12RTA Pgs 186-226 Appendix G Lifestyle Segment Demographics

Appendix G:
Lifestyle Segment Demographics
186
Simple Pleasures
Simple Pleasures
With more than two-thirds of its residents over 65 years old, Simple Pleasures
is mostly a retirement lifestyle: a neighborhood of lower-middle-class
singles and couples living in modestly priced homes. Many are high school-
educated seniors who held blue-collar jobs before their retirement. And
a disproportionate number served in the military; no segment has more
members of veterans clubs.
Social Group: Middle America

Lifestage Group: Cautious Couples
2006 Statistics:
US Households: 2,584,759 (2.3%)
Median HH Income: $42,732
Lifestyle Traits
Belong to a veterans’ club
Watch U.S. Senior Open (golf ) on TV
Jeopardy! TV
Wheel of Fortune TV
Ford Crown Victoria
Demographics Traits:
Ethnic Diversity: Mostly White
Presence of Kids: Mostly w/o Kids
Age Ranges: Age 65+
Education Levels: High School Grad
Employment Levels: Mostly Retired
Homeownership: Mostly Owners
Urbanicity: Town/Rural
Income: Lower-Mid
Income Producing Assets: Above Avg.
187
Simple Pleasures
Age
Description U.S. Segment Index
Age: 18-24 5.65 0.00 0
Age: 25-34 15.80 0.00 0
Age: 35-44 19.67 0.00 0
Age: 45-54 22.22 0.00 0
Age: 55-64 15.57 0.00 0
Age: 65-74 10.56 57.57 545
Age: 75+ 10.53 42.43 403
Education
Education: Bachelor’s Degree 17.97 11.05 61
Education: HS Graduate 31.63 45.05 142
Education: Post Graduate Degree 10.10 5.49 54
Education: Some College 25.54 18.86 74
Education: Some HS 14.76 19.55 132
Income
Income: <$10K 7.85 0.00 0
Income: $10-$19K 12.74 0.00 0
Income: $20K-$29K 12.17 36.79 302
Income: $30K-$39K 10.95 38.56 352
Income: $40K-$49K 9.06 23.11 255
Income: $50K-$74K 18.74 1.55 8
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.08 4
Race: Black 11.98 2.24 19
Race: Other 0.89 0.08 9
Race: White 85.22 97.60 115
188
Simple Pleasures
First Language
HH First Language: English 92.92 98.84 106
HH First Language: Other 2.32 0.39 17
HH First Language: Spanish 4.76 0.77 16
Housing/Home Ownership
Tenure: Owns Home 70.79 93.89 133
Tenure: Rents Home 29.21 6.11 21
Housing/Home Value
Home Value: <$50k 6.26 5.87 94
Home Value: $50k-$99k 13.09 23.11 177
Home Value: $100k-$149k 13.88 26.58 191
Home Value: $150k-199k 10.35 17.08 165
Home Value: $200k-499k 21.59 17.00 79
Home Value: $500k+ 5.61 4.25 76
Housing/Length of Residence
Length of residence: <1 Year 17.21 5.02 29
Length of residence: 1-4 years 29.12 14.30 49
Length or residence: 5+ years 53.66 80.68 150
Family Composition/People in Household

Household size: 1 27.13 25.66 95
Household size: 2 36.22 66.54 184
Household size: 3 or 4 27.85 6.41 23
Household size: 5+ 8.79 1.39 16
Family Composition/Children under 18 at Home

