.1 114 Household Size One Person Household 4.6 24.7 19 Two Person Household 63.1 28.8 219 Three Person Household 13.4 21.3 63 Four Person Household 9.4 13.0 72 Five+ Person Household 9.5 12.1 78 Mail Responsive Mail Order Responsive 76.8 76.8 100 Mail Order Buyer 76.6 76.6 100 Mail Order Donor 1.7 2.8 59 Buying Channel Preference – Decile Top Internet Decile 14.6 8.9 165 Top Mail Decile 2.2 11.9 19 Top Phone Decile 3.7 12.0 31 ABOUT TAKING HOLD—CHILDREN FIRST Children First represents a busy group of young, financially comfortable singles and couples, all of whom already have at least one child. This group of high school grads, some still working on higher level degrees, enjoys upper-middle wages and white collar professional sales and technical jobs as well as better paid blue collar jobs. They also spend time with the children, going to the zoo and scrapbooking to preserve memories. Child-rearing and parenting-focused publications top their magazine reading, including titles such as Scholastic Parent and Child and Parenting. This group shops for bargains and style at The Gap, Old Navy and Ebay. Then they load the kids into the SUV or minivan and head for the park. WHEN THEY GREW UP... • George W. Bush re-elected • Google hits the web • Hurricane Katrina •The Bourne Identity is released CLUSTER SIZE Households: 2,037,800 % U.S. Households: 1.65% FINANCIAL/INSURANCE: Education Loans Bank by Internet/Phone Recent Non-Interest Checking Account Recent New Car Loan Visa Debit Card SHOPPING: Old Navy The Gap Children’s Clothing and Shoes The Disney Store Toys “R” Us eBay.com RADIO/TV: CHR Radio Disney XD Pay-Per-View Sporting Events Dora the Explorer BET MAGAZINES/NEWSPAPERS: Baby and Parenting Magazines In Touch Weekly Cosmopolitan Game Informer Maxim ACTIVITIES: Photography Going to the Zoo Camping Scrapbooking Soccer COMPUTERS/ONLINE: Yellow Pages Ebay Recipes Obtain Financial Information Pay Bills Yahoo Kids Use Computer TAKING HOLD—CHILDREN FIRST Cluster 21 (Group 2Y) DISTRIBUTION OF TAKING HOLD—CHILDREN FIRST Young families dominate Children First. At a mean age of 25, they are already raising an average of just over one child per household. Even though split between married and single households, 100% show the presence of children. They earn upper-middle incomes and live in suburban areas.TAKING HOLD—CHILDREN FIRST Cluster 21 (Group 2Y) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 TAKING HOLD UPPER-MIDDLE SUBURBS & TOWNS TAKING HOLD—INCOMES FIRST (Cluster 18)TAKING HOLD—CHILDREN FIRST Cluster 21 (Group 2Y) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS TAKING HOLD—CHILDREN FIRST Cluster 21 (Group 2Y) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 22.7 2.3 996 24-29 Years 75.4 7.6 990 30-35 Years 1.8 10.5 17 36-45 Years 0.0 21.5 0 46-55 Years 0.0 21.5 0 56-65 Years 0.0 15.4 0 66-75 Years 0.0 10.7 0 76+ Years 0.0 10.5 0 MEAN AGE 25.3 Estimated Income <$15,000 0.0 10.1 0 $15,000-$19,999 0.0 4.7 0 $20,000-$29,999 0.0 8.8 0 $30,000-$39,999 0.0 10.8 0 $40,000-$49,999 28.6 11.2 255 $50,000-$74,999 47.5 24.2 196 $75,000-$99,999 16.9 13.9 121 $100,000-$124,999 4.5 6.3 72 $125,000-$149,999 0.6 4.7 12 $150,000+1.9 5.1 38 Presence and Age of Children No Children Present 0.0 65.9 0 Ages 0-2 33.3 6.5 515 Ages 3-5 26.7 7.0 382 Ages 6-10 23.8 11.1 214 Ages 11-15 13.8 10.6 130 Ages 16-17 15.5 7.5 207 Marital Status Single 47.4 44.0 108 Married 52.6 55.0 94 Estimated Net Worth <$1 16.4 9.4 175 $1-$4,999 12.9 8.8 147 $5,000-$9,999 10.1 5.5 184 $10,000-$24,999 2.8 5.2 54 $25,000-$49,999 12.5 8.6 147 $50,000-$99,999 7.9 10.0 80 $100,000-$249,999 22.2 20.6 108 $250,000-$499,999 11.6 15.0 77 $500,000-$999,999 3.5 9.4 37 $1,000,000-$1,999,999 0.0 3.6 0 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 32.6 23.2 142 Home Owner 67.2 76.8 87 Population Density – HH per Sq. Mile 0-24 4.5 8.8 51 25-83 9.0 9.3 96 84-1,015 39.0 33.4 117 1,016-3,015 37.5 33.2 113 3,016-5,440 7.1 8.3 86 5,441-9,948 2.3 3.6 66 9,949+0.5 3.4 15 Length of Residence <2 Years 26.9 12.7 212 2-5 Years 48.6 30.2 161 6-14 Years 15.9 32.0 50 15+ Years 8.5 25.0 34 Market Value of Home <$50,000 7.1 10.3 69 $50,000-$99,000 16.9 19.1 88 $100,000-$124,999 10.5 8.8 120 $125,000-$149,999 10.6 8.0 133 $150,000-$199,999 16.8 12.9 130 $200,000-$299,999 18.9 15.9 119 $300,000-$500,000 13.5 14.7 92 $500,000+5.7 10.3 55 Dwelling Unit Size Single Family Dwelling 84.9 86.0 99 Multiple Family Dwelling 15.1 14.0 108 Occupation Professional/Technical 21.4 30.4 70 Administrative/Managerial 4.9 6.8 72 Sales/Service 2.6 1.7 151 Clerical/White Collar 30.5 16.7 183 Craftsman/Blue Collar 23.1 18.7 123 Student 3.6 0.8 445 Housewife 7.5 6.0 127 Retired 0.4 12.1 4 Other 4.2 3.8 110 Self Employed 1.8 3.1 58 Education Completed High School 72.4 53.1 136 Completed College 24.4 33.1 74 Completed Graduate School 2.7 13.2 21 Attended Vocational/Technical 0.5 0.6 80 Ethnicity Caucasian 71.6 74.3 96 African American 7.1 10.3 72 Hispanic 12.7 10.7 147 Asian 4.1 3.6 115 Other 1.2 1.1 105 Household Size One Person Household 0.1 24.7 0 Two Person Household 30.1 28.8 104 Three Person Household 42.3 21.3 199 Four Person Household 15.8 130 121 Five+ Person Household 11.6 12.1 96 Mail Responsive Mail Order Responsive 68.7 76.8 90 Mail Order Buyer 68.5 76.6 89 Mail Order Donor 0.3 2.8 9 Buying Channel Preference – Decile Top Internet Decile 12.8 8.9 144 Top Mail Decile 0.7 11.9 6 Top Phone Decile 0.9 12.0 8 ABOUT TAKING HOLD—CAREER BUILDING Career Building singles are young, but well compensated. While repaying their education loans they are beginning to save and invest. They favor trendy stores that cater to their age range, incomes and aspirations such as Express and Banana