Tapestry Segmentation

Tapestry Segmentation ™

Reference Guide

Connoisseurs

Industrious Urban Fringe

The Elders

ESRI’s Tapestry Segmentation divides U.S. residential areas into 65 distinctive segments based on socioeconomic
and demographic characteristics to provide an accurate, detailed description of U.S. neighborhoods.

Tapestry Segmentation
LifeMode Summary Groups by County

Segments in the 12 Tapestry™ Segmentation LifeMode
Summary Groups are characterized by lifestyle and
lifestage and share an experience such as being born
in the same time period or a trait such as affluence.

Table of Contents
IFC Tapestry Segmentation LifeMode Summary Groups 50 29 Rustbelt Retirees
by County 51 30 Retirement Communities
1 Segmentation 101 52 31 Rural Resort Dwellers
3 Tapestry Segmentation 53 32 Rustbelt Traditions
4 Tapestry Segmentation Methodology Statement 54 33 Midlife Junction
5 Using Tapestry Segmentation to Enhance Your Business 55 34 Family Foundations
10 Tapestry Segmentation Summary Groups 56 35 International Marketplace
11 Table 1 LifeMode Summary Groups by Segment Codes 57 36 Old and Newcomers
12 Tapestry Segmentation LifeMode Group Descriptions 58 37 Prairie Living
15 Income Range of the LifeMode Summary Groups 59 38 Industrious Urban Fringe
16 Table 2 Urbanization Summary Groups by Segment Codes 60 39 Young and Restless
17 Tapestry Segmentation Urbanization Group Descriptions 61 40 Military Proximity
20 Levels of the Urbanization Summary Groups 62 41 Crossroads
21 Segment Legend 63 42 Southern Satellites
22 01 Top Rung 64 43 The Elders
23 02 Suburban Splendor 65 44 Urban Melting Pot
24 03 Connoisseurs 66 45 City Strivers
25 04 Boomburbs 67 46 Rooted Rural
26 05 Wealthy Seaboard Suburbs 68 47 Las Casas
27 06 Sophisticated Squires 69 48 Great Expectations
28 07 Exurbanites 70 49 Senior Sun Seekers
29 08 Laptops and Lattes 71 50 Heartland Communities
30 09 Urban Chic 72 51 Metro City Edge
31 10 Pleasant-Ville 73 52 Inner City Tenants
32 11 Pacific Heights 74 53 Home Town
33 12 Up and Coming Families 75 54 Urban Rows
34 13 In Style 76 55 College Towns
35 14 Prosperous Empty Nesters 77 56 Rural Bypasses
36 15 Silver and Gold 78 57 Simple Living
37 16 Enterprising Professionals 79 58 NeWest Residents
38 17 Green Acres 80 59 Southwestern Families
39 18 Cozy and Comfortable 81 60 City Dimensions
40 19 Milk and Cookies 82 61 High Rise Renters
41 20 City Lights 83 62 Modest Income Homes
42 21 Urban Villages 84 63 Dorms to Diplomas
43 22 Metropolitans 85 64 City Commons
44 23 Trendsetters 86 65 Social Security Set
45 24 Main Street, USA 87 66 Unclassified
46 25 Salt of the Earth 88 Tapestry Segmentation for Educators
47 26 Midland Crowd 89 How You Can Access Tapestry Segmentation
48 27 Metro Renters 90 Tapestry Segmentation at the ZIP+4 Geography Level
49 28 Aspiring Young Families IBC Tapestry Segmentation Urbanization Summary Groups
by County

Segmentation 101

F
or the past 30 years, companies, agencies, and organizations have used segmentation to
divide and group their consumer markets to more precisely target their best customers and
prospects. This targeting method is superior to using “scattershot” methods that might
attract these preferred groups. Segmentation explains customer diversity, simplifies marketing
campaigns, describes lifestyle and lifestage, and incorporates a wide range of data.
Segmentation systems operate on the theory that people with similar tastes, lifestyles, and
behaviors seek others with the same tastes—“like seeks like.” These behaviors can be measured,
predicted, and targeted. ESRI’s Tapestry Segmentation system combines the “who” of lifestyle
demography with the “where” of local neighborhood geography to create a model of various
lifestyle classifications or segments of actual neighborhoods with addresses—distinct behavioral
market segments.
Where can you find the largest demographic data source? The decennial census! Census 2000
data included a broad range of demographic variables and provided a rich profile of the U.S.
population on April 1, 2000. Users can sift through data on the population: how they live—
households and families, labor force and occupation, travel to work, income and housing costs;
where they live—cities or farms, single-family homes, apartments, or boats; and where they are
from—living in the same house as five years ago, born in the same state, immigrated from abroad,
ancestry, language. Different areas of the country can also be compared: is this city larger/older/
wealthier than that city? Comparisons are limited to conditions on April 1, 2000, and standard
geographic areas: blocks, block groups, census tracts, places, county subdivisions, counties, states,
and special interest areas such as congressional districts or school districts.
If the analysis requires user-defined areas such as circles or polygons or questions changes in the
data, the user will need more than the public Census 2000 data files. The 1990 Census data is
also available online, but geographic areas change with every census. Direct comparisons, even
for large areas such as counties, require a correspondence file, or “crosswalk,” between 1990
and 2000 geographies. Comparable census databases or user-defined polygons require access to
private data sources.
Suppose the user wants demographic data that is more current than the last census. The largest
share of Census 2000 data was still being released in the fall of 2002, when it was already two
and one-half years out of date! Most data users want to know what is happening today, not
nearly 10 years ago. Given the pace of changes in the economy and society, current data is
mandatory and a forecast of current change, prudent.
Again, there are both public and private sources of current demographic data. Data for larger
geographic areas—counties, states, and the United States—is also available from the U.S. Census
Bureau. There are population estimates that can include characteristics such as age, sex, and race
in addition to estimates of households and housing units. Of course, estimates, by definition, are
based on data for the time period in question. A 2003 estimate might be based on data such as
births and deaths, income tax returns, or building permits for 2003. Because annual public data
is commonly released six months to a year after the fact, a 2003 estimate would be published in
2004, at the earliest.
For more demographic detail, such as income, employment, or housing characteristics, the user
can employ a variety of annual surveys such as the Census Bureau’s Current Population Survey. A
wealth of demographic data is available from these sources. However, geographic detail is severely
limited by the size of the survey base to states or the largest counties. No small (subcounty) area
data is reported from these surveys. In addition, the survey data is likely to be inconsistent with
decennial census data. Surveys are useful but are better used to track change over time than as
point estimates.

1 www.esri.com/tapestry

Most of the data items in the decennial census were of special interest to federal government
planners, but an ancillary benefit of the census also yielded all the key factors necessary to classify
the lifestyles of America’s neighborhoods. This data is grouped in eight broad areas of information:
• Population by Age and Sex
• Household Composition and Marital and Living Arrangements
• Patterns of Migration, Mobility, and Commutation
• General Characteristics of Housing
• Economic Characteristics of Housing
• Educational Enrollment and Attainment
• Employment, Occupations, and Industrial Classifications
• Household, Family, and Personal Incomes
Following each decennial census, marketing information companies with segmentation systems
rebuild the models that produce these systems. ESRI’s data development team created Tapestry
Segmentation, its fourth-generation segmentation system, building on its foundation of proven
segmentation methodology. Hallmarks of a valuable segmentation system are accuracy and stability.

The Next Generation
Census 2000 and ESRI’s proprietary annual demographic data updates provide the premier source
of information to capture changes at the neighborhood level. Neighborhood is the focus of a valid
segmentation system, its predictive power coming from a community’s character, formation, and
behaviors.
Neighborhoods are natural formations of people drawn together by their common need for a
“place”—for security and acceptance. Neighborhood tangibles are housing, land value, available
labor, infrastructure, transportation, school system, and other factors that remain stable over
decades. Intangibles are elements such as economic opportunities, lifestyles, and overall ambience
that separate and characterize neighborhoods. The most compelling feature about neighborhoods
is the ability to attract residents and shape their living standards and tastes. People need to feel
that they belong and will seek places where their lifestyles and behaviors fit.

Conclusion
The benefits of segmentation can be clearly defined by anyone who needs accurate information
about their consumers, constituents, or members. Information in this reference guide will help you
understand ESRI’s segmentation system, Tapestry Segmentation.

2

The Fabric of America’s Neighborhoods

What Is Tapestry Segmentation? Who Should Use Tapestry Segmentation?
Tapestry Segmentation represents the fourth generation All companies, agencies, and organizations need to
of market segmentation systems that began 30 years understand consumers/constituents to supply them with
ago. The 65-segment Tapestry Segmentation system the right products and services and to reach them via
classifies U.S. neighborhoods based on their socioeconomic their preferred media. These applications require a robust
and demographic compositions. The power of Tapestry segmentation system that can accurately profile these diverse
Segmentation allows you to profile consumers in a number of markets. The versatility and predictive power of Tapestry
ways including Segmentation allow users to integrate their own data or
• Standard geographic areas including census tract, block national consumer surveys into Tapestry Segmentation to
group, ZIP Code, and ZIP+4 identify their best market segments and reach them through
the most effective channels.
• User-defined areas such as rings or polygons based on
distance, drive time, or other specifications
• Customer addresses or site locations
The versatility of Tapestry Segmentation provides several
methods of dividing the 65 segments into summary groups for
a broader view of U.S. neighborhoods.
• LifeMode: 12 summary groups based on lifestyle and
lifestage
• Urbanization: 11 summary groups based on geographic and
physical features along with income

Trends Revealed by Tapestry Segmentation
Since Census 2000, several interesting demographic changes
have occurred:
• The U.S. population has increased by 28.3 million people.
• More than 11 million new households have been created.
• More than 7 million people have become homeowners.
• The average household income has increased by 26 percent.
• The average home value has increased more than 51 percent.
“Although the demographic landscape of the United States
changed significantly in some areas since Census 2000, this
review and update of the segmentation system further confirms
the stability of the Tapestry Segmentation system as some
neighborhoods evolved and moved into other segments,” said
Lynn Wombold, chief demographer and manager of data
development, ESRI. “Tapestry Segmentation stands as a solid
affirmation of the proven segmentation methodology that has
been developed and enhanced by ESRI’s data development
team for more than 25 years.”


Tapestry Segmentation Methodology Statement

B How Is Tapestry Segmentation Built?
ased on the foundation of proven segmentation
methodology introduced more than 30 years
Tapestry Segmentation combines the traditional statistical
ago, the Tapestry Segmentation system classifies
methodology of cluster analysis with ESRI’s latest data
U.S. neighborhoods into 65 distinctive market segments.
mining techniques to provide a robust and compelling
Neighborhoods with the most similar characteristics are
segmentation of U.S. neighborhoods. ESRI incorporated and
grouped together, while neighborhoods showing divergent
developed these data mining techniques to complement
characteristics are separated.
and strengthen traditional methods to work with a large
geodemographic database.
Which Attributes Are Used? Geodemographic data covers thousands of neighborhoods
Each neighborhood is analyzed and sorted by more than with a vast range of attribute values from very large to very
60 attributes including income, employment, home value, small. Robust methods are less susceptible to extreme values
housing type, education, household composition, age, and and, therefore, crucial to dealing with geodemographic
other key determinants of consumer behavior. U.S. consumer data. The traditional methodology of cluster analysis has
markets are multidimensional and diverse. Using a large array a long track record in developing segmentation systems.
of attributes captures this diversity with the most powerful Complementary use of data mining techniques developed
data available. Data sources such as Census 2000, ESRI’s in recent years enhances the effectiveness of traditional
proprietary demographic updates, the InfoBase-X consumer
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statistical methodology in developing Tapestry Segmentation.
database from Acxiom Corporation, the Doublebase 2008
consumer survey database from Mediamark Research & Cluster analysis is also used to develop the summary groups.
Intelligence LLC, and other sources, are used to capture the The 65 segments are combined into 12 LifeMode groups
subtlety and vibrancy of the U.S. marketplace. based on lifestyle and lifestage. The 11 Urbanization groups
present an alternative way of combining the 65 segments
that is based on geographic and physical features of the
Why 65 Segments? segments along with income. These groups provide a broad
A frequently asked question about geodemographic view of the segments. They are ideal when users prefer to
segmentation is, why this number of segments? Why not work with fewer markets than the full 65 segments.
60 or some other number? Several statistical methods
were employed to ensure the optimal number of segments.
The most intuitive measure among the range of statistics
What Verification Steps Are Taken?
used is the concept of stability. By examining how many Verification procedures follow the creation of the segments
neighborhoods would change their assignment, the stability to ensure their stability and validity. Replicating the segments
of a solution could be assessed. From an analysis of solutions with independent samples checks stability. Validity is
with different numbers of segments, the solution with checked through the use of characteristics that are not
65 segments proved to be the most stable. used to generate the segments. Linking the Tapestry
Segmentation system to the latest consumer survey data is
the critical test. A market segmentation system must be able
to distinguish consumer behavior—spending patterns and
lifestyle choices—as expected. The validity check provides
the answer to the most important question: does it work?

ESRI’s Data Development Team
Led by chief demographer Lynn Wombold, ESRI’s data
development team has a 30-year history of excellence in
market intelligence. The combined expertise of the team’s
economists, statisticians, demographers, geographers, and
analysts totals nearly a century of data and segmentation
development experience. The team has crafted data
methodologies, such as the demographic update,
segmentation, the diversity index, and the Retail MarketPlace
data, that are now industry benchmarks.

4

Using Tapestry Segmentation to
Enhance Your Business
D
ata fuels any organization. Customer databases can A customer profile can reveal the demographics, lifestyles,
provide a tremendously rich source of information. and product preferences of a company’s customers. If a
Data-based marketing in itself is a broad subject and company knows who its customers are, it can respond to
can be defined as a process of collecting data, then mining it their needs with better messaging, products, and services.
for intelligence. Database-driven decision making, also called Address information in a customer database is necessary
database marketing, is a process that involves a partnership to begin the profiling process. Data such as latitudes/
between a data vendor, the company, and ESRI. longitudes, demographics, and segmentation codes can be
geocoded and appended to each customer record, creating
By partnering with ESRI, companies, agencies, and
an enhanced customer database. Adding this data to each
organizations will have access to segmentation, additional
customer record provides a detailed portrait of customers.
marketing data, and information about geographic areas.
These data-enhanced customer records can be sorted and
Customer data merged with ESRI’s data will strengthen a
analyzed to provide more solid business decisions.
company’s database marketing abilities.
ESRI recommends the use of segmentation and the creation
ESRI’s data can help leverage understanding of geographically
of customer profiles when you are
based data such as block group, census tract, ZIP Code, and
other market-level data. Geographic information system (GIS) • Looking for the best locations for new stores
technology can help users take data from database formats, • Evaluating the success of existing locations
conduct analyses, and display it in usable reports and maps.
• Selecting merchandise suited to customer preferences
Solutions can be implemented that allow users to perform
this application from the desktop, the field, and the Web. • Directing advertising with the right message to the right
This process begins with a customer database that can be audience
easily enhanced with a data overlay. • Targeting direct mail and other promotions to the most
Understanding customers, knowing customers’ shopping responsive recipients
patterns, assessing the media preferences of customers, A customer profile illuminates and helps define customer
cross-selling to customers, and successfully retaining existing behaviors. The profile will pinpoint your core customer
customers are just some activities that are supported by groups as well as groups with opportunity. Customer
mining customer files. Some of these marketing activities profiling is used to develop
include
• Insight into the lifestyle characteristics of your best customers
• Customer profiling
• A “picture” or map of where these customers live
• Media targeting
• Plans to target neighborhoods previously unserved
• Direct mail
• New opportunities
• Site analysis
• Strategies that attract customers to stores to purchase your
products and services
Customer Profiling Organizations can add Tapestry Segmentation to their
A thorough knowledge of customers or constituents is customer/constituent data to learn more about them. A
critical to an organization’s success; this knowledge is key to completed customer/constituent profile analysis provides a
developing effective marketing programs with information detailed picture of an organization’s customers/constituents,
mined from customer databases. Cleansing, geocoding, producing actionable information for better, more cost-
and appending Tapestry Segmentation codes to address effective decisions.
records will further refine and enrich an understanding of
customer/constituent preferences. With these tools, you can
track customer buying data by segment; target different
populations; and analyze the results of each direct marketing
campaign, loyalty program, and advertising.


Success Scenario—Franchise Success Scenario—Restaurants
To attract customers, a successful dry-cleaning franchisor Small restaurant chains often have difficulty choosing the
frequently included discount coupons by using saturation best media for advertising. For example, television spots
mail programs offered by a local mail vendor. He knew can be very expensive with limited, untrackable return,
that his coupons reinforced loyalty from his regular while Yellow Pages advertising is reasonably priced but
customers. But because of “casual Fridays” at many local produces inadequate results. A small chain of family-
companies, his revenue base was slipping, and he needed oriented restaurants was crowded at lunchtime but nearly
some new customers. empty during the dinner hour. The restaurants did not have
a customer database. To use Tapestry Segmentation to
To assist the franchisor with a solution, ESRI analysts
develop an advertising program, gathering some customer
performed a segmentation study, a collection of reports,
information was essential. Each restaurant in the chain
charts, and maps with an accompanying analysis that
wanted to collect home addresses of its lunchtime patrons.
precisely profiles core and developmental customers
As an incentive, they each launched a birthday club and
(prospects). ESRI analysts carefully sampled the
offered a birthday cake that would serve six to eight people
franchisor’s extensive customer file, appended a Tapestry
as a dinner dessert. This promotion encouraged lunchtime
Segmentation code to each record, and compared the
customers to dine in the restaurants at night.
profile of dry-cleaning customers who use coupons to
households that use dry-cleaning services gleaned from It is important to note that, for privacy protection, the
the Mediamark Research & Intelligence LLC Doublebase restaurant owner asked her servers to explain to the
2008 consumer survey database. patrons why they wanted home addresses. The servers also
emphasized that the addresses would not be sold or shared
Results from the segmentation study revealed several
with any other marketing organization. The restaurant chain
segment types that did not use coupons but, according to
owner believed that 80 percent of the customers complied
the data, frequently used dry-cleaning services. Working
with her request and provided their home addresses.
with his mail vendor, the franchisor targeted his special
offers to neighborhoods with a density of these potential After six months, the restaurants had enough addresses
customers. At the same time, he decreased the special to create a profile. This profile revealed that their patrons
offers to his regular customers who were already coming watched a lot of sports on television, specifically college
to his establishments. After six months of running this sports; preferred listening to news radio to reading
program, the franchisor realized an increase in his dry- newspapers; and enjoyed outdoor activities. Armed with
cleaning revenues. this information, the restaurant owner decided to place
ads offering “after the game” specials in the local college’s
sporting event programs.
Media Targeting Without the Tapestry Segmentation profile, she might have
Organizations can combine their customer/constituent advertised on television sporting programs but, based on
data with Tapestry Segmentation codes to develop the profile, chose instead to advertise on local news radio
effective, targeted media programs. Knowing the types of specifically during evening drive time. The result? She saw
media preferred by your customers/constituents enables her dinner business double within a year and was delighted
you to with the success of her advertising program and the
birthday cake club.
• Rank media preferences.
• Analyze responses to campaign promotions.
• Identify shopping patterns.
• Study and rank markets based on Tapestry
Segmentation profiles or demographics targeted by
age, income, lifestyle preferences, or lifestage.

6

Success Scenario—Restaurant
A local restaurant owner could not figure out why his breakfast and lunch traffic was profitable
but the restaurant was nearly empty at dinnertime. He tried various promotions, but none
were successful. Using Tapestry Segmentation, the owner profiled his regular customers based
on customer records gathered from his VIP Diner promotions. He then bought a mailing list of
residents who lived in the surrounding area and profiled them demographically. Examining these
reports, he found that most of his daytime customers came from nearby offices and commuted
out of the area after work. Area residents came from very different Tapestry Segmentation
markets: Simple Living residents were elderly folks living on fixed incomes and unable to eat out
often; Laptops and Lattes were young, affluent singles with disposable incomes to spend on
restaurant dinners.
Based on this information, the owner devised different promotion programs such as “quick serve”
meals and “meet and eat” specials for the businesspeople who were his breakfast and lunch
patrons. To increase his dinnertime traffic, he devised promotions and menus that would appeal
to the area’s two distinct demographic segments. To encourage the area’s elderly population,
he designed an early bird dinner menu with reduced prices. He also instituted a senior customer
loyalty program with discounts for desserts and specials. He provided a more diverse menu of
continental dishes and events such as wine tastings for his younger, affluent patrons.
He created a series of mailings with coupons targeted to each group of local residents advertising
these promotions. After a few weeks, he noticed a sizable increase in his dinner receipts and two
grateful local populations.

Direct Mail
Direct mail applications are more precise than print or other advertising media. Advertising goes
to everyone, whereas effective direct mail campaigns must be crafted from segmented lists
with a targeted message. Responses to direct mail can be tracked to analyze the effectiveness
of the campaign. Response analysis is a useful tool. Many companies rely on direct mail as a
vehicle to promote stores, products, and events. In this age of “do not call,” many marketers will
simply increase the volume of direct mail. This may not be the ideal solution if certain customer
segments are resistant to receiving direct mail. Therefore, companies must determine customer
segments that will respond and target messages only to those segments. To better understand
customer preferences for marketing communications, companies must understand customers
individually and learn how each customer wants to be contacted. Once that happens, marketing
programs will be more effective. By aligning communication channels with what the customer
wants, companies can improve their direct mail and other marketing methods.


Success Scenario—Nonprofit
Nonprofit organizations can see significant results from using segmentation applications in direct
mail campaigns. For example, Tapestry Segmentation may be used to successfully screen “waste”
from a direct mail membership campaign.
Recently, a local zoo wanted to increase its membership. Due to budget constraints, the zoo could
not review a profile of its members. The board approved a budget sufficient to append Tapestry
Segmentation codes to its member file. Another part of this activity was to ask zoo visitors to
provide their residential ZIP Codes when they purchased tickets. A Tapestry Segmentation profile
identified a density of several segments in the membership files that did not appear in the zoo
visitor information. This interesting discovery led to the creation of several targeted mailing pieces.
One mailing invited members and donors to attend gala events and musical performances that
they seemed to prefer, and the other encouraged recipients to visit the zoo.
Sending different messages to two distinctly different audiences, the zoo increased its donations
and visitors in the same year. When the program ended, the zoo and ESRI conducted a thorough
response analysis with the help of the zoo’s mail house. Messaging and targeting were refined
during the next year as the mailing campaigns increased from two to six.

Site Location Analysis
“Location, location, location” is the mantra of commercial real estate. Selecting the right location
may be the most important decision that a business can make. Retailers face competition
everywhere—specialty mall stores, department stores, boutiques, discounters, big-box stores,
mail-order catalogs, and online shopping sites all compete for customers. Savvy retailers know
that to successfully compete in today’s marketplace, they must keep abreast of their customers’
changing tastes, product preferences, and spending patterns.
It is not enough to know just where potential customers live; companies must examine other data
such as the types of people who live, work, and shop near a store as well as information about
the impact of competitors in the area. For a more complete analysis, optional traffic data can be
added. Successful site selection analyses using ESRI data and software solutions will help the user
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make more informed and profitable decisions.
Understanding geography is crucial for supporting marketing functions. To answer this need,
ESRI added Tapestry Segmentation data to the already comprehensive demographic, business,
and shopping center datasets that are included with ESRI Business Analyst™ desktop software.
Integrating customer data with these types of data allows an even more refined level of site
location analyses.
Companies can use customer, demographic, business, and shopping center data for store location
evaluation, trade area definition, and competitive analysis. Other marketing applications for
customer data include
• Conducting store performance evaluations
• Calculating market potential
• Locating untapped market areas
• Visualizing market cannibalization

8

Success Scenario— Conclusion
Customer data should be used and treated as a
Retail Store Chain company’s most valuable asset. It is worth its weight in
gold, or revenue. ESRI believes that the more information
A discount shoe chain wanted to expand its operations companies can learn about their customers, the better
to new locations in a nearby state. For many years, the they can serve them, keep them, and find more like them.
chain had collected customer information from its loyalty
programs. Although it had used demographics to analyze
this data and the effectiveness of these promotions, it had
never used segmentation for site analysis.
Tapestry Segmentation codes were appended to the
customer file, and the existing store locations were
analyzed. Using this data, ESRI developed a definition of
a standard trade area to be used in the prospective site
analyses. ESRI found that several factors appeared to make
the existing stores successful such as proximity to a major
shopping mall; five to seven competitors within the existing
trade area; and the presence of the Laptops and Lattes,
Trendsetters, and Aspiring Young Families segments.
Consumers in these segments have different lifestyles,
but all frequently shop for shoes. Laptops and Lattes and
Trendsetters residents are more affluent with disposable
income and will shop more frequently, while the more
price-conscious Aspiring Young Families residents search
for bargains. The chain’s current demographic criteria of
income and home values would not select the Aspiring
Young Families segment as a target market. Diversity is
in the marketplace. Although some similarities exist, the
household lifestyle characteristics are very different but
important indicators of market potential for the shoe chain.
Targeting key segments enabled the chain to capitalize on
other possible markets that might have been missed when
straight demographic criteria were used.
When evaluating new sites, these factors were considered.
Using the criteria, the chain previewed dozens of sites and
selected a new site that matched the characteristics of the
chain’s best-performing stores.


