Already Affluent

The households in this Niche are extremely upscale, with respect to their earnings, their tastes and their propensity to spend. The household typically consists of two adults between the ages of 25 and 34 with a below average presence of children (DINKs – dual income, no kids). They own their homes worth an average value of $276,800 and are likely to have lived there 8 years. They are highly educated with most completing college or graduate school.
Majority of Already Affluent households are employed in professional, technical, managerial and sales/service occupations. They own credit cards and are known to be mail responsive and purchase items through the mail while being equally retail friendly. They purchase more electronics than the average population and they are very enthusi- astic about investments and spending disposable income. These households typically spend on home decorations, high-ticket apparel, arts /crafts, and kids merchandise, with nearly $4,000 of discretionary income spent in catalog and retail channels recently.
These households enjoy the pleasures of high society. Their interests include shopping online, travel, sports/recreation, gourmet food, and pets. They are extremely fitness conscious. This Niche enjoys active sports such as running and jogging. They also enjoy cruise ship travel, as well as travel in the USA.

AVERAGE HOUSEHOLD INCOME
$161,091
AVERAGE AGE OF HEAD
35
AVERAGE LENGTH OF RESIDENCE
8
PERCENT WITH KIDS
21%
 

Big Spender Parents

This Niche is dominated by middle aged, traditional family households with high likelihood of children present, as well as pets. This Niche has a significant concentra- tion of Generation X. These households are employed in professional/technical or managerial positions. Many of these professionals hold post-graduate degrees. They own homes with average values of $337,400 and have resided in them an average of 12 years.

Big Spender Parents own credit cards and use them to shop via internet or catalogs, with nearly $5,000 in recent purchases in these channels. They purchase items through the mail and are generally mail responsive. These households make discretionary purchases on kids apparel and merchandise, outdoor equipment, and home decor. They also have an interest in financial investing.

Outdoor recreation and physical fitness are important to this Niche, as are pets, especially dog ownership. There is a high concentration of households with interests in shopping online, home improvement, book reading, travel, gourmet foods, and items for the family.

AVERAGE HOUSEHOLD INCOME
$173,967
AVERAGE AGE OF HEAD
46
AVERAGE LENGTH OF RESIDENCE
12
PERCENT WITH KIDS
88%
 

Chic Society

The households in this Niche are very business and culturally oriented. These house- holds are typically in their mid-fifties and they usually do not have children. There is extensive domestic business and foreign travel in this Niche. These homeowners own residences that have an average value of about $317,000 and they have lived there 15 to 20 years, or more. They are more likely than the general population to have grandchildren.

Chic Society households own many credit cards and have a known history of being mail responsive and purchasing items through the mail. Their discretionary spending includes purchases of general merchandise, magazines, kitchen accessories, specialty foods, and women’s apparel. The households in this Niche are also more likely to donate to charitable causes, like wildlife and environmental issues. They have a great interest in monetary investing.

These households’ activities and interests include travel, including international trips, cruise ship vacations, cycling and boating and sailing. Other interests include gardening and grandchildren. They are very health conscious regarding weight control and enjoy regular physical fitness, walking for health, and work on self-improvement.

AVERAGE HOUSEHOLD INCOME
$168,592
AVERAGE AGE OF HEAD
54
AVERAGE LENGTH OF RESIDENCE
16
PERCENT WITH KIDS
12%
 

Diamonds-to-Go

The households in this Niche are likely to include one or more children and a house- hold pet. Nearly all of the households own their homes with an average value of $309,000, and have lived in them for 16 or more years. Many of these Generation X households are employed in executive positions, and hold college or graduate degrees.

Diamonds-to-Go households have a very high propensity to spend and are considerably more likely to own credit cards than the general population. They are also extremely mail responsive and purchase often from catalogs and the internet, while also being equally retail-friendly. They like to purchase items such as kids merchandise, sports apparel, home furnishings, and magazines. These households enjoy surfing the internet. They are very active with many charities and donate consistently. They are among the highest discretionary spenders, with over $8,000 in recent purchases via either catalog, online, or retail channels.

Investments, gourmet food and wines are important interests within this Niche. Fitness focused, they like the golf course, running/jogging, walking for health, hiking, and cycling. They do quite a bit of traveling – including the USA and cruises – and enjoy crafts, boating and sailing, and photography.

