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Claritas
Demographics
PCensus
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PRIZM Market Segments
Variable List
S1 –
ELITE SUBURBS
01
Blue Blood Estates: Elite Super Rich Families
02
Winner’s Circle: Executive Suburban Families
03
Executive Suites: Upscale White-Collar Couples
04
Pools & Patios: Established Empty Nesters
05
Kids & Cul-de-Sacs: Upscale Suburban Families
U1 – URBAN
UPTOWN
06
Urban Gold Coast: Elite Urban Singles & Couples
07
Money & Brains: Sophisticated Townhouse Couples
08
Young Literati: Upscale Urban Singles & Couples
09
American Dreams: Established Urban Immigrant Families
10
Bohemian Mix: Bohemian Singles & Couples
C1 – 2nd
CITY SOCIETY
11
Second City Elite: Upscale Executive Families
12
Upward Bound: Young Upscale White-Collar Families
13
Gray Power: Affluent Retirees in Sunbelt Cities
T1 –
LANDED GENTRY
14
Country Squires: Elite Exurban Families
15
God’s Country: Executive Exurban Families
16
Big Fish Small Pond: Small Town Executive Families
17
Greenbelt Families: Young, Middle Class Town Families
S2 - THE AFFLUENTIALS
18
Young Influentials: Upwardly Mobile Singles & Couples
19
New Empty Nests: Upscale Suburban Fringe Couples
20
Boomers & Babies: Young White-Collar Suburban Families
21
Suburban Sprawl: Young Midscale Suburban Couples & Singles
22
Blue-Chip Blues: Upscale Blue-Collar
S3 – INNER
SUBURBS
23
Upstarts & Seniors: Middle Income Empty Nesters
24
New Beginnings: Young Mobile City Singles
25
Mobility Blues: Young Blue-Collar/Service Families
26
Gray Collars: Aging Couples in Inner
U2 – URBAN
MIDSCALE
27
Urban Achievers: Mid-Level White-Collar Urban Couples
28
Big City Blend: Middle-Income Immigrant Families
29
Old Yankee Rows: Empty-Nest, Middle-Class Families
30
Mid-City Mix: African-American Singles & Families
31
Latino America: Hispanic Middle-Class Families
C2 – 2nd
CITY CENTERS
32
Middleburg Managers: Mid-Level White-Collar Couples
33
Boomtown Singles: Middle Income Young Singles
34
Starter Families: Young Middle-Class Families
35
Sunset City Blues: Empty Nests in Aging Industrial Cities
36
Towns & Gowns: College Town Singles
T2 – EXURBAN
BLUES
37
New Homesteaders: Young Middle-Class Families
38
Middle America: Midscale Families in Midsize Towns
39
Red, White & Blues: Small Town Blue-Collar Families
40
Military Quarters: GIs & Surrounding Off-Base Families
R1 – COUNTRY
FAMILIES
41
Big Sky Families: Midscale Couples, Kids & Farmland
42
New Eco-topia: Rural White/Blue-Collar/Farm Families
43
River City, USA: Middle-Class Rural Families
44
Shotguns & Pickups: Rural Blue-Collar Workers & Families
U3 – URBAN
CORES
45
Single City Blues: Ethnically-Mixed Urban Singles
46
Hispanic Mix: Urban Hispanic Singles & Families
47
Inner Cities: Inner City, Solo-Parent Families
C3 – 2nd CITY
BLUES
48
Small-town Downtown: Older Renters & Young Families
49
Hometown Retired: Low-Income, Older Singles & Couples
50
Family Scramble: Low-Income Hispanic
51
Southside City: African-American Service Workers
T3 – WORKING
TOWNS
52
Golden Ponds: Retirement Town Seniors
53
Rural Industria: Low-Income, Blue-Collar Families
54
Norma Rae-ville: Young Families, Bi-Racial Mill Towns
55 Mines & Mills: Older Families, Mine & Mill Towns
R2 – HEARTLANDERS
56 Agri-Business: Rural Farm-Town & Ranch Families
57
Grain Belt: Farm Owners & Tenants
R3 – RUSTIC
LIVING
58
Blue Highways: Moderate Blue-Collar/Farm Families
59
Rustic Elders: Low-Income, Older, Rural Couples
60
Back Country Folks: Remote Rural/Town Families
61
Scrub Pine Flats: Older African-American Farm Families
62
Hard Scrabble: Older Families in Poor Isolated Areas
S1 – ELITE SUBURBS
01 Blue Blood Estates: Elite Super-Rich Families
America's wealthiest suburbs are populated by established executives, professionals, and heirs to "old money". They are accustomed to privilege and live in luxury, often supported by servants. A tenth of this group is a multimillionaire-millionaire. The next affluence level is a sharp drop from this pinnacle.
