lifemode group: uptown individuals 3a laptops and...

TAPESTRYSEGMENTATION

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Households: 1,307,500

Average Household Size: 1.87

Median Age: 37.4

Median Household Income: $112,200

LifeMode Group: Uptown Individuals

Laptops and Lattes

WHO ARE WE?Laptops and Lattes residents are predominantly single, well-educated professionals in business, finance, legal, computer, and entertainment occupations. They are affluent and partial to city living—and its amenities. Neighborhoods are densely populated, primarily located in the cities of large metropolitan areas. Many residents walk, bike, or use public transportation to get to work; a number work from home. Although single householders technically outnumber couples, this market includes a higher proportion of partner households, including the highest proportion of same-sex couples. Residents are more interested in the stock market than the housing market. Laptops and Lattes residents are cosmopolitan and connected—technologically savvy consumers. They are active and health conscious, and care about the environment.

OUR NEIGHBORHOOD• 30-something single householders (Index 174), with a number of shared households (Index 246); low average household size of 1.87.

• City dwellers, primarily in apartment buildings: with 2–4 units (Index 186), 5–19 units (Index 218), or 20+ units (Index 533).

• Older housing, 2 out of 3 homes built before 1970; 40% built before 1940 (Index 311).

• Most households renter occupied, with average rent close to $1,970 monthly (Index 189).

• Many owner-occupied homes valued at $500,000+ (Index 533).

• Majority of households own no vehicle at 36% (Index 390) or 1 vehicle (41%).

SOCIOECONOMIC TRAITS• More than three out of four have a bachelor’s degree or higher (Index 252).

• Unemployment rate is low at 2.8%; labor force participation is high, more than 75%.

• Salaries are the primary source of income for most households, but self-employment income (Index 146) and investment income (Index 173) complement the salaries in this market.

• These are health-conscious consumers, who exercise regularly and pay attention to the nutritional value of the food they purchase.

• Environmentally conscientious but also image-conscious: both impact their purchasing.

Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by GfK MRI.

3A


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Laptops and Lattes3A

85+80–8475–7970–7465–6960–6455–5950–5445–4940–4435–3930–3425–2920–2415–1910–14

5–9<5

8% 4% 0 4% 8%

Male Female

Median Household Income

Median Net Worth

$56,100

$93,300

$112,200

$112,800

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

EsriMedianHHIncome

EsriMedianNetWorth

Series2 Series1

$56,100

$93,300

$112,200

$112,800

$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000

EsriMedianHHIncome

EsriMedianNetWorth

Series2 Series1

Housing

Food

Apparel & Services

Transportation

Health Care

Entertainment & Recreation

Education

Pensions & Social Security

Other

0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0%

MaleAge0-4

MaleAge5-9

MaleAge10-14

MaleAge15-19

MaleAge20-24

MaleAge25-29

MaleAge30-34

MaleAge35-39

MaleAge40-44

MaleAge45-49

MaleAge50-54

MaleAge55-59

MaleAge60-64

MaleAge65-69

MaleAge70-74

MaleAge75-79

MaleAge80-84

MaleAge85+

AgebySex- Male

Series2 Series1

0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0%

FemaleAge0-4

FemaleAge5-9

FemaleAge10-14

FemaleAge15-19

FemaleAge20-24

FemaleAge25-29

FemaleAge30-34

FemaleAge35-39

FemaleAge40-44

FemaleAge45-49

FemaleAge50-54

FemaleAge55-59

FemaleAge60-64

FemaleAge65-69

FemaleAge70-74

FemaleAge75-79

FemaleAge80-84

FemaleAge85+

ChartTitle

Series2 Series1

INCOME AND NET WORTHNet worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages) or unsecured (credit cards). Household income and net worth are estimated by Esri.

OCCUPATION BY EARNINGSThe five occupations with the highest number of workers in the market are displayed by median earnings. Data from the Census Bureau’s American Community Survey.

AVERAGE HOUSEHOLD BUDGET INDEXThe index compares the average amount spent in this market’s household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An index of 100 is average. An index of 120 shows that average spending by consumers in this market is 20 percent above the national average. Consumer expenditures are estimated by Esri.

AGE BY SEX (Esri data)

Median Age: 37.4 US: 38.2 Indicates US

RACE AND ETHNICITY (Esri data)

The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity).

Diversity Index: 50.3 US: 64.0

Hispanic*

Multiple

Other

Asian and Pac. Islander

American Indian

Black

White

$140,000

$120,000

$100,000

$80,000

$60,000

$40,000

$20,000

0

100,000 20 200,000 40 300,000 6

*Hispanic Can Be of Any Race.

0 20% 40% 60% 80%

0 50 100 150 200 250 300 350

0 $100K $200K $300K $400K $500K $600K+

0 $100K $200K $300K $400K $500K $600K+US Average. US Median.

Med

ian

Ear

ning

s

Workers (Age 16+)

Own37.3%

Rent62.7%

ChartTitle

Own Rent

HomeOwnershipUS Percentage:

62.7% Own 37.3% Rent

Population

Population Growth (Annual %)

Population Density (Persons per sq. mile)

350

350

350

0

0

0

900,000

-0.5%

0

11,000,000

3.0%

25,000

2,517,000

1.2%

10,463

1000

Wealth Index

Socioeconomic Status Index

Housing Affordability Index

151

181

66


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MARKET PROFILE (Consumer preferences are estimated from data by GfK MRI)

• Support environmental groups, recycle faithfully, and contribute to arts/cultural organizations.

• Invest in mutual funds (bonds) and maintain retirement savings plans.

• Use their laptops, iPads, and mobile phones extensively to stay connected.

• Spend money on nice clothes, dining out, travel, treatments at day spas, and lattes at Starbucks.

• Physical fitness a priority, exercising at a club or other facility on a regular basis.

• Enjoy sports such as jogging/running, biking, tennis, soccer, skiing, yoga, and Pilates, as well as participating in fantasy sports leagues.

• Participate in leisure activities including painting, reading books or the newspaper on their iPad, watching movies rented from Netflix, hiking, backpacking, canoeing/kayaking, as well as going to bars/clubs, the beach, movies, art galleries, museums, the theater, opera, and rock concerts.

• Listen to classic rock, pop/top 40, classical, jazz, reggae, blues, folk, and alternative music.

• Favor organic food, purchasing groceries at higher-end markets.

ESRI INDEXESEsri developed three indexes to display average household wealth, socioeconomic status, and housing affordability for the market relative to US standards.

POPULATION CHARACTERISTICSTotal population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the size and change among all Tapestry markets. Data estimated by Esri.



HOUSINGMedian home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau’s American Community Survey.

Typical Housing:High-Density Apartments

Average Rent:$1,965US Average: $1,038

High

Low


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SEGMENT DENSITYThis map illustrates the density and distribution of the Laptops and Lattes Tapestry Segment by households.



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lifemode group: uptown individuals 3a laptops and...

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