LifeMode Group: Ethnic Enclaves

Southwestern Families

7F

Households: 1,000,000
Average Household Size: 3.17
Median Age: 33.8
Median Household Income: $27,000

WHO ARE WE?

OUR NEIGHBORHOOD

SOCIOECONOMIC TRAITS

Residents in these neighborhoods are young families that

form the foundation of Hispanic life in the Southwest.
Children are the center of households that are composed
mainly of married couples with children and single-parent
families. Grandparents are caregivers in some of these
households. Recent arrivals and older generations are
language-isolated. Much of the working-age population is
employed in blue-collar occupations, specializing in skilled
work, as well as building maintenance and service jobs.
Spending is focused on the family and at-home entertainment,
but they do like to gamble (casinos and lottery tickets).

A family market: Married couples with

kids, single parents, and grandparents
head these households.

While close to 30% have attended or

graduated from college, over 40% did not
complete high school, which has limited
their employment prospects.

Average household size is higher at 3.17

(Index 123).
Many residents were born abroad
(Index 237); many households have
residents who speak only Spanish
(Index 594).
Over 40% of householders rent
single-family homes within a mix of
urban city centers and the suburbs in
metropolitan areas.
Neighborhoods are older; most of
the homes constructed prior to 1970.

TAPESTRY

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SEGMENTATION
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Over 70% of all households have one

or two vehicles available.

High rate of unemployment is at 12%

(Index 139), and low labor force participation
is at 52% (Index 83).
Most households receive income from
wages or salaries, but over 35% receive
contributions from Social Security and over
10% from Supplemental Security Income.
While budget-conscious consumers,
they are also mindful of quality and
attentive to environmental concerns in
their purchasing decisions.
Often, purchase decisions are based on
how a product may improve or organize
their lives.
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: Ethnic Enclaves

7F

TAPESTRY

Southwestern Families

SEGMENTATION
esri.com/tapestry

AGE BY SEX (Esri data)

RACE AND ETHNICITY (Esri data)

INCOME AND NET WORTH

Median Age: 33.8 US: 37.6

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).

Net worth measures total household assets (homes, vehicles,

investments, etc.) less any debts, secured (e.g., mortgages)
or unsecured (credit cards). Household income and
net worth are estimated by Esri.

| Indicates US

85+
8084
7579
7074
6569
6064
5559
5054
4549
4044
3539
3034
2529
2024
1519
1014
59
<5

TM

Diversity Index: 65.0 US: 62.1

Hispanic*

81.9%

Multiple

$27,000

2.7%

Other

16.8%

Asian and
Pac. Island
American
Indian
Black

4%

4%

Male

2.9%

Median Net Worth

5.9%

$30k

$60k

$90k

$120k+

$300k

$400k+

$14,000
70.2%

8%

Female

US Median $51,000

1.5%

White
8%

Median Household Income

20%

40%

* Hispanic can be of any race.

60%

US Median $71,000

80%
0

US Average

$100k

$200k

AVERAGE HOUSEHOLD BUDGET INDEX

OCCUPATION BY EARNINGS

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

The five occupations with the highest number of workers in the market are displayed
by median earnings. Data from the Census Bureaus American Community Survey.

Housing

54

Food

56

Median Earnings

$30,000

36

Apparel & Services

56

Transportation
Health Care

51

Entertainment &
Recreation

53
46

Education
Pensions &
Social Security

52

Other

50
0

Transportation
and Material Moving

$20,000

Office and
Administrative Support
Building and Grounds Cleaning
and Maintenance

$10,000

0
50

100

150

200

250

300

350

Construction and
Extraction

40,000

80,000

Sales and Related

120,000

Workers ( Age 16+)

160,000

200,000

7F

LifeMode Group: Ethnic Enclaves

TAPESTRY

Southwestern Families

MARKET PROFILE

TM

SEGMENTATION
esri.com/tapestry

HOUSING

(Consumer preferences are estimated from data by GfK MRI)

Median home value is displayed for markets that are primarily

owner 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 Bureaus American Community Survey.

Television is a primary source of entertainment, and most homes have multiple sets.
Although residents watch their spending, they typically carry balances on credit cards.
Baby and childrens products, such as food, clothing, and equipment, are
common purchases.
They shop at pharmacies such as CVS, as well as discount department stores
like Marshalls and Sears.
They listen to Hispanic radio and watch Hispanic programming on television.

Own

Most households have landlinesused frequently for international calls.

55.3%

About 2 out of 3 households are connected, although access to the Internet

is used primarily for entertainment.

Typical Housing:

Home
Ownership
US Percentage:
63.6% Own
36.4% Rent

Rent
44.7%

Single Family

Median Value:
$92,000
US Median: $177, 000

POPULATION CHARACTERISTICS

ESRI INDEXES

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

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

900,000

Population

11,000,000

3,232,000
-0.5%

Population Growth (Annual %)

Wealth Index
3.0%

0
0.5%

Population

350

68
Socioeconomic Status Index

Density (Persons per sq. mile)

1000

66

350

43

25,000

142
Housing Affordability Index

350

7F

LifeMode Group: Ethnic Enclaves

TAPESTRY

Southwestern Families

SEGMENTATION
esri.com/tapestry

SEGMENT DENSITY
This map illustrates the density and
distribution of the Southwestern Families
Tapestry Segment by households.

High

Low

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