Consumer Behavior Analytics

Transcription

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Prepared for:
EAST LANSING, MICHIGAN
MARKET STUDY
August 15, 2013
Landlord
Market
Analysis
I.
Executive Summary
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TABLE OF CONTENTS
II.
Demographic & Employment Data
Trade Area details –
2013 Estimates and 2018 Projections
III.
Retail Market Power
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Trade Area Consumer Spending and
Retail Sales by Store Type – 2013 Estimates
IV.
V.
Household Segmentation
Prizm NE Segmentation (2012)
- Household Prizm
- Workplace Population
- Lifestyler Report for dominant segments
- Social Groups
- Lifestage Groups
Retailer Rankings
Retailers, Grocers and Restaurants –
Listing for largest segments
VI.
Target Segment Report
Segments 1 – 35 Retail, Restaurant & Leisure Ranking
VII.
Profile Ranking Report
Profile comparison for “Go To Museum, 1yr”
VIII.
Appendix
- Listing of retail businesses in 5-mile radius
- Prizm Descriptions 1-66
EAST LANSING, MI
MARKET STUDY
Introduction
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The CBRE real estate team for East Lansing, MI requested this market study and analysis
of consumer preferences with a focus on retail. East Lansing, Michigan is located
adjacent to the state capitol of Lansing and is home to Michigan State University.
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This study examines two market areas consisting of a Primary and Secondary Trade Area.
The Primary Trade Area (PTA) reflects approximate boundaries of the city of East Lansing.
The Secondary Trade Area (STA) consists of a specific market area that encompasses the
geography from which retail customers are expected to travel further and potentially less
frequently to reach the PTA. The following map outlines the boundaries of each market
area for this analysis.
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Our objective is to provide guidance in identifying potential retailers for this development
based on the existing consumer demands and preferences. The accompanying report will
provide a market area overview, retail trade analysis, and customer analysis. This study
will detail information about the consumers of the area and more specifically the lifestyle
and retailer preferences of the resident and workplace population.
Finding suitable retail options for the residents of these market areas that are specific to
the lifestyles of these households should provide retail areas that will give the residents
and workplace population the diversity of goods and services that they demand and will
benefit the neighborhood and greater community.
© 2013 CBRE. All rights reserved.
EAST LANSING AREA OVERVIEW
Herbison
Herbison
Rd
Herbison Rd
Rd
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Clark
Rd
Clark
Rd
Clark Rd
Rd
Clark
Clark
Rd
Clark
Rd
Wood
Rd
Rd
Wood
Wood Rd
Wood
Rd
Rd
DeWitt
DeWitt
DeWitt Rd
Rd
Rd
Airport
Airport
Airport Rd
Rd
Rd
Rd
Airport
Airport
Airport
Rd
Rd
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Stoll
Rd
Stoll
Rd
Stoll Rd
Rd
Stoll
Stoll
Rd
Stoll
Rd
Webster
Webster
Webster Rd
Rd
Rd
D
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
State
Rd
State
State Rd
Rd
Rd
State
State
State
Rd
G
Grrrrraaannn
G
G
G
ddd
dR
d
RRR
Riv
iv
ive
eee
errrrr H
Hw
H
H
H
w
wyyyyy
Lake
Lansing
Rd
Lake
Lansing
Rd
Lake Lansing
Lansing Rd
Rd
Lake
Lake
Lansing
Rd
Lake
Lansing
Rd
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D
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D
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elt
D
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lta
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SSSaaaaa
Logan
Logan
Logan St
St
St
Marsh
Marsh Rd
Marsh
Rd
Rd
MICHIGAN
STATE
UNIVERSITY
Jolly
Jolly
Jolly Rd
Rd
Rd
Rd
Jolly
Jolly
Jolly
Rd
Okemos
Okemos
Okemos
Okemos
Okemos Rd
Rd
Rd
Rd
Okemos
Okemos
Okemos
Rd
Aurelius Rd
Rd
Aurelius
Aurelius
Rd
College
College
College Rd
Rd
Rd
Rd
College
College
College
Rd
Rd
Cavanaugh
Cavanaugh
Cavanaugh Rd
Rd
Haslett
Rd
Haslett
Haslett Rd
Rd
Rd
Haslett
Haslett
Haslett
Rd
SECONDARY
TRADE AREA
Mount
Mount
Mount Hope
Hope
Hope Rd
Rd
Rd
Waa
W
W
W
W
aaassshhh
hhiiinnn
gggggttto
onnn
ooo
Avvv
AAA
A
vveeeee
Pleasant
Grove Rd
Pleasant
Pleasant Grove
Rd
Rd
Grove
Pleasant
Grove
Rd
Waverly
Waverly
Waverly Rd
Rd
Rd
Rd
Waverly
Waverly
Waverly
Rd
Holmes
Holmes
Holmes Rd
Rd
Rd
Rd
Holmes
Holmes
Holmes
Rd
Harrison
Harrison Ave
Ave
Harrison
Ave
Michigan
Michigan
Michigan Ave
Ave
Ave
Kalamazoo
Kalamazoo
Kalamazoo St
St
St
St
Kalamazoo
Kalamazoo
Kalamazoo
St
Waverly
Waverly
Burcham
Burcham
Burcham Dr
Dr
Dr
Dr
Burcham
Burcham
Burcham
Dr
G
G
G
Grrrrrra
G
G
an
aa
aa
nd
nn
nn
dR
dd
dd
iv
iv
Riv
RR
RR
ive
iv
iv
errrrrr A
ee
ee
A
A
Avvvvvve
A
A
e
ee
ee
Dobie
Dobie
Dobie Rd
Rd
Rd
Rd
Dobie
Dobie
Dobie
Rd
Rd
Oakland Ave
Ave
Oakland
Oakland
Ave
Ave
Oakland
Ave
Oakland
Oakland
Lansing
Lansing
Mt
Mt
Mt Hope
Hope
Hope Ave
Ave
Ave
East
East Lansing
Lansing
Hagadorn
Hagadorn
Hagadorn Rd
Rd
Rd
Rd
Hagadorn
Hagadorn
Hagadorn
Rd
PRIMARY
TRADE AREA
Edgemont
Edgemont Park
Park
Pennsylvania
Pennsylvania
Pennsylvania Ave
Ave
Ave
Elmwood
Rd
Elmwood
Elmwood Rd
Rd
Haslett
Haslett
Miller
Miller
Miller Rd
Rd
Rd
Rd
Miller
Miller
Miller
Rd
© 2013 CBRE, Inc. This information has been obtained from sources believed reliable. We have not verified it and make no guarantee, warranty or representation about it. Any projections, opinions, assumptions or estimates used are for example only and do not represent the current or future performance of the property.
You and your advisors should conduct a careful, independent investigation of the property to determine to your satisfaction the suitability of the property for your needs. CBRE and the CBRE logo are service marks of CBRE, Inc. and/or its affiliated or related companies in the United States and other countries. All other marks displayed on this document are the property of their respective owners.
All Rights Reserved. Sources: CBRE Mapping Services (877) 580-4674; Nielsen, StreetPro. MapFiles\Work2013\288768_NL.wor 2/19/2013
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EXECUTIVE SUMMARY
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EAST LANSING, MI
MARKET STUDY
EXECUTIVE SUMMARY
Summary of Analysis
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For the defined market areas of this report, the base demographics are as follows:
Trade Areas
PTA
STA
2013 Population
58,552
51,729
Estimated Population Growth (2010-13)
Projected 5-year Population Growth
0.32%
0.40%
0.71%
1.07%
19,067
16,131
0.92%
1.05%
1.64%
2.01%
2013 Median Household Income
$34,920
$35,071
2013 Median Age
23.0
22.8
2013 Daytime Employees
30,364
36,363
Number of Businesses
2,681
2,952
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2013 Households
Estimated Household Growth (2010-13)
Projected 5-year Household Growth
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East Lansing is a large town that is also home to Michigan State University which reports 36,675
undergraduates and 11,452 graduate students enrolled at this campus. On campus residents total
approximately 15,000 and increase the overall number of households to over 34,000 and 31,000
in the PTA and STA, respectively. With a Median Age of 23 and Median Household Income of
approximately $35,000 in both trade areas, from a demographic perspective these areas are very
similar. Projected growth for both trade areas shows a stable environment for the next five years.
Largest employment sectors in both trade areas are Education, Healthcare & Social Assistance
followed by Food Services & Drinking Places.
Retail Opportunity - A Retail Market Power report is used in this market study to determine an
opportunity gap for retail stores by category. By comparing Consumer Demand and Retail Sales
within each market area, we see that total consumer expenditures are higher than the retail sales
for both trade areas.
Retail Opportunity
PTA
STA
2013 Total Consumer Expenditures
$1.5 Billion
$1.3 Billion
2013 Total Retail Sales
$709 Million
$870 Million
Total Opportunity / Surplus
$748 Million
$423 Million
Specific categories of retail reflect that residents are travelling outside of the market area to meet
their consumer needs. Based upon this data, the greatest opportunities for both market areas are
found in the following major categories:

Supermarkets, Grocery Stores ($82M Gap)
 Building Materials & Garden Equip ($91.7M)

Electronics & Appliance Stores ($30.1M)
 Department Stores ($26.7M)

Foodservice & Drinking Places ($22.7M)
 Clothing & Accessories Stores ($14.8M)

Furniture & Home Furnishings ($14.4M)
 Other Miscellaneous Stores($13.9M)

Office Supplies & Stationery Stores ($11.6M)
 Beer, Wine & Liquor Stores ($11.1M)
EAST LANSING, MI
MARKET STUDY
EXECUTIVE SUMMARY
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Prizm Segmentation – One specific segment is dominant in the East Lansing trade areas,
47 – City Startups (46.1% PTA / 28.6% STA). Among the youngest segments in America–City
Startups reporting ten times as many college students as the national average–these segments
feature young, single and working-class residents that pursue active lifestyles amid sprawling
apartment complexes, bars, convenience stores and Laundromats.
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Segmen ts
C ode
Variable Title
19
Home Sweet Home
21
Gray Power
22
Young Influentials
24
Up‐and‐Comers
35
47
Boomtown Singles
City Startups
Primary Tra de
Secon dary
A rea
Tra de A rea
C o u n t %C o mp C ou n t %C omp
455
1.68
907
87
0.32
578
2.48
1,293
4.78
1,403
6.03
991
3.67
699
3.00
1,605
12,445
5.94
46.05
1,651
6,660
7.09
28.61
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52
Suburban Pioneers
1,088
4.03
668
2.87
53
Mobility Blues
1,195
4.42
2,453
10.54
Additionally, a number of other
segments with over 3% of the total
households are highlighted here and
together this group accounts for 71%
of the PTA and 65% of the STA.
We can also look at the trade area household segments as compared to the greater Lansing CBSA
(metro) to understand what segments index strongly. An “index” score greater than 100 indicates
that a particular segment is higher than the metro average. In principle, an index is defined as the
ratio of the percent of households for the segment in the report's geographic area compared to the
percent of households in the
metro for the segment, times
100.
While segment 47 above is
prevalent in these trade areas,
additional segments are present
and should be explored. The
Segment Index chart displays the
segment make-up as they relate
to the Lansing CBSA for
segments found between
1-Upper Crust and 35Boomtown Singles among the
resident households.
3.90
EAST LANSING, MI
MARKET STUDY
EXECUTIVE SUMMARY
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Workplace Prizm tracks the residential population of every census tract into its associated tracts of
employment, covering private sector workers, public sector workers, 9-to-5 workers, swing shift
and night shift workers–even those who
work at home.
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The largest Prizm segments of the
workforce build on the resident
population and bring in some diversity.
With the segments that enter the
daytime population, the Prizm scale
now includes more upscale rural
households like 9-Big Fish, Small Pond
and 11-God’s Country.
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The Index chart below displays what
segments between 1 and 35 Index above
100 compared with the Lansing CBSA.
2-Blue Blood Estates, 7-Money & Brains,
16-Bohemian Mix and 31-Urban Achievers
are among those impacting the trade
areas Workplace Population.
More details on both
Household and Workplace
Prizm are found in the
Prizm Segmentation
section of this report.
EAST LANSING, MI
MARKET STUDY
EXECUTIVE SUMMARY
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Social groups - The urbanization model, which combines individual segments into broader
classifications by population density and affluence levels, was applied to this market to define
“Social Groups”. Maps in this section will give a visual representation of where the specific groups
are situated in the market area. Second City segments account for 66% of the PTA and 60% of the
STA resident households and Suburban groups account for 21% and 33%, respectively.
The Workplace Population is dominated by the Rural social groups called Country Comfort and
Landed Gentry. These top tier rural segments have upscale incomes and are predominantly white,
middle-class homeowners. In their placid towns and scenic bedroom communities, these
Americans tend to be married, between the ages of 25 and 54, with or without children. They
enjoy comfortable upscale lifestyles, exhibiting high indices for barbecuing, bar-hopping and
playing golf as well as home-based activities such as gardening, woodworking and crafts.
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Lifestage groups - Lifestage Groups are also important to review in this market area and is another
way to group the segments by incorporating affluence, householder age and whether there are
children living at home. The map in this section will give further details of the groups present and
their location in the market area. The most dominant group in both trade areas is Younger Years
with the largest sub-group represented Striving Singles. However, Midlife Success, Mainstream
Families and Conservative Classics are also represented.
This segmentation analysis finds that while some lower-end
segments are dominant in the trade areas, there are segments
present in both the resident and workplace population that range
the Prizm spectrum and include top and mid-tier segments.
Retailer Preferences
Changes in the primary market such as the newly added Broad Museum on the north end of the
MSU campus and the entry of over 200 office occupiers tied to the university will lead to an
increase in top tier professionals to the trade areas. Specific profiles have been examined in an
effort to determine appropriate services and retailers to accommodate the existing residents and
employees.
Using our nationally syndicated database of profiles, we are able to provide a list of retailers and
restaurants that may potentially perform well in these trade areas. The profile “Go to Museum, 1
year” is used to compare the segments that are known to go to any museum and determine what
retailers or restaurants these same segments would frequent. Those profiles with an Index score
greater than 150 are considered strong among the households in this market area. Scores that
fall between 110 and 149 have above moderate potential here. Those scoring below 100 are less
likely than the average US households to be frequented by those in this market area.
EAST LANSING, MI
MARKET STUDY
EXECUTIVE SUMMARY
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A comparison of the Household to Workplace Population results are provided for the East Lansing
PTA. Below is a snapshot of the top ranking profiles.
Profile Ranking Index Report ‐ East Lansing PTA
Comparison Profile: Go to Museum‐ 1yr (A)
Simmons: Retail Restaurant Hotel Leisure
LifeStyler Attribute Title
HH Index
WP Index
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Order from Wi l l i a ms ‐Sonoma ,1yr (A)
215
165
Order from Ha rry & Da vi d,1yr (A)
192
136
Order from Eddi e Ba uer,1yr (A)
191
144
Shop a t Nords trom,3mo (A)
178
132
148
177
176
164
Sta y Ma rri ott on Va cati on,1yr (A)
171
139
Order from La nd's End,1yr (A)
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Shop a t Cra te & Ba rrel ,3mo (A)
Shop a t Wi l l i a ms ‐Sonoma ,3mos (A)
170
130
Order from Oma ha Stea ks ,1yr (A)
166
136
Shop a t Nords trom Ra ck,3mos (A)
166
129
Sta y Comfort Sui tes on Va ca ti on,1yr (A)
158
126
Shop a t Cos tco,3mo (A)
157
128
Shop a t Ra di o Sha ck,1mo (A)
155
122
Sta y Ra ma da Inn on Va ca ti on,1yr (A)
155
109
Shop a t Homegoods ,3mo (A)
154
135
Order from L.L. Bea n,1yr (A)
154
129
Sta y Hol i da y Inn on Va ca ti on,1yr (A)
153
119
Shop a t Cos t Pl us Worl d Ma rket,3mos (A)
151
140
Sta y Hi l ton on Vaca ti on,1yr (A)
149
130
Shop a t Etha n Al l en Home Interi ors ,3mo (A)
146
135
Order from Li l l i a n Vernon,1yr (A)
146
125
Order from Ori enta l Tra di ng,1yr (A)
145
118
Sta y a t Al l ‐Incl us i ve Res ort,1yr (A)
141
125
When the Index scores are above the US average there is a stronger likelihood that the households
present are receptive to the behavior. Above, “Shop at Nordstrom” scores 178 and 132, for the
Household and Workplace segment profiles, respectively. Shopping at high-end retailers such as
Nordstrom, Crate & Barrel and Williams-Sonoma, staying at the Marriott, Comfort Suites and
Ramada Inn on Vacation and ordering from select retailers online are all behaviors that household
segments that visit Museums are likely to do.
Note that all of the retailers and restaurants used in our study may not exist in every market, or profiles
may not exist for every retailer in your specific market. It is not as important to target them specifically
as it is to target their class of retail. For example, if the profile shows a strong correlation for Linens &
Things, Bed, Bath & Beyond could be equally appropriate.
EAST LANSING, MI
MARKET STUDY
EXECUTIVE SUMMARY
D
Alternatively, we can specify specific segments and produce a Target Segment Report which allows
a view of what retailers and consumer behaviors Index strongly for segments knows to be present
in the market.