Tapestry Segmentation Summary Groups

E
SRI’s Tapestry Segmentation provides a robust, powerful portrait of the 65 U.S. consumer
markets. To provide a broader view of these 65 segments, ESRI combined them into
12 LifeMode groups based on lifestyle and lifestage composition. For instance, Group L1,
High Society, consists of the seven most affluent segments, whereas Group L5, Senior Styles,
includes the nine segments with a high presence of seniors.
L1 High Society L7 High Hopes
L2 Upscale Avenues L8 Global Roots
L3 Metropolis L9 Family Portrait
L4 Solo Acts L10 Traditional Living
L5 Senior Styles L11 Factories and Farms
L6 Scholars and Patriots L12 American Quilt

The 65 segments in Tapestry Segmentation are also organized into 11 Urbanization groups to
highlight another dimension of these markets. These 11 groups are based on geographic and
physical features such as population density, size of city, location in or outside a metropolitan area,
and whether it is part of the economic and social center of a metropolitan area. For example, U1,
Principal Urban Centers I, includes eight segments that are mainly in densely settled cities within a
major metropolitan area. The “I” or “II” appearing after each group name designates the relative
affluence within the group, with I being more affluent than II.
U1 Principal Urban Centers I U7 Suburban Periphery I
U2 Principal Urban Centers II U8 Suburban Periphery II
U3 Metro Cities I U9 Small Towns
U4 Metro Cities II U10 Rural I
U5 Urban Outskirts I U11 Rural II
U6 Urban Outskirts II

Segments provide more differentiating power than groups. However, if the user wants to
summarize or analyze a smaller number of markets, groups are appropriate. Choosing between
the two ways of grouping segments depends on the application. For certain products or services,
Urbanization groups may more effectively distinguish the consumption pattern than LifeMode
groups; for example, going to the movies. But for certain lifestyle- or lifestage-related behavior,
such as domestic travel, grouping by LifeMode would be more effective.
Users can also define their own groups to capture the dynamics of Tapestry Segmentation for
specific applications. This can be accomplished, for example, by grouping the 65 segments based
on their rank order on the consumption rate from customer profiles and consumer surveys.
See the tables for a list of the 65 segments in Tapestry Segmentation and how they are organized
into LifeMode and Urbanization groups. Each segment is given a short descriptive name in addition
to a numeric code ranging from 01 through 65. For example, Segment 01 (Top Rung) falls into the
LifeMode summary group of High Society and the Urbanization summary group of Metro Cities I.

10

Table 1
LifeMode Summary Groups by Segment Codes

LifeMode Summary Group Segment Codes

L1 High Society 01, 02, 03, 04, 05, 06, 07

L2 Upscale Avenues 09, 10, 11, 13, 16, 17, 18

L3 Metropolis 20, 22, 45, 51, 54, 62

L4 Solo Acts 08, 23, 27, 36, 39

L5 Senior Styles 14, 15, 29, 30, 43, 49, 50, 57, 65

L6 Scholars and Patriots 40, 55, 63

L7 High Hopes 28, 48

L8 Global Roots 35, 38, 44, 47, 52, 58, 60, 61

L9 Family Portrait 12, 19, 21, 59, 64

L10 Traditional Living 24, 32, 33, 34

L11 Factories and Farms 25, 37, 42, 53, 56

L12 American Quilt 26, 31, 41, 46


Tapestry Segmentation LifeMode Group Descriptions

T LifeMode Group: L3 Metropolis
he 65 distinct market segments in Tapestry Segmentation
profile the diversity of the American population and
Segment Codes: 20, 22, 45, 51, 54, 62
provide two ways to summarize and simplify these
differences—LifeMode summary groups and Urbanization Residents in the six segments of the Metropolis group live
summary groups. Segments within a LifeMode summary and work in America’s cities. They live in older, single-family
group share an experience such as being born in the same homes or row houses built in the 1940s or earlier. Those
time period or a trait such as affluence. Urbanization living in larger cities tend to own fewer vehicles and rely
summary groups share a locale, from the urban canyons of more on public transportation; however, workers in most
the largest cities to the rural lanes of villages or farms. of the Metropolis segments commute to service-related
jobs. The median value of their homes is $143,320. The
Metropolis group reflects the segments’ diversity in housing,
LifeMode Group: L1 High Society age, and income. For example, ages among the segments
Segment Codes: 01, 02, 03, 04, 05, 06, 07 range from Generation Xers to retirees; households include
Residents of the seven High Society neighborhoods are married couples with children and single parents with
affluent and well educated. They represent slightly more children. Employment status also varies from well-educated
than 12 percent of all U.S. households but generate nearly professionals to unemployed. The median household income
one-quarter of the total U.S. income. Employment in of the group is $42,109. Their lifestyle is also uniquely urban
high paying positions, such as professional or managerial and media oriented. They like music, especially urban and
occupations, is a primary reason why the median household contemporary formats, which they listen to during their
income for this group is $105,006. Most households are commutes. They watch a variety of TV programs, from news
married couple families who live in affluent neighborhoods to syndicated sitcoms, and would rather see movies than
where the median home value is $329,603. Although this is read books.
one of the least ethnically diverse groups in the United States,
it is one of the fastest growing, increasing by more than LifeMode Group: L4 Solo Acts
2 percent annually since 2000. Residents of High Society are
Segment Codes: 08, 23, 27, 36, 39
affluent and active—financially, civically, and physically. They
participate in a wide variety of public activities and sports Residents of the Solo Acts summary group segments are
and travel extensively. Try the Internet or radio instead of singles who prefer city life. Many are young, just starting
television to reach these markets. out in more densely populated U.S. neighborhoods; others
are well-established singles who have no homeownership
or child-rearing responsibilities. Second only to High Society,
LifeMode Group: L2 Upscale Avenues residents of this group tend to be well-educated, working
Segment Codes: 09, 10, 11, 13, 16, 17, 18 professionals who are either attending college or already
Prosperity is the overriding attribute shared by the seven hold a degree. Their incomes reflect their employment
segments in Upscale Avenues. Residents have earned their experience, ranging from a low median of $44,112 (Old
success from years of hard work. Similar to the High Society and Newcomers) among the newest households to
segments, many in this group are also well educated with approximately $98,606 (Laptops & Lattes) among established
above-average earnings. However, their housing choices singles. Homeownership is at 28 percent; the median
reveal their distinct preferences. Urban markets such as home value is $242,868. Contrary to modern migration
Urban Chic and Pacific Heights favor townhouses and high- patterns that flow away from the largest cities, Solo Acts’
rises, Pleasant-Ville residents prefer single-family homes in residents are moving into major cities such as New York
suburban neighborhoods, and Green Acres residents opt for City; Chicago; Washington, D.C.; Boston; Los Angeles; and
open spaces. Some have not settled on a home yet, such as San Francisco. With considerable discretionary income and
the renters among Enterprising Professionals; others, such as few commitments, their lifestyle is urban, including the
Cozy and Comfortable residents, have been settled for years. best of city life—dining out, attending plays and concerts,
The median household income for the group is $70,720, and and visiting museums—and, for a break from constant
their median net worth is $188,740. Prosperous domesticity connectivity, extensive travel domestically and abroad.
also characterizes the lifestyle in Upscale Avenues. They
invest in their homes; the owners work on landscaping
and home remodeling projects, and the renters buy new
furnishings and appliances. They play golf, lift weights, go
bicycling, and take domestic vacations. Although they are
partial to new cars, they also save and invest their earnings.

12

Tapestry Segmentation LifeMode Group Descriptions

LifeMode Group: L5 Senior Styles LifeMode Group: L7 High Hopes
Segment Codes: 14, 15, 29, 30, 43, 49, 50, 57, 65 Segment Codes: 28, 48
More than 14.4 million households in the nine Senior Styles The High Hopes summary group includes Aspiring Young
segments comprise one of the largest LifeMode summary Families and Great Expectations. These residents are a mix
groups. As the U.S. population ages, two of the fastest- of married couples, single parents, and singles who seek
growing American markets are found among The Elders the “American Dream” of homeownership and a rewarding
and the Silver and Gold segments. Senior Styles segments job. Most live in single-family houses or multiunit buildings;
illustrate the diversity among today’s senior markets. approximately half own their homes. The median home value
Although incomes within this group cover a wide range, the is $122,436. Many would move to a new location for better
median is $45,396, attributable mostly to retirement income opportunities. Many are young, mobile, and college educated;
or Social Security payments. Younger, more affluent seniors, one-third are younger than 35 years. The median household
freed of their child-rearing responsibilities, are traveling income is $46,167, and the median net worth is $29,162.
and relocating to warmer climates. Settled seniors are
looking forward to retirement and remaining in their homes.
LifeMode Group: L8 Global Roots
Residents in some of the older, less privileged segments live
alone and collect Social Security and other benefits. Their Segment Codes: 35, 38, 44, 47, 52, 58, 60, 61
choice of housing depends on their income. This group may Ethnic diversity is the common thread among the eight
reside in single-family homes, retirement homes, or high- segments in Global Roots; the diversity index stands at
rises. Their lifestyles can be as diverse as their circumstances, 90. Las Casas and NeWest Residents represent a strong
but senior markets do have common traits among their Hispanic influence in addition to a broad mix of cultural and
preferences. Golf is their favorite sport; they play and watch racial diversity found in Urban Melting Pot and International
golf on TV. They read the newspaper daily and prefer to Marketplace. Typical of new households, Global Roots’
watch news shows on television. Although their use of residents are young, earn modest incomes, and tend to rent
the Internet is nearly average, they are more likely to shop in multiunit buildings. Their youth reflects recent immigration
through QVC than online. trends; half of all households have immigrated to the United
States within the past 10 years. Married couples, usually with
children; single parents; and people who live alone are typical
LifeMode Group: L6 Scholars and Patriots of the household types in the Global Roots segments. Because
Segment Codes: 40, 55, 63 households with children dominate, it is not surprising that
This summary group is unique in the Tapestry Segmentation spending is high for baby products, children’s clothing, and
system. Their shared traits include youth, with the attendant toys. Residents of Global Roots are less likely than other
lower incomes, and atypical environments such as college groups to have home PCs but just as likely to use cell phones.
life or military service. Because of their transient lifestyle They maintain ties with friends and relatives in their countries
and lifestage, their homeownership rate is low. Most live of origin with foreign travel.
in townhouses or apartments, although one-quarter reside
in single-family homes. One segment, Military Proximity, is
LifeMode Group: L9 Family Portrait
dominated by military life; the other two, College Towns and
Dorms and Diplomas, are predominantly students who are Segment Codes: 12, 19, 21, 59, 64
pursuing college degrees. Although most of the residents in Family Portrait has the fastest-growing population of the
the military segment are either on active duty or employed LifeMode summary groups, driven primarily by the rapid
in civilian jobs on military bases, the students tend to work increase in the Up and Coming Families segment. Youth,
part-time at low-paying jobs to support themselves while family life, and the presence of children are the common
attending school. However, low personal income does not characteristics across the five markets in Family Portrait. The
inhibit their lifestyles. Scholars and Patriots residents’ eclectic group is also ethnically diverse: more than 30 percent of the
tastes in sports range from yoga to football. Electronically residents are of Hispanic descent. The neighborhoods are
savvy, they have wireless Internet connections, notebook predominantly composed of homeowners who live in single-
computers, iPods, and digital cameras. family homes. Most households include married couples
with children who contribute to the group’s large household
size, averaging more than 3.1 persons per household. Their
lifestyle reflects their youth and family orientation—buying
infant and children’s clothing and toys and visiting theme
parks and zoos.


LifeMode Group: L10 Traditional Living LifeMode Group: L12 American Quilt
Segment Codes: 24, 32, 33, 34 Segment Codes: 26, 31, 41, 46
The four segments in Traditional Living convey the perception Location in America’s small towns and rural areas links
of real middle America—hardworking, settled families. The the four segments in American Quilt. Unlike Factories and
group’s higher median age of 38 years also conveys their Farms, this group represents a more diverse microcosm of
lifestage—a number of older residents who are completing small-town life, including the largest segment of Tapestry
their child-rearing responsibilities and anticipating retirement. Segmentation, Midland Crowd. Manufacturing and
Even though they’re older, many still work hard to earn agriculture remain part of the local economy, but American
a modest living. They typically own single-family homes Quilt also includes workers in local government, service,
in established, slow-growing neighborhoods. They buy construction, communication, and utilities. In addition to
standard, four-door American cars, belong to veterans’ clubs farmers, American Quilt includes the Rural Resort Dwellers
and fraternal organizations, take care of their homes and segment, an older population that is retiring to seasonal
gardens, and rely on traditional media such as newspapers vacation spots, and Crossroads, young families who live in
for their news. mobile homes. Households in American Quilt are also more
affluent, with a median household income of $45,729, and
more are homeowners. However, the rural lifestyle is also
LifeMode Group: L11 Factories and Farms
evident, with fishing, hunting, and power boats along with a
Segment Codes: 25, 37, 42, 53, 56 preference for pickups and country music.
The segments in the Factories and Farms summary group
represent rural life—from small towns and villages to farms.
Employment in manufacturing and agricultural industries is
typical in these small, settled communities across America’s
breadbasket. Population change is nominal, and the profile is
classic. Most households are families, either married couples
or married couples with children. By age, the residents
of Factories and Farms mirror the U.S. distribution, with
slightly more retirees. Median household income is a bit
lower, almost $40,524, but so is the home value of $92,572.
Most own their homes. Their lifestyle reflects their locale,
emphasizing home and garden care, fishing and hunting,
pets, and membership in local clubs.

14

Income Range of the LifeMode Summary Groups

Income Range $16,937 per year $190,991 per year
of the LifeMode
Summary Groups


Table 2
Urbanization Summary Groups by Segment Codes

Urbanization Summary Group Segment Codes

U1 Principal Urban Centers I 08, 11, 20, 21, 23, 27, 35, 44

U2 Principal Urban Centers II 45, 47, 54, 58, 61, 64, 65

U3 Metro Cities I 01, 03, 05, 09, 10, 16, 19, 22

U4 Metro Cities II 28, 30, 34, 36, 39, 52, 60, 63

U5 Urban Outskirts I 04, 24, 32, 38, 48

U6 Urban Outskirts II 51, 55, 57, 59, 62

U7 Suburban Periphery I 02, 06, 07, 12, 13, 14, 15

U8 Suburban Periphery II 18, 29, 33, 40, 43, 53

U9 Small Towns 41, 49, 50

U10 Rural I 17, 25, 26, 31

U11 Rural II 37, 42, 46, 56

16

Tapestry Segmentation Urbanization Group Descriptions

T Urbanization Group: U3 Metro Cities I
apestry Segmentation includes 65 distinctive market
segments to profile the diversity of the American
Segments: 01, 03, 05, 09, 10, 16, 19, 22
population and two ways to summarize and simplify
the differences—LifeMode groups and Urbanization groups. Upscale homeowners who live in densely populated cities
Segments within a LifeMode group share an experience such characterize the eight segments in Metro Cities I. Their
as being born in the same period or a trait such as affluence. distinction lies in their choice of single-family homes in
Urbanization groups share a locale, from the urban canyons metropolitan cities. They embrace city living with the
of the largest cities to the rural lanes of villages or farms. benefits of suburban single-family homes. Metro Cities I
and Suburban Periphery I residents have the highest
income among the Urbanization groups. Both their median
Urbanization Group: U1 Principal Urban Centers I net worth and median home value are more than twice
Segments: 08, 11, 20, 21, 23, 27, 35, 44 that of the national level. Most are older than 35 years.
Principal Urban Centers I represents the most affluent Approximately 60 percent of the households are married
populations of the country’s largest metropolitan areas, couples with and without children. These well-educated
those with populations of 2.5 million or more. Big-city residents are avid readers, particularly of novels. They are
residents live in apartments instead of single-family homes very active financial investors, are health conscious, and
and take public transportation instead of driving. High enjoy gardening as well as traveling domestically and abroad.
population density exemplifies big-city life and its elements They are also world-class shoppers, buying everything from
such as opportunities for high-paying jobs and paying higher electric tools and small household appliances to women’s
rents and mortgages. Residents are young and just as likely shoes and clothing.
to be single as married. Professional employment is typical,
as is diversity. They take frequent vacations to visit family Urbanization Group: U4 Metro Cities II
and friends. Foreign travel is important to the foreign-born
Segments: 28, 30, 34, 36, 39, 52, 60, 63
population in this group. These urbanites embrace the
amenities of city life from drinking coffee at the corner Ranked third for population density behind Principal Urban
Starbucks to visiting museums, going dancing, and dining Centers I and II, Metro Cities II segments are found in larger
out. To stay fit, they walk or jog and work out at home or cities and densely populated neighborhoods. The eight
at a fitness club but rarely play team sports. They own the segments in Metro Cities II are neighborhoods in transition
latest in electronics and go online for everything. Because that include young starter households and retirees, single-
they’d rather go out than stay in, home improvements and person households, and families. Most householders rent
furnishings aren’t important to them. apartments in multiunit buildings. The young population
remains mobile. Many are enrolled in college; most are
still trying different jobs. The median household income
Urbanization Group: U2 Principal Urban Centers II of this group is $42,574; however, the disparity of wealth
Segments: 45, 47, 54, 58, 61, 64, 65 that varies from $8,892 (Dorms to Diplomas) to $103,158
Principal Urban Centers II represents the aspiring populations (Retirement Communities) illustrates the wide range of ages
of the country’s largest cities. This is the youngest (median and lifestages in Metro Cities II. Consumers in this group
age of 28.4 years) and most diverse population among the look for economy and convenience. They prefer to drive
Urbanization groups including many recent arrivals in large four-door sedans, eat fast food, and shop at convenience
“gateway” cities such as New York City, Los Angeles, and stores. Because so many residents rent, few are interested in
Chicago. Although the population density is second only to gardening and home improvement projects.
Principal Urban Centers I, it is still significantly lower. The
search for affordable housing has moved these residents
away from high-rises and into row houses, duplexes, and
relatively lower-density buildings; the median home value
is $151,256. Their lifestyle is characterized not only by their
locale but also by their youth and nascent socioeconomic
status. Their median household income is $27,935. They are
more likely to use public transportation and less likely to own
their homes. Families are also more common in Principal
Urban Centers II. Residents are more likely to buy baby goods
and groceries than electronic gadgets.


Urbanization Group: U5 Urban Outskirts I Urbanization Group: U7 Suburban Periphery I
Segments: 04, 24, 32, 38, 48 Segments: 02, 06, 07, 12, 13, 14, 15
The segments in Urban Outskirts I live in higher-density Moving away from the epicenters of city living, peripheral
suburban neighborhoods spread across metropolitan areas. suburban expansion represents lower-density housing
Many of these neighborhoods are part of the main hub of development located in metropolitan and micropolitan
social, cultural, and economic activity within the metro area. statistical areas throughout the United States. Suburban
The proximity of higher-density suburban areas to employment Periphery I is the largest Urbanization summary group
and entertainment venues combines the convenience of access in Tapestry Segmentation, with the most population and
with the advantage of affordable suburban living. The median households, in addition to the highest annual growth.
household income of Urban Outskirts I residents is $57,756, Married-couple families dominate, approximately half with
on par with the national median, although the population is children, primarily living in their own single-family homes with
slightly younger with a median age of 34 (compared to the two cars. They are more likely to employ a lawn and gardening
national median of 36.9 years). As in established suburban service, hire a professional cleaning service, and invest in home
communities, housing is dominated by single-family dwellings remodeling and improvement projects. This well-educated
but includes rental apartments to accommodate younger group not only shares the top rank for current household
households with growing incomes. Owners will tackle do-it- income with Metro Cities I but has also accumulated the
yourself home improvement projects such as simple lighting most wealth. Because of the suburban location, the median
and bathroom upgrades as well as painting and staining. They home value is approximately $100,000 less than that of Metro
also enjoy caring for their lawns and gardens. They walk and Cities I. To keep up with the latest trends, they are constantly
swim for exercise; occasionally, they go bowling and fishing working on home improvement projects and furnishings.
and play golf. Televisions are ubiquitous; however, residents They own a variety of securities investments; many track their
are just as likely to read a newspaper or listen to the radio for investments online frequently, and consult with a financial
news and entertainment. planner. They upgrade to the latest technology including big-
screen TVs, personal computers, and the necessary software
and peripherals. Domestic travel is part of their lifestyle. They
Urbanization Group: U6 Urban Outskirts II
watch CNN at home.
Segments: 51, 55, 57, 59, 62
The settlement density and housing preferences of Urban
Outskirts II are similar to Urban Outskirts I—high-density
Urbanization Group: U8 Suburban Periphery II
suburban neighborhoods in metropolitan areas. However, Segments: 18, 29, 33, 40, 43, 53
here the homes are older and the population is younger, Suburban Periphery II incorporates a population density
with a median age of 31.1 years. Homes can be single-family similar to Suburban Periphery I but is more likely to be found
or multiunit dwellings; nearly half of the housing units were in urban clusters of smaller cities in metropolitan areas.
built before 1960. Homes are affordable, with a median Housing is still predominantly owner-occupied, single-family
home value of $72,730. Half of the households own their homes but is older and closer to employment. Households
own home, although the younger population is less affluent, are a mix, similar to that of the United States as a whole.
with household income approximately half that of the More than half are married-couple families; one-quarter
national median. This group includes a variety of household are singles who live alone. Although the median household
types ranging from the ethnically diverse family households income and home value are below the U.S. median, their
of Southwestern Families to the shared and single-person median net worth is higher. This is the oldest Urbanization
student households found in College Towns. They prefer summary group in Tapestry Segmentation, with a median
Folger’s coffee to Starbucks, current consumption to saving, age of 41.4 years, and the highest concentration of
and shopping at discount retailers instead of patronizing householders who are older than 65 years. They like to
high-end stores. watch a variety of sports, news, or documentary shows
on television; occasionally, they will also watch a movie or
primetime drama. They prefer to read newspapers instead
of magazines but have an equal preference for fiction or
nonfiction books. They prefer domestic sedans.

18

Tapestry Segmentation Urbanization Group Descriptions

Urbanization Group: U9 Small Towns Urbanization Group: U11 Rural II
Segments: 41, 49, 50 Segments: 37, 42, 46, 56
Small towns represent the ideal in American communities— Rural II countryside is the extreme opposite of urbanization.
affordable, close-knit, and apart from the hustle and bustle Low population density characterizes life in the country with
of city life. The Small Towns Urbanization summary group its inconveniences such as the need for multiple vehicles
is typical. Active members of their communities, residents and advantages such as affordable single-family homes with
participate in public activities, fund-raising, and public land. Most of the population lives in rural farm areas; the
meetings. They make a modest living, with a median rest live in the country or in small villages and work in mining
household income of $39,244, but their earnings are or manufacturing. Residents are slightly older than the U.S.
sufficient to afford a single-family or mobile home. Most of median, with a median age of 39.8 years; some are already
the labor force is employed in manufacturing, construction, retired. Most are homeowners. Residents of Rural II areas are
or retail sectors; many are already retired. Heartland settled; few of them will move. Family and home are central
Communities is well settled, but Small Towns welcomes the in their lives. Their lifestyles reflect a preference for comfort
ongoing migration of younger Crossroads and older Senior and practicality—western or work boots to dress shoes,
Sun Seekers. They are less likely to own a credit card; those kerosene heaters to espresso/cappuccino makers, recliners to
who do rarely use it. Technology is not an integral part of life patio furniture, garden tillers to trash compactors.
for this group. Many still use a dial-up Internet connection;
few will shop online or by phone. Because of their location,
satellite TV is preferred, but many households don’t
subscribe to cable or satellite TV. Favorite pastimes include
gardening and lawn care.

Urbanization Group: U10 Rural I
Segments: 17, 25, 26, 31
Small, nonfarm settlements, some of which are developing
in suburban fringe areas, characterize the neighborhoods of
Rural I. Married-couple families, many with grown children
who have left home, work hard in blue-collar occupations.
Some are self-employed with small businesses or farms. Their
median age of 40.5 years is slightly older than that of the
United States median. Their median household income of
$54,005 enables them to enjoy the comforts of large single-
family homes with ample land. Do-it-yourselfers, they are
proud of their homes and gardens, investing in major home
improvement projects and the tools to do the job. Residents
of Rural I may not be farmers, but they embrace the country
lifestyle, from their gardens and pets to their favorite pastimes
of hunting and fishing. They drive domestic pickup trucks.


Levels of the Urbanization Summary Groups

Urban

Rural

The “I” or “II” after each Urbanization summary group name denotes the
relative affluence within the group, with I being more affluent than II.

20

Segment Legend

The top color illustrates
the LifeMode
Segment Name
Summary Group.

