Agenda - Council Work Session - 01/10/2017

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Burton IDenifying Cuswmers- Group H:Aspiring Contemporaries Segment H03: Stable Careers Young and ethnically diverse singles residing in low-and high-rise apartment buildings and living comfortable lifestyles in big-city metropolitan areas Demographics Stable Careers is a collection of young and ethnically diverse singles living in big-city metros as Los Angeles,CA,Philadelphia,PA and Miami,FL.A quarter of the households are of Hispanic and Asian and are slightly less affluent than others dominated by Generation Y residents.More than half of households have gone to college and most have landed white-collar jobs in retail,health services and professional offices.Without the financial responsibilities of children,these singles and couples stretch their incomes into comfortable lifestyles.Most of the households live in relatively new apartments—in both low-and high-rise buildings—and pay above-average rents for the in-town real estate. Lifestyles The households in Stable Careers enjoy urbane lifestyles.They take advantage of their urban settings to go to bars,restaurants,concerts and comedy clubs.These young singles are body conscious and spend a fair portion of their free time jogging,lifting weights and doing aerobic exercises at nearby health clubs.Often on the go,they rarely set foot inside banks,preferring ATM machines to pick up cash for shopping trips to stores like Target,Old Navy,Gap and Best Buy.Although they're drawn to the clearance racks when shopping for clothes,they're willing to spend extra money for electronic devices such as MP3 players, digital cameras and laptop computers.In Stable Careers,these budget-conscious consumers enjoy traveling as often as they can,but their trips are typically to U.S.cities and staying with friends and family. Media The media tastes skew young in Stable Careers.The households make a strong market for a variety of network TV offerings including reality shows,sitcoms,music and late-night programs,including TV shows such as"Saturday Night Live," "American Idol"and"Fear Factor."Most residents prefer compact cars,but they make a point of having high-end radios to play alternative rock,urban contemporary and contemporary hit music.Their taste in magazines reflects their pop sensibilities,with favorite publications such as Rolling Stone,Vanity Fair and Entertainment Weekly.As early tech adopters,the members of Stable Careers are computer literate,and they go online frequently to search for jobs,chat,download music and check out the local personal ads. ©Experian 45