ESRI's Tapestry Segment Descriptions

01 Top Rung

Segment Code .................01
Segment Name ...............Top Rung
LifeMode Group ..............L1 High Society
Urbanization Group .........U3 Metro Cities I

Demographic

Top Rung residents are uniformly mature, married, well educated, and wealthy. Most are in their peak earning years of 45–64; their median age is 43 years. Almost 75 percent of these households are made up of married couples. This is a monochromatic market with little diversity, save for the presence of children.

Socioeconomic

Top Rung is the wealthiest consumer market, represent­ing less than 1 percent of all U.S. households. Their median household income—more than $170,000—and median net worth—$464,000—are four times the national medians. Their wealth is derived from investments—interest, divi­dends, and rental properties—or the remuneration from owning or managing companies in the entertainment, sports, ?nance, real estate, legal, health care, and sales industries. Self-employment income is twice the national average. They are highly educated; 70 percent of the adult population aged 25 or older hold a bachelor’s or graduate degree.

Residential

The enclaves of the wealthy are dotted throughout major U.S. cities, with higher concentrations located on the coasts. Top Rung residents own at least one single-family home, with a median home value approaching $1 million, the high­est in the United States. Travel is part of their lives including the highest rate of interstate commuting.

Preferences

With the purchasing power to indulge any choice, what does the Top Rung resident prefer? Aside from the obvious investments and ?nancial services, such as stocks valued at more than $75,000, money market shares, mutual funds, personal liability insurance and life insurance policies valued above $500,000, they like to travel. This is the top market for foreign and domestic travel for both business and pleasure. They also like to travel in style. Vehicles are important to Top Rung residents; this is the top market for new luxury or imported cars.

Top Rung residents are shoppers; among their favorites are Nordstrom, Bloomingdale’s, Ann Taylor, Macy’s, Banana Republic, Lord & Taylor, and warehouse stores. They also rely extensively on mail order and the Internet for purchases, especially electronic toys and computers. Laptop and desktop computers, handheld devices, and cell phones are neces­sary for them to network and keep up with their busy lives. They own more than three cell phones and have at least two phone lines in their homes.

Their home life includes a range of interests. They are avid readers of newspapers (usually two or more daily), maga­zines (especially airline, travel, and fashion magazines), and books (biographies, history, and novels). They usually purchase their books online or from a warehouse store. They enjoy puttering about in their gardens, purchasing outdoor plants, potting soil, and fertilizer but leave the lawn care chores to maintenance services. Health-conscious Top Rung residents enjoy working out at the gym or on high-end equipment at home, playing tennis, gol?ng or skiing, snorkel­ing/diving, or sailing. They take vitamins and buy low-fat foods.

Top Rung residents are active in their communities and causes, donating to charitable organizations, belonging to business clubs, and addressing public meetings. They listen to classical, public, and all-news radio and watch CNN, MSNBC, Bravo, the History Channel, and, of course, PBS.

02 Suburban Splendor

Segment Code .................02
Segment Name ...............Suburban Splendor
LifeMode Group ..............L1 High Society
Urbanization Group .........U7 Suburban Periphery I

Demographic

Residents of Suburban Splendor live with maturing families in growing neighborhoods. They are slightly older, with a median age of 40 years, and married, with adolescent children. Most of the homes in these growing neighborhoods were built after 1980. Household growth in these suburbs is more than 2 percent annually. Diversity is low with a pre­dominantly white population.

Socioeconomic

These successful suburbanites are the epitome of upward mobility, just a couple rungs below Top Rung in af?uence. With a median household income of almost $114,000 and a median net worth of $246,000, Suburban Splendor residents’ wealth is more than double the U.S. medians. Labor force participation rates are high for both men and women in this market, indicating dual incomes for many households. Most of the labor force works in management and professional positions; more than half hold a bachelor’s or graduate degree. Their salaries are supplemented by other income from interest, dividends, and rentals at a rate almost two times that of the national average.

Residential

Families in the Suburban Splendor segment rank ?rst among Tapestry’s segments for homeownership; 92 percent own their homes. Homes are large and luxurious, with a median home value of $378,000. Located in growing neighbor­hoods, most homes (more than 60 percent) are relatively new, built after 1980. Since dual incomes commonly require multiple vehicles, more than 85 percent of these households own two or more vehicles. Suburban Splendor neighbor­hoods are located mostly in the metropolitan areas of Cali­fornia and the northeast.

Preferences

The homes in Suburban Splendor feature the latest ameni­ties, from spas to espresso machines, and re?ect the latest in home design such as hardwood ?ooring. Home improve­ment expenditures also focus on upgrades and all the newest gadgets, from snowblowers to lawn edgers, although these residents are more likely to hire home services than under­take DIY projects.

Their free time is devoted to family, travel, and self-improve­ment pursuits such as physical ?tness, reading, and visits to museums or the theater. Fitness includes regular exercise on high-end equipment at home or at the gym, in addition to sports such as racquetball, skiing, tennis, and golf. Read­ing materials range from multiple newspapers to books and magazines, especially airline, travel, business, and ?nance. As expected, they rack up the miles in frequent ?yer programs because they frequently travel in the United States and over­seas for business and pleasure.

Suburban Splendor residents are very active investors, using the Internet to check their holdings and make stock trades. They hold home equity credit lines, consult with ?nancial planners, and own life insurance policies exceed­ing $500,000. They are also shoppers, favoring upscale retailers such as Nordstrom, Lord & Taylor, Ann Taylor, and Barnes & Noble. They use the Internet frequently to purchase books and apparel. Use of the Internet, however, favors convenience, not entertainment. Media preferences include all-news, talk, sports, and classical music radio.

03 Connoisseurs

Segment Code .................03
Segment Name ...............Connoisseurs
LifeMode Group ..............L1 High Society
Urbanization Group .........U3 Metro Cities I

Demographic

The Connoisseurs segment is a slightly older market, with a median age of almost 45 years. Although residents appear closer to retirement than child rearing, many of these married couples have children still living at home. Ethnic diversity is negligible.

Socioeconomic

With a median net worth of $289,000, Connoisseurs residents are second only to Tapestry’s Top Rung segment in af?uence. Labor force participation is high, although many women work only part-time. This labor force is also well educated; more than 60 percent hold a bachelor’s or graduate degree. Connoisseurs residents earn high wages from occupations in the entertainment, sports, ?nance, real estate, legal, health care, and sales industries. Many are self-employed at a rate almost twice the national average. With a median household income of more than $115,000, they also supplement their salaries with income from interest, dividends, and rental properties.

Residential

Connoisseurs neighborhoods tend to be older bastions of af?uence where median home value is more than $511,000, and growth is slow. Most homes are single-family structures built before 1970. More than 80 percent are owner occupied. Connoisseurs neighborhoods are located in densely popu­lated city centers and in established af?uent areas. Commut­ing is a way of life, and many Connoisseurs residents live in a different state from where they work.

Preferences

Connoisseurs residents may be second in wealth, but they rank ?rst in conspicuous consumption. Their homes include the latest gadgets and upgrades. However, they are not do-it-yourselfers. They own electric chain saws but hire contrac­tors for their home improvement and remodeling projects. They love their gardens but use landscaping and gardening services to do the maintenance. Connoisseurs residents do, however, grind their own coffee beans. They love their coffee, especially Starbucks, and their espresso/cappuccino machines.

Physical ?tness appears prominent among their priorities. They favor bicycling, exercise programs with high-end equip­ment, golf, tennis, and swimming. They do not participate quite as frequently as other segments in any of these pursuits, but they spend more on suitable attire. They enjoy travel, both domestic and foreign. Although they do not travel as extensively as other markets, they tend to be the top spenders during personal/vacation travel. Connoisseurs resi­dents frequently use the Internet to track their investments, purchase airline tickets, and shop online. They order from the Eddie Bauer and Lands’ End catalogs and shop at Nordstrom, Lord & Taylor, and Macy’s.

Connoisseurs residents are well read. They are the top market for books, especially mysteries, history, and biographies. They also read two or more daily newspapers and magazines, from epicurean to business/?nance. Connoisseurs residents are not just readers, they are active in the community—working for political candidates or parties, participating in civic activities, and volunteering for charitable organizations. They tend to be liberal and include support of environmental issues among their activities.

07 Exurbanites

Segment Code .................07
Segment Name ...............Exurbanites
LifeMode Group ..............L1 High Society
Urbanization Group .........U7 Suburban Periphery I

Preferences

Exurbanites residents’ lifestage highlights their focus on investments and ?nancial services. They consult with ?nancial planners, own shares in tax-exempt funds, and track their investments on the Internet. They are well insured between personal property policies and life insurance policies ranging from $250,000 to $500,000. Many have second mortgages or home equity lines of credit.

Exurbanites residents’ lifestyle includes work on their homes and gardens and outdoor activities. Purchase of lawn care products, shrubs, and outdoor plants to enhance their properties is popular. Interior improvements also rank high with this segment; they contract for carpet and ceramic tile ?oor installation, remodeling, and exterior painting. They frequently use the Yellow Pages to ?nd general contractors. To perform their own home improvement projects, Exurban­ites residents own equipment such as electric sanders, chain saws, and glue guns. Leisure time includes golf, boating, hiking, kayaking, and vacations.

Shopping is practical. They are more likely to buy from Lands’ End, L.L.Bean, Old Navy, and Target than shop at upscale retailers. They listen to public radio and donate to PBS. Reading and dining well are also important to Exurbanites residents. They are also active in their communities—vol­unteering, participating in civic activities, and donating to charitable organizations.

Demographic

Exurbanites residents live beyond the urban fringe—prefer­ring open space with af?uence. The majority of households are empty nesters—married couples with no children living at home. But 45 percent of the married couple households still have children at home. Most householders are between the ages of 45 and 64 years, with a median age of 43 years, which places them directly between college expenses and the care of elderly parents. Lifestage is as important to understanding this market as their lifestyle. There is little ethnic diversity in this market; most residents are white.

Socioeconomic

Labor force participation remains above average among Exurbanites residents, 67 percent. The labor force is col­lege educated, more than 40 percent hold a bachelor’s or a graduate degree and are well employed (about half hold professional or managerial positions). An increased number of residents prefer to be self-employed or work from home instead of commuting to work. Median net worth is more than $200,000, almost twice that of the national median; median household income is more than $80,000. More than 20 percent have begun to draw retirement income. Almost 60 percent of the households receive additional income from their investments.

Residential

Exurbanites households are growing by almost 2 percent annually, but these are not the newest neighborhoods. Recent construction comprises less than 20 percent of the housing stock. More than half of the homes were built before 1970. Most homes are single-family structures. Median home value is about $235,000, almost twice the national median. Exurban living is not supported by public transportation. Almost 80 percent of households own at least two vehicles.

08 Laptops and Lattes

Segment Code .................08
Segment Name ...............Laptops and Lattes
LifeMode Group ..............L4 Solo Acts
Urbanization Group .........U1 Principal Urban Centers I

Demographic

Laptops and Lattes residents enjoy the single life. Single per­sons living alone or with a roommate represent the majority of all households in this segment. Average household size remains constant at 1.8. Although the market is increas­ing in size very slowly, it is maturing and diversifying more quickly. The median age of the population is 38 years, two years older than the U.S. median age. The Diversity Index, which measures the likelihood that any two people from this segment represent different racial or ethnic origins, has increased by six points since 2000—twice as fast as the U.S. index. Most of the population is white, but the faster growth of the black, Asian, Hispanic, and multiracial populations is increasing diversity in the Laptops and Lattes segment.

