Click here to return to the Home Page Click here to send an email message to Percept customer support
Home | Company | Products | Support |  
Data Sources
Document Index
US Lifestyles Segments

US Lifestyles Segment Description Index
Information about and references to US Lifestyles Segments and US Lifestyles Groups are found throughout Percept products. Here is a list of Segment Descriptions, indexed by Group name and number. A US Lifestyles Group is created by clustering similar US Lifestyles Segments. The group designated Primary on your report represents the greatest number of households within your area.
Click on a segment name below to see its description
1 Affluent Families 3 Young and Coming 5 Senior Life
1 Traditional Aflluent Families 8 Rising Potential Professionals 7 Prosperous and Mature
2 Professional Affluent Families 12 Educated New Starters 20 Cautious and Mature
3 Mid-Life Prosperity 13 Affluent Educated Urbanites 21 Mature and Stable
4 Educated Mid-Life Families 15 Reliable Young Starters 22 Mature and Established
5 Prosperous Diversity 19 Educated and Promising 30 Urban Senior Life
6 Prosperous New Country Families 34 College and Career Starters 31 Mature Country Families
14 Secure Mid-Life Families 37 Rising Multi-Ethnic Urbanites 6 Ethnic and Urban Diversity
2 Middle American Families 39 New Beginning Urbanites 24 Metro Multi-Ethnic Diversity
9 Educated Working Families 47 University Life 32 Working Urban Life
10 Suburban Mid-Life Families 4 Rural Families 36 Working Diverse Urbanites
11 Young Suburban Families 26 Working Suburban Families 40 Surviving Urban Diversity
16 Established Country Families 27 Country Family Diversity 41 Struggling Hispanic Households
17 Large Young Families 29 Working Country Families 42 Laboring Rural Diversity
18 Working Urban Families 33 Laboring Rural Families 43 Laboring Urban Diversity
23 Established Empty- Nesters 35 Laboring Country Families 44 Laboring Urban Life
25 Working Country Consumers 38 Rural Working Families 45 Struggling Urban Diversity
28 Building Country Families     46 Struggling Black Households
        48 Struggling Urban Life
NOTE  If you need more detail than what is included in these descriptions you may download the entire MicroVision 50 Marketing Guide (5.7MB PDF) from Claritas. When looking up descriptions in the MicroVision Guide, use the segment numbers as your reference for individual segment descriptions. Percept has changed some segment names for US Lifestyles, however, descriptions will be true to the segment number. The 11 MicroVision Groups have no correlation to Percept's 6 US Lifestyles Groups. USE THE 50 SEGMENT DESCRIPTIONS ONLY. Also, keep in mind that Percept's Ethos faith data is a value-added feature exclusive to Percept and will not be included in the MicroVision Guide descriptions.
US Lifestyles Group Descriptions
1 Affluent Families (includes segments 1, 2, 3, 4, 5, 6 and 14)
These segments are generally above average in income and education.
2 Middle American Families (includes segments 9, 10, 11, 16, 17, 18, 23, 25 and 28)
These segments represent classic middle-America.
3 Young And Coming (includes segments 8, 12, 13, 15, 19, 34, 37, 39 and 47)
These segments are mostly (though not exclusively) comprised of young singles and
couples in the beginnings of their career life.
4 Rural Families (includes segments 26, 27, 29, 33, 35 and 38)
These segments are comprised of mostly families in rural America working
primarily in blue-collar occupations.
5 Senior Life (includes segments 7, 20, 21, 22, 30 and 31)
These segments consist mostly of senior and mature adults in or near retirement.
6 Ethnic And Urban Diversity (includes segments 24, 32, 36, 40, 41, 42, 43, 44, 45, 46 and 48)
These segments are found mostly (though not exclusively) in urban centers
and reflect high racial/ethnic diversity.