psychographic profile - bastrop economic … the old andy griffith show set in a quaint picturesque...

Moving Beyond Data

PsychograPhic Profileretail Trade areaBastrop, Texas

Prepared for Bastrop Economic Development Corporation

12.2.11

Contact Information

The Retail Coach, LLC | P.O. Box 7272 | Tupelo, MS 38802-7272tel 662.844.2155 | fax 662.844.2738 | [email protected]

Dave Quinn, CEcDExecutive DirectorBastrop Economic Development Corp.903 Main StBastrop, TX 78602

512.629.7003 cell512.303.9700 officeTwitter.com/BastropTXEDCFacebook.com/BastropTXEDCwww.BastropEDC.org

About The Retail CoachThe Retail Coach , LLC is a national retail consulting, market research and development firm that combines strategy, technology and creative expertise to develop and deliver high-impact retail recruitment and development strategies to local governments, chambers of commerce and economic development organizations.

Through its unique The Retail Coach process, it offers a unique system of products and services that better enable communities to maximize their retail development potential.

The Retail Coach ProcessProviding more than simple data reports of psychographic and demographic trends, The Retail Coach goes well beyond other retail consulting and market research firms’ offerings by combining current national and statewide demographics and trend data with real-world, “on-the-ground” data gathered through extensive visits within our clients’ communities.

Every community is different, and there is no “one size fits all” retail recruitment solution. Compiling the gathered data into client-tailored information packets that are uniquely designed for, and targeted to, specific retailers and restaurants who meet the community’s needs helps assure our clients they are getting the latest and best information for their retail needs — all with personal service and coaching guidance that continues beyond the initial project scope and timeline.

The Retail Coach process assures that communities get timely, accurate and relevant information. Translating that data into the information that retailers need and seek assures our clients even better possibilities for tremendous retail growth and success.

The Retail Coach — It’s not about data. It’s about your success.

The Retail Coach, LLC | P. O. Box 7272 | Tupelo, Mississippi 38802Tel 662.844.2155 | Fax 662.844.2738 | Email [email protected] | Web www.theretailcoach.net

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ContentsContact Information. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Psychographics Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Dominant Lifestyle Segments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Lifestyle Segment Definitions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Big Sky Families . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Shotguns & Pickups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Mayberry-ville . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Blue Highways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Traditional Times . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Acknowledgements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

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Psychographics OverviewPsychographics

Psychographics, simply defined, is the use of demographics to study and measure attitudes, values, lifestyles and buying habits of a household, community or trade area. There are 66 Lifestyle Segments used to classify psychographic profiles. An area of study will always be defined by one or more of these Lifestyle Segments.

Dominant Segments

Dominant Segments are those Psychographic Lifestyle Segments which make up approximately 50% of the total population of a Retail Trade Area or other study area. In some cases, one or two segments can make up significantly more than 50% of the total population. In this situation, often the top five segments are presented.

Lifestyle Behaviors Abbreviations & Reference Codes

In the “Lifestyle Behaviors” portions (for each Lifestyle Segment) of this document certain abbreviations and reference codes are provided to help explain various statistical figures and definitions. Below you will find a brief overview of these and their usage.

H = Survey questions asked by MediaMark in the universe of “Households”A = Survey questions asked by MediaMark in the universe of “Adults” within households.

1wk = Once a week3mo = Three times per month1yr = Once per year3yr = Three times per year

* denotes that there is quantitative information behind the question (ex. how much they spent, etc.)

“Index” refers to the average household performance. The average household performance index is 100. For any lifestyle behavior index higher than 100, there is a higher than average likelihood for that lifestyle behavior to be exhibited by individuals in a lifestyle segment. For any lifestyle behavior index lower than 100, there is a lower than average likelihood for that behavior to be exhibited by those individuals in a lifestyle segment.

For example, an index of 50 would indicate that individuals in a particular lifestyle segment would be “half” as likely to exhibit that lifestyle behavior. An index of 200 would indicate that individuals in a particular lifestyle segment would be twice as likely. An index of 300, three times as likely, etc.

