Psychographics

LIFESTYLE SEGMENTATION / PSYCHOGRAPHIC ANALYSIS

The 72-segment Community Tapestry system classifies U.S. neighborhoods based on their socioeconomic and demographic compositions. The versatility of Community Tapestry provides several methods of dividing the 72 Neighborhood segments into summary groups for a broader view of U.S. neighborhoods. There are 15 summary groups that include traditional geo-demographic factors, including family status, affluence, age, family status, ethnicity, and degree of urbanization.

 

Analysis of Silsbee Chart

NEST BUILDERS

Nest Builders are a fairly average bunch of 30-yearold Americas. In fact, their most notable feature is their very average-ness. They are home to traditional families with children of all ages. These Urban Cliff Dwellers as a group have high-school degrees, with some smattering of college education. They earn their money by working at traditional middle-class, whitecollar jobs, such as repair services, production, transportation, construction, and office administration. These occupations pay their incomes, which are in the $30,000s to $40,000s. It’s easy to assume that the advertising campaigns of many of today’s nationally retailers are aimed at this Jack-and-Jane-average demographic.

CORNUCOPIA

Like the patchwork of freshly plowed fields, rows of crops, and seas of wheat blowing in the wind that you might see out the window of a plane as you fly over a typical rural area in America, the Cornucopia is a patchwork of rural communities that don’t fit into any of the other segments. This group of Living With Nature segments is young: the residents range from 20-somethings to the low-30s. This group of mixed demographics is primarily married-with-children, but they have even more children than the other segments. They have the least-educated demographic in this segment, with close to 50-percent-higher-than-average percent without even high-school degrees. These segments are home to a well-above-average number of self-employed individuals, and a similarly high-level of people seeking public assistance. They are not easily pegged on income levels, since the median household income is too broad to classify without misleading market researchers. However, the Cornucopia segments are a pretty solidly blue-collar bunch, working in areas such as construction, repair services, production, and transportation. But while they rank at or near 50-percent-above-average in these jobs, they rank at a spectacular four-times-thenational-average in the category of farming, fishing, and forestry.

SITTING PRETTY

Among the Urban Cliff Climbers neighborhoods that are home to the backbone of America’s workforce are the Sitting Pretty segments. This group is young (20s to 30s), but enjoying good income levels (between $50,000 and $60,000). Their relatively high earnings range comes from middle-class white-collar jobs in several occupations, including management, protective services, personal care, sales, office administration, and repair services. Their higher than-average salaries keep them and their mostly newborn to 13-year-old children very comfortable in their urban abodes, in all probability surrounded by all of the creature comforts required to please all of the senses — from big-screen-high-def TVs to fully equipped SUVs. With good college educations and good jobs, the Sitting Pretty residents have earned their comforts they enjoy.

SUBLIME SUBURBIA

Incomes go farther when there are no children to clothe, house, educate, and entertain. For a glimpse of suburban lifestyles with predominately married 30-year-olds, earning $50,000s and $60,000s, and with no children to support, take a drive through Sublime Suburbia segments. You’re likely to find very comfortable homes on average size lots, because residents in these areas are able to maintain a solid average level of the American

dreamscape by working hard and investing moderately. These segments are the most average in the Married in the Suburbs category — including average rankings in marriedhouseholds, college educations, and employment in jobs such as management, food preparation, personal care, sales, office administration, and the repair industry. This group is also earning a slightly above-average level of investment income, which speaks to their

comfortable lifestyle. They also show a slightly above-average level of retirement income, which indicates a patchwork of 65-plus residents among the “youngsters.”

ROUGH AND READY

Rough & Ready neighborhood segments are, as their name implies, home to many rugged individualists. The segment has both a higher-than average percentage of people earning self-employment income and working in manual-labor blue collar jobs, such as production, transportation, repair services, and construction. But what really distinguishes these areas are the number of people employed in farming, fishing, and forestry — over-three-times the national average! This group has nearly 50-percent-higher-than-average percent of people with high-school degrees, but very few with college educations, and virtually no college degrees. Like many other segments in the Living With Nature category, Rough &Ready residents are generally married and rank at slightly above-average in households with children. This group lives on a fairly low-income level in the low-$30,000s or less. As a result, some residents rely on a little public assistance to occasionally put food on the table, though probably not to put a roof over their heads.

