Ultimate Guide To Facebook Partner Categories

05 Jun Ultimate Guide To Facebook Partner Categories

Big data is all the rage these days. I see conference sessions about it, blog posts about it, and hear people talk about it. But for the average company, making that “big data” actionable is not quite reality. However, if you’re doing Facebook PPC advertising, you now have access to some very big data in a very actionable way.

Facebook Partner Categories

First, you need to note that this is only available via the Facebook Power Editor (great post from Clix Marketing here).
Facebook Power Editor
In there you’ll notice 3 different providers of this “big data”: Acxiom, Datalogix, and Epsilon. As you break out the various partner categories you can hover over the little blue “i” image and get an estimate of how many people are in that group. It is very comprehensive, but I’ll point out a few interesting things I found:

  • 13.5 million people buy children’s cereals, but only 9.7 million buy fiber cereals.
  • Dog Food buyers outnumber Cat Food buyers by 2 million!
  • There are 6.2 million “Spa Mavens”, whatever that means.

Interested in what else is there? I pulled all the audience estimates and they’re published below. Enjoy!

Acxiom

  • Demographic
    • Home
      • Dwelling Type
        • Single-Family Dwelling Unit – 78568700
        • Multiple-Family Dwelling Unit – 14682500
      • Home Market Value
        • 1000000 – 967500
        • 100000 – 26734100
        • $100,000.00-$250,000.00 – 41979900
        • $250,000.00-$500,000.00 – 18643500
        • $500,000.00-$750,000.00 – 5046000
        • $750,000.00-$1,000,000.00 – 1952700
      • Home Owner
        • Home Owner (All) – 65642400
        • Recent Buyer – 594200
        • Recent Mortgage Borrower – 1757600
      • Length of Residence
        • 2 years and under – 14660200
        • 3-5 years – 14818300
        • 6-8 years – 14751200
        • 9-12 years – 13838100
        • Greater than 12 years – 37767600
      • Renter – 29287800
    • Household Size
      • 1 – 25993800
      • 2 – 20937900
      • 3 – 17915900
      • 4 – 13691900
      • 5 – 8831100
      • 6 – 8561200
  • Financials
    • Bank Card – 67215200
    • Credit Card User
      • Gas Card, Department Store Card and/or Retail Store Card – 56033000
      • Premium Card – 19465500
      • Travel and Entertainment Card – 6946900
      • Unknown Type Of Card – 63422000
      • Upscale Department Store Card – 33622100
    • Investors
      • Highly Likely Investor – 10456800
      • Likely Investor – 10066900
    • Spending Method
      • Primarily Cash – 22399200
      • Primarily Credit Cards – 24919700
  • Job Role
    • Administration/Managerial Category – 5129600
    • Clerical/White Collar Category – 9155800
    • Craftsman/Blue Collar Category – 7312000
    • Educator Category – 297600
    • Farmer – 287100
    • Financial Professional Category – 821100
    • Homemaker – 4075900
    • Legal Professional Category – 152900
    • Medical Professional Category – 3026900
    • Military Category – 270600
    • Professional/Technical Category – 10708500
    • Religious Category – 39800
    • Retired – 2537200
    • Sales/Service Category – 1885000
    • Self-Employed – 1458100
    • Student – 1177800
  • Purchase
    • Financial Services
      • Banking – 25533700
      • Gas Station – 8040200
      • Standard Retail
        • High Volume/Low End Dept Store Buyers – 9675100
        • Main Street Retail – 8684300
        • Standard Retail – 35999400
      • Standard Specialty
        • Computer/Electronics Buyers – 4145500
        • Home Improvement – 3346400
        • Home Office Supply Purchases – 2561500
        • Specialty Apparel – 8374700
        • Specialty Other – 9118400
      • Upscale
        • High End Retail Buyers – 11922800
        • Travel/Personal Services – 8561000
      • Vehicle
        • Purchase Propensity
          • Brand
            • Likely to Buy a New Acura – 20870800
            • Likely to Buy a New Audi – 19493200
            • Likely to Buy a New BMW – 23544500
            • Likely to Buy a New Buick – 23606200
            • Likely to Buy a New Cadillac – 17100000
            • Likely to Buy a New Chevrolet – 42315300
            • Likely to Buy a New Chrysler – 33833600
            • Likely to Buy a New Dodge – 42250800
            • Likely to Buy a New Ford – 41884900
            • Likely to Buy a New GMC – 31109300
            • Likely to Buy a New Honda – 34392400
            • Likely to Buy a New Hyundai – 33928600
            • Likely to Buy a New Infiniti – 21154300
            • Likely to Buy a New Jeep – 29200700
            • Likely to Buy a New Kia – 47222400
            • Likely to Buy a New Land Rover – 23164100
            • Likely to Buy a New Lexus – 18259100
            • Likely to Buy a New Lincoln – 22320300
            • Likely to Buy a New Mazda – 31527800
            • Likely to Buy a New Mercedes-Benz – 21796500
            • Likely to Buy a New Mini – 26710900
            • Likely to Buy a New Nissan – 46112300
            • Likely to Buy a New Scion – 36138500
            • Likely to Buy a New Subaru – 24569000
            • Likely to Buy a New Toyota – 37483100
            • Likely to Buy a New Volkswagen – 28473700
          • Type
            • Likely to Buy a New Compact Pickup – 38872000
            • Likely to Buy a New Compact SUV – 24611300
            • Likely to Buy a New Compact Van – 30399600
            • Likely to Buy a New Entry Compact Car – 51400000
            • Likely to Buy a New Entry Luxury Car – 20067700
            • Likely to Buy A New Entry Mid-size Car – 38586400
            • Likely to Buy a New Entry Sports Car – 37202100
            • Likely to Buy a New Full-size Car – 33696700
            • Likely to Buy a New Full-size SUV – 25906900
            • Likely to Buy a New Full-size Van – 45395200
            • Likely to Buy a New Heavy Duty Pickup – 36644500
            • Likely to Buy a New Light Duty Pickup – 36662500
            • Likely to Buy a New Luxury Pickup – 23081200
            • Likely to Buy a New Lusury Sports Car – 25484900
            • Likely to Buy a New Luxury SUV – 14434800
            • Likely to Buy a New Mid Luxury Car – 17900200
            • Likely to Buy a New Mid-size SUV – 17735400
            • Likely to Buy a New Premium Compact Car – 47009100
            • Likely to Buy a New Premium Luxury Car – 27496800
            • Likely to Buy a New Premium Mid-size Car – 40965200
            • Likely to Buy a New Vehicle – 23379300

