Diversity of Americans – 67 types of people in the USA per ESRI

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9 years ago

Methodology

Esri uses the following methodology for Tapestry Segmentation:

2016 Tapestry Segmentation Methodology (PDF)
2015 Tapestry Segmentation Methodology (PDF)

Tapestry Segment summaries

The 67 distinct markets of Tapestry detail the diversity of the American population. Grouping the segments can simplify these differences by summarizing markets that share similar traits. There are 14 LifeMode groups and 6 Urbanization groups.

LifeMode groups

LifeMode groups represent markets that share a common experience—born in the same generation or immigration from another country—or a significant demographic trait, like affluence. Tapestry Segments are classified into 14 LifeMode groups. Click a link to view a PDF summary:

LifeMode	Segment ID and Name (PDF)
LifeMode 1 Affluent Estates Established wealth—educated, well-traveled married couples Accustomed to “more”: less than 10% of all households, with 20% of household income Homeowners (almost 90%), with mortgages (70%) Married couple families with children ranging from grade school to college Expect quality; invest in time-saving services Participate actively in their communities Active in sports and enthusiastic travelers	1A Top Tier
	1B Professional Pride
	1C Boomburbs
	1D Savvy Suburbanites
	1E Exurbanites
LifeMode 2 Upscale Avenues Prosperous married couples living in older suburban enclaves Ambitious and hard-working Homeowners (70%) prefer denser, more urban settings with older homes and a large share of townhomes A more diverse population, primarily married couples, many with older children Financially responsible, but still indulge in casino gambling and lotto tickets Serious shoppers, from Nordstrom’s to Marshalls or DSW, that appreciate quality, and bargains Active in fitness pursuits like bicycling, jogging and aerobics Also the top market for premium movie channels like HBO and Starz	2A Urban Chic
	2B Pleasantville
	2C Pacific Heights
	2D Enterprising Professionals
LifeMode 3 Uptown Individuals Young, successful singles in the city Intelligent (best educated market), hard-working (highest rate of labor force participation) and averse to traditional commitments of marriage and home ownership Urban denizens, partial to city life, high-rise apartments and uptown neighborhoods Prefer debit cards to credit cards, while paying down student loans Green and generous to environmental, cultural and political organizations Internet dependent, from social connections to shopping for groceries (although partial to showrooming) Adventurous and open to new experiences and places	3A Laptops and Lattes
	3B Metro Renters
	3C Trendsetters
LifeMode 4 Family Landscapes Successful young families in their first homes Non-diverse, prosperous married-couple families, residing in suburban or semirural areas with a low vacancy rate (second lowest) Homeowners (80%) with mortgages (second highest %), living in newer single-family homes, with median home value slightly higher than the U.S. Two workers in the family, contributing to the second highest labor force participation rate, as well as low unemployment Do-it-yourselfers, who work on home improvement projects, as well as their lawns and gardens Sports enthusiasts, typically owning newer sedans or SUVs, dogs, and savings accounts/plans, comfortable with the latest technology Eat out frequently at fast food or family restaurants to accommodate their busy lifestyle Especially enjoy bowling, swimming, playing golf, playing video games, watching movies rented via Redbox, and taking trips to a zoo or theme park	4A Soccer Moms
	4B Home Improvement
	4C Middleburg
LifeMode 5 GenXurban Gen X in middle age; families with fewer kids and a mortgage Second largest Tapestry group, comprised of Gen X married couples, and a growing population of retirees About a fifth of residents are 65 or older; about a fourth of households have retirement income Own older single-family homes in urban areas, with 1 or 2 vehicles Live and work in the same county, creating shorter commute times Invest wisely, well-insured, comfortable banking online or in person News junkies (read a daily newspaper, watch news on TV, and go online for news) Enjoy reading, photo album/scrapbooking, playing board games and cards, doing crossword puzzles, going to museums and rock concerts, dining out, and walking for exercise	5A Comfortable Empty Nesters
	5B In Style
	5C Parks and Rec
	5D Rustbelt Traditions
	5E Midlife Constants
LifeMode 6 Cozy Country Living Empty nesters in bucolic settings Largest Tapestry group, almost half of households located in the Midwest Homeowners with pets, residing in single-family dwellings in rural areas; almost 30% have 3 or more vehicles and, therefore, auto loans Politically conservative and believe in the importance of buying American Own domestic trucks, motorcycles, and ATVs/UTVs Prefer to eat at home, shop at discount retail stores (especially Walmart), bank in person, and spend little time online Own every tool and piece of equipment imaginable to maintain their homes, vehicles, vegetable gardens, and lawns Listen to country music, watch auto racing on TV, and play the lottery; enjoy outdoor activities, such as fishing, hunting, camping, boating, and even bird watching	6A Green Acres
	6B Salt of the Earth
	6C The Great Outdoors
	6D Prairie Living
	6E Rural Resort Dwellers
	6F Heartland Communities
LifeMode 7 Ethnic Enclaves Established diversity—young, Hispanic homeowners with families Multilingual and multigenerational households feature children that represent second-, third- or fourth-generation Hispanic families Neighborhoods feature single-family, owner-occupied homes built at city’s edge, primarily built after 1980 Hard-working and optimistic, most residents aged 25 years or older have a high school diploma or some college education Shopping and leisure also focus on their children—baby and children’s products from shoes to toys and games and trips to theme parks, water parks or the zoo Residents favor Hispanic programs on radio or television; children enjoy playing video games on personal computers, handheld or console devices Many households have dogs for domestic pets	7A Up and Coming Families
