This group consists primarily of householders aged 45 and older who are preparing for retirement, often found in the suburban areas of metro regions with low population density—particularly in the Midwest. Housing stock is mostly owner-occupied, single-family detached homes built in the latter half of the last century, and home values tend to be above the national average. Labor force participation is high—often with multiple incomes per household, and household incomes are mostly in the middle tier. Employment in skilled jobs, particularly in office and administrative roles, is common. Residents make their typically short commutes alone by car.
Segments overview
Click a segment to learn more about it. See the following for an overview of each segment:
| Segment name | Segment name | Overview |
|---|---|---|
Legacy Hills | Aging suburbanites near metro areas with many social service workers | |
Middle Ground | Affordable Midwestern and Southern suburbs with a strong labor force | |
Loyal Locals | Senior Midwestern and Southern suburbanites in stable growth areas | |
Classic Comfort | Aging Midwestern and Southern suburbanites with multiple vehicles | |
Dreambelt | Middle-aged Western suburbanites with high rent and home prices | |
City Greens | Educated professionals in metro areas with high homeownership | |
Room to Roam | Aging and self-employed Midwestern and Southern suburbanites | |
Burbs and Beyond | Affluent, aging population in the scenic West |
Segment K1
These neighborhoods are scattered nationwide in the suburbs of metro areas where populations are over 500,000, with above-average concentrations in the Midwest and South. Most residents are aged 45 and above, and a notable portion are either widowed or divorced, contributing to a high number of single-person households and smaller-than-average household sizes. While many are retired, part-time jobs are common among those still in the workforce, with a notable percentage of workers in social service occupations. Retirement income is often supplemented with social security or public assistance. There is also a notable presence of this segment in small and remote towns and micropolitan areas, and many residents, particularly renters, have moved into these neighborhoods more recently. More than half of the housing stock consists of single-family, owner-occupied units valued between $150,000 and $300,000, many constructed between 1950 and 1990, and the rest are a mix of low-rise and high-rise apartment complexes.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 45.7
- Average household size: 1.99
- Predominant household structure (Census 2020): Singles living alone; married couples with no kids
- Median household income: $59,093
- Median net worth: $113,336
- Percentage of individuals with completion of a bachelor's degree or higher: 31.3%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Core
- Median home value: $262,719
- Homeownership rate: 49.1%
- Rent burdened households (ACS 2020-2024): 40.4%
- Labor force participation rate: 56.8%
- Unemployment rate: 4.6%
Lifestyle patterns
- They tend to shop locally, especially for toys and games for grandchildren.
- Residents have insurance and require regular access to medical providers. They value strong connections with health-care and other service providers.
- Residents listen to the radio and read magazines. Popular TV subjects include travel, bowling, and golf. While cell phone use is common, many have a landline or maintain prepaid or calling card plans.
- These individuals have a less prominent online presence compared to other segments.
Segment K2
These suburban neighborhoods are predominantly found in the Midwest and—to a lesser degree—in the South, specifically in Missouri, Michigan, Nebraska, Ohio, and Wisconsin. Slightly younger than the U.S. average, these households tend to consist of married couples, cohabiting couples, and single-person households. Labor force participation is high, with many families having two or more workers. Employment tends to be in the manufacturing, health care, and retail sectors, with a higher-than-average presence of skilled trade workers. Commute times are typically short as workers drive alone to nearby jobs. Housing is more affordable than the national average for both renters and homeowners. A significant percentage of homes are valued between $100,000 and $200,000, and most of the housing stock consists of single-family detached houses built between 1950 and 1990.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 39.0
- Average household size: 2.32
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $72,418
- Median net worth: $209,793
- Percentage of individuals with completion of a bachelor's degree or higher: 27.5%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $180,225
- Homeownership rate: 67.2%
- Rent burdened households (ACS 2020-2024): 31.7%
- Labor force participation rate: 67.7%
- Unemployment rate: 3.9%
Lifestyle patterns
- Residents tend to shop at discount grocery chains and frequent fast-food restaurants.
- Consumers tend to finance their vehicles with loans.
- These individuals use social media as well as newspapers and magazines. Recreational interests often include professional and college sports, fishing, and gardening.
- Vacations are typically taken to nearby states, especially those offering beaches or sightseeing opportunities.
