Thriving Boomers Upper-middle-class baby boomer-age couples living comfortable lifestyles settled in city and suburban homes. Who We Are 88.9% 18.

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1 E E E19 E20 E21 Thriving Boomers 6.01% David & Linda 6.94% Who We Are Channel Preference Head of household age Type of property Single family % % 112 Estimated household income Household size Middle class Key Features $75,000 $99, % persons 18.6% 149 Technology Adoption Suburban country Politically independent Home ownership Age of children Nature enthusiasts Patriotic Homeowner /70's Music lover 87.3% % 30 Apprentices

2 E E E19 E20 E21 Thriving Boomers 6.01% David & Linda 6.94% 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 % 4.89% 5.10% 3.18% 2.60% 68.71% 8.56% 3.90% 9.92% 0.28% 0.65% 0.22% 65.26% 7.35% 5.71% 10.60% 2.48% 1.33% 1.32% 0.54% 2.32% 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 7.91% 30.63% 28.07% 18.81% 14.57% 3.72% 5.13% 4.71% 7.65% 30.74% 23.44% 11.71% 5.21% 3.91% 0.66% 1.24% 1.88% 87.34% 6.32% 6.34% 4.54% 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 0.15% 1.76% 5.67% 22.38% 12.76% 10.73% 15.65% 9.72% 5.83% 3.98% 4.64% 4.35% 2.39% 8.30% 5.83% 7.26% 7.04% 7.11% 16.27% 13.26% 15.76% 19.17%

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 E: Thriving Boomers Overview The three types in Thriving Boomers feature emptynesting couples in their 50s, 60s and 70s who reside in homes they ve owned and lived in for 10+ years in cities and suburbs across the US. Most of the households contain childless couples who are either fully-retired or are now beginning to contemplate their retirement. While some of their peers have migrated to active retirement communities, these folks are content to live in their mixed-age neighborhoods. Thriving Boomers are concentrated in cities and suburbs including popular vacation destinations like Santa Fe, N.M.; Berkeley, Calif.; Vail, Colo.; and Nantucket, Mass. Their housing stock varies from older ranches to mountainside bungalows and beachfront condos. Although they re nearly twice as likely as average Americans to live on large properties of up to four acres, they also enjoy a change in scenery from time to time, as seen in the many who own vacation homes. An educated group, a majority of households has at least one member with a college degree; these couples typically have white-collar jobs in public administration, law, education and sales. Their mid-level positions provide aboveaverage incomes, though nearly a quarter of adults are retired. With their strong earnings over the course of many years, they ve managed to build diversified 401(k) and IR accounts to ensure a comfortable retirement. These fiscal conservatives also like to buy long-term CDs and invest in money markets to protect their portfolios from the vagaries of the stock market. Half of Thriving Boomers may be grandparents, but they ve hardly retired to a rocking chair. Many are much different than preceding generations at the same point in life. They exercise regularly, enjoying biking, hiking, walking and golf. These educated Americans frequent the theater, museums and classical music concerts. They dine out often at steakhouses and chains and have a soft spot for restaurants like Bob Evans and Cracker Barrel that offer home-style fare. They travel often, visiting Caribbean beaches, taking Mediterranean cruises and driving RVs to parks and tourist sites across America. To relax at home, they like to garden, read books, cook and do woodworking. As consumers, Thriving Boomers tend to be practical shoppers who rarely buy products to make a statement, and they frequent a wide variety of retailers from discounters like Sam s Club to retail chains such as Chico s and Coldwater Creek. They re late adopters when it comes to technology, with below-average rates for owning smartphones, but they re willing to splurge on flat-screen TVs. Though few have flashy cars, many own late-model trucks made in Detroit. American-made products, they declare, set the standard. Thriving Boomers are selective media consumers, though they embrace both traditional and new media. They re among the top readers of newspapers, especially the travel, science, movie and editorial sections. These outdoorsy folks like to read travel, fishing and hunting magazines along with newsweeklies and automotive publications. They listen to the radio fairly often, tuning in to golden oldies, classic rock, adult contemporary and news talk stations. They re especially fond of TV news, documentaries, history programs, dramas and how-to programs aired on cable channels like History, HGTV, TCM, the Travel Channel and prime time news programs Experian. All rights reserved. Mosaic USA Group E Description 2

5 The Americans who launched the counterculture revolution continue to be activists. Many are rooted in their communities and they often belong to veterans clubs, arts groups and unions. Politically, they re ideologically split, with about equal numbers belonging to the Democratic and Republican parties. However, they tend to be more liberal on social issues and advocate corporate ethics. On issues they feel strongly about, they re willing to join a protest march. How to market Thriving Boomers can be a confounding audience for marketers so it s important not to overthink when targeting these consumers. They re media consumption suggests they engage with just about every channel from traditional to new media. However, selecting where to market to these households is the hardest part as their interests and lifestyle are well defined. Target these aging consumers with competitively priced travel, home services and entertainment options like theatrical performances and concerts. Contact information targeting@experian.com experian.com/mosaic (844) Experian. All rights reserved. Mosaic USA Group E Description 3