Lifestyles

CommunityID is program designed specifically for use in community economic development initiatives. Buxton, a retail consultant from Fort Worth, Texas, analyzed four retail site trade areas in Rock Island.

The four retail sites selected for the study are:

92nd Avenue and US 67
30th Street and Blackhawk Road
11th Street and 31st Avenue
4th-5th Avenues, 24-25th Streets

A 10-minute trade area was established for each site. Households that comprise the trade areas for each site are similar in terms of their demographic and retail shopping characteristics. In addition to the psychographic profiles of each trade area, income levels, property values, and traffic counts are similar. Following is some of the pyschographic data collected for each site and a description of that market segment.

	92nd Ave. W & US 67	30th Street & Blackhawk Rd.	11th Street & 31st Ave.	4-5th Ave. & 24th-25th St.
Settled In	15.3%	17.4%	15.2%	18.3%
Trying Metro Times	14.2%	14.8%	17.6%	12.5%
White Picket Fence	10.8%	9.4%	10.5%	8.3%
Home Sweet Home	8.6%	7.2%	6.9%	9.1%
Secure Adults	6.7%	6.4%	6.0%	7.1%
Buy American	6.6%		6.7%	6.1%
On Their Own		6.5%
Traditional Times	5.0%

Settled In

These households consist primarily of older couples or singles without children. They live in suburban areas and have slightly below average incomes. They like to stay active and enjoy doing things themselves, including minor home improvements and automobile oil changes. Their media choices are often home and garden oriented.

Group 2: Mainstream Families older singles / married couples
% of US Households:	3.38%
Age Range:	55+
Education:	high school / some college
Housing:	owners, single unit / two unit
Employment:	white-collar / blue-collar
Urbanization:	suburban
Lifestyle Preferences:	redeem coupons at discount store member of civic club organization have 2nd mortgage on primary residence watch CBS Bowlers Tour pay utility bill with automatic payment
Income:	middle
Race/Ethnicity:	white

Trying Metro Times

Young, single parents and seniors make up this segment. They live in urban and suburban areas and are typically renters. This segment's population is more likely than average to shop at convenience stores and use prepaid calling cards. They have made several furniture and appliance purchases in the last year.

Group 4: Mainstream Singles young families with children / seniors
% of US Households:	4.04%
Age Range:	25-34 / 75+
Education:	some high school / high school
Employment:	blue-collar
Housing:	renters, single / multi-unit 2-9
Urbanization:	urban / suburban
Lifestyle Preferences:	have caller ID have credit life insurance use teller at branch to pay bills read The National Enquirer watch Real TV
Income:	lower middle
Race/Ethnicity:	mixed

White Picket Fence

This segment's population usually consists of suburban families with one or two children. Many of these households enjoy bingo, bowling, and home delivery meals, such as pizza. They use credit unions and have personal loans for home improvement projects. They have a media household income just below the national average and work in blue-collar occupations.

Group 2: Mainstream Families married couples with 1-2 children
% of US Households:	3.97%
Age Range:	30-39
Education:	high school / some college
Employment:	blue-collar
Housing:	owners / single unit / double unit
Urbanization:	suburban
Lifestyle Preferences:	have caller ID have 2nd mortgage on primary residence read automobile magazines remodeled kitchen last year
Income:	middle
Race/Ethnicity:	white

Home Sweet Home

Typically married couples with few, if any, children living in the home, these households have above average incomes, own their homes, and are primarily concentrated in the suburbs. This segment tends to have a great deal invested in their homes and is likely to lease a vehicle.

Group 2: Mainstream Families married couples with and without children
% of US Households:	5.55%
Age Range:	50-69
Education:	some college / college grad
Employment:	professional
Housing:	owners / single unit / double unit
Urbanization:	suburban
Lifestyle Preferences:	own golf clubs use internet / online services 11+ times a week have an equity loan read Money magazine watch US Open Golf Championships
Income:	upper middle
Race/Ethnicity:	white

Secure Adults

This segment's population consists primarily of older singles and couples without children who live in the suburbs. They are more likely to be members of fraternal orders, civic organizations, or veteran's clubs. Many Secure Adults read mature market magazines, watch prime-time television, and prefer Oldsmobile and Buick automobiles.

Group 6: Conservative Classics older singles and married couples
% of US Households:	2.64%
Age Range:	55+
Education:	high school / some college
Employment:	white-collar / blue-collar
Housing:	owners / single unit / mobile home
Urbanization:	suburban
Lifestyle Preferences:	member of fraternal order household does not have a PC have long term and short term CDs read Modern Maturity watch the Orange Bowl Parade on TV
Income:	middle
Race/Ethnicity:	white

Buy American

This segment's population consists primarily of married couples with children who reside in suburban and rural area. They are less likely to be educated beyond the high school level. They enjoy hunting and perform vehicle maintenance themselves. Buy Americans are likely to have personal loans and bank close to work.

On Their Own

This segment's population typically consists of seniors, with some young adults also present. They live primarily in renter-occupied housing located in urban or suburban areas, and rank high in owning a hatchback automobile and frequenting convenience stores. This segment is also very likely to have a Roth IRA and watch prime-time television.

Traditional Times

This segment's population is a good mix of married and single persons with some children present. They have below average incomes, live in suburban areas, and work in blue-collar occupations. They are likely to frequent restaurants like Bob Evan's, Cracker Barrel, and Friendly's.

Source: Buxton, CommunityID