Nogrouphasalowerpopulationdensity and few have higher

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Unformatted text preview: f electronic 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 horseback riding. 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 mobile homes. 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 and skateboarding. 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 America’s Wealthiest Dream Weavers White-collar Suburbia Upscale Suburbanites Enter prising Couples Small-town Success New Suburbia Families Mosaic USA Groups Group K: Urban Essence Group L: Varying Lifestyles Upscale America Status-concious Consumers Affluent Urban Professionals Urban Consumer Families Solid Suburban Life Second-generation Success Successful Suburbia Small-town Contentment Second City Homebodies Prime Middle America Suburban...
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