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

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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

For more information 1-800-447-9778

[email protected] esri.com

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