Age Groups: 35-44, 45-54, 55-64
Dominant Race: White, High Asian
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02 Winner's Circle: Executive Suburban Families
As its name implies, Cluster 2 is second in American affluence. Typified by "new money", they live in expensive new mansions in the suburbs of major metros.. They are well-educated, mobile executives and professionals with teen-aged families. Big producers and prolific spenders, they also enjoy global travel.
Age Groups: 35-44, 45-54, 55-64
Dominant Race: White, High Asian
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03 Executive Suites: Upscale White-Collar Couples
Cluster 3 describes yesterday's Young Influentials, who are enroute to becoming tomorrow's "Winner's Circle." Many have married, and moved into condos or starter homes. Unique for S1, this Cluster is above average in pre-school kids. Although they rank well below "Winner’s Circle" in affluence, they are as well-educated, ambitious, and competent; they’re just ten years younger.
Age Groups: 25-34, 35-44
Dominant
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04 Pools & Patios: Established Empty Nesters
Older, established couples in executive, professional, sales, and communication fields make up Cluster 4. Since many have reached their "golden" post-child years, there is a high index for dual incomes that, in turn, support a rich, busy life of travel, leisure activities, and entertainment.
Age Groups: 44-54, 55-64, 65+
Dominant Race: White, High Asian
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05 Kids & Cul-de-Sacs: Upscale Suburban Families
Close to "Executive Suites" and "Pools and Patios" on all affluence measures, Cluster 5 is ranked first of all 62 PRIZM clusters in married couples with children, and large, 4+ person families. Since "family" governs its lives and activities, "Kids and Cul-de-Sacs" is a noisy mix of bikes, dogs, carpools, and sports.
Age Groups: 35-44, 45-54
Dominant Race: White, High Asian
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U1 – URBAN UPTOWN
06 Urban Gold Coast: Elite Urban Singles & Couples
Cluster 6 is unique. It is the most densely populated per square mile, with the highest per-capita income, the greatest concentration of singles in multi-unit, high-rise buildings; the lowest incidence of auto ownership, and the fewest children. Cluster 6 is tops in urbania, and over half of its population lives in New York City.
Age Groups:
Dominant Race: Mixed White, High Asian
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07 Money & Brains: Sophisticated Townhouse Couples
Although Cluster 7 closely trails "Urban Gold Coast" in affluence measurement, it's very different. Upscale homes and condos on the urban fringe are owned by older, married couples who have few children. Since many enjoy dual incomes, they are sophisticated consumers of adult luxuries, travel, and entertainment.
Age Groups: 44-54, 55-64, 65+
Dominant Race: White, High Asian
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08 Young Literati : Upscale Urban Singles & Couples
Although Cluster 8 is below Cluster 7 in affluence, it leads in education. A younger mix of executives, professionals, and students live in multi-unit apartments, condos, and townhouses near private urban universities. Having few children, these bon vivants are free to pursue their interests in art, fitness, and travel.
Age Groups: 25-34, 35-44
Dominant Race: White, High Asian
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09 American Dreams: Established Urban Immigrant Families
Cluster 9 typifies the "American Dream". Immigrants and descendants of multi-ancestries populate these multi-racial, multi-lingual neighborhoods. Cluster 9 tends to have big families, which is unique to Group U1. Multiple incomes from trades and public service have raised them to the second affluence level.
Age Groups: 35-44, 45-54
Dominant Race: Mixed Ethnic Diversity
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10 Bohemian Mix: Bohemian Singles & Couples
Although it's a short trip from the "Upper East Side" to the "Village", the lifestyle and perspective shifts dramatically. Cluster 10 is America's "Bohemia", a truly integrated mixture of executives, students, actors, and writers to whom live high-rises. This multi-racial, educated group is dominated by singles, and has the nation's second lowest index for children.