Socioeconomic

With a median income of more than $87,000, these singles are af?uent. Their median net worth is $262,000, despite the minority of homeowners here. The labor force of Laptops and Lattes is elite. They are extremely well educated; 37 percent hold bachelor’s degrees, and 32 percent have earned graduate degrees. Two-thirds holds professional or management positions, especially in the information, ?nance and insurance, or scienti?c and technology industries. More than half of the households also earn income from their investments.

Residential

Laptops and Lattes residents love city life and prefer to live in the major metropolitan areas of New York; Boston; Washing­ton, D.C.; Chicago; Los Angeles; or San Francisco. By virtue of their lifestyle or locale, these householders are more likely to rent than own their homes. Less than 40 percent are hom­eowners. Most of the population in Laptops and Lattes lives in multistory apartment buildings with more than 20 units. The neighborhoods are older and virtually untouched by urban renewal. Forty percent of the housing were built before 1940; only 5 percent of the housing inventory were added in the past 10 years. However, these are not inexpen­sive districts. Average rent is more than $1,200 monthly, and median home value is $639,000. Being typical city dwellers, many residents in Laptops and Lattes do not own a car.

Preferences

Laptops and Lattes residents are both cosmopolitan and con­nected. This is the top market for notebook PCs and PDAs. They use the Internet daily to trade stocks, purchase every­thing from apparel to peripherals, or arrange travel plans. While residents are not overly concerned with local transpor­tation, they are well traveled, especially abroad.

In the city, they shop at upscale establishments and spend their leisure time at concerts, sporting events, shows, and museums. They dine out frequently and take adult education courses. In other words, they enjoy metropolitan amenities. They are health conscious and physically ?t; they ski, sail, and participate regularly in an exercise program at the gym. Regular dieters, Laptops and Lattes residents represent the top market for organic or natural foods and select vitamin supplements. They frequently participate in environmental groups and consider themselves liberal. They listen to clas­sical, all-news, and public radio and read airline, travel, and women’s fashion magazines.

09 Urban Chic

Segment Code .................09
Segment Name ...............Urban Chic
LifeMode Group ..............L2 Upscale Avenues
Urbanization Group .........U3 Metro Cities I

Demographic

Urban Chic residents are professional couples who live an urbane, exclusive lifestyle. More than half of the households are married couples, similar to the United States propor­tions. Less than half of them have children. Unlike the United States, there are fewer single-parent families and more single-person households. The population is also slightly older, with a median age of 41 years. Diversity is slightly below average compared to the United States diversity.

Socioeconomic

A median household income of more than $82,000 and a median net worth of $236,000 enable a stylish lifestyle for the Urban Chic segment. From a well-educated base, more than half hold a bachelor’s or graduate degree; they are pursuing a variety of occupations, from self-employment through professional and technical jobs. More than half of the households also receive additional income from investments.

Residential

Urban Chic neighborhoods also parallel U.S. housing type and ownership: the setting is urban, and homes range from prewar to post 2000, high-rise to single-family. Approxi­mately 60 percent live in single-family homes; 30 percent live in multiunit structures. Two-thirds own their homes, and 33 percent rent. But the preference for uptown living is also evident. Median home value is $472,000, more than three times the U.S. median home value. Urban Chic residents clearly prefer expensive townhouses or high-rises in the city. Major concentrations of Urban Chic households are found on the coasts of Northern and Southern California and along the East Coast.

Preferences

Urban Chic residents attend to lifestyle more than ambi­ence. Residents travel extensively; maintain luxury cars; and embrace city life by visiting museums, attending dance performances, participating in civic activities such as working for political parties, and shopping at upscale establishments. They are more inclined to buy dress clothes than casual wear, but they purchase apparel for every pursuit—running, hiking, golf, skiing, and yoga.

The busy, computer savvy Urban Chic residents are con­nected. They not only use PCs extensively, but they also read the manuals. To keep in touch and track their busy schedules, they frequently use handheld PDAs and cell phones. They access the Internet to arrange travel plans, buy books or tickets for concerts and sporting events, check their invest­ment portfolios, and trade stocks. Urban Chic residents own $75,000 or more in stocks, use stock rating services, and keep money market accounts.

To connect with Urban Chic residents, consider their favorite media. This is one of the top markets for all news/talk/public radio. They also read multiple newspapers and magazines, especially travel, fashion, airline, and sports magazines. TV viewing is not as predominant in this market, but they have their favorites including channels such as Bravo, A&E, CNN, and MSNBC plus popular series such as The West Wing.

10 Pleasant-Ville

Segment Code .................10
Segment Name ...............Pleasant-Ville
LifeMode Group ..............L2 Upscale Avenues
Urbanization Group .........U3 Metro Cities I

Demographic

Prosperous domesticity distinguishes the settled lives of Pleasant-Ville residents. Families, especially middle-aged married couples, characterize Pleasant-Ville neighborhoods. Average family size is 3.3; the average number of children per family is 1.0. Almost 40 percent of the households have children. About 14 percent of the households have adult children. This population is slightly older than the U.S. norm, with a median age of 38.7 years. However, the diversity of the Pleasant-Ville segment population is comparable to that of the United States.

Socioeconomic

A median household income close to $72,000 and a median net worth of $164,000 place Pleasant-Ville among the upscale households. Labor force participation remains well above average for residents, but unemployment has increased since 2000 when it was only 4 percent. Because the labor force is diversi?ed in the Pleasant-Ville segment, the unemployment rate is expected to decline. About one in ?ve Pleasant-Ville households are drawing retirement income, and that ratio is expected to increase. In addition, 45 percent of the households draw income from interest, dividends, or rental properties.

Residential

Most of the homes in Pleasant-Ville are single-family units built between 1950 and 1970 with a current median value of $272,000. Concentrated in the northeast and California, home values are unlikely to decline in Pleasant-Ville neighbor­hoods. Despite the increase in home value, homeownership remains high—more than 85 percent—and vacancy rates are low—less than 3 percent. Pleasant-Ville residents are settled and enjoy where they live; two-thirds have lived in the same house since 1995. To maintain their comfortable lifestyle, 12 percent are willing to commute more than 60 minutes to work. Vehicles are important to Pleasant-Ville residents; two thirds of the households maintain two or more vehicles.

Preferences

Older homes require maintenance and renovation. For Pleas­ant-Ville homeowners, home improvement is a priority, while doing the projects personally is not. When it is time for home improvement, Pleasant-Ville residents will hire remodeling contractors. Their yards are also important, but they are far more likely to contract a lawn maintenance service than do yard work.

Pleasant-Ville residents spend their leisure time with their families—dining out, going to ball games and the beach, or vacationing. In addition to going to Disneyland, they like to travel abroad including going on cruises. Being prudent investors, they hold certi?cates of deposit and own mutual funds and savings bonds. They own PCs but use them more for consumer purchases, such as ?owers and toys, than anything else. Many Pleasant-Ville residents purchased their home computers more than ?ve years ago.

Their choice of media includes radio, especially talk, all-news, jazz, and sports radio programs. They are likely to read two or more Sunday newspapers and several magazines including epicurean, travel, business, and news weeklies. Their shop­ping favorites represent both cost conscious buying at ware­houses, Kmart, and T.J. Maxx, and more upscale shopping at department stores such as Macy’s, Lord & Taylor, Marshalls, and Nordstrom.

12 Up and Coming Families

Segment Code .................12
Segment Name ...............Up and Coming Families
LifeMode Group ..............L9 Family Portrait
Urbanization Group .........U7 Suburban Periphery I

Demographic

Up and Coming Families represents Tapestry’s second highest growth market, with an annual household growth rate of 5 percent. This segment represents the youngest of Tapes­try’s af?uent family markets. These days, residents are more Generation Xers than baby boomers. Despite the change in generations, the pro?le remains that of young, af?uent fami­lies with small children. The median age of Up and Coming Families is less than 32 years. They are married couples with children. Population in this segment is still predominantly white, but the diversity of the population is increasing with its size.

Socioeconomic

At the beginning of their careers, Up and Coming Families residents are earning above average income but have not had time to accumulate much wealth. The median house­hold income is more than $67,000, well above the national median, but their median net worth, $95,000, is still below the national average. It is no surprise that more than 90 per­cent of their income is derived from wage and salary com­pensation. Sixty-?ve percent of the labor force have attended or completed college. Labor force participation is well above average, more than 73 percent, and unemployment remains low. Although half of the households have children, they also have working parents.

Residential

Residents of Up and Coming Families own new single-family homes; half were built in the last 10 years. Houses in these neighborhoods are valued at $169,000, slightly above the U.S. median home value. They are located in suburban outskirts of midsized metropolitan areas (populations greater than 250,000). Up and Coming Families neighborhoods are scattered across the country but concentrated in south Atlan­tic and mountain states.

Preferences

Consumer choices for Up and Coming Families are dictated by their priorities, family, and home. Since many are ?rst time homeowners, they still purchase basics in household furni­ture and yard care products, especially lawn fertilizer, with or without weed control. Many are beginning or expand­ing their families, so maternity clothes, baby equipment, children’s clothing, and toys are also high on the “must have” list. Vying for attention in the family budget are car and student loans, personal lines of credit, and the requisite mortgage insurance policy.

Add a pet (cat or dog) to the mix, and there is not a lot of personal time left. Fast food is a staple in the family diet including Papa John’s and Domino’s pizza, Chick-?l-A, Del Taco, and family dining at Chuck E. Cheese. Leisure time includes visiting the zoo, attending ball games, or taking adult education classes. When they do travel, they do so domestically.

13 In Style

Segment Code .................13
Segment Name ...............In Style
LifeMode Group ..............L2 Upscale Avenues
Urbanization Group .........U7 Suburban Periphery I

Preferences

In Style residents are computer savvy; they own and use cell phones, PDAs, and PCs with a host of software from accounting to Web authoring and utilities. They would probably purchase computer hardware from Dell Computer. Online activities include purchasing computer equipment, researching real estate information, tracking investments, and planning travel. They use tax preparation software, own mutual fund shares, maintain insured money market accounts through a bank, and contribute to 401(k) retire­ment accounts. Looking toward the future, In Style residents hold long-term care and disability insurance policies. Home remodeling and yard care are contracted out to various services.

Physical ?tness is an integral part of their lifestyle. They subscribe to Weight Watchers for diet control, work out in a regular exercise program, and take vitamins. They own treadmills and weights, practice yoga, play tennis, and go scuba diving. Rock concerts, live theater, and museum visits ?ll up leisure time. Domestic travel for business and leisure rank high for this segment. They read airline magazines; listen to public, news–talk, classical, and alternative radio. They subscribe to cable (digital, of course); E! and The Golf Channel are favorite cable channels. They enjoy dining out at The Cheesecake Factory, Don Pablo’s, and Chili’s Grill & Bar. Shopping preferences include Nordstrom, Eddie Bauer, Banana Republic, Amazon.com, L.L.Bean, and Lands’ End.

Demographic

In Style households live in the suburbs but favor the lifestyle of city dwellers. Professional couples predominate, with higher labor force participation and fewer children. Married couple households represent 55 percent of all households. Households without children, including singles and nonfamily households, comprise more than 60 percent of all house­holds—and they are increasing. The population is slightly older; median age is 37.8 years. There is little diversity within In Style neighborhoods.

Socioeconomic

In Style households are prosperous, with a median household income of more than $65,000 and a median net worth of $162,000, approximately one and one-half times the national median. Wages and salaries provide income for 85 percent of these residents; 45 percent also have some form of invest­ment or rental property income. In Style residents are very well educated compared to average U.S. residents; nearly 40 percent hold a college or graduate degree. Labor force participation is above average, 71 percent, and unemploy­ment is low, less than 5 percent. Most of the labor force is engaged in professional or managerial positions with above average concentrations in the ?nancial services, insurance, and technical services industries.

