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56.Rural Bypasses
<br /> Open space,undeveloped land,and farmland are found in Rural Bypasses neighborhoods located almost entirely in the South.This market is
<br /> home to families who live in small towns along country back roads.The median age is 37.1 years.Higher-than-average proportions of
<br /> employed residents work in the agricultural,mining,manufacturing,and construction industries.Labor force participation is low,and
<br /> employment is high.Although most households are single-family dwellings,32 percent are mobile homes.Homeownership is at 78 percent,
<br /> `and the median home value is$58,500.Residents save money by maintaining their homes,gardens,and vehicles themselves.They enjoy
<br /> hunting,reading fishing and hunting magazines,and listening to gospel radio.They prefer to watch courtroom TV and talk shows as well as
<br /> cartoons.Recent purchases include baby products,clothes,and toys.
<br /> 58. NeWest Residents
<br /> Most NeWest Residents members rent apartments in mid-or high-rise buildings in primarily major western and southern cities.California has
<br /> the largest concentration of these households,followed by Texas.Families dominate this market.Children reside in 54 percent of the
<br /> households,either in married-couple or single-parent families.Approximately half of the population is foreign-born.This young market has a
<br /> median age of 25.3 years.Most of the employed residents work in service and skilled labor occupations.These residents lead a strongly family-
<br /> oriented lifestyle.Budget constraints restrict their purchases to essentials such as baby food,equipment,and products as well as children's
<br /> clothing.For fun,families go to the movies,visit theme parks,and play soccer. They like to watch sports on TV,especially wrestling and
<br /> soccer,and listen to Hispanic radio.
<br /> 59. Southwestern Families
<br /> These families are the bedrock of the Hispanic culture in the Southwest,more with children than without.Two-thirds of the households live in
<br /> owner-occupied,singlefamily dwellings with a median home value of$52,100.Most employed residents work in blue collar or service
<br /> occupations.Southwestern Families is an ethnically diverse market,with a median age of 28.2 years and a median household income of
<br /> $26,600.Recent purchases include baby and children's products.Households generally own or lease a two-door sedan.The grocery store of
<br /> choice is H.E.Butt.When eating fast food,Whataburger is a favorite stop.Residents enjoy fishing,water skiing,playing soccer,and
<br /> to the movies.They read gardening and parenthood magazines and listen to urban radio formats.Typical TV viewing includes comedies as
<br /> well as wrestling and boxing.
<br /> 60. City Dimensions
<br /> Diversity in household type and ethnicity characterize City Dimensions neighborhoods that are located in large,urban cities.Population density
<br /> remains high,with approximately 2,900 people per square mile.This market is young,with a median age of 29.0 years.Nearly 63 percent of
<br /> households rent;more than half are apartments in multiunit structures.Most of the real estate is older.Approximately 70 percent of the housing
<br /> .ts were built before 1960,42 percent of which were built before 1940.Many households lease their vehicles,preferring Mercury or Ford
<br /> 'ovrtodels.Residents shop at BJ's Wholesale Club,Kmart,Marshalls,and T.J.Maxx.They enjoy roller skating,playing soccer and chess,
<br /> attending auto races and shows,going to the movies,and renting movies on DVD(especially classics,horror,and science fiction).Video game
<br /> systems are also popular.
<br /> 61. High Rise Renters
<br /> This segment has the highest percentage of renters among all the Community Tapestry segments;more than nine in ten households are renters
<br /> in these densely populated neighborhoods.Approximately 41 percent rent in buildings with 50 or more units.High Rise Renters communities
<br /> are located almost entirely in the Northeast; 86 percent of the households are in New York.Residents represent a diverse mix of cultures;many
<br /> speak a language other than English.The median age is 29.6 years.Household types are mainly single parent and single person.Part-time work
<br /> is just as common as full time.Residents do aerobics and play soccer.They enjoy dancing;attending basketball and football games;watching
<br /> movies on VHS and DVD;and listening to all-news,urban,and Hispanic radio.They watch a variety of news programs and are avid viewers of
<br /> daytime TV.
<br /> 63. Dorms to Diplomas
<br /> Dorms to Diplomas is Community Tapestry's youngest market,with a median age of 21.8 years.College and graduate school enrollment is
<br /> approximately 81 percent.Nearly three-fourths of employed residents work part time in low-paying service industry jobs.Approximately 43
<br /> percent of residents live in on-campus dormitories;the remainder rent apartments in off-campus,multiunit buildings.Ninety percent of
<br /> households are renters.Computers are a necessity,and the Internet is easily accessible to research assignments,search for jobs,obtain the latest
<br /> news,and keep in touch with family.For exercise,residents participate in a variety of sports. They enjoy going to college football and
<br /> basketball games,rock concerts,movies,and bars as well as dancing,playing pool,and renting VHS and DVD movies.They listen to classic
<br /> hits,public,and rock radio programs.
<br /> 64. City Commons
<br /> City Commons neighborhoods are found in cities of large metropolitan areas,mainly in the South and Midwest.This younger market has a
<br /> median age of 24.2 years. Singleparent families and singles dominate these households,and children abound.Approximately 77 percent of the
<br /> households are renters;approximately 63 percent of the rentals are apartments in multiunit buildings,primarily with fewer than 20 units.-More
<br /> dents work part time instead of full time.This market has the highest unemployment rate among all the Community Tapestry segments.
<br /> %Isety and children's products are the major purchases.Residents enjoy playing basketball,softball,and backgammon.A yearly family outing to
<br /> a theme park is common. They prefer to watch courtroom TV shows; listen to gospel,urban,and jazz programs on the radio;and read music,
<br /> baby,parenthood,and fashion magazines.
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