LifeMode Group: Middle Ground 8F Old and Newcomersdownloads.esri.com/esri_content_doc/dbl/us/... ·...
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TAPESTRY SEGMENTATION TM esri.com/tapestry Households: 2,859,200 Average Household Size: 2.12 Median Age: 39.4 Median Household Income: $44,900 LifeMode Group: Middle Ground Old and Newcomers WHO ARE WE? This market features singles’ lifestyles, on a budget. The focus is more on convenience than consumerism, economy over acquisition. Old and Newcomers is composed of neighborhoods in transition, populated by renters who are just beginning their careers or retiring. Some are still in college; some are taking adult education classes. They support charity causes and are environmentally conscious. Age is not always obvious from their choices. OUR NEIGHBORHOOD • Metropolitan city dwellers. • Predominantly single households (Index 148), with a mix of married couples (no children); average household size lower at 2.12. • 55% renter occupied; average rent, $880, (Index 85). • 45% of housing units are single-family dwellings; 45% are multiunit buildings in older neighborhoods, built before 1980. • Average vacancy rate at 11%. SOCIOECONOMIC TRAITS • Unemployment is lower at 5.1% (Index 93), with an average labor force participation rate of 62.6%, despite the increasing number of retired workers. • 32% of households are currently receiving Social Security. • 31% have a college degree (Index 99), 33% have some college education, 9% are still enrolled in college (Index 121). • Consumers are price aware and coupon clippers, but open to impulse buys. • They are attentive to environmental concerns. • They are more comfortable with the latest technology than buying a car. Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by GfK MRI. 8F
Transcript of LifeMode Group: Middle Ground 8F Old and Newcomersdownloads.esri.com/esri_content_doc/dbl/us/... ·...
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
Households: 2,859,200
Average Household Size: 2.12
Median Age: 39.4
Median Household Income: $44,900
LifeMode Group: Middle Ground
Old and Newcomers
WHO ARE WE?This market features singles’ lifestyles, on a budget. The focus is more on convenience than consumerism, economy over acquisition. Old and Newcomers is composed of neighborhoods in transition, populated by renters who are just beginning their careers or retiring. Some are still in college; some are taking adult education classes. They support charity causes and are environmentally conscious. Age is not always obvious from their choices.
OUR NEIGHBORHOOD• Metropolitan city dwellers.
• Predominantly single households (Index 148), with a mix of married couples (no children); average household size lower at 2.12.
• 55% renter occupied; average rent, $880, (Index 85).
• 45% of housing units are single-family dwellings; 45% are multiunit buildings in older neighborhoods, built before 1980.
• Average vacancy rate at 11%.
SOCIOECONOMIC TRAITS• Unemployment is lower at 5.1% (Index 93), with an average labor force participation rate of 62.6%, despite the increasing number of retired workers.
• 32% of households are currently receiving Social Security.
• 31% have a college degree (Index 99), 33% have some college education, 9% are still enrolled in college (Index 121).
• Consumers are price aware and coupon clippers, but open to impulse buys.
• They are attentive to environmental concerns.
• They are more comfortable with the latest technology than buying a car.
Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by GfK MRI.
8F
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
LifeMode Group: Middle Ground
Old and Newcomers8F
85+80–8475–7970–7465–6960–6455–5950–5445–4940–4435–3930–3425–2920–2415–1910–14
5–9<5
8% 4% 0 4% 8%
Male Female
Median Household Income
Median Net Worth
$56,100
$93,300
$44,900
$30,900
$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
EsriMedianHHIncome
EsriMedianNetWorth
Series2 Series1
$56,100
$93,300
$44,900
$30,900
$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
EsriMedianHHIncome
EsriMedianNetWorth
Series2 Series1
Housing
Food
Apparel & Services
Transportation
Health Care
Entertainment &Recreation
Education
Pensions &Social Security
Other
0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%4.5%
MaleAge0-4
MaleAge5-9
MaleAge10-14
MaleAge15-19
MaleAge20-24
MaleAge25-29
MaleAge30-34
MaleAge35-39
MaleAge40-44
MaleAge45-49
MaleAge50-54
MaleAge55-59
MaleAge60-64
MaleAge65-69
MaleAge70-74
MaleAge75-79
MaleAge80-84
MaleAge85+
AgebySex- Male
Series2 Series1
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5%
FemaleAge0-4
FemaleAge5-9
FemaleAge10-14
FemaleAge15-19
FemaleAge20-24
FemaleAge25-29
FemaleAge30-34
FemaleAge35-39
FemaleAge40-44
FemaleAge45-49
FemaleAge50-54
FemaleAge55-59
FemaleAge60-64
FemaleAge65-69
FemaleAge70-74
FemaleAge75-79
FemaleAge80-84
FemaleAge85+
ChartTitle
Series2 Series1
INCOME AND NET WORTHNet worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages)or unsecured (credit cards). Household income andnet worth are estimated by Esri.
OCCUPATION BY EARNINGSThe fi ve occupations with the highest number of workers in the market are displayedby median earnings. Data from the Census Bureau’s American Community Survey.
AVERAGE HOUSEHOLD BUDGET INDEXThe index compares the average amount spent in this market’s household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An indexof 100 is average. An index of 120 shows that average spending by consumers in this marketis 20 percent above the national average. Consumer expenditures are estimated by Esri.
AGE BY SEX (Esri data)
Median Age: 39.4 US: 38.2 Indicates US
RACE AND ETHNICITY (Esri data)
The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity).
Diversity Index: 52.7 US: 64.0
Hispanic*
Multiple
Other
Asian andPac. Islander
AmericanIndian
Black
White
$140,000
$120,000
$100,000
$80,000
$60,000
$40,000
$20,000
0
100,000 200,000 300,000 400,000 500,000
*Hispanic Can Be of Any Race.
0 20% 40% 60% 80%
0 $100K $200K $300K $400K $500K $600K+
0 $100K $200K $300K $400K $500K $600K+US Average. US Median.
Med
ian
Ear
ning
s
Workers (Age 16+)
78
79
76
77
76
76
75
72
75
0 50 100 150 200 250 300 350
Own45.2%
Rent54.8%
ChartTitle
Own Rent
HomeOwnershipUS Percentage:
62.7% Own 37.3% Rent
350
350
350
0
0
0
Wealth Index
Socioeconomic Status Index
Housing Affordability Index
53
93
130
Population
Population Growth (Annual %)
Population Density (Persons per sq. mile)
900,000
-0.5%
0
11,000,000
3.0%
25,000
6,249,400
0.7%
1000
860
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
MARKET PROFILE (Consumer preferences are estimated from data by GfK MRI)
• Residents have a strong sense of community. They volunteer for charities, help fund raise, and recycle.
• They prefer cell phones to landlines.
• Entertainment features the Internet (employment searches, rating products, updating social media profiles), watching movies at home, listening to country music, and reading the paper.
• Vehicles are basically just a means of transportation.
• Food features convenience, frozen and fast food.
• They do banking as likely in person as online.
ESRI INDEXESEsri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards.
POPULATION CHARACTERISTICSTotal population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the size and change among all Tapestry markets. Data estimated by Esri.
LifeMode Group: Middle Ground
Old and Newcomers8F
HOUSINGMedian home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau’s American Community Survey.
Typical Housing:Single Family; Multi-Units
Average Rent:$880US Average: $1,038
High
Low
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
SEGMENT DENSITYThis map illustrates the density and distribution of the Old and Newcomers Tapestry Segment by households.
LifeMode Group: Middle Ground
Old and Newcomers8F
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