Home » Find My Crowd » Big Fish, Small Pond Lifestyle Segmentation Demographic Profile
Big Fish, Small Pond
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.
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, 2009
| Demographic Traits: | |
| Urbanicity: | Town/Rural |
| Income: | Upscale |
| Income Producing Assets: | Elite |
| Age Ranges: | Age 45-64 |
| Presence of Kids: | HH w/o Kids |
| Homeownership: | Homeowners |
| Employment Levels: | Management |
| Education Levels: | Graduate Plus |
| Ethnic Diversity: | White |
Social Group: Landed Gentry
Widely scattered throughout the nation, the five segments in the Landed Gentry social group consist of wealthy Americans who migrated to the smaller boomtowns beyond the nation's beltways. Many of the households contain Boomer families and couples with college degrees, expansive homes, and professional jobs--they're twice as likely as average Americans to telecommute. With their upscale incomes, they can afford to spend heavily on consumer electronics, wireless and computer technology, luxury cars, powerboats, books and magazines, children's toys, and exercise equipment.
2008 Statistics:
US Households: 10,557,210
Median HH Income: $85,504.00
Segments in this group are:
Country Squires
Big Fish, Small Pond
God's Country
Fast-Track Families
Country Casuals
Lifestage Group: Affluent Empty Nests
While those on the 'MTV side' of fifty may debate their inclusion in this group, Americans in the Mature Years tend to be over 45 years old and living in houses that have empty-nested. The four wealthiest segments in this group are classified Affluent Empty Nests, and they feature upscale couples who are college educated, hold executive and professional positions and are over 45. While their neighborhoods are found across a variety of landscapes--from urban to small-town areas--they all share a propensity for living in large, older homes. With their children out of the house, these consumers have plenty of disposable cash to finance active lifestyles rich in travel, cultural events, exercise equipment, and business media. These folks are also community activists who write politicians, volunteer for environmental groups, and vote regularly in elections.
2008 Statistics:
US Households: 8,003,313
Median HH Income: $90,216.00
Segments in this group are:
Upper Crust
Money and Brains
Big Fish, Small Pond
Second City Elite
