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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