Data catalog

Niches 5.0

Current lifestyle categorization in the Niches 5.0 scheme

The Faraday Identity Graph contains 1,500+ consumer attributes that can be used by brands, software platforms, and data science teams. Each attribute can be appended in batch or in real time. Also, Faraday supports creating propensity, recommender, and cluster models based on this data.

Technical details

These technical details describe how Faraday represents this attribute internally.

PropertyValueAPI value
API name
niches_5_0
CategoryDemographyfig/demography
UnitNot applicablenull
Type Textstring
Statistical type Categoricalcategorical
Allowed valuesNot applicablenull
Deprecation Not deprecatedfalse
Directionality Not applicable

Interpretation table

For enumerable attributes, a mapping from values to their interpretations. The key type matches the attribute's data type, and the value is always a string interpretation.

ValueInterpretation
A1Young Wealthy Homeowners: age 28, $202k income, $841k net worth, own homes, college degree, no kids
A2Affluent Young Owners: age 29, $180k income, $758k net worth, own homes, college degree, no kids
A3High-NW Young Owners: age 29, $168k income, $790k net worth, own homes, college degree, no kids
A4Affluent Young Parents Renting: age 29, $169k income, $561k net worth, renters, some college, have kids
A5Rich Young Grad Renters: age 29, $181k income, $506k net worth, renters, college/grad degrees, no kids
A6Affluent Transient Grads: age 29, $170k income, $547k net worth, renters, college/grad degrees, short tenure, no kids
A7Wealthy Young Renters: age 29, $162k income, $660k net worth, renters, college degree, no kids
A8High-Income Young Renting Parents: age 29, $189k income, $411k net worth, renters, college degree, have kids
B1Prosperous Suburban Parents: age 44, $207k income, $709k net worth, own homes, college degree, have kids
C1Retired Elite Homeowners: age 66, $209k income, $800k net worth, own homes, college degree, no kids