PCensusTM
Software and Data Catalog
Featuring Demographics from ESRI
Demographic Updates ...... page 2 Current Year Estimates & 5-Year Projections
Income by Age of Householder
Disposable Income
Net Worth
Housing Units by Housing Value
Business Summary ...... page 6
Consumer Spending Data ...... page 7
Community Tapestry™ ...... page 11
Retail MarketPlace ...... page 17
Market Potential ...... page 19
August 2010
Software Price List
PCensus™ Is a one-stop, affordable solution for identifying your best business opportunities, PCensus is the only tool you need. Designed specifically to analyze customers and markets, it enables you to import and integrate your data with demographics for the most accurate market analysis.
A PCensus solution consists of: Mapping software (GIS), PCensus analysis software, Demographic and Geographic (streets maps, census boundaries and postal zip codes) data.
Choose a Version of PCensus: PCensus for PCensus for PCensus for MapPoint ArcView MapInfo $995 $995 $995 Profiling & Targeting Optional Optional Drive Time Areas Included ($500) ($265) Import and link your data with PCensus Display street maps to define study areas by locating street addresses Basic Thematic Mapping (State, County, CT, ZIP) Advanced Thematic Mapping (Block Group, Custom Boundaries) Uses ESRI mapping & data (.mdx, .lyr, .shp) Uses MapInfo mapping & data (.tab, .mif) MapPoint ArcView or ArcGIS MapInfo Professional Required Mapping Software $265 Call for pricing Call for pricing Premium Street Maps (not included) n/a Optional Optional †
Drive Time Option (used with PCensus for ArcView) Defines drive time polygons (the area that describes the travel time in minutes from a location). Covers the street and road network for the entire United States.
Drive Time Option using MapPoint (used with PCensus for MapInfo) Defines drive time polygons using Microsoft MapPoint (the area that describes the travel time in minutes from a location).
NAVTEQ – Premium Maps includes Street & Highway Maps with address ranges. call for pricing † StreetPro – TeleAtlas street maps with address ranges (used with PCensus for MapInfo) call for pricing
Source of Drive Time Option: Applied Spatial Technology, Falls Church, VA MapInfo is a registered trademark of PitneyBowes Business Insight, Troy, NY ESRI and ArcView are registered trademarks of Environmental Systems Research Institute, Redlands, CA Microsoft and Microsoft MapPoint are registered trademarks of Microsoft Corporation, Redmond, WA Product description and prices contained herein are subject to change without notice. Prices shown are in $US.
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ESRI Demographics
ESRI Community Data is a comprehensive set of current-year and five-year demographics, consumer expenditure, market segmentation, market potential, business and census data.
Users of ESRI data are commercial businesses in real estate, banking, insurance, and retail as well government agencies, for example economic development and public health.
This data is used with PCensus for site selection, competitor analysis, customer profiling, as well as strategic planning and forecasting
Data Packages Pick and choose the ESRI data that best meets your needs. Choose a level of data (Block Group or ZIP Code) and geographic coverage (National, Region, State or County).
All data packages must start with one of three Starter Packages:
Package 1 - Demographic Updates Select eight tables from the Demographic Updates (Estimates & Projections) data.
Package 2 - Demographic Updates and Consumer Spending Select six tables from Demographic Updates (Estimates & Projections) data. and Select two tables from the Consumer Spending (CEX) data.
Package 3 – Business Summary Business Summary Data by 2 digit SIC & NAICS code.
Once a Starter Data Package has been selected, you can choose from these additional PCensus ―Add-on‖ Data Packages:
- All Demographic Updates Categories (Estimates and Projections) - Individual Demographic Updates Category (see page 2) - All Consumer Spending (CEX) Categories - Individual Consumer Spending (CEX) Categories (see page 7) - All Consumer Spending (CEX) (13 Categories) - Business Summary Data by 2 digit SIC & NAICS code (see page 6) - Daytime Population or Basic Business Summary - All Market Potential Categories - Individual Market Potential Category (see page 19) - Retail MarketPlace - Community™ Tapestry™ segmentation data (see page 11) - 2000 Census Demographics
Call 1-800-663-1334 for specific details and pricing.
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Demographic Updates
ESRI's Current-Year/Five-Year Demographic data provides you with current and accurate information about the U.S. population, households by type and relationship, housing units, occupancy, income levels, age, race, Hispanic origin, and more. ESRI's demographic data consists of 11,000 variables grouped into categories such as: .Population by Age .Population by Sex .Population by Race .Housing Occupancy .Household Income .Disposable Income .Net Worth .Home Value ESRI has nearly 40 years of experience in developing spatial analysis tools. Coupled with decades of experience in demographic forecasting, this has resulted in the creation of a truly unique method of geodemographic analysis. To produce a higher level of accuracy, this methodology blends ESRI's current year/5-year demographic data and GIS technology with new developments in data sources, methods, and the measurement of population changes in Gulf Coast communities after the 2005 hurricane season.
For more details about the current year/5-year methodology, go to www.tetrad.com/demographics/usa/esri. Update Summary Current and 5 year Variables Total Family Households Median Value of Owner Occupied 2000-C-Yr Families: Annual Total Population Average Family Size Housing Units Compound Growth Rate Household Population Median Household Income Average Value of Owner Occupied C-Yr-5-Yr Population: Annual Family Population Per Capita Income Housing Units Compound Growth Rate Group Quarters Population Total Housing Units Growth Rates C-Yr-5-Yr HHs: Annual Compound Population Density Owner Occupied Housing Units 2000-C-Yr Population: Annual Growth Rate Diversity Index Renter Occupied Housing Units Compound Growth Rate C-Yr-5-Yr Families: Annual Total Households Vacant Housing Units 2000-C-Yr HHs: Annual Compound Compound Growth Rate Average Household Size Growth Rate
Current-Year Total Population by Age and Sex Total Population by Age Age 25 - 34 Age 75 - 84 Median Age Age 0 - 4 Age 35 - 44 Age 85 and over Female Population by Age Age 5 - 9 Age 45 - 49 Age 18 and over (Ranges as above) Age 10 - 14 Age 50 - 54 Age 21 and over Median Age Age 15 - 17 Age 55 - 59 Median Age Age 18 - 20 Age 60 - 64 Male Population by Age Age 21 - 24 Age 65 - 74 (Ranges as above)
5-Year Total Population by Age and Sex Same variables and ranges as the Current Year Total Population by Age and Sex (above)
Current Year Population by Single Year Age and Sex Total Population by Age Male Population Female Population Single Year values for ages 0 to 84 years old (Ranges as above) (Ranges as above) Median Age
Five Year Population by Single Year Age and Sex Same variables and ranges as the Current-Year Population by Single Year Age and Sex (above)
2 Demographic Data Current Year Population by Age and Sex and Race White Population by Age Age 45 - 49 Average Age (Ranges as above) Age 0 - 4 Age 50 - 54 White Male Population by Age Asian Population by Age Age 5 - 9 Age 55 - 59 (Ranges as above) (Ranges as above) Age 10 - 14 Age 60 - 64 Median Age Pacific Islander Population by Age Age 15 - 19 Age 65 - 69 Average Age (Ranges as above) Age 20 - 24 Age 70 - 74 White Female Population by Age Other Races Population by Age Age 25 - 29 Age 75 - 79 (Ranges as above) (Ranges as above) Age 30 - 34 Age 80 - 54 Black Population by Age Multiple Races Population by Age Age 35 - 39 Age 85 and over (Ranges as above) (Ranges as above) Age 40 - 44 Median Age American Indian Population by Age
Five Year Population by Age and Sex and Race Same variables and ranges as the Current-Year Population by Age and Sex and Race (above)
Current Year Population by Industry and Occupation Civilian Population 16+ in Labor Force Mgmt of Companies/Enterprises Education/Training/Library Employed Civilian Population 16+ Admin/Support/Waste Mgmt Srvcs Arts/Design/Entert/Sports/Media Employed Civilian Population Age 16+ by Educational Services Healthcare Practitioner/Technician Industry Health Care/Social Assistance Healthcare Support Agriculture, forestry, fishing and hunting, and Arts/Entertainment/Recreation Protective Service mining Accommodation/Food Services Food Preparation/Serving Related Mining Other Services (excl Publ Adm) Building/Grounds Cleaning/Maint Construction Public Administration Personal Care/Service Manufacturing Employed Civilian Population 16+ by Sales/Related Wholesale Trade Occupation Base Office/Administrative Support Retail Trade Management incl Farmers/Farm Mgrs Farming/Fishing/Forestry Transportation/Warehousing Business/Financial Construction/Extraction Utilities Computer and Mathematical Installation/Maintenance/Repair Information Architecture/Engineering Production Finance/Insurance Life/Physical/Social Science Transportation/Material Moving Real Estate/Rental/Leasing Community/Social Services 2007 Unemployed Population 16+ Prof/Scientific/Tech Services Legal 2007 Unemployment Rate
Five Year Population by Industry and Occupation Same variables and ranges as the Current-Year Population by Industry and Occupation (above)
Current-Year Population by Race and Hispanic Origin Population by Race Base Other Race Asian White Two or More Races Pacific Islander Black Total Hispanic Population Other Race American Indian/Alaska Native White Two or More Races Asian Black 2007 Diversity Index Pacific Islander American Indian/Alaska Native
Five-Year Population by Race and Hispanic Origin Same variables and ranges as the Current-Year Population by Race and Hispanic Origin (above) Current-Year Household Income Households by Income $35,000 to $39,999 $125,000 to $149,999 Less Than $10,000 $40,000 to $44,999 $150,000 to $199,999 $10,000 to $14,999 $45,000 to $49,999 $200,000 to $249,999 $15,000 to $19,999 $50,000 to $59,999 $250,000 to $499,999 $20,000 to $24,999 $60,000 to $74,999 $500,000 or more $25,000 to $29,999 $75,000 to $99,999 Median Household Income $30,000 to $34,999 $100,000 to $124,999 Average Household Income
Five Year Household Income Same variables and ranges as the Current-Year Household Income (above)
3 Consumer Spending Data
Current-Year Household Income by Age of Householder All Age Age Age Age Age Age Age Age Age Age Ages 15-24 25-34 35-44 45-54 55-64 65-69 70-74 75-79 80-84 85+ Households by Income Less than $10,000 $10,000 to $14,999 $15,000 to $24,999 $25,000 to $34,999 $35,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 to $199,999 $200,000 to $249,999 $250,000 to $499,999 $500,000 or more Median Income Average Income
Five Year Household Income by Age of Householder Same variables and ranges as the Current-Year Household Income by Age of Householder (above)
Current-Year Family Income Families by Income $30,000 to $34,999 $75,000 to $99,999 $500,000 or more Less than $10,000 $35,000 to $39,999 $100,000 to $124,999 $10,000 to $14,999 $40,000 to $44,999 $125,000 to $149,999 Median Family Income $15,000 to $19,999 $45,000 to $49,999 $150,000 to $199,999 Average Family Income $20,000 to $24,999 $50,000 to $59,999 $200,000 to $249,999 $25,000 to $29,999 $60,000 to $74,999 $250,000 to $499,999 Five Year Family Income Same variables and ranges as the Current-Year Family Income (above)
Current-Year Household Disposable Income Households by Disposable Income $35,000 to $49,999 $150,000 to $199,999 Median Disposable Income Less than $15,000 $50,000 to $74,999 $200,000 or more Average Disposable Income $15,000 to $24,999 $75,000 to $99,999 $25,000 to $34,999 $100,000 to $149,999
Current-Year Household Disposable Income By Age of Householder All Age Age Age Age Age Age Age Ages 15-24 25-34 35-44 45-54 55-64 65-74 75+ Households by Disposable Income Less than $15,000 $15,000 to $24,999 $25,000 to $34,999 $35,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 to $199,999 $200,000 or more Median Disposable Income Average Disposable Income
4 Consumer Spending Data
Current-Year Household Net Worth Households by Net Worth $75,000 to $99,999 Median Net Worth Less than $15,000 $100,000 to $149,999 Average Net Worth $15,000 to $34,999 $150000 to $249999 $35,000 to $49,999 $250,000 to $499,999 $50,000 to $74,999 $500,000 or more
Current-Year Household Net Worth by Age of Householder All Age Age Age Age Age Age Age Ages 15-24 25-34 35-44 45-54 55-64 65-74 75+ Households by Net Worth Less than $15,000 $15,000 to $34,999 $35,000 to $49,999 $50,000 to $99,999 $100,000 to $149,999 $150,000 to $249,999 $250,000 or more Median Net Worth Average Net Worth
Current-Year Home Value Owner Occupied Housing Units $30,000 to $34,999 $90,000 to $99,999 $300,000 to $399,999 by Home Value $35,000 to $39,999 $100,000 to $124,999 $400,000 to $499,999 Less than $10,000 $40,000 to $49,999 $125,000 to $149,999 $500,000 to $749,999 $10,000 to $14,999 $50,000 to $59,999 $150,000 to $174,999 $750,000 to $999,999 $15,000 to $19,999 $60,000 to $69,999 $175,000 to $199,999 $1,000,000 or more $20,000 to $24,999 $70,000 to $79,999 $200,000 to $249,999 Median Home Value $25,000 to $29,999 $80,000 to $89,999 $250,000 to $299,999 Average Home Value
Five Year Home Value Same variables and ranges as the Current-Year Home Value (above)
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Business Summary: Business and Employee Counts ESRI's Business data is extracted from a comprehensive list of businesses licensed from infoUSA that contains data for more than 11 million U.S. businesses. The vintage of the data is January of the current year.. With Business data, you can Compare daytime and residential population Create effective advertising campaigns targeting specific populations Analyze competitor penetration How Was Business Summary Database Built? infoUSA compiles an address list of businesses from its sources and telephone verifications. Latitude and longitude coordinates and a census geographic code are geocoded and appended to each business site address. Most businesses are coded at the address level and assigned to a census block group. Businesses not classified to a block group are assigned to a census tract or county.