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01 Upper Crust

02 Blue Blood Estates

03 Movers and Shakers

04 Young Digerati

05 Country Squires

06 Winner's Circle

07 Money and Brains

08 Executive Suites

09 Big Fish, Small Pond

10 Second City Elite

11 God's Country

12 Brite Lites, Li'l City

13 Upward Bound

14 New Empty Nests

15 Pools and Patios

16 Bohemian Mix

17 Beltway Boomers

18 Kids and Cul-de-Sacs

19 Home Sweet Home

20 Fast-Track Families

21 Gray Power

22 Young Influentials

23 Greenbelt Sports

24 Up-and-Comers

25 Country Casuals

26 The Cosmopolitans

27 Middleburg Managers

28 Traditional Times

29 American Dreams

30 Suburban Sprawl

31 Urban Achievers

32 New Homesteaders

33 Big Sky Families

34 White Picket Fences

35 Boomtown Singles

36 Blue-Chip Blues

37 Mayberry-ville

38 Simple Pleasures

39 Domestic Duos

40 Close-In Couples

41 Sunset City Blues

42 Red, White and Blues

43 Heartlanders

44 New Beginnings

45 Blue Highways

46 Old Glories

47 City Startups

48 Young and Rustic

49 American Classics

50 Kid Country, USA

51 Shotguns and Pickups

52 Suburban Pioneers

53 Mobility Blues

54 Multi-Culti Mosaic

55 Golden Ponds

56 Crossroads Villagers

57 Old Milltowns

58 Back Country Folks

59 Urban Elders

60 Park Bench Seniors

61 City Roots

62 Hometown Retired

63 Family Thrifts

64 Bedrock America

65 Big City Blues

66 Low-Rise Living

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Lifestyle Segment Definitions33 Big Sky Families - 15.40%Upper-Mid, Younger w/ KidsScattered in placid towns across the American heartland, Big Sky Families is a segment of younger rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.

51 Shotguns & Pickups - 11.01%Lower-Mid, Younger w/ KidsThe segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families, living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.

37 Mayberry-ville - 8.78%Upper-Mid, Middle Age w/o KidsLike the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks.

45 Blue Highways - 7.68%Lower-Mid, Middle Age w/o KidsOn maps, blue highways are often two-lane roads that wind through remote stretches of the American landscape. Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.

28 Traditional Times - 7.20%Upper-Mid, Older w/o KidsTraditional Times is the kind of lifestyle where small-town couples nearing retirement are beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these upper-middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they’re big travelers, especially in recreational vehicles and campers.

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Big Sky Families33 Big Sky Families

Upper-Mid, Younger w/ KidsScattered in placid towns across the American heartland, Big Sky Families is a segment of younger rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.

Social Group: Country Comfort Lifestage Group: Mainstream Families

2009 Statistics:

US Households: 2,195,844 (1.90%)Median HH Income: $57,074

Lifestyle Traits

Order from eBay.comAttend high school sportsRead Game & FishWatch X GamesChevrolet Silverado Diesel

Demographics Traits:

Urbanicity: RuralIncome: Upper-MidIncome Producing Assets: ModerateAge Ranges: 25-44Presence of Kids: HH w/ KidsHomeownership: Mostly OwnersEmployment Levels: BC, Service, MixEducation Levels: Some CollegeEthnic Diversity: White

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Big Sky FamiliesAge

Description U.S. Segment Index

Householder Age: 18-24 5.26 1.23 23Householder Age: 25-34 14.59 24.74 170Householder Age: 35-44 18.67 40.59 217Householder Age: 45-54 22.24 25.97 117Householder Age: 55-64 17.44 5.73 33Householder Age: 65-74 11.17 1.53 14Householder Age: 75+ 10.64 0.20 2

Income


Household Income: Under $10,000 6.33 0.00 0Household Income: $10,000-$19,999 10.40 0.00 0Household Income: $20,000-$29,999 10.98 0.00 0Household Income: $30,000-$39,999 11.23 0.00 0Household Income: $40,000-$49,999 9.95 0.00 0Household Income: $50,000-$74,999 18.96 64.31 339Household Income: $75,000-$99,999 11.92 35.69 299Household Income: $100,000-$149,999 11.85 0.00 0Household Income: $150,000-$199,999 4.62 0.00 0Household Income: $200,000 or More 3.79 0.00 0

Age and Income Summary


Householder Age: 18-34 19.85 26.07 131Householder Age: 35-54 40.90 66.56 163Householder Age: 55+ 39.25 7.46 19Household Income: Under $30K 27.71 0.00 0Household Income: $30K-$74K 40.14 64.31 160Household Income: $75,000-$99,999 11.92 35.69 299Household Income: $100K+ 20.24 0.00 0

Education


Householder Education: Did Not Graduate High School 13.33 6.65 50Householder Education: Graduated High School 30.80 37.42 121Householder Education: Attended Some College 25.89 30.88 119Householder Education: Bachelor’s Degree 19.34 18.61 96Householder Education: Post Graduate Degree 10.61 6.44 61

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Big Sky FamiliesEmployment Type


Householder Occupation: Management/Business/Financial 12.70 15.34 121Householder Occupation: Professional 13.99 18.00 129Householder Occupation: Sales/Office 13.99 14.31 102Householder Occupation: Natural Resources/Construction/Maintenance 8.19 19.53 238Householder Occupation: Other Employed 18.19 25.56 141

Employment by Occupation


Householder Occupation Detail: Business/Finance 2.73 1.94 71Householder Occupation Detail: Management 9.98 13.39 134Householder Occupation Detail: Architect/Engineer 1.55 1.33 86Householder Occupation Detail: Legal 0.80 0.82 102Householder Occupation Detail: Computer/Mathematical 2.23 1.43 64Householder Occupation Detail: Health Practitioner/Technician 2.86 4.70 165Householder Occupation Detail: Education/Training/Library 3.47 6.54 189Householder Occupation Detail: Life/Physical/Social Sciences 0.71 0.51 72Householder Occupation Detail: Community/Social Services 1.05 1.84 175Householder Occupation Detail: Arts/Entertainment/Sports 1.37 0.82 60Householder Occupation Detail: Sales/Related 7.78 6.13 79Householder Occupation Detail: Office/Admin Support 6.21 8.18 132Householder Occupation Detail: Protective Service/Military 1.81 2.45 136Householder Occupation Detail: Personal Care/Service 1.65 0.61 37Householder Occupation Detail: Healthcare Support 0.92 0.31 33Householder Occupation Detail: Food Preparation/Serving 2.09 0.20 10Householder Occupation Detail: Transport/Material Moving 4.91 9.51 194Householder Occupation Detail: Production 4.76 11.04 232Householder Occupation Detail: Building Grounds Maintenance 2.08 1.23 59Householder Occupation Detail: Natural Resources/Construction 4.34 9.00 207Householder Occupation Detail: Maintenance/Repair 3.86 10.53 273

Race and Ethnicity


Race: White 79.72 93.35 117Race: Black 11.32 2.25 20Race: Asian 2.26 0.51 23Race: Other 6.77 2.86 42Ethnicity: Hispanic 10.16 4.50 44

Language


Household First Language: English 92.88 98.57 106Household First Language: Spanish 4.84 0.82 17Household First Language: Other 2.27 0.61 27

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Big Sky FamiliesHome Ownership


Tenure: Own Home 71.38 88.14 123Tenure: Rents Home 28.62 11.96 42

Home Value


Home Value: Less than $50,000 4.66 5.21 112Home Value: $50,000-$99,999 9.71 12.99 134Home Value: $100,000-$149,999 10.93 18.71 171Home Value: $150,000-$199,999 8.72 16.77 192Home Value: $200,000-$499,999 27.24 31.08 114Home Value: $500,000 or More 10.14 3.27 32

Length of Residence


Length of Residence: Less than 1 Year 16.30 11.35 70Length of Residence: 1-4 Years 28.54 30.57 107Length of Residence: 5 Years or More 55.08 58.08 105