Number of kids in HH: 1 12.49 1.55 12
Number of kids in HH: 5+ 0.69 0.15 22
189
Simple Pleasures
Family Composition/Presence of Children by Age
Presence of children: <2 years 5.40 0.15 3
Presence of children: 2-5 years 10.55 0.39 4
Employment/Occupation
Occupation: Mgmt/Business/Financial 12.42 2.55 21
Occupation: Natural Resources/Construction/Maintenance 8 .13 1.39 17
Occupation: Other 18.83 5.10 27
Occupation: Professional 13.39 1.47 11
Occupation: Sales/Office 13.73 3.71 27
Employment/Occupation Detailed
Occupation Detail: Architect/Engineer 1.65 0.08 5
Occupation Detail: Arts/Entertain/Sports 1.41 0.39 28
Occupation Detail: Business/Finance 2.49 0.15 6
Occupation Detail: Community/Soc Services 0.93 0.31 33
Occupation Detail: Computer/Mathematical 1.96 0.08 4
Occupation Detail: Edu/Training/Library 3.11 0.15 5
Occupation Detail: Food Prep/Serving 1.95 0.39 20
Occupation Detail: Health Practitioner/Tec 2.84 0.39 14
Occupation Detail: Healthcare Support 0.98 0.15 15
Occupation Detail: Legal 0.79 0.08 10
Occupation Detail: Life/Phys/Soc Science 0.69 0.00 0
Occupation Detail: Maintenance/Repair 3.76 0.31 8
Occupation Detail: Building Grounds Maint 2.20 1.08 49
Occupation Detail: Management 9.93 2.40 24
Occupation Detail: Natural Resources/Construction 4.37 1.08 25
Occupation Detail: Office/Admin Support 6.49 1.62 25
Occupation Detail: Personal Care/Svc 1.53 0.85 56
Occupation Detail: Production 5.15 0.93 18
Occupation Detail: Protective Svc/Military 1.84 0.08 4
Occupation Detail: Sales/Related 7.24 2.09 29
Occupation Detail: Transport/Moving 5.19 1.62 31
190
Simple Pleasures
Top 15 Lifestyle Behaviors Index
Belong to a Veterans Club (A) 267
Order from Readers Digest Association,1yr (A) 256
Buy from Bob Evan’s Farm,1mo (A) * 241
Domestic Travel by Motor Home,1yr (A) 235
Grocery Store, Travel 11+ Miles (A) 233
Belong to a Fraternal Order (A) 227
Own Motor Home (H) 225
Belong to a Civic Club (A) 205
Buy from Ponderosa,1mo (A) * 199
Buy from Shoney’s,1mo (A) * 195
Do Bird Watching,1yr (A) 191
Buy from Captain D’s,1mo (A) * 188
Belong to a Church Board (A) 184
Domestic Travel by Bus,1yr (A) 180
Buy from Cracker Barrel,1mo (A) * 169
Lifestyle Behaviors 16-30 Index

Buy from Bob’s Big Boy,1mo (A) * 160
Own Horse (H) 159
Source of Coupons,Magazines,1yr (H) 157
Order from J.C. Penney,1yr (A) 154
Buy from Golden Corral,1mo (A) * 153
Shop at True Value,1yr (A) 153
Own Rifle/Shotgun (A) 152
Own Stationary Bike (A) 149
Grocery Shopping,<$60,1wk (H) 144
Redeem Coupons at Drug Store,3mo (A) * 143
Do Garment Sewing from Patterns,6mo (A) 142
Buy from Long John Silver,1mo (A) * 141
Shop at Ace Hardware,1yr (A) 141
Do Outdoor Gardening,1yr (A) 140
Drive Regular Pickup (A) 140

Shop at Piggly Wiggly,1mo (A) 139
Source of Coupons,Newspaper,1yr (H) 139
Use Coupons to Save on Brands Already Use,1yr (H) 139
Belong to a Religious Club (A) 137
Contribute to PBS,1yr (A) 135
Use Cents Off Coupons,3mo (H) * 135
Buy from Denny’s,1mo (A) * 134
Take 3+ Cruises,3yr (A) 133
Buy Classical Music,1yr (A) * 132
Redeem Coupons at Grocery Store,3mo (A) * 132
Shop at Sears,3mo (A) 132
Use Coupons for Food,1yr (H) 131
Buy Travelers Checks,$250+,1yr (A) 130
Do Indoor Gardening/Plants,1yr (A) 130
Own/Lease New Domestic Vehicle (H) 130
191
Heartlanders
Heartlanders
America was once a land of small middle-class towns, which can still be
found today among Heartlanders. This widespread segment consists of
middle-aged couples with working-class jobs living in sturdy, unpretentious
homes. In these communities of small families and empty-nesting couples,
Heartlanders pursue a rustic lifestyle where hunting and fishing remain
prime leisure activities along with cooking, sewing, camping and boating.
Social Group: Middle America

Lifestage Group: Cautious Couples
2006 Statistics:
US Households: 2,247,835 (2%)
Lifestyle Traits
Own a motor home
Eat at Golden Corral
Outdoor Life Network
CBS Early Show TV
Mazda Pickup
Age Ranges: Age 45-64
Employment Levels: White Collar, Mix
Income: Lower-Mid
Income Producing Assets: Above Avg.
192
Heartlanders
Age
Age: 18-24 5.65 0.00 0
Age: 25-34 15.80 0.00 0
Age: 35-44 19.67 0.00 0
Age: 45-54 22.22 0.00 0
Age: 55-64 15.57 100.00 642
Age: 65-74 10.56 0.00 0
Age: 75+ 10.53 0.00 0
Education
Income
Income: <$10K 7.85 0.00 0
Income: $10-$19K 12.74 0.00 0
Income: $20K-$29K 12.17 35.98 296
Income: $30K-$39K 10.95 33.73 308
Income: $40K-$49K 9.06 30.00 331
Income: $50K-$74K 18.74 0.29 2
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.00 0
Race: Black 11.98 4.90 41
Race: Other 0.89 0.29 33
Race: White 85.22 94.80 111
193
Heartlanders
First Language
Housing/Home Value
Home Value: <$50k 6.26 10.59 169
Home Value: $50k-$99k 13.09 30.29 231
Home Value: $100k-$149k 13.88 21.47 155
Home Value: $150k-199k 10.35 11.67 113
Home Value: $200k-499k 21.59 11.37 53
Home Value: $500k+ 5.61 2.16 39

Household size: 2 36.22 55.88 154

194
Heartlanders
195
Heartlanders
Buy from Hardee’s,1mo (A) * 224
Buy Gospel Music,1yr (A) * 213
Shop at Food Lion,1mo (A) 208
Order from Home Shopping Network,1yr (A) 182
Do Woodworking,1yr (A) 177

Buy from Krystal’s Hamburgers,1mo (A) * 174
Own Horse (H) 168
Own Camper (H) 167
Buy from Sonic Drive-in,1mo (A) * 166
Use Coupons for Tobacco,1yr (H) 155
Buy Golf Clubs,1yr (A) 153
Buy from Cracker Barrel,1mo (A) * 153
Drive Recreational Vehicle (A) 152
Shop at Walmart Super Center,1mo (A) 149
Own Rifle/Shotgun (A) 148
Own Power Boat (H) 146

Buy from KFC,1mo (A) * 145
Own All Terrain Vehicle (H) 141
Order from QVC,1yr (A) 138
Buy Books on Tape,1yr (A) * 136
Collect Coins,1yr (A) 136
Do Furniture Refinishing,1yr (A) 136
Source of Coupons,On the Package Itself,1yr (H) 136
Own Bowling Ball (A) 135
Go to Auto Racing,1+ Times,1mo (A) 133
196
Young & Rustic
Young & Rustic
Like the soap opera that inspired its nickname, Young & Rustic is composed
of young, restless singles. Unlike the glitzy soap denizens, however, these
folks tend to be lower income, high school-educated and live in tiny
apartments in the nation’s exurban towns. With their service industry jobs
and modest incomes, these folks still try to fashion fast-paced lifestyles
centered on sports, cars and dating.
Social Group: Rustic Living

Lifestage Group: Striving Singles
2006 Statistics:
US Households: 2,249,481 (2%)
Lifestyle Traits
Go to auto races
Drew Carey Show in syndication
King of the Hill in syndication
WWE Wrestling TV
Dodge Neon
Ethnic Diversity: White, Black, Mix
Presence of Kids: HH w/o Kids
Age Ranges: Age <55
Employment Levels: WC, Service, Mix
Homeownership: Renters
Income: Lower-Mid
Income Producing Assets: Low
197
Young & Rustic
Age
Age: 18-24 5.65 22.14 392
Age: 25-34 15.80 21.95 139
Age: 35-44 19.67 23.36 119
Age: 45-54 22.22 32.55 146
Age: 55-64 15.57 0.00 0
Age: 65-74 10.56 0.00 0
Age: 75+ 10.53 0.00 0
Education
Income
Income: <$10K 7.85 23.99 306
Income: $10-$19K 12.74 29.04 228
Income: $20K-$29K 12.17 20.04 165
Income: $30K-$39K 10.95 15.00 137
Income: $40K-$49K 9.06 11.36 125
Income: $50K-$74K 18.74 0.57 3
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.26 14
Race: Black 11.98 11.42 95
Race: Other 0.89 0.45 51
Race: White 85.22 87.87 103
198
Young & Rustic
First Language
Housing/Home Value
Home Value: <$50k 6.26 0.00 0
Home Value: $50k-$99k 13.09 0.00 0
Home Value: $100k-$149k 13.88 0.00 0
Home Value: $150k-199k 10.35 0.00 0
Home Value: $200k-499k 21.59 0.00 0
Home Value: $500k+ 5.61 0.00 0

Household size: 1 27.13 60.43 223

199
Young & Rustic
200
Young & Rustic
Go Snowboarding,1yr (A) 145
Go Hunting with Gun,1yr (A) 140
Convenience Store,Buy Beer,1mo (A) 136

Own Tent (H) 126
Buy Videos by Mail/Phone,1yr (A) 124
Buy Camping Equipment,1yr (H) 122
Buy from Little Caesar’s,1mo (A) * 120
Go Whitewater Rafting,1yr (A) 119
Do Needlepoint,6mo (A) 115
Play Chess,1yr (A) 115
Go to Professional Basketball Games,1+ Times,1mo (A) 114
Go Fresh Water Fishing,1yr (A) 113
Buy Tent,1yr (H) 111
Go Roller Skating,1yr (A) 111
Buy Rap Music,1yr (A) * 110

Buy from Domino’s Pizza,1mo (A) * 110
Use Laundry/Laundromat,6mo (A) 110
Buy from A&W,1mo (A) * 109
Own Horse (H) 109
Play Racquetball,1yr (A) 109
Own/Lease Used Vehicle (H) 108
Go Horseback Riding,1yr (A) 107
Go Water Skiing,1yr (A) 107
Play Softball,1yr (A) 107
Go Camping,1yr (A) 106
Go Fishing,1yr (A) 105
Go Canoeing/Kayaking,1yr (A) 103
Buy from Hooters,6mo (A) 102
Go Dancing,1+ Times/mo,1yr (A) 102
Play Billiards/Pool,1yr (A) 102
201
Golden Ponds
Golden Ponds
Golden Ponds is mostly a retirement lifestyle, dominated by downscale
singles and couples over 65 years old. Found in small bucolic towns around
the country, these high school-educated seniors live in small apartments
on less than $25,000 a year; one in five resides in a nursing home. For these
elderly residents, daily life is often a succession of sedentary activities such as
reading, watching TV, playing bingo and doing craft projects.

Lifestage Group: Sustaining Seniors
2006 Statistics:
US Households: 1,770,346 (1.58%)
Lifestyle Traits
Eat at casual/buffet restaurant
Belong to a veterans’ club
Saturday Evening Post
The Price is Right TV
Mercury Grand Marquis
Age Ranges: Age 65+
Education Levels: Some High School
Income: Downscale
Income Producing Assets: Below Avg.
202
Golden Ponds
Age
Age: 18-24 5.65 0.00 0
Age: 25-34 15.80 0.00 0
Age: 35-44 19.67 0.00 0
Age: 45-54 22.22 0.00 0
Age: 55-64 15.57 0.00 0
Age: 65-74 10.56 34.97 331
Age: 75+ 10.53 65.03 618
Education
Income
Income: <$10K 7.85 23.94 305
Income: $10-$19K 12.74 54.01 424
Income: $20K-$29K 12.17 22.05 181
Income: $30K-$39K 10.95 0.00 0
Income: $40K-$49K 9.06 0.00 0
Income: $50K-$74K 18.74 0.00 0
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.22 12
Race: Black 11.98 6.35 53
Race: Other 0.89 0.45 51
Race: White 85.22 92.98 109
203
Golden Ponds
First Language
Housing/Home Value
Home Value: <$50k 6.26 20.49 327
Home Value: $50k-$99k 13.09 33.30 254
Home Value: $100k-$149k 13.88 17.37 125
Home Value: $150k-199k 10.35 6.12 59
Home Value: $200k-499k 21.59 2.34 11
Home Value: $500k+ 5.61 1.11 20

Household size: 1 27.13 70.27 259

204
Golden Ponds
205
Golden Ponds
Shop at Ann Taylor,3mo (A) 119
Shop at Ethan Allen Galleries,1yr (A) 110
Use Coupons to Save Maximum Amount Money,1yr (H) 108

Use Cents Off Coupons,1yr (H) 98
Bought Most Recent Vehicle (H) 97
Play Bingo,1yr (A) 96
Shop at Giant Eagle,1mo (A) 95
Use Coupons to Try New Product,1yr (H) 93
Drive Recreational Vehicle (A) 91

Collect Stamps,1yr (A) 88
Grocery Store, Travel <1 Mile (A) 88
Order from QVC,1yr (A) 87
Use Coupons for Toiletries,1yr (H) 86
Use Coupons for Cleaning Products,1yr (H) 85
Buy from Arby’s,1mo (A) * 82
Grocery Shop,1 Time,1wk (A) 82
206
Crossroads Villagers
With a population of middle-aged, blue-collar couples and families,
Crossroads Villagers is a classic rural lifestyle. Residents are high school-
educated, with lower-middle incomes and modest housing; one-quarter live
in mobile homes. And there’s an air of self-reliance in these households as
Crossroads Villagers help put food on the table through fishing, gardening
and hunting.

Lifestage Group: Striving Singles
2006 Statistics:
US Households: 2,358,347 (2.1%)
Lifestyle Traits
Go whitewater rafting
Own a motor home
True Story magazine
Young & the Restless TV
Dodge Neon
Presence of Kids: HH w/o Kids
Age Ranges: Age 35-54
Employment Levels: White Collar, Mix
Homeownership: Homeowners
Income: Downscale
207
Age
Age: 18-24 5.65 5.75 102
Age: 25-34 15.80 13.92 88
Age: 35-44 19.67 26.96 137
Age: 45-54 22.22 53.37 240
Age: 55-64 15.57 0.00 0
Age: 65-74 10.56 0.00 0
Age: 75+ 10.53 0.00 0
Education
Income
Income: <$10K 7.85 18.34 234
Income: $10-$19K 12.74 33.81 265
Income: $20K-$29K 12.17 47.85 393
Income: $30K-$39K 10.95 0.00 0
Income: $40K-$49K 9.06 0.00 0
Income: $50K-$74K 18.74 0.00 0
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.22 12
Race: Black 11.98 13.37 112
Race: Other 0.89 1.22 137
Race: White 85.22 85.19 100
208
First Language
Housing/Home Value
Home Value: <$50k 6.26 45.64 729
Home Value: $50k-$99k 13.09 28.84 220
Home Value: $100k-$149k 13.88 14.03 101
Home Value: $150k-199k 10.35 5.86 57
Home Value: $200k-499k 21.59 4.97 23
Home Value: $500k+ 5.61 0.66 12

Household size: 1 27.13 57.57 212

209
210
Own Horse (H) 236
Go Whitewater Rafting,1yr (A) 152
Drink Bud Light Beer,1wk (A) * 151
Buy from Rally’s,1mo (A) * 146

Go Hunting with Gun,1yr (A) 144
Own Power Boat (H) 144
Go Fresh Water Fishing,1yr (A) 128
Buy Books on Tape,1yr (A) * 124
Order from Walmart.com,1yr (A) 124
Own Dog (H) 123
Order from BMG Music,1yr (A) 122
Go Fishing,1yr (A) 120
Own Cat (H) 120
Own Motorcycle (H) 118
Drive Motorcycle (A) 117
Order from Columbia House Music Club,1yr (A) 116

Own HDTV (H) 113
Go Power Boating,1yr (A) 108
Go to Professional Football Games,1+ Times,1mo (A) 107
Play Billiards/Pool,1yr (A) 106
Buy from Pizza Hut,1mo (A) * 105
Do Arts/Crafts (Models/Painting/Pottery/Wdwrk),1yr (A) 105
Play Lottery,1-5 Times/mo,1yr (A) 105
Play Volleyball,1yr (A) 104
Shop at Shoppers Food Warehouse,1mo (A) 104
211
Old Milltowns
Old Milltowns
America’s once-thriving mining and manufacturing towns have aged--as
have the residents in Old Milltowns communities. Today, the majority of
residents are retired singles and couples, living on downscale incomes in
pre-1960 homes and apartments. For leisure, they enjoy gardening, sewing,
socializing at veterans clubs or eating out at casual restaurants.

2006 Statistics:
US Households: 1,789,513 (1.59%)
Lifestyle Traits
Watch soap operas
Eat at casual/buffet restaurant
Hallmark channel
CBS Evening News TV
Chevy Cobalt
Age Ranges: Age 65+
Homeownership: Mix, Owners
Urbanicity: Town
Income: Downscale
212
Old Milltowns
Age
Age: 18-24 5.65 0.00 0
Age: 25-34 15.80 0.00 0
Age: 35-44 19.67 0.00 0
Age: 45-54 22.22 0.00 0
Age: 55-64 15.57 29.70 191
Age: 65-74 10.56 29.70 281
Age: 75+ 10.53 40.60 386
Education
Income
Income: <$10K 7.85 27.79 354
Income: $10-$19K 12.74 58.86 462
Income: $20K-$29K 12.17 13.35 110
Income: $30K-$39K 10.95 0.00 0
Income: $40K-$49K 9.06 0.00 0
Income: $50K-$74K 18.74 0.00 0
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.14 7
Race: Black 11.98 13.35 111
Race: Other 0.89 0.14 16
Race: White 85.22 86.38 101
213
Old Milltowns
First Language
Housing/Home Value
Home Value: <$50k 6.26 17.17 274
Home Value: $50k-$99k 13.09 31.20 238
Home Value: $100k-$149k 13.88 9.67 70
Home Value: $150k-199k 10.35 3.54 34
Home Value: $200k-499k 21.59 4.63 21
Home Value: $500k+ 5.61 0.27 5

Household size: 1 27.13 69.75 257

214
Old Milltowns
215
Old Milltowns

Source of Coupons,On the Package Itself,1yr (H) 98
Source of Coupons,Handouts,1yr (H) 94
Shop at Giant Eagle,1mo (A) 93
Buy from Church’s Fried Chicken,1mo (A) * 91
Source of Coupons,Received in Mail,1yr (H) 90

Grocery Store, Travel <1 Mile (A) 86
Foreign Travel by Airplane,First Class,3yr (A) 83
Use Coupons to Try New Product,1yr (H) 82
Shop at Kmart,3mo (A) 79
Belong to a Fraternal Order (A) 77
216
Back Country Folks
Back Country Folks
Strewn among remote farm communities across the nation, Back Country
Folks are a long way away from economic paradise. The residents tend to
be poor, over 55 years old and living in older, modest-sized homes and
manufactured housing. Typically, life in this segment is a throwback to an
earlier era when farming dominated the American landscape.

2006 Statistics:
US Households: 2,446,399 (2.18%)
Lifestyle Traits
Shop at Wal-Mart pharmacy
Own a motor home
True Story magazine
Judge Joe Brown TV
GMC Sierra 3500 Pickup
Age Ranges: Age 65+
Urbanicity: Rural
Income: Low Income
217
Back Country Folks
Age
Age: 18-24 5.65 0.00 0
Age: 25-34 15.80 0.00 0
Age: 35-44 19.67 0.00 0
Age: 45-54 22.22 0.00 0
Age: 55-64 15.57 27.70 178
Age: 65-74 10.56 33.39 316
Age: 75+ 10.53 38.91 370
Education
Income
Income: <$10K 7.85 31.99 408
Income: $10-$19K 12.74 53.75 422
Income: $20K-$29K 12.17 14.26 117
Income: $30K-$39K 10.95 0.00 0
Income: $40K-$49K 9.06 0.00 0
Income: $50K-$74K 18.74 0.00 0
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.00 0
Race: Black 11.98 11.05 92
Race: Other 0.89 0.99 111
Race: White 85.22 87.96 103
218
Back Country Folks
First Language
Housing/Home Value
Home Value: <$50k 6.26 28.77 459
Home Value: $50k-$99k 13.09 28.19 215
Home Value: $100k-$149k 13.88 10.47 75
Home Value: $150k-199k 10.35 5.61 54
Home Value: $200k-499k 21.59 6.10 28
Home Value: $500k+ 5.61 0.25 4

Household size: 1 27.13 58.86 217

219
Back Country Folks
220
Back Country Folks
Own Horse (H) 169

Domestic Travel by Bus,1yr (A) 106
Buy from Roy Rogers,6mo (A) 100
Own All Terrain Vehicle (H) 100

Own Cat (H) 90
Own Dog (H) 90
Order from Avon,1yr (A) 89
Grocery Shop,1 Time,1wk (A) 87
Source of Coupons,Handouts,1yr (H) 87
221
Bedrock America
Bedrock America
Bedrock America consists of young, economically challenged families
in small, isolated towns located throughout the nation’s heartland. With
modest educations, sprawling families and blue-collar jobs, many of these
residents struggle to make ends meet. One quarter live in mobile homes.
One in three haven’t finished high school. Rich in scenery, Bedrock America
is a haven for fishing, hunting, hiking and camping.

