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Buton <br />/Dentifying Customers' <br />Group J: Struggling Societies <br />Young minorities, students and single parents trying to raise families on low-level jobs in manufacturing, <br />health care and food services <br />The five Segments in Struggling Societies symbolize the challenges facing a significant number of <br />economically challenged Americans. These households tend to be disadvantaged and uneducated. With <br />incomes half the national average and nearly a third never completing high school, they are consigned to <br />low-level jobs in manufacturing, health care and food services. Many of these residents are young, <br />minorities, students and single parents trying to raise families on low incomes and tight budgets. Without <br />much discretionary income their activities are limited and leisure pursuits include playing sports like <br />basketball, volleyball and skateboarding. They shop at discount clothiers and sporting goods stores for <br />casual apparel and athletic shoes. In these lessfortunate communities, television is a main source of <br />entertainment, specifically reality programs, sitcoms, talk shows and sports. This group also relates to <br />ethnic -oriented media, creating a strong radio market for stations that play Spanish, Mexican and urban <br />contemporary music. <br />Group K: Urban Essence <br />Young, single and single -parent minorities living in older apartments working at entry-level jobs in service <br />industries <br />As a whole, the six segments in Urban Essence make up the nation's least affluent group, a collection of <br />relatively young minorities living in older apartments. More than half the households consist of African <br />Americans and Hispanics. Many of these residents are single or single parents working at entry-level jobs <br />in service industries. With their low education levels and household incomes, residents lead unpretentious <br />lifestyles. Many spend their leisure time playing sports like baseball, basketball and football. With their <br />above -average household size, they make a strong market for children's toys and electronic gear, especially <br />video games, dolls and board games. They have high rates for enjoying traditional media, reading ethnic - <br />targeted magazines, listening to jazz and urban contemporary radio and, especially, watching television. <br />It's hard to find a network program or cable channel that they don't view watching comedies, cartoons, <br />sports, soaps and game shows. <br />Group L: Varying Lifestyles <br />Residents who primarily live in group quarters including students, military personnel and institution <br />populations <br />The three Segments that make up Varying Lifestyles are an unconventional group. What they share is the <br />singular experience of living in group quarters. A majority of this group lives the unique lifestyles offered <br />by the military and university dorm life. Though their daily lives are different from many Americans —as <br />well as each other —those who have the ability are more likely than average Americans to visit museums, <br />zoos and state fairs. They like to stay active doing aerobic exercise, hiking, bowling and playing sports like <br />tennis, baseball and volleyball. They're frequent travelers who vacation abroad as well as within the United <br />States. At home, they divide their time between the television and computer screens. They typically watch <br />TV news, comedy programs and latenight talk shows. When online they frequent chat rooms, auction and <br />banking sites and listen to Internet radio with a preference for rock 'n' roll. <br />©Experian 5 <br />