The concentration of neighborhoods in this segment is particularly high in New England, the Mid-Atlantic, and the Pacific. Residents of this segment reside in suburban neighborhoods within the largest metropolitan areas. Nearly half of householders are between the ages of 45 and 64, and households are primarily married couples with or without children living at home. Many families send their children to private K-12 schools. Approximately three-quarters of residents hold undergraduate or graduate degrees, and they typically hold positions as executives, professionals, or business owners. A growing number of workers in this segment work from home. This segment has the highest net worth among all segments. Neighborhoods are almost exclusively composed of single-family homes.

Key statistics

• Median age: 45.4
• Median household size: 2.84
• Predominant household structure (Census 2020): Married couples
• Median household income: $209,720
• Median net worth: $1,734,059
• Percentage of individuals with completion of a bachelor’s degree or higher: 74.7%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $900,134
• Homeownership rate: 90.3%
• Rent burdened households (American Community Survey 2019-2023): 30.7%
• Labor force participation rate: 65.5%
• Unemployment rate: 3.2%

Lifestyle patterns

• Residents tend to shop at upscale retailers and frequent fine dining restaurants.
• They hire personal services such as financial planners, personal chefs, and gardeners. These individuals often drive high-end vehicles and own vacation homes.
• Residents tend to listen to the radio and read magazines and newspapers, and they use devices to access media.
• They are politically active, participating in fundraising and donating to organizations. International travel is a common occurrence.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

While these neighborhoods can be found nationwide, they are most prevalent in the South and West. Over three-quarters of all residents are married, and many households have multiple children enrolled in K-12 schools. Over half of residents hold bachelor’s or graduate degrees, and they tend to be employed in technology, engineering, and management roles. A significant portion of these individuals choose to work from home. Households tend to have dual incomes, and many individuals earn some of the highest salaries in the nation. Residents typically live in communities featuring newly constructed, owner-occupied single-family homes in the expanding outer suburbs and exurbs of major metropolitan areas. Many homeowners have a mortgage due to new construction costs.

Key statistics

• Median age: 38.6
• Median household size: 3.20
• Predominant household structure (Census 2020): Married couples
• Median household income: $187,750
• Median net worth: $1,178,630
• Percentage of individuals with completion of a bachelor’s degree or higher: 66.8%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $645,271
• Homeownership rate: 89.4%
• Rent burdened households (American Community Survey 2019-2023): 31.2%
• Labor force participation rate: 71.3%
• Unemployment rate: 2.9%

Lifestyle patterns

• Residents tend to shop at large retail establishments. They often buy organic foods and frequent fast-casual restaurants.
• Home improvement and remodeling projects are common, and homeowners often seek professional assistance for lawn maintenance and landscaping.
• Their houses are equipped with modern technology such as smart home devices and appliances.
• Residents tend to prioritize fitness and recreational activities, and they often support youth athletics and participate in sports.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods tend to be concentrated in New England and the Mid-Atlantic. Some couples have children who have grown up and left the house, and around a quarter still have kids at home. Residents work in professional fields such as management and finance. The combined wages of both spouses position these families solidly in the middle to upper income tiers. Investments, retirement income, and valuable properties also contribute to the high net worth of households commonly found in these neighborhoods. Residents in this segment gravitate toward suburban communities, which include both newly developed and well-established areas, within major metropolitan areas. Nearly all homes are single-family and owner-occupied, with very few rental properties available, and most homes were built between 1970 and 2000.

Key statistics

• Median age: 44.0
• Median household size: 2.72
• Predominant household structure (Census 2020): Married couples
• Median household income: $139,696
• Median net worth: $915,346
• Percentage of individuals with completion of a bachelor’s degree or higher: 53.3%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $471,521
• Homeownership rate: 90.9%
• Rent burdened households (American Community Survey 2019-2023): 27.6%
• Labor force participation rate: 68.0%
• Unemployment rate: 2.9%

Lifestyle patterns

• Residents frequently use credit cards, and they seldom have outstanding monthly balances.
• They tend to invest a significant amount of resources on home improvement and landscaping. Residents have a variety of investment and retirement accounts.
• Households tend to have access to cell phones and the internet to stay connected.
• Residents tend to engage with their communities through fundraising and local politics. Vacation destinations often include beaches and national parks.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

The highest concentrations of these communities are in the West, with additional representation in the South and Northeast. Nearly half of the population is aged 55 or above, and most households are composed of married couples without children. Incomes are typically middle- to upper-tier, and more than three-quarters of households receive retirement or are supported by social security and other forms of public assistance. The rate of self-employment is high, with significant employment in professional fields such as management, sales, and health care. More than half of single-family homes in these areas are valued at $500,000 or more, and they are often located in close proximity to nature and outdoor recreation. Seasonal vacancy rates, more than double the average, suggest the presence of second homes, and households typically own multiple vehicles.

Key statistics

• Median age: 51.1
• Median household size: 2.39
• Predominant household structure (Census 2020): Married couples with no kids
• Median household income: $119,769
• Median net worth: $779,483
• Percentage of individuals with completion of a bachelor’s degree or higher: 53.2%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $616,472
• Homeownership rate: 84.5%
• Rent burdened households (American Community Survey 2019-2023): 39.0%
• Labor force participation rate: 57.7%
• Unemployment rate: 3.4%

Lifestyle patterns

Residents tend to go out to fine dining restaurants. They spend money on their homes, often undergoing large remodeling projects and ensuring proper maintenance. Residents often spend time reading, and a notable portion of the labor force works from home. Residents tend to be engaged with their communities through volunteering and voting in local elections, and they participate in outdoor activities.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities are mainly found within metropolitan areas but tend not to be in the mega metropolises. The highest concentrations are found in the Midwest and South. More than half of household heads are aged 55 and older, and one in five individuals are aged 65 and above. Married couples, often without children, form most households, while nonfamily households represent a quarter of the total households. Self-employment is notable, and employment tends to be in manufacturing, health care, and retail. Most housing in this market consists of owner-occupied, single-family homes rather than rentals, with housing built primarily between 1970 and 2000 and generally priced lower than the national average. Owning multiple vehicles is typical, with driving alone as the primary means of commuting.

Key statistics

• Median age: 46.2
• Median household size: 2.52
• Predominant household structure (Census 2020): Married couples with no kids
• Median household income: $99,689
• Median net worth: $506,754
• Percentage of individuals with completion of a bachelor’s degree or higher: 34.0%

Housing and employment

• Predominant Urbanicity Type: Suburb; Metro Landscape
• Median home value: $344,056
• Homeownership rate: 89.0%
• Rent burdened households (American Community Survey 2019-2023): 22.4%
• Labor force participation rate: 62.5%
• Unemployment rate: 3.0%

Lifestyle patterns

• Consumers tend to use coupons and shop at department stores.
• Residents purchase tools for home and yard maintenance, such as lawn mowers, trimmers, electric drills, and saws.
• Radio remains a staple, with commuters subscribing to satellite and streaming channels. Television is widely used for news, entertainment, and major sports.
• When traveling, domestic trips are common. Residents cook, bake, read, and walk their dogs. Residents tend to vote, and recycling is a routine practice.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Most residents in this segment live in metropolitan areas with populations exceeding 500,000. More than half of residents aged 25 and older hold a bachelor’s or graduate degree. Married couples are predominant, though a significant proportion of households are nonfamily, including singles, households with no relatives, and cohabiting couples without children. More than half of households have dual incomes, with health care, education, and retail trade being key sectors. Homeownership rates are slightly above the national average, and most homes are valued between $200,000 and $500,000. Even with rents slightly higher than the national average, vacancy rates are relatively low. The housing stock is older, with many homes constructed before 1970. While single-family detached homes are common, there is also a higher-than-average presence of single-family attached units such as row houses, duplexes, and townhomes.

Key statistics

• Median age: 41.4
• Median household size: 2.20
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $97,516
• Median net worth: $301,867
• Percentage of individuals with completion of a bachelor’s degree or higher: 54.1%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity
• Median home value: $395,657
• Homeownership rate: 65.9%
• Rent burdened households (American Community Survey 2019-2023): 33.1%
• Labor force participation rate: 71.4%
• Unemployment rate: 3.0%

Lifestyle patterns

• Residents tend to bank and shop online, and they typically buy groceries in person.
• Residents buy both e-books and hard copies. They regularly contribute to an IRA to build their retirement savings.
• They often pay for high-speed internet for streaming. Alongside online news consumption, public radio and television are popular.
• Residents tend to engage with a variety of causes. They vote regularly, participate in environmental groups, and recycle, and they often spend time outdoors.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These suburban neighborhoods are predominantly located in the West, often outside the principal cities of major metropolitan areas. About half of the population is between 35 and 74, and most households consist of married or cohabiting couples. Most households earn middle-tier incomes, and labor force participation is high. This segment has a high concentration of employment in public administration, construction, health care, and retail trade sectors. Neighborhoods consist mainly of single-family homes built between 1950 and 1990, offering ample parking space, often for three or more vehicles. A significant portion of the population commutes alone by car. Rental rates and home prices are substantial, with more than half of the properties for purchase valued between $300,000 and $500,000.

Key statistics

• Median age: 41.5
• Median household size: 2.62
• Predominant household structure (Census 2020): Married couples
• Median household income: $94,802
• Median net worth: $339,974
• Percentage of individuals with completion of a bachelor’s degree or higher: 33.9%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $451,221
• Homeownership rate: 75.8%
• Rent burdened households (American Community Survey 2019-2023): 39.6%
• Labor force participation rate: 64.9%
• Unemployment rate: 4.4%

Lifestyle patterns

• Residents typically shop at warehouse clubs, and they tend to exhibit brand loyalty.
• They often spend money on their pets and tools for gardening. Residents take active roles in planing their financial future.
• Residents tend to listen to the radio, use streaming services, and watch cable TV shows.
• Recycling is a routine practice. Regular exercise and medical checkups are integral to their routine.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are typically found in the suburbs of major metropolitan areas, particularly in the South and Midwest, including states such as Michigan, Illinois, and Texas. The median age is slightly above that of the U.S. Most households earn middle-tier incomes, and labor force participation is high; most work full-time jobs, and many families are supported by multiple earners. Employment is mostly in wholesale trade, health care, education, and manufacturing sectors. Affordable housing is prominent, with most homes valued between $150,000 and $300,000 and rental prices below the national average. Homeowners significantly outnumber renters, and many homes were built between 1950 and 2000. Short, solo commutes are common, with households typically owning several vehicles. During the day, the residential population exceeds the working population.

