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Burton <br /> IDencifying Cuswmers- <br /> Group B:Upscale America <br /> Segment B06: Successful Suburbia <br /> Middle-age,married couples with children who enjoy an upscale life far from the downtown hustle of city <br /> living <br /> Demographics <br /> The households in Successful Suburbia are located primarily in East Coast towns on the metro fringe. <br /> Predominantly white and college educated,these middle-aged couples and families have settled in upscale <br /> homes built around 1985.These homeowners earn relatively high incomes from a combination of <br /> management and professional jobs in health care,retail and manufacturing.This cluster is a haven for <br /> married couples with children who enjoy life far from the downtown hustle.They rank near the top for <br /> having multiple workers and cars to commute to jobs and entertainment. <br /> Lifestyles <br /> Successful Suburbia households lead busy family-oriented lifestyles.They participate in varied leisure <br /> activities,from cooking and gardening to going to aquariums,bowling alleys and theaters.Many enjoy <br /> outdoor athletic activities such as golf,soccer,baseball,football and swimming.They travel frequently for <br /> business and pleasure,though mostly to domestic beaches and ski resorts.Brand loyal shoppers,they <br /> patronize stores including Kohl's,BJ's Wholesale,Old Navy,Linens'N Things and Best Buy.In the early <br /> childrearing phase of their lives,they buy lots of home-based consumer electronics,like desktop <br /> computers,video game systems and home theater systems,bringing everything home in their SUVs.To <br /> help finance their acquisitive nature,they carry a variety of credit cards while maintaining high levels of <br /> investments in stocks,mutual funds and U.S.savings bonds. <br /> Media <br /> Despite their upscale profile,the households in Successful Suburbia are a tough media sell.Other than their <br /> fondness for radio,they exhibit relatively low rates for consuming most media.They will tune in family- <br /> friendly TV sitcoms,animated shows as"The Simpsons'and cable channels including ABC Family and <br /> TBS.They subscribe to a handful of home-based magazines like Popular Mechanics,Cooking Light, <br /> American Baby and Parents.On the radio,they prefer listening to country,classic rock and golden oldies. <br /> These middle-aged family households have begun to rely on the Internet for sports news,auctions and <br /> medical information.Marketers however should be warned.These busy consumers have little patience for <br /> advertising and declare that television commercials are annoying. <br /> ©Experian 18 <br />