A comparison of the Household to Workplace Population results are provided for the East Lansing
PTA. Below is a snapshot of the top ranking profiles for segments between 1 and 35 that Index
strongly for the trade area.
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Target Segment Measures Report ‐ East Lansing PTA
Segments that Index above 100 in the PTA compared to Lansing CBSA
HOUSEHOLD
Target Group: HH High Index
Segments Minus 47
[01,03,08,12,14,15,17,19,21,22,24,30,
35]
WORKPLACE
Target Group: WP High Index
[01,02,03,05,07,08,10,11,12,13,
14,16,19,21,22,24,26,27,29,31,35]
HH Index
WP Index
Simmons Retail, Restaurant, Hotel, Leisure
Shop at Nords trom,3mo (A)
Order from Land's End,1yr (A)
Shop at H&M,3mo (A)
Shop at Cos t Pl us Worl d Ma rket,3mos (A)
Shop at Ba na na Republi c,3mo (A)
Shop at Cos tco,3mo (A)
213
173
185
157
183
200
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Shop at Nords trom Rack,3mos (A)
164
151
157
206
156
155
153
146
Shop at Cra te & Ba rrel ,3mo (A)
153
190
Order from L.L. Bean,1yr (A)
151
173
Shop at Expres s ,3mo (A)
150
138
Shop at Offi ce Depot,3mo (A)
149
153
Sta y Ma rriott on Vacation,1yr (A)
144
153
Shop at Ann Taylor,3mo (A)
143
137
Shop at Ethan Al len Home Interiors ,3mo (A)
141
209
Go to Cl as s ica l Concert,1yr (A)
140
127
Shop at Sports Authori ty,3mo (A)
140
145
Shop at Lerner,3mo (A)
139
135
Shop at Lord & Ta ylor,3mo (A)
139
135
Order from Harry & Davi d,1yr (A)
138
134
Shop at CompUSA,3mo (A)
138
111
The complete report can be found in the Appendix of this analysis. Any profile with an Index over
100 for both Household and Workplace results will have greater potential for success with the
segments present in this market.
Appendix
A list of retail businesses in City of East Lansing boundaries is included in the Appendix to
this report and can be used to determine what retailers are currently in the primary trade
area. Sorted by NAICS Code, secondarily by Business Name, allows one to compare
categories of retailers to the Retail Opportunity Gap Report and Retailer Rankings results.
DEMOGRAPHIC AND
EMPLOYMENT DATA
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Base Reports Dual Trade Area
Description
East Lansing
STA
%
East Lansing PTA
Lansing-East
Lansing, MI CBSA
%
%
Population Overview
Population Growth
4.00%
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East Lansing PTA
3.00%
East Lansing STA
2.00%
Lansing-East Lansing, MI
1.00%
0.00%
Growth 2000 - 2010
Growth 2010 - 2013
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58,787
58,552
58,367
57,520
2018 Projection
2013 Estimate
2010 Census
2000 Census
52,281
51,729
51,364
51,506
0.40%
0.32%
1.47%
East Lansing PTA
2013 Estimate
Population by Single Race
Classification
Black or African American Alone
American Indian and Alaska Native
Alone
Asian Alone
1.07%
0.71%
-0.28%
East Lansing
58,554
0.05%
1.92%
3.46%
9.72%
0.43%
2.07%
3.73%
10.96%
0.56%
8.63%
6.96%
77.46%
0.03%
4.05%
0.50%
9.13%
466,234
1.98%
3.54%
80.78
%
74.01%
Native Hawaiian and Other Pacific
Islander Alone
Some Other Race Alone
0.47%
0.47%
3.64%
Lansing-East
51,729
0.04%
-1.00%
468,409
466,234
464,036
447,728
ft
Growth 2013 - 2018
Growth 2010 - 2013
Growth 2000 - 2010
White Alone
Growth 2013 - 2018
Two or More Races
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian and Other Pacific Islander
Alone
Some Other Race Alone
Two or More Races
Population Hispanic or Latino by
Origin
Not Hispanic or Latino
Hispanic or Latino:
Population by Sex
Male
Female
Copyright 2013 CBRE, Inc.
All rights reserved.
45,356
4,077
252
5,691
77.46%
6.96%
0.43%
9.72%
38,285
4,463
290
5,671
74.01%
8.63%
0.56%
10.96%
376,617
42,551
2,343
18,886
80.78%
9.13%
0.50%
4.05%
27
0.05%
23
0.04%
137
0.03%
1,124
2,027
1.92%
3.46%
1,069
1,928
2.07%
3.73%
9,214
16,486
1.98%
3.54%
58,552
55,347
3,205
94.53%
5.47%
51,729
48,584
3,145
93.92%
6.08%
466,234
435,942
30,292
93.50%
6.50%
58,552
28,452
30,100
48.59%
51.41%
51,729
25,569
26,160
49.43%
50.57%
466,234
227,334
238,900
48.76%
51.24%
Page 1 of 6
Population by Age
3.41%
3.27%
2.94%
1.74%
30.19%
18.90%
12.98%
7.13%
6.42%
6.60%
3.65%
1.86%
0.91%
466,234
27,229
27,115
28,466
17,805
33,447
36,802
62,347
53,742
61,264
58,524
34,550
17,042
7,901
5.84%
5.82%
6.11%
3.82%
7.17%
7.89%
13.37%
11.53%
13.14%
12.55%
7.41%
3.66%
1.69%
53,182
52,607
35,711
5,017
90.83%
89.85%
60.99%
8.57%
46,476
45,849
30,231
3,319
89.85%
88.63%
58.44%
6.42%
377,679
365,619
332,172
59,493
81.01%
78.42%
71.25%
12.76%
Population Age 25+ by Educational
Attainment
Less than 9th Grade
Some High School, no diploma
High School Graduate (or GED)
Some College, no degree
Associate Degree
Bachelor's Degree
Master's Degree
Professional School Degree
Doctorate Degree
35.00
37.40
20,454
295,370
1.84%
4.00%
15.47%
20.27%
5.70%
26.22%
14.86%
5.04%
6.60%
Page 2 of 6
466
1,133
3,142
4,562
1,316
4,897
2,859
844
1,235
2.28%
5.54%
15.36%
22.30%
6.43%
23.94%
13.98%
4.13%
6.04%
Doctorate
Degree
Professional
School Degree
Master's
Degree
Associate
Degree
Some High
School, no
diploma
423
919
3,558
4,662
1,312
6,030
3,419
1,160
1,519
Some College,
no degree
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Less than 9th
Grade
23,002
High School
Graduate (or
GED)
East Lansing STA
22.80
29.80
ft
Education
East Lansing PTA
%
51,728
1,765
1,692
1,522
900
15,618
9,777
6,712
3,688
3,322
3,413
1,888
961
470
23.00
30.80
Median Age
Average Age
Lansing-East
Lansing, MI CBSA
3.12%
2.91%
2.67%
1.46%
28.86%
21.71%
12.20%
6.41%
5.79%
6.31%
4.27%
2.61%
1.69%
ra
Age 16 and over
Age 18 and over
Age 21 and over
Age 65 and over
%
58,552
1,824
1,704
1,565
852
16,896
12,709
7,145
3,756
3,389
3,695
2,501
1,529
987
D
Age 0 - 4
Age 5 - 9
Age 10 - 14
Age 15 - 17
Age 18 - 20
Age 21 - 24
Age 25 - 34
Age 35 - 44
Age 45 - 54
Age 55 - 64
Age 65 - 74
Age 75 - 84
Age 85 and over
East Lansing
STA
%
East Lansing PTA
Bachelor's
Degree
Description
7,858
16,292
74,993
79,021
27,540
53,425
23,665
6,345
6,231
2.66%
5.52%
25.39%
26.75%
9.32%
18.09%
8.01%
2.15%
2.11%
Description
East Lansing PTA
East Lansing
STA
%
%
Lansing-East
Lansing, MI CBSA
%
Household Overview
Household Growth
East Lansing PTA
D
10.00%
5.00%
East Lansing STA
0.00%
Growth 2000 - 2010
Growth 2013 - 2018
Growth 2010 - 2013
Growth 2000 - 2010
19,267
19,067
18,894
19,171
16,455
16,131
15,871
16,614
1.05%
0.92%
-1.44%
Households by Household Type
Family Households
Non Family Households
Households by Ethnicity, Hispanic/Latino
-5.00%
-10.00%
187,298
185,379
183,422
172,415
2.01%
1.64%
-4.47%
ft
2013 Estimate
Growth 2013 - 2018
ra
2018 Projection
2013 Estimate
2010 Census
2000 Census
Growth 2010 - 2013
1.04%
1.07%
6.38%
19,067
7,334
11,733
38.46%
61.54%
16,131
6,393
9,738
39.63%
60.37%
185,379
112,959
72,420
60.93%
39.07%
873
4.58%
863
5.35%
8,890
4.80%
Group Quarters Population
15,731
15,194
20,724
Households by Household Income
19,066
16,131
185,379
East Lansing PTA
East Lansing STA
$80,000
$60,000
$40,000
$20,000
$0
Average Household Income
Income Less than $15,000
Income $15,000 - $24,999
Income $25,000 - $34,999
Income $35,000 - $49,999
Income $50,000 - $74,999
Income $75,000 - $99,999
Income $100,000 - $124,999
Income $125,000 - $149,999
Income $150,000 - $199,999
Income $200,000 - $249,999
Income $250,000 - $499,999
Income $500,000 or more
4,956
2,713
1,879
2,568
2,608
1,649
947
543
617
212
291
83
Average Household Income
Median Household Income
$55,454
$34,920
25.99%
14.23%
9.86%
13.47%
13.68%
8.65%
4.97%
2.85%
3.24%
1.11%
1.53%
0.44%
Page 3 of 6
Median Household Income
4,390
2,024
1,641
2,207
2,390
1,484
665
495
429
159
198
49
$52,763
$35,071
27.21%
12.55%
10.17%
13.68%
14.82%
9.20%
4.12%
3.07%
2.66%
0.99%
1.23%
0.30%
27,690
21,220
19,292
29,103
36,821
22,978
11,945
6,913
5,743
1,534
1,762
378
$60,872
$47,621
14.94%
11.45%
10.41%
15.70%
19.86%
12.40%
6.44%
3.73%
3.10%
0.83%
0.95%
0.20%
Description
East Lansing PTA
%
East Lansing
STA
%
Lansing-East
Lansing, MI CBSA
%
Employment
53,183
57
25,863
2,483
24,780
0.11%
48.63%
4.67%
46.59%
46,476
74
22,538
3,044
20,820
0.16%
48.49%
6.55%
44.80%
377,679
461
217,330
25,829
134,059
0.12%
57.54%
6.84%
35.50%
26,891
14,260
3,869
1,674
5,479
133
1,418
59
53.03%
14.39%
6.23%
20.37%
0.49%
5.27%
0.22%
23,574
12,660
3,094
1,300
5,165
99
1,227
27
53.70%
13.12%
5.51%
21.91%
0.42%
5.20%
0.11%
226,498
133,887
29,047
16,099
26,229
2,658
18,200
378
59.11%
12.82%
7.11%
11.58%
1.17%
8.04%
0.17%
26,891
542
857
918
1,110
319
537
431
3,782
124
3,443
922
377
357
419
887
1,963
3,937
717
663
2,720
1,053
813
2.02%
3.19%
3.41%
4.13%
1.19%
2.00%
1.60%
14.06%
0.46%
12.80%
3.43%
1.40%
1.33%
1.56%
3.30%
7.30%
14.64%
2.67%
2.47%
10.11%
3.92%
3.02%
23,574
489
728
747
1,025
328
711
317
3,270
131
3,176
767
526
252
286
836
1,508
3,187
791
426
2,574
851
648
2.07%
3.09%
3.17%
4.35%
1.39%
3.02%
1.34%
13.87%
0.56%
13.47%
3.25%
2.23%
1.07%
1.21%
3.55%
6.40%
13.52%
3.36%
1.81%
10.92%
3.61%
2.75%
226,498
4,182
4,202
9,031
11,533
3,990
6,072
7,495
18,016
1,254
16,079
11,168
5,647
5,789
2,364
3,266
19,655
35,399
16,876
4,697
20,699
7,907
11,177
1.85%
1.86%
3.99%
5.09%
1.76%
2.68%
3.31%
7.95%
0.55%
7.10%
4.93%
2.49%
2.56%
1.04%
1.44%
8.68%
15.63%
7.45%
2.07%
9.14%
3.49%
4.93%
D
Population Age 16+ by Employment
Status
In Armed Forces
Civilian - Employed
Civilian - Unemployed
Not in Labor Force
Civilian Employed Population 16+
Class of Worker
ra
For-Profit Private Workers
Non-Profit Private Workers
Local Government Workers
State Government Workers
Federal Government Workers
Self-Emp Workers
Unpaid Family Workers
Civilian Employed Population 16+ by
Occupation
ft
Architecture and Engineering
Arts, Entertainment and Sports
Building and Grounds Maintainence
Business, and Financial Operations
Community and Social Services
Computers and Mathematics
Construction and Extraction
Education, Training and Libraries
Farming, Fishing, and Forestry
Food Preparation and Serving
Healthcare Practitioners and Technicians
Healthcare Support
Maintainence and Repair
Legal Services
Life, physical and Social Sciences
Management
Office and Adminstrative Support
Production
Protective Services
Sales and Related Services
Personal Care Services
Transportation and Moving
Population 16+ by Occupation
Classification
Blue Collar
White Collar
26,892
24.46%
23,571
226,498
8.51%
8.62%
19.70%
24.84%
18.25%
Service and Farm
66.64%
66.92%
Blue Collar
White Collar
Service and Farm
2,319
17,995
6,578
8.62%
66.92%
24.46%
Page 4 of 6
2,007
15,708
5,856
8.51%
66.64%
24.84%
62.05%
41,337
140,546
44,615
18.25%
62.05%
19.70%
Description
East Lansing PTA
Workers Age 16+ by Transportation to
Work
Workers Age 16+ by Travel Time to
Work
Average Travel Time to Work in Minutes
Tenure of Occupied Housing Units
Owner Occupied
Renter Occupied
Lansing-East
Lansing, MI CBSA
%
57.97%
7.10%
6.43%
19.12%
5.38%
0.38%
3.62%
22,822
12,682
1,298
1,786
4,752
1,320
74
910
55.57%
5.69%
7.83%
20.82%
5.78%
0.32%
3.99%
221,359
176,587
18,925
4,882
9,239
2,716
1,214
7,796
79.77%
8.55%
2.21%
4.17%
1.23%
0.55%
3.52%
25,151
11,899
10,390
1,626
323
913
47.31%
41.31%
6.46%
1.28%
3.63%
21,967
10,576
8,492
1,668
382
849
48.14%
38.66%
7.59%
1.74%
3.86%
213,983
69,786
95,794
30,719
7,196
10,488
32.61%
44.77%
14.36%
3.36%
4.90%
19
19
23
ft
Housing
%
ra
Less than 15 Minutes
15 - 29 Minutes
30 - 44 Minutes
45 - 59 Minutes
60 or more Minutes
East Lansing
STA
26,097
15,128
1,854
1,678
4,989
1,404
100
944
D
Drove Alone
Carpooled
Public Transportation
Walked
Bicycle
Other Means
Worked at Home
%
19,067
7,953
11,114
41.71%
58.29%
16,131
6,690
9,441
41.47%
58.53%
185,379
120,762
64,617
Current Year Owner Occ. Housing Units:
Average Length of Residence
19
19
19
Current Year Renter Occ. Housing Units:
Average Length of Residence
5
5
6
All Owner-Occupied Housing Values
Value Less than $20,000
Value $20,000 - $39,999
Value $40,000 - $59,999
Value $60,000 - $79,999
Value $80,000 - $99,999
Value $100,000 - $149,999
Value $150,000 - $199,999
Value $200,000 - $299,999
Value $300,000 - $399,999
Value $400,000 - $499,999
Value $500,000 - $749,999
Value $750,000 - $999,999
Value $1,000,000 or more
Median All Owner-Occupied Housing Value
7,953
149
185
445
733
718
2,080
1,871
1,145
368
92
90
21
56
1.87%
2.33%
5.60%
9.22%
9.03%
26.15%
23.53%
14.40%
4.63%
1.16%
1.13%
0.26%
0.70%
$141,983
Page 5 of 6
6,689
25
219
540
1,014
1,006
1,526
1,083
884
248
57
50
11
26
$117,710
0.37%
3.27%
8.07%
15.16%
15.04%
22.81%
16.19%
13.22%
3.71%
0.85%
0.75%
0.16%
0.39%
120,762
4,860
3,638
5,975
11,292
14,698
34,252
22,985
15,712
4,342
1,022
1,111
247
628
$129,076
65.14%
34.86%
4.02%
3.01%
4.95%
9.35%
12.17%
28.36%
19.03%
13.01%
3.60%
0.85%
0.92%
0.20%
0.52%
Description
East Lansing PTA
Housing Units by Units in Structure
20,518
1,260
9,708
588
702
5,201
1,446
1,219
389
5
6.14%
47.31%
2.87%
3.42%
25.35%
7.05%
5.94%
1.90%
0.02%
20,520
607
1,096
1,484
2,284
3,568
3,849
3,220
1,817
2,595
2.96%
5.34%
7.23%
11.13%
17.39%
18.76%
15.69%
8.85%
12.65%
D
1 Unit Attached
1 Unit Detached
2 Units
3 or 4 Units
5 to 19 Units
20 to 49 Units
50 or more Units
Mobile Home or Trailer
Boat, RV, Van, etc.
