Claritas Prizm Premier

< Back to list of datasets

Details Current Year and Five Year Household Distributions
Topics Market Segmentation, Demographics, Psychographics, Consumer Behavior, Lifestyle Segmentation, Geodemographics, Household Consumption
Source Claritas Prizm Premier
Years Available 2025
Geographies State, Metro Area, County, City, Zip, Census Tract, Block Group
Public Edition or Subscriber-only Subscriber-only
Download Available no
For more information https://claritas360.claritas.com/mybestsegments#segDetails
Last updated on PolicyMap June 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 (118)
Percent of Current Year Households by Household Composition: Family Mix
Percent of Current Year Households by Household Composition: Mostly with Kids
Percent of Current Year Households by Household Composition: Mostly without Kids
Percent of Current Year Households by Household Composition: With Kids
Percent of Current Year Households by Household Composition: Without Kids
Percent of Current Year Households in Age Group: 25-44 years
Percent of Current Year Households in Age Group: 35-54 years
Percent of Current Year Households in Age Group: 45-64 years
Percent of Current Year Households in Age Group: 55 and Older
Percent of Current Year Households in Age Group: 65 and Older
Percent of Current Year Households in Age Group: Less than 55
Percent of Current Year Households in Income Group: Downscale
Percent of Current Year Households in Income Group: Low Income
Percent of Current Year Households in Income Group: Lower Midscale
Percent of Current Year Households in Income Group: Midscale
Percent of Current Year Households in Income Group: Upper Midscale
Percent of Current Year Households in Income Group: Upscale
Percent of Current Year Households in Income Group: Wealthy
Percent of Current Year Households in Lifestage Group F1: Accumulated Wealth
Percent of Current Year Households in Lifestage Group F2: Young Accumulators
Percent of Current Year Households in Lifestage Group F3: Mainstream Families
Percent of Current Year Households in Lifestage Group F4: Sustaining Families
Percent of Current Year Households in Lifestage Group M1: Affluent Empty Nests
Percent of Current Year Households in Lifestage Group M2: Conservative Classics
Percent of Current Year Households in Lifestage Group M3: Cautious Couples
Percent of Current Year Households in Lifestage Group M4: Sustaining Seniors
Percent of Current Year Households in Lifestage Group Y1: Midlife Success
Percent of Current Year Households in Lifestage Group Y2: Young Achievers
Percent of Current Year Households in Lifestage Group Y3: Striving Singles
Percent of Current Year Households in Segment 01: Upper Crust
Percent of Current Year Households in Segment 02: Networked Neighbors
Percent of Current Year Households in Segment 03: Movers & Shakers
Percent of Current Year Households in Segment 04: Young Digerati
Percent of Current Year Households in Segment 05: Country Squires
Percent of Current Year Households in Segment 06: Winner's Circle
Percent of Current Year Households in Segment 07: Money & Brains
Percent of Current Year Households in Segment 08: Gray Power
Percent of Current Year Households in Segment 09: Big Fish, Small Pond
Percent of Current Year Households in Segment 10: Executive Suites
Percent of Current Year Households in Segment 11: Fast-Track Families
Percent of Current Year Households in Segment 12: Cruisin' to Retirement
Percent of Current Year Households in Segment 13: Upward Bound
Percent of Current Year Households in Segment 14: Kids & Cul-de-Sacs
Percent of Current Year Households in Segment 15: New Homesteaders
Percent of Current Year Households in Segment 16: Beltway Boomers
Percent of Current Year Households in Segment 17: Urban Elders
Percent of Current Year Households in Segment 18: Mayberry-ville
Percent of Current Year Households in Segment 19: American Dreams
Percent of Current Year Households in Segment 20: Empty Nests
Percent of Current Year Households in Segment 21: The Cosmopolitans
Percent of Current Year Households in Segment 22: Middleburg Managers
Percent of Current Year Households in Segment 23: Township Travelers
Percent of Current Year Households in Segment 24: Pickup Patriarchs
