This document summarizes 31 consumer clusters based on income, demographics, lifestyle, and financial characteristics. The clusters range from very affluent households with incomes over $350,000 to lower-income households relying on public assistance with incomes under $28,000. Key factors used to segment the clusters include household income, age, family size, home ownership, education level, ethnicity, and investment behaviors. Clusters are also described based on favorite brands, media consumption habits, credit product usage, and recreational activities.

1. The Donnelley Cluster Spectrum
Cluster Group Chateaux & Van Goghs CEO with a Lexus to Go Equity Builders
Income Beyond Affluent Most Affluent Very Affluent
Foundations and
Financial Realities Estates & Trusts Stocks & Bonds
Philanthropies
Dom Perignon & Chateau
Favorites Chateaux Margaux & Hummers Wine Cellars & Humidors
Lafitte Rothchild
Whether inherited or smartly earned, the These conspicuous consumers live Very similar to Cluster 2, this Cluster 4 is the most Married with children, these are These are maturing These are predominantly These young families are
financial resources of this cluster are well and enjoy buying luxury items, segment also maintains elaborate affluent retired population younger families, building families whose children young families, well- most likely to be
massive. These homeowners are very well- gadgets and gizmos. They are financial portfolios. Married, segment. They have homes, careers and more are moving into teen age educated, with their careers leveraging their homes
educated, holding advanced degrees. They homeowners, keenly devoted to college educated, professionals accumulated assets in family! College graduates, years. They drive SUVs, on track. They purchase with a second mortgage
consume luxury consumer goods and own asset managment diversified across and executives, they enjoy CDs, annuities, tax they are professionals. Their enjoy family restaurants. luxury cars, retain auto club and home equity credit
top-of-the-line SUVs, convertibles, or luxury investments such as real estate, frequent foreign travel, exempt funds, and family car is often a van to Once again, asset membership and enjoy line. The kids are pre-
Cluster Descriptions sedans. Unlike most American households,
instead of focusing on how to make money,
preferred stock and whole life
insurance. Married, college
purchasing their airline tickets on-
line. They frequent luxury hotels
expensive homes. accommodate their young
children. Planning for the
managment is key, with
diversified portfolios, home
upscale travel. With Asians
representing 10% of all
school and in elementary
school. They are
they devote part of their time to giving it educated, they are most likely to be and purchase luxury cars, future is critical as they look equity lines of credit, and households, this cluster has professionally employed
away to charitable causes. empty nesters. cruises, time shares, and mutual ahead to their children's college various life insurance the highest concentration of and regularly use the
funds. education. plans. Asians. internet.
Cluster Number 1 2 3 4 5 6 7 8
Median Income $ 364,000 $ 250,000 $ 225,000 $ 176,000 $ 154,000 $ 138,000 $ 136,000 $ 134,000
Empty Nesters & Committed Empty Nesters & Mature Active Seniors & Young Families &
Lifestage Large Established Families Growing Families Maturing Families Young Families
Singles Families Elderly Couples Singles
Own/Rent Own Own Own Own Own Own Own Own
Masters+ &
Masters+ & Executives & Bachelors Degree & Bachelors Degree & Bachelors Degree & Bachelors Degree &
Education & Employment Masters+ & Executives Masters+ & Executives Executives &
Professionals Retired Executives & Professionals Executives Executives
Professionals
Predominating Ethnicity White White White White White White White White
Significant Ethnic Minorities None None None None None None Asian None
Male
Head of Household Male Male Male Male Male Male Male
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2. The Donnelley Cluster Spectrum
Online & On Credit Financial Planners
Affluent Upper Middle Income
Financial Planning Platinum Credit Cards
iPods & Car Seats Happy Meals & Early Bird Specials
No wife, no kids, this group is Unlike Cluster 9, these single This is the youngest This is one of two oldest This youthful group is a With almost the same age This segment is in These are empty nesters. Overwhelmingly active seniors, These motorcycle These households
predominently single men who men are slightly older, either cluster. Young families cluster segments. They are mix of singles and distribution as cluster 13, this the throes of teen The most liberal cluster, these are mostly married and enthusiasts are are mostly Asian
enjoy their version of the "good professional students, with babies, toddlers, active and elderly seniors, married couples. group has larger families (3-4 age life. Need we professional, these some single households. Over married couples. with some Hispanic.
