If you’re in business, or thinking of going into business, you want to know where your consumers are. And nobody knows that better than Claritas, a national marketing research company that has been profiling the country by zip codes since 1971. Claritas believes that birds of a feather flock together, which means your neighborhood is filled with clumps of people who have similar incomes, consumer behaviors and lifestyles.

And though you may consider yourself a rugged individualist, Claritas insists we all fit into one of 66 identifiable consumer groups. The company gives these groups clever names, like Young Influentials and Country Squires, and has discovered what each group drives, reads and buys and how they spend their leisure hours. Its customers, who pay a fee for Claritas’ research, use the information to sharpen their marketing, whether they’re aiming at the comfortable empty nesters called Middleburg Managers who drive Mercury Sables, drink Scotch and order from Readers Digest, or at another group of empty nesters, the Second City Elite, who drive new Mercedes, buy from the Home Shopping Network and prefer Miller Lite.

Claritas has studied every region in the country; its researchers agreed to give us a snapshot of how Sarasota and Manatee compare to the nation. They project that Manatee County’s 2007 population of 317,306 will grow much faster than the rest of the nation in the next five years (11.7 percent versus 4.6 percent). This rate of growth, however, is much slower than the 20.2 percent growth the county saw between 2000 and 2007. Manatee County’s population has a median age of 43, while the U.S. median is 36.5. In five years, the median age for both geographical areas will rise by one year. Manatee is 84.4 percent white compared to a national average of 73.1 percent. The Manatee Latino population is 12.4 percent compared to a U.S. figure of 14.9 percent. Average household income in Manatee is $62,104, while U.S. household income is $66,670. In five years Manatee’s household income is expected to rise 11.7 percent to $69,340; U.S. average household income will rise 10.6 percent. Almost 75 percent of homes in Manatee are owner occupied; the U.S. figure is 67.7 percent.

Consumer spending patterns in Manatee diverge from the U.S. pattern in several distinct categories. In general, Manatee residents spend less than the U.S. average when all categories are totaled. (Claritas puts the U.S. index for all consumer expenditures at 100 and compares each county’s patterns against that number; Manatee’s index for all consumer expenditures is 91.) Manatee consumers buy less clothing than the rest of the nation and spend far less on education (tuition, room and board)—not surprising, considering that many residents are retirees. Manatee folks also spend a lot less on snacks, nonalcoholic beverages, fuel and utilities, towing charges, and, in their own homes, juice and seafood. Claritas does not say if Manatee residents purchase more seafood in restaurants than the U.S. population, but in general Manatee residents do not spend as much eating out as the rest of the country. The category in which Manatee residents spend significantly more is healthcare, especially prescription drugs.

Claritas reports that Sarasota’s 2007 population of 378,581 is expected to grow 10 percent in the next five years, as opposed to the U.S. projected growth of 4.6 percent. (Sarasota’s growth from 2000 to 2007 was 16.1 percent.) The county’s population has a median age of 49.9, while the U.S. median is 36.5. Five years from now, the median age in Sarasota will rise to 51.8 and the U.S. median age will rise to 37.66. Sarasota is 91.3 percent white compared to a national percentage of 73.1. Sarasota’s Latino population makes up 6.7 percent of total population compared to a U.S. figure of 14.9 percent. Average household income in Sarasota is $70,126, while U.S. household income is $66,670. In five years, Sarasota’s household income is expected to rise 9.4 percent to $76,730. U.S. average household income will rise 10.6 percent. Approximately 80.1 percent of homes in Sarasota are owner occupied; the U.S. figure is 67.7 percent.

