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Unformatted text preview: l Families to country clubs, travel abroad and relax by sailing, They are selective media fans who prefer magazines and Rural Southern Living golfing or skiing. Many are culture buffs who attend the cable TV channels that cover business, fashion and the theater, art shows, dance performances and concerts, arts. Their one exception is the Internet. Coal and Crops
Aspiring Contemporaries all at high rates.
These Americans are omnivorous Web users who go Young Cosmopolitans
Minority Metro Communities Both their purchasing behavior and media choices reflect online for everything from banking and trading stocks Stable Careers their interests in money management, travel, computers to downloading music and buying merchandise. Aspiring Hispania and gourmet foods. Rural Villages and Farms
Industrious Country Living
A m e r i c a ’s F a r m l a n d s
Comfy Country Living
Rugged Rural Style
Struggling City Centers
College Town Communities
New Generation Activists
Military Family Life
Major University Towns
Gray Perspectives Group C: Small-town Contentment Group D: Blue-collar Backbone Group E: American Diversity Clint and Tammy
7.64% of U.S. households
(Types C01–C05) Al and Carmen
6.57% of U.S. households
(Types D01–D04) Louis and Helen
9.73% of U.S. households
(Types E01–E06) The five Types in Small-town Contentment represent the The four Types in Blue-Collar Backbone are a bastion of American Diversity is a reflection of how contrasting nation's middle-aged, upper-middle-class families living blue-collar diversity. This group features above-average mid-America's population really is. It is an ethnic mix of in small towns and satellite cities. proportions of both old and young residents, whites and middle-aged couples, singles and retirees. Hispanics, families and singles, homeowners and
As a group, they share moderate educations and a mix apartment renters. of well-paying jobs in white-collar, blue-collar and service
professions. With a few exceptions, these six Mosaic Types consist of
households with average educations and middle-class Most residents live in older outlying towns and cities, and incomes from blue-collar and service industry jobs. Many work at blue-collar jobs in manufacturing, construction of the group's adults are older Americans – aging singles and retail trades. and couples who've already exited the workplace. Their lifestyle reflects a working-class sensibility. Their They tend to have unassuming lifestyles, scoring high for most popular leisure activities include baseball, soccer, reading books and newspapers, going to movies and They enjoy outdoor sports like hiking, fishing and fishing and woodworking. They are more likely to go out plays, and socializing through fraternal orders and camping. They are also close enough to big cities to to a veterans club than attend a concert or play. veterans clubs. These budget-conscious households shop at discount They have traditional media tastes, enjoying TV news, clothiers and department stores, and they have low rates movies and game shows as well as business and for buying investments or insurance products. home-oriented magazines. country music on the radio and fitness and music With relatively few entertainment options due to their Conservative in their politics and fashion, they have magazines from newsstands. They are active Internet remote location or lack of discretionary income, this limited interest in new clothing styles, consumer users going online for instant messaging, exchanging group is a strong market for traditional media. Residents electronics or the Internet. e-mail and getting the latest sports scores and news. like to watch soaps and game shows on television, listen With their locations outside the nation's major metros,
these households can afford recently built homes and
new SUVs and pickup trucks. frequent comedy clubs, nightclubs and upscale malls for
designer clothes and...
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This note was uploaded on 02/07/2014 for the course MIS 304 taught by Professor Mejias during the Spring '07 term at Arizona.
- Spring '07