Single family. 2 persons $50,000 $74,999. Homeowner. Blue Sky Boomers Lower and middle-class baby boomer-aged households living in small towns

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1 L L L41 L42 L43 Blue Sky Boomers Thomas & Karen 6.25% 5.27% Who We Are Channel Preference Head of household age Type of property Single family % % 120 Estimated household income Household size Key Features Rural lifestyles $50,000 $74, % persons 26.8% 114 Technology Adoption Modest housing Outdoor recreation Home ownership Age of children Agricultural and blue-collar jobs NASCAR fanatics Homeowner 0 3 Avid TV sports viewers 82.4% % 19 Novices

2 L L L41 L42 L43 Blue Sky Boomers Thomas & Karen 6.25% 5.27% 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 % 0.57% 1.01% 1.90% 1.69% 81.78% 7.12% 5.33% 8.54% 0.34% 0.90% 0.86% 46.22% 10.10% 7.28% 25.76% 1.60% 0.84% 1.30% 0.39% 1.70% 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 10.48% 42.36% 28.60% 12.16% 6.39% 11.00% 11.41% 10.19% 18.33% 30.10% 9.71% 4.76% 1.91% 1.45% 0.06% 0.50% 0.57% 82.36% 7.55% 10.09% 2.58% 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 2.78% 12.93% 17.28% 28.72% 9.62% 7.21% 8.92% 5.00% 2.66% 1.68% 1.78% 1.15% 0.27% 10.67% 7.96% 10.09% 9.55% 9.34% 15.99% 12.08% 11.05% 13.28%

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 L: Blue Sky Boomers Overview In Blue Sky Boomers, older, empty-nesting couples and singles have settled in small towns and waterfront resorts in anticipation of their retirement years. The three types in this group are about evenly divided between married couples and widowed or divorced singles without children at home. More than 80 percent are between the ages of 50 and 65. Most have high-school educations and working-class sensibilities. These households tend to work in blue-collar jobs, supporting a resort economy in towns that offer weekend getaways and longer summer vacations for wealthier city dwellers. Blue Sky Boomers are found in small towns and waterfront resorts both seaside beaches and lakefront communities from California to Florida. Many households are concentrated in the South, with the warmer weather favored by retirees. These Boomers are homeowners who tend to live in modestly-priced homes. With childrearing days behind them, they have the discretionary cash to purchase campers and pickup trucks. While vacationers may swell the streets of their towns every summer, most of these yearround locals have lived at the same address for over a decade. Most Blue Sky Boomers, unlike their seasonal neighbors, earn lower-middle-class incomes, averaging about $50,000. However, because their expenses are low and their mortgages mostly paid off, many enjoy casual and comfortable lifestyles. Located in surroundings like theirs, no one would fault Blue Sky Boomers for spending much of their leisure time outdoors. These households enjoy fishing, hiking and gardening. However, they also have enough money thanks, in part, to conservative investments to travel by car and RV to domestic locations. For a splurge, they ll go out to homestyle and casual restaurants take in a music concert or head to a weekend NASCAR race. When they want to relax, they like to read books, listen to music from bluegrass to soul to golden oldies- or go to a movie. These are the households that haven t forgotten the art of baking from scratch. Blue Sky Boomers are not shopaholics. They keep their clothes as long as possible and shop only when they need to preferably at local stores. When they go on a big shopping run, these price-sensitive consumers typically head to discount department stores to stretch their money like Walmart, Dollar General, Family Dollar and Big Lots and they make sure to bring coupons they clipped at home with them. Many are late adopters of new products, especially consumer electronics. They don t often acquire the latest audio and digital devices: their living rooms are still outfitted with DVD players and traditional tube TVs. In this buy American group, residents look for brands that are home-grown or at least portray that American image of honor, dignity and respect. In Blue Sky Boomers, traditional media still reigns supreme. To keep up with local news, many subscribe to a daily newspaper and read it from cover to cover. They also read magazines, especially those that reflect their down-home lifestyle, including titles like Country Living, Family Handyman, Ladies Home Journal and Reader s Digest. This aging generation never lost their interest in music, listening to radio stations that play country music, golden oldies and classic rock. However, many consider TV their chief form of entertainment, tuning in to newscasts, game shows, dramas, how-to shows and history programs. Politically, Blue Sky Boomers are a conservative Democratic group. They primarily skew democratic although sway on the more conservative side on some key issues. They re also progressive on environmental issues and protective of any threats to their rustic communities. They support causes financially, often backing arts, health and religious charities Experian. All rights reserved. Mosaic USA Group L Description 2

5 How to market Although they ve grown to incorporate modern media into their lives Blue Sky Boomers remain a conservative shopping segment. This target market appreciates coupons in the Sunday paper more than shopping-cart discounts online. They also remain conservative in how much they shop and spend so don t waste their time with services and products priced at a premium. Draw this market in with messages that portray that American tradition of honor and patriotism. Approximately one quarter of Blue Sky Boomers are incentive driven with deals and coupons, and one quarter is price conscious regardless, and tend to spend less money overall. Use this understanding of their frugal mindedness and ensure you let them know your product is the legacy staple of its kind and won t break their bank. Contact information targeting@experian.com experian.com/mosaic (844) Experian. All rights reserved. Mosaic USA Group L Description 3