Residential

In Style residents live in af?uent neighborhoods of metro­politan areas. More suburban than urban, these households nevertheless embrace an urbane lifestyle, with many favoring townhomes over the traditional single-family dwellings. More than 75 percent of their homes were built in the last 30 years and carry a median value of $204,000. Homeownership is just slightly above average at 70 percent. Neighborhoods are freckled across the South and gulf coast; some are found in the Midwest. A concentration of these neighborhoods is also found in Arizona.

14 Prosperous Empty Nesters

Segment Code .................14
Segment Name ...............Prosperous Empty Nesters
LifeMode Group ..............L5 Senior Styles
Urbanization Group .........U7 Suburban Periphery I

Preferences

Prosperous Empty Nesters residents are active physically and ?nancially. Maintaining their ?nancial and personal well being are priorities. They plan their investments and save for retirement through the use of ?nancial services and broker­age ?rms. They invest in tax-exempt funds, mutual funds (bonds), annuities, and stocks, while maintaining money market accounts and home equity lines of credit. Concern about their physical as well as ?nancial health leads them to play golf, ride bicycles, ski, and work out regularly. They also take multiple vitamins and get regular checkups from their doctors.

Prosperous Empty Nesters residents also display active inter­est in their homes and communities. Remodeling and lawn care services are part of home maintenance. Civic partici­pation includes working on political campaigns, joining fraternal organizations, writing to a newspaper or magazine editor, and donating to charities. Personal interests include extensive travel both at home and abroad and reading his­tory and mystery books, two or more daily newspapers, and magazines (especially airline, travel, business, epicurean, and home). Prosperous Empty Nesters residents also enjoy listen­ing to talk or sports radio and watching news or sports (such as golf or skiing) on television.

Demographic

More than half of the householders in this segment are aged 55 years or older. Most households are married couples with no children living at home. Well educated and experienced, Prosperous Empty Nesters residents are enjoying the segue from child rearing to retirement. The median age of this population is 46 years. This segment is now increasing slowly, at 1 percent annually, but the pace is likely to accelerate as the baby boomers mature. Prosperous Empty Nesters resi­dents are not ethnically diverse; 90 percent of these residents are white.

Socioeconomic

A median income of $64,000 supports their current priorities of travel and home improvement and enables saving. With a median net worth at more than $180,000, they invest prudently for the future. Although these households still earn approximately 70 percent of their income from wages and salaries, 37 percent collect Social Security income, and 58 percent collect some form of investment or dividend income. Almost 40 percent hold college degrees; another 30 percent attended college. Many Prosperous Empty Nesters residents are still working in well-established careers holding professional and management positions in the ?nance, legal, and education sectors.

Residential

Prosperous Empty Nesters residents live in well-established neighborhoods located throughout the United States, but concentrated more on the eastern seaboard. The neighbor­hoods experience little turnover and nominal change from year to year. Most homes (more than 75 percent) were built before 1980, and most are single-family houses with a median home value of $180,000.

17 Green Acres

Segment Code .................17
Segment Name ...............Green Acres
LifeMode Group ..............L2 Upscale Avenues
Urbanization Group .........U10 Rural I

Preferences

Country living describes the lifestyle of Green Acres resi­dents. They are do-it-yourselfers, maintaining and remodel­ing their homes with paint, decks and patios, and spas. Of course, they own all the necessary power tools to accomplish their projects including power saws, drill presses, and weld­ers. Gardening, especially vegetables, is also a priority, again with the right tools—tillers, tractors, riding mowers, edgers, and even separate home freezers for the harvest.

Leisure in Green Acres includes hiking, backpacking, hunting, and bicycling. They also own motorcycles, watch motorcycle events on TV, and read motorcycle magazines. Accommodat­ing the country lifestyle, many households employ satellite dishes in lieu of cable TV. Favorite channels include Home & Garden Television, ESPN, and the Speed Channel. They listen to news–talk radio and read ?shing, hunting, and boating magazines. Living in the country does not preclude connec­tion to the rest of world. Green Acres residents own and use PCs, probably purchased by catalog. They own a variety of software packages including education software for their children. They also use the Internet, primarily to purchase consumer goods, such as videos, clothing, and CDs, or to track investments.

Demographic

Married couples with and without children make up 70 per­cent of the households in Green Acres. Most of the families are blue-collar baby boomers, many with children aged six–17 years. With 9.5 million people, Green Acres represents one of the largest markets, currently more than 3 percent of the U.S. population and growing by 2 percent annually. The median age for Green Acres residents is 39 years. This segment is not ethnically diverse; more than 90 percent are white.

Socioeconomic

The labor force of Green Acres is college educated and hardworking. More than half has completed some college or a degree program. Labor force participation is approximately 70 percent, with employment concentrated in skilled labor and farming occupations in agriculture, manufacturing, or construction industries. More than 12 percent of households earn income from self-employment ventures. Their median household income is $61,000 with a median net worth of more than $130,000.

Residential

A little bit country, Green Acres residents live in pastoral set­tings of developing suburban fringe areas. Development has been consistent—single-family homes. With the exception of a few mobile homes and some seasonal housing, more than 90 percent of the housing inventory are owner occupied, single-family dwellings. (Homeownership is also consistent in Green Acres.) These newer homes carry a median value of $168,000. Green Acres neighborhoods are located through­out the country but are very common in Indiana, Michigan, Ohio, and Pennsylvania. Typical of rural residents, Green Acres homeowners own multiple vehicles. Almost 80 percent own two or more vehicles in addition to their lawn or garden tractors. They favor domestic models with four-wheel drive, four-door sedans, and trucks.

18 Cozy and Comfortable

Segment Code .................18
Segment Name ...............Cozy and Comfortable
LifeMode Group ..............L2 Upscale Avenues
Urbanization Group .........U8 Suburban Periphery II

Demographic

These middle-aged, married couples are comfortably settled in single-family homes in older neighborhoods. The median age for Cozy and Comfortable residents is 40.4 years, well above the U.S. median age of 36 years. Most residents are married, without children, or married couples with school-age and adult children. This is a relatively large segment, 8.4 million people, and growing moderately at about 1 per­cent annually. Most of the residents in this segment
are white.

Socioeconomic

Although the labor force is older, they are in no hurry to retire. Labor force participation remains above average, approximately 67 percent. Unemployment has crept up in the past few years but remains relatively low at 5.4 percent. Employment represents a variety of industries and occupa­tions, from professional or managerial to service workers. Median household income is $61,000, drawn from wages and salaries for 80 percent of Cozy and Comfortable resi­dents, from investments for 45 percent of households, and from Social Security for 29 percent. Their net worth is more than $133,000.

Residential

Many of them are still living in the homes in which they raised their children. These are single-family homes built before 1970 with a current market value of $151,000. Cozy and Comfortable neighborhoods are located mainly in suburban areas in the Midwest and Northeast. More than 88 percent of the residents are homeowners, and vacancies are low at 3.8 percent.

Preferences

Cozy and Comfortable residents prefer mutual funds and consult ?nancial planners. They are likely to have a second mortgage, hold home equity credit lines, and re?nance their mortgages. Home improvements, including lawn care, are important to Cozy and Comfortable residents. They own leaf shredders and foliage trimmers and buy grass seed. Contract­ing for concrete or masonry work and adding a deck, porch, or patio are popular home improvement projects for Cozy and Comfortable residents. Leisure time includes golf.

Although they have home computers, owning the latest technology does not rank particularly high with Cozy and Comfortable residents. Their computers are several years old, and they are not running the latest Windows operat­ing system. They use the Internet to obtain information about real estate, cars, or to play games. Television is more important than technology to Cozy and Comfortable resi­dents; many households own four or more sets. They watch The Golf Channel and enjoy Home & Garden Television for information about home improvement projects. They enjoy attending hockey and pro football games as well as playing golf at home and on vacation.

21 Urban Villages

Segment Code .................21
Segment Name ...............Urban Villages
LifeMode Group ..............L9 Family Portrait
Urbanization Group .........U1 Principal Urban Centers I

Preferences

Family and home are priorities in the household budgets of Urban Villages residents. Since most of the housing is older, it is no surprise that home maintenance requires some spending, especially on roo?ng, doors, paint, and bedroom remodeling. Spending on groceries and children’s apparel is also important. Large families dictate the average amount of $150 spent by Urban Villages residents during weekly trips to the grocery store. Besides groceries, they like to shop at drug stores, convenience stores, and warehouse/club stores such as Price Costco.

Leisure, too, is a family affair. Possibly by virtue of proxim­ity, this is the top market for California attractions such as Disneyland and Sea World. Urban Villages residents also like to go to the movies, the beach, and out to eat. When dining out, residents frequent fast food and family/steakhouse establishments such as Sizzler, Marie Callender’s, and Tony Roma’s. They travel abroad when they are able and follow soccer closely. Soccer is important in Urban Villages neigh­borhoods; residents play and attend matches.

Electronics and computer preferences include pagers, a tape backup, and a Packard Bell or IBM computer. Internet activi­ties include trading stocks and visiting chat rooms; however, they are unlikely to purchase items such as clothes from the Internet or mail-order catalogs. They rent foreign videos, listen to Hispanic radio, and watch syndicated daily program­ming on television.

Demographic

The Urban Villages segment is composed of the multicultural young families unique to densely populated cities in gate­way states, particularly California. Households are a family mix of married couples with and without children, single parents, and other families. The average family size is 4.09, with almost 40 percent of households composed of mar­ried couples with children. The median age of residents is 31 years. The diversity of residents is especially high; virtually every race and a multitude of cultures live in Urban Villages neighborhoods. Most of the population is white or other races, the majority are of Hispanic (Mexican) origin. A little more than one-third are foreign born.

Socioeconomic

Almost 40 percent of Urban Villages residents have not com­pleted high school. About one-fourth have graduated from high school but not enrolled in college; however, enrollment in college classes is above average. One-fourth have com­pleted some college or a degree program. Unemployment has been increasing, but there are many two income house­holds. Working primarily in the manufacturing, transporta­tion, and production sectors, they earn a median household income of $54,400. Their median net worth is $113,500.

Residential

Most of the houses in Urban Villages are older, single-family homes. More than 70 percent were built before 1970. Less than 20 percent of the housing inventory are apartments. Most of the householders are also homeowners, more than 72 percent. Median home value has increased to more than $240,000, and vacancy rates barely support turnover, less than 3 percent. Typical of Californians, they own multiple vehicles.

22 Metropolitans

Segment Code .................22
Segment Name ...............Metropolitans
LifeMode Group ..............L3 Metropolis
Urbanization Group .........U3 Metro Cities I

Demographic

Metropolitans residents favor city living in older neighbor­hoods populated by singles or childless couples. Residents include both Generation Xers and retirees; their median age is 37.2 years. Most residents in these neighborhoods are white with some black and Hispanic populations represented.

Socioeconomic

Despite the retired householders in the neighborhood, labor force participation is well above average, almost 72 percent. The rate of unemployment has increased among Metro­politans residents since 2000 but remains below average at 4.8 percent. Metropolitans residents are highly educated; 75 percent have attended college or completed a degree program. Almost 30 percent have a bachelor’s degree, and 20 percent hold a graduate degree. Half of the Metropolitans workforce holds professional and management positions. Median household income is $55,500. Almost half the households earn interest and dividend income. Their median net worth is more than $125,000.

