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Buton. <br />/Dentifying Customers' <br />Group A: Affluent Suburbia <br />Segment A07: New Suburbia Families <br />Young, affluent working couples with pre-school children concentrated in fast-growing, metro fringe <br />communities <br />Demographics <br />Young couples with pre-school children have turned New Suburbia Families into a booming lifestyle. <br />Concentrated in fast-growing, metro fringe communities mainly in the West and Southwest, the segment's <br />population has more than tripled since 1990. With many households under 35 years old, these young <br />families are making the most of their new subdivisions. More than half the housing has been built since <br />2000 and the median value worth nearly 50 percent above the U.S. average. Residents have both brains and <br />bucks. More than twothirds have gone to college and many workers earn six -figure incomes. It takes hard <br />work to have achieved success at such a young age. More than two-thirds of families have multiple <br />workers in the labor force, gravitating to jobs as managers, executives and white-collar professionals. <br />Lifestyles <br />The members of New Suburbia Families have crafted active, children -centered lifestyles. These families <br />participate in a number of team sports such as baseball, basketball and soccer, shuttling kids and gear to <br />activities in their SUVs and minivans. They go to kid -friendly destinations and frequent zoos, aquariums <br />and campgrounds. At supermarkets, they fill their grocery carts with pizza, Pop Tarts and prepared lunch <br />kits. This is one of the top -ranked segments for owning toys, books and video games, and residents here <br />never met a consumer electronics device they didn't like including cell phones, gaming systems and home <br />theater systems. With their relatively large families, money still needs to be managed. They maintain that <br />price and functionality trump style when they purchase electronics and clothing at retailers like Target, Best <br />Buy and Wal-Mart. Contributing to 529 college savings plans is a priority, but this segment can be debt <br />heavy due to first mortgages and home equity loans. <br />Media <br />These energetic households are only moderate consumers of most media. New Suburbia Families are often <br />too busy to read a newspaper or magazine, although they will sit in front of a TV to watch network sitcoms <br />and reality shows as well as sports and entertainment on cable channels such as ESPN, MTV and Comedy <br />Central. Thanks to their lengthy commutes, they exhibit high rates for listening to radio stations that offer <br />news and sports as well as classic rock and adult contemporary music. When they finally wind down, <br />many go online to trade stocks, search for jobs and check out real estate listings. <br />©Experian 7 <br />