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media, whether it’s watching youthoriented cable channels like Spike TV, FX and Cartoon Network or going online to chat, search job listings or download music. The median home value is about half
the national average, and a significant
number of residents live in mobile homes.
No group has a lower population density, and few have higher rates for outdoorsoriented lifestyles. Households spend their
leisure time fishing, hunting, hiking and
In their homes, they look to their TV sets for entertainment, especially game shows,
soaps and home-improvement shows.
Their magazine tastes may split along
gender lines, with the men reading hunting
publications while the women peruse home
and family magazines. On the radio, country
and western is the preferred choice of music. Group H: Aspiring Contemporaries Group I: Rural Villages and Farms Group J: Struggling Societies Derrick and Danielle
11.19% of U.S. households
(Types H01–H04) Bobby and Becky
4.88% of U.S. households
(Types I01–I05) Jose and Vanessa
8.21% of U.S. households
(Types J01–J05) The four Types in Aspiring Contemporaries
are all filled with upward strivers. The
households tend to be young, ethnically
diverse (about 40 percent are minorities)
and unattached (about two-thirds are single
or divorced). Representing America’s agricultural and
mining communities, Rural Villages and Farms is a collection of five low-density Types filled with middle-class families and
couples of varied ages. The five Types in Struggling Societies
symbolize the economic challenges facing
a significant number of Americans. Yet despite traditional barriers to affluence,
the members of these metropolitan types are
already solidly middle-class.
Many live in relatively new homes or
apartments valued at more than the national
average — a reliable sign of upward mobility.
They’re big culture buffs who like to see
plays, movies, comics and live bands. They
spend a lot of their discretionary income on
the latest fashions and consumer electronics.
They are heavy media consumers, listening
to jazz on the radio and reading the Sunday
paper for science and technology news.
Raised on technology, they are very
Internet savvy, spending their leisure time
online to chat, shop, search for jobs, send
instant messages, bid in auctions and
frequent dating Web sites. Most of the households in this Group are married, white and high school educated.
They maintain tranquil lifestyles in
unpretentious houses and comfortable
They share a fondness for outdoor sports,
enjoying fishing, hunting, camping and
motor sports. Many residents are do-ityourselfers who are into woodworking and
needlework. They like to shop at the big-box
home-improvement chains and watch
how-to shows on TV. When it comes to media, nothing dominates
like country music. They watch their favorite
country and western stars on TV, listen to them on the radio and attend their concerts. These households tend to be disadvantaged
and uneducated. With incomes half the
national average and nearly one-third never
completing high school, they are consigned
to low-level jobs in manufacturing, health
care and food services.
Many of these residents are young,
minorities, students and single parents
trying to raise families on low incomes
and tight budgets.
Without much discretionary income, their
activities are limited and leisure pursuits
include sports like basketball, volleyball
They shop at discount clothiers and
sporting goods stores for casual apparel
and athletic shoes.
In these less-fortunate communities,
television is the main source of
entertainment, specifically reality programs,
sitcoms, talk shows and sports.
This group also relates to ethnic-oriented
media, creating a strong radio market for
stations that play Spanish, Mexican and
urban contemporary music. Page 9 Affluent Suburbia
Enter prising Couples
New Suburbia Families Mosaic USA Groups
Group K: Urban Essence Group L: Varying Lifestyles Upscale America
Affluent Urban Professionals
Urban Consumer Families
Solid Suburban Life
Second City Homebodies
Prime Middle America
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- Spring '07