Housing Unit Built 2005 or Later
Housing Unit Built 2000 to 2004
Housing Unit Built 1939 or earlier
%
Lansing-East
Lansing, MI CBSA
1967
Page 6 of 6
%
17,705
745
9,408
549
423
4,228
1,379
954
18
1
4.21%
53.14%
3.10%
2.06%
23.88%
7.79%
5.39%
0.10%
0.01%
201,139
10,560
134,941
4,533
5,274
25,828
6,737
6,389
6,862
15
5.25%
67.09%
2.25%
25.70%
12.84%
3.35%
3.18%
3.41%
0.01%
17,704
474
572
998
1,790
2,447
2,638
2,855
1,851
4,079
2.68%
3.23%
5.64%
10.11%
13.82%
14.90%
16.13%
10.46%
23.04%
201,139
7,048
16,603
23,909
22,460
34,751
27,577
23,205
11,680
33,906
3.50%
8.25%
11.89%
11.17%
17.28%
13.71%
11.54%
5.81%
16.86%
ft
Median Year Housing Structure Built
East Lansing
STA
ra
Housing Units by Year Structure Built
%
1960
1971
Business Employment
East Lansing PTA NAICS Code
Description
Business Count
Employee Count
East Lansing STA
# Empl. per Bus.
Business Count
Employee Count
# Empl. per Bus.
All Industries
11‐81, 92
2,681
30,364
11.3
2,952
36,363
12.3
Private Sector
11‐81
2,627
29,444
11.2
2,891
34,742
92
54
920
17.0
61
1,621
12.0
26.6
44‐45
206
4,085
19.8
398
5,666
14.2
Retail Trade
D
Public Administration
Employee Count
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
ra
Motor Vehicle and Parts Dealers
Furniture and Home Furnishing Stores
Electronics and Appliance Stores
Building Material and Garden Equipment and Supplies Dealers
Food and Beverage Stores
Health and Personal Care Stores
ft
Gasoline Stations
Clothing and Accessories Stores
Sporting Goods, Hobby, Book, and Music Stores
General Merchandise Stores
Miscellaneous Store Retailers
East Lansing PTA
Nonstore Retailers
East Lansing STA
Motor Vehicle and Parts Dealers
441
11
156
14.2
19
413
21.7
Furniture and Home Furnishing Stores
442
443
444
445
446
447
448
451
452
453
454
8
16
6
31
28
6
43
28
4
22
3
88
60
62
287
1,528
46
500
470
760
119
9
11.0
3.8
10.3
9.3
54.6
7.7
11.6
16.8
190.0
5.4
3.0
18
17
16
43
52
7
94
46
16
68
2
86
245
238
728
363
48
847
635
1,368
625
70
4.8
14.4
14.9
16.9
7.0
6.9
9.0
13.8
85.5
9.2
35.0
72
170
4,636
27.3
220
4,997
Electronics and Appliance Stores
Building Material and Garden Equipment and Supplies Dealers
Food and Beverage Stores
Health and Personal Care Stores
Gasoline Stations
Clothing and Accessories Stores
Sporting Goods, Hobby, Book, and Music Stores
General Merchandise Stores
Miscellaneous Store Retailers
Nonstore Retailers
Accommodation and Food Services
22.7
Employee Count
Food Services and Drinking Places
East Lansing PTA
Accommodation
East Lansing STA
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Accommodation
721
13
603
46.4
12
537
44.8
Food Services and Drinking Places
722
157
4,033
25.7
208
4,460
21.4
Page 1 of 3
Business Employment
Description
Finance and Insurance
Business Count
52
0
Employee Count
Employee Count
194
200
400
2,868
600
East Lansing STA
# Empl. per Bus.
800
Business Count
14.8
1,000
Employee Count
142
1,200
1,400
# Empl. per Bus.
779
5.5
1,600
D
Monetary Authorities‐Central Bank
Credit Intermediation and Related Activities
Securities, Commodity Contracts, and other Financial…
Insurance Carriers and Related Activities
East Lansing PTA
Funds, Trusts and Other Financial Vehicles
East Lansing STA
ra
Monetary Authorities‐Central Bank
0
0
0.0
0
0
0.0
522
67
1,467
21.9
73
394
5.4
Securities, Commodity Contracts, and other Financial Investments and Related Activities.
523
57
352
6.2
27
209
7.7
Insurance Carriers and Related Activities
524
67
1,014
15.1
41
173
4.2
525
3
35
11.7
1
3
3.0
81
250
2,764
11.1
273
2,229
8.2
1,500
2,000
2,500
Funds, Trusts and Other Financial Vehicles
Other Services (except Public Administration)
0
ft
521
Credit Intermediation and Related Activities
500
Employee Count
1,000
East Lansing PTA
Repair and Maintenance
East Lansing STA
Personal and Laundry Services
Religious, Grantmaking, Civic, Professional, and Similar Organizations
Repair and Maintenance
811
37
159
4.3
48
264
5.5
Personal and Laundry Services
812
69
637
9.2
106
803
7.6
Religious, Grantmaking, Civic, Professional, and Similar Organizations
813
144
1,968
13.7
119
1,162
9.8
Page 2 of 3
Business Employment
Description
Business Count
Employee Count
East Lansing STA
# Empl. per Bus.
Business Count
Employee Count
# Empl. per Bus.
11
1
22
22.0
10
65
6.5
Mining, Quarrying, and Oil and Gas ExtractionMining 21
2
6
3.0
0
0
0.0
Utilities
22
0
0
0.0
1
722
722.0
23
78
727
9.3
57
385
6.8
31‐33
28
955
34.1
38
479
12.6
42
38
387
10.2
50
418
8.4
Construction Manufacturing Wholesale Trade
Transportation & Warehousing
ra
D
Agriculture, Forestry, Fishing and Hunting 28
166
5.9
20
128
6.4
51
57
928
16.3
61
808
13.2
53
148
1,134
7.7
107
915
8.6
Professional, Scientific, and Technical Services
54
356
1,898
5.3
220
1,426
6.5
Management of Companies and Enterprises
55
2
12
6.0
0
0
0.0
Administrative and Support and Waste Management and Remediation Services
56
Educational Services
61
Healthcare and Social Assistance
Arts, Entertainment, and Recreation
Information
Real Estate and Rental and Leasing
Number of Employees
Employees per Business
Residential Population
Residential Population per Business
Number of Households
Total Employees Working at Home
ft
48‐49
59
401
6.8
54
326
6.0
77
1,681
21.8
72
1,410
19.6
62
893
5,865
6.6
1,113
13,131
11.8
71
40
909
22.7
55
858
15.6
30,364
36,363
11.3
12.3
58,552
51,729
22
18
19,067
16,131
944
910
Page 3 of 3
RETAIL MARKET POWER
ra
D
ft
EAST LANSING, MI
MARKET STUDY
RETAIL MARKET POWER
D
The Retail Opportunity Gap Report compares consumer spending to retail sales in
an area to determine what retail categories have opportunity for growth or
conversely a surplus of product. This comparative retail supply and demand data
can reveal in a market the potential for expansion or consolidation of product.
ra
An opportunity gap (positive amount) appears when household expenditures levels
for a specific geography are higher than the corresponding retail sales estimates.
This difference signifies that resident households are meeting the available supply
and supplementing their additional demand potential by going outside of their own
geography. The opposite is true in the event of an opportunity surplus (negative
amount). That is, when the levels of household expenditures are lower than the
retail sales estimates. In this case, local retailers are attracting residents of other
areas in to their stores.
ft
By comparing Consumer Demand and Retail Sales within the market areas we find
that in 2013, Consumer Expenditures in the PTA are reported to be an estimated
$1.46 billion, while Total Retail Sales are estimated to be $708.6 million. Thus this
market area is losing approximately $748 million of retail sales to retailers located
outside of the market area boundaries. The STA is also reporting higher demand
than sales with the overall totals of $1.3 billion in demand and $870 million in
retail sales.
Specific retail categories indicate residents are traveling outside of the market areas
to meet their retail needs. Based upon this data, there are potential opportunities
in both market areas for additional stores of these types. Below are major
categories with the greatest potential in the PTA:

Supermarkets, Grocery Stores
($82M Gap)

Electronics & Appliance Stores
($30.1M)

Foodservice & Drinking Places
($22.7M)

Furniture & Home Furnishings
($14.4M)

Office Supplies & Stationery Stores
($11.6M)
 Building Materials & Garden Equip
($91.7M)
 Department Stores
($26.7M)
 Clothing & Accessories Stores
($14.8M)
 Other Miscellaneous Stores
($13.9M)
 Beer, Wine & Liquor Stores
($11.1M)
Note that any retailer which may be serving the market area residents is not
included in our report if the establishment falls outside of the market area
boundaries.
EAST LANSING, MI
MARKET STUDY
RETAIL MARKET POWER
D
It is also important to note that a surplus in any one category is not always a
negative result if it happens that there is a draw to a particular category due to a
high concentration of like store types such as “Restaurant Row” or “Outlet Malls,”
for example.
Data Sources for Potential Sales
 Census of Retail Trade (CRT)
 Annual Survey of Retail Trade
 Nielsen Business-Facts
 Census of Employment and
Wages
 State Sales Tax reports
 Trade Associations
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Data Sources for Potential
Expenditures
 Consumer Expenditure
Survey (CEX)
 Global Insights
 Nielsen Current Year
demographics
 Trade Associations
ft
The base for the demand side or potential expenditures estimates is the
Consumer Expenditures Survey (CEX) from the Bureau of Labor Statistics.
Estimates are produced by developing regression models of household
expenditures for a wide range of goods and services. These household
level models are combined with Nielsen current year demographic
estimates to create geographic estimates of potential household demand
for products and services. Using CRT information, those estimates are
assigned to NAICS categories and used to estimate potential demand by
NAICS code
The base for the supply side or potential sales estimates for Retail Market
Power is the 1997 Census of Retail Trade (CRT), a component of the
Economic Census fielded by the U.S. Census Bureau. The county level data
from CRT is updated to 2010 by accounting for changes in business sales
activity each year using wage & employment data from the BLS (the ES-202
file) and local sales tax data. The county level values are allocated to block
groups based on employment counts from Business Facts. This results in
block group level potential retail sales estimates by NAICS (North American
Industrial Classification System). The NAICS categories are further break
out by Merchandise Lines and adjusted to reflect current year totals of retail
sales.
D
RMP Opportunity Gap Report
Retail Stores 2013
East Lansing PTA
Supply
Opportunity
(Retail Sales)
Gap/Surplus
Demand
(Consumer
Expenditures)
ra
Demand
(Consumer
Expenditures)
East Lansing STA
Supply
Opportunity
(Retail Sales)
Gap/Surplus
$1,456,075,398
$708,606,108
$747,469,290
$1,293,253,855
$869,855,739
$423,398,116
Motor Vehicle and Parts Dealers-441
Automotive Dealers-4411
Other Motor Vehicle Dealers-4412
Automotive Parts/Accsrs, Tire Stores-4413
$436,045,031
$386,231,420
$31,849,552
$17,964,059
$32,838,558
$24,730,171
$1,928,166
$6,180,221
$403,206,473
$361,501,249
$29,921,386
$11,783,838
$371,961,244
$328,043,339
$27,890,136
$16,027,769
$85,945,173
$71,504,495
$2,790,857
$11,649,820
$286,016,071
$256,538,844
$25,099,279
$4,377,949
Furniture and Home Furnishings Stores-442
Furniture Stores-4421
Home Furnishing Stores-4422
$22,397,777
$12,115,084
$10,282,693
$7,969,837
$6,646,432
$1,323,405
$14,427,940
$5,468,652
$8,959,288
$19,813,684
$10,587,250
$9,226,435
$9,352,580
$5,497,271
$3,855,309
$10,461,104
$5,089,979
$5,371,126
Electronics and Appliance Stores-443
Appliances, TVs, Electronics Stores-44311
Household Appliances Stores-443111
Radio, Television, Electronics Stores-443112
Computer and Software Stores-44312
Camera and Photographic Equipment Stores-44313
$33,288,140
$23,935,508
$3,103,264
$20,832,244
$8,788,283
$564,349
$3,161,119
$2,083,482
$347,930
$1,735,552
$1,077,637
$0
$30,127,021
$21,852,026
$2,755,334
$19,096,692
$7,710,646
$564,349
$30,595,825
$21,905,743
$2,771,239
$19,134,504
$8,181,369
$508,714
$18,243,347
$14,609,083
$1,550,819
$13,058,264
$3,634,265
$0
$12,352,478
$7,296,660
$1,220,420
$6,076,240
$4,547,104
$508,714
Building Material, Garden Equip Stores -444
Building Material and Supply Dealers-4441
Home Centers-44411
Paint and Wallpaper Stores-44412
Hardware Stores-44413
Other Building Materials Dealers-44419
Building Materials, Lumberyards-444191
Lawn, Garden Equipment, Supplies Stores-4442
Outdoor Power Equipment Stores-44421
Nursery and Garden Centers-44422
$99,391,445
$88,807,242
$37,179,319
$1,341,858
$9,808,169
$40,477,896
$17,455,667
$10,584,202
$1,795,386
$8,788,817
$7,740,090
$7,390,975
$0
$0
$2,284,900
$5,106,075
$1,996,474
$349,115
$127,894
$221,221
$91,651,355
$81,416,267
$37,179,319
$1,341,858
$7,523,269
$35,371,821
$15,459,193
$10,235,087
$1,667,492
$8,567,596
$88,484,074
$79,065,763
$33,144,180
$1,174,358
$8,810,373
$35,936,852
$15,518,369
$9,418,311
$1,577,576
$7,840,735
$45,862,649
$45,245,669
$32,828,531
$947,035
$2,653,327
$8,816,776
$3,447,362
$616,981
$279,944
$337,037
42,621,425
33,820,094
315,649
227,323
6,157,046
27,120,076
12,071,007
8,801,330
1,297,632
7,503,698
$142,801,713
$120,882,667
$113,947,402
$6,935,265
$9,814,426
$12,104,620
$50,490,910
$47,415,242
$32,334,900
$15,080,343
$2,063,625
$1,012,043
$92,310,803
$73,467,425
$81,612,502
($8,145,078)
$7,750,801
$11,092,577
$128,641,355
$108,713,770
$102,377,163
$6,336,607
$8,810,013
$11,117,572
$94,804,308
$77,276,660
$61,818,356
$15,458,304
$3,969,218
$13,558,429
$33,837,047
$31,437,110
$40,558,807
($9,121,697)
$4,840,795
($2,440,857)
Food and Beverage Stores-445
Grocery Stores-4451
Supermarkets, Grocery (Ex Conv) Stores-44511
Convenience Stores-44512
Specialty Food Stores-4452
Beer, Wine and Liquor Stores-4453
All rights reserved. This report contains information from sources we believe to be reliable,
but we make no representation, warranty or guaranty of its accuracy.
