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WHAT TYPE OF CORVALLIAN ARE YOU: Claritas’ Market Segmentation site provides insight on Corvallian traits

For The South Side
(Zip Code 97333)

Boomtown Singles
Lower-Mid, Younger w/o Kids
Affordable housing, abundant entry-level
jobs, and a thriving singles scene–all
have given rise to the Boomtown Singles
segment in fast-growing satellite cities.
Younger, single, and working-class, these
residents pursue active lifestyles amid
sprawling apartment complexes, bars,
convenience stores, and laundromats.
  Social Group:  City Centers                     

The five segments in the C2 social group consist of a mix of
Americans-old and young, homeowners and renters, families
and singles-who’ve settled in the nation’s satellite cities.
What they share is a middle-class status, some college 
educations and a lifestyle heavy on leisure and recreation.
The members of City Centers tend to be big fans of home-
centered activities: computer surfing, video renting, TV
viewing and playing games and musical instruments. Outside
their homes, they go to movies, museums and bowling alleys
at high rates.

 
  Lifestage Group:  Young Achievers                                                         

Young, hip singles are the prime residents of Young Achievers,
a lifestage group of twentysomethings who’ve recently settled
in metro neighborhoods. Their incomes range from working-class
to well-to-do, but most residents are still renting apartments
in cities or close-in suburbs. These seven segments contain a
high percentage of Asian singles, and there’s a decidedly
progressive sensibility in their tastes as reflected in the group’s
liberal politics, alternative music and lively nightlife. Mainstream
Singles segments are twice as likely as the general population
to include college students living in group quarters.

 
2007 Statistics:
US Households: 1,456,182 (1.28%)
Median HH Income: $38,910 
Lifestyle Traits
  • Go snowboarding
  • Watch Fuse Network
  • The Source magazine
  • Futurama TV
  • Nissan Sentra
  • Demographics Traits:
    Urbanicity: Second City  
    Income: Lower-Mid  
    Income Producing Assets: Below Avg.  
    Age Ranges: Age <35  
    Presence of Kids: HH w/o Kids  
    Homeownership: Mix, Renters  
    Employment Levels: WC, Service, Mix  
    Education Levels: Some College  
    Ethnic Diversity: White, Black, Asian, Mix  

     

    City Startups
    Low Income, Younger w/o Kids
    In City Startups, young, multi-ethnic
    singles have settled in neighborhoods
    filled with cheap apartments and a
    commercial base of cafés, bars,
    laundromats, and clubs that cater to
    twentysomethings. One of the youngest
    segments in America–with ten times
    as many college students as the
    national average–these neighborhoods
    feature low incomes and high
    concentrations of African-Americans.
      Social Group:  Micro-City Blues                                                      

    Micro-City Blues was created via the predominantly downscale residents
    living in the affordable housing found throughout the nation’s smaller
    cities. A diverse social group, these five segments contain a mix of old
    and young, singles and widowers, whites, African-Americans and
    Hispanics. Most of the workers hold blue-collar jobs-hence the name-and
    their marketplace behavior reflect the segments’ varied lifestyles. This
    is one of the few social groups where consumers have a high index for
    video games and bingo, aerobic exercise and fishing, BET and the Country
    Music Network.

     
    Lifestage Group:  Striving Singles                   

    The seven segments in Striving Singles make up the most downscale of
    the Younger Years class. Centered in exurban towns and satellite cities,
    these twentysomething singles typically have low incomes-often under
    $25,000 a year-from service jobs or part-time work they take on while
    going to college. Housing for this group consists of a mix of cheap
    apartment complexes, dormitories and mobile homes. As consumers,
    the residents in these segments score high for outdoor sports, movies
    and music, fast food and inexpensive cars.

     
    2007 Statistics:
    US Households: 1,271,177 (1.12%)
    Median HH Income: $23,196 
    Lifestyle Traits
  • Go snowboarding
  • Play soccer
  • Jane magazine
  • Late Night with Conan O’Brien
  • Suzuki Aerio
  • Demographics Traits:
    Urbanicity: Second City  
    Income: Low Income  
    Income Producing Assets: Low  
    Age Ranges: Age <35  
    Presence of Kids: HH w/o Kids  
    Homeownership: Renters  
    Employment Levels: White Collar, Mix  
    Education Levels: Some College  
    Ethnic Diversity: White, Black, Asian, Mix  
    Greenbelt Sports
    Upper-Mid, Middle Age w/o Kids
    A segment of upscale exurban couples,
    Greenbelt Sports is known for its active
    lifestyle. Most of these middle-aged
    residents are married, college-educated,
    and own new homes. And few segments
    have higher rates for pursuing outdoor
    activities such as skiing, canoeing,
    backpacking, boating, and mountain biking.
      Social Group:  Country Comfort               

    The five segments in Country Comfort
    are filled with predominantly white,
    middle-class homeowners. In their placid
    towns and scenic bedroom communities,
    these Americans tend to be married,
    between the ages of 25 and 54, with or
    without children. They enjoy comfortable
    upscale lifestyles, exhibiting high indices
    for barbecuing, bar-hopping and playing
    golf as well as home-based activities
    such as gardening, woodworking and
    crafts. Reflecting their rural, family
    environment, they prefer trucks,
    SUVs and minivans to cars.

