A
1
B
2
D
C
3
4
5
E
6
F
G
H
I
J
K
L
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
2.82%
Overview
Rankings
Age Rank 10/60
Wealth Rank 7/60
Top Markets
Dallas
Atlanta
Phoenix
Chicago
Houston
Top Internet Sites
www.drudgereport.com
www.monster.com
www.disney.com
www.eharmony.com
www.marketwatch.com
Preferred Cars
Acura TL-Series
GMC Yukon XL
Honda Odyssey
Honda Pilot
Mercedes-Benz C Class
Locations
Key
High
Above Average
Average
Below Average
Contents
1
2
3
4
5
6
7
8
9
Overview
Description
Who We Are
How We Make a Living
Where We Live
Our Home Lives
How We View the World
Attitudes
Supporting Notes
Overview
Low
1
A
1
B
2
D
C
3
4
5
E
6
F
G
H
I
J
K
L
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
2.82%
Description
Demographics
Young couples with pre-school children have turned New Suburbia Families into a booming lifestyle.
Concentrated in fast-growing, metro fringe communities mainly in the West and Southwest, the segment’s
population has more than tripled since 1990. With many households under 35 years old, these young families
are making the most of their new subdivisions. More than half the housing has been built since 2000 and the
median value worth nearly 50 percent above the U.S. average. Residents have both brains and bucks. More
than two-thirds have gone to college and many workers earn six-figure incomes. It takes hard work to have
achieved success at such a young age. More than two-thirds of families have multiple workers in the labor
force, gravitating to jobs as managers, executives and white-collar professionals.
Lifestyles
The members of New Suburbia Families have crafted active, children-centered lifestyles. These families
participate in a number of team sports such as baseball, basketball and soccer, shuttling kids and gear to
activities in their SUVs and minivans. They go to kid-friendly destinations and frequent zoos, aquariums and
campgrounds. At supermarkets, they fill their grocery carts with pizza, Pop Tarts and prepared lunch kits.
This is one of the top-ranked types for owning toys, books and video games, and residents here never met a
consumer electronics device they didn’t like including cell phones, gaming systems and home theater
systems. With their relatively large families, money still needs to be managed. They maintain that price and
functionality trump style when they purchase electronics and clothing at retailers like Target, Best Buy and
Wal-Mart. Contributing to 529 college savings plans is a priority, but this segment can be debt heavy due to
first mortgages and home equity loans.
Media
Description
These energetic households are only moderate consumers of most media. New Suburbia Families are often
too busy to read a newspaper or magazine, although they will sit in front of a TV to watch network sitcoms
and reality shows as well as sports and entertainment on cable channels such as ESPN, MTV and Comedy
Central. Thanks to their lengthy commutes, they exhibit high rates for listening to radio stations that offer
news and sports as well as classic rock and adult contemporary music. When they finally wind down, many
go online to trade stocks, search for jobs and check out real estate listings.
2
A
1
B
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Who We Are
2.82%
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Demographics
Example
Mean %
11.11
150
200
Length of Residence
Gender
73.00
27.00
Male
Female
35.82
41.78
16.42
5.21
0.78
1 year and less
2-5
6 - 10
Age
11 - 14
3.29
23.98
45.12
21.42
5.42
0.64
0.14
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75+
15+
General Race
249
Asian, Pacific Islander
Black or African American
White
Not White or Black
Other race
9.91
5.89
80.00
14.00
3.73
Marital Status
Single - other
Hispanic Race
7.97
0.23
3.69
4.95
3.84
7.34
5.16
Hispanic and White
Hisp. & Black African American
Hisp. & not White or Black
Number in Household
6.30
32.00
19.00
27.00
16.00
1 person
2 person
3 person
4 person
5+ person
Hispanic born in US
Hispanic not born in US
Hispanic (HOH) born in US
Hispanic (HOH) not born in US
Religion
79.00
1.14
4.44
13.00
Christian