To maintain accuracy and add detail to the database, infoUSA references Yellow pages and business white pages Annual reports Form 10-K and other Securities and Exchange Commission information Federal, state, and municipal government data Business magazines Newspapers and newsletters U.S. Postal Service information To ensure that the database is accurate and complete, infoUSA conducts annual telephone verifications with every business listed in the database.
Businesses by 2 digit SIC Codes Businesses, Employees, Sales (Displayed in columns) Agriculture/Mining (SIC01-14) Retail Trade (SIC52-59) Furniture/Home Furnishings Securities Broker (SIC62) Health Services (SIC80) Construction (SIC15-17) Home Improvement (SIC52) (SIC57) Insurance (SIC63-64) Legal Services (SIC81) Manufacturing (SIC20-39) General Merchandise (SIC53) Eating & Drinking (SIC58) Real Estate/Holding (SIC65-67) Education/Library (SIC82) Transportation (SIC40-47) Food Stores (SIC54) Misc. Retail (SIC59) Service (SIC70-89) Other Service (SIC72-89SEL) Communication (SIC48) Auto Dealer/Gas Bus. (SIC55) Finance/Insur/Real Estate Hotel/Lodging (SIC70) Government (SIC91-97) Utility (SIC49) Apparel/Accessory (SIC56) (SIC60-67) Auto Services (SIC75) Other Businesses (SIC99) Wholesale Trade (SIC50-51) Banks (SIC60-61) Movie/Amusement (SIC78-79)
Businesses by 2-digit NAIC Codes Agriculture/Forestry/Fishing/Hunting (11) Sport Goods, Hobby, Book, & Music Stores (451) Management of Companies & Enterprises (55) Mining (21) General Merchandise Stores (452) Admin,Support,Waste Mgmt & Remediation Utilities (22) Miscellaneous Store Retailers (453) Svcs (56) Construction (23) Nonstore Retailers (454) Educational Services (61) Manufacturing (31-33) Transportation & Warehousing (48-49) Health Care & Social Assistance (62) Wholesale Trade (42) Information (51) Arts, Entertainment & Recreation (71) Retail Trade (44-45) Finance & Insurance (52) Accommodation & Food Services (72) Motor Vehicle & Parts Dealers (441) Central Bank/Crdt Intermediation & Rel(521- Accommodation (721) Furniture & Home Furnishings Stores (442) 522) Food Services & Drinking Places (722) Electronics & Appliance Stores (443) Securities, Comm Contracts & Other Invests Other Services except Public Administration (81) Bldg Matl & Garden Eq & Supplies Dealers (444) (523) Automotive Repair & Maintenance (8111) Food & Beverage Stores (445) Insurance Carriers, Funds, Trusts, Oth (524-525) Public Administration (92) Health & Personal Care Stores (446) Real Estate, Rental & Leasing (53) Unclassified Establishments (99) Gasoline Stations (447) Professional, Scientific & Tech Services (54) Clothing & Clothing Accessories Stores (448) Legal Services (5411)
Basic Business Summary Total Businesses Total Employees Total Sales
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Consumer Spending Data Consumer Spending data lets you identify important changes and significant trends in consumer spending and buying habits. Based on annualized data from the Consumer Expenditure Survey, Consumer Spending (CEX) data helps you identify the best areas to market your products and services. With Consumer Spending data, you can . Measure local demand for goods and services . Identify changing consumer tastes and preferences by geography . Analyze spending pattern increases or reductions by geography . Develop in depth-market analyses How is Consumer Spending Data Built? To estimate consumer spending patterns, ESRI combines the latest (2002-2004) Consumer Expenditure (CE) Surveys from the Bureau of Labor Statistics with ESRI's Community Tapestry segmentation system. ESRI extracts demographic and economic data for households from the quarterly Interview Survey and the weekly Diary Surveys. Data is reported by product or service and includes total expenditures, average spending per household, and a Spending Potential Index (SPI). A conditional probability model links spending by consumers surveyed to all households with similar socioeconomic characteristics. Spending patterns are developed by Community Tapestry segments and updated to current year by adjusting to current levels of income. Expenditures represent the current annual averages and totals. ESRI revises the average expenditure to reflect the average amount spent per household. Total expenditure is the aggregate amount spent by all households in an area. The SPI compares the average expenditure for a product locally to the average amount spent nationally. For example, an index of 100 is average. An SPI of 120 shows that average spending by local consumers is 20 percent above the national average. Current-Year, Aggregate Expenditure, Annual Average per Household, Market Index to USA (in Columns)
Food at Home - Bakery Products Food Ready-to-eat & Cooked Cereal White Bread Frozen & Refrigerated Bakery Bread & Cracker Products Food at Home Rice Bread excluding White Goods Fresh Sweet Rolls/Coffee Bakery & Cereal Products Pasta/Cornmeal/Other Cereal Crackers & Cookies Other Bakery Products Cakes/Doughnuts Flour Products Cookies Fresh Biscuits/Rolls/Muffins Fresh Pies/Tarts/Turnovers Prepared Flour Mixes Bread Crackers Fresh Cakes & Cupcakes Food at Home - Meat/Poultry/Fish/Egg Meat/Poultry/Fish/Eggs Round Steak Pork Chops Bologna/Liverwurst/Salami Other Poultry Beef Sirloin Steak Ham Other Lunchmeat Seafood Ground Beef Other Steak Pork Sausage Lamb & Other Meat Canned Fish & Shellfish Chuck Roast Other Beef Other Pork Poultry Fresh Fish & Shellfish Round Roast Pork Other Meat Whole Chickens Frozen Fish & Shellfish Other Roast Bacon Frankfurters Chicken Parts Eggs Food at Home - Dairy Products/Fruit/Vegetables Dairy Products Fresh Fruit Lettuce Canned Fruit Canned Beans Fresh Milk (All Types) Apples Tomatoes Dried Fruit Canned Corn Cream Bananas Other Fresh Vegetables Fresh Fruit Juice Miscellaneous Canned Butter Oranges Processed Fruit Canned/Bottled Fruit Juice Vegetables Cheese Citrus Fruit excluding Oranges Frozen Fruit & Juice Processed Vegetables Dried Beans & Peas Ice Cream & Related Products Other Fresh Fruit Frozen Orange Juice Frozen Vegetables Miscellaneous Dried Vegetables Other Dairy Products Fresh Vegetables Frozen Fruit Canned/Dried Vegetables & Vegetable Juice Fruit & Vegetables Potatoes Frozen Fruit Juice Vegetable Juice Food at Home - Snacks/Other Snacks/Other Food Margarine/Fats & Peanut Butter Nuts Other Canned & Prepared Food Sugar & Other Sweets Oils/Dressings/Etc Frozen Prepared Food Condiments & Sauces Soup Candy & Chewing Gum Margarine Frozen Meals Salt/Spices/Other Seasonings Prepared Salads Sugar Fats & Oils Other Frozen Prepared Food Olives/Pickles/Relishes Prepared Desserts Artificial Sweeteners Salad Dressings Snack Food Sauces & Gravies Baby Food Jam/Jelly/Pres. & Other Sweets Nondairy Cream & Milk Potato Chips & Other Snacks Other Condiments Miscellaneous Prepared Food 7 Consumer Spending Data
Food at Home - Nonalcoholic Beverages Nonalcoholic Beverages Coffee Noncarbonated Fruit Drinks Other Noncarbonated Beverages Cola Drinks Roasted Coffee Tea (excl Water) & Ice Other Carbonated Drinks Instant/Freeze-dried Coffee Bottled Water Food Away from Home Food Away from Home Lunch at Vending Machine Dinner at Vending Machine Snacks at Vending Machine Breakfast at Employer Site Meals at Restaurants/Other Dinner Snacks Breakfast Breakfast at Vending Machine Lunch Dinner at Fast Food Restaurant Snacks at Fast Food Restaurant Breakfast at Fast Food School Meals Lunch at Fast Food Restaurant Dinner at Full Service Snacks at Full Service Restaurant Meals Received as Pay Lunch at Full Service Restaurant Restaurant Restaurant Breakfast at Full Service Board (including School) Lunch at Employer Site Dinner at Employer Site Snacks at Employer Site Restaurant Catered Affairs Alcoholic Beverages Alcoholic Beverages Other Alcoholic Beverages At Full Service At Full Service At Full Service Restaurant Alcoholic Beverages at Home Alcoholic Beverages Away Restaurant Restaurant At Fast Food Restaurant Beer & Ale from Home At Fast Food At Fast Food Restaurant Whiskey Beer & Ale Restaurant/Other Other Alcoholic Beverages Wine Wine Away from Home Housing Annual Budget Expenditures Paint/Wallpaper/Supplies Maintenance & Repair Materials Fuel Oil & Coal Electricity (Rented Vacation Housing Tools/Equipment for Paint & Paint/Wallpaper & Supplies Natural Gas Homes) Shelter Paper Tools/Equipment for Paint & Wood & Other Fuel Gas - Bottled/Tank (Vacation Owned Dwellings Plumbing Supplies & Paper Water & Other Public Services Homes) Mortgage Payment & Basics Equipment Other Supplies & Equipment Water & Sewer Maintenance Water/Sewer Maintenance Mortgage Interest Electrical/Heating/AC Supplies Insurance - Owners & Renters Trash & Garbage Collection (Vacation Homes) Mortgage Principal Materials for Hard Surface Home Improvement Septic Tank Cleaning Trash/Garbage Collection Property Taxes Flooring Home Improvement Services - Natural/Utility Gas (Renter) (Vacation Homes) Homeowners Insurance Materials for Roofing/Gutters Owners & Renters Electricity (Renter) Telephone Services Ground Rent Materials for Home Improvement Materials - Gas - Bottled/Tank (Renter) Residential Phone Service Maintenance & Remodeling Plaster/Panel/Siding Owners & Renters Wood/Other Fuel (Renter) excluding Mobile Services Materials for Patio/Fence/Brick Other Lodging Water/Sewer Maintenance Cellular Phone Service Remodeling Labor Work Other Lodging - Owned (Renter) Phone Cards Painting/Papering Labor Landscaping Materials Vacation Homes Trash/Garbage Collection Utilities/Fuel/Public Services Plumbing/Water Heating Labor Materials for Insulation/Other Mortgage Payment (Renter) Bottled Gas Heat/Air Conditioning/Electrical Materials to Finish Basement Mortgage Principal Natural/Utility Gas (Owner) Electricity Work Property Management & Mortgage Interest Electricity (Owner) Fuel Oil & Coal Roofing & Gutter Work Security Property Taxes Gas - Bottled/Tank (Owner) Natural Gas Other Maintenance & Repair Property Management Fees Homeowners Insurance Wood/Other Fuel (Owner) Wood & Other Fuel Work Management & Upkeep Fees for Maintenance & Remodeling Water/Sewer Maintenance Water & Other Public Services Hard Surface Flooring Work Security Property Management & (Owner) Water & Sewer Maintenance Repair of Built-in Appliances Parking Security Trash/Garbage Collection Trash & Garbage Collection Maintenance & Remodeling Rented Dwellings Other Lodging - Housing While (Owner) Septic Tank Cleaning Materials Rent Attending School Natural/Utility Gas (Vacation Home Improvements (Owners Remodeling Materials Rent Received as Pay Utilities/Fuel/Public Services Homes) & Renters) Tenant Insurance Bottled Gas Electricity (Owned Vacation Services Maintenance & Repair Services Electricity Homes) Materials Household Services Annual Budget Expenditures Day Care/Nursery & Preschools Repair/Rental of Lawn & Coin-Operated Non-apparel HH Appliance Repair Household Operations Care for Elderly & Handicapped Garden Equipment Laundry/Dry Cleaning Reupholstering/Furniture Repair Personal Services Home Services Home Security System Services Termite/Pest Control Appliance Rental Child Care Lawn & Garden Housekeeping Services Maintenance PC Repair (Personal Use) Babysitting/Child Care in Own Lawn & Garden Care Service Water Softening Services Service for Termite/Pest Computer Information Services Home Lawn & Garden Supplies Non-apparel HH Laundry/Dry Control: Total Voice Over IP Service Babysitting/Child Care in Other Lawn & Garden Equipment cleaning (Not Coin-Operated) Other Home Services Internet Services Away from Home Indoor Plants/Fresh Flowers Moving/Storage/Freight Express Home Household Goods Annual Budget Expenditures Household Furnishings & Furniture - Mattresses & Box Major Appliances Major Appliances - Sewing Housekeeping Supplies - Equipment Springs Major Appliances - Dishwashers Machines/Misc Appliances Laundry & Cleaning Supplies Household Textiles Furniture - Other Bedroom & Disposals Small Appliances/Housewares Soaps & Detergents Household Textiles - Bathroom Furniture Major Appliances - Housewares Other Laundry & Cleaning Linens Furniture - Sofas Refrigerators & Freezers Housewares - Plastic Products Household Textiles - Bedroom Furniture - Living Room Chairs Major Appliances - Clothes Dinnerware Housekeeping Supplies - Other Linens Furniture - Living Room Tables Washers Housewares - China & Other HH Products Household Textiles - Kitchen & Furniture - Kitchen/Dining Major Appliances - Clothes Dinnerware Cleansing & Toilet Tissue/Paper Dining Room Linens Room Furniture Dryers Housewares - Flatware Towels/Napkins Household Textiles - Curtains & Furniture - Infant Furniture Major Appliances - Cooking Housewares - Glassware Misc HH Products including Draperies Furniture - Outdoor Furniture Stoves/Ovens Housewares - Silver Serving Paper/Plastic/Foil Products Household Textiles - Furniture -Wall Major Appliances - Microwave Pieces Housekeeping Supplies - Slipcovers/Decorative Pillows Units/Cabinets/Other LR/FR/RR Ovens Housewares - Other Serving Postage & Stationery Household Textiles - Materials Furniture Major Appliances - Window Air Pieces (Not Silver) Stationery & for Slipcovers/Curtains Floor Coverings Conditioners Housewares - Nonelectric Stationery/Giftwrap Supplies Household Textiles - Other Floor Coverings - Carpet (Wall- Major Appliances - Electric Cookware Postage & Delivery Services Linens to-wall) Floor Cleaning Equipment Furniture Floor Coverings - Rugs
8 Consumer Spending Data
