Demographics are drawn from household-level Census demographic data of the Mobile Advertising IDs (MAIDs) that were exposed to a vehicle. The four reported demographic categories are age, education, ethnicity, and income.

StreetMetrics audiences are a powerful way to identify key consumer groups based on their behavior in the real world. Affinities are analyzed on an individual basis (not household level) using our partner’s market leading supply of mobile data -- a combination of the best quality mobile data from a variety of suppliers. Data used to create audiences includes retail location visits, app usage, interest indicators, and more.

Each affinity category represents a unique makeup of two factors: device location (repetitive visits to a POI (point of interest) or app based. For example, the affinity group "Looking for Love" is 100% app-based, where "Fitness Minded" is a mix of location and app.

See the "FAQs" for all of the makeups for each affinity character.

Demographics are observed at a household level. The households of the people exposed have xx% under the age of 18. This is also suggests that this % of households have parents.

StreetMetrics affinities are weighted against one another to surface the final percentages. We receive the number of devices that fall under each category, then present a weighted average of which categories have the largest/smallest percent.

StreetMetrics affinities are weighted against one another to surface the final percentages. We receive the number of devices that fall under each category, then present a weighted average of which categories have the largest/smallest percent.

These insights provide the media buyer with information on the type of individuals exposed during the OOH campaign. This can be extremely helpful to understand interests for potential retargeting campaigns. They can also be used to benchmark against the buyer's target audience.

No, affinities are analyzed on an individual level, observing patterns of the individual devices exposed to the ads. Read more in the "affinities" section above.

Each affinity category is a unique makeup of app usage and POI (point-of-interest) location-based data. See below for full category breakout:

Ingredients: Visits to discount shopping locations, frequent use of couponing apps.

90% Location 10% App.

The ”Bargain Hunter” is willing to spend time and energy tracking down savings. They tend to visit discount retailers like Big Lots, Dollar Tree, Marshalls, and Walmart, and are always mindful of rewards points, sales in the local paper, and couponing apps. The Bargain Hunter is more interested in cumulative savings on everyday purchases (i.g. shampoo, butter, snacks for the family) than large, one-off purchases like mattresses or large appliances.

Ingredients: People who show up regularly in airports or hotels during the weekday as well as business conference attendees. 85% Location 15% App.

Always on the go, Business Travelers are regularly catching flights during the week and staying in hotels near conference centers. Back and forth from business meetings and client dinners, convenience is key for these mid-career professionals. They are always on the hunt for Wifi, a quiet place to make a phone call, and a place to charge their iPhone. They steer clear of popular tourist spots and look forward to getting back home for the weekend.

Ingredients: Visits to casual dining locations

90% Location 10% App

Fans of full-service restaurants with a laid back feel, Casual Diners enjoy taking their families to dinner or stopping by to watch a sports game.

Ingredients: Frequent use of celebrity gossip apps. 0% Location 100% App.

Likely a millennial, our celeb-obsessed user is constantly connected to pop culture through social media apps like SnapChat and Twitter. They definitely have an opinion on Brangelina, and are up-to-date on the Kardashians and T.Swift's dating life. Always on the hunt for the perfect spot to take a selfie, this culture consumer looks for validation from their peers in the form of likes, upvotes, and favs. There is no topic they aren’t willing to take a stand on.

Ingredients: Visits to coffee shops, frequent use of coffee-related apps. 99% Location 1% App.

The Coffee Lover has built a routine around their caffeine habit. Likely on their way to the office, on a break, or before going home for dinner, this caffeine fiend is a regular at their local coffee shop and has the rewards points to prove it.

Ingredients: Seen frequently on college campuses. 100% Location 0% App.

Likely the first time living on their own, the College Student audience is looking for budget home goods, convenient meals, and affordable entertainment. Seen frequently on college campuses, these young scholars are getting the hang of adult life, including financial planning and career choices.

Ingredients: Visits to home improvement and hardware stores. 98% Location 2% App.

The Do-it-Yourselfer doesn’t believe in hiring a handyman to fix things around the house. Frequently found at home improvement and hardware stores, this weekend warrior always has a project on their mind. Whether they are building a tree house, fixing the leaky faucet, or changing out lightbulbs, no project is too big or too small to take on.

Ingredients: Frequent use of pregnancy tracker apps. 0% Location 100% App.

The Expecting Parent is anxiously awaiting the arrival of the newest member of their family. Thanks to her pregnancy tracker app, they are well aware what fruit or vegetable her fetus is currently the size of. As the due date approaches, the list of things to do around the house and things to purchase gets longer and longer.

Ingredients: Audiences interested in the latest trends expressed through the use of hairstyle and makeup apps; Devices frequently seen at trendy retailers. 88% Location 12% App.

