psychographic profile - bastrop economic … the old andy griffith show set in a quaint picturesque...
TRANSCRIPT
Moving Beyond Data
PsychograPhic Profileretail Trade areaBastrop, Texas
Prepared for Bastrop Economic Development Corporation
12.2.11
Contact Information
The Retail Coach, LLC | P.O. Box 7272 | Tupelo, MS 38802-7272tel 662.844.2155 | fax 662.844.2738 | [email protected]
Dave Quinn, CEcDExecutive DirectorBastrop Economic Development Corp.903 Main StBastrop, TX 78602
512.629.7003 cell512.303.9700 officeTwitter.com/BastropTXEDCFacebook.com/BastropTXEDCwww.BastropEDC.org
About The Retail CoachThe Retail Coach , LLC is a national retail consulting, market research and development firm that combines strategy, technology and creative expertise to develop and deliver high-impact retail recruitment and development strategies to local governments, chambers of commerce and economic development organizations.
Through its unique The Retail Coach process, it offers a unique system of products and services that better enable communities to maximize their retail development potential.
The Retail Coach ProcessProviding more than simple data reports of psychographic and demographic trends, The Retail Coach goes well beyond other retail consulting and market research firms’ offerings by combining current national and statewide demographics and trend data with real-world, “on-the-ground” data gathered through extensive visits within our clients’ communities.
Every community is different, and there is no “one size fits all” retail recruitment solution. Compiling the gathered data into client-tailored information packets that are uniquely designed for, and targeted to, specific retailers and restaurants who meet the community’s needs helps assure our clients they are getting the latest and best information for their retail needs — all with personal service and coaching guidance that continues beyond the initial project scope and timeline.
The Retail Coach process assures that communities get timely, accurate and relevant information. Translating that data into the information that retailers need and seek assures our clients even better possibilities for tremendous retail growth and success.
The Retail Coach — It’s not about data. It’s about your success.
The Retail Coach, LLC | P. O. Box 7272 | Tupelo, Mississippi 38802Tel 662.844.2155 | Fax 662.844.2738 | Email [email protected] | Web www.theretailcoach.net
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ContentsContact Information. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Psychographics Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Dominant Lifestyle Segments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Lifestyle Segment Definitions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Big Sky Families . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Shotguns & Pickups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Mayberry-ville . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Blue Highways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Traditional Times . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Acknowledgements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
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Psychographics OverviewPsychographics
Psychographics, simply defined, is the use of demographics to study and measure attitudes, values, lifestyles and buying habits of a household, community or trade area. There are 66 Lifestyle Segments used to classify psychographic profiles. An area of study will always be defined by one or more of these Lifestyle Segments.
Dominant Segments
Dominant Segments are those Psychographic Lifestyle Segments which make up approximately 50% of the total population of a Retail Trade Area or other study area. In some cases, one or two segments can make up significantly more than 50% of the total population. In this situation, often the top five segments are presented.
Lifestyle Behaviors Abbreviations & Reference Codes
In the “Lifestyle Behaviors” portions (for each Lifestyle Segment) of this document certain abbreviations and reference codes are provided to help explain various statistical figures and definitions. Below you will find a brief overview of these and their usage.
H = Survey questions asked by MediaMark in the universe of “Households”A = Survey questions asked by MediaMark in the universe of “Adults” within households.
1wk = Once a week3mo = Three times per month1yr = Once per year3yr = Three times per year
* denotes that there is quantitative information behind the question (ex. how much they spent, etc.)
“Index” refers to the average household performance. The average household performance index is 100. For any lifestyle behavior index higher than 100, there is a higher than average likelihood for that lifestyle behavior to be exhibited by individuals in a lifestyle segment. For any lifestyle behavior index lower than 100, there is a lower than average likelihood for that behavior to be exhibited by those individuals in a lifestyle segment.
For example, an index of 50 would indicate that individuals in a particular lifestyle segment would be “half” as likely to exhibit that lifestyle behavior. An index of 200 would indicate that individuals in a particular lifestyle segment would be twice as likely. An index of 300, three times as likely, etc.
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01 Upper Crust
02 Blue Blood Estates
03 Movers and Shakers
04 Young Digerati
05 Country Squires
06 Winner's Circle
07 Money and Brains
08 Executive Suites
09 Big Fish, Small Pond
10 Second City Elite
11 God's Country
12 Brite Lites, Li'l City
13 Upward Bound
14 New Empty Nests
15 Pools and Patios
16 Bohemian Mix
17 Beltway Boomers
18 Kids and Cul-de-Sacs
19 Home Sweet Home
20 Fast-Track Families
21 Gray Power
22 Young Influentials
23 Greenbelt Sports
24 Up-and-Comers
25 Country Casuals
26 The Cosmopolitans
27 Middleburg Managers
28 Traditional Times
29 American Dreams
30 Suburban Sprawl
31 Urban Achievers
32 New Homesteaders
33 Big Sky Families
34 White Picket Fences
35 Boomtown Singles
36 Blue-Chip Blues
37 Mayberry-ville
38 Simple Pleasures
39 Domestic Duos
40 Close-In Couples
41 Sunset City Blues
42 Red, White and Blues
43 Heartlanders
44 New Beginnings
45 Blue Highways
46 Old Glories
47 City Startups
48 Young and Rustic
49 American Classics
50 Kid Country, USA
51 Shotguns and Pickups
52 Suburban Pioneers
53 Mobility Blues
54 Multi-Culti Mosaic
55 Golden Ponds
56 Crossroads Villagers
57 Old Milltowns
58 Back Country Folks
59 Urban Elders
60 Park Bench Seniors
61 City Roots
62 Hometown Retired
63 Family Thrifts
64 Bedrock America
65 Big City Blues
66 Low-Rise Living
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Lifestyle Segment Definitions33 Big Sky Families - 15.40%Upper-Mid, Younger w/ KidsScattered in placid towns across the American heartland, Big Sky Families is a segment of younger rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.
51 Shotguns & Pickups - 11.01%Lower-Mid, Younger w/ KidsThe segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families, living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.
37 Mayberry-ville - 8.78%Upper-Mid, Middle Age w/o KidsLike the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks.
45 Blue Highways - 7.68%Lower-Mid, Middle Age w/o KidsOn maps, blue highways are often two-lane roads that wind through remote stretches of the American landscape. Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.
28 Traditional Times - 7.20%Upper-Mid, Older w/o KidsTraditional Times is the kind of lifestyle where small-town couples nearing retirement are beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these upper-middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they’re big travelers, especially in recreational vehicles and campers.
