Golden Years - Esri Support

LifeMode Group: Senior Styles
9B
Golden Years
Households: 1,597,000
Average Household Size: 2.05
Median Age: 51.0
Median Household Income: $61,000
WHO ARE WE?
OUR NEIGHBORHOOD
SOCIOECONOMIC TRAITS
Independent, active seniors nearing the end
of their careers or already in retirement best
describes Golden Years residents. This market is
primarily singles living alone or empty nesters.
Those still active in the labor force are employed
in professional occupations; however, these
consumers are actively pursuing a variety of
leisure interests—travel, sports, dining out,
museums, and concerts. They are involved,
focused on physical fitness, and enjoying their
lives. This market is smaller, but growing,
and financially secure.
• This older market has a median age of
51 years and a disproportionate share
(nearly 30%) of residents aged 65 years
or older.
• Golden Years residents are well educated—20% have
graduate or professional degrees, 26% have bachelor’s
degrees, and 26% have some college credits.
• Single-person households (over 40%) and
married-couple families with no children
(one-third) dominate these neighborhoods;
average household size is low at 2.05
(Index 79).
• Most of the housing was built after 1970;
approximately 43% of householders live
in single-family homes and 42% in
multiunit dwellings.
• These neighborhoods are found in large
metropolitan areas, outside central cities,
scattered across the US.
TAPESTRY
TM
SEGMENTATION
esri.com/tapestry
• Unemployment is low at 7% (Index 76), but so is labor
force participation at 55% (Index 88), due to residents
reaching retirement.
• Median household income is higher in this market,
more than $61,000. Although wages still provide
income to 2 out of 3 households, earned income is
available from investments (Index 172), Social Security
benefits (Index 153), and retirement income (Index 149).
• These consumers are well connected: Internet access
is used for everything from shopping or paying bills to
monitoring investments and entertainment.
• They are generous supporters of the arts and
charitable organizations.
• They keep their landlines and view cell phones more
as a convenience.
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.
9B
LifeMode Group: Senior Styles
TAPESTRY
Golden Years
SEGMENTATION
esri.com/tapestry
AGE BY SEX (Esri data)
RACE AND ETHNICITY (Esri data)
INCOME AND NET WORTH
Median Age: 51.0 US: 37.6
The Diversity Index summarizes racial and ethnic diversity. The index
shows the likelihood that two persons, chosen at random from the
same area, belong to different race or ethnic groups. The index
ranges from 0 (no diversity) to 100 (complete diversity).
Net worth measures total household assets (homes, vehicles,
investments, etc.) less any debts, secured (e.g., mortgages)
or unsecured (credit cards). Household income and
net worth are estimated by Esri.
| Indicates US
85+
80–84
75–79
70–74
65–69
60–64
55–59
50–54
45–49
40–44
35–39
30–34
25–29
20–24
15–19
10–14
5–9
<5
TM
Diversity Index: 40.6 US: 62.1
Hispanic*
8.0%
Multiple
2.3%
Other
2.1%
Asian and
Pac. Island
American
Indian
Median Household Income
$61,000
0
6.0%
0
6.3%
4%
0
Male
4%
$90k
$120k+
$300k
$400k+
83.0%
0
8%
Female
$60k
$140,000
White
8%
$30k
Median Net Worth
0.3%
Black
US Median $51,000
20%
40%
* Hispanic can be of any race.
60%
US Median $71,000
80%
0
US Average
$100k
$200k
AVERAGE HOUSEHOLD BUDGET INDEX
OCCUPATION BY EARNINGS
The index compares the average amount spent in this market’s household budgets for
housing, food, apparel, etc., to the average amount spent by all US households. An index
of 100 is average. An index of 120 shows that average spending by consumers in this market
is 20 percent above the national average. Consumer expenditures are estimated by Esri.
The five occupations with the highest number of workers in the market are displayed
by median earnings. Data from the Census Bureau’s American Community Survey.
129
Housing
$100,000
Management
Median Earnings
124
Food
84
Apparel & Services
122
Transportation
Health Care
131
Entertainment &
Recreation
129
132
Education
Pensions &
Social Security
125
Other
127
0
50
100
Health Care Practitioners
and Technical
$80,000
$60,000
Sales and Related
$40,000
Education, Training,
and Library
$20,000
Office and
Administrative Support
0
150
200
250
300
350
50,000
100,000
150,000
Workers ( Age 16+)
200,000
250,000
9B
LifeMode Group: Senior Styles
TAPESTRY
Golden Years
MARKET PROFILE
TM
SEGMENTATION
esri.com/tapestry
HOUSING
(Consumer preferences are estimated from data by GfK MRI)
• Avid readers, they regularly read daily newspapers, particularly the Sunday edition.
• They subscribe to cable TV; news and sports programs are popular as well as
on-demand movies.
Median home value is displayed for markets that are primarily
owner occupied; average rent is shown for renter-occupied markets.
Tenure and home value are estimated by Esri. Housing type and average
rent are from the Census Bureau’s American Community Survey.
• They use professional services to maintain their homes inside and out and
minimize their chores.
• Leisure time is spent on sports (tennis, golf, boating, and fishing) or
simple exercise like walking.
• Good health is a priority; they believe in healthy eating, coupled with vitamins
and dietary supplements.
Own
63.7%
• Active social lives include travel, especially abroad, plus going to concerts and museums.
Typical Housing:
• Residents maintain actively managed financial portfolios that include a range of
instruments such as common stock and certificates of deposit (more than six months).
Single Family;
Multiunits
Home
Ownership
US Percentage:
63.6% Own
36.4% Rent
Rent
36.3%
Median Value:
$283,000
US Median: $177, 000
POPULATION CHARACTERISTICS
ESRI INDEXES
Total population, average annual population change since Census 2010, and average
density (population per square mile) are displayed for the market relative to the size
and change among all Tapestry markets. Data estimated by Esri.
Esri developed three indexes to display average household wealth, socioeconomic status,
and housing affordability for the market relative to US standards.
900,000
Population
11,000,000
0
3,399,000
-0.5%
Population Growth (Annual %)
134
350
Wealth Index
0
Population
350
3.0%
0.5%
0
133
Socioeconomic Status Index
Density (Persons per sq. mile)
1000
1,012
25,000
0
110
Housing Affordability Index
350
9B
LifeMode Group: Senior Styles
TAPESTRY
Golden Years
SEGMENTATION
esri.com/tapestry
SEGMENT DENSITY
This map illustrates the density and
distribution of the Golden Years
Tapestry Segment by households.
High
Low
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