K37: Wired for Success

Young, mid-income singles and couples living socially-active city lives

Type of Significant Singles consisting of 1.14% of households and 0.73% of population

Who We Are

  • Aged 25-30
  • Household income $75,000-$99,999
  • 1 person household
  • First-time buyer
  • High level of household technology

Key Features

  • Conspicuous consumption
  • Digital media gurus
  • First homes
  • Status-seekers
  • Liberal household
  • Active lifestyles

Description

Wired for Success are young singles, couples and divorced individuals. This consumer segment is composed of relatively young households—two thirds between 25 and 45 years old— living in rental apartments. Segment members tend to be college educated, childless and hold well-paying entry-level jobs in sales and blue-collar jobs. Many of these households live in relatively new apartments or homes valued at more than the national average—a sure sign of upward mobility. With many considering their current lifestyle only a stepping stone on their way to better housing and career advancement, almost half of these mobile Americans have lived at the same residence for one year or less.

Wired for Success know how to have a good time. With most adults unattached, they like to go to meet markets like bars, nightclubs and rock concerts. They often go to beaches and love the idea of travelling abroad. They are avid fitness fanatics, doing cardio workouts at health clubs, mountain biking and joining weekend teams that play baseball, soccer and football. When they finally put their feet up, they like to cook gourmet meals and listen to a wide range of music—from alternative to jazz to hip-hop.

Without children, these households have plenty of discretionary income to spend on the latest fashions and consumer electronics—and spend they do. Fans of conspicuous consumption, they like to buy designer fashion at department stores such as Nordstrom and Macy’s. They look for new product ideas in magazines and online, planning out their shopping trips online before making a purchase.

Wired for Success make a great segment for media. They like reading magazines that cover women’s and men’s trends. They’re solid radio consumers, listening to radio stations on apps like Pandora. They enjoy movies and sitcoms on TV, and are receptive to learning about brands while streaming TV as well as through mobile display, mobile video and email.

Wired for Success go online from their cell phones, digital devices and laptops for all manner of activities: getting news, banking, downloading music and connecting with other singles.

Befitting a young, urban populace, this segment is progressive in their politics and liberal in their social ideals. Hardcore Democrats, they’re concerned about the environment, advocating recycling and demanding that companies act ethically. Reach these consumers using messaging that requires immediate action—this segment tends to be more impulsive in their shopping habits. They also seek variety and novelty in the brands they buy; all while checking online to confirm you have the best deal.