LifeMode Group: Cozy Country Living 6E Rural Resort...
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TAPESTRY SEGMENTATION TM esri.com/tapestry Households: 1,227,200 Average Household Size: 2.22 Median Age: 54.1 Median Household Income: $50,400 LifeMode Group: Cozy Country Living Rural Resort Dwellers WHO ARE WE? Although the Great Recession forced many owners of second homes to sell, Rural Resort Dwellers residents remain an active market, just a bit smaller. These communities are centered in resort areas, many in the Midwest, where the change in seasons supports a variety of outdoor activities. Retirement looms for many of these blue collar, older householders, but workers are postponing retirement or returning to work to maintain their current lifestyles. Workers are traveling further to maintain employment. They are passionate about their hobbies, like freshwater fishing and hunting, but otherwise have very simple tastes. OUR NEIGHBORHOOD • Housing is owner-occupied, single-family homes, with some mobile homes. A strong market for second homes, these rural areas contain homes valued near the US median. Over half of the housing units are vacant due to a high seasonal vacancy rate. • In this older market, 42% of households consist of married couples with no children at home, while another 28% are single person. Married couples with children at home have older school-age children. • Set in scenic rural locations with proximity to outdoor activities, two vehicles are essential to get around. SOCIOECONOMIC TRAITS • Rural Resort Dwellers residents are close to retirement. They’ve accumulated wealth and begun to shift their portfolios to low-risk assets. These active residents continue to work in skilled occupations. • Simple tastes and modesty characterize these blue collar residents. They shop for timeless, comfortable clothing, but only when something must be replaced. They pay little attention to advertising and usually stick to the brands they know. • They spend time with their spouses and also maintain a social calendar. 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. 6E
Transcript of LifeMode Group: Cozy Country Living 6E Rural Resort...
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
Households: 1,227,200
Average Household Size: 2.22
Median Age: 54.1
Median Household Income: $50,400
LifeMode Group: Cozy Country Living
Rural Resort Dwellers
WHO ARE WE?Although the Great Recession forced many owners of second homes to sell, Rural Resort Dwellers residents remain an active market, just a bit smaller. These communities are centered in resort areas, many in the Midwest, where the change in seasons supports a variety of outdoor activities. Retirement looms for many of these blue collar, older householders, but workers are postponing retirement or returning to work to maintain their current lifestyles. Workers are traveling further to maintain employment. They are passionate about their hobbies, like freshwater fishing and hunting, but otherwise have very simple tastes.
OUR NEIGHBORHOOD• Housing is owner-occupied, single-family homes, with some mobile homes. A strong market for second homes, these rural areas contain homes valued near the US median. Over half of the housing units are vacant due to a high seasonal vacancy rate.
• In this older market, 42% of households consist of married couples with no children at home, while another 28% are single person. Married couples with children at home have older school-age children.
• Set in scenic rural locations with proximity to outdoor activities, two vehicles are essential to get around.
SOCIOECONOMIC TRAITS• Rural Resort Dwellers residents are close to retirement. They’ve accumulated wealth and begun to shift their portfolios to low-risk assets. These active residents continue to work in skilled occupations.
• Simple tastes and modesty characterize these blue collar residents. They shop for timeless, comfortable clothing, but only when something must be replaced. They pay little attention to advertising and usually stick to the brands they know.
• They spend time with their spouses and also maintain a social calendar.
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.
6E
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
LifeMode Group: Cozy Country Living
Rural Resort Dwellers6E
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
$50,400
$163,000
$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
EsriMedianHHIncome
EsriMedianNetWorth
Series2 Series1
$56,100
$93,300
$50,400
$163,000
$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% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%
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% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%
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 and net worth are estimated by Esri.
OCCUPATION BY EARNINGSThe 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.
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 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.
AGE BY SEX (Esri data)
Median Age: 54.1 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: 23.4 US: 64.0
Hispanic*
Multiple
Other
Asian and Pac. Islander
American Indian
Black
White
$140,000
$120,000
$100,000
$80,000
$60,000
$40,000
$20,000
0
40,000 2 80,000 6 120,000 160,000
*Hispanic Can Be of Any Race.
0 20% 40% 60% 80% 100%
0 50 100 150 200 250 300 350
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+)
Own81.1%
Rent18.9%
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
2,770,500
0.4%
1000
Wealth Index
Socioeconomic Status Index
Housing Affordability Index
117
108
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TAPESTRYSEGMENTATION
TM
esri.com/tapestry
MARKET PROFILE (Consumer preferences are estimated from data by GfK MRI)
• Residents drive older domestic vehicles and prefer to spend their disposable income on gear to support their hobbies, which include freshwater fishing, hunting with a rifle or shotgun, and motorcycling.
• At home, Rural Resort Dwellers residents spend any free time working on their vehicles and maintaining their gear. They make frequent trips to their local hardware store for parts and tools. These hands-on consumers are also passionate about vegetable gardening.
• Due to their remote locations, these neighborhoods have satellite dishes. A few residents still rely on dial-up modems to stay connected. They don’t access the Internet often but will make online purchases for items difficult to find in nearby stores.
• Their taste in TV shows reflects their hobbies—National Geographic, Discovery Channel, and the Weather Channel.
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.
LifeMode Group: Cozy Country Living
Rural Resort Dwellers6E
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/Seasonal
Median Value:$209,200US Median: $207,300
High
Low
TAPESTRYSEGMENTATION
TM
esri.com/tapestry
SEGMENT DENSITYThis map illustrates the density and distribution of the Rural Resort Dwellers Tapestry Segment by households.
LifeMode Group: Cozy Country Living
Rural Resort Dwellers6E
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