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ACORN
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 ACORN, acronym for A
Classification Of Residential Neighborhoods, is the first lifestyle segmentation system using multivariate analysis to accurately
predict customer lifestyle and behaviors. Understanding the demographic
characteristics, lifestyle, behaviors and buying patterns of your prospects is an
invaluable tool to maximize your profits.
ACORN is a neighborhood segmentation analysis which allows you to understand
markets and enables profit from them. It consists of a Site Location
Analysis, Sales Planning, Database Analysis, Media Planning, Direct Mail, and
New Product Lines. An ACORN classification accurately predicts buying
trends, media types and content preferences, promotional partnerships, and
other essential marketing strategies. It is probably the most respected
lifestyle clustering system in English-speaking countries.
The following are the individual classification titles and descriptions:
Group 1: Affluent
Families
Consumer Type 1A: Top One Percent
Demographic:
“Top One Percent” households are
usually older married couples in their peak earning years. Almost half are
between the ages of 35 and 64 years; their median age is 43.0 years. Most are
empty nesters, although many have older children attending college. This
predominantly white segment also has an above-average percentage of Asians and
Pacific Islanders.
Consumer Type 1B: Wealthy Seaboard
Suburbs
Demographic:
These older, married couples have no
younger children, but a disproportionate share of their adult children still
live at home: they’re empty-nester wannabes. Their median age is 40.6
years. The proportion of householders between 45 and 64 is over 30 percent
higher than the national average. This population is predominantly white but has
an above-average percentage of Asians and Pacific Islanders.
Consumer Type 1C: Upper Income Empty
Nesters
Demographic:
They are usually empty nesters:
married couples with no children living at home. They also are predominantly
white and middle-aged. Almost 50 percent of the householders are between the
ages of 45 and 64; their median age is 42.4 years.
Consumer Type 1D: Successful
Suburbanites
Demographic:
This family market has an average
household size of 3.1 persons, 19 percent above the national average. They are
between the ages of 35 and 54 years, with school-aged children. Their median age
is 37.1 years, slightly higher than the U.S. value of 35.5 years. The population
is predominantly white, but Asians and Pacific Islanders comprise a
disproportionate share of almost 8 percent.
Consumer Type 1E: Prosperous Baby
Boomers
Demographic:
The age profile of this market is
singular: baby boomers who were born between 1949 and 1964 with young, primarily
preschool and grade school age children; over 40 percent greater than the
national average. Nearly 20 percent of the population is under 10 years of age
as compared with less than 15 percent of the U.S. population. Typical of their
generation, these families are very mobile. Over 35 percent of the population
have moved in the past 5 years, double the national mobility rates.
Consumer Type 1F: Semirural
Lifestyles
Demographic:
Married couples aged 35 to 54 years
with and without children living at home dominate this market. The median age is
36.8 years as compared to 35.5 years for the U.S. About 35 percent of the
households are empty nesters; 40 percent have school-age children living at
home. Over 92 percent of this population are white.
Group
2: Upscale Households
Consumer Type 2A: Urban Professional
Couples
Demographic:
With a median age of 37.8 years,
“Urban Professional Couples” are older than the U.S. overall (35.5 years). They
have above-average indexes for each adult age group from 25-29 years and older
and below-average indexes for the age group 20-24 years and younger. They are
predominantly married-couple families, with few or no children, but the mix also
includes single-person and shared households, the results of high divorce rates
through the 1980's.
Consumer Type 2B: Baby Boomers with
Children
Demographic:
Approximately two-thirds of the
households are married couples, most with children; over 50 percent more than
the national average. Their median age is 31.2 years; more than 35 percent of
the population is under the age of 20; 34 percent of the householders are
between the ages of 25 and 44 years. Typical of the cohort, many are mobile,
still moving to find the best jobs or location.
Consumer Type 2C: Thriving Immigrants
Demographic:
Although fewer than 30 percent of the
population are foreign-born, 40 percent speak a language other than English at
home. “Thriving Immigrants” are immigrants and their children. Most households
are families, typically married couples with either very young or adult
children. The population is diverse, including Asian and Pacific Islander at 4.5
times higher than the national average and Hispanic origin at three times the
national average. The age distribution is slightly younger; the median age is
32.9 years.