AVERAGE HOUSEHOLD INCOME
$182,047
AVERAGE AGE OF HEAD
50
AVERAGE LENGTH OF RESIDENCE
16
PERCENT WITH KIDS
73%
 

Easy Street

The households in this Niche are typically older, white collar and educated — lots of Baby Boomers here. They have grown children, some possibly still living with them. Most of the households own their homes and have lived at the same address for nearly 18 years. On average, their homes are worth about $298,600.

Easy Street households are very mail responsive and purchase items thru the mail, catalogs and the internet, though they have a slightly stronger preference for retail. Recent discretionary spending is strong, with $6,000 spent in online, retail or catalog channels. They spend on high-ticket apparel, electronics, outdoor equipment, furni- ture, and magazines. They travel quite a bit both in the US and abroad. They are very active with investing.

Fond of outdoor activities, these households have interests in golf, gardening, boating, and sailing. Other interests include grandchildren, gourmet cooking/food, wine, cruise ship travel, and they are charitable donors. Easy Street households also have a strong in interest in fitness and leading a healthy lifestyle. They walk or exercise regularly and are often dog owners.

AVERAGE HOUSEHOLD INCOME
$170,825
AVERAGE AGE OF HEAD
59
AVERAGE LENGTH OF RESIDENCE
18
PERCENT WITH KIDS
42%
 

Feathering-the-Nest

The households in this Niche are mostly younger, although some are just young-at-heart. There is a very high incidence of children in this Niche. These households are one and a half times more likely to be employed in a professional/ technical occupation -- including physicians/dentists -- than the general population. The majority are highly educated and own their homes, valued at about $276,000. They have somewhat shorter lengths of residence compared to all US households, typically nine years on average.

In addition to buying items for their children, Feathering-the-Nest households use their many credit cards to buy arts/crafts material, sports merchandise, outdoor/recreational merchandise, fashion clothing, and home decor products. They are mail responsive and purchase items through all mediums: retail, catalog and internet, with strong recent discretionary spending of $4,400 across all channels.

This Niche is into physical fitness and is overall very active. Their recreational activities include outdoor sports, such as running/jogging, and snow skiing/snowboarding. They also enjoy home improvement projects. When indoors, they prefer to shop online, indulge in electronics, books, investing, pets, and gourmet foods. They enjoy traveling, and are more likely than the general population to have done some foreign travel.

AVERAGE HOUSEHOLD INCOME
$163,274
AVERAGE AGE OF HEAD
38
AVERAGE LENGTH OF RESIDENCE
9
PERCENT WITH KIDS
72%
 

Go-Go Families

As the name suggests, the households in this Niche are highly mobile. Though they are Generation X’rs in their 40’s and have children, they tend to move often. Naturally, a substantial portion lives in rented housing units and has lived at their dwelling for less than 7 years. These are high income households employed in professional and manage- rial positions, with some business owners.

Go-Go Families are heavy spenders across all channels. With an average $6,300 discretionary spend, they shop in stores and online, purchasing kids apparel and merchandise, high-ticket female clothing, home décor, recreational items, and sports merchandise. They keep up to date on new technology and electronics, and do quite a bit of stock and bond investing.

This Niche has a blend of outdoor and indoor interests. Indoor interests include online shopping, electronics, gourmet cooking, magazine and book reading. These pet lovers also enjoy the outdoors and activities such as snow skiing, cycling, golf, and running/jogging. They also enjoy family vacations in the USA and on cruise ships.

AVERAGE HOUSEHOLD INCOME
$151,062
AVERAGE AGE OF HEAD
42
AVERAGE LENGTH OF RESIDENCE
6
PERCENT WITH KIDS
82%
 

Home Shoppers

Households in this Niche are headed by adults 50 years of age and are not very likely to have children. A high number of renters, these households are highly mobile and have a length of residence typically 8 years. When they do own homes, they are valued at an average of $174,000. They are educated (at least some college) and some work in professional and management fields, while some have careers not requiring a college degree.

Home Hoppers are economically active. They own many credit cards and shop via all channels: retail, catalog, and internet, recently spending $4,800 in these channels on discretionary items. These households tend to spend their money on things like kitchen and contemporary home décor, high-ticket female apparel, as well as magazines.