Datalogix

  • DLX Auto powered by Polk
    • Aftermarket
      • Auto Parts Buyer – 27091300
      • Auto Service Buyer – 18931500
      • Vehicle Purchased 0-6 mos ago – 7886300
      • Vehicle Purchased 13-24 mos ago – 8139200
      • Vehicle Purchased 25-36 mos ago – 4979200
      • Vehicle Purchased 37-48 mos ago – 3558200
      • Vehicle Purchased 7-12 mos ago – 5617700
      • Vehicle Purchased over 48 mos ago – 11648800
    • In Market
      • Body Style
        • Crossover Vehicle – 7247200
        • Entry/Economy/Compact – 5352400
        • Full-Size Sedan – 3892000
        • Full-Size SUV – 4285500
        • Hybrid/Alternative Fuel – 3911100
        • Luxury Sedan – 2325700
        • Luxury SUV – 2390000
        • Midsize Car – 7808800
        • Minivan – 5091600
        • Pickup Truck – 8814600
        • Small/Midsize SUV – 9989400
        • Sports Car/Convertible – 6684700
      • Commercial Truck Owners – 16357900
      • Lease Affinity – 548100
      • Make
        • Acura – 105200
        • Audi – 61700
        • BMW – 153500
        • Buick – 77800
        • Cadillac – 60400
        • Chevrolet Car – 748400
        • Chevrolet Truck – 1561500
        • Chrysler – 279700
        • Dodge Car – 169500
        • Dodge Truck – 767800
        • Ford Car – 790500
        • Ford Truck – 1751100
        • GMC – 176100
        • Honda – 862600
        • Hyundai – 484800
        • Infiniti – 58300
        • Jaguar – 10900
        • Jeep – 187100
        • Kia – 184000
        • Land Rover – 35100
        • Lexus – 167500
        • Lincoln – 37800
        • Mazda – 114900
        • Mercedes-Benz – 139300
        • MINI – 28300
        • Mitsubishi – 43500
        • Nissan – 421900
        • Porsche – 22600
        • Subaru – 186400
        • Toyota – 1134400
        • Volkswagen – 218000
        • Volvo – 58400
      • New – 8868600
      • New or Used – 11705000
      • Used – 2910300
      • Used
        • Body Style
          • Alternative Fuel – 6014200
          • Crossover Vehicle – 7526500
          • Entry/Economy/Compact – 1265400
          • Full-Size Sedan – 6340800
          • Full-Size SUV – 989300
          • Luxury Sedan – 759700
          • Luxury SUV – 4451300
          • Midsize Car – 2657200
          • Minivan – 1344600
          • Pickup Truck – 2790500
          • Small/Midsize SUV – 819300
          • Sports Car/Convertible – 967600
          • Make
            • Acura – 59700
            • Audi – 29400
            • BMW – 82300
            • Buick – 120300
            • Cadillac – 60500
            • Chevrolet Car – 353400
            • Chevrolet Truck – 700100
            • Chrysler – 211700
            • Dodge Car – 123200
            • Dodge Truck – 387500
            • Ford Car – 316700
            • Ford Truck – 737800
            • GMC – 202900
            • Honda – 323200
            • HUMMER – 8600
            • Hyundai – 136700
            • Infiniti – 12700
            • Isuzu – 16500
            • Jaguar – 4800
            • Jeep – 229000
            • Kia – 126400
            • Land Rover – 11800
            • Lexus – 76600
            • Lincoln – 46500
            • Mazda – 96500
            • Mercedes-Benz – 72000
            • Mercury – 102800
            • MINI – 13000
            • Mitsubishi – 62500
            • Nissan – 258600
            • Pontiac – 225500
            • Porsche – 4900
            • Saab – 12000
            • Saturn – 85300
            • Subaru – 62600
            • Suzuki – 24100
            • Toyota – 457600
            • Volkswagen – 36200
            • Volvo – 16600
      • Motorcycle
        • Bought New – 1302600
        • Bought Used – 2600400
        • Motorcycle Owner – 10900300
        • Owner
          • All-Terrain Vehicle (ATV) – 973500
          • BMW – 80100
          • Domestic – 1400300
          • Foreign – 3556100
          • Harley – 1417500
          • Honda – 1349000
          • Kawasaki – 570200
          • Less than 600 cubic centimeters (cc) – 1720700
          • Mini Bike/Moped/Scooter – 202200
          • Off-Road/Trail/Dirt Bike – 452500
          • Over 600 cubic centimeters (cc) – 3389600
          • Polaris – 284500
          • Road/Street Bike – 3309800
          • Suzuki – 565100
          • Yamaha – 876500
        • Purchased
