Age ofchildren

Homeownership

Householdsize

Householdincome

Type ofproperty

Head ofhousehold age

4174

174734

27 2.9%

7–9

132 84.3%

Homeowner

109 27.1%

2 persons

140 26.7%

$50,000–$74,999

123 97.5%

Single family

325 89.1%

51–65

Traditional family values

Pragmatic shoppers

Hunting and fishing

Cash not credit

Blue-collar and agricultural jobs

Humble rural living

Key features

Channel preferenceWho we are

Novices

Technology adoption

1.99%2.21%Lower middle-class baby boomer households living in remote town and country homes

Homemade Happiness

L43L42L41L

L43

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

Estimated current house value

14.34%

12.69%

13.40%

17.49%

10.52%

9.92%

6.94%

6.76%

7.94%

0.01%

0.10%

0.24%

0.43%

0.95%

1.80%

4.22%

4.25%

7.49%

29.67%

21.51%

19.29%

10.04%

2.13%

1.03%

2.93%

1.03%

1.93%

0.13%

0.12%

0.32%

0.32%

1.68%

3.27%

10.72%

26.70%

19.08%

10.70%

11.00%

15.96%

2.70%

6.24%

23.08%

55.13%

12.85%

10.51%

5.22%

84.27%

25.94%

1.30%

2.96%

52.66%

1.14%

0.25%

0.19%

15.56%

3.13%

5.27%

89.09%

0.97%

0.48%

0.51%

0.20%

0.35%

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

325

255

349

371

333

Mosaic USA

1.99%2.21%Lower middle-class baby boomer households living in remote town and country homes

Homemade Happiness

L43L42L41L

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

L43

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 | 88

Type L43: Homemade Happiness Lower middle-class baby boomer households living in remote town and country homes

Homemade Happiness are older couples and divorced and

widowed individuals living in small towns and rural settings

across the US. Nearly nine in ten households contain baby

boomers between the ages of 50 and 65, nearly all of whom

are empty-nesting and working-class. Most never went

beyond high school and work at blue-collar and farm jobs that

pay modest salaries. Nonetheless, virtually all are

homeowners, though the housing stock is often older

clapboard houses or manufactured homes known for their

low values and large lots. Some own full-sized trucks with all

the options—vehicles worth more than their owner’s

manufactured housing. These Americans like their rustic lifestyles and tend to measure their time at the same residence in

decades, not years.

Homemade Happiness appreciate their casual way of life far from metropolitan centers. When they’re not working, they

spend a lot of their leisure time enjoying traditional outdoors activities: hunting, fishing and camping. In their homes, they

like to watch TV and listen to music—either country or golden oldies. They buy books through book clubs and they like to

collect antiques; such as porcelain figures or miniature cars.

Given their remote settings, these consumers aren’t shopaholics. They occasionally drive to a discount chain like Dollar

General or Walmart. They’re hardly into making a fashion statement and prefer clothes that will last a long time; the same

preferences hold true for cars. They buy cars based on their reputation for durability and ability to handle the rough country

roads, and that usually means large-sized trucks and vans built in the US. Cars play a major role in their lives: they often do

their own maintenance work and take pride in their ability to fix things.

With conservative values and a rugged individualistic style, Homemade Happiness cherish the solitude provided by their

largely rural settings. They tend to be religious and support family values. They’re risk-averse in the marketplace,

uninterested in learning about investments, let alone owning stocks or mutual funds. They are also slower to adopt new

technology and digital media. Many seek to downplay the role of money and materialism in society and advocate for the

importance of family ties and long-lasting relationships. Joining groups—be it veterans’, religious or AARP—is especially

popular among Homemade Happiness, who consider volunteering an important way to make a difference in their

communities.

Homemade Happiness are a middling media market. They’ll read local newspapers for the classified ads and listen to the

radio for the country music, but they like to stay connected to popular culture mostly through their TV sets. They’re fond of

virtually every kind of TV programming so long as it’s family-friendly; they’re an especially attractive target for early evening

shows and game shows. Although most can access the internet, many don’t, preferring to avoid being bothered by new

technology.

© 2019 Experian. All rights reserved. Mosaic USA Group and Type Descriptions | 89

To resonate with Homemade Happiness, capitalize on honesty and quality—those true-to-America values that are near and

dear to this segment. Display ads of varying types to catch the attention of Homemade Happiness and they are just as likely

to respond to direct mail as the average consumer.