Data Attributes - Customer Interests

Customer and family behaviors are estimated based on demographic and psychographic data elements that help predict consumer behaviors and attitudes.

	Data Attribute	Description
1	adult_education	Attends adult education classes at least once per month.
2	alternative_medicine	Visits a chiropractor or acupuncturist at least once per year.
3	annuities	Owns annuities valued at $10,000 or more.
4	atvs	Owns or uses a sport ATV or utility ATV for work or recreational use.
5	auto_clubs	Pays for an auto club membership such as AAA, AARP roadside assistance, Allstate motorclub, etc.
6	auto_loans	Has auto loans.
7 8 9 10 11 12 13 14 15 16	auto_repair baby_products blog_writing buying_books business_banking business_online_shopping business_travel camping catalog_shopping cat_products	Performs their own auto maintenance at least once per year, including mufflers, air/oil filters, batteries, shock absorbers/struts, spark plugs, or windshield wipers. Purchases diapers/underpants, formula, or baby food. Writes an online blog at least once per month. Purchases at least 15 books per year. Uses a business credit card at least once per year such as: American Express Open, Mastercard BusinessCard, or Visa Business. Makes online purchases for business reasons at least once per month. Flies at least 5 times per year within the continental US for business. Goes on overnight camping trips at least once per year. Spends more than $500 through catalog shopping per year. Purchases one or more of the following per year: flea, tick & parasite products, cat litter, cat treats, canned/wet cat food, or packaged dry cat food.
17	cell_phones	Spends over $100 per month for cell phones.
18	classical_music_concerts	Attends classical music concerts at least twice per year.
19	college_basketball	Does one or more of the following at least once per year: attends a college basketball game, watches college basketball on TV, or listens to college basketball on the radio.
20	college_football	Attends at least one college football game per year.
21	comprehensive_auto_insurance	Purchases comprehensive auto insurance.
22	compulsive_shopping	Exhibits at least one of the following characteristics: thinks that shopping is a great way to relax, considers themselves “spenders” rather than “savers”, willing to pay extra for

		products that are consistent with their images, not brand loyal and would easily switch to other brands for the sake of novelty or variety, or are among the first to try a new product or service.
23	conservative_politics	Considers themselves very conservative.
24	cooking_for_fun	Cooks for fun at least once per week.
25	cooking_from_scratch	Cooks from scratch at least 21 times per month.
26	country_clubs	Belongs to a country club.
27	country_music_concerts	Attends country music concerts at least twice per year.
28	coupons	Uses coupons at least 12 times in the span of 3 months.
29 30 31 32 33 34 35 36	credit_card_rewards cruises dietary_supplements diet_products dog_products domestic_travel ebooks extreme_sports	Receives any of the following credit card rewards: cash back, airline miles, hotel or car rentals, gifts, charitable contributions, gas discounts, retail discounts, or other rewards. Goes on a cruise at least once every 3 years. Uses vitamin and dietary supplements at least 21 times a week. Participates in diet programs such as Jenny Craig, Weight Watchers, Alli, Jillian Michaels, Medifast, Nutrisystem, South Beach, Atkins, or other diet organizations/clubs. Purchases one or more of the following per year: flea, tick & parasite products, canned/wet dog food, packaged dry dog food, dog biscuits, or other dog treats. Makes at least 2 domestic round trips and spends at least $2,000 on travel per year. Own an e\|reader device or tablet computer. Participates in one or more of the following activities at least once per year: mountain biking, rock climbing, scuba diving, skateboarding, snowboarding, surfing/windsurfing, or whitewater rafting.
37	family_restaurants	Visits a family restaurant or steakhouse at least 8 times per month.
38	fantasy_sports	Engages in fantasy sports at least once per month.
39	fast_food	Visits a fast food or drive\|thru restaurant at least 9 times and spends at least $200 per month
40	financial_planning	Consults a financial planner on investment activity at least once per year.
41	foreign_vacations	Travels to a foreign country for vacation by plane at least 2 times every 3 years.
42	frequent_flying	Flies at least 5 times per year within the continental US for any of the following reasons: vacation, personal, or honeymoon.
43	fresh_water_fishing	Freshwater fishes at least once per month.
44	frozen_dinners	Eats at least 9 frozen dinners per month.
45	gaming	Spends at least $200 on video games or video game hardware per year.
46	garden_maintenance	Spends over $800 on garden or property maintenance per year.
47	buying_gifts	Purchases gift baskets or at least 5 gift cards/$100 in gift cards at least once per year.

