Basic Segment Distribution - PRIZM Premier Lifestage Distribution

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1 - Lifestage Distribution Title Page Title Page Data Version: 2018 Feb (Internal) Report Generation Method: Single Analysis Area: 1789 STATE ST, SAN DIEGO, CA, Reporting Detail: As Selected Include Map: Yes Include Labels: Yes Map Reporting Detail: As Selected Base Map Style: Claritas Map Subtotal Method: None Analysis Area Detail: No Report Sections: Lifestage Distribution Report Generated March 15, :35:57 PM EDT 1 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

2 Analysis Area Group: Radius 1.0 mile(s) - Lifestage Distribution Group Segment Code Segment Name Lifestage Distribution YOUNGER YEARS Count %Comp Analysis Area Group: Radius 1.0 mile(s) Count %Comp Index Y1 04 Young Digerati 1,841, % 4, % 1,392 Y1 13 Upward Bound 1,318, % % 0 Y1 21 The Cosmopolitans 1,403, % 1, % 829 Y1 25 Up-and-Comers 1,845, % % 0 Y1 31 Y1 34 Y1 35 Y1 Y2 40 MIDLIFE SUCCESS Connected Bohemians Young & Influential Urban Acheivers Aspiring A- Listers 1,920, % 6, % 2,202 1,141, % % 0 1,634, % % 3 11,104, % 12, % 717 1,394, % 2, % 1,074 Y2 47 Striving Selfies 1,769, % % 0 Y2 48 Generation Web 2,079, % % 0 Y2 50 Metro Grads 1,776, % % 0 Y2 54 Y2 Y3 55 Y3 59 Y3 60 YOUNG ACHEIVERS Struggling Singles Red, White & Blue New Melting Pot Small-Town Collegiates 1,633, % % 0 8,652, % 2, % 173 1,737, % % 0 1,744, % % 0 1,198, % % 0 Y3 63 Low-Rise Living 2,573, % % 98 Y3 64 Family Thrifts 1,135, % % 0 Y3 65 Young & Rustic 2,530, % % 0 Y3 66 New Beginnings 1,220, % % 0 Y3 FAMILY LIFE F1 02 STRIVING SINGLES Networked Neighbors 12,142, % % 21 1,241, % % 0 F1 05 Country Squires 2,877, % % 0 F1 06 Winner's Circle 1,717, % % 0 F1 10 Executive Suites 1,623, % % 0 Report Generated March 15, :35:57 PM EDT 2 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

3 - Lifestage Distribution Analysis Area Group: Radius 1.0 mile(s) Group Segment Code Segment Name F1 11 Fast-Track Families Count %Comp Count %Comp Index 2,330, % % 0 F1 14 F1 15 F1 16 Kids & Cul-de- Sacs New Homesteaders Beltway Boomers 1,711, % % 0 1,274, % % 0 1,399, % % 0 F1 ACCUMULATED WEALTH 14,174, % % 0 F2 23 F2 26 Township Travelers Home Sweet Home 1,361, % % 0 1,599, % % 0 F2 27 Big Sky Families 3,070, % % 0 F2 29 White Picket Fences 1,915, % % 0 F2 30 Pools & Patios 1,806, % % 0 F2 YOUNG ACCUMULATERS 9,754, % % 0 F3 33 F3 37 Second City Startups Bright Lights, Li'l City 1,236, % % 0 1,724, % % 0 F3 39 Kid Country, USA 1,394, % % 0 F3 44 Country Strong 4,043, % % 0 F3 51 Campers & Camo 2,258, % % 0 F3 MAINSTREAM FAMILIES 10,657, % % 0 F4 42 F4 45 F4 56 F4 61 Multi-Culti Mosaic Urban Modern Mix Multi-Culti Families Second City Generations 2,056, % % 0 2,589, % % 3 1,436, % % 0 1,340, % % 0 F4 68 Bedrock America 1,200, % % 0 F4 MATURE YEARS SUSTAINING FAMILIES 8,623, % % 1 M1 01 Upper Crust 1,304, % % 0 M1 03 Movers & Shakers 1,768, % % 0 Report Generated March 15, :35:57 PM EDT 3 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