Age Groups: Under 24, 25-34
Dominant Race: Mixed Ethnic Diversity
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C1 - 2nd CITY SOCIETY
11 Second City Elite: Upscale Executive Families
Cluster 11 describes the "movers and shakers" of our second cities that are found coast to coast with its archetypical example in the wealthy enclaves of Huntsville, Alabama. Primarily married with teenage children, they give first attention to their families, homes, and clubs, then steal away to play in Europe.
Age Groups: 45-54, 55-64
Dominant Race: White
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12 Upward Bound: Young Upscale White-Collar Families
Young, college-educated, computer-literate, dual-income, frequent-flying executives and professionals describe those in "Upward Bound". Most of this group is married, with pre- and school-aged children, and live in new, owner-occupied single family homes. They are found in over 100 TV markets that cover 75% of the total US population.
Age Groups: 25-34, 35-44
Dominant Race: White, High Asian
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13 Gray Power: Affluent Retirees in Sunbelt Cities
Cluster 13 represents over two million senior citizens who have pulled up stakes, moved to the country or the Sunbelt, to retire among their peers. While these neighborhoods are found nationwide, almost half are concentrated in 13 retirement areas. They are health and golf fanatics with fat investment portfolios.
Age Groups: 55-64, 65+
Dominant Race: White
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T1 - LANDED GENTRY
14 Country Squires: Elite Exurban Families
A private island off the coast of Maine; an elegant restored colonial village in the Berkshires; lush fenced-in horse farms in Leesburg, VA; or manicured gardens in Carmel by the Sea...these are Cluster 14 neighborhoods where the wealthy have escaped urban stress to live in rustic luxury. Fourth in affluence, this group has big bucks in the "boondocks".
Age Groups: 35-44, 45-54
Dominant Race: White
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15 God's Country: Executive Exurban Families
Many educated, upscale, married executives and professionals are raising their large families in the remote exurbs of major metros, the outskirts of second cities, and scenic towns. Multiple incomes support their affluence and life centers around family and outdoor activities. This is Cluster 15, in the second affluence decile.
Age Groups: 35-44, 45-54
Dominant Race: White
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16 Big Fish Small Pond: Small Town Executive Families
Although similar to "God's Country" in size and national distribution, Cluster 16 ranks seven rungs down the affluence ladder. Also married and family-oriented, these older, ore conservative people are often "captains" of local industry. They enjoy investing in their homes and clubs, and take car vacations in the US.
Age Groups: 35-44 , 45-54
Dominant Race: White
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17 Greenbelt Families: Young, Middle-Class Town Families
A rung below "Big Fish, Small Ponds" in affluence, Cluster 17 is smaller and more concentrated in our lesser second cities and uplands. This heavily mortgaged group is young, married, with lots of children. Their energies are devoted to family entertainment and outdoor sports.
Age Groups: 25-34, 35-44
Dominant Race: White
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S2 - THE AFFLUENTIALS
18 Young Influentials Upwardly Mobile Singles and Couples
Cluster 18 was hot in the eighties. Dubbed the "Young Urban Professionals", these were the educated, high-tech, metropolitan sophisticates, the "swingles" and childless live-in couples, whose double incomes bought the good life in Boomtown USA. Then they married, and reduced Cluster 18 to half its former size. Here's what's left: The Last of the Yuppies.
Age Groups: Under 24, 25-34 , 35-44
Dominant Race: White, High Asian
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19 New Empty Nests: Upscale Suburban Fringe Couples
Only three rungs down the affluence ladder, Cluster 19 is much more conservative than "Young Influentials", and skewed to the northeast. Cluster 19 achieved its affluence through education and career accomplishments in numerous professions and industries. Most of them are married, in their post-child years, and have double incomes
Age Groups: 45-54, 55-64, 65+
Dominant Race: White
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20 Boomers & Babies: Young White-Collar Suburban Families
Cluster 20 ranks second of all PRIZM Clusters for married couples with children, and first for total households with children, many of whom are pre-schoolers. Skewed to the West, Cluster 20 is composed of executives and "techies" working in varied fields. Their relative youth and early careers place them at the bottom of the third affluence decile.
Age Groups: 25-34, 35-44
Dominant Race: White, High Asian
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21 Suburban Sprawl: Young Midscale Suburban Couples &
Singles
Multi-racial, multi-lingual neighborhoods are typically found in the centers of major metros. Cluster 21 is the exception, showing above average concentrations of native and foreign-born ethnics who have used education to become executives, administrators, and technicians. They have moved to the suburbs and the fourth affluence decile.