Presence of Children in Household


Presence of Children: <2 Years Old 5.70 15.75 276Presence of Children: 2-5 Years Old 10.79 32.21 298Presence of Children: 6-11 Years Old 14.28 50.10 351Presence of Children: 12-17 Years Old 14.93 52.35 351

Number of Children in Household


Number of Children in Household: 1 12.25 37.93 310Number of Children in Household: 2 11.37 41.92 369Number of Children in Household: 3 4.77 13.19 277Number of Children in Household: 4 1.57 4.70 300Number of Children in Household: 5+ 0.68 2.25 331

Number of People in Household


Household Size: 1 Person 26.74 0.00 0Household Size: 2 People 36.23 2.04 6Household Size: 3 or 4 People 27.71 70.45 254Household Size: 5+ people 9.32 27.61 296

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Big Sky FamiliesTop 15 Lifestyle Behaviors Index

Own Horse (H) 388Own All Terrain Vehicle (H) 345Go Hunting with Gun, 1yr (A) 337Buy Children’s Athletic Shoes, 6mo (H) 315Buy Chewing Tobacco, 1mo (A) 283Use Children’s Cold Medicine, 1mo (H) 277Own Riding Lawn Mower (H) 274Buy Children’s Clothes, 6mos (H) 265Do Karate, 1yr (A) 262Play Volleyball, 1yr (A) 260Order from Walmart.com, 1yr (A) 243Own Rifle/Shotgun (A) 236Go to High School Sports, 1+ Times, 1mo (A) 236Buy Fishing Equipment, 1yr (A) 235Own Power Boat (H) 233

Lifestyle Behaviors 16-30 Index

Own Motorcycle (H) 229Buy Baby Furniture/Equipment, 6mo (H) 227Buy from Family Restaurant, Child Decides, 6mo (A) 226Internet Connection Home; Dial-up Modem (H) 225Own Camcorder (H) 224Own Satellite Dish (H) 224Buy from Sonic Drive-in, 1mo (A) 222Play Softball, 1yr (A) 219Go Fishing, 1yr (A) 219Buy Contemporary Christian Music, 1yr (A) 218Drive Regular Pickup (A) 218Use Baby Foods, 1wk (H) 214Buy Children’s Bicycles, 1yr (A) 214Own Roller Blades/In-Line Skates (A) 212Go Ice Skating, 1yr (A) 212


Buy from Hardee’s, 1mo (A) 208Buy Toys by Internet, 1yr (A) 207Go Water Skiing, 1yr (A) 206Home Remodeling, Work by Self, 1yr (H) 206Drive Recreational Vehicle (A) 205Play Baseball, 1yr (A) 205Own Fishing Equipment (A) 203Own Tent (H) 202Go Roller Skating, 1yr (A) 202Own Any Video Game System (H) 201Drive Minivan (A) 199Has a 529 College Savings Account (A) 198Buy from Dairy Queen, 1mo (A) 196Own Sleeping Bag (H) 196Buy Electronic Games, 1yr (A) 195

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Shotguns & Pickups51 Shotguns & Pickups

Lower-Mid, Younger w/ KidsThe segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families, living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.

Social Group: Middle America Lifestage Group: Mainstream Families

2009 Statistics:


Lifestyle Traits

Shop at Sears HardwareOwn a horseRead North American HunterWatch Outdoor ChannelFord F-Series


Urbanicity: RuralIncome: Lower-MidIncome Producing Assets: LowAge Ranges: 25-44Presence of Kids: HH w/ KidsHomeownership: Mostly OwnersEmployment Levels: BC, Service, MixEducation Levels: High School GradEthnic Diversity: White, Black, Mix

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Shotguns & PickupsAge



Income






Education



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Shotguns & PickupsEmployment Type






Race and Ethnicity



Language



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Shotguns & PickupsHome Ownership



Home Value



Length of Residence












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Shotguns & PickupsTop 15 Lifestyle Behaviors Index

