Al and Carmen
6.57% of U.S. households
(Types D01–D04)

The four Types in Blue-Collar Backbone are a bastion of blue-collar diversity. This group features above-average proportions of both old and young residents, whites and Hispanics, families and singles, homeowners and apartment renters.

Most residents live in older outlying towns and cities, and work at blue-collar jobs in manufacturing, construction and retail trades.

Their lifestyle reflects a working-class sensibility. Their most popular leisure activities include baseball, soccer, fishing and woodworking. They are more likely to go out to a veterans club than attend a concert or play.

These budget-conscious households shop at discount clothiers and department stores, and they have low rates for buying investments or insurance products.

With relatively few entertainment options due to their remote location or lack of discretionary income, this group is a strong market for traditional media. Residents like to watch soaps and game shows on television, listen to country music on the radio and read a variety of outdoor and women's magazines.

To download the Mosaic USA Consumer Lifestyle Segmentation brochure, click here.

All groups and segments with descriptions can be found here.