Republic. They are sports enthusiasts, both as participants and spectators. They jog, play softball and hike. They enjoy watching MTV when they actually do relax at home. Career Building singles also tend to read health magazines such as Men’s Health and style magazines such as GQ and In Style. They are also Internet savvy, downloading music, searching for financial information and using G-mail. WHEN THEY GREW UP... • War in Iraq •The Office debuts •X-Men is in theaters • Vanessa Carlton’s A Thousand Miles hits radios CLUSTER SIZE Households: 1,667,600 % U.S. Households: 1.35% FINANCIAL/INSURANCE: Education Loans Recent Bank Account Mastercard Debit Card Renter’s Insurance Online Banking SHOPPING: Banana Republic Express Victoria’s Secret IKEA Internet Fed Ex/Kinkos RADIO/TV: VH1/MTV/MTV2 Scrubs Alternative Radio The Office Adult Swim The Colbert Report MAGAZINES/NEWSPAPERS: In Style Modern Bride Men’s Health Men’s Fitness ESPN The Magazine ACTIVITIES: Jogging/Running Bars and Nightclubs Backpacking/Hiking Pool/Billiards Fantasy Sports Leagues COMPUTERS/ONLINE: Online Videos Gmail Download Television Shows ESPN IMDb TAKING HOLD—CAREER BUILDING Cluster 24 (Group 2Y) DISTRIBUTION OF TAKING HOLD—CAREER BUILDING Career Building is made up of young, childless singles. They are a mix of mobile renters and first-time homeowners, living in condos and single-family houses.TAKING HOLD—CAREER BUILDING Cluster 24 (Group 2Y) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 TAKING HOLD UPPER-MIDDLE CITY & SURROUNDS TAKING HOLD—INCOMES FIRST (Cluster 18)TAKING HOLD—CAREER BUILDING Cluster 24 (Group 2Y) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS TAKING HOLD—CAREER BUILDING Cluster 24 (Group 2Y) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 2.3 2.3 101 24-29 Years 95.9 7.6 1259 30-35 Years 1.3 10.5 12 36-45 Years 0.5 21.5 2 46-55 Years 0.0 21.5 0 56-65 Years 0.0 15.4 0 66-75 Years 0.0 10.7 0 76+ Years 0.0 10.5 0 MEAN AGE 26.2 Estimated Income <$15,000 0.0 10.1 0 $15,000-$19,999 0.0 4.7 0 $20,000-$29,999 0.0 8.8 0 $30,000-$39,999 0.0 10.8 0 $40,000-$49,999 14.0 11.2 125 $50,000-$74,999 47.3 24.2 195 $75,000-$99,999 19.5 13.9 140 $100,000-$124,999 4.8 6.3 76 $125,000-$149,999 0.3 4.7 7 $150,000+14.1 5.1 275 Presence and Age of Children No Children Present 99.8 65.9 151 Ages 0-2 0.1 6.5 2 Ages 3-5 0.1 7.0 2 Ages 6-10 0.0 11.1 0 Ages 11-15 0.0 10.6 0 Ages 16-17 0.0 7.5 0 Marital Status Single 86.7 44.0 197 Married 13.3 56.0 24 Estimated Net Worth <$1 16.8 9.4 180 $1-$4,999 14.7 8.8 167 $5,000-$9,999 21.2 5.5 386 $10,000-$24,999 0.2 5.2 4 $25,000-$49,999 12.5 8.6 146 $50,000-$99,999 6.6 10.0 139 $100,000-$249,999 13.8 20.6 51 $250,000-$499,999 10.6 15.0 53 $500,000-$999,999 7.9 9.4 25 $1,000,000-$1,999,999 0.01 3.6 0 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 70.7 23.2 305 Home Owner 29.3 76.8 38 Population Density – HH per Sq. Mile 0-24 0.2 8.8 2 25-83 1.3 9.3 14 84-1,015 40.7 33.4 122 1,016-3,015 42.3 33.2 127 3,016-5,440 12.6 8.3 152 5,441-9,948 2.2 3.6 63 9,949+0.7 3.4 20 Length of Residence <2 Years 33.3 12.7 262 2-5 Years 42.3 30.2 140 6-14 Years 13.6 32.0 42 15+ Years 10.8 25.0 43 Market Value of Home <$50,000 4.6 10.3 45 $50,000-$99,000 10.8 19.1 57 $100,000-$124,999 8.4 8.8 96 $125,000-$149,999 9.2 8.0 114 $150,000-$199,999 17.6 12.9 136 $200,000-$299,999 21.4 15.9 135 $300,000-$500,000 18.8 14.7 128 $500,000+9.3 10.3 90 Dwelling Unit Size Single Family Dwelling 76.9 86.0 89 Multiple Family Dwelling 23.1 14.0 165 Occupation Professional/Technical 29.6 30.4 98 Administrative/Managerial 5.1 6.8 76 Sales/Service 3.1 1.7 178 Clerical/White Collar 33.3 16.7 199 Craftsman/Blue Collar 13.9 18.7 74 Student 6.6 0.8 822 Housewife 2.3 6.0 38 Retired 0.6 12.1 5 Other 3.8 3.8 101 Self Employed 1.6 4.1 54 Education Completed High School 75.3 53.1 142 Completed College 21.0 33.1 66 Completed Graduate School 3.2 13.2 24 Attended Vocational/Technical 0.5 0.6 78 Ethnicity Caucasian 74.0 74.3 100 African American 7.4 10.3 72 Hispanic 11.6 10.7 109 Asian 5.6 3.6 157 Other 1.4 1.1 120 Household Size One Person Household 78.1 24.7 316 Two Person Household 17.9 28.8 62 Three Person Household 2.6 21.3 12 Four Person Household 0.9 13.0 7 Five+ Person Household 0.5 12.1 4 Mail Responsive Mail Order Responsive 37.5 76.8 49 Mail Order Buyer 37.3 76.6 49 Mail Order Donor 0.1 2.8 4 Buying Channel Preference – Decile Top Internet Decile 32.0 8.9 361 Top Mail Decile 0.6 11.9 5 Top Phone Decile 0.5 12.0 4 ABOUT TAKING HOLD—SPOUSES & HOUSES Spouses & Houses is 20-somethings, new to marriage and home owning. They work in professional, technical and sales/service jobs. This group is highly leveraged and over two and one-half times as likely to be paying off educational loans in addition to paying on personal loans, first mortgages and auto loans. Not yet involved in the chaotic world of parenthood, they have the time to be fitness enthusiasts, focusing on exercising at a club, mountain biking, pilates, and jogging. The group focuses spending on clothing, home furnishings, health and beauty products and entertainment. They are also likely to enjoy frequenting bars and nightclubs. As for vehicles, they favor American — Chevrolet, Dodge and Ford — often in the form of a light truck, likely for bringing home supplies for their new home, although once in a while there is a rebel, buying Honda or Nissan. WHEN THEY GREW UP... •24 tops on TV • Columbine massacre • Faith Hill’s “Breathe” tops music charts • George W. Bush is elected president CLUSTER SIZE Households: 609,100 % U.S. Households: 0.49% FINANCIAL/INSURANCE: Education Loans First Home Mortgage Visa Debit Check Chard Homeowners Insurance Banking Online SHOPPING: Sherwin Williams