Key statistics

• Median age: 40.2
• Median household size: 2.56
• Predominant household structure (Census 2020): Married couples
• Median household income: $88,893
• Median net worth: $317,594
• Percentage of individuals with completion of a bachelor’s degree or higher: 32.6%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $262,806
• Homeownership rate: 80.5%
• Rent burdened households (American Community Survey 2019-2023): 29.6%
• Labor force participation rate: 68.6%
• Unemployment rate: 3.4%

Lifestyle patterns

• Residents tend to buy budget-friendly items from discount local or chain stores.
• Homeowners often purchase lawn and garden maintenance tools.
• These residents have a strong enthusiasm for professional, college, and high school sports.
• When dining out, they frequent both fast food and sit-down chain restaurants.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Though prevalent nationwide, the highest concentrations of these communities are found in the Midwest and South. While many are in the suburbs of small metropolitan and micropolitan areas, these neighborhoods also have significant concentrations in small and remote towns. Residents are predominantly aged 65 years and above, and many are widowed or married without children living at home. Housing is more affordable than the national average: more than half of the homes in this segment are valued between $150,000 and $300,000. The majority of households consist of single-family homes, primarily built between 1950 and 1990. Commutes are typically short, with most residents driving alone to work, due to limited public transportation options. These neighborhoods generally have low population density and stable growth patterns.

Key statistics

• Median age: 46.4
• Median household size: 2.29
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $77,226
• Median net worth: $291,287
• Percentage of individuals with completion of a bachelor’s degree or higher: 33.9%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $255,205
• Homeownership rate: 78.2%
• Rent burdened households (American Community Survey 2019-2023): 34.0%
• Labor force participation rate: 57.5%
• Unemployment rate: 3.5%

Lifestyle patterns

• When it comes to shopping, they often visit large retail establishments for food and home supplies.
• This segment tends to stick to the same foods, stores, and brands. They often buy American-made products and domestic vehicles.
• Television is a primary source for both news and entertainment, including programs related to hunting and sports.
• They use social media to follow groups and stay in touch with friends and family.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Predominantly found in the Midwest, followed by the South, these suburban neighborhoods are especially common in states such as Missouri, Michigan, Nebraska, Ohio, and Wisconsin. These neighborhoods are slightly younger than the U.S. average, and households tend to consist of married couples, cohabiting couples, and single-person households. Labor force participation is high, with many families having two or more workers. Employment tends to be in the manufacturing, health care, and retail sectors, with a higher-than-average presence of skilled trade workers. Housing is more affordable than the national average for both renters and homeowners. A significant percentage of homes are valued between $100,000 and $200,000, and most residences are single-family detached houses built between 1950 and 1990.

Key statistics

• Median age: 38.8
• Median household size: 2.33
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $69,074
• Median net worth: $168,044
• Percentage of individuals with completion of a bachelor’s degree or higher: 26.9%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $174,311
• Homeownership rate: 67.3%
• Rent burdened households (American Community Survey 2019-2023): 30.8%
• Labor force participation rate: 69.2%
• Unemployment rate: 3.7%

Lifestyle patterns

• Residents tend to shop at discount grocery chains and frequent fast-food restaurants. Consumers tend to finance their vehicles with loans.
• – These individuals use social media as well as newspapers and magazines. Recreational interests often include professional and college sports, fishing, and gardening.
• Vacations are typically taken to nearby states, especially those offering beaches or sightseeing opportunities.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are scattered nationwide, with above-average concentrations in the Midwest and South. Residents live in suburbs near metro areas with populations of 500,000 or more. Most residents are aged 45 and above, and a notable portion are either widowed or divorced, contributing to a high number of single-person households and smaller average household sizes. There is also a notable presence of this segment in small and remote towns and micropolitan areas, and many residents, particularly renters, have moved into these neighborhoods more recently. There are a higher-than-average number of workers in social service occupations. Homes are valued between $150,000 and $300,000. Half of the homes are single-family units, many constructed between 1950 and 1990, and the rest are a mix of low-rise and high-rise apartment complexes.

Key statistics

• Median age: 45.6
• Median household size: 2.00
• Predominant household structure (Census 2020): Singles living alone; married couples with no kids
• Median household income: $55,927
• Median net worth: $87,823
• Percentage of individuals with completion of a bachelor’s degree or higher: 30.7%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core
• Median home value: $254,916
• Homeownership rate: 49.4%
• Rent burdened households (American Community Survey 2019-2023): 39.9%
• Labor force participation rate: 55.9%
• Unemployment rate: 4.4%

Lifestyle patterns

• They tend to shop locally, especially for toys and games.
• Residents have insurance and regular access to medical providers.
• Residents listen to the radio and read magazines. Popular TV subjects include travel, bowling, and golf. While cell phone use is common, many have a landline.
• These individuals have a less prominent online presence compared to other segments.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These low-density neighborhoods are located in suburban, rural, or coastal settings, often in warmer climates. Residents tend to be aged 55 and older, and more than half of households comprise married couples with no children. The median net worth is approximately three times that of the U.S. median. Residents earn incomes in the middle and upper tiers, supported by a blend of retirement funds and social security and other forms of public assistance. Half of workers earn wages and salaries, often in professional roles such as management, health care, technology, and legal fields, and one in five is self-employed. The housing landscape is predominantly made up of single-family units, and a significant portion of homes were built after 2000. This segment ranks among the highest for seasonal vacancies, with around a third of units occasionally vacant. Housing affordability is low compared to the national average.

Key statistics

• Median age: 64.4
• Median household size: 2.01
• Predominant household structure (Census 2020): Married couples with no kids
• Median household income: $102,652
• Median net worth: $811,588
• Percentage of individuals with completion of a bachelor’s degree or higher: 52.8%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $625,531
• Homeownership rate: 87.3%
• Rent burdened households (American Community Survey 2019-2023): 36.3%
• Labor force participation rate: 41.4%
• Unemployment rate: 3.4%

Lifestyle patterns

• Consumers tend to use reward memberships when shopping.
• They often pay for services to manage their finances, homes, and legal matters. They are well-insured and often drive high-end vehicles.
• They read books spanning a wide range of genres.
• Residents spend time birdwatching, golfing, cooking, and dining out. They tend to engage with their communities by regularly participating in elections and volunteering.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are spread across metropolitan areas, both large and small, nationwide. Most residents have settled in the suburbs. A quarter of the population consists of people aged 75 years and above, and nearly half of households are single individuals. Many households depend on a mix of retirement funds, investment income, and social security and other forms of public assistance, while just over half also earn wages and salaries. Households typically earn middle-tier incomes; accrued net worth tends to be above the national average. Many are active in the workforce, with employment in professional sectors such as education, health care, management, sales, and technology. Most residents live in single-family homes, duplexes, or apartments, and rent exceeds the national average. Additionally, many assisted living and nursing facilities are found in these areas.

Key statistics

• Median age: 55.0
• Median household size: 1.94
• Predominant household structure (Census 2020): Singles living alone; married couples with no kids
• Median household income: $80,402
• Median net worth: $263,394
• Percentage of individuals with completion of a bachelor’s degree or higher: 50.5%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $466,253
• Homeownership rate: 59.9%
• Rent burdened households (American Community Survey 2019-2023): 46.2%
• Labor force participation rate: 52.3%
• Unemployment rate: 3.6%

Lifestyle patterns

• Their shopping habits feature a mix of online and catalog purchases, and they tend to choose domestic products and trusted brands.
• These residents manage their finances with the help of financial advisors and tax professionals. Residents hold health, auto, home, and life insurance.
• Residents spend time watching sports, news, and movies on cable TV, as well as reading books and newspapers.
• Residents schedule regular medical appointments and tend to be both physically and socially active. They often go to theaters, art galleries, and restaurants.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Communities in this segment tend to be designed for senior or assisted living and are primarily located in warmer climates with seasonal populations in states such as Florida, Arizona, and California. This is the oldest segment, as the majority of residents are at least 65 years old. Age dependency ratios are more than triple the national average. These elder residents are primarily retired, living off retirement payments, investments, or supported by social security and other forms of public assistance. Population growth in these popular neighborhoods is twice the national rate. Most of the population lives in the suburbs of metropolitan areas, providing close proximity to family and medical facilities. A high prevalence of second homes supports seasonal travel. Most homes are valued above $200,000, and one-third of all housing was built after 2000.

Key statistics

• Median age: 74.1
• Median household size: 1.67
• Predominant household structure (Census 2020): Married couples with no kids; singles living alone
• Median household income: $69,169
• Median net worth: $530,281
• Percentage of individuals with completion of a bachelor’s degree or higher: 42.2%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $411,168
• Homeownership rate: 85.6%
• Rent burdened households (American Community Survey 2019-2023): 55.2%
• Labor force participation rate: 20.8%
• Unemployment rate: 5.0%

Lifestyle patterns

• Many carry premium credit cards but pay cash for vehicle purchases. Residents tend to use coupons from newspapers and magazines.
• Retirees in this segment tend to have a variety of assets, and some own multiple properties. They often pay for services to manage their finances, homes, and gardens.
• Residents primarily use cable modems on older computers. Cable TV and newspapers are their go-to sources for staying informed and entertained.
• Daily routines often involve medical appointments, specialty diets, and regular medications. When residents travel, they often opt for cruises.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

While much of this segment’s population is scattered across the U.S., the majority reside in the South and West. Most neighborhoods are suburban, on the outskirts of metropolitan areas, and roughly one-quarter of residents live in rural areas. This segment is growing at approximately twice the national rate, with more than half of householders aged 65 and older. There is a notable population of retired military personnel. The majority of households earn low- to middle-tier incomes, with many supported by social security and other forms of public assistance, and about a third live on retirement income. Many homes remain vacant for much of the year, drawing seasonal residents when colder weather strikes elsewhere. Homeownership rates are high, with manufactured homes making up nearly half of all housing. Most households own one or two cars.