STOCK IN TRADE

Stock in Trade areas are home to the “salt of the earth” types — in other words, these rural segments are the most ordinary of all segments in the Living With Nature category. Thinking of an average rural dweller and you think of the many workers that are keeping America’s farmers, factory workers, and construction backbone. They have a near-average level of married couples with an average level of children. They do, however, have a slightly above-average level of high school educated individuals. Other standout demographics are occupations: They rank over 50-percent-above-average in construction, repair services, and production. However, they weigh in at two-times-the-national-average for employment in farming, fishing, and forestry. These hard-working manual-laborers earn incomes in a median range from the high-$30,000s to the $40,000s. While some of them are self-employed, a well-below average percentage have income from Investments/dividends. And they range from slightly below-average-to-average in receiving income from public assistance and supplemental security.

FARMERS CIRCLE

Three-times-the-national-average of people living in Farmers Circle rural segments are employed in the farming, fishing, and forestry industries — or were, in their younger days! While this segment, like its fellow Working With Nature sectors, has a median age in the 40s, this area has a growing number of 65-plus-yearolds: The current calculation is well over a 25-percenthigher-than-average ranking. This aging demographic explains other

dominant characteristics of Farmers Circle residents, including a nearly 25-percent-higherthan-average number of widows/widowers and a similar high-level of social security/retirement income. Overall, these folks are married with either no kids or a few teenagers under foot. That’s good,because their modest incomes, which range from high-$30,000s to the $40,000s, will stretch farther. This group also has a lower-level of interest/income than other segments in the Working With Nature category. Besides farmers, Farmers Circle areas are also inhabited by a higher-than-average level of people working in construction, repair services, production, and transportation.

STRAPPED

Strapped neighborhoods, which consist of 30-yearolds (some with kids) and a smattering of retirees, are the financial strugglers of the Urban Cliff Dwellers category. One reason for their harder-row to-hoe status may be their lower education level. They have a higherthan-average number of residents without high-school degrees. Plus, this group subsists on less than $30,000-a-year, which they earn from a combination of both wages and public assistance. The older residences are naturally already dipping into social security. They are the only segment in this category with statistically significant measurements in the blue-collar occupational category. Their occupations vary across the traditional blue-collar range, with a particularly large number in the production industries. Other common occupational industries are repair services, construction, grounds maintenance, food preparation, and healthcare support. Strapped residents’ no-frills shopping strategy probably includes keeping a sharp eye out for sales on the basic necessities of life.

HARD ACT TO FOLLOW

Hard Act to Follow segments are highly urban areas with a predominantly single population in their 30s and without children. In fact, these Going it Alone areas weight in with a nearly 50-percent-aboveaverage level of singles. The households are single for a variety of reasons, including slightly higher-than-average levels of divorce, widowhood, and non-marriage. This group has some college education and an average annual income level in the $30,000s and $40,000s. The source of income for these singles is predominately wages from whitecollar jobs in occupations such as office administration, food service, sales, healthcare, and personal care. One might logically expect to find Hard Act to Follow residents willing to explore dating opportunities, but not sitting at home on weekends waiting for the phone to ring. Instead, they’re likely enjoying a full life of leisurely mornings over coffee and the newspaper, and evenings at movies, the theater, and museums.

THE OUTBACK

Of all the Living With Nature segments, the residents of The Outback areas appear to be struggling the most financially. Not only do they weight in at the fairly low annual income level in the low $30,000s or less, but also they have the highest ranking in this category on supplemental security income: two-times-the-national-average. Like their rural neighbors, these residents rank high in the farming, fishing, and forestry occupations: they are well above three-times-the-national-average. However, they also are home to two-times-the average number of production workers, and have high rankings in the areas of construction, repair services, and transportation. Another higher ranking is in education: The Outback sectors weight in at nearly two-times-average in people without high-school degrees. True to their average rankings, these areas have a level of married-couples and children that is right at the national-average.

 

 

 

 

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