Golden Years - Esri Support
Transcription
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 Copyright © 2014 Esri. All rights reserved. Esri, the Esri globe logo, Tapestry, @esri.com, and esri.com are trademarks, service marks, or registered marks of Esri in the United States, the European Community, or certain other jurisdictions. Other companies and products or services mentioned herein may be trademarks, service marks, or registered marks of their respective mark owners. G62222 ESRI2C7/14dl TM For more information 1-800-447-9778 [email protected] esri.com
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