Rooted Flower Power Mid-scale baby boomer singles and couples rooted in established suburban communities and approaching retirement. Who We Are 93.

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1 L42 L L41 L42 L43 Rooted Flower Power 2.69% Bruce & Denise 2.27% Who We Are Channel Preference Head of household age Type of property Single family % % 118 Estimated household income Household size Retirees Key Features $50,000 $74, % person 50.8% 112 Technology Adoption Deeply rooted Single adults Home ownership Age of children Liberal Bargain hunters Homeowner 0 3 Clubs and volunteering 81.1% % 15 Novices

2 L42 L L41 L42 L43 Rooted Flower Power 2.69% Bruce & Denise 2.27% 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 % 0.32% 0.49% 1.53% 1.29% 85.46% 6.27% 4.06% 3.86% 0.57% 1.63% 0.48% 36.25% 18.76% 14.23% 24.22% 1.26% 0.57% 0.66% 0.28% 1.56% 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 7.77% 39.22% 29.56% 15.30% 8.16% 6.69% 9.77% 8.90% 17.08% 35.68% 11.37% 5.22% 2.19% 1.73% 0.07% 0.60% 0.72% 81.06% 7.84% 11.10% 3.18% 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 0.99% 8.47% 15.68% 32.33% 11.61% 8.34% 10.30% 5.32% 2.58% 1.60% 1.72% 0.92% 0.14% 9.49% 6.94% 8.94% 7.72% 7.97% 15.60% 11.18% 12.75% 19.40%

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 Type L42: Rooted Flower Power Found in older, inner-ring suburbs, Rooted Flower Power are singles and couples in their 50s and 60s whose children have flown the coop. Many have good educations and well-paying jobs that support relaxed, middle-class lifestyles. In their established neighborhoods, built before 1970 to accommodate the postwar baby boom, they typically live in compact houses now valued at a modest $125,000. Nevertheless, these baby boomers have done a lot of living more than half are divorced, widowed or have never been married and are now entertaining thoughts of retirement. With their mid-level jobs, low expenses and dwindling mortgages, they have the discretionary income to enjoy plenty of home-based leisure activities. With many members of this segment in the workforce and with stable lifestyles, no one is even considering retiring to an assisted-living community; the vast majority have lived at the same address for more than a decade. In their quiet neighborhoods, Rooted Flower Power spend their free time around the house reading books and magazines and pursuing traditional hobbies like bird-watching and shopping antique stores. They spend enough time in their gardens to consider joining a garden club, but they ve given up their health club memberships and aerobic sports, although they will take a yoga class to stay flexible. These older suburbanites don t want the hassle of driving to downtown nightlife, so they don t really go to bars and nightclubs. However, they do try to go out to dinner at least one night a week, typically to a casual dining restaurant like Red Lobster or Olive Garden. They will also go on the occasional gambling junket to a casino or take in a play or musical. Eclectic in their musical tastes, they appreciate everything from classical to country music. Rooted Flower Power are careful money managers both in their investment strategy with lots of conservative CDs and annuities as well as in their bargain-hunting behavior at the mall. They re hardly materialistic and like to buy functional clothes and tried-and-true styles at stores like Meijer and Talbots. They still enjoy driving to stores, but will also shop at home through catalogs. They rarely buy the latest consumer gadget or fancy sports car. They prefer the appeal of foreign cars and gravitate to mid-range sedans and subcompacts. Describing themselves as informed consumers, Rooted Flower Power make a strong media audience. They subscribe to a daily newspaper to keep up with local events and enjoy reading a number of magazines from Health and House Beautiful to Reader s Digest and Rolling Stone. These commuters listen to the radio every day, tuning in news talk programs and stations that play a variety of music. They re still not entirely comfortable with the Internet, often going online and doing little more than sending or checking out a news site. To wind down at night, they still prefer watching TV; they catch the nightly newscasts after dinner and the range of sitcoms and dramas into the night. In addition to their fondness for media, Rooted Flower Power are a good audience for marketers. About one third say they learn about products and services by scrolling through their and a quarter say TV is where they prefer learning about brands. Politically, Rooted Flower Power tend to be left-of-center Democrats. Firm in their faith and civic activism, they belong to a variety of local groups and volunteer for community causes Experian. All rights reserved. Mosaic USA Type L42 Description 2

5 Contact information experian.com/mosaic (844) Experian. All rights reserved. Mosaic USA Type L42 Description 3