Nielsen PRIZM Demographics
Nielsen PRIZM Demographics -- see the link for The Nielsen Company - PRIZM™ Segment Narratives for more detailed descriptions.
- Urbanization Class has eight categories from Urban to Mix.
- Income Class is divided into seven categories from Wealthy to Low Income.
- Age Range uses seven non-exclusive classes from Age<35 to Age 65+ and several combinations in between to describe the dominant age range for the heads of household in a segment.
- Age Class uses four exclusive ranges; from Younger, who are mostly under age 45, to Mature, who are largely over 65 years of age.
- Household Composition Class -- Five categories indicate the likelihood of children under age 18 living at home.
- Tenure Class -- Five categories that describe whether the households in a segment primarily own or rent their homes.
- Education Class -- Educational attainment is placed into five categories that range from attending high school through a post graduate degree.
- Employment Class -- A broad range of occupational classes are collapsed to six categories: Professional, Management, White Collar Mix, White Collar Service Mix, Blue Collar Service Mix, and Retired.
- Race & Ethnicity Range were classified using the distribution of racial categories and Hispanic ethnicity into non-exclusive categories.
- Race & Ethnicity Class were classified into three exclusive categories.
- Income Producing Assets Class focuses on cash, demand deposits, money markets, stock & mutual funds, and other asset classes that are relatively easy to liquidate.
Nielsen PRIZM Social Groups
Nielsen PRIZM Social Groups -- based on urbanization class and affluence
- Urban
- U1 - Urban Uptown
- U2 - Midtown Mix
- U3 - Urban Cores
- Suburban
- S1 - Elite Suburbs
- S2 - The Affluentials
- S3 - Middleburbs
- S4 - Inner Suburbs
- Second City
- C1 - Second City Society
- C2 - City Centers
- C3 - Micro-City Blues
- Town & Country
- T1 - Landed Gentry
- T2 - Country Comfort
- T3 - Middle America
- T4 - Rustic Living
Nielsen PRIZM Lifestage Groups
Nielsen PRIZM Lifestage Groups -- based on affluence, householder age, and presence of children at home
- Younger Years
- Y1 - Midlife Success
- Y2 - Young Achievers
- Y3 - Striving Singles
- Family Life
- F1 - Accumulated Wealth
- F2 - Young Accumulators
- F3 - Mainstream Families
- F4 - Sustaining Families
- Mature Years
- M1 - Affluent Empty Nests
- M2 - Conservative Classics
- M3 - Cautious Couples
- M4 - Sustaining Seniors
Nielsen PRIZM Segment Narratives
- The Nielsen Company - PRIZM™ Segment NarrativesPRIZM™ from Nielsen Claritas: defines every U.S. household in terms of 68 demographic and behavior types or segments to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors.
Nielsen PRIZM Social Groups
Nielsen PRIZM Lifestage Groups
