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Buton, <br />/Dentifylog Customers' <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 <br />13 <br />