Old Navy Express PETSMART Amazon Netflix RADIO/TV: MTV/VH1 Dual Global Complete FM CHR Radio Mythbusters Scrubs FSN MAGAZINES/NEWSPAPERS: Maxim Self Real Simple Glamour Everyday Food Everyday with Rachael Ray ACTIVITIES: Jogging/Running Going to the Beach Canoeing/Kayaking Hunting and Fishing Pilates COMPUTERS/ONLINE: Facebook MySpace YouTube CBS Sports Downloaded Music Gmail ESPN TAKING HOLD—SPOUSES & HOUSES Cluster 30 (Group 2Y) DISTRIBUTION OF TAKING HOLD—SPOUSES & HOUSES Spouses & Houses is dominated by middle-income, childless couples in their mid- 20s. This group of mainly high school grads owns their homes and tends to live in smaller second cities around the country.TAKING HOLD—SPOUSES & HOUSES Cluster 30 (Group 2Y) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 TAKING HOLD MIDDLE SUBURBS & TOWNS TAKING HOLD—INCOMES FIRST (Cluster 18)TAKING HOLD—SPOUSES & HOUSES Cluster 30 (Group 2Y) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS TAKING HOLD—SPOUSES & HOUSES Cluster 30 (Group 2Y) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 8.2 2.3 357 24-29 Years 91.8 7.6 1205 30-35 Years 1.1 10.5 0 36-45 Years 0.0 21.5 0 46-55 Years 0.0 21.5 0 56-65 Years 0.0 15.4 0 66-75 Years 0.0 10.7 0 76+ Years 0.0 10.5 0 MEAN AGE 26.4 Estimated Income <$15,000 0.1 10.1 1 $15,000-$19,999 2.8 4.7 60 $20,000-$29,999 8.0 8.8 91 $30,000-$39,999 12.3 10.8 114 $40,000-$49,999 15.0 11.2 134 $50,000-$74,999 36.4 24.2 150 $75,000-$99,999 20.7 13.9 149 $100,000-$124,999 0.0 6.3 0 $125,000-$149,999 0.0 4.7 0 $150,000+4.5 5.1 89 Presence and Age of Children No Children Present 100.0 65.9 152 Ages 0-2 0.0 6.5 0 Ages 3-5 0.0 7.0 0 Ages 6-10 0.0 11.1 0 Ages 11-15 0.0 10.6 0 Ages 16-17 0.0 7.5 0 Marital Status Single 0.0 44.0 0 Married 100.0 55.0 178 Estimated Net Worth <$1 1.0 9.4 10 $1-$4,999 6.7 8.8 76 $5,000-$9,999 5.4 5.5 99 $10,000-$24,999 3.5 5.2 67 $25,000-$49,999 12.3 8.6 144 $50,000-$99,999 12.6 10.0 127 $100,000-$249,999 34.6 20.6 168 $250,000-$499,999 20.4 15.0 137 $500,000-$999,999 3.5 9.4 37 $1,000,000-$1,999,999 0.0 3.6 1 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 1.0 23.2 0 Home Owner 100.0 76.8 130 Population Density – HH per Sq. Mile 0-24 0.0 8.8 0 25-83 1.9 9.3 21 84-1,015 43.7 33.4 131 1,016-3,015 42.1 33.2 127 3,016-5,440 8.9 8.3 107 5,441-9,948 2.4 3.6 67 9,949+1.0 3.4 30 Length of Residence <2 Years 22.6 12.7 178 2-5 Years 33.0 30.2 109 6-14 Years 23.0 32.0 72 15+ Years 21.4 25.0 86 Market Value of Home <$50,000 6.9 10.3 67 $50,000-$99,000 18.2 19.1 95 $100,000-$124,999 10.8 8.8 123 $125,000-$149,999 10.7 8.0 133 $150,000-$199,999 16.9 12.9 131 $200,000-$299,999 19.3 15.9 122 $300,000-$500,000 12.5 14.7 85 $500,000+4.7 10.3 46 Dwelling Unit Size Single Family Dwelling 91.3 86.0 106 Multiple Family Dwelling 8.7 14.0 62 Occupation Professional/Technical 29.4 30.4 97 Administrative/Managerial 5.9 6.8 87 Sales/Service 2.9 1.7 164 Clerical/White Collar 24.1 16.7 144 Craftsman/Blue Collar 23.1 18.7 124 Student 4.3 0.8 534 Housewife 4.0 6.0 68 Retired 1.8 12.1 15 Other 2.8 3.8 75 Self Employed 1.7 3.1 54 Education Completed High School 68.8 53.1 130 Completed College 25.4 33.1 77 Completed Graduate School 5.2 13.2 39 Attended Vocational/Technical 0.7 0.6 111 Ethnicity Caucasian 72.0 74.3 97 African American 9.9 10.3 96 Hispanic 12.2 10.7 114 Asian 4.6 3.6 128 Other 1.6 1.1 114 Household Size One Person Household 3.9 24.7 16 Two Person Household 58.4 28.8 203 Three Person Household 14.5 21.3 68 Four Person Household 11.7 13.0 90 Five+ Person Household 11.5 12.1 95 Mail Responsive Mail Order Responsive 70.9 76.8 92 Mail Order Buyer 70.7 76.6 92 Mail Order Donor 1.6 2.8 58 Buying Channel Preference – Decile Top Internet Decile 10.5 8.9 119 Top Mail Decile 1.8 11.9 15 Top Phone Decile 2.0 12.0 16 SUPER BOOMERS / ABOUT ME • I am living life on my own terms. I’m at a point in life where the demands from family and work are less and less, and I’m ready to take advantage. • Age is just a number – I’m s?ll young at heart, and I feel it is my duty to explore this beau?ful world I've been put on. Life is about making the most of every moment. • I have found success in work and always make sure to treat myself with the money I've made. • I'm looking for authen?c brands to pledge my loyalty. Persona Parameters: Age: 55-65 Travel Companions: spouse Front Range HHI: $75K Des?na?on HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visi?ng from ci?es including Houston, Dallas, Chicago Length of Stay: 5.1 nights Tapestry LifeModes: Affluent Estates, Senior Styles PersonicX Cluster: Mature Wealth SUPER BOOMERS / TRAVEL MINDSET “Now is the ?me.” Because I don't have young kids to worry about, I make sure to fully embrace my independence, traveling when and where I want. I feel very comfortable spending most of my discre?onary income on travel, and trea?ng myself on trips. I always make sure to fill my free ?me with exci?ng new things — and equally appreciate the finer aspects of travel. Travel Mo*va*ons - Rest and relaxa?on are my number 1 vaca?on goals - I’m ready to get out of the city and spend ?me in nature - I plan to do lots of sightseeing Buying Behaviors - I buy based on quality, not price. - If I trust the brand, I’ll a product even if it’s slightly more expensive. - It’s important to me that salespeople be knowledgeable about the products/ brands. SUPER BOOMERS / SUPER BOOMERS / MEDIA QUINTILES 6+ issues per month 17+ issues per month 23-40 hours per week 15+ hours per week 8-18 hours per week 150-250 miles in a week Super Boomers have more free ?me on their hands. They have the ?me to leisurely digest a newspaper or magazine, or sit at the television, watching what they want without parental