MVEST provides valuable insights into different audience segments to help you better understand veteran households and compare them to other segments.

Below, you’ll find descriptions of each segment available in the app.

Baseline Segment

US Household Population
This segment represents the full household population of the United States, including those with and without military affiliation, across all age ranges.
It serves as the foundational benchmark for all insights within the data product. By comparing any specific audience segment against this baseline, you can quickly understand how that group differs from or aligns with the national average.

Age-Based Segments

US Households
These segments represent all U.S. households, regardless of military affiliation, categorized by the age range of at least one resident within the household.

• US Households – 18+: All households with at least one resident aged 18 or older in the United States.
• US Households – Age 18–23: Households with young adults beginning their careers, education, or early service years.
• US Households – Age 24–35: Households with early-to-mid career adults often balancing work, family formation, and financial growth.
• US Households – Age 36–45: Households with mid-career adults managing established families and stable professional lives.
• US Households – Age 46–55: Households with experienced adults focused on career advancement and family responsibilities.
• US Households – Age 56–65: Households with pre-retirement adults preparing for later life transitions.
• US Households – Age 66–75: Households with retirees or older adults nearing retirement.
• US Households – Age 75+: Households with senior residents who are typically fully retired and represent the most mature age group.

Military Segments

These segments include households with at least one active-duty service member, veteran, or other individual with military affiliation, organized by the age range of the military-affiliated resident.

• Military Households – 18+: All households with at least one military-affiliated resident aged 18 or older.
• Military Households – Age 18–23: Households with young service members in early stages of enlistment or training.
• Military Households – Age 24–35: Households with service members progressing through key career milestones or transitioning between roles.
• Military Households – Age 36–45: Households with mid-career service members balancing duty, family, and stability.
• Military Households – Age 46–55: Households with experienced members in leadership, specialized, or transitional roles.
• Military Households – Age 56–65: Households with senior service members nearing retirement or recently transitioned veterans.
• Military Households – Age 66–75: Households with retired or near retirement military.
• Military Households – Age 75+: Households with older veterans representing long-term service experience and legacy.

Civilian Segments

These segments represent households without military affiliation, organized by the age range of residents.

• Civilian Households – 18+: All non-military households with at least one resident aged 18 or older.
• Civilian Households – Age 18–23: Households with young civilians pursuing education or entering the workforce.
• Civilian Households – Age 24–35: Households with early-to-mid career civilians balancing work and personal growth.
• Civilian Households – Age 36–45: Households with mid-career civilians managing households and professional stability.
• Civilian Households – Age 46–55: Households with experienced civilians focused on peak career and family responsibilities.
• Civilian Households – Age 56–65: Households with pre-retirement civilians planning financial and lifestyle transitions.
• Civilian Households – Age 66–75: Households with retired or semi-retired civilians.
• Civilian Households – Age 75+: Households with senior civilians, typically fully retired, representing older generations.

Using These Segments

By categorizing households based on military affiliation and the age of residents, MVEST enables more precise audience targeting and deeper insights into behavior, lifestyle, and household composition.
When combined with other filters—such as state, race/ethnicity, and gender—these segments allow for more meaningful comparisons and a richer understanding of both veteran and civilian populations across the United States.

If you have any questions about these segments or how to apply them within the app, please contact our support team.