Own All Terrain Vehicle (H) 329Buy Chewing Tobacco, 1mo (A) 312Shop at Piggly Wiggly, 1mo (A) 309Own Horse (H) 303Use Children’s Cold Medicine, 1mo (H) 300Use Baby Foods, 1wk (H) 299Buy from Shoney’s, 1mo (A) 292Buy Baby Furniture/Equipment, 6mo (H) 289Go Hunting with Gun, 1yr (A) 266Buy Children’s Athletic Shoes, 6mo (H) 264Buy Children’s Clothes, 6mos (H) 254Own Riding Lawn Mower (H) 251Buy from Hardee’s, 1mo (A) 240Buy from Rally’s, 1mo (A) 230Go Horseback Riding, 1yr (A) 227


Go to High School Sports, 1+ Times, 1mo (A) 224Buy from Sonic Drive-in, 1mo (A) 224Buy Children’s Bicycles, 1yr (A) 223Buy Humidifier, 1yr (H) 220Use Short-Term Loan from a Payday Loan/Cash-Advance Company, 1yr (A) 219Buy Charcoal Grill, 1yr (H) 210Internet Connection Home; Dial-up Modem (H) 210Own Satellite Dish (H) 203Own Any Video Game System (H) 194Buy from A&W, 1mo (A) 193Buy Automotive Tools, 1yr (H) 191Order from Avon, 1yr (A) 191Own Sony PlayStation 3 (H) 188Buy Fishing Equipment, 1yr (A) 186Drive Compact Pickup (A) 182


Buy Contemporary Christian Music, 1yr (A) 181Shop at Wal-Mart Pharmacy, 6mo (A) 180Buy 35mm Camera, 1yr (A) 178Smoke Cigarettes, 1wk (A) 177Buy Country Music, 1yr (A) 173Go Fishing, 1yr (A) 172Drive Van (A) 170Buy Camping Equipment, 1yr (H) 170Buy Tennis Shoes, 1yr (A) 169Shop at True Value, 1yr (A) 168Buy Hard Rock Music, 1yr (A) 167Own Bird (H) 165Own Rifle/Shotgun (A) 164Buy Electronic Games, 1yr (A) 164Buy from Dairy Queen, 1mo (A) 164

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Mayberry-ville37 Mayberry-ville

Upper-Mid, Middle Age w/o KidsLike the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks.

Social Group: Country Comfort Lifestage Group: Midlife Success

2009 Statistics:


Lifestyle Traits

Shop at Sherwin-WilliamsGo hunting with a gunRead BassmasterWatch Daytona 500GMC Sierra Diesel


Urbanicity: Town/RuralIncome: Upper-MidIncome Producing Assets: Above Avg.Age Ranges: <55Presence of Kids: HH w/o KidsHomeownership: Mostly OwnersEmployment Levels: BC, Service, MixEducation Levels: Some CollegeEthnic Diversity: White

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Mayberry-villeAge



Income






Education



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Mayberry-villeEmployment Type






Race and Ethnicity



Language



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Mayberry-villeHome Ownership



Home Value



Length of Residence












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Mayberry-villeTop 15 Lifestyle Behaviors Index

Buy from Lone Star Steakhouse, 1mo (A) 244Go Hunting with Gun, 1yr (A) 240Own Riding Lawn Mower (H) 239Own/Lease New Ford Pickup (H) 236Own Motorcycle (H) 234Drive Motorcycle (A) 233Buy Chewing Tobacco, 1mo (A) 221Own All Terrain Vehicle (H) 221Buy from Blimpie Subs & Salads, 1mo (A) 218Shop at True Value, 1yr (A) 215Own Rifle/Shotgun (A) 215Play Softball, 1yr (A) 209Own Horse (H) 207Buy from Hardee’s, 1mo (A) 207Go Horseback Riding, 1yr (A) 204


