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Burton <br /> IDencifying Cuswmers- <br /> Group C:Small-town Contentment <br /> Segment CO2: Prime Middle America <br /> A mix of young,upper-middle-class couples and families living in both small towns and midsized cities <br /> working in well paying white-collar and blue-collar jobs <br /> Demographics <br /> Prime Middle America features a mix of couples and families living in both small towns and mid-sized <br /> cities in the South and Northwest.Younger than average and upper-middle-class in status,these <br /> predominantly white dual-income households have well-paying blue-collar and white-collar jobs in <br /> transportation,manufacturing and public administration.Most of the households own their own homes <br /> and are nearly twice as likely to live in mobile homes than the national average. <br /> Lifestyles <br /> Prime Middle America features a small-town,family-centered lifestyle.Households enjoy leisure activities <br /> like playing cards and board games as well as outdoor pursuits such as fishing,biking and swimming at a <br /> lake.Many are do-it-yourselfers who load up their SUVs and pickup trucks with home improvement <br /> supplies from stores such as Lowe's,Home Depot and True Value Hardware.Their incomes afford them a <br /> wide range of mortgages,home equity loans and college savings plans.As consumers,they describe <br /> themselves as less interested in new fashions than the latest high-tech gadgets. <br /> Media <br /> When the folks in this cluster put down their hammers and saws,they enjoy a variety of media.Prime <br /> Middle America residents like to gather round their large-screen TVs to watch reality shows,sports and <br /> cable channels such as MTV,FX,Discovery and Country Music Television.They're traditionalists who <br /> enjoy reading established magazines such as Woman's World,Field&Stream and Parents.The radio <br /> soundtrack usually playing features a mix of country music,classic rock and contemporary hits.The <br /> Internet has expanded the entertainment and convenience choices for residents of small towns,and Prime <br /> Middle America households are no exception.They like to go online to play games,do their banking and <br /> participate in auctions for antiques and collectibles. <br /> ©Experian 20 <br />