Age ofchildren

Homeownership

Householdsize

Householdincome

Type ofproperty

Head ofhousehold age

18621849

415042

74 5.8%

0–3

143 91.4%

Homeowner

162 21.3%

3 persons

205 17.9%

$100,000–$124,999

122 96.2%

Single family

207 56.8%

51–65

Environmental philanthropists

Tech apprentices

Savvy investors

Upscale housing

Affluent

Highly educated

Key features

Channel preferenceWho we are

Apprentices

Mosaic USA

9.11%7.08%Prosperous, established couples in their peak earning years living in suburban homesBooming with Confidence

C

C14C13C12C11C

2019 © Experian Ltd | All rights reservedwww.segmentationportal.com

Technology adoption

Estimated current house value

26.97%

12.32%

15.02%

14.56%

5.46%

6.62%

6.16%

5.73%

7.16%

15.91%

17.42%

14.11%

9.63%

11.26%

12.10%

10.92%

4.08%

2.52%

1.76%

0.20%

0.06%

0.01%

6.43%

2.53%

3.29%

2.86%

5.81%

6.18%

4.98%

7.10%

6.41%

13.00%

17.91%

19.20%

15.50%

4.86%

2.68%

1.26%

0.91%

26.12%

25.81%

24.72%

18.87%

4.48%

4.78%

3.83%

91.39%

6.56%

0.76%

1.73%

69.65%

0.18%

0.14%

0.10%

20.88%

12.30%

18.79%

56.80%

3.19%

3.30%

2.84%

1.70%

1.07%

Married

Single male

Single female

Unknown status

Single female

Single male

Married

Unknown status

19–24

25–30

31–35

76+

66–75

51–65

46–50

36–45

Homeowner

Renter

Unknown

Less than $15,000

$15,000–$24,999

$25,000–$34,999

$150,000–$174,999

$125,000–$149,999

$100,000–$124,999

$75,000–$99,999

$50,000–$74,999

$35,000–$49,999

Less than high school

High school diploma

Some college

Graduate’s degree

Bachelor’s degree

$175,000–$199,999

$200,000–$249,999

$250,000+

0–3

4–6

7–9

10–12

13–18

1 year or less

2–3 years

4–5 years

25+ years

20–24 years

15–19 years

10–14 years

8–9 years

6–7 years

Less than $50,000

$50,000–$74,999

$75,000–$99,999

$300,000–$349,999

$250,000–$299,999

$200,000–$249,999

$175,000–$199,999

$150,000–$174,999

$100,000–$149,999

$350,000–$399,999

$400,000–$499,999

$500,000–$749,999

$750,000+

Family structure

Head of household age

Home ownership

Education

Income

Age of children

Length of residency

207

213

221

205

225

219

259

204

221

Mosaic USA

9.11%7.08%Prosperous, established couples in their peak earning years living in suburban homesBooming with Confidence

C

C14C13C12C11C

2019 © Experian Ltd | All rights reservedwww.segmentationportal.com

With kids

Without kids

With kids

Without kids

Mosaic USA 2019 © Experian Ltd | All rights reservedwww.segmentationportal.com

5,64%4,36%High status city dwellers living in central locations and pursuing careers with high rewards

Charts provide details of the build and describe the Mosaic groups and types.

For each group and type, the charts show the and for each variable.

show the percentage of this group or type with a particular characteristic.

For example, consider the Age composition of Group B:

key variables used to

Means Index

MeansUnderstanding Means and Index

This shows that:

of Group B are aged 19

of Group B are aged 25 30

of Group B are aged 31 35

of Group B are aged 36 45

of Group B are aged 46 50

of Group B are aged 51 65

of Group B are aged 66 75

of Group B are aged 76+

3.00%

4.97%

9.25%

31.80%

16.81%

27.09%

4.71%

2.36%

–

–

–

–

–

–

–

24

The provides further insight by comparing the characteristics of a Mosaic group/type with all households in the USA.

An is the average.

An shows that this variable is over-represented when compared with the average.

An shows that this variable is under-represented when compared with the average.

