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warehouse/club stores.Leisure activities include going to the beach,visiting theme parks and museums,playing football,ice skating,and roller
<br /> blading.Distance does not deter these residents from contacting family living outside the United States.They keep in touch with phone calls
<br /> and overseas travel.
<br /> Rooted Rural
<br /> `rcooted Rural neighborhoods are located in rural areas throughout the country;however,more than three-fifths of the households are located in
<br /> the South.Households are dominated by married-couple families,approximately one-third of whom already receive Social Security benefits.
<br /> The median age is 41.0 years.Housing is predominantly single-family dwellings,with a strong presence of mobile homes and some seasonal
<br /> housing.The median home value is$89,900. Stable and settled,residents tend to move infrequently.They are do-it-yourselfers,constantly
<br /> working on their homes,gardens,and vehicles.Many families have pets.Residents enjoy hunting,fishing,target shooting,boating,attending
<br /> country music concerts,and listening to country music on the radio.Many households have a satellite dish; favorite stations include Outdoor
<br /> Life Network and CMT.
<br /> 47. Las Casas
<br /> Las Casas residents are the latest wave of western pioneers.Settled primarily in California,approximately half were born outside the United
<br /> States.Young,Hispanic families dominate these households;63 percent include children.This market has the highest average household size
<br /> (4.27)among all the Community Tapestry segments.The median age is 25.4 years,and the median household income is$35,400.Most
<br /> households are occupied by renters,although homeownership is at 42 percent.The median home value is$278,400.Housing is a mix of older
<br /> apartment buildings,single-family homes,and townhomes.This is a strong market for the purchase of baby and children's products.Residents
<br /> enjoy listening to Hispanic radio,reading adventure stories,and playing soccer.Many treat their children to a family outing at a theme park,
<br /> especially Disneyland.When taking a trip,Mexico is a popular destination.
<br /> 48. Great Expectations
<br /> Great Expectations neighborhoods are located throughout the country,with higher proportions found in the Midwest and South.Young singles
<br /> and married-couple families dominate.The median age is 33.0 years.Labor force participation is high.Manufacturing,retail,and service
<br /> industries are the primary employers.Approximately half of the households are owners living in single-family dwellings with a median value
<br /> of$100,600;the other half are renters,mainly living in apartments in low-rise or mid-rise buildings.Most of the housing units in these older,
<br /> suburban neighborhoods were built before 1960.Residents enjoy a young and active lifestyle.They go out to dinner,to the movies,to bars,and
<br /> to nightclubs.They enjoy roller skating;roller blading;playing Frisbee,chess,and pool;and attending auto races.They read music magazines
<br /> and listen to rock music on the radio.
<br /> Heartland Communities
<br /> ffireartland Communities neighborhoods are preferred by approximately six million people.These neighborhoods can be found primarily in
<br /> small towns in the Midwest and South.More than 75 percent of the households are single-family dwellings with a median home value of
<br /> $74,400.Most homes are older,built before 1960.The median age is 41.3 years;nearly one-third of the householders are aged 65 years or
<br /> older.The distinctly country lifestyle of these residents is reflected in their interest in hunting,fishing,woodworking,playing bingo,and
<br /> listening to country music. In addition to working on home improvement projects,they are avid gardeners and read gardening magazines.They
<br /> participate in civic activities and take an interest in local politics.Residents order items from catalogs,QVC,and Avon sales representatives.
<br /> 52. Inner City Tenants
<br /> Inner City Tenants neighborhoods are a microcosm of urban diversity,located primarily in the South and West. This multicultural market is
<br /> young,with a median age of 27.8 years.Households are a mix of singles and families.Most residents rent economical apartments in mid-or
<br /> high-rise buildings.Recent household purchases by this market include video game systems, baby food,baby products,and furniture.Internet
<br /> access at home is not typical;those who have no access at home surf the Internet at school or at the library.Playing games and visiting chat
<br /> rooms are typical online activities.Residents frequently eat at fast-food restaurants.They enjoy going to the movies;attending football and
<br /> basketball games;water skiing;and playing football,basketball,and soccer.Some enjoy the nightlife,visiting bars and nightclubs to go
<br /> dancing.
<br /> 53. Home Town
<br /> These low-density,settled neighborhoods, located chiefly in the Midwest and South,rarely change.Home Town residents stay close to their
<br /> home base.Although they may move from one house to another,they rarely cross the county line.Household types are a mix of singles and
<br /> families.The median age is 33.7 years.Single-family homes predominate in this market.Homeownership is at 61 percent,and the median
<br /> home value is$61,800.The manufacturing,retail trade,and service industries are the primary sources of employment.Residents enjoy fishing
<br /> and playing baseball,bingo,backgammon,and video games.Favorite cable TV stations include CMT,Nickelodeon,Game Show Network,and
<br /> TV Land.When shopping,Belk and Wal-Mart are favorite stops,but residents also purchase items from Avon sales representatives.
<br /> 55. College Towns
<br /> Education is the key focus for College Towns residents.College and graduate school enrollment is approximately 41 percent.The median age
<br /> this market is 24.5 years,with a high concentration of 18-24-year-olds.One out of eight residents lives in a dorm on campus. Students in
<br /> Srr-campus housing rent low-income apartments.Approximately 31 percent of the households are typically town residents who live in owner-
<br /> occupied,single-family dwellings.The median home value is$132,900.Convenience is the primary consideration for food purchases;residents
<br /> frequently eat out,order in,or eat easy-to-prepare food.Many own a laptop computer.In their leisure time,they jog,go horseback riding,
<br /> practice yoga,play tennis,rent videos,play chess or pool,attend concerts,attend college football or basketball games,plocete��ars.They
<br /> listen to classical music and public radio programs. 9
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