WHO ARE WE?
Residents in this segment live primarily in low-density, settled neighborhoods in the Midwest. The households are a mix of married-couple families and singles. Many families encompass two generations who have lived and worked in the community; their children are likely to follow suit. The manufacturing, retail trade, and health care sectors are the primary sources of employment for these residents. This is a younger market—beginning householders who are juggling the responsibilities of living on their own or a new marriage, while retaining their youthful interests in style and fun.
• Married couples are the dominant household type, but fewer than expected from the younger age profile and fewer with children (Index 79); however, there are higher proportions of single-parent (Index 146) and single-person households (Index 112).
• Average household size is slightly lower at 2.51.
• Homes are primarily single family or duplexes in older neighborhoods, built before 1940 (Index 228).
• Most neighborhoods are located in lower-density urban clusters of metro areas throughout the Midwest and South.
• Average commuting time to work is very short (Index 22).
• Households have one or two vehicles.
• Over 70% have completed high school or some college.
• Unemployment is higher at 7.3% (Index 134); labor force participation is also a bit higher at 63.4%.
• Almost three quarters of households derive income from wages and salaries, augmented by Supplemental Security Income (Index 139) and public assistance (Index 152).
• Cost-conscious consumers that are comfortable with brand loyalty, unless the price is too high.
• Connected and comfortable with the Internet, they are more likely to participate in online gaming or posting pics on social media.
• TV is seen as the most trusted media.