Housewares - Other HH Items - Window Other HH Items - Closet & Other HH Items - Outdoor Other HH Items - Software & Tableware/Nonelectric Coverings Storage Items Equipment Accessories for Home Use Kitchenware Other HH Items - Lamps & Other HH Items - Luggage Other HH Items - Power Tools Other HH Items - Smoke Small Appliances Other Lighting Fixtures Other HH Items - Clocks & Other HH Items - Hand Tools Alarms Small Appliances - Small Other HH Items - Infant Other HH Decoratives Other HH Items -Office Other HH Items - Other HH Electric Kitchen Appliances Equipment Other HH Items - Telephones & Furniture/Equipment for Home Appliances Small Appliances - Portable Other HH Items - Rental of Accessories Use Other HH Items - Misc Heating & Cooling Equipment Furniture Other HH Items - Telephone Other HH Items - Computers & Equipment incl Other Household Items Other HH Items - Laundry & Answering Devices Hardware for Home Use Ladders/Sheds/Etc Cleaning Equipment Personal Digital Assistants Apparel Annual Budget Expenditures Women`s Dresses Boys` Sweaters Girls` Shorts & Shorts Sets Girls` Footwear Apparel & Services Women`s Coats & Jackets Boys` Shirts Girls` Underwear & Sleepwear Apparel Products & Services Men`s Apparel Women`s Vests & Sweaters Boys` Underwear Girls` Hosiery Material for Making Clothes Men`s Suits Women`s Shirts/Tops/Blouses Boys` Hosiery Girls` Accessories Sewing Patterns & Notions Men`s Sport Coats Women`s Skirts Boys` Accessories Girls` Uniforms Shoe Repair & Other Shoe Men`s Coats & Jackets Women`s Pants & Shorts Boys` Suits/Sport Coats/Vests Girls` Costumes Services Men`s Underwear Women`s Active Sportswear Boys` Pants Infant Apparel (Under 2 Years) Coin-operated Apparel Laundry Men`s Hosiery Women`s Sleepwear Boys` Shorts Infant Coats/Jackets/Snowsuits & Dry Cleaning Men`s Accessories Women`s Undergarments Boys` Uniforms Infant Dresses/Sweaters Apparel Laundry & Dry Men`s Sweaters & Vests Women`s Hosiery Boys` Active Sportswear Infant Undergarments including Cleaning (Not Coin-operated) Men`s Active Sportswear Women`s Suits Boys` Sleepwear Diapers Alteration/Repair & Tailoring of Men`s Shirts Women`s Accessories Girls` Apparel Infant Sleepwear Apparel Men`s Pants & Shorts Women`s Uniforms Girls` Coats & Jackets Infant Accessories & Footwear Clothing Rental & Storage Men`s Sleepwear Women`s Costumes Girls` Dresses & Suits Footwear Watch & Jewelry Repair Men`s Uniforms Children`s Apparel Girls` Men`s Footwear Watches & Jewelry Men`s Costumes Boys` Apparel Shirts/Blouses/Sweaters/Vests Boys` Footwear Watches Women`s Apparel Boys` Coats & Jackets Girls` Skirts & Pants Women`s Footwear Jewelry Transporation (local) Annual Budget Expenditures Vehicle Maintenance & Repairs Vehicle Drive Shaft & Rear-end Auto Repair Service Policy Vehicle Inspection Fees Transportation Vehicle Repair Vehicle Insurance Parking Fees & Tolls excluding Transportation - Vehicle Coolant/Brake/Transmission Vehicle Brake Work Rental of Vehicles excluding Trips Purchases (Net Outlay) Fluids Vehicle Steering/Front End Trips Parking Fees excluding New Cars/Trucks/Vans (Net Tire Purchase/Replacement Repair Auto Rental excluding Trips Residence (Not on Trips) Outlay) Vehicle Parts/Equipment & Vehicle Cooling System Repair Truck/Van Rental excluding Tolls excluding Trips New Cars Accessories Vehicle Motor Tune-up Trips Towing Charges New Trucks/Vans Vehicle Accessories including Lube/Oil Change & Oil Filters Leased Vehicles Membership Fees for Used Cars/Trucks/Vans (Net Labor Vehicle Front End Car Lease Payments Automobile Service Clubs Outlay) Vehicle Audio/Video Alignment/Wheel Balance & Basic Lease Charge for Cars Transportation - Public/Other Used Cars Equipment excluding Labor Rotation Car Lease Fees/Down Transportation Used Trucks/Vans Vehicle Audio/Video Vehicle Shock Absorber Payments/Insurance/ Car/Van Pool & Non-motorized New & Used Equipment including Installation Replacement Maintenance Transportation Motorcycles/Motor Scooters Vehicle Products including Tire Repair & Other Repair Truck/Van Lease Payments Intracity Mass Transit Fares Transportation - Gasoline & Wax/Polish/Etc Work Basic Lease Charge for Taxi Fares & Limousine Motor Oil Miscellaneous Auto Vehicle Air Conditioning Repair Trucks/Vans Services Gasoline Repair/Servicing Vehicle Exhaust System Repair Truck/Van Lease Fees/Down Private School Bus Diesel Fuel Vehicle Body Work & Painting Vehicle Electrical System Payments/Insur/Maintenance Motor Oil Vehicle Clutch/Transmission Repair State & Local Vehicle Transportation - Other Vehicle Repair Vehicle Motor Registration Fees Expenses Repair/Replacement Driver`s License Fees Travel Annual Budget Expenditures Taxi Fares & Limousines on Travel - Lodging on Trips Travel - Entertainment on Trips Entertainment on Trips - Travel Trips Travel – Vacation Clubs Entertainment on Trips - Admission Fees to Sports Travel - Transportation Costs Auto Rental on Trips Travel - Food & Drink on Trips Recreational Expenses Events Airline Fares Truck/Van Rental on Trips Alcoholic Beverages on Trips Entertainment on Trips - Fees Entertainment on Trips - Other Intercity Train Fares on Trips Gasoline on Trips Food/Beverages Prepared on for Participant Sports Entertainment Services Ship Fares on Trips Motor Oil on Trips Trips Entertainment on Trips - Intercity Bus Fares on Trips Parking Fees on Trips Food/Nonalcoholic Beverages Movie/Museum/Other Local Transportation on Trips Tolls on Trips on Trips Admission Health Care Annual Budget Expenditures Blue Cross/Blue Shield -Health Other Health Insurance excluding Medical Services - Lab Tests/X- Eyeglasses & Contact Lenses Health Care Maintenance Organization Blue Cross/Blue Shield rays Hearing Aids Health Insurance Blue Cross/Blue Shield - Long Term Care Insurance Medical Services - Hospital Topicals & Dressings Commercial Health Insurance Commercial Medicare Medical Care Room & Hospital Service Medical Equipment for General excl Blue Cross/Blue Shield Supplement Medical Services excluding Room Use Traditional Health Plan excl Blue Blue Cross/Blue Shield - Other Medical Services - Physician Medical Services - Supportive/Convalescent Cross/Blue Shield Health Insurance Services Convalescent/Nursing Home Medical Equipment Preferred Provider Plan excl Blue HMO excluding Blue Cross/Blue Medical Services - Dental Care Rental of Medical Equipment for Cross/Blue Shield Shield Services Medical Services - Other General Use Blue Cross/Blue Shield Medicare Payments Medical Services - Eyecare Drugs and Vitamins Rental of Blue Cross/Blue Shield - Medicare Supplements/Other Services Nonprescription Drugs Supportive/Convalescent Traditional Health Plan excl Blue Cross/Blue Shield Medical Services -Serv by Med Prescription Drugs Medical Equipment Blue Cross/Blue Shield - Medicare Supplements excluding Prof excluding Physicians Nonprescription Vitamins Preferred Provider Plan Blue Cross/Blue Shield Medical Supplies
9 Consumer Spending Data
Entertainment/Recreation Annual Budget Expenditures Video Cassettes & DVDs Rental of TV/VCR/Sound Docking & Landing Fees for Photographer Fees/Other Entertainment/Recreation Video Game Hardware & Equipment Boats and Planes Supplies & Equip Rental/Repair Entertainment/Recreation - Fees Software Toys & Games Camp Fees Entertainment/Recreation - & Admissions Satellite Dishes Toys & Playground Equipent Entertainment/Recreation - Reading Membership Fees for Rental of Video Cassettes & Toys/Games/Arts/Crafts/Tricycl Sports/Rec/Exercise Equipment Magazine/Newspaper Social/Recreation/Civic Clubs DVDs es Exercise Equipment & Subscriptions Fees for Participant Sports Streaming/Downloaded Video Playground Equipment Gear/Game Tables Magazine/Newspaper Single excluding Trips Sound Equipment Online Entertainment and Bicycles Copies Admission to Satellite Radio Service Games Camping Equipment Books Movies/Theater/Opera/Ballet Sound Components & Systems Play Arcade Pinball/Video Hunting & Fishing Equipment Books Purchased through Book Admission to Sporting Events Digital Audio Players Games Winter Sports Equipment Clubs excluding Trips Records/CDs/Audio Tapes Pets Water Sports Equipment Books Not Purchased through Fees for Recreational Lessons Streaming/Downloaded Audio Pet Food Other Sports Equipment Book Clubs Dating Services Tape Recorders/Radios/Other Pets/Pet Supplies/Medicine for Rental/Repair of Encyclopedia & Reference TV/Video/Sound Equipment Sound Equipment Pets Sports/Recreation/Exercise Books Community Antenna or Cable Musical Instruments & Pet Services Equipment Live Entertainment for Catered TV Accessories Vet Services Entertainment/Recreation - Affairs Televisions & Video Rental/Repair of Musical Entertainment/Recreation - Photo Equipment/Supplies Rental of Party Supplies for Color TVs Instruments Recreational Vehicles & Fees Film Catered Affairs VCRs/Video Cameras & DVD Repair of TV & Sound Purchase of RV`s or Boats Photographic Equipment Players Equipment Rental of RV`s or Boats Film Processing Personal Care Personal Care Products & Wigs & Hairpieces Deodorant/Female Personal Care Services for Services Oral Hygiene Products Hygiene/Misc Personal Care Females Personal Care Products Shaving Needs Products Personal Care Services for Hair Care Products Cosmetics/Perfume/Bath/Skinca Personal Care Appliances Males Nonelectric Articles for Hair re/Nail Products Personal Care Services Education Education Tuition for Other Schools School Books & Supplies for School Books & Supplies for College Tuition Other School Expenses incl College Preschool Elementary & High School Rental of Books/Equipment School Books & Supplies for Other School Supplies Tuition Elementary/High School Miscellaneous Expenses Smoking Products Safe Deposit Box Rentals Finance Charges excluding Cash Contributions to Charities Gifts of Stocks/Bonds/Mutual Cigarettes Checking Account/Banking Mortgage & Vehicle Cash Contributions to Funds to Non-HH Members Cigars/Pipe Tobacco/Other Service Charges Occupational Expenses Churches/Religious Other Cash Gifts Tobacco Products Cemetery Expenses for Other Properties Organizations Alimony Expenditures Smoking Accessories Lots/Vaults/Maintenance Fees Credit Card Membership Fees Cash Contributions to Child Support Expenditures Miscellaneous Expenses Accounting Fees Shopping Club Membership Educational Institutions Lotteries & Pari-mutuel Losses Miscellaneous Personal Fees Cash Contributions to Political Legal Fees Services/Advertising/Fines Support Payments/Cash Organizations Funeral Expenses Contributions/Gifts in Kind Support for College Students Life Insurance/Pensions Life/Other Insurance Pensions & Social Security Payroll Deductions for Government & Life/Other Personal Insurance Payroll Deductions for Social Security Railroad Retirement Other Non-health Insurance Payroll Deductions for Private Pensions Non-payroll Deposit to Retirement Plans Financial Annual Budget Expenditures Principal Paid - Lump Sum Down Payments on New Interest Paid on Loans for Principal Paid - Motorcycles & Investments Home Equity Loan (Owned) Cars/Trucks/Vans Motorized Campers Other Vehicles Net Sale Price of Interest Paid - Lump Sum Home Interest Paid on Loans for New Principal Paid on Loans for Principal Paid on Loans for Stocks/Bonds/Mutual Funds Equity Loan (Owned Homes) Cars/Trucks/Vans Campers Motorcycles/Motor Scooters Investments to Farm/Business Principal Pd-Line of Credit Hm Principal Paid on Loans for New Principal Paid on Loans for Principal Paid on Loans for Market Value Equity Loan (Owned Home) Cars/Trucks/Vans Campers with No Motor Other Vehicles Checking Accounts Interest Pd-Line of Credit Hm Used Cars/Trucks/Vans Principal Paid on Loans for Purchase of Other Property Savings Accounts Equity Loan (Owned Homes) Financed Motorized Campers Vehicle Purchases Not Financed U.S. Savings Bonds Original Mortgage Amount Down Payments on Used Boats Financed New Cars/Trucks/Vans Not Change in Money Owed to HH (Owned Home) Cars/Trucks/Vans Interest Paid on Loans for Boats Financed Earnings Purchase Price of Property Interest Paid on Loans for Used Principal Paid on Loans for Used Cars/Trucks/Vans Not Dividends/Royalties/Estates/Tru (Owned Home) Cars/Trucks/Vans Boats Financed sts Closing Costs (Owned Home) Principal Paid on Loans for Motorcycles & Other Vehicles Motorcycles & Other Vehicles Interest from Savings Accts or Purchase of Other Property Used Cars/Trucks/Vans Financed Not Financed Bonds Vehicle Loans Campers Financed Interest Paid - Motorcycles & Campers/Boats/Trailers Not Retirement Plan Contributions Principal Paid on Vehicle Loans Interest Paid on Loans for Other Vehicles Financed Payments (Owned Home) Vehicle Loan Amount excl. Campers Interest Paid on Loans for Original Amt of Lump Sum Interest Interest Paid on Loans for Motorcycles/Motor Scooters Home Equity Loan (Owned) New Cars/Trucks/Vans Campers with No Motor Interest Paid on Loans for Other Financed Vehicles Retail Goods Retail Goods
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Community Tapestry™ Community Tapestry, ESRI's market segmentation system, classifies U.S. neighborhoods into 65 segments based on their socioeconomic and demographic composition. Segmentation explains customer diversity, describes lifestyles and lifestages, and incorporates a wide range of data such as demographic, business, and market potential data. Built by ESRI's data development team, Community Tapestry represents the fourth generation of market segmentation systems that began 30 years ago. A large array of attributes from the most powerful data available captures the subtlety and vibrancy of U.S. neighborhoods. Sources include data from Census 2000, ESRI’s proprietary demographic updates, the InfoBase consumer database from Acxiom Corporation, the national consumer survey from Mediamark Research Inc. Doublebase, and other sources. With Community Tapestry, you can: Profile your customers. Determine who your most profitable customers are. Define your merchandise mix. Raise your direct mail response rates. Reveal underserved markets. The Community Tapestry segmentation system provides an accurate, detailed description of U.S. neighborhoods. These residential areas are divided into 65 segments based on demographic variables such as age, income, home value, occupation, household type, education, and other consumer behavior characteristics. Community Tapestry’s 65 distinct market segments profile the diversity of the American population and also provide two ways to summarize and simplify these differences—LifeMode summary groups and Urbanization summary groups.