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Big Sky Families33 Big Sky Families
Upper-Mid, Younger w/ KidsScattered in placid towns across the American heartland, Big Sky Families is a segment of younger rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.
Social Group: Country Comfort Lifestage Group: Mainstream Families
2009 Statistics:
US Households: 2,195,844 (1.90%)Median HH Income: $57,074
Lifestyle Traits
Order from eBay.comAttend high school sportsRead Game & FishWatch X GamesChevrolet Silverado Diesel
Demographics Traits:
Urbanicity: RuralIncome: Upper-MidIncome Producing Assets: ModerateAge Ranges: 25-44Presence of Kids: HH w/ KidsHomeownership: Mostly OwnersEmployment Levels: BC, Service, MixEducation Levels: Some CollegeEthnic Diversity: White
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Big Sky FamiliesAge
Description U.S. Segment Index
Householder Age: 18-24 5.26 1.23 23Householder Age: 25-34 14.59 24.74 170Householder Age: 35-44 18.67 40.59 217Householder Age: 45-54 22.24 25.97 117Householder Age: 55-64 17.44 5.73 33Householder Age: 65-74 11.17 1.53 14Householder Age: 75+ 10.64 0.20 2
Income
Description U.S. Segment Index
Household Income: Under $10,000 6.33 0.00 0Household Income: $10,000-$19,999 10.40 0.00 0Household Income: $20,000-$29,999 10.98 0.00 0Household Income: $30,000-$39,999 11.23 0.00 0Household Income: $40,000-$49,999 9.95 0.00 0Household Income: $50,000-$74,999 18.96 64.31 339Household Income: $75,000-$99,999 11.92 35.69 299Household Income: $100,000-$149,999 11.85 0.00 0Household Income: $150,000-$199,999 4.62 0.00 0Household Income: $200,000 or More 3.79 0.00 0
Age and Income Summary
Description U.S. Segment Index
Householder Age: 18-34 19.85 26.07 131Householder Age: 35-54 40.90 66.56 163Householder Age: 55+ 39.25 7.46 19Household Income: Under $30K 27.71 0.00 0Household Income: $30K-$74K 40.14 64.31 160Household Income: $75,000-$99,999 11.92 35.69 299Household Income: $100K+ 20.24 0.00 0
Education
Description U.S. Segment Index
Householder Education: Did Not Graduate High School 13.33 6.65 50Householder Education: Graduated High School 30.80 37.42 121Householder Education: Attended Some College 25.89 30.88 119Householder Education: Bachelor’s Degree 19.34 18.61 96Householder Education: Post Graduate Degree 10.61 6.44 61
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Big Sky FamiliesEmployment Type
Description U.S. Segment Index
Householder Occupation: Management/Business/Financial 12.70 15.34 121Householder Occupation: Professional 13.99 18.00 129Householder Occupation: Sales/Office 13.99 14.31 102Householder Occupation: Natural Resources/Construction/Maintenance 8.19 19.53 238Householder Occupation: Other Employed 18.19 25.56 141
Employment by Occupation
Description U.S. Segment Index
Householder Occupation Detail: Business/Finance 2.73 1.94 71Householder Occupation Detail: Management 9.98 13.39 134Householder Occupation Detail: Architect/Engineer 1.55 1.33 86Householder Occupation Detail: Legal 0.80 0.82 102Householder Occupation Detail: Computer/Mathematical 2.23 1.43 64Householder Occupation Detail: Health Practitioner/Technician 2.86 4.70 165Householder Occupation Detail: Education/Training/Library 3.47 6.54 189Householder Occupation Detail: Life/Physical/Social Sciences 0.71 0.51 72Householder Occupation Detail: Community/Social Services 1.05 1.84 175Householder Occupation Detail: Arts/Entertainment/Sports 1.37 0.82 60Householder Occupation Detail: Sales/Related 7.78 6.13 79Householder Occupation Detail: Office/Admin Support 6.21 8.18 132Householder Occupation Detail: Protective Service/Military 1.81 2.45 136Householder Occupation Detail: Personal Care/Service 1.65 0.61 37Householder Occupation Detail: Healthcare Support 0.92 0.31 33Householder Occupation Detail: Food Preparation/Serving 2.09 0.20 10Householder Occupation Detail: Transport/Material Moving 4.91 9.51 194Householder Occupation Detail: Production 4.76 11.04 232Householder Occupation Detail: Building Grounds Maintenance 2.08 1.23 59Householder Occupation Detail: Natural Resources/Construction 4.34 9.00 207Householder Occupation Detail: Maintenance/Repair 3.86 10.53 273
Race and Ethnicity
Description U.S. Segment Index
Race: White 79.72 93.35 117Race: Black 11.32 2.25 20Race: Asian 2.26 0.51 23Race: Other 6.77 2.86 42Ethnicity: Hispanic 10.16 4.50 44
Language
Description U.S. Segment Index
Household First Language: English 92.88 98.57 106Household First Language: Spanish 4.84 0.82 17Household First Language: Other 2.27 0.61 27
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Big Sky FamiliesHome Ownership
Description U.S. Segment Index
Tenure: Own Home 71.38 88.14 123Tenure: Rents Home 28.62 11.96 42
Home Value
Description U.S. Segment Index
Home Value: Less than $50,000 4.66 5.21 112Home Value: $50,000-$99,999 9.71 12.99 134Home Value: $100,000-$149,999 10.93 18.71 171Home Value: $150,000-$199,999 8.72 16.77 192Home Value: $200,000-$499,999 27.24 31.08 114Home Value: $500,000 or More 10.14 3.27 32
Length of Residence
Description U.S. Segment Index