Sarasota residents spend a bit less than the U.S. average but more than Manatee residents spend. (Sarasota’s index for all consumer expenditures is 95, while Manatee’s is 91.) Sarasotans buy less clothing than the rest of the nation, especially boys’ and girls’ apparel, and spend far less on education (tuition, room and board). Sarasotans also spend a lot less on cereal, snacks, nonalcoholic beverages, fuel and utilities, towing charges and, in their own homes, juice and seafood. In general they do not spend as much in restaurants as the rest of the nation. Similar to their Manatee neighbors, Sarasota residents spend significantly more on healthcare, especially prescription drugs. They also spend more than the rest of the nation on household repairs, diesel fuel, rented vehicles, furniture and major appliances, and way more on personal expenses and services—think massages, facials and manicures and xxxx.personal banking?

But we wanted to drill down further and look at a few key zip codes in greater detail. We chose five zip codes that are commercial hubs in the region: southwest Manatee County, Lakewood Ranch, downtown Sarasota, Siesta Key and east Venice. We’ve selected the top three consumer groups in each zip code and have ranked them in order of the number of households contained in each group. We’ve included a summary description of each group and their top 10 consumer behaviors. (These behaviors reflect the national profile of each group; locally, not all of them apply. For example, nationally the consumer group called American Classics tends to shop at Wegman’s, but there is no Wegman’s in our region for our American Classics to patronize.) You can also go to the Claritas Web site (www.claritas.com) and type in your zip code to see what their research has revealed about your neighborhood. You won’t get the details we have here, but it’s still interesting—or annoying—to see how we’re so easily categorized as consumers.

Southwest Manatee County, 34210

1. American Classics

These folks are older (65-plus), retired and comfortable, and rank almost near the top of all of Claritas’ groupings when it comes to home ownership. While only 1 percent of all U.S. households fit into this segment, which has a median household income of $34,304, 6.44 percent of all of Manatee County’s households do. In fact, Manatee County ranks among the top 10 counties in the nation for American Classic households. In southwest Manatee County, this group is dominant.

Top 10 Lifestyle Behaviors

Have Medicare/Medicaid

Shop at White Hen once every six months

Order from Publishers Clearing House once a year

Buy from Bob Evan’s Farm once every month

Own/lease new, four-door sedan (Buick LaCrosse)

Shop at Shoppers Food Warehouse once a month

Belong to a veterans’ club

Visit physical therapist once a year

Shop at Wegman’s once a month

Drive up to 4,000 miles a year

Top 10 Media Behaviors

Bloomberg Network Radio, net audience

Watch Price is Right three to five times a week

Watch TV figure skating, net audience

Watch Wheel of Fortune three to five times a week

Read AARP The Magazine

Watch Jeopardy! three to five times a week

Watch 60 Minutes two to four times month

Watch QVC once a week

Watch NBC Meet the Press two to four times a month

Watch daytime TV, net audience

2. Gray Power

The people in this group are college grads, 65-plus, a bit wealthier (U.S. median household income of $51,367) than American Classics and have the health and means to age in place in homes they own. They’re also a big group in Manatee County—almost 5 percent of the county’s households, as opposed to under 1 percent in the U.S. Manatee County actually ranks fourth in the nation for concentration of households falling into this category. Gray Powers rank as the second most dominant group in southwest Manatee County.

Top 10 Lifestyle Behaviors

Shop at Talbots once every three months

Take three-plus cruises in a three-year period

Order from Publishers Clearing House once a year

Have Medicare/Medicaid

Use property/garden maintenance service

Shop at Lord & Taylor once every three months

Contribute to PBS once a year

Belong to a veteran’s club

Order from Readers Digest Association once a year

Own/lease new four-door sedan (Buick LaCrosse)

Top 10 Media Behaviors

Read Wall Street Journal two to four times a month

Listen to classical radio

Read AARP The Magazine

Watch TV figure skating, net audience

Watch Jeopardy! three to five times a week

Listen to all news radio

Watch NBC Meet the Press two to four times a month

Watch 60 Minutes two to four times a month

Listen to Bloomberg Network Radio

Listen to news/talk radio, net audience

3. Young Influentials

The under-35 crowd is the third most dominant group in southwest Manatee County. College educated, they are still renting, married and have not started their families yet. Unlike the workaholic baby boomers, they seek a balance of work and leisure. Nationally, the average median income of this segment is $47,976.

