With relatively few entertainment options due to

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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 America’s Wealthiest Dream Weavers White-collar Suburbia Upscale Suburbanites Enter prising Couples Small-town Success New Suburbia Families Mosaic USA Groups Group F: Metro Fringe Group G: Remote America 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 Optimists Family Convenience Mid-market Enterprise Blue-collar Backbone Nuevo Hispanic Families Working Rual Communities Lower-income Essentials Small-city Endeavors America Diversity Ethnic Urban Mix Urban Blues Professional Urbanites Suburban Advantage American Great Outdoors Mature America Metro Fringe Steadfast Conservatives Moderate Conventionalists Sourthern Blues Urban Grit Grass-roots Living Remote America Hardy Rural Families Rural Southern Living Coal and Crops Native Americana Aspiring Contemporatires Young Cosmopolitans Minority Metro Communities Stable Careers Aspiring Hispania Rural Villages and Farms Industrious Country Living America’s Farmlands Comty Country Living Small-town Connections Hinterland Families Struggling Societies Rugged Rural Style Latino Nuevo Struggling City Centers College Town Communities Metro Beginnings Urban Essence Unattached Multi-cultures Academic Influences African-American Neighborhoods Urban Diversity New Generation Activities Getting By Varying Lifestyles 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.

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