Residential

Metropolitans residents are distributed throughout the coun­try, although they are clearly partial to Colorado, Minnesota, and Washington. They prefer older neighborhoods with an eclectic mix of single-family homes and multiunit structures, even some seasonal housing. Sixty percent of the homes were built before 1960. These neighborhoods are slow to change, with an annual increase of less than 1 percent in households. Metropolitans residents are a bit more mobile; one in two households is likely to move within ?ve years. Contrary to their mobility status, most Metropolitans resi­dents (more than 60 percent) are homeowners. Their median home value is $183,200.

Preferences

Owners of older homes have maintenance and remodeling costs, and Metropolitans residents are no different. Their list includes new gutters and downspouts, light ?xtures, and, of course, new paint. They are more likely to contract home repair or remodeling than to do it personally. They have yards and gardens, but they are also more likely to contract lawn maintenance services.

Metropolitans residents pursue an active, urbane lifestyle. They travel frequently, on personal trips and for business, belonging to three or more frequent ?yer programs. They listen to classical, public, jazz, news–talk, and sports radio; play backgammon; participate in yoga, roller blading, hiking/backpacking, and snorkeling; go to museums and zoos; attend rock concerts; rent foreign videos/DVDs; and read epicurean magazines. Health conscious Metropolitans residents buy natural/organic foods. Pathmark and Foodtown are their grocery stores of choice.

Metropolitans residents participate in numerous civic activi­ties such as volunteering for environmental causes, address­ing public meetings, and working for a political party/candi­date. They use the Internet daily and prefer owning and using a laptop computer. Metropolitans residents like to order books, airline tickets, and clothes online and use a stock rating service.

23 Trendsetters

Segment Code .................23
Segment Name ...............Trendsetters
LifeMode Group ..............L4 Solo Acts
Urbanization Group .........U1 Principal Urban Centers I

Demographic

Trendsetters residents are mainly singles living alone or sharing rent with a roommate, accounting for more than half of the residents. The remaining population is in family households. Trendsetters residents are younger than the U.S. median, with a median age of 34.7 years. Ethnically diverse, almost 12 percent of the population are Asian (about 3 times the U.S. percentage), and more than 20 percent are Hispanic.

Socioeconomic

These well-educated professionals hold substantive jobs and earn a median household income of $55,600. At least one-fourth of Trendsetters residents hold a bachelor’s degree, with 17 percent holding a graduate degree. Another one-fourth have some college to their credit. Although wages account for most of their income, Trendsetters residents also collect interest and dividends, revenue from rental properties, and income from self-employment ventures. Their median net worth is $138,100.

Residential

On the cutting edge of urban style, Trendsetters residents are young, diverse, and mobile, primarily living on the West Coast. Eschewing homeowner responsibilities, approximately 70 percent rent in upscale, multiunit settlements in older city districts. Their average gross rent is relatively high at approxi­mately $900. Single-family homes and townhouses comprise the rest of the housing market, with median home value at $407,000. Most housing was built before 1950. Twenty percent of households do not own a vehicle due to city living with public transportation.

Preferences

Trendsetters residents are spenders; they buy from stores and online. Fashion conscious residents shop for essentials at discount and warehouse stores but buy branded apparel at trendy stores such as Banana Republic and Old Navy. They stay current with trends by reading women’s fashion, epicu­rean, and food and home service magazines.

To keep in touch, Trendsetters residents are never far from their electronic gadgets and computers. They own the latest and greatest equipment such as laptop computers, handheld PDAs, cell phones, and MP3 players. They are frequently online researching real estate or investment information or buying airline tickets, ?owers, and cameras. They take an interest in the business/?nance and science and technology sections of the newspaper. Many young residents are already preparing for retirement through investments such as mutual funds and stocks.

Trendsetters residents are health conscious and exercise regularly. Health food favorites include energy bars, frozen yogurt, and frozen veggie burgers. They exercise at home, at ?tness clubs, and outdoors by bicycling, jogging, or roller skating. Residents try other activities from hiking and gol?ng to snorkeling and yoga. These sports fans watch games on TV, often attend sporting events, and read sports magazines. Other leisure time is spent at bars or nightclubs, live theater, theme parks and museums, or cooking and gardening for fun.

25 Salt of the Earth

Segment Code .................25
Segment Name ...............Salt of the Earth
LifeMode Group ..............L11 Factories and Farms
Urbanization Group .........U10 Rural I

Preferences

Salt of the Earth households are rooted in their settled, traditional, and hardworking lifestyles. Independent and self-reliant, they take on small home improvement projects by themselves, as many homes are older. They enjoy reaping the rewards from their gardens and spend time and money on them. Practical, they often choose used cars over new ones and take on the maintenance themselves. These rural area households prefer trucks or SUVs to sedans and domestic vehicles to imported ones.

They are active in their civic duties and tend to be politically conservative. Voting in elections and participating in fund-raising, veterans’ club, and church are an integral part of these rural communities. They handle their ?nances with care and invest in retirement savings accounts but with a higher proportion in ?xed income assets than usual. They carry insurance policies to protect themselves and their families.

On the weekends, Salt of the Earth residents enjoy dining out, usually at full-service restaurants with friends and fami­lies. During the week, residents eat at fast-food establish­ments for convenience. Going to the movies is not as much a routine as it is in other segments. Fishing and hunting ?t into their rural lifestyles. Their family portraits often include pets, usually dogs. They watch TV, but somewhat less often than the average households do. They stay informed by reading newspapers regularly and thoroughly. Their radio dials are often tuned to country music programs. They get to their vacation destinations usually by car, preferring domestic to foreign locations.

Demographic

Salt of the Earth households are dominated by married couples with and without children (65 percent). More house­holds are composed of married couples without children, at 36 percent, but 29 percent include children (still higher than the U.S. percentage). One-?fth of Salt of the Earth residents live in single-person households. The average household size is 2.6 people, slightly above the U.S. ?gure of 2.6. The aver­age family size is 3.0 people, slightly below that of the U.S. ?gure of 3.1. An older market, the median age is 39.8 years. Nearly 95 percent of Salt of the Earth residents are white, making it the second least diverse of all the markets behind The Elders.

Socioeconomic

Salt of the Earth residents live in blue-collar neighbor­hoods, working primarily in agriculture, manufacturing, and mining. Workers are slightly older with low unemployment rates. The median household income is $47,400, closer to the U.S. median than any other segment. Income sources include wages, dividends, rental income, retirement income, and Social Security bene?ts, all above average proportions. Sixteen percent of households earn income from self-employ­ment, which is also higher than the U.S percentage. Their median net worth is $94,100. One-fourth of Salt of the Earth residents have some college credits, and 13 percent have a bachelor’s or graduate degree. More than 80 percent gradu­ated from high school.

Residential

Salt of the Earth residents live in rural areas throughout the United States, primarily in midwest states such as Ohio, Pennsylvania, and Michigan. Eighty-?ve percent own their homes. Median home value is $114,800 with 83 percent living in single-family homes and 12 percent living in mobile homes. Twenty-two percent of homes were built before 1940. Twenty-eight percent of households own three or more vehicles, making Salt of the Earth among the top ?ve segments with this distinction.

27 Metro Renters

Segment Code .................27
Segment Name ...............Metro Renters
LifeMode Group ..............L4 Solo Acts
Urbanization Group .........U1 Principal Urban Centers I

Preferences

Because they rent, home and hearth products are not the pri­mary expenditures for Metro Renters residents. They spend on themselves, buying ski and workout clothes, women’s designer jeans, and other merchandise from traditional stores or online. Favorite stores include Bloomingdale’s, Banana Republic, Lord & Taylor, Macy’s, and The Gap. Online destina­tions include barnesandnoble.com, priceline.com, and
amazon.com.

Metro Renters residents work out regularly in an exercise program, buy organic foods, and wear eyeglasses or soft contact lenses. They also play racquetball and tennis, practice yoga, ski, and jog. Other leisure activities include attending rock concerts and the movies and dancing. Metro Rent­ers residents also enjoy cooking with friends and drinking imported wines and beers. They shop at warehouse/club stores for groceries. Metro Renters residents read a wide variety of books including personal and business self-help, science ?ction, and non?ction. They also read airline and women’s fashion magazines. They listen to public, alterna­tive, jazz, and classical radio. They are too busy to watch television, so they own only one set.

Sur?ng the Internet is an important part of Metro Renters lives. They go online to search for employment, listen to the radio, and order airline and concert tickets. Many purchase their PCs online. Laptop computers and Apple Power Macintoshes are the preferred hardware for Metro Renters residents. Always on the go, they bank by ATM or phone, own shares in mutual funds, and hold renter’s insurance policies. They search the Yellow Pages for employment agencies, restaurants, and theaters.

Demographic

Metro Renters residents are young, well-educated singles beginning their professional careers in the United States’ largest cities such as New York, Chicago, and Los Angeles. Because their average monthly rent is about $900, Metro Renters residents sometimes live with a roommate. Three-fourths of households are either single-person (59 percent) or shared (16 percent). With a median age of 33.8 years, nearly one-third are in their twenties, and nearly one-fourth are in their thirties. Metro Renters residents are racially and ethnically diverse, with 70 percent white, 11 percent black, 11 percent Asian, and 4 percent of two or more races. Twelve percent of the population are of Hispanic origin.

Socioeconomic

Metro Renters residents have a median household income of $50,400 and rising, which is above the U.S. median. Income sources mainly include wages, interest/dividends, and self-employment income. Almost 60 percent work in professional and management occupations, with a majority in service industries. Their median net worth is $116,900. One-fourth of Metro Renters residents have a graduate degree and one-third have a bachelor’s degree, which makes this market one of the top ?ve with this distinction. Another 22 percent attend college.

Residential

As the name Metro Renters implies, almost 80 percent of households pay rent, with a preference for living in high-rise apartments. Almost 90 percent of the housing stock are apartments, with 40 percent in high-rise buildings.

28 Aspiring Young Families

Segment Code .................28
Segment Name ...............Aspiring Young Families
LifeMode Group ..............L7 High Hopes
Urbanization Group .........U4 Metro Cities II

Demographic

Most Aspiring Young Families residents are young, start-up families, a mix of married couple families (with and without children), and single parents with children. The average family size is 3.1, close to the U.S. average. Two-thirds of the households are families; 26 percent are single-person house­holds, and 9 percent are shared households. Annual popula­tion growth is 1.8 percent (higher than the U.S. median growth). Aspiring Young Families residents have a median age of 30.1 years, with almost one-?fth of the population in their twenties. They are ethnically diverse, with 65 percent white, 18 percent black, 5 percent Asian, and 4 percent of two or more races. Seventeen percent of the population are of Hispanic origin.

Socioeconomic

Aspiring Young Families residents have a median house­hold income of $46,400, derived mainly from wages. More than one-fourth of households earn income from interest, dividends, and rental properties. Median net worth for this market is $89,600. Nearly half of Aspiring Young Families residents work in professional, management, and service occupations, with 30 percent in of?ce/administrative support and sales. Thirty-?ve percent have some college credits and 22 percent have a bachelor’s or graduate degree. Eighty-?ve percent have graduated from high school.

Residential

Aspiring Young Families residents are attracted to the large, growing metropolitan areas in the South and West; the highest concentrations of these neighborhoods are in California, Florida, and Texas. Half of the householders rent, and half own their home. Aspiring Young Families residents live in single-family homes and start-up townhouses, most built after 1970, with a median home value of more than $134,000. They also live in moderately priced, newer apart­ments. The average gross rent of almost $700 is slightly higher than the U.S. average.

