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Mature Middle Class Segment

Sonoma County Adults in Segment: 59,630
Press Democrat Reach: 89.7%

Segment Highlights:

  • Household Income: $30,000 - $74,000;
  • Household Age: 50+;
  • Education: Some College: 45.8%;
    College Grad: 15.9%; Post Grad: 3.4%;
  • Married: 71.5%; Single: 6.1%; Widowed/Divorced: 22.5%;
  • Children at Home: 16.6%
  • Home Ownership: Own: 78.2%; Rent: 19.9%; other: 1.9%;
  • Employment Status: Full-time: 26.3%; Part-time: 18.3%;
  • Read the Press Democrat: Sunday: 61.9% & Daily: 53.6%;
  • Internet Usage (past 30 days): 47.3% & 24.9% spent 5+ hrs/week.

    Empty-nesters over age 55, these homeowners have a mix of blue and white collar careers. They enjoy travel, but invest much time in gardening, reading, neighborhood barbecues, casual dining and local museums and theatres.


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