Key statistics

• Median age: 61.5
• Median household size: 1.98
• Predominant household structure (Census 2020): Singles living alone; married couples with no kids
• Median household income: $50,282
• Median net worth: $208,760
• Percentage of individuals with completion of a bachelor’s degree or higher: 21.4%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $159,874
• Homeownership rate: 79.0%
• Rent burdened households (American Community Survey 2019-2023): 42.4%
• Labor force participation rate: 38.6%
• Unemployment rate: 5.7%

Lifestyle patterns

• Consumers tend to shop at department stores.
• Residents schedule regular medical appointments and commonly use prescription drugs. Health and dietary considerations guide their food purchases.
• Media consumption is primarily through TV, CDs, DVDs, newspapers, and magazines.
• Residents are likely to vote and contribute to religious groups. Households typically own older, well-maintained vehicles that are driven sparingly.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities are evenly distributed across metropolitan, micropolitan, and nonmetropolitan areas, with the highest concentration in the Midwest. Most residents live outside defined towns or cities in very low-density regions. Agriculture is at the heart of these communities, with many residents self-employed on their own farms or working for neighboring farms. Residents also find employment opportunities in manufacturing, construction, mining, and utilities. Residents tend to be older, with more married couples than singles, however, there is a higher-than-average presence of children under 18. Residents tend to own at least two vehicles.

Key statistics

• Median age: 43.6
• Median household size: 2.50
• Predominant household structure (Census 2020): Married couples
• Median household income: $78,155
• Median net worth: $298,064
• Percentage of individuals with completion of a bachelor’s degree or higher: 22.0%

Housing and employment

• Predominant Urbanicity Type: Metro Landscape; Rural Countryside
• Median home value: $243,467
• Homeownership rate: 83.8%
• Rent burdened households (American Community Survey 2019-2023): 21.7%
• Labor force participation rate: 64.1%
• Unemployment rate: 2.9%

Lifestyle patterns

• Residents tend to shop for essentials in person, often using coupons, and they turn to online platforms for greater variety and better deals.
• They often purchase tools and equipment for maintaining their cars, lawns, and gardens.
• They tend to listen to country music.
• Residents create and repair things themselves, from home improvement and woodworking to gardening and crafting.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities, though within metropolitan or micropolitan boundaries, are largely concentrated on the outskirts in suburbs or very low-density areas. The population is generally older, with more than half of household heads aged 55 and above, though younger families with school-aged children are also prevalent. Both child and senior age dependency rates are higher than the national averages. Socioeconomically, this segment mirrors national averages, with most earning middle-tier incomes. For the older population, low-tier incomes are often supported by social security and other forms of public assistance. Residents work in industries such as manufacturing, health care, retail, construction, mining, and agriculture. The cost of living is low, and long commutes of more than 30 minutes, sometimes crossing county or state lines, are common.

Key statistics

• Median age: 41.5
• Median household size: 2.59
• Predominant household structure (Census 2020): Married couples
• Median household income: $72,167
• Median net worth: $254,904
• Percentage of individuals with completion of a bachelor’s degree or higher: 20.1%

Housing and employment

• Predominant Urbanicity Type: Metro Landscape; Suburb
• Median home value: $260,137
• Homeownership rate: 81.9%
• Rent burdened households (American Community Survey 2019-2023): 26.3%
• Labor force participation rate: 59.4%
• Unemployment rate: 4.1%

Lifestyle patterns

• Residents shop at discount and hardware stores for essentials such as children’s clothes, shoes, and books. They tend to shop online for pet and hobby supplies.
• Dining out typically happens at chain restaurants and fast-food establishments.
• For entertainment, residents read physical copies of hunting and fishing magazines and follow college football and auto racing on TV. These individuals tend to spend time outside. Common activities include camping trips, fishing, hunting, and gardening, and residents often travel domestically.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Neighborhoods in this segment are distributed throughout the country and are concentrated in resort locations and areas with seasonal recreation. With approximately half of the population aged 55 and over, the senior age dependency rate is high. Nearly half of households are comprised of married couples without children. While most of this segment is rural and remote, some communities are within commuting distance (though often long commutes) of major urban job centers. Residents tend to have skilled jobs in construction and manufacturing. Rates of self-employment and government employment are higher than average, and there is a notable veteran population. There is a high number of second homes used for recreation, with one in three housing units designated for seasonal or occasional use.

Key statistics

• Median age: 55.1
• Median household size: 2.20
• Predominant household structure (Census 2020): Married couples with no kids
• Median household income: $71,031
• Median net worth: $321,308
• Percentage of individuals with completion of a bachelor’s degree or higher: 29.7%

Housing and employment

• Predominant Urbanicity Type: Rural Countryside; Metro Landscape; Suburb
• Median home value: $372,031
• Homeownership rate: 84.0%
• Rent burdened households (American Community Survey 2019-2023): 30.2%
• Labor force participation rate: 49.8%
• Unemployment rate: 3.9%

Lifestyle patterns

• Residents typically rely on local garages or dealers for vehicle maintenance.
• They often purchase household equipment such as generators, grills, and freezers.
• They tend to watch TV and read magazines.
• Residents tend to engage with their communities and regularly volunteer with local organizations. They typically prepare food at home.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Heavily concentrated in the South and Appalachia, these residents often live in very rural areas far from job centers and outside towns and cities. Households are predominantly married couples and single-person households. Residents work in industries such as manufacturing, construction, agriculture, mining, and utilities. Employment in health care, retail, accommodation, and food services is also significant in these communities. Labor force participation is lower than average. These stable rural communities are characterized by long-term homeownership. Single-family homes are common, with one in five units being mobile homes. Vacancy rates are higher than the national average. Owning multiple cars is essential, as long commutes (sometimes across county or state lines) are typical.

Key statistics

• Median age: 46.9
• Median household size: 2.37
• Predominant household structure (Census 2020): Married couples
• Median household income: $61,776
• Median net worth: $225,364
• Percentage of individuals with completion of a bachelor’s degree or higher: 18.9%

Housing and employment

• Predominant Urbanicity Type: Metro Landscape; Rural Countryside; Suburb
• Median home value: $213,253
• Homeownership rate: 82.4%
• Rent burdened households (American Community Survey 2019-2023): 26.0%
• Labor force participation rate: 50.6%
• Unemployment rate: 4.4%

Lifestyle patterns

• Residents often seek out generic and domestic brands. They tend to shop at discount and hardware stores but will order supplies online when not available locally.
• They purchase tools for home improvement, landscaping, and automotive repair.
• Households often rely on satellite internet for connectivity.
• Pickup trucks are a common vehicle choice, serving both work and leisure needs.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Neighborhoods in this segment are primarily found in outlying towns and cities across the Midwest. Nearly half of the population resides in low-density suburbs or small towns outside official metropolitan or micropolitan area boundaries, with a notable portion living in very rural settings. Households are predominantly married couples and single-person households. Residents work in industries such as construction, utilities, health care, and agriculture. The manufacturing industry has historically played a significant role in their lives, often spanning multiple generations. There is an above-average portion of the population supported by social security and other forms of public assistance. Most housing units were built before 1990, with more than half built before 1970. Commutes are generally short, and residents tend to own one or more vehicles.

Key statistics

• Median age: 43.6
• Median household size: 2.28
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $60,072
• Median net worth: $165,309
• Percentage of individuals with completion of a bachelor’s degree or higher: 19.2%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $139,003
• Homeownership rate: 71.6%
• Rent burdened households (American Community Survey 2019-2023): 29.4%
• Labor force participation rate: 57.7%
• Unemployment rate: 4.2%

Lifestyle patterns

• Residents often bank locally and pay in cash for goods and services.
• They tend to spend money on their pets, including grooming, veterinary care, and treats.
• Consumers tend not to prioritize owning and using the latest technology.
• Residents tend to opt for domestic vacations, drive domestic trucks, perform their own vehicle maintenance, and spend time outdoors.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Communities in this segment are located outside city boundaries, largely in the South. Population density is low, and the landscape is characterized by expansive open spaces and undeveloped land. Households primarily consist of married or widowed older adults. Many residents are approaching retirement or are retired, having had careers working in skilled trades such as agriculture, manufacturing, mining, construction, and utilities. The health, food, and retail sectors provide essential job opportunities for many, while social security and other forms of public assistance offer additional financial support. Commuting times are long. Homes are predominantly owned, and single-family and manufactured homes are common. Vacancy rates tend to be higher than average, with a notable portion being seasonal units.

Key statistics

• Median age: 43.7
• Median household size: 2.42
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $48,428
• Median net worth: $138,719
• Percentage of individuals with completion of a bachelor’s degree or higher: 13.4%

Housing and employment

• Predominant Urbanicity Type: Metro Landscape; Rural Countryside; Suburb
• Median home value: $125,411
• Homeownership rate: 78.5%
• Rent burdened households (American Community Survey 2019-2023): 28.0%
• Labor force participation rate: 46.3%
• Unemployment rate: 6.1%

Lifestyle patterns

• Consumers tend to shop in person at nearby convenience, discount, and hardware stores, but they often travel farther for food and supplies.
• Residents tend to purchase pickup trucks and favor American brands for both their work needs and leisure activities, such as fishing and hunting.
• Connectivity can be limited; households depend on satellite for TV and internet, and many maintain a landline.
• Equipped with the necessary tools and equipment, residents maintain their vehicles, gardens, and homes themselves.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

One in four residents in this segment live outside metropolitan areas, often in small towns with a semirural setting. Nearly one-third of the population is 55 or older, and nonfamily and single-parent households are dominant. Residents are primarily employed in manufacturing, food service, production, and retail. Most residents have a high school diploma. More than half of households earn middle-tier incomes; social security and other forms of public assistance provide essential support. Residents own at least one vehicle per household, though many workers walk or bike to nearby employment. Rental costs are among the lowest in the country. Neighborhoods are older, with most homes built before 1990, and are predominantly comprised of single-family units, but duplexes are also common.

Key statistics

• Median age: 41.9
• Median household size: 2.26
• Predominant household structure (Census 2020): Singles living alone; married couples
• Median household income: $40,589
• Median net worth: $45,310
• Percentage of individuals with completion of a bachelor’s degree or higher: 14.5%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $114,887
• Homeownership rate: 55.8%
• Rent burdened households (American Community Survey 2019-2023): 38.5%
• Labor force participation rate: 47.1%
• Unemployment rate: 7.1%

Lifestyle patterns

• These consumers tend to shop at nearby discount stores for essentials, and they place orders online or by phone for items they cannot find locally.
• They frequently purchase gardening, pet care, and automotive supplies.
• Residents primarily watch cable TV and use prepaid cellular phones for social media and games. Video gaming is popular among the younger population.
• They engage in activities at home or nearby, such as fishing, hunting, renting movies, attending state and county fairs, woodworking, and cooking.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Residents in this segment live in suburban areas with a notable presence in urban vicinities, mostly near large, coastal metropolitan areas, especially in California, New York, Massachusetts, and Washington. Predominantly composed of married couples, many are raising young children. They are highly educated and hold professional positions in technology, health care, and education sectors, as well as a notable number who are self-employed. Some have additional earnings from interest, dividends, and rental properties. Household incomes generally fall within the upper tier, and many are significantly higher than the national average. They have substantial net worth and retirement savings. About half of housing units are detached single-family homes, and there is also a notable presence of attached single-family homes and apartment complexes. Most households own one or two vehicles.

