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Burton <br /> IDencifying Cuswmers- <br /> Group C:Small-town Contentment <br /> Segment C04: Family Convenience <br /> Sprawling families living in remote towns and military bases containing dual-income couples working at <br /> skilled blue-collar jobs in manufacturing and construction as well as in the military <br /> Demographics <br /> Family Convenience is a collection of sprawling families living in remote towns and military bases <br /> primarily in the Midwest and Northern Plains.Most of the households contain dual-income couples <br /> working at skilled bluecollar jobs in manufacturing and construction as well as in the military.Service <br /> families are six times as likely to live here than the general population.Despite moderate educations,the <br /> adults in this segment earn upper-middleclass incomes and have a high rate of home ownership.The vast <br /> majority own new single-family homes and have SUVs and pickup trucks in the driveway.With an above- <br /> average length of residence,many have achieved a secure lifestyle with room for the kids to grow. <br /> Lifestyles <br /> Life today in Family Convenience looks a lot like it did a half-century ago.Residents enjoy spending their <br /> leisure time swimming,fishing,hunting and camping.They are active in their community and belong to <br /> civic clubs and parent/teacher associations.To feed their big families,they spend their grocery money on <br /> easy-to-prepare foods like toaster pastries,lunch kits,frozen pizza and refrigerated biscuits.Discount <br /> department stores like Wal-Mart,Sam's Club and Big Lots are frequent destinations for clothing and <br /> housewares.When they take a vacation,parents are content to pile the kids into their domestic SUVs and <br /> head to a theme park or campground near a lake or beach.Financially risk-averse,they make a stronger <br /> market for insurance rather than investment products. <br /> Media <br /> The members of Family Convenience have traditional media tastes.They like to watch classic sitcoms on <br /> TV Land,family-friendly fare on the Disney Channel and cartoons on Nickelodeon.Many listen to radio <br /> every day,tuning in country,classic rock and adult contemporary stations.They prefer magazines that <br /> cater to their interests in the home,hunting,motor sports and entertainment.When they go online,they <br /> seek out websites that follow their leisure interests frequenting sites such as NASCAR.com,Disney.com <br /> and eBay.com all at high rates.Although their small towns may have few movie theaters,residents are avid <br /> movie goers with their favorite genre being family movies which is not surprising for this Mosaic. <br /> ©Experian 22 <br />