LifeMode Summary Groups LifeMode Summary Groups offer a broader view of the 65 Community Tapestry segments. Segments within a particular LifeMode Summary Group share an experience, such as being born in the same time period, or a trait such as affluence. For instance, Group L1 High Society consists of the seven most affluent segments, whereas Group L5 Senior Styles includes the nine segments with a high presence of seniors. L1 High Society L7 High Hopes L2 Upscale Avenues L8 Global Roots L3 Metropolis L9 Family Portrait L4 Solo Acts L10 Traditional Living L5 Senior Styles L11 Factories and Farms L6 Scholars and Patriots L12 American Quilt
11 ™ Community Tapestry
Urbanization Summary Groups Urbanization groups are based on geographic and physical features such as population density, size of city, location in or outside a metropolitan area, and whether or not it is part of the economic and social center of a metropolitan area. For example, U1 Principal Urban Centers I includes eight segments that are mainly in densely settled cities within a major metropolitan area. (The Roman numeral I or II appearing after each group name designates the relative affluence within the group.) U1 Principal Urban Centers I U7 Suburban Periphery I U2 Principal Urban Centers II U8 Suburban Periphery II U3 Metro Cities I U9 Small Towns U4 Metro Cities II U10 Rural I U5 Urban Outskirts I U11 Rural II U6 Urban Outskirts II
Tapestry Segment Summary
For detailed descriptions of each Tapestry segment, please go to www.tetrad.com/demographics/usa/esri to download the Community Tapestry Handbook.
Although residents appear closer to They prefer to shop at Lord & Taylor, substantial life insurance policies. Residents 01 Top Rung retirement than child rearing age, many of Macy's, and Nordstrom as well as Costco work on their homes, lawns, and gardens. Top Rung is the wealthiest consumer market, these married couples have children who still Wholesale, their favorite club store. They Leisure activities include boating, hiking, representing less than one percent of all live at home. Their neighborhoods tend to be also purchase many items online or by kayaking, playing Frisbee, photography, and U.S. households. The median household older bastions of affluence where the median phone. Residents take nice vacations, bird-watching. Many are members of income of $179,000 is three and one-half home value is $664,500. Growth in these traveling in the United States and abroad. fraternal orders and participate in civic times that of the national median, and the neighborhoods is slow. Residents spend Europe; Hawaii; Atlantic City, New Jersey; activities. median net worth of $556,400 is more than money for nice homes, cars, clothes, and Las Vegas, Nevada; and Disneyland are five times that of the national level. The vacations. Exercise is a priority; they work popular destinations. Leisure activities 08 Laptops and Lattes median home value is approximately out weekly at a club or other facility, ski, include going to the beach, skiing, ice Community Tapestry's most eligible and $1,014,600. These educated residents are in play golf, snorkel, play tennis, practice yoga, skating, and attending theater performances unencumbered market, Laptops and Lattes their peak earning years, 45–64, in married- and jog. Active in the community, they work residents are affluent, single, and still renting. couple households, with or without children. for political candidates or parties, write or 06 Sophisticated Squires They are highly educated, professional, and The median age is 42.3 years. With the visit elected officials, and participate in local Sophisticated Squires residents enjoy partial to city life, preferring major purchasing power to indulge any choice, Top civic issues. cultured country living in newer home metropolitan areas such as New York, Los Rung residents travel in style, both developments with low density and a median Angeles, San Francisco, Boston, and domestically and overseas. This is the top 04 Boomburbs home value of $244,500. These urban Chicago. The median household income is market for owning or leasing a luxury car; The newest additions to the suburbs, escapees are primarily married-couple $91,000; the median age is 38.1 years. residents favor new imported vehicles, Boomburbs communities are home to families, educated, and well employed. They Technologically savvy, this is the top market especially convertibles. Avid readers, these younger families who live a busy, upscale prefer to commute to maintain their semirural for owning a laptop or notebook PC; they use residents find time to read two or more daily lifestyle. The median age is 33.8 years. This lifestyle. The median age is 37.4 years. They the Internet on a daily basis, especially to newspapers and countless books.. market has the highest population growth at do their own lawn and landscaping work as shop. Their favorite department store, by far, 4.6 percent annually—more than four times well as home improvement and remodeling is Banana Republic. Leisure activities 02 Suburban Splendor the national figure. The median home value projects such as installing carpet or include going to the movies, rock concerts, These successful suburbanites are the is $308,700, and most households have two hardwood floors and interior painting. They shows, museums, and nightclubs. These epitome of upward mobility, just a couple of earners and two vehicles. This is the top like to barbeque on their gas grills and make residents exercise regularly and take rungs below the top, situated in growing market for households to own projection bread with their bread-making machines. vitamins. They enjoy yoga, jogging, skiing, neighborhoods of affluent homes with a TVs, MP3 players, scanners, and laser This is the top market for owning three or reading, watching foreign films on median value of $408,100. Most households printers as well as owning or leasing full- more vehicles. Vehicles of choice are VHS/DVD, dining out, and traveling abroad. are composed of two-income, married-couple sized SUVs. It is the second-ranked market minivans and full-sized SUVs. Family They embrace liberal philosophies and work families with or without children. The for owning flat-screen or plasma TVs, video activities include playing volleyball, for environmental causes. population is well educated and well game systems, and digital camcorders as well bicycling, playing board games and cards, employed, with a median age of 40.5 years. as owning or leasing minivans. Family going to the zoo, and attending soccer and Home improvement and remodeling are a vacations are a top priority. Popular vacation baseball games. main focus of Suburban Splendor residents. destinations are Disney World and Universal Their homes feature the latest amenities and 07 Exurbanites Studios, Florida. For exercise, residents play Open areas with affluence define these reflect the latest in home design. Residents tennis and golf, ski, and jog. neighborhoods. Empty nesters comprise 40 travel extensively in the United States and percent of these households; married couples overseas for business and pleasure. Leisure 05 Wealthy Seaboard Suburbs with children occupy 32 percent. Half of the activities include physical fitness, reading, Wealthy Seaboard Suburbs neighborhoods householders are between the ages of 45 and visiting museums, or attending the theater. are established quarters of affluence located 64 years. The median age is 43.6 years. This market is proactive in tracking in coastal metropolitan areas, primarily along Approximately half of those who work hold investments, financial planning, and holding the California, New York, New Jersey, and professional or managerial positions. The life insurance policies. New England coasts. Neighborhoods are median home value is approximately older and slow to change, with a median $255,900; the median household income is 03 Connoisseurs home value that exceeds $444,600. $83,200. Financial health is a priority for the Second in wealth to Top Rung but first for Households consist of married-couple Exurbanites market; they consult with conspicuous consumption, Connoisseurs families. Approximately half of employed financial planners and track their investments residents are well educated and somewhat persons are in management and professional online. They own a diverse investment older, with a median age of 45.4 years. occupations. The median age is 41.7 years. portfolio and hold long-term care and Residents enjoy traveling and shopping. 12 ™ Community Tapestry
suburban than urban, they nevertheless 17 Green Acres overseas travel. Being conservative investors, 09 Urban Chic embrace an urban lifestyle. Townhome they own U.S. savings bonds. A "little bit country," Green Acres residents Urban Chic residents are well-educated ownership is more than double that of the live in pastoral settings of developing professionals living an urban, exclusive 21 Urban Villages national level; however, more than half of the suburban fringe areas, mainly in the Midwest lifestyle. Most own expensive single-family Urban Villages neighborhoods are households live in traditional single-family and South. The median age is 39.9 years. homes with a median value of $633,000. multicultural enclaves of young families, homes. Labor force participation is high, and Married couples with and without children Married couple families and singles comprise unique to U.S. gateway cities located professional couples predominate. The comprise most of the households and live in most of these households. The median age is primarily in California. The median age is median household income is $67,800. Nearly single-family dwellings. This upscale market 41.4 years. Urban Chic residents travel 30.7 years. All family types dominate this one-third of these households include has a median household income of $62,300 extensively, visit museums, attend dance In market. The average family size of 4.12 is children. The median age is 39.3 years. and a median home value of $179,700. These performances, play golf, and go hiking. They Style the second highest of all the Community residents are computer savvy; they use do-it-yourselfers maintain and remodel their use the Internet frequently to trade or track Tapestry segments. Many households have the Internet daily to research information, homes—paint, install carpet, or add a deck— investments or to buy concert and sports two wage earners, chiefly employed in the track investments, or shop. They own a and own all the necessary tools to accomplish tickets, clothes, flowers, and books. They manufacturing, health care, retail trade, diverse investment portfolio, contribute to these tasks. They also take care of their lawn appreciate a good cup of coffee while reading construction, and educational services retirement savings plans, and hold long-term and gardens, again, with the right tools. a book or newspaper and prefer to listen to industries. The median household income is care and life insurance policies. They enjoy Vehicles of choice are motorcycles and full- classical music, all-talk, or public radio $56,200. Most residents own older, single- going to the beach, snorkeling, playing golf, sized pickup trucks. For exercise, residents programs. Civic minded, many residents family homes with a median value of casino gambling, and domestic travel. ride their bikes and go water skiing, would probably volunteer in their $355,600, and multiple vehicles. Family and canoeing, and kayaking. Other activities communities. 14 Prosperous Empty Nesters home dictate purchases. To maintain their include bird-watching, power boating, target Prosperous Empty Nesters neighborhoods are older homes, time and money are spent on shooting, hunting, and attending auto races. 