Key statistics

• Median age: 41.9
• Median household size: 2.38
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $144,754
• Median net worth: $572,986
• Percentage of individuals with completion of a bachelor’s degree or higher: 69.0%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity
• Median home value: $839,477
• Homeownership rate: 62.5%
• Rent burdened households (American Community Survey 2019-2023): 34.9%
• Labor force participation rate: 70.6%
• Unemployment rate: 3.4%

Lifestyle patterns

• They typically have multiple credit cards that offer airline miles, which they use for frequent domestic and international travel.
• They tend to invest in various assets, including valuable homes and 401(k) retirement plans.
• Residents tend to use the internet to trade and monitor investments, research financial and real estate matters, and engage on professional networking platforms.
• Residents tend to exercise frequently, schedule regular checkups, and eat fresh, organic foods.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Residents in these neighborhoods live in the suburbs of large metropolitan areas, with a high concentration in the West, particularly California. The population skews slightly older, with a higher proportion of people aged 45 to 64. Households tend to be large and multigenerational, including adult children living with parents. Residents are often employed in skilled occupations, with notable self-employment and jobs with local government, and may receive income from interest, dividends, and rental properties. Homeownership is prevalent, with most homes valued at $500,000 or higher and occupants living in them for many years. Rental prices are among the highest in the country. Homes are generally older, many built before 1970. Commuting is a significant aspect of life, and many households own multiple vehicles.

Key statistics

• Median age: 43.0
• Median household size: 3.01
• Predominant household structure (Census 2020): Married couples
• Median household income: $138,083
• Median net worth: $764,889
• Percentage of individuals with completion of a bachelor’s degree or higher: 45.1%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $808,353
• Homeownership rate: 80.7%
• Rent burdened households (American Community Survey 2019-2023): 39.0%
• Labor force participation rate: 64.1%
• Unemployment rate: 4.5%

Lifestyle patterns

• Consumers buy computers, printers, and tablets at warehouse clubs or electronics stores.
• Residents tend to own or lease hybrid vehicles and purchase natural and organic foods. Homeowners invest in home improvement projects, frequently enlisting contractors.
• Residents engage with a variety of media, including television, newspapers, magazines, and the internet.
• They maintain passports for foreign travel but often travel domestically.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are primarily located in the suburbs of metropolitan areas with populations exceeding 500,000, mainly in the South and West. Most members of the segment are between 25 and 54, with an overall population that is young; nearly a third are under the age of 18. Married couples with or without children are prevalent in this segment. Household incomes are predominantly upper tier, and workers are frequently employed full time in fields including government, management, sales, business, and finance. They reside in newer single-family homes, typically constructed in 2000 or later. More than half of the homes are valued between $300,000 and $500,000. Nearly a third of households own three or more vehicles.

Key statistics

• Median age: 34.5
• Median household size: 3.12
• Predominant household structure (Census 2020): Married couples
• Median household income: $131,202
• Median net worth: $539,415
• Percentage of individuals with completion of a bachelor’s degree or higher: 49.2%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $462,376
• Homeownership rate: 82.9%
• Rent burdened households (American Community Survey 2019-2023): 33.2%
• Labor force participation rate: 71.8%
• Unemployment rate: 3.0%

Lifestyle patterns

• Residents tend to shop at club stores and make purchases using online platforms.
• Spending centers around children, including clothing, medicine, toys, and entertainment. Residents pay for garden maintenance, home cleaning, and pet care services.
• They tend to purchase internet-connectable televisions, all-in-one printers, home security systems, smart thermostats, and lighting systems.
• Individuals engage in regular exercise, eat organic foods, and spend time hiking and reading. They travel frequently, both domestically and internationally.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Members of these communities reside mostly in lower-density, rapidly growing suburbs in the South and Midwest. Most householders are between the ages of 35 and 64, and households are mainly comprised of large families with children. Marriage rates are high. Members of this segment are often employed in professional roles and earn middle-tier incomes. Many are self-employed, and some households support their earnings with interest, dividends, or rental properties. Available housing is predominantly composed of single-family units built in the 1990s and 2000s, with home values and rents that mirror national averages. The rate of new development is notably higher here than in most other regions. Many households have multiple vehicles, and long commutes are common.

Key statistics

• Median age: 39.0
• Median household size: 2.80
• Predominant household structure (Census 2020): Married couples
• Median household income: $111,751
• Median net worth: $499,190
• Percentage of individuals with completion of a bachelor’s degree or higher: 40.2%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $379,560
• Homeownership rate: 85.2%
• Rent burdened households (American Community Survey 2019-2023): 31.1%
• Labor force participation rate: 69.4%
• Unemployment rate: 3.1%

Lifestyle patterns

• For in-store shopping, they frequent large retail hardware and hobby stores, while online shopping caters to a variety of household, children, pet, and personal items.
• Residents prioritize spending on medical, auto, and life insurance, as well as retirement planning. Pickup trucks and SUVs are common vehicle choices.
• They often play board games and read books.
• Residents tend to travel domestically.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities consist of large, multigenerational families residing mostly in suburbs in the West, particularly in California, with notable populations in Florida and New York. Average family sizes exceed 3.5 people, the highest in the nation. Children are present in a third of households, including adult children living at home. One in three individuals was born outside the U.S. Nearly half of this segment has some college education, and workers typically hold jobs in health care, retail trade, manufacturing, construction, and transportation that provide middle-tier incomes. They reside in older single-family homes, with much of the housing built before 1970. For nearly a third of households that rent, rental prices are significantly higher than the national average.

Key statistics

• Median age: 36.9
• Median household size: 3.52
• Predominant household structure (Census 2020): Married couples
• Median household income: $95,282
• Median net worth: $298,163
• Percentage of individuals with completion of a bachelor’s degree or higher: 21.5%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity
• Median home value: $542,261
• Homeownership rate: 71.8%
• Rent burdened households (American Community Survey 2019-2023): 44.0% Labor force participation rate: 63.9%
• Unemployment rate: 5.4%

Lifestyle patterns

• Households typically purchase groceries, clothing, and household supplies at warehouse or discount stores, and electronics are frequently bought online.
• Residents tend to maintain more than three vehicles, purchasing new sedans and SUVs, and roadside assistance services.
• They stay in touch with friends and family through regular messaging and phone calls.
• International travel is typically family-oriented.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Residents in this segment tend to live in suburban neighborhoods in the South, particularly in Texas, Georgia, Florida, and North Carolina. These are large, young families in a variety of household structures: married couples, both with and without children, make up about half of the households, with significant numbers of single-parent households, cohabiting couples with kids, and multigenerational families. Nearly one in three members of this segment hold a bachelor’s or graduate degree. Key employment sectors include health care, retail, education, manufacturing, and construction. There are many first-time homebuyers, and homeowners outnumber renters. Approximately half of homes in this segment were constructed in the last 5 to 10 years. Residents often commute longer distances, frequently outside their county of residence.

Key statistics

• Median age: 33.6
• Median household size: 3.02
• Predominant household structure (Census 2020): Married couples
• Median household income: $89,093
• Median net worth: $247,071
• Percentage of individuals with completion of a bachelor’s degree or higher: 31.0%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $315,564
• Homeownership rate: 73.1%
• Rent burdened households (American Community Survey 2019-2023): 38.5%
• Labor force participation rate: 70.0%
• Unemployment rate: 4.1%

Lifestyle patterns

• Households frequently use coupons for cleaning products, toiletries, and cosmetics.
• These residents tend to spend money on their children, pets, and homes. They often visit movie theaters, zoos, aquariums, and theme parks.
• They often install the latest technology, including smart home devices, TVs, and video game systems.
• These residents often carry mortgages and credit card balances and tend to seek financial advice from others.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities are mostly located in suburban, and sometimes urban, regions in the South and West. Large households are common, with one in three individuals under 18 years old and nearly half of families having children. There is a significant number of young households, adult children living with parents, and multigenerational families. Approximately one in three residents were born outside the U.S. Employment is common in skilled and service occupations, with key industries being construction, manufacturing, retail trade, and agriculture. Most households earn low- to middle-tier incomes. Housing is relatively affordable, featuring a mix of old and new owner-occupied and renter-occupied homes, with a notable presence of single-family units and mobile homes. Families often have multiple vehicles, and most commutes are under 30 minutes.

Key statistics

• Median age: 30.4
• Median household size: 3.52
• Predominant household structure (Census 2020): Married couples
• Median household income: $59,647
• Median net worth: $97,589
• Percentage of individuals with completion of a bachelor’s degree or higher: 10.4%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core
• Median home value: $208,064
• Homeownership rate: 60.4%
• Rent burdened households (American Community Survey 2019-2023): 39.5%
• Labor force participation rate: 62.2%
• Unemployment rate: 6.4%

Lifestyle patterns

• Shopping is done at price-competitive stores and often in bulk, prioritizing groceries, clothing, and child-related items.
• Residents often opt for do-it-yourself projects for maintaining their homes, gardens, and vehicles. Many save to travel abroad and financially support their families.
• They stay connected with family abroad using cell phones for video calls, and they keep up with news, soccer, movies, and other content on TV and radio.
• Members of these communities tend to save instead of borrow money but may carry a credit card balance.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Located in both dense urban areas and suburbs of major metropolitan regions on both U.S. coasts, particularly in California, New York, New Jersey, and Washington, D.C., these neighborhoods are a mix of married couples, singles, and families, some with older children. Most have attended college or earned a degree, and household incomes are primarily in the middle tier. Employment is in a wide array of professional and service occupations, and some residents are self-employed. Approximately half of all homes are rented, with most residences constructed before the 1990s and a significant portion built before 1970. Most residents live in a mix of single-family detached homes, townhomes, or multiunit structures, and daily commutes are often 30 minutes or more.