Household Composition
24.00
54.00
7.13
19.00
42.00
Married, no children
Married, dependent children
Lone parent with children
1 dependent child
2+ dependent children
Jewish
Other
No religious preference
Education
Level of Education
4.21
19.00
25.00
27.00
14.00
Below high school diploma
Age of Children
High school diploma
211
235
212
0-3
4-6
7-9
10 - 12
13 - 17
0
50
100
150
200
21.00
20.00
19.00
16.00
15.00
Some college
Bachelors degree
Graduate degree
0
50
100
150
200
Who We Are
88.08
2.99
8.93
Married
Single - never married
3
A
B
1
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
How We Make a
Living
Work
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Income
General
Full time
Part time
Females over 30 hours
Males over 51 hours
Not employed
Temporarily unemployed
240
Work at home
Looking after home
Retired
Full time student
Self-employed
Never worked
68.00
11.00
25.00
7.55
22.00
3.96
3.47
10.00
4.39
1.80
4.61
0.49
2.82%
Example
Mean %
11.11
150
200
Household Income
Under $15,000
$15,000 - $24,999
$25,000 - $34,999
$35,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
221
$100,000 - $149,999
$150,000 - $249,999
$250,000+
Handling Money
Banking
69.00
62.00
6.65
2.86
5.37
5.06
41.00
45.00
86.00
Checking account
Occupation
8.58
42.00
17.00
0.03
1.45
18.00
Top management
Professional and technical
Sales and service
Farm related
Blue-collar
Other
2.87
3.48
5.22
11.94
22.84
21.81
21.64
6.36
3.84
Savings account(s)
Savings Certificates Cd
(Long Term)
Savings Certificates Cd
(Short Term)
Cash management accounts
Check guarantee card
Debit card, EFT
Internet banking
ATM card
Agriculture/forestry/fishing
Mining and construction
Manufacturing
Transport, comms, utilities
Wholesale and retail trade
Real estate, rental, leasing
Other services
Public admin/active military
Educational services
Health care, social services
Information
Finance and insurance
Professional/scientific/tech
221
Management/admin/waste
Accommodation/food
Arts/entertainment
0
50
100
150
0.93
4.21
5.46
4.15
7.53
1.82
8.77
6.32
9.09
7.79
1.09
6.06
8.32
1.88
3.27
1.53
Credit Cards
42.00
26.00
6.07
36.00
Usually pay in full
Usually pay in part
Usually pay minimum
Have store card
Loans
Secured line of credit
Unsecured line of credit
Auto loan (new or used)
Home improvement loan
224
Home mortgage loan
Personal loan
0
50
100
150
200
4.40
5.54
45.00
3.02
61.00
13.00
How We Make a Living
Industry
200
4
A
1
B
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Example
Mean %
11.11
150
200
Handling Money
Savings & Investments
Bonds
Stocks
313
College savings
Money market
Mutual funds
Tax shelters
Online trading
201
401K
IRA
Investment in collectibles
International investments
KEOGH, SEP-IRA, PENSION
19.00
23.00
9.47
14.00
27.00
2.84
2.54
41.00
24.00
3.25
1.50
3.92
Medical Insurance
70.00
12.00
2.57
Company
Private
Medicare, Medicaid,
Medigap Memebership
Life Insurance
Have life insurance
281
237
Over $500,000
$200,000 - $499,999
$100,000 - $199,999
$50,000 - $99,999
$20,000 - $49,999
Less than $20,000
Group life
Shareholdings
Individual annuity
4.54
16.00
High value (over $50,000)
Low value (under $50,000)
0
50
100
150
200
Term life
Whole, universal,
variable (cash value)
0
50
100
150
70.00
8.71
17.00
20.00
10.00
4.45
5.70
17.00
3.02
41.00
16.00
200
How We Make a Living
How We Make a
Living
2.82%
4
Where We Live
Home Ownership
1.93
98.07
Single family dwellings
Home owner
Renter
Home improvement loans
Property Value
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150,000 - $199,999
245
212
$200,000 - $299,999
$300,000 - $499,999
$500,000 - $749,999
Over $750,000
0
50
100
224
Home mortgage (1st)
Under $50,000
150
0.68
0.72
0.85
16.00
16.00
30.00
21.00
6.00
1.27
Home equity loan
94.80
3.43
3.02
61.00
18.00
Insurance
77.00
Homeowner’s insurance
0
50
100
150
200
Where We Live
Type of Property
Multiple family dwellings
200
5
A
B
1
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Our Home Lives
Car Ownership
2.82%
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Example
Mean %
11.11
150
200
Travel and Vacations
Number of Cars
General
16.00
55.00
26.00