Top 10 Lifestyle Behaviors

Buy rap music once a year

Buy from Whataburger once a month

Buy Spanish/Latin music once a year

Go snowboarding once a year

Order from J. Crew once a year

Buy from Carl’s Jr. once a month

Buy dance music once a year

Use cigarette rolling paper once a week

Listen to radio on the Internet once a month

Play volleyball once a year

Top 10 Media Behaviors

Read Maxim

Read Vibe

Read music magazines

Watch X Games once a year

Listen to alternative rod radio

Listen to classic hits

Watch The Simpsons two to four times a month

Read Rolling Stone

Watch TV professional wrestling

Read men’s magazines

Lakewood Ranch, 34202

1. God’s Country

This group is a phenomenon of the ’70s migration to the exurbs—those areas beyond the suburbs. They are the most affluent ($84,851 median household income) of all exurb residents, living in huge homes and trying their best to balance “high-power jobs” with “laid-back leisure.”  College-educated baby boomers, they are either childless or empty-nesters, and have an affinity for ski and golf vacations.

Top 10 Lifestyle Behaviors

Own/lease new Volkswagen

Business travel by airplane three times a year

Dine at Ruth’s Chris Steak House once a month

Order from J. Crew once a year

Stay at Hilton on vacation once a year

Go downhill skiing once a year

Drink Samuel Adams Beer once a week

Buy flowers from the Internet once a year

Buy from Houlihan’s once a month

Take three-plus cruises three times a year

Top 10 Media Behaviors

Read airline magazines

Read Wall Street Journal daily

Watch sports

Listen to ABC ESPN radio, net audience

Use Yellow Pages on Internet once a week

Watch Golf Channel once a week

Read Men’s Health

Read Modern Bride

Read Cigar Afficionado

Read Maxim

2. Country Squires

This zip code also attracts affluent baby boomers and young families (median household income is $103,934 with high income-producing assets) who left the city in search of small-town charm. They build huge homes on sprawling acres in the country and, when they’re not working at their executive-level jobs, spend their leisure hours playing golf, tennis, swimming, boating and biking.

Top 10 Lifestyle Behaviors

Have 529 college savings accounts

Use E*Trade once a year

Buy Apple iPods once a year

Buy toys online once a year

Go downhill skiing once a year

Own downhill skis/boots

Own/lease new Mercedes

Take domestic golf vacations once a year

Own roller blades

Buy MP3 Players

Top 10 Media Behaviors

Watch sports

Read airline magazines

Listen to ABC ESPN radio

Listen to classic hits

Read Architectural Digest

Watch pay-per-view movies

Read Dow Jones Money Report, net audience

Read Parenting magazine

Read parenthood magazines, net audience

Read Barron’s

3. Big Fish, Small Pond

Another group of empty-nest elite, called Big Fish, Small Pond, live in this zip. A bit older than the Country Squires, they often take leadership positions in their communities. Upscale professionals (median household income is $83,872), they belong to country clubs, keep large portfolios and don’t mind spending big bucks on computer technology.

Top 10 Lifestyle Behaviors

Belong to a country club

Buy from Bertucci’s once a month

Own a vacation/weekend home

Order from L.L. Bean once a year

Buy men’s business suit, spending at least $250 once a year

Order from Land’s End once a year

Own cross-country boots/skis

Contribute to NPR once a year

Go sailing once a year

Own/lease new Acura/Infiniti/Lexus

Top 10 Media Behaviors

Read Barron’s

Read AARP, The Magazine

Watch NBC Meet the Press two to four times a month

Watch Golf Channel once a week

Watch PGA Championship once a year

Listen to classical radio

Listen to news/talk radio

Read Architectural Digest

Read USA Today daily

Watch the Kentucky Derby

Sarasota, 34236

1. Park Bench Seniors

This downtown Sarasota zip along Sarasota Bay, which extends north to

17^th Street, east

to U.S. 301 and out to

St. Armands Circle

and Lido Key, is a mixed-income and racially diverse locale that includes some of the wealthiest and poorest of the region’s residents. The dominant group, despite those glitzy high-rise condo towers and the mansions lining Lido Shores, is Park Bench Seniors, retired singles with “modest educations and incomes (national annual median household income is $23,409), a sedentary lifestyle and a penchant for watching game shows on TV.