Key statistics

• Median age: 38.7
• Median household size: 2.73
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $101,720
• Median net worth: $206,302
• Percentage of individuals with completion of a bachelor’s degree or higher: 40.4%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity; Urban Core
• Median home value: $729,964
• Homeownership rate: 50.1%
• Rent burdened households (American Community Survey 2019-2023): 42.2%
• Labor force participation rate: 68.8%
• Unemployment rate: 4.8%

Lifestyle patterns

• These residents frequently dine out or order from food delivery services.
• Consumers tend to opt for organic products and dairy alternatives. They tend to travel both domestically and internationally.
• Individuals are tech-savvy and active on social media.
• Recycling is a routine practice.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are among the most densely populated, often located in and around urban centers and in the suburbs of major metropolises such as New York, Boston, Washington, D.C., and Chicago. The population is young, and many residents were born outside the U.S. The community is a blend of family households, married couples, single parents with younger or adult children, and single-person households. A sizable proportion of households are multigenerational. Households typically earn middle-tier incomes, and some are supported by social security and other forms of public assistance. More than half of individuals have some college education or have completed a degree. Residents work in a variety of professional and service jobs, and nearly a quarter commute 60 minutes or more.

Key statistics

• Median age: 38.5
• Median household size: 2.75
• Predominant household structure (Census 2020): Married couples; singles living alone; singles with relatives
• Median household income: $76,919
• Median net worth: $102,849
• Percentage of individuals with completion of a bachelor’s degree or higher: 29.3%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity
• Median home value: $574,714
• Homeownership rate: 43.7%
• Rent burdened households (American Community Survey 2019-2023): 44.9%
• Labor force participation rate: 63.6%
• Unemployment rate: 6.6%

Lifestyle patterns

• Residents tend to shop at both high-end and warehouse stores, with a strong inclination toward athletic apparel.
• Personal care services are a priority for spending.
• Individuals often listen to the radio and watch TV, and they use ride-sharing services and digital payment platforms extensively.
• They follow sports, especially basketball and soccer.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities tend to be located in the urban centers of metropolitan cities, particularly in the Mid-Atlantic and Pacific regions, as well as New York City. Households are often multigenerational and composed of married-couple families with or without children. Nearly half of residents were born outside the U.S., and nearly one-third of the population speaks a language other than English as their first language. Households typically earn low- to middle-tier incomes, and some are supported by social security and other forms of public assistance. Roughly half of residents have some college education or a bachelor’s degree or higher. A vast majority of residents are renters; for homeowners, property values are more than twice the U.S. median. More than a third of the population relies on public transportation, and most households have either one car or none at all.

Key statistics

• Median age: 38.1
• Median household size: 2.96
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $70,028
• Median net worth: $64,718
• Percentage of individuals with completion of a bachelor’s degree or higher: 32.1%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Urban Vicinity; Suburb
• Median home value: $839,695
• Homeownership rate: 32.4%
• Rent burdened households (American Community Survey 2019-2023): 47.4%
• Labor force participation rate: 60.1%
• Unemployment rate: 5.7%

Lifestyle patterns

• These residents regularly shop at discount department stores, warehouse clubs, and large wholesale retailers.
• They frequent fast-food restaurants, and many use food delivery services rather than dining out.
• Popular entertainment includes video games and movies, with leisure activities often taking place on computers and cell phones.
• Residents tend to travel abroad to visit family members.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are typically found in large, densely populated metro areas particularly on the West Coast and are characterized by large, young families, often in multigenerational households. Many residents were born outside the U.S., and rates of linguistic isolation are high. Households typically earn low- to middle-tier incomes, with some supported by social security and other forms of public assistance. Employment is spread across various industries such as construction, accommodations and food services, health care, manufacturing, and transportation. Housing costs are high due to elevated property values and rent prices, and vacancy rates are low. Almost half of all dwellings are single-family detached or attached homes, while the rest are multiunit buildings, and most residents rent their homes. Commute times are relatively long.

Key statistics

• Median age: 32.7
• Median household size: 3.47
• Predominant household structure (Census 2020): Married couples; singles with relatives; singles living alone
• Median household income: $67,912
• Median net worth: $52,639
• Percentage of individuals with completion of a bachelor’s degree or higher: 15.1%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb; Urban Vicinity
• Median home value: $572,958
• Homeownership rate: 32.1%
• Rent burdened households (American Community Survey 2019-2023): 47.9%
• Labor force participation rate: 64.6%
• Unemployment rate: 6.6%

Lifestyle patterns

• These residents tend to shop at local stores, discount merchandise stores, and wholesale clubs.
• They often go to movie theaters and theme parks for entertainment.
• Social media is used for chatting and connecting with family and friends, and mobile phones are the primary mode for accessing news and entertainment.
• Many residents maintain strong ties to family living abroad, often connecting through calls and messaging when not traveling for in-person visits.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Found mainly in the Northeast, these neighborhoods are among the highest in population density and are located in the urban centers of major hubs, such as New York City. These residents are typically young, and households include a mix of single-person households, married couples, and nontraditional households. Multigenerational and female-headed, single-parent households are also common. Many residents were born outside the U.S., and rates of linguistic isolation are high. Households typically earn low-tier incomes, often supported by social security and other forms of public assistance. Employment is common in administrative support roles or service professions. Most residents are renters living in high-rise apartments built around the 1950s or earlier. While rents are lower than the national average, they still represent a significant portion of residents’ budgets.

Key statistics

• Median age: 35.7
• Median household size: 2.55
• Predominant household structure (Census 2020): Singles living alone; married couples; singles with relatives
• Median household income: $37,607
• Median net worth: $12,087
• Percentage of individuals with completion of a bachelor’s degree or higher: 19.0%

Housing and employment

• Predominant Urbanicity Type: Urban Core
• Median home value: $493,601
• Homeownership rate: 5.7%
• Rent burdened households (American Community Survey 2019-2023): 46.4%
• Labor force participation rate: 54.2%
• Unemployment rate: 9.7%

Lifestyle patterns

• These residents rely on public transportation, laundromats, and convenience stores, and food delivery services are popular.
• Residents often send what they can to support family members abroad.
• Mobile devices play a significant role in providing entertainment and information. While cell phones are ubiquitous, landlines remain in use.
• Many are primary caregivers to elderly family members.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Residents in this segment typically live in and around urban centers and in suburbs in the South and West. The population is younger and has larger family sizes than the U.S. average, and households typically include parents supporting young children, adult children living with parents, and other multigenerational family structures. Single-parent families and households without couples or children are also notably common. One in five residents were born outside the U.S., and the rate of linguistic isolation is more than twice the national average. Employment tends to be in skilled and service-related sectors, including construction, and households typically earn middle-tier incomes. Homes tend to be owner-occupied, single-family detached units built before 1990, with most valued between $100-300,000. The housing market is characterized by low vacancy rates and moderately high rents.

Key statistics

• Median age: 35.5
• Median household size: 3.01
• Predominant household structure (Census 2020): Married couples
• Median household income: $72,515
• Median net worth: $177,755
• Percentage of individuals with completion of a bachelor’s degree or higher: 19.6%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity; Urban Core
• Median home value: $261,789
• Homeownership rate: 68.9%
• Rent burdened households (American Community Survey 2019-2023): 40.4%
• Labor force participation rate: 65.1%
• Unemployment rate: 5.2%

Lifestyle patterns

• These residents primarily shop at large retail establishments and wholesale stores.
• Consumers frequent fast-food restaurants or opt for home-delivered meals.
• Households typically own multiple cell phones and TVs. They rely mainly on mobile internet and use their devices to stream videos and listen to music.
• Foreign-language programming is popular on TV, and playing video games is a common activity among children and young adults.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are predominantly found in rural and non-metro areas. About a quarter of the population in this segment is under 18, and around a third of households consist of seniors supported by social security and retirement income. More than half of households are occupied by either a single person or a married couple without children. Employment in manufacturing, construction, agriculture, and mining is more common than in most other markets, and full-time work is much more common than part-time. Public transportation is often not an option, and most workers commute by driving alone. Homes in this market are typically valued under $250,000 and are largely single-family detached units, though mobile homes are also common, and most homes are owned.

Key statistics

• Median age: 38.9
• Median household size: 2.51
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $58,911
• Median net worth: $126,005
• Percentage of individuals with completion of a bachelor’s degree or higher: 19.6%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $213,579
• Homeownership rate: 66.7%
• Rent burdened households (American Community Survey 2019-2023): 35.3%
• Labor force participation rate: 56.2%
• Unemployment rate: 5.1%

Lifestyle patterns

• Residents frequently shop at hardware and hobby stores, and they purchase groceries from both convenience stores and large department stores.
• They tend to spend time working on their vehicles and homes, and they invest in automotive tools and maintenance essentials.
• Radio, especially country music, is popular.
• Most households have at least one pet.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are predominantly found in metropolitan and micropolitan areas. Around half of this segment’s population resides in the South, with another third in the West. A steady influx of immigration contributes to cultural diversity in these communities, and job opportunities are primarily found in manufacturing, construction, and mining. Married and cohabiting couples outnumber single-individual households, and around a third of households have children. Incomes predominantly fall within the low to middle tiers, with some households supported by social security and other forms of public assistance. Homes in these neighborhoods are primarily mobile homes. Vehicles are a necessary part of everyday life, and abundant open space often surrounds these communities, contributing to a population density of less than 100 people per square mile.

Key statistics

• Median age: 35.1
• Median household size: 2.77
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $54,988
• Median net worth: $106,219
• Percentage of individuals with completion of a bachelor’s degree or higher: 14.2%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $101,257
• Homeownership rate: 64.3%
• Rent burdened households (American Community Survey 2019-2023): 36.5%
• Labor force participation rate: 60.6%
• Unemployment rate: 5.7%

Lifestyle patterns

• Residents tend to shop at large retail establishments, often opting for generic brands and waiting for discounts.
• They spend on baby and children’s necessities, pets, and video games, and they tend to save rather than borrow for purchases.
• Individuals stay connected and informed with mobile internet access and are willing to pay for streaming services and children’s television.
• Their primary concerns are health care and timely retirement.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities are generally found in the suburbs or urban centers of metropolitan areas in the Midwest and South, though there is also a notable presence in more rural small towns. Neighborhoods are characterized by young families with children under 18. At least a third of households are nonfamily households, and marriage rates are comparatively lower than the national average, with more individuals never having been married. Employment is primarily in manufacturing, retail, health care, food, and accommodation. About a third of households earn low-tier incomes and are supported by social security and other forms of public assistance. Homes are typically single-family units and small apartment complexes, with over half built before 1970, and vacancy rates are relatively high.