     
      Lifestage Group:  Young Achievers  
    2007 Statistics:
    US Households: 1,646,958 (1.45%)
    Median HH Income: $57,715 
    Lifestyle Traits
  • Go snowboarding
  • Go horseback riding
  • North American Hunter magazine
  • American Experience TV
  • Subaru Impreza
  • Demographics Traits:
    Urbanicity: Town/Rural  
    Income: Upper-Mid  
    Income Producing Assets: Above Avg.  
    Age Ranges: Age <55  
    Presence of Kids: HH w/o Kids  
    Homeownership: Mostly Owners  
    Employment Levels: White Collar, Mix  
    Education Levels: College Grad  
    Ethnic Diversity: Mostly White  
    Red, White & Blues
    Lower-Mid, Middle Age w/o Kids
    The residents of Red, White & Blues typically live
    in exurban towns rapidly morphing into bedroom
    suburbs. Their streets feature new fast-food
    restaurants, and locals have recently celebrated
    the arrival of chains like Wal-Mart, Radio Shack,
    and Payless Shoes. Middle-aged, high school
    educated, and lower-middle class, these folks
    tend to have solid, blue-collar jobs in manufacturing,
    milling, and construction.
      Social Group:  Middle America                                                

    The six segments in Middle America are filled
    with middle-class homeowners living in small
    towns and remote exurbs. Typically found in
    scenic settings throughout the nation’s heartland,
    Middle Americans tend to be white, high school
    educated, living as couples or larger families,
    and ranging in age from under 25 to over 65.
    Like many residents of remote communities,
    these conservative consumers tend to prefer
    traditional rural pursuits: fishing, hunting,
    making crafts, antique collecting, watching
    television and meeting at civic and veterans
    clubs for recreation and companionship. Friday
    nights are for celebrating high school sports.

     
      Lifestage Group:  Striving Singles  
    2007 Statistics:
    US Households: 1,389,756 (1.22%)
    Median HH Income: $43,254 
    Lifestyle Traits
  • Eat at Houlihan’s
  • Buy from Home Shopping Network
  • Car Craft Magazine
  • Speed channel
  • Kia Optima
  • Demographics Traits:
    Urbanicity: Town  
    Income: Lower-Mid  
    Income Producing Assets: Below Avg.  
    Age Ranges: Age <55  
    Presence of Kids: HH w/o Kids  
    Homeownership: Homeowners  
    Employment Levels: White Collar, Mix  
    Education Levels: Some College  
    Ethnic Diversity: Mostly White  
    Young & Rustic
    Lower-Mid, Middle Age w/o Kids
    Young & Rustic is composed of middle age, restless
    singles. These folks tend to be lower-middle-income,
    high school-educated, and live in tiny apartments in
    the nation’s exurban towns. With their service industry
    jobs and modest incomes, these folks still try to fashion
    fast-paced lifestyles centered on sports, cars, and dating.
      Social Group:  Rustic Living          

    The six segments in Rustic America represent the nation’s
    most isolated towns and rural villages. As a group, T4
    residents have relatively modest incomes, low educational
    levels, aging homes and blue-collar occupations. Many of
    the residents, a mix of young singles and seniors, are
    unmarried, and they’ve watched scores of their neighbors
    migrate to the city. In their remote communities, these
    consumers spend their leisure time in such traditional
    small-town activities as fishing and hunting, attending social
    activities at the local church and veterans club, enjoying
    country music and car racing.

