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Tapestry Segment Descriptions
<br /> 1.Top Rung
<br /> Top Rung is the wealthiest consumer market,representing less than one percent of all U.S.households.The median household income of
<br /> '79,000 is three and one-half times that of the national median,and the median net worth of$556,400 is more than five times that of the
<br /> �.:ional level.The median home value is approximately$1,014,600.These educated residents are in their peak earning years,45-64,in
<br /> married-couple households,with or without children.The median age is 42.3 years.With the purchasing power to indulge any choice,Top
<br /> Rung residents travel in style,both domestically and overseas.This is the top market for owning or leasing a luxury car;residents favor new
<br /> imported vehicles,especially convertibles.Avid readers,these residents find time to read two or more daily newspapers and countless books.
<br /> 2. Suburban Splendor
<br /> These successful suburbanites are the epitome of upward mobility,just a couple of rungs below the top,situated in growing neighborhoods of
<br /> affluent homes with a median value of$408,100.Most households are composed of two-income,married-couple families with or without
<br /> children.The population is well educated and well employed,with a median age of 40.5 years.Home improvement and remodeling are a main
<br /> focus of Suburban Splendor residents.Their homes feature the latest amenities and reflect the latest in home design.Residents travel
<br /> extensively in the United States and overseas for business and pleasure.Leisure activities include physical fitness,reading,visiting museums,
<br /> or attending the theater.This market is proactive in tracking investments,financial planning,and holding life insurance policies.
<br /> 4. Boomburbs
<br /> The newest additions to the suburbs,Boomburbs communities are home to younger families who live a busy,upscale lifestyle.The median age
<br /> is 33.8 years. This market has the highest population growth at 4.6 percent annually—more than four times the national figure.The median
<br /> home value is$308,700,and most households have two earners and two vehicles.This is the top market for households to own projection TVs,
<br /> MP3 players,scanners,and laser printers as well as owning or leasing full-sized SUVs.It is the second-ranked market for owning flat-screen or
<br /> plasma TVs,video game systems,and digital camcorders as well as owning or leasing minivans.Family vacations are a top priority.Popular
<br /> vacation destinations are Disney World and Universal Studios,Florida.For exercise,residents play tennis and golf,ski,and jog.
<br /> 6. Sophisticated Squires
<br /> Sophisticated Squires residents enjoy cultured country living in newer home developments with low density and a median home value of
<br /> $244,500.These urban escapees are primarily married-couple families,educated,and well employed.They prefer to commute to maintain their
<br /> semirural lifestyle.The median age is 37.4 years.They do their own lawn and landscaping work as well as home improvement and remodeling
<br /> projects such as installing carpet or hardwood floors and interior painting.They like to barbeque on their gas grills and make bread with their
<br /> 'ad-making machines.This is the top market for owning three or more vehicles.Vehicles of choice are minivans and full-sized SUVs.
<br /> �„fmily activities include playing volleyball,bicycling,playing board games and cards,going to the zoo,and attending soccer and baseball
<br /> games.
<br /> 7. Exurbanites
<br /> Open areas with affluence define these neighborhoods.Empty nesters comprise 40 percent of these households;married couples with children
<br /> occupy 32 percent.Half of the householders are between the ages of 45 and 64 years.The median age is 43.6 years.Approximately half of
<br /> those who work hold professional or managerial positions.The median home value is approximately$255,900;the median household income
<br /> is$83,200.Financial health is a priority for the Exurbanites market;they consult with financial planners and track their investments online.
<br /> They own a diverse investment portfolio and hold long-term care and substantial life insurance policies.Residents work on their homes,lawns,
<br /> and gardens.Leisure activities include boating,hiking,kayaking,playing Frisbee,photography,and bird-watching.Many are members of
<br /> fraternal orders and participate in civic activities.
<br /> 12. Up and Coming Families
<br /> Up and Coming Families represents the second highest household growth market and,with a median age of 31.9 years,is the youngest of
<br /> Community Tapestry's affluent family markets.The profile for these neighborhoods is young,affluent families with young children.
<br /> Approximately half of the households are concentrated in the South,with the other half in the West and Midwest.Neighborhoods are located in
<br /> suburban outskirts of midsized metropolitan areas.The homes are newer,with a median value of$185,500.
<br /> Because family and home priorities dictate their consumer purchases,they frequently shop for baby and children's products and household
<br /> furniture.Leisure activities include playing softball,going to the zoo,and visiting theme parks(generally SeaWorld or Disney World).
<br /> Residents enjoy watching science fiction,comedy,and family-type movies on VHS or DVD.
<br /> 13. In Style
<br /> In Style residents live in affluent neighborhoods of metropolitan areas.More suburban than urban,they nevertheless embrace an urban lifestyle.
<br /> Townhome ownership is more than double that of the national level;however,more than half of the households live in traditional single-family
<br /> homes.Labor force participation is high,and professional couples predominate.The median household income is$67,800.Nearly one-third of
<br /> these households include children.The median age is 39.3 years.In Style residents are computer savvy;they use the Internet daily to research
<br /> rmation,track investments,or shop.They own a diverse investment portfolio,contribute to retirement savings plans,and hold long-term
<br /> feere and life insurance policies.They enjoy going to the beach,snorkeling,playing golf,casino gambling,and domestic travel.
<br /> 16. Enterprising Professionals
<br /> This fast-growing market is home to young,educated,working professionals,with a median age of 32.4 years. Single op.rgmjeeathey prefer
<br /> newer neighborhoods with townhomes or apartments.The median household income is$66,000.The Enterprising Pro ess na s segment is
<br /> ranked second of all the Community Tapestry markets for labor force participation,at 75 percent.Their lifestyle reflects their youth,mobility,
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