Does Nielsen really know Queen Anne residents?
Consumer research company Nielsen has been using PRIZM since the 1990s to categorize US consumers. PRIZM segments US consumers into 66 different types based on demographics and behaviors.
Today, the Seattle Times published an interactive map of the city that you can hover over to see how Seattle neighborhoods fall into of Nielsen’s segmentation.
According to Nielsen’s data, Queen Anne is home to 3 types:
Bohemian Mix (blue): A collection of young, mobile urbanites, Bohemian Mix represents the nation’s most liberal lifestyles. Its residents are a progressive mix of young singles and couples, students and professionals, Hispanics, Asians, African-Americans and whites. In their funky rowhouses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop and microbrew.
Young Digerati (violet): Young Digerati are the nation’s tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe. 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.
Money & Brains (tan): The residents of Money & Brains seem to have it all: high incomes, advanced degrees and sophisticated tastes to match their credentials. Many of these citydwellers, predominantly white with a high concentration of Asian Americans, are married couples with few children who live in fashionable homes on small, manicured lots.
Check out the interactive map by clicking on the image below: