WHO ARE WE?
Prosperous domesticity best describes the settled denizens of Pleasantville. Situated principally in older housing in suburban areas in the Northeast (especially in New York and New Jersey) and secondarily in the West (especially in California), these slightly older couples move less than any other market. Many couples have already transitioned to empty nesters; many are still home to adult children. Families own older, single-family homes and maintain their standard of living with dual incomes. These consumers have higher incomes and home values and much higher net worth (Index 364). Older homes require upkeep; home improvement and remodeling projects are a priority—preferably done by contractors. Residents spend their spare time participating in a variety of sports or watching movies. They shop online and in a variety of stores, from upscale to discount, and use the Internet largely for financial purposes.
• Suburban periphery of large metropolitan areas, primarily in Middle Atlantic or Pacific states.
• Most homes owned (and mortgaged) (Index 146).
• Households composed of older married-couple families, more without children under 18, but many with children over 18 years (Index 141).
• Older, single-family homes: two-thirds built before 1970, close to half from 1950 to 1969.
• One of the lowest percentages of vacant housing units at 4.5% (Index 39).
• Suburban households with 3 or more vehicles and a longer travel time to work (Index 132).
• Education: 66% college-educated, 37% with a bachelor’s degree or higher.
• Low unemployment at 4.6%; higher labor force participation rate at 67% (Index 107); a higher proportion of HHs with 2 or more workers (Index 118).
• Many professionals in finance, information/technology, education, or management.
• Median household income denotes affluence, with income primarily from salaries, but also from investments (Index 130) or Social Security (Index 106) and retirement income (Index 122).
• Not cost-conscious, these consumers willing to spend more for quality and brands they like.
• Prefer fashion that is classic and timeless as opposed to trendy.
• Use all types of media equally (newspapers, magazines, radio, Internet, TV).