Experian Mosaic USA Group and Segment Listing

 

Group D - Suburban Style

Segment D17: Cul de Sac Diversity


Ethnically-diverse, middle-aged families settled in new suburban neighborhoods



Overview


Cul de Sac Diversity is a prime example of America’s increasingly ethnically diverse population. With above-average concentrations of Hispanics and Asians, this segment is characterized by middle-aged couples and children living in upper middle-class comfort. These households are proud of their heritage and, while very fluent in English, they tend to speak their native languages at home. They typically own mid-priced homes in recently-built suburban subdivisions. These well-educated households - a third contains someone with a college degree - earn good salaries from a mix of jobs. Located in the Western states, they live in areas undergoing rapid turnover thanks to new development. Most families in this segment have lived at the same residence for fewer than five years.

Cul de Sac Diversity pursue lifestyles dedicated to active family fun. Children in the household are mainly school age so they’re big on team sports like soccer and baseball; the adults enjoy individual activities such as jogging and yoga. Weekends are for taking the kids to museums, zoos, aquariums and, for a splurge, theme parks. Parents like to go out to movies, dance performances and pop concerts. These households like to eat out, frequenting family-friendly establishments such as Romano's Macaroni Grill, P.F. Chang's, The Cheesecake Factory and California Pizza Kitchen. When they are on the go, they support a wide range of fast-food chains, such as Sonic, Papa John’s, Pizza Hut and Jamba Juice.

As consumers, Cul de Sac Diversity make a strong market for mainstream brands. They put a lot of energy into improving their homes and like to buy the latest consumer electronics and home furnishings at places like IKEA and Fry’s Electronics. It’s hard to find a sporting goods store that they don’t patronize, especially if it carries the Nike brand. At brick-and-mortar stores they like to shop with friends and family members in order to get everyone’s opinions on potential purchases. At home, they’ll buy from TV infomercials or magazine ads, though not very often from catalogs.

Cul de Sac Diversity spend a lot of time on the go, making them a weak audience for most print media but a strong one for outdoor advertising. They’re only average fans of TV, with the adults watching family fare with their kids. They prefer radio programming as the soundtrack to their activities, listening throughout the day to stations that offer news talk, sports and adult contemporary music. The Internet is where they find much of their information and entertainment. They go online to sites that offer news, video game reviews, product information and travel tickets. They also access the Internet from everywhere: home, work, the library and school.

Cul de Sac Diversity believe in home and family, but they also recognize that they need to work to get ahead. They look at their work as a career, not a paycheck, and many would like to get ahead or start their own business. They also worry that they haven’t saved enough for the future.

With their ethnic heritage and backgrounds, they tend to be open-minded about other cultures and tolerant of new customs. Although they’re not that politically active, they describe themselves as centrists and generally support the Democratic Party. They’re more involved in community groups like the PTA, and they don’t mind speaking out on issues that bother them.


Who we are


Cul de Sac Diversity consist of middle-aged couples with school-aged children. These are diverse households with above-average concentrations of Hispanics and Asians; nearly a third are foreign-born and segment members are three times as likely as average Americans to be bilingual. These upper-middle-class households are well on their way to achieving the American dream. A third of households contain someone with a college degree; nearly two-thirds have at least gone to college. Nearly all own homes. They support their upper middle-class lifestyle thanks to a mix of white-collar, blue-collar and service-sector jobs where they work in everything from manufacturing and sales to public administration and education.


Where we live


With a high percentage of Hispanic and Asian backgrounds, many Cul de Sac Diversity households are concentrated in border states like California, Arizona, Texas and Washington. However, these aren’t recent émigrés living in gateway communities; most members live in suburban homes that were built since 1990 and are now valued at nearly $235,000 - close to the U.S. average. Upwardly mobile, a majority of Cul de Sac Diversity have lived at the same address for fewer than five years.


