Laserfiche WebLink
Burton <br /> IDencifying CuszoMOr'S <br /> Group J: Struggling Societies <br /> Young minorities,students and single parents trying to raise families on low-level jobs in manufacturing, <br /> health care and food services <br /> The five Segments in Struggling Societies symbolize the challenges facing a significant number of <br /> economically challenged Americans.These households tend to be disadvantaged and uneducated.With <br /> incomes half the national average and nearly a third never completing high school,they are consigned to <br /> low-level jobs in manufacturing,health care and food services.Many of these residents are young, <br /> minorities,students and single parents trying to raise families on low incomes and tight budgets.Without <br /> much discretionary income their activities are limited and leisure pursuits include playing sports like <br /> basketball,volleyball and skateboarding.They shop at discount clothiers and sporting goods stores for <br /> casual apparel and athletic shoes.In these lessfortunate communities,television is a main source of <br /> entertainment,specifically reality programs,sitcoms,talk shows and sports.This group also relates to <br /> ethnic-oriented media,creating a strong radio market for stations that play Spanish,Mexican and urban <br /> contemporary music. <br /> Group K: Urban Essence <br /> Young,single and single-parent minorities living in older apartments working at entry-level jobs in service <br /> industries <br /> As a whole,the six segments in Urban Essence make up the nation's least affluent group,a collection of <br /> relatively young minorities living in older apartments.More than half the households consist of African <br /> Americans and Hispanics.Many of these residents are single or single parents working at entry-level jobs <br /> in service industries.With their low education levels and household incomes,residents lead unpretentious <br /> lifestyles.Many spend their leisure time playing sports like baseball,basketball and football.With their <br /> above-average household size,they make a strong market for children's toys and electronic gear,especially <br /> video games,dolls and board games.They have high rates for enjoying traditional media,reading ethnic- <br /> targeted magazines,listening to jazz and urban contemporary radio and,especially,watching television. <br /> It's hard to find a network program or cable channel that they don't view watching comedies,cartoons, <br /> sports,soaps and game shows. <br /> Group L: Varying Lifestyles <br /> Residents who primarily live in group quarters including students,military personnel and institution <br /> populations <br /> The three Segments that make up Varying Lifestyles are an unconventional group.What they share is the <br /> singular experience of living in group quarters.A majority of this group lives the unique lifestyles offered <br /> by the military and university dorm life.Though their daily lives are different from many Americans—as <br /> well as each other—those who have the ability are more likely than average Americans to visit museums, <br /> zoos and state fairs.They like to stay active doing aerobic exercise,hiking,bowling and playing sports like <br /> tennis,baseball and volleyball.They're frequent travelers who vacation abroad as well as within the United <br /> States.At home,they divide their time between the television and computer screens.They typically watch <br /> TV news,comedy programs and latenight talk shows.When online they frequent chat rooms,auction and <br /> banking sites and listen to Internet radio with a preference for rock'n'roll. <br /> ©Experian 5 <br />