LifeMode Group: Hometown
Family Foundations
12A
Households: 1,282,000
Average Household Size: 2.70
Median Age: 38.8
Median Household Income: $40,000
WHO ARE WE?
OUR NEIGHBORHOOD
SOCIOECONOMIC TRAITS
Family and faith are the cornerstones of life in these
communities. Older children, still living at home, working
toward financial independence, are common within these
households. Neighborhoods are stable: little household
growth has occurred for more than a decade. Many
residents work in the health care industry or public
administration across all levels of government. Style is
important to these consumers, who spend on clothing for
themselves and their children, as well as on smartphones.
• Family Foundations residents are a mix of
married couples, single parents, grandparents,
and children, young and adult.
• More than half have either attended
college or obtained a degree; one-third
have only finished high school.
• Average household size is slightly higher
at 2.70.
• Unemployment rate is high at 15%
(Index 178); labor force participation rate
is slightly lower at 60% as workers begin
to retire.
• Neighborhoods are found in principal cities
of major metropolitan areas throughout
the South and West.
• Two-thirds are homeowners living in
single family houses built before 1970.
• Nearly three-fourths of all households have
one or two vehicles at their disposal;
average commute time is slightly higher.
TAPESTRY
• Over one-third of households currently
receive Social Security benefits; more
than a quarter draw income from
retirement accounts.
• A strong focus is on religion and character.
• Style and appearance is important.
TM
SEGMENTATION
esri.com/tapestry
Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100.
Consumer preferences are estimated from data by GfK MRI.
12A
LifeMode Group: Hometown
TAPESTRY
Family Foundations
SEGMENTATION
esri.com/tapestry
AGE BY SEX (Esri data)
RACE AND ETHNICITY (Esri data)
INCOME AND NET WORTH
Median Age: 38.8 US: 37.6
The Diversity Index summarizes racial and ethnic diversity. The index
shows the likelihood that two persons, chosen at random from the
same area, belong to different race or ethnic groups. The index
ranges from 0 (no diversity) to 100 (complete diversity).
Net worth measures total household assets (homes, vehicles,
investments, etc.) less any debts, secured (e.g., mortgages)
or unsecured (credit cards). Household income and
net worth are estimated by Esri.
| Indicates US
85+
80–84
75–79
70–74
65–69
60–64
55–59
50–54
45–49
40–44
35–39
30–34
25–29
20–24
15–19
10–14
5–9
<5
TM
Diversity Index: 43.0 US: 62.1
Hispanic*
7.1%
Multiple
2.2%
Other
2.9%
Asian and
Pac. Island
American
Indian
Median Household Income
$40,000
0
1.0%
8%
4%
0
4%
Male
79.9%
$60k
$90k
$120k+
$300k
$400k+
$53,000
13.6%
0
8%
Female
$30k
Median Net Worth
0.5%
Black
White
US Median $51,000
0
20%
40%
* Hispanic can be of any race.
60%
US Median $71,000
80%
0
US Average
$100k
$200k
AVERAGE HOUSEHOLD BUDGET INDEX
OCCUPATION BY EARNINGS
The index compares the average amount spent in this market’s household budgets for
housing, food, apparel, etc., to the average amount spent by all US households. An index
of 100 is average. An index of 120 shows that average spending by consumers in this market
is 20 percent above the national average. Consumer expenditures are estimated by Esri.
The five occupations with the highest number of workers in the market are displayed
by median earnings. Data from the Census Bureau’s American Community Survey.
72
Food
73
$60,000
Median Earnings
Housing
48
Apparel & Services
73
Transportation
Health Care
76
Entertainment &
Recreation
74
68
Education
Pensions &
Social Security
71
Other
71
0
50
Management
$40,000
Production
150
200
250
300
350
Office and
Administrative Support
$20,000
Sales and Related
0
100
Transportation and
Material Moving
50,000
100,000
150,000
200,000
Workers ( Age 16+)
250,000
300,000
12A
LifeMode Group: Hometown
TAPESTRY
Family Foundations
MARKET PROFILE
TM
SEGMENTATION
esri.com/tapestry
HOUSING
(Consumer preferences are estimated from data by GfK MRI)
Median home value is displayed for markets that are primarily
owner occupied; average rent is shown for renter-occupied markets.
Tenure and home value are estimated by Esri. Housing type and average
rent are from the Census Bureau’s American Community Survey.
• Baby and children’s products are the primary purchases made by
Family Foundations residents.
• They shop at discount stores, such as Marshalls and T.J. Maxx, and take
advantage of savings at Sam’s Club.
• Many have no financial investments or retirement savings.
• Magazines, particularly focusing on health and children, are popular.
• They enjoy listening to urban format radio.
• One of their favorite entertainment sources is television: subscribe to
premium cable channels and own 3–4 TVs.
Own
67.0%
Typical Housing:
• They’re connected, but use the Internet primarily for entertainment, chat rooms,
and online gaming.
Home
Ownership
US Percentage:
63.6% Own
36.4% Rent
Rent
33.0%
Single Family
Median Value:
$112,000
US Median: $177, 000
POPULATION CHARACTERISTICS
ESRI INDEXES
Total population, average annual population change since Census 2010, and average
density (population per square mile) are displayed for the market relative to the size
and change among all Tapestry markets. Data estimated by Esri.
Esri developed three indexes to display average household wealth, socioeconomic status,
and housing affordability for the market relative to US standards.
900,000
Population
11,000,000
0
3,507,000
-0.5%
Population Growth (Annual %)
Wealth Index
3.0%
0
0.1%
0
Population
350
68
350
80
Socioeconomic Status Index
Density (Persons per sq. mile)
1000
1,333
25,000
0
183
Housing Affordability Index
350
12A
LifeMode Group: Hometown
TAPESTRY
Family Foundations
SEGMENTATION
esri.com/tapestry
SEGMENT DENSITY
This map illustrates the density and
distribution of the Family Foundations
Tapestry Segment by households.
High
Low
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