          • 0-6 mos ago – 418900
          • 13-24 mos ago – 475300
          • 25-36 mos ago – 409700
          • 37-48 mos ago – 429100
          • 7-12 mos ago – 206300
          • Over 49 mos ago – 1769900
      • Near Market
      • All Near Market – 12714700
      • Body Style
        • Alternative Fuel – 2705600
        • Crossover – 4245900
        • Entry/Economy/Compact – 3573200
        • Full-Size Sedan – 2632400
        • Full-Size SUV – 4072400
        • Luxury Sedan – 3133100
        • Luxury SUV – 1450200
        • Midsize Car – 4426700
        • Minivan – 2448400
        • Pickup Truck – 2635800
        • Small/Mid-size SUV – 3339500
        • Sports Car/Convertible – 2771500
      • New Vehicles – 4609300
    • Vehicle Owners
      • Body Style
        • Crossover Vehicle – 4345700
        • Entry/Economy/Compact – 12565900
        • Full-Size Sedan – 31335700
        • Full-Size SUV – 5108400
        • Hybrid/Alternative Fuel – 6116900
        • Luxury Sedan – 7582000
        • Midsize Car – 18807300
        • Minivan – 6226900
        • Pickup Truck – 17379700
        • Small/Mid-size SUV – 1411000
        • Sports Car/Convertible – 5192200
      • Make
        • Acura – 888200
        • Audi – 414900
        • BMW – 1130700
        • Buick – 1967000
        • Cadillac – 1050400
        • Chevrolet Car – 5012800
        • Chevrolet Truck – 9396700
        • Chrysler – 12127700
        • Dodge Car – 1620700
        • Dodge Truck – 5123000
        • Ford Car – 4705200
        • Ford Truck – 10339700
        • GMC – 3115400
        • Honda – 6865100
        • Hummer – 97400
        • Hyundai – 1905300
        • Infiniti – 488100
        • Isuzu – 295400
        • Jaguar – 152400
        • Jeep – 3175100
        • Kia – 1341200
        • Land Rover – 168700
        • Lexus – 1096400
        • Lincoln – 739800
        • Mazda – 1653600
        • Mercedes – 999300
        • Mercury – 1409900
        • MINI – 116800
        • Mitsubishi – 915800
        • Nissan – 4420000
        • Pontiac – 2711200
        • Porsche – 140300
        • Saab – 196200
        • Saturn – 1234100
        • Subaru – 1255400
        • Suzuki – 339900
        • Volkswagen – 1510100
        • Volvo – 672000
    • Vehicle Price or Age
      • Vehicle Age
        • 0-1 Years Old – 6561700
        • 11-15 Years Old – 22242700
        • 16-20 Years Old – 10825700
        • 2 Years Old – 4010500
        • 21 Years or Older – 6832700
        • 3 Years Old – 3973900
        • 4-5 Years Old – 13308000
        • 6-10 Years Old – 30331600
      • Vehicle Price
        • $20K to $30K – 22341500
        • $30K to $40K – 2190400
        • $40K to $50K – 1744600
        • $50K to $75K – 897300
        • < $20K - 37530300
        • Over $75K – 121100
  • DLX CPG
    • Bakery Buyers – 18282700
    • Baking & Cooking Supplies Buyers
      • Baking – 14462400
      • Spices – 13878300
    • Beverage Buyers
      • Bottled Water – 12108400
      • Carbonated Beverages – 22547100
      • Coffee – 18852800
      • Coffee: K-Cup – 5866700
      • Diet Carbonated – 19729100
      • Energy Drinks – 8497100
      • Hot Tea – 9439600
      • Iced Tea/Lemonade – 12370700
      • Juice – 16269700
      • Non-Dairy Milk – 13152400
      • Sports Drinks – 13037700
    • Cereal Buyers
      • Children’s Cereals – 13493300
      • Fiber Cereals – 9681500
      • Hot Cereals – 10643600
    • Children’s Food & Product Buyers
      • Baby Food & Products – 10192300
      • Children’s Food – 20622600
      • Children’s Food & Product Buyers – 19654600
    • Condiments & Dressings Buyers
      • Condiments – 17687100
      • Salad Dressings – 16261800
    • Dairy & Egg Buyers
      • Cheese – 18724900
      • Eggs – 21996200
      • Milk – 19013000
      • Yogurt – 11204900
    • Frozen Food Buyers
      • Frozen Entrees – 16587500
      • Frozen Meats & Seafood – 15429100
      • Frozen Vegetables – 16816800
      • Ice Cream & Novelties – 14015900
    • Gift & Party Supplies Buyers – 7213900
    • Grocery Spending Behavior
      • Premium Brand Buyers – 20569000
      • Top Grocery Spenders – 17738100
    • Health Food Buyers
      • Diet Foods – 10140100
      • Fresh Produce – 15045600
      • Low-Fat Foods – 18539200
      • Natural & Organics – 15784000
      • Vitamins – 8113800