ft
Total Retail Sales Incl Eating & Drinking Places
D
Retail Stores 2013
East Lansing PTA
Supply
Opportunity
(Retail Sales)
Gap/Surplus
$708,606,108
$747,469,290
$55,051,928
$43,964,135
$3,792,859
$2,338,412
$4,956,522
$119,858,677
$104,873,280
$2,414,859
$776,593
$11,793,945
$126,701,675
$93,044,628
$33,657,047
Clothing and Clothing Accessories Stores-448
Clothing Stores-4481
Men's Clothing Stores-44811
Women's Clothing Stores-44812
Childrens, Infants Clothing Stores-44813
Family Clothing Stores-44814
Clothing Accessories Stores-44815
Other Clothing Stores-44819
Shoe Stores-4482
Jewelry, Luggage, Leather Goods Stores-4483
Jewelry Stores-44831
Luggage and Leather Goods Stores-44832
Sporting Goods, Hobby, Book, Music Stores-451
Sportng Goods, Hobby, Musical Inst Stores-4511
Sporting Goods Stores-45111
Hobby, Toys and Games Stores-45112
Sew/Needlework/Piece Goods Stores-45113
Musical Instrument and Supplies Stores-45114
Book, Periodical and Music Stores-4512
Book Stores and News Dealers-45121
Book Stores-451211
News Dealers and Newsstands-451212
Prerecorded Tapes, CDs, Record Stores-45122
Gasoline Stations-447
Gasoline Stations With Conv Stores-44711
Other Gasoline Stations-44719
East Lansing STA
Supply
Opportunity
(Retail Sales)
Gap/Surplus
$1,293,253,855
$869,855,739
($64,806,749)
($60,909,145)
$1,378,000
$1,561,819
($6,837,423)
$48,375,239
$38,626,049
$3,316,034
$2,080,172
$4,352,984
$37,659,570
$15,058,318
$3,076,407
$2,214,520
$17,310,324
$10,715,669
$23,567,731
$239,627
($134,348)
($12,957,340)
$77,222,663
$69,816,197
$7,406,466
$49,479,012
$23,228,431
$26,250,581
$114,786,340
$84,456,758
$30,329,581
$36,473,728
$24,996,904
$11,476,825
$78,312,612
$59,459,854
$18,852,756
$62,798,593
$47,721,905
$3,321,379
$11,338,931
$1,509,155
$24,860,427
$2,156,677
$4,535,335
$6,947,965
$8,128,724
$7,568,074
$560,650
$47,958,001
$42,250,236
$3,084,661
$10,364,126
$713,111
$22,432,542
$161,409
$5,494,386
$4,498,426
$1,209,339
$1,008,687
$200,653
$14,840,592
$5,471,669
$236,718
$974,805
$796,044
$2,427,885
$1,995,268
($959,051)
$2,449,539
$6,919,385
$6,559,387
$359,997
$56,761,709
$43,157,475
$3,059,406
$10,202,661
$1,327,681
$22,532,890
$1,942,008
$4,092,829
$6,358,531
$7,245,704
$6,739,474
$506,229
$82,618,982
$62,664,746
$5,074,816
$18,892,707
$710,646
$33,066,880
$554,063
$4,365,634
$17,302,006
$2,652,230
$2,257,278
$394,952
($25,857,273)
($19,507,271)
($2,015,410)
($8,690,046)
$617,035
($10,533,990)
$1,387,945
($272,805)
($10,943,475)
$4,593,474
$4,482,196
$111,277
$36,926,493
$19,518,523
$11,520,321
$3,929,963
$1,458,909
$2,609,330
$17,407,970
$15,772,268
$15,135,931
$636,336
$1,635,702
$50,949,040
$28,905,499
$10,448,344
$5,702,881
$3,383,962
$9,370,312
$22,043,540
$22,043,540
$22,043,540
$0
$0
($14,022,547)
($9,386,976)
$1,071,977
($1,772,918)
($1,925,053)
($6,760,982)
($4,635,570)
($6,271,272)
($6,907,609)
$636,336
$1,635,702
$34,205,109
$17,755,149
$10,569,503
$3,507,627
$1,266,709
$2,411,310
$16,449,960
$14,937,547
$14,345,640
$591,907
$1,512,413
$78,362,816
$54,541,482
$19,371,873
$18,422,628
$1,821,336
$14,925,645
$23,821,334
$23,821,334
$23,821,334
$0
$0
($44,157,707)
($36,786,333)
($8,802,370)
($14,915,001)
($554,627)
($12,514,335)
($7,371,374)
($8,883,787)
($9,475,694)
$591,907
$1,512,413
ft
$1,456,075,398
Health and Personal Care Stores-446
Pharmancies and Drug Stores-44611
Cosmetics, Beauty Supplies, Perfume Stores-44612
Optical Goods Stores-44613
Other Health and Personal Care Stores-44619
Demand
(Consumer
Expenditures)
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Demand
(Consumer
Expenditures)
$423,398,116
D
Retail Stores 2013
East Lansing PTA
Supply
Opportunity
(Retail Sales)
Gap/Surplus
Demand
(Consumer
Expenditures)
ra
Demand
(Consumer
Expenditures)
$708,606,108
$747,469,290
$152,307,867
$62,476,681
$89,831,186
$177,612,839
$35,772,418
$141,840,421
$37,844,484
$1,233,299
$12,561,637
$7,494,788
$5,066,848
$4,805,215
$19,244,333
Non-Store Retailers-454
Opportunity
(Retail Sales)
Gap/Surplus
$1,293,253,855
$869,855,739
$423,398,116
($25,304,972)
$26,704,263
($52,009,235)
$137,315,373
$56,238,189
$81,077,184
$233,721,621
$191,436,728
$42,284,892
($96,406,248)
($135,198,539)
$38,792,292
$7,008,737
$311,169
$997,675
$0
$997,675
$389,509
$5,310,383
$30,835,747
$922,130
$11,563,962
$7,494,788
$4,069,173
$4,415,706
$13,933,950
$34,695,918
$1,088,738
$11,449,634
$6,847,752
$4,601,883
$4,427,334
$17,730,211
$27,412,729
$3,508,798
$11,137,250
$9,247,312
$1,889,938
$1,936,313
$10,830,369
$7,283,189
($2,420,060)
$312,384
($2,399,560)
$2,711,945
$2,491,021
$6,899,842
$113,766,343
$11,760,774
$102,005,569
$103,540,325
$0
Foodservice and Drinking Places-722
Full-Service Restaurants-7221
Limited-Service Eating Places-7222
Special Foodservices-7223
Drinking Places -Alcoholic Beverages-7224
$136,753,908
$64,329,338
$54,532,844
$10,524,678
$7,367,048
$114,034,864
$50,958,574
$50,294,333
$8,154,972
$4,626,985
$22,719,044
$13,370,764
$4,238,511
$2,369,706
$2,740,063
$124,077,661
$58,400,856
$49,390,070
$9,525,377
$6,761,359
$119,398,237
$56,640,790
$51,470,398
$5,032,263
$6,254,786
$4,679,424
$1,760,066
($2,080,328)
$4,493,114
$506,573
GAFO (General Merchandise, Apparel, Furnishings
and Other Merchandise - 442+443+448+451+452+4532)
$320,280,507
$288,648,511
$31,631,996
$290,141,334
$433,436,596
($143,295,262)
General Merchandise Stores-452
Department Stores Excl Leased Depts-4521
Other General Merchandise Stores-4529
Miscellaneous Store Retailers-453
Florists-4531
Office Supplies, Stationery, Gift Stores-4532
Office Supplies and Stationery Stores-45321
Gift, Novelty and Souvenir Stores-45322
Used Merchandise Stores-4533
Other Miscellaneous Store Retailers-4539
ft
$1,456,075,398
East Lansing STA
Supply
$103,540,325
PRIZM SEGMENTATION
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D
ft
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
ra
D
What is segmentation?
The Prizm Segmentation report was developed utilizing a statistical
approach developed by The Nielsen Company, an alliance partner of
CBRE, to target population groups in order to allow for more concise
marketing efforts by their customers. Nielsen broke from traditional
clustering algorithms to embrace a new technology that yields better
segmentation results. The Prizm Segmentation report provides data
about segments of households that have similar purchasing and lifestyle
tendencies, and produces a report breaking the households into 66
different segments ranging from the most wealthy and educated to the
poverty-stricken and undereducated.
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Household Prizm Segmentation is a general portrayal of the 66 Prizm
segments. The segments are described in terms of households, general
shopping trends and media choices.
Households. Households of each segment are described in general terms
such as:
 Income;
 Age;
 Likelihood of children at home;
 Type of jobs;
 Housing types;
 Housing ownership; and
 Education levels.
General Shopping Trends. The report also describes general shopping
trends of the segment, such as:



Fine dining;
Home improvements; and
Upscale department stores.
Media. Also listed in the report are some of the media choices made by
people belonging to certain segments, for example PBS or sports talk
radio shows.
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
D
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In addition to Household Segmentation, we have included the
Workplace Prizm Segmentation for the market areas. Workplace Prizm
tracks the residential population of every census tract into its associated
tracts of employment, covering private sector workers, public sector
workers, 9-to-5 workers, swing shift and night shift workers–even those
who work at home. The Workplace Prizm composition is estimated using
tract-to-tract commuting data produced by the U.S. Census Bureau.
ft
For each work/residence tract pair, the tract-to-tract commuting data
indicates a total commuting flow and the flow allocated to the tract. This
includes counts of adults who work and reside in the same tract as well
as those who commute to a work tract different from their residence
tract. To create Workplace Prizm, the segment distribution of the
residence tract is pushed-through the commuting flow to provide an
estimate of the destination tract’s segment composition. The final step is
to apply the resulting segment distribution to workplace employment
counts.
Utilizing these distributions, it is our intent to identify the segments which
are most prevalent in the market, thus representing the highest percentage
of its population and potential consumer.
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
D
The Household Prizm Segmentation Report indicates that these market areas are
composed of the following household types:
Household Prizm Segments by Size
ra
ft
East Lansing Primary Trade Area
East Lansing Secondary Trade Area
Each of the 66 segments above represents a different classification of households. Segments
at the left of the chart (1, 2, 3…) tend to be wealthy and highly educated while the right side
(59, 60…66) are less affluent with a lower level education.
For these markets, the chart above reveals that there are distinct dominant segments in the
both the Primary and Secondary trade areas. Segment 47-City Startups make up 46% of the
East Lansing PTA households and 29% of the STA households.
Largest resident household
segments in the both trade
areas include
City Startups (47),
Mobility Blues (53),
Boomtown Singles (35),
Young Influentials (22),
Suburban Pioneers (52),
Up-and-Comers (24)
and Home Sweet Home (19).
Mid- to low income
suburban singles dominate
this market.
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
D
Compared to the greater Lansing metro, or CBSA, specific segments are seen in these trade areas
at a greater rate than the larger market. Theoretically, an index is defined as the ratio of the
percent of households for the segment in the report's geographic area compared to the percent of
households in the metro for the segment, times 100.
ra
Below is an Index chart displaying the result for resident households. Segment 47 remains
dominant, however specific segments ranging from 1 to 35 are present. Demographic descriptors
are provided in the spreadsheet below the chart for segments between 1 and 35 that Index above
100. These segments total 23% of the PTA households and 34% of the STA households. Both PTA
and STA show strong Index values for Segment 8-Executive Suites, 22-Young Influentials, 24-Upand-Comers and 35-Boomtown Singles. The STA brings a group of Suburban segments from
14-New Empty Nests and 15-Pools & Patios to 19-Home Sweet Home and 21-Gray Power.
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Segm ents
Code
Variable Title
Descriptors
HH Age
Urbanicity HH Incom e
Range
01
Upper Crust
Suburban
Wealthy
03
Movers & Shakers
Suburban
08
Executive Suites
Suburban
12
Brite Lites, Li'l City
14
HH Com p
HH Tenure
HH Education
HH Em ploym ent
HH Race & Ethnicity
HH IPA
Age 45‐64 HH w/o Kids
Homeowners
Graduate Plus
Management
White, Asian, Mix
Millionaires
Wealthy
Mostly Owners Graduate Plus
Management
White, Asian, Mix
Elite
Upper‐Mid
Age <55
HH w/o Kids
Mostly Owners College Graduate Management
White, Asian, Mix
Above Avg.
Second City Upscale
Age <55
HH w/o Kids
White, Asian, Mix
High
New Empty Nests
Suburban
Upper‐Mid
Age 65+
HH w/o Kids
White
Elite
15
Pools & Patios
Suburban
Upper‐Mid
Mostly Owners College Graduate White Collar, Mix
White, Asian, Mix
High
17
Beltway Boomers
Suburban
Upper‐Mid
Age 45‐64 HH w/ Kids
Mostly Owners College Graduate White Collar, Mix
White, Black, Asian, Hispanic, Mix Above Avg.
19
Home Sweet Home
Suburban
Upper‐Mid
Age <55
HH w/o Kids
Mostly Owners College Graduate Professional
White, Asian, Mix
Above Avg.
21
Gray Power
Suburban
Midscale
Age 65+
HH w/o Kids
Mostly Owners College Graduate Mostly Retired
White
Above Avg.
22
Young Influentials
Suburban
Midscale
Age <55
HH w/o Kids
Renters
College Graduate WC, Service, Mix
White, Black, Asian, Hispanic, Mix Low
24
Up‐and‐Comers
Second City Upper‐Mid
Mix, Owners
White, Black, Asian, Hispanic, Mix Moderate
30
Suburban Sprawl
Suburban
Homeowners
College Graduate White Collar, Mix
White, Asian, Hispanic, Mix
35
Boomtown Singles
Second City Lower‐Mid
Age <55
Mix, Renters
White, Black, Asian, Hispanic, Mix Below Avg.
Midscale
HH w/o Kids
Mostly Retired
Moderate
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
D
The Workplace Prizm Report reveals the following details for types of employees in the
market areas.
Workplace Prizm Segments by Size
ra
ft
East Lansing Primary Trade Area
East Lansing Secondary Trade Area
The largest Prizm segments of the workforce build on the resident population and bring
in some diversity but the PTA and STA are similar to each other. 47-City Startups and
35-Boomtown Singles are most represented. Rural segments like 09-Big Fish, Small
Pond, 11-God’s country, 23-Greenbelt Sports and 33-Big Sky Families are present along
with the suburban 44-New Beginnings and population dense 27-Middleburg Managers.
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
ra
D
An Index Chart is provided below for the Workplace Population as compared to the
Lansing, MI CBSA. Once again, these trade areas are displaying segments from Segment
1 to 35 present and dominant. Segments with an Index above 100 total 31% of the PTA
and 33% of the STA’s workplace population. Segments 2-Blue Blood Estates, 7-Money &
Brains, and 31-Urban Achievers Index strongly in the PTA, and Segments 8-Executive
Suites, 16-Bohemian Mix and 29-American Dreams join 2 and 31 as strong in the STA.
ft
Segm ents
Code
Variable Title
Descriptors
HH Age
Urbanicity HH Incom e
Range
HH Com p
HH Tenure
HH Education
HH Em ploym ent
HH Race & Ethnicity
HH IPA
01
Upper Crust
Suburban
Wealthy
Homeowners
Graduate Plus
Management
White, Asian, Mix
Millionaires
02
Blue Blood Estates
Suburban
Wealthy
Homeowners
Graduate Plus
Management
White, Asian, Mix
Elite
03
Movers & Shakers
Suburban
Wealthy
Management
White, Asian, Mix
Elite
05
Country Squires
Town/Rural Upscale
Management
White, Asian, Mix
High
07
Money & Brains
Urban
Wealthy
Age 45‐64 Family Mix
Management
White, Black, Asian, Hispanic, Mix Elite
08
Executive Suites
Suburban
Upper‐Mid
Age <55
White, Asian, Mix
Above Avg.
10
Second City Elite
Second City Upscale
White Collar, Mix
White
Elite
11
God's Country
Town/Rural Upscale
Management
White, Asian, Mix
Elite
12
Second City Upscale
Age <55
White, Asian, Mix
High
13
Upward Bound
Second City Upscale
High
14
New Empty Nests
Suburban
Upper‐Mid
Age 65+
HH w/o Kids
White
Elite
16
Bohemian Mix
Urban
Upper‐Mid
Age <55
Family Mix
Renters
19
Home Sweet Home
Suburban
Upper‐Mid
Age <55
HH w/o Kids
Mostly Owners College Graduate Professional
White, Asian, Mix
Above Avg.
21
Gray Power
Suburban
Midscale
Age 65+
HH w/o Kids
Mostly Owners College Graduate Mostly Retired
White
Above Avg.
22
Young Influentials
Suburban
Midscale
Age <55
HH w/o Kids
Renters
24
Up‐and‐Comers
Mix, Owners
26
The Cosmopolitans
Urban
Age 55+
White, Black, Asian, Mix
High
27
Middleburg Managers
Mostly Owners Some College
White, Black, Mix
Above Avg.
29
American Dreams
Urban
Upper‐Mid
Age <55
Family Mix
Homeowners
31
Urban Achievers
Urban
Lower‐Mid
Age <35
35
Boomtown Singles
Second City Lower‐Mid
Age <55
Upper‐Mid
HH w/o Kids
HH w/o Kids
Mostly w/o Kids Homeowners
Mostly Retired
White Collar, Mix
College Graduate Professional
White, Black, Asian, Hispanic, Mix Above Avg.
Mostly w/o Kids Renters
HH w/o Kids
White, Black, Asian, Hispanic, Mix Below Avg.
Mix, Renters
See the Appendix for more detailed descriptions of each Prizm Segment.
Trade Area Comparison - Household and Workplace Prizm
East Lansing Project - Dominant Segments
Primary and Secondary Trade Areas
Segment Worksheet
Code
Variable Title
East Lansing PTA
Count
%Comp
Workplace Population
East Lansing STA
Index
Count
Upper Crust
200
0.74
98
222
03
Movers & Shakers
125
0.46
119
07
Money & Brains
0
0.00
0
08
Executive Suites
269
1.00
10
Second City Elite
90
0.33
11
God's Country
2
0.01
12
441
1.63
14
New Empty Nests
203
0.75
15
Pools & Patios
264
0.98
17
Beltway Boomers
All rights reserved
Index
Count
26
%Comp
0.08
East Lansing STA
104 Suburban
Wealthy
HH Age
Range
Age 45‐64
0.03
118 Suburban
Wealthy
Age 35‐54
HH w/o Kids
Mostly Owners
Graduate Plus
Management
White, Asian, Mix
Elite
0.03
172 Urban
Wealthy
Age 45‐64
Family Mix
Mostly Owners
Graduate Plus
Management
White, Black, Asian, Hispanic, Mix
Elite
2.51
230 Suburban
Upper‐Mid
Age <55
HH w/o Kids
Mostly Owners
College Graduate
Management
White, Asian, Mix
Above Avg.
294
0.71
200 Second City
Upscale
Age 45‐64
HH w/o Kids
Mostly Owners
Graduate Plus
White Collar, Mix
White
Elite
112
1,887
4.58
135 Town/Rural
Upscale
Age 45‐64
HH w/o Kids
Mostly Owners
Graduate Plus
Management
White, Asian, Mix
Elite
246
296
0.72
211 Second City
Upscale
Age <55
HH w/o Kids
Mostly Owners
College Graduate
Management
White, Asian, Mix
High
122
491
1.19
140 Suburban
Upper‐Mid
Age 65+
HH w/o Kids
Mostly Owners
Graduate Plus
Mostly Retired
White
Elite
98
700
1.70
98 Suburban
Upper‐Mid
Age 45‐64
HH w/o Kids
Mostly Owners
College Graduate
White Collar, Mix
White, Asian, Mix
High
Upper‐Mid
Age 45‐64
HH w/ Kids
Mostly Owners
College Graduate
White Collar, Mix
Above Avg.
