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Burton <br /> IDencifying Cuscomers- <br /> Group K:Urban Essence <br /> Segment K04: Urban Diversity <br /> Young and mobile multi-ethnic singles and single-parent families living in inter-city neighborhoods in a mix <br /> of rowhouses and high-rise apartment buildings <br /> Demographics <br /> With nearly half of households containing minorities,Urban Diversity is known as a transient world of <br /> young,multi-ethnic singles and single-parent families.In these inter-city neighborhoods,residents struggle <br /> against challenging economics in a mix of rowhouses and high-rise apartment buildings.Most adults have <br /> completed high school or some college,with many working at entry-level jobs in retail,health care and <br /> food services.With a high unemployment rate,the median income is a third below the general population, <br /> and sometimes it's a stretch for households to make the rent for their less-than-lavish apartments that <br /> nevertheless cost more than the U.S.average.Young and mobile,a disproportionate number have lived in <br /> their units less than a year and mostly alone. <br /> Lifestyles <br /> Modest incomes haven't kept the young members of Urban Diversity from leading vibrant lifestyles.They <br /> have high rates for going to nightclubs,theme parks,comedy clubs and bowling alleys.They enjoy an <br /> impressive number of athletic activities,from soccer and basketball to weight lifting and jogging.Residents <br /> describe themselves as the first among their friends to try a new store and fashion,but they also frequent <br /> retail chains like Old Navy,Marshalls and Mervyn's.With a third of households having children,this is a <br /> strong market for kids'products including toys,books,dolls,board games and easy-to-prepare foods such <br /> as lunch kits and frozen pizza.They buy consumer electronics for themselves and their kids,including <br /> video game devices,MP3 players and digital cameras.They claim they're not good at saving money,but <br /> prefer the safety of short-term CDs versus stocks or other investments. <br /> Media <br /> The households of Urban Diversity are omnivorous media fans.They describe themselves as TV addicts, <br /> radio lovers,regular movie-goers and Internet surfers.Television is still their entertainment source of <br /> choice,and they watch sitcoms,reality shows,evening animation and late-night talk shows all at high rates. <br /> On their radios,they gravitate to talk stations,Spanish programming and urban contemporary music. <br /> Residents alternate between reading ethnic-targeted magazines and mainstream titles covering music, <br /> parenting and popular culture.They pick up a daily newspaper for job and TV listings.These young <br /> households typically go online each day for a variety of activities,from finding sports scores and job <br /> openings to listening to streaming radio and trying their luck at gambling sites. <br /> ©Experian 60 <br />