This group consists of families and residents that are often aged 55 and older. Typically, these individuals are retired or approaching retirement. Those in the workforce are commonly employed in industries such as manufacturing, construction, and agriculture. They tend to have long commute times from their rural communities outside of metropolitan areas. Housing in this group primarily consists of older-stock, single-family or manufactured homes, and there are high rates of vacancy and seasonal living in some communities.
Segments overview
Click a segment to learn more about it. See the following for an overview of each segment:
| Segment code | Segment name | Overview |
|---|---|---|
Small Town Sincerity | Semirural towns with aging populations and low rental costs | |
Scenic Byways | Retirees in the rural South with long commutes | |
Heartland Communities | Rural Midwestern areas with industrial roots and older housing | |
Rooted Rural | Rural Southern and Appalachian areas with long commutes and stable homeownership | |
Rural Resort Dwellers | Rural areas with seasonal homes and seniors with skilled jobs | |
Southern Satellites | Suburban, low-cost areas with long commutes and diverse ages | |
Country Charm | Rural, vehicle-dependent areas in the Midwest with an agricultural focus |
Segment I1
One in four residents in this segment live outside metropolitan areas, often in small towns with a semirural setting. Nearly one-third of the population is 55 or older, and nonfamily and single-parent households are dominant. Residents are primarily employed in manufacturing, food service, production, and retail. Most residents have a high school diploma. More than half of household incomes are in the middle tier, often supplemented by social security or public assistance. Residents own at least one vehicle per household, though many workers walk or bike to nearby employment. Rental costs are among the lowest in the country. Neighborhoods are older, with most homes built before 1990, and are predominantly composed of single-family units, but duplexes are also common.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 41.9
- Average household size: 2.24
- Predominant household structure (Census 2020): Singles living alone; married couples
- Median household income: $42,664
- Median net worth: $66,874
- Percentage of individuals with completion of a bachelor's degree or higher: 15.2%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $122,339
- Homeownership rate: 55.7%
- Rent burdened households (ACS 2020-2024): 37.9%
- Labor force participation rate: 49.8%
- Unemployment rate: 6.6%
Lifestyle patterns
- These consumers tend to shop at nearby discount stores for essentials, placing orders online or by phone only for items they cannot find locally.
- They typically maintain their own vehicles, often opting for used cars. They frequently purchase gardening, pet care, and automotive supplies.
- Residents primarily watch cable TV and use prepaid cell phones for social media and games. Video gaming is popular among the younger population.
- They engage in activities at home or nearby, such as fishing, hunting, renting movies, attending state and county fairs, woodworking, and cooking.
Segment I2
Communities in this segment are located outside city boundaries, largely in the South. Population density is low, and the landscape is characterized by expansive open spaces and undeveloped land. Households primarily consist of married or widowed older adults. Many residents are approaching retirement or are retired, having had careers in skilled trades such as agriculture, manufacturing, mining, construction, and utilities. Those who are still employed most commonly work full time in the health, food, and retail sectors, with social security or public assistance providing additional financial support. Commute times are typically long in these neighborhoods, and vehicle ownership is a necessity. Homes are predominantly owned, with single-family and manufactured homes common. Vacancy rates tend to be higher than average, with a notable portion being seasonal units.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 43.7
- Average household size: 2.41
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $51,062
- Median net worth: $173,160
- Percentage of individuals with completion of a bachelor's degree or higher: 14.2%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Metro Landscape; Rural Countryside; Suburb
- Median home value: $142,418
- Homeownership rate: 78.3%
- Rent burdened households (ACS 2020-2024): 28.0%
- Labor force participation rate: 48.5%
- Unemployment rate: 5.6%
Lifestyle patterns
- Consumers tend to shop in person at nearby convenience, discount, and hardware stores, but they often travel farther for food and supplies.
- Residents tend to purchase recent model, full-size pickup trucks and favor American brands for both their work needs and leisure activities, such as fishing and hunting.
- Connectivity can be limited; households depend on satellite for TV and internet, and many maintain a landline.
