This group mainly consists of married couples with or without children. They live primarily in single-family homes in newer suburban developments, and households typically own multiple vehicles for commuting and accessing entertainment and amenities. Incomes often exceed the national average by a significant margin.
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 |
|---|---|---|---|
35 | Flourishing Families | Large Southern and Midwestern suburban families in growing developments | |
36 | Boomburbs | High-earning suburban families in the South and West | |
37 | Neighborhood Spirit | Suburban families on the West Coast with high rents | |
38 | Urban Chic | Affluent, educated families in the suburbs of coastal metropolises |
Segment H1
Members of these communities reside mostly in lower-density, rapidly growing suburbs in the South and Midwest. Most householders are between the ages of 35 and 64, and households are mainly comprised of large families with children. Marriage rates are high. Members of this segment are often employed in professional roles and earn middle-tier incomes. Many are self-employed, and some households support their earnings with interest, dividends, or rental properties. Available housing is predominantly composed of single-family units built in the 1990s and 2000s, with home values and rents that mirror national averages. The rate of new development is notably higher here than in most other regions. Many households have multiple vehicles, and long commutes are common.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 39.0
- Median household size: 2.80
- Predominant household structure (Census 2020): Married couples
- Median household income: $111,751
- Median net worth: $499,190
- Percentage of individuals with completion of a bachelor's degree or higher: 40.2%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $379,560
- Homeownership rate: 85.2%
- Rent burdened households (American Community Survey 2019-2023): 31.1%
- Labor force participation rate: 69.4%
- Unemployment rate: 3.1%
Lifestyle patterns
- For in-store shopping, they frequent large retail hardware and hobby stores, while online shopping caters to a variety of household, children, pet, and personal items.
- Residents prioritize spending on medical, auto, and life insurance, as well as retirement planning. Pickup trucks and SUVs are common vehicle choices.
- They often play board games and read books.
- Residents tend to travel domestically.
Segment H2
These neighborhoods are primarily located in the suburbs of metropolitan areas with populations exceeding 500,000, mainly in the South and West. Most members of the segment are between 25 and 54, with an overall population that is young; nearly a third are under the age of 18. Married couples with or without children are prevalent in this segment. Household incomes are predominantly upper tier, and workers are frequently employed full time in fields including government, management, sales, business, and finance. They reside in newer single-family homes, typically constructed in 2000 or later. More than half of the homes are valued between $300,000 and $500,000. Nearly a third of households own three or more vehicles.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 34.5
- Median household size: 3.12
- Predominant household structure (Census 2020): Married couples
- Median household income: $131,202
- Median net worth: $539,415
- Percentage of individuals with completion of a bachelor's degree or higher: 49.2%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $462,376
- Homeownership rate: 82.9%
- Rent burdened households (American Community Survey 2019-2023): 33.2%
- Labor force participation rate: 71.8%
- Unemployment rate: 3.0%
Lifestyle patterns
- Residents tend to shop at club stores and make purchases using online platforms.
- Spending centers around children, including clothing, medicine, toys, and entertainment. Residents pay for garden maintenance, home cleaning, and pet care services.
- They tend to purchase internet-connectable televisions, all-in-one printers, home security systems, smart thermostats, and lighting systems.
- Individuals engage in regular exercise, eat organic foods, and spend time hiking and reading. They travel frequently, both domestically and internationally.
Segment H3
Residents in these neighborhoods live in the suburbs of large metropolitan areas, with a high concentration in the West, particularly California. The population skews slightly older, with a higher proportion of people aged 45 to 64. Households tend to be large and multigenerational, including adult children living with parents. Residents are often employed in skilled occupations, with notable self-employment and jobs with local government, and may receive income from interest, dividends, and rental properties. Homeownership is prevalent, with most homes valued at $500,000 or higher and occupants living in them for many years. Rental prices are among the highest in the country. Homes are generally older, many built before 1970. Commuting is a significant aspect of life, and many households own multiple vehicles.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 43.0
- Median household size: 3.01
- Predominant household structure (Census 2020): Married couples
- Median household income: $138,083
- Median net worth: $764,889
- Percentage of individuals with completion of a bachelor's degree or higher: 45.1%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $808,353
- Homeownership rate: 80.7%
- Rent burdened households (American Community Survey 2019-2023): 39.0%
- Labor force participation rate: 64.1%
- Unemployment rate: 4.5%
Lifestyle patterns
- Consumers buy computers, printers, and tablets at warehouse clubs or electronics stores.
- Residents tend to own or lease hybrid vehicles and purchase natural and organic foods. Homeowners invest in home improvement projects, frequently enlisting contractors.
- Residents engage with a variety of media, including television, newspapers, magazines, and the internet.
- They maintain passports for foreign travel but often travel domestically.
Segment H4
Residents in this segment live in suburban areas with a notable presence in urban vicinities, mostly near large, coastal metropolitan areas, especially in California, New York, Massachusetts, and Washington. Predominantly composed of married couples, many are raising young children. They are highly educated and hold professional positions in technology, health care, and education sectors, as well as a notable number who are self-employed. Some have additional earnings from interest, dividends, and rental properties. Household incomes generally fall within the upper tier, and many are significantly higher than the national average. They have substantial net worth and retirement savings. About half of housing units are detached single-family homes, and there is also a notable presence of attached single-family homes and apartment complexes. Most households own one or two vehicles.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 41.9
- Median household size: 2.38
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $144,754
- Median net worth: $572,986
- Percentage of individuals with completion of a bachelor's degree or higher: 69.0%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Vicinity
- Median home value: $839,477
- Homeownership rate: 62.5%
- Rent burdened households (American Community Survey 2019-2023): 34.9%
- Labor force participation rate: 70.6%
- Unemployment rate: 3.4%
Lifestyle patterns
- They typically have multiple credit cards that offer airline miles, which they use for frequent domestic and international travel.
- They tend to invest in various assets, including valuable homes and 401(k) retirement plans.
- Residents tend to use the internet to trade and monitor investments, research financial and real estate matters, and engage on professional networking platforms.
- Residents tend to exercise frequently, schedule regular checkups, and eat fresh, organic foods.