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Households: 2,685,000

Average Household Size: 2.46

Median Age: 38.4

Median Household Income: $49,000

LifeMode Group: GenXurban

Rustbelt Traditions

WHO ARE WE?The backbone of older industrial cities in states surrounding the Great Lakes, Rustbelt Traditions residents are a mix of married-couple families and singles living in older developments of single-family homes. While varied, the work force is primarily white collar, with a higher concentration of skilled workers in manufacturing, retail trade, and health care. Rustbelt Traditions represents a large market of stable, hard-working consumers with modest incomes but above average net worth (Index 111). Family oriented, they value time spent at home. Most have lived, worked, and played in the same area for years.

OUR NEIGHBORHOOD• Almost half (46%) of the households are married-couple families, similar to the US (48%), most without children (also similar to the US); the slightly higher proportion of singles (Index 105) refl ects the aging of the population.

• Average household size is slightly lower at 2.46.

• They are movers, slightly more mobile than the US population (Index 109), but almost half of householders (46%) moved into their current homes before 2000.

• Most residents live in modest, single-family homes in older neighborhoods built in the 1950s (Index 218).

• Nearly three quarters own their homes; over half of households have mortgages.

• A large and growing market, Rustbelt Traditions residents are located in the dense urban fringe of metropolitan areas throughout the Midwest and South.

• Most households have two or more vehicles available.

SOCIOECONOMIC TRAITS• Most have graduated from high school or spent some time at a college or university.

• Unemployment below the US at 8%; labor force participation slightly higher than the US at 67%.

• While most income derived from wages and salaries, nearly 30% of households collecting Social Security and nearly 20% drawing income from retirement accounts.

• Family-oriented consumers who value time spent at home.

• Most lived, worked, and played in the same area for years.

• Budget aware shoppers that favor American-made products.

• Read newspapers, especially the Sunday editions.

Note: The Index represents the ratio of the segment rate to the US rate multiplied by 100. Consumer preferences are estimated from data by GfK MRI.

5D

Male Female8% 4% 0 4% 8%

85+80–8475–7970–7465–6960–6455–5950–5445–4940–4435–3930–3425–2920–2415–1910–14

5–9< 5

* Hispanic can be of any race. US Average

82.6%

8.4%

3.6%

2.8%

10.7%

0.8%

1.8%

80%60%40%20%0

White

Black

AmericanIndian

Asian andPac. Island

Other

Multiple

Hispanic*

0

$60k $90k$30k $120k+

Median Household Income

$49,000

US Median $51,000

0

0

$300k$100k $200k $400k+

Median Net Worth

$79,000

US Median $71,000

$60,000

$40,000

$20,000

0 300,000 500,000 700,000

Med

ian

Ear

ning

s

Workers (Age 16+)100,000

Production

Transportation andMaterial Moving

Office andAdministrative Support

Management

Sales and Related

3500 50 100 150 200 250 300

Housing

Food

Apparel & Services

Transportation

Health Care

Entertainment &Recreation

Education

Pensions &Social Security

Other

81

53

83

85

84

79

81

80

80

TAPESTRYSEGMENTATION

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LifeMode Group: GenXurban

Rustbelt Traditions

INCOME AND NET WORTHNet worth measures total household assets (homes, vehicles, investments, etc.) less any debts, secured (e.g., mortgages)or unsecured (credit cards). Household income andnet worth are estimated by Esri.

AGE BY SEX (Esri data)

Median Age: 38.4 US: 37.6| Indicates US

RACE AND ETHNICITY (Esri data)

The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random from the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity).

Diversity Index: 44.2 US: 62.1

5D

OCCUPATION BY EARNINGSThe fi ve occupations with the highest number of workers in the market are displayedby median earnings. Data from the Census Bureau’s American Community Survey.

AVERAGE HOUSEHOLD BUDGET INDEXThe index compares the average amount spent in this market’s household budgets for housing, food, apparel, etc., to the average amount spent by all US households. An indexof 100 is average. An index of 120 shows that average spending by consumers in this marketis 20 percent above the national average. Consumer expenditures are estimated by Esri.

Population900,000 11,000,000

6,662,000

Population Growth (Annual %)-0.5% 3.0%

0.2%

Population Density (Persons per sq. mile)0 25,000

1000

651

0Wealth Index

77 350

0Socioeconomic Status Index

101 350

0Housing Affordability Index

208 350

Own72.2%

Rent27.8%

HomeOwnership

US Percentage:63.6% Own36.4% Rent

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MARKET PROFILE (Consumer preferences are estimated from data by GfK MRI)

• Residents take advantage of convenience stores for fueling up and picking up incidentals.

• Watching television is a common pastime; many households have more than four TVs.

• Favorite programming ranges from ESPN, Animal Planet, and AMC to children’s shows on Nickelodeon and Cartoon Network.

• Residents are connected; entertainment activities like online gaming dominate their Internet usage.

• Favorite family restaurants include Applebee’s, Outback Steakhouse, and Texas Roadhouse.

• Radio dials are typically tuned to classic rock stations.

ESRI INDEXESEsri developed three indexes to display average household wealth, socioeconomic status,and housing affordability for the market relative to US standards.

POPULATION CHARACTERISTICSTotal population, average annual population change since Census 2010, and average density (population per square mile) are displayed for the market relative to the sizeand change among all Tapestry markets. Data estimated by Esri.

LifeMode Group: GenXurban

Rustbelt Traditions5D

HOUSINGMedian home value is displayed for markets that are primarilyowner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau’s American Community Survey.

Typical Housing:Single Family

Median Value:$118,000US Median: $177,000

High

Low

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SEGMENT DENSITYThis map illustrates the density anddistribution of the Rustbelt TraditionsTapestry Segment by households.

LifeMode Group: GenXurban

Rustbelt Traditions5D