Preferences

Aspiring Young Families residents spend much of their discretionary income on their children and their homes. They buy baby and children’s products and toys. Home furnish­ings include bedroom and dining room furniture. Electronic purchases include cameras and DVD players. Aspiring Young Families residents spend time online visiting chat rooms, searching for employment, playing games, researching infor­mation about real estate, and making travel plans. Domestic travel may involve business or vacation time. Vacations are likely to include visits to theme parks.

Aspiring Young Families residents sign up for direct deposit of their payroll checks and hold credit cards. They carry life and medical insurance, usually obtained through work, and home insurance policies. Leisure time may include dining out, dancing, going to the movies, and attending profes­sional ball games. Other activities include playing baseball or basketball, joining religious clubs, writing or phoning radio and TV stations, and visiting theme parks. They also exercise at home, practice aerobics, and lift weights. They read bridal and airline magazines and watch sports, entertainment, or children’s television programs. When they eat out, Aspiring Young Families residents prefer family restaurants such as the International House of Pancakes (IHOP), Jack-in-the-Box, Red Robin, or Fuddruckers.

29 Rustbelt Retirees

Segment Code .................29
Segment Name ...............Rustbelt Retirees
LifeMode Group ..............L5 Senior Styles
Urbanization Group .........U8 Suburban Periphery II

Demographic

Households in Rustbelt Retirees neighborhoods are mainly composed of married couple families with no children (34 percent) and single-person households (27 percent). Approximately one-?fth are married couples with children. This older market has a median age of 43.4 years. One-?fth of residents are 65 or older, and almost one-?fth of house­holders are 75 or older. Seventeen percent are veterans. More than 90 percent of Rustbelt Retirees residents are white.

Socioeconomic

Rustbelt Retirees residents work in professional, manage­ment, of?ce/administrative support, service, sales, produc­tion, and transportation occupations. Although many
householders are still working, labor force participation is low. Approximately 40 percent of households draw Social Security bene?ts, and 28 percent receive retirement income. Most households derive income from wages and interest/dividend and rental properties. Median household income is $46,200, below the U.S. median, and median net worth is almost $112,000, above the U.S. median. Approximately 28 percent of Rustbelt Retirees residents have some college credits, and 18 percent have a bachelor’s or graduate degree. More than 83 percent have graduated from high school.

Residential

Most Rustbelt Retirees neighborhoods can be found in older, industrial northeastern cities, especially in Pennsylvania, and other states surrounding the Great Lakes. Eighty-seven per­cent of householders live in single-family homes, which they own, with a median home value of $111,000. Most housing was built after 1970. Unlike many retirees, those in the Rust­belt Retirees segment are not inclined to move.

Preferences

Rustbelt Retirees residents are settled and hardworking. They have lived in the same home for years. They are loyal to their communities and country, participating in volunteer and fund-raising work. In addition, residents serve on religious boards, and some are veterans’ club members. They make an effort to vote in elections and prefer to drive older, domestic vehicles. They invest in major repairs and replacement parts.

Rustbelt Retirees residents are practical individuals who take pride in their homes and gardens. They continue to update their homes with new household furnishings and remodeling projects. Householders own a selection of electrical tools to speed up work they tackle. They watch their pennies, looking for bargains at discount stores and warehouse clubs. They dine out occasionally and would rather rent a movie than attend the theater.

Rustbelt Retirees residents are pet lovers, many owning more than one pet. They enjoy a variety of shows on TV, espe­cially news programs and game shows and tune in to sports events. They also read the daily paper thoroughly, taking an interest in the sports, comics, and home/gardening sections. Most are Internet savvy, going online to use e-mail, play games, and occasionally make travel plans.

32 Rustbelt Traditions

Segment Code .................32
Segment Name ...............Rustbelt Traditions
LifeMode Group ..............L10 Traditional Living
Urbanization Group .........U5 Urban Outskirts I

Demographic

Rustbelt Traditions residents are the backbone of older indus­trial cities in states bordering the Great Lakes. Their median age is 36 years, the same as the U.S. median age. One of the largest Tapestry markets, Rustbelt Traditions neighborhoods are a mix of married-couple, single-parent, and single-person households. Most residents are white.

Socioeconomic

Slightly below the U.S. median, Rustbelt Traditions resi­dents’ median household income is $44,000. Their median net worth is $88,000, which is 12 percent below the U.S. median. Most have graduated from high school or com­munity college. For years, these residents sustained the manufacturing industry that drove the local economies. Now the service sector predominates. Many ?nd employment in administrative, production, and sales positions.

Residential

Most Rustbelt Traditions residents live in modest, single-family homes. The median home value of $93,000 is about two-thirds of the U.S. median. The relatively lower home value partly re?ects the older homes in these communities; two-thirds of the homes were built before 1960.

Preferences

Residents of Rustbelt Traditions are aptly named. They are citizens who have lived, worked, spent, and played in the same area for years. They do not follow fads; they stick with the products and services they know.

They prefer domestic car manufacturers to foreign ones. Some purchases re?ect the attentive maintenance of their homes and yards; Rustbelt Traditions residents own work boots and gloves, lawn mowers, and snowblowers. For spe­cialized projects, Rustbelt Traditions residents will contract for roo?ng, ?ooring, and carpet installations.

Financially conservative, Rustbelt Traditions residents may have a personal loan that is not associated with a student or a vacation loan. They hold low-value variable life and homeowner’s insurance policies. Rustbelt Traditions residents will see a doctor for diet control, buy lenses and sunglasses from optical discount stores, and have a stationary bike at home for exercise.

Their favorite leisure activities include bowling and ?sh­ing. They are devoted pet owners. Watching television is a common pastime for Rustbelt Traditions residents. They subscribe to cable and watch it regularly, but their favorite programs are sports, baseball, basketball, football, bowl­ing, and ice hockey. Rustbelt Traditions residents watch their pennies and look for bargains in the JCPenney catalog and at Sam’s Club warehouse store, Shop & Save, Aldi, Walgreens, and Lerner.

34 Family Foundations

Segment Code .................34
Segment Name ...............Family Foundations
LifeMode Group ..............L10 Traditional Living
Urbanization Group .........U4 Metro Cities II

Demographic

Family is the cornerstone of life in this market segment. A mix of married couples, single parents, grandparents, and young and adult children populate Family Foundations neighbor­hoods. The householders in these communities are slightly older than the U.S. average. The median age of the popula­tion is 38 years, but almost 70 percent of the householders are 45 years or older. There is little diversity in this segment; most residents are black.

Socioeconomic

The Family Foundations median household income is $42,000. Labor force participation runs well below aver­age—under 60 percent—as workers begin to retire. Approximately one-third of the households currently receive Social Security bene?ts. As the labor force participation is low, unemployment is high in this market, now at almost 13 percent. Nearly one-quarter are government employees. Their median net worth is $89,000. Their educational level is slightly below the U.S ?gure.

Residential

Family Foundations represents stability. The number of households is virtually unchanged since 2000; there is little turnover in these neighborhoods. Three out of four house­holders are homeowners in these small urban neighborhoods of large metropolitan areas, and most live in single-family houses built before 1960. Their median home value is $95,400.

Preferences

Family Foundations residents are active in their communi­ties, attending church services, serving on church boards, helping with fund-raising projects, and participating in civic activities. As consumers, they spend on home maintenance and their families. Style is important to residents, who spend money on casual and dressy clothing for themselves and their children. Baby products and apparel are also a priority in their budgets. They watch their budgets carefully. They do not dine out as often, opting to prepare meals at home. They shop at discount stores, such as Wal-Mart and Kmart, and department stores such as JCPenney and Marshalls. They take advantage of savings from shopping at Sam’s Club or similar stores.

One of their favorite entertainment sources is television, and many households own multiple television sets. Although very high in television viewership, Family Foundations households subscribe to cable at about the same rate as average U.S. households. They listen to urban format radio and read magazines of various types and newspapers. They enjoy play­ing basketball and attending both professional and college basketball games.

35 International Marketplace

Segment Code .................35
Segment Name ...............International Marketplace
LifeMode Group ..............L8 Global Roots
Urbanization Group .........U1 Principal Urban Centers I

Preferences

Home and hearth products are not the ?rst consumer spend­ing considerations for International Marketplace residents. Family is their priority. They buy medical insurance, grocer­ies, diapers, and children’s apparel. Keeping in touch with families abroad, either by long-distance calls or traveling, is also important. However, they do keep an eye on how much they spend on these items. With the larger than average household size and the higher cost of living in urban centers, a careful watch on expenditure becomes a necessity. Target is their favored department store, followed by Wal-Mart and Kmart. They also shop frequently at Macy’s and Marshalls. They rely heavily on the convenience of 7-Eleven and other similar convenience stores.

Newspapers and magazines are not the best media to reach these households. Television and radio are more effec­tive. Although their subscription rate to cable is lower than the U.S. average, they enjoy watching television. On the radio, they are loyal listeners of contemporary hit, Hispanic, and urban formats. They are movie buffs, either video or cinema, and they enjoy dining out. Beer, both domestic and imported, is popular in this market. They are just as likely to own a Toyota as a Ford; foreign and domestic car manufac­turers are equally appealing.

Demographic

Located primarily in cities of gateway states on both coasts, International Marketplace neighborhoods are developing urban markets with a rich blend of cultures and household types. The population is young, with a median age of only 30 years. Families with children, either married couples or single parents, represent 44 percent of households. These neighborhoods are very diverse. Approximately half of the residents are Hispanic. One in eight is Asian, more than three times the U.S. average. This market has a high proportion of immigrants with many recent arrivals.

Socioeconomic

Although one in ?ve households is not yet ?uent in English, the labor force participation of residents is 62 percent, just a little below the national average. International Marketplace residents hold positions in manufacturing, retail, health care, and other service industries. Part-time jobs are more preva­lent, and unemployment is higher here, more than 10 per­cent. More than 80 percent of their income are derived from wages, but 10 percent of households generate income from self-employment. They also receive supplemental income from assistance programs. Their median household income is $42,000 and median net worth is $97,000. Their education level is slightly below the U.S. average, but college enroll­ment is above average.

Residential

Located in cities such as New York and Los Angeles, Interna­tional Marketplace represents older urban neighborhoods, densely settled microcosms in the largest cities. Population density is more than 10,000 persons per square mile. Most residents rent apartments in older, multiunit structures. The median age of housing in these neighborhoods is 45 years. There is some newer housing, built after 1990, and there are changes among the tenants, too. Some are beginning to look to homeownership. One-third of the households have real­ized the American dream of buying a home. Owner-occupied homes in International Marketplace have a median value of more than $252,000.

36 Old and Newcomers

Segment Code .................36
Segment Name ...............Old and Newcomers
LifeMode Group ..............L4 Solo Acts
Urbanization Group .........U4 Metro Cities II

Demographic

Old and Newcomers neighborhoods are in transition, popu­lated by renters who are starting their careers or retiring. Householders are either in their twenties or over the age of 75. The median age, 36 years, simply splits this age disparity. These neighborhoods have more single-person and shared households than families. Most residents are white. The racial diversity here re?ects the U.S diversity.

Socioeconomic

Although one in four households is receiving Social Security now, Old and Newcomers residents have above average rates of labor force participation and below average unemploy­ment rates. The median household income of $40,400 is lower than the U.S. ?gure, but their median net worth of almost $103,000 is slightly higher. Their educational attain­ment is slightly above the U.S. average. They work in manu­facturing, retail, health care, and other service industries.

Residential

Spread throughout metropolitan areas of the United States, neighborhoods of Old and Newcomers sustain a lot of transi­tion. More than half of the residents moved in the last ?ve years. With 62 percent of households renting, Old and New­comers residents live in older, mid- or high-rise buildings. Six out of 10 homes were built between the 1960s and 1980s. The median home value in these neighborhoods is $143,000.

