Using data from the Federal Elections Commission, Claritas first explored the subject last September as the primaries got under way using its PRIZM NE system.
The most recent data, based on donations of $200-plus, showed that while Kerry continues to receive support from upscale urbanites, the "young digerati", "money and brains" and "bohemian mix", previous support from more suburban high-end segments such as "movers and shakers", "blue-blood estates" and "Beltway bloomers" has waned.
All of the top 10 segments for Kerry, based on the percentage of all donations by segment, are now urban-based.
In comparison, the top 10 donors for Bush are predominantly exurban and suburban with some rural support, the same type of support he was attracting a year ago.
The data highlights the fact that only one of the affluent suburban groups, "winners circle" is on the President's top 10 list. Others fall squarely within the middle to lower class, with names like "kid country", "USA", "fast-track families", "new homesteader", "red, white and blues" and "suburban pioneers".
Michael Mancini, Claritas' vice-president of consumer targeting, said: "PRIZM NE allows the candidates to know that they may have strong support in the rural families of Mayberryville, but still need to do some work among their suburban cousins in 'kids & cul-de-sacs'."
The PRIZM NE system is based on a merging of marketing research and census data to classify every US household by reflecting lifestyles, marketplace, behaviour and attitudes.
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