Additional Site Visitor Variables We Collect

Ethnicity: Numbers reflect the percentage of matched records from the uploaded file and the number of Zones that are targetable in each ethnicity category.

• White: German, English, French, Italian, etc.
• Hispanic: Mexican or South American
• Black: African American
• Asian: Chinese, Japanese or Indian

Number of Children: Numbers reflect the percentage of matched records from the uploaded file and the number of Zones that are targetable in each number of children category.

Genders Present: Numbers reflect the percentage of matched records from the uploaded file and the number of Zones that are targetable in each gender category.

Life Stage: Numbers reflect the percentage of matched records from the uploaded file and the number of Zones that are targetable in each category.

• College Age: Head of Household Age is 18-22 Years Old
• Starting Out: Head of Household Age is 23-30 Years Old
• Career Builder: Head of Household Age is 31-45 Years Old
• Prime Earner: Head of Household Age is 46-64 Years Old
• Retiree: Head of Household Age is 65 or Older

Political Party: Numbers reflect the percentage of matched records from the uploaded file and the number of Zones that are targetable in each Political Party.

Household Income Range: Numbers reflect the percentage of matched records from the uploaded file for each range, the percentage above or below the average of the population in the same location for each range, the number of Zones that are targetable in each range and the number of people within each household income range.

Discretionary Income Index (DII)
Discretionary income indicates the remaining cash flow in a household after necessities have been paid (i.e. rent, utilities, clothing, etc.). An index of 100 represents the national average. An index of 200 equals twice the national average.

Numbers reflect the percentage of matched records from the uploaded file for each range, the percentage above or below the average of the population in the same location for each range, the number of Zones that are targetable in each range and the number of people within those Zones.

The red bars on the graph shows the average of the populations in the same locations.

• DII – “0” Range This group of households usually has annual incomes of under $30,000 and is heavily made up of retirees ranging from 65 to 85 years old who have fixed incomes. A segment of this group is also made up of single and married households who are likely to be in their mid-30s, with one or two children. A majority of the “0” range group live in downscale houses and are not considered to be active investors or savers; in fact they are three times more likely to be over spenders. Their net worth is typically under $50,000 and they have vehicles that rank lowest among all ranges measured.
• DII – “1 to 49” Range: Households in this range have less than the average discretionary income, with 84% earning under $40,000 a year. The “1 to 49” range households are evenly divided between married and single households and are a mix of fixed incomes trending heavily toward retirees 68 years of age and those under 30. These households are less likely to have children and are less likely to have professional or technical jobs. They are less likely to be savers or active investors, and they can be over spenders. The home values in this group cap at $400,000 and many have been in their home for more than 15 years. The little investing that they do is in stocks, savings bonds, IRAs and CDs.
• DII – “50 to 99” Range: The “50 to 99” range can be characterized as the young working class group and contain households with individuals between the ages of 28 and 42. They are often blue-collar tradesmen and 75% of them are homeowners. They are likely to have established families with children and their incomes are most likely to be between $50,000 and $100,000. Those in this range are more likely to have savings and are less likely to be over spenders. Households in this group are consistent with young working class families, and would not be considered active investors; however, they do have IRAs, savings bonds and mutual funds. They are also more likely to be investing in life insurance and driving a vehicle that is in the middle of measurable ranges.
• DII – “100 to 149” Range: The average household has a DII score of “100”, when the household score reaches this level the composition of the household includes incomes of $75,000 to $150,000 and they range in age from 35 to 60 years old. Households in this group are more likely to have one or two children and over 80% are homeowners. Their homes tend to be valued from $250,000 to $500,000 and they tend to have lived in those houses for more than five years. This group of households is financially established and is more likely to have invested assets in IRAs, mutual funds and stocks. They are also more likely to have vacation property and to own a vehicle in the top 30% of value measurements.
• DII – “150 to 199” Range: In the “150 to 199” range approximately 75% of the households earn between $125,000 and $200,000 a year. They are in the core earning years of 40 to 60 years old and many of them have been living in their homes for at least six years. These households contain professionals or self-employed individuals with a net worth of $250,000 to $500,000. These are baby boomer families with invested assets in IRAs, stocks and mutual funds. Those in this group own vacation properties and have higher valued vehicles.
• DII – “200 to 499” Range: The households in the “200 to 499” range have more money to spend on their lifestyles, homes and their investments, and they spend actively. Most in this range have completed college and a high percentage have also completed graduate school. They tend to be in the age ranges of 40 to 60 years old and have incomes consistently above $150,000, while 40% in this range make more than $200,000 a year. Despite their spending, they are not over spenders and regularly save their money by investing in stocks, IRAs and mutual funds.
• DII – “500 to 999” Range: Households in this range have professional or technical individuals and they have a higher than average educational background. Those in this range are 45 to 65 years old and 70% of them are married. Incomes in this range can be found in two pockets, $150,000 to $300,000 and over $500,000 a year, with the higher percentage of incomes being over $500,000. These households own homes worth at least $500,000, but the values range up to $5 million. Of those in this group, 80% have a high level of invested assets in IRAs, mutual funds and stocks while they avoid investing in CDs and savings bonds. More than 80% of this group are likely to invest in vacation property, own top scale vehicles and 50% of them have a net worth over $2 million.
• DII – “1000 ” Range: Reserved for the very wealthy, these small percentages of the households earn incomes of over $500,000 to well over $2 million a year. They tend to be between the ages of 50 and 65, to have professional occupations with a focus on financial and medical professions and they typically have college or advanced degrees. Of those in this range, 90% own their own homes that value from $1 million to $10 million. These households are likely investors with assets in stocks, mutual funds and IRAs. They have the top net worth, while being heavy donators to charities.


