Demographics

The demographic profile contains generic information about a household. Each property represents an axis of spending and budgeting behavior tracked by our team. The Demographics service combines this information into a behavioral model.

We use these generic models in comparison to an actual user's key data to highlight marketing opportunities, build personalized budgets, and score cash-flow health or lending risk.

Property	Description
net_annual_income	net annual income (take home) of household. used in calculations as the budget total. (Required)
zip	United States postal code (Required)
age	age of primary earner in household (optional)
gross_annual_income	gross annual income (before taxes) of the household (optional)
is_homeowner	renter vs. owner flag (optional)
household_members	number of individuals in the household including dependents (optional)

Budget Categories

SPENDiD API services accept and return budget and spending data using a single object structure.

This concise format makes it simple to validate, transfer, and visualize budget information as a whole.

Each property corresponds with a discrete spending category we track and aggregate.

You are free to use our model or map our output to yours using the transformer we provide.

Code	Description
alcoholic_beverages	Whether consumed at home or away from home
cash_contributions	Charitable contributions plus payments for alimony and child support, including cash paid for the support of students away from home
cellular_phone_service	Cellular charges for voice and data
clothing_items_and_services	Purchases of items and services related to clothing and other accessories including shoes, jewelry, and related apparel cleaning and repair
education	All costs of tuition, fees, textbooks, supplies, and equipment for all levels of school or vocational training from nursery school through university and graduate programs
electricity	Power bill
fees_and_admissions	Admission paid to events such as sports, movies, concerts, and theater; Membership fees for country clubs or other recreational organizations; Dues paid for other social, entertainment, recreational, and fraternal organizations
food_home	Expenditures for food items purchased from grocery stores (or similar) for preparation and consumption at home or to be taken from home to work, school or elsewhere in lieu of payment for dining out
food_out	Expenditure for all meals and non-alcoholic beverages whether at a full-service restaurant, fast food drive-thru or concession stand, etc..
furniture_and_appliances	Furniture for use inside or outside the home; major or small appliances; floor coverings, draperies, misc housewares
gasoline	Gasoline, motor oil and diesel fuel
health_insurance	Health insurance costs whether PPO, HMO, Medicare supplements or other forms of health-related insurance
heating_fuels_other	Coal, wood, bottled gas or kerosene
home_maintenance_and_repairs	Expenditures paid to contractors for repairs and maintenance to the dwelling, or for materials used in owner-performed repairs of the dwelling
household_operations	Expenditures for all other services related to ongoing household operations such as housekeeping, lawn, pest, baby-sitting, daycare, home-security, appliance repairs, moving costs, etc...
housekeeping_supplies	Expenses incurred for household products including laundry, cleaning, and lawn & garden supplies
life_and_personal_insurance	Premiums paid for whole life and term insurance, or other insurance not for homes and vehicles.
media_hardware_and_services	Purchase and repair of electronic devices such as TV sets, sound systems, media storage, video games, etc...
medical_services	Payments made to doctors, dentists, hospitals, lab tests, elder care, and other medical care services
medical_supplies	Payments for medical-related supply items such as first aid kits, braces, eyeglasses, hearing aids, etc...
miscellaneous	Expenses not elsewhere classified
mortgage_and_rent	Rent or mortgage payments (including principal, interest and property taxes)
natural_gas	Natural gas bill for home heating and/or cooking
other_debt_payments	Debt service other than mortgage or vehicle payments - Includes student loans, home equity loans, or accumulated credit card debt payments
other_lodging	Expenses for lodging while away from home such as hotels, college dorms, vacation rentals, Airbnb, hostels, etc...
personal_care	Expenditures for personal care appliances, other products and service providers for hair, shaving, cosmetics, oral hygiene, etc...
pets	Pet food, veterinary expenses, other pet supplies
prescription_drugs	Drugs whether prescribed or over-the-counter, including vitamins and supplements
public_and_other_transportation	Fares paid for rideshare services, airlines, trains, subways, buses, taxis, etc...
reading	Subscriptions or payments for books, magazines, whether online or hard-copy
residential_phone_service	Phone-bill including internet charges
savings	Savings out of take-home pay (i.e. excludes deferrals such as 401k withholding)
tobacco_and_smoking	Tobacco, cigarettes, cigars and related items such as vaping supplies, lighters, etc...
toys_and_hobbies	Expenses for games, toys and hobbies
vehicle_insurance	Premiums paid for insuring cars, trucks, boats, etc...
vehicle_maintenance_and_repairs	Expenditures for routine and breakdown maintenance of household vehicles. Includes replacement items such as tires, batteries, coolants, etc...
vehicle_purchase_and_lease	Purchase or lease payments for vehicles including cars, trucks, motorcycles, RVs, etc...
water_and_public_services	Expenses for water and sewer, garbage collection, septic tank services, etc...