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Buton <br />/Dentifying Customers <br />Mosaic USA Group Descriptions <br />A full Mosaic media guide is available online at: www.buxtonco.com/mosaic.asn <br />Group A: Affluent Suburbia <br />The wealthiest households in the U.S. living in exclusive suburban neighborhoods enjoying the best of <br />everything that life has to offer <br />The seven Segments in the Affluent Suburbia group comprise the wealthiest households in the nation. <br />These segments outrank all other Mosaic Segments in terms of household income, home value and <br />educational achievement. Concentrated in exclusive suburban neighborhoods, these households are <br />predominantly white, college educated and filled with Baby Boom parents and their children. With their <br />managerial and executive positions paying six -figure -plus incomes, they enjoy the good life in fashionable <br />houses outfitted with the latest technology. These are the Americans who drive luxury cars, belong to <br />country clubs, travel abroad and relax by sailing, golfing or skiing. Many are culture buffs who attend the <br />theater, art shows, dance performances and concerts, all at high rates. Both their purchasing behavior and <br />media choices reflect their interests in money management, travel, computers and gourmet foods. <br />Group B: Upscale America <br />College -educated couples and families living in the metropolitan sprawl earning upscale incomes providing <br />them with large homes and very comfortable and active lifestyles <br />The six Segments in Upscale America are populated with mainly white, college -educated couples and <br />families living in the metropolitan sprawl. Most of the adults work as executives and white-collar <br />professionals, and their upscale incomes provide them with large homes and comfortable lifestyles. They <br />like to spend their leisure time getting exercise —jogging, biking and swimming are popular —or shopping <br />for the latest in -fashion and high-tech electronics. They are active in community affairs as members of <br />business clubs, environmental groups and arts associations. They're selective media fans who prefer <br />magazines and cable TV channels that cover business, fashion and the arts. Their one exception is the <br />Internet. These Americans are omnivorous Web users who go online for everything from banking and <br />trading stocks to downloading music and buying merchandise. <br />Group C: Small-town Contentment <br />Middle-aged, upper -middle-class families living in small towns and satellite cities with moderate educations <br />employed in white-collar, blue-collar and service professions <br />The five Segments in Small-town Contentment represent the nation's middle-aged, upper -middle-class <br />families living in small towns and satellite cities. As a group, they share moderate educations and a mix of <br />well -paying jobs in white-collar, blue-collar and service professions. With their locations outside the <br />nation's major metros, these households can afford recently built homes and new SUVs and pickup trucks. <br />They enjoy outdoor sports like hiking, fishing and camping. They are also close enough to big cities to <br />frequent comedy clubs, nightclubs and upscale malls for designer clothes and sporting goods. They tend to <br />have varied media tastes, enjoying music and comedy shows on television, modern rock and country music <br />on the radio and fitness and music magazines from newsstands. They are active Internet users going online <br />for instant messaging, exchanging email and getting the latest sports scores and news. <br />©Experian 2 <br />