Angelina Musik-Comp posted on October 08, 2009
This Enterprising Couple description is what sociologists would describe as an 'ideal type'; a pure example to which Enterprising Couples approximate with varying degrees of exactness.
This portrait has made use of information cross tabulated by Mosaic from Simmons, as well as Experian's National Vehicle Data Base (NVDB) for automotive profiles and TrueTouch providing contact strategies profiles. In addition, profiles for top visited websites from Hitwise, the leading online competitive intelligence service, provide key insight into the online behavior of Mosaic households.
Enterprising Couples Demographics
Enterprising Couples represent a collection of married couples with children and childless duos living in upper-middle-class commuter communities. Most adults are Baby Boomers who are white, college educated and well paid earning household incomes more than twice the national median. Living in new subdivisions in the metropolitan sprawl, Enterprising Couples households typically have long commutes to white-collar jobs in health care, education and retail. But despite the significant number of childless households, only a small percentage live in apartments. The vast majority pay steep prices for detached homes built after 1990, and they fill their driveways with mid-sized luxury cars—typically imports.
Enterprising Couples Lifestyles
The well-off Boomers who comprise Enterprising Couples pursue an always-on-the-go lifestyle. They describe themselves as workaholics and multi-taskers who enjoy traveling, keeping fit and supporting the arts. They have high rates for going to concerts, museums, antique shows and dance performances. They try to make time each day for working out, preferably on cardio machines and stationary bicycles. Conservative when it comes to money matters, they are savers who maintain high balances in their IRAs, 401(k)s and 529 college savings plans. When shopping, they frequently use coupons and await sales before hitting retailers like Target, Kohl’s and Bed, Bath & Beyond. But these financially secure consumers still make a strong market for electronic devices, board games and athletic equipment.
Enterprising Couples Media
Enterprising Couples households tend to have mainstream media tastes with a fondness for news. Their favorite magazines include mass-market titles like Time, Newsweek, People and Reader’s Digest. They tune in often to newscasts on broadcast networks in addition to cable channels such as CNN, ESPN and CNBC. On their daily commutes to work, they switch between news talk stations and those that play classic rock and adult contemporary fare. At home, they frequently go online for a variety of activities—shopping, banking and auctions, among them. However, companies should be aware that they’re not avid fans of advertising on their TV screens or computer monitors. When a commercial comes on or an advertisement pops up, they are likely to change the channel or close the window.
