This segment belongs to the Urban Uptown social group (U1) that means these are nation’s wealthiest consumers. They have population of high-income group with advanced degrees and sophisticated taste.
Members of this social group tend to be upscale married couples between the ages of 45-64 with few children and live in fashionable homes. They constitute White, Asian, Hispanic and Mix ethnicity upscale couples. They spend heavily on computers and other technology, shops at exclusive stores and drive imported luxury vehicles1. Big City Blues:This segment belongs to the Urban Cores (U3) social group and characterized by low incomes, modest education, rental apartments and uncertain jobs1. They represent one of the least affluent social groups. In the nation with more than 45 % of Latino, this segment is concentrated with multi ethnic low-income group consist of Asian and African-American households with older inner-city apartments.
Their lifestyle and media traits include shopping at Duane Reade, going to soccer games, watching Univision and using budget cars. Age range: <45. Lower to Mid-scale. Winner’s CircleThey belong to Elite Suburbs social group (S1) and are professionals with six figured salary, and post-graduate degrees. They represent young couples between the ages of 35 to 54 year-old with large families and have upscale living.
Recreational parks, golf clubs and malls surround their homes1. With an income nearly double the national median, they are big spenders who visit theme parks, shops at Anne Taylor, watch American Idol and drive Mercedes and BMWs2. This segment is predominantly White and well –off Asian-Americans who owns their own homes. Urban AchieversThey belong to Midtown mix (U2) social group and are young achievers. It is one of the most ethnically diverse groups and predominantly includes up and coming immigrants from Asia, South America and Europe1. It consists of young singles, couples, and families with an age < 45 year-old and represent White, Black, Asian and Hispanic population.
These are lower mid income population who likes to shop at FedEx offices, read comic books, watch soccer and drive Toyota and other compact cars2. Big Fish, Small PondThey belong to Landed Gentry (T1) and are widely scattered through-out the nation1. They are mostly White, older, upper class, college educated and one with professional jobs. These consist of wealthy American who migrated to the smaller boom towns and are among the leading citizens of their communities1.
These 55 + year-old millionaires have memberships in various country clubs, maintain large investment portfolios and spend heavily on consumer electronics, luxury cars, exercise equipment and powerboats etc2. These Affluent Empty Nest couples without kids shops at Talbots, they go sailing, watch Kentucky Derby and rides luxury sedans2.