The first to tell you if her dress has pockets, the Fashionista is always on top of the latest trends. They shop at Target to ”unwind” and are constantly updating their Instagram story to get further validation from their peers. Likely a young adult, they often purchase new styles from trendy retailers like Lululemon Athleta, Zara, Urban Outfitters, and Nordstrom.

Ingredients: Frequents (multiple times a month) quick service and fast food restaurants. 95% Location 5% App.

Fast Foodies visit quick service and drive thru restaurants multiple times a month. These convenience minded customers are likely on the road, short on time, or looking for a quick snack that won’t break the bank. Affordability is often a deciding factor in choosing where to stop.

Ingredients: Visits to gyms, frequent use of fitness-related apps. 75% Location 25% App.

Fitness-minded consumers actually use their gym membership and are typically more focused on their diet than the average person. Self-care is part of their daily routine and they enjoy tracking their physical activity on fitness apps.

Ingredients: Frequent use of gaming news apps, other gaming-related apps, or seen in game store locations. 0% Location 100% App.

Whether they play on desktop, console, or mobile, the Hardcore Gamer is dedicated to advancing their characters. A frequent user of news apps for gaming, the Hardcore Gamer is looking for the latest tips, tricks, and news on their favorite games. These users can also be found frequenting game store locations to buy games and game-related accessories.

Ingredients: Frequent use of online dating apps. 0% Location 100% App.

Our Looking for Love audience frequently uses online dating apps to meet new people. Often identified as a casual dater, this person is typically a young adult and active on social media.

Ingredients: Visits to high-end retailers and use apps related to high-end lifestyles. 95% Location 5% App.

A taste for the finer things in life, our Luxury Lifestyle audience often shops at high-end retailers like Louis Vuitton, Neiman Marcus, and Bloomingdales. They drive luxury cars and stay in resorts during vacation.

Ingredients: Visits to cosmetics retailers, frequent use of makeup-related apps. 85% Location 15% App.

Always looking for the perfect shade to match a new outfit or practice a new YouTube tutorial, Makeup Addicts take their purchases very seriously. They read reviews before purchasing new items and review it themselves. Samples are very popular among Makeup Addicts.

Ingredients: Frequent use of movie and TV streaming apps. 0% Location 100% App.

A self-proclaimed ”cord-cutter,” the Movie/TV Streamer prefers on-demand movies and bingeing on TV shows over traditional television. Often consuming media during down times, the Movie/TV Streamer uses smartphone apps to stay up-to-date on their shows while on the go.

Ingredients: Frequent use of music streaming apps. 0% Location 100% App.

Always listening for new tunes, the Music Streamer enjoys the on-demand nature of streaming apps without having to invest in curating his own music library. Often streaming during repetitive or isolated tasks like commuting, working out, or getting things done at work, the Music Streamer has a playlist for every mood.

Ingredients: Devices that frequently use online price shopping apps.

0% Location 100% App.

The Online Shopper frequently uses multiple apps to find the right product or to compare prices. If they do go into the store, it is because they want to interact with the product before making a decision. Promo codes or free shipping are likely to sway their decision when placing an order.

Ingredients: Visits to organic grocers, frequent use of health food apps.

90% Location 10% App.

The Organic Shopper prioritizes sustainable living and supporting environmentally-friendly retailers. They buy organic, non-GMO foods for their family at retailers like Whole Foods and use health food apps to keep track of recipes and suggestions for healthy substitutions.

Ingredients: Visits to national and state parks, campgrounds, outdoor retailers, etc., and frequently uses outdoors-related apps. 92% Location 8% App.

Lover of all things wild, the Outdoors audience spends their free time exploring national and state parks. Their appreciation of nature has led them to an environmentally sustainable lifestyle. They tend to eat locally grown or organic options and choose their next destination based on the natural terrain of the location.

Ingredients: Visits to children’s retailers, frequent use of parenting apps. 95% Location 5% App.

The Parent is likely running between appointments, soccer practice, and dance lessons. They are short on time and looking for dependable, straightforward information so that they can trust they are making the right decisions for their family. They often look to reviews before making a purchase.

Ingredients: Visits to pet stores, frequent use of pet care apps. 88% Location 12% App.

”Man’s best friend’s” best friend, the Pet Owner, treats their furry friend like another member of the family. A self-identified ”Pet Parent,” the Pet Owner often visits pet stores for treats, kibble, or new toys. They keep track of vet appointments, grooming, and training advice via pet care apps.

Ingredients: Visits to stadiums, frequent use of sports news apps and fantasy leagues.

87% Location 13% App.

The Sports Junkie always has a game to watch. Whether they are filling their bracket, finishing up the draft for their Fantasy Football league, or checking for game updates on their phone, they are always aware of current stats and scores. They wear their favorite jersey to stadium games and enjoy a comfortable sports bar.