Segment 26 Midland Crowd

Approximately 11.6 million people represent Midland Crowd, the largest market of Community Tapestry. The median age of 36.9 years is close to the U.S. median. Most households are composed of married-couple families, half with children and half without. The median household income is $49,748. Housing developments are generally in rural areas throughout the United States (more village or town than farm), mainly in the South. Homeownership is at 83 percent. Two-thirds of households are single-family structures; 28 percent are mobile homes. This is a somewhat politically conservative market. These do-it-yourselfers take pride in their homes, lawns, and vehicles. Hunting, fishing, and woodworking are favorite pursuits. Pet ownership, especially birds or dogs, is common. Many households have a satellite dish; TV viewing includes various news programs as well as shows on CMT and Outdoor Life Network.

Segment 32 Rustbelt Traditions

Rustbelt Traditions neighborhoods are the backbone of older, industrial cities in states bordering the Great Lakes. Most employed residents work in the service, manufacturing and retail trade industries. Most residents own and live in modest single-family homes that have a median value of $107,222. Households are primarily a mix of married-couple families, single-parent families, and singles who live alone. The median age is 36.1 years; the median household income is $49,579. Residents prefer to use a credit union and invest in certificates of deposit. They use coupons regularly, especially at Sam’s Club; work on home remodeling or improvement projects; and buy domestic vehicles. Favorite leisure activities include hunting, bowling, fishing, and attending auto races, country music shows, and ice hockey games.

Segment 18 Cozy and Comfortable

Cozy and Comfortable residents are settled, married, and still working. Many couples are still living in the pre-1970s, single-family homes in which they raised their children. Households are located primarily in suburban areas of the Midwest, Northeast, and South. The median age is 41.9 years, and the median home value is $186,456. Home improvement and remodeling are important to Cozy and Comfortable residents. Although some work is contracted, homeowners take an active part in many projects, especially painting and lawn care. They play softball and golf, attend ice hockey games, watch science fiction films on DVD, and gamble at casinos. Television is significant; many households have four or more sets. Preferred cable stations include QVC, Home & Garden Television, and The History Channel.