Niches group households into categories that are determined by comparing attributes such as age, income, homeownership, and economic activity. The titles of each category are listed A-Z in the reference below. The attributes are averaged from a nationwide sample of the population so it is likely that the household marked as a certain niche will not match the description or averages in every way.
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These smaller households are very upscale with respect to their earnings, tastes and spending habits. Highly educated, they’re employed in professional occupations and enjoy exercising, traveling, and investing. Already Affluent households have a strong preference for shopping online and are avid tech and media users.
Average Household Income: $185,409
Average Age of Head of Household: 31 years
Average Length of Residence: 6.5 years
Percentage with Kids: 5%
The Big Spender Parents niche is dominated by middle-aged, traditional family households with high likelihood of children present, as well as pets. This niche has a significant concentration of members of Generation X. These households are employed in professional/technical or managerial positions. Many of these professionals hold post-graduate degrees. They purchase items through the mail, and they are generally mail responsive. Outdoor recreation and physical fitness are important to this niche, as are pets (especially dog ownership). There is a high concentration of households with interests in shopping online, home improvement, book reading, travel, gourmet foods, and items for the family.
Average Household Income: $174,216
Average Age of Head of Household: 45 years
Average Length of Residence: 11.2 years
Percentage with Kids: 96%
These households lead high-society lives characterized by high amounts of disposable income and an affinity for travel and luxury. They are typically in their late 50s and don’t have children. Chic Society households own high-end vehicles and are more likely to donate to charitable causes, such as wildlife and environmental issues. They have a great interest in monetary investing.
Average Household Income: $171,372
Average Age of Head of Household: 59 years
Average Length of Residence: 16.8 years
Percentage with Kids: 6 %
These families are led by adults in their prime earning years, typically homeowners, who spend 3x more than the average population and donate to a wide variety of charitable causes. Many of these Generation X households are employed in executive positions and hold college or graduate degrees. They are career-oriented, enjoy traveling, fitness and investing and own newer full-size and luxury vehicles. They are also extremely mail responsive, and they purchase often from catalogs and the Internet.
Average Household Income: $181,143
Average Age of Head of Household: 52 years
Average Length of Residence: 16.8 years
Percentage with Kids: 83%
The households in this niche are typically older, white collar, and educated (Baby Boomers are well represented here). They have grown children, some possibly still living with them. Most of the households own their homes. They are financially savvy and active investors. They travel quite a bit both in the U.S. and abroad and are very active with investing. They walk or exercise regularly and are often dog owners.
Average Household Income: $162,510
Average Age of Head of Household: 61 years
Average Length of Residence: 18.7 years
Percentage with Kids: 70%
Feathering the Nest households are mostly younger, although some are just young at heart. There is a very high incidence of children in this niche. These households are 50% more likely to be employed in a professional/technical occupation, including physicians/dentists, than the general population. The majority is highly educated and owns their homes. They enjoy traveling, and they are more likely than the general population to have done some foreign travel.
Average Household Income: $180,367
Average Age of Head of Household: 32 years
Average Length of Residence: 7.6 years
Percentage with Kids: 92%
As the name suggests, the families in this niche are highly mobile, with a substantial portion living in rented housing units. These high-income households are employed in a range of occupations including engineering, technology, business, management and healthcare. They are heavy spenders across all channels. They’re also technology and media savvy, using their smartphones for texting and making purchases.
Average Household Income: $159,619
Average Age of Head of Household: 45 years
Average Length of Residence: 6.4 years
Percentage with Kids: 96%
Home Hoppers households are headed by adults 50 years of age, and they are not very likely to have children. A high number of renters, these households are highly mobile. They are educated (at least some college) and some work in professional and management fields, while some have careers not requiring a college degree. This niche contributes to charitable organizations, enjoys traveling and has a variety of cultural interests and hobbies. They are concerned with investments, insurance, and their health.
