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Buton <br />/Dentifying Customers' <br />Group B: Upscale America <br />j Segment B06: Successful Suburbia <br />Middle -age, married couples with children who enjoy an upscale life far from the downtown hustle of city <br />living <br />Demographics <br />The households in Successful Suburbia are located primarily in East Coast towns on the metro fringe. <br />Predominantly white and college educated, these middle-aged couples and families have settled in upscale <br />homes built around 1985. These homeowners earn relatively high incomes from a combination of <br />management and professional jobs in health care, retail and manufacturing. This cluster is a haven for <br />married couples with children who enjoy life far from the downtown hustle. They rank near the top for <br />having multiple workers and cars to commute to jobs and entertainment. <br />Lifestyles <br />Successful Suburbia households lead busy family -oriented lifestyles. They participate in varied leisure <br />activities, from cooking and gardening to going to aquariums, bowling alleys and theaters. Many enjoy <br />outdoor athletic activities such as golf, soccer, baseball, football and swimming. They travel frequently for <br />business and pleasure, though mostly to domestic beaches and ski resorts. Brand loyal shoppers, they <br />patronize stores including Kohl's, BJ's Wholesale, Old Navy, Linens 'N Things and Best Buy. In the early <br />childrearing phase of their lives, they buy lots of home -based consumer electronics, like desktop <br />computers, video game systems and home theater systems, bringing everything home in their SUVs. To <br />help finance their acquisitive nature, they carry a variety of credit cards while maintaining high levels of <br />investments in stocks, mutual funds and U.S. savings bonds. <br />Media <br />Despite their upscale profile, the households in Successful Suburbia are a tough media sell. Other than their <br />fondness for radio, they exhibit relatively low rates for consuming most media. They will tune in family - <br />friendly TV sitcoms, animated shows as "The Simpsons" and cable channels including ABC Family and <br />TBS. They subscribe to a handful of home -based magazines like Popular Mechanics, Cooking Light, <br />American Baby and Parents. On the radio, they prefer listening to country, classic rock and golden oldies. <br />These middle-aged family households have begun to rely on the Internet for sports news, auctions and <br />medical information. Marketers however should be warned. These busy consumers have little patience for <br />advertising and declare that television commercials are annoying. <br />©Experian 10 <br />