Segment K3
Though prevalent nationwide, the highest concentrations of these communities are found in the suburbs of small metropolitan and micropolitan areas in the Midwest and South, with some notable concentrations in small and remote towns. Residents are predominantly aged 65 and above, and many are widowed or married without children living at home. Household incomes are primarily in the middle tier, and this segment exhibits a lower-than-average income inequality compared to other segments. Commute times are typically short, with most residents driving alone to work due to limited public transportation options. Housing is more affordable than the national average: more than half of the housing stock in this segment are single-family homes, primarily built between 1950 and 1990, and valued between $150,000 and $300,000. These neighborhoods generally have low population density and stable growth patterns.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 46.3
- Average household size: 2.28
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $80,766
- Median net worth: $339,687
- Percentage of individuals with completion of a bachelor's degree or higher: 34.4%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $260,760
- Homeownership rate: 78.1%
- Rent burdened households (ACS 2020-2024): 34.4%
- Labor force participation rate: 58.0%
- Unemployment rate: 3.6%
Lifestyle patterns
- When it comes to shopping, they often visit large retail establishments for food and home supplies.
- This segment tends to stick to the same foods, stores, and brands. They often buy American-made products and domestic vehicles.
- Television is a primary source for news and entertainment, including programs related to hunting and sports.
- They use social media to follow groups and stay in touch with friends and family.
Segment K4
These affordable and stable neighborhoods are typically found in the suburbs of major metropolitan areas, particularly in the South and Midwest, such as Michigan, Illinois, and Texas. During the day, the residential population exceeds the working population, emphasizing these areas' roles as residential hubs rather than centers for employment or recreation. With a median age slightly above that of the U.S., this segment consists of a larger-than-average proportion of couples with or without children at home. Most residents have some college experience without completing a degree. Household incomes are generally in the middle tier. These communities have a high labor force participation rate, with most working full-time jobs and many households consisting of multiple earners. Employment is primarily in the wholesale trade, health care, education, and manufacturing sectors. The housing stock consists primarily of owner-occupied single-family homes built between 1950 and 2000, valued between $150,000 and $300,000 and with rental prices below the national average. Homeowners significantly outnumber renters. Commute times are typically short and driven solo, with most households owning several vehicles.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 40.3
- Average household size: 2.55
- Predominant household structure (Census 2020): Married couples
- Median household income: $93,469
- Median net worth: $367,499
- Percentage of individuals with completion of a bachelor's degree or higher: 33.1%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $266,708
- Homeownership rate: 80.3%
- Rent burdened households (ACS 2020-2024): 31.1%
- Labor force participation rate: 67.2%
- Unemployment rate: 3.6%
Lifestyle patterns
- Residents tend to buy budget-friendly items from discount local or chain stores.
- Homeowners often purchase lawn and garden maintenance tools.
- These residents have a strong enthusiasm for professional, college, and high school sports.
- When dining out, they frequent both fast food and sit-down chain restaurants. This segment is conscientious about recycling, focusing on beverage cans and plastic bottles.
Segment K5
These suburban neighborhoods are predominantly located in the West, often outside the principal cities of major metropolitan areas. About half of this substantial, but slow-growing cohort are between the ages 35 and 74, and most households consist of married or cohabiting couples. Household income is primarily middle tier, and labor force participation is high. This segment has a high concentration of employment in the public administration, construction, health care, and retail trade sectors. The housing stock consists mainly of owner-occupied single-family homes built between 1950 and 1990, with ample parking space for 3 or more vehicles. A significant portion of the population commutes alone by car. Rental rates and home prices are substantial, with more than half of the properties for purchase valued between $300,000 and $500,000.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 41.6
- Average household size: 2.61
- Predominant household structure (Census 2020): Married couples
- Median household income: $100,825
- Median net worth: $415,934
- Percentage of individuals with completion of a bachelor's degree or higher: 34.7%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $454,590
- Homeownership rate: 75.5%
- Rent burdened households (ACS 2020-2024): 39.8%
- Labor force participation rate: 64.8%
- Unemployment rate: 4.5%
Lifestyle patterns
- Residents typically shop at warehouse clubs, and they tend to exhibit brand loyalty.
- They often spend money on their pets and tools for gardening. Residents take active roles in planning their financial future.
- Residents tend to listen to the radio, use streaming services, and watch cable TV shows.
- Recycling is a routine practice. Regular exercise and medical checkups are integral to their routine. Travel is important; many make frequent domestic or international trips involving air travel.