Key statistics

• Median age: 35.7
• Median household size: 2.48
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $50,994
• Median net worth: $60,861
• Percentage of individuals with completion of a bachelor’s degree or higher: 14.8%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core; Urban Vicinity
• Median home value: $109,158
• Homeownership rate: 52.5%
• Rent burdened households (American Community Survey 2019-2023): 36.7%
• Labor force participation rate: 63.2%
• Unemployment rate: 6.1%

Lifestyle patterns

• Residents typically shop online and order products such as pet supplies from large retail establishments.
• They tend to buy tools for garden maintenance and purchase used vehicles.
• Almost all adults have access to smartphones, typically with discount prepaid services, which they use for social media and entertainment.
• Fast-food restaurants are frequently visited for both lunch and dinner, especially on weekends.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Households in these neighborhoods are primarily young families located in and around urban centers and suburbs in the Southwest. These households are mainly composed of married couples or single-parent families, and this segment includes a significant share of multigenerational households, including adult children living with parents. Communities are culturally diverse, with many residents born outside of the U.S. Incomes are split between low and middle tiers, often supported by social security and other forms of public assistance. The working-age population is largely employed in office administrative support, services, construction, or building maintenance occupations. Houses are mainly single-family detached dwellings built before 1970. Half of all homes are owned, and a quarter of homeowners have a mortgage.

Key statistics

• Median age: 36.7
• Median household size: 2.88
• Predominant household structure (Census 2020): Married couples; singles living alone; singles with relatives
• Median household income: $44,023
• Median net worth: $58,547
• Percentage of individuals with completion of a bachelor’s degree or higher: 12.6%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core
• Median home value: $135,227
• Homeownership rate: 58.2%
• Rent burdened households (American Community Survey 2019-2023): 42.8%
• Labor force participation rate: 53.9%
• Unemployment rate: 6.1%

Lifestyle patterns

• Residents tend to shop at discount grocery and department stores.
• Common purchases include baby and children’s products such as food, clothing, and toys. Families take trips to movie theaters and theme parks.
• Many households own three or more mobile devices, used for entertainment, social media, and staying connected with friends and family, both locally and abroad.
• Households tend to carry a credit card balance each month and wire money to support family members.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are situated throughout the Midwest and South, with most residents living in and around urban centers and in the suburbs. Many households consist of married couples without children or single-parent, female-headed households. A substantial number are single individuals living alone, and a significant portion of the population is under 18. Household income is distributed across low and middle tiers, with most households earning under $50,000 annually. Many working-age residents are employed in food preparation, health-care support, building maintenance, production, or transportation and material moving occupations. A significant number of homes were built before 1970, and there is a notable percentage of unoccupied properties. Most properties are valued under $100,000.

Key statistics

• Median age: 37.1
• Median household size: 2.45
• Predominant household structure (Census 2020): Singles living alone; married couples; singles with relatives
• Median household income: $35,121
• Median net worth: $18,675
• Percentage of individuals with completion of a bachelor’s degree or higher: 12.4%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity; Urban Core
• Median home value: $80,736
• Homeownership rate: 46.9%
• Rent burdened households (American Community Survey 2019-2023): 46.1%
• Labor force participation rate: 50.6%
• Unemployment rate: 10.5%

Lifestyle patterns

• Residents tend to shop at discount supermarkets and stores.
• Dining out is often at fast food restaurants, and convenience stores are popular for quick purchases.
• They watch TV using cable or streaming services, follow professional basketball games, and read magazines for news and entertainment.
• Residents use their cell phones for accessing news and entertainment as well as connecting with family and friends and using digital payment services.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are located in and around the largest, most densely populated metropolises in the country. Residents are young, and many live alone, with roommates, or as unmarried couples. One in three individuals aged 25 and older holds a graduate degree. They work in management, business, and computer-related fields in the technology, finance, health, and education sectors and earn upper-tier incomes. They may also make money through investments, rental properties, or operating their own businesses. Members of this segment generally rent property in mid- to high-rise buildings, with a mix of new construction and renovated units built before 1950. This is the most expensive market to rent or own housing relative to typical incomes. Commutes are often long; this segment ranks the highest for remote working.

Key statistics

• Median age: 36.2
• Median household size: 1.95
• Predominant household structure (Census 2020): Singles living alone; married couples with no kids
• Median household income: $145,759
• Median net worth: $233,707
• Percentage of individuals with completion of a bachelor’s degree or higher: 78.6%

Housing and employment

• Predominant Urbanicity Type: Urban Core
• Median home value: $918,816
• Homeownership rate: 35.9%
• Rent burdened households (American Community Survey 2019-2023): 29.3%
• Labor force participation rate: 79.6%
• Unemployment rate: 3.2%

Lifestyle patterns

• Consumers tend to shop online for clothing, groceries, household essentials, and other goods.
• Residents spend money on travel, entertainment, fine dining, and fashion.
• They frequently listen to podcasts, buy physical books, and follow news websites, and they tend to own the latest electronics and accessories.
• Residents schedule regular medical appointments, emphasize healthy eating, and integrate exercise into their routines.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Located mainly in the centers of major metropolitan areas, these neighborhoods are composed of highly educated young professionals in their 20s and 30s, many of whom were born outside the U.S. Residents often live alone, cohabitate with partners, or share space with roommates. The majority hold a bachelor’s degree or higher, and a significant portion are enrolled in college. They work in professional or management positions with upper-tier incomes. Most homes are rented in buildings with 20 or more units, many of which have been constructed since 2010. Working from home is common. These areas also experience significant daytime population growth as hubs for workplaces, restaurants, and entertainment. Walking, ridesharing, or public transportation are common for commuting.

Key statistics

• Median age: 32.9
• Median household size: 1.60
• Predominant household structure (Census 2020): Singles living alone
• Median household income: $94,766
• Median net worth: $51,079
• Percentage of individuals with completion of a bachelor’s degree or higher: 73.6%

Housing and employment

• Predominant Urbanicity Type: Urban Core
• Median home value: $566,069
• Homeownership rate: 15.8%
• Rent burdened households (American Community Survey 2019-2023): 33.0%
• Labor force participation rate: 78.8%
• Unemployment rate: 3.1%

Lifestyle patterns

• Residents often shop at specialty grocery stores for natural, organic, and environmentally friendly products.
• They tend to go to movies, musicals, theater, bars, clubs, and museums.
• These residents tend to use the internet for banking, digital payments, social media, shopping, and reading digital newspapers.
• They frequently travel both domestically and internationally.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

This fast-growing segment is primarily located just outside downtown sections of large cities or in nearby suburbs. Residents are mostly in the 25 to 44 age range, and nearly half of individuals aged 25 and older hold a bachelor’s degree. The segment has grown due to recent immigration, adding to the notable population of individuals born outside the U.S. already living here. Key employment sectors include health care, technology, retail, education, and manufacturing, and incomes often fall in the upper tier. The segment is a mix of homeowners and renters, residing in both single-family and multifamily units. Homes are generally newer, and two-thirds of owned homes are valued above $300,000. Households typically own multiple vehicles. While many have the option to work from home, most commute by car.

Key statistics

• Median age: 34.6
• Median household size: 2.37
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $91,039
• Median net worth: $121,498
• Percentage of individuals with completion of a bachelor’s degree or higher: 49.6%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core; Urban Vicinity
• Median home value: $429,764
• Homeownership rate: 41.4%
• Rent burdened households (American Community Survey 2019-2023): 34.5%
• Labor force participation rate: 76.1%
• Unemployment rate: 3.3%

Lifestyle patterns

• Consumers tend to place orders online from warehouse clubs and department stores.
• These residents spend money on clothing, travel, and dining out, including fast food.
• Social media is commonly used for sharing photos and videos, professional networking, and following favorite brands, sports, and hobbies.
• Individuals tend to explore new exercise and diet regimes and often opt for active vacations.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Nearly all residents in this segment reside in or near metropolitan areas with dense urban populations exceeding 2.5 million. Half of the segment is aged 25 to 44 and many are unmarried. Bachelor’s and graduate degrees are common, and most have completed at least some college education. More than a quarter of the population was born outside the U.S., with many having immigrated in the last decade. Many are employed in professional jobs in industries like technology, health care, and education. Some work from home. Most homes are rented, many in multiunit structures. Of the homes that are owned, nearly three-quarters are valued over $500,000. Over half of workers have lengthy commutes of at least 30 minutes, and use of public transportation is common.

Key statistics

• Median age: 37.4
• Median household size: 2.18
• Predominant household structure (Census 2020): Singles living alone; married couples
• Median household income: $86,061
• Median net worth: $69,698
• Percentage of individuals with completion of a bachelor’s degree or higher: 52.4%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $741,526
• Homeownership rate: 25.7%
• Rent burdened households (American Community Survey 2019-2023): 40.9%
• Labor force participation rate: 71.5%
• Unemployment rate: 5.3%

Lifestyle patterns

• Digital payment services and online transactions, including ride share and food delivery apps, are widely used.
• They tend to purchase imported beer, organic and natural products, and nondairy milk. Many adhere to specific diets, such as vegetarianism.
• Nearly all households own a computer, often essential for work.
• Residents tend to incorporate exercise into their daily routine. They often engage with their communities through fundraising, local politics, and other activities.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Members of these communities are young, live in cities, and move frequently. These neighborhoods show consistent growth and are composed of large numbers of young graduates and college students who have relocated to the U.S. Most individuals live alone, though some share their homes with roommates or partners. Most earn middle-tier incomes and are employed in full-time professional occupations such as management, finance, computer science, engineering, education, and health care; the rate of remote work is higher than average. Housing options are a mix of single-family and multifamily units. Frequent relocations occur both within and outside the county, and rents are on par with the national average. While owning a vehicle is considered necessary, biking or walking to nearby schools and workplaces is an option.

Key statistics

• Median age: 36.0
• Median household size: 1.87
• Predominant household structure (Census 2020): Singles living alone; married couples with no kids
• Median household income: $70,356
• Median net worth: $58,291
• Percentage of individuals with completion of a bachelor’s degree or higher: 51.6%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $369,687
• Homeownership rate: 32.7%
• Rent burdened households (American Community Survey 2019-2023): 35.3%
• Labor force participation rate: 74.0%
• Unemployment rate: 3.6%

Lifestyle patterns

• Residents tend to shop online for groceries, clothing, household essentials, and electronics.
• They often plan domestic trips and spend money on workout wear, team sports apparel, and educational books.
• These residents use the internet to conduct meetings, complete assignments, and search for employment and housing. Social media use is common.
• Playing video games and watching TV are common sources of entertainment.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are young, growing, and usually located in suburbs and the peripheries of metropolitan areas with relatively dense populations of at least half a million. Single-person households make up about one-third of total households, followed by married, cohabiting, or single persons with children. There is an above-average presence of preschool-age children. Many have attended some college, and individuals often work in health care, retail, office/administration, or sales. Household incomes generally fall within the middle tier. The typical home for this segment is a moderately priced ($200-500K) single-family residence built before the 90s; about half are rented and half are owned. Commute times are generally low and driven alone.