Lifestage Group: Sustaining Families
2006 Statistics:
US Households: 2,027,896 (1.81%)
Lifestyle Traits
Go roller skating
Follow professional wrestling
Baby magazines
Passions TV
Chevy Silverado
Ethnic Diversity: White, Black, Hispanic
Presence of Kids: HH w/Kids
Age Ranges: Age <45
Employment Levels: WC, Service, Mix
Homeownership: Mix, Renters
Income: Low Income
Income Producing Assets: Low
222
Bedrock America
Age
Age: 18-24 5.65 19.08 337
Age: 25-34 15.80 35.90 227
Age: 35-44 19.67 30.36 154
Age: 45-54 22.22 14.67 66
Age: 55-64 15.57 0.00 0
Age: 65-74 10.56 0.00 0
Age: 75+ 10.53 0.00 0
Education
Income
Income: <$10K 7.85 30.15 384
Income: $10-$19K 12.74 41.33 324
Income: $20K-$29K 12.17 28.51 234
Income: $30K-$39K 10.95 0.00 0
Income: $40K-$49K 9.06 0.00 0
Income: $50K-$74K 18.74 0.00 0
Income: $75K-$99K 12.66 0.00 0
Income: $100K-$149K 10.05 0.00 0
Income: $150k-$199 3.27 0.00 0
Income: $200k+ 2.52 0.00 0
Race & Ethnicity

Race: Asian 1.91 0.21 11
Race: Black 11.98 22.46 187
Race: Other 0.89 1.85 208
Race: White 85.22 75.49 89
223
Bedrock America
First Language
Housing/Home Value
Home Value: <$50k 6.26 16.72 267
Home Value: $50k-$99k 13.09 13.85 106
Home Value: $100k-$149k 13.88 4.92 35
Home Value: $150k-199k 10.35 1.44 14
Home Value: $200k-499k 21.59 1.23 6
Home Value: $500k+ 5.61 0.10 2

Household size: 5+ 8.79 21.23 241

224
Bedrock America
225
Bedrock America
Buy Children’s Athletic Shoes,6mo (H) * 304
Buy Children’s Clothes,6mos (H) 286
Buy Children’s Bicycles,1yr (A) 257
Buy Tent,1yr (H) 248
Own Horse (H) 193
Buy from Church’s Fried Chicken,1mo (A) * 189
Buy from Little Caesar’s,1mo (A) * 176
Buy from A&W,1mo (A) * 171

Buy from Chuck E Cheese,1mo (A) * 170
Buy Rap Music,1yr (A) * 167
Buy from Rally’s,1mo (A) * 147
Buy Camping Equipment,1yr (H) 146
Buy from Chipotle,1mo (A) * 144
Order from BMG Music,1yr (A) 136
Order from Walmart.com,1yr (A) 134
Buy Children’s Toys for Child 6-11years old,1yr (A) 133
Shop at Lane Bryant,3mo (A) 133

Order from Avon,1yr (A) 125
Buy Children’s Toys for Child <6years old,1yr (A) 123
Own Tent (H) 123
Buy Children’s Toys for Child 12-17years old,1yr (A) 122
Buy from Papa John’s,1mo (A) * 122
Buy from Family Restaurant,Child Decides,6mo (A) 118
Grocery Shop,4+ Times,1wk (A) 118
Shop at Circle K,6mo (A) 118
Buy from Pizza Hut,1mo (A) * 117
226

12RTA Pgs 186-226 Appendix G Lifestyle Segment Demographics

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12RTA Pgs 186-226 Appendix G Lifestyle Segment Demographics

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Appendix G:

Lifestyle Segment Demographics

Social Group: Middle America

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

Social Group: Middle America

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

Social Group: Rustic Living

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

Social Group: Rustic Living

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

Social Group: Rustic Living

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

Social Group: Rustic Living

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

Social Group: Rustic Living

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

Social Group: Rustic Living

Race & Ethnicity

Family Composition/People in Household

Family Composition/Children under 18 at Home

Lifestyle Behaviors 16-30 Index

Lifestyle Behaviors 31-45 Index

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