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, and growing consumer clout.Residents rely on cell phones and PCs to stay in touch.They use the Internet to find their next job or home,track
<br /> their investments,and shop.They own the latest electronic gadgets.Leisure activities include yoga,playing Frisbee and football,jogging,
<br /> going to the movies,and attending horse races and basketball games.These residents also travel frequently,both domestically and overseas.
<br /> Green Acres
<br /> art"little bit country,"Green Acres residents live in pastoral settings of developing suburban fringe areas,mainly in the Midwest and South.The
<br /> median age is 39.9 years.Married couples with and without children comprise most of the households and live in single-family dwellings.This
<br /> upscale market has a median household income of$62,300 and a median home value of$179,700.These do-it-yourselfers maintain and
<br /> remodel their homes—paint,install carpet,or add a deck—and own all the necessary tools to accomplish these tasks.They also take care of
<br /> their lawn and gardens,again,with the right tools.Vehicles of choice are motorcycles and full-sized pickup trucks.For exercise,residents ride
<br /> their bikes and go water skiing,canoeing,and kayaking.Other activities include bird-watching,power boating,target shooting,hunting,and
<br /> attending auto races.
<br /> 18. Cozy and Comfortable
<br /> Cozy and Comfortable residents are settled,married,and still working.Many couples are still living in the pre-1970s,single-family homes in
<br /> which they raised their children.Households are located primarily in suburban areas of the Midwest,Northeast,and South.The median age is
<br /> 41 years,and the median home value is$164,000.Home improvement and remodeling are important to Cozy and Comfortable residents.
<br /> Although some work is contracted,homeowners take an active part in many projects,especially painting and lawn care.They play softball and
<br /> golf,attend ice hockey games,watch science fiction films on VHS/DVD,and gamble at casinos.Television is significant;many households
<br /> have four or more sets.Preferred cable stations include QVC,Home&Garden Television,and The History Channel.
<br /> 19. Milk and Cookies
<br /> Milk and Cookies households are composed mainly of young,affluent married-couple families.Approximately half of the households include
<br /> children.The median age for this market is 33.5 years.Residents prefer single-family homes in suburban areas,chiefly in the South,
<br /> particularly in Texas.Smaller concentrations of households are located in the West and Midwest.The median home value is$131,900.
<br /> Families with two or more workers,more than one child,and two or more vehicles is the norm for this market.Residents are well insured for
<br /> the future.The presence of children drives their large purchases of baby and children's products and timesavers such as fast food.For fun,
<br /> residents play video games,chess,backgammon,basketball and football,or fly kites.Favorite cable channels include Toon Disney,The
<br /> Discovery Health Channel,ESPNews,and Lifetime Movie Network.
<br /> /1. Urban Villages
<br /> an Villages neighborhoods are multicultural enclaves of young families,unique to U.S.gateway cities located primarily in California.The
<br /> edian age is 30.7 years.All family types dominate this market.The average family size of 4.12 is the second highest of all the Community
<br /> Tapestry segments.Many households have two wage earners,chiefly employed in the manufacturing,health care,retail trade,construction,and
<br /> educational services industries.The median household income is$56,200.Most residents own older,single-family homes with a median value
<br /> of$355,600,and multiple vehicles.Family and home dictate purchases.To maintain their older homes,time and money are spent on home
<br /> remodeling and repairs.Leisure activities include playing soccer and tennis,renting foreign films,listening to Hispanic and variety radio,and
<br /> visiting Disneyland, SeaWorld,or Six Flags theme parks.
<br /> 22.Metropolitans
<br /> Metropolitans residents favor city living in older neighborhoods.Approximately half of the households are composed of singles who live alone
<br /> or with others.However,married-couple families are 40 percent of the households.The median age is 37.1 years.Half of employed persons
<br /> hold professional or management positions.These neighborhoods are an eclectic mix of single-family homes and multiunit structures,with a
<br /> median home value of$194,100.The median household income is$57,600.Residents lead busy,active lifestyles.They travel frequently and
<br /> participate in numerous civic activities.They enjoy going to museums and zoos and listening to classical music and jazz on the radio.
<br /> Refinishing furniture and playing a musical instrument are favorite hobbies.Exercise includes yoga,roller blading,and hiking/backpacking.
<br /> 24. Main Street,USA
<br /> Main Street, USA neighborhoods are a mix of single-family homes and multiunit dwellings found in the suburbs of smaller metropolitan cities,
<br /> mainly in the Northeast,West,and Midwest.This market is similar to the United States when comparing household type,age,race,educational
<br /> attainment,housing type,occupation,industry,and household income type distributions.The median age of 36.3 years matches that of the U.S.
<br /> median.The median household income is a comfortable$51,200.Homeownership is at 66 percent,and the median home value is$190,200.
<br /> Active members of the community,residents participate in local civic issues and work as volunteers.They take care of their lawns and gardens,
<br /> and work on small home projects.They enjoy going to the beach and visiting theme parks as well as playing chess,going bowling or ice
<br /> skating,and participating in aerobic exercise.
<br /> 25. Salt of the Earth
<br /> A rural or small-town lifestyle best describes the Salt of the Earth market.The median age is 40.4 years.Labor force participation is higher
<br /> the U.S.level,and unemployment is lower.Above-average numbers of employed residents work in the manufacturing,construction,
<br /> 3l fining,and agricultural industries.The median household income is$48,800.Households are dominated by married-couple families who live
<br /> in single-family dwellings,with homeownership at 86 percent.Twenty-eight percent of the households own three or more vehicles.Most
<br /> homes own a truck;many own a motorcycle.Residents are settled,hardworking,and self-reliant,taking on small home projects as well as
<br /> vehicle maintenance.Families often own two or more pets,usually dogs or cats.Residents enjoy fishing,hunting,targegeiriattending
<br /> country music concerts and auto races,and flying kites.
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