Segment K6
These suburban neighborhoods are found in the major or secondary cities of metropolitan areas with populations that exceed 500,000. Households consist predominantly of married couples, though a significant portion are nonfamily, including singles, households with no relatives, and cohabiting couples without children. More than half of the residents aged 25 and older have a bachelor's or graduate degree. Household incomes are in the middle tier, and more than half of households have dual incomes, with employment in health care, education, and retail trade as key sectors. The housing stock consists primarily of single-family detached homes constructed before 1970 and valued between $200,000 and $500,000; there is also a higher-than-average presence of single-family attached units such as row houses, duplexes, and townhomes. Homeownership rates are slightly above the national average, and even with rents slightly higher than the national average, vacancy rates are relatively low.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 41.5
- Average household size: 2.19
- Predominant household structure (Census 2020): Married couples; singles living alone
- Median household income: $102,505
- Median net worth: $373,397
- Percentage of individuals with completion of a bachelor's degree or higher: 54.6%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Urban Vicinity
- Median home value: $398,778
- Homeownership rate: 65.5%
- Rent burdened households (ACS 2020-2024): 34.4%
- Labor force participation rate: 69.4%
- Unemployment rate: 3.2%
Lifestyle patterns
- Residents tend to bank and shop online, and they typically buy groceries in person.
- Residents buy both e-books and hard copies. They regularly contribute to an IRA to build their retirement savings.
- They often pay for high-speed internet for streaming. Alongside online news consumption, public radio and television are popular.
- Residents tend to engage with a variety of causes. They vote regularly, participate in environmental groups, and recycle, and they often spend time outdoors.
Segment K7
These communities are mainly found in metropolitan areas—but not the largest metropolises—in the Midwest and South. This segment has a high ratio of senior dependency to working age population. More than half of the heads of households are aged 55 and older, and one in five individuals are aged 65 and above. Married couples, often without children living in the home, form most households, while nonfamily households represent a quarter of the total households. Self-employment is notable; other employment tends to be in the manufacturing, health care, and retail sectors. Most housing stock in this market consists of owner-occupied, single-family homes rather than rentals, with housing built primarily between 1970 and 2000 and generally priced lower than the national average. Owning multiple vehicles is typical, with driving alone as the primary means of commuting.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 46.2
- Average household size: 2.51
- Predominant household structure (Census 2020): Married couples with no kids
- Median household income: $103,943
- Median net worth: $548,830
- Percentage of individuals with completion of a bachelor's degree or higher: 34.8%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb; Metro Landscape
- Median home value: $348,594
- Homeownership rate: 88.8%
- Rent burdened households (ACS 2020-2024): 24.1%
- Labor force participation rate: 61.5%
- Unemployment rate: 3.1%
Lifestyle patterns
- Consumers tend to use coupons and shop at department stores.
- Residents purchase tools for home and yard maintenance, such as lawn mowers, trimmers, electric drills, and saws.
- Radio remains a staple, with commuters subscribing to satellite and streaming channels. Television is widely used for news, entertainment, and major sports.
- When traveling, domestic trips are common. Residents cook, bake, read, and walk their dogs. Residents tend to vote, and recycling is a routine practice.
Segment K8
The highest concentrations of these moderately growing suburban and exurban neighborhoods are in the West, with additional representation in the South and Northeast. Nearly half of the population is aged 55 or above, and most households are composed of married couples without children. Household incomes are typically in the middle and upper tiers, and more than three-quarters of households receive retirement benefits, supplemented by social security or public assistance. Of those still in the workforce, rates of self-employment are high, with significant employment in professional fields such as management, sales, and health care. The housing stock consists of mostly single-family homes valued at $500,000 or more, often located in close proximity to nature and outdoor recreation. Seasonal vacancy rates—more than double the average—suggest the presence of second homes, and households typically own multiple vehicles.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Median age: 51.0
- Average household size: 2.38
- Predominant household structure (Census 2020): Married couples with no kids
- Median household income: $126,831
- Median net worth: $927,640
- Percentage of individuals with completion of a bachelor's degree or higher: 53.8%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $622,157
- Homeownership rate: 84.3%
- Rent burdened households (ACS 2020-2024): 39.5%
- Labor force participation rate: 57.1%
- Unemployment rate: 3.5%
Lifestyle patterns
- Residents tend to go out to fine dining restaurants.
- They spend money on their homes, often undergoing large remodeling projects and ensuring proper maintenance. They also drive imported cars.
- Residents often spend time reading, and a notable portion of the labor force works from home.
- Residents tend to be engaged with their communities through volunteering and voting in local elections, and they participate in outdoor activities.