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This segment is primarily urban,
but contains a significant percentage of rural population as well. While tracking very near the national average in most categories, these
households are above average in education, white collar occupations, income and property
value. Most individuals in this segment have a passport and the inclination and means to
use it. They are the most likely segment to own a four-wheel drive car or a video camera
and they rank very high the importance of television as their primary media source. |
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Faith involvement and belief in God is well below average
in this segment. Of all the segments, they are last in the number of individuals who have
become more involved with faith in the past ten years, and near the top in the individuals
who have become less involved during that time. They below average in their support of the
notion that the government should be the primary provider of human welfare services or
that the U.S. should open its doors to all people groups. |
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Religious affiliations higest above the national average
are New Age, Episcopal, Congregational, Judaism and Presbyterian/Reformed. |
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The primary concerns of this group are Companionship,
Social Injustice, Neighborhood Gangs, Alcohol/Drug Abuse, Retirement Opportunities and
Finding Life Direction. |
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The segment ranks somewhat above average in contributions
to religious organizations, but below average in contributions to educational institutions
and charities. |
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Asked to identify programs and characteristics they would
prefer in a church, these households are more likely to indicate Marriage Enrichment
Opportunities, Divorce Recovery Programs, Active Retirement Programs Cultural Programs,
Spiritual Retreats and Care for the Terminally Ill. They are the number one segment in
preferring Traditional Music. |
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