The Resourceful Realists niche marketing list is powered by Epsilon consumer data and is part of NFocus Consulting's Consumer Households Database. The result is a database which is consistently ranked as the #1 compiled consumer database in accuracy and coverage.
Average Age: 45
Average Income: $52K
Average Length of Residence: 6
Percent with Kids: 4%
This niche typically consists of households with one to two adults and no children. The head of household has little more than a high school education and is typically employed in a clerical, blue collar, or service occupations. Approximately half of the households in this niche are renters. Among those that own their homes, the average home value is $116,000. The length of residence for these households is often less than seven years.
There are fewer credit card owners in the Resourceful Realists niche than found in the general population. They are less frequent mail buyers, and their recent discretionary spending in catalog, retail, and online is less than half the general population (average at only $1,400). When they shop, purchases tend to be on home décor, automotive accessories, books, magazines, and low-ticket gifts and beauty supplies.
This niche enjoys book reading, contests/sweepstakes, music, cats, and collectibles. Baking, health, and beauty products are also of interest, as well as some domestic travel. This niche is less likely to use a Web portal such as AOL, Yahoo, or MSN.
Resourceful Realists households are more likely than average to own non-luxury mid-size vans such as the Kia Sedona and Ford Freestar. They are underrepresented in purchasing new vehicles, relative to population at large. Also, they are more likely than average to own vehicles in model years prior to 2010.