Preferences

What the Old and Newcomers residents buy or do not buy re?ects their unencumbered lifestyle as mainly renters and singles. Compact cars are popular among Old and Newcom­ers residents to ?t the needs of the nonfamily household. Although they prefer domestic cars to foreign models, the gap is not pronounced. They are more likely to have renter’s and medical insurance, including long-term and disability care, than combined home/auto or life insurance policies. They enjoy the company of pets but prefer cats to dogs, pos­sibly because of apartment living.

They like reading books, either ?ction or non?ction. Among the markets with median household income below the U.S. level, Old and Newcomers residents have the highest reader­ship. But their fondness of books does not translate into heavy readership in newspapers or magazines. They enjoy watching television and listening to the radio but at a more moderate level than the average. Contemporary hit radio trumps other formats. They like going to the movies and renting videos.

Consumer choices are also as varied as the ages of Old and Newcomers residents. They pursue sports such as racquetball and golf in addition to jogging or walking. They like T-shirts and designer jeans—and women’s fur coats. They ?y kites, go to the zoo, and enjoy cooking. Age is not always obvious from their choices.

41 Crossroads

Segment Code .................41
Segment Name ...............Crossroads
LifeMode Group ..............L12 American Quilt
Urbanization Group .........U9 Small Towns

Demographic

Crossroads neighborhoods are primarily home to fami­lies—married couples with and without children and single parents. The residents are young, with a median age of 32 years. Householders tend to be younger than the U.S. average, with half of them under 45 years. This market seg­ment is growing at a faster pace than the U.S. population, more than 2 percent annually. Most of the residents are white; one-?fth are Hispanic.

Socioeconomic

Crossroads residents’ median household income is $38,000, more than $10,000 below the U.S. median. Their median net worth is $48,000, less than half the U.S. median. Educational attainment is also less than the U.S. average, with only one-third completing education beyond high school, compared to half of the U.S. population. Crossroads residents ?nd employment opportunities from a variety of sectors includ­ing manufacturing, construction, retail, and other services. Unemployment is slightly higher than the U.S. average.

Residential

Found most often in small towns throughout the south and west, these growing neighborhoods have a median home value of $56,000, less than 40 percent of the U.S. median. These small towns provide affordable housing for young households and the opportunity to own their homes. They are more likely than the general population to have moved or relocated in the last ?ve years. Three-quarters of the house­holds own their homes. Half of the Crossroads households live in mobile homes and one-third in single-family homes. Most homes were built after 1970.

Preferences

Mindful of their expenses, Crossroads households budget what to buy and where to spend their money. They shop at discount department stores such as Wal-Mart and Kmart. Many visit Wal-Mart Supercenters for their groceries. Their priorities are their families and their cars. Children are the focus of their lives, and they spend on children’s goods in addition to groceries. They prefer domestic cars or trucks, commonly buy used vehicles, and undertake the mainte­nance themselves. Investing and saving for retirement also take a lower priority; many households do not own mutual funds, stocks, or retirement savings accounts. Home improve­ment projects also rank low.

Crossroads residents enjoy watching television, especially cartoon channels for the kids and ?shing or NASCAR racing for the adults. They are less likely to subscribe to cable but more likely to have a satellite dish. They also like to listen to the radio, preferring country and contemporary hit music to other formats. They read the newspaper less frequently than average U.S. households, but they read magazines, especially automotive, boating, motorcycle, and ?shing magazines. They like to ?sh and go to the movies. Most households have pets such as cats and dogs. Birds are especially popular.

42 Southern Satellites

Segment Code .................42
Segment Name ...............Southern Satellites
LifeMode Group ..............L11 Factories and Farms
Urbanization Group .........U11 Rural II

Demographic

Primarily found in the rural South, this market segment makes up approximately 3 percent of all U.S. households. It is one of the most sparsely populated market segments in the United States. Most Southern Satellites households are married couples, with or without children, and some single-person households are typical. Their median age is 37 years, slightly older than the U.S median. Almost 40 percent of householders are 55 years or older. This segment is not ethni­cally diverse; more than 87 percent of the population are white.

Socioeconomic

Median household income for Southern Satellites residents is $37,000, and their median net worth is $51,000. Although some Southern Satellites residents receive Social Security bene?ts, most of the income for this segment comes from wages or salary. These neighborhoods are dominated by a single manufacturing and/or construction industry. Almost one-third of the population do not have a high school diploma, a ?gure well above the U.S. average of one-?fth.

Residential

Single-family homes and mobile homes are the primary hous­ing types in Southern Satellites neighborhoods. Two-thirds are single-family homes, while almost one-third are mobile homes. Southern Satellites homes are newer; two-thirds were built after 1970. The median home value of $79,000 is about half the U.S. median. Most households own their homes. They tend to move less often than do the average U.S. households. Vacancy rates in the Southern Satellites neighborhoods are above average.

Preferences

These rural residents enjoy country living. Fishing and hunting are two of their favorite leisure activities, and Southern Satel­lites residents spend money on magazines, clothes, and gear related to these interests. Their taste in music is, of course, country. Their rural setting makes satellite dishes common and, in many cases, necessary when cable is not available.

Their households often include pets such as cats and especially dogs. Home activities do not include many home improvement projects, but they do invest time in their prop­erty with vegetable gardening. They are likely to own riding mowers, garden tractors, and tillers. Trucks are also common in these neighborhoods. Southern Satellites households prefer domestic car manufacturers to foreign ones. Most households have two or more vehicles to meet their trans­portation needs.

Politically, they tend to consider themselves conservative. Newspaper and magazine readership is low, but they listen to the radio. Southern Satellites households enjoy watching television. Favorite channels include Country Music Televi­sion and ESPN; favorite programming includes ?shing and NASCAR racing. Home personal computers and accessing the Internet have not made inroads in this market as much as in the other segments.

43 The Elders

Segment Code .................43
Segment Name ...............The Elders
LifeMode Group ..............L5 Senior Styles
Urbanization Group .........U8 Suburban Periphery II

Preferences

These seniors are informed, independent, and involved. Many of The Elders residents pay attention to their diets and require prescription drugs to deal with various health condi­tions. Gol?ng is one of their favorite activities. They buy golf clothing, play golf, and watch matches on The Golf Channel. They enjoy dining out and attending live theater perfor­mances. The Elders residents actively manage their savings and investments for their retirement. With the freedom of retirement, many enjoy traveling.

The Elders residents’ daily routine includes television, and their subscription rate to cable is high. They stay informed by watching cable news programs such as CNN and Fox News. They read newspapers regularly and thoroughly but not magazines. They also enjoy reading books. Radio is not as popular in this market compared to the U.S. average.

Long-distance telephone calls are one way they stay in touch with friends and families. They use cordless phones and answering machines, but they do not feel the need to have many other telephone features and services such as caller ID.

Demographic

With a median age of 73 years, The Elders represents Tapestry’s oldest market. More than three-quarters of the householders are 65 or older. Married couples with no children and single persons comprise nine in 10 households. These seniors are independent; more than four in 10 house­holders live alone, one of the highest in Tapestry. The small average household size of 1.7 re?ects these two household types. The Elders is one of the growth markets in the United States with a growth rate of more than 2.1 percent annually. They are not ethnically diverse; more than 96 percent of the residents are white.

Socioeconomic

Mostly retired, 80 percent of The Elders households draw Social Security bene?ts, more than three times the national average. Sixty-?ve percent obtain other income from various forms of investments, approximately double the national average. Even though their median income of $37,000 is lower than the national median, their median net worth of $176,000 is signi?cantly higher. Approximately 20 percent of the population are still in the labor force.

Residential

Representing the highest concentration of retirees, The Elders residents favor communities designed for senior living, primarily in warm climates. Half of them live in Florida, and most of the rest live in Arizona and California. Nine in 10 households own their homes with a median value of $128,000. Their housing types are varied. Single-family homes—detached or attached—are most common, with multiunit buildings and mobile homes also typical. Seasonal housing is available in many of these neighborhoods.

44 Urban Melting Pot

Segment Code .................44
Segment Name ...............Urban Melting Pot
LifeMode Group ..............L8 Global Roots
Urbanization Group .........U1 Principal Urban Centers I

Demographic

The ethnically rich Urban Melting Pot neighborhoods are made up of recently settled immigrants; more than half are foreign born. Half are recent arrivals, immigrating to the United States in the last 10 years. Their median age is 35 years, slightly younger than the U.S. population. Distinctly diverse, this population is composed of whites, Hispanics, and Asians. Their household types are equally diverse with a mix of married couples with or without children and single persons.

Socioeconomic

The median household income of $37,000 is derived primar­ily from wages or salary. Some residents receive Social Secu­rity bene?ts. Their net worth is $107,000, the highest in the Global Roots market group. As expected in any large urban centers, their educational level is mixed. While the propor­tion of people with no high school diploma is high compared to the U.S. ?gure, the proportion with a college degree or higher is comparable. Although the cost of urban living is high, urban centers provide employment opportunities in various service industries for Urban Melting Pot workers. Unemployment in this market is higher than average.

Residential

More than three-quarters of Urban Melting Pot residents rent apartments, primarily in high-density, high-rise, pre-1950s buildings. Most Urban Melting Pot neighborhoods are located in the urban canyons of large cities, particularly in New York and California. They have the highest popula­tion density of all Tapestry segments. With widely accessible public transportation, half of all households do not have vehicles.

Preferences

Fashion conscious yet cost conscious, Urban Melting Pot residents love to shop. Macy’s is one of their favorite stores, but they frequently visit many upscale retailers to ?nd a bargain or window shop. They also shop for baby products and children’s toys. They enjoy the outdoors with trips to the beach and theme parks; they walk for leisure. Soccer is important to Urban Melting Pot residents; they play and attend matches. They keep healthy with a regular exercise program and diet control; they are likely to purchase low-fat foods, energy bars, and vitamin/dietary supplements. Above all, they dine out less often; dining out usually means visits to fast-food establishments instead of full-service restaurants.

They save money to make foreign trips to their country of origin. Keeping in touch is important; they purchase long-dis­tance telephone cards to make cheaper calls. Package deals offered by cell phone companies are growing in popularity in this segment; many use a cell phone service in place of a traditional telephone service.

Re?ecting their diversity in age and upbringing, their taste in music is also diverse; they listen to urban, Hispanic, and con­temporary hits radio. TV is part of their lifestyle, with favorite programs including anything from documentaries and news programming to sitcoms.

45 City Strivers

Segment Code .................45
Segment Name ...............City Strivers
LifeMode Group ..............L3 Metropolis
Urbanization Group .........U2 Principal Urban Centers II

Preferences

Their rental homes are moderately equipped with the essen­tials. Regular purchases of household furnishing include bed­ding and bath linens, cooking, serving, and table settings. The high cost of living and rent in the cities lower the discre­tionary income. City Strivers residents spend their money on groceries and children’s clothing and education. They prefer accessible grocery stores that include Pathmark, Foodtown, and Kroger. Their homes offer proximity to a multitude of department stores.

They enjoy a variety of activities such as dancing, going to nightclubs and movie theaters, and attending musical performances offered by their city lifestyles, but many also visit the beach, zoo, theme parks, and museums with their children. City Strivers residents eat out occasionally, prefer­ring fast-food restaurants such as Boston Market and White Castle. Cable TV is available to all. Favorite channels include BET, MTV, and cable movie channels such as HBO; favorite programs range from Meet the Press to Maury. They are sports fans who watch games on TV and read the sports sec­tion in the newspaper.