1 car per household
2 cars per household
3+ cars per household
Cruise last 3 years
Foreign travel last 3 years
Types of Car
In Last Year
New vehicle
Used vehicle
229
Leased vehicle
Alternative power
Mid range
Mid range premium
Pickup
Small
Sports
Sports wagon
202
Sports wagon premium
37.00
13.00
52.00
Internet used last month
SUV large
SUV medium
SUV premium
Traditional
Upscale and luxury
Full size van
Mini van
46.85
53.15
10.00
0.13
21.56
3.28
14.24
8.95
5.22
4.29
1.45
7.13
13.08
0.84
1.49
7.77
1.11
9.46
6+ domestic trips
242
202
6+ domestic flights (business)
6+ domestic flights (personal)
$1,000+ on domestic trip
226
6+ nights in hotel (business)
6+ nights in hotel (personal)
Water sports/beach activities
25.00
4.13
3.71
14.00
14.00
26.00
5.14
Collectibles
6.92
5.06
3.33
9.81
1.95
2.13
7.03
3.20
5.44
3.28
Porcelain/crystal figurines
Die-cast/other miniatures
Disney/Warner/Hanna-Barbera
Coins (Numismatic)
Decorative plates
Collectible dolls
Ornaments
Paper collectibles
Sports memorabilia/cards
Stamps
Insurance
Memberships
AARP
Pets
Art associations
49.00
26.00
62.00
Have a dog
Have a cat
Have a dog or cat
0
50
100
150
200
Business clubs
Civic clubs
Country clubs
295
PTA, Parents Association
Union
Veterans club
0
50
100
150
200
4.80
3.18
3.42
0.91
1.82
14.40
6.45
2.14
Our Home Lives
91.00
Auto insurance
6
A
1
B
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Our Home Lives
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Example
Mean %
11.11
150
200
Entertainment and Leisure
Aerobics
Archery or target shooting
Auto racing or rallying
Backpacking, hiking
Baseball
Basketball
Bicycling
Billiards/pool
Bowling
Camping trips (overnight)
Fitness, walking, exercise
Fly fishing
Football
Golf
Hockey
Horseback riding
Hunting
Ice/in-line/roller skating
Jet ski, wave running/biking
Jogging, running
Martial arts, kickboxing
Motorcycling
Mountain/rock climbing
Power boating
Racquetball
Rowing
Sailing
Skateboarding
Skin diving or snorkeling
Snow boarding/mobiling
Soccer
Softball
Surfing, windsurfing
Swimming
Tennis
Using cardio machine
Volleyball
203
Water skiing
Weight training
Yoga
0
50
100
150
200
16.00
10.00
3.23
20.00
12.00
24.00
35.00
29.00
33.00
21.00
49.00
23.00
14.00
22.00
4.71
7.19
7.53
15.00
7.66
29.00
4.61
8.66
6.59
9.99
6.68
5.84
3.26
3.21
6.06
14.00
11.00
9.97
5.39
49.00
12.00
24.00
12.00
8.58
32.00
9.81
14.00
27.00
49.00
58.00
5.42
71.00
67.00
50.00
35.00
12.00
36.00
37.00
9.51
72.00
18.00
37.00
4.13
75.00
23.00
5.57
86.00
8.81
8.00
7.92
23.00
5.94
12.00
62.00
6.53
4.68
45.00
35.00
10.00
Antique shopping/shows
Bars, nightclubs, dancing
Beach or lake
Board/card games
Bird watching
Buy books
Buy games and toys
Buy state lottery tickets
Casino and gambling
Comedy club
Concerts
Cooking for fun
Dance performance
Dining out (not fast food)
Education courses
Gardening
Go carting
Listen to music
Live theater
Member of CD/tape club
Movies (last 6 months)
Nascar racing
Needlework, quilting
Painting, drawing, sculpting
Photography
Play bingo
Play musical instrument
Read books
Read comics
Read gaming magazines
State fairs/zoo/museums
Theme parks
Woodwork, furniture
Home Entertainment
96.00
13.00
29.00
15.00
27.00
6.11
DVD players
MP3 players
Video games
Play, download online games
Satellite dish
Satellite radio
0
50
100
150
200
Our Home Lives
Sports
2.82%
6
A
1
B
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Our Home Lives
2.82%
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Computing and Internet
Example
Mean %
11.11
150
200
Laptop computer
Connected to Internet
Broadband access at home
E-mail in last month
211
PDA
Computer games
94.00
24.90
66.00
9.40
79.00
16.00
54.00
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
www.dogpile.com
www.drudgereport.com
www.ebay.com
www.eharmony.com
www.espn.com
www.etrade.com
www.expedia.com
www.foodnetwork.com
Internet Activity
www.freecreditreport.com
18.00
16.00
14.00
16.00
12.00
11.00
High at home
Medium at home
Low at home
High at work
Medium at work
Low at work
www.google.com
www.hotmail.com
www.mapquest.com
www.marketwatch.com
www.monster.com
www.msn.com
www.msnbc.com