Average Household Income: $117,935
Average Age of Head of Household: 55 years
Average Length of Residence: 7.7 years
Percentage with Kids: 3%
This niche contains older households that are not likely to have children still living with them. The majority of these households are homeowners with long lengths of residence. A significant portion of this niche is retired, and those that are employed are mostly in professional/technical or administrative/managerial-type positions. More than half of this niche has completed college or graduate school. These generous households also contribute to various fundraising causes, such as medical, veteran, wildlife, and environmental charities. They have a strong interest in investing and spending time with their grandchildren.
Average Household Income: $105,957
Average Age of Head of Household: 67 years
Average Length of Residence: 19.8 years
Percentage with Kids: 3%
These 30-somethings are either working on their degree or climbing the corporate ladder. More than half work in professional/technical fields, although management and sales/service areas are also evident. About half of these young households own their homes. As they work to establish themselves and build for the future, they are savvy spenders, opting for used vehicles and financial providers with rewards programs.
Average Household Income: $88,736
Average Age of Head of Household: 36 years
Average Length of Residence: 4.7 years
Percentage with Kids: 2%
These middle-aged professionals are usually homeowners and are considerably more likely than the general population to have children. The majority of their limited spending goes toward their children, and they value price and convenience as they juggle family and work demands. The households in this niche are active and enjoy staying fit and eating well.
Average Household Income: $81,415
Average Age of Head of Household: 46 years
Average Length of Residence: 14 years
Percentage with Kids: 96%
This niche is dominated by households containing two adults and no children (many are members of Generation X). These households tend to be homeowners and typically have a longer length of residence. These households are often college educated and have diverse professional/technical careers. Most of those in this niche are homebodies that are interested in a healthy lifestyle.
Average Household Income: $84,893
Average Age of Head of Household: 45 years
Average Length of Residence: 9.6 years
Percentage with Kids: 3%
Households in this niche are nearly twice as likely as the general population to have at least one child present, or to have grandchildren. They work across a range of occupations including accounting, education, manufacturing and office support functions. There is a higher percentage of white collar employees with college or graduate degrees, and Mid-Life Munchkins are more likely to have a military veteran in the household than the general population. They are also more likely than the general population to enjoy gardening and crafts.
Average Household Income: $81,835
Average Age of Head of Household: 54 years
Average Length of Residence: 17.1 years
Percentage with Kids: 59%
These households are generally retired empty nesters who enjoy spending time with their grandchildren. These households are quite well-educated and, if they are not retired, then they are often employed in professional or management positions. They are much more active with their grandchildren than the general population. They are active with fundraising and are involved with many charities, especially medical and health-type charities. They have an interest in keeping up with their investments.
Average Household Income: $77,762
Average Age of Head of Household: 66 years
Average Length of Residence: 17.1 years
Percentage with Kids: 3%
This niche contains young households with many children in the house. Compared to the rest of the nation, this niche contains a smaller portion of home owners. Most have completed high school and have some college or a vocational/technical school education and work in sales, clerical or craftsman positions. Their discretionary spending in all channels is about half the general population’s average.
Average Household Income: $46,977
Average Age of Head of Household: 31 years
Average Length of Residence: 7.1 years
Percentage with Kids: 87%
Parks, Parts and Playgrounds households have a slightly higher likelihood of children compared to the general population. There are fewer married persons in this niche compared to the general population, indicating a relatively high proportion of single-parent households. This niche has significantly below-average levels of discretionary spending and prefers discount merchants. They also enjoy connecting with brands through social-media sites.
Average Household Income: $36,646
Average Age of Head of Household: 41 years
Average Length of Residence: 7.6 years
Percentage with Kids: 69%
This niche is dominated by middle-aged adults, and about half of them have children in the household. Nearly all own their homes. The households in this niche are employed in a large variety of jobs, but for the most part, this niche consists of clerical and blue collar workers.Households in this niche are more likely than the general population to be interested in fishing, as well as owning and purchasing a variety of pets, especially cats and dogs.
