Gen-X and Baby Boomer home owners who reside in a rural area & less likely to have children at home
High Income Boomer home-owners living in the urban areas without children
Mature homeowners near retirement age, lower discretionary spending habits, and no children living at home
Suburban empty-nesters with a comfortable standard of living
Urban adults with a comfortable standard of living
Gen-X and Boomers with children in the home, tend to be renters, live in suburban/rural areas, and lower discretionary purchasing
Older adults with a lower disposable income, who favor value purchases
Suburban/metro adults with high-end purchasing behavior
Gen-Z homeowners with no children and a varied range of incomes
Mostly urban adults with limited known demographics, but tend to have comfortable lifestyles
Mostly homeowners with unknown incomes and spending habits
Well-off suburbanite homeowners, typically with no children
Gen-Z suburban/metro renters with moderate incomes but high-end spending habits
Gen-X and Boomer parents - rural homeowners spend less on housing & greater disposable income
Rural adults with a more frugal standard of living
Younger urbanites with frugal spending habits
Mostly urban adults with lower income and purchasing power
Income-challenged urban renters with lower discretionary spending power
Gen-X and younger with lower discretionary purchasing habits
Gen- X homeowners with higher incomes and children living at home
Home-centered, lower home values, interest in autos, motorcycles, camping
Higher income, college educated, drive luxury SUVs, high credit rating
Higher income, higher debt, young families
Lower income, high school education, more likely to rent
Middle income, more likely to rent, lack of key interests
Urban Gen-X parents with high discretionary spending power
Millennial and Gen-Z urban homeowners, spending is greater than expected considering their income and expenses
Home Factors 