Buy Automotive Tools, 1yr (H) 204Buy Humidifier, 1yr (H) 200Do Woodworking, 1yr (A) 198Domestic Travel by Motor Home, 1yr (A) 197Own Handgun (A) 193Drive Regular Pickup (A) 192Shop at Piggly Wiggly, 1mo (A) 189Internet Connection Home; Dial-up Modem (H) 184Shop at Lane Bryant, 3mo (A) 184Own Cross Country Boots/Skis (A) 180Travel to Bahamas, 3yr (A) 179Buy Any Lawn Mower, 1yr (H) 177Shop at The Limited, 3mo (A) 176Buy from Ruby Tuesdays, 1mo (A) 176Order from Avon, 1yr (A) 175


Buy Country Music, 1yr (A) 174Own Satellite Dish (H) 173Buy Hard Rock Music, 1yr (A) 172Go Roller Skating, 1yr (A) 172Buy from Sonic Drive-in, 1mo (A) 172Own Any Real Estate (H) 170Stay at Motel 6 on Vacation, 1yr (A) 169Do Bird Watching, 1yr (A) 169Do Furniture Refinishing, 1yr (A) 167Own Sportswatch/Chronograph (A) 166Shop at Sherwin Williams, 1yr (A) 164Own Motor Home (H) 164Own Fishing Equipment (A) 164Buy From Krispy Kreme Doughnuts, 1mo (A) 162Buy from Rally’s, 1mo (A) 161

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Blue Highways45 Blue Highways

Lower-Mid, Middle Age w/o KidsOn maps, blue highways are often two-lane roads that wind through remote stretches of the American landscape. Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.

Social Group: Middle America Lifestage Group: Striving Singles

2009 Statistics:


Lifestyle Traits

Shop at Wal-MartOwn satellite dishRead Guns & AmmoWatch auto racingChevrolet Colorado


Urbanicity: RuralIncome: Lower-MidIncome Producing Assets: Below Avg.Age Ranges: <55Presence of Kids: HH w/o KidsHomeownership: HomeownersEmployment Levels: BC, Service, MixEducation Levels: High School GradEthnic Diversity: White

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Blue HighwaysAge



Income






Education



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Blue HighwaysEmployment Type






Race and Ethnicity



Language



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Blue HighwaysHome Ownership



Home Value



Length of Residence












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Blue HighwaysTop 15 Lifestyle Behaviors Index

Shop at Piggly Wiggly, 1mo (A) 327Buy from Hardee’s, 1mo (A) 294Own Riding Lawn Mower (H) 288Buy from A&W, 1mo (A) 254Own Horse (H) 253Internet Connection Home; Dial-up Modem (H) 230Drive Regular Pickup (A) 225Buy from Captain D’s, 1mo (A) 222Go Hunting with Gun, 1yr (A) 200Own Satellite Dish (H) 198Buy 35mm Camera, 1yr (A) 197Buy from Ponderosa, 1mo (A) 192Buy from Shoney’s, 1mo (A) 190Use Spam, 1mo (H) 189Own Rifle/Shotgun (A) 187


Buy from Sonic Drive-in, 1mo (A) 185Belong to a Veterans Club (A) 183Buy from Long John Silver, 1mo (A) 181Buy Country Music, 1yr (A) 181Buy Any Lawn Mower, 1yr (H) 178Play Volleyball, 1yr (A) 173Own Any Real Estate (H) 167Drive Motorcycle (A) 166Buy Chewing Tobacco, 1mo (A) 164Own All Terrain Vehicle (H) 164Go Horseback Riding, 1yr (A) 161Shop at Food Lion, 1mo (A) 160Buy Auto Service at Discount Department Store (H) 159Own Handgun (A) 159Drink Bourbon, 1mo (A) 158


Shop at Wal-Mart Pharmacy, 6mo (A) 157Do Bird Watching, 1yr (A) 157Buy from Golden Corral, 1mo (A) 156Visit Allergist, 1yr (A) 155Go Roller Skating, 1yr (A) 155Buy Gospel Music, 1yr (A) 154Buy Fishing Equipment, 1yr (A) 154Own Dog (H) 153Go Fishing, 1yr (A) 152Buy Books on Tape, 1yr (A) 151Own Cat (H) 149Shop at True Value, 1yr (A) 148Own Fishing Equipment (A) 147Buy from Dairy Queen, 1mo (A) 147Drive Compact Pickup (A) 147

28

Traditional Times28 Traditional Times

Upper-Mid, Older w/o KidsTraditional Times is the kind of lifestyle where small-town couples nearing retirement are beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these upper-middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they’re big travelers, especially in recreational vehicles and campers.