This Niche has very diverse interests. They are concerned with investments, insurance, and their health. In their free time, they enjoy leisure travel, wines, cooking, and gourmet food. They are health conscious and follow regular exercise routines, often looking for ways to improve themselves. They enjoy many different types of outdoor activities, such as cycling, golf, and running/ jogging. To relax, they have a particular affinity for reading, and spend time online shopping. They are active travelers and travel both within the US and abroad for vacations and business.

AVERAGE HOUSEHOLD INCOME
$111,032
AVERAGE AGE OF HEAD
50
AVERAGE LENGTH OF RESIDENCE
8
PERCENT WITH KIDS
10%
 

IRA Spenders

This Niche contains older households and are not likely to have children still living with them. The majority of these households are homeowners with long lengths of residence, often 21 years or more. The average value of their homes is $224,600. A significant portion of this Niche is retired and those that are employed are mostly in professional/technical or administrative/managerial type positions. More than half of this Niche has completed college or graduate school.

IRA Spenders are among the most mail and retail responsive consumers, and purchase items thru mail catalogs while still being above average in online purchasing. They own and use many credit cards with which they purchase big ticket items, having spent $5,500 recently on discretionary items. Typical purchases include specialty foods, home furnishings, mid-ticket apparel, books, and magazines. These generous house- holds also contribute to various fund raising causes, like medical, veteran, wildlife, and environmental charities.

These households have a strong interest in investing and spending time with their grandchildren. These older households enjoy playing golf, gardening, and walking for health. They also enjoy book and magazine reading. They have a strong interest in gourmet foods, wines, and casino gambling. They like to stay physically fit, so they exercise regularly and watch their diets. The households in this Niche are also avid travelers, traveling in the USA much more than the general population.

AVERAGE HOUSEHOLD INCOME
$115,319
AVERAGE AGE OF HEAD
65
AVERAGE LENGTH OF RESIDENCE
21
PERCENT WITH KIDS
6%
 

Just Sailing Along

This Niche is dominated by young adults around 35 years of age. Majority of these have completed college or graduate school and a third have high school degrees. More than half work in professional/technical fields, although management and sales/service areas are also evident. About half of these young households own their homes, and many have lived in their residences for less than 5 years.

Just Sailing Along households have fewer credit cards than the general population. They prefer online to mail and retail purchasing, making online purchases about as often as most US consumers. Recent discretionary spending is $1,600, less than the US average. When they do spend, their outlays are made in a variety of categories, including female apparel, recreational/outdoor equipment, arts/crafts, magazines, sports, spas, and kitchen accessories/décor.

These households are very active online shoppers. In addition, they keep up to date on the latest health, cooking, and home decor trends. Additional interests include sports/recreation, reading, electronics, and traveling abroad.

AVERAGE HOUSEHOLD INCOME
$77,774
AVERAGE AGE OF HEAD
35
AVERAGE LENGTH OF RESIDENCE
5
PERCENT WITH KIDS
5%
 

Kiddie Kastles

The households in this Niche have an average age of about 47 and are considerably more likely than the general population to have children present. Most of this Niche are homeowners who have resided in their homes for 14 years on average. The average value of the homes is about $172,500. These white collar households are employed in professional/technical or management fields and a significant portion of them have completed college.

The majority of Kiddie Kastle households own credit cards and are more likely to shop by mail than the population on average. They buy extensively through catalogs, the internet and retail. Their $2,900 in recent discretionary spend in these channels is is often on automotive accessories, hunting and fishing, kids merchandise, sports merchandise, home furnishings, office supplies, and magazines.

The households in this Niche are active and like to stay fit and eat well. They partici- pate in outdoor activities like boating, camping (RV), hiking, hunting, shooting, fishing, golf, cycling and running. They also enjoy home improvement, gardening, and working on their cars. These households invest in stocks and bonds, underscoring their do-it- yourself activities. To relax at home, there is an interest in reading, crafts, and playing with their pets. They travel often, especially within the United States.

AVERAGE HOUSEHOLD INCOME
$90,668
AVERAGE AGE OF HEAD
47
AVERAGE LENGTH OF RESIDENCE
14
PERCENT WITH KIDS
83%
 

Loose Change

This Niche is dominated by households containing two adults and no children, many are Generation X. These households tend to be homeowners and typically have longer length of residence – 10 years on average. Their homes are valued at about $183,200. These households are often college educated and have diverse professional/technical careers.