Home Value Estimate: Numbers reflect the percentage of matched records from the uploaded file for each range, the percentage above or below the average of the population in the same location for each range, the number of Zones that are targetable in each range and the number of people within each home value estimate range.

The red line on the graph shows the average of the populations in the same locations.

Net Worth: Indicates range of household’s net worth using income, asset, life stage and other financial model components.
Invested Asset Decile: Decile ranking of a households Investable assets using a combination of income, location, & life stage components – (1 = highest, 10 = lowest)

Charitable Contributions: Decile ranking of a household’s charitable contributions (1 = most, 10 = least)

Auto Consideration Set: Indicates the likelihood of an individual owning one of 11 categories of vehicle such as an SUV, coupe, foreign sedan, or compact car.

Percentages shown for each category represent how much of the selected/uploaded audience are in the Top 5 Deciles for each auto category, where decile 1 = the most likely to own that type of vehicle and 10 = the least likely. Therefore, the percentages shown are only for those who are likely to own a vehicle in that auto category.

Social Matrix: Provides a breakdown of the matched records in the uploaded file to 24 unique population segments. Each segment is a compilation of age, affluence, discretionary income and life style. Each record has a location associated with it which has a percentage of the population that it matches within the social matrix segment.
Numbers reflect the percentage of matched records from the uploaded file for each range, the percentage above or below the average of the population in the same location for each range, the number of Zones that are targetable in each segment and the number of people within each net Social Matrix segment.

The spider chart shows the indexing of each segment for the uploaded/selected audience. The shaded red areas represent the averages of the same locations as the uploaded/selected audience.


Generation Y – Starting Out

• Timecards & Happy Hour – 18-25 year olds working wage-rated jobs, with a lifestyle that is more focused on personal entertainment than building a substantive career.
• Learning the Ropes – 18-25 year olds, just out of college and recently introduced into the work force

Generation Y – Building Bright Futures

• Urban Yuppies – 26-39 year old city dwellers, just launching into their career and enjoying the luxuries of the city
• Career & Family Roots – 26-39 year olds focused on bettering their career and building a stable long-term family unit
• Paycheck Planners – 26-39 year olds living paycheck to paycheck

Baby Busters – Established Patterns

• Following Orders – 40-51 year olds caught in low to mid-level careers, comfortable taking orders from upper management
• Asset Builders – 40-51 year olds with successful jobs, allowing them to properly invest and cultivate their long-term assets
• Independent Women – 40-51 year old women supporting themselves through their successful careers
• Independent Singles – 40-51 year old single men and women establishing a life for themselves by way of their flourishing jobs
• Core Families – Low ITA – 40-51 year olds with strong focus on the family. Career and job is secondary leading to financial planning issues and a lower (ITA) credit status
• Family Planners – High ITA – 40-51 year olds who strike a proper balance between family and work. This balance results in a comfortable lifestyle and higher invitation to apply (ITA) scores.

Woodstock Generation – Executing the Plan

• Day to Day Challenges – 52-64 year olds with mid-low level careers and have to deal with day to day challenges to get by.
• Luxury Lifestyles – 52-64 year olds living luxurious lives due to high paying professional jobs and greater disposable income.
• Comfortable Independents – 52-64 year olds living comfortably. Considered above average in affluence but do not spend on extravagant items.
• On Approach – Low ITA – 52-64 year olds, preparing to approach retirement. Low ITA’s due to below average asset accumulation and limited financial planning
• Tax Free Savers – High ITA – 52-64 year olds who have invested wisely over the years. They have a long term plan for retirement and assets to meet that plan.

Early Boomers – Enjoying the View

• BigBox Greeters – Low ITA – 65-73 year olds with limited cash flow and low credit availability. May be working menial jobs to supplement their cash flow in retirement.
• Solid & Slow – High ITA – 65-73 year olds living a comfortably, but modest, retirement after having worked hard and planned well. This is reflected in their high ITA.
• Public Links & Projects – Low ITA – 65-73 year olds who are enjoying retirement, however, their resources are limited and spending activity is cautious
• Pace & Protection – High ITA – 65-73 year olds interested in maintaining their lifestyle and protecting the wealth and assets they’ve built up over the past few decades
• Country Club Snow Birds – 65-73 year olds living comfortably luxurious lives with an interest in participating is social activities with peers.

Greatest Generation – Modest Futures

• Early Bird Specials – 74 year olds with modest needs and resources, looking for the next best deal
• Lunch Bunch & Lawn Chairs – Retired 74 year olds with comfortable, quiet, lifestyle and daily plan Road Trips & Gardening Active retired 74 year olds, enjoying such simple pleasures as road trips and home gardening

Top Home and Business Zones

Top Home Zones
Each IP Address has a primary designation of Home, Business, Education, Government, or Wireless User. This page shows the top fifteen home zip code locations, determined by the frequency of matches to the uploaded file. The number of matches combined with Home IP Addresses determines the priority in the list.

A map showing concentrated areas is also shown for the top home state.

Top Business Zones
Each IP Address has a primary designation of Home, Business, Education, Government, or Wireless User. This page shows the top fifteen business zip code locations, determined by the frequency of matches to the uploaded file. The number of matches combined with Business IP Addresses determines the priority in the list.

A map showing concentrated areas is also shown for the top home state.