Websites By Category
Auctions
Banking
Chat forums
Employment search
222
Financial information
Instant messaging
News, weather
Personal ads, dating
Online gambling
Electronic greetings cards
Shopping - gathering info
Sports
225
Yellow pages
www.mtv.com
16.00
45.20
6.73
20.50
19.50
18.30
48.20
3.19
2.73
10.30
29.00
21.70
25.40
www.myspace.com
www.nascar.com
www.neopets.com
www.nick.com
www.netflix.com
www.nytimes.com
www.orbitz.com
www.overstock.com
www.partypoker.com
www.paypal.com
www.priceline.com
www.shopping.com
www.ticketmaster.com
www.travelocity.com
Individual Websites*
www.univision.com
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
N/a
geocities.yahoo.com
moneycentral.msn.com
www.amazon.com
www.aol.com
www.ask.com
www.autotrader.com
www.cars.com
www.cnn.com
www.disney.com
0
50
100
150
* Mean % is not available for individual websites
200
www.usatoday.com
www.victoriassecret.com
www.walmart.com
www.weather.com
www.webmd.com
www.wwe.com
www.xanga.com
www.yahoo.com
www.yellowpages.com
0
50
100
150
200
Our Home Lives
Individual Websites*
Personal computer
6
A
1
B
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Our Home Lives
Telephones
2.82%
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Example
Mean %
11.11
150
200
TV and Cable
Prepaid calling card
22.00
20.00
18.00
17.00
19.00
20.00
18.00
20.00
22.00
15.00
21.00
15.00
High prime time
Medium prime time
Low prime time
Cellular Phones
High early and late fringe
88.00
15.00
72.00
22.00
15.00
31.00
56.00
71.00
36.00
33.00
42.00
49.00
27.00
71.00
7.56
13.00
36.00
29.00
Have a cellular phone
Business
Personal
Analog mode
Call blocking
Call forwarding
Call waiting
Caller Id
Digital mode
Internet access
Nationwide coverage
Text messaging
Three way calling
Voice mail
Monthly bill $150+
Monthly bill $100 - $149
Monthly bill $50 - $99
Monthly bill under $50
Medium early and late fringe
Low early and late fringe
High all day
Medium all day
Low all day
High cable TV
Medium cable TV
Low cable TV
TV Primetime
14.00
24.60
8.25
61.90
1.53
51.90
3.38
50.70
6.88
10.30
Comedy and variety
News and documentary
Feature film
General drama
Nature
Reality
Science
Situation comedy
Sports
Radio
How-To
High drive time
Medium drive time
Low drive time
High all day
Medium all day
Low all day
All news
203
All sports
Black rhythm and blues
Classic rock
Classical
Country (or Western)
Easy listening
Golden oldies
Jazz
Spanish
Urban contemporary
Mexican, Ranchera, Tejano
0
50
100
150
200
22.00
23.00
13.00
18.00
25.00
14.00
19.80
7.89
0.52
13.20
4.28
23.00
8.51
9.27
4.38
4.13
8.43
4.13
TV Daytime
10.20
15.80
2.33
8.09
Drama
News
Game show or contest
Talk or informational
TV Early Evening
23.70
15.20
Weekday news
Weekend news
TV Late Fringe
21.70
17.90
Monday - Friday
Weekend
0
50
100
150
200
Our Home Lives
25.00
19.00
International calls
6
A
1
B
2
D
C
3
4
5
E
6
F
H
G
J
I
L
K
7
Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Our Home Lives
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Example
Mean %
11.11
150
200
Newspapers
20.00
24.00
16.00
8.72
18.00
7.52
1.20
18.00
29.00
5.89
39.00
9.43
9.22
69.00
28.00
53.00
33.00
8.77
5.58
31.00
20.00
0.90
9.15
29.00
22.00
5.58
7.03
69.00
9.59
High
Medium
Low
Airline, In Flight
Automotive
Black African American
Bridal
Business and finance
Child rearing, parenthood
Computers
Entertainment
Epicurean
Fishing/hunting/outdoor
General editorial
Health and fitness
Home and home services
Men's
Metropolitan/regional/state
Music
News
News weeklies
Photography
Science, technology
Special appeal
Sports
Teens
Travel
Women's
Women's beauty, grooming
0
50
100
150
200
1.36
5.13
3.13
1.32
New York Times
USA Today
Washington Post
Wall Street Journal
Last Part Read (Daily)
22.00
12.00
15.00
11.00
20.00
4.52
11.00
37.00
28.00
9.41
10.00
7.91
23.00
6.96
7.02
Business, finance
Classified
Comics
Editorial
Entertainment
Fashion
Food or cooking
Front page
General news
Home, furnishings, gardening
Movie listings and reviews
Science and technology
Sports
Travel
TV or radio listing
Last Part Read (Sunday)
21.00
22.00
21.00
13.00
30.00
6.94
12.00
42.00
33.00
15.00
19.00
