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Buton. <br />/Dentifylug Customers' <br />Group C: Small-town Contentment <br />Segment CO2: Prime Middle America <br />A mix of young, upper -middle-class couples and families living in both small towns and midsized cities <br />working in well paying white-collar and blue-collar jobs <br />Demographics <br />Prime Middle America features a mix of couples and families living in both small towns and mid -sized <br />cities in the South and Northwest. Younger than average and upper -middle-class in status, these <br />predominantly white dual -income households have well -paying blue-collar and white-collar jobs in <br />transportation, manufacturing and public administration. Most of the households own their own homes <br />and are nearly twice as likely to live in mobile homes than the national average. <br />Lifestyles <br />Prime Middle America features a small-town, family -centered lifestyle. Households enjoy leisure activities <br />like playing cards and board games as well as outdoor pursuits such as fishing, biking and swimming at a <br />lake. Many are do-it-yourselfers who load up their SUVs and pickup trucks with home improvement <br />supplies from stores such as Lowe's, Home Depot and True Value Hardware. Their incomes afford them a <br />wide range of mortgages, home equity loans and college savings plans. As consumers, they describe <br />themselves as less interested in new fashions than the latest high-tech gadgets. <br />Media <br />When the folks in this cluster put down their hammers and saws, they enjoy a variety of media. Prime <br />Middle America residents like to gather round their large -screen TVs to watch reality shows, sports and <br />cable channels such as MTV, FX, Discovery and Country Music Television. They're traditionalists who <br />enjoy reading established magazines such as Woman's World, Field & Stream and Parents. The radio <br />soundtrack usually playing features a mix of country music, classic rock and contemporary hits. The <br />Internet has expanded the entertainment and convenience choices for residents of small towns, and Prime <br />Middle America households are no exception. They like to go online to play games, do their banking and <br />participate in auctions for antiques and collectibles. <br />©Experian 11 <br />