Motivation: Simple Life buyers are individuals who work to live, not live to work. Although the majority of these consumers are college educated and work in white-collar positions, they are primarily concerned with how they spend their time outside of work.

Age/Income/Kids: With a good mix of middle-class singles, couples and families, this group includes nearly all age groups 25 to 64, and tends to make between $48,000 and $68,000.

Home Preferences/Features: Home preference is a single-family detached home. Simple Life buyers have a high rate of homeownership almost exclusively in rural settings as space and land are important features for this buyer. They need room for such things as canoes, bikes, ATVs, golf clubs and ski equipment.

Hobbies/Interests/Lifestyle Traits: Primarily active, yet laid-back, these individuals have an affinity for fun and games, enjoying outdoor sports and recreational activities such as swimming, gardening, bicycling, hunting and fishing. Car ownership is split between small, economical cars that promote environmental consciousness and SUV’s needed to accommodate their active lifestyle. When eating away from home, this group most frequently dines at low to mid-priced chain restaurants such as Cracker Barrel, Applebee’s and Olive Garden.