Segment Illustration
Segment Code
The bottom color Segment Name
illustrates the
Urbanization
LifeMode Summary Group
Summary Group. Urbanization Summary Group

Color Key
LifeMode Summary Group Urbanization Summary Group
(top color) (bottom color)

L1 High Society U1 Principal Urban Centers I

L2 Upscale Avenues U2 Principal Urban Centers II

L3 Metropolis
U3 Metro Cities I

L4 Solo Acts
U4 Metro Cities II
L5 Senior Styles
U5 Urban Outskirts I
L6 Scholars and Patriots
U6 Urban Outskirts II
L7 High Hopes
U7 Suburban Periphery I
L8 Global Roots
U8 Suburban Periphery II
L9 Family Portrait

U9 Small Towns
L10 Traditional Living

L11 Factories and Farms U10 Rural I

L12 American Quilt U11 Rural II


01 Top Rung

Segment Code...........................01
Segment Name ......................... Top Rung
LifeMode Summary Group ........L1 High Society
Urbanization Summary Group ...U3 Metro Cities I

Demographic Preferences
Residents of Top Rung neighborhoods are mature, married, Top Rung residents can afford to indulge any choice. In
highly educated, and wealthy. The median age is 43.7 years; addition to obvious investments such as stocks, money
one-third of the residents are in their peak earning years market accounts and funds, mutual funds, and annuities,
of 45–64. More than 77 percent of these households are residents hold life insurance policies valued at more than
composed of married couples; half of them have children, $500,000. They travel frequently, always in style, to domestic
and half do not. Except for the presence of children, this is a and foreign destinations. Residents hire professional cleaning
low-diversity, monochromatic market. and lawn services to maintain their homes and property
and contract for home improvement and remodeling
Socioeconomic projects. This is the top market for owning or leasing a
Top Rung, the wealthiest consumer market, represents less luxury car. Residents favor new imported vehicles, especially
than 1 percent of all U.S. households. The median household convertibles. A vehicle navigation system is a key feature.
income of $190,991 is more than three-and-one-half times Top Rung residents are shoppers. They buy the “best of
that of the U.S. median; the median net worth of $1,134,191 the best” at high-end department stores, in warehouse/
is approximately ten times higher than the national club stores, and from catalogs. They also shop online for
level. Their wealth comes from investments; income from books and concert and sports event tickets. Residents
interest, dividends, and rental properties; and remuneration spend approximately $1,500 to $2,000 for their home PCs,
from positions in management, professions, and sales, upgrading frequently to the latest and best technology. They
particularly in the finance, education, legal, and health care need laptop computers and cell phones to network and keep
industry sectors. The proportion of households receiving up with their busy lives. They own three or more cell phones
self-employment income is twice that of the national level. and generally have two phone lines in their homes.
The population is highly educated: more than 70 percent
of residents aged 25 years and older hold a bachelor’s or Top Rung residents are avid readers of newspapers (usually
graduate degree. two or more daily), magazines (especially airline, epicurean,
business, finance, and fashion), and books (particularly history
Residential and biographies). They listen to classical music, jazz, all-news,
The enclaves of the wealthy are dotted throughout public, sports, all-talk, and news/talk radio. They watch news
major U.S. cities, with higher concentrations located on shows on CNBC, CNN, and MSNBC and subscribe to HBO or
the east and west coasts. Top Rung residents own at Showtime.
least one single-family home with a median home value They go to the theater and dance performances, visit
approaching $903,660, the highest, by far, of all the Tapestry museums, and play board games. Active in their communities,
Segmentation markets. Travel is part of their lives including they join charitable organizations and environmental groups,
the highest rate of interstate commuting. work for political parties or candidates, write to elected
officials, and contribute to PBS. Health conscious, they
practice yoga, do aerobics, play golf and tennis, ski, ice skate,
take vitamins, and buy low-fat food. They also watch tennis,
golf, and skiing on TV.

22

02 Suburban Splendor

Segment Code...........................02
Segment Name ......................... Suburban Splendor
Urbanization Summary Group ...U7 Suburban Periphery I

Suburban Splendor residents are families who live in growing Hot tubs, espresso machines, granite countertops, and the
suburban neighborhoods. Married couple families with latest interior design amenities are featured in Suburban
and without children comprise 8 in 10 of these households. Splendor homes. A main focus is home improvement and
Household growth in these suburbs is 2 percent annually. remodeling projects done mostly by contractors, although
The median age is 41.4 years, and half of the population is residents will tackle interior painting jobs. They own a wide
aged 35–64 years. These low-diversity neighborhoods are array of electric tools that they may or may not use regularly.
predominantly white. Residents hire a lawn maintenance service to cut the grass
but like to plant their own shrubs and trees; treat their lawn
Socioeconomic with fertilizer, weed control, or insecticide; and sow grass
These successful suburbanites are the epitome of upward seed. They have all the latest electronic gadgets including
mobility, just a couple of rungs below Top Rung in digital camcorders, video game systems, projection screen
affluence. Suburban Splendor residents have a median TVs, and numerous cell phones. This market prefers to own
household income of $128,712 and a median net worth or lease a minivan or full-size SUV and is one of the top
of $676,192. The wealth of Suburban Splendor residents markets for owning or leasing a luxury car.
is more than double that of the U.S. median. Labor force They devote free time to family; travel; and self-improvement
participation rates are high for both men and women; many pursuits such as physical fitness, reading, visiting museums,
households are two income. Most employed residents and attending the theater. They keep fit by working out
work in management, professional positions, and sales. weekly at a club or exercising on a treadmill or stationary
They supplement their salaries with income from interest, bike at home in addition to skiing, ice skating, playing tennis
dividends, and rental property at a rate much higher than the and golf, and bicycling. They read the newspaper, books,
national level. Well educated, more than half the population and magazines (particularly epicurean, airline, travel, business,
aged 25 years and older hold a bachelor’s or graduate degree. finance, and boating). Because they travel extensively in the
United States and overseas for business and pleasure, they
Residential rack up the miles in frequent flyer programs. A favorite
Sharing the lead with Top Rung for homeownership at hobby is furniture refinishing. When listening to the radio,
91 percent, Suburban Splendor neighborhoods are located in they prefer classical music as well as all-news, all-talk, news/
metropolitan areas throughout the U.S. Their large, luxurious talk, and sports programs.
homes have a median home value of $396,762. Located
in growing neighborhoods, 60 percent of the houses Suburban Splendor residents are members of business
are relatively new, built after 1979. Because two-income clubs and are active investors, using the Internet to track
households commonly require multiple vehicles, it is not and trade their stocks, bonds, and funds. They hold home
surprising that 85 percent of these households own two or equity credit lines, consult with financial planners, use stock
more vehicles. rating services, and own life insurance policies valued at
approximately $500,000. They shop at upscale retailers,
home stores, and wholesalers. They order items over the
phone and shop online for airline tickets, flowers, and
computer equipment.


03 Connoisseurs

Segment Code...........................03
Segment Name ......................... Connoisseurs

Residents of Connoisseurs neighborhoods are somewhat Connoisseurs residents may be second to Top Rung in wealth,
older, with a median age of 46.8 years. Approximately but they are tops for conspicuous consumption. Their homes
70 percent of the population is married. Although include the latest upgrades. Not do-it-yourselfers, residents
residents appear closer to retirement than child-rearing hire contractors for home improvement and remodeling
age, 30 percent of the households are married couples with projects, lawn care, landscaping services for property upkeep,
children living at home. Ethnic diversity is negligible. and professional housecleaning services. Households have
burglar alarms for home security, and residents belong to
Socioeconomic the AAA auto club for vehicle security. They grind their own
With a median net worth of $771,146, Connoisseurs are coffee beans, particularly Starbucks. This is one of the top
second in affluence only to the Top Rung segment. This markets for owning or leasing a luxury car or convertible
market is well educated; 64 percent of the population equipped with a navigational system.
aged 25 years and older hold a bachelor’s or graduate Exercise is a priority: they work out weekly at a club or other
degree. Employed residents earn wages from high-paying facility, ski, play golf and tennis, practice yoga, and jog. They
management, professional, and sales jobs. Many are self- also buy the latest sports attire to look good while exercising.
employed; the rate is twice that of the national average. They travel abroad and in the United States, go to museums,
They have a median household income of $127,739 and and attend theater and dance performances. They go online
supplement their salaries with income from interest, to make travel plans, track and trade their investments, and
dividends, and rental properties. shop. They order from high-end catalogs and shop in person
at service-oriented department stores.
Residential
Connoisseurs neighborhoods are usually slow-growing, Connoisseurs residents are well read. They read history
established, affluent areas in densely populated city centers books; mysteries; biographies; two or more daily
where the median home value is $615,273. Most of their newspapers; and epicurean, travel, finance, and business
homes are single-family structures built before 1970; magazines. Residents listen to classical music as well as
88 percent own their homes. Commuting is a way of life; public, all-news, news/talk, and all-talk radio. Active in their
compared to the U.S. average, more Connoisseurs residents communities, they work for political candidates or parties,
live in a different state from where they work. write or visit elected officials, and participate in local civic
issues. Connoisseurs eat out several times a week, but, for
fun, will cook at home occasionally.

24

04 Boomburbs

Segment Code...........................04
Segment Name ......................... Boomburbs
Urbanization Summary Group ...U5 Urban Outskirts I

The newest additions to the suburbs, these communities Residents’ product preferences reflect their suburban
are home to busy, affluent young families. Both the lifestyle. Boomburbs is the top segment for buying household
neighborhoods and the families are growing. Boomburbs furnishings, toys and games, men’s business and casual
is the fastest-growing market in the United States; the clothes, big-screen TVs, cars, and trees. This is also the
population has been growing at a rate of 5.57 percent top market to own big-screen TVs, DVD players, digital
annually since 2000. It is also home to one of the highest camcorders, video game systems, and scanners as well as
concentrations of young families with children. The median owning or leasing full-size SUVs. Residents own laptop
age is 33.8 years; one-fifth of Boomburbs residents are computers, all kinds of software, and two or more cell
between 35 and 44 years of age. There is little ethnic diversity phones. They are well-insured, holding life insurance policies
in the population; most of the residents are white. worth $500,000 or more. They go online frequently to
buy flowers and tickets to sports events, trade and track
Socioeconomic their investments, do their banking, and make travel plans.
The Boomburbs market includes one of the highest Personal computer use by children younger than 18 years is
concentrations of two-income households, complemented the highest of all the Tapestry segments.
by one of the highest rates of labor force participation, Boomburbs residents prefer homes with fireplaces and hot
at 72 percent. Residents are well educated: more than tubs. They tend to employ professional household cleaning
50 percent of the population aged 25 years and older hold services. They will do home improvement projects themselves
a bachelor’s or graduate degree. They work primarily in or hire a contractor for more complicated work. For property
management, professional, and sales occupations. The maintenance, they hire lawn care and landscaping services,
median household income is $123,091, more than double but will also do some lawn care themselves.
that of the U.S. median. More than half of these households
receive additional income from interest, dividends, and rental Family vacations are a top priority; trips to Disney World,
property. The median net worth is $475,609. Sea World, and other theme parks are popular destinations.
For exercise, they play tennis and golf, ski, lift weights, and
Residential jog. They watch family videos on DVD, attend baseball
The newest developments in growing areas, Boomburbs and basketball games, and go to golf tournaments. They
neighborhoods are concentrated in the South, West, and will readily spend more than $250 a year on high-end
Midwest; the highest state concentrations are found in sports equipment and buy family DVDs for their collections.
Texas and California. Approximately three-quarters of the Favorite types of radio programs include alternative, soft
housing units in Boomburbs neighborhoods were built after contemporary, sports, and all-talk. They read parenting,
1989; most are single-family houses. These are the newest finance, and business magazines and watch newer sitcoms
developments in growing areas. The homeownership rate is and dramas on TV.
88 percent, compared to 66 percent for the United States.
The median home value of $289,813 is also high compared
to the U.S. median of $162,279. Commuting links these dual-
career households with their suburban lifestyle. Many work
outside their resident county; 35 percent cross county lines to
work (compared to 23 percent for the United States).


05 Wealthy Seaboard Suburbs

Segment Code...........................05
Segment Name ......................... Wealthy Seaboard Suburbs

Wealthy Seaboard Suburbs are older, established, affluent Not do-it-youselfers, these residents hire lawn and
neighborhoods characteristic of U.S. coastal metropolitan maintenance services to care for their property and
areas. Two-thirds of the population aged 15+ years is contractors to remodel their homes. The top market for
married; more than half of the married couples have no remodeling expenditures, this segment spends more than
children. The median age is 42.9 years. Ethnic diversity is low; $5,000 a year on home improvements. A typical resident
most residents are white. holds a home equity line of credit, holds life insurance
policies worth $500,000 or more, uses a brokerage
Socioeconomic firm, owns stocks, and donates to charities or nonprofits.
Wealthy Seaboard Suburbs neighborhoods are affluent; They love to shop, especially at Macy’s, Nordstrom, and
the median household income is $100,409. Income is warehouse stores. They also shop online and by phone from
derived from a variety of sources; approximately 60 percent high-end catalogs. They drink coffee at home and on the
of the households receive supplemental income from road. They shop for milk and coffee at convenience stores,
interest, dividends, and rental properties; 23 percent collect grind their own coffee beans, and visit coffee houses as well
retirement income. More than half of those who work hold as Dunkin’ Donuts and Starbucks.
professional or management positions. The median net Wealthy Seaboard Suburbs residents take nice vacations
worth is $466,382, more than four times that of the U.S. such as all-inclusive international packages, cruises, and
median of $97,724. beach trips in the U.S. or abroad. They also go to Las Vegas
and Atlantic City. They go saltwater fishing, skiing, and ice
Residential skating and attend the theater. They read two or more daily
Wealthy Seaboard Suburbs neighborhoods are located newspapers; biographies; and epicurean, travel, business,
primarily along the California, New York, New Jersey, and and finance magazines. They listen to classical music, jazz,
New England coasts. Three-fourths of the housing units all-news, and sports radio programs. Cable movie channels
were built before 1970. Single-family structures comprise are favorites, but residents will watch one or two drama
89 percent of the households, with a median home value series shows each week. This is a top segment for watching
of $427,591. The vacancy rate is 5 percent. Slow to change, home shopping channels.
Wealthy Seaboard Suburbs homeowners are the least likely
to have moved in the last five years. This segment ranks in
the top five for residents who commute out of state to work.

26

06 Sophisticated Squires

Segment Code...........................06
Segment Name ......................... Sophisticated Squires

Residents of Sophisticated Squires neighborhoods enjoy Do-it-yourselfers, Sophisticated Squires residents take care
cultured country life on the urban fringe. These city escapees of their lawns and landscaping; home improvements; and
accept longer commutes to live near fewer neighbors. remodeling projects such as bathroom remodeling, installing
Mostly married couple families; more than 40 percent of new light fixtures, painting home interiors, staining decks,
the households are married couples with children that and cleaning carpets with their steam cleaners. They like to
range from toddlers to young adults. The median age is barbecue on their gas grills and make bread with their bread-
38.2 years. Most are baby boomers and are aged between making machines. Many households own a motorcycle. A
35 and 54 years. This segment is not ethnically diverse; most typical household will own three or more cell phones. Looking
residents are white. toward the future, many residents own stocks, bonds, and
large life insurance policies. When dieting, they go on Weight
Socioeconomic Watchers; many own a treadmill or stationary bike to stay fit.
These residents are educated; more than one-third of the They go power boating, play board and word games, do
population aged 25 years or older holds a bachelor’s or woodworking projects, and attend football and baseball
graduate degree; another third has attended college. Labor games. Adults also take photos, play golf, and ride their
force participation rates are high; occupations range from motorcycles. Children play games on the home personal
management to unskilled labor positions. Most work in computer and typically own a video game system. Residents
white-collar jobs. The median household income is $86,075. listen to soft adult contemporary music; classic hits; news;
Nearly 90 percent of the households earn wage or salary all-talk; and sports radio, including broadcasts of professional
income; nearly half supplement their wages and salaries with games. Although many households have four or more TVs,
interest, dividends, or rental income. The median net worth residents watch as much television as typical U.S. households.
is $298,660. Favorite programs include news, comedies, dramas, and
programs on Home & Garden Television.
Residential
Sophisticated Squires live in less densely populated areas
concentrated along the Atlantic coast and around the Great
Lakes. Approximately 90 percent of the housing is single-
family homes; the median home value is $237,607. Seventy-
four percent of the housing was built before 1990; 55 percent
was built between 1970 and 1989. More than 80 percent
of the households own at least two vehicles. They prefer
compact SUVs; however, many drive minivans or full-size SUVs.


07 Exurbanites

Segment Code...........................07
Segment Name ......................... Exurbanites

Exurbanites residents prefer an affluent lifestyle in open Because of their lifestage, Exurbanites residents focus on
spaces beyond the urban fringe. Although 40 percent are financial security. They consult with financial planners; have
empty nesters, another 32 percent are married couples with IRA accounts; own shares in money market funds, mutual
children still living at home. Half of the householders are aged funds, and tax-exempt funds; own common stock; and track
between 45 and 64 years. They may be part of the “sandwich their investments online. Between long-term care insurance
generation,” because their median age of 45.1 years places and substantial life insurance policies, they are well insured.
them directly between paying for children’s college expenses Many have home equity lines of credit.
and caring for elderly parents. To understand this segment,
To improve their properties, Exurbanites residents work on
the lifestage is as important as the lifestyle. There is little
their homes, lawns, and gardens. They buy lawn and garden
ethnic diversity; most residents are white.
care products, shrubs, and plants. Although they will also
work on home improvements such as interior and exterior
Socioeconomic painting, they hire contractors for more complicated projects.
The 66 percent labor force participation rate is above To help them complete their projects, they own all kinds
average. Approximately half work in substantive professional of home improvement tools such as saws, sanders, and
or management positions. These residents are educated; wallpaper strippers.
more than 40 percent of the population aged 25 years and
older hold a bachelor’s or graduate degree; approximately They are very physically active; they lift weights, practice
three in four have attended college. The median net worth is yoga, and jog to stay fit. They also go boating, hiking, and
$395,293, approximately four times the national figure. The kayaking; play Frisbee; take photos; and go bird watching.
median household income is $87,339. More than 20 percent When vacationing in the U.S., they hike, downhill ski, play
earn retirement income; another 57 percent receive golf, attend live theater, and see the sights. This is the top
additional income from investments. market for watching college basketball and professional
football games. They listen to public and news/talk radio and
Residential contribute to PBS. They participate in civic activities, serve on
Although Exurbanites neighborhoods are growing by committees of local organizations, address public meetings,
2.1 percent annually, they are not the newest areas. Recent and help with fundraising. Many are members of charitable
construction comprises only 22 percent of the housing. organizations.
Seventy percent of the housing units were built after 1969.
Most are single-family homes. The median home value is
$256,321, more than one-and-one-half times the national
median. Because Exurbanites cannot take advantage of public
transportation, nearly 80 percent of the households own at
least two vehicles. Their average commute time to work is
comparable to the U.S. average.

28

08 Laptops and Lattes

Segment Code...........................08
Segment Name ......................... Laptops and Lattes
LifeMode Summary Group ........L4 Solo Acts
Urbanization Summary Group ...U1 Principal Urban Centers I

With no homeownership or child-rearing responsibilities, Cosmopolitan, connected, and politically liberal, Laptops
residents of Laptops and Lattes neighborhoods enjoy single and Lattes residents rely on their Web-enabled cell phones
life in the big city. Most households are singles who live alone instead of laptops to communicate when they’re on the
or with a roommate. The average household size remains go. After the college segments, this is the top market to
constant at 1.8. Although this segment is slowly increasing, own an iPod and laptop or notebook computer. They go
it is maturing and diversifying more quickly. With a median online to check e-mail, trade and track investments, review
age of 38.6 years, these residents are slightly older than the the latest news, arrange travel plans, and shop on sites
U.S. median of 36.9 years. Although most of the population such as amazon.com, ebay.com, and barnesandnoble.com.
is white, Asians represent 11 percent of the total population They also order items by phone. These residents travel,
(more than two-and-one-half times the national level). especially abroad, and enjoy a variety of vacations, such as
backpacking, hiking, and beach trips. They stay at upscale
Socioeconomic hotels and rent cars when on vacation. A typical resident
This segment is affluent; the median household income of owns renter’s insurance policies and uses dry cleaning
$98,606 supports these residents. The median net worth is services frequently.
$287,431, despite a minority of homeowners. Laptops and Laptops and Lattes residents go to the movies, the theater,
Lattes residents are highly educated. More than 70 percent dance performances, rock concerts, museums, bars,
of residents aged 25 years and older hold a bachelor’s or nightclubs, baseball and football games, and professional
graduate degree; approximately 90 percent have attended basketball games. They watch foreign films or movie classics
college. The percentage enrolled in college or graduate on DVD and news and music channels on cable TV. Saturday
school is more than three times the national level. Two- Night Live is a favorite program. They eat out frequently and
thirds of the employed residents work in professional or take adult education classes. They shop at Target for essentials
management positions, especially in the scientific, technical, and luxuries at high-end department and home stores.
finance, insurance, educational services, health care, and
information industry sectors. More than half receive Residents exercise regularly at a health club and practice
investment income; 19 percent earn self-employment income. yoga, go downhill skiing, play tennis, jog, and bike. When
they listen to the radio, they have a strong preference for
Residential classical music and all-news programs. They also listen
Laptops and Lattes residents love city life and prefer to live in to public radio and contribute to PBS. They read two or
major metropolitan areas such as New York City, Los Angeles, more daily newspapers; a variety of books such as history,
San Francisco, Boston, and Chicago. Because of their lifestyle biographies, and self-help; and travel, epicurean, airline,
or locale, they are more likely to rent than own their homes. fashion, finance, and business magazines. They tend to
Homeownership is at 39 percent, nearly half of the national buy organic and low fat/high fiber food. They eat nutrition/
average. The majority of housing is apartments in multiunit energy bars and take vitamins regularly. They get involved in
buildings, especially those with 20 or more units. These community activities, write to elected officials, write articles
neighborhoods are older and virtually untouched by urban that are published, and participate in environmental groups.
renewal. Although 38 percent of the housing units were built
before 1940, they are not inexpensive. The average gross
rent is 85 percent higher than the U.S. level, third highest of
the Tapestry segments. The median home value is $639,896,
second only to Top Rung. Typical of city dwellers, 30 percent
do not own a vehicle (three times the national level).


09 Urban Chic

Segment Code...........................09
Segment Name ......................... Urban Chic
LifeMode Summary Group ........L2 Upscale Avenues

Urban Chic residents are professionals who live a Urban Chic residents focus more on their lifestyle than
sophisticated, exclusive lifestyle. More than half of these ambience. They travel extensively, visit museums, attend
households are married-couple families, similar to the U.S. dance performances, shop at upscale stores, and do
proportion. Fewer than half of them have children. Unlike the volunteer work. To stay fit, they downhill ski; go backpacking,
United States, there is a smaller proportion of single parents hiking, and biking; practice yoga; do aerobics; play tennis;
and a higher proportion of singles and shared households. and lift weights. They buy natural or organic food and take
The median age of 42.4 years is older than the U.S. median a multitude of vitamins and dietary supplements. They drink
of 36.9 years, while the diversity index of 52 is lower than imported wine and truly appreciate a good cup of coffee.
the U.S. figure of 61.
These busy, tech-savvy residents use PCs extensively. This is
a top segment to own an Apple computer. They go online
Socioeconomic to arrange travel; get the latest news; check their investment
A median household income of $89,317 and a median portfolios; trade stocks; and buy books, clothes, flowers, and
net worth of $324,280 enable residents of Urban Chic tickets to concerts and sports events. They use credit cards,
neighborhoods to live in style. They are well-educated; often charging more than $700 a month. They also own
more than half of residents aged 25 years and older hold a shares in stocks, tax-exempt funds, mutual funds, and money
bachelor’s or graduate degree; 80 percent have attended market funds. They will occasionally use a financial planner or
college. They work in a variety of occupations, especially brokerage firm.
professional, management, and sales positions in the scientific
and technical services, educational services, and health care Urban Chic is one of Tapestry’s top segments for radio
industry sectors. Twenty percent of these households earn listening; these residents tune in to classical music, all-talk,
income from self-employment ventures; 55 percent receive and public radio. They are also avid readers of newspapers;
additional income from investments. books; and general editorial, news and entertainment,
business, and home service magazines. They seldom
Residential watch TV; however, their favorite channels broadcast news
Major concentrations of Urban Chic neighborhoods are found programs and documentaries.
in urban areas on the northern and southern California coasts
and along the east coast. These neighborhoods parallel the
United States for housing type and homeownership. Homes
range in age from pre-World War II to post-2000, and types
from high-rises to single-family houses. Sixty-three percent
of the housing is single-family; 27 percent is apartments in
multiunit buildings. The rate of homeownership is 67 percent.
The median home value is $554,159, more than three and
one-half times the U.S. median.

