Coupled with the recent release of our 2014 U.S. Updated Demographic data, Esri is proud to launch the next generation of Tapestry Segmentation in the U.S.
Why was Tapestry Segmentation updated?
The U.S. Census is collected and released every 10 years. Just as this database is reset, Tapestry Segmentation must also be reset to reflect the same changes in demography and geography.
Tapestry Segmentation provides an accurate, structured classification of U.S. neighborhoods based on proven segmentation methodology and socioeconomic and demographic characteristics. The geodemographic system combines the ‘who’ of lifestyle demography with the ‘where’ of local neighborhood geography. Leveraging data from Esri’s Updated Demographics, Census 2010 and ACS, the 2014 release of Tapestry Segmentation represents the next generation of Esri’s U.S. segmentation system. Ten years of analyzing trends (like the housing boom of the early 2000’s) and anticipating change (the housing market bubble in 2005) are represented in the 2014 Tapestry Segmentation data. Tapestry markets reflect both the stability of gradual change in a maturing population and the impact of events like the Great Recession. With 27 new segments and 2 new LifeMode groups, Tapestry captures the trends being seen in the U.S. today such as reduced income and asset levels, lower home values, and the increasing diversity of the population. It also portrays the steady shift in household type away from traditional families to nontraditional ones and the aging of the population.
Meet Three New Segments
Diners & Miners
Look for most of us in the rural South. We’re socially conservative, married couples with strong religious beliefs. We live in single-family houses or mobile homes. We’re very proud of our homes and vehicles, and work hard to maintain them. Nearly one in five works in oil and gas extraction or quarrying. Others work with their hands in construction, mining, and agriculture. Job opportunities are scarce, so we’re happy to work when we can. We buy for today, because tomorrow is uncertain. We shop at discount stores, enroll in Medicare, pick up prescriptions at Walmart, and eat out at family restaurants occasionally. The latest technology remains elusive; a few are holding on to their landlines and dial-up modems: “If it works, no need to change it.” We get our news, information, and entertainment from TV; we really like CMT and HSN.
The relative peace of our affluent, family-oriented neighborhoods in the outer suburbs provides welcome relief from our hectic jobs, long commutes, and busy lives with growing children. Any minute we can save is critical, so we’re fans of conveniences such as banking and shopping online and housekeeping services. First and second mortgages and car loans are part of life, but we’re well-insured and building investments such as funds, bonds, and stocks. A variety of mobile devices such as iPods and tablets keep us connected. We’re involved in sports and outdoor activities such as jogging, biking, golf, boating, and trips to a theme park.
We’re young, mobile, well educated, and well employed. We’re more likely to rent in low density, urban neighborhoods. Long hours spent working and online are balanced with regular visits to the gym. We go online for professional networking, online dating, and blogging. Cell phones are essential so we can text and always stay connected. Cognizant of the environment, we buy natural, organic, or environmentally-friendly products; Whole Foods and Trader Joe’s are favorite grocery stores. We’re politically liberal and donate to NPR and PBS. To keep life fresh, we’re eager to learn new things and to save time, we contract for house cleaning services. Music and the fine arts are major interests; we listen to music, visit art galleries, and make art at home.
Though 27 segments are new and depict change; 40 segments remain stable, allowing users to easily transition to the next generation of Tapestry. To ease in this transition, the 2013 Tapestry data will remain available for one year. Users will have the ability to run the 2013 Tapestry Segmentation Area Profile report and access the 2013 Tapestry data across the ArcGIS platform. This gives users the ability compare and contrast the 2013 and 2014 Tapestry data and analyze how the Tapestry Segmentation update has affected their study areas.
Want to read more about these new segments and see which segments remained stable? Click here to access the Tapestry page on our brand new Esri Demographics Help Documentation. There you will find the Tapestry Segment Summaries which contain a wealth of information about each segment and the new Tapestry Segmentation poster.
If you are attending the Esri International User Conference next week, Tapestry Segmentation will have its own kiosk in the Lobby where you can find out your Tapestry segment and pick up a poster and button. You can also attend my tech workshop called Esri Global Demographic and Lifestyle Data on Wednesday at 8:30 AM in Room 10 or Thursday at 8:30 AM in Room 17A where I will speak about Tapestry and all of our global demographic content. I hope to see you there!