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Nuevo Hispanic Families
Working Rual Communities
Ethnic Urban Mix
American Great Outdoors
Hardy Rural Families
Rural Southern Living
Coal and Crops
Minority Metro Communities
Rural Villages and Farms
Industrious Country Living
Comty Country Living
Rugged Rural Style
Struggling City Centers
College Town Communities
New Generation Activities
Military Family Life
Major University Towns
Gray Perspectives Page 10 Eddie and Annie
8.64% of U.S. households
(Types K01–K06) Michael and Melissa
0.80% of U.S. households
(Types L01–L03) As a whole, the six segments in Urban
Essence make up the nation’s leastaffluent group, a collection of relatively
young minorities living in older apartments. The three Types that make up Varying Lifestyles are an unconventional group.
What they share is the singular experience
of living in group quarters. More than half of the households consist
of African-Americans and Hispanics.
Many of these residents are single or single
parents working entry-level jobs in
service industries. A majority of this Group lives the unique lifestyles offered by the military and
university dorm life. With their low education levels and
household incomes, residents lead
unpretentious lifestyles. Many spend their
leisure time playing sports like baseball,
basketball and football.
With their above-average household size,
they make a strong market for children’s toys
and electronic gear, especially video games,
dolls and board games.
They have high rates for enjoying traditional
media, reading ethnic-targeted magazines,
listening to jazz and urban contemporary
radio and, especially, watching television.
It’s hard to find a network program or cable
channel that they don’t view, watching
comedies, cartoons, sports, soaps and
game shows. Though their daily lives are different from
many Americans — as well as each
other — those who have the ability are
more likely than average Americans to visit
museums, zoos and state fairs.
They like to stay active doing aerobic
exercise, hiking, bowling and playing sports
like tennis, baseball and volleyball.
They are frequent travelers who vacation
abroad as well as within the United States.
At home, they divide their time between the
television and computer screens. They
typically watch TV news, comedy programs and late-night talk shows. When online, they
frequent chatrooms, auction and banking
sites and listen to Internet radio, with a
preference for rock ‘n’ roll. Mosaic USA Global
Mosaic USA is part of the Mosaic USA
Global network of consumer segmentation systems. The Mosaic USA classification
is available in more than 26 countries,
including most of Western Europe, the
United States, Australia and the Far East. Mosaic USA Global is a consistent segmentation system that links each of
these classifications and covers 1 billion
of the world’s consumers. It is based on a
simple proposition that the world’s cities
share common patterns of residential
segregation. Using highly localized
statistics, Experian has identified 10 distinct
types of residential neighborhoods, each
with a distinctive set of values, motivations
and consumer preferences. Available countries: Visualization
To help illustrate the classification and
make Mosaic USA easy to interpret, we
have created a set of comprehensive
support materials. To describe Mosaic USA Global, Experian decided upon a set of groups that are
consistent across the countries and that
could be used as classifications.
The Mosaic USA Global groups are: • Japan • A — Sophisticated Singles • Republic of Irela...
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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