30

10 Pleasant-Ville

Segment Code...........................10
Segment Name ......................... Pleasant-Ville

Prosperous domesticity distinguishes the settled lives of Because older homes require maintenance and renovation,
Pleasant-Ville residents. Families, especially middle-aged home improvement projects are a priority in Pleasant-
married couples, characterize Pleasant-Ville neighborhoods. Ville neighborhoods. Not do-it-yourselfers, residents hire
The average family size is 3.3; nearly 40 percent of the contractors for remodeling projects; however, they would
households include children. Thirteen percent of the probably do their own yard work instead of hiring a lawn
households have adult children. The median age of service. They shop at warehouse stores for value and use
40.1 years is slightly older than the U.S. median of 36.9 years. coupons for discounts. For more upscale items, they shop at
The diversity index of 58 for the Pleasant-Ville population is department stores. Those who are union members contract
slightly below the U.S. figure of 61. for health insurance through the union.
Pleasant-Ville residents spend time with their families, dine
Socioeconomic out, play cards and board games, attend baseball games,
Prosperous domesticity distinguishes the settled lives of and visit theme parks. They take sightseeing vacations and
Pleasant-Ville neighborhoods. Among Tapestry’s upscale beach trips in the U.S. or cruise to foreign ports. They own
segments, these residents have a median household income and use older PCs to shop online for small items, check
of $78,653 and a median net worth of $266,218. Labor e-mail, and read the news.
force participation is above average, and unemployment is
below the national average. Employed residents work in a These residents listen to contemporary hit, all-news, all-talk,
variety of occupations in diverse industry sectors, similar to and sports radio, particularly during their commute times.
the U.S. distributions. Approximately one in five households The sports fanatics listen to ball games on the radio and
receives retirement income, a ratio that is expected to watch a variety of major sports on TV. For exercise, they
increase. Forty-four percent of households earn additional usually work out on the treadmill at home, walk, and swim.
income from interest, dividends, or rental properties. To keep abreast of current events, they would probably read
two or more daily newspapers.
Residential
Residents of Pleasant-Ville neighborhoods live in single-family
homes with a median value of $298,924; nearly half of
these homes were built between 1950 and 1970. Because
these neighborhoods are concentrated in the Northeast and
California, home values increased dramatically in this decade,
but have begun to decline. These settled residents enjoy
where they live; two-thirds have lived in the same house since
1995, when they bought their homes for much lower prices.
Despite the fluctuation in value, homeownership remains
high at 82 percent. To maintain their comfortable lifestyle,
12 percent commute an hour or more to work. Transportation
is important; two-thirds maintain two or more vehicles.


11 Pacific Heights

Segment Code...........................11
Segment Name ......................... Pacific Heights

Upscale neighborhoods in Pacific coastal cities best describe Pacific Heights residents keep in touch with family living
Pacific Heights. More than three-fourths of the households overseas; they call frequently and travel abroad to visit.
include families, primarily married couples with or without Residents will usually go to Las Vegas or visit Disneyland
children. The average family size for this market is 3.61. Less during the year. They read mystery books and listen to music
than 1 percent of U.S. households, this segment has the on their MP3 players. They also rent foreign films, movies,
highest percentages of Asian and Pacific Islander populations. comedies, and dramas on DVD to watch on their giant-
The median age is 39.1 years. screen TVs. Their favorite TV shows are detective dramas.
They read general editorial and entertainment magazines.
Socioeconomic They listen to contemporary hit, adult contemporary,
At 62 percent, labor force participation is slightly below the all-news, or urban radio, usually during their commutes.
national average, as is unemployment, at 11.4 percent. Most Baseball is their favorite sport to watch, listen to, and play.
Pacific Heights households include more than one worker. To keep their homes looking first-rate, Pacific Heights
The median household income is $80,486. Education residents spend for home improvement and remodeling
remains a priority for these first- and second-generation projects. Most households own an imported vehicle, usually
Americans. More than 60 percent of the residents aged a Toyota or Honda that they will drive for several years.
25 years and older have attended college; more than one They belong to an auto club and rent cars when they travel.
in three hold a bachelor’s or graduate degree. College They shop regularly at Wal-Mart, Target, JC Penney, and
and graduate school enrollment is slightly higher than the wholesalers for essentials but will also often shop at upscale
national average. Most households earn income from wages retailers. These residents are health conscious; they take
or salaries; 44 percent receive income from investments. The vitamins and exercise regularly at a health club. When grocery
median net worth is $234,222. shopping, they buy organic, low-sodium, and low cholesterol
products. They eat nutrition bars as a healthy snack.
Residential
Pacific Heights households are found in the high-rent
districts of California and Hawaii. These small, affluent
neighborhoods have a median home value of $494,759,
more than three times that of the national value. The
homeownership rate is 68 percent. Residents prefer single-
family homes or townhomes. Most live in densely populated
urban centers near their jobs in homes built before 1980.

32

12 Up and Coming Families

Segment Code...........................12
Segment Name ......................... Up and Coming Families
LifeMode Summary Group ........L9 Family Portrait

With an annual household growth rate of 5.2 percent, Family and home dictate the products these residents
Up and Coming Families represents Tapestry’s second buy. Many are beginning or expanding their families, so
highest household growth market. A mix of Generation baby equipment, children’s clothing, and toys are essential
Xers and Baby Boomers with a median age of 31.9 years, purchases. Because many are first-time homeowners, basic
this segment is the youngest of Tapestry’s affluent family household furniture and lawn fertilizer, weed control, and
markets. Residents of these neighborhoods are young, insecticide products are important. Car loans and mortgage
affluent families with younger children. Eighty percent of payments are major household budget items. They are most
the households are families. Most of the residents are white; likely to own or lease an SUV or a minivan. They eat out at
however, diversity is increasing as the segment grows. family restaurants, especially on the weekends, and buy fast
food at the drive-through or for takeout.
Socioeconomic They play softball, take the kids to the zoo, and visit theme
Beginning their careers, residents of Up and Coming Families parks (generally Sea World or Disney World) where they make
are earning above-average incomes. The median household good use of their digital camera or camcorder. They rent
income is $78,189, higher than the national median. The comedy, family, and action/adventure DVDs. Cable station
median net worth is $194,046. Nearly two-thirds of the favorites include Country Music Channel, ESPN news, The
residents aged 25 years and older have attended college; Learning Channel, and the Disney Channel. They listen to
more than one in five holds a bachelor’s degree. Labor country, soft rock, and contemporary hit radio.
force participation is well above average at 71 percent;
unemployment is low. Ninety-one percent of households
earn income from wages and salaries. Although half of the
households have children, they also have working parents.

Residential
In the suburban outskirts of midsized metropolitan areas
with populations higher than 250,000, approximately half
of Up and Coming Families neighborhoods are concentrated
in the South, the other half in the West and Midwest. Most
residents live in new single-family housing; more than half the
housing units were built in the last 10 years. Homeownership
is at 83 percent. The median home value is $182,628.


13 In Style

Segment Code...........................13
Segment Name ......................... In Style

In Style residents live in the suburbs but prefer the city Computer savvy In Style residents go online daily to research
lifestyle. Professional couples predominate. Household real estate information; do their banking; track investments;
distributions by type are similar to those of the United trade stocks; book travel; and buy computer hardware or
States. Married-couple families represent 54 percent of software, concert tickets, or tickets to sporting events. They
households. Households without children (married couples use a financial planner and invest in stocks, bonds, money
without children, single-person, shared, and other family market funds, money market bank accounts, and securities.
types), comprise more than two-thirds of all households. This Looking toward the future, residents hold life insurance
count is increasing. The population is slightly older, with a policies and contribute to IRA and 401(k) retirement accounts.
median age of 39.9 years. There is little diversity in these To maintain their homes, they hire professional household
neighborhoods. cleaning services and contractors to remodel their kitchens.
Residents stay fit by exercising, eating a healthy diet to
Socioeconomic control their weight, buying low-fat foods, and taking
In Style residents are prosperous, with a median household vitamins. They attend live musical performances and gamble
income of $71,177 and a median net worth of $188,492. at casinos. They take domestic vacations to hike, golf, and go
Wages and salaries provide income for 84 percent of the backpacking. They read magazines, listen to news-talk radio,
households; 47 percent also receive some form of investment and watch professional sports events and golf on TV.
income. In Style residents are more educated compared to
the U.S. level: 42 percent of the population aged 25 years
and older hold a bachelor’s or graduate degree. Labor force
participation is 70 percent; unemployment is 8.2 percent.
Forty-six percent of employed residents have professional or
management positions, with above average concentrations
in the ﬁnance, insurance, health care, technical services, and
education industry sectors.

Residential
In Style residents live in affluent neighborhoods of
metropolitan areas across the country. More suburban than
urban, they embrace an urbane lifestyle; 14 percent prefer
townhouses to traditional single-family homes chosen by
56 percent of the households. The median home value is
$224,030. The 69 percent rate of homeownership is just
slightly above average. More than three-quarters of the
housing was built in the last 30 years.

34

14 Prosperous Empty Nesters

Segment Code...........................14
Segment Name ......................... Prosperous Empty Nesters
LifeMode Summary Group ........L5 Senior Styles

Approximately 6 in 10 householders in Prosperous Empty Prosperous Empty Nesters residents value their health and
Nesters neighborhoods are aged 55 years or older. Forty financial well-being. Their investments include annuities,
percent of the households are composed of married couples certificates of deposit held longer than six months, mutual
with no children living at home. Residents are enjoying the funds, money market funds, tax-exempt funds, and common
move from child-rearing to retirement. The median age is stock. They hold universal life insurance policies. Residents
48.6 years. Population in this segment is increasing slowly, exercise regularly and take a multitude of vitamins. They
at 0.7 percent annually; however, the pace will probably refinish furniture and play golf. They also attend golf
accelerate as the Baby Boomers mature. Prosperous Empty tournaments and sports events, particularly baseball games
Nesters residents are not ethnically diverse; approximately and college football games. They order by phone from
90 percent are white. catalogs and use coupons. Households are likely to own or
lease a luxury car.
Socioeconomic Prosperous Empty Nesters residents take pride in their homes
With a median net worth of $275,233, Prosperous Empty and communities, so home remodeling, improvements, and
Nesters invest prudently for the future. The median lawn care are priorities. Residents will join a civic club or
household income is $69,227. Although 71 percent of the charitable organization, help with fund-raising, write to a
households earn income from wages and salaries, 59 percent radio station or newspaper editor, and volunteer. They travel
receive investment income, 30 percent collect Social Security extensively in the U.S. and abroad. They read biographies,
benefits, and 28 percent receive retirement income. Forty- mysteries, and history books; two or more daily newspapers;
one percent of residents aged 25 years and older hold and business or fitness magazines. They watch golf, news,
bachelor’s or graduate degrees; nearly 70 percent have and talk programs on TV.
attended college. Many residents who are still working have
solid professional and management careers, especially in the
education and health care industry sectors.

Residential
These residents live in established neighborhoods located
throughout the United States; approximately one-third
of these households are found on the East Coast. These
neighborhoods experience little turnover from year to year.
Seventy-seven percent of the housing was built before 1980.
Most of the housing is single-family, with a median home
value of $197,617.


15 Silver and Gold

Segment Code...........................15
Segment Name ......................... Silver and Gold

With a median age of 59.6 years, Silver and Gold residents Silver and Gold residents have the free time and resources
are the second oldest of the Tapestry segments. More than to pursue their interests. They travel domestically and
70 percent are aged 55 years or older. Most residents have abroad including cruise vacations. They are also interested
retired from professional occupations. Half of the households in home improvement and remodeling projects. Although
are composed of married couples without children. This they own the tools and are interested in home improvement
segment is small, less than 1 percent of all U.S. households; and remodeling projects, they are more likely to contract
however, annual household growth is 3 percent since 2000. for remodeling and housecleaning services. Active in their
Residents of these neighborhoods are not ethnically diverse; communities, they join civic clubs, participate in local civic
93 percent of them are white. issues, and write to newspaper or magazine editors. They
prefer to shop by phone from catalogs such as L.L. Bean and
Socioeconomic Lands’ End.
These are wealthy, educated seniors. Their median household Golf is more a way of life than just a leisure pursuit. They
income is $69,774, and their median net worth is $365,407. play golf, attend tournaments, and watch The Golf Channel.
Fifty-six percent of the households still earn wages or salaries, They also go to horse races, bird watching, saltwater fishing,
half collect Social Security benefits, 63 percent receive and power boating. They eat out, attend classical music
investment income, and 35 percent collect retirement income. performances, and relax with a glass of wine. Favorite
Labor force participation is 45 percent, well below the U.S. restaurants include Outback Steakhouse, Cracker Barrel, and
level. The percentage of those who work from home is Applebee’s.
higher than the U.S. worker percentage; nearly one-fourth of
employed residents are self-employed, also higher than the Silver and Gold residents are avid readers of biography and
U.S. level. mystery books and watch numerous news programs and
news channels such as Fox News and CNN. Favorite non-
Residential news programs include detective dramas.
Their affluence enables them to relocate to sunnier climates.
More than 60 percent of these households are in the South,
mainly in Florida. One-fourth are located in the West, mainly
in California and Arizona. Neighborhoods are exclusive, with
a median home value of $286,746 and a homeownership
rate of 84 percent. Silver and Gold ranks second of the
Tapestry segments for the percentage of seasonal housing.
Because these seniors have moved to newer single-family
homes, they are not living in the homes where they raised
their children.

36

16 Enterprising Professionals

Segment Code...........................16
Segment Name ......................... Enterprising Professionals

Young, educated, single, married, working professionals, They are young and mobile with growing consumer clout.
residents of Enterprising Professionals neighborhoods have Those who rent hold renter’s insurance policies. They rely on
a median age of 32.4 years. Forty-three percent of the cell phones and e-mail to stay in touch. They go online to
households are singles who live alone or share housing with download videos and music, track their investments, and shop
roommates, and 43 percent are married couple families. One for items, including personal computers and software. They
of the fastest-growing markets, with an annual household own laptops, video game systems, and digital camcorders.
growth of 2.2 percent per year since 2000, the households
They love to travel abroad and in the U.S. often. They play
in this segment comprise approximately 2 percent of total
video games, visit theme parks, jog, and swim. They read
U.S. households. The diversity of the population is similar to
computer, science, and technology magazines and listen to
that of the U.S. Most of the residents are white; however,
alternative, public-all-talk, and sports radio. They eat out at
12 percent are Asian.
Cheesecake Factory and Chili’s Grill and Bar. They shop for
groceries at stores such as Publix and Albertson’s.
Socioeconomic
Median household income is $70,207; the median net worth
of $79,982 is growing. Ninety percent of the households
earn income from wages and salaries; 39 percent receive
income from investments. This is an educated group:
approximately half of the population aged 25 years and older
hold a bachelor’s or graduate degree; more than three in
four have attended college. These working professionals are
employed in various jobs, especially in management, finance,
computer, sales, and office/administrative support. Labor
force participation is 75 percent.

Residential
Enterprising Professionals residents move frequently to find
growth opportunities and better jobs, especially in cities
such as Chicago, Atlanta, and Seattle. Forty-six percent of
the households are located in the South, 29 percent are in
the West, and 20 percent are in the Midwest. They prefer to
own instead of rent in newer neighborhoods of townhouses
or apartments. The median value is $229,129 for owner-
occupied houses. For those who rent, the average gross rent
is 36 percent higher than the U.S. average.


17 Green Acres

Segment Code...........................17
Segment Name ......................... Green Acres
Urbanization Summary Group ...U10 Rural I

Seventy-one percent of the households in Green Acres Country living describes the lifestyle of Green Acres residents.
neighborhoods are married couples with and without Pet dogs or cats are considered part of the family. These
children. Many families are blue-collar Baby Boomers, do-it-yourselfers maintain and remodel their homes; projects
many with children aged 6–17 years. With more than include roofing and installing carpet or insulation. They own
10 million people, Green Acres represents Tapestry’s third all the necessary power tools, including routers, welders,
largest segment, currently more than 3 percent of the U.S. sanders, and various saws, to finish their projects. Residents
population and growing by 2.2 percent annually. The median also have the right tools to maintain their lawns, flower
age is 40.7 years. This segment is not ethnically diverse; gardens, and vegetable gardens. They own riding lawn
92 percent of the residents are white. mowers, garden tillers, tractors, and even separate home
freezers for the harvest. Continuing the do-it-yourself mode,
Socioeconomic it is not surprising that Green Acres is the top market for
Educated and hard-working, more than one-fourth of Green owning a sewing machine. A favorite pastime is using their
Acres residents hold a bachelor’s or graduate degree; more ice cream maker to produce homemade ice cream. They
than half have attended college. Labor force participation is prefer motorcycles and full-size pickup trucks.
68 percent, with higher employment concentrations in the For exercise, Green Acres residents ride their mountain
manufacturing, construction, health care, and retail trade bikes and go fishing, canoeing, and kayaking. They also ride
industry sectors. Occupation distributions are similar to those horseback and go power boating, bird watching, target
of the U.S. Seventeen percent of the households earn income shooting, hunting, motorcycling, and bowling. They listen to
from self-employment ventures. The median household auto racing and country music on the radio and read fishing
income is $64,480; the median net worth is $177,629. and hunting magazines. Many own satellite dishes so they
can watch news programs, the Speed Channel, and auto
Residential racing on TV. A favorite channel is Country Music Television.
Although Green Acres neighborhoods are located
throughout the country, they are found primarily in the
Midwest and South, with the highest concentrations in
Michigan, Ohio, and Pennsylvania. A “little bit country,”
these residents live in pastoral settings of developing
suburban fringe areas. Homeownership is at 86 percent, and
median home value is $181,705. Typical of rural residents,
Green Acres households own multiple vehicles; 78 percent
own two or more vehicles.

38

18 Cozy and Comfortable

Segment Code...........................18
Segment Name ......................... Cozy and Comfortable
Urbanization Summary Group ...U8 Suburban Periphery II

Cozy and Comfortable residents are middle-aged married Cozy and Comfortable residents prefer to own certificates
couples who are comfortably settled in their single-family of deposit and consult a financial planner. They typically
homes in older neighborhoods. The median age of 42 years hold a second mortgage, a new car loan, a home equity
is five years older than the U.S. median of 36.9 years. Most line of credit, and a universal life insurance policy. Home
residents are married without children or married couples improvement and remodeling projects are important to them.
with school-aged or adult children. With 8.7 million people, Although they will contract for some work, they attempt
this is a relatively large segment that is growing moderately many projects, especially painting and lawn care. Depending
by 0.6 percent annually since 2000. Most of these residents on the season, they play golf or ice skate for exercise. They
are white. attend ice hockey games, watch science fiction movies
on DVD, and take domestic vacations. They eat at family
Socioeconomic restaurants such as Friendly’s, Bob Evans Farms, and Big Boy.
Although the labor force is older, they are in no hurry to Going online isn’t a priority, so they own older home
retire. The labor force participation rate is 67 percent; the computers. Television is very important; many households
unemployment figure is 9 percent. Employed residents own four or more sets so they won’t miss any of their
work in professional, managerial, and service occupations favorite shows. They watch sports, particularly football, and
in a variety of industry sectors. Occupation distributions news programs. Reading the Sunday newspaper is part of
are similar to U.S. values. The median household income is the routine for many.
$66,327. Income for 80 percent of the households is earned
from wages and salaries. Forty-six percent of households
receive investment income. Their median net worth is
$187,640.

Residential
Cozy and Comfortable neighborhoods are located in
suburban areas, primarily in the Midwest, Northeast, and
South. Many residents are still living in the homes in which
they raised their children. Single-family structures make up
88 percent of the household inventory. The median home
value is $158,486. Sixty-two percent of the housing units
were built before 1970. Homeownership is at 85 percent.


19 Milk and Cookies

Segment Code...........................19
Segment Name ......................... Milk and Cookies

Upscale living on a family allowance, Milk and Cookies As Milk and Cookies residents settle into their family-
represents young, affluent married couples who are starting oriented lifestyle, they focus on family and the future. They
their families or already have young children. The median age are properly insured, carrying life and accidental death and
of 33.7 years represents the presence of kids; nearly half of dismemberment policies. They use a credit union, have
the households include children. One in four householders overdraft protection, and usually have a new car loan.
is between the ages of 45 and 54. The population diversity Although they may still own a motorcycle or small car, they
is comparable to that of the U.S., and the proportions of the prefer larger vehicles. When they move, they rent a U-Haul
population by race approximate the U.S. distributions with and move their own belongings. Many households own a
slightly above-average ratios of black and Hispanic residents. dog. The presence of children in Milk and Cookies households
drives their large purchases of baby and children’s products
Socioeconomic including baby food, baby equipment, clothes, shoes,
Ninety percent of Milk and Cookies households earn income medicine, vitamins, board games, bicycles, toys, video games,
from wages. The labor force participation rate of 71 percent and children’s DVDs. Most households own one of the latest
is above average. The median household income is $64,527, video game systems and a large-screen TV.
and the median net worth is $135,891. Fifty-eight percent To save time in their busy lives, they frequently buy prepared
have attended college; more than 20 percent hold bachelor’s dinners from the grocery store and fast food. They play
or graduate degrees. video games, go bowling, and visit theme parks such as Six
Flags and Sea World. They watch professional football and
Residential basketball games. Favorite cable channels include Cartoon
Milk and Cookies residents prefer single-family homes in Network, Discovery Channel, National Geographic Channel,
suburban neighborhoods of cities, largely in the South, and BET. They also work on their lawns, tackle interior
particularly in Texas. Smaller concentrations of households painting projects, or do minor maintenance on their vehicles.
are located in the West and Midwest. The median home
value is $132,494. Housing units are generally 20–30 years
old. Given the concentration of dual-income families,
71 percent of households have at least two vehicles. A family
with two or more workers, more than one child, and two or
more vehicles is the norm for these neighborhoods.

40

20 City Lights

Segment Code...........................20
Segment Name ......................... City Lights
LifeMode Summary Group ........L3 Metropolis

The City Lights segment is composed of diverse City Lights residents lead an urban lifestyle and take
neighborhoods situated primarily in the Northeast. This advantage of big-city opportunities. They buy household
dense urban market is a mixture of housing, household types, furnishings, groceries (including fast food and takeout),
and cultures that all share the same city space. Households personal goods, and entertainment. They are more likely to
include families and singles, similar to the U.S. distribution buy household furnishings than home maintenance. They
by household type. With a median age of 38.4 years, the shop for clothes, shoes, jewelry, and toys at stores such as
population is slightly older than that of the U.S. Compared Target, Macy’s, and Costco. They buy groceries at stores such
to the U.S. population, there are fewer children and slightly as Kroger and Stop N Shop.
more people aged 75 or older. The ethnic or racial diversity is
City Lights residents take vitamins, practice yoga, and do
slightly higher than the U.S. level, with higher ratios of Asian,
aerobics to stay fit. They travel domestically and abroad,
Hispanic, and multiracial populations.
take cruises, go to the movies, and watch family and classic
movies on DVD. They visit Atlantic City to gamble and play
Socioeconomic the lottery. They read two or more Sunday newspapers and
City Lights residents earn a good living working in white- listen to news, soft adult contemporary, and classical music
collar and service occupations. The median household radio. Many households in large cities subscribe to digital
income is $63,625, derived primarily from wages and some cable service; HBO is a favorite cable channel.
investments. The median net worth is $107,697. The labor
force participation rate of 64 is slightly above the U.S. level.

Residential
Housing types include single-family homes, townhouses, and
apartments in buildings with 2 to 50 or more units. Thirty-
five percent of housing are apartments in buildings with two
to four units, approximately four times the national level.
Unlike U.S. housing, the proportion of single-family homes
in the City Lights market is only 36 percent of the household
inventory. Housing is also much older than the U.S. average,
because nearly two-thirds of the structures were built before
1960. The homeownership rate of 55 percent is lower than
the national average. The median home value of $355,212 is
more than double that of the U.S. median.


21 Urban Villages

Segment Code...........................21
Segment Name ......................... Urban Villages

Urban Villages neighborhoods are multicultural enclaves Family and home items are household budget priorities for
of young families, unique to densely populated cities in Urban Villages residents. Because most of their housing
“gateway” states, primarily California. The average family size is older, residents repaint and remodel bathrooms and
of 4.1 people is the second largest in the Tapestry system. replace carpeting and roofing. Many buy groceries and baby
Household types are married couples with (approximately products. They shop for groceries at Ralphs and Vons. They
40 percent) and without children, single parents, and other vacation in Hawaii and Mexico.
family types. The median age is 30.8 years. Population
Leisure time is a family affair; residents visit Sea World
diversity is especially high; virtually every race and culture
regularly. They also like to go to the movies, eat fast-food at
is represented in these communities. Asians comprise
Carl’s Jr. and Del Taco, and visit family restaurants such as
11 percent of the total population. Sixty-two percent of the
Denny’s.
population is Hispanic, primarily of Mexican origin. Slightly
more than one-third of the population is foreign born. Urban Villages residents rent foreign films on DVD and listen
to Hispanic, contemporary hit, and variety radio. Although
Socioeconomic most watch TV, sports programming is not as popular here
Fifteen percent of Urban Villages residents aged 25 years or as in other markets. They have recently bought iPods and
older have not completed high school; more than one-fourth giant-screen TVs.
are high school graduates, and two-fifths have attended
college. The labor force participation rate is slightly lower
than the U.S. rate; unemployment is a bit higher. Many
households have two wage earners, most of whom work in
the manufacturing, health care, retail trade, construction, and
educational services industry sectors. The median household
income is $62,979; the median net worth is $118,672.

Residential
Eighty-four percent of Urban Villages households are located
in California. Most homes are older, single-family structures.
Approximately two-thirds of the housing units were built
before 1970. The homeownership rate is 70 percent, and the
median home value is $263,800. Approximately 12 percent
live in apartments, and at 3.6 percent, vacancy rates barely
support turnover. A typical household owns multiple vehicles;
27 percent own three or more.