Length of Residence: Less than 1 Year 16.30 11.35 70Length of Residence: 1-4 Years 28.54 30.57 107Length of Residence: 5 Years or More 55.08 58.08 105
Presence of Children in Household
Description U.S. Segment Index
Presence of Children: <2 Years Old 5.70 15.75 276Presence of Children: 2-5 Years Old 10.79 32.21 298Presence of Children: 6-11 Years Old 14.28 50.10 351Presence of Children: 12-17 Years Old 14.93 52.35 351
Number of Children in Household
Description U.S. Segment Index
Number of Children in Household: 1 12.25 37.93 310Number of Children in Household: 2 11.37 41.92 369Number of Children in Household: 3 4.77 13.19 277Number of Children in Household: 4 1.57 4.70 300Number of Children in Household: 5+ 0.68 2.25 331
Number of People in Household
Description U.S. Segment Index
Household Size: 1 Person 26.74 0.00 0Household Size: 2 People 36.23 2.04 6Household Size: 3 or 4 People 27.71 70.45 254Household Size: 5+ people 9.32 27.61 296
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Big Sky FamiliesTop 15 Lifestyle Behaviors Index
Own Horse (H) 388Own All Terrain Vehicle (H) 345Go Hunting with Gun, 1yr (A) 337Buy Children’s Athletic Shoes, 6mo (H) 315Buy Chewing Tobacco, 1mo (A) 283Use Children’s Cold Medicine, 1mo (H) 277Own Riding Lawn Mower (H) 274Buy Children’s Clothes, 6mos (H) 265Do Karate, 1yr (A) 262Play Volleyball, 1yr (A) 260Order from Walmart.com, 1yr (A) 243Own Rifle/Shotgun (A) 236Go to High School Sports, 1+ Times, 1mo (A) 236Buy Fishing Equipment, 1yr (A) 235Own Power Boat (H) 233
Lifestyle Behaviors 16-30 Index
Own Motorcycle (H) 229Buy Baby Furniture/Equipment, 6mo (H) 227Buy from Family Restaurant, Child Decides, 6mo (A) 226Internet Connection Home; Dial-up Modem (H) 225Own Camcorder (H) 224Own Satellite Dish (H) 224Buy from Sonic Drive-in, 1mo (A) 222Play Softball, 1yr (A) 219Go Fishing, 1yr (A) 219Buy Contemporary Christian Music, 1yr (A) 218Drive Regular Pickup (A) 218Use Baby Foods, 1wk (H) 214Buy Children’s Bicycles, 1yr (A) 214Own Roller Blades/In-Line Skates (A) 212Go Ice Skating, 1yr (A) 212
Lifestyle Behaviors 31-45 Index
Buy from Hardee’s, 1mo (A) 208Buy Toys by Internet, 1yr (A) 207Go Water Skiing, 1yr (A) 206Home Remodeling, Work by Self, 1yr (H) 206Drive Recreational Vehicle (A) 205Play Baseball, 1yr (A) 205Own Fishing Equipment (A) 203Own Tent (H) 202Go Roller Skating, 1yr (A) 202Own Any Video Game System (H) 201Drive Minivan (A) 199Has a 529 College Savings Account (A) 198Buy from Dairy Queen, 1mo (A) 196Own Sleeping Bag (H) 196Buy Electronic Games, 1yr (A) 195
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Shotguns & Pickups51 Shotguns & Pickups
Lower-Mid, Younger w/ KidsThe segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families, living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.
Social Group: Middle America Lifestage Group: Mainstream Families
2009 Statistics:
US Households: 1,871,911 (1.62%)Median HH Income: $43,273
Lifestyle Traits
Shop at Sears HardwareOwn a horseRead North American HunterWatch Outdoor ChannelFord F-Series
Demographics Traits:
Urbanicity: RuralIncome: Lower-MidIncome Producing Assets: LowAge Ranges: 25-44Presence of Kids: HH w/ KidsHomeownership: Mostly OwnersEmployment Levels: BC, Service, MixEducation Levels: High School GradEthnic Diversity: White, Black, Mix
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Shotguns & PickupsAge
Description U.S. Segment Index
Householder Age: 18-24 5.26 6.57 125Householder Age: 25-34 14.59 29.53 202Householder Age: 35-44 18.67 40.25 216Householder Age: 45-54 22.24 21.91 99Householder Age: 55-64 17.44 1.73 10Householder Age: 65-74 11.17 0.00 0Householder Age: 75+ 10.64 0.00 0
Income
Description U.S. Segment Index
Household Income: Under $10,000 6.33 0.00 0Household Income: $10,000-$19,999 10.40 0.00 0Household Income: $20,000-$29,999 10.98 19.26 175Household Income: $30,000-$39,999 11.23 37.49 334Household Income: $40,000-$49,999 9.95 33.45 336Household Income: $50,000-$74,999 18.96 9.80 52Household Income: $75,000-$99,999 11.92 0.00 0Household Income: $100,000-$149,999 11.85 0.00 0Household Income: $150,000-$199,999 4.62 0.00 0Household Income: $200,000 or More 3.79 0.00 0
Age and Income Summary
Description U.S. Segment Index
Householder Age: 18-34 19.85 36.10 182Householder Age: 35-54 40.90 62.28 152Householder Age: 55+ 39.25 1.73 4Household Income: Under $30K 27.71 19.26 70Household Income: $30K-$74K 40.14 80.74 201Household Income: $75,000-$99,999 11.92 0.00 0Household Income: $100K+ 20.24 0.00 0
Education
Description U.S. Segment Index
Householder Education: Did Not Graduate High School 13.33 17.88 134Householder Education: Graduated High School 30.80 44.41 144Householder Education: Attended Some College 25.89 29.87 115Householder Education: Bachelor’s Degree 19.34 6.00 31Householder Education: Post Graduate Degree 10.61 1.96 18
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Shotguns & PickupsEmployment Type
Description U.S. Segment Index
Householder Occupation: Management/Business/Financial 12.70 6.46 51Householder Occupation: Professional 13.99 9.34 67Householder Occupation: Sales/Office 13.99 14.76 106Householder Occupation: Natural Resources/Construction/Maintenance 8.19 20.53 251Householder Occupation: Other Employed 18.19 38.29 211
