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Burton <br /> IDencifying Customers <br /> Mosaic USA Group Descriptions <br /> A full Mosaic media guide is available online at: www.buxtonco.com/mosaic.asp <br /> Group A: Affluent Suburbia <br /> The wealthiest households in the U.S. living in exclusive suburban neighborhoods enjoying the best of <br /> everything that life has to offer <br /> The seven Segments in the Affluent Suburbia group comprise the wealthiest households in the nation. <br /> These segments outrank all other Mosaic Segments in terms of household income,home value and <br /> educational achievement.Concentrated in exclusive suburban neighborhoods,these households are <br /> predominantly white,college educated and filled with Baby Boom parents and their children.With their <br /> managerial and executive positions paying six-figure-plus incomes,they enjoy the good life in fashionable <br /> houses outfitted with the latest technology.These are the Americans who drive luxury cars,belong to <br /> country clubs,travel abroad and relax by sailing,golfing or skiing.Many are culture buffs who attend the <br /> theater,art shows,dance performances and concerts,all at high rates.Both their purchasing behavior and <br /> media choices reflect their interests in money management,travel,computers and gourmet foods. <br /> Group B: Upscale America <br /> College-educated couples and families living in the metropolitan sprawl earning upscale incomes providing <br /> them with large homes and very comfortable and active lifestyles <br /> The six Segments in Upscale America are populated with mainly white,college-educated couples and <br /> families living in the metropolitan sprawl.Most of the adults work as executives and white-collar <br /> professionals,and their upscale incomes provide them with large homes and comfortable lifestyles.They <br /> like to spend their leisure time getting exercise—jogging,biking and swimming are popular—or shopping <br /> for the latest in-fashion and high-tech electronics.They are active in community affairs as members of <br /> business clubs,environmental groups and arts associations.They're selective media fans who prefer <br /> magazines and cable TV channels that cover business,fashion and the arts.Their one exception is the <br /> Internet.These Americans are omnivorous Web users who go online for everything from banking and <br /> trading stocks to downloading music and buying merchandise. <br /> Group C: Small-town Contentment <br /> Middle-aged,upper-middle-class families living in small towns and satellite cities with moderate educations <br /> employed in white-collar,blue-collar and service professions <br /> The five Segments in Small-town Contentment represent the nation's middle-aged,upper-middle-class <br /> families living in small towns and satellite cities.As a group,they share moderate educations and a mix of <br /> well-paying jobs in white-collar,blue-collar and service professions.With their locations outside the <br /> nations major metros,these households can afford recently built homes and new SUVs and pickup trucks. <br /> They enjoy outdoor sports like hiking,fishing and camping.They are also close enough to big cities to <br /> frequent comedy clubs,nightclubs and upscale malls for designer clothes and sporting goods.They tend to <br /> have varied media tastes,enjoying music and comedy shows on television,modern rock and country music <br /> on the radio and fitness and music magazines from newsstands.They are active Internet users going online <br /> for instant messaging,exchanging email and getting the latest sports scores and news. <br /> ©Experian 2 <br />