Loose Change households are average Credit Card owners and users. They do shop retail and on the internet, and occasionally from catalogs, marked by a less-than average recent discretionary spend in these channels of $2,100. Their discretionary spend tends to be on automotive accessories, recreational and outdoor equipment, hunting/fishing, and sports equipment, items balanced also with home furnishings, low/mid-ticket apparel, and beauty/spa items. These households travel domestically and abroad.

Most of those in this Niche are homebodies interested in a healthy lifestyle. They spend time online, and have an interest in food, cooking, home improvement, working on cars, and gardening. They enjoy fitness, travel, and pets.

AVERAGE HOUSEHOLD INCOME
$88,375
AVERAGE AGE OF HEAD
46
AVERAGE LENGTH OF RESIDENCE
10
PERCENT WITH KIDS
10%
 

Mid-Life Munchkins

Households in this Niche are nearly twice as likely as the general population to have at least one child present, or to have grandchildren. They live in homes that they own valued on average at $164,300 and have an average length of residence of 16 years. There is a higher percentage of white collar employees with college or graduate degrees, and Mid-Life Munchkins are more likely to have a military veteran in the household than the general population.

Mid-Life Munchkins are credit card holders, very mail responsive, and shop often through the mail and catalogs. They are also more likely than the general population to shop via the internet and at retail locations. They spent $3,000 recently in online, retail and catalog channels, close to the US average. They often purchase low-ticket apparel, home décor items, automotive accessories, hunting/fishing equipment, low-ticket gifts, and books. They are interested in investing, insurance, and are involved with stocks, bonds, mutual funds, and donate to medical research causes.

Their hobbies include grandchildren and pets. They are fond of fishing, hunting, shoot- ing, boating camping (RV), hiking, golf and cycling. This Niche enjoys off-shore travel. They like home improvement, crafts, and automotive work. They are also more likely than the general population to enjoy gardening and crafts.

AVERAGE HOUSEHOLD INCOME
$89,616
AVERAGE AGE OF HEAD
52
AVERAGE LENGTH OF RESIDENCE
9
PERCENT WITH KIDS
56%
 

Nice & Easy Grandparents

Households in this Niche are mostly empty nests consisting of two adults and no children. They live in homes that are owned and valued at an average of $184,500, and have lived there for 17 years on average. These households are quite well-educated and, if they are not retired, then they are often employed in professional or management positions. They are much more active with their grandchildren than the general population.

Nice-&-Easy Grandparents tend to own the same credit cards as the general population and are also just as mail responsive. Similar to the average US household, their recent discretionary spend is $3,100 across online, retail and mail channels, though they buy less online and more retail compared to average US households. Spending is often on low- or mid-ticket apparel and home decor. This group also purchases music, books, specialty foods, and magazines. They are active with fundraising and are involved with many charities, especially medical and health type of charities. They have an interest in keeping up with their investments.

Households in this Niche are interested in investing, gardening, hobbies, and home improvement. They enjoy spending time traveling, entering contests, and casino gaming. They monitor their diets and have an interest in health foods and walking for health.

AVERAGE HOUSEHOLD INCOME
$86,541
AVERAGE AGE OF HEAD
64
AVERAGE LENGTH OF RESIDENCE
17
PERCENT WITH KIDS
5%
 

Oodles of Offspring

This Niche contains young households with many children in the house. Compared to the rest of the nation, this Niche contains a smaller portion of home owners. Most have completed high school and have some college or a vocational/technical school education and work in sales, clerical or craftsman positions. Among the owners, homes are valued at an average of $125,600 and they have lived there for about seven years on average.

Oodles of Offspring households own slightly fewer credit cards compared to the general population and are average mail buyers. However, they prefer to shop over the internet than catalogs and in retail locations when compared to the average US house- hold. Similarly, their recent discretionary spend in all channels is $1,200, about half the general population’s average. When making purchases, they are most likely to purchase kids merchandise, automotive accessories, magazines, arts/crafts and hunting/fishing merchandise. They may also make low-ticket kids and female apparel purchases, and low or mid-ticket beauty and spa products. 

