LifeMode 1 Affluent Estates
- Established wealth—educated, well-traveled married couples.
- Less than 10% of all households, with
20% of household income.
- Homeowners (almost 90%), with mortgages (65.2%).
- Married-couple families with children ranging from grade school to
- Expect quality; invest in time-saving services.
- Participate actively in their communities.
- Active in sports and enthusiastic
1A Top Tier
1B Professional Pride
1D Savvy Suburbanites
LifeMode 2 Upscale Avenues
- Prosperous married couples living in older suburban enclaves.
- Ambitious and hardworking.
- Homeowners (70%); prefer denser, more urban settings with
older homes and a large share of town homes.
- Primarily married couples, many with older
- Financially responsible.
- Serious shoppers, from Nordstrom to Marshalls or DSW, who
appreciate quality and bargains.
- Active in fitness pursuits such as bicycling, jogging, yoga, and hiking.
- Subscribe to premium movie channels such as HBO and
2A Urban Chic
2C Pacific Heights
2D Enterprising Professionals
LifeMode 3 Uptown Individuals
- Young, successful singles in the city.
- Highest educated market, highest rate of labor force participation, and averse to traditional commitments of marriage and home ownership.
- Urban dwellers, partial to city life, high-rise apartments, and uptown neighborhoods.
- Prefer credit cards over debit cards, while paying down student loans.
- Green and generous to environmental, cultural, and political organizations.
- Internet dependent, from social connections to shopping for fashion, tracking investments, making travel arrangements, and watching television and movies.
- Adventurous and open to new experiences and places.
3A Laptops and Lattes
3B Metro Renters
LifeMode 4 Family Landscapes
- Successful young families in their first homes.
- Prosperous married-couple families, residing in suburban or semirural areas with a low vacancy rate (second lowest).
- Homeowners (79%) with mortgages (second highest %), living in newer single-family homes, with median home value slightly higher than the U.S. median value.
- Two workers in the family, contributing to the second-highest labor force participation rate, as well as low unemployment.
- Do-it-yourself types 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, and taking trips to a zoo or theme park.
4A Workday Drive
4B Home Improvement
LifeMode 5 GenXurban
- Gen X in middle age; families with fewer kids and a mortgage.
- Second-largest Tapestry group, composed 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 enthusiasts (read a daily newspaper, watch news on TV, and go online for news).
- Enjoy reading, renting movies, 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 available to maintain their homes, vehicles, vegetable gardens, and lawns.
- Listen to country music; watch auto racing on TV; and enjoy outdoor activities, such as fishing, hunting, camping, boating, and 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 Sprouting Explorers
7A Up and Coming Families
7B Urban Villages
7C Urban Edge Families
7D Forging Opportunity
7E Farm to Table
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, town home, and multiunit dwellings.
- Majority of residents attended college or attained a college degree.
- Householders have traded their landlines for cell phones, which they use to listen to music, read the news, and get the latest sports updates on their favorite teams.
- Online all the time: use the internet for entertainment (downloading music, watching YouTube, finding dates), social media (Facebook, Twitter, LinkedIn), searching for employment.
- Leisure includes nightlife (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 Hometown Heritage
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 prefer print to digital media: avid readers of newspapers to stay current.
- Subscribe to cable television to watch channels such as Fox News, CNN, and The Weather Channel.
- Residents prefer vitamins 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.
- 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 is 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.
- Pay bills in person; use the yellow pages; read newspapers, magazines, and mail-order books.
10A Southern Satellites
10B Rooted Rural
10C Economic BedRock
10D Down the Road
10E Rural Bypasses
LifeMode 11 Midtown Singles
- Millennials on the move—single, urban.
- Millennials seeking affordable rents in apartment buildings.
- Work in service and unskilled positions, usually close to home or public transportation.
- Single parents with very young children.
- 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 multiunit buildings.
- Religion is the cornerstone of many of these communities.
- Visit discount stores and clip coupons.
- Purchase used vehicles to get to and from nearby jobs.
12A Family Foundations
12B Traditional Living
12C Small Town Simplicity
12D Modest Income Homes
LifeMode 13 Next Wave
- Urban dwellers; young, hardworking families.
- 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 multiunit structures, built in the 1960s or earlier.
- Hardworking with long commutes to jobs, often using 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 moviegoers (second only to college students) and fast food.
- Partial to soccer and basketball.
13A Diverse Convergence
13B Family Extensions
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.
- 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, being out with friends, seeing movies.
- Try to eat healthy, but often settle for fast food.
14A Military Proximity
14B College Towns
14C Dorms to Diplomas
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All Segment Summaries (97.3 MB)