48	golf	Participates in or engages in golf related activities such as attending at least one golf tournament per year, playing golf regularly, or spending money on golf related items.
49	green	Participates in environmental groups or causes.
50	health_insurance	Purchases health insurance through an agent, either direct or online (not through work).
51	high_end_apparel	Spends $300 or more per year on high\|end apparel brands such as: Calvin Klein, Ralph Lauren, Kenneth Cole, etc.
52	high_end_electronics	Owns a combination of high end electronics: cell phones, digital cameras, DVD or Blu\|ray player, laptop, home theater system, mp3 player, digital camcorder, HD TV, and/or in\|car navigation system.
53	high_end_sporting_equipment	Purchases high\|end sporting equipment totaling over $250 per year.
54	higher_education	Has completed one or more of the following degrees: bachelor’s, professional school, master’s, or doctorate.
55 56 57 58 59 60	high_risk_investments high_risk_securities high_value_stocks hockey home_improvement home_offices	Invests in any of the following high risk/high return instruments: common stock, preferred stock, privately held shares of companies or partnerships, gold, precious metals, gems, or other investments. Has securities with a total value of at least $150,000 Has stocks with a total value of at least $100,000. Participates in or engages in hockey related activities such as: attending an ice hockey game (either regular season or play\|offs, including Stanley Cup Finals), listening to regular season or playoff games on the radio, watching regular season or playoff games on TV, or playing hockey at least once per month. Spends over $1,000 on home improvements per year. Has converted a room to a home office.
61	home_wifi	Has wifi at home.
62	hunting	Hunts at least once per year using a bow & arrow, handgun, rifle, or shotgun.
63	hybrid_cars	Owns or leases at least 1 hybrid car.
64	impulse_buying	Considers themselves impulse buyers.
65	international_calls	Makes at least 4 international calls per month.
66	investment_trading	Makes at least 10 investment transactions per year.
67	liberal_politics	Considers themselves very liberal.
68	life_insurance	Purchases life insurance via an agent or currently carries one or more of the following: separate term policy, separate whole life policy, combination term/whole life policy, universal life, variable life, or credit life.
69	live_theater	Attends live theater events at least twice per year.
70	low_end_sporting_equipment	Spends at least $100 on 2 or more pieces of low\|end sporting equipment per year.
71	low_risk_investments	Invests in any of the following low risk/low return instruments: US savings bonds, US treasury notes, other US government bonds, savings certificates, insured money market accounts, or CDs.