10 Pleasant-Ville well established, located throughout the home remodeling and repairs. Leisure Prosperous domesticity distinguishes the United States; approximately one-third are on 18 Cozy and Comfortable activities include playing soccer and tennis, settled homes of Pleasant-Ville renting foreign films, listening to Hispanic the eastern seaboard. The median age is 47.2 Cozy and Comfortable residents are settled, neighborhoods. Most residents live in single- and variety radio, and visiting Disneyland, years. More than half of the householders are married, and still working. Many couples are family homes with a median value of SeaWorld, or Six Flags theme parks.. aged 55 or older. Forty percent of household still living in the pre-1970s, single-family $326,500; approximately half were built in types are married couples with no children homes in which they raised their children. the 1950s and 1960s. Located primarily in 22 Metropolitans living at home. Educated and experienced, Households are located primarily in suburban the Northeast and California, these Metropolitans residents favor city living in residents are enjoying the life stage transition areas of the Midwest, Northeast, and South. households are headed by middle-aged older neighborhoods. Approximately half of from child rearing to retirement. The median The median age is 41 years, and the median residents, some nearing early retirement. The the households are composed of singles who household income is $66,200. Residents home value is $164,000. Home improvement median age is 39.4 years. Approximately 40 live alone or with others. However, married- place a high value on their physical and and remodeling are important to Cozy and percent of households include children. couple families are 40 percent of the financial well-being and take an active Comfortable residents. Although some work Home remodeling is a priority for residents households. The median age is 37.1 years. interest in their homes and communities. is contracted, homeowners take an active part who live in older homes. Shopping choices Half of employed persons hold professional They travel extensively, both at home and in many projects, especially painting and are eclectic, ranging from upscale department or management positions. These abroad. Leisure activities include refinishing lawn care. They play softball and golf, attend stores to warehouse or club stores. Sports neighborhoods are an eclectic mix of single- furniture, playing golf, attending sports ice hockey games, watch science fiction fanatics, they attend ball games, listen to family homes and multiunit structures, with a events, and reading mysteries. Civic films on VHS/DVD, and gamble at casinos. sports programs and games on the radio, and participation includes joining civic clubs, median home value of $194,100. The median Television is significant; many households watch a variety of sports on TV. household income is $57,600. Residents lead engaging in fund-raising, and working as have four or more sets. Preferred cable busy, active lifestyles. They travel frequently volunteers. stations include QVC, Home & Garden 11 Pacific Heights and participate in numerous civic activities. Television, and The History Channel. Pacific Heights neighborhoods are found in 15 Pools & Patios They enjoy going to museums and zoos and the high-rent districts of California and Silver and Gold residents are the second listening to classical music and jazz on the Hawaii. The median home value is 19 Milk and Cookies oldest of the Community Tapestry segments Milk and Cookies households are composed radio. Refinishing furniture and playing a approximately $573,600; residents prefer and the wealthiest seniors, with a median age mainly of young, affluent married-couple musical instrument are favorite hobbies. singlefamily homes or townhomes. This of 58.5 years; most are retired from families. Approximately half of the Exercise includes yoga, roller blading, and market is small but affluent; one in two hiking/backpacking. professional occupations. Their affluence has households include children. The median age households earns approximately $76,000 allowed them to move to sunnier climates. for this market is 33.5 years. Residents prefer annually. The median age is 38.4 years. 23 Trendsetters More than 60 percent of the households are single-family homes in suburban areas, Distance does not deter Pacific Heights These neighborhoods are located primarily in the South (mainly in Florida); 25 percent chiefly in the South, particularly in Texas. residents from keeping in touch with family on the West Coast. On the cutting edge of reside in the West, primarily in California Smaller concentrations of households are living overseas, as they make frequent phone urban style, Trendsetters residents are young, and Arizona. Neighborhoods are exclusive, located in the West and Midwest. The calls and travel overseas to visit. Many diverse, mobile, educated professionals with with a median home value of $326,600 and a median home value is $131,900. Families households own three or more cell phones. substantive jobs. The median age is 35.0 high proportion of seasonal housing. with two or more workers, more than one Residents generally visit Disneyland or Las years. More than half of the households are Residents enjoy traveling, woodworking, child, and two or more vehicles is the norm Vegas, Nevada, during the year and enjoy single-person or shared. Most still rent, playing cards, bird-watching, target shooting, for this market. Residents are well insured playing chess, reading history books, and preferring upscale, multiunit dwellings in saltwater fishing, and power boating. Golf is for the future. The presence of children renting classic movies on DVD to watch on older city districts. The median household more a way of life than a mere leisure drives their large purchases of baby and their large-screen or projection TVs. This is income is $56,700. Residents are spenders; pursuit; they play golf, attend tournaments, children's products and timesavers such as the top market for owning an Apple iMac. they shop in stores, online, and via the phone. watch golf on TV, and listen to golf fast food. For fun, residents play video They own the latest laptop computers, cell programs on the radio. They are avid readers games, chess, backgammon, basketball and 12 Up and Coming Families phones, and MP3 players, and use the but also find the time to watch their favorite football, or fly kites. Favorite cable channels Up and Coming Families represents the Internet daily. Exercise includes playing TV shows and a multitude of news programs. include Toon Disney, The Discovery Health second highest household growth market tennis, volleyball, baseball, and golf as well Channel, ESPN News, and Lifetime Movie and, with a median age of 31.9 years, is the 16 Enterprising Professionals as ice skating, snorkeling, and yoga. Leisure Network. youngest of Community Tapestry's affluent This fast-growing market is home to young, activities include traveling, attending rock family markets. The profile for these educated, working professionals, with a concerts, and reading biographies. Residents neighborhoods is young, affluent families 20 City Lights median age of 32.4 years. Single or married, City Lights neighborhoods are diverse, also enjoy syndicated TV shows such as with young children. Approximately half of Access Hollywood Seinfeld they prefer newer neighborhoods with situated primarily in the Northeast. This and . the households are concentrated in the South, townhomes or apartments. The median dense, urban market is a mixture of housing, with the other half in the West and Midwest. household income is $66,000. The household types, and cultures, sharing the Neighborhoods are located in suburban Enterprising Professionals segment is ranked same city sidewalks. Housing types include outskirts of midsized metropolitan areas. The second of all the Community Tapestry single-family homes, townhomes, and homes are newer, with a median value of markets for labor force participation, at 75 apartments. Thirty-five percent of households $185,500. Because family and home percent. Their lifestyle reflects their youth, are apartments in buildings with two to four priorities dictate their consumer purchases, mobility, and growing consumer clout. units, almost four times the national level. they frequently shop for baby and children's Residents rely on cell phones and PCs to stay Approximately two-thirds of the housing products and household furniture. Leisure in touch. They use the Internet to find their units were built before 1960. Households activities include playing softball, going to next job or home, track their investments, include both families and singles. The the zoo, and visiting theme parks (generally and shop. They own the latest electronic median age of 37.8 years is slightly older SeaWorld or Disney World). Residents enjoy gadgets. Leisure activities include yoga, than the U.S. median. City Lights residents watching science fiction, comedy, and playing Frisbee and football, jogging, going are more likely to spend for household family-type movies on VHS or DVD. to the movies, and attending horse races and furnishings than home maintenance. They basketball games. These residents also travel shop at a variety of stores, especially Macy's, 13 In Style frequently, both domestically and overseas. In Style residents live in affluent Lord & Taylor, The Disney Store, The Gap, neighborhoods of metropolitan areas. More and BJ's Wholesale Club. They favor 13 ™ Community Tapestry
programs, and surfing the Internet. For somewhat older market has a median age of raising. Basketball is a favorite sport; 24 Main Street, USA exercise, they work out regularly at clubs, 46.0 years. Most households consist of residents play it, attend professional games, Main Street, USA neighborhoods are a mix play tennis and volleyball, practice yoga, ski, married couples with no children living at watch games on TV and listen to games on of single-family homes and multiunit and jog. They enjoy dancing, attending rock home or singles who live alone. A higher- the radio. They watch courtroom TV shows, dwellings found in the suburbs of smaller concerts, going to museums or the movies, than-average proportion of residents are self sports, and news programs on TV and listen metropolitan cities, mainly in the Northeast, and throwing a Frisbee. Painting and drawing employed and work from home. The median to gospel, urban, and jazz radio formats. West, and Midwest. This market is similar to are favorite hobbies. Politically, this market household income is $45,600. Modest living the United States when comparing household is liberal. and simple consumer tastes describe this 35 International Marketplace type, age, race, educational attainment, market. Because of the rural setting, residents Located primarily in cities in coastal gateway housing type, occupation, industry, and 28 Traditional Times have riding lawn mowers and satellite dishes. states, International Marketplace household income type distributions. The Aspiring Young Families neighborhoods are Lawn maintenance and gardening is a neighborhoods are developing, urban markets median age of 36.3 years matches that of the located in large, growing metropolitan areas priority, and households own a plethora of with a rich blend of cultures and household U.S. median. The median household income in the South and West, with the highest tools and equipment. Many households own types. Approximately 70 percent of is a comfortable $51,200. Homeownership is concentrations in California, Florida, and or lease a truck. Residents enjoy boating, households are occupied by families. Married at 66 percent, and the median home value is Texas. Mainly composed of young, married- hunting, fishing, snorkeling, canoeing, and couples with children and single parents with $190,200. Active members of the couple families or single parents with listening to country music. children represent 44 percent of households. community, residents participate in local children, the median age for this segment is A typical family rents an apartment in an civic issues and work as volunteers. They 30.4 years. Half of the households are owner- 32 Rustbelt Traditions older, multiunit structure. Most of the take care of their lawns and gardens, and occupied, single-family dwellings or Rustbelt Traditions neighborhoods are the households are located in California and work on small home projects. They enjoy townhomes, and half are occupied by renters, backbone of older, industrial cities in states northeastern states. The median age is 30.4 going to the beach and visiting theme parks many living in newer, multiunit buildings. bordering the Great Lakes. Most employed years, and the median household income is as well as playing chess, going bowling or Residents spend much of their discretionary residents work in the service, manufacturing, $42,600. Top purchases include groceries ice skating, and participating in aerobic income on baby and children's products and and retail trade industries. Most residents and children's clothing. Residents shop at exercise. toys as well as home furnishings. Recent own and live in modest single-family homes stores such as Marshalls and Costco, but for electronic purchases include cameras and that have a median value of $97,000. convenience, they stop at 7-Eleven or other 25 Salt of the Earth video game systems. Leisure activities Households are primarily a mix of married- similar convenience stores. They are loyal A rural or small-town lifestyle best describes include dining out, dancing, going to the couple families, single-parent families, and listeners of Hispanic radio programs and the Salt of the Earth market. The median age movies, attending professional football singles who live alone. The median age is prefer to watch movies and sports on TV. is 40.4 years. Labor force participation is games, fishing, weight lifting, and playing 35.9 years; the median household income is higher than the U.S. level, and basketball. Vacations would probably include $45,300. Residents prefer to use a credit 36 Old and Newcomers unemployment is lower. Above-average visits to theme parks. Internet usage mainly union and invest in certificates of deposit. Old and Newcomers neighborhoods are in numbers of employed residents work in the involves chat room visits. They use coupons regularly, especially at transition, populated by those who are manufacturing, construction, mining, and Sam's Club, work on home remodeling or starting their careers or retiring. The agricultural industries. The median 29 Rustbelt Retirees improvement projects, and buy domestic proportion of householders in their 20s or household income is $48,800. Households Most Rustbelt Retirees neighborhoods can be vehicles. Favorite leisure activities include aged 75 years or older is higher than the are dominated by married-couple families found in older, industrial cities in the hunting, bowling, fishing, and attending auto national level. The median age is 36.6 years. who live in single-family dwellings, with Northeast and Midwest, especially in races, country music shows, and ice hockey Spread throughout metropolitan areas of the homeownership at 86 percent. Twenty-eight Pennsylvania and other states surrounding games (in addition to listening to games on United States, these neighborhoods have percent of the households own three or more the Great Lakes. Households are mainly the radio). more single-person and shared households