Segmentación tipo cohorts 2009

Cohorts® Brief Descriptions
Married Couples
Cohort Segment Name Description Segment Median Age Segment Median Income U.S. Households and %

Alex & Judith

Affluent Empty-Nesters Dual-income, older couples who use their high discretionary incomes to enjoy all aspects of the good life. Affluent Couples with Kids Families who, despite having children at home, have sufficient financialresources to own the latest high-tech products and to lead very active recreational and cultural lifestyles. Affluent Professional Couples Educated, dual-income, childless couples who have connoisseur tastes and are focused on their careers, staying fit, and investing. Upscale Middle-Aged Couples Unburdened by children, these credit-worthy, dual-income couples divide their time between the great outdoorsand domestic hobbies. Hyperactive Newlyweds Young, dual-income, educated couples whose energies are channeled into active sports, outdoor activities, careers and their home lives. Teen-Dominated Families Middle-aged, middle-income families whose teen-dominated households keep busy with outdoor activities, computers, and video games.

62

$145,000

6,035k 5.3%

Jeffrey & Ellen

44$143,000

6,957k 6.1%

Barry & Kathleen

46

$133,000

2,713k 2.4%

Stan & Carole

50

$77,000

3,419k 3.0%

Brett & Tracey

31

$66,000

1,649k 1.4%

Danny & Vickie

42

$61,000

5,509k 4.8%

Cohorts Brief Descriptions
Cohort Segment Name Description Mature Couples Comfortable, close-to-retirement homeowners who are active investors and who engage in casinogambling, travel, politics and their grandchildren. Back-to-School Families Families with mid-range incomes, pre-adolescent kids, pets, and lots of video, computer and outdoor activities to keep them occupied. Young Families Up-and-coming young families who curtail their lifestyle expenses through less-costly outdoor activities and working around the house. Older Couples Raising Kids Conservativegrandparents and older parents whose home-oriented lifestyles include pets, do-it-yourself workshops, gardening and sweepstakes. Working-Class Couples Moderate-income couples with active, traditional interests including fishing, hunting, automotive work and crafts. Young Married Starters Young, childless renters whose lifestyle patterns include outdoor activities like camping, hiking and running, aswell as automotive work and video games. Segment Median Age Segment Median Income U.S. Households and %

Burt & Marilyn

68

$60,000

9,836k 8.6%

Todd & Wendy

38

$59,000

4,114k 3.6%

Chad & Tammie

32

$56,000

2,973k 2.6%

Frank & Shirley

60

$53,000

1,805k 1.6%

Ronnie & Debbie

49

$38,000

1,558k 1.4%

Eric & Rachel

29

$19,000

403k 0.4%Modest-Income Grandparents Elwood & Retired couples with modest incomes who dote Willamae on their grandchildren and engage primarily in domestic pursuits.

73

$20,000

3,546k 3.1%

Page 2

Cohorts Brief Descriptions
Single Females
Cohort Segment Name Description Segment Median Age Segment U.S. Median Households Income and %

Savvy Career Women Affluent, working women withsophisticated Elizabeth tastes, very active lifestyles, and good investing habits. Upscale Mature Women Older women approaching or enjoying retirement, who travel and have upscale interests, including charitable causes and investments. Educated Working Women Childless, professional women building their careers, developing sophisticated tastes, and staying fit. Single Moms with Careers Successful,professional single mothers who balance their careers with the demands of raising their children.

45

$194,000

715k 0.6%

Virginia

61

$72,000

3,623k 3.2%

Allison

32

$56,000

4,470k 3.8%

Andrea

40

$53,000

4,863k 4.3%

Bernice

Active Grandmothers Home-oriented women who enjoy handicrafts, indoor gardening, and their grandchildren. Working-Class Women...