Know Your Customer Like Never Before, Part 5: Diversity in the City

Know Your Customer Like Never Before, Part 5: Diversity in the City

By Jason Haley

For the fifth installment of our tapestry series, we’ll be covering Tapestry Segments in the City.

(Note: you can read the first, second, thirdfourth, and sixth posts or access the whole series here.)

Download the Complete Series Here:

This post (as well as the previous post) specifically highlights Tapestry Segments in LifeModes in America’s urban core. This post includes urban LifeModes predominantly made up of Ethnic Enclaves and Next Wave populations. Households in these Segments are made up of young, mobile, and diverse populations living in the most densely populated neighborhoods of the largest cities. As these populations get older and start families, they begin to move to neighborhoods that flank major cities as well as affluent suburbs. They will also begin to utilize health care more and more. By targeting these LifeModes, a healthcare organization can hone in on areas where the growth of healthcare needs can be expected in the future and plan accordingly.

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Before we dive into the rest of this post, here’s a quick Tapestry refresher: Tapestry Segmentation was designed specifically for understanding your customer’s lifestyle choices —what they buy and how they spend their free time. This information gives Stratasan, and our clients, insights that help identify a facility’s patient types, optimal sites for hospitals, physician offices, FSERS, and urgent care locations. We use Tapestry Segmentation to help our clients get higher response rates, focus on the most profitable growth opportunities, and invest their resources in the best ways possible.


Urbanization Summary Groups

The Segments in these two LifeModes (Ethnic Enclaves and Next Wave) are comprised of three primary Urbanization Summary Groups:

  • Group 1: Principal Urban Centers
    • Young, mobile, diverse populations living in the most densely populated neighborhoods of the largest cities (populations of 2.5 million or more)
    • Traits shared by more than 2.5 million people: crowding, high cost of living, and full access to urban amenities, including jobs
    • Youngest, most diverse populations among the Urbanization groups
    • Households are renter occupied by singles or roommates
    • The most challenging market for auto sales: half the commuters use public transportation, bicycles or walk to work
    • Focus on style and image with liberal spending on apparel
    • Constantly connected, using the Internet for everything from finding jobs to finding date
  • Group 2: Urban Periphery 
    • City life for starting families in neighborhoods that fringe major cities
    • The earliest suburbs, built before 1970, primarily single-family housing with some apartments
    • Young families with children, diverse population
    • Homeowners living closer to the city, with below average vacancy rates
    • Leisure focuses on the children (visits to theme parks or water parks), sports (soccer, basketball, baseball) and movies
    • Spending also emphasizes the children—clothing, toys and baby products
    • Parents of small children favor family restaurants and fast food
    • Smartphones are popular for social contacts, shopping, and music
  • Group 4: Suburban Periphery
    • Urban expansion: affluence in the suburbs or city-by-commute
    • The most populous and fast-growing among Urbanization groups, Suburban Periphery includes one-third of the nation's population
    • Commuters value low density living, but demand proximity to jobs, entertainment, and the amenities of an urban center
    • Well-educated, two-income households, accept long commute times to raise their children in these family-friendly neighborhoods. Many are heavily mortgaged in newly built, single-family homes
    • Older householders have either retired in place, downsized, or purchased a seasonal home
    • Suburbanites are the most affluent group, working hard to lead bright, fulfilled lives
    • Residents invest for their future, insure themselves against unforeseen circumstances, but also enjoy the fruits of their labor  

 

Now that we understand the urban scope of these two LifeModes, let’s take look at some of their general habits and some of the Tapestry Segments within them:

 

LifeMode 7 - Ethnic Enclaves

The Ethnic Enclaves Lifemode is made up of six Tapestry Segments: 7A - Up and Coming Families, 7B - Urban Villages, 7C - American Dreamers, 7D - Barrios Urbanos, 7E - Valley Growers, and 7F - Southwestern Families. Households are generally 27-34 years old, live in single family houses, are primarily Hispanic (both Black and White), have a median HH income between $27,000-$65,000, and do not have a high school degree (Besides 7A which you will see below).

Households in the Ethnic Enclaves LifeMode:

  • Established diversity—young, Hispanic homeowners with families
  • Multilingual and multigenerational households feature children that represent second-, third- or fourth-generation Hispanic families
  • Neighborhoods feature single-family, owner-occupied homes built at city's edge, primarily built after 1980
  • Hard-working and optimistic, most residents aged 25 years or older have a high school diploma or some college education
  • Shopping and leisure also focus on their children—baby and children's products from shoes to toys and games and trips to theme parks, water parks or the zoo
  • Residents favor Hispanic programs on radio or television; children enjoy playing video games on personal computers, handheld or console devices
  • Many households have dogs for domestic pets

Let’s take a closer look at some of the Tapestry Segments that make up the Ethnic Enclaves LifeMode:

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LifeMode 13 - Next Wave

This Lifemode is made up of five Tapestry Segments: 13A - International Marketplace, 13B - Las Casas, 13C - NeWest Residents, 13D - Fresh Ambitions, and 13E - High Rise Renters. Next Waves’ households tend to be 27-33 years old, live in rentals consisting of multi-unit housing and high-density apartments, they are entirely Hispanic, have median HH incomes of $22,000-$42,000, and are virtually uneducated even to the high school diploma level.

Those within the Next Wave LifeMode:

  • Urban denizens, young, diverse, hard-working families
  • Extremely diverse with a Hispanic majority, the highest among LifeMode groups
  • A large share are foreign born and speak only their native language
  • Young, or multigenerational, families with children are typical
  • Most are renters in older multi-unit structures, built in the 1960s or earlier
  • Hard-working with long commutes to jobs, often utilizing public transit to commute to work
  • Spending reflects the youth of these consumers, focus on children (top market for children's apparel) and personal appearance
  • Also a top market for movie goers (second only to college students) and fast food
  • Partial to soccer and basketball

Let’s take a closer look at some of the Tapestry Segments within this LifeMode:

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The Takeaway

Throughout this series on Tapestry data, we will break out the various Tapestry Segments by LifeMode and uncover what the population that falls into each segment does, where they live, and what drives them. With a more in-depth understanding of each segment, you will be better equipped to serve your existing patient populations and expand your reach within your markets.

Since Tapestry Segmentation is so diverse and can be quite different depending on what part of the country you are in, we will break out the segments within the many LifeModes over the course of this series. By the end of it, you will be able to identify and interpret the tapestry segments in your market and help coordinate your strategy and/or marketing outreach accordingly.

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Article by Jason Haley, GIS Manager for Stratasan

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data analysis esri tapestry segmentation GIS healthcare healthcare data healthcare gis Tapestry tapestry segmentation healthcare analytics partner healthcare market data