These households have an interest in fishing, music, hobbies, and pets. Baking, nutrition, collectibles, and crafts occupy their time as well. They are fond of automotive work, motorcycles, and outdoor sports and recreation such as camping, hiking, and fishing. They enjoy cruise ship vacations.

AVERAGE HOUSEHOLD INCOME
$48,881
AVERAGE AGE OF HEAD
3
AVERAGE LENGTH OF RESIDENCE
7
PERCENT WITH KIDS
65%
 

Parks, Parts & Prayers

Niche P consists largely of households with a slightly higher likelihood of children compared to the general population. There are fewer married persons in this Niche compared to the general population, indicating a relatively high proportion of single parent households. About 80% are home owners and live in homes valued at an average of $105,500. They are fairly mobile and have shorter lengths of residence, eight years on average. Most consumers in this Niche have a high school education with only some continuing to vocational/technical or college degrees. They are employed in health care or craftsman type positions, with some homemakers, and small business owners.

Credit cards are not very common with Parks, Parts & Prayers households – only 34% have them. They are less likely to be merchandise buyers than the general population, as mirrored in their muted $1,011 in recent discretionary spending. Among the items more likely to be purchased by this Niche are automotive accessories, medium priced home décor, hunting/fishing equipment, low-ticket beauty items, kids merchandise, and mid-to-low priced apparel. 

Households in this Niche have a strong interest in fishing, music, pets, collectibles, and other hobbies. Bible reading interests play a part in their lives, as does nutrition and automotive work. Outdoor leisure activities include camping, hiking, fishing, hunting, and shooting. Indoor leisure activities include baking and crafts.

AVERAGE HOUSEHOLD INCOME
$40,551
AVERAGE AGE OF HEAD
42
AVERAGE LENGTH OF RESIDENCE
8
PERCENT WITH KIDS
55%
 

Quiet Homebodies

This Niche is dominated by middle-aged adults and about half of them have children in the household. Nearly all own their homes, with most valued at an average of about $180,000, and have lived there for less than 11 years. Majority of these households have a high school education and possibly some college. The households in this Niche are employed in a large variety of jobs, but for the most part this Niche consists of Clerical and Blue Collar workers.

About 43% of Quiet Homebodies are credit card holders, which is low compared to the national average. They are also below average shoppers across all channels. House- holds in this Niche recently spent $1,800 on discretionary items through the mail, online, or retail channels, purchasing items such as, automotive accessories, hunting/fishing equipment, apparel and beauty supplies, kids merchandise, male apparel, and mid- to low-priced home décor and gifts.

Households in this Niche are more likely than the general population to be interested in fishing, as well as owning and purchasing a variety of pets, especially cats and dogs. They spend their free time on automotive work, hobbies, and home improvement. Vacations are typically domestic and can include camping, hiking, hunting and shooting. They have an interest in music, and activities around the home like baking and crafts. They are often dieting, but still enjoy gourmet food, and take health-related issues seriously.

AVERAGE HOUSEHOLD INCOME
$69,549
AVERAGE AGE OF HEAD
46
AVERAGE LENGTH OF RESIDENCE
11
PERCENT WITH KIDS
49%
 

Rocky Road

This Niche typically consists of households with one to two adults and no children. The head of householdhas little more than a high school education, and is typically employed in a clerical, blue collar or service occupation. Approximately half of the households in this Niche are renters. Among those that own their homes, the average home value is $116,000. The length of residence for these households is often less than seven years.

There are fewer credit card owners in the Rocky Road Niche than are generally found in the population. They are less frequent mail buyers and their recent discretionary spending in catalog, retail and online, is less than half the general population average at only $1,400. When they shop, purchases tend to be on home décor, automotive acces- sories, books, magazines, and low-ticket gifts and beauty supplies.

This Niche enjoys book reading, contests/sweepstakes, music, cats, and collectibles. Baking, health and beauty products are also of interest, as well as some domestic travel.

