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Segment Ctxie.......,.>......25 Segment . Salt of the Earth w 4, UfeMode Group 1.11 Factories and Fan ns Urbanization Group.;.....,.WO Rural l - Demographic Preferences Salt of the Earth households are dominated by married Salt of the Earth residents are rooted in their settled, tradi- couples with children(36 percent)and without(29 percent). tional,and hardworking lifestyles. Independent and self-reli- Both household percentages are higher than the U.S.values. ant,they take on small home improvement and remodeling One-fifth of households are composed of singles who live projects themselves.They also spend a lot of time and money alone.The average household size for this market is 2.60, on their vegetable and flower gardens,owning the neces- extremely close to the U.S.value of 2,59; however,the aver- sary tools and equipment to make them a success.Twenty- age family size is 3.00, falling below the U.S average of 3.14 eight percent of the households own three or more vehicles, With their median age of 40.4 years, this is a slightly older making Salt of the Earth one of the top segments with this market. Because ethnic diversity in these neighborhoods is distinction.These rural households typically own or lease negligible-95 percent of the residents are white—Salt of many vehicles including a truck. Many own a motorcycle. the Earth neighborhoods are the least diverse of all the Overall,they prefer domestic vehicles to imports and handle Community Tapestry segments. the maintenance themselves. Most residents carry insurance policies to protect themselves and their families and invest Socioeconomic in annuities,certificates of deposit,and U.S.savings bonds. Employed Salt of the Earth residents work in a variety of Families often have two or more pets,either dogs or cats. occupations including management and professional posi- Salt of the Earth residents enjoy dining out,generally at tions and unskilled labor jobs. Higher-than-average pro- family restaurants such as Ponderosa, Big Boy,and Bob Evans portions work in skilled labor occupations.Approximately Farms. However, baking is a favorite home activ ty They one-fifth work in the manufacturing industry.The 66 percent enjoy fishing, hunting,target shooting, attending country labor force participation is high,and unemployment is low at music concerts and auto races,and flying kites They read 5 percent The median household income is$48,800, closer fishing and hunting magazines also Their radio dials are to the U.S.median than any other Community Tapestry seg- often tuned to country music stations, but they also like ment. Besides wages, household income is supplemented by to follow NASCAR auto racing. Many households have a interest income, dividends, rental income,self-employment satellite dish. Favorite stations include CMT, Outdoor Life Net- income, retirement income,and Social Security benefits,all work,and the Speed Channel. In addition to watching horse above national proportions.The median net worth for this racing,auto racing,and truck and tractor pulls/mud racing market is$100,100. One-fourth of Salt of the Earth residents on TV,a favorite weekly show is According to Jim. Families aged 25 years and older have attended college; 13 percent travel to vacation destinations by car,for overnight stays, hold a bachelor's or graduate degree. they prefer a Super 8 motel. Residential Salt of the Earth neighborhoods are located in rural areas throughout the United States. Nearly half of the households are in the Midwest;the other half are found almost entirely in the South and Northeast. States with the highest concen- trations of these households are Pennsylvania, Ohio, Indiana, and Michigan. Homeownership is at 86 percent,and the median home value is$122,300 The majority of households are single-family units(83 percent); 12 percent are mobile homes.Twenty-two percent of the housing units were built before 1940. 21