LifeMode Group: Middle Ground
Emerald City
8B
Households: 1,748,600 Average Household Size: 2.06 Median Age: 37.4 Median Household Income: $59,200
WHO ARE WE?
OUR NEIGHBORHOOD
SOCIOECONOMIC TRAITS
Emerald City’s denizens live in lower-density neighborhoods of urban areas throughout the country. Young and mobile, they are more likely to rent. Well educated and well employed, half have a college degree and a professional occupation. Incomes close to the US median come primarily from wages, investments, and self-employment. This group is highly connected, using the Internet for entertainment and making environmentally friendly purchases. Long hours on the Internet are balanced with time at the gym. Many embrace the “foodie” culture and enjoy cooking adventurous meals using local and organic foods. Music and art are major sources of enjoyment. They travel frequently, both abroad and domestically.
• There are mostly older, established neighborhoods with homes built before 1960; around 30% built before 1940.
• Well educated, these consumers research products carefully before making purchases.
TAPESTRY
• Just over half of all homes are renter occupied. • Single-person and nonfamily types make up over half of all households. • Median home value and average rent are slightly above the US levels; around half of owned homes are worth $150,000–$300,000.
• They buy natural, green, and environmentally friendly products. • Very conscious of nutrition, they regularly buy and eat organic foods. • Cell phones and text messaging are a huge part of everyday life. • They place importance on learning new things to keep life fresh and variable. • They are interested in the fine arts and especially enjoy listening to music.
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SEGMENTATION esri.com/tapestry
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.
LifeMode Group: Middle Ground
TAPESTRY
Emerald City
8B
TM
SEGMENTATION esri.com/tapestry
AGE BY SEX (Esri data)
RACE AND ETHNICITY (Esri data)
INCOME AND NET WORTH
Median Age: 37.4 US: 38.2
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) $52,700 or unsecured (credit cards). Household income and net worth are estimated by Esri. $93,300
Indicates US Chart Title
Age by Sex - Male
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
Female Age 85+ Male Age 85+
Esri Median Net Worth
Diversity Index: 50.6 US: 64.0
Female Age 80-84 Male Age 80-84
Median Household Income
Female Age 75-79 Male Age 75-79
Hispanic*
Female Age 70-74 Male Age 70-74 Female Age 65-69 Male Age 65-69 Female Age 60-64 Male Age 60-64
$59,200
Multiple
Female Age 55-59 Male Age 55-59
Esri Median HH Income
$56,100
Female Age 50-54 Male Age 50-54
Other
Female Age 45-49 Male Age 45-49 Female Age 40-44 Male Age 40-44
0
Asian and Pac. Islander American Indian
Female Age 35-39 Male Age 35-39 Female Age 30-34 Male Age 30-34 Female Age 25-29 Male Age 25-29 Female Age 20-24 Male Age 20-24 Female Age 15-19 Male Age 15-19
$0
$100,000
$200K $200,000
$300K $300,000
Series2
$400K $400,000
$500K $500,000
$600K+
$400K
$500K
$600K+
$600,000
Series1
Median Net Worth $52,700
Black
Female Age 10-14 Male Age 10-14
$100K
Female Age 5-9 Male Age 5-9 Esri Median Net Worth
Female Age 0-4 Male Age 0-4 6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
1.0%
8%
2.0%
3.0%
4.0%
5.0%
White
6.0%
$93,300
Series2 Series1
Series2 Series1
4%
0
4%
Male
0
8%
Female
20% US Average.
40%
60%
80%
0
*Hispanic Can Be of Any Race.
$100K
$200K
$300K
US Median.
$59,200 Esri Median HH Income
AVERAGE HOUSEHOLD BUDGET INDEX
OCCUPATION BY$56,100 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. $0
$100,000
$200,000
$300,000
Series2
$400,000
$500,000
$600,000
Series1
$140,000
Housing
Median Earnings
$120,000
Food Apparel & Services Transportation Health Care Entertainment & Recreation
$100,000 $80,000 $60,000 $40,000
Education
$20,000
Pensions & Social Security
0
Other
100,000 0
50
100
150
200
250
300
350
200,000
Workers (Age 16+)
300,000
8B
LifeMode Group: Middle Ground
TAPESTRY
Emerald City
MARKET PROFILE
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SEGMENTATION esri.com/tapestry
HOUSING
(Consumer preferences are estimated from data by GfK MRI)
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 Chart Title rent are from the Census Bureau’s American Community Survey.
• Liberal segment that contributes to NPR and PBS. • Shop at Trader Joe’s and Whole Foods. • Budget time—utilize home cleaning services so there’s time for yoga. • Use the web for professional networking, blogging, making travel plans, shopping, and sports news. • Read magazines and books on a tablet, sometimes while exercising at home. • Attend venues like art galleries, museums, and concerts. At home they like to cook and bake.
Own 48.5%
Typical Housing:
Home Ownership US Percentage: 62.7% Own 37.3% Rent
Rent 51.5%
Single Family; Multi-Units
Average Rent: $1,087 US Average: $1,038
Own
Rent
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
3,684,800 -0.5%
Population Growth (Annual %)
Wealth Index
3.0%
0 0.9% 0
122
350
Socioeconomic Status Index
Population Density (Persons per sq. mile) 1000 396
350
74
25,000
0
113 Housing Affordability Index
350
8B
LifeMode Group: Middle Ground
TAPESTRY
Emerald City
SEGMENTATION esri.com/tapestry
SEGMENT DENSITY This map illustrates the density and distribution of the Emerald City Tapestry Segment by households.
High
Low
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