Employment by Occupation
Description U.S. Segment Index
Householder Occupation Detail: Business/Finance 2.73 0.23 8Householder Occupation Detail: Management 9.98 6.11 61Householder Occupation Detail: Architect/Engineer 1.55 0.81 52Householder Occupation Detail: Legal 0.80 0.58 72Householder Occupation Detail: Computer/Mathematical 2.23 0.92 41Householder Occupation Detail: Health Practitioner/Technician 2.86 1.73 61Householder Occupation Detail: Education/Training/Library 3.47 3.92 113Householder Occupation Detail: Life/Physical/Social Sciences 0.71 0.00 0Householder Occupation Detail: Community/Social Services 1.05 1.04 99Householder Occupation Detail: Arts/Entertainment/Sports 1.37 0.35 25Householder Occupation Detail: Sales/Related 7.78 9.46 122Householder Occupation Detail: Office/Admin Support 6.21 5.42 87Householder Occupation Detail: Protective Service/Military 1.81 2.77 153Householder Occupation Detail: Personal Care/Service 1.65 1.04 63Householder Occupation Detail: Healthcare Support 0.92 1.73 189Householder Occupation Detail: Food Preparation/Serving 2.09 1.73 83Householder Occupation Detail: Transport/Material Moving 4.91 9.11 186Householder Occupation Detail: Production 4.76 17.65 371Householder Occupation Detail: Building Grounds Maintenance 2.08 4.04 194Householder Occupation Detail: Natural Resources/Construction 4.34 12.69 292Householder Occupation Detail: Maintenance/Repair 3.86 7.84 203
Race and Ethnicity
Description U.S. Segment Index
Race: White 79.72 86.27 108Race: Black 11.32 6.92 61Race: Asian 2.26 0.35 15Race: Other 6.77 4.27 63Ethnicity: Hispanic 10.16 5.65 56
Language
Description U.S. Segment Index
Household First Language: English 92.88 95.85 103Household First Language: Spanish 4.84 2.54 52Household First Language: Other 2.27 1.61 71
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Shotguns & PickupsHome Ownership
Description U.S. Segment Index
Tenure: Own Home 71.38 67.36 94Tenure: Rents Home 28.62 32.64 114
Home Value
Description U.S. Segment Index
Home Value: Less than $50,000 4.66 11.19 240Home Value: $50,000-$99,999 9.71 26.53 273Home Value: $100,000-$149,999 10.93 14.42 132Home Value: $150,000-$199,999 8.72 8.19 94Home Value: $200,000-$499,999 27.24 6.69 25Home Value: $500,000 or More 10.14 0.35 3
Length of Residence
Description U.S. Segment Index
Length of Residence: Less than 1 Year 16.30 20.65 127Length of Residence: 1-4 Years 28.54 34.26 120Length of Residence: 5 Years or More 55.08 44.64 81
Presence of Children in Household
Description U.S. Segment Index
Presence of Children: <2 Years Old 5.70 19.26 338Presence of Children: 2-5 Years Old 10.79 33.68 312Presence of Children: 6-11 Years Old 14.28 46.60 326Presence of Children: 12-17 Years Old 14.93 51.90 348
Number of Children in Household
Description U.S. Segment Index
Number of Children in Household: 1 12.25 38.75 316Number of Children in Household: 2 11.37 35.99 316Number of Children in Household: 3 4.77 18.22 382Number of Children in Household: 4 1.57 4.73 302Number of Children in Household: 5+ 0.68 2.31 339
Number of People in Household
Description U.S. Segment Index
Household Size: 1 Person 26.74 0.00 0Household Size: 2 People 36.23 6.57 18Household Size: 3 or 4 People 27.71 63.67 230Household Size: 5+ people 9.32 29.76 319
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Shotguns & PickupsTop 15 Lifestyle Behaviors Index
Own All Terrain Vehicle (H) 329Buy Chewing Tobacco, 1mo (A) 312Shop at Piggly Wiggly, 1mo (A) 309Own Horse (H) 303Use Children’s Cold Medicine, 1mo (H) 300Use Baby Foods, 1wk (H) 299Buy from Shoney’s, 1mo (A) 292Buy Baby Furniture/Equipment, 6mo (H) 289Go Hunting with Gun, 1yr (A) 266Buy Children’s Athletic Shoes, 6mo (H) 264Buy Children’s Clothes, 6mos (H) 254Own Riding Lawn Mower (H) 251Buy from Hardee’s, 1mo (A) 240Buy from Rally’s, 1mo (A) 230Go Horseback Riding, 1yr (A) 227
Lifestyle Behaviors 16-30 Index
Go to High School Sports, 1+ Times, 1mo (A) 224Buy from Sonic Drive-in, 1mo (A) 224Buy Children’s Bicycles, 1yr (A) 223Buy Humidifier, 1yr (H) 220Use Short-Term Loan from a Payday Loan/Cash-Advance Company, 1yr (A) 219Buy Charcoal Grill, 1yr (H) 210Internet Connection Home; Dial-up Modem (H) 210Own Satellite Dish (H) 203Own Any Video Game System (H) 194Buy from A&W, 1mo (A) 193Buy Automotive Tools, 1yr (H) 191Order from Avon, 1yr (A) 191Own Sony PlayStation 3 (H) 188Buy Fishing Equipment, 1yr (A) 186Drive Compact Pickup (A) 182
Lifestyle Behaviors 31-45 Index
Buy Contemporary Christian Music, 1yr (A) 181Shop at Wal-Mart Pharmacy, 6mo (A) 180Buy 35mm Camera, 1yr (A) 178Smoke Cigarettes, 1wk (A) 177Buy Country Music, 1yr (A) 173Go Fishing, 1yr (A) 172Drive Van (A) 170Buy Camping Equipment, 1yr (H) 170Buy Tennis Shoes, 1yr (A) 169Shop at True Value, 1yr (A) 168Buy Hard Rock Music, 1yr (A) 167Own Bird (H) 165Own Rifle/Shotgun (A) 164Buy Electronic Games, 1yr (A) 164Buy from Dairy Queen, 1mo (A) 164
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Mayberry-ville37 Mayberry-ville
Upper-Mid, Middle Age w/o KidsLike the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks.