Age Groups: Under 24, 25-34
Dominant Race: Mixed Ethnic Diversity
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22 Blue-Chip Blues: Upscale Blue-Collar Families
For twenty years, Cluster 22 was one of the largest PRIZM Clusters. Dual income, high school-educated parents headed large suburban families, and topped the blue-collar ladder. During these two decades, their kids grew up and left, and blue-collar employment declined sharply. A smaller core remains, centered in the Great Lakes region.
Age Groups: 35-44 , 45-54, 55-64
Dominant Race: White
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S3 - INNER SUBURBS
23 Upstarts & Seniors: Middle Income Empty Nesters
Cluster 23 shows that youths and seniors are very similar if they're employable, single, and childless. In Cluster 23, they share average educations and incomes in business, finance, retail, health, and public service. Preferring to live in condos and apartments, Cluster 23 folks like the Sunbelt and the West.
Age Groups: Under 34, 65+
Dominant Race: White
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24 New Beginnings: Young Mobile City Singles
Concentrated in the boomtowns of the Southeast, the Southwest, and the Pacific coast, Cluster 24 is a magnet for fresh starts. Populated by well-educated youths, many are minorities. Some are divorced, while many others are solo parents. The majority live in multi-unit rentals, and work in a variety of low-level, white-collar jobs.
Age Groups: Under 24, 25-34
Dominant Race: Mixed Ethnic Diversity
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25 Mobility Blues: Young Blue-Collar/Service Families
In most of the same markets, but two deciles down in affluence, Cluster 25 is the blue-collar equivalent of "New Beginnings": young, ethnically mixed, and highly mobile. Conversely, this Cluster shows high indices for Hispanics, large families with children. The military, industry, transportation, and public service are the primary employers of these breadwinners.
Age Groups: Under 24, 25-34
Dominant Race: Mixed, High Hispanic
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26 Gray Collars: Aging Couples in Inner Suburbs
For almost two decades, we read about the decline of the Great Lakes industrial "Rust Belt". Decimated by foreign takeovers in the steel and automobile industries, the area lost a million jobs. Although most of the kids left, their highly skilled parents stayed, and are now benefiting from a major US industrial resurgence.
Age Groups: 55-64, 65+
Dominant Race: Mixed Ethnic Diversity
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U2 - Urban Midscale
27 Urban Achievers: Mid Level, White-Collar Urban Couples
Due to its rank in the third decile of college education, Cluster 27 is the most affluent of the U2 Clusters. Often found near urban, public universities, these neighborhoods are ethnically diverse with a bi-modal, young/old age profile. Single students mix with older professionals in business, finance, and public service.
Age Groups: 25-34, 65+
Dominant Race: White, High Asian and Hispanic
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28 Big City Blend: Middle-Income Immigrant Families
High indices for Asians, Hispanics, and other foreign-born immigrants make Cluster 28 the most ethnically diverse in the U2 group. Skewed to the West, its affluence level drops two deciles from "Urban Achievers". They have big families, are employed in an even mix of white- and blue-collar jobs, and live in old, stable, high density, urban rowhouse areas.
Age Groups: 25-34, 35-44
Dominant Race: Hispanic, High Asian
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29 Old Yankee Rows: Empty-Nest, Middle-Class Families
"Magnet" neighborhoods for recent Asian and Latin American immigrants and centered in the Northeast, Cluster 29 is the most multi-lingual Cluster in U2. Although it's five affluence rungs below "Big City Blend", Cluster 29 has the same white/blue-collar job mix, and tends toward singles living in multi-unit rentals.
Age Groups: 25-34, 65+
Dominant Race: Mixed Ethnic Diversity
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30 Mid-City Mix: African-American Singles & Families
Cluster 30 is in the seventh affluence decile, geographically-centered in the Northeast and Great Lakes regions. Similar to all U2's, Cluster 30 shows above-average ethnic diversity and a mix of white- and blue-collar employment. These neighborhoods are two-thirds black, who live in urban row-house fringes with high college enrollments.
Age Groups: Under 24, 25-34, 35-44
Dominant Race: Black
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31 Latino America: Hispanic Middle-Class Families
Dominated by Latin Americans, with the nation's highest index for foreign-born immigrants, Cluster 31 is a giant step in achievement. They are concentrated in New York, Miami, Chicago and the Southwest in large young families with lots of children. Although they live in rented homes and have blue-collar jobs, they are moving up, and are college bound.
