LifeMode Group: Upscale Avenues 2D Enterprising...
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TAPESTRY SEGMENTATION TM esri.com/tapestry Households: 1,737,200 Average Household Size: 2.48 Median Age: 35.3 Median Household Income: $86,600 LifeMode Group: Upscale Avenues Enterprising Professionals WHO ARE WE? Enterprising Professionals residents are well educated and climbing the ladder in STEM (science, technology, engineering, and mathematics) occupations. They change jobs often and therefore choose to live in condos, town homes, or apartments; many still rent their homes. The market is fast-growing, located in lower density neighborhoods of large metro areas. Enterprising Professionals residents are diverse, with Asians making up over one-fifth of the population. This young market makes over one and a half times more income than the US median, supplementing their income with high-risk investments. At home, they enjoy the Internet and TV on high-speed connections with premier channels and services. OUR NEIGHBORHOOD • Almost half of households are married couples, and 29% are single person households. • Housing is a mixture of suburban single-family homes, row homes, and larger multiunit structures. • Close to three quarters of the homes were built after 1980; 25% are newer, built after 2000. • Renters make up nearly half of all households. SOCIOECONOMIC TRAITS • Median household income one and a half times that of the US. • Over half hold a bachelor’s degree or higher. • Early adopters of new technology in hopes of impressing peers with new gadgets. • Enjoy talking about and giving advice on technology. • Half have smartphones and use them for news, accessing search engines, and maps. • Work long hours in front of a computer. • Strive to stay youthful and healthy, eat organic and natural foods, run and do yoga. • Buy name brands and trendy clothes online. 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. 2D
Transcript of LifeMode Group: Upscale Avenues 2D Enterprising...
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
Households: 1,737,200
Average Household Size: 2.48
Median Age: 35.3
Median Household Income: $86,600
LifeMode Group: Upscale Avenues
Enterprising Professionals
WHO ARE WE?Enterprising Professionals residents are well educated and climbing the ladder in STEM (science, technology, engineering, and mathematics) occupations. They change jobs often and therefore choose to live in condos, town homes, or apartments; many still rent their homes. The market is fast-growing, located in lower density neighborhoods of large metro areas. Enterprising Professionals residents are diverse, with Asians making up over one-fifth of the population. This young market makes over one and a half times more income than the US median, supplementing their income with high-risk investments. At home, they enjoy the Internet and TV on high-speed connections with premier channels and services.
OUR NEIGHBORHOOD• Almost half of households are married couples, and 29% are single person households.
• Housing is a mixture of suburban single-family homes, row homes, and larger multiunit structures.
• Close to three quarters of the homes were built after 1980; 25% are newer, built after 2000.
• Renters make up nearly half of all households.
SOCIOECONOMIC TRAITS• Median household income one and a half times that of the US.
• Over half hold a bachelor’s degree or higher.
• Early adopters of new technology in hopes of impressing peers with new gadgets.
• Enjoy talking about and giving advice on technology.
• Half have smartphones and use them for news, accessing search engines, and maps.
• Work long hours in front of a computer.
• Strive to stay youthful and healthy, eat organic and natural foods, run and do yoga.
• Buy name brands and trendy clothes online.
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.
2D
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
LifeMode Group: Upscale Avenues
Enterprising Professionals2D
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
$86,600
$106,000
$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
EsriMedianHHIncome
EsriMedianNetWorth
Series2 Series1
$56,100
$93,300
$86,600
$106,000
$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% 5.0%
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% 5.0%
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 and net worth are estimated by Esri.
OCCUPATION BY EARNINGSThe five occupations with the highest number of workers in the market are displayed by 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 index of 100 is average. An index of 120 shows that average spending by consumers in this market is 20 percent above the national average. Consumer expenditures are estimated by Esri.
AGE BY SEX (Esri data)
Median Age: 35.3 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: 73.0 US: 64.0
Hispanic*
Multiple
Other
Asian and Pac. Islander
American Indian
Black
White
$140,000
$120,000
$100,000
$80,000
$60,000
$40,000
$20,000
0
100,000 20 200,000 40 300,000 60 400,000 0
*Hispanic Can Be of Any Race.
0 20% 40% 60% 80%
0 50 100 150 200 250 300 350
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+)
Own51.2%
Rent48.8%
ChartTitle
Own Rent
HomeOwnershipUS Percentage:
62.7% Own 37.3% Rent
Population
Population Growth (Annual %)
Population Density (Persons per sq. mile)
350
350
350
0
0
0
900,000
-0.5%
0
11,000,000
3.0%
25,000
4,341,400
1.5%
1,427
1000
Wealth Index
Socioeconomic Status Index
Housing Affordability Index
103
138
121
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
MARKET PROFILE (Consumer preferences are estimated from data by GfK MRI)
• Buy digital books for tablet reading, along with magazines and newspapers.
• Frequent the dry cleaner.
• Travel to foreign and domestic destinations common.
• Watch movies and TV with video-on-demand and HDTV over a high-speed connection.
• Convenience is key—shop at Amazon.com and pick up drugs at the Target pharmacy.
• Eat out at The Cheesecake Factory, Chipotle Mexican, and Panera Bread; drop by Starbucks for coffee.
• Leisure activities include gambling, trips to museums and the beach.
• Have health insurance and a 401(k) through work.
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: Upscale Avenues
Enterprising Professionals2D
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:Multiunits; Single Family
Median Value:$340,200US Median: $207,300
High
Low
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
SEGMENT DENSITYThis map illustrates the density and distribution of the Enterprising Professionals Tapestry Segment by households.
LifeMode Group: Upscale Avenues
Enterprising Professionals2D
For more information1-800-447-9778
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