This group consists of a range of households that are often multigenerational, including married couples with or without children, single-parent families, and single individuals living alone. They live in and around urban areas and in the suburbs, often in single-family detached units. Rental prices are among the lowest compared to other groups.
Segments overview
Click a segment to learn more about it. See the following for an overview of each segment:
| Segment code | Segment number | Segment name | Overview |
|---|---|---|---|
21 | Modest Income Homes | Midwest and Southern urban and suburban neighborhoods | |
22 | Southwestern Families | Southwest urban and suburban neighborhoods with multigenerational families | |
23 | Hometown Charm | Young suburban families in the Midwest and South | |
24 | Mobile Meadows | Low-income mobile homes in the South and West | |
25 | Rural Versatility | Rural areas with car-dependent homeowners | |
26 | Family Bonds | Multigenerational families with immigrant and non-English speakers |
Segment E1
These neighborhoods are situated throughout the Midwest and South, with most residents living in and around urban centers and in the suburbs. Many households consist of married couples without children or single-parent, female-headed households. A substantial number are single individuals living alone, and a significant portion of the population is under 18. Household income is distributed across low and middle tiers, with most households earning under $50,000 annually. Many working-age residents are employed in food preparation, health-care support, building maintenance, production, or transportation and material moving occupations. A significant number of homes were built before 1970, and there is a notable percentage of unoccupied properties. Most properties are valued under $100,000.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 37.1
- Median household size: 2.45
- Predominant household structure (Census 2020): Singles living alone; married couples; singles with relatives
- Median household income: $35,121
- Median net worth: $18,675
- Percentage of individuals with completion of a bachelor's degree or higher: 12.4%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Vicinity; Urban Core
- Median home value: $80,736
- Homeownership rate: 46.9%
- Rent burdened households (American Community Survey 2019-2023): 46.1%
- Labor force participation rate: 50.6%
- Unemployment rate: 10.5%
Lifestyle patterns
- Residents tend to shop at discount supermarkets and stores.
- Dining out is often at fast food restaurants, and convenience stores are popular for quick purchases.
- They watch TV using cable or streaming services, follow professional basketball games, and read magazines for news and entertainment.
- Residents use their cell phones for accessing news and entertainment as well as connecting with family and friends and using digital payment services.
Segment E2
Households in these neighborhoods are primarily young families located in and around urban centers and suburbs in the Southwest. These households are mainly composed of married couples or single-parent families, and this segment includes a significant share of multigenerational households, including adult children living with parents. Communities are culturally diverse, with many residents born outside of the U.S. Incomes are split between low and middle tiers, often supported by social security and other forms of public assistance. The working-age population is largely employed in office administrative support, services, construction, or building maintenance occupations. Houses are mainly single-family detached dwellings built before 1970. Half of all homes are owned, and a quarter of homeowners have a mortgage.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 36.7
- Median household size: 2.88
- Predominant household structure (Census 2020): Married couples; singles living alone; singles with relatives
- Median household income: $44,023
- Median net worth: $58,547
- Percentage of individuals with completion of a bachelor's degree or higher: 12.6%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Core
- Median home value: $135,227
- Homeownership rate: 58.2%
- Rent burdened households (American Community Survey 2019-2023): 42.8%
- Labor force participation rate: 53.9%
- Unemployment rate: 6.1%
Lifestyle patterns
- Residents tend to shop at discount grocery and department stores.
- Common purchases include baby and children's products such as food, clothing, and toys. Families take trips to movie theaters and theme parks.
- Many households own three or more mobile devices, used for entertainment, social media, and staying connected with friends and family, both locally and abroad.
- Households tend to carry a credit card balance each month and wire money to support family members.
Segment E3
These communities are generally found in the suburbs or urban centers of metropolitan areas in the Midwest and South, though there is also a notable presence in more rural small towns. Neighborhoods are characterized by young families with children under 18. At least a third of households are nonfamily households, and marriage rates are comparatively lower than the national average, with more individuals never having been married. Employment is primarily in manufacturing, retail, health care, food, and accommodation. About a third of households earn low-tier incomes and are supported by social security and other forms of public assistance. Homes are typically single-family units and small apartment complexes, with over half built before 1970, and vacancy rates are relatively high.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 35.7
- Median household size: 2.48
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $50,994
- Median net worth: $60,861
- Percentage of individuals with completion of a bachelor's degree or higher: 14.8%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Core; Urban Vicinity
- Median home value: $109,158
- Homeownership rate: 52.5%
- Rent burdened households (American Community Survey 2019-2023): 36.7%
- Labor force participation rate: 63.2%
- Unemployment rate: 6.1%
Lifestyle patterns
- Residents typically shop online and order products such as pet supplies from large retail establishments.