Demographic

City Strivers residents represent a young, relatively diverse urban market. They include various household types. Together, married couple, single-parent, and other families make up 68 percent of all City Strivers households. The median age of 32 years is lower than the national median. Black residents represent 76 percent of the population, with Hispanics representing 15 percent.

Socioeconomic

City Strivers residents’ median income is $37,000, and their net worth is $89,000. The educational level is lower than the U.S. ?gure; 14 percent have obtained a bachelor’s or graduate degree, compared to 24 percent nationwide. Unemployment is more than twice the national average. Workers ?nd jobs in the city in the service sector, particularly in health care. Governments of all levels are common sources of employment, with the local government representing the major employer. One in ?ve workers holds an administrative support position.

Residential

City Strivers residents are urban denizens, resident popula­tions of densely settled neighborhoods in major metropolitan areas, primarily in New York City and Chicago. Most are rent­ers, living in older, multiunit buildings. Most buildings were built before 1960, and small buildings of two to four units are most popular in this neighborhood. The urban setting allows many households to rely on public transportation; two in ?ve households do not own a vehicle.

46 Rooted Rural

Segment Code .................46
Segment Name ...............Rooted Rural
LifeMode Group ..............L12 American Quilt
Urbanization Group .........U11 Rural II

Demographic

The Rooted Rural population is older, with a median age of 40.7 years, which is high compared to the U.S. median of 36 years. Married couples are the majority of household types among these rural neighborhoods. More often than not, these married couples are empty nesters. Householders in this market are also older; 45 percent are 55 years or older, compared to 36 percent nationwide. Diversity is low among Rooted Rural residents; most are white.

Socioeconomic

The median household income for Rooted Rural households is $36,000; their net worth is $56,000. Approximately one-third of the households already draw Social Security bene?ts. Self-employment is higher than usual. Although the agricultural industry is more prominent in this market than in many other markets, many skilled workers ?nd jobs in the service sector or manufacturing industries. One-third have gone beyond high school education, compared with half of the U.S. population.

Residential

Rooted Rural neighborhoods are located in rural areas throughout the country, but most are found in the South. They include mainly single-family homes, although one-quarter are mobile homes. Four in ?ve households own their homes, with a median home value of $83,000. Most homes were built after 1970. A high proportion of seasonal hous­ing, almost 10 percent, contributes to high-vacancy rates in Rooted Rural neighborhoods, almost twice the national average. Local residents tend to “stay put” and do not move very often.

Preferences

Rooted Rural residents are do-it-yourselfers. These settled families take pride in their homes and keep busy with home improvement and remodeling activities. Many households work on their vehicles themselves. Typical of their rural life­styles, each home owns some tools including electric drills, chain saws, screwdrivers, and sanders.

For their vehicles, they prefer trucks to sedans and domestic to imported. To get around, households tend to own more than one vehicle. They also take pride in their gardens, making regular purchases of potting soil, fertilizer, bulbs, and vegetable plants. This is one of the top markets that purchase work boots.

Families rarely dine out; they enjoy preparing meals at home with freshly grown vegetables from their gardens. Many homes own a separate freezer to store their produce. They prefer to shop at Wal-Mart Supercenters, if there is one in their area, otherwise Winn-Dixie, IGA, and Safeway are popular. They frequently visit nearby convenience stores for essentials such as milk. For apparel and other items, many have adopted catalog shopping for convenience.

Access to cable TV is limited; in fact, more households sub­scribe to satellite TV than cable TV. They also tune in to their radio regularly, particularly country music programs. Internet usage is lower than the nationwide average, and home per­sonal computers are not as popular.

50 Heartland Communities

Segment Code .................50
Segment Name ...............Heartland Communities
LifeMode Group ..............L5 Senior Styles
Urbanization Group .........U9 Small Towns

Demographic

Well settled and close-knit, Heartland Communities resi­dents are older than average with a median age of 41 years. Approximately half of the residents have already retired, many in the same towns where they have lived and worked their whole lives. Married couples dominate this market; however, less than half of the couples have children at home. Their children have grown up and left home.

Socioeconomic

The median household income for Heartland Communities residents is $32,200; more than 65 percent of households earn wages and salary income. Retirees rely on other sources of income including retirement income and interest and dividend income from investments. Forty percent of residents draw Social Security bene?ts. Driven by low home values, their median net worth is less than $80,000. Heartland Com­munities residents are not college educated. Only 12 percent hold a college or graduate degree. Unemployment runs close to the U.S. rate at 6 percent. Approximately one-third of resi­dents are employed in blue-collar professions such as produc­tion, transportation/moving, construction, and agriculture, and almost 35 percent are employed in service industries.

Residential

Preferred by more than six million people, Heartland Com­munities neighborhoods are small towns scattered across the Midwest and the South. Low-density neighborhoods dominate with 43 percent of households in urban clusters and 39 percent in rural nonfarm areas. Their homes are older; more than half of the homes were built before 1960. The majority of homes are owned rather than rented. More than 75 percent of their homes are single-family dwellings with a median home value of $70,900, less than half of the U.S. median of $145,900.

Preferences

Heartland Communities residents invest time and money in their cherished homes and communities. They are avid gardeners and especially take pride in growing their own vegetables. Their relatively large lots demand riding lawn mowers but provide ample room for family pets. Heart­land Communities residents are more likely to tackle home improvement projects, such as interior painting and faucet replacement, themselves but rely on contractors to conduct major home remodeling efforts. They purchase their hard­ware at traditional hardware stores such as True Value and Ace Hardware but home improvement giants, such as Home Depot and Lowe’s, are also tapping into this market.

Heartland Communities residents have a distinctly country lifestyle. They attend country music performances, go bowl­ing, and enjoy outdoor activities such as hunting and fresh­water ?shing. They also read ?shing, hunting, and gardening magazines and listen to country music. Fifteen percent of residents are veterans and are members of a veterans’ club. Community members participate in religious and civic activi­ties and many take an interest in local politics. Residents still prefer to bank at their local branch or ATM, but telephone banking is growing in popularity. Heartland Communities neighborhoods are “wired” with availability of cable or satel­lite television and Internet access for most residents; how­ever, their use of the Internet is limited to e-mail and games.

They eat out at family restaurants such as Applebee’s and Cracker Barrel as well as fast-food chains such as McDonald’s and Pizza Hut. Heartland Communities residents take domes­tic vacations, primarily traveling by road. Their shopping patterns re?ect the proximity of stores. Wal-Mart, Kmart, Target, and JCPenney are close to Heartland Communities; however, some residents use catalog and Internet shopping.

51 Metro City Edge

Segment Code .................51
Segment Name ...............Metro City Edge
LifeMode Group ..............L3 Metropolis
Urbanization Group .........U6 Urban Outskirts II

Preferences

Metro City Edge residents’ primary concern is the welfare of their children, which means they must spend their money wisely. They tend to shop at grocery stores such as Food Lion, Kroger, and Piggly Wiggly but will make trips to superstores and wholesalers to purchase household and children’s items in bulk. Most make apparel purchases at Wal-Mart but also visit department stores such as JCPenney and Sears. More people rely on car dealerships for vehicle servicing instead of auto repair chains, but a substantial number of drivers service their vehicles themselves.

For entertainment, they tune in to movies, news, and sports events on cable TV. Internet access at home is not a neces­sity, so many residents use the Internet at work or at the library. In addition to the Internet, newspapers and the Yellow Pages are their sources of information. They tend to exercise at home and enjoy walking and participating in com­munity sports such as basketball and football. Most meals are made at home; families go to restaurants only once in a while.

Demographic

Metro City Edge, one of Tapestry’s youngest segments, is home to single parents, singles, and multigenerational fami­lies. The median age of residents is only 28.8 years, attribut­able to the children, including adult children, who make up half of the segment’s population. Married couples still make up one-third of households, but this is the older generation. Grandparents are caregivers in 4 percent of households, which is twice the U.S. rate.

Socioeconomic

The median income for Metro City Edge residents is $30,200; their median net worth is $49,100. Although nearly 80 percent of households receive wage income, more than 8 percent of households receive public assistance and Supplemental Security Income. Less than 10 percent of Metro City Edge residents hold a bachelor’s or graduate degree compared to 25 percent nationwide; 30 percent have not ?nished high school. Their unemployment rate is high. Those who do work ?nd service and skilled labor occupations and are likely to be employed in health care, food preparation, building maintenance, administrative support, production, or government industries.

Residential

Metro City Edge residents live in older suburban neighbor­hoods of large metropolitan cities, particularly in the Mid­west and South. Seventy percent of homes are single-family units. Another 14 percent are two- to four-unit buildings, many of which are converted from single-family structures. Relatively old pre-1970 homes are valued at a median of $73,400. Although homes are relatively inexpensive, many families are young and unsettled and, therefore, still rent their homes.

52 Inner City Tenants

Segment Code .................52
Segment Name ...............Inner City Tenants
LifeMode Group ..............L8 Global Roots
Urbanization Group .........U4 Metro Cities II

Preferences

With their busy lifestyles, Inner City Tenants residents fre­quently eat at fast-food restaurants and shop for groceries at nearby stores such as Wal-Mart, Albertson’s, and Kroger. They prefer easy-to-prepare frozen and canned foods. Along with fresh milk and bread, bottled water, cola, and snacks and foods their children prefer are on the weekly shopping list. Internet access is not available to all; those who have no access at home surf the Internet at work or the library. Tenants use the Yellow Pages for employment agencies and restaurants, pizza places in particular.

Inner City Tenants residents enjoy reading, playing cards, and board games. They walk, swim, play basketball, or do aero­bics for exercise. They will go out to a restaurant, the movies, and attend music performances occasionally. The younger residents enjoy the nightlife—visiting bars and nightclubs and going dancing. Residents prefer to shop at discount stores but will take advantage of sales at department or other stores including Dillard’s, Old Navy, and The Gap.

Demographic

Inner City Tenants residents are a microcosm of urban diver­sity; their population is represented by white, black, Hispanic, and Asian cultures. This multicultural market is young with a median age of 27.8 years. Their household composition re?ects their youth, too. Single persons and single parents, as well as those residing in shared households, make up a large portion of this market—66 percent of all households. Turnover is high in these neighborhoods because many indi­viduals are enrolled in nearby colleges and work part-time. These neighborhoods are also a stepping stone for recent immigrants who maintain population growth above the U.S rate of 1.2 percent a year.

Socioeconomic

The median income for Inner City Tenants residents is $30,000; their median net worth is $55,000. Since few homes are owned, most of their net worth is savings. Wages and salaries provide income for more than 80 percent, while 7 percent receive public assistance. Although many residents are not college educated, 23 percent have earned some college credits. Earning a college degree is at the forefront of their goals and many work part-time and even full-time to fund their college education. Working in service and unskilled labor occupations, Inner City Tenants residents might be employed in food preparation, building mainte­nance, administrative support, and production positions.

Residential

Inner City Tenants residents rent economical apartments in mid- or high-rise buildings. Owner-occupied homes, built predominantly in the 1960s to the 1980s, are valued at $98,600. Most households own only one vehicle or depend on other modes of transportation for their 25-minute aver­age commute to work or college.

54 Urban Rows

Segment Code .................54
Segment Name ...............Urban Rows
LifeMode Group ..............L3 Metropolis
Urbanization Group .........U2 Principal Urban Centers II

Demographic

With just over one million people, Urban Rows is one of Tapestry’s smallest segments and still shrinking because of urban renewal programs. Singles and married couples each make up more than one-quarter of all households, but it is the single-parent households, many with adult children, that cause the market’s low median age of 33 years. Grandpar­ents are caregivers in many households; many homes are multigenerational. Urban Rows neighborhoods are almost 70 percent black, some of whom are Hispanic with West Indian or Puerto Rican ancestry.

