Persona (Target Market)
TM
TAPESTRY SEGMENTATION
esri.com/tapestry
Households: 810,000
Average Household Size: 2.54
Median Age: 41.3
Median Household Income: $42,100
LifeMode Group: Rustic Outposts
Economic BedRock
WHO ARE WE? Close to one in five employed residents work in mining, oil and gas extraction, or quarrying industries. Economic BedRock is a very rural, primarily Southern market. Married-couple families reside in over half of the households, with a quarter of households that live in mobile homes. This socially conservative group earns a living working with their hands. In addition to mining, construction and agriculture are common industries for employment. They take pride in the appearance of their homes and their vehicles. Budget-minded residents enjoy home cooking, but nothing too fancy. This is a gregarious group that values time spent with friends.
OUR NEIGHBORHOOD • Rural living; homes are sparsely located
throughout the countryside.
• These families have roots in their communities and do not move often; over three-quarters of all households are owner occupied.
• Over half of owned homes are worth less than $100,000.
• Married-couple families make up over half the households.
• A quarter of all housing units are mobile homes; the rest are primarily single-family dwellings.
• High-vacancy rate—nearly one in six housing units is vacant.
SOCIOECONOMIC TRAITS • They hold strong religious beliefs.
• Most residents did not go to college.
• They are slow to adopt technology; “if it’s not broken, don’t fix it,” mentality.
• TV is the main source of information, news, and entertainment.
• They make purchases for today because tomorrow is uncertain.
• They are happy to go to work whenever the opportunity presents itself.
• Budgeted vacations are taken within the US, not abroad.
Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by MRI-Simmons.
10C
TM
TAPESTRY SEGMENTATION
esri.com/tapestry
LifeMode Group: Rustic Outposts
Economic BedRock10C
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
8% 4% 0 4% 8%
Male Female
Median Household Income
Median Net Worth
$56,100
$93,300
$42,100
$69,200
$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
Esri Median HH Income
Esri Median Net Worth
Series2 Series1
$56,100
$93,300
$42,100
$69,200
$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000
Esri Median HH Income
Esri Median Net Worth
Series2 Series1
Housing
Food
Apparel & Services
Transportation
Health Care
Entertainment & Recreation
Education
Pensions & Social Security
Other
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INCOME AND NET WORTH 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.
OCCUPATION BY EARNINGS 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.
AVERAGE HOUSEHOLD BUDGET INDEX 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.
AGE BY SEX (Esri data) Median Age: 41.3 US: 38.2 Indicates US
Hispanic*
Multiple
Other
Asian and Pac. Islander
American Indian
Black
White
$60,000
$50,000
$40,000
$30,000
$20,000
$10,000
0
40,000 80,000 120,000
*Hispanic Can Be of Any Race.
0 20% 40% 60% 80%
0 $100K $200K $300K $400K $500K $600K+
0 $100K $200K $300K $400K $500K $600K+ US Average. US Median.
M ed
ia n
Ea rn
in gs
Workers (Age 16+)
68
79
67
86
90
80
40
67
74
0 50 100 150 200 250 300 350
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: 43.3 US: 64.0
Own 75.5%
Rent 24.5%
Chart Title
Own 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
2,122,400
0.3%
1000
Wealth Index
Socioeconomic Status Index
Housing Affordability Index
81
64
236 12
Home Ownership US Percentage:
62.7% Own 37.3% Rent
TM
TAPESTRY SEGMENTATION
esri.com/tapestry
MARKET PROFILE (Consumer preferences are estimated from data by MRI-Simmons.) • Own a domestic truck, dog, and ATV.
• Watch a lot of TV, including programs on CMT and the Discovery Channel.
• A few still hanging onto their landlines (no cell phones).
• Dine at Dairy Queen, Pizza Hut, Sonic Drive-ins, and Golden Corral.
• Hunting, yard work, and gardening popular activities.
• Shop at department and discount stores—mostly dollar stores.
• Many are well-insured; from auto, vision, life, and prescription plans to Medicare. For convenience they pick up prescriptions at the closest Walgreens pharmacy.
ESRI INDEXES Esri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards.
POPULATION CHARACTERISTICS 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.
LifeMode Group: Rustic Outposts
Economic BedRock10C
HOUSING 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.
Typical Housing: Single Family; Mobile Homes
Median Value: $88,500 US Median: $207,300
High
Low
T M
TAPESTRY SEGMENTATION
esri.com/tapestry
SEGMENT DENSITY This map illustrates the density and distribution of the Economic BedRock Tapestry Segment by households
LifeMode Group: Rustic Outposts
Economic BedRock10C
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