Upper‐Mid
Midscale
Midscale
Upper‐Mid
Midscale
Lower‐Mid
Low Income
Downscale
Low Income
Age <55
Age 65+
Age <55
Age 25‐44
Age 45‐64
Age <55
Age <35
Age <55
Age <55
HH w/o Kids
HH w/o Kids
HH w/o Kids
HH w/o Kids
HH w/o Kids
HH w/o Kids
HH w/o Kids
Family Mix
HH w/o Kids
Mostly Owners
Mostly Owners
Renters
Mix, Owners
Homeowners
Mix, Renters
Renters
Homeowners
Mix, Renters
College Graduate
College Graduate
College Graduate
College Graduate
College Graduate
College Graduate
Some College
Some College
Some College
Professional
Mostly Retired
WC, Service, Mix
WC, Service, Mix
White Collar, Mix
WC, Service, Mix
White Collar, Mix
WC, Service, Mix
WC, Service, Mix
White, Asian, Mix
White
White, Black, Hispanic, Mix
White, Black, Hispanic, Mix
Above Avg.
Above Avg.
Low
Moderate
Moderate
Below Avg.
Low
Below Avg.
Low
Index
126
87
0.37
96
13
0.04
144
13
0
0.00
0
26
0.08
455
12
228
449
1.93
442
565
1.68
154
1,032
51
105
0.45
68
286
0.85
239
0
89
0.38
24
1,280
3.81
211
222
0.95
123
282
0.84
76
472
2.03
205
350
1.04
77
555
2.38
188
570
1.69
104
0.38
53
243
1.04
144
50
0.15
1.68
0.32
4.78
3.67
0.53
5.94
46.05
4.03
4.42
77.70
102
29
257
220
42
241
516
168
150
139
907
578
1,403
699
475
1,651
6,660
668
2,453
17,938
3.90
2.48
6.03
3.00
2.04
7.09
28.61
2.87
10.54
77.04
236
225
324
180
162
288
321
120
356
191
409
1,171
675
815
405
2,703
3,081
819
1,114
14,640
1.22
3.48
2.01
2.42
1.20
8.04
9.16
2.44
3.31
43.54
166
Count
0.95
455
87
1,293
991
144
1,605
12,445
1,088
1,195
21,001
Descriptors
20
%Comp
0.05
Index
Urbanicity
HH Income
HH Comp
67
74
0.18
122
140
127
110
70
129
227
93
125
155
730
1,508
864
971
577
3,429
3,568
1,004
1,385
18,855
1.77
3.66
2.10
2.36
1.40
8.33
8.67
2.44
3.36
45.79
81 Suburban
178
147
133
107
82
134
214
93
127
142
Suburban
Suburban
Suburban
Second City
Suburban
Second City
Second City
Suburban
Second City
HH Tenure
HH Education
HH Employment
HH Race & Ethnicity
HH IPA
HH w/o Kids
Homeowners
Graduate Plus
Management
White, Asian, Mix
Millionaires
ft
19 Home Sweet Home
21 Gray Power
22 Young Influentials
24 Up‐and‐Comers
30 Suburban Sprawl
35 Boomtown Singles
47 City Startups
52 Suburban Pioneers
53 Mobility Blues
Dominant Combo %Comp/Index
East Lansing PTA
ra
01
%Comp
D
Households
Segments
* Median Income :
Wealthy - >$95,000 UpperMid - >$60,000
Upscale - >$70,000 LowerMid - >$32,000
Midscale - >$45,000 Downscale - >$25,000
Poor - >$20,000
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
D
Following are the dominant segments with some lifestyle behavior and consumption details
defined:
ra
01. UPPER CRUST
The nation's most exclusive address, Upper Crust is the wealthiest lifestyle in
America–a haven for empty-nesting couples over 55 years old. No segment has a
higher concentration of residents earning over $100,000 a year or possessing a
postgraduate degree. And none has a more opulent standard of living.
Suburban
Wealthy
Age 55+
Graduate Degree+
ft
03. MOVERS & SHAKERS
Movers & Shakers is home to America's up-and-coming business class: a wealthy
suburban world of dual-income couples who are highly educated, typically
between the ages of 45 and 64, and without children. Given its high percentage
of executives and white-collar professionals, there's a decided business bent to this
segment: members of Movers & Shakers rank near the top for owning a small
business and having a home office.
Suburban
Wealthy
Age 45-64
Graduate Degree+
07. MONEY & BRAINS
The residents of Money & Brains seem to have it all: high incomes, advanced
degrees, and sophisticated tastes to match their credentials. Many of these city
dwellers are married couples with few children who live in fashionable homes on
small, manicured lots.
Urban
Wealthy
Age 45-64
Graduate Degree+
08. EXECUTIVE SUITES
Executive Suites consists of upper-middle-class singles and couples typically living
just beyond the nation's beltways. Filled with significant numbers of AsianAmericans and college graduates--both groups are represented at more than
twice the national average--this segment is a haven for white-collar professionals
drawn to comfortable homes and apartments within a manageable commute to
downtown jobs, restaurants, and entertainment.
Suburban
Upper-Mid
Age <55
College Graduate
10. SECOND CITY ELITE
There's money to be found in the nation's smaller cities, and you're most likely to
find it in Second City Elite. The residents of these satellite cities tend to be
prosperous professionals who decorate their homes with multiple computers,
large-screen TV sets, and an impressive collection of wines. With more than half
holding college degrees, Second City Elite residents enjoy cultural activities--from
reading books to attending theater and dance productions.
Second City
Upscale
Ages 55+
Graduate Degree+
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
ra
D
11. GOD’S COUNTRY
When city dwellers and suburbanites began moving to the country in the 1970s,
God's Country emerged as the most affluent of the nation's exurban lifestyles.
Today, wealthier communities exist in the hinterlands, but God's Country remains
a haven for upscale couples in spacious homes. Typically college educated Baby
Boomers, these Americans try to maintain a balanced lifestyle between high-power
jobs and laid-back leisure.
Town/Rural
Upscale
Age 45-64
Graduate Degree+
ft
12. BRITE LITES, LI’L CITY
Not all of America's chic sophisticates live in major metros. Brite Lights, Li'l City is
a group of well-off, middle-aged couples settled in the nation's satellite cities.
Residents of these typical DINK (double income, no kids) households have college
educations, well-paying business and professional careers, and swank homes
filled with the latest technology.
Second City
Upscale
Age <55
College Graduate
14. NEW EMPTY NESTS
With their grown-up children recently out of the house, New Empty Nests is
composed of upper-middle income older Americans who pursue active--and
activist--lifestyles. Most residents are over 65 years old, but they show no interest
in a rest-home retirement. This is the top-ranked segment for all-inclusive travel
packages; the favorite destination is Europe.
Suburban
Upper-Mid
Age 65+
Graduate Degree+
15. POOLS & PATIOS
Formed during the postwar Baby Boom, Pools & Patios has evolved from a
segment of young suburban families to one for older, empty-nesting couples. In
these stable neighborhoods graced with backyard pools and patios--a large
proportion of homes were built in the 1950s and 1960s--residents work as whitecollar managers and professionals, and are now at the top of their careers.
Suburban
Upper-Mid
Age 45-64
Graduate
Degree+
17. BELTWAY BOOMERS
The members of the postwar Baby Boom are all grown up. One segment of this
huge cohort--college-educated, upper-middle-class, and home-owning--is found
in Beltway Boomers. Like many of their peers who married late, these Boomers are
still raising children in comfortable suburban subdivisions, and they're pursuing
kid-centered lifestyles.
Suburban
Upper-Mid
Age 45-64
College Graduate
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
ra
D
19. HOME SWEET HOME
Widely scattered across the nation's suburbs, the residents of Home Sweet Home
tend to be upper-middle-class married couples living in mid-sized homes without
children. The adults in the segment, mostly under 55, have gone to college and
hold professional and white-collar jobs. With their upper-middle-class incomes
and small families, these folks have fashioned comfortable lifestyles, filling their
homes with exercise equipment, TV sets, and pets.
Suburban
Upper-Mid
Age <55
College Graduate
ft
21. GRAY POWER
The steady rise of older, healthier Americans over the past decade has produced
one important by-product: middle-class, home-owning suburbanites who are
aging in place rather than moving to retirement communities. Gray Power reflects
this trend, a segment of older, midscale singles and couples who live in quiet
comfort.
Suburban
Midscale
Age 65+
College Graduate
22. YOUNG INFLUENTIALS
Once known as the home of the nation's yuppies, Young Influentials reflects the
fading glow of acquisitive yuppiedom. Today, the segment is a common address
for younger, middle-class singles and couples who are more preoccupied with
balancing work and leisure pursuits. Having recently left college dorms, they now
live in apartment complexes surrounded by ball fields, health clubs, and casualdining restaurants.
Suburban
Midscale
Age <35
College Graduate
24. UP-AND-COMERS
Up-and-Comers is a stopover for younger, upper-mid singles before they marry,
have families, and establish more deskbound lifestyles. Found in second-tier cities,
these mobile adults, mostly age 25-44, include a disproportionate number of
recent college graduates who are into athletic activities, the latest technology, and
nightlife entertainment.
Second City
Upper-Mid
Age 25-44
College Graduate
30. SUBURBAN SPRAWL
Suburban Sprawl is an unusual American lifestyle: a collection of midscale, older
singles and couples living in the heart of suburbia. Typically members of the Baby
Boom generation, they hold decent jobs, own older homes and condos, and
pursue conservative versions of the American Dream. Among their favorite
activities are jogging on treadmills, playing trivia games and renting videos.
Suburban
Midscale
Age 45-64
College Graduate
EAST LANSING, MI
MARKET STUDY
SEGMENTATION
ra
D
35. BOOMTOWN SINGLES
Affordable housing, abundant entry-level jobs, and a thriving singles scene--all
have given rise to the Boomtown Singles segment in fast-growing satellite cities.
Single and working-class, these residents pursue active lifestyles amid sprawling
apartment complexes, bars, convenience stores, and laundromats.
Second City
Lower-Mid
Age <55
Some College
ft
47. CITY STARTUPS
In City Startups, young, multi-ethnic singles have settled in neighborhoods filled
with cheap apartments and a commercial base of cafés, bars, laundromats and
clubs that cater to twentysomethings. One of the youngest segments in America–
with ten times as many college students as the national average–these
neighborhoods feature low incomes and high concentrations of AfricanAmericans.
Second City
Low Income
Age <55
High School Graduate
52. SUBURBAN PIONEERS
Suburban Pioneers represents one of the nation's eclectic lifestyles, a mix of
singles, recent divorcees and single parents who have moved into older, inner-ring
suburbs. They live in aging homes and garden-style apartment buildings, where
the jobs are scarce and the money is tight. But what unites these residents–a
diverse mix of Whites, Asians, Hispanics and African-Americans–is a working-class
sensibility and an appreciation for their off-the-beaten-track neighborhoods.
Suburban
Downscale
Age <55
Some College
53. MOBILITY BLUES
Mobility Blues is a segment of middle-age singles in working-class neighborhoods
in America's satellite cities. Ethnically diverse, these transient Americans tend to
have modest lifestyles due to their lower income jobs. Surveys show they excel in
going to movies, playing basketball, and shooting pool.
Second City
Downscale
Age <55
Some College
LIFESTYLER REPORT
ra
D
ft
EAST LANSING, MI
MARKET STUDY
LIFESTYLER REPORT
The Attribute Matrix Report
ra
D
The Attribute Matrix Report groups Prizm segments into a single target group and provides
a list of lifestyle behaviors and buying habits. Reviewing the categories of items that Index
above 100 provides an idea of their shopping, media, financial and leisure preferences.
Reports are provided for the Household group of Dominant Segments as well as the
Workplace group.
The Product Matrix Report displays the correlation between the households and the
retailers that they frequent or products they own, i.e. “golf clubs.” Each retailer/product is
given an index number, the higher the number, the higher the propensity for the product
or services to be profitable in a given location.
ft
Large national surveys are conducted by firms such as Mediamark Research Inc. (MRI)
and Simmons. This type of data can provide an unbiased view of customers. Asking
questions like who, what, where, why and how, as well as defining where actual
purchases are made with data compiled at the point of transaction, results in a varied and
rich database. Profiles from specific retailers such as Target, Blockbuster and Home
Depot can reveal how often consumers shop at these stores and what products they are
purchasing. Profiles for consumption of products, such as “buys sparkling water,” “owns
a motor boat” or “buys fast food 2 times per week,” for example, are also compiled.
The national average for this report is 100. Retailers/products that the index exceeds
100, has that corresponding percentage higher than the national average, i.e. if the
category/product index is 180, then this suggests that out customer will have an 80%
higher propensity to use that product than the national average. For the purpose of
targeting, we will focus on those categories/products whose Index exceeds 100.
Index 100 = Average US Consumer
Index 100+ = amount higher than average
consumer
(A) = Surveyed Adults only
(H) = Surveyed Household
Frequency of behavior indicated by:
o 1 yr = 1 year
o 6 mo = 6 months
o 3 mo = 3 months
o 1 mo = 1 month
LifeStyler Report
East Lansing Project - Dominant Prizm Segments
MRI 2012 Profiles
Selected Dominant Segments [1,3,7,8,10,11,12,14,15,17,19,21,22,24,30,35,47,52,53]
Index
Index
199
Participate in Online Dating‐ 1mo (A)
166
Read Wall Street Journal‐ Daily‐ Last Issue (A)
190
Order from orbitz.com‐ 1yr (A)
165
Read Washington Post‐ Sunday‐ Last Issue (A)
189
Has Bank Card‐ Rewards‐ Airline Miles (A)
165
Read Washington Post Sunday (A)
188
Visit Linkedin.com‐ 1mo (A)
165
Shop at Genuardi's Supermarket‐ 1mo (A)
186
Own Mutual Funds‐ Bonds‐ Value $10K+ (A)
165
Read New York Times‐ Sunday‐ Last Issue (A)
185
Visit cnet.com‐ 1mo (A)
165
Own Common Stock in Company‐ Not Employer‐ Value $50K+ (A
183
Order from Eddie Bauer Website‐ 1yr (A)
165
Read Wired‐ Last Issue (A)
182
Shop at Crate & Barrel‐ 3mo (A)
164
D
Read New York Times‐ Daily‐ Last Issue (A)
182
Buy from Ruth's Chris Steak House‐ 1mo (A)
164
181
Buy Flowers by Internet‐ 1yr (A)
164
Own Common/Preferred Stock in Employer‐ Value $50K+ (A)
181
Read Wired (A)
164
Buy from On The Border‐ 1mo (A)
180
Read Scientific American‐ Last Issue (A)
164
179
Read The Economist (A)
164
178
Read Wine Spectator (A)
164
Read Conde Nast Traveler‐ Last Issue (A)
178
Read Los Angeles Times‐ Sunday‐ Last Issue (A)
164
Read Barron's‐ Last Issue (A)
178
Use Scottrade‐ 1yr (A)
164
Own City/Municipal Government Bonds (A)
178
Read Veranda‐ Last Issue (A)
163
Shop at Giant Pharmacy‐ 6mo (A)
177
Order from Office Depot Website‐ 1yr (A)
163
177
Order from expedia.com‐ 1yr (A)
162
176
Read W Magazine‐ Last Issue (A)
162
175
Read Architectural Digest‐ Last Issue (A)
162
175
Read Barron's (A)
162
Has American Express Small Business Charge Card (A)
175
Internet Service Provider‐ Cox (H)
162
Use Bank Card‐ Rewards‐ Airline Miles‐ 1yr (A)
175
Buy from Chipotle Mexican Grill‐ 1mo (A)
161
Shop at Nordstrom‐ 3mo (A)
174
Buy from Schlotzsky's Deli‐ 6mo (A)
161
Buy Cole Haan Shoes‐ 1yr (A)
174
Buy Classical Music‐ 6mo (A)
161
Read The Economist‐ Last Issue (A)
173
Shop at Trader Joe's‐ 1mo (A)
161
Use Charles Schwab‐ 1yr (A)
173
Read Yoga Journal‐ Last Issue (A)
161
Buy Merrel Shoes‐ 1yr (A)
172
Read The Atlantic (A)
161
Read Travel + Leisure‐ Last Issue (A)
Shop at Lord & Taylor‐ 3mo (A)
ra
Read Wine Spectator‐ Last Issue (A)
Read Wall Street Journal (A)
Read Yachting‐ Last Issue (A)
Buy from Carrabba's Italian Grill‐ 1mo (A)
Buy from Bertucci's‐ 1mo (A)
ft
Read The Atlantic‐ Last Issue (A)
Shop at Fry's Electronics‐ 1yr (A)
172
Shop at Super Fresh‐ 1mo (A)
161
172
Order from Nordstrom Website‐ 1yr (A)
161
Read New York Times‐ Sunday (A)
172
Use Fidelity‐ 1yr (A)
161
Read Cigar Aficionado‐ Last Issue (A)
172
Dry Cleaning‐ $100+‐ 6mo (A)
160
Read Bicycling‐ Last Issue (A)
172
Shop at Orchard Supply Hardware‐ 1yr (A)
160
Read The New Yorker‐ Last Issue (A)
171
Shop at Neiman Marcus‐ 3mo (A)
160
Has Nordstrom Credit Card (A)
171
Buy Golf Shoes‐ $50+‐ 1yr (A)
160
Attend Classical/Opera performance‐ 1+ Times/month‐ 1yr (A)
170
Buy from Baja Fresh Mexican Grill‐ 6mo (A)
160
Buy from California Pizza Kitchen‐ 1mo (A)
170
Shop at King Kullen‐ 1mo (A)
160
Visit wsj.com‐ 1mo (A)
170
Read New York Magazine‐ Last Issue (A)
160
Visit tripadvisor.com‐ 1mo (A)
169
Shop at Talbots‐ 3mo (A)
159
168
Buy From Ruth's Chris Steak House‐ 6mo (A)
159
Shop at Tom Thumb‐ 1mo (A)
168
Buy Audiobooks‐ 6mo (A)
159
Read Sunset‐ Last Issue (A)
167
Contribute to NPR‐ 1yr (A)
159
Visit Internet Movie Database (imdb.com)‐ 1mo (A)
167
Read Forbes‐ Last Issue (A)
159
Visit nytimes.com‐ 1mo (A)
167
Read Chicago Tribune‐ Sunday‐ Last Issue (A)
159
Buy Boat/Deck Shoes $50+‐ 1yr (A)
166
Own Apple MacBook Pro Computer (H)
159
Read Kiplinger's Personal Finance‐ Last Issue (A)
166
Order from Crate & Barrel Website‐ 1yr (A)
159
Read Spin‐ Last Issue (A)
166
Use Broker to Buy/Sell Mutual Funds‐ 1yr (A)
159
* Index >100 = greater propensity for behavior
Copyright 2013 CBRE.