4 - Lifestage Distribution Analysis Area Group: Radius 1.0 mile(s) Group Segment Code Segment Name Count %Comp Count %Comp Index M1 07 Money & Brains 1,785, % 1, % 657 M1 08 Gray Power 1,446, % % 0 M1 09 M1 12 Big Fish, Small Pond Cruisin' to Retirement 2,024, % % 0 3,002, % % 0 M1 AFFLUENT EMPTY NESTS 11,330, % 1, % 103 M2 17 Urban Elders 1,448, % 2, % 953 M2 18 Mayberry-ville 2,038, % % 0 M2 19 American Dreams 1,414, % % 69 M2 20 Empty Nests 1,970, % % 0 M2 22 Middleburg Managers 3,047, % % 0 M2 24 Pickup Patriarchs 1,253, % % 0 M2 28 Country Casuals 2,288, % % 0 M2 CONSERVATIVE CLASSICS 13,461, % 2, % 110 M3 32 M3 36 M3 38 Traditional Times Toolbelt Traditionalists Hometown Retired 1,725, % % 0 3,037, % % 0 1,705, % % 0 M3 41 Domestic Duos 1,208, % % 0 M3 43 City Roots 1,441, % % 18 M3 46 Heartlanders 1,543, % % 0 M3 49 American Classics 2,070, % % 0 M3 52 Simple Pleasures 1,617, % % 0 M3 53 Lo-Tech Singles 1,748, % % 0 M3 CAUTIOUS COUPLES 16,099, % % 2 M4 57 Back Country Folks 3,176, % % 0 M4 58 Golden Ponds 2,337, % % 0 M4 62 M4 67 Crossroad Villagers Park Bench Seniors 1,295, % % 0 1,132, % % 0 M4 SUSTAINING SENIORS 7,942, % % 0 Report Generated March 15, :35:57 PM EDT 4 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

5 - Lifestage Distribution Analysis Area Group: Radius 1.0 mile(s) Group Segment Code Segment Name Count %Comp Count %Comp Index Totals 123,942, % 20, % 100 Report Generated March 15, :35:57 PM EDT 5 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

6 Analysis Area Group: Radius 3.0 mile(s) - Lifestage Distribution Group Segment Code Segment Name Lifestage Distribution YOUNGER YEARS Count %Comp Analysis Area Group: Radius 3.0 mile(s) Count %Comp Index Y1 04 Young Digerati 1,841, % 11, % 918 Y1 13 Upward Bound 1,318, % % 102 Y1 21 The Cosmopolitans 1,403, % 7, % 776 Y1 25 Up-and-Comers 1,845, % % 41 Y1 31 Y1 34 Connected Bohemians Young & Influential 1,920, % 20, % 1,486 1,141, % % 75 Y1 35 Urban Acheivers 1,634, % % 30 Y1 Y2 40 MIDLIFE SUCCESS Aspiring A- Listers 11,104, % 42, % 538 1,394, % 10, % 1,103 Y2 47 Striving Selfies 1,769, % % 3 Y2 48 Generation Web 2,079, % % 2 Y2 50 Metro Grads 1,776, % % 2 Y2 54 Y2 Y3 55 YOUNG ACHEIVERS Struggling Singles Red, White & Blue 1,633, % % 0 8,652, % 10, % 179 1,737, % % 0 Y3 59 New Melting Pot 1,744, % % 1 Y3 60 Small-Town Collegiates 1,198, % % 0 Y3 63 Low-Rise Living 2,573, % 2, % 155 Y3 64 Family Thrifts 1,135, % % 0 Y3 65 Young & Rustic 2,530, % % 0 Y3 66 New Beginnings 1,220, % % 1 Y3 FAMILY LIFE F1 02 STRIVING SINGLES Networked Neighbors 12,142, % 2, % 33 1,241, % % 21 F1 05 Country Squires 2,877, % % 0 F1 06 Winner's Circle 1,717, % % 48 F1 10 Executive Suites 1,623, % % 0 F1 11 Fast-Track Families 2,330, % % 0 Report Generated March 15, :35:57 PM EDT 6 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

