WHO ARE WE?
Open space, undeveloped land, and farmland characterize Rural Bypasses. These families live within small towns along country back roads and enjoy the open air in these sparsely populated neighborhoods. Their country lifestyle focuses on the outdoors, gardening, hunting, and fishing. They are more likely to own a satellite dish than a home computer. Although a majority of households do have a connection to the Internet, their use is very limited. Those who are not yet retired work in blue collar jobs in the agriculture or manufacturing industries.
• An older market, with more married couples without children and single households, the average household size is slightly lower
• Most residents own single-family homes, or mobile homes (Index 504).
• Most housing was built from 1970 to 1989; vacancy rates are higher due to seasonal housing.
• Residents live in very rural areas, almost entirely in the South.
• Education is not a priority in this market. Almost 25% have not finished high school; only 11% have a bachelor’s degree
• Unemployment is very high at 9% (Index 161); labor force participation is low at 47% (Index 76).
• Income is primarily derived from wages; however, dependence on Social Security and Supplemental Security Income is above average.
• Religion, faith, and traditional values are central in their lives.
• Many have a pessimistic outlook of their household’s financial well-being.
• They rely on television to stay informed.