Average Household Income: $69,792
Average Age of Head of Household: 44 years
Average Length of Residence: 9.7 years
Percentage with Kids: 58%
This niche typically consists of households with one to two adults and no children. The head of household has little more than a high school education and is typically employed in a clerical, blue collar, or service occupations. Approximately half of the households in this niche are renters. Resourceful Realists seek out thrifty merchants and are heavy internet users.
Average Household Income: $50,776
Average Age of Head of Household: 46 years
Average Length of Residence: 6.5 years
Percentage with Kids: 13%
Householders in this niche are mostly over 60 and have two adults in the household. More children are present in these households than the general population, and grandchildren are a big interest. The vast majority of these households have a high school education, but white collar professionals are less frequent in this niche than are typically found in the general population. They’re smart spenders who strive to save as much money as possible when shopping. These households are considerably more likely to be retired and to be the home of a military veteran.
Average Household Income: $41,688
Average Age of Head of Household: 62 years
Average Length of Residence: 15.7 years
Percentage with Kids: 39%
These young adults are a mix of students and working professionals unlikely to have children (yet). This niche has a low concentration of professional occupations, while sales, military, and clerical types of positions are overrepresented. Despite their limited income, they donate to a variety of charitable causes. They are not as likely to make discretionary purchases as average U.S. households.
Average Household Income: $31,671
Average Age of Head of Household: 31 years
Average Length of Residence: 3.7 years
Percentage with Kids: 5%
These homeowners tend to have hourly, skilled trade positions and are unlikely to have children. The majority of these households have only a high school education. These households are generally employed in clerical, teaching, or blue collar craftsman positions. They also play video games and have an affinity for technology and electronics.
Average Household Income: $34,435
Average Age of Head of Household: 35 years
Average Length of Residence: 8 years
Percentage with Kids: 5%
These highly mobile renters usually don’t have children and are a mix of college students and working professionals. They are mostly blue collar workers that have a high school diploma or some college education.Their discretionary spending falls significantly below the average, and they favor discount merchants. They’re disciplined about their spending, reserving it mostly for basic conveniences.
Average Household Income: $25,968
Average Age of Head of Household: 39 years
Average Length of Residence: 4.3 years
Percentage with Kids: 2%
These hardworking households usually have children and about half rent their homes. Almost three-quarters of this niche have only a high school education and are mostly employed in blue collar or clerical occupations. A relatively high number of small business owners and home office types can be found in this niche. They are proud pet owners, and they enjoy outdoor interests.
Average Household Income: $25,267
Average Age of Head of Household: 44 years
Average Length of Residence: 8 years
Percentage with Kids: 78%
This niche is headed by an older person, generally in their mid-60s. There are rarely children present in these households, but there is a great interest in grandchildren. About 75% of this niche own their homes. The majority of these households have slightly more than a high school education, and most are employed in blue collar occupations, while many of the households in this niche are retired. They have modest incomes and are not very economically active. Members of this niche are significantly less likely to use the internet than average U.S. population.
Average Household Income: $21,124
Average Age of Head of Household: 67 years
Average Length of Residence: 12.5 years
Percentage with Kids: 2%
This niche is dominated by older households, with one in five still having adult children in the home. They are more likely than the general population to have a retired military veteran in the household. Nearly all are homeowners and have been in the same residence for 20 years. Among those that are still employed, most tend to be blue collar or clerical workers. They are more likely to donate to medical research charities and veteran charities than the average household.
Average Household Income: $31,175
Average Age of Head of Household: 72 years
Average Length of Residence: 20.1 years
Percentage with Kids: 19%
Households in this niche are mostly headed by empty-nesters and over 80% own their homes. Those that are not retired are employed in blue collar or clerical type occupations, or are homemakers. They are mostly fond of indoor activities such as visiting with grandchildren and bible reading. Members of this niche are significantly less likely to use the Internet than average U.S. population.
Average Household Income: $25,946
Average Age of Head of Household: 71 years
Average Length of Residence: 16.4 years
Percentage with Kids: 2%