Key statistics

• Median age: 38.1
• Median household size: 2.32
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $70,055
• Median net worth: $122,944
• Percentage of individuals with completion of a bachelor’s degree or higher: 32.2%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core
• Median home value: $313,879
• Homeownership rate: 54.1%
• Rent burdened households (American Community Survey 2019-2023): 37.8%
• Labor force participation rate: 67.4%
• Unemployment rate: 4.1%

Lifestyle patterns

• These residents tend to shop online instead of in person. Credit unions are often used for financial services and products.
• Clothing, groceries, and electronics are typical purchases. Residents look for deals at discount stores and focus on essential items.
• Radio and online music services are common sources of entertainment.
• Residents tend to vote in local, state, and national elections. Recycling is a routine practice.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Members of these communities, many of whom were born outside the U.S., live in and around metropolitan areas with populations exceeding 2.5 million, commonly located along interstate corridors and on the coasts. Families tend to be large, and a sizable proportion of the population consists of children. Nonfamily households, including individuals living alone, represent about a third of this segment. Residents often work in service and skilled occupations with middle-tier incomes compared to the national average. Parking constraints often limit households to one or two vehicles. There are low levels of housing affordability and members reside in predominantly rental neighborhoods of multiunit structures, many of which were built before 1990. Commuters often use public transportation.

Key statistics

• Median age: 35.2
• Median household size: 2.67
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $65,990
• Median net worth: $57,790
• Percentage of individuals with completion of a bachelor’s degree or higher: 26.3%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core; Urban Vicinity
• Median home value: $396,119
• Homeownership rate: 36.5%
• Rent burdened households (American Community Survey 2019-2023): 45.8%
• Labor force participation rate: 68.0%
• Unemployment rate: 5.5%

Lifestyle patterns

• Residents often shop online for baby accessories and electronics. For other purchases, they tend to shop in person at convenience and discount stores.
• Purchases often center around clothing, food, and supplies for young children. Residents tend to carry a balance on multiple credit cards.
• Individuals make digital payments and use social media to stay in touch with friends and family abroad.
• Residents browse foreign-language websites, watch TV, and read magazines.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Residents in this segment reside largely in suburbs in the South, and many commute to another county for work. Most households are occupied by a single person, a married couple without children, or a combined family without couples or children. Adult children living with their parents are not uncommon; there is a higher rate of multigenerational households. There are more female than male householders. Many residents have some college education, though high school completion rates are lower than the national average. Most households earn middle-tier incomes and employment is largely in government, health care, and retail sectors. Social security and other forms of public assistance are key sources of support. Residents typically own homes built before 1990, with most valued under $200,000.

Key statistics

• Median age: 41.0
• Median household size: 2.50
• Predominant household structure (Census 2020): Married couples; singles living alone; singles with relatives
• Median household income: $58,089
• Median net worth: $131,285
• Percentage of individuals with completion of a bachelor’s degree or higher: 23.2%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Vicinity
• Median home value: $183,266
• Homeownership rate: 65.6%
• Rent burdened households (American Community Survey 2019-2023): 42.0%
• Labor force participation rate: 58.9%
• Unemployment rate: 7.2%

Lifestyle patterns

• These residents tend to shop at discount stores.
• Residents frequently visit nail salons and purchase hair care products for home use.
• Households tend to have multiple TVs and subscribe to premium channels. They opt for newspapers over digital media, and many maintain a landline at home.
• Religion often influences various aspects of these residents’ lives, including listening to gospel and faith-centered music genres.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are concentrated in densely populated metropolitan areas of between 500,000 and 2.5 million people. This is a highly mobile population that frequently moves within the same area. Household structure varies widely, from young householders under the age of 35 with preschool-aged children to renters living alone or as couples without children. More than half of this segment is either in college or holds an associate degree or higher; they earn middle-tier incomes in the retail, health care, and food service sectors. They live in mid- to high-rise multifamily structures or older homes valued under $300,000; some occupy single-family homes. Households generally own at least one car, typically a used vehicle, and commute times are typically under half an hour.

Key statistics

• Median age: 32.8
• Median household size: 2.20
• Predominant household structure (Census 2020): Singles living alone; married couples
• Median household income: $55,443
• Median net worth: $22,480
• Percentage of individuals with completion of a bachelor’s degree or higher: 29.6%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $242,615
• Homeownership rate: 24.4%
• Rent burdened households (American Community Survey 2019-2023): 41.1%
• Labor force participation rate: 73.3%
• Unemployment rate: 4.5%

Lifestyle patterns

• Individuals tend to shop close to home, picking up groceries at neighborhood stores. Younger residents often opt for fast food, relying on app-based delivery services.
• These individuals often use electronic coupons, loyalty rewards, and conduct job searches online. Households tend to purchase used vehicles.
• They listen to music, watch TV, and shop online for household necessities. Social media usage is common for entertainment and staying in touch with friends and family.
• They often cook meals at home and visit urgent care centers for medical needs.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Neighborhoods in this segment are largely found in and around metropolitan areas with populations exceeding half a million. Householders are generally under the age of 54 and may have adult children living with parents at home. The majority of the population aged 25 and above have a high school diploma, an associate degree, or some college education. Jobs are often in the health care, retail, food, manufacturing, and transportation sectors; there is a high level of female labor force participation. Residents live in older homes, usually as renters, with a notable presence of town homes and smaller low-rise rental buildings. On average, homes are modestly priced and affordable for most households. Suburban residents rely on vehicles to get to work, while those in and near cities use public transportation.

Key statistics

• Median age: 33.3
• Median household size: 2.57
• Predominant household structure (Census 2020): Singles living alone; married couples
• Median household income: $50,960
• Median net worth: $28,927
• Percentage of individuals with completion of a bachelor’s degree or higher: 20.6%

Housing and employment

• Predominant Urbanicity Type: Suburb; Urban Core; Urban Vicinity
• Median home value: $201,173
• Homeownership rate: 39.2%
• Rent burdened households (American Community Survey 2019-2023): 45.2%
• Labor force participation rate: 65.8%
• Unemployment rate: 6.9%

Lifestyle patterns

• Residents often shop for clothing, groceries, and footwear at nearby discount stores. They tend to use online banking and digital payment services over cash.
• Spending centers around baby and children’s products. Individuals also purchase TVs, video gaming equipment, and jewelry. Residents often carry a credit card balance.
• Residents frequently use social media to stay in touch with friends and family and to follow celebrities, TV shows, and athletes.
• They tend to read paper copies of newspapers and magazines, and television and radio are popular entertainment sources.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Residents in this segment mostly live in or near large and midsized metropolitan areas in the Midwest and South. They are predominantly in their 20s and 30s, with households comprising singles, couples without children, and nonfamily members. These neighborhoods experience moderate growth and high mobility. A notable portion are recent immigrants. One in three individuals have completed high school, and another third are pursuing higher education, often supported by part-time jobs. Most live alone, renting property in duplexes and small apartment complexes built before 1990. They pay below the national average for rent. Employment is prevalent in retail, health, food service, and manufacturing industries. Commutes are short and workers often drive alone, but many also carpool, bike, or walk to work.

Key statistics

• Median age: 37.0
• Median household size: 2.09
• Predominant household structure (Census 2020): Singles living alone; married couples with no kids
• Median household income: $47,084
• Median net worth: $24,708
• Percentage of individuals with completion of a bachelor’s degree or higher: 24.2%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $174,373
• Homeownership rate: 35.7%
• Rent burdened households (American Community Survey 2019-2023): 39.1%
• Labor force participation rate: 62.8%
• Unemployment rate: 5.9%

Lifestyle patterns

• Residents shop for deals nearby, prioritizing generic brands over brand-name foods if they are less expensive. Online shopping is less common.
• Large out-of-pocket vehicle purchases are rare; most vehicles are purchased used with a loan.
• Residents are likely to own a smartphone and purchase TVs and gaming systems. They follow professional sports on radio and television, and social media use is prevalent.
• Residents tend to cook meals at home as well as frequent fast food restaurants.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These small communities are typically located in suburban regions near military facilities, with the highest concentrations in the South and West. This segment primarily consists of young, married couples, with or without children, as well as nonfamily and single-parent households. Many in this segment are affiliated with the military and work full-time. Government and federal employment rank higher than in any other segment. Many have completed some college or earned an associate degree; the proportion of individuals with bachelor’s or graduate degrees is relatively low. Residents tend to move frequently and rent subsidized housing in relatively new developments. The daytime population is significantly higher than the national average due to the presence of armed forces personnel both on and off bases.

Key statistics

• Median age: 22.9
• Median household size: 3.06
• Predominant household structure (Census 2020): Married couples with kids
• Median household income: $71,464
• Median net worth: $17,514
• Percentage of individuals with completion of a bachelor’s degree or higher: 34.7%

Housing and employment

• Predominant Urbanicity Type: Suburb
• Median home value: $376,119
• Homeownership rate: 3.2%
• Rent burdened households (American Community Survey 2019-2023): 42.6%
• Labor force participation rate: 20.7%
• Unemployment rate: 6.0%

Lifestyle patterns

• Common purchases include products for babies and children.
• The lifestyles of these residents are predominantly family-focused. They allocate more spending to video games than any other form of entertainment.
• At home, they stream movies, watch sports, play board games, and read.
• Residents lead highly active lifestyles, participating in a variety of outdoor activities. They also tend to visit museums, zoos, and movie theaters.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Communities in this segment are spread across the country and are most often located in and around city centers and in the suburbs. Neighborhoods are frequently located in the largest metropolitan areas, but there is a significant presence in smaller cities of 100,000 to 250,000 people. These residents are a mix of students and individuals affiliated with universities. Actively enrolled students constitute nearly half of the population, with many having recently moved to the U.S. Nearly half of the population holds a bachelor’s or graduate degree. Part-time work is common, often within biking or walking distance, in jobs linked to colleges or supporting industries like food service and accommodations. Rates of government employment are also high. Around three-quarters of residents are renters, and on-campus and multifamily housing is typical.