8.76
24.00
17.00
8.69
Business, finance
Classified
Comics
Editorial
Entertainment
Fashion
Food or cooking
Front page
General news
Home, furnishings, gardening
Movie listings and reviews
Science and technology
Sports
Travel
TV or radio listing
0
50
100
150
200
Our Home Lives
Magazines
2.82%
6
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1
B
2
D
C
3
4
5
E
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F
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Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Our Home Lives
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Stores Visited
Example
Mean %
11.11
150
200
Internet Order
59.00
73.00
47.00
35.00
70.00
41.00
68.00
68.00
Any convenience
Drug
Home electronics
Home furnishing/houseware
Home improvement
Office supply, computer
Shopping mall
Department/discount
Bought 6+ times
Bought 1-5 times
Spent $500+
Apparel, accessories
Automotive products
Banking services
Books, music, video
Collectibles
Computer products
Reason Store Visited
73.00
61.00
Price
Convenience
233
Electronics, appliances
Food, perishables
Footwear
Gardening
Giftware
Frequency & Spend
(Groceries)
Home furnishings
49.00
36.00
9.36
16.00
74.00
6.10
10+ visits/month
4 - 9 visits/month
1 - 3 visits/month
$150+/week
$51 - $149/week
Less than $50/week
203
Housewares
Office supplies
Prescriptions, health items
Sporting goods, equipment
Tickets for events (not movies)
216
214
Tickets for movies
Toys, games
Customers refer to (non-food shopping)
Travel services, packages
47.00
9.20
56.00
32.00
26.00
26.00
58.00
61.00
Advertising on floor
Advertising on cart
Department signs, aisle
Lighted graphics
On the Internet
Radio, PA announcements
Signs on merchand racks
Store brochures, flyers
Mail or Phone Order
39.00
7.19
9.81
4.03
2.01
1.98
1.83
0.99
1.85
4.00
1.95
3.63
1.99
1.67
2.73
Bought in last year
Spent $500+
Apparel, accessories
Books, music, video
Collectibles
Food, perishables
Footwear
Customers refer to (food shopping)
Gardening
54.00
13.00
35.00
21.00
42.00
54.00
13.00
51.00
23.00
Advertising on floor
Advertising on cart
Announcements in store
Computerized information
In-store demonstrations
In-store samples
On the Internet
Overhead aisle markers
Radio, PA announcements
0
50
100
150
200
6.92
25.00
18.00
22.00
2.29
6.85
22.00
3.90
10.00
8.12
2.81
4.66
1.10
4.10
6.70
4.32
3.33
6.62
5.66
8.39
6.51
10.00
10.00
Giftware
Home furnishings
Housewares
Prescriptions, health items
Tickets for events (not movies)
Toys, games
Travel services, packages
0
50
100
150
200
Our Home Lives
Shopping Habits
2.82%
6
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B
2
D
C
3
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5
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Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Example
Mean %
11.11
150
200
Charity
Political Outlook
13.00
30.00
35.00
10.00
2.48
Very conservative
Somewhat conservative
Middle of the road
Somewhat liberal
Very liberal
8.83
24.00
5.79
16.00
6.35
2.62
3.08
18.00
52.00
23.00
Arts, culture, humanities
Education
Environmental
Health
Political organization
Public radio
Political Affiliation
Public television
19.00
14.00
42.00
5.12
Democrat
Independent
Republican
Other political affiliation
0
50
100
150
Private foundations
Religious
Social services, welfare
0
50
100
150
200
How We View The World
How We View
The World
2.82%
7
200
Attitudes
Travel
20.20
I prefer US travel to
foreign travel
41.10
Foreign cars have more
prestige than American
15.70
I take a vacation somewhere
different every time
50.80
A used car is just as
good as a new car
44.00
I love the idea of
travelling abroad
54.40
My car should express
my personality
38.10
I normally buy cars
brand new
44.10
I get many options
when I buy a car
48.50
0
50
100
150
200
0
50
100
150
200
Attitudes
Cars
I like a new car every
2 or 3 years
8
A
1
B
2
D
C
3
4
5
E
6
F
G
H
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K
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Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
2.82%
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Attitudes
