Who Are the People in Your Neighborhood?

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Like a modern-day Diego Rivera, no? Photo: Nielsen/Claritas Prizm

Do you ever walk around your neighborhood wondering about the people that live there? Do they own or rent? Where do they work? How much money do they make? What's their "Lifestage Group"? What's their "Urbanicity"? Are they the gentrifiers or the gentrified? (To be fair, that last one is sometimes obvious.) Well, wonder no more. In an addictive little tool we stumbled upon called "You Are Where You Live," Claritas Prizm, a customer segmentation company acquired by Nielsen, lets you search by Zip Code to see who lives there. Each segment, say, Urban Elders or Bohemian Mix, is boiled down to a totally accurate, not at all reductive description. To wit: "In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew." Microbrews! So true. This is not at all from the nineties. Although "Shops at Express," we believe, may need to be updated.

A short selection of some of our favorites:
American Dreams (shops at Old Navy, buys motivational tapes, drives a Lexus IS)

American Dreams is a living example of how ethnically diverse the nation has become: just under half the residents are Hispanic, Asian, or African-American. In these multilingual neighborhoods--one in ten speaks a language other than English--middle-aged immigrants and their children live in upper-middle-class comfort.


Young Digerati (orders from Expedia.com, watches IFC, drives an Audi A4)

Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.
[Again with the microbrews?]


Money & Brains (shops at Nordstroms, contributes to NPR, watches NewsHour with Jim Lehrer) [Okay so rich people don't really change much]:

The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots.

This is like a time capsule into our very recent past!

You Are Where You Live [Claritas/Nielsen]