Key statistics

• Median age: 24.6
• Median household size: 2.07
• Predominant household structure (Census 2020): Singles living alone; singles with roommates
• Median household income: $46,253
• Median net worth: $13,771
• Percentage of individuals with completion of a bachelor’s degree or higher: 49.6%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $293,431
• Homeownership rate: 25.3%
• Rent burdened households (American Community Survey 2019-2023): 47.0%
• Labor force participation rate: 60.5%
• Unemployment rate: 5.4%

Lifestyle patterns

• Residents shop around for deals, using coupons, sales, and free shipping.
• They tend to opt for environmentally safe, natural, and organic products.
• They are avid readers of various media, subscribing to digital newspapers, listening to podcasts, and reading print fiction.
• Residents lean toward quick and easy meals, and many are regulars at the gym and participate in multiple sports.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are found in the centers and suburbs of metropolitan areas, with a notable presence in cities of 100,000 to 500,000 people. The residents in this segment represent the youngest demographic among all Tapestry segments. They are pursuing bachelor’s and graduate degrees, and they are mostly unmarried and in their late teens to early 20s. Part-time employment in service occupations is common, and employment varies widely, including government, education, food and accommodation, service, and retail sectors. Housing for this segment is a blend of on-campus and off-campus living. Most reside in multiunit buildings with five or more units, such as dormitories or apartments, featuring a mix of old and new housing.

Key statistics

• Median age: 21.8
• Median household size: 2.03
• Predominant household structure (Census 2020): Singles living alone; singles with roommates
• Median household income: $29,081
• Median net worth: $9,563
• Percentage of individuals with completion of a bachelor’s degree or higher: 58.0%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $332,446
• Homeownership rate: 7.0%
• Rent burdened households (American Community Survey 2019-2023): 58.2%
• Labor force participation rate: 44.5%
• Unemployment rate: 7.8%

Lifestyle patterns

• Residents tend to choose generic brands and environmentally friendly budget products. They often visit convenience stores for snacks.
• Socially active, they tend to go out to movies, bars, beaches, and theme parks, often opting for fast food or take-out.
• Individuals are active on social media and play video games, frequently purchasing consoles and accessories. Podcasts, music services, and dating apps are popular.
• They are passionate sports fans and participate in various team and individual sports. They also attend professional games and follow their favorite teams on TV.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities are predominantly composed of young residents living in and around urban centers in mega metropolitan areas in the South, Midwest, and West. Many householders are under 35 and live alone, with roommates, or as cohabiting couples without children. Neighborhoods are culturally diverse with a significant portion of the population born outside the U.S. Many residents hold a bachelor’s degree or are currently enrolled in college. This segment has one of the highest labor force participation rates in the country, and the majority of residents earn middle-tier incomes. Residents tend to be highly mobile, frequently relocating for housing and employment opportunities. Housing is primarily located away from the main downtown area in small multifamily apartments or high-rise buildings, and most workers have short commutes.

Key statistics

• Median age: 31.4
• Median household size: 1.98
• Predominant household structure (Census 2020): Singles living alone; married couples
• Median household income: $56,258
• Median net worth: $14,694
• Percentage of individuals with completion of a bachelor’s degree or higher: 37.0%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $287,356
• Homeownership rate: 4.9%
• Rent burdened households (American Community Survey 2019-2023): 40.2%
• Labor force participation rate: 76.1%
• Unemployment rate: 4.3%

Lifestyle patterns

• Consumers frequent convenience stores and often grab fast food or order in.
• They maintain essential auto and renter’s insurance but may forgo health insurance if not provided by their employer.
• Residents spend time playing video games and on social media, and they rely on the internet for streaming services, shopping, tax preparation, and job applications.
• Individuals tend to visit urgent care centers instead of scheduling regular medical appointments.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Neighborhoods in this segment are concentrated in the centers and nearby suburbs of mega metropolises, predominantly in the South and West. These communities are home to many young individuals and families born outside the U.S. Roughly half of families have multiple working adults, and households generally earn low- to middle-tier incomes. Workers tend to be employed in construction, manufacturing, retail, food service, and accommodations jobs, and carpooling, biking, or walking to work is common. Residents primarily live in moderately dense residential areas with mid- to high-rise buildings, most of which were built before 1990. While rental prices are below the national average, rents remain high relative to income.

Key statistics

• Median age: 30.0
• Median household size: 2.94
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $50,427
• Median net worth: $15,862
• Percentage of individuals with completion of a bachelor’s degree or higher: 15.6%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $276,278
• Homeownership rate: 16.0%
• Rent burdened households (American Community Survey 2019-2023): 47.1%
• Labor force participation rate: 70.6%
• Unemployment rate: 5.2%

Lifestyle patterns

• Residents are budget-conscious and prioritize spending on necessities such as clothing, shoes, and medical care for their children.
• Households often purchase used cars and perform their own maintenance.
• Residents rely on their phones for internet access and video calls.
• Individuals save money for regular visits to family abroad.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These communities are concentrated in the Mid-Atlantic and Pacific regions, and they comprise large families, including single parents and married or cohabiting couples, often helped by grandparents. About one-third of the population is under 20, and the child dependency ratio is among the highest in the nation. Residents tend to work in skilled and service jobs, and incomes primarily range from low- to middle-tier. These communities’ living arrangements vary widely, including smaller multi-family buildings, single-family homes, and row or townhomes, many built before 1950. Despite varied housing types, they tend to share an urban lifestyle, with nearly half residing in urban centers or suburbs. Although average rents are below the national level, many face a high rental burden.

Key statistics

• Median age: 31.3
• Median household size: 2.85
• Predominant household structure (Census 2020): Married couples; singles living alone
• Median household income: $41,775
• Median net worth: $14,617
• Percentage of individuals with completion of a bachelor’s degree or higher: 12.1%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb; Urban Vicinity
• Median home value: $173,878
• Homeownership rate: 29.2%
• Rent burdened households (American Community Survey 2019-2023): 48.8%
• Labor force participation rate: 56.2%
• Unemployment rate: 9.5%

Lifestyle patterns

• Households prioritize affordable shopping, often visiting discount and department stores for everyday needs.
• Baby products are in high demand, and children influence brand choices.
• Residents are active on social media and avid followers of foreign-language programming on TV and radio. Video game–related purchases are common for entertainment.
• Individuals connect with family abroad through instant messaging and video chatting.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are primarily located in the downtown urban cores of the largest metropolitan areas, and residents often live in low-rent, older high-rise buildings near centers of economic activity with heavy daytime traffic. The population is older, often widowed or divorced, and there is a higher proportion of single-person households in these communities than any other segment. Rates of recent immigration are high, and many speak a language other than English as their first language. Income disparities are notable, with many residents supported by social security and other forms of public assistance, while a significant portion of the population earns middle-tier incomes. Homeowners spend a large portion of their income on housing costs, and many households do not own a vehicle.

Key statistics

• Median age: 49.5
• Median household size: 1.69
• Predominant household structure (Census 2020): Singles living alone
• Median household income: $31,425
• Median net worth: $12,979
• Percentage of individuals with completion of a bachelor’s degree or higher: 30.4%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb
• Median home value: $333,286
• Homeownership rate: 16.6%
• Rent burdened households (American Community Survey 2019-2023): 41.0%
• Labor force participation rate: 44.0%
• Unemployment rate: 6.6%

Lifestyle patterns

• Individuals frequently use services like laundromats and convenience stores for daily needs.
• Residents typically prioritize budget-friendly and essential items when shopping. They buy food in bulk, opt for easy-to-prepare meals, and dine out at restaurants.
• Not everyone has a smartphone, and while print media remains popular, digital newspapers are the primary source for news.
• For TV entertainment, residents seek world news and foreign-language channels.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

These neighborhoods are typically located in and around the centers of metropolitan cities in the South and Midwest. This segment is the youngest outside of communities centered on colleges and military facilities, and it ranks highest in the presence of single-parent families as well as children under age 6. Many individuals hold full-time jobs in the service sector, though part-time work is also common. Most households earn low- to middle-tier incomes and are often supported by social security and other forms of public assistance. Neighborhoods typically include a mix of low-rise multiunit dwellings and single-family homes, with more than half built before 1970. Rents are low compared to the national average, though many renters spend over 35 percent of their income on rent and utilities.

Key statistics

• Median age: 29.1
• Median household size: 2.54
• Predominant household structure (Census 2020): Singles living alone; single parents
• Median household income: $27,823
• Median net worth: $11,213
• Percentage of individuals with completion of a bachelor’s degree or higher: 12.3%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Urban Vicinity; Suburb
• Median home value: $119,791
• Homeownership rate: 20.4%
• Rent burdened households (American Community Survey 2019-2023): 46.7%
• Labor force participation rate: 53.3%
• Unemployment rate: 12.4%

Lifestyle patterns

• Households frequent nearby discount supermarkets to stock up on quick meals, children’s clothing, medicines, and other supplies.
• Consumers occasionally carry a credit card balance to pay for expenses. Common purchases include women’s clothing, branded sneakers, watches, and jewelry.
• Individuals maintain a working cell phone for internet access, digital payment services, and staying updated on social media.
• Residents tend to watch cable TV and subscribe to multiple streaming services.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.

Members of these communities often reside in the centers of large metropolitan cities in the South and Midwest, with many also living in the suburbs. Households are mainly single individuals, female single parents raising young children, or family households without couples or children. Over half of individuals have never married, and divorce rates are high among those who have. More than half of households earn low-tier incomes, often supported by social security and other forms of public assistance. Most residents are employed at workplaces within a half-hour commute, and driving is the primary means of commuting. Housing units are typically older low-rise and high-rise apartments built before 1990. Rent is low relative to the national average, as are home values.

Key statistics

• Median age: 39.3
• Median household size: 2.06
• Predominant household structure (Census 2020): Singles living alone; singles with roommates
• Median household income: $26,555
• Median net worth: $11,809
• Percentage of individuals with completion of a bachelor’s degree or higher: 16.1%

Housing and employment

• Predominant Urbanicity Type: Urban Core; Suburb; Urban Vicinity
• Median home value: $152,321
• Homeownership rate: 23.6%
• Rent burdened households (American Community Survey 2019-2023): 44.1%
• Labor force participation rate: 46.7%
• Unemployment rate: 10.3%

Lifestyle patterns

• Residents often shop at nearby discount and convenience stores, especially those offering loyalty points.
• Consumers are willing to switch brands to use coupons and buy generic products to save money.
• Radio and TV, including streaming options, are popular sources of sports entertainment. Some opt for reading a paper copy of their local newspaper.
• When in a hurry, they opt for fast food or quick, frozen meals, but they generally prepare homemade meals.

Data vintage is Esri 2025 for all characteristics, except where otherwise noted.