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The population mixBy Times staff writer
© St. Petersburg Times, Do you belong in a Bohemian Mix? Or perhaps you're more apt to have the Single City Blues? Either way, Claritas Inc. probably has your number. Part of the Dutch conglomerate VNU, Claritas is among the companies that crunch census data with other research to analyze and classify residents in every neighborhood in the United States into "clusters" of people with similar interests. The information is used by marketers to determine which ZIP codes to target with advertising for their products. Like fellow marketer CACI International, Claritas lets visitors to its Web site (http://www.delluke.claritas.com/YAWYL/) get a glance at the mix of residents in any ZIP code with a few mouse clicks. The following are the five most common "clusters" in the St. Petersburg ZIP code of 33713, a region that includes the neighborhoods of Kenwood, Harshaw and Ponce De Leon: Bohemian MixDemographics: Bohemian singles and couples Ages: 25-44 Household income: $38,500 Percentage of U.S. households belonging to this cluster: 1.47 Most likely to: Use call answering Shop at The Gap Have a rollover IRA Watch Face the Nation Read Elle Single City BluesDemographics: Service, ethnically-mixed urban singles Ages: 25-34, 64-plus Household income: $21,200 Percentage of U.S. households belonging to this cluster: 1.7 Most likely to: Buy a smoke detector Shop at Casual Corner Use non-interest checking Watch the Movie Channel Read baby magazines Old Yankee RowsDemographics: White-collar/blue-collar/service, empty-nest, middle-class families Ages: 25-44, 65-plus Household income: $34,600 Percentage of U.S. households belonging to this cluster: 1.33 Most likely to: Belong to a union Believe ad campaigns Buy pop music Watch bowling Read Spin magazine Big City BlendDemographics: White-collar/blue-collar middle-income immigrant families Ages: Under 14, 25-44 Household income: $39,700 Percentage of U.S. households belonging to this cluster: 1.07 Most likely to: Order from infomercials Play the lottery weekly Own a Saturn Watch NYPD Blue Read Shape magazine Urban AchieversDemographics: Professional/white-collar, mid-level, urban couples Ages: 25-44, 65-plus Household income: $40,000 Percentage of U.S. households belonging to this cluster: 1.59 Most likely to: Attend pop/rock concerts Own an electronic organizer Use a debit card Watch ABC News' Nightline Read Gourmet magazine -- SOURCE: Claritas Inc.
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From the Times Business report
From the AP
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