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Burton <br /> IDencifying Cuscomers- <br /> Group F:Metro Fringe <br /> Segment F02: Moderate Conventionalists <br /> Highly mobile,middle-class singles and childless couples living in modest homes,semidetached houses and <br /> apartments scattered throughout second-tier cities <br /> Demographics <br /> With many key demographic measures close to the national average—including age,income and <br /> education—members of Moderate Conventionalists epitomize average Americans.Scattered throughout <br /> second-tier cities in the Midwest and West Coast,these singles and couples tend to live in modest homes, <br /> semi-detached houses and apartments.Most have completed high school or some college and parlayed <br /> well-paying blue-collar and whitecollar jobs into middle-class status.These predominantly childless <br /> households have low rates of homeownership and above-average rates of mobility.Moving vans are a <br /> frequent sight in this cluster,as young singles move into their first apartments and empty-nesting couples <br /> leave their homes for smaller retirement rentals. <br /> Lifestyles <br /> Members of Moderate Conventionalists lead active social lives.With the majority of residents unattached, <br /> these areas present an active social scene.Their favorite activities include dancing,bar hopping,bowling <br /> and playing pool.They're avid exercise buffs who like to play softball,tennis and volleyball.They travel <br /> frequently for business and pleasure,though their destinations are frequently to ocean beaches.They're big <br /> consumers for products that help them look their best such as cosmetics,toiletries and athletic gear.With <br /> their midscale incomes,these childless households have discretionary cash to spend on clothes and the <br /> latest tech gear.However,they can't be too extravagant since many are carrying plenty of debt with <br /> education and car loans. <br /> Media <br /> Despite all their socializing,Moderate Conventionalists find time to enjoy a variety of media—from <br /> newspapers and TV to movies and the Internet.They like to watch reality shows,sitcoms and evening <br /> animation such as"CSI," "King of the Hill," "E.R." and"Malcolm in the Middle."They read a lot of <br /> gaming,celebrity and sports magazines,such as Entertainment Weekly,Us,Sports Illustrated and <br /> GamePro.This is only a moderate market for radio programming,with country music and contemporary <br /> hit radio stations faring the best.Many of the young residents would rather spend their free time on the <br /> Internet,downloading games,looking for better jobs,surfing to sports websites and participating in chat <br /> forums. <br /> ©Experian 35 <br />