Top 10 Lifestyle Behaviors

Shop at Piggly Wiggly once a month

Buy from Shoney’s once a month

Buy from Rally’s once a month

Have Medicare/Medicaid

Own a hybrid vehicle

Spend less than $60 a week on grocery shopping

Eat Kellogg’s Corn Flakes once a week

Buy from Church’s Chicken six times a month

Shop at Neiman Marcus once every three months

Visit physical therapist once a year

Top 10 Media Behaviors

Watch Young & Restless three to five times a week

Listen to gospel radio

Watch Price is Right three to five times a week

Watch SOAPNet once a week

Watch The Jerry Springer Show three to five times a week

Watch El Gordo y La Flaca three to five times a week

Watch daytime TV

Watch CBS Evening News three to five times a week

Watch TV bowling

2. Middleburg Managers

The second most dominant group in this zip is also the most dominant group in Sarasota County and the sixth most dominant group in Manatee County. In fact, with 12.6 percent of households falling into this category, Sarasota ranks among the top 10 counties in the country for Middleburg Managers. (The national percent of households in this category is 1.84 percent.) Typically empty nesters, 55-plus, they are white collar and solidly middle class with above-average income-producing assets, relaxed lifestyles and a Mercury Sable in the driveway.

Top 10 Lifestyle Behaviors

Order from Readers Digest once a year

Travel to Australia/New Zealand/South pacific once very three years

Own motor home

Buy collectibles by mail/phone once a year

Buy from Joe’s Crab Shack once a month

Have bank card issued by First USA

Order from QVC once a year

Order from Home Shopping Network once a year

Buy from Sizzler Family Steakhouse once a month

Buy from Bennigan’s once a month

Top 10 Media Behaviors

Read AARP The Magazine

Listen to Dow Jones Money Report

Watch Antiques Roadshow two to four times a month

Watch Jeopardy! three to five times a week

Watch 60 Minutes two to four times a month

Watch Golf Channel once a week

Watch Dateline NBC Friday two to four times a month

Watch QVC once a week

Listen to classical radio

Watch American Movie Classics once a week

3. Second City Elite

Claritas asserts that “there’s money to be found in the nation’s smaller cities, and you’re most likely to find it in Second City Elite.” In Sarasota County this group ranks as our third-most dominant (almost six percent of our households as opposed to a national percentage of 1 percent), and the successful baby boomer executives who make it up tend to live in spacious homes with lots of computers, large-screen TVs and wine collections. Most have college or graduate degrees and enjoy arts and culture with their $75,708 median household income.

Top 10 Lifestyle Behaviors

Own/lease new Mercedes

Belong to a country club

Shop at Talbots three times a month

Own/lease a new Acura/Infiniti/Lexus

Own timeshare residence

Order from Home Shopping Network once a year

Domestic travel by motor home once a year

Take three-plus cruises in a three-year period

Contribute to PBS once a year

Foreign travel by cruise ship once every three years

Top 10 Media Behaviors

Listen to Dow Jones Money Report

Listen to all talk radio

Read AARP The Magazine

Watch NBC Meet the Press two to four times a month

Watch PGA championship once a year

Watch Home Shopping Network once a week

Read Food & Wine

Read The Economist

Read Travel & Leisure

Read The New Yorker

Siesta Key, 34242

1. Upper Crust

As the name implies, this group has the most exclusive addresses and wealthiest lifestyles in the country, so it’s not surprising they’re dominant on Longboat and Siesta keys. Empty-nesting couples, between the ages of 45 and 64, they are mostly professionals with graduate degrees, earning $111,546 per household, spending oodles of money on foreign travel and fancy cars.

Top 10 Lifestyle Behaviors

Own/lease new Acura/Infiniti/Lexus

Take three-plus cruises in a three-year period

Own/lease new Mercedes

Dine at Ruth’s Chris Steak House

Use Charles Schwab

Spend $3,000-plus on domestic travel

Stay at Hiltons

Own/lease new BMW

Shop at Ethan Allen Galleries

Shop at Neiman Marcus

Top 10 Media Behaviors

Read Wall Street Journal daily

Listen to all news radio

Read The Economist

Listen to classical radio

Read airline magazines

Listen to National Public Radio

Read the New York Times daily

Listen to Bloomberg Network Radio

Listen to news/talk radio

Watch Golf Channel

2. New Empty Nests

The kids are gone, but the residents, mostly retired, in this upper middle income group (median household income is $70,065 and their income-producing assets are very high) have no interest in slowing down even though three-quarters of them are over 65. Claritas says New Empty Nests is the “top-ranked segment for all-inclusive travel packages” with Italy being their No. 1 choice.

Top 10 Lifestyle Behaviors

Take three-plus cruises in a three-year period

Shop at Talbots

Contribute to PBS

Order from Readers’ Digest Association

Have Medicare/Medicaid

Own/lease new Mercedes

Buy classical music

Belong to a civic club

Belong to a country club

Foreign travel for 15-plus nights every three years

Top 10 Media Behaviors

Read AARP The Magazine

Listen to Bloomberg Network Radio

Read Wall Street Journal

Listen to classical radio

Watch Golf Channel

Watch PGA Championship

Listen to news/talk radio

Watch 60 Minutes

Read The New Yorker

Watch Antiques Roadshow

3. Gray Power

(See description under Lakewood Ranch.)

Venice, 34292

1. Traditional Times

This group is filled with folks who are just about to retire and have the means to do it in comfort. Usually upper middle class (median household income is $55,498) with some college, they prefer small towns and are avid travelers, often in big motor homes.

Top 10 Lifestyle Behaviors

Order from Readers Digest once a year

Own riding lawn mower

Order from L.L. Bean once a year

Travel 11-plus miles to grocery store

Order from Eddie Bauer once a year

Belong to a civic club

Order from Publishers Clearing House once a year

Drive recreational vehicle

Belong to a country club

Do bird watching once a year

Top 10 Media Behaviors

Read AARP The Magazine

Watch Antiques Roadshow two to four times a month

Watch PGA Championship once a eyar

Watch Wheel of Fortune three to five times a week

Watch TV figure skating

Read Wall Street Journal two to four times a month

Watch NBC Meet the Press two to four times a month

Watch 60 Minutes two to four times a month

Watch the Kentucky Derby

Watch Home Shopping Network

2. Big Fish, Small Pond

(see description under Lakewood Ranch)

3. Simple Pleasures

This segment is filled with older, blue-collar retirees who own their own homes and have a median household income of $43,262. Most residents in this group are high school graduates, and many have served in the military. Claritas reports that no other segment has as many residents who are members of veterans’ clubs.

Top 10 Lifestyle Behaviors

Has Medicare/Medicaid

Order from Readers Digest once a year

Travels by motor home once a year

Drink Slim Fast once a week

Belong to a veterans’ club

Buy collectibles by mail/phone once a year

Own motor home

Belong to a fraternal order

Buy from Hardee’s once a month

Travel 11-plus miles to a grocery store

Top 10 Media Behaviors

Read AARP The Magazine

Watch Wheel of Fortune three to five times a week

Watch Price is Right three to five times a week

Watch Jeopardy! three to five times a week

Watch 60 Minutes two to four times a month

Watch TV figure skating

Watch NBC Meet the Press  two to four times a month

Watch Young and Restless three to five times a week

Watch CBS Evening News three to five times a week

Watch Antique Roadshow two to four times a week