Agenda - Economic Development Authority - 08/25/2011 - Special Meeting

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Buton. /Dentifying Customers' Group B: Upscale America Segment B05: Second -generation Success Upper -middle-class and large multi -ethnic households working in white and blue-collar jobs within metro fringe communities Demographics These grandchildren of immigrants who live in Second -generation Success, life is sweet. These multi -ethnic households —of Asian, Hispanic and varied European descent —have achieved upper -middle-class status through hard work and devotion to family. They are primarily married couples with children. Their household size with five or more people is almost double the U.S. average. More than half of adults have attended college, landing a mix of blue- and white-collar jobs in retail, manufacturing, transportation and public administration. In these metro fringe communities, located primarily in coastal states, many households strive to balance the need to assimilate with the desire to retain their cultural traditions. For now, most have found the American Dream in a single detached house built in the early 1980s in what was then the suburban frontier. Lifestyles With their upscale incomes and children of all ages, Second -generation Success households enjoy active, familycentered lifestyles. They participate in a number of team sports, including soccer, basketball, football and baseball. On weekends, they typically pile into their vans and SUVs for outings to a zoo, aquarium, cinema or one of the kids' sporting games. Those vehicles also come in handy when they go on shopping excursions patronizing big -box stores such as Home Depot, Toys R Us and Best Buy. Indeed, these relatively young families make a strong market for toys, sporting goods and high-tech products, and they say they're heavily influenced by their children when shopping. With these households, most of their savings is tied up in their home equity. At the supermarket they buy a lot of fresh fish, poultry and meat for home -cooked meals. Media Second -generation Success is a media -filled lifestyle where residents enjoy virtually all media channels at aboveaverage rates. They watch network television programs that feature sitcoms, sports, reality shows and even animation —the grownups watching alongside their kids. They read celebrity publications such as People and Us Weekly as well as Spanish -language newspapers and magazines Radio preferences vary but with many of the households whose families are of Hispanic origin there is a tendency for ranchero and Tejano music. When it comes to the Internet, this ethnic mix has relatively high rates for surfing the Internet to download music, get sports scores, upload family pictures and search for jobs. ©Experian 9