Social Group: Country Comfort Lifestage Group: Midlife Success
2009 Statistics:
US Households: 2,780,296 (2.41%)Median HH Income: $55,272
Lifestyle Traits
Shop at Sherwin-WilliamsGo hunting with a gunRead BassmasterWatch Daytona 500GMC Sierra Diesel
Demographics Traits:
Urbanicity: Town/RuralIncome: Upper-MidIncome Producing Assets: Above Avg.Age Ranges: <55Presence of Kids: HH w/o KidsHomeownership: Mostly OwnersEmployment Levels: BC, Service, MixEducation Levels: Some CollegeEthnic Diversity: White
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Mayberry-villeAge
Description U.S. Segment Index
Householder Age: 18-24 5.26 5.37 102Householder Age: 25-34 14.59 13.58 93Householder Age: 35-44 18.67 18.65 100Householder Age: 45-54 22.24 46.82 211Householder Age: 55-64 17.44 15.66 90Householder Age: 65-74 11.17 0.00 0Householder Age: 75+ 10.64 0.00 0
Income
Description U.S. Segment Index
Household Income: Under $10,000 6.33 0.00 0Household Income: $10,000-$19,999 10.40 0.00 0Household Income: $20,000-$29,999 10.98 0.00 0Household Income: $30,000-$39,999 11.23 0.00 0Household Income: $40,000-$49,999 9.95 0.00 0Household Income: $50,000-$74,999 18.96 62.85 332Household Income: $75,000-$99,999 11.92 37.22 312Household Income: $100,000-$149,999 11.85 0.00 0Household Income: $150,000-$199,999 4.62 0.00 0Household Income: $200,000 or More 3.79 0.00 0
Age and Income Summary
Description U.S. Segment Index
Householder Age: 18-34 19.85 18.96 95Householder Age: 35-54 40.90 65.46 160Householder Age: 55+ 39.25 15.66 40Household Income: Under $30K 27.71 0.00 0Household Income: $30K-$74K 40.14 62.85 157Household Income: $75,000-$99,999 11.92 37.22 312Household Income: $100K+ 20.24 0.00 0
Education
Description U.S. Segment Index
Householder Education: Did Not Graduate High School 13.33 6.75 51Householder Education: Graduated High School 30.80 40.83 133Householder Education: Attended Some College 25.89 26.25 101Householder Education: Bachelor’s Degree 19.34 19.03 98Householder Education: Post Graduate Degree 10.61 7.06 67
20
Mayberry-villeEmployment Type
Description U.S. Segment Index
Householder Occupation: Management/Business/Financial 12.70 17.42 137Householder Occupation: Professional 13.99 17.81 127Householder Occupation: Sales/Office 13.99 15.20 109Householder Occupation: Natural Resources/Construction/Maintenance 8.19 15.66 191Householder Occupation: Other Employed 18.19 27.63 152
Employment by Occupation
Description U.S. Segment Index
Householder Occupation Detail: Business/Finance 2.73 3.30 121Householder Occupation Detail: Management 9.98 14.12 141Householder Occupation Detail: Architect/Engineer 1.55 2.53 164Householder Occupation Detail: Legal 0.80 0.31 38Householder Occupation Detail: Computer/Mathematical 2.23 2.30 103Householder Occupation Detail: Health Practitioner/Technician 2.86 4.07 142Householder Occupation Detail: Education/Training/Library 3.47 5.07 146Householder Occupation Detail: Life/Physical/Social Sciences 0.71 0.84 119Householder Occupation Detail: Community/Social Services 1.05 1.61 153Householder Occupation Detail: Arts/Entertainment/Sports 1.37 1.00 73Householder Occupation Detail: Sales/Related 7.78 7.60 98Householder Occupation Detail: Office/Admin Support 6.21 7.60 122Householder Occupation Detail: Protective Service/Military 1.81 2.76 153Householder Occupation Detail: Personal Care/Service 1.65 1.23 74Householder Occupation Detail: Healthcare Support 0.92 0.92 100Householder Occupation Detail: Food Preparation/Serving 2.09 1.23 59Householder Occupation Detail: Transport/Material Moving 4.91 9.29 189Householder Occupation Detail: Production 4.76 11.13 234Householder Occupation Detail: Building Grounds Maintenance 2.08 1.15 55Householder Occupation Detail: Natural Resources/Construction 4.34 8.37 193Householder Occupation Detail: Maintenance/Repair 3.86 7.29 189
Race and Ethnicity
Description U.S. Segment Index
Race: White 79.72 91.56 115Race: Black 11.32 4.68 41Race: Asian 2.26 0.31 14Race: Other 6.77 2.99 44Ethnicity: Hispanic 10.16 4.99 49
Language
Description U.S. Segment Index
Household First Language: English 92.88 98.62 106Household First Language: Spanish 4.84 0.92 19Household First Language: Other 2.27 0.54 24
21
Mayberry-villeHome Ownership
Description U.S. Segment Index
Tenure: Own Home 71.38 83.50 117Tenure: Rents Home 28.62 16.58 58
Home Value
Description U.S. Segment Index
Home Value: Less than $50,000 4.66 4.07 87Home Value: $50,000-$99,999 9.71 13.35 137Home Value: $100,000-$149,999 10.93 21.87 200Home Value: $150,000-$199,999 8.72 15.73 180Home Value: $200,000-$499,999 27.24 26.63 98Home Value: $500,000 or More 10.14 1.77 17
Length of Residence
Description U.S. Segment Index
Length of Residence: Less than 1 Year 16.30 15.50 95Length of Residence: 1-4 Years 28.54 29.62 104Length of Residence: 5 Years or More 55.08 54.95 100
Presence of Children in Household
Description U.S. Segment Index
Presence of Children: <2 Years Old 5.70 0.00 0Presence of Children: 2-5 Years Old 10.79 0.00 0Presence of Children: 6-11 Years Old 14.28 0.00 0Presence of Children: 12-17 Years Old 14.93 0.00 0
Number of Children in Household
Description U.S. Segment Index
Number of Children in Household: 1 12.25 0.00 0Number of Children in Household: 2 11.37 0.00 0Number of Children in Household: 3 4.77 0.00 0Number of Children in Household: 4 1.57 0.00 0Number of Children in Household: 5+ 0.68 0.00 0
Number of People in Household
Description U.S. Segment Index
Household Size: 1 Person 26.74 17.96 67Household Size: 2 People 36.23 62.24 172Household Size: 3 or 4 People 27.71 19.11 69Household Size: 5+ people 9.32 0.69 7
22
Mayberry-villeTop 15 Lifestyle Behaviors Index
Buy from Lone Star Steakhouse, 1mo (A) 244Go Hunting with Gun, 1yr (A) 240Own Riding Lawn Mower (H) 239Own/Lease New Ford Pickup (H) 236Own Motorcycle (H) 234Drive Motorcycle (A) 233Buy Chewing Tobacco, 1mo (A) 221Own All Terrain Vehicle (H) 221Buy from Blimpie Subs & Salads, 1mo (A) 218Shop at True Value, 1yr (A) 215Own Rifle/Shotgun (A) 215Play Softball, 1yr (A) 209Own Horse (H) 207Buy from Hardee’s, 1mo (A) 207Go Horseback Riding, 1yr (A) 204
Lifestyle Behaviors 16-30 Index
Buy Automotive Tools, 1yr (H) 204Buy Humidifier, 1yr (H) 200Do Woodworking, 1yr (A) 198Domestic Travel by Motor Home, 1yr (A) 197Own Handgun (A) 193Drive Regular Pickup (A) 192Shop at Piggly Wiggly, 1mo (A) 189Internet Connection Home; Dial-up Modem (H) 184Shop at Lane Bryant, 3mo (A) 184Own Cross Country Boots/Skis (A) 180Travel to Bahamas, 3yr (A) 179Buy Any Lawn Mower, 1yr (H) 177Shop at The Limited, 3mo (A) 176Buy from Ruby Tuesdays, 1mo (A) 176Order from Avon, 1yr (A) 175
Lifestyle Behaviors 31-45 Index
Buy Country Music, 1yr (A) 174Own Satellite Dish (H) 173Buy Hard Rock Music, 1yr (A) 172Go Roller Skating, 1yr (A) 172Buy from Sonic Drive-in, 1mo (A) 172Own Any Real Estate (H) 170Stay at Motel 6 on Vacation, 1yr (A) 169Do Bird Watching, 1yr (A) 169Do Furniture Refinishing, 1yr (A) 167Own Sportswatch/Chronograph (A) 166Shop at Sherwin Williams, 1yr (A) 164Own Motor Home (H) 164Own Fishing Equipment (A) 164Buy From Krispy Kreme Doughnuts, 1mo (A) 162Buy from Rally’s, 1mo (A) 161
23
Blue Highways45 Blue Highways
Lower-Mid, Middle Age w/o KidsOn maps, blue highways are often two-lane roads that wind through remote stretches of the American landscape. Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.
