Louis and Helen
9.73% of U.S. households
(Types E01–E06)

American Diversity is a reflection of how contrasting mid-America's population really is. It is an ethnic mix of middle-aged couples, singles and retirees.

With a few exceptions, these six Mosaic Types consist of households with average educations and middle-class incomes from blue-collar and service industry jobs. Many of the group's adults are older Americans – aging singles and couples who've already exited the workplace.

They tend to have unassuming lifestyles, scoring high for reading books and newspapers, going to movies and plays, and socializing through fraternal orders and veterans clubs.

They have traditional media tastes, enjoying TV news, movies and game shows as well as business and home-oriented magazines.

Conservative in their politics and fashion, they have limited interest in new clothing styles, consumer electronics or the Internet.

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

All groups and segments with descriptions can be found here.