controls. They’re on the road a fair amount, heading to their golf or tennis lessons. And no maGer what their grandkids think, they have in fact figured out the internet. It’s just not their go-to for everything. MRI custom pull, 2016 SUPER BOOMERS / MEDIA Nielsen, 2016; MRI custom pull, 2016 MEDIA ACROSS TARGETS: Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD FAVORITE MAGAZINES/ NEWSPAPERS: The New York Times Conde Nast Magazines (Architectural Digest, Travel + Leisure) Hearst Magazines (Marie Claire, Good Housekeeping, O! Cosmopolitan, Esquire) Time Inc. Magazines (Time, Money, People, Departures) Meredith Magazines (Better Homes and Gardens) AARP The Magazine FAVORITE SITES/ APPS: CNN.com Pandora.com Expedia.com FoxNews.com TripAdvisor.com FAVORITE RADIO/ TV: Classical radio NPR News/talk shows Bloomberg TV BBC Golf Channel SUPER BOOMERS/ PERSONICX CLUSTER Nielsen, 2016; MRI custom pull, 2016 MATURE WEALTH: This cluster exhibits peak wealth, and, as such, indulges in ﬁtness clubs, investments, ﬁnancial advisors, luxury automobiles, leisure activities, charities, and travel. DAY IN THE LIFE: EVELYN WAKES UP… and has his orange juice and a croissant in the garden while reading The New York Times. Her husband, Robert, has already left for work to catch the train for his hour and a half commute to the city. SPENDS THE DAY… on the phone with her travel agent to make arrangements for their trip to Europe for their wedding anniversary. Before coming home, they’ll head down to Tuscany for a few days to stay in a villa and see some old friends. TALKS ABOUT WEEKEND PLANS TO… go with the Davidsons to the theater, then go out to a new bistro after. SPENDS THE EVENING… discussing the latest fund raiser with the other members of her favorite charity’s board. Afterward, she and Robert meet some friends in the the dining area for some wine and brie, followed by dinner at the club. GOES TO BED… 11:00 in her antique bed with silk sheets and down pillows, while Robert stays up checking their portfolio. WHEN THEY GREW UP: • NEUTRON BOMB IS DEVELOPED • ROOTS MINISERIES • JONESTOWN • GROUCHO MARX DIES • ANNIE IS ON BROADWAY WHEN THEY GREW UP… • Neutron bomb is developed • Groucho Marx dies •Roots miniseries draws audience of 130 million • Dick Williams helps lead the Oakland A’s to World Series ADayintheLifeisashort,fictionalnarrativeintendedtofurtherbringthedatatolifeandtoillustratethedifferencesamongPersonicXLifeStagegroups. MATURE WEALTH ABOUT MATURE WEALTH The two clusters of Group 15M, “Mature Wealth,” exhibit peak wealth, generated from cohorts who span between the ages of 46 and 75. As expected, such households are often to be found where most large fortunes are made, resulting in these clusters being highly concentrated in the most costly MSAs and watering holes of New England, the Mid-Atlantic and Pacific. They quite literally do and buy everything. Very rich, they indulge themselves in what one might expect: fitness clubs, investments, financial advisors, luxury automobiles, business magazines, leisure activities, charities and foreign travel. MATURE WEALTH, A DAY IN THE LIFE Name of protagonist:“Evelyn” Wakes up…and has orange juice and a croissant in the garden while reading The New York Times. Her husband, Robert, has already left for work to catch the train for his hour and a half commute into the city. Spends the day…on the phone with her travel agent to make arrangements for their trip to Europe for their wedding anniversary. Before coming home, they’ll head down to Tuscany for a few days to stay in a three-bedroom villa and see some old friends. Talks about weekend plans to…go with the Davidsons to the theater, then go out to a new bistro after. Besides, they haven’t seen them in some time, and Robert wants to talk investments with Jack Davidson. Has a meeting with…the family lawyer to set up a trust fund for Robert and Evelyn’s first grandson, Robert Wilson Hunt, IV. Spends the evening…discussing the latest fund raiser with the other members of her favorite charity’s board. Afterward, she and Robert meet some friends in the dining area for some wine and brie, followed by dinner at the club. Goes to bed at…11:00 p.m. in her antique, gilded bed with silk sheets and down pillows, while her husband stays up checking their portfolio and trading foreign currencies online. GROUP 15M GROUP 15M MATURE WEALTH HOUSEHOLDS: 4,919,200 (3.97% OF U.S.) CLUSTERS 02 Established Elite 03 Corporate Clout MATURE WEALTH (Group 15M) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 TAKING HOLD—INCOMES FIRST (Cluster 18)MATURE WEALTH (Group 15M) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS LIFE STAGE GROUP 15M—MATURE WEALTH Clusters 02, 03 AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 0.8 2.3 35 24-29 Years 3.0 7.6 39 30-35 Years 4.1 10.5 39 36-45 Years 9.6 21.5 45 46-55 Years 21.5 21.5 100 56-65 Years 35.4 15.4 230 66-75 Years 16.3 10.7 152 76+ Years 9.4 10.5 89 MEAN AGE 57.1 Estimated Income <$15,000 0.3 10.1 3 $15,000-$19,999 0.1 4.7 2 $20,000-$29,999 0.2 8.8 2 $30,000-$39,999 0.3 10.8 3 $40,000-$49,999 0.4 11.2 4 $50,000-$74,999 1.6 24.2 6 $75,000-$99,999 5.1 13.9 37 $100,000-$124,999 7.5 6.3 120 $125,000-$149,999 47.4 4.7 997 $150,000+37.1 5.1 726 Presence and Age of Children No Children Present 99.9 65.9 151 Ages 0-2 0.1 6.5 2 Ages 3-5 0.0 7.0 0 Ages 6-10 0.0 11.1 0 Ages 11-15 0.0 10.6 0 Ages 16-17 0.0 7.5 0 Marital Status Single 20.6 44.0 47 Married 79.4 56.0 142 Estimated Net Worth <$1 0.0 9.4 0 $1-$4,999 0.0 8.8 0 $5,000-$9,999 0.0 5.5 0 $10,000-$24,999 0.0 5.2 0 $25,000-$49,999 0.0 8.6 0 $50,000-$99,999 0.0 10.0 0 $100,000-$249,999 0.0 20.6 0 $250,000-$499,999 0.0 15.0 0 $500,000-$999,999 0.0 9.4 0 $1,000,000-$1,999,999 38.1 3.6 1070 $2,000,000+61.9 4.1 1502 Home Ownership Status Renter 8.6 23.2 37 Home Owner 91.4 76.8 119 Population Density – HH per Sq. Mile 0-24 4.1 8.8 46 25-83 7.0 9.3 74 84-1,015 45.9 33.4 137 1,016-3,015 31.6 33.2 95 3,016-5,440 5.9 8.3 70 5,441-9,948 2.3 3.6 64 9,949+3.4 3.4 99 Length of Residence <2 Years 7.2 12.7 57 2-5 Years 20.6 30.2 68 6-14 Years 36.6 32.0 114 15+ Years 35.6 25.0 142 Market Value of Home <$50,000 2.7 10.3 27 $50,000-$99,999 4.7 19.1 24 $100,000-$124,999 2.7 8.8 31 $125,000-$149,999 2.9 8.0 37 $150,000-$199,999 7.4 12.9 57 $200,000-$299,999 10.1 15.9 64 $300,000-$499,999 25.1 14.7 171 $500,000+44.5 10.3 430 Dwelling Unit Size Single Family Dwelling 93.0 86.0 108 Multiple Family Dwelling 7.0 14.0 50 Occupation Professional/Technical 50.2 30.4 165 Administration/Management 9.7 6.8 143 Sales/Service 1.7 1.7 96 Clerical/White Collar 10.8 16.7 65 Craftsman/Blue Collar 6.8 18.7 36 Student 0.4 0.8 56 Housewife 2.8 6.0 47 Retired 10.4 12.1 86 Other 2.2 3.8 59 Self Employed 5.0 3.1 162 Education Completed High School 30.8 53.1 58 Completed College 36.1 33.1 109 Completed Graduate School 32.9 13.2 249 Attended Vocational/Technical 0.2 0.6 39 Ethnicity Caucasian 85.8 74.3 115 African American 2.4 10.3 24 Hispanic 4.6 10.7 43 Asian 5.7 3.6 159 Other 1.4 1.1 123 Household Size One Person Household 14.3 24.7 58 Two Person Household 36.7 28.8 127 Three Person Household 21.4 21.3 101 Four Person Household 15.9 13.0 122 Five+ Person Household 11.8 12.1 97 Mail Responsive Mail Order Responsive 90.6 76.8 118 Mail Order Buyer 90.5 76.6 118 Mail Order Donor 6.5 2.8 229 Buying Channel Preference – Decile Top Internet Decile 23.3 8.9 263 Top Mail Decile 28.8 11.9 243 Top Phone Decile 46.8 12.0 390 ABOUT MATURE WEALTH—ESTABLISHED ELITE The Established Elite are among America’s most wealthy and well-educated couples. They rank in the top five for almost everything — from college education and home values to home equity — and have a net worth of more than $2 million; their ages vary, with most being 45 or above, and they are primarily married, with no children under the age of 18 in the home. Reflecting their need and interest in travel, they use airline miles credit cards heavily. They prefer luxury and imported cars. They are mostly in managerial positions or professional occupations, with quite a few entrepreneurs, as noted by a higher than average incidence of self employment. Established Elite’s activities are dominated by public and volunteer service. They are consistently very active in their communities and in the arts. They also have ample time for golf, tennis, yoga, dining out and entertaining friends, as well as gardening and evenings out at the opera. WHEN THEY GREW UP... • Neutron Bomb is developed • Dick Williams helps lead the Oakland A’s to World Series dominance •Roots miniseries draws an audience of 130 million •Close Encounters of the Third Kind CLUSTER SIZE Households: 2,981,000 % U.S. Households: 2.41% FINANCIAL/INSURANCE: Securities: $150,000+ American Express Platinum Contribute $250+ to Public Radio/TV IRA Account Money Market Account SHOPPING: Trader Joe’s Nordstrom Ann Taylor Crate & Barrel Internet Barnes and Noble Independent Jewelry Stores RADIO/TV: Classical Radio News/Talk Radio Npr Bloomberg Television News BBC The Office Golf Channel MAGAZINES/NEWSPAPERS: The New York Times Money NNN Top 10 Time Travel + Leisure The Sunday Newspaper ACTIVITIES: Classical Music/Opera Charitable Organizations Museums Business Clubs NBA Theatre COMPUTERS/ONLINE: Tracked Investments/Traded Stocks NYTIMES CNN Wireless Connection Googlemaps Travel Planning Apple Computer MATURE WEALTH—ESTABLISHED ELITE Cluster 02 (Group 15M) DISTRIBUTION OF MATURE WEALTH—ESTABLISHED ELITE Established Elite represents America’s elite couples and singles. With no school-age children at home and the highest incomes in the country, these households have enormous disposable incomes and pursue correlating luxuries and activities.MATURE WEALTH—ESTABLISHED ELITE Cluster 2 (Group 15M) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 MATURE WEALTH WEALTHY CITY & SURROUNDS TAKING HOLD—INCOMES FIRST (Cluster 18)MATURE WEALTH—ESTABLISHED ELITE Cluster 2 (Group 15M) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS MATURE WEALTH—ESTABLISHED ELITE Cluster 02 (Group 15M) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 1.0 2.3 43 24-29 Years 3.2 7.6 42 30-35 Years 4.2 10.5 40 36-45 Years 10.1 21.5 47 46-55 Years 20.7 21.5 96 56-65 Years 32.8 15.4 213 66-75 Years 17.0 10.7 158 76+ Years 11.1 10.5 106 MEAN AGE 57.4 Estimated Income <$15,000 0.5 10.1 5 $15,000-$19,999 0.1 4.7 3 $20,000-$29,999 0.3 8.8 4 $30,000-$39,999 0.5 10.8 5 $40,000-$49,999 0.7 11.2 6 $50,000-$74,999 2.5 24.2 10 $75,000-$99,999 3.6 13.9 26 $100,000-$124,999 3.1 6.3 50 $125,000-$149,999 50.3 4.7 1060 $150,000+38.2 5.1 748 Presence and Age of Children No Children Present 100.0 65.9 152 Ages 0-2 0.0 6.5 0 Ages 3-5 0.0 7.0 0 Ages 6-10 0.0 11.1 0 Ages 11-15 0.0 10.6 0 Ages 16-17 0.0 7.5 0 Marital Status Single 21.4 44.0 49 Married 78.6 56.0 140 Estimated Net Worth <$1 0.0 9.4 0 $1-$4,999 0.0 8.8 0 $5,000-$9,999 0.0 5.5 0 $10,00- $24,999 0.0 5.2 0 $25,00- $49,999 0.0 8.6 0 $50,000-$99,999 0.0 10.0 0 $100,000-$249,999 0.0 20.6 0 $250,000-$499,999 0.0 15.0 0 $500,000-$999,999 0.0 9.4 0 $1,000,00- $1,999,999 0.0 3.6 0 $2,000,000+100.0 4.1 2427 Home Ownership Status Renter 11.9 23.2 51 Home Owner 88.1 76.8 115 Population Density – HH per Sq. Mile 0-24 3.1 8.8 35 25-83 5.8 9.3 62 84-1,015 45.7 33.4 137 1,016-3,015 32.6 33.2 98 3,016-5,440 6.5 8.3 78 5,441-9,948 2.5 3.6 71 9,949+3.9 3.4 116 Length of Residence <2 Years 7.7 12.7 61 2-5 