Age ofchildren

Homeownership

Householdsize

Householdincome

Type ofproperty

Head ofhousehold age

21519710

114714

5 0.4%

0–3

149 95.7%

Homeowner

189 24.7%

3 persons

406 11.1%

$175,000–$199,999

125 99.0%

Single family

319 87.3%

51–65

Savvy investor

Philanthropic

Nearing retirement

Upscale housing

Highly educated

Affluent

Key features

Channel preferenceWho we are

Apprentices

Mosaic USA

3.08%2.29%Wealthy boomer-aged couples living in cities and closed-in suburbs

Sophisticated City Dwellers

C14C13C12C11C

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

C11

Technology adoption

Estimated current house value

26.28%

14.37%

17.13%

15.73%

4.78%

5.91%

5.90%

5.13%

4.77%

5.30%

12.92%

14.09%

11.22%

14.56%

16.89%

15.01%

5.19%

2.91%

1.70%

0.14%

0.06%

0.00%

0.49%

0.08%

0.13%

0.14%

0.40%

8.13%

6.87%

11.15%

6.30%

16.12%

19.85%

17.37%

10.63%

1.75%

0.88%

0.51%

0.46%

25.38%

27.53%

24.53%

18.29%

4.27%

2.74%

1.52%

95.73%

4.46%

1.05%

1.66%

91.05%

0.05%

0.01%

0.01%

1.72%

1.88%

9.83%

87.33%

0.42%

0.12%

0.19%

0.07%

0.16%

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

319

278

215

227

279

216

406

265

217

211

212

Mosaic USA

3.08%2.29%Wealthy boomer-aged couples living in cities and closed-in suburbs

Sophisticated City Dwellers

C14C13C12C11C

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

C11

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 | 55

Type C11: Sophisticated City Dwellers Wealthy boomer-aged couples living in cities and closed-in suburbs

The vanguard of the Baby Boom Generation, Sophisticated

City Dwellers is comprised of empty-nesting couples between

50 and 65 years old. Most households consist of married

couples—90 percent have no children at home and are finally

enjoying the kick-back-and-relax stage of their lives. With

their graduate school educations, they earn high incomes at

professional and technical positions and often travel for

business. Virtually all own older single-family homes in

established neighborhoods. Scattered throughout the nation,

this segment’s members are found in both large metros and

mid-sized cities. One sign of their stability is the high

percentage who have lived at the same address for over ten years.

Sophisticated City Dwellers enjoy active leisure lives. They like to exercise at fitness clubs and do non-aerobic sports such as

golf and yoga. They have a cultured lifestyle and enjoy going to plays, museums and reading books, specifically on a Kindle.

They also have enough time and money to travel frequently, both domestically and internationally. With their parenting

years behind them, these couples relish the opportunity to take cruises, go to casinos and frequent restaurants.

As shoppers, Sophisticated City Dwellers are both brand- and bargain-sensitive. They patronize all kinds of brick-and-mortar

stores, from high-end retailers to discount clubs, and also buy products through catalogs, direct mail and online. Although

they are much more likely to be in the market for a new vehicle than a used one, they’re not known as early adopters when it

comes to consumer electronics, nor are they fashion-forward. Now approaching retirement age, they’re increasingly health-

conscious and usually only snack on healthy foods while avoiding the fast food their kids may have grown up on. When they

shop, they take along coupons clipped from newspapers or downloaded from the internet.

Sophisticated City Dwellers tend to have eclectic media tastes. They’re print fans who read daily newspapers from cover to

cover and subscribe to magazines that specialize in business, news and travel. They go online often to track down news, book

travel and research medical subjects as well as make purchases. Sophisticated City Dwellers still maintain their love of music,

though these one-time rock ’n’ rollers now listen to jazz, classical and easy listening music.

No longer the radicals of their youth, just over forty percent of Sophisticated City Dwellers align themselves with the

Republican Party while nearly one third vote for the Democratic nominee. Though they are split down party lines, we know all

but about five percent are politically aware and make it to the booth on Election Day. They’re more liberal regarding

environmental issues, however, and donate to “green” causes.

The evolution of the countercultural generation evident in Sophisticated City Dwellers reflects an economic system that has

rewarded these members handsomely. Thanks to their high incomes, they’ve accumulated large portfolios of investments to

fund their retirement. With homes they’ve owned for many years, they’re creditworthy prospects for home equity loans,

insurance and lines of credit. They carry multiple credit cards and typically pay off their balances each month.