Age Groups: Under 24, 25-34
Dominant Race: Hispanic
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C2 - 2nd CITY CENTERS
32 Middleburg Managers: Mid-Level White-Collar Couples
They keep the wheels rolling in our second cities: the business executives, bankers, doctors, lawyers, retailers, and city-hall officials. Half are older, married, post-child; half are younger, single, pre-child. Above-average incomes in all dollar brackets allow active leisure pursuits of clubs and sports.
Age Groups: 55-64, 65+
Dominant Race: White
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33 Boomtown Singles: Middle Income Young Singles
Cluster 33 plays host to the youth of a hundred, fast-growing second cities in the Southern, Mid-West, and West.. They are young professionals and "techies" in public and private service industries who live in multi-unit rentals, like music, and vacationing in the Caribbean.
Age Groups: Under 24, 25-34
Dominant Race: White
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34 Starter Families: Young Middle-Class Families
Bucking recent trends, "Starter Families" opted for early marriage and parenthood. Here we see a higher index for blue-collar jobs, large families, and solo parents with young children. Many are living in natural beauty with a skew to the Pacific coast, the Rockies, and the
northwestern Canadian borderlands.
Age Groups: Under 24, 25-34
Dominant Race: Mixed Ethnicity, High Hispanic
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35 Sunset City Blues: Empty Nests in Aging Industrial Cities
Equal to "Starter Families" in affluence, Cluster 35 describes older, skilled blue-collars, policemen, firemen, and technicians who have reached the end of their careers. Some retire to the mountains or "St. Pete", but most stay home to rock on their porches near the Great Lakes and Mohawk Valley.
Age Groups: 55-64, 65+
Dominant Race: White
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36 Towns & Gowns: College Town Singles
Many college towns and university campus neighborhoods are typically mixed with half locals (Towns) and half students (Gowns). Cluster 36 is composed of thousands of penniless 18-24 year olds and highly educated professionals, all with a penchant for prestige products that are beyond their evident means.
Age Groups: Under 24
Dominant Race: White, High Asian
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T2 - EXURBAN BLUES
37 New Homesteaders
Young Middle-Class Families
Cluster 37 is the only T2 Cluster that shows above average college educations. Executives and professionals work in local service fields such as administration, communications, health, and retail. Most are married; the young have children, the elders do not. Life is homespun with a focus on crafts, camping, and sports.
Age Groups: 35-44, 45-54
Dominant Race: White
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38 Middle America: Midscale Families in Midsize Towns
Sitting atop the sixth affluence decile of the US median income, Cluster 38 is aptly named. These are family neighborhoods with a high index for married couples with children. They are busy with kids and dogs, and enjoy fast food, sports, fishing, camping, and watching TV. In approximate balance with the US population, they are found coast to coast.
Age Groups: 25-34, 35-54
Dominant Race: White
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39 Red, White & Blues: Small Town Blue-Collar Families
Just below "Middle America" in affluence, Cluster 39 is far more industrial and blue-collar, with skilled workers primarily employed in mining, milling, manufacture, and construction. Geo-centered in the Appalachians, Great Lakes industrial region, and Western highlands, these folks love the outdoors.
Age Groups: 35-54, 55-64
Dominant Race: White
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40 Military Quarters: Gls and Surrounding Off-Base Families
Since Cluster 40 depicts military life with personnel living in group quarters, its demographics are wholly atypical. Located on/or near military bases, Cluster 40 skews toward our principal harbors and defense perimeters. Fully integrated, and with the highest index for adults under 35, "Military Quarters" likes fast cars, bars, and action sports.
Age Groups: Under 24, 25-34
Dominant Race: Mixed Ethnic Diversity
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R1 - COUNTRY FAMILIES
41 Big Sky Families: Midscale Couples, Kids & Farmland
With an average incidence for college educations, Cluster 41 has income levels well above the US median. They are well-paid, skilled craftsmen, machinists, and builders who live in scenic locales from New England to the Tidewater, in the Great Lakes region, and the Rockies. Family-centered lifestyles are devoted to hobbies, hunting, and boating.
Age Groups: 35-44, 45-54
Dominant Race: White
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42 New Eco-topia: Rural White/Blue-Collar/Farm Families
Found in the Northern Pacific, the Rockies, and northern New England, Cluster 42 is the only R1 Cluster with above-average college educations. "New Eco-topia" has an even mix of white/blue-collar jobs. A high index for personal computers reflects several new, high-tech industries in these pristine areas.
