lifemode group: cozy country living 6a green...

TAPESTRYSEGMENTATION

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Households: 3,923,400

Average Household Size: 2.70

Median Age: 43.9

Median Household Income: $76,800

LifeMode Group: Cozy Country Living

Green Acres

WHO ARE WE?The Green Acres lifestyle features country living and self-reliance. They are avid do-it-yourselfers, maintaining and remodeling their homes, with all the necessary power tools to accomplish the jobs. Gardening, especially growing vegetables, is also a priority, again with the right tools, tillers, tractors, and riding mowers. Outdoor living also features a variety of sports: hunting and fishing, motorcycling, hiking and camping, and even golf. Self-described conservatives, residents of Green Acres remain pessimistic about the near future yet are heavily invested in it.

OUR NEIGHBORHOOD• Rural enclaves in metropolitan areas, primarily (not exclusively) older homes with acreage; new housing growth in the past 15 years.

• Single-family, owner-occupied housing, with a median value of $235,500.

• An older market, primarily married couples, most with no children.

SOCIOECONOMIC TRAITS• Education: More than 60% are college educated.

• Unemployment is low at 3.8% (Index 70); labor force participation rate is high at 66.8% (Index 107).

• Income is derived not only from wages and salaries but also from self-employment (more than 13% of households), investments (27% of households), and increasingly, from retirement.

• They are cautious consumers with a focus on quality and durability.

• Comfortable with technology, more as a tool than a trend: banking or paying bills online is convenient; but the Internet is not viewed as entertainment.

• Economic outlook is professed as pessimistic, but consumers are comfortable with debt, primarily as home and auto loans, and investments.

Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by GfK MRI.

6A


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Green Acres6A

85+80–8475–7970–7465–6960–6455–5950–5445–4940–4435–3930–3425–2920–2415–1910–14

5–9<5

8% 4% 0 4% 8%

Male Female

Median Household Income

Median Net Worth

$56,100

$93,300

$76,800

$267,700

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

EsriMedianHHIncome

EsriMedianNetWorth

Series2 Series1

$56,100

$93,300

$76,800

$267,700

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

EsriMedianHHIncome

EsriMedianNetWorth

Series2 Series1

Housing

Food

Apparel & Services

Transportation

Health Care

Entertainment &Recreation

Education

Pensions &Social Security

Other

0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%4.5%5.0%

MaleAge0-4

MaleAge5-9

MaleAge10-14

MaleAge15-19

MaleAge20-24

MaleAge25-29

MaleAge30-34

MaleAge35-39

MaleAge40-44

MaleAge45-49

MaleAge50-54

MaleAge55-59

MaleAge60-64

MaleAge65-69

MaleAge70-74

MaleAge75-79

MaleAge80-84

MaleAge85+

AgebySex- Male

Series2 Series1

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0%

FemaleAge0-4

FemaleAge5-9

FemaleAge10-14

FemaleAge15-19

FemaleAge20-24

FemaleAge25-29

FemaleAge30-34

FemaleAge35-39

FemaleAge40-44

FemaleAge45-49

FemaleAge50-54

FemaleAge55-59

FemaleAge60-64

FemaleAge65-69

FemaleAge70-74

FemaleAge75-79

FemaleAge80-84

FemaleAge85+

ChartTitle

Series2 Series1

INCOME AND NET WORTHNet worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages)or unsecured (credit cards). Household income andnet worth are estimated by Esri.

OCCUPATION BY EARNINGSThe fi ve occupations with the highest number of workers in the market are displayedby median earnings. Data from the Census Bureau’s American Community Survey.

AGE BY SEX (Esri data)

Median Age: 43.9 US: 38.2 Indicates US

RACE AND ETHNICITY (Esri data)

The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity).

Diversity Index: 26.0 US: 64.0

Hispanic*

Multiple

Other

Asian andPac. Islander

AmericanIndian

Black

White

$140,000

$120,000

$100,000

$80,000

$60,000

$40,000

$20,000

0

200,000 2 400,000 6 600,000 800,000

*Hispanic Can Be of Any Race.

0 20% 40% 60% 80% 100%

0 $100K $200K $300K $400K $500K $600K+

0 $100K $200K $300K $400K $500K $600K+US Average. US Median.

Med

ian

Ear

ning

s

Workers (Age 16+)

111

112

113

113

119

116

118

120

118

0 50 100 150 200 250 300 350

AVERAGE HOUSEHOLD BUDGET INDEXThe index compares the average amount spent in this market’s household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An indexof 100 is average. An index of 120 shows that average spending by consumers in this marketis 20 percent above the national average. Consumer expenditures are estimated by Esri.

Own86.1%

Rent13.9%

ChartTitle

Own Rent

HomeOwnershipUS Percentage:

62.7% Own 37.3% Rent

Population

Population Growth (Annual %)

Population Density (Persons per sq. mile)

350

350

350

0

0

0

900,000

-0.5%

0

11,000,000

3.0%

25,000

10,695,900

0.9%

71

1000

Wealth Index

Socioeconomic Status Index

Housing Affordability Index

133

130

152


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MARKET PROFILE (Consumer preferences are estimated from data by GfK MRI)

• Purchasing choices reflect Green Acres’ residents country life, including a variety of vehicles from trucks and SUVs to ATVs and motorcycles, preferably late model.

• Homeowners favor DIY home improvement projects and gardening.

• Media of choice are provided by satellite service, radio, and television, also with an emphasis on country and home and garden.

• Green Acres residents pursue physical fitness vigorously, from working out on home exercise equipment to playing a variety of sports.

• Residents are active in their communities and a variety of social organizations, from charitable to veterans’ clubs.

ESRI INDEXESEsri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards.

POPULATION CHARACTERISTICSTotal population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the size and change among all Tapestry markets. Data estimated by Esri.


Green Acres6A

HOUSINGMedian home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau’s American Community Survey.

Typical Housing:Single Family

Median Value:$235,500US Median: $207,300

High

Low


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SEGMENT DENSITYThis map illustrates the density and distribution of the Green Acres Tapestry Segment by households.


Green Acres6A

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lifemode group: cozy country living 6a green...

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