Social Group: Middle America Lifestage Group: Striving Singles
2009 Statistics:
US Households: 1,861,826 (1.61%)Median HH Income: $44,262
Lifestyle Traits
Shop at Wal-MartOwn satellite dishRead Guns & AmmoWatch auto racingChevrolet Colorado
Demographics Traits:
Urbanicity: RuralIncome: Lower-MidIncome Producing Assets: Below Avg.Age Ranges: <55Presence of Kids: HH w/o KidsHomeownership: HomeownersEmployment Levels: BC, Service, MixEducation Levels: High School GradEthnic Diversity: White
24
Blue HighwaysAge
Description U.S. Segment Index
Householder Age: 18-24 5.26 5.21 99Householder Age: 25-34 14.59 7.29 50Householder Age: 35-44 18.67 18.06 97Householder Age: 45-54 22.24 51.97 234Householder Age: 55-64 17.44 17.59 101Householder Age: 65-74 11.17 0.00 0Householder Age: 75+ 10.64 0.00 0
Income
Description U.S. Segment Index
Household Income: Under $10,000 6.33 0.00 0Household Income: $10,000-$19,999 10.40 0.00 0Household Income: $20,000-$29,999 10.98 0.00 0Household Income: $30,000-$39,999 11.23 42.36 377Household Income: $40,000-$49,999 9.95 48.50 487Household Income: $50,000-$74,999 18.96 9.14 48Household Income: $75,000-$99,999 11.92 0.00 0Household Income: $100,000-$149,999 11.85 0.00 0Household Income: $150,000-$199,999 4.62 0.00 0Household Income: $200,000 or More 3.79 0.00 0
Age and Income Summary
Description U.S. Segment Index
Householder Age: 18-34 19.85 12.38 62Householder Age: 35-54 40.90 70.02 171Householder Age: 55+ 39.25 17.59 45Household Income: Under $30K 27.71 0.00 0Household Income: $30K-$74K 40.14 100.00 249Household Income: $75,000-$99,999 11.92 0.00 0Household Income: $100K+ 20.24 0.00 0
Education
Description U.S. Segment Index
Householder Education: Did Not Graduate High School 13.33 10.76 81Householder Education: Graduated High School 30.80 49.77 162Householder Education: Attended Some College 25.89 26.62 103Householder Education: Bachelor’s Degree 19.34 11.11 57Householder Education: Post Graduate Degree 10.61 1.74 16
25
Blue HighwaysEmployment Type
Description U.S. Segment Index
Householder Occupation: Management/Business/Financial 12.70 7.29 57Householder Occupation: Professional 13.99 11.34 81Householder Occupation: Sales/Office 13.99 11.11 79Householder Occupation: Natural Resources/Construction/Maintenance 8.19 15.16 185Householder Occupation: Other Employed 18.19 40.28 221
Employment by Occupation
Description U.S. Segment Index
Householder Occupation Detail: Business/Finance 2.73 1.39 51Householder Occupation Detail: Management 9.98 5.90 59Householder Occupation Detail: Architect/Engineer 1.55 0.23 15Householder Occupation Detail: Legal 0.80 0.35 43Householder Occupation Detail: Computer/Mathematical 2.23 1.50 67Householder Occupation Detail: Health Practitioner/Technician 2.86 3.82 134Householder Occupation Detail: Education/Training/Library 3.47 3.13 90Householder Occupation Detail: Life/Physical/Social Sciences 0.71 0.35 49Householder Occupation Detail: Community/Social Services 1.05 0.58 55Householder Occupation Detail: Arts/Entertainment/Sports 1.37 1.39 101Householder Occupation Detail: Sales/Related 7.78 3.24 42Householder Occupation Detail: Office/Admin Support 6.21 7.87 127Householder Occupation Detail: Protective Service/Military 1.81 2.89 160Householder Occupation Detail: Personal Care/Service 1.65 1.04 63Householder Occupation Detail: Healthcare Support 0.92 0.81 88Householder Occupation Detail: Food Preparation/Serving 2.09 0.58 28Householder Occupation Detail: Transport/Material Moving 4.91 14.58 297Householder Occupation Detail: Production 4.76 17.01 357Householder Occupation Detail: Building Grounds Maintenance 2.08 3.24 156Householder Occupation Detail: Natural Resources/Construction 4.34 10.30 237Householder Occupation Detail: Maintenance/Repair 3.86 4.86 126
Race and Ethnicity
Description U.S. Segment Index
Race: White 79.72 94.21 118Race: Black 11.32 3.59 32Race: Asian 2.26 0.23 10Race: Other 6.77 1.27 19Ethnicity: Hispanic 10.16 3.13 31
Language
Description U.S. Segment Index
Household First Language: English 92.88 99.42 107Household First Language: Spanish 4.84 0.12 2Household First Language: Other 2.27 0.46 20
26
Blue HighwaysHome Ownership
Description U.S. Segment Index
Tenure: Own Home 71.38 100.00 140Tenure: Rents Home 28.62 0.00 0
Home Value
Description U.S. Segment Index
Home Value: Less than $50,000 4.66 13.43 288Home Value: $50,000-$99,999 9.71 36.34 374Home Value: $100,000-$149,999 10.93 23.96 219Home Value: $150,000-$199,999 8.72 13.89 159Home Value: $200,000-$499,999 27.24 11.46 42Home Value: $500,000 or More 10.14 0.93 9
Length of Residence
Description U.S. Segment Index
Length of Residence: Less than 1 Year 16.30 10.07 62Length of Residence: 1-4 Years 28.54 23.73 83Length of Residence: 5 Years or More 55.08 66.20 120
Presence of Children in Household
Description U.S. Segment Index
Presence of Children: <2 Years Old 5.70 0.00 0Presence of Children: 2-5 Years Old 10.79 0.00 0Presence of Children: 6-11 Years Old 14.28 0.00 0Presence of Children: 12-17 Years Old 14.93 0.00 0
Number of Children in Household
Description U.S. Segment Index
