J35. Single family. 2 persons $25,000 $34,999. Homeowner. Rural Escape Older, middle-class couples and singles living comfortable lives in rural towns

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1 J35 J J34 J35 J36 Rural Escape 1.70% Jerry & Joyce 1.53% Who We Are Channel Preference Head of household age Type of property Single family % % 124 Estimated household income Household size Key Features Country living $25,000 $34, % persons 33.7% 143 Technology Adoption Modest educations Risk averse Home ownership Age of children Outdoor activities Traditional media Homeowner 7 9 Patriotic 90.9% % 27 Novices

2 J35 J J34 J35 J36 Rural Escape 1.70% Jerry & Joyce 1.53% 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 % 1.10% 2.60% 7.40% 9.55% 9.14% 34.40% 33.93% 15.22% 0.21% 0.29% 0.73% 64.96% 1.52% 0.65% 16.43% 1.32% 0.80% 2.50% 0.62% 1.72% 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 14.51% 44.13% 26.66% 9.93% 4.77% 8.97% 14.01% 15.62% 19.84% 21.97% 9.64% 4.96% 2.27% 1.58% 0.10% 0.52% 0.52% 90.94% 3.09% 5.97% 1.16% 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 1.05% 6.79% 12.77% 31.75% 13.62% 9.79% 11.94% 5.97% 2.69% 1.48% 1.12% 0.73% 0.29% 6.22% 4.55% 6.09% 8.69% 8.58% 17.12% 17.05% 13.85% 17.85%

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 J Autumn Years Type J35: Rural Escape The most geographically isolated of all segments, Rural Escape are middle-class retirees who like the comforts of rural living. These older Americans two thirds are over 65 tend to live in small Midwestern and Southern towns far from the major population centers. Most have no children but of those who do, they have grown and are no longer living at home. Rural Escape have highschool educations and modest houses or manufactured homes. The third of adults who aren t yet retired work at a wide range of blue-collar jobs, though farming is still a major occupation in these communities. Everyone seems happy with a lifestyle that s colored by an oldfashioned agrarian sensibility. Rural Escape like the simple life. They enjoy home-based hobbies such as cooking, gardening and collecting coins, as well as time-honored pursuits like hunting and fishing. While stepping out for an evening often involves a hefty drive, they ll make the trip for a family-style restaurant or an occasional evening at a country music concert. Their idea of a vacation might be taking an RV to a campground and checking out a plot of woods known for its rare birds. Living life simply, they tend to have a good pillow of savings. Rural Escape have a median of $14,000 annual discretionary spend. They shop brick and mortar stores and are receptive to learning about products and service deals in their mail or Post Office boxes. For Rural Escape, their traditional lifestyle infuses their value system. Home and family are important to these Americans, and they like to spend time with their extended families. They tend to be spiritual people who attend Sunday services. Politically, they are primarily Republicans, and if not, have a conservative stance; though a quarter are unregistered and never cast their votes. When it comes to advertising, Rural Escape are receptive to brands that exemplify American values at their core honest work, quality products, pride. They also value customer service and loyalty program rewards. Flashy incentives are not typically worthwhile marketing tactics for this audience, but a direct mail strategy is highly recommended Experian. All rights reserved. Mosaic USA Type J35 Description 2

5 Contact information experian.com/mosaic (844) Experian. All rights reserved. Mosaic USA Type J35 Description 3