Years 20.9 30.2 69 6-14 Years 36.5 32.0 114 15+ Years 34.9 25.0 139 Market Value of Home <$50,000 1.4 10.3 14 $50,000-$99,999 2.2 19.1 11 $100,000-$124,999 1.2 8.8 14 $125,000-$149,999 1.3 8.0 16 $150,000-$199,999 4.1 12.9 32 $200,000-$299,999 5.2 15.9 33 $300,000-$499,999 24.0 14.7 164 $500,000+60.6 10.3 586 Dwelling Unit Size Single Family Dwelling 92.4 86.0 108 Multiple Family Dwelling 7.6 14.0 54 Occupation Professional/Technical 51.9 30.4 171 Administration/Management 9.6 6.8 142 Sales/Service 1.7 1.7 95 Clerical/White Collar 9.9 16.7 59 Craftsman/Blue Collar 5.4 18.7 29 Student 0.5 0.8 57 Housewife 2.8 6.0 47 Retired 11.1 12.1 91 Other 1.9 3.8 51 Self Employed 5.4 3.1 175 Education Completed High School 28.2 53.1 53 Completed College 36.4 33.1 110 Completed Graduate School 35.2 13.2 267 Attended Vocational/Technical 0.2 0.6 37 Ethnicity Caucasian 85.0 74.3 114 African American 2.1 10.3 20 Hispanic 4.8 10.7 45 Asian 6.7 3.6 187 Other 1.5 1.1 135 Household Size One Person Household 16.0 24.7 65 Two Person Household 36.1 28.8 125 Three Person Household 20.8 21.3 98 Four Person Household 15.5 13.0 119 Five+ Person Household 11.6 12.1 96 Mail Responsive Mail Order Responsive 88.9 76.8 116 Mail Order Buyer 88.8 76.6 116 Mail Order Donor 7.1 2.8 251 Buying Channel Preference – Decile Top Internet Decile 27.5 8.9 310 Top Mail Decile 31.0 11.9 262 Top Phone Decile 49.7 12.0 415 ABOUT MATURE WEALTH—CORPORATE CLOUT Corporate Clout households are exceedingly well educated and established in their executive and professional careers. Whether married or single, they have no children under the age of 18 living with them. Their household income and net worth is third in the nation. This group seems to be firmly tied to corporate American culture. They hold business-related credit cards, are heavy users of air travel cards and rank high among airline magazine readership. They are savvy investors, frequently dine out and also love to entertain. Civic and business club activities compete for time with travel and fitness- related leisure pursuits. WHEN THEY GREW UP... •The Rockford Files •Annie is on Broadway • Groucho Marx dies • Jim Jones’ followers commit suicide in Jonestown, Guyana CLUSTER SIZE Households: 1,938,200 % U.S. Households: 1.57% FINANCIAL/INSURANCE: American Express Platinum Stocks: $100,000+ Vacation/Weekend Home Average Credit Card Expenditure $2001+ Money Market Account SHOPPING: Pottery Barn Nordstrom Costco Bed Bath & Beyond Spend $800+ by Mail/Phone/ Internet RADIO/TV: NPR Classical Radio Bloomberg Television Boston Legal The O’Reilly Factor MAGAZINES/NEWSPAPERS: Business Week Consumer Reports Bon Appetit Sunset Travel & Leisure Architectural Digest Business and Finance ACTIVITIES: Live Theater Art Galleries Business Clubs Charitable Organizations Fitness Clubs COMPUTERS/ONLINE: Trade Stocks, Bonds, Mutual Funds NYTimes Accuweather Travel Planning CNN MATURE WEALTH—CORPORATE CLOUT Cluster 03 (Group 15M) DISTRIBUTION OF MATURE WEALTH—CORPORATE CLOUT Corporate Clout contains well-educated and well-compensated singles and couples in their 40s and 50s. These corporate executives and professionals are serious travelers, whether for work or pleasure, and intelligent investors.MATURE WEALTH—CORPORATE CLOUT Cluster 3 (Group 15M) © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. AC-0753-10 10/10 MATURE WEALTH WEALTHY CITY & SURROUNDS TAKING HOLD—INCOMES FIRST (Cluster 18)MATURE WEALTH—CORPORATE CLOUT Cluster 3 (Group 15M) INFOBASE-X®DEMOGRAPHIC CHARACTERISTICS MATURE WEALTH—CORPORATE CLOUT Cluster 03 (Group 15M) AC-0753-10 10/10 © 2010 Acxiom Corporation. All rights reserved. Acxiom, InfoBase-X, PersonicX, PersonicX LifeChanges and PersonicX VisionScape are registered trademarks of Acxiom Corporation. All other trademarks or service marks mentioned herein are property of their respective owners. Group National %%Index Group National %%Index Age—Head of Household 18-23 Years 0.5 2.3 21 24-29 Years 2.6 7.6 34 30-35 Years 4.1 10.5 39 36-45 Years 8.7 21.5 41 46-55 Years 22.9 21.5 107 56-65 Years 39.6 15.4 257 66-75 Years 15.1 10.7 141 76+ Years 6.5 10.5 62 MEAN AGE 56.6 Estimated Income <$15,000 0.0 10.1 0 $15,000-$19,999 0.0 4.7 0 $20,000-$29,999 0.0 8.8 0 $30,000-$39,999 0.0 10.8 0 $40,000-$49,999 0.0 11.2 0 $50,000-$74,999 0.0 24.2 0 $75,000-$99,999 7.6 13.9 55 $100,000-$124,999 14.6 6.3 232 $125,000-$149,999 42.6 4.7 896 $150,000+35.2 5.1 690 Presence and Age of Children No Children Present 99.7 65.9 151 Ages 0-2 0.3 6.5 4 Ages 3-5 0.0 7.0 0 Ages 6-10 0.0 11.1 0 Ages 11-15 0.0 10.6 0 Ages 16-17 0.0 7.5 0 Marital Status Single 19.3 44.0 44 Married 80.7 56.0 144 Estimated Net Worth <$1 0.0 9.4 0 $1-$4,999 0.0 8.8 0 $5,000-$9,999 0.0 5.5 0 $10,000-$24,999 0.0 5.2 0 $25,000-$49,999 0.0 8.6 0 $50,000-$99,999 0.0 10.0 0 $100,000-$249,999 0.0 20.6 0 $250,000-$499,999 0.0 15.0 0 $500,000-$999,999 0.0 9.4 0 $1,000,000-$1,999,999 100.0 3.6 2807 $2,000,000+0.0 4.1 0 Home Ownership Status Renter 3.3 23.2 14 Home Owner 96.7 76.8 126 Population Density – HH per Sq. Mile 0-24 5.7 8.8 64 25-83 8.8 9.3 95 84-1,015 46.2 33.4 138 1,016-3,015 30.1 33.2 91 3,016-5,440 4.9 8.3 58 5,441-9,948 1.8 3.6 52 9,949+2.5 3.4 73 Length of Residence <2 Years 6.3 12.7 50 2-5 Years 20.2 30.2 67 6-14 Years 36.8 32.0 115 15+ Years 36.7 25.0 146 Market Value of Home <$50,000 4.9 10.3 47 $50,000-$99,999 8.7 19.1 46 $100,000-$124,999 5.0 8.8 57 $125,000-$149,999 5.6 8.0 69 $150,000-$199,999 12.6 12.9 98 $200,000-$299,999 18.0 15.9 113 $300,000-$499,999 26.7 14.7 182 $500,000+18.6 10.3 180 Dwelling Unit Size Single Family Dwelling 94.0 86.0 109 Multiple Family Dwelling 6.0 14.0 43 Occupation Professional/Technical 47.7 30.4 157 Administration/Management 