- Equipped with the necessary tools and equipment, residents maintain their vehicles, gardens, and homes themselves.
Segment I3
Neighborhoods in this segment are primarily found in outlying towns and cities across the Midwest. Nearly half of the population live in low-density suburbs or small towns outside official metropolitan or micropolitan statistical area boundaries, with a notable portion living in very rural settings. Households are predominantly married couples without children and single-person households. The manufacturing industry has historically played a significant role in their lives, often spanning multiple generations, though this sector has declined in recent decades. Consequently, there is an above-average portion of the population supported by social security or public assistance; others have retired and are supported by pensions and savings. Residents who are still employed work in industries such as construction, utilities, health care, and agriculture. Commutes are generally short, but given the rural landscape, residents tend to own one or more cars. Most housing units were built before 1990, with more than half built before 1970, and homeownership is common.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 43.6
- Average household size: 2.26
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $62,555
- Median net worth: $206,579
- Percentage of individuals with completion of a bachelor's degree or higher: 19.8%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $147,480
- Homeownership rate: 71.6%
- Rent burdened households (ACS 2020-2024): 30.1%
- Labor force participation rate: 58.1%
- Unemployment rate: 4.3%
Lifestyle patterns
- Residents often bank locally and pay in cash for goods and services. They tend to spend money on their pets, including grooming, veterinary care, and treats.
- They enjoy outdoor activities such as hunting, fishing, motorcycling, horseback riding, and kayaking.
- Consumers tend not to prioritize owning and using the latest technology.
- Residents tend to opt for domestic vacations, drive domestic trucks, perform their own vehicle maintenance, and spend time outdoors.
Segment I4
Heavily concentrated in the South and Appalachia, these residents often live in very rural areas far from job centers and outside towns and cities. Households are predominantly married couples—often recent empty nesters—with some single-person households. Residents are typically highly skilled or professionals in industries such as manufacturing, construction, agriculture, mining, and utilities. Employment in health care, retail, accommodation, and food services is also common. Generally, labor force participation is lower than average and household incomes are modest. These stable rural communities are characterized by long-term homeownership. Housing stock typically consists of single-family homes, and one in five units are mobile homes. Vacancy rates are higher than the national average. Owning multiple cars is essential, as long commutes—sometimes across county or state lines—are typical.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 46.9
- Average household size: 2.36
- Predominant household structure (Census 2020): Married couples
- Median household income: $64,807
- Median net worth: $268,881
- Percentage of individuals with completion of a bachelor's degree or higher: 19.6%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Metro Landscape; Rural Countryside; Suburb
- Median home value: $224,208
- Homeownership rate: 82.3%
- Rent burdened households (ACS 2020-2024): 25.8%
- Labor force participation rate: 51.8%
- Unemployment rate: 4.3%
Lifestyle patterns
- Residents often seek out generic and domestic brands. They tend to shop at discount and hardware stores but will order supplies online when not available locally.
- They purchase tools for do-it-yourself home improvement, landscaping, and automotive repair, including riding lawn mowers, generators, and large freezers.
- Households often rely on satellite internet for connectivity.
- Pickup trucks are a common vehicle choice, serving both work and leisure needs.
Segment I5
Neighborhoods in this segment are distributed throughout the country and are concentrated in resort locations and areas with seasonal recreation. With approximately half of the population aged 55 and over, the senior age dependency rate in this population is high. Nearly half of households are composed of married couples without children. While most of this segment is rural and remote, some communities are within commuting distance (though often long commutes) of major urban job centers. Employed residents tend to have skilled jobs in construction and manufacturing. Rates of self-employment and government employment are higher than average, and there is a notable veteran population. The housing stock includes a mixture of new and older construction, predominantly owned single-family homes. A significant number of housing units are identified as second homes used for recreation, with one in three housing units designated for seasonal or occasional use.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 55.0
- Average household size: 2.18
- Predominant household structure (Census 2020): Married couples with no kids
- Median household income: $75,427
- Median net worth: $358,668
- Percentage of individuals with completion of a bachelor's degree or higher: 30.6%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Rural Countryside; Metro Landscape; Suburb
- Median home value: $380,030
- Homeownership rate: 83.8%
- Rent burdened households (ACS 2020-2024): 30.0%
- Labor force participation rate: 50.1%
- Unemployment rate: 4.0%
Lifestyle patterns
- Residents typically rely on local garages or dealers for vehicle maintenance. They typically prepare food at home.
