PRIZM CLUSTERS

The PRIZM Cluster System The table below provides brief descriptions of the PRIZM clusters, organized by PRIZM social group. Each PRIZM social group is a grouping of clusters with similar demographics and lifestyles.Social group descriptions include a two-part code that identifies each group as suburban, urban, second city, town, or rural (S, U, C, T, or R) and indicates its level of affluence (1 being the most affluent, 3 being the least affluent).
(At the end are the keys which explain the abbreviations used in the descriptions of PRIZM clusters.) GP S1 S1 S1 S1 S1 U1 U1 U1 U1 U1 C1 C1 C1 T1 T1 T1 T1 S2 S2 S2 S2 S2 S3 S3 S3 S3 U2 U2 U2 U2 U2 C2 C2 C2 C2 C2 T2 T2 T2 T2 R1 R1 R1 R1 U3 U3 U3 C3 C3 C3 Cls 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Nickname Blue Blood Estates Winner's Circle Executive Suites Pools & Patios Kids & Cul-de-Sac Urban Gold Coast Money & Brains Young Literati American Dreams Bohemian Mix Second City Elite Upward Bound Gray Power Country Squires God's Country Big Fish Small Pond Greenbelt Families Young Influentials New Empty Nests Boomers & Babies Suburban Sprawl Blue-Chip Blues Upstarts & Seniors New Beginnings Mobility Blues Gray Collars Urban Achievers Big City Blend Old Yankee Rows Mid-City Mix Latino America Middleburg Mgrs Boomtown Singles Starter Families Sunset City Blues Towns & Gowns New Homesteaders Middle America Red, White & Blues Military Quarters Big Sky Families New Eco-topia River City, USA Shotguns & Pickups Single City Blues Hispanic Mix Inner Cities Smalltown Downtown Hometown Retired Family Scramble Income Level Elite Wealthy Affluent Affluent Affluent Affluent Affluent Upper Mid Upper Mid Middle Affluent Upper Mid Middle Wealthy Affluent Upper Mid Upper Mid Upper Mid Upper Mid Upper Mid Middle Middle Middle Middle Middle Middle Middle Middle Middle Middle Middle Middle Middle Middle Lower Mid Lower Mid Middle Middle Middle Lower Mid Upper Mid Middle Middle Middle Lower Mid Poor Poor Lower Mid Lower Mid Lower Mid Family Type Fam/Cpl Fam/Cpl Cpl Cpl Fam Sgl Cpl Sgl Fam/Cpl Sgl Cpl Fam Sgl/Cpl Fam/Cpl Fam/Cpl Fam/Cpl Fam/Cpl Sgl/Cpl Fam/Cpl Fam Sgl/Cpl Fam/Cpl Cpl/Sgl Sgl Family Cpl Sgl Fam Sgl/Fam Sgl/Fam Fam Sgl/Cpl Sgl Sgl/Fam Sgl/Cpl Sgl Fam/Cpl Fam/Cpl Fam/Cpl Fam Fam/Cpl Fam/Cpl Fam/Cpl Fam/Cpl Sgl Sgl/Fam Sgl/Fam Sgl/Fam Sgl Sgl/Fam Age 45-64 45-64 45-64 45+ 35-54 45-64 55+ 25-44 Mix 25-44 45+ 35-54 55+ 45-64 35-64 45-64 35-54 25-44 45+ 25-44 25-44 35-64 Mix 18-44 < 35 65+ Mix 25-44 Mix < 35 < 35 Mix 18-44 25-34 55+ 18-34 35+ 35-54 Mix <35 35-64 45+ 45-54 Mix Mix < 35 < 35 18-44 65+ < 35 Education College College College College College College College College College College College College College College College College College College College College College HS/College College College HS/College HS College HS/College <=HS HS/College <=HS College College HS/College HS College College HS/College HS HS/College HS/College College HS HS <=HS <=HS <=HS HS/College <=HS <=HS Occupation Exec Exec Exec Exec WC/Exec Exec Exec Exec WC Exec Exec Exec WC/Exec Exec WC Exec WC Exec WC/Exec WC WC WC/BC WC/Exec WC BC/Serv BC WC/Exec WC/BC WC WC/Serv BC/Serv WC/Exec WC/Exec BC/Serv BC/Serv WC/Serv WC BC BC WC/Serv BC/Farm WC/BC/Farm BC/Farm BC/Farm Serv BC/Serv BC/Serv WS/BC/Serv BC/Serv BC/Serv Race/Ethnicity Housing W B A H F Single Single Single Single Single Hi-Rise Single Hi-Rise Single Hi-Rise Single Single Single Single Single Single Single Multi Single Single Mixed Single Multi Multi Multi Single Hi-Rise Single Multi Multi Multi Single Multi Mixed Single Multi Single Single Single Multi Single Single Single Single Hi-Rise Hi-Rise Multi Multi Mixed Mixed P P P P P P P + + + + + + + + + + + + + + + + + + + + + + + + + +