Consumer Type 2D: Pacific Heights
Demographic:
“Pacific Heights” are predominantly
Asians and Pacific Islanders but with nearly 14 percent, there is a significant
Hispanic minority. Almost 35 percent are foreign-born and half speak a language
other than English at home. The segment’s age profile is almost identical to
that of the U.S. overall; indexes for all age categories are within 10 percent
of their U.S. counterparts. The household distribution parallels the United
States - with a slightly higher proportion of adult children living with their
parents - 35 percent above the national average.
Consumer Type 2E: Older, Settled
Married Couples
Demographic:
“Older, Settled Married Couples” are
middle-aged married couples who have settled into their neighborhoods and
surroundings. Although many households include school age or adult children,
their age profile is slightly older, with a median of 37.2 years. The population
is predominately white.
Group
3: Up & Coming Singles
Consumer Type 3A: High Rise Renters
Demographic:
They are single with a median age of
37.9 years that belies the concentration of younger households. Half are between
20 and 44 years of age, compared with only 37 percent of the U.S. population.
Fifty percent of these households are single-person or shared -14 percent. The
population includes foreign-born residents, non-Mexican Hispanic, Asian and
Pacific Islander.
Consumer Type 3B: Enterprising Young
Singles
Demographic:
With a median age of 30.1 years, this
population is young and mobile. More than three of every five persons are under
the age of 35. Approximately half of the households are single-person or single
roommates or shared households compared with less than 30 percent of U.S.
households.
Group
4: Retirement Styles
Consumer Type 4A: Retirement
Communities
Demographic:
They are older, but not exclusively
elderly. With a median age of 40 years, they are actually the youngest of
Retirement Communities. Householders aged 75 years and older represent over 15
percent of the household distribution, but so do householders aged 35-44 years.
Single-person households are 35 percent of the total, followed by 27 percent of
married couples without children.
Consumer Type 4B: Active Senior
Singles
Demographic:
This mature market has a median age
of 43 years. Nearly 25 percent are aged 65 or older; many are widowed.
Single-person households make up over 40 percent of these households. Although
younger families live in these neighborhoods, there are few children. With over
85 percent of the population white, this market ranks below average in
diversity.
Consumer Type 4C: Prosperous Older
Couples
Demographic:
Their median age is 43.2 years, but
nearly half are 55 years of age or older. Most are married; few have younger
children, although some families still have adult children living at home. With
its population that is more than 90 percent white, this market lacks diversity.
Consumer Type 4D: Wealthiest Seniors
Demographic:
Their median age of 53.5 summarizes
the demographic profile of “Wealthiest Seniors”: over half of them are over 50.
Over 30 percent are 65 or older, more than twice the national average for this
age group. Half are married couples with no children at home, and approximately
one fourth are single-person.
Consumer Type 4E: Rural Resort
Dwellers
Demographic:
“Rural Resort Dwellers” are usually
older. Their median age is 41.7 years but they are concentrated in the 45-plus
age groups. More than four of ten are aged 45 years and older. Families are
predominantly married couples, many recently retired to the area. Over 95
percent of local residents are almost exclusively white.
Consumer Type 4F: Senior Sun Seekers
Demographic:
The oldest in the Retirement Styles
summary group, more than half of the “Senior Sun Seekers” are 55 years or older.
Their median age of 59.2 years is nearly 24 years older than the U.S. median.
Over 45 percent are married couples without children, but there is 32 percent of
single-person households in this segment.
Group
5: Young Mobile Adults
Consumer Type 5A: Twenty-somethings
Demographic:
The median age of “Twentysomethings”
is 30 years, 5.5 years younger than the U.S. median. Over 27 percent of
residents are in their 20s that is double that of the U.S. percentage. They are
mobile and in transition, completing college or starting their careers. Nearly
60 percent live in single-person or shared households compared to 30 percent for
the U.S. overall.