Example
Mean %
11.11
150
200
Finance
Work
I am a workaholic
Would like to set up
my own business
43.60
I look at work as a
career not just a job
48.50
Life
I am very happy
with my life as it is
65.40
I like to enjoy life and
don’t worry about future
45.50
I prefer to spend a
quiet evening at home
66.40
How I spend time is more
important than money
67.00
I am good at fixing things
53.40
I am good at fixing
mechanical things
Pay any price for
good financial advice
11.30
I feel secure financially
36.10
64.00
I am careful with my money
I am a careful
money manager
39.90
I am bad at saving money
24.60
I know nothing about
finance and investments
19.70
I tend to spend money
without thinking
20.60
Health and Food
I pay anything when it
concerns my health
39.00
At the first sign of pain,
I take medicine
18.20
40.80
When I am ill it is important
to go to the doctor
45.80
I am happy with my
standard of living
51.10
Medication has made
my life better
32.90
I should exercise more
than I do
74.10
I make sure I
exercise regularly
42.20
I do some sport or exercise
once a week
59.80
I try to eat healthier foods
these days
67.30
I enjoy eating
foreign foods
52.50
I like to try new
food products
50.50
I prefer fast food
to home cooking
7.10
My life is family centered
39.20
I like spending most time
at home with my family
70.20
I provide my children with
things I didn’t have
49.20
I indulge my children
with the little extras
46.50
I do things on the
spur of the moment
39.90
0
50
100
150
200
0
50
100
150
200
Attitudes
34.70
21.10
Work centered
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1
B
2
D
C
3
4
5
E
6
F
H
G
J
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K
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Group A Affluent Suburbia
Tom and Tonya
Type A07 New Suburbia Families
Young, affluent working couples with pre-school children concentrated in
fast-growing, metro fringe communities
2.82%
Charts show Index and Mean % Example Index
Index 100 indicates US average
See Supporting Notes
for further details
0
100
50
Attitudes
Internet
Example
Mean %
11.11
150
200
Shopping
I like websites that
protect my privacy
86.70
I only shop at my favorite
stores - have brands I like
71.40
I get more of my news
from the Internet
44.00
Normally, I only
shop at nearby shops
60.70
I do more shopping
on the Internet than before
38.50
I especially enjoy shopping
with opposite sex
18.20
I like to hear about
products/services by email
16.80
I use the Internet to
help plan shopping trips
24.90
I wait for the sales
50.30
62.00
Early adoptor
40.50
I love to buy new
gadgets and appliances
33.80
I am first of friends to
have electronic equipment
14.50
I pay anything for the
electronic equipment I want
11.40
Tech shy
32.30
Computers confuse me, I’ll
never get used to them
14.80
TV
I shop for specials or bargains
I change brands often
for variety and novelty
17.00
My children have a
significant impact on brands
24.20
I am a child influenced shopper
31.50
38.70
I am an impulse shopper
Fashion
I have favorite clothing
brands I stick with
60.70
I like to keep up with
the latest fashions
26.70
I find TV advertising
interesting
26.90
Everything I wear is of
the highest quality
31.90
I rely on TV
to keep me informed
51.50
I no longer wear clothes
I wore a year ago
9.49
Typically, I avoid watching
TV commercials
47.10
Advertising to children
is wrong
45.40
Advertising a waste of time
29.20
I enjoy watching children’s
TV with my children
41.20
Newspapers
I rely on newspapers
to keep me informed
35.90
0
50
100
150
0
50
100
150
200
Attitudes
Computing/Electronics
200
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Supporting Notes
Mosaic is built using INSOURCE household level
data and the wealth of Experian data assets. It
utilizes more than 300 demographic variables
including more than 70 INSOURCE household
characteristics. Mosaic is linked to Experian's
Simmons Market Research Bureau National
Consumer Survey and other market research data
providing insight into consumer purchasing behavior,
media and channel preferences, opinions and
attitudes.