    • Household Supplies Buyers
      • Cleaning Supplies – 20336800
      • Food Storage – 13615100
      • Green/Natural – 5283300
      • Laundry Supplies – 12396400
    • Meat & Seafood Buyers
      • Meat – 19315900
      • Seafood – 12737600
    • OTC Medication Buyers
      • Allergy Relief – 10517700
      • Cough & Cold Relief – 11451400
    • Personal Care Buyers
      • Cosmetics – 9780600
      • Hair Care – 18467600
      • Sun Care – 9282200
    • Pet Care Buyers
      • Cat Food and Products – 12724700
      • Dog Food and Products – 14719300
    • Soup Buyers
      • Soup Buyers – 16051600
    • Sweets & Snack Buyers
      • Breakfast Bars – 10058700
      • Chocolate Candy – 16068900
      • Cookies – 21654300
      • Crackers – 16338100
      • Granola Bars – 11223400
      • Non-Chocolate Candy – 15519100
      • Peanut Butter & Jelly – 13355200
      • Salty Snacks – 25461500
  • DLX Demographics
    • Travel
      • Business Travel
        • International – 681600
        • USA – 5524400
        • Casino Vacations – 4131900
        • Cruises – 12695000
        • Family Vacations – 5550400
        • Frequent Flyers – 1940300
      • Personal Travel
        • International – 7262400
        • USA – 17758300
      • Timeshare – 3405200
    • User Hobbies and Interests
      • Cat Owner – 9037300
      • Dog Owner – 12321900
      • Motorcycle Owner – 2017000
      • RV Owner – 2344800
    • Veteran in Household – 3053900
  • DLX Lifestyles
    • Affluent Baby Boomers – 16711700
    • Auto Enthusiast – 12389900
    • Business Travelers – 15197200
    • Corporate Execs – 14142000
    • DIYers – 24764900
    • Fashionistas – 7309900
    • Foodies – 10877100
    • Gadget Geeks – 11155200
    • Gamers – 11660200
    • Green Consumers – 11368400
    • Healthy & Fit – 14759300
    • High Spenders – 8887600
    • Leisure Travelers – 22261200
    • Luxury Sports – 14917500
    • Moms
      • Big-City Moms – 13063700
      • Corporate Moms – 7025700
      • Fit Moms – 11057500
      • Green Moms – 7511500
      • Soccer Moms – 26123500
      • Stay-at-Home Moms – 5772600
      • Trendy Moms – 7344400
    • Online Buyers – 38037000
    • Outdoor Enthusiasts – 23140500
    • Shopping Enthusiasts – 12641600
    • Spa Mavens – 6266300
    • Sportsman – 18825800
    • Trendy Homemakers – 6312400
    • Young & Hip – 7109600
  • DLX Retail
    • Automotive Products Buyers
      • Automotive Products Buyers – 6671500
    • Children’s Products Buyers
      • Baby Products – 5654900
      • Children’s Apparel – 7366800
      • Toys – 7729900
    • Consumer Electronics Buyers – 12279600
    • Corporate Attire Buyers
      • Corporate Men – 6291300
      • Corporate Women – 5627600
    • Fitness Buyers
      • Cyclists – 3733600
      • Fitness Buyers – 7448300
      • Runners – 5837400
    • Gift & Flower Buyers
      • Flowers – 5967400
      • Gifts & Cards – 6386900
    • Health & Wellness Buyers – 30798300
    • Home & Garden Buyers
      • Furniture & Home Accessories – 9164300
      • Gardening – 7376400
      • Home Entertaining – 9153400
      • Home Organization – 4507600
    • Home Improvement Buyers
      • Home Renovation – 4757600
      • Tools – 5743000
    • Men’s Fashion and Apparel Buyers
      • Big & Tall Apparel Buyers – 4779700
      • Men’s Clothing – Jeans – 4338800
    • Outdoor Sports Buyers
      • Fishing – 13720500
      • Golf and Tennis – 9636200
      • Hiking and Camping – 7314500
      • Hunting – 7050500
      • Winter Sports – 7108500
    • Pet Supply Buyers
      • Cat Products Buyers – 12480900
      • Dog Products Buyers – 15882500
    • Senior Products Buyers
      • Geriatric Supplies – 2916000
      • Senior Fashions – 3469900
    • Small & Home Office Product Buyers – 15002700
    • Women’s Accessories Buyers
      • Beauty and Fragrance – 4082800
      • Fine Jewelry – 4241400
      • Jewelry – 6139900
    • Women’s Fashion and Apparel Buyers
      • High/Fashion Luxury Brand Apparel – 5519000
      • Plus-Size Apparel – 5162500
      • Women’s Apparel – 11137900
      • Women’s Shoes – 8219900
  • DLX Subscription Services
    • Auto Insurance Online – 10118500
    • Mortgage Online – 9250800
    • Online Higher Education – 4302900
    • Prepaid Debit Cards – 5146500
    • Satellite TV – 3737700