7 - Lifestage Distribution Analysis Area Group: Radius 3.0 mile(s) Group Segment Code Segment Name F1 14 Kids & Cul-de- Sacs Count %Comp Count %Comp Index 1,711, % % 3 F1 15 F1 16 New Homesteaders Beltway Boomers 1,274, % % 0 1,399, % % 2 F1 ACCUMULATED WEALTH 14,174, % % 8 F2 23 F2 26 Township Travelers Home Sweet Home 1,361, % % 0 1,599, % % 0 F2 27 Big Sky Families 3,070, % % 0 F2 29 White Picket Fences 1,915, % % 0 F2 30 Pools & Patios 1,806, % % 0 F2 YOUNG ACCUMULATERS 9,754, % % 0 F3 33 F3 37 Second City Startups Bright Lights, Li'l City 1,236, % % 0 1,724, % % 8 F3 39 Kid Country, USA 1,394, % % 0 F3 44 Country Strong 4,043, % % 0 F3 51 Campers & Camo 2,258, % % 0 F3 MAINSTREAM FAMILIES 10,657, % % 1 F4 42 F4 45 F4 56 F4 61 Multi-Culti Mosaic Urban Modern Mix Multi-Culti Families Second City Generations 2,056, % 1, % 106 2,589, % % 40 1,436, % 4, % 487 1,340, % % 0 F4 68 Bedrock America 1,200, % % 0 F4 MATURE YEARS SUSTAINING FAMILIES 8,623, % 7, % 118 M1 01 Upper Crust 1,304, % 1, % 120 M1 03 Movers & Shakers 1,768, % 1, % 107 M1 07 Money & Brains 1,785, % 5, % 475 Report Generated March 15, :35:57 PM EDT 7 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

8 - Lifestage Distribution Analysis Area Group: Radius 3.0 mile(s) Group Segment Code Segment Name Count %Comp Count %Comp Index M1 08 Gray Power 1,446, % 1, % 103 M1 09 M1 12 Big Fish, Small Pond Cruisin' to Retirement 2,024, % % 0 3,002, % % 19 M1 AFFLUENT EMPTY NESTS 11,330, % 9, % 124 M2 17 Urban Elders 1,448, % 9, % 932 M2 18 Mayberry-ville 2,038, % % 0 M2 19 American Dreams 1,414, % 1, % 167 M2 20 Empty Nests 1,970, % % 12 M2 22 Middleburg Managers 3,047, % % 34 M2 24 Pickup Patriarchs 1,253, % % 0 M2 28 Country Casuals 2,288, % % 0 M2 CONSERVATIVE CLASSICS 13,461, % 12, % 127 M3 32 M3 36 M3 38 Traditional Times Toolbelt Traditionalists Hometown Retired 1,725, % % 0 3,037, % % 11 1,705, % % 0 M3 41 Domestic Duos 1,208, % % 6 M3 43 City Roots 1,441, % % 90 M3 46 Heartlanders 1,543, % % 0 M3 49 American Classics 2,070, % % 11 M3 52 Simple Pleasures 1,617, % % 0 M3 53 Lo-Tech Singles 1,748, % % 0 M3 CAUTIOUS COUPLES 16,099, % 1, % 12 M4 57 Back Country Folks 3,176, % % 0 M4 58 Golden Ponds 2,337, % % 0 M4 62 M4 67 Crossroad Villagers Park Bench Seniors 1,295, % % 0 1,132, % % 6 M4 SUSTAINING SENIORS 7,942, % % 1 Totals 123,942, % 87, % 100 Report Generated March 15, :35:57 PM EDT 8 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

9 Analysis Area Group: Radius 5.0 mile(s) - Lifestage Distribution Group Segment Code Segment Name Lifestage Distribution YOUNGER YEARS Count %Comp Analysis Area Group: Radius 5.0 mile(s) Count %Comp Index Y1 04 Young Digerati 1,841, % 15, % 564 Y1 13 Upward Bound 1,318, % 5, % 271 Y1 21 The Cosmopolitans 1,403, % 11, % 530 Y1 25 Up-and-Comers 1,845, % 4, % 161 Y1 31 Y1 34 Connected Bohemians Young & Influential 1,920, % 26, % 909 1,141, % 5, % 286 Y1 35 Urban Acheivers 1,634, % 1, % 66 Y1 Y2 40 MIDLIFE SUCCESS Aspiring A- Listers 11,104, % 70, % 416 1,394, % 16, % 762 Y2 47 Striving Selfies 1,769, % % 32 Y2 48 Generation Web 2,079, % % 18 Y2 50 Metro Grads 1,776, % % 15 Y2 54 Y2 Y3 55 YOUNG ACHEIVERS Struggling Singles Red, White & Blue 1,633, % % 4 8,652, % 18, % 138 1,737, % % 0 Y3 59 New Melting Pot 1,744, % % 36 Y3 60 Small-Town Collegiates 1,198, % % 0 Y3 63 Low-Rise Living 2,573, % 8, % 211 Y3 64 Family Thrifts 1,135, % % 0 Y3 65 Young & Rustic 2,530, % % 0 Y3 66 New Beginnings 1,220, % % 33 Y3 FAMILY LIFE F1 02 STRIVING SINGLES Networked Neighbors 12,142, % 9, % 53 1,241, % % 22 F1 05 Country Squires 2,877, % % 0 F1 06 Winner's Circle 1,717, % 2, % 97 F1 10 Executive Suites 1,623, % % 9 F1 11 Fast-Track Families 2,330, % % 0 Report Generated March 15, :35:57 PM EDT 9 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