Mosaic was developed on more than 20 years of
segmentation development expertise from the
global leader in segmentation systems. Experian
has built more than 40 consumer segmentation
systems around the globe and Mosaic is available in
more than 25 countries. Mosaic USA is linked to a
global segmentation network, providing the ability
to extend your consumer targeting for international
applications. Mosaic Global is based on the same
premise of shared consumer patterns and classified
into 10 distinct groups that are consistent across
country borders.
Mosaic Portraits
These portraits have been designed to help users
understand the essence of each of the sixty Mosaic
types and the 12 Mosaic groups. More than 600
profiles describing demographics, purchasing
behavior, media preferences, hobbies and interests,
internet usage are available for viewing. In each of
these portraits we have sought to highlight key
features which make these categories distinctive
and which would be useful to bear in mind when
devising communications or marketing strategies
targeted at them. These are necessarily subjective
descriptions and are intended to highlight key
issues rather than to be comprehensive. In each
case we have sought to explain how these different
consumer segments have come to be and how they
currently are, not just to provide a mass of
unrelated statistics.
Sources
Although much of the content may appear
subjective, there is little that is not grounded in
information of some sort. The portraits have taken
into account a wealth of information from
INSOURCE, Experian's comprehensive household
level information, other Experian data assets and
the U.S. Census. This information is supplemented
with consumer behavioral information from
Simmons and other research companies to provide
a unique and distinct picture of each Mosaic Group
and Type.
These portraits provide a wealth of information
showing differences between the Mosaic Groups and
Types across large numbers of consumer
demographic characteristics, consumer behaviors,
media preferences and attitudes. These portraits
have made use of information cross tabulated by
Mosaic from Simmons, as well as Experian's
National Vehicle Data Base (NVDB) for automotive
profiles and TrueTouch providing contact strategies
profiles. In addition, profiles for top visited websites
from Hitwise, the leading online competitive
intelligence service, provide key insight into the
online behavior of Mosaic households.
Caveats
Clearly, not every U.S. household matches exactly
to just one of the sixty different Mosaic Types.
These descriptions are therefore what sociologists
would describe as 'ideal types'; pure examples to
which individual cases approximate with varying
degrees of exactness.
It's also important to recognize the scope of the
labels. Not every household classified as 'Solid
Suburban Life' is necessarily either young or
married and some may not live in suburban areas.
Indeed there may be quite a few residents in this
Mosaic Type who fall into neither category. The
labels therefore focus on the statistical bias of a
type of household, on the demographic categories
which are more numerous there than elsewhere in
the country and which give the household its
distinctive character.
Supporting Notes
Mosaic USA is a lifestyle consumer segmentation
system that classifies all U.S. households and
neighborhoods into 60 unique Mosaic consumer
segments and 12 lifestyle groupings that share
similar demographic and socio-economic
characteristics.
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Supporting Notes
Simmons Profiles
Founded over 50 years ago by legendary market
researcher Willard Simmons, Simmons Market
Research Bureau today is the nation's leading
authority on the behavior of the American consumer.
Today Simmons is a subsidiary company of Experian
Marketing Solutions, enabling Simmons to combine
its comprehensive information on consumer
behavior, including media consumption and product
preferences, with Experian's advanced data assets
and analytical solutions. Simmons customers can
experience the power of the combined data assets
of Simmons and Experian by targeting consumers
across multiple channels, using a common currency
to analyze those consumers. Each year, Simmons
interviews over 27,000 people nationwide in order
to produce its well-known Simmons National
Consumer Survey (NCS) on the marketplace
behavior of American adults. In addition, Simmons
collects comprehensive, insightful information on
teens, kids and Hispanic consumers. Simmons's
vast database, built from innovative syndicated and
customized surveys, contains the most detailed
usage information available on over 8,000 brands,
400 product categories and every media genre
accessible in the U.S. Industry authorities
acknowledge that Simmons’s consumer data has
helped bring more goods and services to market
than any other research firm in North America.