vehicles. Most homes own a truck; many occupied by married couples with no than families. Many residents have moved in own a motorcycle. Residents are settled, children and singles who live alone. The 33 Midlife Junction the last five years. Sixty percent of hardworking, and self-reliant, taking on small median age is 43.8 years. Although many Midlife Junction communities are found in households are occupied by renters; home projects as well as vehicle residents are still working, labor force suburbs across the country. Residents are approximately half live in mid-rise or high- maintenance. Families often own two or participation is below average. More than 40 phasing out of their child-rearing years. rise buildings. Residents have substantial life more pets, usually dogs or cats. Residents percent of the households receive Social Approximately half of the households are insurance policies and investments in enjoy fishing, hunting, target shooting, Security benefits. Most residents live in composed of married-couple families; 31 certificates of deposit, bonds, and annuities. attending country music concerts and auto owned, single-family homes, with a median percent are singles who live alone. The Leisure activities include roller skating, roller races, and flying kites. value of $118,500. Unlike many retirees, median age is 40.5 years; the median blading, playing golf, gambling at casinos, these residents are not inclined to move. household income is $43,600. One-third of playing bingo, and attending college ball 26 Midland Crowd They are proud of their homes and gardens the households receive Social Security games. They listen to classic hits on the Approximately 10.8 million people represent and participate in community activities. benefits. Nearly two-thirds of the households radio. Many residents are members of Midland Crowd, Community Tapestry's Some are members of veterans' clubs. are single-family structures; most of the fraternal orders or school boards. largest market. The median age of 36.3 years Leisure activities include playing bingo, remaining dwellings are apartments in matches the U.S. median. Most households gambling in Atlantic City, going to the horse multiunit buildings. These residents live 37 Prairie Living are composed of married-couple families, races, working crossword puzzles, and quiet, settled lives. They spend their money Agriculture plays an important part of the half with children and half without. The playing golf. prudently and do not succumb to fads. They Prairie Living economy; small, family-owned median household income is $48,200. prefer to shop by mail or phone from farms dominate this stable market located Housing developments are generally in rural 30 Retirement Communities catalogs such as J.C. Penney, L.L. Bean, and mainly in the Midwest. Two-thirds of the areas throughout the United States (more Retirement Communities neighborhoods are Lands' End. They enjoy yoga, attending households are married-couple families; the village or town than farm), mainly in the found mostly in cities scattered across the country music concerts and auto races, median age is 40.5 years. Homeownership is South. Homeownership is at 84 percent. United States. The majority of households refinishing furniture, and reading romance at 81 percent; the median home value is Two-thirds of households are single-family are multiunit dwellings. Congregate housing, novels. have turned high school educations $96,300. Although single-family dwellings structures; 28 percent are mobile homes. This which commonly includes meals and other and blue-collar jobs into busy, middle-class are characteristic of these communities, 11 is a somewhat conservative market services in the rent, is a trait of this segment lifestyles. Residents like to play baseball, percent of the households live in mobile politically. These do-it-yourselfers take pride dominated by singles who live alone. This basketball and volleyball, besides going homes. Approximately 36 percent of the in their homes, lawns, and vehicles. Hunting, educated, older market has a median age of fishing, hunting and horseback riding. To housing units were built before 1940. These fishing, and woodworking are favorite 50.7 years. One-third of residents are aged 65 entertain their sprawling families, they buy residents are big country music fans and pursuits. Pet ownership, especially birds or years or older. Although the median virtually every piece of sporting equipment enjoy hunting, fishing, target shooting, and dogs, is common. Many households have a household income is a modest $45,100, the on the market. horseback riding. They work on their satellite dish, and TV viewing includes median net worth is $172,000. Good health is vegetable gardens, vehicles, and home various news programs as well as shows on a priority; residents visit their doctors 34 Family Foundations projects. Many are members of church CMT and Outdoor Life Network. regularly, diet and exercise, purchase low Family is the cornerstone of life in Family boards or civic clubs and get involved in sodium food, and take vitamins. They spend Foundations communities. A family mix of civic issues. Because cable TV can be 27 Metro Renters their leisure time working crossword puzzles, married couples, single parents, unavailable in these rural areas, many Metro Renters residents are young playing bingo, gardening indoors, canoeing, grandparents, and young and adult children households have a satellite dish. Families (approximately 30 percent are in their 20s), gambling, and traveling overseas. They like populate these small, urban neighborhoods with pet cats or dogs are common. well educated singles beginning their to spend time with their grandchildren and located in large metropolitan areas, primarily professional careers in some of the largest spoil them with toys. Home remodeling in the South and Midwest. This market U.S. cities such as New York City, Chicago, projects are usually in the works. represents stability. Hardly any household and Los Angeles. The median age is 33.6 growth has occurred since 2000; these years; the median household income is 31 Rural Resort Dwellers neighborhoods experience little turnover. The $52,300. As the name Metro Renters implies, Favoring milder climates and pastoral median age is 38.1 years; the median most residents are renting apartments in settings, Rural Resort Dwellers residents live household income is $42,100. Most high-rise buildings, living alone or with a in rural, nonfarm areas. These small, growing households are single-family structures built roommate. Their interests include traveling, communities mainly consist of single-family before 1970, occupied by owners. Many reading two or more daily newspapers, and mobile homes, with a significant residents are members of church boards or listening to classical music and public radio inventory of seasonal housing. This religious clubs and participate in fund-
14 ™ Community Tapestry
cars and trucks, often buying and servicing industry, particularly in health care. Twenty- markets, located mainly in the South and 38 Industrious Urban Fringe used vehicles. Residents go fishing, attend two percent are government workers. West, especially in Florida. Escaping from Industrious Urban Fringe neighborhoods are auto races, participate in auto racing, and Unemployment is twice that of the U.S. cold winter climates, many residents have found on the fringe of metropolitan cities. play the lottery. An annual family outing to level.Housing is mostly older, rented permanently relocated to warmer areas; Approximately half of these households are SeaWorld is common. Outer Limits is a apartments in smaller, multiunit buildings. others are "snowbirds" who move south for located in the West; 40 percent are in the favorite weekly TV show. Primary spending is for groceries, baby the winter. Most residents are retired or are South. Most employed residents work in the products, and children's essentials. Residents anticipating retirement. The median age is manufacturing, construction, retail trade, and 42 Southern Satellites enjoy going to dance performances, football 51.4 years; 62 percent of the householders service industries. Family is central, and Southern Satellites neighborhoods are rural and basketball games, and Six Flags theme are aged 55 years or older. Most households children are present in more than half of the settlements found primarily in the South, parks. They listen to urban, all-news, and are single-family dwellings or mobile homes households. Many live in multigenerational with employment chiefly in the jazz radio formats and watch TV, especially with a median value of $107,500. There is a households. The median age is 28.5 years; manufacturing and service industries. movies, sitcoms, news programs, courtroom high proportion of seasonal housing. Many the median household income is $40,200. Married-couple families dominate this TV and talk shows, tennis, and wrestling. residents are members of veterans' clubs or Two-thirds of the households own their market. The median age is 37.1 years, and fraternal orders. They own high-paying single family dwellings, with a median value the median household income is $37,700. 46 Rooted Rural insurance policies and consult with financial of $131,400. Necessities for babies and Most housing is newer, single-family Rooted Rural neighborhoods are located in advisors. Leisure activities include dining children are among their primary purchases dwellings or mobile homes with a median rural areas throughout the country; however, out, reading (especially boating magazines), along with toys and video games. Big movie value of $81,400, occupied by owners. more than three-fifths of the households are watching TV, fishing, playing backgammon fans, residents visit the cinema several times Residents enjoy country living. They listen to located in the South. Households are and bingo, working crossword puzzles, and a month and watch movies at home gospel and country music on the radio and dominated by married-couple families, gambling at casinos. frequently. They prefer to watch syndicated attend country music concerts. They approximately one-third of whom already TV and listen to Hispanic radio. participate in fishing, hunting, and auto receive Social Security benefits. The median 50 Heartland Communities racing. Favorite TV stations are CMT and age is 41.0 years. Housing is predominantly Heartland Communities neighborhoods are 39 Young and Restless Outdoor Life Network. Satellite dishes are single-family dwellings, with a strong preferred by approximately six million Change is the constant in this diverse market. popular in these rural locations. Households presence of mobile homes and some seasonal people. These neighborhoods can be found With a median age of 28.9 years, the own older, domestic vehicles, particularly housing. The median home value is $89,900. primarily in small towns in the Midwest and population is young and on the go. About 85 trucks and two-door sedans. Residents invest Stable and settled, residents tend to move South. More than 75 percent of the percent of householders moved in the last time in vegetable gardening, and households infrequently. They are do-it-yourselfers, households are single-family dwellings with five years. Young and Restless householders are likely to own riding mowers, garden constantly working on their homes, gardens, a median home value of $74,400. Most are primarily renters, living in apartments in tractors, and tillers. and vehicles. Many families have pets. homes are older, built before 1960. The multiunit buildings. Almost 60 percent are Residents enjoy hunting, fishing, target median age is 41.3 years; nearly one-third of single-person or shared households. This 43 The Elders shooting, boating, attending country music the householders are aged 65 years or older. educated market has the highest labor force The Elders residents' median age of 73.4 concerts, and listening to country music on The distinctly country lifestyle of these participation among all the Community years represents Community Tapestry's the radio. Many households have a satellite residents is reflected in their interest in Tapestry segments, at 75 percent, and the oldest market. The highest concentration of dish; favorite stations include Outdoor Life hunting, fishing, woodworking, playing highest female labor force participation, at 73 retiree residents prefer communities designed Network and CMT. bingo, and listening to country music. In percent. The median household income is for senior living, primarily in warm climates. addition to working on home improvement $40,900. Residents use the Internet daily to Half of these households are located in 47 Las Casas projects, they are avid gardeners and read visit chat rooms, play games, obtain the latest Florida, and 30 percent are situated in Las Casas residents are the latest wave of gardening magazines. They participate in news, and search for employment. They read Arizona or California. Approximately 80 western pioneers. Settled primarily in civic activities and take an interest in local computer and music magazines and listen to percent of households collect Social Security California, approximately half were born politics. Residents order items from catalogs, public radio. They watch movies in the benefits; 48 percent receive retirement outside the United States. Young, Hispanic QVC, and Avon sales representatives. theater and on VHS/DVD, attend rock income. These residents are members of families dominate these households; 63 concerts, play pool, go dancing, and exercise veterans' clubs and fraternal orders. Health percent include children. This market has the 51 Metro City Edge weekly at a gym. conscious, they take vitamins, visit doctors highest average