life". Frequent foreign travelers, professors, or simply drawn to or pre-schoolers, they and are mostly married. Family size is small or family members) with children say more? individuals buy regularly 50% have two family members; They enjoy QVC They tend to have
they stay at luxury hotels. College academia. With over 50% living are highly leveraged They are high ticket mail reduced to empty 12-17. They are family on-line, especially at over 30% are living alone. These shopping. large families. Some
educated, on-line travel planners, alone, the balance live with one juggling car loans, order multi-buyers, donate nester status. They are restaurant frequenters, politcally Amazon.com. seniors are invested in state and of them have some
they also work at paying off or more roommates. Preferring education loans, home to health related and likely to work from middle of the road, and enjoy municipal bonds, tax exempt college and work in
college loans, and their rent. They college towns, they are liberal equity line of credit, politically conservative home, do their banking camping and their SUV or truck. funds, treasury notes, preferred mostly clerical
work from home. They enjoy the and rent their homes. High and do their banking at causes. This cluster invests on-line, and travel These families often have stock, and corporate bonds. positions.
convenience of working at home Asian ethnicity, a credit union. in pension funds and state regularly on business. personal and/or home
and shopping on-line. and municipal bonds. improvement loans.
9 10 11 12 13 14 15 16 17 18 19
$ 124,000 $ 118,000 $ 102,000 $ 99,000 $ 94,000 $ 91,000 $ 88,000 $ 86,000 $ 84,000 $ 83,000 $ 72,000
Active Seniors & Singles & Married Married with Married with
Singles Singles Young Families Married Empty Nesters Active Seniors Married
Elderly Couples Mix Teenagers Children
Rent Rent Own Own Own Own Own Own Own Own Own
Masters & Construction &
Bachelors Degree Masters & Professional Some College Bachelors Degree Construction Masters & Professional Bachelors Degree Construction Clerical
Professionals Executives
White White White White White White White White White White White
Asian Asian None None Chinese None None Asian None None Asian & Hispanic
Male Male Male Male Male Male Male Male Male Male Male
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3. The Donnelley Cluster Spectrum
Blue Collar & Blue Wedgewood DINKS & Kinks
Middle Income Lower Middle Income
Gold Credit Cards Silver Credit Cards
Sesame Street & AARP Travel & Tapioca
These folk are This is Middle This cluster is hard These are active and This blue collar An older group, keenly interested This is the second These are younger families with 2 and 3 These are elderly consumers, These college-educated This cluster is quite This cluster is mostly
White pro- America's core blue collar elderly senior cluster is weird: they in antiques, books, stamps, and youngest cluster of children. Owning their home, they borrow with almost 60% age 70+. The professionals are renters, diverse, Chinese, Asian, elderly seniors, many
fessionals who youngest cluster families. They support couples. Nearly 40% are elderly seniors the like, Cluster 25 is Middle America. against it to make home improvements. highest concentration of Very liberal in their outlook, Hispanic and Black, with a of whom own a long
work at home. with 40% age their large families are age 65+. Long and score high on predominently married couples. Given their liberal Vacations are also financed on credit. seniors is in Cluster 28. Active paying off college loans, high incidence of English term care insurance
They are some- 39 or younger doing factory or term care insurance, motorcycles. They are surprisingly consumers bias, they are They are big consumers of processed mail order buyers, these these folks do a fair amount of as a second language. policy. Well
what liberal, do on- with growing construction work. and short term CDs of luxury goods, vehicles, and mostly single but foods: canned meats, snack cakes, and seniors pursue hobbies such foreign travel perhaps Active seniors, these educated, these
line banking, buy families. They drive trucks, frame their financial vacations, despite their middle living with a the like. Given their income, they cannot as stamps, sports cards, crafts, because a high incidence of individuals are active seniors travel as
books online, chew tobacco, eat status. income status. They may have partner. afford investments and must rely on their home décor, subscribe to their foreign born defines this foreign travelers, perhaps much as their
collect frequent fast food, potato chips tremendous equity in their home home as their nest egg. They seem like favorite magazines, and donate cluster. No kids in these visit family in their birth finances permit.
