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The US Lifestyles system is a geo-demographic
segmentation system that classifies every household in the United States into one of 50
different segments. Each segment consists of households that tend to be at similar points
in their life cycle and share common interests, needs for services, and financial
behavior. The system is created and maintained by Claritas and is referred to as
MicroVision. MicroVision is based on the 160 million up-to-date individual consumer
records in the Equifax Consumer Marketing Database (ECMD), as well as the nation’s
most current census data. The basic building block of the system is ZIP+4 geography which
allows targeting as few as 10 households compared to the 200 to 300 households of
traditional segmentation systems. In addition, it is currently the only system that not
only annually updates population and household counts, but also annually updates the
classification of its 22 million ZIP+4s. This provides the system with the unique ability
to monitor and adjust to the ever-changing United States population. |
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