household size (4.27) among Metro City Edge residents live in older, regularly, and watch their diets. Leisure all the Community Tapestry segments. The suburban neighborhoods of large, 40 Military Proximity activities include traveling, working median age is 25.4 years, and the median metropolitan cities, primarily in the Midwest Military Proximity communities depend crossword puzzles, fishing, attending horse household income is $35,400. Most and South. This market is home to married- upon the military for their livelihood. More races, gambling at casinos, going to the households are occupied by renters, although couple, single-parent, and multigenerational than 75 percent of the labor force is in the theater, and dining out. They play golf, listen homeownership is at 42 percent. The median families. The median age is 29.1 years, and armed forces, and others work in civilian to golf on the radio, and watch tournaments home value is $278,400. Housing is a mix of the median household income is $30,200. jobs on military bases. The median on The Golf Channel. Their daily routine older apartment buildings, single-family Nearly half of employed residents work in household income is $40,100, and the includes watching TV and reading homes, and townhomes. This is a strong the service industry. Most households live in median age is 22.5 years. Two-thirds of the newspapers. market for the purchase of baby and single-family dwellings; 14 percent live in households are composed of married couples children's products. Residents enjoy listening buildings with two to four units, many of with children. Housing types are mainly 44 Urban Melting Pot to Hispanic radio, reading adventure stories, them duplexes. Homeownership is at 56 townhomes and apartments in small, The ethnically rich Urban Melting Pot and playing soccer. Many treat their children percent, and the median home value is multiunit buildings; 93 percent are occupied neighborhoods are made up of recently to a family outing at a theme park, especially $74,100. Prudent shoppers, residents buy by renters. Residents participate in civic settled immigrants; more than half of whom Disneyland. When taking a trip, Mexico is a household and children's items at superstores activities and are members of business clubs. were born abroad. Half of the foreign-born popular destination. and wholesalers. They enjoy watching TV Many homes have a pet, most likely a dog. residents immigrated to the United States in (especially sitcoms and courtroom TV Residents use the Internet to trade stocks and the last 10 years. Most rent apartments in 48 Great Expectations shows), going to the movies, visiting theme make purchases. For exercise, they snorkel, high-density, urban canyons of large cities, Great Expectations neighborhoods are parks, roller skating, and playing basketball. play tennis, practice yoga, and jog. Families primarily in New York and California. located throughout the country, with higher They read music, gardening, and baby visit theme parks and the zoo, throw Approximately half of the housing units were proportions found in the Midwest and South. magazines and listen to urban and gospel Frisbees, and go bowling. Recent purchases built before 1950. The median age is 35.7 Young singles and married-couple families radio. include MP3 players, digital cameras, video years, and the median household income is dominate. The median age is 33.0 years. game systems, cell phones, apparel, and $37,400. These fashion- and costconscious Labor force participation is high. 52 Inner City Tenants jewelry. residents love to shop, from upscale retailers Manufacturing, retail, and service industries Inner City Tenants neighborhoods are a to warehouse/club stores. Leisure activities are the primary employers. Approximately microcosm of urban diversity, located 41 Crossroads include going to the beach, visiting theme half of the households are owners living in primarily in the South and West. This Young families living in mobile homes parks and museums, playing football, ice single-family dwellings with a median value multicultural market is young, with a median typify Crossroads neighborhoods, found in skating, and roller blading. Distance does not of $100,600; the other half are renters, age of 27.8 years. Households are a mix of small towns throughout the South, Midwest, deter these residents from contacting family mainly living in apartments in low-rise or singles and families. Most residents rent and West. These growing communities are living outside the United States. They keep in mid-rise buildings. Most of the housing units economical apartments in mid- or high-rise home to married-couple and single-parent touch with phone calls and overseas travel. in these older, suburban neighborhoods were buildings. Recent household purchases by families. The median age is 31.9 years. built before 1960. Residents enjoy a young this market include video game systems, restaurants at night. Homeownership is at 77 45 City Strivers and active lifestyle. They go out to dinner, to baby food, baby products, and furniture. percent, and the median home value is City Strivers residents are urban denizens of the movies, to bars, and to nightclubs. They Internet access at home is not typical; those $60,300. More than half of the householders densely settled neighborhoods in major enjoy roller skating; roller blading; playing who have no access at home surf the Internet live in mobile homes; 36 percent live in metropolitan areas such as New York City Frisbee, chess, and pool; and attending auto at school or at the library. Playing games and single-family dwellings.Employment is and Chicago, Illinois. Most households are races. They read music magazines and listen visiting chat rooms are typical online chiefly in the manufacturing, construction, composed of a mix of family types. The to rock music on the radio. activities. Residents frequently eat at fast- retail trade, and service industries. Many median age is 32.1 years, and the median food restaurants. They enjoy going to the homes have dogs. Residents generally shop household income is $36,800. Employment is 49 Senior Sun Seekers movies; attending football and basketball at discount stores but also frequent concentrated in the city, with half of The Senior Sun Seekers market is one of games; water skiing; and playing football, convenience stores. They prefer domestic employed residents working in the service Community Tapestry's faster growing basketball, and soccer. Some enjoy the
15 ™ Community Tapestry
nightlife, visiting bars and nightclubs to go reading, watching TV, playing bingo and years and a median household income of 63 Dorms to Diplomas doing craft projects. dancing. $26,600. Recent purchases include baby and Dorms to Diplomas is Community Tapestry's children's products. Households generally 53 Home Town 56 Rural Bypasses youngest market, with a median age of 21.8 own or lease a two-door sedan. The grocery years. College and graduate school These low-density, settled neighborhoods, Open space, undeveloped land, and farmland store of choice is H.E. Butt. When eating fast enrollment is approximately 81 percent. located chiefly in the Midwest and South, are found in Rural Bypasses neighborhoods food, Whataburger is a favorite stop. Nearly three-fourths of employed residents rarely change. Home Town residents stay located almost entirely in the South. This Residents enjoy fishing, water skiing, playing work part time in low-paying service close to their home base. Although they may market is home to families who live in small soccer, and going to the movies. They read industry jobs. Approximately 43 percent of move from one house to another, they rarely towns along country back roads. The median gardening and parenthood magazines and residents live in on-campus dormitories; the cross the county line. Household types are a age is 37.1 years. Higher-than-average listen to Hispanic and urban radio formats. remainder rent apartments in off-campus, mix of singles and families. The median proportions of employed residents work in Typical TV viewing includes comedies as multiunit buildings. Ninety percent of age is 33.7 years. Single-family homes the agricultural, mining, manufacturing, and well as wrestling and boxing. households are renters. Computers are a predominate in this market. Homeownership construction industries. Labor force necessity, and the Internet is easily accessible is at 61 percent, and the median home value participation is low, and unemployment is 60 City Dimensions to research assignments, search for jobs, is $61,800. The manufacturing, retail trade, high. Although most households are single- Diversity in household type and ethnicity obtain the latest news, and keep in touch with and service industries are the primary sources family dwellings, 32 percent are mobile characterize neighborhoods that are located family. For exercise, residents participate in a of employment. Residents enjoy fishing and homes. Homeownership is at 78 percent, and in large, urban cities. Population density variety of sports. They enjoy going to college playing baseball, bingo, backgammon, and the median home value is $58,500. Residents remains high, with approximately 2,900 football and basketball games, rock concerts, video games. Favorite cable TV stations save money by maintaining their homes, people per square mile. This market is young, movies, and bars as well as dancing, playing include CMT, Nickelodeon, Game Show gardens, and vehicles themselves. They enjoy with a median age of 29.0 years. Nearly 63 pool, and renting VHS and DVD movies. Network, and TV Land. When shopping, hunting, reading fishing and hunting percent of households rent; more than half They listen to classic hits, public, and rock Belk and Wal-Mart are favorite stops, but magazines, and listening to gospel radio. are apartments in multiunit structures. Most radio programs. residents also purchase items from Avon They prefer to watch courtroom TV and talk of the real estate is older. Approximately 70 sales representatives.54 Multi-Culti Mosaic shows as well as cartoons. Recent purchases percent of the housing units were built before 64 City Commons An immigrant gateway community, Multi- include baby products, clothes, and toys. 1960, 42 percent of which were built before City Commons neighborhoods are found in Culti Mosaic is the urban home for a mixed 1940. Many households lease their vehicles, 57 Simple Living cities of large metropolitan areas, mainly in populace of younger Hispanic, Asian and preferring Mercury or Ford models. the South and Midwest. This younger market Simple Living neighborhoods are found in African-American singles and families. With Residents shop at BJ's Wholesale Club, has a median age of 24.2 years. Single parent urban outskirts or suburban areas throughout nearly a quarter of the residents foreign born, Kmart, Marshalls, and T.J. Maxx. They enjoy families and singles dominate these the United States. Half of the households are this segment is a mecca for first-generation roller skating, playing soccer and chess, households, and children abound. singles who live alone or share housing, and Americans who are striving to improve their attending auto races and shows, going to the Approximately 77 percent of the households 32 percent consist of married-couple lower-middle-class status. movies, and renting movies on DVD are renters; approximately 63 percent of the families. The median age is 40.1 years. (especially classics, horror, and science rentals are apartments in multiunit buildings, 54 Urban Rows Approximately one-third of householders are fiction). Video game systems are also primarily with fewer than 20 units. More With approximately 1.2 million people, aged 65 years or older; 19 percent are aged popular. residents work part time instead of full time. Urban Rows is the smallest Community 75 years or older. Housing is a mix of single- This market has the highest unemployment Tapestry segment. Row houses are family dwellings and multiunit buildings of 61 High Rise Renters rate among all the Community Tapestry characteristic of these neighborhoods found varying stories. Some seniors live in This segment has the highest percentage of segments. Baby and children's products are primarily in large, northeastern cities, with congregate housing (assisted living). Fifty- renters among all the Community Tapestry the major purchases. Residents enjoy playing much smaller concentrations in the South. five percent of households are occupied by segments; more than nine in ten households basketball, softball, and backgammon. A Two-thirds of the households are in renters. Approximately 40 percent of are renters in these densely populated yearly family outing to a theme park is Pennsylvania; one-fifth are in Maryland. households receive Social Security benefits. neighborhoods. Approximately 41 percent common. They prefer to watch courtroom Homeownership is 62 percent, and the Younger residents enjoy going out dancing, rent in buildings with 50 or more units. High TV shows; listen to gospel, urban, and jazz median home value is $81,300. Most housing whereas seniors prefer going to bingo night. Rise Renters communities are located almost programs on the radio; and read music, baby, was built before 1950. Households are a mix To stay fit, residents play softball and entirely in the Northeast; 86 percent of the parenthood, and fashion magazines. of family types. Nearly half of the volleyball. Many households do not own a households are in New York. Residents households do not own a vehicle. The computer, cell phone, or DVD player. represent a diverse mix of cultures; many 65 Social Security Set median age is 32.9 years. These residents Residents watch hours of TV per day, speak a language other than English. The Four in ten residents in the Social Security rarely eat out. They prefer BJ's Wholesale especially sitcoms and science fiction shows. median age is 29.6 years. Household types Set segment are aged 65 years or older; the Club for general shopping; preferred grocery are mainly single parent and single person. 