42

22 Metropolitans

Segment Code...........................22
Segment Name ......................... Metropolitans

Residents of Metropolitans communities prefer to live in Metropolitans residents are no different from other owners
older city neighborhoods. Approximately half of these of older homes who incur costs for maintenance and
households are singles who live alone or with others; remodeling. They will contract for lawn maintenance and
40 percent are married-couple families. One in four of the professional housecleaning services. Many will own or
residents is aged 20–34 years; the median age is 37.6 years. lease a station wagon. Planning for the future, residents
Diversity is low; most of the population is white. own shares in investment funds, contribute to IRA savings
accounts, and hold large life insurance policies.
Socioeconomic These residents pursue an active, urbane lifestyle. They travel
The labor force participation rate of 68 percent is well frequently for business and pleasure. They listen to jazz,
above average; the unemployment rate is 8.2 percent. Half classical, public, and alternative music radio. They go to rock
of the residents who are employed work in professional concerts, watch foreign films on DVD, read women’s fashion
or managerial positions. More than 75 percent of the magazines, and play a musical instrument. They also practice
population aged 25 years and older have attended college yoga and go kayaking, hiking/backpacking, and water and
or completed a degree program. Thirty percent have earned snow skiing.
a bachelor’s degree, and 23 percent hold a graduate degree.
The median household income is $61,965; the median net Active members of their communities, Metropolitans
worth is $116,217. Nearly half of the households earn extra residents join civic clubs, volunteer for environmental causes,
income from interest, dividends, and rental properties. address public meetings, and work for a political party or
candidate. They also belong to business clubs and contribute
Residential to PBS. They prefer to own and use a laptop computer,
Distributed throughout the country, residents of preferably an Apple. They go online daily to download music
Metropolitans neighborhoods live in an eclectic mix of single- and buy books, airline tickets, CDs, and clothes. They also
family homes and multiunit buildings. Sixty percent of the order merchandise by mail or over the phone.
housing units were built before 1960. These neighborhoods
change slowly; since 2000, the annual household growth is
0.4 percent. The homeownership rate is 60 percent, and the
median home value is $195,115.


23 Trendsetters

Segment Code...........................23
Segment Name ......................... Trendsetters

On the cutting edge of urban style, Trendsetters residents Trendsetters residents are spenders; they shop in stores,
are young, diverse, and mobile. More than half the online, and by phone. Fashion-conscious residents buy
households are singles who live alone or share the rent with essentials at discount warehouse stores and branded clothing
a roommate. Families comprise the remainder. With a median from stores such as Banana Republic, Gap, Nordstrom, and
age of 35.3 years, this segment is slightly younger than the Macy’s. To stay current on trends, they read fashion and
U.S. median. Ethnically diverse, more than 10 percent of epicurean magazines. They listen to classical, alternative
the residents are Asian, and 25 percent are Hispanic; both music, public, and all-news radio. They are politically liberal.
percentages are well above those of the U.S.
To keep in touch, Trendsetters residents are never far from
their electronic gadgets and computers. They own the latest
Socioeconomic and greatest laptop computers, PDAs, and iPods. They go
These residents are educated professionals who work in online frequently to shop, make travel reservations, research
substantive jobs. Eighteen percent of the residents who are real estate or investment information, and watch videos.
aged 25 years and older hold a graduate degree, 46 percent Many young residents are beginning to invest, especially in
have earned a bachelor’s degree, and 70 percent have bonds or CDs.
attended college. The median household income is $63,412;
the median net worth is $44,554. Wages account for most of Health-conscious residents buy natural/organic foods, take
the earned income; however, other sources include interest, vitamins, and exercise regularly. They go downhill skiing and
dividends, rental properties, and self-employment business practice yoga. They also travel, go to the movies, attend rock
ventures. concerts, and read—especially nonfiction and biographies.
When they watch TV, they prefer movie channels or MTV.
Residential
Seventy-five percent of these neighborhoods are located on
the West Coast; the other 25 percent are in the Northeast.
Not ready for homeowner responsibilities, sixty-eight percent
rent apartments in upscale, multiunit settlements in older
urban districts. The average gross rent is one-third higher
than the U.S. average. Single-family homes and townhouses
comprise the remainder of the housing types. Most of the
housing was built before 1960. The median home value is
$431,472. Because public transportation is so readily available,
18 percent of the households don’t own a vehicle.

44

24 Main Street, USA

Segment Code...........................24
Segment Name ......................... Main Street, USA
LifeMode Summary Group ........L10 Traditional Living

Main Street, USA neighborhoods are a mix of household Family-oriented and frugal, these residents may occasionally
types, similar to the U.S. distribution. Approximately half of go to the movies or eat out at a family restaurant, such as
the households are composed of married-couple families, Friendly’s or Red Robin, but are most likely to stay home
nearly one-third are single-person or shared households, and and watch a rental movie or play games with their children.
the rest are single-parent or other family households. The They own pet cats. They play baseball and basketball and
median age of 36.7 years matches the U.S. median. These go swimming. They listen to classic hits and rock radio and
residents are less diverse than the U.S. population. watch cartoons and courtroom shows on TV. They go to the
beach and theme parks or take domestic vacations to visit
Socioeconomic with family or see national parks.
The median household income is $57,082, derived from They go online periodically to look for jobs, research real
wages, interest, dividends, or rental property. Their median estate, and play games and are beginning to shop online.
net worth is $86,618. More than one in five residents aged Those who do not have Internet access at home will go
25 years and older hold a bachelor’s or graduate degree; online at school or the public library. They use the Yellow
half of the residents have attended college. Occupation and Pages to find veterinarians or stores. They will invest in small
industry distributions are similar to those of the U.S. home improvement and remodeling projects, usually doing
the work themselves instead of hiring a contractor. They buy
Residential the tools and supplies for these projects from Home Depot
A mix of single-family homes and multiunit buildings, these or Ace Hardware. They keep up their lawns and gardens by
neighborhoods are located in the suburbs of smaller cities in planting bulbs, fertilizing, and applying lawn care products
the Northeast, West, and Midwest. Nearly two-thirds of the regularly.
housing was built before 1970. The homeownership rate is
63; the median home value is $181,600.


25 Salt of the Earth

Segment Code...........................25
Segment Name ......................... Salt of the Earth
LifeMode Summary Group ........L11 Factories and Farms

Sixty-five percent of Salt of the Earth households are Salt of the Earth residents are settled, traditional, and
married couples with and without children. Twenty percent hardworking. Independent and self-reliant, they tackle small
of the households are singles who live alone. The average home improvement and remodeling projects. They spend
household size of 2.6 people matches the U.S. figure; the money and time on their flower and vegetable gardens and
average family size of three is below the U.S. value. The own the necessary tools to handle these chores successfully.
median age is 41.5 years. These neighborhoods are the least Twenty-eight percent of the households own three or more
diverse of the Tapestry segments. vehicles including a truck; many own a motorcycle. One
of Tapestry’s top segments for owning or leasing multiple
Socioeconomic vehicles, these residents prefer domestic vehicles and do their
Although these residents are older, the labor participation own maintenance. Most of them carry insurance policies to
rate is higher than that of the U.S., and the unemployment protect themselves and their families. They invest in annuities,
rate of 5.5 percent is lower. They work in professional and certificates of deposit, and U.S. savings bonds. Many families
managerial positions and unskilled labor jobs. Higher than own two or more pets, either dogs or cats.
average proportions work in skilled labor occupations. They eat out at family restaurants such as Bob Evans Farms or
Approximately 20 percent of the workers are employed in Cracker Barrel. Satisfying their sweet tooth, they often bake
the manufacturing sector. The median household income of goodies at home. They go fishing, hunting, target shooting,
$51,080 is similar to the U.S. figure. At higher than national and boating and work out on indoor exercise equipment
rates, residents supplement their wages with income from such as stationary bikes and treadmills. They read fishing and
interest, dividends, rental properties, self-employment hunting magazines. They listen to country music radio and
businesses, retirement plans, and Social Security benefits. follow NASCAR racing. Many households own a satellite dish
The median net worth is $105,690. Forty-one percent of the so they can watch CMT and the Speed Channel. Favorite TV
residents aged 25 years and older have attended college; programs include auto racing, horse racing, truck and tractor
15 percent have earned a bachelor’s or graduate degree. pulls/mud racing, and weekly sitcoms.

Residential
Although these neighborhoods are found in rural areas
across the U.S., nearly half are in the Midwest, with
concentrations in Pennsylvania, Ohio, Indiana, and Michigan.
The other half are in the South and Northeast. Eighty-four
percent of the residents own their homes; the median home
value is $125,418. Most of the housing is single family;
12 percent are mobile homes. Twenty-two percent of the
homes were built before 1940.

46

26 Midland Crowd

Segment Code...........................26
Segment Name ......................... Midland Crowd
LifeMode Summary Group ........L12 American Quilt

The growing population of 12 million, approximately These politically active, conservative residents vote, work
4 percent of the U.S. population, identifies Midland Crowd as for their candidates, and serve on local committees. Their
Tapestry’s largest segment. Since 2000, the population has rural location and traditional lifestyle dictate their product
grown by 2.4 percent annually. The median age of 37 years preferences. A fourth of the households own three or more
parallels that of the U.S. median. Sixty-two percent of the vehicles; they typically own or lease a truck, and many own
households are married couple families; half of them have a motorcycle. Proficient do-it-yourselfers, they work on their
children. Twenty percent of the households are singles who vehicles, homes, and gardens and keep everything in tip-top
live alone. Midland Crowd neighborhoods are not diverse. shape. They hunt, fish, and do woodworking. Dogs are their
favorite pets. They patronize local stores or shop by mail
Socioeconomic order. They have recently bought radial tires. They often go
Median household income is $50,518, slightly lower than the to the drive-through at a fast-food restaurant.
U.S. median. Most income is earned from wages and salaries; Many households own a satellite dish so they can watch
however, self-employment ventures are slightly higher for CMT, the Speed Channel, Home & Garden Television,
this segment than the national average. The median net NASCAR racing, rodeo/bull riding, truck and tractor pulls,
worth is $89,749. Unemployment is below average. Half of fishing programs, and a variety of news programs. They
the residents who work hold white collar jobs. More than listen to country music on the radio and read fishing and
45 percent of the residents aged 25 years and older have hunting magazines.
attended college; 16 percent have earned a bachelor’s or
graduate degree.

Residential
Midland Crowd residents live in housing developments
in rural villages and towns throughout the U.S., mainly in
the South. Three-fourths of the housing was built after
1969. The homeownership rate is 82 percent, higher than
the national rate of 66 percent. The median home value is
$124,088. Two-thirds of the housing is single-family houses;
28 percent are mobile homes.


27 Metro Renters

Segment Code...........................27
Segment Name ......................... Metro Renters

Young, educated singles, residents of Metro Renters Because they rent, “home and hearth” products are low
neighborhoods are just beginning their professional careers priority, although they will buy new furniture from stores
in some of the largest U.S. cities such as New York, Chicago, such as Crate & Barrel or Pier One Imports. Most of them
and Los Angeles. Residents will sometimes share housing have renter’s insurance. They buy clothes and other
with a roommate to help defray the cost of their high merchandise from traditional stores or online from favorites
rent. Households are either single person or shared. The such as Banana Republic, Gap, Nordstrom, amazon.com, and
median age of 33.5 years is younger than the U.S. median barnesandnoble.com. They take their clothes to dry cleaners.
of 36.9 years. Approximately 30 percent are in their 20s;
Active Metro Renters residents work out regularly at clubs,
14 percent are in their early 30s. This younger population is
play tennis and volleyball, practice yoga, ski, and jog. They
also more diverse than the U.S. population. Twelve percent of
take advantage of their urban milieu; they go dancing, visit
the residents are Asian.
museums, attend classical or rock concerts, go to karaoke
nights and the movies, and eat out. Painting and drawing are
Socioeconomic favorite hobbies. Residents enjoy traveling domestically and
The median household income is $59,197 and rising. overseas and drinking domestic and imported beer and wine.
Approximately 60 percent of employed residents work in They read two or more daily newspapers; history books;
professional and management occupations, most in the and airline, fashion, epicurean, travel, and business/finance
service industry sector. One of Tapestry Segmentation’s magazines. They listen to alternative, jazz, classical music,
most educated markets, more than one in four Metro all-news, and public radio. They seldom watch TV; most
Renters residents aged 25 years or older holds a graduate households own only one set so they can watch movies and
degree; one in three has earned a bachelor’s degree. More news programs. They rent foreign and classic films on DVD.
than 80 percent of these residents have attended college;
17 percent are still enrolled in undergraduate or graduate They go online frequently to look for jobs, make travel
school. Although their median net worth of $26,545 seems arrangements, download music, research real estate, watch
low, 78 percent of these residents are renting and don’t own videos, and shop. Many buy their PCs online; they prefer
a home, often considered a primary household asset. laptops, although many also own PDAs. Politically, these
neighborhoods are liberal.
Residential
Metro Renters neighborhoods are found in the largest
metropolitan centers across the U.S., with the highest
concentrations in California, New York, and Illinois.
Approximately 90 percent of the housing is apartments;
37 percent in high-rise buildings. Median home value in
these neighborhoods is $276,408.

48

28 Aspiring Young Families

Segment Code...........................28
Segment Name ......................... Aspiring Young Families
LifeMode Summary Group ........L7 High Hopes
Urbanization Summary Group ...U4 Metro Cities II

Most of the residents in these neighborhoods are young, Focused on family and home, residents of Aspiring Young
startup families, married couples with or without children, and Families communities spend most of their discretionary
single parents. The average family size of 3.1 people matches income for baby and children’s products, toys, home
the U.S. average. Approximately two-thirds of the households furnishings, cameras, and video game systems. They go
are families, 27 percent are single person, and 9 percent are online to look for jobs, play games, and buy personal
shared. Annual population growth is 1.3 percent, higher preference items such as music and computer equipment.
than the U.S. figure. The median age is 30.4 years; nearly
These residents would probably go to a theme park while
20 percent of the residents are in their 20s. Typical of younger
on vacation. They play video games, watch TV, eat out, and
populations, Aspiring Young Families residents are more
go to the movies. They also play basketball and go bowling
ethnically diverse than the total U.S. population.
and biking. They listen to urban stations and professional
basketball games on the radio and watch sports, news,
Socioeconomic entertainment, and courtroom shows on TV. They eat out at
The median household income is $52,036; wages provide family restaurants such as Chili’s or IHOP and go to Jack in
the primary source of income. The median net worth is the Box or Sonic for fast food.
$37,712. Approximately 60 percent of employed residents
work in professional, management, sales, or office/
administrative support positions. Overall, 87 percent of
residents aged 25 years and older have graduated from high
school, 58 percent have attended college, and 24 percent
hold a bachelor’s or graduate degree.

Residential
In large, growing southern and western metropolitan areas,
the highest concentrations of these neighborhoods are
found in California, Florida, and Texas. Twenty percent are
located in the Midwest. Tenure is nearly even; 51 percent of
the households rent; 49 percent own their homes. Residents
live in moderately priced apartments, single-family houses,
and startup townhouses. Most of the housing was built
after 1969. The average gross rent is comparable to the U.S.
average. The median home value is $141,309.


29 Rustbelt Retirees

Segment Code...........................29
Segment Name ......................... Rustbelt Retirees

Most of the households in these neighborhoods are married These hardworking folks are settled; many have lived in the
couples with no children or singles who live alone. Twenty same house for years. Loyal to country and community, they
percent are married couples with children. The median age tend to be politically conservative. They participate in public
is 45.2 years; more than one-third of the householders are activities and fund-raising, visit elected officials, and work
aged 65 years or older. Seventeen percent are veterans. for political parties or candidates. They belong to fraternal
These neighborhoods are not ethnically diverse. organizations, unions, and veterans’ clubs. Practical people
who take pride in their homes and gardens, Rustbelt Retirees
Socioeconomic buy home furnishings and work on remodeling projects to
Although many residents still work, the labor force update their houses. They watch their pennies, use coupons,
participation rate is 58 percent. Most households derive and look for bargains at discount stores and warehouse clubs.
income from wages. However, 45 percent of households They own savings bonds and certificates of deposit and hold
earn income from interest, dividends, and rental properties; life insurance policies.
40 percent draw Social Security benefits; and 28 percent They eat out at family restaurants such as Perkins and
receive retirement income. The median household income Friendly’s and watch rented movies on DVD instead of going
is $52,728, just below that of the U.S. median. The median to the theater. They also go bowling, play cards and bingo,
net worth is $135,486, slightly above the U.S. value. Overall, gamble in Atlantic City, and go to horse races. They watch
86 percent of residents aged 25 years and older have home improvement shows, sports events, news programs,
graduated from high school, approximately 50 percent game shows, and old reruns on TV. Favorite channels include
have attended college, and 20 percent hold a bachelor’s or Home & Garden Television, the Hallmark Channel, and the
graduate degree. Weather Channel. They listen to country, oldies, and sports
radio and peruse the daily newspaper.
Residential
Most Rustbelt Retirees neighborhoods can be found in older,
industrial northeastern cities, especially in Pennsylvania, and
other states surrounding the Great Lakes; 67 percent of
the households are located in the Northeast and Midwest.
Twenty-eight percent are in the South. Eighty-four percent
of the housing is single-family homes with a median home
value of $120,952; three-fourths were built before 1970.
Unlike many retirees, these residents are content to stay put
and live in the same house for years.

50

30 Retirement Communities

Segment Code...........................30
Segment Name ......................... Retirement Communities

Most of the households in Retirement Communities With more time to spend on leisure activities and hobbies,
neighborhoods are single seniors who live alone; a fourth is residents play musical instruments, paint or draw, work
married couples with no children living at home. This older crosswords, play bingo, or attend adult education classes.
market has a median age of 52.2 years. One-third of the They also visit museums, attend the theater, go dancing,
residents and 44 percent of householders are aged 65 years practice yoga, go canoeing, and play golf. They will travel to
or older. Twenty-three percent of the population and gamble in Atlantic City or to visit Disney World. They attend
31 percent of householders are aged 75 years or older. Most sports events such as golf tournaments, tennis matches, and
of the residents are white. baseball games. They spend time with their grandchildren
and spoil them with toys. Politically active, these residents
Socioeconomic are “joiners” and belong to civic clubs and charitable
The median household income for Retirement Communities is organizations. They own stocks and bank online. They prefer
$48,882, slightly below the U.S. median, but the median net to own or lease a domestic vehicle.
worth of $103,158 is much higher than the U.S. value. Nearly These residents describe themselves as moderate or frequent
half of the households earn income from interest, dividends, viewers of daytime and primetime TV. They watch news
and rental properties; 45 percent receive Social Security programs and baseball games, tennis matches, and golf
benefits; and 26 percent receive retirement income. Most of tournaments. Cable channel favorites are Bravo, truTV, ESPN
those still working are employed in white-collar occupations. news, and Travel Channel. They listen to classical and public
Retirement Communities residents are an educated group: radio. Avid readers, they regularly read daily newspapers.
14 percent of the residents aged 25 years and older hold a
graduate degree, 35 percent have a bachelor’s degree, and
more than 60 percent have attended college.

Residential
Retirement Communities neighborhoods are found mostly
in cities scattered across the United States. Most housing
was built after 1959. Congregate housing with meals and
other services included in the rent is a feature of these
neighborhoods. Fifty-seven percent of the households live
in multiunit buildings; however, 34 percent of the housing
is single-family structures, and 8 percent is townhouses. The
homeownership rate is 54 percent; the median home value
is $189,948.


31 Rural Resort Dwellers

Segment Code...........................31
Segment Name ......................... Rural Resort Dwellers

These neighborhoods are found in pastoral settings in rural These residents live modestly and have simple tastes. They
nonfarm areas throughout the U.S. Household types include often work on home improvement and remodeling projects
empty-nester married couples, singles, and married couples and own garden equipment to maintain their yards. They
with children. The median age is 47.2 years; more than half cook and bake at home. Many households own multiple pets,
are aged 55 and older. Most residents are white in these low- particularly dogs and cats. Riding lawn mowers and satellite
diversity neighborhoods. dishes are familiar sights in these areas, along with multiple
vehicles, including a truck.
Socioeconomic Active participants in local civic issues, residents also belong
Although retirement beckons, most of these residents still to environmental groups, church and charitable organizations,
work. The median household income is $48,105, slightly fraternal orders, unions, and veterans’ clubs. They go hiking,
below the U.S. level. Six percent of those who are employed boating, canoeing, hunting, fishing, horseback riding, and
work at home, twice the U.S. rate. Because so many residents golfing. They listen to country radio and watch Animal Planet,
are aged 65 and older, receipt of retirement income and CMT, BBC America, the National Geographic Channel, and
Social Security benefits is common. More than two-fifths primetime dramas on TV. The older residents focus on their
collect investment income; approximately 20 percent receive general health care, prescription medications, and financial-
self-employment income. Nearly one in four residents aged and retirement-related matters. Many residents actively
25 years and older holds a bachelor’s or graduate degree; manage or plan their investments and retirement savings.
half of the residents have attended college. The median net The self-employed residents are more likely to have IRAs than
worth is $111,790, slightly below the U.S. median. 401(k) plans.

Residential
The number of households in these small, low-density
neighborhoods is growing at 2.1 percent annually. Seventy-
eight percent of the housing is single-family structures;
15 percent is mobile homes. Homeownership is at 81 percent;
the median home value is $189,032. Of the Tapestry
segments, Rural Resort Dwellers has the highest percentage
of seasonal housing, 16 times higher than the national level.

52

32 Rustbelt Traditions

Segment Code...........................32
Segment Name ......................... Rustbelt Traditions

These neighborhoods are primarily a mix of married-couple These residents stick close to home; for years, they’ve lived,
families, single parents, and singles who live alone. With a worked, shopped, and played in the same area. Not tempted
population of 8.4 million, this segment is one of Tapestry’s by fads, they stick to familiar products and services. They
largest. The median age is 36.5 years, just below the U.S. drive domestic cars. They will spend money on their families,
median. There is little diversity in these communities. yard maintenance, and home improvements. They will hire
contractors for special projects such as the installation of
Socioeconomic roofing, carpet, and flooring.
The median household income is $51,545, slightly below These financially conservative residents prefer to bank at a
that of the U.S. median. Half of the employed residents work credit union and have personal savings. They might carry
in white-collar jobs. For years, these residents sustained a personal loan and hold low-value life and homeowner’s
the manufacturing industry that drove local economies. insurance policies. They’re frugal and shop for bargains at
Now, the service industry predominates, followed by Sam’s Club, J.C. Penney, and Kmart. They go online weekly to
manufacturing and retail trade. The median net worth is play games and shop.
$83,418. Their education attainment is improving; more
than 84 percent of residents aged 25 years and older have They go bowling, fishing, and hunting and attend car races,
graduated from high school, 15 percent hold a bachelor’s or country music shows, and ice hockey games. They’re big
graduate degree, and 44 percent have attended college. TV fans; they watch sitcoms and sports events. They also
subscribe to cable and watch it regularly. Favorite channels are
Residential truTV, the Game Show Network, and the Disney Channel.
The backbone of older industrial cities in the Great Lakes
border states, residents of these neighborhoods live in
modest, single-family homes. Homeownership is 73 percent.
The relatively low median home value of $95,443 is because
nearly two-thirds of the housing was built before 1960.


33 Midlife Junction

Segment Code...........................33
Segment Name ......................... Midlife Junction

The median age for residents in these neighborhoods is Midlife Junction residents live quiet, settled lives as they move
41.5 years; nearly 20 percent are aged 65 years or older. from child-rearing into retirement. To finance their retirement,
Households are a mix of family types and singles who live they own certificates of deposit, savings bonds, and IRAs.
alone or share housing. Nearly half are married-couple families; They’re careful spenders, always looking for bargains, and not
31 percent are singles. Most of these residents are white. swayed by fads.
On weekends, they eat fast food or go to family restaurants
Socioeconomic such as Friendly’s or Perkins. They drive standard-sized
Most are still working; although at 61 percent, the labor domestic cars and shop by mail or phone from the L.L. Bean
force participation rate is slightly below average. A third and J.C. Penney catalogs. They communicate with friends and
of the households receive Social Security. The median family by e-mail. They go fishing, take walks, work crossword
household income of $49,139 is slightly below the U.S. puzzles, play board games, do woodworking, and read
median; the median net worth is $86,152. Educational science fiction or romance novels. They watch TV network
attainment levels are comparable to the U.S. levels. shows and news programs.

Residential
Although scattered in suburbs across the country, these
neighborhoods are found more frequently in the South and
Midwest. Sixty-five percent of residents own their homes,
close to the U.S. rate. Nearly two-thirds of the housing is
single family; the remainder are primarily apartments in
multiunit buildings. The median home value of $134,151 is
lower than the U.S. median of $162,279.

