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Buton <br />/Dentifylug Customers' <br />Group C: Small-town Contentment <br />Segment C04: Family Convenience <br />Sprawling families living in remote towns and military bases containing dual -income couples working at <br />skilled blue-collar jobs in manufacturing and construction as well as in the military <br />Demographics <br />Family Convenience is a collection of sprawling families living in remote towns and military bases <br />primarily in the Midwest and Northern Plains. Most of the households contain dual -income couples <br />working at skilled bluecollar jobs in manufacturing and construction as well as in the military. Service <br />families are six times as likely to live here than the general population. Despite moderate educations, the <br />adults in this segment earn upper-middleclass incomes and have a high rate of home ownership. The vast <br />majority own new single-family homes and have SUVs and pickup trucks in the driveway. With an above - <br />average length of residence, many have achieved a secure lifestyle with room for the kids to grow. <br />Lifestyles <br />Life today in Family Convenience looks a lot like it did a half -century ago. Residents enjoy spending their <br />leisure time swimming, fishing, hunting and camping. They are active in their community and belong to <br />civic clubs and parent/teacher associations. To feed their big families, they spend their grocery money on <br />easy -to -prepare foods like toaster pastries, lunch kits, frozen pizza and refrigerated biscuits. Discount <br />department stores like Wal-Mart, Sam's Club and Big Lots are frequent destinations for clothing and <br />housewares. When they take a vacation, parents are content to pile the kids into their domestic SUVs and <br />head to a theme park or campground near a lake or beach. Financially risk -averse, they make a stronger <br />market for insurance rather than investment products. <br />Media <br />The members of Family Convenience have traditional media tastes. They like to watch classic sitcoms on <br />TV Land, family -friendly fare on the Disney Channel and cartoons on Nickelodeon. Many listen to radio <br />every day, tuning in country, classic rock and adult contemporary stations. They prefer magazines that <br />cater to their interests in the home, hunting, motor sports and entertainment. When they go online, they <br />seek out websites that follow their leisure interests frequenting sites such as NASCAR.com, Disney.com <br />and eBay.com all at high rates. Although their small towns may have few movie theaters, residents are avid <br />movie goers with their favorite genre being family movies which is not surprising for this Mosaic. <br />©Experian <br />12 <br />