- They often purchase household equipment such as generators, grills, and freezers.
- They tend to watch TV and read magazines.
- Residents tend to engage with their communities and regularly volunteer with local organizations. Outdoor activities such as canoeing, kayaking, fishing, boating, gardening, and walking for exercise are popular.
Segment I6
These rapidly growing communities, though typically within metropolitan or micropolitan boundaries, are largely concentrated on the outskirts of suburbs or very low-density rural locales in Southern states, often situated far from employment hubs. The population is generally older, with more than half of household heads aged 55 and above, though younger families with school-aged children are also prevalent. Both the child and senior age dependency rates are higher than the national averages. Socioeconomically, these residents mirror national averages, with most household incomes in the middle tier. Most started their careers right after high school, earning certifications and honing their skills in various trades. For the older population, low-tier household incomes are often supported by social security or public assistance. Residents work in industries such as manufacturing, health care, retail, construction, mining, and agriculture. The cost of living is low, and long commutes of more than 30 minutes—sometimes crossing county or state lines—are common. The housing stock is composed of single-family and mobile homes (which make up one in three of all housing units) developed from the 1970s onward.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 41.6
- Average household size: 2.58
- Predominant household structure (Census 2020): Married couples
- Median household income: $76,136
- Median net worth: $297,253
- Percentage of individuals with completion of a bachelor's degree or higher: 21.1%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Metro Landscape; Suburb
- Median home value: $270,081
- Homeownership rate: 81.8%
- Rent burdened households (ACS 2020-2024): 27.0%
- Labor force participation rate: 59.1%
- Unemployment rate: 4.0%
Lifestyle patterns
- Residents shop at discount and hardware stores for essentials such as children's clothes, shoes, and books. They tend to shop online for pet and hobby supplies.
- Dining out is typically at chain restaurants and fast-food establishments.
- For entertainment, residents read physical copies of hunting and fishing magazines and follow college football and auto racing on TV.
- These individuals tend to spend time outside. Common activities include camping trips, fishing, hunting, and gardening, and residents often travel domestically.
Segment I7
These communities are evenly distributed across metropolitan, micropolitan, and nonmetropolitan areas, with the highest concentration in the Midwest. Most residents live outside defined towns or cities in very low-density regions. Agriculture is at the heart of these communities, with many residents self-employed on their own farms or working for neighboring farms. Others find complementary employment opportunities in manufacturing, construction, mining, and utilities, particularly to add supplemental employment benefits. Residents tend to be older, with more married couples than singles, however, there is a higher-than-average presence of children under 18. With limited access to public transportation, residents tend to own at least two vehicles.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 43.6
- Average household size: 2.49
- Predominant household structure (Census 2020): Married couples
- Median household income: $81,741
- Median net worth: $345,802
- Percentage of individuals with completion of a bachelor's degree or higher: 22.7%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Metro Landscape; Rural Countryside
- Median home value: $252,420
- Homeownership rate: 83.7%
- Rent burdened households (ACS 2020-2024): 22.2%
- Labor force participation rate: 62.7%
- Unemployment rate: 3.0%
Lifestyle patterns
- Residents tend to shop for essentials in person, often using coupons, shopping online occasionally for greater variety and better deals.
- They often purchase tools and equipment for maintaining their cars, lawns, and gardens.
- They tend to enjoy outdoor activities such as camping, fishing, and canoeing, and also enjoy playing cards and listening to country music.
- Residents create and repair things themselves, from home improvement and woodworking to gardening and crafting.