When considering Rock Island for your business, keep in mind that Rock Island is part of a greater metropolitan area - the Quad Cities - where consumers travel from community to community on a daily basis. People may work in one community, live in another, and shop or dine in yet another.

PRIZM from Nielsen Claritas is an industry-leading consumer segmentation system. Following is the information on Rock Island's zip code 61201.

Rock Island's most common PRIZM NE Segments are:

• Middleburg Managers
• Sunset City Blues
  Family Thrifts
• Hometown Retired
• Mobility Blues

Middleburg Managers
Midscale, Older w/o Kids Middleburg
Managers arose when empty-nesters settled in satellite communities which offered a lower cost of living and more relaxed pace. Today, segment residents tend to be middle-class with solid white-collar jobs or comfortable retirements. In their older homes, they enjoy reading, playing musical instruments, indoor gardening, and refinishing furniture.

2007 Statistics:
US Households: 2,088,515 (1.84%)
Median Household Income: $50,050

Lifestyle Traits:
Play bingo, Do needlepoint, Saturday Evening Post, Hollywood Squares TV, Mercury Sable

Demographics Traits:
Age Ranges: Age 55+
Homeownership: Mostly Owners
Employment Levels: White Collar, Mix
Education Levels: Some College
Ethnic Diversity: Mostly White

Sunset City Blues
Lower-Mid, Older Mostly w/o Kids
Scattered throughout the older neighborhoods of small cities, Sunset City Blues is a segment of lower-middle-class singles and couples who have retired or are getting close to it. These empty nesters tend to own their homes but have modest educations and incomes. They maintain a low-key lifestyle filled with newspapers and television by day and family-style restaurants at night.

2007 Statistics:
US Households: 1,889,008 (1.66%)
Median Household Income: $38,280

Lifestyle Traits:
Belong to a veterans' club, Eat at casual/buffet restaurant, CBS Sunday Night Movie TV, Price is Right TV, Mercury Grand Marquis

Demographics Traits:
Age Ranges: Age 55+
Homeownership: Homeowners
Employment Levels: Mostly Retired
Education Levels: High School Grad
Ethnic Diversity: White, Black, Mix

Family Thrifts
Lower-Mid, Younger w/ Kids
The small-city cousins of inner-city districts, Family Thrifts contain young, ethnically diverse parents who have lots of children and work entry-level service jobs. In these apartment-filled neighborhoods, visitors find the streets jam-packed with babies and toddlers, tricycles and basketball hoops, Daewoos and Hyundais.

2007 Statistics:
US Households: 1,895,774 (1.67%)
Median Household Income: $29,787

Lifestyle Traits
Buy rap music, Eat fast food, Vibe magazine, Toon Disney channel, Kia Spectra

Demographics Traits:
Age Ranges: Age 25-44
Homeownership: Mix, Renters
Employment Levels: White Collar, Service, Mix
Education Levels: High School Grad
Ethnic Diversity: White, Black, Hispanic

Hometown Retired
Low Income, Mature Mostly w/o Kids
With three-quarters of all residents over 65 years old, Hometown Retired is one of the oldest segments. These racially diverse seniors tend to live in aging homes--half were built before 1958--and typically get by on social security and pensions. Because most never made it beyond high school and spent their working lives at blue-collar jobs, their retirements are extremely modest.

2007 Statistics:
US Households: 1,249,908 (1.10%)
Median Household Income: $26,682

Lifestyle Traits:
Eat at Golden Corral, Watch soap operas, CBS Sunday Night Movie TV, Montel Williams Show TV, Chrysler Sebring

Demographics Traits:
Age Ranges: Age 65+
Homeownership: Homeowners
Employment Levels: Mostly Retired
Education Levels: Some High School
Ethnic Diversity: White, Black, Mix

Mobility Blues
Low Income, Younger w/o Kids
Mobility Blues is a segment of young singles in working-class neighborhoods in America's satellite cities. Ethnically diverse and young, these transient Americans tend to have modest lifestyles due to their lower-income jobs. Surveys show they excel in going to movies, playing basketball, and shooting pool.

2007 Statistics:
US Households: 1,326,675 (1.17%)
Median Household Income: $28,614

Lifestyle Traits:
Go to college basketball games, Shop at Express, WWE Magazine (wrestling), George Michael Sports Machine TV, Kia Rio

Demographics Traits:
Income Producing Assets: Low
Age Ranges: Age under 35
Homeownership: Mix, Renters
Employment Levels: White Collar, Mix
Education Levels: Some College
Ethnic Diversity: White, Black, Asian, Hispanic

Source: Nielsen PRIZM