Experian Mosaic USA Group and Segment Listing

 

Group H - Middle-class Melting Pot

Segment H28: Everyday Moderates


Mid-scale, multi-cultural couples and families living in mid-tier metro suburban settings



Overview


Everyday Moderates are known for the middle-of-the-road lifestyles of its mid-scale households living in mid-sized cities and suburbs. A mix of couples and families, the adults tend to be in their forties and fifties with above-average educations and jobs in white-collar, service-sector and blue-collar professions. These households are predominantly white with an above-average concentration of Hispanics.

Many have fled larger cities for the slower pace of medium-sized towns and the suburbs of satellite cities, particularly in Western and Southwestern states. However, the members of Everyday Moderates still regularly drive downtown to attend plays, concerts and nightclub shows. These are dinner-and-a-movie couples who never met a casual dining chain they didn’t like. Bowling and golfing are their favorite forms of exercise, and though they’re only average travelers, they do enjoy taking an occasional cruise, especially on a Royal Caribbean liner plying the eastern coast of Mexico.

As shoppers, Everyday Moderates are not your fashion-forward, early-adopting, conspicuous consumption households. They tend to be value-oriented consumers who clip coupons and follow the everyday sales at discounters like Walmart and Sam’s Club. These folks like their clothes to be durable and their cars to be safe. They’re not looking to make a statement with their purchases other than “we don’t care what you think”.

Everyday Moderates make an eclectic media audience and can be reached through different channels. They’re fans of primetime television, especially reality shows and crime dramas. They listen to a variety of radio stations, from classic hits to Christian rock. And they like to read magazines that cover health, food, sports and men’s issues. They’re increasingly active online users who hang out at message boards and listen to Internet radio stations. However, they’re only a mixed audience for advertising; they go to sponsored Website and links for information, while avoiding TV commercials if they can help it. They respond better to advertising outside their homes, especially ads on billboards, trains and buses.

To reach these consumers, marketers should recognize their overwhelmingly average opinions everything from political parties to social issues like human rights, the environment and immigration. They even describe their political preferences as Democrat, Republican or Independent in the same way as the average. As quintessential average Americans, they have a nostalgic attraction for images of women as homemakers serving a nutritious meal to family a gathered around the dining table - despite the reality of their multi-earner households where they say they rarely have time to prepare healthy meals. The desire to simplify their lives whenever possible appeals to Everyday Moderates.


Who we are


In Everyday Moderates, average is the norm. Most household heads are between the ages of 45 and 65, and hold a mix of mid-scale white-collar, blue-collar and service-sector jobs. They’re mostly a white segment, though the percentage of Hispanics is above average. The greatest share of all households is childless couples, though more than a quarter contain children in their teens and early 20s. If there’s any deviation from the average, it’s in their slightly above-average educations: nearly two-thirds have at least some college education, though high school graduates outnumber those with college degrees.


Where we live


Everyday Moderates are mostly found in unpretentious neighborhoods in the outskirts of satellite cities and medium-sized towns. High concentrations show up in Western and Southwestern states in cities like San Antonio, Texas, Glendale, Ariz., and Juneau, Alaska. With most living in modest homes built between 1970 and 2000, they’ve seen housing values plateau at below- average levels, around $160,000. However, these homeowners show no sign of moving even though for many their children have grown up and mostly left home. A majority of Everyday Moderates have lived at the same address for over eight years.


How we live our lives


Everyday Moderates may live in satellite cities and towns but they enjoy plenty of big-city activities. They go to plays, nightclubs, comedy clubs and concerts featuring all different kinds of music. It’s difficult to find a restaurant chain that they don’t patronize. They like spending their weekends browsing through an antique show or meeting with friends for a tailgate party. To get to all these activities, these multigenerational households often have three or more cars - typically subcompacts - lining their driveways and curbsides.

Everyday Moderates aren’t into aerobic exercise but they still try to keep fit by playing golf, bowling and hiking. They like the water, whether it’s while taking a Caribbean cruise or going out on a lake on fishing excursions. With some households still home to older children, this segment is also a strong target for water skiing, motorcycling and skateboarding.

Everyday Moderates are only an average target for retailers. Most are value-oriented shoppers who believe that discount store brands are just as good as those in pricier chains. They practice what they preach by patronizing retailers like Walmart, Sam’s Club and Big Lots. Many are coupon-clippers who care little about status recognition. They like their clothes to last a long time and don’t particularly like to experiment with new styles. They’re relatively late adopters and only buy an average amount of electronics. Their top criteria for owning a car are that it is safe and durable.

Influenced by their older children still home, Everyday Moderates have eclectic media tastes. They like to listen to radio, turning in to stations that play everything from modern rock and classic hits to Christian rock and religious programming. They’re a strong audience for primetime TV, especially movies, reality shows and crime dramas like “CSI”; their favorite cable channels include Spike, MTV and IFC. And though these households don’t normally read a newspaper, they do enjoy magazines that cover health, sports, news and computers. More and more, they’re turning to the Internet for news, instant messaging and research. Only lukewarm on ads that come into their home through the TV and Internet, they’re more responsive to outdoor ads in airports, billboards, buses and subway trains.


How we view the world


Everyday Moderates seem to relish their conformist place in society. Their attitudes usually match that of the general population. Their views on human rights, recycling, religion and family values all hover around the U.S. average. Their involvement in the community, preoccupation with their family, level of spirituality and commitment to their job are, again, near the nation’s midpoint. As to how segment members feel about their unabashed conformity, being the average is just fine with them.

These older households are somewhat traditional on social issues. Politically, “somewhat conservative” is the most common description. When it comes to political parties, this is one of the rare segments where members describe their affiliation with Democrats, Republicans and Independents all at average rates.

Despite their advancing years, Everyday Moderates are nonchalant about their health. Yes, they try to eat healthier foods these days, but they rarely take the time to prepare healthy meals and usually ignore the ingredients on food labels. They say they’re often too busy to take care of themselves as they should.


How we get by


Everyday Moderates have spent most of their careers working hard and have attained solid middle-class incomes, but many haven’t paid attention to acquiring income-producing assets. Other than their homes, only half own any investments - and these tend to be conservative savings bonds and company stock. These wary investors do own 401(k)s and 529 College Savings Plans, and those that own them have respectable balances in them. They admit that they don’t feel financially secure and even express distrust about committing money to a bank.

These households tend to look for the best deal for financial services, and they select credit cards by the rewards they prefer. They carry several cards and do not always pay off their balances each month. They’re okay with taking on debt and have outstanding loans for their homes, cars and the education of their children. They do buy a number of insurance products - especially health and life - though the amount of coverage is only average.


Digital behavior


The members of Everyday Moderates are active users of the Internet for information and entertainment. They go online to blog, visit message boards, send instant messages, listen to the radio and download animation. Many are also fond of sports Websites dedicated to fishing, football, motorsports and fantasy sports leagues. These households tend to access the Internet using desktop computers at work and cell phones around town. They like going to sponsored Websites and links for information that leads to purchases. When they want the latest headlines, they tend to go to the Websites maintained by CNN, MSNBC, ABC and Fox News. They also go to other sites at high rates, including facebook.com, sportsline.com, fandango.com, myyearbook.com and craigslist.org.