Age ofchildren
Homeownership
Householdsize
Householdincome
Type ofproperty
Head ofhousehold age
761852
23085357
63 5.1%
10–12
126 29.2%
Renter
126 59.2%
1 person
246 24.5%
Less than $15,000
120 94.9%
Single family
159 43.6%
51–65
Style on a budget
Modest educations
Lower value housing
Impulse shoppers
Influenced by celebrities
Modest budgets
Key features
Channel preferenceWho we are
Wizards
Mosaic USA
1.29%1.59%Middle-aged, sophisticated singles established in modest urban settings
Urban Legacies
S71S70S69S68S
2019 © Experian Ltd | All rights reservedwww.segmentationportal.com
S69
Technology adoption
Estimated current house value
20.38%
8.63%
8.98%
15.64%
11.01%
9.26%
8.20%
8.48%
9.42%
0.01%
0.09%
0.34%
0.36%
0.53%
0.67%
1.51%
1.62%
2.91%
14.13%
16.15%
26.44%
35.24%
5.78%
5.09%
5.82%
3.83%
4.92%
0.01%
0.07%
0.15%
0.22%
0.75%
1.23%
5.25%
15.02%
18.11%
17.11%
17.58%
24.49%
3.45%
7.53%
26.27%
41.56%
21.19%
16.90%
29.20%
53.90%
16.28%
17.62%
27.56%
9.98%
0.88%
10.86%
8.11%
8.72%
10.17%
12.04%
43.65%
8.18%
12.12%
4.54%
3.25%
6.05%
Married
Single male
Single female
Unknown status
Single female
Single male
Married
Unknown status
19–24
25–30
31–35
76+
66–75
51–65
46–50
36–45
Homeowner
Renter
Unknown
Less than $15,000
$15,000–$24,999
$25,000–$34,999
$150,000–$174,999
$125,000–$149,999
$100,000–$124,999
$75,000–$99,999
$50,000–$74,999
$35,000–$49,999
Less than high school
High school diploma
Some college
Graduate’s degree
Bachelor’s degree
$175,000–$199,999
$200,000–$249,999
$250,000+
0–3
4–6
7–9
10–12
13–18
1 year or less
2–3 years
4–5 years
25+ years
20–24 years
15–19 years
10–14 years
8–9 years
6–7 years
Less than $50,000
$50,000–$74,999
$75,000–$99,999
$300,000–$349,999
$250,000–$299,999
$200,000–$249,999
$175,000–$199,999
$150,000–$174,999
$100,000–$149,999
$350,000–$399,999
$400,000–$499,999
$500,000–$749,999
$750,000+
Family structure
Head of household age
Home ownership
Education
Income
Age of children
Length of residency213
281
292
246
1225
509
250
Mosaic USA
1.29%1.59%Middle-aged, sophisticated singles established in modest urban settings
Urban Legacies
S71S70S69S68S
2019 © Experian Ltd | All rights reservedwww.segmentationportal.com
S69
With kids
Without kids
Mosaic USA 2019 © Experian Ltd | All rights reservedwww.segmentationportal.com
5,64%4,36%High status city dwellers living in central locations and pursuing careers with high rewards
Charts provide details of the build and describe the Mosaic groups and types.
For each group and type, the charts show the and for each variable.
show the percentage of this group or type with a particular characteristic.
For example, consider the Age composition of Group B:
key variables used to
Means Index
MeansUnderstanding Means and Index
This shows that:
of Group B are aged 19
of Group B are aged 25 30
of Group B are aged 31 35
of Group B are aged 36 45
of Group B are aged 46 50
of Group B are aged 51 65
of Group B are aged 66 75
of Group B are aged 76+
3.00%
4.97%
9.25%
31.80%
16.81%
27.09%
4.71%
2.36%
–
–
–
–
–
–
–
24
The provides further insight by comparing the characteristics of a Mosaic group/type with all households in the USA.
An is the average.
An shows that this variable is over-represented when compared with the average.
An shows that this variable is under-represented when compared with the average.
Index
Index of 100
Index greater than 100
Index less than 100
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.
Mean%
51–65
46–50
36–45
31–35
25–30
19–24
27.09%
16.81%
31.80%
9.25%
4.97%
3.00%
Age
204
0 100 200+
Index 100(USA average)
66–75
76+
207
4.71%
2.36%
51–65
46–50
36–45
31–35
25–30
19–24
27.09%
16.81%
31.80%
9.25%
4.97%
3.00%
Age
204
0 100 200+
66–75
76+
207
4.71%
2.36%
Index below 100 Index above 100
Supporting Notes
© 2019 Experian. All rights reserved. Mosaic USA Group and Type Descriptions | 115
Type S69: Urban Legacies Middle-aged, sophisticated singles established in modest urban settings
Centered in downscale neighborhoods in large and second-
tier cities, Urban Legacies are older, lower-income
households living in aging houses. Most of the householders
are over 50 years old and either widowed or divorced. Nearly
a quarter did not graduate from high school while a select few
have gone on to earn a bachelor’s degree. Many get by on
minimum wages from jobs as blue-collar or service sector
workers. With household incomes half the national average,
these Americans can only afford modest lifestyles in often old
housing.
Urban Legacies are mostly found in the South and Midwest, typically in older sections of big cities that have struggled with
unemployment and poverty for years. These householders own their homes, but their aging bungalows and craftsman-style
houses are often in need of repair. Most of the housing stock was built before 1960, and today the structures are valued at
less than a third of the national average.
With their modest budgets, the members of Urban Legacies can’t afford luxurious lifestyles. They’ll occasionally go out to a
bar, club or cinema but most evenings are spent at home, where they cook or watch TV. They’re fond of the daily lottery in
hopes of quick winnings. This segment makes a mixed market for sports and athletic activities. The younger members in the
segment enjoy aerobic sports like football and the older members prefer hunting and fishing. Everyone seems to enjoy
armchair sports; and they watch NBA basketball on their older TVs.
In the marketplace, Urban Legacies can be hard to pin down. Some love to shop while others rarely venture into malls and
stores. Many care about convenience above all and prefer local stores to national chains. They also like stores that carry a
wide selection, and many admit that they have a tendency to buy products on the spur of the moment. Yet most are price
sensitive and end up at discount department stores like Kmart and Family Dollar. With 80 percent unmarried, many say they
want to look attractive.
This urban segment makes a strong media audience. They’re fans of a range of traditional media: TV, radio, newspapers and
magazines. On TV they watch early evening shows, dramas, game shows and reality shows, and their taste in music includes
R&B and hip-hop. They read health and fitness and women’s magazines, and leaf through the fashion and food sections of
their daily newspaper. Although they’re not hyperactive internet users, they do go online for information and reviews, and to
look for better jobs.
Politically, this is one of the most heavily Democratic segments in the nation; they align themselves with the party at nearly
twice the national average, but the older populace includes both social liberals and conservatives. Many residents are active
in the community and are willing to volunteer for groups to better their neighborhoods. Mostly, though, they want to land a
more lucrative job to improve their standard of living and upgrade their home.
