Danny & Vickie: teen-dominated families: a look at some sample customer segments, together with an overview of their key characteristics.

• Position: Cohort of the Month - Brief Article

5.2 million U.S. households

Median age = 42

Median Income = $57,000

Quote:

"Friday used to be our night out. But now we order pizza and watch a video while we wait for the kids to get home."

General profile: Middle-aged, middle-income families whose teen-dominated households keep busy with outdoor activities, computers and video games.

Attitudes: Being good parents and raising great kids are top priorities for Danny & Vickie, which means they get little time for themselves. Soccer games, swim meets, driving lessons, cheerleading camp, PTA meetings--you get the picture. Although somewhat conservative, they'll take calculated risks and be spontaneous when they get the chance. They may not have the financial security they...