Reach young urban dwellers
Younger and middle-aged singles living active and energetic city lifestyles
The two segments in this group contain younger and middle-aged singles living in city neighborhoods. More than 90 percent are unmarried. Most are in their 30s and 40s, white and childless, part of a demographic trend of delaying marriage while living alone or cohabitating with a partner. While economic insecurity is one reason some singles avoid marriage and having children, these young professionals report above-average incomes topping $75,000 a year, and they seem to be thoroughly enjoying their unattached status.
2.01 percent of U.S. households
| Younger adults | Metropolitan lifestyles |
| Trendy | Social singles |
| Upwardly-mobile | Cutting edge |
| Financially-sensible |
Early adopters |
| Digitally savvy | Progressive views |
This group is the most web-savvy of the groups and are nearly twice as likely as average Americans to use the internet. They go online for business and pleasure: to look for jobs and homes, get the news and weather, and bank and make travel arrangements. They also regard the Internet as their main source of entertainment; they play games, listen to internet radio and check out potential matches - popular websites include eharmony.com and linkedin.com. They've made the Web part of their daily life, and they're comfortable going online at home, work, the library or a hotel. These mobile Americans are no longer tied to desktop machines; they access the Internet on their Wi-Fi-enabled laptops and mobile phones. They're always on the lookout for new and unusual websites.
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