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Burton <br /> IDencifying Cuswmers- <br /> Group B:Upscale America <br /> Segment B03: Urban Commuter Families <br /> Upscale, college educated Baby Boomer families and couples living in comfortable,single detached homes in <br /> city neighborhoods on the metropolitan fringe <br /> Demographics <br /> Not all families have fled the nation's cities for the far-out suburbs.In Urban Commuter Families,Baby <br /> Boomer families and couples are content to live in comfortable,single detached homes in city <br /> neighborhoods on the metro fringe.Many of these upscale,college-educated households contain dual- <br /> income couples who put in long hours as professionals and managers in retail,health care and education <br /> services.They tend to leverage their home equity with major home improvement projects,and build their <br /> real estate holdings with recent purchases of second homes for family getaways. <br /> Lifestyles <br /> With its concentration of empty-nesters,Urban Commuter Families lifestyle is relatively serene.They are <br /> not into aerobic sports,preferring to get their exercise from low-impact activities such as gardening,golfing <br /> and birdwatching.They enjoy leisure activities like going to the theater or antique show rather than a rock <br /> concert or an auto race.They describe themselves as brand-loyal shoppers who prefer to buy functional <br /> clothes over expensive designer labels,shopping at stores like Sears and J.C.Penney.With limited interest <br /> in the latest electronics and technology products,their homes are more likely to contain stereos and 35-mm <br /> cameras than MP3 players and digital cameras.These conservative investors put their money to work in <br /> CDs,U.S.savings bonds and taxsheltered annuities.With their high rates of owning houses and vacation <br /> homes,they take out home improvement loans and spend their free time roaming the aisles at Home Depot <br /> and Lowe's,Linens'N Things and Pottery Barn. <br /> Media <br /> The households in Urban Commuter Families are old-fashioned media fans.They subscribe to daily <br /> newspapers at high rates and spend their Sunday mornings poring over the travel section and the ad <br /> inserts.They pick up traditional general interest magazines at the supermarket,enjoying Reader's Digest, <br /> Family Circle and Good Housekeeping.On their commute to work,they listen to the calming strains of <br /> classical,golden oldies and big band music on the radio.When they finally wind down in front of a TV, <br /> these conservative households watch Fox News,the History Channel and the old movies on AMC and <br /> TMC.Their Mosaic motto could be"No surprises,please." <br /> ©Experian 15 <br />