Simplicity | 447 | 12C Small Town Simplicity

LifeMode Group: Hometown
Small Town Simplicity
12C
Households: 2,305,000
Average Household Size: 2.25
Median Age: 40.0
Median Household Income: $27,000
WHO ARE WE?
OUR NEIGHBORHOOD
SOCIOECONOMIC TRAITS
Small Town Simplicity includes young families
and senior householders that are bound by
community ties. The lifestyle is down-to-earth
and semirural, with television for entertainment
and news, and emphasis on convenience for
both young parents and senior citizens. Residents
embark on pursuits including online computer
games, scrapbooking, and rural activities like
hunting and fishing. Since almost 1 in 4
households is below poverty level, residents
also keep their finances simple—paying bills
in person and avoiding debt.
• They reside in small towns or semirural
neighborhoods, mostly outside
metropolitan areas.
• Education: 65% with high school diploma or
some college.
• Homes are a mix of older single-family
houses (61%), apartments, and mobile homes.
• Labor force participation lower at 51% (Index 81),
which could result from lack of jobs or retirement.
• A majority, 51%, of homes are
owner occupied. (Index 80).
• Income from wages and salaries (Index 82), Social
Security (Index 142) or retirement (Index 112),
increased by Supplemental Security Income (Index 203).
• Median home value of $88,000 is about
half the US median.
• Average rent is $600 (Index 62).
• This is an older market, with almost half of
the householders aged 55 years or older,
and predominantly single-person households
(Index 139).
• Unemployment higher at 11.9% (Index 138).
• Price-conscious consumers that shop accordingly,
with coupons at discount centers.
• Connected, but not to the latest or greatest gadgets;
keep their landlines.
• Community-orientated residents;
more conservative than middle-of-the-road.
• Rely on television or newspapers to stay informed.
TAPESTRY
TM
SEGMENTATION
esri.com/tapestry
Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100.
Consumer preferences are estimated from data by GfK MRI.
12C
LifeMode Group: Hometown
TAPESTRY
Small Town Simplicity
SEGMENTATION
esri.com/tapestry
AGE BY SEX (Esri data)
RACE AND ETHNICITY (Esri data)
INCOME AND NET WORTH
Median Age: 40.0 US: 37.6
The Diversity Index summarizes racial and ethnic diversity. The index
shows the likelihood that two persons, chosen at random from the
same area, belong to different race or ethnic groups. The index
ranges from 0 (no diversity) to 100 (complete diversity).
Net worth measures total household assets (homes, vehicles,
investments, etc.) less any debts, secured (e.g., mortgages)
or unsecured (credit cards). Household income and
net worth are estimated by Esri.
| Indicates US
85+
80–84
75–79
70–74
65–69
60–64
55–59
50–54
45–49
40–44
35–39
30–34
25–29
20–24
15–19
10–14
5–9
<5
TM
Diversity Index: 49.1 US: 62.1
Hispanic*
9.5%
Multiple
2.9%
Other
3.8%
Asian and
Pac. Island
American
Indian
Median Household Income
$27,000
0
1.2%
13.1%
4%
0
4%
Male
$90k
$120k+
$300k
$400k+
77.3%
0
8%
Female
$60k
$14,000
White
8%
$30k
Median Net Worth
1.6%
Black
US Median $51,000
0
20%
40%
* Hispanic can be of any race.
60%
US Median $71,000
80%
0
US Average
$100k
$200k
AVERAGE HOUSEHOLD BUDGET INDEX
OCCUPATION BY EARNINGS
The index compares the average amount spent in this market’s household budgets for
housing, food, apparel, etc., to the average amount spent by all US households. An index
of 100 is average. An index of 120 shows that average spending by consumers in this market
is 20 percent above the national average. Consumer expenditures are estimated by Esri.
The five occupations with the highest number of workers in the market are displayed
by median earnings. Data from the Census Bureau’s American Community Survey.
53
Housing
$35,000
Production
Median Earnings
57
Food
35
Apparel & Services
Transportation
58
Health Care
59
Entertainment &
Recreation
57
Education
50
Pensions &
Social Security
50
0
$25,000
Sales and Related
$15,000
Office and
Administrative Support
Food Preparation
and Serving Related
$5,000
54
Other
Transportation and
Material Moving
0
50
100
150
200
250
300
350
50,000
150,000
Workers ( Age 16+)
250,000
350,000
12C
LifeMode Group: Hometown
TAPESTRY
Small Town Simplicity
MARKET PROFILE
TM
SEGMENTATION
esri.com/tapestry
HOUSING
(Consumer preferences are estimated from data by GfK MRI)
Median home value is displayed for markets that are primarily
owner occupied; average rent is shown for renter-occupied markets.
Tenure and home value are estimated by Esri. Housing type and average
rent are from the Census Bureau’s American Community Survey.
• Small Town Simplicity features a semirural lifestyle, complete with trucks
(domestic, of course), ATVs, and vegetable gardens.
• Hunting, fishing, and target shooting are favorite pastimes.
• A large senior population visit doctors and health practitioners regularly.
• However, a largely single population favors convenience over cooking—frozen meals
and fast food.
• Home improvement is not a priority, but vehicle maintenance is.
Own
50.9%
Typical Housing:
Home
Ownership
US Percentage:
63.6% Own
36.4% Rent
Rent
49.1%
Single Family
Median Value:
$88,000
US Median: $177, 000
POPULATION CHARACTERISTICS
ESRI INDEXES
Total population, average annual population change since Census 2010, and average
density (population per square mile) are displayed for the market relative to the size
and change among all Tapestry markets. Data estimated by Esri.
Esri developed three indexes to display average household wealth, socioeconomic status,
and housing affordability for the market relative to US standards.
900,000
Population
11,000,000
0
5,424,000
-0.5%
Population Growth (Annual %)
Wealth Index
3.0%
0
0.1%
Population
0
350
68
Socioeconomic Status Index
Density (Persons per sq. mile)
1000
87
350
41
25,000
0
160
Housing Affordability Index
350
12C
LifeMode Group: Hometown
TAPESTRY
Small Town Simplicity
SEGMENTATION
esri.com/tapestry
SEGMENT DENSITY
This map illustrates the density and
distribution of the Small Town Simplicity
Tapestry Segment by households.
High
Low
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