P P P P P P P + P + P P

+ + + + + +

P +

+ + + + + P + + + + P + + P + + P

+ + + + + + +

P P + P + P P P P P P P + + + + P + + + P + + + P + + + +

+ +

C3 T3 T3 T3 T3 R2 R2 R3 R3 R3 R3 R3

51 52 53 54 55 56 57 58 59 60 61 62

Southside City Golden Ponds Rural Industria Norma Rae-Ville Mines & Mills Agri-Business Grain Belt Blue Highways Rustic Elders Back Country Folks Scrub Pine Flats Hard Scrabble

Poor Lower Mid Lower Mid Poor Poor Middle Lower Mid Lower Mid Lower Mid Lower Mid Poor Poor

Sgl/Fam Sgl/Cpl Fam Sgl/Fam Sgl/Cpl Fam/Cpl Fam/Cpl Fam/Cpl Sgl/Cpl Fam/Cpl Fam Sgl/Fam

< 35 65+ < 18 < 35 65+ 45-64 Mix < 18 55+ Mix < 25 65+

<=HS HS/College <=HS <=HS <=HS HS/College <=HS HS HS <=HS <=HS <=HS

BC/Serv WS/BC/Serv BC/Serv BC/Serv BC/Serv BC/Farm BC/Farm BC/Farm/Serv BC/Farm/Serv BC/Farm BC/Farm BC/Farm/Serv

Multi Mixed Single Mixed Mixed Single Single Single Single Single Single Single

P P P P P P P P P P P P +

Income Level
Elite/Wealthy Affluent Upper Mid Middle Lower Mid Poor Average Annual Household Income $65,000 and over $50,000 - $64,500 $37,000 - $49,500 $28,000 - $36,500 $20,000 - $27,500 under $20,000

Family Type
Family Couples Singles Fam/Cpl Sgl/Cpl Married Couples w/Children or Single Parents w/Children Married Couples (few children) Singles / Unmarried Couples Mix of Married Couples with/without Children Mix of Married Couples and Singles

Education
< HS HS HS/College College Grade School High School / Technical School High School / Some College College Graduates

Occupation
Exec WC BC WC/BC Service WC/Serv BC/Serv Farm BC/Farm Executive, Managerial, and Professional (teachers, doctors, etc.) Other White-Collar (technical, sales, admin/clerical support) Blue-Collar (assembly, trades & repair, operators, laborers, etc.) Mix of White-Collar and Upper-Level Blue Collar Service (hospitality, food prep, protective, and health services, etc.) Mix of Other White-Collar and Service Mix of Blue-Collar and Service Farming, Mining, and Ranching (farm operators, forestry, etc.) Mix of Blue-Collar and Farming

Race/Ethnicity
W B A H F P + White Black Asian Hispanic Foreign Born Prevalent Above Average Concentrations