UPSCALE AMERICA

MARKETING TO URBAN PROFESSIONALS WITH MOSAIC ®

Reach Affluent Urban Professionals

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Affluent Urban Professionals

Mosaic® USA is a lifestyle consumer segmentation system that classifies all U.S. households and neighborhoods into unique consumer segments and lifestyle groupings that share similar demographic and socioeconomic characteristics. This award-winning tool helps marketers develop, acquire and target rewarding customer relationships. With lifestyle and demographic groupings, you can create mailing lists that match the uniqueness of your customer base. For instance we know that the majority of "Urban Professionals" like to travel, are not big magazine readers and are in their 20s and 30s. Here is more information on this segment.

Overview

The yuppies of the last decade may have grown up, but their lifestyle lives on. These are affluent singles and couples who live in the chic high-rise neighborhoods of many big cities, owning swank condos and apartments.

1.44 percent of U.S. households

Demographics
  • Live in cities like New York, Boston and Chicago in homes worth twice the national average
  • Are college-educated executives and white-collar professionals in their 20s and 30s
  • Have yet to settle down and start families, providing them with plenty of discretionary cash
  • Involved in careers in education and the arts and are seasoned travelers
  • Don't own cars but rely on taxis and subways to hop from condos to jobs to entertainment
Lifestyles
  • Live fashionable, trendy lifestyles with activities such as tennis, skiing and going to clubs
  • Are sophisticates who like to attend art gallery and museum openings
  • Care about appearance and health, joining health clubs to take classes, jog and lift weights
  • Declare that they like to stand out in a crowd
  • Shop for clothes and furnishings at Banana Republic, Williams-Sonoma and Crate & Barrel
  • Are early adopters of new technology, with the latest laptops, MP3s and digital camcorders
  • Rank high for taking cruises and trips to domestic and international destinations
Media
  • Are obsessed with staying abreast of the latest developments in popular culture
  • Use the Internet for many services (i.e., email, travel, music, streaming video and dating sites)
  • Like to watch entertainment news on broadcast television
  • Are fans of movies and music programming on A&E, E! Entertainment and Bravo
  • Tune in to news talk shows and occasionally stations that play classical music
  • Are not big print fans and score low for magazine readership
  • Tend to read the Sunday paper - specifically the television and entertainment sections

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