O53 O54 O55 Colleges and Cafes O53 Youthful Singles and Recent College Graduates Living in College Communities 0.85% 0.52%

O O50 O51 O52 O53 O54 O55 Colleges and Cafes O53 Youthful singles and recent college graduates living in college communities 0.85% 0.52%

Who we are Channel preference

Head of Type of household age property

19–24 Multi-family: 101+ units 147 14 380 617 34.2% 277 13.1%

Household Household income size 175 48 47 Less than $15,000 1 person Key features Technology adoption 289 28.8% 172 80.9% University towns Single adults Home Age of Bike or walk to work ownership children Active lifestyles Renter 7–9 Politically disengaged Well-educated 292 67.5% 54 6.0% Wizards

Mosaic USA 2019 © Experian Ltd | All rights reserved www.segmentationportal.com O O50 O51 O52 O53 O54 O55 Colleges and Cafes O53 Youthful singles and recent college graduates living in college communities 0.85% 0.52%

Head of household age Education Estimated current house value

19–24 617 34.19% Less than high school 7.75% Less than $50,000 1.35% 25–30 14.46% High school diploma 16.43% $50,000–$74,999 5.02% 31–35 10.56% Some college 33.49% $75,000–$99,999 7.31% 36–45 15.20% Bachelor’s degree 21.78% $100,000–$149,999 20.12% 46–50 6.28% Graduate’s degree 20.54% $150,000–$174,999 9.88% 13.89% 7.89% 51–65 Income $175,000–$199,999 66–75 3.39% $200,000–$249,999 11.75% 76+ 2.03% Less than $15,000 289 28.85% $250,000–$299,999 8.82% 14.05% 5.95% Family structure $15,000–$24,999 $300,000–$349,999 $25,000–$34,999 11.04% $350,000–$399,999 4.28% With kids $35,000–$49,999 12.30% $400,000–$499,999 5.66% Married 5.64% $50,000–$74,999 15.12% $500,000–$749,999 6.21% Single male 208 8.54% $75,000–$99,999 7.56% $750,000+ 5.76% Single female 215 10.99% $100,000–$124,999 4.06% Length of residency Unknown status 0.21% $125,000–$149,999 2.37% 1.31% 26.34% Without kids $150,000–$174,999 1 year or less Married 7.00% $175,000–$199,999 1.76% 2–3 years 20.65% Single male 387 37.88% $200,000–$249,999 0.75% 4–5 years 16.46% Single female 442 26.64% $250,000+ 0.83% 6–7 years 10.58% Unknown status 3.09% Age of children 8–9 years 7.67% 9.29% Home ownership 10–14 years 0–3 4.57% 15–19 years 4.05% Homeowner 12.41% 4–6 4.08% 20–24 years 1.68% Renter 292 67.49% 7–9 5.97% 25+ years 3.28% Unknown 20.11% 10–12 2.15% 13–18 4.25%

Charts provide details of the key variables used to build and describe the Mosaic The Index provides further insight by comparing the characteristics of a Mosaic groups and types. group/type with all households in the USA. For each group and type, the charts show the Means and Index for each variable. An Index of 100 is the average. High status city dwellers living in central locations and pursuing careers with high rewards 4,36% 5,64% An Index greater than 100 shows that this variable is over-represented when Understanding Means and Index compared with the average. Means show the percentage of this group or type with a particular characteristic. An Index less than 100 shows that this variable is under-represented when compared with the average. For example, consider the Age composition of Group B:

Index 100 (USA average) Age Mean% Age

19–24 3.00% 19–24 3.00% 25–30 4.97% 25–30 4.97% 31–35 9.25% 31–35 9.25% 36–45 204 31.80% 36–45 204 31.80% 46–50 207 16.81% 46–50 207 16.81% 51–65 27.09% 51–65 27.09% 66–75 4.71% 66–75 4.71% 76+ 2.36% 76+ 2.36% 0 100 200+ 0 100 200+

This shows that: Index below 100 Index above 100 3.00% of Group B are aged 19–24 4.97% of Group B are aged 25–30 The chart shows the Index value from 0 to 200. If the Index value is greater than 9.25% of Group B are aged 31–35 200, the bar is shown as 200 along with the exact Index. 31.80% of Group B are aged 36–45 16.81% of Group B are aged 46–50 27.09% of Group B are aged 51–65 4.71% of Group B are aged 66–75 2.36% of Group B are aged 76+

Colleges and Cafes live almost exclusively in university towns, but these residents aren’t all college alumni who can’t bear to leave their old stomping grounds. A high percentage of these young singles are support staffers who work on campus or in entry-level jobs close to the schools. These households tend to be millennials under 35 years old with college degrees. Despite a mixed employment base, most of the households have low incomes and they can only afford modest rentals in older, low-rise apartment buildings. The transient nature of campus communities is reflected in the fact that the majority of residents have been at the same address for fewer than five years. Some stick around for the lively street scene filled with funky clothing boutiques, raucous pizza joints and used bookstores. Others are considering applying for an advanced degree.

The diverse populace of Colleges and Cafes creates a wide-ranging lifestyle. They live for the story and are enthusiastic about trying new things. There are households that are into foreign films and classical music concerts and those that visit state fairs and go target shooting. All of these young people are into working out and enjoying weekend games of pickup football, basketball or volleyball. Most of the residents don’t earn much money; nearly three quarters don’t own cars, but they enjoy shopping for designer fashion or the latest consumer electronics. Many shop at discount clothiers and get by on fast food and supermarket takeout. With many of these young people lacking advanced cooking skills, they admit that their favorite cuisine is often fast food.

When it comes to media, Colleges and Cafes have varied preferences. They listen to a variety of musical genres, from traditional country and album-oriented rock to hip-hop and R&B. They’re often too busy to sit down and watch TV but are receptive to brands engaging them when streaming their favorite TV shows. They have little interest in printed magazines and newspapers, but have deep connection with digital media, particularly learning about brands via online videos.

For political analysts, Colleges and Cafes are difficult to read. These Americans tend to have little participation in the electoral process; over half have failed to register to vote. They tend to be liberal in their outlook, though their positions are all over the ideological map. Considering their limited budgets, they are unexpectedly generous with charitable donations of time as well as money. They give to religious organizations and are also likely to volunteer and give to social welfare causes.