Socioeconomic

The median household income for Urban Rows residents is $28,500; their net worth is $49,800. Households supple­ment their wage and salary with Social Security, Supplemen­tal Security Income, and public assistance bene?ts. They rank lowest of the Tapestry segments for education attainment; 38 percent did not ?nish high school, compared to 20 per­cent nationally. Only 7 percent hold a bachelor’s or graduate degree. Urban Rows has one of Tapestry’s highest unemploy­ment rates: 15 percent. Those who are working hold jobs in the service sector, health care, ?re ?ghting or law enforce­ment, food preparation, building maintenance, administra­tive support, transportation/moving, and local government sectors.

Residential

Row houses, or single-family attached units, make up 75 per­cent of Urban Rows housing. These homes are characteristic of housing in large, mid-Atlantic cities such as Philadelphia and Baltimore. Built decades ago, Urban Rows houses are mostly owner occupied. Gentri?cation is beginning, although the housing vacancy rate of 17.8 percent in these neighbor­hoods is still well above the U.S. average. Despite prime urban locations, homes have a low median value of $62,600, compared to the national median value of $145,900. Because they live in densely populated urban centers, 43 percent of Urban Rows residents rely on public transportation; 15 per­cent commute more than one hour to work.

Preferences

Many homes have been in the family for generations; there­fore, only a small proportion of households hold a mortgage. For most homeowners, major home improvements are necessary, but they can only afford minor or critical work. Relatively few homes have air conditioning or central heat­ing; others rely on separate room air conditioners, ceiling and portable fans, and space heaters. Most rely on the local laundromat for their laundry, although washing machines and dryers are becoming more common.

Internet access is not widespread in Urban Rows neigh­borhoods. Cable TV is available in most neighborhoods, but most householders do not subscribe. News and game shows are the most popular TV programs. Others keep up with current events via the tabloids or news radio. They listen to urban radio stations, too. They rarely eat out but enjoy movies once in a while. The younger households are basketball fans who participate in the sport as well as attend professional basketball games when they can.

55 College Towns

Segment Code .................55
Segment Name ...............College Towns
LifeMode Group ..............L6 Scholars and Patriots
Urbanization Group .........U6 Urban Outskirts II

Preferences

College Towns residents prefer ready-made or easy to prepare meals and purchase ready-made pasta sauces, frozen pasta meals, pizza crusts, and peanut butter and jelly, usually at the most convenient grocery store. With their busy lifestyles, they frequently eat out or order in from fast-food restaurants, particularly McDonald’s, Taco Bell, and pizza outlets during the week, but many will cook at home over the weekend. They purchase books online and in stores. They hold student loans and bank in person or by phone. These computer-savvy students own laptop computers or expensive desktop PCs and the peripherals to match. Connection to the Internet is important to this segment; they go online to research school assignments, search for employment, and visit chat rooms. Keeping in touch is also important; they purchase cellular phones and accessories as well as prepaid calling cards.

New to living on their own, many College Towns residents purchase bedding, bath, and cooking products. They own few appliances—at a minimum, a microwave oven, a toaster, and an upright vacuum. Their lifestyle is very casual including sandals in the summer and athletic shoes in the winter. They rank high for participation in almost every outdoor sport and athletic activity.

College Towns residents attend rock concerts and college football games, play pool, go the movies, and go to bars. They also participate in public activities including fund-raising and volunteer work. They listen to contemporary hit radio, rock, and alternative music. They watch MTV and Comedy Central on cable television. They shop at discount stores but prefer to buy branded apparel at stores such as Old Navy and The Gap.

Demographic

With a median age of 24.3 years, this group is the third youngest of the Tapestry segments. Most residents of Col­lege Towns are between 18 and 34 years of age and live in single-person or shared households. One-quarter of house­holds are married couples, most with no children. Neighbor­hoods are predominantly white; their race pro?le closely re?ects the U.S pro?le.

Socioeconomic

Education is the key focus of College Towns residents. Approximately 42 percent of residents are enrolled in college, often the local college or university. Other residents are on the teaching and research staff; many continued to work at the college they attended. Naturally, College Towns residents are very well educated; 40 percent have either a bachelor’s or a graduate degree. Their median household income of $28,100 ranks among the nation’s lowest since most residents work only part-time. Working around their class schedules, they rank second to Tapestry’s Dorms to Diplomas segment for part-time employment; 52 percent work only part-time. Most of them are employed in the service industry and hold jobs on and off campus in education, library, and food preparation.

Residential

One-third of College Towns residents live on campus. Students who prefer off-campus housing live in low-income apartment rentals. Approximately one-quarter of the homes are owner occupied by town residents, married couples living in single-family houses. The median value of these homes is $120,000.

57 Simple Living

Segment Code .................57
Segment Name ...............Simple Living
LifeMode Group ..............L5 Senior Styles
Urbanization Group .........U6 Urban Outskirts II

Preferences

The lifestyle of Simple Living residents is represented by both the young and the old who enjoy hunting and ?shing in addition to team sports such as softball and volleyball. The younger residents enjoy dancing and nightclubs; the seniors participate in bingo nights and pursue hobbies such as photography, bird watching, and woodwork. Community activities are also important; they serve on church or school boards and join veterans’ clubs and union activities. Typical of a retirement lifestyle, they enjoy walking, swimming, and playing golf to stay ?t.

Simple Living households spend wisely on a restricted budget. They shop at discount stores for the essentials and occasionally treat themselves to dinner and a movie. Cable or satellite TV is a must for these heavy viewers of family pro­grams and game shows. Most households own VCRs and CD players, but PCs, cellular phones, and DVD players are high on the list of electronics they do not own.

Demographic

This market skews older, although the median age is 39.5 years. Almost one-third of Simple Living residents are 65 years or older and 20 percent are over 75 years old. Many retirees are single; others are married without children. Half of the households are singles; another 20 percent are mar­ried couples without children. Young families with children and ethnic cultures are the minority in this segment.

Socioeconomic

Household income is a modest $26,800. Many are retirees who depend on Social Security; a few others depend on Supplemental Security Income and public assistance income. With age on their side, residents have built equity in their homes and saved their hard-earned dollars to have a median net worth of $69,000. Only 14 percent of Simple Living resi­dents hold a bachelor’s or graduate degree; 28 percent did not ?nish high school. They work in service and skilled labor occupations in the health care, retail trade, and accommoda­tions/food services industries.

Residential

Simple Living neighborhoods are found throughout the United States in urban outskirts or suburban areas. Homes are relatively old in these neighborhoods; more than 60 per­cent were built before 1970. More than half the residents rent homes in multiunit dwellings of varying size. Senior citizens live alone or in congregate housing (assisted living). Those homes that are owner occupied have a median home value of almost $93,000. Most households have at least one vehicle and bene?t from a less than 30-minute commute to work.

60 City Dimensions

Segment Code .................60
Segment Name ...............City Dimensions
LifeMode Group ..............L8 Global Roots
Urbanization Group .........U4 Metro Cities II

Preferences

City Dimensions residents are frequent viewers of cable television, preferring movies and news programs over docu­mentaries. Most households own more than one television set and a VCR. Video game systems are also popular. They are avid watchers of sports such as football, basketball, and soccer but do not participate much in these sports. They represent one of the top markets for team sports clothing and prefer branded athletic shoes.

Few homes are equipped with central air conditioning; they rely on room air conditioners or ceiling fans, if necessary. Since many households have moved recently, they have purchased household furnishing items such as bedding/bath linens, kitchen items, and a variety of furnishings. Families with children spend wisely on children’s and baby products, preferring to shop at discount stores and use store brand products, particularly expensive items such as diapers.

Households that own vehicles prefer domestic cars and buy used vehicles over new. Those with automotive expertise ser­vice their own cars; others rely on the car dealer or a nearby garage. For entertainment, they dine out and enjoy going dancing, attending music performances, and visiting bars occasionally. They attend movies more frequently, and par­ents will treat their children to a theme park once in a year.

Demographic

Diversity in household type and ethnicity characterize City Dimensions neighborhoods. These residents are primarily young and single with a median age of 28.7 years; almost one-third are married; another third are single; another third are single parents. Ethnic diversity is predominant because less than half of the population is white. Most are black or some other race; 30 percent are of Hispanic origin.

Socioeconomic

City Dimensions median household income is $26,000. More than 10 percent of the households receive Supplemental Security Income and public assistance bene?ts. A lack of college, and even high school, education restricts the type of work available to this market. They work full-time or part-time jobs primarily in service or manufacturing sectors in skilled and unskilled roles. Although most homes have a vehicle, they seek jobs that are close by, commuting an aver­age of 23 minutes to work.

Residential

City Dimensions neighborhoods have a mix of housing types, but most of the real estate is on the older side. More than half of the structures were built before 1950. Single-family homes, two- and four-unit buildings, and apartments are equally common. Population density remains high, at more than 3,000 per square mile. Two-thirds of the homes are renter occupied. The urban locations of City Dimensions neighborhoods keep average monthly rent around $500.

61 High Rise Renters

Segment Code .................61
Segment Name ...............High Rise Renters
LifeMode Group ..............L8 Global Roots
Urbanization Group .........U2 Principal Urban Centers II

Preferences

Outdoor gardens are scarce in this market. Some High Rise Renters tenants enjoy indoor gardening, while others pursue a variety of other indoor activities such as playing cards, cooking, board games, and crossword puzzles. Residents are heavy viewers of cable TV, particularly primetime TV, and listen to urban and contemporary radio. They watch a wide variety of TV shows, news programs, sitcoms, and movies; however, sports games on TV are most popular. Internet access is not widespread in these homes; in fact, PC owner­ship is not the norm.

For groceries, High Rise Renters residents prefer to shop at their local stores, Pathmark and Albertson’s, but some will travel a distance to shop at Wal-Mart Supercenters. For other household items and apparel, they shop at discount stores and affordable department stores but also frequent the clear­ance racks at Macy’s. They do not dine out regularly; even their fast-food purchases are limited. With young children, residents of this segment make necessary purchases of baby and children’s apparel, but spending is limited by budget.

Demographic

High Rise Renters residents represent a diverse mix of race and ethnicity. More than half are Hispanic, primarily of West Indian ancestry, and the racial composition includes black, white, and Asian. Many residents speak a language other than English. Led by single-parent households and adult children, the population is younger, with a median age of 29.5 years. Given the presence of young children, adult chil­dren, and other relatives, including grandparents, the aver­age family size of 3.5 is higher than the U.S. average of 3.1.

Socioeconomic

High Rise Renters residents are primarily employed in service occupations and earn a median income of $22,100. However, with the high unemployment rate of 17 percent, approximately one-third of the residents receive either public assistance or some type of supplemental income. Part-time work is just as common as full-time work; many can only afford to work part-time in order to take care of young chil­dren at home. Although some have attended college, nearly half have not yet ?nished high school. They emphasize the importance of school for their children; elementary and high school enrollment is above average.

Residential

With more than nine out of 10 households renting in these densely populated neighborhoods, High Rise Renters ranks the highest among Tapestry segments for tenants. They rent in mid- and high-rise apartment buildings, primarily in New York City. These pre-1970 high-rises still draw monthly gross rents of more than $500, boasting below average vacancy rates. The few owner-occupied homes in the area are expen­sive, valued at a median of $237,500. Lack of parking and lack of funds preclude owning a vehicle for three-quarters of the households; most rely on the subway for transportation. On average, workers commute 41 minutes each way to work.

62 Modest Income Homes

Segment C