Age Groups: 35-44, 45-54, 55-64, 65+
Dominant Race: White
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43 River City, USA: Middle-Class Rural Families
Cluster 43 sweeps across New England and the Mohawk Valley, through the corn, grain, and dairy belts, to the Pacific orchards. Solid blue-collar citizens, in towns like Utica, NY; Zanesville, OH; and Butte, MT are raising sturdy, Tom-Sawyer-ish children in decent, front-porch houses. Yes, July 4th parades are still a big event in Cluster 43.
Age Groups: 35-44, 45-54
Dominant Race: White
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44 Shotguns & Pickups: Rural Blue-Collar Workers & Families
In the 8th decile, Cluster 44, the least affluent of the R1 Clusters, is found in the Northeast, the Southeast, and in the Great Lakes and Piedmont industrial regions. They lead the Group in blue-collar jobs; most are married with school- age kids. They are church-goers who also enjoy bowling, hunting, sewing, and attending car races.
Age Groups: 35-44, 45-54
Dominant Race: White
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U3 - URBAN CORES
45 Single City Blues: Ethnically-Mixed Urban Singles
Cluster 45 is found in most Eastern megacities, in the new West, and is third in the most singles in America. Often found near urban universities, Cluster 45 hosts a fair number of students. With very few children, it's a mixture of races, transients, and night trades, and is best described as a "poor man's Bohemia."
Age Groups: Under 24, 25-34, & 65+
Dominant Race: Mixed, High Asian
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46 Hispanic Mix: Urban Hispanic Singles & Families
Cluster 46 collects the nation's bi-lingual, Hispanic barrios, which are chiefly concentrated in the Atlantic metro corridor, Chicago, Miami, Texas, Los Angeles, and the Southwest. These neighborhoods are populated by large families with many small children. They rank second in percent foreign-born, and are first in transient immigration.
Age Groups: Under 24, 25-34
Dominant Race: Hispanic
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47 Inner Cities: Inner City, Solo-Parent Families
Concentrated in large Eastern cities and among America's poorest neighborhoods, Cluster 47 has twice the nation's unemployment; many residents are receiving public assistance. Eight out of ten households are African American and seven in ten households with children are single-parent families.
Age Groups: Under 24, 25-34, 35-44
Dominant Race: Black
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C3 - 2nd CITY BLUES
48 Smalltown Downtown: Older Renters & Young Families
Highly skewed west of the Mississippi, Cluster 48 has gained a flood of Eastern migrants who are mostly young and single. Often found near city colleges, Cluster 48 is populated with students and those looking for fresh starts and first jobs. They are employed as lower-echelon white-collar salespeople, clerks, and technicians.
Age Groups: Under 24, 25-34, 65+
Dominant Race: White, Some Hispanic
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49 Hometown: Retired Low-Income, Older Singles & Couples
Cluster 49 is three rungs down from "Smalltown Downtown" at opposite ends of the age range and geography. Except for some hot spots in the West, Cluster 49 lies mostly in the Appalachians and central Florida. It ranks third in singles, second in ages over 65, and first in retirement. They take bus tours, collect stamps, and play cards and chess.
Age Groups: 55-64, 65+
Dominant Race: White
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50 Family Scramble: Low-Income Hispanic Families
Although Cluster 50 is found in many markets, it is centered across the Southwest and Pacific. It ranks third in Hispanic population, with an overlay of Native Americans. Ranked last in higher educations, Cluster 50 shows all the scars of poverty, but many are staying ahead with employment in transport, labor, and service jobs.
Age Groups: Under 24, 25-34
Dominant Race: Hispanic
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51 Southside City: African-American Service Workers
Mostly concentrated in the Southeast, the smaller Mississippi delta cities, the Gulf coast, and Atlantic states, Cluster 51 is very poor. Over 70% of its households are black. Although it's 61st in median household income, a low cost of living and a mix of labor and service jobs keep these families afloat.
Age Groups: Under 24, 65+
Dominant Race: Black
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T3 - WORKING TOWNS
52 Golden Ponds: Retirement Town Seniors
Found coast to coast, Cluster 52 is a myriad of rustic towns and villages in scenic coastal, mountain, lake and valley areas, where seniors living in cottages retire among their country neighbors. Not as old, urban, or affluent as other retirees, a few play golf, but most prefer to adopt local customs.
