In Family Union, a mix of families live in middle-class comfort within the sprawl of major metropolitan areas. Many of the households contain older, immigrants and their children who have worked hard, settled in modest houses and established a comfortable lifestyle for their families. They tend to live in multi-ethnic and multi-lingual neighborhoods, driving used American sedans and minivans, and filling their homes with food and decorations that remind them of their homeland.
5.4 percent of U.S. households
|Family-centric lives||Solid blue-collar|
|Ethnically diverse||Middle-class comfort|
|Vibrant and active lifestyles||Group sports activities|
|Traditional media||Retail consumers|
Digital Media Behavior
Family Union make only modest use of the Internet. They tend to go online using their mobile phones or desktop computers, and those who can't afford home Internet access log on at their local schools or libraries. Many go online to communicate, participating in chat forums and message boards and sending instant messages and electronic greetings to their friends and relatives. They also use the Internet to download music, watch videos, visit children's Websites, shop for cars and check out job classifieds. Favorite Websites include craigslist.org, univision.com, gaiaonline.com and webkinz.com. However, they're not yet comfortable with shopping online.