Rural Delta and Urban Enclaves: Geography Where are they? Tracts in this segment can be found in rural parts of the southeastern United States, including Mississippi, Alabama, Georgia, and South Carolina, with additional concentrations in urban areas.

Who are they? The tracts in this segment include areas with low median household incomes and below-average levels of internet access. This segment has a majority of residents who are non-Hispanic African American.

How will they respond? On average, this segment is predicted to respond at a low rate, with the lowest percentage of that response coming online.

7% of U.S. Population

ATLANTA, GAMEMPHIS, TN AND THE DELTAthe Delta

Source: 2016 5-year ACS estimates

Rural Delta and Urban Enclaves: Demographics Where are they? Tracts in this segment can be found in rural parts of the southeastern United States, including Mississippi, Alabama, Georgia, and South Carolina, with additional concentrations in urban areas.

Who are they? The tracts in this segment includareas with low median householincomes and below-average leveof internet access. This segment a majority of residents who are nHispanic African American.

e d ls

hason-

How will they respond? On average, this segment is predicted to respond at a low rate, with the lowest percentage

of that response coming online.

7% of U.S. Population

Rural Delta and Urban Enclaves National Average

Number of Tracts

6,362 National: 74,001

Predicted Self-Response ‡ *

43% National: 61%

Internet Access ‡ &

60% National: 77%

Share of Self-Response Online ‡ *

32% National: 66%

Race and Hispanic Origin†

Hispanic

NH White

9%

18%

1%

1%

0%

0%

18%

61%

12%

5%

1%

0%

0%

69% NH Black

NH Asian

NH AIAN

NH NHPI

NH Other NH: Non-Hispanic. AIAN: American Indian and Alaska Native NHPI: Native Hawaiian and Pacific Islander

Age†

7% <5 6% 19% 5-17 17%

11% 18-24 10% 26% 25-44 26%

25% 45-64 26% 12% 65+ 15%

Owner vs. Renter‡

53% Renters 36%

47% Homeowners 64%

Types of Housing ‡

62% Single Unit 68% 22% Multiunit (2-9) 13%

13% Multiunit (10+) 13% 3% Mobile Home 6%

† - Population Average; ‡ - Household Average Source: 2016 5-year ACS estimates unless otherwise marked by * (2020 ICC Modeled Scores, DRB# CBDRB-FY18-311 ) or & (ACS data from 2013-2017, DRB# CBDRB-FY18-311).

Rural Delta and Urban Enclaves: Demographics and Mindsets Where are they? Tracts in this segment can be found in rural parts of the southeastern United States, including Mississippi, Alabama, Georgia, and South Carolina, with additional concentrations in urban areas.

Who are they? The tracts in this segment include areas with low median household incomes and below-average levels of internet access. This segment has a majority of residents who are non-Hispanic African American.

How will they respond? On average, this segment is predicted to respond at a low rate, with the lowest percentage of that response coming online.

7% of U.S. PopulationRural Delta and National Average Urban Enclaves

Foreign-Born†

9% National: 13%

Married Couple HH‡

27% National: 48%

Non-English-Speaking ‡

3% National: 5%

HH With Children ‡

34% National: 32%

College-Educated †

16% National: 30%

Family HH With Related Children Under 6 ‡

25% National: 21%

Median HH Income ‡

$34,832 National: $60,835

Moved in the Last Year ‡

16% National: 15%

Mindset Composition†^

32%

22% 22% 19%

17% 16% 15% 14% 13% 11% 10% 9%

Eager Fence Confidentiality Head Wary Disconnected Engagers Sitters Minded Nodders Skeptics Doubters

† - Population Average; ‡ - Household Average Source: 2016 5-year ACS estimates unless otherwise marked by ^ (2020 CBAMS Public Use Microdata Sample, DRB# CBDRB-FY18-422).

Rural Delta and Urban Enclaves: Media Usage Where are they? Tracts in this segment can be found in rural parts of the southeastern United States, including Mississippi, Alabama, Georgia, and South Carolina, with additional concentrations in urban areas.

Compared to the national average, the average person in this segment…

Who are they? The tracts in this segment include areas with low median household incomes and below-average levels of internet access. This segment has a majority of residents who are non-Hispanic African American.

How will they respond? On average, this segment is predicted to respond at a low rate, with the lowest percentage of that response coming online.

7% of U.S. Population

Reads a similar number of newspapers in a 28-day period.

Reads 21% more magazine issues in a month.

Drives 26% fewer miles in a car or truck in a 7-day period.

Listens to 14% more half-hours of radio in a week.

Views 34% more half-hours of TV in a week.

Uses 13% more hours of internet in a week.

Source: MRI’s Survey of the American Consumer® Doublebase 2018