- They tend to buy tools for garden maintenance and purchase used vehicles.
- Almost all adults have access to smartphones, typically with discount prepaid services, which they use for social media and entertainment.
- Fast-food restaurants are frequently visited for both lunch and dinner, especially on weekends.
Segment E4
These neighborhoods are predominantly found in metropolitan and micropolitan areas. Around half of this segment's population resides in the South, with another third in the West. A steady influx of immigration contributes to cultural diversity in these communities, and job opportunities are primarily found in manufacturing, construction, and mining. Married and cohabiting couples outnumber single-individual households, and around a third of households have children. Incomes predominantly fall within the low to middle tiers, with some households supported by social security and other forms of public assistance. Homes in these neighborhoods are primarily mobile homes. Vehicles are a necessary part of everyday life, and abundant open space often surrounds these communities, contributing to a population density of less than 100 people per square mile.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 35.1
- Median household size: 2.77
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $54,988
- Median net worth: $106,219
- Percentage of individuals with completion of a bachelor's degree or higher: 14.2%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $101,257
- Homeownership rate: 64.3%
- Rent burdened households (American Community Survey 2019-2023): 36.5%
- Labor force participation rate: 60.6%
- Unemployment rate: 5.7%
Lifestyle patterns
- Residents tend to shop at large retail establishments, often opting for generic brands and waiting for discounts.
- They spend on baby and children's necessities, pets, and video games, and they tend to save rather than borrow for purchases.
- Individuals stay connected and informed with mobile internet access and are willing to pay for streaming services and children's television.
- Their primary concerns are health care and timely retirement.
Segment E5
These neighborhoods are predominantly found in rural and non-metro areas. About a quarter of the population in this segment is under 18, and around a third of households consist of seniors supported by social security and retirement income. More than half of households are occupied by either a single person or a married couple without children. Employment in manufacturing, construction, agriculture, and mining is more common than in most other markets, and full-time work is much more common than part-time. Public transportation is often not an option, and most workers commute by driving alone. Homes in this market are typically valued under $250,000 and are largely single-family detached units, though mobile homes are also common, and most homes are owned.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 38.9
- Median household size: 2.51
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $58,911
- Median net worth: $126,005
- Percentage of individuals with completion of a bachelor's degree or higher: 19.6%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $213,579
- Homeownership rate: 66.7%
- Rent burdened households (American Community Survey 2019-2023): 35.3%
- Labor force participation rate: 56.2%
- Unemployment rate: 5.1%
Lifestyle patterns
- Residents frequently shop at hardware and hobby stores, and they purchase groceries from both convenience stores and large department stores.
- They tend to spend time working on their vehicles and homes, and they invest in automotive tools and maintenance essentials.
- Radio, especially country music, is popular.
- Most households have at least one pet.
Segment E6
Residents in this segment typically live in and around urban centers and in suburbs in the South and West. The population is younger and has larger family sizes than the U.S. average, and households typically include parents supporting young children, adult children living with parents, and other multigenerational family structures. Single-parent families and households without couples or children are also notably common. One in five residents were born outside the U.S., and the rate of linguistic isolation is more than twice the national average. Employment tends to be in skilled and service-related sectors, including construction, and households typically earn middle-tier incomes. Homes tend to be owner-occupied, single-family detached units built before 1990, with most valued between $100-300,000. The housing market is characterized by low vacancy rates and moderately high rents.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 35.5
- Median household size: 3.01
- Predominant household structure (Census 2020): Married couples
- Median household income: $72,515
- Median net worth: $177,755
- Percentage of individuals with completion of a bachelor's degree or higher: 19.6%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Vicinity; Urban Core
- Median home value: $261,789
- Homeownership rate: 68.9%
- Rent burdened households (American Community Survey 2019-2023): 40.4%
- Labor force participation rate: 65.1%
- Unemployment rate: 5.2%
Lifestyle patterns
- These residents primarily shop at large retail establishments and wholesale stores.
- Consumers frequent fast-food restaurants or opt for home-delivered meals.
- Households typically own multiple cell phones and TVs. They rely mainly on mobile internet and use their devices to stream videos and listen to music.
- Foreign-language programming is popular on TV, and playing video games is a common activity among children and young adults.