AVERAGE HOUSEHOLD INCOME
$52,523
AVERAGE AGE OF HEAD
45
AVERAGE LENGTH OF RESIDENCE
6
PERCENT WITH KIDS
4%
 

Still Going Strong

Householders in this Niche are mostly over 60 and have two adults in the household. More children are present in these households than the general population and grand- children are a big interest. Nearly three-fourths are home owners with home values averaging $124,300. Length of residence averages 14 years or more. The vast majority of these households have a high school education, but white collar professionals are less frequent in this Niche than are typically found in the general population. These house- holds are considerably more likely to be retired and to be the home of a military veteran.

Credit card ownership and usage are common among Still Going Strong households in this Niche. They are mail responsive and purchase more often through the mail and from catalogs than the average household. They are equally active with online and retail engagement as the average US household. Their recent online, retail and mail catalog discretionary spend of $2,700 is also close to average. Book buying, gifts, home décor, magazines, medical issues, and female apparel are frequent purchases.

Most of the activities and interests are geared toward grandchildren, bible reading, contests/sweepstakes, and collectibles. They love crafts, sewing, needlework and knitting, cats, nutrition/diets, music, books and fishing. When they do get outdoors, they enjoy fishing. They are health-aware households.

AVERAGE HOUSEHOLD INCOME
$47,154
AVERAGE AGE OF HEAD
60
AVERAGE LENGTH OF RESIDENCE
14
PERCENT WITH KIDS
49%
 

Totebaggers

This Niche is comprised mostly of young, single, active adults. They are frequently renters with short length of residence, four years or less, and for the nearly one-third of homeowners, home values average $131,000. About half have a little over a high school education.This Niche has a low concentration of professional occupations, while sales, military, and clerical types of positions are over-represented.

Totebagger households’ credit card usage is average when compared to the general population. They are not as likely to make discretionary purchases as average US households. Recent discretionary spending is only $999 across online, mail, and retail channels. When they do shop, they make magazine, beauty and female apparel, books, magazines, and home décor purchases.

These are very active online households with a keen interest in books, magazines, and music. They enjoy keeping physically fit by running, jogging, snowboarding and skiing, and other extreme sports. They enjoy cooking and culinary activities, watch their diets and are always looking for ways to self-improve. While they do not purchase a lot, they express an interest in mail order, and may represent good future prospects.

AVERAGE HOUSEHOLD INCOME
$32,558
AVERAGE AGE OF HEAD
31
AVERAGE LENGTH OF RESIDENCE
4
PERCENT WITH KIDS
2%
 

Under the Car

Households in this Niche are typically comprised of two adults, no children and several pets. They are primarily homeowners with average home values of $131,500 and resid- ing at their homes for 11 years on average. They have lived in the same location for 11 years, which is average for the US population. Majority of these households have only a high school education. These households are generally employed in clerical, teaching, or blue collar craftsman positions.

Under-the-Car households own credit cards and use them often. They have a history of mail response and mail order purchases, especially from catalogs with $1,800 in recent discretionary spending across mail, online and retail. They are most likely to make apparel, magazine, automotive, book, gift, and home décor purchases.

These pet-friendly households are do-it-yourselfers, especially when in need of auto service. Their other interests include cruise ship travel, music, hobbies, nutrition, collectibles and fishing. They are also always trying to improve their health and interested in leisure travel.

AVERAGE HOUSEHOLD INCOME
$41,017
AVERAGE AGE OF HEAD
40
AVERAGE LENGTH OF RESIDENCE
11
PERCENT WITH KIDS
8%
 

Very Spartan

This Niche is composed of households who do not have children; about half live in rented units. The average home value for those that do own their homes is about $105,500. The households in this Niche are highly mobile and have very short length of residences, usually less than 5 years. These are mostly blue collar workers that have a high school diploma or some college education.

Very Spartan households have few credit cards, and make few purchases, with only $600 in recent discretionary spend recently, When they do spend, the households in this Niche purchase automotive accessories, home décor, beauty supplies, hunting/fishing equipment, magazines, and low-ticket apparel.

Their interests include book reading, contests/sweeps, music, sports, fishing, automotive work, and collectibles. Other outdoor interests include camping and hiking. In addition, they are concerned with their health and like receiving health related information in the mail.

