Claritas Prizm Premier
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| Categories | Business Characteristics & Markets, Demographics & Population |
|---|---|
| Detail | Current Year and Five Year Household Distributions |
| Download Available | no |
| Geographies | Block Group, Census Place / City, Census Tract, County, Metro Area / MSA, State, ZIP Code |
| Last Updated on PolicyMap | June 2025 |
| Public Edition or Subscriber-only | Subscriber-only |
| Source | Claritas Prizm Premier |
| Years Available | 2025 |
Description:
Claritas PRIZM® Premier classifies every U.S. household into one of 68 consumer segments based on household preferences for a broad range of products and behaviors. PRIZM Premier offers an extensive set of supplementary market research databases and links to third party data. This allows marketers access to a wealth of research, which can be used to pinpoint the products and services that their best customers are most likely to use. It is the wide scope of PRIZM Premier external links that allows marketers to construct a portrait of their customers. Claritas uses industry standard modeling practices and a minimum number of demographic factors to assign households to a segment. PRIZM Premier was designed to classify households based on consumer purchasing behaviors. Thus, we use data that describe overall life stage such as presence of children and household size. The 14 Social Groups of PRIZM Premier are based on urbanicity and affluence, two important variables used in the creation of PRIZM Premier. Social Groups are fixed by urbanicity measures, but demographics such as income, education, and home value were used to group by affluence. While Social Groups are based on both affluence and the Claritas urbanicity measure, Lifestage Groups account for affluence and a combination of householder age and presence of children. Within three Lifestage classes, the 68 PRIZM Premier segments are divided into 11 Lifestage Groups. PolicyMap aggregated the 68 consumer segments based on key demographic groupings provided by Claritas, including household income, household composition (e.g., presence of children), and age of householder. These demographic categories are not mutually exclusive, meaning they describe the predominant characteristics of each segment rather than strict definitions. To find the overall median income for each category, PolicyMap calculated the median of all the segment-level medians within each group.
Available Data Layers & Indicators
| Indicator Name | Geographies | Measurement Type | Time Frame Coverage |
|---|---|---|---|
| Percent of Current Year Households in Lifestage Group F4: Sustaining Families | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group F3: Mainstream Families | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group F2: Young Accumulators | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group U2: Midtown Mix | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group U3: Urban Cores | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households, Urbanicity: Second City | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group U1: Urban Uptown | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group F1: Accumulated Wealth | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households, Urbanicity: Suburban | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 15: New Homesteaders | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 14: Kids & Cul-de-Sacs | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 17: Urban Elders | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 16: Beltway Boomers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 19: American Dreams | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 18: Mayberry-ville | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households, Urbanicity: Town and Rural | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 11: Fast-Track Families | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 10: Executive Suites | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 13: Upward Bound | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 12: Cruisin' to Retirement | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 04: Young Digerati | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 03: Movers & Shakers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 06: Winner's Circle | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 05: Country Squires | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 08: Gray Power | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 07: Money & Brains | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 09: Big Fish, Small Pond | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 02: Networked Neighbors | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 01: Upper Crust | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 37: Bright Lights, Li'l City | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 36: Toolbelt Traditionalists | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 39: Kid Country, USA | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 38: Hometown Retired | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 31: Connected Bohemians | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 30: Pools & Patios | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 33: Second City Startups | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 32: Traditional Times | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 35: Urban Achievers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 34: Young & Influential | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group M4: Sustaining Seniors | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group M3: Cautious Couples | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group M2: Conservative Classics | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group M1: Affluent Empty Nests | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 26: Home Sweet Home | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 25: Up-and-Comers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 28: Country Casuals | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 27: Big Sky Families | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 29: White Picket Fences | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 20: Empty Nests | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 22: Middleburg Managers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 21: The Cosmopolitans | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 24: Pickup Patriarchs | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 23: Township Travelers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 59: New Melting Pot | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 58: Golden Ponds | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households, Urbanicity: Urban | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 51: Campers & Camo | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 50: Metro Grads | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 53: Lo-Tech Singles | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 52: Simple Pleasures | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 55: Red, White & Blue | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 54: Struggling Singles | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 57: Back Country Folks | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 56: Multi-Culti Families | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 60: Small-Town Collegiates | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 48: Generation Web | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 47: Striving Selfies | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 49: American Classics | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 40: Aspiring A-Listers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 42: Multi-Culti Mosaic | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 41: Domestic Duos | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 44: Country Strong | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 43: City Roots | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 46: Heartlanders | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 45: Urban Modern Mix | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group C2: City Centers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group C3: Micro-City Mix | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group C1: Second City Society | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group Y3: Striving Singles | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group Y2: Young Achievers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Lifestage Group Y1: Midlife Success | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group T3: Middle America | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group T4: Rustic Living | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group T1: Landed Gentry | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group T2: Country Comfort | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 62: Crossroad Villagers | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 61: Second City Generations | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 64: Family Thrifts | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 63: Low-Rise Living | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 66: New Beginnings | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 65: Young & Rustic | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 68: Bedrock America | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Segment 67: Park Bench Seniors | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group S2: The Affluentials | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group S3: Middleburbs | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group S1: Elite Suburbs | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Social Group S4: Inner Suburbs | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Predominant Lifestage Group | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Lifestage Group | 2025 |
| Predominant Segment | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Segment | 2025 |
| Predominant Social Group | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Social Group | 2025 |
| Percent of Current Year Households in Age Group: 25-44 years | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Age Group: 35-54 years | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Age Group: 45-64 years | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Age Group: 55 and Older | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Age Group: 65 and Older | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Age Group: Less than 55 | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households by Household Composition: Family Mix | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households by Household Composition: Mostly without Kids | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households by Household Composition: Mostly with Kids | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households by Household Composition: Without Kids | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households by Household Composition: With Kids | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Income Group: Downscale | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Income Group: Lower Midscale | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Income Group: Low Income | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Income Group: Midscale | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Income Group: Upper Midscale | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Income Group: Upscale | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |
| Percent of Current Year Households in Income Group: Wealthy | Nation, State, County, Census Tract, Zip Code, Block Group, City, Metro Area | Percent | 2025 |