54

34 Family Foundations

Segment Code...........................34
Segment Name ......................... Family Foundations

Family is the cornerstone of life in these neighborhoods that Active in their communities, Family Foundations residents
are a mix of married couples, single parents, grandparents, attend church, serve on church boards, help with fund-
and young and adult children. The average family size is raising projects, and participate in civic activities. They spend
3.3. The median age is 39.1 years, slightly older than the money on their families and home maintenance projects.
U.S. median; 7 in 10 are aged 45 or older. Diversity is low; Careful consumers, they watch their budgets. They eat at
85 percent of the population is black. home, shop at discount stores such as Marshalls and T.J.
Maxx, and take advantage of savings at Sam’s Club.
Socioeconomic They’re big TV fans; they watch courtroom shows, sports,
The median household income is $46,504. Because and news programs. Viewership rates are very high; cable
workers are beginning to retire, the 59 percent labor force subscriptions are near the U.S. level. Many households
participation is below average. More than 20 percent of the own multiple sets so they won’t miss anything. They listen
employed residents work for the government. Approximately to gospel, urban, and jazz radio and read newspapers,
one-third of the households are on Social Security or public Entertainment Weekly, and general editorial and
assistance. Their median net worth is $83,004. Although newsmagazines. Basketball is a favorite sport; they play,
education attainment levels are below the U.S. level, a attend professional games, watch games on TV, and listen to
slightly higher proportion of residents aged 25 or older have games on the radio.
graduated from high school.

Residential
These small urban communities are located in large
metropolitan areas, primarily in the South and Midwest.
Because these residents tend to stay put, very little household
growth has occurred since 2000. More than 75 percent own
their homes; the median home value is $93,819. Most of their
houses are single-family, built before 1970.


35 International Marketplace

Segment Code...........................35
Segment Name ......................... International Marketplace
LifeMode Summary Group ........L8 Global Roots

Located primarily in cities in “gateway” states on both Because family is a top priority, “home and hearth” products
U.S. coasts, International Marketplace neighborhoods are aren’t important to these folks. They buy groceries, diapers,
developing urban markets with a rich blend of cultures and and children’s clothes. They keep in touch with overseas
household types. The population is young, with a median relatives by long-distance calls or traveling to visit. They shop
age of only 30.3 years. Approximately 70 percent of the at Marshalls and Costco. Their favorite drug store is Rite Aid.
households are families; 44 percent are married couples with They pop in to 7-Eleven or am/pm for quick purchases such
children and single parents. The average family size is 3.7. as a gallon of milk.
International Marketplace is the second most diverse of the
They watch TV and listen to Hispanic, urban, and
Tapestry segments. More than half of the total population is
contemporary radio instead of reading newspapers and
Hispanic; 11 percent is Asian, and 7 percent is of two or more
magazines. They drink domestic or imported beer. They
races. A high proportion of immigrants, including recent
show no brand preference between foreign or domestic cars.
arrivals, live in these neighborhoods.

Socioeconomic
A fifth of International Marketplace households has one or
more persons who has difficulty speaking English. Labor
force participation is at 63 percent, just below the national
average. Residents who work have jobs in the manufacturing,
retail trade, health care, and other services industry sectors.
Unemployment is high at 14.4 percent. Eighty-two percent
of the households earn income from wages; some receive
Supplement Security Income or public assistance. The
median household income is $47,549; the median net worth
is $19,774. College and graduate school enrollment is similar
to the U.S. average; educational attainment levels are below
the U.S. level.

Residential
These densely settled, older urban neighborhoods are found
in California and the northeast, around the largest U.S. cities
such as New York City and Los Angeles. A typical family
rents an apartment in an older, multiunit building; because
renters are dominant, homeownership is only 33 percent.
The median home value is $269,684. Most housing was built
before 1970.

56

36 Old and Newcomers

Segment Code...........................36
Segment Name ......................... Old and Newcomers

Residents of these transitional neighborhoods are either Their purchases reflect the unencumbered lifestyles of singles
beginning their careers or retiring. They range in age from and renters. They spend less at the grocery store than larger
their 20s to 75 and older. Their median age of 37.1 years households. A domestic subcompact or compact car serves
splits this disparity. There are more singles and shared them well. They arrange their vacations to keep in touch with
households than families in these neighborhoods. Most out-of-town relatives and friends.
of the residents are white; however, the diversity closely
They read fiction and nonfiction, newspapers, and
resembles that of the U.S.
magazines. They watch TV, listen to contemporary hits radio,
go to the movies, and rent DVDs to view at home.
Socioeconomic
Sixty-five percent are in the labor force; the unemployment Their leisure activities are as varied as their ages. They
rate mirrors the U.S. figure. The median household income of exercise by walking, swimming, and going bowling. They
$44,112 and the median net worth of $25,093 are below the also cook at home.
U.S. medians. Educational attainment, college, and graduate
school enrollment are above average. The distribution of
employees by occupation is similar to that of the U.S.

Residential
Spread throughout metropolitan areas of the United
States, Old and Newcomers neighborhoods sustain a lot of
transition. More than half the population aged five years and
older has moved in the last five years. More than 60 percent
rent; approximately half in mid- or high-rise buildings, with
nearly 14 percent in two- to four-unit buildings. Six in ten
housing units were built between 1969 and 1989. The
average gross rent in these neighborhoods is similar to the
U.S. average. The median home value is $154,660.


37 Prairie Living

Segment Code...........................37
Segment Name ......................... Prairie Living
Urbanization Summary Group ...U11 Rural II

Small, family-owned farms in the Midwest dominate this Their purchases reflect their rural lifestyle; Prairie Living
stable market. Two-thirds of these households are composed residents buy work boots and hunting clothes. They can with
of married couples with or without children. These residents pressure cookers and fill their separate freezers with produce
are slightly older, with a median age of 41.3 years. There is from their vegetable gardens. They own riding mowers,
little diversity here; 9 in 10 of these residents are white. gardening equipment, and tools to service their vehicles and
make home repairs. They will tackle home improvement
Socioeconomic projects such as kitchen remodeling. They’re pet owners.
Sixty-six percent of the residents are in the labor force; Many own satellite dishes because cable TV is not available
the unemployment rate is low. One in four residents who in many rural neighborhoods. Prairie Living residents are loyal
work are self-employed. Even though agricultural jobs country music fans and tune in to radio and television for
are important to the local economy, 40 percent of the their favorite music. They enjoy hunting, fishing, horseback
residents work in white-collar jobs. Thirty-one percent of riding, target shooting, and riding around on their all-terrain
the households receive Social Security benefits; 43 percent vehicles. They tend to be political conservatives. They prefer
collect income from their investments. The median household domestic vehicles, especially trucks. Civic-minded Prairie
income is $43,358; the median net worth is $82,322. Eighty- Living residents serve on church boards, speak at public
four percent of the residents aged 25 years and older have meetings, volunteer for charitable organizations, and help
graduated from high school; the number of those who hold a with fund-raising. Prairie Living households shop for bargains.
bachelor’s or graduate degree is below the U.S. level. Wal-Mart is, by far, their favorite retailer, followed by Kmart
and J.C. Penney. They often rely on a Wal-Mart Supercenter
Residential for extra grocery shopping.
Most of these Midwestern neighborhoods are centered in
Iowa, Nebraska, Minnesota, and Kansas. Smaller groups
are concentrated in the West and South. Seventy-nine
percent own their homes; the median home value is
$105,167. Most housing is single-family; however, 11 percent
are mobile homes, slightly higher than the U.S. average.
Thirty-six percent of the housing was built before 1940.
Multiple vehicles are necessary to cover these rural areas.
Approximately three-quarters of the households own two or
more vehicles; one-third have three or more.

58

38 Industrious Urban Fringe

Segment Code...........................38
Segment Name ......................... Industrious Urban Fringe

Family is central to residents of Industrious Urban Fringe Industrious Urban Fringe households balance their budgets
neighborhoods; slightly more than half of the households carefully. Mortgage payments take priority. They shop at
have children. Fifty-four percent are married-couple families; Wal-Mart, Kmart, Target, and other major discount stores for
17 percent are single parents. Multigenerational households baby and children’s products. They dine out less often than
are relatively common. The high proportion of children average households. Many have no financial investments or
contributes to the relatively low median age of 28.8 years. retirement savings other than their homes and are less likely
Sixty percent of the residents are Hispanic. More than one- than average to carry health insurance.
fourth are foreign born, bringing rich, diverse cultures to
Keeping in touch is important to these residents; they often
these urban outskirts neighborhoods.
have a second phone line at home. They watch movies at
home and will also see multiple movies at the theater each
Socioeconomic month. Television and radio are better than newspapers and
The median household income is $43,378; the median net magazines to reach these residents. They watch TV as much
worth is $42,147. The large average household size of 3.44 as the average U.S. household, but subscribe to cable less
lowers the discretionary income available compared to often. They listen frequently to Hispanic, contemporary hit,
segments with similar income. Residents take advantage and urban radio.
of job opportunities offered in nearby cities; most work in
the manufacturing, construction, retail trade, and service
industries. The unemployment rate is higher than the U.S.
level, and education attainment is lower.

Residential
These neighborhoods are located in the West and South; the
highest concentrations are in California, Texas, and Florida.
Homeownership is at 64 percent; the median home value is
$114,923. Single-family housing is dominant in these areas.
To find more affordable housing, many live farther out from
the city.


39 Young and Restless

Segment Code...........................39
Segment Name ......................... Young and Restless

Change is the constant for Young and Restless households. These young, single professionals are pursuing their careers
This young, on-the-go population has a median age of and living a busy lifestyle. They are technologically savvy
28.6 years. Approximately two-thirds of them are younger and take advantage of the convenience provided by many
than 35. Fifty-eight percent of these households are either products and services. They go online to communicate with
single person or shared. Neighborhoods are diverse. Fifty- friends and family, shop, bank, and look for jobs.
eight percent of the residents are white; however, an above-
They read magazines to stay current on the latest lifestyle
average representation of blacks, Hispanics, and Asians also
and entertainment trends and are just as likely to read a
live in these neighborhoods.
music magazine as a business publication. They go online
for the latest news and sports. Television viewing is average.
Socioeconomic Radio is a good way to reach them; they listen to urban and
The median household income is $45,458, and the median contemporary hit music.
net worth is $13,006. Although the median household
income is below the U.S. median; only 23 percent of these Seeing movies at theaters and on DVD is a major source of
residents have children, giving them more disposable income entertainment. They also enjoy going to bars or nightclubs.
than segments with similar income levels. They are educated; Their busy schedule also includes working out at the gym and
36 percent aged 25 years or older hold a bachelor’s or playing various sports. Domestic vehicles have a slight edge
graduate degree; 69 percent have attended college. These in this market.
ethnically diverse folks are very career-oriented. Seventy-
four percent are in the labor force; the highest rate of the
Tapestry segments. Seventy-four percent of the females are
working. Most employed residents have professional, sales,
service, or office/administration support jobs.

Residential
These neighborhoods are in metropolitan areas in the South,
West, and Midwest; the highest concentration is in Texas.
Ranked fifth of the Tapestry segments for renters, 85 percent
rent apartments in multiunit buildings. Most of the housing
was built in the 1970s and 1980s. They don’t mind moving
for better jobs; 85 percent have moved in the last five years.

60

40 Military Proximity

Segment Code...........................40
Segment Name ......................... Military Proximity
LifeMode Summary Group ........L6 Scholars and Patriots

The second youngest of the Tapestry segments, with a Home life for Military Proximity residents revolves
median age of 22.5 years, Military Proximity residents are primarily around the family. They routinely shop for baby
young, married, and beginning parenthood. This is the and children’s products and clothing at major discount
second youngest of all the Tapestry Segmentation, with department stores. Whenever possible, they shop at the
a median age of 22.5 years. Ninety-two percent of the military commissary. They entertain their children with DVDs.
householders are younger than 45 years. Two-thirds of the Subscribing to cable television is for the adults as much as for
households are composed of married couples with children, the children; both Nickelodeon and MTV are popular. Besides
the dominant household type for this segment. With an listening to music on the radio, they also tune in to news
average of 3.4, Military Proximity is one of Tapestry’s top and talk programs. The family portrait of a Military Proximity
segments for household size. household is not complete without pets, particularly dogs.
To transport their families, many households own SUVs.
Socioeconomic Having two cars is common to juggle their daily needs.
The Armed Forces is the commonality for these residents. Military Proximity households are comfortable with personal
More than three-fourths of the labor force are on active duty computers and the Internet. In fact, their Internet usage
or have civilian jobs on military bases. The median household exceeds that of the general population. Home personal
income is $45,885; the median net worth is $12,245. computers are used by both adults and children. Renter’s
Most families are too young to have accumulated much insurance is popular in this market, although the coverage
wealth. The educational attainment in this market is unique. is usually low. Despite their youth, the proportion of
Although the percentage of residents aged 25 years and households investing for retirement is similar to the U.S
older who hold a bachelor’s or graduate degree is slightly average. To ensure the stability of their families’ financial
below the U.S. level, 72 percent have attended college. future, Military Proximity households are more likely to have
disability income insurance.
Residential
Moving is routine for Military Proximity residents. More
than 90 percent of householders have moved within the
last five years. These communities are located throughout
the United States but mainly in the South and West; the
highest state concentrations are in California, Texas, Hawaii,
North Carolina, and Virginia. Households live in a mix of
townhomes and apartments in small multiunit buildings with
fewer than 20 units. Only one-fifth of the housing is single-
family dwellings. Military Proximity has the second highest
percentage of renter-occupied housing units among the
Tapestry segments; more than 9 in 10 rent. Most of these
housing units were built between 1950 and 1979.


41 Crossroads

Segment Code...........................41
Segment Name ......................... Crossroads
Urbanization Summary Group ...U9 Small Towns

Crossroads neighborhoods are growing communities in small Mindful of their expenses, Crossroads households budget for
towns in the South, Midwest, and West. Married couples what they buy and choose selectively where to spend their
with and without children and single parents are the primary money. They shop at discount department stores such as
household types in these areas. Younger than the U.S. Wal-Mart and Kmart. Many shop for groceries at Wal-Mart
average, they have a median age of 32.1 years; nearly half are Supercenters. Their priorities are their families and their cars.
younger than 45. This population is growing at 1.6 percent Children are the focus of their lives, and they buy children’s
annually, faster than the growth of the U.S. population. One products in addition to groceries. They drive domestic cars
in five is Hispanic, a higher proportion than the U.S. and trucks and handle the maintenance themselves. Investing
and saving for retirement are a low priority; many households
Socioeconomic do not own mutual funds, stocks, or retirement savings
The median household income is $44,410, somewhat accounts. Home improvement projects also rank low.
below the U.S. median; the median net worth is $53,300. They watch NASCAR racing and other sports on TV. Typically,
Educational attainment is lower than the U.S. average; they own a satellite dish or subscribe to cable. They also like
37 percent of residents aged 25 years or older have attended to listen to the radio, preferring country and contemporary
college, compared to 54 percent for the U.S. Most employed hit music to other formats. They read the newspaper less
residents work in the manufacturing, retail, construction, and frequently than average U.S. households; however, they read
service industries. Labor force participation is comparable to magazines, especially automotive, boating, motorcycle, and
the U.S. level; unemployment is slightly higher. ﬁshing publications. They go fishing and watch movies on DVD.

Residential
Affordable housing in these small-town communities
provides opportunities for young families to own their homes.
Homeownership is 74 percent; the median home value is
$62,469, much lower than the U.S. median. More than half
of the housing is mobile homes; 36 percent are single-family
dwellings. Most were built after 1969.

62

42 Southern Satellites

Segment Code...........................42
Segment Name ......................... Southern Satellites

Found primarily in the rural South, Southern Satellites These rural residents enjoy country life. Fishing and hunting
households consist of married couples with and without are two favorite leisure activities, and Southern Satellites
children; 22 percent are singles. The median age of residents spend money for magazines, clothes, and gear
38.1 years is near the U.S. median of 36.9. This segment has related to these interests. Because cable is not always
low diversity; 87 percent of the residents are white. available, many residents own satellite dishes.
Many own pets. They work in their vegetable gardens and
Socioeconomic might own equipment such as riding mowers and tillers to
The median household income is $39,969; the median net help with outdoor chores. Most households have two or
worth is $52,475. Sixty percent participate in the labor force, more vehicles to meet their transportation needs; they prefer
slightly below the U.S. percentage. Most households earn domestic cars, and many drive trucks.
income from wages and salaries; 28 percent receive Social
Security benefits. The manufacturing and service industry They consider themselves to be politically conservative. They
sectors provide most of their jobs. Educational attainment is read newspapers and magazines infrequently; however, they
lower than the national level; 16 percent of residents aged listen to country radio and watch fishing programs, NASCAR
25 years and older have not graduated from high school. racing, and country music programs on TV. Owning personal
computers and going online from home isn’t important to
Residential these residents.
Eighty percent of these households are in the South. Primary
housing types in these neighborhoods are newer single-
family dwellings for two-thirds of the households; 30 percent
live in mobile homes. The homeownership rate is 81 percent;
the median home value is $87,166. Nearly two-thirds of
the housing was built after 1969. Vacancy rates are slightly
above average.


43 The Elders

Segment Code...........................43
Segment Name ......................... The Elders

With a median age of 73.2 years, The Elders is Tapestry’s Informed, independent, and involved, these seniors are
oldest segment. Eighty percent of the householders are members of veterans’ clubs and fraternal orders. They
aged 65 years or older. This population is growing by watch their diets; visit their doctors regularly; take vitamins
1.7 percent annually. Nine in ten households are either and dietary supplements; buy low-cholesterol, fat-free,
married couples with no children living at home or singles. low-sodium, low-calorie, and sugar-free food; and take
The small household size of 1.7 reflects those two household prescription drugs to manage various health conditions.
types. More than 4 in 10 live alone, one of the top 10 ratios To reduce their caffeine intake, they drink decaffeinated
among the Tapestry segments. There is no ethnic diversity; coffee and caffeine-free diet colas. Their diverse investment
95 percent of the population is white. portfolios include shares in tax-exempt funds, annuities, and
insured money market accounts. Many hold long-term care
Socioeconomic and travel insurance policies.
Most of these residents have retired; 80 percent receive Golf is important to them; they play golf, buy golf clothes,
Social Security benefits, more than three times the national and watch golf tournaments on TV. They also walk, work
level. Forty-eight percent collect retirement income, more crosswords, fish, gamble at casinos, go to the theater, and
than two-and-one-half times the national level; 65 percent eat out. Freed from work, many travel domestically and
receive income from their investments. Only 24 percent are abroad. A cruise is a favorite vacation.
still working. Although the median household income of
$42,412 is lower than the national figure, the median net TV is part of their daily routine; most subscribe to cable. They
worth of $202,699 is much higher than the U.S. value. watch a variety of news programs, movies, game shows, and
sports. They read mysteries and daily newspapers. They have
Residential a slight preference for domestic vehicles; many belong to an
Representing the highest concentration of retirees, The auto club. They prefer to shop at Wal-Mart, Target, and J.C.
Elders residents favor communities designed for senior living, Penney instead of other department stores.
primarily in warm climates. Half of these households are
located in Florida, and 30 percent are found in Arizona and
California. Nine in ten households live in owner-occupied
housing, with a median home value of $131,043. Housing
types are mixed; half are single-family homes, one-third are
multiunit buildings, and 17 percent are mobile homes.

64

44 Urban Melting Pot

Segment Code...........................44
Segment Name ......................... Urban Melting Pot

Recently settled immigrants live in ethnically rich Urban Fashion conscious yet cost conscious, Urban Melting Pot
Melting Pot neighborhoods. More than half of the residents love to shop. Macy’s is one of their favorite
population is foreign born; half of these have come to shopping haunts, but they shop at other upscale retailers,
the U.S. in the last 10 years. The median age is 36.6 years, as well as warehouse/club stores, especially for clothes and
slightly younger than the U.S. median of 36.9. Distinctly jewelry.
diverse, more than one in four are Hispanic. Whites represent
Distance does not deter these residents from contacting
45 percent of the population; Asians, 30 percent; and
family living outside the United States. They keep in touch
7 percent are multiracial. Household types are equally diverse:
with phone calls and foreign travel. Because so many rent,
45 percent are married couple families; 30 percent are singles
some households need to wash clothes at laundromats.
who live alone; single parents, other family types, and shared
households also live in these neighborhoods. In their spare time, they go to the beach, visit theme parks,
gamble at casinos such as those in Atlantic City, and buy
Socioeconomic lottery tickets. They watch news programs and movies on
The median household income is $42,529; the median net TV. They would rather see professional sports on TV than
worth is $20,936. Wages and salaries provide income for college games; they really like to watch baseball games.
most households. Some receive income from Supplemental They listen to contemporary hit, all-news, Hispanic, and soft
Security Income and public assistance. As expected in a rock radio.
large urban center, the educational attainment levels vary.
Although the proportion of the population aged 25 years and
older who have no high school diploma is high compared to
that of the United States, the proportion with a bachelor’s or
graduate degree is comparable to the U.S. level. Eight percent
are enrolled in college or graduate school. Although the cost
of urban living is high, generally, urban areas provide better
employment opportunities. Nearly half of the employed
residents work in the service industry sectors.

Residential
Three-fourths of Urban Melting Pot households rent. Half
of these housing units were built before 1950. Most of
these neighborhoods are located in the high-density,
urban canyons of large cities; 70 percent are in New
York, and 16 percent are in California. Urban Melting Pot
neighborhoods are the second most densely populated of
the Tapestry segments. Because transportation is widely
accessible, 47 percent of the households don’t own a vehicle.


45 City Strivers

Segment Code...........................45
Segment Name ......................... City Strivers
Urbanization Summary Group ...U2 Principal Urban Centers II

Residents of this young, relatively diverse urban market have The rental homes in City Strivers neighborhoods are
a median age of 32.4 years and a 68 percent mix of family moderately equipped with the essentials. The high cost of
types, such as married couples, single parents, and other living and rent lowers discretionary income. Many residents
families. Nearly eight in ten residents are black. carry renter’s insurance. They shop at wholesale clubs
for most of their groceries, baby products, and children’s
Socioeconomic essentials. They prefer accessible grocery stores such as
The median household income is $41,696; the median net Pathmark and Stop N Shop. A multitude of department and
worth is $18,104. Some households receive Supplemental clothing stores is nearby. They eat fast-food at White Castle,
Security Income or public assistance income. Education Popeyes, Checkers, and Dunkin’ Donuts.
attainment levels are below those of the U.S.; approximately Favorite stations include BET and cable movie channels such
43 percent of residents aged 25 years and older have as Showtime, Cinemax, the Movie Channel, and Encore.
attended college. The 18 percent rate of unemployment They watch a lot of TV such as courtroom shows, talk shows,
is more than twice the national level. Approximately half comedies, science fiction, boxing, and professional wrestling.
of employed residents work in the service and health care They read music and bridal magazines and listen to urban,
industry sectors in the city. Twenty-two percent of the all-news, jazz, and variety radio. They attend professional
residents who are employed are government workers, football and basketball games, go to the movies, take trips
employed primarily by the local government. Approximately to Atlantic City, and visit theme parks such as Six Flags. They
one in five works in an office/administrative support position. also play tennis and basketball.

Residential
City Strivers residents live in densely populated, settled
neighborhoods of major metropolitan areas, especially in
New York City and Chicago. The median home value is
$261,271. Nearly two-thirds of the households are located in
the Northeast, with smaller concentrations in other regions
of the United States. Approximately two-thirds of the
households rent apartments in older, multiunit buildings built
before 1960. Small buildings with two to four units are more
common in these neighborhoods. Because of their urban
surroundings, many residents rely on public transportation;
two in five households do not own a vehicle.

66

46 Rooted Rural

Segment Code...........................46
Segment Name ......................... Rooted Rural

The population of the Rooted Rural segment is slightly Rooted Rural residents are do-it-yourselfers. These settled
older, with a median age of 42.3 years; 50 percent are older families take pride in their homes and keep busy with home
than age 55. Married-couple families dominate these rural improvement and remodeling projects. They also take pride in
neighborhoods; however, 23 percent are singles who live their gardens, regularly buying lawn and garden insecticides,
alone. More of the married-couple families are empty-nesters flower and vegetable seeds, and plants. Typical of their rural
than those who have children. There is little ethnic diversity lifestyle, many have a lawn or garden tractor and ATVs and
in the Rooted Rural segment; almost 90 percent of the own an assortment of tools. They prefer domestic vehicles;
residents are white. most households own or lease a truck. Typically, a household
member handles vehicle maintenance. Many homes have pets.
Socioeconomic When families eat out, they prefer Ryan’s Family Steakhouse,
The median household income for this segment is but they generally prepare meals at home with fresh
$38,234; the median net worth is $62,041. The labor force vegetables from their gardens. Many homes own a separate
participation of 56 percent is below the national level. freezer to store their produce. They shop for groceries and
One-third of the households receive Social Security benefits. buy their favorite Folger’s coffee at Winn-Dixie, Piggly
Although the agricultural industry is more prominent in this Wiggly, or a Wal-Mart Supercenter.
market than at the U.S. level, many employed residents work
in the service and manufacturing industry sectors. More than They hunt, fish, ride horseback, attend country music concerts,
three in four people aged 25 or more have graduated from and go to car races. They read hunting and fishing magazines
high school; 12 percent hold a bachelor’s or graduate degree. and listen to country music and auto racing on the radio.
Many have a satellite dish so they can watch rodeo/bull riding,
Residential truck and tractor pulls, reality TV, auto racing, and fishing
Although Rooted Rural neighborhoods are located in rural programs as well as a variety of shows on CMT.
areas throughout the country, more than three-fifths of
the households are found in the South. Housing types
include single-family dwellings (70 percent of households)
and mobile homes (26 percent). Homeownership is at
82 percent; the median home value is $96,569. Most of the
housing units were built after 1970. A higher proportion of
seasonal housing contributes to higher vacancy rates in these
neighborhoods. Local residents tend to move infrequently.