Epsilon

  • Business
    • Type Of Business
      • Corporation – 1654900
      • Home Office – 26548700
      • Small Office – 6492500
    • Demographics
      • Occupation
        • Clerical/Service Worker – 2105500
        • Health Care – 217700
        • Lawyers/Judges – 13000
        • Management – 4787100
        • Physician/Dentist – 14600
        • Professional/Technical – 10600700
        • Retired – 5860400
        • Sales/Marketing – 2047800
        • Teacher/Educator – 217700
    • Financials
      • Auto Loan Present – 295900
    • Lifestyles & Interests
      • Donate to Charitable Causes – 33252400
      • Donate to Conservative Political Causes – 3585800
      • Donate to Liberal Political Causes – 2924500
      • Donate to Veteran Causes – 6843900
      • Donate World Relief Causes – 572300
      • Insurance Buyer – 13643800
      • Investor – 16485000
      • Magazine Subscribers – 44644600
    • Purchase Transactions
      • Online Buyer
        • Above Average – 3619300
        • Average – 15278900
      • Retail Spend
        • Above Average – 6204400
        • Average – 11523000

    Epsilon

2 Comments
  • Facebook Ads for B2B: Say Hello to My Little Friend - Partner Categories | Clix Marketing PPC Blog
    Posted at 06:05h, 11 June

    [...] and hover over more information boxes. Or, you can just check out this post that includes Partner Category audiences & size estimates. You can target everything down to who buys cat food vs. who buys dog food, but how can the B2B [...]

  • Melinda
    Posted at 15:20h, 02 July

    Unsure I really like the way Volkswagen is going lately with its most recent designs, you’ve come across the 2012 VW passat? I’ll be sure to stick to the classic Volkswagen Campervans and Transporters!