Financial Spectrum™
Cluster Data
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Guide to Cluster Data
Asset Ranges:
Mass Market = Lowest – Mid-Low
Mass Affluent = Mid – High
Affluent = High – Highest
Mass Market = Lowest – Mid-Low
Mass Affluent = Mid – High
Affluent = High – HighestAssets:
Asset range Lowest = $0-20K
Asset range Mid-Low = $20-100K
Asset range Mid $100-400K
Asset range High $400-1M
Asset range Highest $1+M
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Low (<$20K)
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Medium ($20K-$400K)
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High ($400K+)
Credit Responsibility:
Defined as Low, Mid or High. Credit Responsibility is based on a risk score model that typically assigns higher scores to consumers who exhibit a likelihood of high, or satisfactory, credit performance and lower scores to consumers who exhibit a likelihood of low, or unsatisfactory performance.
Low
Mid
High
Low
Mid
HighUrbanicity:
Urbanicity is the population density pattern for the neighborhood and surrounding areas. Urbanicity categories assigned to segments are Urban Core, Urban/Suburban and Town/Rural areas. Some segments may have a mix of areas.
Mass Affluent High
# of Households: 20.4 Million / 16.4%
Likely to stream video from Amazon Prime and uses credit card to earn rewards.
Asset Level:
High
$400K-1M
Credit:
High
% Homeowners:
85.00%
Mass Affluent Mid-High w/ Investment
# of Households: 11.7 Million / 9.4%
Uses alternative to cable/satellite TV (network website/app). Hold high personal checking account balances.
Asset Level:
Mid
$100K-400K
Credit:
Mid
% Homeowners:
79.90%
Mass Affluent Mid-High w/no Investment
# of Households: 6.1 Million / 4.9%
Thinks it is important for checking to have low/no fee. Not likely to own their own business. Highest penetration for social media use.
Asset Level:
Mid
$100K-400K
Credit:
Mid
% Homeowners:
75.70%
Mass Market Mid-Low w/ Savings
# of Households: 20.9 Million / 16.8%
Online banking is important and they use Peer-to-Peer payment methods. They are generally not listening to radio or watching traditional TV.
Asset Level:
Mid-Low
$20K-100K
Credit:
Low
% Homeowners:
61.90%
Mass Market Mid-Low w/no Savings
# of Households: 18.7 Million / 15.0%
Carry a balance on their credit card and likely to have a balance for other loans like education or automobiles.
Asset Level:
Mid-Low
$20K-100K
Credit:
Low
% Homeowners:
65.90%
Mass Market Low
# of Households: 38.8 Million / 31.1%
Uses debit card and prepaid debit card. Uncomfortable trusting money to a bank.
Asset Level:
Lowest
$0-20K
Credit:
Low
% Homeowners:
42.30%