To create the Mosaic Simmons profiles, Mosaic is
appended to the Simmons NCS. More than 500
Mosaic/Simmons profiles covering demographics,
shopping, media, attitudes, opinions and lifestyle
interests are available in the Multimedia Guide.
For more information on Simmons, please visit
www.smrb.com.
Automotive Profiles
To identify the top five automotives (make and
model) for each Mosaic type, a one million
household sample of Experian's National Vehicle
Database (NVDB) was extracted and appended with
INSOURCE demographic data and Mosaic.
Approximately 834,000 households were used to
create the NVDB profiles. Eight states with higher
Hispanic populations were over-sampled (AZ, CA,
FL, IL, NJ, NM, NY, and TX). These eight states were
weighted appropriately to reflect their true
population distribution across the US. Only those
makes which exceeded a count of 500 and makemodels which had a count greater than 250 were
considered. The following Special/New/Luxury
makes: Alfa-Romeo, Ferrari, Fiat, Hummer, Laforza,
Lancia, Lotus, Maserati, Mini, Peugeot, and Rolls
Royce were excluded. Count, Percent, Total Percent
and Index were computed for the data set across all
of the 60 Mosaic types.
Hitwise Website Profiles
Hitwise is the leading online competitive intelligence
service. Only Hitwise provides its 1200 global
clients with daily insights on how their customers
interact with a broad range of competitive websites,
and how their competitors use different tactics to
attract online customers. Hitwise has partnered with
Experian to provide Hitwise Lifestyle based on
Mosaic profiles for more than 30,000 websites and
160 industry categories within the Hitwise U.S.
service.
Since 1997, Hitwise has pioneered a unique,
network based approach to Internet measurement.
Through relationships with ISP's around the world,
Hitwise's patented methodology anonymously
captures the online usage, search and conversion
behavior of 25 million Internet users. This
unprecedented volume of Internet usage data is
seamlessly integrated into an easy to use, webbased service, designed to help marketers better
plan, implement and report on a range of online
marketing programs. The Multimedia Guide
provides Mosaic profiles for 50 well-known and
frequented websites.
For more information on Hitwise, please visit their
website www.hitwise.com.
Supporting Notes
In developing these portraits, and their labels, we
are mindful of the fact that they will be read by a
wide variety of people: by business analysts
working for retailers and property developers who
have a highly numeric approach to analysis; by
account teams in advertising and direct marketing
agencies whose method of working is very creative;
by people working in government whose job
requires them to frame discussion within
terminology which conforms to current standards of
political correctness; and by academics trained to
test assertions by the rigour with which evidence is
referenced from quoted sources. It is a challenge to
meet all these needs in a single set of portraits and
one which we hope we have been equal to.
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Supporting Notes
Variables - Mean% and Index
Charts are provided for each of the variables used to build and describe Mosaic USA. The variables are
grouped together by category. For each group/type, the charts show the Mean% and Index for each
variable, unless otherwise noted.
Understanding Mean% and Index
Mean% show the percentage of this group/type with this characteristic. For example, consider car
ownership for Group A:
Mean%
New vehicle
Used vehicle
247
205
Leased vehicle
Alternative power
0
50
100
150
49.97
50.03
11.00
0.22
200
This shows that:
49.97% of Group A households have a new vehicle.
50.03% of Group A households have a used vehicle.
11.00% of Group A households have a leased vehicle, etc.
The Index shows how the variable compares with all households in the U.S.
An Index of 100 is the U.S. average. An Index greater than 100 shows that this variable is overrepresented when compared with the U.S. An Index less than 100 shows that this variable is underrepresented when compared with the entire U.S.
The Index is shown on the chart as a bar:
Index above 100
Index below 100
49.97
New vehicle
247
205
Leased vehicle
Alternative power
0
50
100
150
11.00
0.22
200
Index 100
(U.S. average)
The chart shows the Index value from 0 to 200. If the Index value is greater than 200, the bar is shown
as 200 along with the exact Index.
©Experian Information Solutions, Inc. 2006. All rights reserved.
Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein may be the trademarks of their respective owners.
Supporting Notes
50.03
Used vehicle
9