flyer miles, and pay
and snack cakes. which enables them to indulge the inverse of cluster 25. (Future Kinks). to charitable causes. (Kinks) households. (DINKS) country. (Kinks) (Kinks)
down student
their refined tastes.
loans.
20 21 22 23 24 25 26 27 28 29 30 31
$ 65,000 $ 64,000 $ 60,000 $ 52,000 $ 51,000 $ 50,000 $ 49,000 $ 46,000 $ 45,000 $ 45,000 $ 44,000 $ 43,000
Married
Married with Married Singles Married & Singles Singles Living Married with Children & Some Singles, Widows &
Singles & Married Married & Empty Nesters Married Singles Married
Children Widowed Mix Mix Together Single Parents Widowers
Parent Mix
Rent Own Own Own Own Own Rent Own Own Rent Own Rent
Clerical &
Bachelors/
Professional & Some College/ High School/ High School / Production &
Bachelors Professional & Some College Retired Masters /Professional High School Masters/ Retired
Executive Construction Construction Retired Construction &
Clerical
Some College
White & Ethic White & White & Asian
White White White White White White White & Asian Mix White Black
Mix Ethnic Mix Mix
Asian &
None None White Ethnic Mix Asian Asian None None Asian White None
Hispanic
Male Male Male Male Male Male Male Male Male Male Male Male
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4. The Donnelley Cluster Spectrum
Juniors & Seniors
Below Middle Income
Secured Credit Cards
Jeopardy, Junk Food & J. Lo
These are the homebody Another senior cluster , but this Blue Collar thirty These are black, single These are died in the wool With a strong Hispanic The youngest cluster on the
seniors, quite content with time 7 years older in median somethings: not parent moms. They survive Hispanics, many of them presence, this cluster is spectrum with a median
their domestic activities: age than cluster 32. They are homeowners, not on public assistance to feed foreign born. They have the usually not married. With a head of household age of
quilting, crocheting and the almost evenly divided between married, love tobacco and clothe their kids, usually largest incidence of family median age of 37, they 32, many are foreign born
like. Very conservative married couples and live products, highly 2-3. Highly processed, high members in the household: represent 23% age of head which correlates with a high
politically, these seniors held alones. They don't want to processed food fat content foods are their almost 76% 3+ members; of household less than 29 incidence of educational
blue collar jobs when they know about online banking, air items, sports drinks, mainstay. They live in almost 33% 5+members. years of age; nearly 60% is loans (perhaps to learn
were working. Roughly half travel, and motorcycles, sports and premium beer. predominently black They have no investments less than 35 years. They English as a Second
are 2 member households; drinks and potato chips. neighborhoods. and rely on some public have children spanning Language). They have little
the balance alone. assistance. infancy through teens. to no investments.
