Financial CLOUT
Nielsen Claritas Financial CLOUT® is a database that contains the current-year (CY) and five-year (FY) projections of market penetration and dollar balances for more than 100 financial products. These estimates and projections include all basic banking products and auxiliary services, such as paying bills using the telephone or Internet, and nontraditional banking services, such as investments.
Variable Categories
Nielsen Financial CLOUT variables are presented in the following 11 categories:
- Checking/Demand Deposit Account Products
- Credit Card Products
- Delivery Products
- Installment Loan Products
- Insurance Products
- Investment Products
- Line of Credit Products
- Overall Credit Products
- Overall Deposit Products
- Retirement Products
- Savings Products
Methodology:
The geographic-level estimates and projections included in Financial CLOUT are generated using the statistical models developed from the Nielsen Market Audit survey. The Market Audit survey is an online panel survey that collects detailed information on household financial-product usage and behavior and household demographic characteristics. Annually, approximately 75,000 households nationwide participate in the survey. The Market Audit survey is designed to generate a national representative sample of U.S. households. Using Market Audit survey data, statistical models are created, which relate household characteristics to financial product usage and behavior. These models are then used to generate current-year estimates and five-year projections for geographic areas based on the Nielsen Claritas Update Demographics. The geographic estimates and projections include adjustments that reflect regional differences in financial-product usage and behavior. These adjustments are based on actual behavior as measured by the Market Audit survey. (For additional information, see the Financial CLOUT Methodology.)