LifeStyler Report
MRI 2012 Profiles
Index
Index
159
Use Bank Card‐ Rewards‐ Hotel/Car Rental Discnt‐ 1yr (A)
153
Buy from Au Bon Pain‐ 6mo (A)
158
Use Vanguard‐ 1yr (A)
153
Read Architectural Digest (A)
158
Place 3+ Stock Transactions‐ 1yr (A)
153
Read Veranda (A)
158
Order from ProFlowers Website‐ 1yr (A)
153
Own Mutual Funds‐ Stocks‐ Value $10K+ (A)
158
Has Homeowner/Personal Property Insurance‐ $300K+ (A)
153
Own Tax Exempt Funds (A)
158
Has Bank Card‐ Rewards‐ Hotel/Car Rental Discount (A)
153
Use Online Broker‐ 1yr (A)
158
Order from Coldwater Creek Website‐ 1yr (A)
153
157
Buy Men's Sweater‐ $100+‐ 1yr (A)
152
Buy Golf Clubs‐ 1yr (A)
157
Buy Blues Music‐ 6mo (A)
152
Download 5+ Albums‐ 6mo (A)
157
Buy from Cheesecake Factory‐ 6mo (A)
152
157
Read Tribune (8) Weekly‐ Last Issue (A)
152
157
Read Cigar Aficionado (A)
152
157
Read Smart Money‐ Last Issue (A)
152
157
Shop at Dominicks‐ 1mo (A)
152
Read More‐ Last Issue (A)
Read Conde Nast Traveler (A)
Read The New Yorker (A)
Has Lord & Taylor Credit Card (A)
Use Stock Rating Service‐ 1yr (A)
ra
D
Visit orbitz.com‐ 1mo (A)
Use Internet for Tracking Investments‐ 1mo (A)
Buy from Benihana‐ 6mo (A)
Buy from Romano's Macaroni Grill‐ 1mo (A)
Buy from Einstein Brother's Bagel Shop‐ 6mo (A)
Read Ski‐ Last Issue (A)
Has American Express Other Charge Card (A)
Visit about.com‐ 1mo (A)
152
Visit travelocity.com‐ 1mo (A)
152
156
Own Any Common/Preferred Stock in Co‐ Not Employer (A)
152
156
Visit wikipedia.org‐ 1mo (A)
152
156
Download podcasts/podcasting Online‐ 1mo (A)
152
156
Use Broker to Buy/Sell Stocks‐ 1yr (A)
152
156
Shop at Saks Fifth Avenue‐ 3mo (A)
151
156
Buy Men's Designer Jeans‐ $100+‐ 1yr (A)
151
151
ft
Buy from Boston Market‐ 1mo (A)
157
157
Order from J.Crew Website‐ 1yr (A)
156
Go to College Football Games‐ ‐ Regularly (A)
Own Any e‐reader (A)
156
151
Buy Jazz Music‐ 6mo (A)
155
Buy Alternative Music‐ 6mo (A)
151
155
151
Play Racquetball‐ 1yr (A)
155
Read Macworld‐ Last Issue (A)
151
Rent/Buy Foreign Video‐ 1mo (A)
155
Read Tennis‐ Last Issue (A)
151
Has Average Credit Card Expenditure‐ $1,000+‐ 1mo (A)
155
Read Macworld (A)
151
Buy Women's Dress Slacks‐ $100+‐ 1yr (A)
154
Visit moviefone.com‐ 1mo (A)
151
Order from hotels.com‐ 1yr (A)
154
Has American Express Charge Card (A)
151
Own Racquetball Equipment (A)
154
Visit cbsnews.com‐ 1mo (A)
151
Go to Ice Hockey Games‐ Regularly (A)
154
Internet Service Provider‐ Comcast (H)
151
154
Order from 1800PetMeds Website‐ 1yr (A)
151
154
Shop at Osco Drug/Sav‐On Drug‐ 6mo (A)
150
Buy New Age Music‐ 6mo (A)
154
Shop at Ann Taylor‐ 3mo (A)
150
Read Bon Appetit‐ Last Issue (A)
154
Buy Folk Music‐ 6mo (A)
150
Read Chicago Tribune‐ Sunday (A)
154
Go Scuba/Skin Diving/Snorkeling‐ 1yr (A)
150
Use T.Rowe Price‐ 1yr (A)
154
Read Food & Wine‐ Last Issue (A)
150
Own Apple Systems 10.X Software (H)
154
Read Vanity Fair‐ Last Issue (A)
150
Use Broker to Buy/Sell Bonds‐ 1yr (A)
154
Read USA Today‐ Daily‐ Last Issue (A)
150
Make Internet Travel Plans‐ 1mo (A)
154
Shop at Acme‐ 1mo (A)
150
Order from priceline.com‐ 1yr (A)
153
Own Investments‐ Value $50K+ (A)
150
153
Visit expedia.com‐ 1mo (A)
150
153
Buy Men's Sports Shirt‐ $100+‐ 1yr (A)
149
Read Tribune (8) Daily‐ Last Issue (A)
153
Buy Men's Business Suit‐ 1yr (A)
149
Read Travel & Leisure (A)
153
Buy Women's Dresses‐ $100+‐ 1yr (A)
149
Read Kiplinger's Personal Finance (A)
153
Buy Men's Dress Shirt‐ $100+‐ 1yr (A)
149
LifeStyler Report
MRI 2012 Profiles
Index
Index
149
Shop at BrandsMart USA‐ 1yr (A)
146
Buy Tennis Equipment‐ 1yr (A)
149
Buy Automotive Products by Internet‐ 1yr (A)
146
Buy Soundtracks‐ 6mo (A)
149
Exercise at Club‐ 2+ Times/wk‐ 1yr (A)
146
Own Downhill Skis/Boots (A)
149
Read Psychology Magazine‐ Last Issue (A)
146
Buy Pet Products by Internet‐ 1yr (A)
149
Read Forbes (A)
146
Attend Art Galleries/Shows‐ 1yr (A)
149
Shop at Stater Brothers‐ 1mo (A)
146
Shop at Wawa‐ 6mo (A)
149
Read Runner's World‐ Last Issue (A)
146
Shop at Ralphs‐ 1mo (A)
149
Read Men's Health‐ Last Issue (A)
146
Read Road & Track‐ Last Issue (A)
149
Read Fortune (A)
146
Shop at Stop 'N Shop‐ 1mo (A)
149
Went Online via Wi‐Fi/Wireless Outside of Home‐ 1mo (A)
146
Read Backpacker‐ Most Recent Issue (A)
149
Visit cbs.com‐ 1mo (A)
146
Read Yachting (A)
149
Use Brokerage Firm for Advice/Price Quotes‐ 1yr (A)
146
149
Look for TV Listings Online‐ 1mo (A)
146
149
Own Common Stock in Company‐ Not Employer‐ Value $10‐49K 146
Read PC World‐ Last Issue (A)
Own Any Mutual Funds (A)
ra
D
Buy Men's Casual Slacks‐ $100+‐ 1yr (A)
149
Buy Hiking/Backpacking Boots‐ $50+‐ 1yr (A)
145
149
Use Dry Cleaning‐ 6mo (A)
145
Buy Computer Software Accessories by Internet‐ 1yr (A)
149
Shop at Kaiser Pharmacy‐ 6mo (A)
145
Buy Cross Training Shoes‐ $50+‐ 1yr (A)
148
Shop at Bloomingdale's‐ 3mo (A)
145
148
Buy Classic Rock Music‐ 6mo (A)
145
148
Listen Folk‐ 6mo (A)
145
148
Buy Easy Listening Music‐ 6mo (A)
145
148
Buy from Fast Food Deli Restaurant‐ 6mo (A)
145
Listen Audiobooks‐ 6mo (A)
148
Buy Flowers by Phone/Internet‐ Any Amount‐ 6mo (A)
145
Go Downhill Skiing‐ 1yr (A)
148
Read Esquire‐ Last Issue (A)
145
Go Snowboarding‐ 1yr (A)
148
Read Bon Appetit (A)
145
Read Fortune‐ Last Issue (A)
148
Read In Style‐ Last Issue (A)
145
Shop at Costco Wholesale Club‐ 1mo (A)
148
Shop at ShopRite‐ 1mo (A)
145
Use Ameritrade‐ 1yr (A)
148
Visit priceline.com‐ 1mo (A)
145
Use Morgan Stanley Smith Barney‐ 1yr (A)
148
Use Full Service Broker‐ 1yr (A)
145
Visit gmail.com ‐ 1mo (A)
148
Own Graphics Software (H)
145
Order from Macys Website‐ 1yr (A)
148
Use Internet to Download a TV Program‐ 1mo (A)
145
Buy Men's Dress Slacks‐ $100+‐ 1yr (A)
Buy Asics Shoes‐ 1yr (A)
Order from drugstore.com‐ 1yr (A)
Play Tennis‐ 1yr (A)
ft
Use Internet: Made a Phone Call‐ 1mo (A)
Internet Service Provider ‐ Cablevision (H)
Shop at Banana Republic‐ 3mo (A)
147
Internet Yellow Pages‐ Household Furnishings‐ 1yr (A)
145
Order from buy.com‐ 1yr (A)
147
Use E*TRADE‐ 1yr (A)
145
Shop at Costco‐ 6mo (A)
147
Own Apple/Apple Mac Clone PC (H)
145
Download Any Audio‐ 6mo (A)
147
Acquire Mortgage Refinance/Consolidation Loan‐ 1yr (A)
145
Buy from Carino's Italian Grill‐ 1mo (A)
147
Order from L.L.Bean Catalog‐ 1yr (A)
144
Listen Foreign Language Instruction‐ 6mo (A)
147
Shop at Pottery Barn‐ 3mo (A)
144
Buy from Marie Callender's‐ 1mo (A)
147
Go to Professional Football Games‐ Regularly (A)
144
Shop at Super Target‐ 1mo (A)
147
Buy from Panera Bread‐ 6mo (A)
144
147
Buy from Houlihan's‐ 1mo (A)
144
Read Golf Digest‐ Last Issue (A)
147
Buy from Wienerschnitzel‐ 1mo (A)
144
Read Los Angeles Times‐ Sunday (A)
147
Go Sailing‐ 1yr (A)
144
Visit cnn.com‐ 1mo (A)
147
Download 1 Audio‐ 6mo (A)
144
Use Internet Yellow Pages for Auto Repair & Services‐ 1yr (A)
147
Buy from Fuddruckers‐ 1mo (A)
144
Visit mlb.com‐ 1mo (A)
147
Buy Books from amazon.com (A)
144
Visit flickr.com‐ 1mo (A)
147
Read New York Times‐ Daily (A)
144
Own Any Common/Preferred Stock in Employer (A)
147
Read Smart Money (A)
144
Use Discount Broker‐ 1yr (A)
147
Read Details‐ Last issue (A)
144
LifeStyler Report
MRI 2012 Profiles
Index
Index
144
Visit Gambling Site Online‐ 1mo (A)
141
Read Inc.‐ Last Issue (A)
144
Order from Staples Website‐ 1yr (A)
141
Read Food & Wine (A)
144
Visit amazon.com‐ 1mo (A)
141
Buy Computers by Internet‐ 1yr (A)
144
Order Any Items by Internet‐ $200+‐ 1yr (A)
140
Order from Home Shopping Network Website‐ 1yr (A)
144
Shop at Express‐ 3mo (A)
140
Use Internet: Visited Online Blogs‐ 1mo (A)
144
Order from Lands End Catalog‐ 1yr (A)
140
Visit maps.google.com‐ 1mo (A)
144
Order from amazon.com‐ 1yr (A)
140
Buy Born Shoes‐ 1yr (A)
143
Contribute to PBS‐ 1yr (A)
140
Buy Soft Rock Music‐ 6mo (A)
143
Own Sports watch/Chronograph (A)
140
Read PC World (A)
143
140
143
Buy from Starbucks‐ 6mo (A)
140
143
Read USA Today (A)
140
143
Shop at Waldbaum's‐ 1mo (A)
140
143
Shop at Safeway‐ 1mo (A)
140
143
Read Money (A)
140
143
Read Marie Claire‐ Last Issue (A)
140
143
Read Sunset (A)
140
142
Read Money‐ Last Issue (A)
140
142
Visit twitter.com‐ 1mo (A)
140
142
Internet Yellow Pages‐ Banking‐ Finance & Insurance‐ 1yr (A)
140
142
Visit cheaptickets.com‐ 1mo (A)
140
142
Has Bank Card Issued By Visa Business‐Small Business (A)
140
Go to Museum‐ 1yr (A)
142
Visit fanhouse.com‐ 1mo (A)
140
Buy from Red Robin‐ 1mo (A)
142
Visit aolnews.com‐ 1mo (A)
140
Read Smithsonian‐ Last Issue (A)
142
Internet Yellow Pages‐ Plumbers & Electricians‐ 1yr (A)
140
Read Runner's World (A)
142
Visit hotels.com‐ 1mo (A)
140
Download Movie‐ 1mo (A)
142
Has Money Market Account (A)
140
Internet Yellow Pages‐ Other Personal Care Services‐ 1yr (A)
142
Has Mortgage Refinance/Consolidation Loan (A)
140
Has Travel Insurance (A)
142
Buy Puma Shoes‐ 1yr (A)
139
Use Internet to Watch TV Program Online‐ 1mo (A)
142
Buy Jewelry/Watches by Internet‐ 1yr (A)
139
Use MP3 Player for Listening to Podcasts (A)
142
Buy Hard Rock Music‐ 6mo (A)
139
Read Tribune (8) Sunday (A)
Read Harper's Bazaar‐ Last Issue (A)
Read Golf Magazine‐ Last Issue (A)
Has Macy's Credit Card (A)
Use Merrill Lynch‐ 1yr (A)
Order from L.L.Bean Website‐ 1yr (A)
Has Life Insurance‐ $250K+ (A)
Buy Women's Sweaters‐ $100+‐ 1yr (A)
Shop at FedEx Office‐ 1yr (A)
Go to Live Theater‐ 1yr (A)
Listen Classical‐ 6mo (A)
ft
Buy Watches‐ $300+‐ 1yr (A)
ra
D
Read New York Magazine (A)
Has Bank Card Issued By TD Bank (A)
142
Buy Personal/Business Self‐Help Books‐ 1yr (A)
139
Visit espn.com‐ 1mo (A)
142
Buy from El Torito‐ 1mo (A)
139
Make Internet Purchase for Business‐ 1mo (A)
142
Buy Books from barnes&nobel.com (A)
139
Order from zappos.com‐ 1yr (A)
141
Read Car & Driver‐ Last Issue (A)
139
Order from barnesandnoble.com‐ 1yr (A)
141
Shop at Jewel‐ 1mo (A)
139
Do Weight Lifting‐ 1yr (A)
141
Read Inc. (A)
139
Collect Art‐ 1yr (A)
141
Read Men's Journal‐ Last Issue (A)
139
Go Whitewater Rafting‐ 1yr (A)
141
Read Yoga Journal (A)
139
Buy from Del Taco‐ 1mo (A)
141
Read Scientific American (A)
139
Listen New Age ‐ 6mo (A)
141
Read Golf Digest (A)
139
Buy from Round Table Pizza‐ 6mo (A)
141
Read Consumer Reports‐ Last Issue (A)
139
Shop at Giant‐ 1mo (A)
141
Read Dwell (A)
139
Read Coastal Living‐ Last Issue (A)
141
Read More (A)
139
Read Psychology Magazine (A)
141
Visit usatoday.com‐ 1mo (A)
139
Read Time‐ Last Issue (A)
141
Use Internet Yellow Pages‐Airlines/Airline Tickets‐ 1yr (A)
139
Read Ski (A)
141
Visit abcnews.com‐ 1mo (A)
139
Has Average Credit Card Expenditure‐ $451+‐ 1mo (A)
141
Has Bank Card MasterCard Business Card‐Small Business (A)
139
LifeStyler Report
MRI 2012 Profiles
Index
Index
139
Listen Radio on Internet‐ 1mo (A)
137
Visit fox.com‐ 1mo (A)
139
Own Receiver‐Amplifier (H)
137
Has Bank Card‐ Rewards‐ Charity Contribution (A)
139
Internet Yellow Pages‐ Auto‐Other‐ 1yr (A)
137
Has Insured Money Market Account (A)
139
Use Internet Yellow Pages‐Florists‐ 1yr (A)
137
Look for Movie Listings/Showtimes Online‐ 1mo (A)
139
Visit cbssports.com‐ 1mo (A)
137
Visit careerbuilder.com‐ 1mo (A)
139
Own Common Stock in Company‐ Not Employer‐ Value <$10K (A
137
D
Order from Lands End Website‐ 1yr (A)
138
Use Mutual Funds Company‐ 1yr (A)
137
138
Has Personal/Joint Home Equity Line of Credit (A)
137
Go Water Skiing‐ 1yr (A)
138
Visit TV Network/Show Web site‐ 1mo (A)
137
Buy from Uno Chicago Grill‐ 1mo (A)
138
Buy Women's Casual Slacks‐ $100+‐ 1yr (A)
136
138
Buy Cross Training Shoes‐ 1yr (A)
136
138
136
138
Buy Flowers by Mail/Phone‐ 1yr (A)
136
138
Go Mountain Bicycling‐ 1yr (A)