Number of Children in Household: 1 12.25 0.00 0Number of Children in Household: 2 11.37 0.00 0Number of Children in Household: 3 4.77 0.00 0Number of Children in Household: 4 1.57 0.00 0Number of Children in Household: 5+ 0.68 0.00 0
Number of People in Household
Description U.S. Segment Index
Household Size: 1 Person 26.74 27.55 103Household Size: 2 People 36.23 60.42 167Household Size: 3 or 4 People 27.71 11.57 42Household Size: 5+ people 9.32 0.35 4
27
Blue HighwaysTop 15 Lifestyle Behaviors Index
Shop at Piggly Wiggly, 1mo (A) 327Buy from Hardee’s, 1mo (A) 294Own Riding Lawn Mower (H) 288Buy from A&W, 1mo (A) 254Own Horse (H) 253Internet Connection Home; Dial-up Modem (H) 230Drive Regular Pickup (A) 225Buy from Captain D’s, 1mo (A) 222Go Hunting with Gun, 1yr (A) 200Own Satellite Dish (H) 198Buy 35mm Camera, 1yr (A) 197Buy from Ponderosa, 1mo (A) 192Buy from Shoney’s, 1mo (A) 190Use Spam, 1mo (H) 189Own Rifle/Shotgun (A) 187
Lifestyle Behaviors 16-30 Index
Buy from Sonic Drive-in, 1mo (A) 185Belong to a Veterans Club (A) 183Buy from Long John Silver, 1mo (A) 181Buy Country Music, 1yr (A) 181Buy Any Lawn Mower, 1yr (H) 178Play Volleyball, 1yr (A) 173Own Any Real Estate (H) 167Drive Motorcycle (A) 166Buy Chewing Tobacco, 1mo (A) 164Own All Terrain Vehicle (H) 164Go Horseback Riding, 1yr (A) 161Shop at Food Lion, 1mo (A) 160Buy Auto Service at Discount Department Store (H) 159Own Handgun (A) 159Drink Bourbon, 1mo (A) 158
Lifestyle Behaviors 31-45 Index
Shop at Wal-Mart Pharmacy, 6mo (A) 157Do Bird Watching, 1yr (A) 157Buy from Golden Corral, 1mo (A) 156Visit Allergist, 1yr (A) 155Go Roller Skating, 1yr (A) 155Buy Gospel Music, 1yr (A) 154Buy Fishing Equipment, 1yr (A) 154Own Dog (H) 153Go Fishing, 1yr (A) 152Buy Books on Tape, 1yr (A) 151Own Cat (H) 149Shop at True Value, 1yr (A) 148Own Fishing Equipment (A) 147Buy from Dairy Queen, 1mo (A) 147Drive Compact Pickup (A) 147
28
Traditional Times28 Traditional Times
Upper-Mid, Older w/o KidsTraditional Times is the kind of lifestyle where small-town couples nearing retirement are beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these upper-middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles like Country Living and Country Home. But they’re big travelers, especially in recreational vehicles and campers.
Social Group: Country Comfort Lifestage Group: Conservative Classics
2009 Statistics:
US Households: 3,185,141 (2.76%)Median HH Income: $56,748
Lifestyle Traits
Order from Gevalia KaffeDomestic travel by motor homeRead AARP The MagazineWatch Antiques RoadshowChevrolet Impala Flex Fuel
Demographics Traits:
Urbanicity: Town/RuralIncome: Upper-MidIncome Producing Assets: HighAge Ranges: 55+Presence of Kids: HH w/o KidsHomeownership: Mostly OwnersEmployment Levels: White Collar, MixEducation Levels: Some CollegeEthnic Diversity: White
29
Traditional TimesAge
Description U.S. Segment Index
Householder Age: 18-24 5.26 0.00 0Householder Age: 25-34 14.59 0.00 0Householder Age: 35-44 18.67 0.00 0Householder Age: 45-54 22.24 0.00 0Householder Age: 55-64 17.44 46.65 267Householder Age: 65-74 11.17 34.99 313Householder Age: 75+ 10.64 18.36 173
Income
Description U.S. Segment Index
Household Income: Under $10,000 6.33 0.00 0Household Income: $10,000-$19,999 10.40 0.00 0Household Income: $20,000-$29,999 10.98 0.00 0Household Income: $30,000-$39,999 11.23 0.00 0Household Income: $40,000-$49,999 9.95 0.00 0Household Income: $50,000-$74,999 18.96 72.39 382Household Income: $75,000-$99,999 11.92 27.61 232Household Income: $100,000-$149,999 11.85 0.00 0Household Income: $150,000-$199,999 4.62 0.00 0Household Income: $200,000 or More 3.79 0.00 0
Age and Income Summary
Description U.S. Segment Index
Householder Age: 18-34 19.85 0.00 0Householder Age: 35-54 40.90 0.00 0Householder Age: 55+ 39.25 100.00 255Household Income: Under $30K 27.71 0.00 0Household Income: $30K-$74K 40.14 72.39 180Household Income: $75,000-$99,999 11.92 27.61 232Household Income: $100K+ 20.24 0.00 0
Education
Description U.S. Segment Index
Householder Education: Did Not Graduate High School 13.33 8.78 66Householder Education: Graduated High School 30.80 32.84 107Householder Education: Attended Some College 25.89 26.27 101Householder Education: Bachelor’s Degree 19.34 18.43 95Householder Education: Post Graduate Degree 10.61 13.74 129
30
Traditional TimesEmployment Type
Description U.S. Segment Index
Householder Occupation: Management/Business/Financial 12.70 9.38 74Householder Occupation: Professional 13.99 8.04 57Householder Occupation: Sales/Office 13.99 9.65 69Householder Occupation: Natural Resources/Construction/Maintenance 8.19 5.29 65Householder Occupation: Other Employed 18.19 11.73 64
Employment by Occupation
Description U.S. Segment Index