     
      Lifestage Group:  Striving Singles  
    2007 Statistics:
    US Households: 2,281,989 (2.01%)
    Median HH Income: $32,607 
    Lifestyle Traits
  • Go to auto races
  • Drew Carey Show in syndication
  • King of the Hill in syndication
  • WWE Wrestling TV
  • Dodge Neon
  • Demographics Traits:
    Urbanicity: Town/Rural  
    Income: Lower-Mid  
    Income Producing Assets: Low  
    Age Ranges: Age <55  
    Presence of Kids: HH w/o Kids  
    Homeownership: Renters  
    Employment Levels: WC, Service, Mix  
    Education Levels: High School Grad  
    Ethnic Diversity:White, Black, Mix  

     

    For North of Harrison
    (Zip Code 97330)

    Boomtown Singles
    Lower-Mid, Younger w/o Kids
    Affordable housing, abundant entry-level
    jobs, and a thriving singles scene–all
    have given rise to the Boomtown Singles
    segment in fast-growing satellite cities.
    Younger, single, and working-class, these
    residents pursue active lifestyles amid
    sprawling apartment complexes, bars,
    convenience stores, and laundromats.
    Social Group: City Centers                 

    The five segments in the C2 social group consist of a mix of
    Americans-old and young, homeowners and renters, families
    and singles-who’ve settled in the nation’s satellite cities.
    What they share is a middle-class status, some college
    educations and a lifestyle heavy on leisure and recreation.
    The members of City Centers tend to be big fans of home-
    centered activities: computer surfing, video renting, TV
    viewing and playing games and musical instruments. Outside
    their homes, they go to movies, museums and bowling alleys
    at high rates.   Lifestage Group: Young Achievers                 

    Young, hip singles are the prime residents of Young Achievers,
    a lifestage group of twentysomethings who’ve recently settled
    in metro neighborhoods. Their incomes range from working-class
    to well-to-do, but most residents are still renting apartments
    in cities or close-in suburbs. These seven segments contain a
    high percentage of Asian singles, and there’s a decidedly
    progressive sensibility in their tastes as reflected in the group’s
    liberal politics, alternative music and lively nightlife. Mainstream
    Singles segments are twice as likely as the general population
    to include college students living in group quarters.  

    2007 Statistics:
    US Households: 1,456,182 (1.28%)
    Median HH Income: $38,910
    Lifestyle Traits
  • Go snowboarding
  • Watch Fuse Network
  • The Source magazine
  • Futurama TV
  • Nissan Sentra
  • Demographics Traits:
    Urbanicity: Second City  
    Income: Lower-Mid  
    Income Producing Assets: Below Avg.  
    Age Ranges: Age <35  
    Presence of Kids: HH w/o Kids  
    Homeownership: Mix, Renters  
    Employment Levels: WC, Service, Mix  
    Education Levels: Some College  
    Ethnic Diversity: White, Black, Asian, Mix  
    Brite Lites, Li’l City
    Upscale, Middle Age w/o Kids
    Not all of America’s chic sophisticates live in major
    metros. Brite Lights, Li’l City is a group of well-off,
    middle-aged couples settled in the nation’s satellite
    cities. Residents of these typical DINK (double income,
    no kids) households have college educations, well-
    paying business and professional careers, and swank
    homes filled with the latest technology.
      Social Group:  2nd City Society                                     

    Among second-tier cities, Second City Society
    stands at the top of the heap, a social group
    consisting of the wealthiest families who live
    outside the nation’s metropolitan core. The three
    segments in this group are dominated with married
    couples with children, college degrees, large homes,
    and executive jobs. Ethnically, the residents are
    predominantly white with above-average rates of
    Asian Americans. In the marketplace, they spend big
    on digital and wireless technology, business and
    cultural media, casual-dining restaurants, upscale
    retailers, foreign travel and luxury cars.

     
      Lifestage Group:  Midlife Success                                     

    The eight segments in Midlife Success typically are
    filled with childless singles and couples in their thirties
    and forties. The wealthiest of the Younger Years class,
    this group is home to many white, college-educated
    residents who make six-figure incomes at executive
    and professional jobs but also extends to more middle
    class segments. Most of these segments are found in
    suburban and exurban communities, and consumers
    here are big fans of the latest technology, financial
    products, aerobic exercise and travel.

     
    2007 Statistics:
    US Households: 1,694,022 (1.49%)
    Median HH Income: $70,209 
    Lifestyle Traits
  • Go to college sports events
  • Eat at Bennigan’s
  • Macworld magazine
  • Independent Film Channel
  • Volkswagen Passat
  • Demographics Traits:
    Urbanicity: Second City  
    Income: Upscale  
    Income Producing Assets: High  
    Age Ranges: Age <55  
    Presence of Kids: HH w/o Kids  
    Homeownership: Mostly Owners  
    Employment Levels: Professional  
    Education Levels: College Grad  
    Ethnic Diversity: White, Asian, Mix  

     

    City Startups
    Low Income, Younger w/o Kids
    In City Startups, young, multi-ethnic
    singles have settled in neighborhoods
    filled with cheap apartments and a
    commercial base of cafés, bars,
    laundromats, and clubs that cater to
    twentysomethings. One of the youngest
    segments in America–with ten times
    as many college students as the
    national average–these neighborhoods
    feature low incomes and high
    concentrations of African-Americans.
    Social Group: Micro-City Blues       

    Micro-City Blues was created via the predominantly downscale residents
    living in the affordable housing found throughout the nation’s smaller
    cities. A diverse social group, these five segments contain a mix of old
    and young, singles and widowers, whites, African-Americans and
    Hispanics. Most of the workers hold blue-collar jobs-hence the name-and
    their marketplace behavior reflect the segments’ varied lifestyles. This
    is one of the few social groups where consumers have a high index for
    video games and bingo, aerobic exercise and fishing, BET and the Country
    Music Network.