Social Group: Country Comfort Lifestage Group: Conservative Classics

2009 Statistics:


Lifestyle Traits

Order from Gevalia KaffeDomestic travel by motor homeRead AARP The MagazineWatch Antiques RoadshowChevrolet Impala Flex Fuel


Urbanicity: Town/RuralIncome: Upper-MidIncome Producing Assets: HighAge Ranges: 55+Presence of Kids: HH w/o KidsHomeownership: Mostly OwnersEmployment Levels: White Collar, MixEducation Levels: Some CollegeEthnic Diversity: White

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Traditional TimesAge



Income






Education



30

Traditional TimesEmployment Type






Race and Ethnicity



Language



31

Traditional TimesHome Ownership



Home Value



Length of Residence












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Traditional TimesTop 15 Lifestyle Behaviors Index

Order from Readers Digest Association, 1yr (A) 407Belong to a Veterans Club (A) 316Own Annuities (A) 311Domestic Travel by Motor Home, 1yr (A) 299Belong to a Civic Club (A) 298Order from Publishers Clearing House, 1yr (A) 288Drive Recreational Vehicle (A) 282Own City/Municipal Government Bonds (A) 275Belong to a Fraternal Order (A) 262Do Bird Watching, 1yr (A) 251Use Full Service Brokerage Firm, 1yr (A) 248Buy Books on Tape, 1yr (A) 240Belong to a Church Board (A) 239Order from Gevalia Kaffe, 1yr (A) 237Buy from Shoney’s, 1mo (A) 235


Own Motor Home (H) 235Own Any Certificate of Deposit (A) 235Buy from Cracker Barrel, 1mo (A) 235Buy Home Furnishings by Mail/Phone, 1yr (A) 229Own Riding Lawn Mower (H) 222Contribute to PBS, 1yr (A) 217Buy from Friendly’s, 1mo (A) 214Own Handgun (A) 209Own US Treasury Notes (A) 208Do Woodworking, 1yr (A) 206Do Garment Sewing from Patterns, 6mo (A) 205Drive Regular Pickup (A) 201Own Any Real Estate (H) 199Order from J.C. Penney, 1yr (A) 197Own/Lease New Mercedes (H) 197


Own Any Mutual Funds (A) 196Own Rifle/Shotgun (A) 196Collect Stamps, 1yr (A) 195Internet Connection Home; Dial-up Modem (H) 193Own Horse (H) 191Order from Home Shopping Network, 1yr (A) 190Buy from Hardee’s, 1mo (A) 188Own/Lease New Domestic Vehicle, 1yr (H) 187Do Furniture Refinishing, 1yr (A) 186Shop at Food Lion, 1mo (A) 185Own Timeshare Residence (H) 185Collect Coins, 1yr (A) 183Own Any Stock (A) 183Own Vacation/Weekend Home (H) 182Order from L.L. Bean, 1yr (A) 182

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AcknowledgementsThe observations, conclusions and recommendations contained in this study are solely those of The Retail Coach, LLC and should not be construed to represent the opinions of others, including its clients, or any other entity prior to such entity’s express approval of this study.

Sources used in completing this study include: infoUSA™, Applied Geographic Solutions, Claritas 2010/2011, U.S. Census Bureau, Economy.com, International Council of Shopping Centers, Mediamark Research Inc. 2009/2010 and/or U.S. Bureau of Labor and Statistics.

Mapping data is provided by MapInfo, Claritas and Microsoft Corporation.

All information furnished is from sources deemed reliable and is submitted subject to errors, omissions, change of terms and/or conditions.

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