True Grit Americans Older, middle-class households in town and country communities located in the nation's midsection. Who We Are 95.

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1 N46 N N46 N47 N48 N49 True Grit Americans Older, middle-class households in town and country communities located in the nation's midsection 1.56% Jim & Cindy 1.36% Who We Are Channel Preference Head of household age Type of property Single family % % 121 Estimated household income Household size Key Features Rural residences $35,000 $49, % person 54.7% 120 Technology Adoption Live within means Pragmatic Home ownership Age of children Easy-going Practical priorities Homeowner 0 3 Blue collar jobs 73.8% % 72 Novices

2 N46 N N46 N47 N48 N49 True Grit Americans Older, middle-class households in town and country communities located in the nation's midsection 1.56% Jim & Cindy 1.36% Head of household age Head of household education Estimated current home value years years years years years years years 76+ years Family structure With kids Married Single male Single female Unknown status Without kids Married Single male Single female Unknown status 0 3 years 4 6 years 7 9 years years years Age of children % 7.75% 11.20% 20.06% 10.34% 24.05% 7.99% 10.56% 29.80% 1.45% 2.68% 2.16% 40.35% 6.98% 5.19% 11.38% 6.04% 5.61% 6.61% 3.91% 6.86% Estimated household income Less than $15,000 $15,000 $24,999 $25,000 $34,999 $35,000 $49,999 $50,000 $74,999 $75,000 $99,999 $100,000 $124,999 $125,000 $149,999 $150,000 $174,999 $175,000 $199,999 $200,000 $249,999 $250,000+ Homeowner Renter Unknown First-time buyer Home ownership 13.85% 29.81% 34.96% 14.06% 7.32% 12.35% 11.83% 11.96% 16.84% 21.90% 12.55% 6.51% 2.43% 1.93% 0.11% 0.70% 0.90% 73.78% 8.93% 17.29% 3.97% Less than $50,000 $50,000 $74,999 $75,000 $99,999 $100,000 $149,999 $150,000 $174,999 $175,000 $199,999 $200,000 $249,999 $250,000 $299,999 $300,000 $349,999 $350,000 $399,999 $400,000 $499,999 $500,000 $749,999 $750, year or less 2 3 years 4 5 years 6 7 years 8 9 years years years years 25+ years Length of residency 2.18% 13.11% 19.60% 34.62% 10.77% 6.24% 7.06% 3.01% 1.73% 0.74% 0.53% 0.30% 0.11% 16.25% 11.60% 13.74% 12.95% 11.12% 13.76% 7.27% 5.88% 7.44%

3 Supporting notes These pages have been designed to help you understand the essence of each of the groups and types. We have sought to highlight the key features which make each group distinctive, and which would be useful to bear in mind when devising communications or treatment strategies. The descriptive pages are necessarily subjective and are intended to highlight key issues rather than to be comprehensive. Variables - Mean% and Index Charts are provided for each of the variables used to build and describe the segments. The variables are grouped together by category. For each group, the charts show the Mean% and Index for each variable. Understanding Mean% and Index Mean% show the percentage of this group/type with this characteristic. For example, consider Household of household education for Group A: 2.55% % 17.07% 35.57% 38.08% This shows that for the head of household: 2.55% of Group A are educated below high school standard. 6.73% of Group A have a high school diploma % of Group A have had some college education % of Group A have a bachelor s degree % of Group A have a graduate degree. Mean% The Index shows how the variable compares with all households in the US. An Index of 100 is the average. An Index greater than 100 shows that this variable is over-represented when compared with the average. An Index less than 100 shows that this variable is under-represented when compared with the average. The Index is shown on the chart as a bar: Index below 100 Index above % % 17.07% 35.57% 38.08% Index 100 (US average) 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.

4 Group N Pastoral Pride Type N46: True Grit Americans Middle-aged, lower middle-class households in town and country communities located in the nation s midsection With many demographic patterns reflecting the general population, True Grit Americans are rustic, found in farming and small-town communities located mostly in the nation s midsection. These empty-nesting couples and singles have average educations and a median age of about 46. Their employment profile is similar to the national average, except for the disproportionate number of workers in blue-collar and farming occupations. Sixty five percent live in older homes built before Thanks to low expenses, these households can afford active lifestyles. They re great fans of the outdoors and enjoy spending free time fishing, hunting and camping. Their social lives revolve around church groups, AARP and veterans club activities. These older Americans also like to spend time around the house cooking, gardening and pursuing time-honored hobbies like needlework. True Grit Americans prefer to shop at local stores rather than national chains, but if they can t get what they want, they ll travel more than an hour to mainstream and big-box retailers. This is buy American country where consumers look for trucks and sturdy sedans made by the likes of Ford, Dodge, and Chevy. They buy electronic gear less than the average consumer and rely on advice from friends before they go and buy any gadgets and find investing in stock too risky. These hardy, rural families tend to embrace both traditional and their consumption of all, especially new media is lower than the national average. They read few magazines, if any. On the radio, they tune in to stations that play country and golden oldies. They watch a fair amount of TV, everything from shows like House and CSI to game shows and movies. True Grit Americans are down-to-earth, practical people who cultivate old-fashioned values. They re politically uninvolved and religious. They re laid-back when it comes to money and materialism; they re uninterested in giving up family time to get a promotion and they couldn t care less about a closet filled with designer clothes. They like to cook, but they don t follow the latest culinary trends; a worn cookbook handed down from their grandmother suits them just fine. They find the idea of presenting food in an artistic way slightly ridiculous Experian. All rights reserved. Mosaic USA Type N46 Description 2

5 Contact information experian.com/mosaic (844) Experian. All rights reserved. Mosaic USA Type N46 Description 3