136
Listen Soundtracks‐ 6mo (A)
Listen Blues‐ 6mo (A)
Have Liberal Outlook (A)
Read W Magazine (A)
Read Spin (A)
Read Vogue‐ Last Issue (A)
Read Bicycling (A)
Own Common/Preferred Stock in Own Company (A)
Visit msnbc.com‐ 1mo (A)
Use Financial Planner/Cert. Financial Planner (CFP)‐ 1yr (A)
Own Apple iPod Classic (A)
138
Download 2 ‐ 4 Albums‐ 6mo (A)
136
138
Read Harper's Bazaar (A)
136
138
Read Consumer Reports (A)
136
138
Shop at 7‐Eleven‐ 6mo (A)
136
138
Read Popular Science‐ Last Issue (A)
136
138
Read Newsweek‐ Last Issue (A)
136
138
Read Maxim‐ Last Issue (A)
136
138
Read Self‐ Last Issue (A)
136
ft
Read GQ‐ Last Issue (A)
ra
Buy Women's Skirts‐ $100+‐ 1yr (A)
Buy From Starbucks‐ 1mo (A)
Own Investment Real Estate (H)
138
Order from Other Department/Specialty Store Website‐ 1yr (A)
136
Own Financial/Tax Software (H)
138
Visit webmd.com‐ 1mo (A)
136
Has an IRA Account (A)
138
Internet Use Quintiles: 1 (A)
136
Use Internet Yellow Pages for Restaurants‐ 1yr (A)
138
Use Internet for Real Estate Information‐ 1mo (A)
136
Visit iTunes.com‐ 1mo (A)
138
Write a Blog Online‐ 1mo (A)
136
Use Wells Fargo Advisors‐ 1yr (A)
138
Own Communication/Fax Software (H)
136
Use Internet for Financial Information‐ 1mo (A)
138
Make Internet Purchase for Personal‐ 1mo (A)
136
Shop at Macy's‐ 3mo (A)
137
Buy Software/Accessories by Mail/Phone‐ 1yr (A)
136
Shop at Eddie Bauer‐ 3mo (A)
137
Internet Yellow Pages‐ Home Improvement & Repairs‐ 1yr (A)
136
Buy Men's Necktie‐ 1yr (A)
137
Buy Running/Jogging Shoes‐ $50+‐ 1yr (A)
135
Shop at Office Max‐ 1yr (A)
137
Buy Clothing by Internet‐ 1yr (A)
135
137
Buy Aerobic/Fitness Shoes‐ $50+‐ 1yr (A)
135
Buy from Joe's Crab Shack‐ 1mo (A)
137
Own Tennis Equipment (A)
135
Buy from Quiznos‐ 6mo (A)
137
Listen Alternative‐ 6mo (A)
135
Download 10+ Albums‐ 6mo (A)
137
Go to Movie‐ 2‐3 Times/mo‐ 3mo (A)
135
Buy Reggae Music ‐ 6mo (A)
137
Read Boating‐ Last Issue (A)
135
Buy Music & Other Audio from iTunes.com (A)
137
Read Vanity Fair (A)
135
135
Buy Collectables by Internet‐ 1yr (A)
137
Read GQ (A)
Go Hiking‐ 1yr (A)
137
Read House Beautiful‐ Last Issue (A)
135
Read Dwell‐ Last Issue (A)
137
Has a 401K Account (A)
135
Read Traditional Home‐ Last Issue (A)
137
Use Internet for Sports News‐ 1mo (A)
135
Read Smithsonian (A)
137
Internet Yellow Pages‐ Travel‐Other Services‐ 1yr (A)
135
Read Coastal Living (A)
137
Use Bank Card‐ Rewards‐ Cash Back‐ 1yr (A)
135
Shop at Wegmans‐ 1mo (A)
137
Use Internet to Watch Online Video‐ 1mo (A)
135
Acquire 2nd Mortgage (Home Equity Loan)‐ 1yr (A)
137
Own Mutual Funds‐ Bonds‐ Value <$10K (A)
135
Visit ticketmaster.com‐ 1mo (A)
137
Use Bank Card‐ Rewards‐ Gifts‐ 1yr (A)
135
LifeStyler Report
MRI 2012 Profiles
Index
Index
135
Buy from Blimpie Subs & Salads‐ 6mo (A)
133
Order Any Items by Internet‐ $50+‐ 1yr (A)
134
Buy Music & Other Audio from Other Internet/Online Sites (A)
133
Buy from Cold Stone Creamery‐ 6mo (A)
134
Buy Novel‐ 1yr (A)
133
Download 5 ‐ 9 Individual Songs‐ 6mo (A)
134
Go Jogging‐ 1yr (A)
133
D
Use Credit Card for Business Purposes (A)
Go Golfing‐ 1yr (A)
134
Read Men's Health (A)
133
Play Fantasy Sports League‐ 1+ Times/mo‐ 1yr (A)
134
Read American Photo‐ Last Issue (A)
133
Buy from Dave & Buster's‐ 1mo (A)
134
Shop at Fred Meyer‐ 1mo (A)
133
Buy from Buffalo Wild Wings‐ 1mo (A)
134
Read Men's Fitness‐ Last Issue (A)
133
134
Use TurboTax Computer Software Program for Tax Preparation‐ 133
134
Own Mutual Funds‐ Stocks‐ Value <$10K (A)
133
134
Use Internet via a Cell Phone or Smartphone‐ 1mo (A)
133
134
Has Bank Card Issued By U.S. Bank (A)
133
134
Has Bank Card Issued By Citibank (A)
133
Read National Geographic Traveler‐ Last Issue (A)
134
Bank by Online/Internet‐ 1yr (A)
133
Read PC Gamer Magazine (A)
134
Buy Aerosoles Shoes‐ 1yr (A)
132
134
Shop at Office Depot‐ 1yr (A)
132
Read Weekend Newspaper‐ Travel Section (A)
134
Buy Shoes/Footwear by Internet‐ 1yr (A)
132
Read Weekend Newspaper‐ Business/Finance Section (A)
134
Buy Kenneth Cole Shoes‐ 1yr (A)
132
134
Go Backpacking‐ 1yr (A)
132
134
Listen Classic Rock‐ 6mo (A)
132
134
Go Cross Country Skiing‐ 1yr (A)
132
134
Own Golf Clubs (A)
132
Read Entrepreneur (A)
134
Go Bicycling‐ 1yr (A)
132
Visit overstock.com‐ 1mo (A)
134
Buy/Rent TV Show Video‐ 1mo (A)
132
Visit movies.yahoo.com‐ 1mo (A)
134
Buy from Village Inn Restaurant‐ 1mo (A)
132
Use Personal Money Manager‐ 1yr (A)
134
Buy Computer Book‐ 1yr (A)
132
Visit whitepages.com‐ 1mo (A)
134
Go Road Bicycling‐ 1yr (A)
132
Posted Comment/Review on Blog, Online Forum, etc.‐ 1mo (A)
134
Internet/Mobile Web Segments‐ Netizens (A)
132
Order from Other Catalog or Mail Order Service Website‐ 1yr (A)
134
Shop at Foodtown‐ 1mo (A)
132
Has Disability/Loss of Income Insurance (A)
134
Read Weekday Newspaper‐ Business/Finance Section (A)
132
Acquire Certificate of Deposit (CD)‐ 1yr (A)
134
Visit Any Radio Station/Program/Personality's Website‐ 1mo (A)
132
Buy Oldies (50s & 60s) Music‐ 6mo (A)
Read Elle‐ Last Issue (A)
Read Outside‐ Last Issue (A)
ra
Listen Self‐Improvement‐ 6mo (A)
Read Esquire (A)
Read Brides‐ Last Issue (A)
Read Rolling Stone‐ Last Issue (A)
ft
Shop at Albertson's‐ 1mo (A)
Own Apple iPod Shuffle (A)
134
Definitely/Probably Invest In Stocks/Bonds/Mutual Funds‐ 1yr (A
132
Own Spreadsheet Software (H)
134
Own LAN/Network Interface Cards (H)
132
Has Personal Liability Insurance (Not Automotive/Homeowners) 134
Has Bank Card‐ Rewards‐ Gifts (A)
132
Own Apple iPod Touch (A)
134
Has Bank Card Issued By Chase/Washington Mutual (WaMu)‐ 1y
132
Visit mapquest.com‐ 1mo (A)
134
Order from Victorias Secret Website‐ 1yr (A)
132
Buy Computers by Mail/Phone‐ 1yr (A)
134
Buy Home PC from Online‐only Retailer (H)
132
Visit AOL email‐ 1mo (A)
134
Visit nbc.com‐ 1mo (A)
132
Buy Camera/Camera Equipment by Internet‐ 1yr (A)
134
Buy Women's Purse/Handbag‐ $100+‐ 1yr (A)
131
131
Bank by Mail‐ 1yr (A)
134
Order Any Items by Internet‐ 1yr (A)
Internet Yellow Pages‐ Other‐ 1yr (A)
134
Listen Reggae ‐ 6mo (A)
131
Has Long Term Care Insurance (A)
134
Buy from Sbarro‐ 6mo (A)
131
Use Internet Yellow Pages‐Hotels/Motels‐ 1yr (A)
134
Go In‐Line Skating‐ 1yr (A)
131
Buy Gift Cards/Prepaid Cards $100+‐ 6mo (A)
133
Own Other Exercise Equipment (A)
131
Shop at Best Buy‐ 1yr (A)
133
Buy Rap Music‐ 6mo (A)
131
Listen Light Classical ‐ 6mo (A)
133
Read Newsweek (A)
131
Belong to a Country Club (A)
133
Read Popular Science (A)
131
Download 30+ Individual Songs‐ 6mo (A)
133
Read Men's Fitness (A)
131
LifeStyler Report
MRI 2012 Profiles
Index
Index
Shop at Vons‐ 1mo (A)
131
See Rated R Movie at Theater‐ 6mo (A)
Read Car & Driver (A)
131
129
129
Read Golf Magazine (A)
131
Listen Pop/Top 40 ‐ 6mo (A)
129
129
131
Buy from Hooters‐ 6mo (A)
Own Database/Filing Software (H)
131
Buy from T.G.I. Friday's‐ 6mo (A)
129
Own Apple iPod Nano (A)
131
Read In Style (A)
129
D
Read Maxim (A)
131
Internet/Mobile Web Segments‐ Online Financials (A)
129
131
Read Elle (A)
129
Buy Software‐ $300+‐ 1yr (H)
131
Read Elle Decor (A)
129
Has Bank Card Issued By Wells Fargo/Wachovia (A)
131
Read Weekend Newspaper‐ Science/Technology Section (A)
129
Own US Treasury Notes (A)
131
Read Entrepreneur‐ Last Issue (A)
129
131
Acquire Home Mortgage (1st)‐ 1yr (A)
129
Use Real Estate Agent to Buy/Sell Property‐ 1yr (A)
131
Use Internet Bank‐ 1yr (A)
129
Use MP3 Player for Other (A)
131
Has Homeowner/Personal Property Insurance‐ Floater Policy (A)
129
Pay Bills Online‐ 1mo (A)
ra
Buy Computer System‐ $1K+ (H)
Visit superpages.com‐ 1mo (A)
131
Open Money Market Account‐ 1yr (A)
129
Use Internet for Medical Information‐ 1mo (A)
131
Use Internet for Car Purchase Info‐ 1mo (A)
129
Own Other US Government Bonds (A)
131
Visit Hotwire.com‐ 1mo (A)
129
131
Own Word Processing Software (H)
129
Order from QVC Website‐ 1yr (A)
Buy Keen Shoes‐ 1yr (A)
Buy from Chevy's‐ 1mo (A)
Buy from Jack‐in‐the‐Box‐ 1mo (A)
Buy Music from Electronics Store (A)
ft
Has Life Insurance‐ Universal/Adjustable Life Policy (A)
130
Own Accounting Software (H)
129
130
Visit sports.yahoo.com‐ 1mo (A)
129
130
Visit pbs.com‐ 1mo (A)
129
130
Order Any Items by Mail/Phone‐ $200+‐ 1yr (A)
128
Own Road Bicycle (A)
130
Buy Women's Designer Jeans‐ $100+‐ 1yr (A)
128
130
Buy Women's Blouses/Shirts‐ $100+‐ 1yr (A)
128
Go to Music/Dance Performance‐ 1yr (A)
130
Shop at ShopRite Drugs‐ 6mo (A)
128
Go Casino Gambling‐ 1yr (A)
130
Buy Vans Shoes‐ 1yr (A)
128
Listen Hard Rock‐ 6mo (A)
130
Listen Soft Rock ‐ 6mo (A)
128
Read PC Gamer Magazine‐ Last Issue (A)
130
Own Mountain Bicycle (A)
128
Read Weekday Newspaper‐ Science/Technology Section (A)
130
Listen Easy Listening‐ 6mo (A)
128
Internet/Mobile Web Segments‐ Mobi‐Essentials (A)
130
Go to Movie‐ 1 Time/mo‐ 3mo (A)
128
Read Men's Journal (A)
130
Buy from White Castle‐ 1mo (A)
128
Internet/Mobile Web Segments‐ Mobi‐Xplorers (A)
130
128
Read Time (A)
130
Spend $40+ at Barber Shop‐ 6mo (A)
128
Use Internet Yellow Pages‐Pharmacies‐ 1yr (A)
130
Read Marie Claire (A)
128
Own Digital SLR (A)
130
Read Rolling Stone (A)
128
Visit weather.com‐ 1mo (A)
130
128
Use Internet for News/Current Affairs‐ 1mo (A)
130
Read Road & Track (A)
128
Visit YouTube.com‐ 1mo (A)
130
Read Weekday Newspaper‐ Travel Section (A)
128
Use America Online‐ 1mo (A)
130
Read National Geographic Traveler (A)
128
Has Personal Property Insurance‐ Direct from Company via webs
130
Grocery Store‐ Travel 1‐2 Miles (A)
128
Visit bing.com‐ 1mo (A)
130
Own Home Networking Software (H)
128
Use Internet to Download Music‐ 1mo (A)
130
Has Personal/Joint Education Loan (A)
128
Buy Women's Evening Dress‐ 1yr (A)
129
Visit msnmovies.com‐ 1mo (A)
128
Shop at Marshall's‐ 3mo (A)
129
Open Interest Checking Account‐ 1yr (A)
128
Buy Fine Jewelry‐ $400+‐ 1yr (A)
129
Has Bank Card‐ Rewards‐ Cash Back (A)
128
Buy Pop/Top 40 Music‐ 6mo (A)
129
Has Bank Card Issued By Bank of America (A)
128
Buy from International House of Pancakes (IHOP)‐ 1mo (A)
129
Use Internet‐ Heavy (A)
128
Go to Movie‐ 1+ Time/mo‐ 3mo (A)
129
Own Wireless Router (H)
128
LifeStyler Report
MRI 2012 Profiles
Index
Index
128
Bank by Mail/Phone‐ 1yr (A)
126
127
Order from Pottery Barn Website‐ 1yr (A)
126
Buy Men's Sports Shirt‐ 1yr (A)
127
Visit news.yahoo.com‐ 1mo (A)
126
Shop at P.C. Richard & Son‐ 1yr (A)
127
Buy Home PC at Computer Store (H)
126
Buy Dress Watch‐ 1yr (A)
127
Internet Yellow Pages‐ Sports & Leisure Activities & Equipment‐ 126
Buy Coffee Shop/Restaurant Gift Cards & Prepaid Cards (A)
127
Internet Service Provider‐ Verizon Online (H)
126
Buy Walking Shoes‐ $50+‐ 1yr (A)
127
Buy Men's Sports Shirt‐ <$100‐ 1yr (A)
125
Buy Women's Raincoat‐ 1yr (A)
127
Order from ebay.com‐ 1yr (A)
125
Buy Running/Jogging Shoes‐ 1yr (A)
127
Buy Any Athletic Shoes‐ $50+‐ 1yr (A)
125
Own Stationary Bike (A)
127
Buy Men's Swimsuit‐ 1yr (A)
125
127
Buy R&B Music‐ 6mo (A)
125
127
Go to the Beach‐ 1yr (A)
125
127
See Crime Movie at Theater‐ 6mo (A)
125
127
Buy High Ticket Sport Equipment‐ 1yr (A)
125
Own Weight Lifting Equipment (A)
Do Photography‐ 1yr (A)
Play Billiards/Pool‐ 1yr (A)
ra
D
Use Internet Yellow Pages for Pizza‐ 1yr (A)
Buy Men's Dress Slacks‐ 1yr (A)
Dine Out‐ 1+ Times/wk‐ 1yr (A)
125
127
Buy from Fast Food Snack Restaurant‐ 1mo (A)
125
Download 10+ Individual Songs‐ 6mo (A)
127
Buy Country Music‐ 6mo (A)
125
See Science Fiction Movie at Theater‐ 6mo (A)
127
125
127
Go to Baseball Games‐ Regularly (A)
125
127
Spend $100+ at Beauty Parlor‐ 6mo (A)
125
127
Read Self (A)
125
127
