LifeMode Group: Ethnic Enclaves
Valley Growers
7E
Households: 293,000
Average Household Size: 3.96
Median Age: 26.6
Median Household Income: $32,000
WHO ARE WE?
OUR NEIGHBORHOOD
SOCIOECONOMIC TRAITS
Valley Growers is a small, but distinctive market, located
almost entirely in the West (primarily in California and
Washington). These neighborhoods are home to young,
Hispanic families with children and, frequently, multiple
generations living in single-family homes. Most residents
are Hispanic (mostly of Mexican origin). A third is foreign
born; 30% of households are linguistically isolated. This
market is all about spending time with family, taking care
of family and home, and following the Hispanic heritage.
More homes are rented than owned, located in semirural
areas where agriculture dominates. Unemployment is
high, and household income is much lower than the US,
supplemented by self-employment, home-grown products,
and some public assistance. Consumers favor Spanish
language media and outdoor activities.
• Young families dominate this market,
with a median age less than 27 and an
average household size of 3.96 (Index
153). Average family size is also higher,
at 4.24 (Index 135), with a number of
multigenerational households (Index 266).
• Only 44% have a high school diploma;
half of the high school graduates have
completed some college or a degree.
TAPESTRY
• Three-fifths of homes were built before 1980.
TM
SEGMENTATION
esri.com/tapestry
• Dominant household types: 38% are
married-couple families with children
(Index 174) and 21% are single-parent
families (Index 182).
• Most households (about 56%) rent
their homes.
• Homes are primarily single family homes
(60%), with a large share of mobile homes
(more than twice the US) and multiunit
(2–4 units) dwellings (Index 143).
• 30% of households have members who
speak only Spanish (Index 635).
• Primarily skilled work force, in agriculture;
unemployment is high at 14% (Index 163).
• Median household income is lower, primarily
from wages with assistance from Supplemental
Security Income (Index 185) and public
assistance income (Index 325).
• They are cost-conscious consumers, willing
to shop around to obtain the best price, as
their number one goal when shopping is to
save as much money as possible.
• Spending time with family is a top priority.
• They use TV more than any other media
to stay informed.
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.
LifeMode Group: Ethnic Enclaves
7E
TAPESTRY
Valley Growers
SEGMENTATION
esri.com/tapestry
AGE BY SEX (Esri data)
RACE AND ETHNICITY (Esri data)
INCOME AND NET WORTH
Median Age: 26.6 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: 84.5 US: 62.1
Hispanic*
Multiple
$32,000
3.9%
Other
41.2%
Asian and
Pac. Island
American
Indian
4%
0
4%
$30k
$60k
$90k
$120k+
$300k
$400k+
Median Net Worth
1.8%
3.4%
$14,000
47.1%
0
8%
Female
US Median $51,000
0
White
Male
0
2.6%
Black
8%
Median Household Income
81.0%
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.
64
Food
65
$30,000
Median Earnings
Housing
43
Apparel & Services
62
Transportation
54
Health Care
Entertainment &
Recreation
60
Education
58
Pensions &
Social Security
60
Other
57
0
50
$20,000
Transportation
and Material Moving
Office and
Administrative
Support
Sales and Related
Building and Grounds Cleaning
and Maintenance
$10,000
0
100
150
200
250
300
350
Farming, Fishing,
and Forestry
20,000
60,000
100,000
Workers ( Age 16+)
140,000
180,000
7E
LifeMode Group: Ethnic Enclaves
TAPESTRY
Valley Growers
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.
• Commonly own a used station wagon or subcompact car, serviced by an HH member.
• Many pay bills in person and prepare their taxes manually.
• Work on home improvement projects, such as painting the house.
• Key expenditures include groceries and children’s products.
• Favor shopping at Costco, Marshalls, Kmart, Sears, Walmart, and Target.
• Minimal online usage, but visit Spanish language websites.
• Enjoy listening to the radio, doing crossword puzzles, photo album/scrapbooking,
dancing, going on overnight camping trips, backpacking, hiking, and playing pool,
Frisbee, and football.
Own
43.9%
Typical Housing:
• Prefer to watch programs on Spanish TV networks and Discovery Channel, and
read parenting and automotive magazines.
Home
Ownership
US Percentage:
63.6% Own
36.4% Rent
Rent
56.1%
Single Family
Average Rent:
• Listen to a variety of music, especially Spanish/Latin music.
$810
US Average: $990
s
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
1,184,000
-0.5%
Population Growth (Annual %)
Wealth Index
3.0%
0
0.5%
Population
0
350
63
Socioeconomic Status Index
Density (Persons per sq. mile)
1000
86
350
44
25,000
0
142
Housing Affordability Index
350
7E
LifeMode Group: Ethnic Enclaves
TAPESTRY
Valley Growers
SEGMENTATION
esri.com/tapestry
SEGMENT DENSITY
This map illustrates the density and
distribution of the Valley Growers
Tapestry Segment by households.
High
Low
Copyright © 2014 Esri. All rights reserved. Esri, the Esri globe logo, Tapestry, @esri.com, and esri.com are trademarks, service marks,
or registered marks of Esri in the United States, the European Community, or certain other jurisdictions. Other companies and
products or services mentioned herein may be trademarks, service marks, or registered marks of their respective mark owners.
G62222
ESRI2C7/14dl
TM
For more information
1-800-447-9778
[email protected]
esri.com