The Claritas Consumer Profiles datasets comprise three different geo-demographic segmentation products: ConneXions®, PRIZM® Premier, and P$YCLE® Premier.
ConneXions, the Claritas segmentation system for communications marketers, classifies US households into 53 consumer segments based on the video, voice, and data purchasing preferences of that household. The ConneXions typology combines the Claritas Lifestage typology—Younger Years, Family Life, and Mature Years—with a proprietary model, Technodoption, that measures the willingness of a household to adopt new technology early in its lifecycle. The Technoadoption levels are defined as High, Mid, Low, and No Tech. Within the three Lifestage classes, the 53 segments are further grouped into 10 Lifestage Groups by combining three variables—Technodoption, householder age, and presence of children at home—to describe the likely lifestyle of the segments in that group.
PRIZM Premier classifies US households into 68 consumer segments based on household purchasing preferences and demographic and socioeconomic characteristics. Segments are defined according to socioeconomic rank, including characteristics such as income, education, occupation, and home value, and are grouped into 11 PRIZM Lifestage Groups and Social Groups. In PRIZM Lifestage Groups, segments are classified as Younger Years, Family Life, and Mature Years, and further into 11 groupings, based on affluence, householder age, and presence of children at home to offer a more robust picture of the consumer. PRIZM Social Groups are based on urbanization class and affluence. Within each of four urbanization class categories—Urban, Suburban, Second City, or Town & Rural—segments are sorted into groups based on affluence. Statistics cover the purchasing behaviors of segments and segment groups with respect to products ranging from apparel, consumer package goods, and financial services to home furnishings and media/technology.
P$YCLE Premier, the Claritas segmentation system for financial marketers, classifies US households into 60 consumer segments based in part on the income-producing assets (IPA) of the household. Within three Lifestage classes—Younger Years, Family Life, and Mature Years—the 60 segments are further grouped into 12 Lifestage Groups by combining three variables—affluence, householder age, and presence of children at home—to describe the likely lifestyle of the segments in that group. A proprietary model, the Claritas Income Producing Assets Indicators model, is used to estimate the liquid assets of a household based on responses to the Claritas Financial Track survey of financial behaviors.
The Claritas Consumer Profiles database is one of seven premium datasets available in the Data Planet repository. (The others are Claritas Financial and Insurance CLOUT, China Data Institute [subnational data], Data Axle Historical US Business, Data Axle Historical US Residential, Data Axle Historical Canadian Business, EASI Market Planner, and Woods and Poole). For more information on the premium offerings, click here.)
To see if your library subscribes to Claritas datasets via Data Planet, look for Claritas in the Browse by Source index from the home page:
Clink on the links below to view DataSheets comprising statistical abstracts complete with infographics of indicators describing demographic characteristics and behavior patterns of US consumers created in Sage Data. Log in to explore the data at even more granularity—as well as relationships between these statistics and other indicators in the vast Data Planet repository.
Claritas Consumer Profiles includes three consumer segmentation systems:
→ Customer counts by behavior help you understand the lifestyle and behavior of a segment:
→ The Market Potential Index helps you estimate customer potential based on the segment penetration rates of a chosen product, service, or lifestyle behavior:
→ Market Penetration shows number of users per 100 households providing an indicator of uptake of consumer products/services/lifestyle:
→ Segment Distributions shows the geographic distribution of a segment(s):
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Claritas is a leading provider of intelligent marketing information and target marketing. Pioneering a technique for geo-demographic segmentation in the 1970s, Claritas provides information about people, households, and businesses within any geographic area in the United States. Today, Claritas offers over 60 marketing databases, consumer segmentation systems, consulting services and software applications for site analysis, advertising sales, and customer targeting services.