Tapestry Segmentation

Tapestry segmentation provides an accurate, detailed description of America's neighborhoods—U.S. residential areas are divided into 67 distinctive segments based on their socioeconomic and demographic composition—then further classifies the segments into LifeMode and Urbanization Groups.

Vintage

2016

Available geographies

See Available geographies.

Update frequency

Annually

Methodology

Esri uses the following methodology for Tapestry Segmentation:

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:

LifeModeSegment 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:

UrbanizationSegment ID and Name (PDF)

Principal Urban Centers

  • Young, mobile, diverse populations living in the most densely populated neighborhoods of the largest cities (populations of 2.5 million or more)
  • Traits shared by more than 2.5 million people: crowding, high cost of living, and full access to urban amenities, including jobs
  • Youngest, most diverse populations among the Urbanization groups
  • Households are renter occupied by singles or roommates
  • The most challenging market for auto sales: half the commuters use public transportation, bicycles or walk to work
  • Focus on style and image with liberal spending on apparel
  • Constantly connected, using the Internet for everything from finding jobs to finding dates

3A Laptops and Lattes

3B Metro Renters

3C Trendsetters

8D Downtown Melting Pot

11A City Strivers

13C NeWest Residents

13D Fresh Ambitions

13E High Rise Renters

Urban Periphery

  • City life for starting families in neighborhoods that fringe major cities
  • The earliest suburbs, built before 1970, primarily single-family housing with some apartments
  • Young families with children, diverse population
  • Homeowners living closer to the city, with below average vacancy rates
  • Leisure focuses on the children (visits to theme parks or water parks), sports (soccer, basketball, baseball) and movies
  • Spending also emphasizes the children—clothing, toys and baby products
  • Parents of small children favor family restaurants and fast food
  • Smartphones are popular, for social contacts, shopping and music

2C Pacific Heights

5D Rustbelt Traditions

7B Urban Villages

7C American Dreamers

7D Barrios Urbanos

7F Southwestern Families

8A City Lights

8C Bright Young Professionals

11C Metro Fusion

12A Family Foundations

12D Modest Income Homes

13A International Marketplace

13B Las Casas

Metro Cities

  • Affordable city life including smaller metropolitan cities or satellite cities that feature a mix of single-family and multiunit housing
  • Single householders seeking affordable living in the city: usually multi-unit buildings that range from mid- to high-rise apartments; average monthly rents and home value below the U.S. average
  • Consumers include college students, affluent Gen X couples, and retirement communities
  • Student loans more common than mortgages; debit cards more popular than credit cards
  • Residents share an interest in city life and its amenities, from dancing and clubbing to museums and concerts
  • Convenience and mobility favor cell phones over landlines
  • Many residents rely upon the Internet for entertainment (download music, play online games) and as a useful resource (job searches)

5B In Style

8B Emerald City

8E Front Porches

8F Old and Newcomers

8G Hardscrabble Road

9E Retirement Communities

9F Social Security Set

11B Young and Restless

11D Set to Impress

11E City Commons

12B Traditional Living

14B College Towns

14C Dorms to Diplomas

Suburban Periphery

  • Urban expansion: affluence in the suburbs or city-by-commute
  • The most populous and fast-growing among Urbanization groups, Suburban Periphery includes one-third of the nation's population
  • Commuters value low density living, but demand proximity to jobs, entertainment and the amenities of an urban center
  • Well-educated, two-income households, accept long commute times to raise their children in these family-friendly neighborhoods. Many are heavily mortgaged in newly built, single-family homes
  • Older householders have either retired in place, downsized or purchased a seasonal home
  • Suburbanites are the most affluent group, working hard to lead bright, fulfilled lives
  • Residents invest for their future, insure themselves against unforeseen circumstances, but also enjoy the fruits of their labor

1A Top Tier

1B Professional Pride

1C Boomburbs

1D Savvy Suburbanites

1E Exurbanites

2A Urban Chic

2B Pleasantville

2D Enterprising Professionals

4A Soccer Moms

4B Home Improvement

5A Comfortable Empty Nesters

5C Parks and Rec

5E Midlife Constants

7A Up and Coming Families

9A Silver & Gold

9B Golden Years

9C The Elders

14A Military Proximity

Semirural

  • The most affordable housing—in smaller towns and communities located throughout the country
  • Single-family and mobile homes in the country, but still within reach of some amenities
  • Embrace a quiet, country lifestyle including country music and hunting
  • Prefer domestic products and vehicles, especially trucks
  • Shop at large department and discount stores like Walmart
  • Fast food and dinner mixes/kits are much more common than fine dining
  • Many make a living off the land through agriculture, fishing and forestry
  • Time off is spent visiting nearby family rather than flying to vacation destinations
  • When services are needed, the yellow pages are within reach

4C Middleburg

6F Heartland Communities

7E Valley Growers

9D Senior Escapes

10D Down the Road

12C Small Town Simplicity

Rural

  • Country living featuring single-family homes with acreage, farms and rural resort areas
  • Very low population density distinguishes this group—typically less than 50 people per square mile
  • Over half of all households are occupied by persons 55 years and older; many are married couples without children at home
  • The least diverse group, with over 80% non-Hispanic White
  • Mostly home owners (> 80%) , but rentals are affordable in single-family or mobile homes
  • Long trips to the store and to work—often driven alone in a truck or SUV, listening to country radio
  • Blue collar jobs dominate the landscape including manufacturing, agriculture, mining and construction
  • Many are self-employed, retired, or receive income from Social Security
  • Satellite TV and landline phones are necessary means to connect
  • More conservative in their spending practices and beliefs
  • Comfortable, established and not likely to move

6A Green Acres

6B Salt of the Earth

6C The Great Outdoors

6D Prairie Living

6E Rural Resort Dwellers

10A Southern Satellites

10B Rooted Rural

10C Diners & Miners

10E Rural Bypasses

Variable lists

Other resources