Laserfiche WebLink
Burton <br /> IDencifying Cuscomers- <br /> Group F:Metro Fringe <br /> Segment F01: Steadfast Conservatives <br /> Home to high-school educated mature singles and couples living in middle-class urban bluecollar <br /> neighborhoods <br /> Demographics <br /> A quietly aging cluster,Steadfast Conservatives is home to mature singles and couples living in midscale <br /> urban neighborhoods.Households tend to be white,high school-educated and middle class.Many have <br /> begun to emptynest or are already filled with couples and singles aged 65 years or older.The seniority of <br /> many residents does have benefits in the workplace.They earn middle class incomes from skilled jobs in <br /> manufacturing,retail and health care.Their incomes go far,allowing residents to own older homes and <br /> multiple cars and trucks at higher than average rates. <br /> Lifestyles <br /> The residents of Steadfast Conservatives live up to their old fashioned reputation.They think the stock <br /> market is too risky,computers and the Internet too confusing and take preventive medicine before any sign <br /> of illness.They even regard aerobic exercise as too strenuous,preferring to spend their leisure time fishing, <br /> gardening,antiquing or doing needlework or woodworking.For their social life,they attend activities <br /> sponsored by fraternal orders,veterans clubs and church groups.As consumers,they're likely to be brand <br /> loyal when they shop at favorite stores like J.C.Penney for clothes,Dick's Sporting Goods for outdoor gear <br /> and Jo-Ann for needlecrafts.With their middle-class incomes,they make a strong automotive market, <br /> especially for American-made pickup trucks and mid-sized sedans.To further protect their established <br /> lifestyles,they buy a variety of insurance products— covering health,life,car and home—though primarily <br /> low-value policies. <br /> Media <br /> Households in Steadfast Conservatives are fans of traditional media,including print,TV and radio.They <br /> like to get their news from a daily paper or the nightly newscasts on network TV.They consider television <br /> as a primary source of entertainment in their lives,and they have high rates for watching sitcoms,reality <br /> shows,daytime soaps and religious programs.They enjoy reading magazines that appeal to their do-it- <br /> yourself sensibilities including popular titles as Family Handyman,Better Homes&Gardens and Country <br /> Living.Their radio tastes include a mix of big band,classic rock,country and golden oldies.These <br /> households are mostly unenthusiastic about the Internet,but when online they engage in chat forums and <br /> visit NASCAR.com. <br /> ©Experian 34 <br />