AVERAGE HOUSEHOLD INCOME
$26,949
AVERAGE AGE OF HEAD
39
AVERAGE LENGTH OF RESIDENCE
5
PERCENT WITH KIDS
2%
 

Working Hard

Most households in this Niche consist of hard-working adults with children. Half are home owners, with an average value of $99,300. Their length of residence is shorter than the national average, with most having lived at their current address for seven years or less. Almost three-quarters of this Niche have only a high school education and are mostly employed in Blue Collar or Clerical occupations. A relatively high number of small business owners and home office types can be found in this Niche.

Among Working Hard households, there is little credit card ownership or mail responsiveness. They are infrequent shoppers with recent discretionary spending of only $700 in across all channels. Their purchases, when they do make them, include automotive accessories, home décor, beauty supplies, female apparel, kids merchandise, magazines, music, gifts, and hunting/fishing equipment.

They have a keen interest in music, collectibles, hobbies, contest/sweepstakes, nutrition/dieting, and electronics. They are proud pet owners, and do enjoy outdoor interests, especially fishing. Country music and rock are preferred listening choices.

AVERAGE HOUSEHOLD INCOME
$27,699
AVERAGE AGE OF HEAD
43
AVERAGE LENGTH OF RESIDENCE
5
PERCENT WITH KIDS
2%
 

X-tra Needy

This Niche is headed by an older person, generally in their mid-60’s. There are no children present in these households, but there is a great interest in grandchildren. About three-quarters of this Niche own their homes, which are valued at about $110,800. They have lived in them for nearly 13 years on average. The majority of X-tra Needy households have slightly more than a high school education and most are employed in blue collar occupations; many of the households in this Niche are retired.

Nearly 20% percent of X-tra Needy households are known credit card owners. They have modest incomes and are not very economically active with only $1,000 in recent discretionary spending occurring in catalogs, online and retail. Catalog is the strongest purchase medium for this Niche. And, when they do shop, they purchase automotive accessories, home décor, books, magazines, and low-ticket male and female apparel.

They take a great interest in improving their health, nutrition/dieting, and donating when possible to medical causes. Grandchildren are a major interest in their lives, as are sweepstakes, bible reading, music, books, hobbies, and collectibles. They also enjoy fishing and other outdoor activities.

AVERAGE HOUSEHOLD INCOME
$24,630
AVERAGE AGE OF HEAD
67
AVERAGE LENGTH OF RESIDENCE
13
PERCENT WITH KIDS
53%
 

Young-at-Heart

This Niche is dominated by older households, with one in five still having adult children in the home. They are more likely than the general population to have a retired military veteran in the household. Nearly all are homeowners and have been in the same residence for twenty years. The average value of their homes is about $114,000. About a third of this Niche is retired households. Among those that are still employed, most tend to be blue collar or clerical workers.

Young-At-Heart households are credit card owning households, very mail responsive and make frequent catalog purchases, with average recent discretionary spend of $2,900 across all channels. They are likely to purchase books, apparel, magazines, gifts, and specialty foods. They are more likely to donate to medical research charities, and veteran charities, than the average household.

These households have interests in their grandchildren, bible devotion, contests/sweepstakes, collectibles, music, crafts, nutrition and dieting. They are interested in mail order shopping.

AVERAGE HOUSEHOLD INCOME
$39,817
AVERAGE AGE OF HEAD
68
AVERAGE LENGTH OF RESIDENCE
21
PERCENT WITH KIDS
18%
 

Zero Mobility

Households in this Niche are mostly headed by empty-nesters in their late 60’s. Over 80% own their homes which are valued at an average $105,600. Being older and retired, they have longer length of residences compared to the general population — 17 years on average. Those that are not retired are employed in blue collar or clerical type occupations, or are homemakers.

Zero Mobility households do tend to have credit cards, and they are more mail responsive and make more purchases when compared to the general population, especially through catalogs. Recent discretionary spending across all channels was about $2,000, or about two-thirds the US average. They purchase books, magazines, specialty and healthy foods, and apparel items.

They are mostly fond of indoor activities such as visiting with grandchildren, bible reading, contests/sweepstakes, music, crafts, collectibles, and hobbies. They maintain interest in health issues, managing their health, nutrition/dieting, and they donate to medical-related causes. When they do get outdoors, they enjoy gardening.

AVERAGE HOUSEHOLD INCOME
$32,452
AVERAGE AGE OF HEAD
69
AVERAGE LENGTH OF RESIDENCE
17
PERCENT WITH KIDS
4%