Consumer Type 5B: College Campuses
Demographic:
Not surprisingly, almost
three-fourths of “College Campuses” are college students. Their median age is
21.7 years compared to the U.S. median of 35.5 years. Over 45 percent live in
dormitories; the rest, in nearby neighborhoods that are primarily student
housing. Forty percent are under the age of 25; 70 percent are living in
single-person or shared households.
Consumer Type 5C: Military Proximity
Demographic:
This young, mobile population has a
median age of 23.6 years. Over 40 percent have recently moved. Half of these
households are young couples, many with preschool children, although there are
some single-parent families. These racially-mixed neighborhoods are
predominantly black and white with an above- average percentage of Asians or
Pacific Islanders.
Group
6: City Dwellers
Consumer Type 6A: East Coast
Immigrants
Demographic:
“East Coast Immigrants” are the new
Americans. Almost 40 percent are foreign-born and most speak a language other
than English at home. Their demographic profile is a rich mix of ethnic and
racial groups and household types such as Hispanic, Asian, and black. Sixty
percent are married-couple or single-parent families; forty percent are
single-person or shared households. Their median age is 33.8 years, with
above-average percentages of younger householders aged 20-34 years.
Consumer Type 6B: Working Class
Families
Demographic:
“Working Class Families” are
approximately 90 percent black and 75 percent family. Although slightly older
than people in the U.S. overall, many households have grade-school age children
or teenagers. Single-parent households comprise slightly less than one of five
households at 18.5 percent compared to one of eleven U.S. households at 9.3
percent. Most are 35 to 74 years old. Their median age is 36.8 years.
Consumer Type 6C: Newly Formed
Households
Demographic:
These young, newly formed households
are characteristic of this market. While their median age is 33.9 years, many of
them are between the ages of 20 and 34 years. The mix of household types
includes single parents, single-person and shared households, in addition to
below national level, but still sizable percentage of married couple households
with and without children. Eighty-five percent of this market is white.
Consumer Type 6D: Southwestern
Families
Demographic:
These families portray the Hispanic
culture characteristic of the Southwest. While about 20 percent is foreign-born,
most of these families have lived in the U.S. for generations. Most speak
Spanish at home. Demographically, “Southwestern Families” are large; the average
family size of 3.7 persons is 20 percent higher than the U.S. average. Their
median age of 28.4 years reflects their emphasis on children and family.
Consumer Type
6E: West Coast Immigrants
Demographic:
“West Coast Immigrants” are young and
family-oriented. Almost six of ten households are families with children, either
married couples or single parents. Their median age is 24 years compared to the
U.S. median of 35.5 years. The average family size is 3.9 persons versus with
3.1 persons per family for the U.S. Eighty percent of the population is Hispanic
and speak Spanish at home. Half of the population is immigrants.
Consumer Type 6F: Low Income, Young &
Old
Demographic:
The “Low Income, Young & Old” are the
very young and the elderly, who are supported by a relatively young working-age
population. Almost half of the households are single-parent or single-person.
Their median age of 31.8 years represents the gap between those under 35 and
over 64 years. These racially diverse neighborhoods are also include whites,
blacks, Hispanics, and American Indians.
Group
7: Factory & Farm Communities
Consumer Type 7A: Middle America
Demographic:
The demographic profile of these
communities is similar to that of the U.S. population; they’re just a little
older, more family-oriented, and white. Their median age of 36.8 years is
slightly older with more householders aged 45-64 and fewer under 35 years.
Seventy percent are married couples, compared to 55 percent for the U.S. The
distribution of children is similar; the average size is at the U.S. level, 3.1
persons per family.
Consumer Type 7B: Young Frequent
Movers
Demographic:
Young families dominate in this
market. Children are 30 percent of the population, lowering the median age to 33
years. The population is 85 percent Anglo (non-Hispanic white), but also
includes blacks, American Indians, and Hispanics. Characteristic of their youth,
this group tends to move frequently.
Consumer Type 7C: Rural Industrial
Workers
Demographic:
Primarily composed of older families
with older children, the “Rural Industrial Workers” population is fairly stable.
Born and raised in the same state, they are not even inclined to migrate to a
different county. Most are married couples with school-aged or adult children
living at home. Their median age is 36.6 years. This neighborhood type is mostly
white, but also has a disproportionate share of blacks and American Indians.
