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Burton <br /> IDencifying Cuscomers- <br /> Group B:Upscale America <br /> Segment B05: Second-generation Success <br /> Upper-middle-class and large multi-ethnic households working in white and blue-collar jobs within metro <br /> fringe communities <br /> Demographics <br /> These grandchildren of immigrants who live in Second-generation Success,life is sweet.These multi-ethnic <br /> households—of Asian,Hispanic and varied European descent—have achieved upper-middle-class status <br /> through hard work and devotion to family.They are primarily married couples with children.Their <br /> household size with five or more people is almost double the U.S.average.More than half of adults have <br /> attended college,landing a mix of blue-and white-collar jobs in retail,manufacturing,transportation and <br /> public administration.In these metro fringe communities,located primarily in coastal states,many <br /> households strive to balance the need to assimilate with the desire to retain their cultural traditions.For <br /> now,most have found the American Dream in a single detached house built in the early 1980s in what was <br /> then the suburban frontier. <br /> Lifestyles <br /> With their upscale incomes and children of all ages,Second-generation Success households enjoy active, <br /> familycentered lifestyles.They participate in a number of team sports,including soccer,basketball,football <br /> and baseball.On weekends,they typically pile into their vans and SUVs for outings to a zoo,aquarium, <br /> cinema or one of the kids'sporting games.Those vehicles also come in handy when they go on shopping <br /> excursions patronizing big-box stores such as Home Depot,Toys R Us and Best Buy.Indeed,these <br /> relatively young families make a strong market for toys,sporting goods and high-tech products, and they <br /> say they're heavily influenced by their children when shopping.With these households,most of their <br /> savings is tied up in their home equity.At the supermarket they buy a lot of fresh fish,poultry and meat for <br /> home-cooked meals. <br /> Media <br /> Second-generation Success is a media-filled lifestyle where residents enjoy virtually all media channels at <br /> aboveaverage rates.They watch network television programs that feature sitcoms,sports,reality shows <br /> and even animation—the grownups watching alongside their kids.They read celebrity publications such as <br /> People and Us Weekly as well as Spanish-language newspapers and magazines Radio preferences vary but <br /> with many of the households whose families are of Hispanic origin there is a tendency for ranchero and <br /> Tejano music.When it comes to the Internet,this ethnic mix has relatively high rates for surfing the Internet <br /> to download music,get sports scores,upload family pictures and search for jobs. <br /> ©Experian 17 <br />