Index

Index of 100

Index greater than 100

Index less than 100

The chart shows the Index value from 0 to 200. If the Index value is greater than 200, the bar is shown as 200 along with the exact Index.

Mean%

51–65

46–50

36–45

31–35

25–30

19–24

27.09%

16.81%

31.80%

9.25%

4.97%

3.00%

Age

204

0 100 200+

Index 100(USA average)

66–75

76+

207

4.71%

2.36%

51–65

46–50

36–45

31–35

25–30

19–24

27.09%

16.81%

31.80%

9.25%

4.97%

3.00%

Age

204

0 100 200+

66–75

76+

207

4.71%

2.36%

Index below 100 Index above 100

Supporting Notes

© 2019 Experian. All rights reserved. Mosaic USA Group and Type Descriptions | 8

Group C: Booming with Confidence Prosperous, established couples in their peak earning years living in suburban homes

Overview

The four segments comprising Booming with Confidence are

married couples in their peak earning years, approaching

retirement. Many of the households have dual incomes and

few children, allowing them to afford fashionable homes on

small, manicured yards in city and suburban neighborhoods.

Having made a conscious effort to distance themselves from

the noise and chaos of the urban core, they’ve retreated to

the quiet and desirable neighborhoods located only a short

commute from their jobs.

Most households in Booming with Confidence are found in

relatively new subdivisions in the West and Northeast on tree-lined streets worth more than $350,000. The majority have

lived at the same address for more than 15 years.

Many have built up equity in their homes that supports their comfortable lifestyles and leisure activities. Their houses are also

large enough to accommodate young adults, as almost one out of every six households has a young adult still living at home.

With over half of the households earning six-figure incomes, Booming with Confidence are at the peak of their careers in

white-collar professions in business, law, education and science. Given their college degrees and foreign travel, there’s a

cultured air to these segments.

Booming with Confidence tend to have sophisticated tastes. With their well-appointed homes, solid incomes and diversified

portfolios, they can afford to live the good life. They like to spend on nightlife, going to plays, concerts, movies and

restaurants. On weekends, they can be seen touring museums and antique shops, always on the lookout for objects to add to

their collections. They travel widely, taking getaways internationally. At home, they like to relax by reading general editorials,

travel and business news, gardening and cooking magazines.

As consumers, Booming with Confidence have conservative tastes. They’re attracted to comfortable classic fashions that

have stood the test of time, and mid-range cars and trucks from both domestic and foreign automakers. With many still in

the workforce or volunteering for charitable causes, they wear smart styles and designer labels they find at favorite mall

retailers like Nordstrom and Ann Taylor. Many patronize local shops they’ve frequented for years when stocking up on wine,

gourmet food and books. They’d never qualify as early adopters, but they like to equip their homes with the latest flat-screen

TVs and Blu-ray players. These folks pride themselves on subtle, classy taste rather than flashy display.

Despite their busy lifestyles, Booming with Confidence make time for traditional media. They watch an average amount of

TV, enjoying the programming on cable networks, particularly sitcoms and reality shows. Among Booming with Confidence

segments, though, nothing compares to their reliance on traditional print media for information, particularly for editorials,

travel and business.

© 2019 Experian. All rights reserved. Mosaic USA Group and Type Descriptions | 9

Booming with Confidence are active in their communities, and they frequently belong to arts groups, veterans’ clubs and

churches and synagogues. Politically, they tend to be moderates with a disproportionate number affiliated with the

Republican Party. When it comes to charitable donations, this segment favors education, environmental, and health

organizations and contributes generously to their churches.

How to market

Currently in their peak earning years with dwindling financial attachments to their family, Booming with Confidence is an

attractive segment of consumers for marketers. Their traditional media preferences make for a great catalog, newspaper and

magazine audience. Their tech adoption is high among the older consumer segments and that means they’re available for TV,

email and online advertising as well. As for products they’re interested in—you name it. They’re in the market for cars,

investments, vacations, clothes, electronics and toys. They are empty-nesters and approaching retirement; the world is their

oyster.