So there is a company called Claritas that has this nifty feature on their website. According to this business, "you are where you live!" All you have to do is go here, type in your zip code, and Claritas will tell you all about yourself based on your place of residence. I have written before about how out of place I feel in my town. People are very wealthy here, yet we are not.
Hmmmm, let's see what they have to say about my zip code and how accurate they are.
The nation's most exclusive address, Upper Crust is the wealthiest lifestyle in America -a haven for empty-nesting couples over 55 years old. No segment has a higher concentration of residents earning over $200,000 a year or possessing a postgraduate degree. And none has a more opulent standard of living.
US Households: 1,690,937 (1.52%)
Median HH Income: $106,364
Ummmm, not even close.
Spend $3,000+ foreign travel- In my dreams!
Contribute to PBS-I've been meaning to write that check...
Read Architectural Digest- I've seen it at the store once or twice
Watch Wall Street Week- Ugh, talking head shows... the worst!
Drive a Lexus ES300-I do drive an import, but not a Lexus
Blue Blood Estates
Is a family portrait of suburban wealth, a place of million-dollar homes and manicured lawns, high-end cars and exclusive private clubs. The nation's second-wealthiest lifestyle, it is characterized by married couples with children, college degrees, a significant percentage of Asian Americans and six-figure incomes earned by business executives, managers and professionals.
US Households: 1,059,462 (0.95%)
Median HH Income: $113,903
Yes, I apparently live in the "ghetto" neighborhood of my zip. Private clubs? High end cars? Bwaaahaaahaaa....
Took a golf vacation- We own a really old set of golf clubs, does that count?
Eat at fast food picked by kids- Now that is something we have in common
Read Fortune- As in "telling"? No? Ok, I'm clueless
Watch Major league soccer- Whaaa?
Drive a Acura SUV-They are purty, but no
Executive Suites consists of upper-middle-class singles and couples typically living just beyond the nation's beltways. Filled with significant numbers of Asian Americans and college graduates -both groups are represented at more than twice the national averag- this segment is a haven for white-collar professionals drawn to comfortable homes and apartments within a manageable commute to downtown jobs, restaurants and entertainment.
US Households: 1,208,293 (1.09%)
Median HH Income: $71,196
We probably most closely match this profile, but not really.
Exercise at health clubs- Does having a membership count?
Research Internet real estate- Allright, I have done that
Read GQ- Ah, no
Watch Will & Grace- You're kidding, right? Does anybody watch that show anymore?
Drive a BMW 3 Series-I can't even afford a Mini
Movers & Shakers
Is home to America's up-and-coming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54 and often with children. Given its high percentage of executives and white-collar professionals, there's a decided business bent to this segment: Movers & Shakers rank number-one for owning a small business and having a home office.
US Households: 1,806,132 (1.63%)
Median HH Income: $98,031
Dual income is a thing of the past for us
Go scuba diving/snorkeling- We've only got a community swimming pool
Plan travel on the Internet- In the old days, yes
Read PC Magazine- Perhaps to put me to sleep
Listen to adult contemp. radio- They got that right, at least
Drive a Porsche-Hubba-hubba owned a poster of one in his teens
As you can see, any marketer who thinks they've got this stuff down pat has another thing coming. For us it would be:
What's a real vacation?
Thinks that eating somewhere that charges more than eight bucks a person is a splurge
Reads Time and Newsweek- borrowed copies from real subscriber, my sister
Watch Lost and Grey's Anatomy
Drive old Hondas
So what would that make us?