47 Las Casas

Segment Code...........................47
Segment Name ......................... Las Casas

Las Casas residents are the latest wave of western “pioneers.” The large size of Las Casas households limits their
Nearly half were born outside the U.S.; 84 percent are discretionary income. The presence of children influences
Hispanic. Households are dominated by families, mainly their spending habits. They live modest lifestyles. Many drive
married couples with children (42 percent) and single- older vehicles. This is a strong market for purchases of baby
parent families (21 percent). The median age is 25.6 years; and children’s products. They typically shop for groceries at
approximately 50 percent are younger than age 30. The Ralphs, Vons, and the am/pm convenience store. They eat
average household size of 4.31 is the highest of the Tapestry fast food at Carl’s Jr., Del Taco, or Jack in the Box. Improving
segments. or remodeling their homes isn’t important to them.
Typically, households own one TV set and do not subscribe
Socioeconomic to cable. They watch daytime or sports programs on TV,
The median household income of $38,903 and the median particularly soccer and weight lifting. Hispanic radio is, by far,
net worth of $14,803 are low compared to the national their favorite radio format; however, they also listen to variety
medians. Most households derive their income from wages and contemporary hit radio programs. They play soccer and
and salaries; some receive Supplemental Security Income baseball or go to the movies.
or public assistance income. The service and manufacturing
industry sectors provide most of the jobs for these residents.
Many work part-time; unemployment is more than double
the U.S. rate. Educational attainment levels are much lower
than national levels. Nearly 20 percent of the population
aged 25-plus haven’t graduated from high school; only
20 percent have attended college.

Residential
Las Casas neighborhoods are located primarily in California.
Six in ten households rent. The median value for owner-
occupied homes is $217,696. There is strong demand for
housing in these neighborhoods; vacancy rates are lower
than average. Housing is a mix of older apartment buildings,
single-family dwellings, and townhomes. Most of the
housing units were built before 1970.

68

48 Great Expectations

Segment Code...........................48
Segment Name ......................... Great Expectations
LifeMode Summary Group ........L7 High Hopes

Young singles who live alone and married-couple families Great Expectations homeowners are not afraid to tackle
dominate the Great Expectations market, although all smaller maintenance and remodeling projects, but they also
household types are represented. The median age is enjoy a young and active lifestyle. They go out to dinner
33.2 years. Some residents are just beginning their careers or and to the movies. They do most of their grocery shopping
family lives. Compared to the U.S. figures, this segment has at Wal-Mart Supercenters, Aldi, and Shop ’n Save. They
a higher proportion of residents who are in their 20s and a throw Frisbees; play softball and pool; go canoeing; watch
higher proportion of householders younger than 35 years. horror, science fiction, and drama films on DVD; and listen
The ethnic diversity and racial composition of this segment to country music, classic rock, and sports on the radio. They
are similar to U.S. levels. watch dramas, auto racing, and the evening news on TV.
They occasionally eat at Arby’s and Dairy Queen. They shop
Socioeconomic at major discount and department stores. They rarely travel.
The median household income of $38,790 and the median Focused on starting their careers, they’re not investing for
net worth of $20,643 are lower than the U.S. values. Nearly their retirement years.
half of the population aged 25 years and older has some
postsecondary education; 18 percent hold a bachelor’s or
graduate degree. Labor force participation rate is 68 percent;
most of the jobs come from the manufacturing, retail, and
service industry sectors.

Residential
Great Expectations neighborhoods are located throughout
the country, with higher proportions in the Midwest and
South. Half own their homes; half rent. More than half of
the households are single-family dwellings; approximately
40 percent are apartments in low- or mid-rise buildings. The
median home value is $102,241. Most of the housing units in
these older suburban neighborhoods were built before 1960.


49 Senior Sun Seekers

Segment Code...........................49
Segment Name ......................... Senior Sun Seekers

Growing at a rate of 2.2 percent annually, Senior Sun Seekers Senior Sun Seekers residents frequently take car trips and
neighborhoods are among the fastest growing in the nation. prefer to stay in reasonably priced motels or hotels such as
Their median age is 53.1 years, the third oldest population of Days Inn, Super 8, and Comfort Inn. They eat out frequently
the Tapestry segments. More than 6 in 10 are aged 55 years at family restaurants and fast-food establishments. They own
or older. Married couples without children and singles all kinds of insurance including life, travel, long-term care,
comprise 70 percent of all households. This segment is not and personal liability. They consult with a financial advisor
ethnically diverse; approximately 87 percent are white. about their finances. They invest time and limited funds in
home improvement projects such as painting and fencing
Socioeconomic the yard. Some enjoy gardening and working on their own
Many Senior Sun Seekers residents are retired or are landscaping projects. Many join veterans’ clubs or fraternal
anticipating retirement. The median household income is orders and do charity work through these organizations. For
$39,138. Labor force participation is at 43 percent; more health reasons, these seniors control their diet and take a
than half of the households receive Social Security benefits. variety of vitamins and dietary supplements. They will stop at
Approximately one-third of the households also receive nearby Circle K or Citgo Quik Mart convenience stores for a
retirement income. The median net worth is $103,561. quick purchase.
Because a large proportion of the population is older, the Satellite TV is part of their daily routine; they watch game
education attainment is far lower than the U.S. levels. shows, dramas, news programs, home improvement shows,
sitcoms, and golf tournaments. Favorite cable channels
Residential include CMT, TNT, and Turner Classic Movies. They also read
These neighborhoods are primarily in the South and West; fishing and hunting magazines, rent comedies on DVD, and
43 percent are in Florida. Escaping from cold winter climates, occasionally listen to country radio. They also play bingo, visit
many Senior Sun Seekers residents have permanently theme parks, fish, and hunt.
relocated to warmer areas; others are “snowbirds” that
move south for the winter. This market has the third highest
proportion of seasonal housing of all the Tapestry segments.
Favorite areas are in Florida, California, and Arizona.
Homeownership is at 81 percent; the median home value is
$101,613. Single-family dwellings comprise almost half of the
housing inventory; mobile homes comprise nearly 40 percent.
Most housing was built after 1969.

70

50 Heartland Communities

Segment Code...........................50
Segment Name ......................... Heartland Communities

Settled and close-knit, residents of Heartland Communities Heartland Communities residents invest time and money in
have a median age of 42.4 years. Approximately half of their cherished homes and communities. They take pride in
the residents have already retired, many in the same towns their gardening skills and in growing their own vegetables.
where they have lived and worked their whole lives. Nearly Many homes own a riding lawn mower to keep up their
half are aged 55 years or older. Although married-couple relatively large lots. Residents tackle home improvement
families comprise nearly half of the household types and projects such as exterior painting and faucet replacement
almost one-third are singles who live alone, other family and shop at Ace Hardware or Lowe’s. Many residents order
types and shared housing are also represented. Children are items from catalogs, QVC, and Avon sales representatives.
found in 30 percent of the households. Diversity is minimal; They also shop at Wal-Mart or Kmart and buy groceries at
nearly 9 in 10 residents are white. Wal-Mart Supercenters. Favorite restaurants include Golden
Corral and Cracker Barrel. The residents in this segment
Socioeconomic rarely travel by plane.
The median household income is $35,701. Two-thirds of the Heartland Communities residents have a distinctly country
households earn wage and salary income, and 39 percent lifestyle. They go hunting and fishing. They also read
receive Social Security benefits. Because of low home value, gardening, ﬁshing, and hunting magazines and listen to
their median net worth is $49,675. Employed residents country music and auto racing on the radio. Reading two
work in occupations ranging from management positions to or more Sunday newspapers is important to them. Some
unskilled labor jobs; approximately 40 percent are employed join fraternal orders or religious clubs and even get involved
in service industries. The percentage of the population aged with local politics. Many Heartland Communities households
25 years or older that has completed high school is higher subscribe to cable and usually watch news programs and
than the U.S. level; the percentage that has attended college movies on TV.
is far lower than the U.S. figure.

Residential
Home to six million people, Heartland Communities
neighborhoods are found primarily in small towns scattered
across the Midwest and South. Low-density neighborhoods
dominate, with older homes in urban clusters and rural,
nonfarm areas. More than half of the housing units were
built before 1960. Homeownership is at 71 percent; the
median home value is $79,488, less than half of the U.S.
median. More than three-fourths of the housing is single-
family dwellings.


51 Metro City Edge

Segment Code...........................51
Segment Name ......................... Metro City Edge
Urbanization Summary Group ...U6 Urban Outskirts II

Married couples, single parents, and multigenerational Metro City Edge residents must spend their money wisely to
families are the household types found in Metro City Edge ensure the welfare of their children. They tend to shop for
neighborhoods. Grandparents are caregivers in 4 percent groceries at Piggly-Wiggly, Kroger, and Aldi but will go to
of these households, twice the U.S. rate. The median age of superstores and wholesalers for bulk purchases of household
this segment is 29.3 years because of the children, including and children’s items. Some will have their vehicles serviced
adult children who still live at home. The average family size at auto parts chains. They eat at fast-food or family-style
of 3.5 is slightly higher than the U.S. average. Seventy-four restaurants such as Old Country Buffet or Ryan’s.
percent of the residents are black; 16 percent are white; and
They watch sitcoms, movies, news programs, courtroom
4 percent are American Indian—four times the U.S. level.
shows, and sports such as pro wrestling on TV. Accessing
the Internet at home isn’t important. They go to the movies
Socioeconomic and professional football games and play basketball. They
The median household income for this segment is $32,275; read music and baby magazines and listen to urban and
the median net worth is $14,682. Although 78 percent of contemporary hit radio.
households derive income from wages and salaries, 9 percent
receive public assistance and 9 percent receive Supplemental
Security Income. Nearly half of employed residents work in
service industries. Unemployment is more than double the
U.S. level. One in ten residents aged 25 years or older have
a bachelor’s or graduate degree; four in ten have attended
college.

Residential
Metro City Edge residents live in older suburban
neighborhoods of large metropolitan cities, primarily in
the Midwest and South. Sixty-eight percent live in single-
family homes; 14 percent live in buildings with two to four
units. The homeownership rate is 53 percent; the median
home value is $71,710. Although home prices are relatively
inexpensive, many families are young, unsettled, and still
renting. Seventy percent of the housing units were built
before 1970.

72

52 Inner City Tenants

Segment Code...........................52
Segment Name ......................... Inner City Tenants

Inner City Tenants residents are a microcosm of urban With their busy lifestyle, Inner City Tenants residents
diversity; their population is represented primarily by frequently eat at fast-food restaurants and shop for groceries
white, black, and Hispanic cultures. Three in ten residents at nearby stores such as Albertson’s. They prefer easy-to-
are Hispanic. This multicultural market is younger than prepare frozen and canned foods. Internet access at home is
average, with a median age of 27.8 years. The household not typical in this market, but those who have no access at
composition also reflects their youth. Household types are home will surf the Internet at school or at the library. Playing
mixed; 34 percent are singles, 28 percent are married-couple games and checking e-mail are typical online activities.
families, 21 percent are single parents, and 10 percent Households have recently bought video game systems and
share housing. Turnover is high in these neighborhoods baby items such as food, products, furniture, and equipment.
because many are enrolled in nearby colleges and work They prefer to shop at Target and Walgreens.
part-time. These neighborhoods are also a stepping-stone
They go to the movies and professional football and
for recent immigrants, with an annual population growth of
basketball games, play football and basketball, and go
0.6 percent.
bowling. They read magazines, particularly news and
Entertainment Weekly, and listen to urban or contemporary
Socioeconomic hits radio. Some enjoy the nightlife, visiting bars and going
The median household income is $33,563; the median net dancing at nightclubs.
worth is $11,420. Because few own their homes, most of
their net worth comes from savings. Eighty-three percent
earn income from wages and salaries; 7 percent receive
public assistance. More than 45 percent of the population
aged 25 and older has attended college; 5 percent hold a
graduate or professional degree. Earning a college degree
is at the forefront of their goals, so many work part- and
full-time to fund their college education. Approximately half
of the employed residents work in white-collar occupations.
This market has twice the national level of residents who
work in the accommodation/food services industry.

Residential
These neighborhoods are located primarily in the South and
West. Most Inner City Tenants residents rent economical
apartments in mid- or high-rise buildings. One-fifth of the
housing is owner-occupied, and the median home value is
$106,679. Most of the housing units were built in the 1960s,
1970s, and 1980s. For their average commute to work of
25 minutes, many residents drive their vehicle or depend on
other modes of transportation. Seventeen percent of the
households do not own a vehicle.


53 Home Town

Segment Code...........................53
Segment Name ......................... Home Town

Home Town households are a mix of married-couple families, Home Town residents savor their quasi-country lifestyle
singles who live alone, and single-parent families. With a by spending time outdoors fishing and playing football.
median age of 34.3 years, this is a slightly younger market Indoors, they play video games or watch TV favorites such
than the U.S. as a whole. However, one in three is aged as courtroom programs, wrestling, or reality shows. Internet
65 years or older. Many families encompass two generations access and cell phone use are less important here than in
who have lived and worked in the community; their children other markets.
plan to do the same. Seventy percent of the residents are
They shop for groceries at Kroger, Aldi, and Wal-Mart
white; 16 percent are black.
Supercenters. They buy clothes at discount department stores
such as Wal-Mart and Kmart, typically located in small local
Socioeconomic malls. When they eat out, they go to Bob Evans and Ryan’s
The median household income is $33,319; the median net family restaurants or fast-food places.
worth is $20,078. Although 73 percent of households derive
income from wages and salaries, some rely on Supplemental
Security Income and public assistance for support. The
manufacturing, retail trade, and service industry sectors
are the primary sources of employment for these residents.
Unemployment in this segment is slightly higher than the
U.S. level. Overall, educational attainment is lower for Home
Town than for the U.S. Only 8 percent hold a bachelor’s or
graduate degree; 31 percent have attended college.

Residential
Change is rare in these low-density, settled neighborhoods,
located primarily in the Midwest and South. Home Town
residents may move from one house to another, but they
seldom cross the county line. Seventy-three percent of homes
are single-family dwellings, and 11 percent are two- to four-
unit structures. Homeownership is at 58 percent; the median
home value is $63,878. The average gross rent is two-
thirds of the U.S. average. Because the population in these
neighborhoods hardly grows, new construction is scarce.
Most of the housing was built before 1970.

74

54 Urban Rows

Segment Code...........................54
Segment Name ......................... Urban Rows

The Urban Rows population of approximately 1.1 million Many homes have been in the family for generations;
people, the smallest of all the Tapestry segments, is still therefore, only a small proportion of households hold a
shrinking due to urban renewal programs. With a median mortgage. Relatively few homes have air conditioning or
age of 33.4 years, this market is slightly younger than the central heating; others rely on separate room air conditioners,
national level. Household types are mainly a family mix of ceiling fans, and space heaters. Residents shop regularly for
married couples, single-parent families, and other families. groceries at Giant or make quick trips to the local Wawa for
Grandparents are caregivers in many households; many homes convenience items.
are multigenerational. Nearly 7 in 10 residents are black, and 2
Because Internet access is not widespread in Urban Rows
in 10 are white. Ten percent of the population is Hispanic.
neighborhoods, most residents go online at school or the
public library. Although cable TV is readily available, many
Socioeconomic opt for satellite TV. They watch a lot of daytime TV shows,
The median household income for this market is $33,596; the sitcoms, and sports programs. Music is a big part of their
median net worth is $21,888. Some households supplement daily lives. They download music from the Internet, read
their wage and salary income with Supplemental Security music magazines, and listen to urban and contemporary hit
Income or public assistance. Nearly half of the employed radio. They get their news from the tabloids and radio. They
residents work in white-collar occupations. Approximately rarely eat out but enjoy going to the movies. Big basketball
20 percent of the employed residents work in the health fans, they play and attend professional games when they can.
care industry; 10 percent have local government jobs. At They also play football.
20 percent, unemployment is more than double the U.S. rate.
Educational attainment levels are lower than the U.S. levels;
30 percent of Urban Rows residents have attended college
versus half of the U.S. population aged 25 years or older
who have attended some form of college.

Residential
These neighborhoods are primarily in the Northeast, with
a much smaller concentration in the South. Two-thirds
of the households are in Pennsylvania; one-fifth are in
Maryland. Row houses and single-family dwellings comprise
76 percent of the households in Urban Rows. These homes
are characteristic of housing in large, mid-Atlantic cities such
as Philadelphia and Baltimore. Built decades ago, 60 percent
of Urban Rows houses are owner occupied. Gentriﬁcation is
beginning, although the housing vacancy rate of 19 percent
in these neighborhoods is still higher than the U.S. rate.
Despite prime urban locations, these houses have a low
median value of $88,413, approximately half the U.S. value.
Most housing units were built before 1950. Because they
live in densely populated urban centers, many residents rely
on public transportation; 14 percent commute one hour or
more to work. Forty-one percent of households do not own
a vehicle, and 41 percent own only one vehicle.
75

55 College Towns

Segment Code...........................55
Segment Name ......................... College Towns

With a median age of 24.4 years, College Towns is the third Convenience dictates food choices; they usually buy ready-
youngest of all the Tapestry segments. Most residents are made, easy-to-prepare, or frozen meals, frozen pasta, pizza
aged between 18 and 34 years and live in single-person or crusts, and peanut butter and jelly at the closest grocery
shared households. One-fourth of households are occupied store. With their busy lifestyles, they frequently eat out or
by married-couple families. The race proﬁle of this market is order in from fast-food restaurants, particularly McDonald’s,
somewhat similar to the U.S. proﬁle. Approximately three- Wendy’s, and pizza outlets during the week; however, many
fourths of the residents are white. cook at home over the weekend. They buy books online and
in stores. They have student loans and bank online or by
Socioeconomic ATM. These computer-savvy students own laptop computers
College Towns residents are focused on their education; or expensive desktop personal computers and the peripherals
59 percent are enrolled in college or graduate school. to match. Connecting to the Internet is essential; they go
After graduation, other residents stayed on to teach or do online to research assignments, look for jobs, check e-mail,
research. Because many students only work part-time, the and download music. Keeping in touch is also important;
median household income of $30,727 ranks near the low they buy and use cell phones and accessories.
end. The median net worth is $12,135. Fifty-two percent of New to living on their own, many College Towns residents
the employed residents work part-time. This segment ranks purchase bedding, bath, and cooking products. They own
second to the Dorms to Diplomas segment for the highest few appliances but, at a minimum, have a microwave oven,
proportion of part-time employment. Most of the employed a toaster, and an upright vacuum cleaner. Their lifestyle is
residents work in the service industry, holding on- and off- very casual. They rank high for participating in nearly every
campus jobs in educational services, health care, and food outdoor sport and athletic activity.
preparation.
College Towns residents attend country music and rock
Residential concerts and college basketball and football games, play pool,
One in seven College Towns residents lives in a dorm on and go to movies and bars. They also participate in public
campus. Students in off-campus housing live in low-income activities including fund-raising and volunteer work. They
apartment rentals. Thirty percent of housing is owner- usually listen to alternative music on their MP3 players, tune in
occupied, typically by town residents, who live with their to public radio, and watch MTV and Comedy Central on cable
families in single-family dwellings. The median home value is TV. They shop at discount stores but prefer to buy branded
$139,028. One-third of the housing is single-family structures. clothes from Old Navy, Gap, and Target.

76

56 Rural Bypasses

Segment Code...........................56
Segment Name ......................... Rural Bypasses

The age and household composition of the Rural Bypasses Typical of their country lifestyle, Rural Bypasses residents
market is very similar to U.S. distributions. Half of the prefer to drive trucks and SUVs and listen to country radio.
households consist of married-couple families, 15 percent are To save money, they eat at home and maintain their homes
single-parent families, and 7 percent are other family types. and gardens themselves. In areas with no cable access, some
One-fourth of the households consist of a single person. residents install satellite dishes to watch TV. They frequently
The median age for this segment is 38 years, near the U.S. watch sports on TV, particularly NASCAR, auto racing,
median of 36.9 years. Fifty-seven percent of the residents are college football games, and fishing programs. They read
white; 37 percent are black. fishing and hunting magazines. Conservative with their long-
distance calls, resident demand for cost-effective cellular
Socioeconomic services is growing. They shop at discount stores, preferably
The median household income is $28,595. Wages and at Wal-Mart. They also order from catalogs and from their
salaries provide the primary sources of income; however, Avon representatives. They shop at home improvement
many depend upon Social Security, Supplemental Security stores such as Lowe’s and fill prescriptions at the local Wal-
Income, and public assistance for support. Because of low Mart Pharmacy instead of regular pharmacies. This is the top
home values and household debt, the median net worth of Tapestry segment to own and/or buy new motorcycles.
$22,550 is below the median household income. Overall, two
in three residents aged 25 years and older have graduated
from high school; the population with a bachelor’s degree
is one-third that of the U.S. level. Employed residents work
in a variety of occupations, with a slightly higher percentage
in blue-collar occupations. Higher-than-average proportions
of employed residents work in the agricultural, mining,
manufacturing, and construction industry sectors. Compared
to U.S. levels, the labor force participation rate of 50 percent
is low and the unemployment rate of 14.5 percent is high.

Residential
Open space, undeveloped land, and farmland are found in Rural
Bypasses neighborhoods, located almost entirely in the South.
Families live in small towns along country back roads. Residents
enjoy the open air in these sparsely populated neighborhoods.
Most houses are modest, single-family dwellings; 32 percent
are mobile homes. Homeownership is at 76 percent; the
median home value is $64,229, one of the three lowest of the
Tapestry segments. Most housing in this market was built after
1969. The vacancy rate of 16 percent is high.


57 Simple Living

Segment Code...........................57
Segment Name ......................... Simple Living

With a median age of 41 years, this market is slightly older The lifestyle of these residents is reflected by their ages;
than the U.S. median of 36.8 years. Approximately one- younger people go to nightclubs and play musical
fifth of Simple Living residents are aged 65 years or older; instruments; seniors refinish furniture and go saltwater
12 percent are aged 75 or older. Half are singles who live fishing. Community activities are also important to the latter;
alone or share housing; 32 percent are married-couple they join fraternal orders and veterans’ clubs.
families. Young families with children and ethnic cultures are
Simple Living households spend wisely on a restricted budget.
in the minority; most residents are white. This market size is
They buy the essentials at discount stores and occasionally
stable with negligible growth.
treat themselves to dinner out and a movie. Cable TV is a must
for these frequent viewers of family programs, news programs,
Socioeconomic and game shows. They are big fans of daytime TV. Owning a
The median household income is $29,255. Nearly 40 percent personal computer, cell phone, or DVD player isn’t important.
of households collect Social Security benefits, 8 percent
receive Supplemental Security Income, and 6 percent receive
public assistance. Over the years, residents have built equity
in their homes and saved their hard-earned dollars to
achieve their median net worth of $15,512. Most residents
who are employed work in the health care, retail trade,
manufacturing, educational services, and accommodation/
food services industry sectors. Overall, 75 percent of
residents aged 25 years and older have graduated from high
school. Only 15 percent hold a bachelor’s or graduate degree.

Residential
Simple Living neighborhoods are in the urban outskirts or
suburbs throughout the U.S. Residents live in older housing;
62 percent were built before 1970. More than half of them
rent. Forty-two percent of housing is single-family dwellings,
and 47 percent is in multiunit buildings of varying stories.
Some seniors live in congregate housing (assisted living).
The median home value is $98,516. Twenty-two percent of
households do not own a vehicle; 45 percent own only one
vehicle. Workers benefit from an average commute time to
work of 20 minutes.

78

58 NeWest Residents

Segment Code...........................58
Segment Name ......................... NeWest Residents

Demographic Residential
Hispanic cultures dominate this family oriented segment; Most NeWest Residents rent apartments in mid- or high-
three-quarters of the population is Hispanic. With 4.1 people, rise buildings in major cities, chiefly in the West and South.
the NeWest Residents segment household has the third California has the largest concentration of households,
largest family size of all the Tapestry segments. Families followed by Texas. The average gross rent is 15 percent below
dominate this market. Children live in 54 percent of the the U.S. level. Most housing units in these neighborhoods
households, in married-couple or single-parent families. were built before 1980. Homeownership is at 17 percent; the
Another 19 percent are married-couple families with no median home value is $123,364.
children living at home and other family types. The median
age is 25.5 years. Dependent children are 36 percent of Preferences
the population; more than one-third is younger than age Putting their children first, NeWest Residents lead a strong,
35. Approximately half of this young population is foreign family-oriented lifestyle that emphasizes buying groceries
born, more than half of whom have arrived in the United and baby and children’s products. They usually buy only the
States in the last 10 years. Forty percent of the residents are essentials such as baby food, baby supplies, baby car seats,
white, 40 percent defined as other races, and 6 percent are and children’s clothing. They shop for groceries at Vons and
multiracial populations. NeWest Residents is one of the most Ralphs but will stop at local convenience stores for milk,
diverse of the Tapestry segments. juice drinks, and nonprescription drugs. To save money, they
prepare meals from scratch at home; however, they still enjoy
Socioeconomic eating occasionally at fast-food restaurants such as Carl’s
Most NeWest Residents are not only new to the U.S., they’re Jr. and Del Taco. They pay with cash; few have or use credit
also building their careers and starting their families. They cards. Because most of them rent, they don’t garden or buy
arrived in the country with few funds but have begun to big-ticket furniture pieces. Few have Internet access; they
save their hard-earned dollars. The median net worth is own one TV set and don’t consider cable TV a necessity. To
$10,501. Language is a significant barrier for many; this help their children become more fluent in English, parents
segment has the highest concentration of households who will buy word and sound games. In their free time, they read
speak a language other than English. Fifty-four percent of magazines. Soccer is part of their culture; they watch it on
residents aged 25 years and older have not completed high TV, play it, and attend matches. They listen to Hispanic radio.
school. Lack of education limits their employment options.
Most employed residents work in service and skilled labor
jobs. Higher-than-average proportions of employed residents
work in the construction, manufacturing, accommodation/
food services, administrative services, other services, and
agricultural industry sectors. The unemployment rate
is 18.9 percent. Some households receive Supplemental
Security Income or public assistance. The median household
income for this segment is $28,338.