72	luxury_cars	Buys or leases luxury vehicles of any size.
73	luxury_hotels	Stays at establishments such as the following for vacation or personal reasons: Fairmont, Four Seasons, Hilton, Ritz Carlton, Sheraton, W Hotel, Westin, Hyatt, or Marriott.
74	major_home_remodeling	Takes on major home remodeling projects each year at a cost of $3,000 or more such as: bathroom, kitchen, converting a room into a home theater, adding a bathroom, adding/extending a garage, roofing, siding, kitchen cabinets, kitchen countertops, or swimming pool.
75	minivans	Has purchased a minivan.
76	mobile_internet	Accesses the internet using mobile devices.
77 78 79 80 81 82 83 84 85	moderate_economy_hotels music_downloads nascar new_cars no_landline non_religious_donations online_bill_payments online_gaming online_investment_trading	Stays at moderate/economy hotels like the following for vacation or personal reasons: Baymont Inn & Suites, Best Western, Comfort Inns, Country Inn & Suites, Days Inn, Doubletree, Econo Lodge, Extended StayAmerica, Hampton Inn, Howard Johnson, La Quinta Inn & Suites, Microtel, Quality Inn, Ramada Inn, Super 8, Travelodge, Americas Best, Holiday Inn, Motel 6, Sleep Inn, or Red Roof Inn. Downloads at least 4 albums or at least 20 songs per year. Attends at least 1 NASCAR race per year. Has purchased a new car. Does not have a landline and only uses cell phones. Donates to non\|religious organizations and causes at least once per year. Pays bills online at least once per month. Plays games online at least once per month. Tracks investments or trades stocks, bonds, or mutual funds at least once per month.
86	online_travel_planning	Makes online travel plans for personal or business reasons at least once per month.
87	onsite_tax_prep	Uses services such as H&R Block or Jackson Hewitt to prepare their taxes.
88	organic_foods	Purchases food labeled as natural or organic.
89	outdoor_activities	Participates in any of the following outdoor activities at least once per year: backpacking, road bicycling, canoeing/kayaking, jet skiing, snorkeling, skin diving, snowboarding, snowmobiling, or water skiing.
90	pay_per_view_movies	Watches pay\|per\|view movies at least 4 times per year.
91	pay_per_view_sports	Watches pay\|per\|view sports at least 2 times per year.
92	pbs_npr_donations	Contributes at least $100 per year to PBS/NPR.
93	personal_online_shopping	Makes online purchases for personal use at least once per month.
94	physical_fitness_clubs	Participates in physical fitness or regular exercise at least 2 times per week at a club.
95	pilates_yoga	Practices pilates or yoga at least once per month.
96	politics	Participates in at least 3 opinion leading activities such as: writing or calling any politician at the local, state, or national level, writing a letter to the editor of a newspaper or magazine, calling a live radio or TV show, serving on a committee for a local organization,

		making speeches, being an active member of any group that tries to influence public policy or government, or engaging in fundraising.
97	power_boats	Engages in power boating activities at least once per year.
98	professional_baseball	Attends at least one professional baseball game per year.
99	professional_basketball	Attends at least one professional basketball game per year.
100	professional_football	Attends at least one professional football game per year.
101	professional_tax_prep	Has taxes done by a CPA or other professional each year.
102	professional_wrestling	Attends a professional wrestling event at least once per year or regularly watches professional wrestling on TV.
103	public_wifi	Uses wifi connections outside the home at least once per month.
104 105 106 107 108 109 110 111	real_estate_investments religious_donations rental_cars rock_music_concerts safety salt_water_fishing satellite_tv small_business_insurance	Makes investments in real estate. Contributes at least $250 per year to religious organizations. Rents a car for personal use at least 3 times per year or business use at least 4 times per year. Attends rock music concerts at least twice per year. Has a combination of the following insurances: travel, identity theft, disability, accidental, life, or belongs to an auto club/roadside assistance program. Saltwater fishes at least once per year. Subscribes to satellite TV (DirectTV, Dish Network, or other). Has small business insurance.
112	smart_phones	Owns at least one smartphone and the bill exceeds $100 per month.
113	snacks	Purchases at least 5 snack products 3 or more times per month, such as: potato chips, candy, granola bars, cookies, crackers, ice cream, popcorn, donuts, muffins, or sweet rolls and pastries.
114	soccer	Attends at least one soccer match per year.
115	social_networking	Visits social networking sites at least once per month such as: Facebook, YouTube, Twitter, LinkedIn, Google+, Picasa, Shutterfly, Yelp, Flickr, PhotoBucket, Tumblr, or Foursquare.
116	specialty_organic_foods	Shops at specialty organic food stores at least 3 times per month such as: Trader Joe’s or Whole Foods.
117	sports_fans	Attends live sporting events, watches sporting events on TV, and/or spends at least $100 on team apparel per year.
118	student_loans	Has student loans.
119	suvs	Has purchased a Sports Utility Vehicle.
120	tennis	Attends tennis events regularly or plays tennis at least once per month.
121	theme_parks	Visits theme parks for at least 5 days per year.
122	timeshares	Owns a timeshare residence.

123	tv_downloads	Downloads TV programs at least once per month.
124	voip	Makes phone calls using the internet at least once per month.
125	wholesale_clubs	Shops at a wholesale club such as BJ’s, Costco, or Sam’s Club at least 4 times per month.
126	wine	Drinks at least 5 glasses of either domestic or imported wine per week.
127	work_health_insurance	Has health insurance through work.