58 NeWest Residents median age is 44.6 years. Most of these stores are Acme, Pathmark, and Giant. Part-time work is just as common as full residents live alone. Located in large cities Most NeWest Residents members rent Residents enjoy roller skating; playing time. Residents do aerobics and play soccer. scattered across the United States, these apartments in mid- or high-rise buildings in baseball; attending basketball games; They enjoy dancing; attending basketball and communities are dispersed among business primarily major western and southern cities. listening to urban, variety, and jazz radio football games; watching movies on VHS districts and around city parks. The service California has the largest concentration of programs; and watching sitcoms and sports and DVD; and listening to all-news, urban, industry provides more than half of the jobs these households, followed by Texas. on TV. Many households do not subscribe to and Hispanic radio. They watch a variety of held by residents who work. Households Families dominate this market. Children cable TV. news programs and are avid viewers of subsist on very low, fixed incomes. Most reside in 54 percent of the households, either daytime TV. residents rent apartments in low-rent, high- 55 College Towns in married-couple or single-parent families. rise buildings. Many rely on public Education is the key focus for College Towns Approximately half of the population is 62 Modest Income Homes transportation, because more than half of residents. College and graduate school foreign-born. This young market has a Modest Income Homes neighborhoods are these households do not own a vehicle. enrollment is approximately 41 percent. The median age of 25.3 years. Most of the found primarily in the older suburbs of Limited resources somewhat restrict the median age for this market is 24.5 years, with employed residents work in service and metropolitan areas. Single-family dwellings purchases and activities of these residents, a high concentration of 18–24-year-olds. One skilled labor occupations. These residents represent more than two-thirds of the although many have invested their savings in out of eight residents lives in a dorm on lead a strongly family-oriented lifestyle. housing; 15 percent are duplexes. The stock. They enjoy going to movies and campus. Students in off-campus housing rent Budget constraints restrict their purchases to median home value is $52,800. Household soccer games and reading science fiction. low-income apartments. Approximately 31 essentials such as baby food, equipment, and types are mainly single person and single Many households subscribe to cable TV; percent of the households are typically town products as well as children's clothing. For parent. However, approximately 64 percent residents particularly enjoy watching game residents who live in owner-occupied, single- fun, families go to the movies, visit theme of households are family types. The median shows, sports, and entertainment news family dwellings. The median home value is parks, and play soccer. They like to watch age is 35 years. Slightly more employed shows. $132,900. Convenience is the primary sports on TV, especially wrestling and residents work part time than full time, consideration for food purchases; residents soccer, and listen to Hispanic radio. mainly in service and blue collar Unclassified frequently eat out, order in, or eat easy-to- occupations. At 20 percent, unemployment is 59 Southwestern Families Unclassified neighborhoods include prepare food. Many own a laptop computer. high. These frugal residents shop at discount unpopulated areas such as parks, golf These families are the bedrock of the In their leisure time, they jog, go horseback stores, do not pay for Internet access, and courses, open spaces, or other types of Hispanic culture in the Southwest, more with riding, practice yoga, play tennis, rent videos, rarely eat out. They are content to wait for undeveloped land. Institutional group children than without. Two-thirds of the play chess or pool, attend concerts, attend movies to be shown on TV instead of going quarters, such as prisons, juvenile detention households live in owner-occupied, single college football or basketball games, and go to the theater. They watch daytime and homes, mental hospitals, or any area with family dwellings with a median home value to bars. They listen to classical music and primetime TV, specially courtroom TV insufficient data for classification, are also of $52,100. Most employed residents work in public radio programs. on less than $25,000 a shows and sitcoms, and listen to urban and included in this category. year; one in five resides in a nursing home. blue collar or service occupations. gospel radio. A favorite cable channel is . For these elderly residents, daily life is often Southwestern Families is an ethnically BET. a succession of sedentary activities such as diverse market, with a median age of 28.2
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Retail MarketPlace ESRI's Retail MarketPlace data provides a direct comparison between retail sales and consumer spending by industry. To capture a snapshot of an area's retail market place, the leakage and surplus factor summarizes the relationship between supply (retail sales by business) and demand (consumer spending by household).
As the leakage-surplus factor tends toward +100, the market is under leakage, meaning there is less retail activity relative to consumer spending. As the leakage-surplus factor tends toward -100, retail activity increases relative to consumer demand, signifying a surplus.
The Retail MarketPlace database captures sales data for any census geography, ring, or polygon and identifies sales data for 31 major industry groups as defined by the North American Industry Classification Systems (NAICS) including: Clothing and Clothing Accessories Electronics and Appliance Stores Food and Beverage Stores Furniture and Home Furnishings Stores
How Was This Database Built? ESRI uses the North American Industry Classification System (NAICS) to classify businesses by their primary type of economic activity. Retail establishments are classified into 27 industry groups within Retail Trade sector, and four industry groups within the Food Services & Drinking Establishments subsector. To estimate sales, the Retail MarketPlace database combines a number of data sources, including Census Bureau's 2002 Census of Retail Trade (CRT) Census Bureau's Nonemployer Statistics (NES) ESRI's demographic data infoUSA's business database Bureau of Labor Statistics All estimates of market supply reflect current dollars derived from receipts of businesses primarily engaged in selling merchandise. In addition, ESRI also estimates consumer demand or retail potential. Retail potential is estimated by using ESRI's consumer spending data which provides estimated expenditures for more than 700 products and services that are consumed by U.S. households. To accurately measure retail activity, ESRI includes a leakage/surplus factor that measures the balance between volumes of supply (retail sales) generated by the retail industry and demand (spending by households, signifying retail potential) within the same industry. Leakage within a specified trade area represents a condition where supply is less than demand. Retailers outside of the trade area are fulfilling demand for retail products. Surplus within a specified trade area represents a condition where supply exceeds the area's demand. Thus retailers are attracting customers that reside outside the trade area.
17 Retail Market Place
Retail MarketPlace - 4 Digit Total Retail Sales (including Food/Drink Food and Beverage Stores (445) Other General Merchandise Stores (4529) Sales) Grocery Stores (4451) Miscellaneous Store Retailers (453) Retail Trade Sales (NAICS 44-45) Specialty Food Stores (4452) Florists (4531) Beer/Wine/Liquor Stores (4453) Office Suppl/Station/Gift Stores (4532) Motor Vehicle and Parts Dealers (441) Health and Personal Care Stores (446) Used Merchandise Stores (4533) Automobile Dealers (4411) Other Misc Store Retailers (4539) Other Motor Vehicle Dealers (4412) Health & Personal Care Stores (4461) Auto Parts, Accessories, and Tire Stores Gasoline Stations (447) Nonstore Retailers (454) (4413) Gasoline Stations (4471) E-Shopping & Mail-Order Houses (4541) Vending Machine Operators (4542) Furniture/Home Furnishing Stores (442) Clothing/Accessories Stores (448) Direct Selling Establishments (4543) Furniture Stores (4421) Clothing Stores (4481) Home Furnishings Stores (4422) Shoe Stores (4482) Food Services & Drinking Places (722) Jewelry/Lugg/Leather Gds Stores (4483) Full-Service Restaurants (7221) Electronics & Appliance Stores (443) Limited-Service Eating Places (7222) Electronics & Appliance Stores (4431) Sports/Hobby/Book/Music Stores (451) Special Food Services (7223) Bldg/Garden Equip/Supply Stores (444) Sports/Hobby/Music Instr Stores (4511) Drinking Places - Alcohol Beverages Bldg Material/Supplies Dealers (4441) Book/Periodical/Music Stores (4512) (7224) Lawn/Garden Equip/Supply Stores (4442) General Merchandise Stores (452) Dept Stores excl Leased Depts (4521)
Retail MarketPlace - 3 Digit Total Retail Sales (including Food/Drink Sales) Bldg/Garden Equip/Supply Stores (444) Sports/Hobby/Book/Music Stores (451) Retail Trade Sales (NAICS 44-45) Food and Beverage Stores (445) General Merchandise Stores (452) Motor Vehicle and Parts Dealers (441) Health and Personal Care Stores (446) Miscellaneous Store Retailers (453) Furniture/Home Furnishing Stores (442) Gasoline Stations (447) Nonstore Retailers (454) Electronics & Appliance Stores (443) Clothing/Accessories Stores (448) Food Services & Drinking Places (722)
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Market Potential The Market Potential database contains more than 2,200 items, grouped into 35 categories that provide information about goods, services, attitudes, and activities collected from consumer surveys conducted by Mediamark Research Inc. Doublebase 2005. Categories include:
Electronics (PCs, DVDs, Videos, Film, Cameras, Internet Usage)
Financial Investments (Banking Services)
Health and Beauty (Health, Fitness, Personal Care)
Pets and Products (Pet Ownership, Pet Food, Pet Accessories)
Restaurants (Family, Fast Food)
Retail (Apparel, Automotive Aftermarket, Computers, Convenience Stores, Home, Insurance)
Sports and Leisure (Participation, Sporting Events, Traveling, Reading, Movies) Data is reported by product or service and includes the expected number of consumers and a Market Potential Index (MPI). The MPI measures the likelihood of adults or households in a specified area to exhibit certain consumer behavior compared to the U.S. national average. The index is tabulated to represent a value of 100 as the overall demand for the United States. A value of more than 100 represents high demand; a value of less than 100 represents low demand. For example, an index of 120 implies that demand in the trade area is likely to be 20 percent higher than the national average; an index of 85 implies demand is 15 percent lower than the national average.
How Is This Database Built? Market Potential data measures the likely demand for a product or service. This database projects the expected number of consumers and provides a Market Potential Index (MPI). An MPI compares the demand for a specific product or service for a trade area to the U.S. national demand for that product or service. The index is tabulated to represent a value of 100 as the average demand. A value of more than 100 represents higher demand, and a value of less than 100 represents lower demand. ESRI calculates an MPI by combining two data sources: ESRI's segmentation system Community Tapestry Mediamark Research Inc. Doublebase 2005 Because Mediamark Research Inc. and ESRI can identify each survey respondent by Community Tapestry segment, a rate of consumption can be calculated for any trade area. For detailed variable descriptions for Market Potential, please go to www.tetrad.com/demographics/usa/esri.
19 Market Potential
Current Year - MPI Variable Categories MPI_01: Apparel MPI_17: Health MPI_20: Internet MPI_33: Travel MPI_14: Furniture & HH Goods MPI_27: Shopping MPI_30: Telephones & Service MPI_11: Convenience Stores MPI_24: Personal Care Products MPI_05: Automotive MPI_08: Books MPI_23B: Media Read MPI_02: Appliances Aftermarket MPI_21: Leisure MPI_34: Video Tapes and MPI_15: Garden and Lawn MPI_18: Home Improvement Activities/Lifestyle DVDs MPI_25: Pets & Products and Services MPI_31: Tools MPI_12: Electronics MPI_03: Attitudes MPI_28: Smoking MPI_09: Cameras & Film MPI_23C: Media Listen MPI_16: Grocery MPI_06: Baby Products MPI_22: Mail & Phone MPI_35: Miscellaneous MPI_26: Restaurants MPI_19: Insurance Order/Yellow Pages MPI_13: Financial MPI_04: Automobiles and Other MPI_29: Sports MPI_32: Toys & Games Vehicles MPI_07: Beverage Consumption MPI_10: Civic Activities (Alcoholic) MPI_23A: Media Watch
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TETRAD Computer Applications Inc. is an Authorized Developer of ESRI and a licensed distributor of ESRI’s Demographic Updates, Business Summary, Consumer Spending, Community Tapestry, Retail MarketPlace, & Market Potential data for PCensus.
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Census
Data from Statistics Canada TETRAD Computer Applications Inc. is an authorized distributor of Statistics Canada’s latest Census Data for PCensus (Licensing Agreement no. 6543).
August 2010