9.8 6.8 145 Sales/Service 1.7 1.7 98 Clerical/White Collar 12.2 16.7 73 Craftsman/Blue Collar 8.9 18.7 48 Student 0.4 0.8 53 Housewife 2.8 6.0 47 Retired 9.5 12.1 78 Other 2.6 3.8 70 Self Employed 4.4 3.1 143 Education Completed High School 34.7 53.1 65 Completed College 35.8 33.1 108 Completed Graduate School 29.3 13.2 223 Attended Vocational/Technical 0.2 0.6 41 Ethnicity Caucasian 87.2 74.3 117 African American 3.1 10.3 30 Hispanic 4.4 10.7 41 Asian 4.1 3.6 114 Other 1.2 1.1 104 Household Size One Person Household 11.5 24.7 47 Two Person Household 37.7 28.8 131 Three Person Household 22.4 21.3 105 Four Person Household 16.4 13.0 125 Five+ Person Household 12.0 12.1 99 Mail Responsive Mail Order Responsive 93.4 76.8 122 Mail Order Buyer 93.4 76.6 122 Mail Order Donor 5.5 2.8 195 Buying Channel Preference – Decile Top Internet Decile 16.6 8.9 187 Top Mail Decile 25.3 11.9 213 Top Phone Decile 42.0 12.0 351 APPENDIX ACTIVE PROFESSIONALS / SOCIAL Nielsen, 2016; MRI custom pull, 2016 CAREER BUILDING: These singles are young but well compensated. They are sports enthusiasts, both as spectators and participants. They are tech-savvy and enjoy activities such as hiking, running, and nightlife. FAVORITE MAGAZINES/ NEWSPAPERS: In Style Men’s Health Men’s Fitness ESPN The Magazine FAVORITE RADIO/TV PROGRAMS: Reality TV Comedy programs The Colbert Report Alternative Radio FAVORITE BRANDS: Mastercard Banana Republic Express Victoria’s Secret IKEA SUPER BOOMERS/ SOCIAL Nielsen, 2016; MRI custom pull, 2016 ESTABLISHED ELITE: These couples have no school-aged children at home and enjoy the highest incomes in the country. They prioritize travel, cultural activities, and time spent with friends and family. FAVORITE MAGAZINES/ NEWSPAPERS: The New York Times Money NNN Top 10 Time Inc. Magazines Travel + Leisure FAVORITE RADIO/TV PROGRAMS: Classical radio NPR News/talk shows Bloomberg TV BBC Golf Channel FAVORITE BRANDS: American Express Platinum Nordstrom Trader Joe’s Ann Taylor Crate & Barrel Barnes and Noble Independent jewelry stores DYNAMIC FAMILIES / SOCIAL Nielsen, 2016; MRI custom pull, 2016 SUMMIT ESTATES: These families enjoy the good life, complete with luxury travel and easy access to the ﬁnest in entertainment and consumption. FAVORITE MAGAZINES/ NEWSPAPERS: In Style Sports Illustrated Architectural Digest NY Times Sunday Shape Business/Finance magazines FAVORITE RADIO/TV PROGRAMS: News talk shows Sports HGTV NPR Pay-per-view sporting events FAVORITE BRANDS: American Express Nordstrom Ann Taylor Costco Amazon.com Pottery Barn Dynamic Families Ac*ve Professionals Super Boomers Travel Mo*va*ons - I want to spend lots of ?me with my family - I’m looking for a kid-friendly adventure, something the whole family can enjoy - I hope I can get some ?me in to just rest and relax - Adventure and sightseeing are at the top of my list - I’m not in the office, so it’s ?me to play - Vaca?on is also my break; when I’m not playing, I’m ready to kick back and relax - Rest and relaxa?on are my number 1 vaca?on goals - I’m ready to get out of the city and spend ?me in nature - I plan to do lots of sightseeing Buying Behavior - When I find a travel des?na?on/brand I like and trust, I s?ck to it - I buy based on quality, not price - I support des?na?ons/brands that reflect my style - I research a lot and read reviews before I invest in a trip - If it’s a travel des?na?on/brand I trust, I’ll buy it even if it’s slightly more expensive - I support des?na?ons/brands that reflect my style - I buy based on quality, not price - I buy based on quality, not price. - If I trust the brand, I’ll a product even if it’s slightly more expensive. - It’s important to me that salespeople be knowledgeable about the products/brands TRAVEL MOTIVATIONS AND BUYING BEHAVIOR / KEY MESSAGES / Dynamic Families Ac*ve Professionals Super Boomers Primary - Learn through play; experience and explore for kids personal growth - Connect to nature and one another; apprecia?on - Build memories - Ac?vi?es that all family members will enjoy, like Epic Discovery - Now’s your ?me; make the most of your independence - Off-the-beaten-path ac?vi?es and adventures (exclusive, in-the-know events; why Vail’s not any other ski town); try something new (fishing, biking) - Vail as a cultural experience; a village, events, and fes?vals that set your experience apart - You’ve worked hard; now it’s ?me to play hard - Connect to nature and one another - Now’s your ?me; make the most of your independence - Never too late - You’re s?ll young at heart - Vail as a cultural experience; a village, events, and fes?vals that set your experience apart - Approachable adventures and ac?vi?es (sightseeing) - You’ve worked hard; now it’s ?me to play hard - Connect to nature and one another Secondary - Expect the best (accessible quality) - Events that all family members will enjoy - Air messaging for Des?na?on - How to add play/family ?me to a business trip - Vail can be a value (mid-week specials, off- peak) - Vail can be a value (day vs. overnight deals; booking directly) - Expect the best (accessible quality) - Up-and-coming events - Influencer recommenda?ons (trails, ac?vi?es, food) - How to add play ?me to business trip - Wifi-enabled, even our gondolas - Air messaging for Des?na?on - Expect the best (accessible quality) - An experience for the immediate and extended family - Air messaging for Des?na?on TARGET AUDIENCES / Adults overnight summer trip to CO, UT, NM National: HHI $200K+ Dynamic Families Active Professionals Super BoomersNational Adults 35-54 with children, overnight summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ Adults 25-35 without children, overnight summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ Adults 55-65, overnight trip to CO, NM, UT Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ TARGET AUDIENCES / A trip is the largest discretionary purchase – more than home improvements, ﬁnancial investments or health-related products Dynamic Families Active Professionals Super BoomersNational 87% of families plan to travel in the next year. 78% of Millennials will choose to splurge on experiences over “things.” This audience alone generates more than $180 billion in annual tourism revenue. Practically all Baby Boomers (99%) anticipate traveling for leisure in 2016, with approximately 4-5 trips in the works. Think with Google, 2016; Forbes, 2016; AARP, 2016 PRIMARY: FAMILY LANDSCAPES • Successful young families in their first homes • Non-diverse, prosperous married-couple families, residing in suburban or semirural areas with a low vacancy rate (second lowest) • Homeowners (80%) with mortgages (second highest %), living in newer single-family homes, with median home value slightly higher than the U.S. • Two workers in the family, contributing to the second highest labor force participation rate, as well as low unemployment • Do-it-yourselfers, who work on home improvement projects, as well as their lawns and gardens • Sports enthusiasts, typically owning newer sedans or SUVs, dogs, and savings accounts/plans, comfortable with the latest technology • Eat out frequently at fast food or family restaurants to accommodate their busy lifestyle • Especially enjoy bowling, swimming, playing golf, playing video games, watching movies rented via Redbox, and taking trips to a zoo or theme park TAPESTRY LIFEMODES / DYNAMIC FAMILIES SECONDARY: UPSCALE AVENUES • Prosperous married couples living in suburban enclaves • Ambitious and hard-working • Homeowners (70%) prefer denser, more urban settings with older homes and a large share of townhomes • Financially responsible, but still indulge in casino gambling and lotto tickets • Serious shoppers, from Nordstrom's to Marshalls or DSW, that appreciate quality, and bargains • Active in fitness pursuits like bicycling, jogging and aerobics • Also the top market for premium movie channels like HBO and Starz Tapestry Segmentation, 2016 DYNAMIC FAMILIES / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 93% TECH PERSONALITY: TECH-SPLOITERS, TECH-SPLORERS 81% 67% 70% 14%* On average, they spend 1/5 of their day online. PRIMARY: UPTOWN INDIVIDUALS • Young, successful singles in the city • Intelligent (best educated market), hard-working (highest rate of labor force participation) and averse to traditional commitments of marriage and home ownership • Urban denizens, partial to city life, high-rise apartments and uptown neighborhoods • Prefer debit cards to credit cards, while paying down student loans • Green and generous to environmental, cultural and political organizations • Internet dependent, from social connections to shopping for groceries (although partial to showrooming) • Adventurous and open to new experiences and places TAPESTRY LIFEMODES / ACTIVE PROFESSIONALS SECONDARY: MIDDLE GROUND • Lifestyles of thirty somethings • Millennials in the middle: single/married, renters/ homeowners, middle class/working class • Urban market mix of single-family, townhome, and multi-unit dwellings • Majority of residents attended college or attained a college degree • Householders have ditched their landlines for cell phones, which they use to listen to music (generally contemporary hits), read the news, and get the latest sports updates of their favorite teams • Online all the time: use the Internet for entertainment (downloading music, watching YouTube, finding dates), social media (Facebook, Twitter, LinkedIn), shopping and news • Leisure includes night life (dinner parties, movies), going to the beach, travel and hiking Tapestry Segmentation, 2016 ACTIVE PROFESSIONALS / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 96% TECH PERSONALITY: TECH-SPLORERS 87% 61% 66% 18%* On average, they spend 1/4 of their day online. PRIMARY: AFFLUENT ESTATES • Established wealth—educated, well-traveled married couples • Accustomed to "more": less than 10% of all households, with 20% of household income • Homeowners (almost 90%), with mortgages (70%) • Married couple families with children ranging from grade school to college • Expect quality; invest in time-saving services • Participate actively in their communities • Active in sports and enthusiastic travelers TAPESTRY LIFEMODES / SUPER BOOMERS SECONDARY: SENIOR STYLES • Senior lifestyles reveal the effects of saving for retirement • Households are commonly married empty nesters or singles living alone; homes are single-family (including seasonal getaways), retirement communities, or high- rise apartments • More affluent seniors travel and relocate to warmer climates; less affluent, settled seniors are still working toward retirement • Cell phones are popular, but so are landlines • Many still prefer print to digital media: Avid readers of newspapers, to stay current • Subscribe to cable television to watch channels like Fox News, CNN, and The Weather Channel • Residents prefer vitamins to increase their mileage and a regular exercise regimen Tapestry Segmentation, 2016 SUPER BOOMERS / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 80% TECH PERSONALITY: TECH-THUSIASTS, TECH-SPLOITERS 73% 70% 57% 8%* On average, they spend 1/8 of their day online. SOURCES / • MRI, 2016 custom pull • RRC, 2016 summer survey • Nielsen, 2016, North American Consumer Technographics • Tapestry LifeModes Segmenta?on, 2016 • Think with Google, 2016 • Forbes • AARP • PersonicX Cluster Segmenta?on, 2014