Marketing to Young City Solos

YCS-Advertising

YCS-Shopping

While marketers often rely on demographic data, research has shown that engaging consumers on the basis of their passions and interests can be a highly important attribute for brands. As such, analyzing lifestyle segmentations is a valuable and effective way of targeting consumer groups.

In this report, we profile the unique characteristics of “Young City Solos” – an intriguing group from Experian Marketing Solutions’ Mosaic® USA consumer lifestyle segmentation database – and present zip code-level targeting data covering tens of thousands of these households.

“Young City Solos” are characterized not only by their youth, urban locations and lack of children in the household, but also by other features such as their active lifestyles and environmental philanthropy. Upwardly mobile and highly educated with above-average discretionary spending, they represent an appealing consumer segment for marketers and advertisers, including those in the entertainment, food, financial, health & fitness, non-profit, retail and travel sectors.

This report examines the key lifestyle features, media behaviors, demographics, and attitudes to both shopping and advertising of this consumer segment and its two subtypes, “Status Seeking Singles” and “Urban Edge.” The study also presents valuable targeting data:

  • The top 10 states and zip codes by concentration of “Young City Solos” (covering more than 130,000 households); as well as
  • The top 5 states and zip codes by concentration of the “Status Seeking Singles” and “Urban Edge” sub-groups (covering more than 110,000 households).

Key insights are presented in a PDF brief containing 20 slides of highlights reviewing the critical attitudes and preferences of the group and its sub-types. The PDF brief is accompanied by an Excel spreadsheet that offers a host of coded and indexed data to better understand this attractive group.

The report is based on Experian Marketing Services’ newly-updated Mosaic Grand Index. Experian Marketing Services’ Mosaic® USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 segment types and 19 groups based demographic characteristics, interests and behaviors.  Organizations leverage Mosaic to unify their consumer definitions, better understand consumer lifestyles, and anticipate the behavior, attitudes, and preferences of their best customers.

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