Who are the Cohorts

Cohorts household-based consumer segmentation divides virtually all U.S. households into 30 cohesive groups that share distinct demographic, lifestyle and consumer behavior characteristics. Each group is named to reflect its personality and to help marketers distinguish it from the others. For example, married customer segments range from Alex & Judith (affluent empty-nesters) to Chad & Tammie (young families).

2008 Cohorts Segments

Married Couples

	Description	U.S. Median Age	U.S. Median Income
Alex & Judith	Affluent Empty-Nesters Dual-income, older couples who use their high discretionary incomes to enjoy all aspects of the good life.	61	$146,000
Jeffrey & Ellen	Affluent Couples with Kids Families who, despite having children at home, have sufficient financial resources to own the latest high-tech products and to lead very active recreational and cultural lifestyles.	44	$144,000
Barry & Kathleen	Affluent Professional Couples Educated, dual-income, childless couples who have connoisseur tastes and are focused on their careers, staying fit, and investing.	46	$133,000
Stan & Carole	Upscale Middle-Aged Couples Unburdened by children, these credit-worthy, dual-income couples divide their time between the great outdoors and domestic hobbies.	50	$76,000
Brett & Tracey	Hyperactive Newlyweds Young, dual-income, educated couples whose energies are channeled into active sports, outdoor activities, careers and their home lives.	31	$66,000
Danny & Vickie	Teen-Dominated Families Middle-aged, middle-income families whose teen-dominated households keep busy with outdoor activities, computers, and video games.	42	$60,000
Burt & Marilyn	Mature Couples Comfortable, close-to-retirement homeowners who are active investors and who engage in charitable activities, travel, politics and their grandchildren.	67	$59,000
Todd & Wendy	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.	38	$59,000
Chad & Tammie	Young Families Up-and-coming young families who curtail their lifestyle expenses through less-costly outdoor activities and working around the house.	31	$55,000
Frank & Shirley	Older Couples Raising Kids Conservative grandparents and older parents whose home-oriented lifestyles include pets, do-it-yourself workshops, gardening and sweepstakes.	60	$52,000
Ronnie & Debbie	Working-Class Couples Moderate-income couples with active, traditional interests including fishing, hunting, automotive work and crafts.	48	$38,000
Eric & Rachel	Young Married Starters Young, childless renters whose lifestyle patterns include outdoor activities like camping, hiking and running, as well as automotive work and video games.	28	$20,000
Elwood & Willamae	Modest-Income Grandparents Retired couples with modest incomes who dote on their grandchildren and engage primarily in domestic pursuits.	73	$20,000

Single Females

	Description	U.S. Median Age	U.S. Median Income
Elizabeth	Savvy Career Women Affluent, working women with sophisticated tastes, very active lifestyles, and good investing habits.	41	$191,000
Virginia	Upscale Mature Women Older women approaching or enjoying retirement, who travel and have upscale interests, including charitable causes and investments.	60	$72,000
Allison	Educated Working Women Childless, professional women building their careers, developing sophisticated tastes, and staying fit.	32	$55,000
Andrea	Single Moms with Careers Successful, professional single mothers who balance their careers with the demands of raising their children.	40	$52,000
Bernice	Active Grandmothers Home-oriented women who enjoy handicrafts, indoor gardening, and their grandchildren.	63	$36,000
Penny	Working-Class Women Childless female office workers who are concerned with their appearance; enjoy music, pets and handicrafts; and add intrigue to their lives with the prospect of winning the big sweepstakes.	43	$17,000
Denise	Single Moms on a Budget Single mothers with modest incomes who indulge their kids with video games, movies, and music, and who try to find time for themselves.	34	$17,000
Megan	Fit & Stylish Students Young, fashion-conscious, career-minded female students who enjoy music, aerobic sports, and the latest in high tech.	26	$15,000
Minnie	Fixed-Income Grandmothers Older single women who spend lots of time on their grandchildren, handicrafts, and religious reading.	73	$11,000

Single Males

	Description	U.S. Median Age	U.S. Median Income
Jonathan	Elite Single Men High-powered career-driven men with sophisticated tastes, extensive investments, and the means to travel the world.	42	$196,000
Sean	Affluent Guys Affluent, health- and fitness-minded men with investments and upscale interests.	47	$97,000
Harry	Well-to-Do Gentlemen Mature men who are savvy about their investments, travel, and politics.	59	$49,000
Ryan	Energetic Young Guys Younger, physically active men with strong career drives and interests including electronics and technology.	33	$48,000
Randy	Single Dads Single fathers who enjoy outdoor activities, their home workshops, and electronic entertainment with their kids.	38	$48,000
Jerry	Working-Class Guys Blue-collar men who spend their free time in the garage or outdoors.	48	$19,000
Jason	Male Students & Grads Physically active, ambitious young men finishing school or embarking on their first job.	26	$17,000
Elmer	Sedentary Men Aging, sedentary men with fixed incomes and few interests beyond their grandchildren and their coin collections.	73	$17,000

Households That Defy Classification

Omegas

Omegas are people who are impossible to classify distinctly. They may be married or single, homeowners or renters, 18 to 65 years old, have incomes that range from very low to six figures, and enjoy numerous and diverse interests.