Feb
14
2012

Where the “Hart” is

If your surname is Hart or Love, does Valentine’s Day take on added significance?  According to whitepages.com, the surname Hart is the 179th most popular last name in the U.S.  It’s sandwiched between Pierce and Peters (but let’s hope your valentine won’t pierce your heart).  You’ll find the most Harts in California, Florida, Texas, New York, and Ohio.  Further down the list is the surname Love, ranked 347th.  What if your valentine has a last name of Valentine or Valentino?  Well that would be a pretty rare event.  Valentine comes in 822nd place and Valentino ranks 4,925th.

What would a Hart surname say about you?  Using Experian’s Mosaic® USA Consumer Lifestyle Segmentation solution, we constructed a hypothetical  Hart family tree.

Hart households appear to have a sweet spot for raising families.  It must be true.  Home is where the “Hart” is.  Households with a surname of Hart are 1.79 times more likely to be found in a segment called No Place Like Home.  This is the second most over-penetrated Hart family tree segment.  In first place is Picture Perfect Families.  Other family-oriented segments that are over 1.5 times more likely to contain a Hart include Stockcars and State Parks, Family Fun-tastic, and Sports Utility Families.

Baby boomers are well represented too.  Boomers and Boomerangs, a segment consisting of boomer-aged parents who are sharing their home with grown-up children (now that’s true love), are 1.77 times more likely to contain Harts.  Other boomer segments that are overly saturated with Harts include Aging of Aquarius (1.60 times) and Unspoiled Splendor (1.56 times).

Some Members of the Hart Family Tree

SegmentWhat they love …
Picture Perfect FamiliesThey love attending sports events, cheering both professional or college teams while enjoying elaborate tailgate parties.
Stockcars and State ParksThey engage in a traditional small-town lifestyle. Individuals in this segment are fresh air-lovers who like to hunt, fish and camp.
Aging of AquariusThey still maintain their love of music, though these one-time rock ’n’ rollers now listen to jazz, classical and easy listening radio formats.
Unspoiled SplendorTheir idea of a big date is a trip to the state fair, an antique show or a country music festival. With the great outdoors all around them, they can indulge their fondness for horseback riding.
Sports Utility FamiliesWhen they go out to eat, they love to pile into their SUVs and head to casual dining restaurants such as Olive Garden, Chili’s, TGI Friday’s and Applebee’s.


Mosaic® USA is a household-based consumer lifestyle segmentation system which is proprietary to Experian Marketing Solutions, Inc. and that classifies all U.S. households and neighborhoods into 71 unique segments/types which aggregate into 19 overarching groups, providing perspective on consumers’ household demographic composition, choices, preferences and habits to enhance the understanding of households’ lifestyles. The data and insights from this summary report are based on an aggregation of households that are statistically representative of the target audience.  No individual-level data or personally identifiable information has been released, used, or incorporated into the analysis. The data is presented “AS IS” and Experian does not warrant nor guarantee the data or information presented herein.


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