These are empty nesters. The most liberal cluster, professional, these individuals buy regularly online, especially at Amazon.com. High Ideals 68 (3.0%) Overwhelmingly active seniors, these are mostly married and some single households. Over 50% have two family members; over 30% are living alone. These seniors are invested in state and municipal bonds, tax exempt funds, treasury notes, preferred stock and corporate bonds. Actively Retired 58 (2.6%) These motorcycle enthusiasts are married couples. They enjoy QVC shopping. Harley Sidecars 92 (4.1%) These households are mostly Asian with some Hispanic. They tend to have large families. Some of them have some college, and work in mostly clerical positions. From Old Countries 4 (<1%) Blue Collar and Blue Wedgewood These are white professionals who work at home. They are somewhat liberal, do online banking, buy books online, collect frequent flyer miles, and pay down student loans. Overly Connected 23 (1.0%) This is Middle America's youngest cluster with growing families; 40% age 39 or younger. Burgeoners 33 (1.5%) This cluster is hardcore blue collar families. They support their large families doing factory or construction work. They drive trucks, chew tobacco, eat fast food, potato chips and snack cakes. Back Pockets 1 (<1%) These are active and elderly senior couples. Nearly 40% are age 65+. Long-term care insurance, and short-term CDs frame their financial status. Grow Old with Me 26 (1.2%) This blue collar cluster is elderly seniors and score high on motorcycles. AARP on Wheels 18 (<1%) An older group, keenly interested in antiques, books, stamps and the like, Cluster 25 is predominantly married couples. They are surprisingly consumers of luxury goods, vehicles and vacations, despite their middle-income status. They may have tremendous equity in their home, which enables them to indulge their refined tastes. Antiquing Seniors 19 (<1%)
Watch Out World 31 O: Middle-ranked households: approx. 3–6% of consumer households 51,161 164 Reality Bites 20 L: Middle-ranked households: approx. 3–6% of consumer households 45,500 54 Favorite Chairs 109 H: Middle-ranked households: approx. 3–6% of consumer households 63,037 119 Changing the World 16 J: Middle-ranked households: approx. 3–6% of consumer households 73,000 51 Melting Pot 7 G, J, & K (tie): Middle-ranked households: approx. 3–6% of consumer households 68,714 86 Traveling Elders 33 J & K (tie): Middle-ranked households: approx. 3–6% of consumer households 66,242 397 Lawn Ornaments 5 N: Middle-ranked households: approx. 3–6% of consumer households 41,600 198 Slippers 35 I: Middle-ranked households: approx. 3–6% of consumer households 59,457 74 Cash and Carry 15 Q: Lowest-ranked households: >8% of consumer households 40,000 317 Urban Blues 2 K & N (tie): Middle-ranked households: approx. 3–6% of consumer households 56,000 67 Vivir Apilado 7 Q: Lowest-ranked households: >8% of consumer households 48,286 152 Settling Down 5 R: Lowest-ranked households: >8% of consumer households 36,000 24 Finding a Way 23 O: Middle-ranked households: approx. 3–6% of consumer households 40,826 223 Burning at Both Ends 2 Q & S (tie): Lowest-ranked households: >8% of consumer households 42,000 41 First Generation 20 N: Middle-ranked households: approx. 3–6% of consumer households 26,800 72 Holding onto Hope 2 S & T (tie): Lowest-ranked households: >8% of consumer households 21,000 29 Cracked Foundation 21 J: Middle-ranked households: approx. 3–6% of consumer households 27,429 77 Unassisted 7 M & O (tie): Middle-ranked households: approx. 3–6% of consumer households 29,000 142