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Buton <br />/Dentifying Customers' <br />Group F: Metro Fringe <br />Segment F02: Moderate Conventionalists <br />Highly mobile, middle-class singles and childless couples living in modest homes, semidetached houses and <br />apartments scattered throughout second -tier cities <br />Demographics <br />With many key demographic measures close to the national average —including age, income and <br />education— members of Moderate Conventionalists epitomize average Americans. Scattered throughout <br />second -tier cities in the Midwest and West Coast, these singles and couples tend to live in modest homes, <br />semi-detached houses and apartments. Most have completed high school or some college and parlayed <br />well -paying blue-collar and whitecollar jobs into middle-class status. These predominantly childless <br />households have low rates of homeownership and above -average rates of mobility. Moving vans are a <br />frequent sight in this cluster, as young singles move into their first apartments and empty -nesting couples <br />leave their homes for smaller retirement rentals. <br />Lifestyles <br />Members of Moderate Conventionalists lead active social lives. With the majority of residents unattached, <br />these areas present an active social scene. Their favorite activities include dancing, bar hopping, bowling <br />and playing pool. They're avid exercise buffs who like to play softball, tennis and volleyball. They travel <br />frequently for business and pleasure, though their destinations are frequently to ocean beaches. They're big <br />consumers for products that help them look their best such as cosmetics, toiletries and athletic gear. With <br />their midscale incomes, these childless households have discretionary cash to spend on clothes and the <br />latest tech gear. However, they can't be too extravagant since many are carrying plenty of debt with <br />education and car loans. <br />Media <br />Despite all their socializing, Moderate Conventionalists find time to enjoy a variety of media —from <br />newspapers and TV to movies and the Internet. They like to watch reality shows, sitcoms and evening <br />animation such as "CSI," "King of the Hill," "E.R." and "Malcolm in the Middle." They read a lot of <br />gaming, celebrity and sports magazines, such as Entertainment Weekly, Us, Sports Illustrated and <br />GamePro. This is only a moderate market for radio programming, with country music and contemporary <br />hit radio stations faring the best. Many of the young residents would rather spend their free time on the <br />Internet, downloading games, looking for better jobs, surfing to sports websites and participating in chat <br />forums. <br />©Experian <br />14 <br />