59 Southwestern Families

Segment Code...........................59
Segment Name ......................... Southwestern Families
LifeMode Summary Group ........L9 Family Portraits

A mix of family types comprise 80 percent of the households As the segment name implies, Southwestern Families
in Southwestern Families neighborhoods. These young communities are located almost entirely in the Southwest;
families form the foundation of Hispanic life in the Southwest. 72 percent of these households are in Texas. Homeownership
Children are the center of these households that are is important to these settled, suburban folks; more than two-
composed mainly of married couples with children and single- thirds own their homes. The median home value is $57,060,
parent families. The average family size is 3.97, the fourth the second lowest among the Tapestry segments. Residents
largest among all the Tapestry Segmentation. The rest of the live in small, modest, primarily single-family homes. Eleven
households in these neighborhoods are married couples with percent live in mobile homes in rural, nonfarm areas.
no children living at home and other families. Grandparents
are caregivers in some of these households. The median Preferences
age of this young market is 28.6 years. Ethnic diversity is Southwestern Families residents frequently buy baby and
high; 83 percent of the residents are Hispanic. Diversity is children’s products such as disposable diapers and infant
also evident in the 28 percent of foreign-born residents who formula. To record family events, many will buy cameras.
immigrated before 1990. Fifty-seven percent of the residents
They buy clothes and occasionally shop for groceries at
are white, 29 percent are of other race populations, and
discount stores. Many also fill prescriptions there or at
5 percent are American Indian populations. At five times the
Walgreens and Wal-Mart. They shop for groceries at
U.S. level, Southwestern Families has the highest percentage
Albertson’s, Kroger, and Vons. They buy used cars; car-savvy
of American Indian population of the Tapestry segments.
residents will fix and replace old car parts such as shocks,
struts, and mufflers.
Socioeconomic
The median household income for this segment is $27,796. Cable subscriptions are low even though service is available.
They carefully budget their income month to month to pay When they buy a TV, they will choose a large-screen TV—42”
for the upkeep of their homes and families. Ten percent and bigger. They listen to Hispanic and contemporary hits
receive Supplemental Security Income; 10 percent receive radio. TV and radio are the best media to reach them instead
public assistance. With little chance to save, their median net of newspapers or magazines.
worth is $17,068. Recent arrivals and older generations are
language-isolated. Educational attainment levels are low;
nearly 50 percent of residents aged 25 years and older have
not graduated from high school. Most employed residents
work in blue-collar and service jobs. Higher-than-average
proportions of employed residents work in the construction,
accommodation/food services, administrative and other
services, agricultural, and mining industry sectors. The
unemployment rate is 15.5 percent.

80

60 City Dimensions

Segment Code...........................60
Segment Name ......................... City Dimensions

Diversity in household type and ethnicity characterizes City City Dimensions residents watch cable TV often, preferring
Dimensions neighborhoods. Most of these residents are movies and news programs to documentaries. Most
young, with a median age of 29.1 years. Households are a households own more than one television set. They also like
mix of types; most are singles who live alone (31 percent), gaming systems. Residents are big-time sports fans and loyal
married-couple families (30 percent), and single-parent team supporters; this is a top market for buying and wearing
families (23 percent). Ethnic diversity is high. Nearly half of the sports team clothes.
residents are white and one-fourth are black; however, higher-
Because few homes are equipped with central air
than-average proportions of other race populations are also
conditioning, they rely on room air conditioners if necessary.
represented. Three in ten residents are of Hispanic origin.
Many have recently moved, so they bought household
furnishings such as area rugs and sofas. Families with children
Socioeconomic spend wisely for children’s and baby products, preferring to
The median household income is $28,440; the median net shop at discount stores. They use store brands, particularly for
worth is $12,273. Ten percent of the households receive expensive items such as disposable diapers.
Supplemental Security Income; 11 percent receive public
assistance. Employed residents work full-time or part-time, Households that own vehicles prefer domestic cars and buy
primarily in the service, manufacturing, and retail trade used vehicles. If they have automotive repair expertise, they
industry sectors. At 16 percent, unemployment is high. service their own cars; others rely on the car dealership or a
Overall, 65 percent of residents aged 25 years and older have nearby garage. They eat out and go to the movies.
graduated from high school; 9 percent hold a bachelor’s or
graduate degree.

Residential
Although City Dimensions neighborhoods have a mix
of housing types, more than half of the residents rent
apartments in multiunit buildings. Most of the real estate
is older; approximately 70 percent of the housing units
were built before 1960; 42 percent are pre-1940 structures.
Average gross rent in these older buildings is 17 percent
below the U.S. average. Housing types are split between
single-family homes and apartments in two- to four-unit
buildings. The median home value for owner-occupied
dwellings is $77,812. Although most households have a
vehicle, residents seek jobs near their homes, commuting an
average of 22 minutes to work.


61 High Rise Renters

Segment Code...........................61
Segment Name ......................... High Rise Renters

High Rise Renters residents are a diverse mix of race and These communities are located almost entirely in the
ethnicity. More than half of the residents are Hispanic, Northeast; 86 percent of these households are in New York.
mainly from Puerto Rico or the Dominican Republic. Forty- High Rise Renters has the highest population density of the
one percent of the residents are black, 20 percent are Tapestry segments; there are 43,000 people per square mile.
white, and 6 percent are of two or more races. A higher- Residents live in mid- and high-rise apartment buildings;
than-average proportion (28 percent) of other races is also 41 percent live in 50-plus unit buildings. These rental units
represented. Many residents speak a language other than have below average vacancy rates, with an average gross
English. Household types are mainly single parent and single rent 21 percent below the U.S. average. Thirty percent of
person; however, a higher-than-average proportion of the housing units were built before 1940, twice the U.S.
other family households is also present. Their median age level. The few owner-occupied dwellings have a median
of 30 years is younger than the U.S. median. The presence home value of $310,175. Lack of parking and funds prevent
of young children, adult children, and other relatives, three-fourths of the households from owning a vehicle; most
including grandparents, boosts the average family size of rely on public transportation. The average commuting time
3.53, somewhat higher than the U.S. average. to work is 41 minutes, the highest travel time among all the
Tapestry segments.
Socioeconomic
Most employed residents work in service, professional, and Preferences
office/administrative support occupations. Higher-than- They watch cable TV often, particularly prime-time news
average proportions of employed residents work in the programs and movies. Professional basketball is their favorite
service and transportation industries. Twelve percent of sport to watch on TV. Digital cable is popular because of its
employed residents work for the local government. The wide availability. To reach these residents, TV and radio are
median household income is $25,306; the median net worth more effective than newspapers. They listen to urban, His-
is $11,390. Because of high unemployment, 18 percent panic, all-news, and variety radio. Internet access or owning
receive public assistance and 15 percent receive Supplemental a personal computer is unusual; those who have Internet
Security Income for support. Because so many must care for access will download music.
children at home, part-time workers are just as prevalent as
They shop for groceries at their local Albertson’s and Stop
full-time employees. Elementary and high school enrollment
N Shop. They buy household items and apparel at discount
in these communities is above average. More than 60 percent
stores and affordable department stores and will also
of residents aged 25 years and older have graduated
search the clearance racks at Macy’s. They do not dine out
from high school, 33 percent have attended college, and
regularly; even their fast-food purchases are limited. They
12 percent hold a bachelor’s or graduate degree.
buy necessary baby and children’s clothes; however, tight
budgets limit their spending.

82

62 Modest Income Homes

Segment Code...........................62
Segment Name ......................... Modest Income Homes

Eighty-four percent of the residents in Modest Income Residents are big fans of daytime and primetime TV. They
Homes neighborhoods are black. Single-person and single- go to the movies occasionally and also like to watch movies
parent household types are predominant; however, a on TV channels such as the Lifetime Movie Network and
higher-than-average proportion of other family households The Movie Channel. They also watch football and basketball
is also present. The median age of 35.7 years is slightly games on TV. They listen to urban radio. The Internet is the
younger than the national median of 36.8 years. Many adult least effective way to reach these folks.
children still live at home. More than one-fourth are aged
To save money, they shop at discount stores, limit their long-
65 years or older and have retired. Many are caregivers for
distance telephone calls, and restrict nonessential services
their grandchildren, demonstrating strong family ties in these
such as Internet access and fitness center memberships.
neighborhoods.
When they participate in physical activities, they might play
basketball. Most drive used, domestic sedans.
Socioeconomic
Most of the retirees in Modest Income Homes rely on
Social Security benefits for support. Slightly more employed
residents work part-time than full-time, mainly in service
and blue-collar occupations. The median household
income is $21,374; the median net worth is $13,098. The
unemployment rate is 23.1 percent. Thirteen percent of
households receive Supplemental Security Income, and
10 percent receive public assistance. With little savings, home
equity contributes the lion’s share to a household’s net worth
in these neighborhoods. More than 60 percent of residents
aged 25 years and older have graduated from high school.
Eight percent hold a bachelor’s or graduate degree, and
28 percent have attended college.

Residential
Most Modest Income Homes neighborhoods are in older
suburbs of Southern metropolitan areas, with a smaller
concentration in the Midwest. More than two-thirds of the
housing is single-family dwellings; 15 percent are duplexes.
Homeowners and renters are almost evenly divided. Seventy-
one percent of the households own at least one vehicle.
Because demand for housing is low, home prices are very
moderate; the median home value is $53,765.


63 Dorms to Diplomas

Segment Code...........................63
Segment Name ......................... Dorms to Diplomas

With a median age of 21.7 years, Dorms to Diplomas Spending patterns of Dorms to Diplomas residents reflect
residents are college students who are the youngest of the their carefree lifestyle and their focus on their education.
Tapestry segments. Seventy-nine percent of the residents When they do not eat at the dining hall or in one of
are enrolled in a college or university. Forty-two percent the nearby fast-food restaurants, they use convenient
share housing with one or more roommates; 38 percent live prepared and frozen foods. Most individuals own or share a
in single-person dwellings. Ethnic diversity is slightly lower refrigerator and microwave. Owning a personal computer is
in this segment than in the U.S. Seventy percent of the a necessity; they prefer laptops. Internet access is available to
residents are white; 11 percent are black. Although there all and used frequently to research school assignments, find
is a higher percentage of Asians, Hispanics have a lower employment opportunities, make travel plans, and keep in
percentage compared to the U.S. touch with friends and family. Most own cell phones, iPods,
and digital cameras. They download music and share videos.
Socioeconomic They bank online.
To support themselves while they attend school, nearly three- Aside from the exercise they get from participating in college
fourths of the employed residents work part-time in low- sports and walking or jogging around campus, they work out
paying service jobs. The educational institutions at the center at on-campus gyms. Favorite pastimes include playing football,
of these communities employ many residents, especially in basketball, volleyball, and practicing yoga. They eat low-fat,
the educational services, accommodation/food services, and low-calorie food. They also attend rock concerts, go dancing,
retail trade industry sectors. The median household income and go to the movies and the theater. Typical of dorm life,
for this segment is $19,070; the median net worth is $8,892. they spend time with friends watching sports and playing
Fifty-five percent of the residents aged 25 years and older cards. Although they often shop at discount stores, they prefer
hold a bachelor’s or graduate degree. branded clothing from American Eagle and Old Navy.

Residential
Forty-three percent of the residents in the Dorms to
Diplomas communities live in dormitories on campus; the
remainder rent apartments in multiunit buildings off campus.
Ninety percent rent. Most of these communities are in urban
locations or part of a major campus that is the core of an
urban cluster. The median home value for owner-occupied
housing is $142,456.

84

64 City Commons

Segment Code...........................64
Segment Name ......................... City Commons

Single-parent families or singles who live alone comprise City Commons residents buy baby and children’s products,
most of these very young households. With a median age food, and clothing most frequently. They shop primarily at
of 24.5 years, City Commons is one of Tapestry’s youngest discount stores and occasionally at department stores. Most
segments. Approximately half of the households have families enjoy eating at fast-food restaurants several times a
children; some households are multigenerational, with adults month. For exercise, they take their children to nearby city
still living at home or grandparents who provide child care. parks and playgrounds. Occasionally, they go to basketball
The average household size of 2.8 is higher than the national games. An annual travel destination is probably to a theme
average. Since 2000, population in these areas has declined park. They watch daytime courtroom and talk show programs
at 0.4 percent per year. These neighborhoods are not and primetime TV shows. They would rather go to the movies
ethnically diverse; 83 percent of the population is black. than rent films to watch at home. They buy game systems for
their children and listen to urban radio.
Socioeconomic
Thirty-one percent of the residents who work are employed
in service occupations (twice the national level). Nineteen
percent of the households are on public assistance;
13 percent receive Supplemental Social Security income.
Overall, more than 60 percent of the residents aged 25 years
and older have graduated from high school. Six percent hold
a bachelor’s or graduate degree; 27 percent have attended
college. Because they have limited employment options,
more residents work part-time than full-time. Unemployment
is at 29.5 percent, the highest rate among the Tapestry
segments, and almost four times that of the national level.
The median household income is $16,937, and the median
net worth is $10,004.

Residential
City Commons neighborhoods are found in large metropolitan
areas, mainly in the South and Midwest. More than three-
fourths of the households rent. Sixty-three percent rent
apartments in multiunit buildings, primarily with fewer than
20 units. One-fourth of the housing is single-family dwellings.
The median home value is $69,576. Typical of a young renters’
market, these residents are movers; nearly 50 percent have
relocated within the last five years.


65 Social Security Set

Segment Code...........................65
Segment Name ......................... Social Security Set

Four in ten householders are aged 65 years or older; the Limited resources somewhat restrict the activities and
median age is 46 years. Most of them live alone. Somewhat purchases of residents in Social Security Set neighborhoods.
ethnically diverse, Social Security Set neighborhoods are They shop at discount stores but prefer grocery stores close
a blend of different racial groups; however, half of the to home. Many depend on Medicare or Medicaid to pay
residents are white and one-third are black. their health care costs. They bank in person and pay cash
when they shop. Many purchase renter’s insurance. Most
Socioeconomic households subscribe to cable television; residents enjoy
Although Social Security Set residents live on very low fixed their daytime and prime time TV. They watch game shows, a
incomes, they have accumulated some wealth they can variety of sports, and entertainment news shows. This high
tap into now that they’re retired. Their median household viewership provides an easy way to reach these residents.
income is $16,997; their median net worth is $11,073. Avid newspaper readers, many will read two or more to stay
Unemployment is high among the younger residents who current on sports and the news.
are still part of the labor force. Eight percent of households
rely on public assistance; 16 percent receive Supplemental
Security Income. The service industry provides more than half
of the jobs held by these employed residents. Overall, more
than two-thirds of the residents graduated from high school.
Thirty-seven percent attended college; 16 percent hold a
bachelor’s or graduate degree.

Residential
Located in large U.S. cities, these communities are dispersed
among business districts and around city parks. Most Social
Security Set residents rent apartments in low-rent, high-rise
buildings; a few elderly residents opt to live in congregate
housing. Owner-occupied houses in these neighborhoods
have a median value of $117,606. Because more than half of
these households do not own a vehicle, many residents rely
on easily accessible public transportation.

86

66 Unclassified

Segment Code...........................66
Segment Name .........................Unclassified

Unclassified neighborhoods include unpopulated areas
such as parks, golf courses, open spaces, or other types
of undeveloped land. Institutional group quarters, such as
prisons, juvenile detention homes, and mental hospitals, and
any area with insufficient data for classification, also fall into
this category.


Tapestry Segmentation for Educators

S
egmentation is a valuable tool that can serve a twofold purpose for educators. Teachers
at all grade levels can use segmentation in the classroom to assign and perform marketing
research projects. Education business offices can use segmentation for student recruitment,
alumni tracking, and fund-raising efforts. The same segmentation system can perform all these
tasks, providing each institution with a consistent data source across departments.
For example, to introduce segmentation to primary school students, teachers can assign a
My Neighborhood project, requiring the students to use segmentation to learn about their
neighborhoods—who lives there, what they are like, and what they buy. Kids can put this
information into a simple scrapbook with pictures to illustrate the information. Each student can
also give a short presentation about the neighborhood.
Older students can create a business scenario and use segmentation to define the best types of
customers and where to locate the business. This type of research project can be increasingly
complex appropriate to the grade level, from elementary grades through graduate programs.
High school, college, and university business offices can use segmentation to refine marketing
messages for student recruitment, alumni tracking, and fund-raising. The institution can profile
its current student population to learn about the students, find more like them, and know what
types of messaging they respond to best. When recruiting, institutions will target their marketing
messages only toward these types of students. This exercise will save money and produce better
response rates. To illustrate this point, read the following scenario of how an institution used
segmentation to improve student recruitment.
Situation: Declining student enrollment greatly concerned the dean of a small northeastern liberal
arts college.
Implementation: The student recruiter used Tapestry Segmentation to profile the college’s
current student and alumni populations based on their demographic characteristics. The Tapestry
Segmentation analyses showed that most of the students and alumni came from affluent
households in the northeastern United States. The recruiter compared these profiles with those of
high school seniors in targeted locations and revised his recruitment campaigns to better appeal
to those students who fit the college’s core student profiles.
Result: Several months later, the dean was pleased to report increased student enrollment from all
the targeted areas.
To increase alumni gifts and other fund-raising campaigns, these same segmentation principles
can be applied. The institution should profile the core group (i.e., the best donors), find more
like them, and tailor marketing messages to generate the best responses. The use of Tapestry
Segmentation will reduce the cost of marketing materials, increase response rates, and more
accurately target the best donors.
Used across departments, in the classroom, and in the business office, Tapestry Segmentation is a
valuable tool that can save educators time and money.
NOTE: ESRI staff members are available to speak about Tapestry Segmentation (this speaking
offer is for college and university undergraduate and graduate classes only). For more information
about how to receive Tapestry Segmentation materials or to schedule a speaker, please e-mail
info@esri.com.

88

How You Can Access Tapestry Segmentation

F
or quick and easy access, Tapestry Segmentation is available in many of ESRI’s software, online,
and server products, or licensed by geography.

Report
The Tapestry Segmentation Area Profile report, available from ESRI Business Analyst Online , will
SM

provide you with an accurate overview of the demographic and lifestyle composition of your
market area. This report compares the top 20 Tapestry segments in a specified area to its national
counterpart, ranked by household percentage.

Map
The Dominant Tapestry Segment Map, available from ESRI Business Analyst Online, displays the
dominant Tapestry segment within a geographic area. The segments are numbered on the map.

Software
• ESRI Business Analyst Desktop—This wizard-driven desktop software allows you to perform
quick and easy analyses such as customer profiling, territory design, and site evaluation. Tapestry
Segmentation integrates seamlessly into the existing data and the applications.
• ESRI Business Analyst Segmentation Module—A wizard-driven, optional add-on for
ArcGIS Business Analyst can be used to understand consumer behavior; create target profiles of
different consumer types; and generate reports, maps, and charts that show detailed data about
consumers.
• ESRI Business Analyst Server—Tapestry Segmentation is included at the block group
geography level in ESRI Business Analyst Server.
• Address Coder™ —Tapestry Segmentation is included in this geocoding software, now completely
integrated into ArcGIS, along with interactive features such as the ability to sort the Tapestry
Segmentation Area Profile by segment name, customers, penetration, base, or segment index.

License
You can license Tapestry Segmentation data for unlimited usage during the license period. Use
the data to perform your own analyses—customer profiling, territory analysis, site selection and
evaluation, store performance based on merchandise mix, and more. To maximize your use of
Tapestry Segmentation, you can choose your geography—national, regional, state, county, or market.


Tapestry Segmentation at the ZIP+4 Geography Level

K
ey objectives for building a ZIP+4 segmentation Excluding post office box ZIP+4s, more than 24 million
system are to improve targeting capabilities and save residential ZIP+4s are currently available in the Tapestry
costs. ZIP+4s are smaller than block groups, and as Segmentation ZIP+4 version. The total number of ZIP+4s
a result, they capture the diversity of the population within as reported by the U.S. Postal Service is approximately
a block group. Because ZIP+4-level data is an aggregate of 67 million. The difference between the U.S. Postal Service
household attributes, it is an effective way to use the vast figure and the number in the Tapestry Segmentation system
amount of information from list compilers while maintaining is probably due to missing data entries for post office box
the integrity of the data. A ZIP+4 segmentation system and business ZIP+4s. Households with post office box
boosts the ability to differentiate consumer behaviors. addresses receive mail at postal facilities instead of their
residences. These occur mainly in rural areas. Consequently,
A common use of segmentation at the ZIP+4 geography
post office box addresses do not enable identification of
level is to profile customers or prospects for direct mail
the actual physical location of a residence and preclude the
campaigns. For example, if a customer appends ZIP+4s to
assignment of any physical description of that residence.
an address file to take advantage of postal discounts, a
Block group segmentation can be substituted for any ZIP+4s
Tapestry Segmentation code can also be appended to each
that ESRI does not carry in its inventory.
ZIP+4 record for more effective targeting by selecting the
records of the most profitable customers and, if appropriate, Two versions of the Tapestry Segmentation ZIP+4 stand-
customers who would most likely respond to the mailing. alone databases are available for purchase. One version
contains the 24 million residential ZIP+4s with a Tapestry
Each U.S. ZIP+4 is classified by one of Tapestry’s
Segmentation code appended to each record, and the other
65 distinctive market segments. ESRI’s data development
consists of all 67 million ZIP+4s as created by the U.S. Postal
team built the ZIP+4 model from the ground up using the
Service. The Tapestry Segmentation field in the complete
most stable sources, then applied rigorous steps to validate
version has no information for ZIP+4s that are not part of
the results. To create segmentation at this level, the team
the 24 million records assigned with Tapestry Segmentation
used InfoBase-X data from Acxiom Corporation. Acxiom
codes. Choosing between these two versions should be
compiles its lists and data from a variety of sources and is
based on specific applications or user preferences.
considered among the premier data providers for gathering
accurate consumer information. ESRI then aggregated
household attributes from the InfoBase data as part of the
inputs to assign a Tapestry Segmentation code to each
ZIP+4. Other data sources included Census 2000, ESRI’s
proprietary demographic data updates, and a nationally
syndicated consumer survey from Mediamark Research &
Intelligence LLC. When creating Tapestry Segmentation at
the ZIP+4 geography level, ESRI employed the same rigorous
verification tests that were used when the block group
segmentation system was built.

90

Urbanization Summary Groups by County

The 11 Urbanization summary groups in Tapestry
Segmentation provide a broader view of U.S. markets
based on geographic and physical features and income.

About ESRI Our Focus Contact ESRI

Since 1969, ESRI has been helping ESRI software is used by hundreds 1-800-GIS-XPRT (1-800-447-9778)
organizations map and model our of thousands of organizations that Phone: 909-793-2853
world. ESRI’s GIS software tools apply GIS to solve problems and Fax: 909-793-5953
and methodologies enable these make our world a better place to info@esri.com
organizations to effectively analyze live. We pay close attention to our www.esri.com
and manage their geographic users to ensure they have the best
Offices worldwide
information and make better tools possible to accomplish their
www.esri.com/locations
decisions. They are supported by our missions. A comprehensive suite of
experienced and knowledgeable staff training options offered worldwide
and extensive network of business helps our users fully leverage their
partners and international distributors. GIS applications.

A full-service GIS company, ESRI ESRI is a socially conscious business,
supports the implementation of GIS actively supporting organizations
technology on desktops, servers, involved in education, conservation,
online services, and mobile devices. sustainable development, and
These GIS solutions are flexible, humanitarian affairs.
customizable, and easy to use.

ESRI
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Redlands, California
92373-8100 USA

Copyright © 2009 ESRI. All rights reserved. ESRI, the ESRI globe logo, Address Coder, Business Analyst, Business Analyst Online, Tapestry, @esri.com, and www.esri.com are trademarks,
registered trademarks, or service marks of ESRI in the United States, the European Community, or certain other jurisdictions. Other companies and products mentioned herein may be
trademarks or registered trademarks of their respective trademark owners.

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Tapestry Segmentation

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