10 - Lifestage Distribution Analysis Area Group: Radius 5.0 mile(s) Group Segment Code Segment Name F1 14 Kids & Cul-de- Sacs Count %Comp Count %Comp Index 1,711, % % 19 F1 15 F1 16 New Homesteaders Beltway Boomers 1,274, % % 0 1,399, % % 11 F1 ACCUMULATED WEALTH 14,174, % 3, % 18 F2 23 F2 26 Township Travelers Home Sweet Home 1,361, % % 0 1,599, % % 4 F2 27 Big Sky Families 3,070, % % 0 F2 29 White Picket Fences 1,915, % % 0 F2 30 Pools & Patios 1,806, % % 3 F2 YOUNG ACCUMULATERS 9,754, % % 1 F3 33 F3 37 Second City Startups Bright Lights, Li'l City 1,236, % % 22 1,724, % % 20 F3 39 Kid Country, USA 1,394, % % 0 F3 44 Country Strong 4,043, % % 0 F3 51 Campers & Camo 2,258, % % 0 F3 MAINSTREAM FAMILIES 10,657, % % 6 F4 42 F4 45 F4 56 F4 61 Multi-Culti Mosaic Urban Modern Mix Multi-Culti Families Second City Generations 2,056, % 10, % 328 2,589, % 3, % 77 1,436, % 25, % 1,141 1,340, % % 0 F4 68 Bedrock America 1,200, % % 0 F4 MATURE YEARS SUSTAINING FAMILIES 8,623, % 38, % 291 M1 01 Upper Crust 1,304, % 1, % 94 M1 03 Movers & Shakers 1,768, % 2, % 89 M1 07 Money & Brains 1,785, % 12, % 463 Report Generated March 15, :35:57 PM EDT 10 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

11 - Lifestage Distribution Analysis Area Group: Radius 5.0 mile(s) Group Segment Code Segment Name Count %Comp Count %Comp Index M1 08 Gray Power 1,446, % 1, % 66 M1 09 M1 12 Big Fish, Small Pond Cruisin' to Retirement 2,024, % % 0 3,002, % 2, % 46 M1 AFFLUENT EMPTY NESTS 11,330, % 20, % 118 M2 17 Urban Elders 1,448, % 12, % 563 M2 18 Mayberry-ville 2,038, % % 0 M2 19 American Dreams 1,414, % 3, % 169 M2 20 Empty Nests 1,970, % 1, % 38 M2 22 Middleburg Managers 3,047, % 2, % 57 M2 24 Pickup Patriarchs 1,253, % % 0 M2 28 Country Casuals 2,288, % % 0 M2 CONSERVATIVE CLASSICS 13,461, % 20, % 97 M3 32 M3 36 M3 38 Traditional Times Toolbelt Traditionalists Hometown Retired 1,725, % % 0 3,037, % % 17 1,705, % % 0 M3 41 Domestic Duos 1,208, % % 11 M3 43 City Roots 1,441, % 4, % 204 M3 46 Heartlanders 1,543, % % 0 M3 49 American Classics 2,070, % 1, % 34 M3 52 Simple Pleasures 1,617, % % 0 M3 53 Lo-Tech Singles 1,748, % % 3 M3 CAUTIOUS COUPLES 16,099, % 6, % 27 M4 57 Back Country Folks 3,176, % % 0 M4 58 Golden Ponds 2,337, % % 0 M4 62 M4 67 Crossroad Villagers Park Bench Seniors 1,295, % % 0 1,132, % % 20 M4 SUSTAINING SENIORS 7,942, % % 3 Totals 123,942, % 190, % 100 Report Generated March 15, :35:57 PM EDT 11 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

12 Map - Lifestage Distribution Map Report Generated March 15, :35:57 PM EDT 12 of 12 Copyright 2018 Claritas, LLC. All rights reserved.

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