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Big Fish, Small Pond
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Older, upper-class, college-educated professionals, the members of Big Fish, Small Pond are often among the leading citizens of their small-town communities. These upscale, empty-nesting couples enjoy the trappings of success, including belonging to country clubs, maintaining large investment portfolios, and spending freely on computer technology.
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Social Group: Landed Gentry
Lifestage Group: Affluent Empty Nests
2008 Statistics:
US Households: 2,652,387 (2.313%)
Median HH Income: $85,487.00
Lifestyle Traits
Order from L.L. Bean
Belong to a country club
Read Atlantic Monthly
Watch college basketball
Jaguar XK
Source: Nielsen Claritas, 2008
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Demographic Traits:
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Ethnic Diversity:
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White
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Presence of Kids:
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HH w/o Kids
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Age Ranges:
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Age 45-64
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Education Levels:
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Graduate Plus
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Employment Levels:
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Management
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Homeownership:
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Homeowners
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Urbanicity:
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Town/Rural
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Income:
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Upscale
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Income Producing Assets:
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Elite
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