32 33 34 35 36 37 38
$ 38,000 $ 35,000 $ 34,000 $ 33,000 $ 30,000 $ 29,000 $ 28,000
Married, Single
Married Married & Singles Mix Parents, & Singles Singles/Single Parents Married & Singles Mix Single Parents Single Parents
Mix
Own Own Rent Own Own Rent Rent
<12 Years /
< 12 Years / Highly Some college grad. /
High School High School/ Retired Some College High School Construction/Blue Collar/
Unemployed some clerical
Unemployed
White White White Black Hispanic Asian & Hispanic Mix Black & Hispanic
None None None White White & Asian Mix White
Male Male Male Male Female Female Female
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5. The Donnelley Cluster Spectrum
Ethnics and Elderly Public Assistance
Low Income Lowest Income
Cash & Money Orders Too Little Cash
Twinkies & Tobacco Meals on Wheels
The heaviest smokers, This cluster is primarily These are mostly Hispanic and The oldest cluster, these folk are mostly 65+ These are Very similar to cluster Large families headed by a single parent female, this Living in large Very liberal, heavy This cluster is Predominantly Black
hands down. They eat elderly Hispanics: 83% Black single parents. Many are years of age, with 43% age 75+. They are overwhelmlingly 43, but they are cluster has the highest concentration of foreign born dwelling complexes, smokers, junk food predominently Black, but elderly seniors living
highly processed foods are 50+ years of age; single mothers. They have no mostly live alones or unmarried partners. singles. They are predominantly white. individuals. Mostly Hispanic with a mix of Asian and Black these are Black, eaters, these single living on public alone or with one other
that have next to no almost 35% age 65+. investments or life insurance. Their fixed pension income is low, but they elderly, 46% over They are also retired, households, they also have the highest concentration of Hispanic and Asian mothers are assistance, single senior. They rely on
nutrional value. These They enjoy domestic They rely on public assistance own their own home. Their investments must age 70+ years of elderly seniors, with a other ethnicities. Relying on public assistance, these single female head of politically liberal. mothers as head of public assistance to
are mostly single activities such as watching for support. Though somewhat be generating enough supplemental income age. female head of households are unemployed perhaps due to their high household families. They rely on public household. supplement their
parents with children Home Shopping Network, similar to cluster 39, they have for them to contribute to political, health, and household, perhaps percentage speaking a foreign language (of whom many assistance. pension. They have
12-17 years of age. crocheting, sewing. There more children and a greater religious causes, to(re)decorate their homes, widows. may not speak English well enough to work.) They also lived in their home for a
are some Veterans in this concentration of blacks. to purchase high ticket items by mail. have young children who are not old enough to be left very long time. High
alone so that the single mom can work outside the home.
cluster. incidence of veterans.
39 40 41 42 43 44 45 46 47 48 49
$ 23,000 $ 23,000 $ 21,000 $ 21,000 $ 20,000 $ 19,000 $ 18,000 $ 18,000 $ 17,000 $ 15,000 $ 14,000
Singles & Single Singles & Single
Singles Singles Singles Singles Singles Singles Singles Singles Singles & Married
Parent Parent
Rent Own Rent Own Rent Rent Rent Rent Rent Rent Own
<12 Years/ Blue <12
<12 Years <12 Years/
High School < 12 years < 12 years High School/ Retired <12 Years/Retired <12 Years/Unemployed < 12 Years Collar & Years/Unemployed
/Retired Unemployed
Unemployed & Retired
Black & Hispanic
White Hispanic Hispanic & Black Black & White Mix Asian & Chinese White Hispanic & Other Black Black Black
Mix
White & Black Black & Chinese &
None Black None None Black & Asian Asian White Hispanic None
Mix Asian
Female Female Female Female Female Female Female Female Female Female Female
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6. blic Assistance
Lowest Income
Too Little Cash
eals on Wheels
Elderly seniors living Living in large multi-
in large multi-dwelling family dwellings, they are
units, they collect a typically one and two
pension check as member households,
well as apply for elderly seniors living
public assistance. alone. Preceded by 50
other cluster groups,
cluster 51 is the poorest.
They eat poorly and
smoke.
50 51
$ 14,000 $ 12,000
Singles Singles & Couples
Rent Rent
<12
Years/Unemployed <12 Years
& Retired
Black & Hispanic
Black & Hispanic
Mix & White
Other White
Female Female
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