P57. Multi-family: 3 units. 1 person. Less than $15,000. Renter. Modest Metro Means Middle-aged singles established in inner-city rental communities

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1 P P56 P58 P59 P60 P61 Modest Metro Means Keith & Jacqueline 0.72% 0.66% Who We Are Channel Preference Head of household age Type of property 14.1% Multi-family: 3 units 15.2% Estimated household income Household size Key Features Public transportation Less than $15, % person 52.3% 115 Technology Adoption Ethnically diverse Single parents Home ownership Age of children Rental housing TV watchers Renter 0 3 Opportunity seekers 92.9% % 183 Wizards

2 P P56 P58 P59 P60 P61 Modest Metro Means Keith & Jacqueline 0.72% 0.66% 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 % 9.12% 10.05% 23.92% 14.12% 29.55% 3.93% 1.54% 14.07% 13.42% 31.94% 1.24% 3.54% 14.49% 17.86% 3.44% 15.30% 12.93% 14.05% 13.54% 14.39% 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 % 33.00% 30.67% 12.02% 5.79% 30.44% 14.71% 13.88% 11.92% 12.93% 6.70% 4.54% 2.35% 1.33% 0.03% 0.50% 0.67% 2.90% 92.95% 4.16% 2.53% 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 % 3.29% 5.07% 10.01% 5.33% 3.69% 8.49% 4.61% 7.31% 7.90% 18.04% 17.77% 6.78% 11.92% 13.73% 17.57% 12.81% 12.18% 15.90% 8.13% 5.45% 2.30%

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 P Cultural Connections Type : Modest Metro Means Modest Metro Means is characterized by the variety of odd jobs they hold, a low education level and older housing. Only one out of ten members holds college degrees. Their incomes from low-level blue-collar and service-sector jobs are 40 percent below-average and nearly 95 percent live in rental units in apartment buildings, duplexes and row houses, typically nearly a century old. However, the determined singles and single parents who are members of this segment have carved out adequate lifestyles and they say that they re working to improve their situations. Their ages range mainly from 36 to 65 years old, giving the segment exceptional diversity in its consuming patterns. This segment enjoys team sports like baseball and basketball. They re early adopters who pick up the latest consumer electronics and fashion. While there s not a lot of money for downtown nightlife, they get in-house entertainment, with high-speed Internet access for gaming, downloading music and blogging. Modest Metro Means are mostly found in a handful of major metros, and two thirds are concentrated in New York City no wonder members subscribe to the New York Times at three times the national average. They live in a mix of high-rise apartments, low-rise buildings, and old duplexes. Few have cars, and they rely on public transit and neighborhood stores fast-food joints, mom-and-pop retailers and corner markets to survive. Without high percentages of traditional family dynamics, this is a transient segment where a majority have lived at the same address for fewer than five years. As low-income consumers, the Modest Metro Means get by with modest leisure activities. If the adults go out, it s to a comedy club or movie. TV is popular among these young singles and families, and for many, paying for premium cable channels is a cheaper alternative to buying high-priced movie tickets. This segment isn t big on upscale dining; they prefer fast food. However, they do have expensive taste when it comes to fashion and these singles want to look good when they go out. To learn about new products, Modest Metro Means tend to be receptive to , online video and online display for brand messages and offers. To resonate with this market, ensure your messages show variety and the above the crowd novelty your brand can have. Also turn up the status dial as these consumers are looking for products and services to make them appear more cutting-edge. They tend to follow the in crowd so position your brand as what the cool kids like. Politically, Modest Metro Means are liberal, at least those 40 percent who are registered to vote. There s little evidence of any Republican voters in this segment. While these voters are strong supporters of liberal social and economic ideals, they have a conservative streak as well. They go to church regularly and support their families and their communities. They have a strong need for status recognition and talk of advancing to the top or starting their own businesses, even though they have little in savings right now. They don t mind spending money to look good in the dating scene. No matter their age, they want to look younger and hipper Experian. All rights reserved. Mosaic USA Type Description 2

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