     
    Lifestage Group: Striving Singles       

    The seven segments in Striving Singles make up the most downscale of
    the Younger Years class. Centered in exurban towns and satellite cities,
    these twentysomething singles typically have low incomes-often under
    $25,000 a year-from service jobs or part-time work they take on while
    going to college. Housing for this group consists of a mix of cheap
    apartment complexes, dormitories and mobile homes. As consumers,
    the residents in these segments score high for outdoor sports, movies
    and music, fast food and inexpensive cars.

     
    2007 Statistics:
    US Households: 1,271,177 (1.12%)
    Median HH Income: $23,196
    Lifestyle Traits
  • Go snowboarding
  • Play soccer
  • Jane magazine
  • Late Night with Conan O’Brien
  • Suzuki Aerio
  • Demographics Traits:
    Urbanicity: Second City  
    Income: Low Income  
    Income Producing Assets: Low  
    Age Ranges: Age <35  
    Presence of Kids: HH w/o Kids  
    Homeownership: Renters  
    Employment Levels: White Collar, Mix  
    Education Levels: Some College  
    Ethnic Diversity: White, Black, Asian, Mix  

     

    Sunset City Blues
    Lower-Mid, Older Mostly w/o Kids
    Scattered throughout the older neighborhoods of
    small cities, Sunset City Blues is a segment of
    lower-middle-class singles and couples who have
    retired or are getting close to it. These empty-
    nesters tend to own their homes but have modest
    educations and incomes. They maintain a low-key
    lifestyle filled with newspapers and television by
    day, and family-style restaurants at night.
      Social Group:  City Centers  
      Lifestage Group:  Cautious Couples                                    

    Another large group of Mature Years segments is
    Cautious Couples, featuring an over-55-year-old mix
    of singles, couples and widows. Widely scattered
    throughout the nation, the residents in these seven
    segments typically are working-class and white, with
    some college education and a high rate of homeownership.
    Given their blue-collar roots, Cautious Couples today
    pursue sedate lifestyles. They have high rates for reading,
    travel, eating out at family restaurants and pursuing
    home-based hobbies like coin collecting and gardening.

     
    2007 Statistics:
    US Households: 1,889,008 (1.66%)
    Median HH Income: $38,280 
    Lifestyle Traits
  • Belong to a veterans’ club
  • Eat at casual/buffet restaurant
  • CBS Sunday Night Movie TV
  • Price is Right TV
  • Mercury Grand Marquis
  • Demographics Traits:
    Urbanicity: Second City  
    Income: Lower-Mid  
    Income Producing Assets: Moderate  
    Age Ranges: Age 55+  
    Presence of Kids: Mostly w/o Kids  
    Homeownership: Homeowners  
    Employment Levels: Mostly Retired  
    Education Levels: High School Grad  
    Ethnic Diversity: White, Black, Mix  

     

    Up-and-Comers
    Midscale, Younger w/o Kids
    Up-and-Comers is a stopover for younger,
    midscale singles before they marry, have
    families,and establish more deskbound
    lifestyles. Found in second-tier cities,
    these mobile twentysomethings include a
    disproportionate number of recent college
    graduates who are into athletic activities,
    the latest technology, and nightlife entertainment.
      Social Group:  City Centers  
      Lifestage Group:  Young Achievers  
    2007 Statistics:
    US Households: 1,366,547 (1.20%)
    Median HH Income: $49,143 
    Lifestyle Traits
  • Travel to South Pacific, past 3 yrs
  • Go in-line skating
  • Maxim magazine
  • Blind Date TV
  • Mitsubishi Eclipse Spyder
  • Demographics Traits:
    Urbanicity: Second City  
    Income: Midscale  
    Income Producing Assets: Moderate  
    Age Ranges: Age 25-44  
    Presence of Kids: HH w/o Kids  
    Homeownership: Mix, Renters  
    Employment Levels: Professional  
    Education Levels: College Grad  
    Ethnic Diversity: White, Asian, Hispanic, Mix  

    What type are you? Have you had any experiences with any of these market segments? Are the segments even accurate? Into what segments would you divide the Corvallis market, and how would you describe them?

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