Many of these residents are by the military and

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Unformatted text preview: are different from many Americans – as well as each other – those who have the With their low education levels and household incomes, ability are more likely than average Americans to visit residents lead unpretentious lifestyles. Many spend their museums, zoos and state fairs. Urban Grit leisure time playing sports like baseball, basketball and Grass-roots Living football. They like to stay active doing aerobic exercise, hiking, bowling and playing sports like tennis, baseball and Remote America Hardy Rural Families With their above-average household size, they make a Rural Southern Living strong market for children's toys and electronic gear, Coal and Crops Native Americana Aspiring Contemporaries especially video games, dolls and board games. volleyball. They are frequent travelers who vacation abroad as well as within the United States. Young Cosmopolitans They have high rates for enjoying traditional media, Minority Metro Communities reading ethnic-targeted magazines, listening to jazz and At home, they divide their time between the television Stable Careers urban contemporary radio and, especially, watching and computer screens. They typically watch TV news, Aspiring Hispania television. It's hard to find a network program or cable comedy programs and late-night talk shows. When online Rural Villages and Farms channel that they don't view, watching comedies, they frequent chat rooms, auction and banking sites and cartoons, sports, soaps and game shows. listen to Internet radio with a preference for rock 'n' roll. Industrious Country Living A m e r i c a ’s F a r m l a n d s Comfy Country Living Small-town Connections Hinterland Families Struggling Societies Rugged Rural Style Latino Nuevo Struggling City Centers College Town Communities Metro Beginnings Urban Essence Unattached Multi-cultures Academic Influences African-American Neighborhoods Urban Diversity New Generation Activists Getting By Varying Lifestyles Military Family Life Major University Towns Gray Perspectives Mosaic Global To describe Mosaic Global, Experian decided Mosaic USA is part of the Mosaic Global network Available countries: upon a set of groups that are consistent across • Australia the countries and that could be used as of consumer segmentation systems. The Mosaic classifications. The Mosaic Global groups are: classification is available in more than 25 countries, including most of Western Europe, the • A Sophisticated Singles United States, Australia and the Far East. Mosaic • B Bourgeois Prosperity Global is a consistent segmentation system that • C Career and Family links each of these classifications and covers a • D Comfortable Retirement billion of the world's consumers. It is based on a simple proposition that the world's cities share • E Routine Service Workers common patterns of residential segregation. Using • F Hard Working Blue Collar highly localized statistics, Experian has identified • G Metropolitan Strugglers 10 distinct types of residential neighborhood, each with a distinctive set of values, motivations and • H Low Income Elders consumer preferences. •I Post Industrial Survivors •J Rural Inheritance • Austria • Belgium • Canada • China (Beijing, Guangzhou, Shanghai) • Czech Republic • Denmark • Finland • France • Germany • Greece • Hong Kong • Israel • Italy* • Japan High • New Zealand Affluence B C D Sophisticated Singles Low A Bourgeois Prosperity Career and Family Comfortable Retirement F Hard Working Blue Collar E Routine Service Workers G H Metropolitan Strugglers Low Income Elders • Norway • Republic of Ireland (ROI) • Romania • Singapore* J I Post Industrial Survivors • Spain Rural Inheritance Urban The Mosaic Global groups are mapped against two dimensions: affluence and geographic location. Rural • Sweden • Switzerland • The Netherlands • United Kingdom (UK) • USA * available 2007 Affluent Suburbia A m e r i c a ’s W e a l t h i e s t Dream Weavers White-collar Suburbia Visualization To help illustrate the classification and make Upscale Suburbanites Mosaic easy to interpret, we have created a set of Enterprising Couples comprehensive support materials. Small-town Success New Suburbia Families Upsc...
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