Householder Occupation Detail: Business/Finance 2.73 1.88 69Householder Occupation Detail: Management 9.98 7.51 75Householder Occupation Detail: Architect/Engineer 1.55 0.47 30Householder Occupation Detail: Legal 0.80 0.00 0Householder Occupation Detail: Computer/Mathematical 2.23 0.27 12Householder Occupation Detail: Health Practitioner/Technician 2.86 1.74 61Householder Occupation Detail: Education/Training/Library 3.47 3.49 100Householder Occupation Detail: Life/Physical/Social Sciences 0.71 0.47 66Householder Occupation Detail: Community/Social Services 1.05 0.94 89Householder Occupation Detail: Arts/Entertainment/Sports 1.37 0.74 54Householder Occupation Detail: Sales/Related 7.78 5.29 68Householder Occupation Detail: Office/Admin Support 6.21 4.36 70Householder Occupation Detail: Protective Service/Military 1.81 0.74 41Householder Occupation Detail: Personal Care/Service 1.65 1.27 77Householder Occupation Detail: Healthcare Support 0.92 0.13 15Householder Occupation Detail: Food Preparation/Serving 2.09 0.13 6Householder Occupation Detail: Transport/Material Moving 4.91 5.09 104Householder Occupation Detail: Production 4.76 3.69 77Householder Occupation Detail: Building Grounds Maintenance 2.08 0.74 35Householder Occupation Detail: Natural Resources/Construction 4.34 2.14 49Householder Occupation Detail: Maintenance/Repair 3.86 3.08 80
Race and Ethnicity
Description U.S. Segment Index
Race: White 79.72 96.58 121Race: Black 11.32 2.21 20Race: Asian 2.26 0.20 9Race: Other 6.77 1.34 20Ethnicity: Hispanic 10.16 2.14 21
Language
Description U.S. Segment Index
Household First Language: English 92.88 99.53 107Household First Language: Spanish 4.84 0.34 7Household First Language: Other 2.27 0.13 6
31
Traditional TimesHome Ownership
Description U.S. Segment Index
Tenure: Own Home 71.38 96.25 135Tenure: Rents Home 28.62 3.82 13
Home Value
Description U.S. Segment Index
Home Value: Less than $50,000 4.66 1.14 24Home Value: $50,000-$99,999 9.71 9.79 101Home Value: $100,000-$149,999 10.93 16.15 148Home Value: $150,000-$199,999 8.72 15.15 174Home Value: $200,000-$499,999 27.24 43.50 160Home Value: $500,000 or More 10.14 10.46 103
Length of Residence
Description U.S. Segment Index
Length of Residence: Less than 1 Year 16.30 4.49 28Length of Residence: 1-4 Years 28.54 18.16 64Length of Residence: 5 Years or More 55.08 77.35 140
Presence of Children in Household
Description U.S. Segment Index
Presence of Children: <2 Years Old 5.70 0.00 0Presence of Children: 2-5 Years Old 10.79 0.00 0Presence of Children: 6-11 Years Old 14.28 0.00 0Presence of Children: 12-17 Years Old 14.93 0.00 0
Number of Children in Household
Description U.S. Segment Index
Number of Children in Household: 1 12.25 0.00 0Number of Children in Household: 2 11.37 0.00 0Number of Children in Household: 3 4.77 0.00 0Number of Children in Household: 4 1.57 0.00 0Number of Children in Household: 5+ 0.68 0.00 0
Number of People in Household
Description U.S. Segment Index
Household Size: 1 Person 26.74 14.95 56Household Size: 2 People 36.23 74.13 205Household Size: 3 or 4 People 27.71 10.59 38Household Size: 5+ people 9.32 0.40 4
32
Traditional TimesTop 15 Lifestyle Behaviors Index
Order from Readers Digest Association, 1yr (A) 407Belong to a Veterans Club (A) 316Own Annuities (A) 311Domestic Travel by Motor Home, 1yr (A) 299Belong to a Civic Club (A) 298Order from Publishers Clearing House, 1yr (A) 288Drive Recreational Vehicle (A) 282Own City/Municipal Government Bonds (A) 275Belong to a Fraternal Order (A) 262Do Bird Watching, 1yr (A) 251Use Full Service Brokerage Firm, 1yr (A) 248Buy Books on Tape, 1yr (A) 240Belong to a Church Board (A) 239Order from Gevalia Kaffe, 1yr (A) 237Buy from Shoney’s, 1mo (A) 235
Lifestyle Behaviors 16-30 Index
Own Motor Home (H) 235Own Any Certificate of Deposit (A) 235Buy from Cracker Barrel, 1mo (A) 235Buy Home Furnishings by Mail/Phone, 1yr (A) 229Own Riding Lawn Mower (H) 222Contribute to PBS, 1yr (A) 217Buy from Friendly’s, 1mo (A) 214Own Handgun (A) 209Own US Treasury Notes (A) 208Do Woodworking, 1yr (A) 206Do Garment Sewing from Patterns, 6mo (A) 205Drive Regular Pickup (A) 201Own Any Real Estate (H) 199Order from J.C. Penney, 1yr (A) 197Own/Lease New Mercedes (H) 197
Lifestyle Behaviors 31-45 Index
Own Any Mutual Funds (A) 196Own Rifle/Shotgun (A) 196Collect Stamps, 1yr (A) 195Internet Connection Home; Dial-up Modem (H) 193Own Horse (H) 191Order from Home Shopping Network, 1yr (A) 190Buy from Hardee’s, 1mo (A) 188Own/Lease New Domestic Vehicle, 1yr (H) 187Do Furniture Refinishing, 1yr (A) 186Shop at Food Lion, 1mo (A) 185Own Timeshare Residence (H) 185Collect Coins, 1yr (A) 183Own Any Stock (A) 183Own Vacation/Weekend Home (H) 182Order from L.L. Bean, 1yr (A) 182
33
AcknowledgementsThe observations, conclusions and recommendations contained in this study are solely those of The Retail Coach, LLC and should not be construed to represent the opinions of others, including its clients, or any other entity prior to such entity’s express approval of this study.
Sources used in completing this study include: infoUSA™, Applied Geographic Solutions, Claritas 2010/2011, U.S. Census Bureau, Economy.com, International Council of Shopping Centers, Mediamark Research Inc. 2009/2010 and/or U.S. Bureau of Labor and Statistics.
Mapping data is provided by MapInfo, Claritas and Microsoft Corporation.
All information furnished is from sources deemed reliable and is submitted subject to errors, omissions, change of terms and/or conditions.