	7B Urban Villages
	7C American Dreamers
	7D Barrios Urbanos
	7E Valley Growers
	7F Southwestern Families
LifeMode 8 Middle Ground Lifestyles of thirtysomethings Millennials in the middle: single/married, renters/homeowners, middle class/working class Urban market mix of single-family, townhome, and multi-unit dwellings Majority of residents attended college or attained a college degree Householders have ditched their landlines for cell phones, which they use to listen to music (generally contemporary hits), read the news, and get the latest sports updates of their favorite teams Online all the time: use the Internet for entertainment (downloading music, watching YouTube, finding dates), social media (Facebook, Twitter, LinkedIn), shopping and news Leisure includes night life (clubbing, movies), going to the beach, some travel and hiking	8A City Lights
	8B Emerald City
	8C Bright Young Professionals
	8D Downtown Melting Pot
	8E Front Porches
	8F Old and Newcomers
	8G Hardscrabble Road
LifeMode 9 Senior Styles Senior lifestyles reveal the effects of saving for retirement Households are commonly married empty nesters or singles living alone; homes are single-family (including seasonal getaways), retirement communities, or high-rise apartments More affluent seniors travel and relocate to warmer climates; less affluent, settled seniors are still working toward retirement Cell phones are popular, but so are landlines Many still prefer print to digital media: Avid readers of newspapers, to stay current Subscribe to cable television to watch channels like Fox News, CNN, and The Weather Channel Residents prefer vitamins to increase their mileage and a regular exercise regimen	9A Silver & Gold
	9B Golden Years
	9C The Elders
	9D Senior Escapes
	9E Retirement Communities
	9F Social Security Set
LifeMode 10 Rustic Outposts Country life with older families in older homes Rustic Outposts depend on manufacturing, retail and healthcare, with pockets of mining and agricultural jobs Low labor force participation in skilled and service occupations Own affordable, older single-family or mobile homes; vehicle ownership, a must Residents live within their means, shop at discount stores and maintain their own vehicles (purchased used) and homes Outdoor enthusiasts, who grow their own vegetables, love their pets and enjoy hunting and fishing Technology is cost prohibitive and complicated. Pay bills in person, use the yellow pages, read the newspaper and mail-order books	10A Southern Satellites
	10B Rooted Rural
	10C Diners & Miners
	10D Down the Road
	10E Rural Bypasses
LifeMode 11 Midtown Singles Millennials on the move—single, diverse, urban Millennials seeking affordable rents in apartment buildings Work in service and unskilled positions, usually close to home or public transportation Single parents depend on their paycheck to buy supplies for their very young children Midtown Singles embrace the Internet, for social networking and downloading content From music and movies to soaps and sports, radio and television fill their lives Brand savvy shoppers select budget friendly stores	11A City Strivers
	11B Young and Restless
	11C Metro Fusion
	11D Set to Impress
	11E City Commons
LifeMode 12 Hometown Growing up and staying close to home; single householders Close knit urban communities of young singles (many with children) Owners of old, single-family houses, or renters in small multi-unit buildings Religion is the cornerstone of many of these communities Visit discount stores and clip coupons, frequently play the lottery at convenience stores Canned, packaged and frozen foods help to make ends meet Purchase used vehicles to get them to and from nearby jobs	12A Family Foundations
	12B Traditional Living
	12C Small Town Simplicity
	12D Modest Income Homes
LifeMode 13 Next Wave Urban denizens, young, diverse, hard-working families Extremely diverse with a Hispanic majority, the highest among LifeMode groups A large share are foreign born and speak only their native language Young, or multigenerational, families with children are typical Most are renters in older multi-unit structures, built in the 1960s or earlier Hard-working with long commutes to jobs, often utilizing public transit to commute to work Spending reflects the youth of these consumers, focus on children (top market for children’s apparel) and personal appearance Also a top market for movie goers (second only to college students) and fast food Partial to soccer and basketball	13A International Marketplace
	13B Las Casas
	13C NeWest Residents
	13D Fresh Ambitions
	13E High Rise Renters
LifeMode 14 Scholars and Patriots College and military populations that share many traits due to the transitional nature of this LifeMode Group Highly mobile, recently moved to attend school or serve in military The youngest market group, with a majority in the 15 to 24 year old range Renters with roommates in nonfamily households For many, no vehicle is necessary as they live close to campus, military base or jobs Fast-growing group with most living in apartments built after 2000 Part-time jobs help to supplement active lifestyles Millennials are tethered to their phones and electronic devices, typically spending over 5 hours online every day tweeting, blogging, and consuming media Purchases aimed at fitness, fashion, technology and the necessities of moving Highly social, free time is spent enjoying music and drinks with friends Try to eat healthy, but often succumb to fast food	14A Military Proximity
	14B College Towns
	14C Dorms to Diplomas
All Segment Summaries	All Segment Summaries (88 MB)

Urbanization groups

Tapestry groups are also available as Urbanization summary groups, in which markets share similar locales, from the urban canyons of the largest cities to the rural lanes of villages or farms. Tapestry Segments are classified into 6 Urbanization groups. Click a link to view a PDF summary: