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Unformatted text preview: ’ club than attend
a concert or play.
These budget-conscious households
shop at discount clothiers and department
stores, and they have low rates for buying
investments or insurance products.
With relatively few entertainment options
due to their remote location or lack of
discretionary income, this group is a strong
market for traditional media. Residents like
to watch soaps and game shows on
television, listen to country music on the
radio, and read a variety of outdoor and
women’s magazines. With a few exceptions, these six Mosaic
USA Types consist of households with
average educations and middle-class
incomes from blue-collar and serviceindustry jobs. Many of the group’s adults
are older Americans — aging singles and
couples who’ve already exited the workplace.
They tend to have unassuming lifestyles,
scoring high for reading books and
newspapers, going to movies and plays,
and socializing through fraternal orders
and veterans’ clubs.
They have traditional media tastes, enjoying
TV news, movies and game shows as well as business and home-oriented magazines.
Conservative in their politics and fashion,
they have limited interest in new clothing
styles, consumer electronics or the Internet. Page 7 Affluent Suburbia
Enter prising Couples
New Suburbia Families Mosaic USA Groups
Group F: Metro Fringe Group G: Remote America Upscale America
Affluent Urban Professionals
Urban Consumer Families
Solid Suburban Life
Second City Homebodies
Prime Middle America
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 8 Bernie and Hazel
10.63% of U.S. households
(Types F01–F05) Jimmy and Debbie
7.4% of U.S. households
(Types G01–G04) Metro Fringe is a collection of five racially mixed, lower-middle-class Types located
primarily in satellite cities such as Kissimmee,
Fla.; Flint, Mich.; Joliet, Ill.; and Fresno, Calif. The four Remote America Types reflect
heartland lifestyles, a mix of farming and
small industrial communities mostly located
in the nation’s midsection. Many of the group’s households consist
of young singles and couples who work
at blue-collar and service-industry jobs.
They tend to live in older single-family
homes, semidetached houses and
low-rise apartments. The working-class couples and families in
this Group tend to be employed in agriculture and blue-collar jobs that pay modest wages. Overall, this group is relatively active and
pursues sports-oriented lifestyles,
participating in activities such as soccer
and softball, rollerblading and skateboarding,
go-carting and video-gaming.
As shoppers, they patronize discount
retailers, where they buy the latest
fashion and tech gear at low prices.
In their homes, they’re fans o...
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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 University of Arizona- Tucson.
- Spring '07