How we live our lives


Cul de Sac Diversity enjoy active, kid-centered lifestyles. They are very ardent sport enthusiasts who are drawn to water sports, including boating, sailing, jet and water skiing. They also love golf, tennis, biking and backpacking. They round out their physical activities with yoga and jogging. They also like to balance family activities, going to museums, zoos, aquariums and theme parks while favorite home-based activities include playing video games, listening to music, collecting coins and cooking. For a night out, adults will attend a pop concert, dance performance or movie, particularly a horror film. When having family night out, they take in the latest animated or family film and go to one of their favorite family restaurants such as Romano's Macaroni Grill, P.F. Chang's, The Cheesecake Factory and California Pizza Kitchen. Their children's active lifestyles prompt them to go for the convenience of such fast-food chains as Sonic, Papa John’s, Pizza Hut and Chipotle before or after team sports activities like as soccer, baseball and basketball.

When these households travel, they have strong preferences for foreign destinations, particularly those that allow them to visit their families in Asia, Mexico and other Central and South American countries. Domestically, they visit Disney theme parks.

In the marketplace, Cul de Sac Diversity are enthusiastic shoppers. They like going to mainstream retailers like Kohl’s and Macy’s as well as sporting goods chains like Nike, Dick's Sporting Goods and Sports Authority, which help to support their family athletic activities. They’re early adopters of consumer electronics, especially video game systems, MP3 players and large, flat-panel TV sets. They enjoy decorating their homes and frequent home furnishing chains like IKEA and Pier 1 Imports. Besides shopping at brick-and-mortar stores, they like to buy from TV infomercials and magazine ads - but not catalogs.

Cul de Sac Diversity prefer electronic and new media to print. They have little interest in reading newspapers and, except for science and health publications, subscribe to few magazines. Many keep their radios on all day to news talk, sports adult contemporary and Mexican stations. Their interest in watching TV is only average. They do like watching programs with their kids; ABC Family, Discovery and Disney are among the few channels watched more than the average.


How we view the world


To the adults in Cul de Sac Diversity, work is central to their identity and is their source of fulfillment. A high percentage would like to start a business. They’re also willing to give up family time to advance. “I want to get to the top of my career,” they say.

Yet Cul de Sac Diversity are also family-centered and like spending time at home with relatives and friends. Their values tend to be more liberal and open-minded than average Americans. They state that it’s important to respect those with other customs and beliefs. Politically, they describe their outlook as moderate, with a disproportionate number affiliated with the Democratic Party. While they’re not active politically, they volunteer time in community activities, and a high percentage belongs to the PTA. They admit that they can be outspoken, with a number stating that they’ll speak their mind even if it upsets others.

As consumers, they often seek status recognition through their possessions. They like to buy new health products that help them look younger and new electronic gadgets that make them seem hip. They’re attracted to designer labels and sometimes spend more on clothes than they can afford. They prefer to drive imported luxury cars and have premium SUVs, mid-range CUVs and ultra-luxury sports cars. In a nod to their countries of origin, they think lunch is a more important meal than breakfast or dinner.


How we get by


While most Cul de Sac Diversity households earn nearly $90,000 a year, they’ve yet to build up significant savings. They have moderate balances in their 401(k)s, and they’ve begun to earmark money for 529 College Savings Plans. However, they have only modest levels of investments in stocks, mutual funds, CDs and savings bonds. Some shy away from banks altogether; this segment is only an average market for savings and checking accounts.

In the marketplace, they rely on debit and credit cards for routine expenses; they often carry several charge cards but they don’t always pay them off each month. They buy an average amount of health and life insurance, with a disproportionate number carrying high-value term life. Otherwise, they carry property and vehicle insurance at rates comparable to the general population. Having built up some equity in their homes, they are willing to tap the value of their property for car loans and secured lines of credit to continue their pursuit of the American dream.


Digital behavior


For the middle-aged households of Cul de Sac Diversity, the Internet is an important source of information and entertainment. They go online to read magazines and video game reviews as well as to exchange instant messages, watch videos and send electronic greetings. They like to research products and shop online, and their favorite Websites include Expedia, BestBuy and Netflix. They frequent business sites that cater to employment search, as well as sites for real estate. Entertainment sites of interest include those for movies, multimedia, celebrities, lifestyle and fashion. They buy tickets for sporting events, movies and performances online, and get the latest on golf and college sports. They also participate in fantasy sports.

They’re only moderately receptive to online advertising, but they respond to sponsored Websites and links. They also access the Internet from virtually everywhere - going online from home, work, hotels, libraries and school - and, increasingly, through wireless connections.