Percent of Current Year Households in Segment 25: Up-and-Comers
Percent of Current Year Households in Segment 26: Home Sweet Home
Percent of Current Year Households in Segment 27: Big Sky Families
Percent of Current Year Households in Segment 28: Country Casuals
Percent of Current Year Households in Segment 29: White Picket Fences
Percent of Current Year Households in Segment 30: Pools & Patios
Percent of Current Year Households in Segment 31: Connected Bohemians
Percent of Current Year Households in Segment 32: Traditional Times
Percent of Current Year Households in Segment 33: Second City Startups
Percent of Current Year Households in Segment 34: Young & Influential
Percent of Current Year Households in Segment 35: Urban Achievers
Percent of Current Year Households in Segment 36: Toolbelt Traditionalists
Percent of Current Year Households in Segment 37: Bright Lights, Li'l City
Percent of Current Year Households in Segment 38: Hometown Retired
Percent of Current Year Households in Segment 39: Kid Country, USA
Percent of Current Year Households in Segment 40: Aspiring A-Listers
Percent of Current Year Households in Segment 41: Domestic Duos
Percent of Current Year Households in Segment 42: Multi-Culti Mosaic
Percent of Current Year Households in Segment 43: City Roots
Percent of Current Year Households in Segment 44: Country Strong
Percent of Current Year Households in Segment 45: Urban Modern Mix
Percent of Current Year Households in Segment 46: Heartlanders
Percent of Current Year Households in Segment 47: Striving Selfies
Percent of Current Year Households in Segment 48: Generation Web
Percent of Current Year Households in Segment 49: American Classics
Percent of Current Year Households in Segment 50: Metro Grads
Percent of Current Year Households in Segment 51: Campers & Camo
Percent of Current Year Households in Segment 52: Simple Pleasures
Percent of Current Year Households in Segment 53: Lo-Tech Singles
Percent of Current Year Households in Segment 54: Struggling Singles
Percent of Current Year Households in Segment 55: Red, White & Blue
Percent of Current Year Households in Segment 56: Multi-Culti Families
Percent of Current Year Households in Segment 57: Back Country Folks
Percent of Current Year Households in Segment 58: Golden Ponds
Percent of Current Year Households in Segment 59: New Melting Pot
Percent of Current Year Households in Segment 60: Small-Town Collegiates
Percent of Current Year Households in Segment 61: Second City Generations
Percent of Current Year Households in Segment 62: Crossroad Villagers
Percent of Current Year Households in Segment 63: Low-Rise Living
Percent of Current Year Households in Segment 64: Family Thrifts
Percent of Current Year Households in Segment 65: Young & Rustic
Percent of Current Year Households in Segment 66: New Beginnings
Percent of Current Year Households in Segment 67: Park Bench Seniors
Percent of Current Year Households in Segment 68: Bedrock America
Percent of Current Year Households in Social Group C1: Second City Society
Percent of Current Year Households in Social Group C2: City Centers
Percent of Current Year Households in Social Group C3: Micro-City Mix
Percent of Current Year Households in Social Group S1: Elite Suburbs
Percent of Current Year Households in Social Group S2: The Affluentials
Percent of Current Year Households in Social Group S3: Middleburbs
Percent of Current Year Households in Social Group S4: Inner Suburbs
Percent of Current Year Households in Social Group T1: Landed Gentry
Percent of Current Year Households in Social Group T2: Country Comfort
Percent of Current Year Households in Social Group T3: Middle America
Percent of Current Year Households in Social Group T4: Rustic Living
Percent of Current Year Households in Social Group U1: Urban Uptown
Percent of Current Year Households in Social Group U2: Midtown Mix
Percent of Current Year Households in Social Group U3: Urban Cores
Percent of Current Year Households, Urbanicity: Second City
Percent of Current Year Households, Urbanicity: Suburban
Percent of Current Year Households, Urbanicity: Town and Rural
Percent of Current Year Households, Urbanicity: Urban
Predominant Lifestage Group
Predominant Segment
Predominant Social Group