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Buton. <br />!Dentifying Customers <br />Group D: Blue-collar Backbone <br />Budget -conscious, young and old blue-collar households living in older towns working in manufacturing, <br />construction and retail trades <br />The four Segments in Blue-collar Backbone are a bastion of blue-collar diversity. This group features above - <br />average proportions of both old and young residents, whites and Hispanics, families and singles, <br />homeowners and apartment renters. Most residents live in older outlying towns and cities, and work at <br />blue-collar jobs in manufacturing, construction and retail trades. Their lifestyle reflects a working-class <br />sensibility. Their most popular leisure activities include baseball, soccer, fishing and woodworking. They're <br />more likely to go out to a veterans club than attend a concert or play. These budget -conscious households <br />shop at discount clothiers and department stores, and they have low rates for buying investments or <br />insurance products. With relatively few entertainment options due to their remote location or lack of <br />discretionary income, this group is a strong market for traditional media. Residents like to watch soaps and <br />game shows on television, listen to country music on the radio and read a variety of outdoor and women's <br />magazines. <br />Group E: American Diversity <br />A diverse group of ethnically mixed singles and couples, middle-aged and retired with middleclass incomes <br />from blue-collar and service industry jobs <br />American Diversity is a reflection of how contrasting mid -America's population is. It is an ethnic mix of <br />middleaged couples, singles and retirees. With a few exceptions, these six Mosaic Segments consist of <br />households with average educations and middle-class incomes from blue-collar and service industry jobs. <br />Many of the group's adults are older Americans —aging singles and couples who've already exited the <br />workplace. They tend to have unassuming lifestyles, scoring high for reading books and newspapers, going <br />to movies and plays, and socializing through fraternal orders and veterans clubs. They have traditional <br />media tastes, enjoying TV news, movies and game shows as well as business and shelter magazines. <br />Conservative in their politics and fashion, they have limited interest in new clothing styles, consumer <br />electronics or the Internet. <br />Group F: Metro Fringe <br />Racially mixed, lower -middle-class clusters in older single-family homes, semi-detached houses and low-rise <br />apartments in satellite cities <br />Metro Fringe is a collection of five racially mixed, lower -middle-class Mosaic Segments located primarily in <br />satellite cities such as Kissimmee, FL, Flint MI, Joiliet, IL and Fresno, CA. Many of the group's households <br />consist of young singles and couples who work at blue-collar and service industry jobs. They tend to live in <br />older singlefamily homes, semidetached houses and low-rise apartments. Overall, this group is relatively <br />active and pursues sports -oriented lifestyles participating in activities such as soccer and softball, <br />rollerblading, skateboarding, gocarting and video gaming. As shoppers, they patronize discount retailers <br />where they buy the latest fashion and tech gear at low prices. In their homes, they're fans of electronic <br />media, whether it's watching youth -oriented cable channels like Spike TV, FX and Cartoon Network, or <br />going online to chat forums and Web sites for job listings or music downloading. <br />©Experian 3 <br />