Age Groups: 55-64, 65+
Dominant Race: White
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53 Rural Industria: Low-Income, Blue-Collar Families
Cluster 53 is the most industrial of the T3 Clusters. Once dependent on railroads and major markets, "18 wheelers" freed light industry to go farther afield to seek low-cost, non-union labor. It's found in Cluster 53 which is comprised of hundreds of blue-collar mill towns on America's rural backroads.
Age Groups: Under 24, 25-34
Dominant Race: White, High Hispanic
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54 Norma Rae-ville: Young Families, Bi-Racial Mill Towns
Cluster 54 is geographically centered in the South, in the Mississippi delta, and in the Gulf coast and Atlantic states, which have become the center for our non-durable industries, such as clothing and home furnishings. With minimal educations, a black/white population mix, andunskilled labor, Cluster 54 falls in the ninth affluence decile.
Age Groups: Under 24, 65+
Dominant Race: Black
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55 Mines & Mills: Older Families, Mine & Mill Towns
Although equal to "Norma Rae-ville" in income, Cluster 55 is very different. Down the Appalachians, across the Ozarks to Arizona, and up the Missouri to the coal fields of Montana, Cluster 55 is exactly as its name implies. This older, mostly single population with few children lives in the midst of scenic splendor.
Age Groups: 55-64, 65+
Dominant Race: White
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R2 - HEARTLANDERS
56 Agri-Business: Rural Farm-Town & Ranch Families
In census parlance, this title covers farming, forestry, fishing, ranching, mining, and other rural occupations. Consequently, Cluster 56 is more affluent and more skewed to the greater northwest from Lake Michigan to the Pacific. It is famous for very large families with lots of kids, countless animals, apple pie, and going fishing.
Age Groups: 45-54, 55-64, 65+
Dominant Race: White
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57 Grain Belt: Farm Owners & Tenants
Feeding America and sometimes the world, Cluster 57 is our breadbasket. Centered in the Great Plains and South Central regions, this Cluster shows a high index of Latino migrant workers. Life here is tied to the land, and ruled by the weather. Mostly self-sufficient, family- and home-centered, these families are poor only in money.
Age Groups: 55-64, 65+
Dominant Race: White, Some Hispanic
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R3 - RUSTIC LIVING
58 Blue Highways: Moderate Blue-Collar/Farm Families
On most maps, the interstates are red and the old highways are blue. Cluster 58 follows these remote roads through our mountains and deserts, and along the coasts and lake shores. These are R3's youngest neighborhoods, with its largest families, and the most children. They hunt and fish, love country
music, camping, and attending "tractor pulls".
Age Groups: 35-44, 45-54
Dominant Race: White
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59 Rustic Elders: Low-Income, Older, Rural Couples
Cluster 59 is the third most elderly Cluster in America, and has the lowest incidence of children in Group R3. It covers the nation, but is concentrated in the Great Plains and along the West coast. Although the lifestyle is pure country, the high indices for country clubs, powerboats, sailboats, volleyball, and health walks are surprising.
Age Groups: 55-64, 65+
Dominant Race: White
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60 Back Country Folks: Remote Rural/Town Families
Cluster 60 is centered in the Eastern uplands along a wide path from the Pennsylvania Poconos to the Arkansas Ozarks. Anyone who visits their playgrounds in Branson, MO or Gatlinburg, TN can attest that these are the most blue-collar neighborhoods in America. Centered in the "Bible Belt", many "Back Country Folks" are hooked on Christian and country music.
Age Groups: 55-64, 65+
Dominant Race: White
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61 Scrub Pine Flats: Older African-American Farm Families
Cluster 61, the most geo-centric of all the Clusters, is mainly in the coastal flatlands of the Atlantic and Gulf states from the James to Mississippi rivers. These humid, sleepy rural communities with a mix of blacks and whites, live in a seemingly timeless, agrarian rhythm.
Age Groups: 55-64, 65+
Dominant Race: Black
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62 Hard Scrabble: Older Families in Poor Isolated Areas
"Hard scrabble" means to scratch a living from hard soil. Cluster 62 describes our poorest rural areas that reach from Appalachia to the Colorado Rockies, and from the Texas border to the Dakota badlands. The highest indices for Native Americans, mining occupations, and chewing tobacco are in "Hard Scrabble."
Age Groups: 55-64, 65+
Dominant Race: White
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