Consumer Type 7D: Prairie Farmers
Demographic:
“Prairie Farmers” are aging and
stable as their children mature and move away. Most households are families,
married couples with or without children. Few householders are under the age of
35; almost 40 percent are 45 or older. The younger householders have school-age
children, which lowers the median age of the population somewhat to 37.7 years.
The population is over 95 percent white.
Consumer Type 7E: Small Town Working
Families
Demographic:
The age and household distributions
for “Small Town Working Families” almost parallel the U.S. profile. More
grandparents, aged 75 or older, and more families, especially couples with
school-age children live in these neighborhoods. Their median age is 36.1 years
compared with the U.S. median of 35.5 years. They are predominantly white and
born in the U.S.
Consumer Type 7F: Rustbelt
Neighborhoods
Demographic:
The population of “Rustbelt
Neighborhoods” is stable, but aging. Younger people are leaving these areas
while the older residents remain. Their median age of 39.6 years belies the
large concentration of senior householders. Nearly 20 percent are 65 years or
older compared with approximately 14 percent for the overall U.S. These
households are also typical of an older population: married couples, some with
adult children still living at home, and single-person households.
Consumer Type 7G: Heartland
Communities
Demographic:
“Heartland Communities” are older,
with the median population age of 41 years versus 35.5 years for the overall
U.S. Few younger householders or children are in this market. As the population
ages, the dependency ratio of those under 15 years and old at ³65 years, to the
working age population of 15-64 years is increasing. Households are still
predominantly families, but married couples with no children at home and singles
are becoming increasingly common in the “Heartland Communities.”
Group
8: Downtown Residents
Consumer Type 8A: Young Immigrant
Families
Demographic:
These communities of “Young Immigrant
Families” are family-oriented and nearly 78 percent are Hispanic. The population
is young with a median age of 30.8. Their families are large, with an average
family size of 3.4. Over 45 percent of these households are either single-parent
or married-couples with children. Those are the similarities; the differences
are ethnic, including Puerto Ricans in New York, Cubans in Florida, and other
Hispanics in the Southwest. Most of the population was born in the U.S. and most
speak Spanish at home.
Consumer Type 8B: Social Security
Dependents
Demographic:
The profile of the “Social Security
Dependents” market is straightforward: elderly, living alone. Their median age
is 52.6 years. Nearly half of the householders are 65 years or older; almost 65
percent live alone. Higher proportions of adult children live in these
households, possibly caring for their parents. These neighborhoods also
incorporate group quarters, institutional and other quarters.
Consumer Type 8C: Distressed
Neighborhoods
Demographic:
In “Distressed Neighborhoods,”
single-parent households outnumber any other household type. Single-person
households are second. The population is very young, with a median age of 23.2
years. Over 50 percent are children under 18 years of age. The average family
size of 3.5 persons is relatively large. Most residents are black.
Consumer Type 8D: Hard Times
Demographic:
“Hard Times” is a population of
extremes; the very young and the elderly. The dependency ratio of young (<15
years) and old (³65 years) to the working age (15-64 years) population is much
higher than the U.S. ratio. Although nearly one-third of the households are
occupied by singles, many are single-parent or multigenerational, shared
households. Their median age of 34.4 years is comparable to the U.S. figure. The
vast majority of the population is black.
Consumer Type 8E: Urban Working
Families
Demographic:
Almost 40 percent of the “Urban
Working Families” population is under the age of 20; their median age is 29.4
years. This is a family market with a high percentage of single-parent
households. Also, economic necessity forces a significant number of adult
children to live at home. Over 80 percent of the population in these
neighborhoods are black.
Group
9: Nonresidential Neighborhoods
Consumer Type 9A: Business Districts
Business districts with a residential
population of fewer than 100 and a significant daytime business population are
included in this segment.
Consumer Type 9B: Institutional
Populations
These neighborhoods are home to
institutional group quarters, including prisons, juvenile detention homes, and
mental hospitals. The residential population is small, except for the
institution's staff and employees.
Consumer Type 9C: Unpopulated Areas
These areas are unpopulated and
include parks, cemeteries, golf courses, or undeveloped land.
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Demographics