Page 125 - Florence County, SC Florence County 2032: Connecting Our Past, Defining Our Future

LifeMode Group: Cozy Country Living 6F
Heartland Communities

Households: 2,864,000
Percent of
Average Household Size: 2.38 Pottawatomie County
Median Age: 41.5 Households
8.6%
Median Household Income: $39,000

WHO ARE WE? OUR NEIGHBORHOOD SOCIOECONOMIC TRAITS
Well settled and close-knit, Heartland Communities are • Rural communities or small towns • Retirees in this market depress the average labor
semirural and semiretired. These older householders are are concentrated in the Midwest, force participation rate to less than 60% (Index 95),
primarily homeowners, and many have paid off their from older Rustbelt cities to but the unemployment rate is comparable to the US.
mortgages. Their children have moved away, but they have the Great Plains. • More workers are white collar than blue collar;
no plans to leave their homes. Their hearts are with the • Distribution of household types is more skilled than unskilled.
country; they embrace the slower pace of life here but comparable to the US, primarily (but
actively participate in outdoor activities and community not the majority) married couples, • The rural economy of this market provides
events. Traditional and patriotic, these residents support more with no children, and a employment in the manufacturing, construction,
their local businesses, always buy American, and favor slightly higher proportion of singles and agriculture industries.
domestic driving vacations over foreign plane trips. (Index 112) that refl ects the aging • These are budget savvy consumers; they stick to
of the population. brands they grew up with and know the price of
goods they purchase. Buying American is important.
• Residents own modest,
single-family homes built • Daily life is busy, but routine. Working on the
before 1970. weekends is not uncommon.
• They own one or two vehicles; • Residents trust TV and newspapers more than
commutes are short (Index 95). any other media.
TAPESTRY TM • Skeptical about their fi nancial future, they stick
to community banks and low-risk investments.
SEGMENTATION
esri.com/tapestry 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.

LifeMode Group: Middle Ground 8C
Bright Young Professionals

Households: 2,613,000
Percent of
Average Household Size: 2.40 Pottawatomie County
Median Age: 32.2 Households
Median Household Income: $50,000 6.4%

WHO ARE WE? OUR NEIGHBORHOOD SOCIOECONOMIC TRAITS
Bright Young Professionals is a large market, primarily • Approximately 56% of the households rent; • Education completed: 36% with some
located in urban outskirts of large metropolitan areas. 44% own their homes. college or an associate’s degree, 30% with
These communities are home to young, educated, working • Household type is primarily couples, a bachelor’s degree or higher. Education
professionals. One out of three householders is under married (or unmarried), with above in progress is 10% (Index 127).
the age of 35. Slightly more diverse couples dominate average concentrations of both • Unemployment rate is lower at 7.1%,
this market, with more renters than homeowners. More single-parent (Index 125) and and labor force participation rate of 73%
than two-fi fths of the households live in single-family single-person (Index 115) households. is higher than the US rate.
homes; over a third live in 5+ unit buildings. Labor force
participation is high, generally white-collar work, with a • Multiunit buildings or row housing • These consumers are up on the
mix of food service and part-time jobs (among the college make up 55% of the housing stock (row latest technology.
students). Median household income, median home value, housing (Index 182), buildings with • They get most of their information from
and average rent are close to the US values. Residents 5–19 units (Index 277)); 44% built 1980–99. the Internet.
of this segment are physically active and up on the • Average rent is slightly higher than • Concern about the environment,
latest technology. the US (Index 102). impacts their purchasing decisions.
• Lower vacancy rate is at 8.9%.
TAPESTRY TM
SEGMENTATION
esri.com/tapestry 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.
118 | Plan Pottawatomie County 2040 Adopted - August 19, 2019