Read Motor Trend‐ Last Issue (A)
125
Listen Oldies (50s & 60s) ‐ 6mo (A)
Buy Hip Hop Music‐ 6mo (A)
Contribute to Organizations $250+‐ 1yr (A)
Read Vogue (A)
Read House Beautiful (A)
ft
127
Exercise at Other Facility‐ 2+ Times/wk‐ 1yr (A)
Has Second Personal/Joint Mortgage Equity Loan (A)
127
Shop at Shaw's‐ 1mo (A)
125
Own Web Authoring Software (H)
127
Read O‐ The Oprah Magazine‐ Last Issue (A)
125
Visit photobucket.com‐ 1mo (A)
127
Read Backpacker (A)
125
Visit nba.com‐ 1mo (A)
127
Read Cycle World‐ Last Issue (A)
125
Own Security Investments (A)
127
Read WebMD (A)
125
Shop at Home Depot‐ 1yr (A)
126
Look for Recipes Online‐ 1mo (A)
125
Buy Women's Blazer‐ 1yr (A)
126
Use Bank Card‐ Rewards‐ Gas Discounts‐ 1yr (A)
125
Buy Aerobic/Fitness Shoes‐ 1yr (A)
126
Own PC Tape Backup (H)
125
Buy Men's Casual Slacks‐ 1yr (A)
126
Own MP3 Player (A)
125
Go to Professional Basketball Games‐ Regularly (A)
126
Use Internet Yellow Pages‐Real Estate Services‐ 1yr (A)
125
Go to Bar/Nightclub‐ 1yr (A)
126
Use MP3 Player for Listening to Music (A)
125
Buy Compact Discs (CDs) 5+ times‐ 6mo (A)
126
Own Common/Preferred Stock in Employer‐ Value $10‐49K (A)
125
Rent/Buy Video at Blockbuster Video‐ 1mo (A)
126
Own Multimedia Software (H)
125
Do Aerobic Exercise‐ 1yr (A)
126
Use Internet Yellow Pages‐Any Reference (Net)‐ 1yr (A)
125
See Rated PG‐13 Movie at Theater‐ 6mo (A)
126
Use ATM Machine‐ 1yr (A)
125
Download 10 ‐ 29 Individual Songs‐ 6mo (A)
126
Has Life Insurance‐ Variable Life Policy (A)
125
Go to College Basketball Games‐ Regularly (A)
126
Order from Avon Website‐ 1yr (A)
125
Take Adult Education Course‐ 1yr (A)
126
Has Vision Care Insurance (A)
125
Go Salt Water Fishing‐ 1yr (A)
126
Has Life Insurance‐ $50K‐249K (A)
125
Read Playboy‐ Last Issue (A)
126
Buy Men's Sweater‐ 1yr (A)
124
Read Traditional Home (A)
126
Buy VISA Gift Cards/Prepaid Cards‐ 6mo (A)
124
Internet Use Quintiles: 2 (A)
126
Shop at Staples‐ 1yr (A)
124
Visit foxsports.com‐ 1mo (A)
126
Own Elliptical (A)
124
Has Dental Insurance (A)
126
Go Power Boating‐ 1yr (A)
124
Visit yellowpages.com‐ 1mo (A)
126
Buy from Outback Steakhouse‐ 6mo (A)
124
Visit nfl.com‐ 1mo (A)
126
Listen Other Music ‐ 6mo (A)
124
LifeStyler Report
MRI 2012 Profiles
Index
Index
124
Rent DVD‐ 4‐5 Times‐ 1mo (A)
123
Buy 80s Pop Music‐ 6mo (A)
124
Buy from Chili's Grill & Bar‐ 6mo (A)
123
See Romance Movie at Theater‐ 6mo (A)
124
Buy from Lone Star Steakhouse‐ 6mo (A)
123
124
Read Entertainment Weekly‐ Last Issue (A)
123
Do Karate‐ 1yr (A)
124
Read Weekday Newspaper‐ Movie Listings/Reviews Section (A)
123
See Action Movie at Theater‐ 6mo (A)
124
Read National Geographic‐ Last Issue (A)
123
D
See Drama Movie at Theater‐ 6mo (A)
124
Read Weekend Newspaper‐ International/National News Section
123
124
Has Medical Insurance Through Place of Work (A)
123
Read Weekend Newspaper‐ Movie Listings/Reviews Section(A)
124
Internet Service Provider‐ AT&T (H)
123
Read Sports Illustrated‐ Last Issue (A)
124
Definitely/Probably Take Out 2nd Mortgage/Equity Loan‐ 1yr (A)
123
Read Weekend Newspaper‐ Entertainment/Lifestyle Section (A)
124
Own Common/Preferred Stock in Employer‐ Value <$10K (A)
123
Read Tennis (A)
124
Own Annuities (A)
123
124
Use Internet at Home‐ 1mo (A)
123
124
Visit ebay.com‐ 1mo (A)
123
124
Has Bank Card‐ Rewards‐ Gas Discounts (A)
123
124
Own TV with Picture in Picture (H)
123
Use Internet Yellow Pages‐Jewelers/Jewelry‐ 1yr (A)
124
Has Overdraft Protection (A)
123
Use Internet Yellow Pages‐Attorneys‐ 1yr (A)
124
Has First Personal/Joint Home Mortgage (A)
123
124
Visit Facebook.com‐ 1mo (A)
123
124
Shop at Target Pharmacy‐ 6mo (A)
122
124
Buy Men's Dress Slacks‐ <$100‐ 1yr (A)
122
124
Buy Soccer Shoes‐ $50+‐ 1yr (A)
122
Likely to Buy Blu‐ray Player‐ 1yr (A)
124
Shop at The Limited‐ 3mo (A)
122
Use Internet for E‐Mail‐ 1mo (A)
124
Collect Stamps‐ 1yr (A)
122
Use MP3 Player for Watching Video/Movie (A)
124
Buy Any Music & Other Audio‐ 6mo (A)
122
Acquire Personal Loan for Education (Student Loan)‐ 1yr (A)
124
Affiliated with Independent Political Party (A)
122
Shop at Arco AM/PM‐ 6mo (A)
Read O‐ The Oprah Magazine (A)
Shop at Publix‐ 1mo (A)
Read Sports Illustrated (A)
ra
Download 1 Album‐ 6mo (A)
Buy from Texas Roadhouse‐ 1mo (A)
Buy Home PC on Online/Internet (H)
Use MP3 Player for Playing Video Game (A)
Own Laptop/Notebook PC (H)
ft
Visit mtv.com‐ 1mo (A)
Has MasterCard Credit Card (A)
124
Play Basketball‐ 1yr (A)
122
Visit google.com‐ 1mo (A)
124
Buy from Dunkin Donuts‐ 6mo (A)
122
Download Video Game‐ 1mo (A)
124
Own Roller Blades/In‐Line Skates (A)
122
Buy Home PC from Warehouse/Club Store (H)
124
Buy from LongHorn Steakhouse‐ 1mo (A)
122
Visit accuweather.com‐ 1mo (A)
124
122
Shop at Target‐ 3mo (A)
123
Own Bowling Ball (A)
122
Buy Women's Sports Bra‐ 1yr (A)
123
122
Shop at TJ Maxx‐ 3mo (A)
123
Buy Books from Other Internet/Online Sites (A)
122
Shop at Victoria's Secret‐ 3mo (A)
123
Play Chess‐ 1yr (A)
122
Buy Nine West Shoes‐ 1yr (A)
123
See Adventure Movie at Theater‐ 6mo (A)
122
Buy Men's Sports Jacket‐ 1yr (A)
123
Buy from Carl's Jr.‐ 1mo (A)
122
Buy Gift Cards/Prepaid Cards 7+ Times‐ 6mo (A)
123
Use Quick Service Copy/Printing‐ 6mo (A)
122
Buy Men's Dress Shirt‐ 1yr (A)
123
Shop at Circle K‐ 6mo (A)
122
Buy Rockport Shoes‐ 1yr (A)
123
Read Details (A)
122
Buy Men's Casual Slacks‐ <$100‐ 1yr (A)
123
Read Motor Trend (A)
122
Shop at Kohl's‐ 3mo (A)
123
Read Audubon Magazine (A)
122
Do Needlepoint‐ 6mo (A)
123
Internet Service Provider ‐ Qwest (H)
122
123
Buy Home PC From Manufacturer (H)
122
Play Musical Instrument‐ 1yr (A)
123
Has Bank Card Issued By Citizens Bank (A)
122
Listen Dance Music‐ 6mo (A)
123
Use Internet for Job Search‐ 1mo (A)
122
123
Own US Savings Bonds (A)
122
123
Own Home Theater System (H)
122
LifeStyler Report
MRI 2012 Profiles
Index
Index
122
Shop at Menards‐ 1yr (A)
120
122
Shop at CVS Pharmacy/Long Drugs‐ 6mo (A)
120
Own PC Surge Protector (H)
122
Buy MasterCard Gift Cards/Prepaid Cards (A)
120
Visit weatherbug.com‐ 1mo (A)
122
Buy from Olive Garden‐ 6mo (A)
120
Visit Windows Live Hotmail‐ 1mo (A)
122
Belong to a Union (A)
120
Use Any Broadband or High Speed Connection for Internet Acces
122
Buy from Ruby Tuesday‐ 6mo (A)
120
D
Has Life Insurance Through Place of Work (A)
Has Life Insurance‐ Term Policy (A)
122
Go Ice Skating‐ 1yr (A)
120
Own Modem (H)
122
Buy Hardcover Book‐ 1yr (A)
120
Buy Other Type of Gift Cards/Prepaid Cards‐ 6mo (A)
121
Buy Paperback Book‐ 1yr (A)
120
Buy Men's Overcoat‐ 1yr (A)
121
Go Walking for Exercise‐ 1yr (A)
120
121
Listen Rap ‐ 6mo (A)
120
Buy Men's Designer Jeans‐ 1yr (A)
Use Barber Shop‐ 6mo (A)
ra
Has Accidental Death & Dismemberment (AD&D) Insurance (A)
121
Dine Out‐ 1yr (A)
120
Exercise at Home‐ 2+ Times/wk‐ 1yr (A)
121
Go Swimming‐ 1yr (A)
120
121
Rent DVD‐ 1‐3 Times‐ 1mo (A)
120
120
Do Barbecuing‐ 1yr (A)
Listen R&B ‐ 6mo (A)
120
Buy from Family Restaurants/Steak Houses for Snacks‐ 1mo (A)
121
Go Dancing‐ 1yr (A)
120
Buy Craft Supplies by Internet‐ 1yr (A)
121
Download <5 Songs‐ 6mo (A)
120
121
Listen Hip Hop‐ 6mo (A)
120
121
Own Treadmill (A)
120
121
Read Glamour‐ Last Issue (A)
120
121
Grocery Store‐ Travel <1 Mile (A)
120
Go to NFL Monday/Thursday Night Football Games‐ Regularly (A
121
Read Elle Decor‐ Last Issue (A)
120
Buy Science Fiction Book‐ 1yr (A)
121
Read Allure (A)
120
Heavy Book Buyer‐ 1yr (A)
121
Tax Preparation‐Friend or Family Member‐ 1yr (A)
120
Listen 80s Pop‐ 6mo (A)
121
Own Certificate of Deposit (CD)‐ six months or Less (A)
120
Read Tribune (8) Daily (A)
121
Definitely/Probably Buy Second House/Vacation Home‐ 1yr (A)
120
Read People‐ Last Issue (A)
121
Buy Personal Computer‐ 1yr (H)
120
Read Brides (A)
121
Has Auto Insurance‐ Direct from Company via phone (A)
120
Read Martha Stewart Living‐ Last Issue (A)
121
Own LCD TV (H)
120
Shop at DeMoulas/Market Basket‐ 1mo (A)
121
Own Giant Screen TV‐ 42in+ (H)
120
Buy Compact Discs (CDs) 2‐4 times‐ 6mo (A)
See Fantasy Movie at Theater‐ 6mo (A)
Go Bowling‐ 1yr (A)
Play Volleyball‐ 1yr (A)
ft
121
121
Buy Mystery Book‐ 1yr (A)
Read Weekday Newspaper‐ Entertainment/Lifestyle Section (A)
121
Use Internet Yellow Pages for Supermarkets/Grocers‐ 1yr (A)
120
Media Trusted the Most‐ Internet (A)
121
Has Target Credit Card (A)
120
Read Weekday Newspaper‐ International/National News Section
121
Buy Apple iPod Classic‐ 1yr (H)
120
Read Muscle & Fitness‐ Last Issue (A)
121
Own Zune (A)
120
Read Entertainment Weekly (A)
121
Has Bank Card Issued By Capital One (A)
120
Read Cooking Light (A)
121
Use Internet via Any Computer‐ 1mo (A)
120
Use Internet Yellow Pages for Theaters‐ 1yr (A)
121
Buy Apple iPod Touch‐ 1yr (H)
120
Use Internet for Chat‐ 1mo (A)
121
Buy Any Rockport Shoes‐ 1yr (A)
119
Internet Yellow Pages‐ Doctors‐ Dentists and other Med Services
121
Buy Men's Sweatshirt‐ 1yr (A)
119
Buy Camera Accessories‐ $100+‐ 1yr (A)
121
Order Any Items by Mail/Phone‐ 1yr (A)
119
Has Average Credit Card Expenditure‐ $226‐$450‐ 1mo (A)
121
Buy Men's Dress Shirt‐ <$100‐ 1yr (A)
119
Own Digital Point & Shoot (A)
121
Shop at The Gap‐ 3mo (A)
119
Has Any Digital Video Recorder (DVR) (H)
121
Buy Women's Slip‐ 1yr (A)
119
Has Visa Card Credit Card (A)
121
Buy Casual/Leisure Shoes‐ 1yr (A)
119
Own PC DVD Player (H)
121
Order Any Items by Mail/Phone‐ $50+‐ 1yr (A)
119
Has Interest Checking Account (A)
121
Buy from Family Restaurants/Steak Houses for Supper/Dinner‐ 1
119
Buy Men's Sweater‐ <$100‐ 1yr (A)
120
Go to Movie‐ 1+‐ 6mo (A)
119
SOCIAL GROUPS
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EAST LANSING, MI
MARKET STUDY
SEGMENTATION – SOCIAL GROUPS
Social Group Distribution PRIZM NE:
D
The Social Group Distribution PRIZM NE report groups all 66 segments into broader
social groups that range from the top of the affluence and density scale (U1 – Urban
Uptown) to the opposite extreme of relatively low affluence and low-density housing (T4 –
Rustic Living).
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According to Nielsen’ definitions, Urban areas typically have population scores between
85 and 99.
They include both downtowns of major cities and surrounding
neighborhoods. Households within this classification live within the classic high-density
neighborhoods found in the heart of America’s largest cities. The Suburban classification
is typically for areas that are dependent upon urban areas but are not the population
center but rather a continuation of the density decline as one moves out from the city
center. While some suburbs may be employment centers, their lifestyles and commuting
patterns will be more tied to one another or to the urban core than within themselves.
Second Cities are less densely populated than urban areas and are typically more similar
to the Suburban density. These locations are the population center of their surrounding
community and also typically have far greater affluence than their small city cousins. The
Town & Country category includes exurbs, towns, farming communities, and a wide range
of other rural areas. The “town” aspect of this class covers the thousands of small towns
and villages scattered amongst the rural heartland, as well as the low-density areas far
beyond the outer beltways and suburban rings of America’s major metros.
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The Social Group distribution for the East Lansing trade areas are as follows:
Trade area
Primary
Secondary
Urban
Suburban
Second City
Town & Rural
HH
WP
HH
WP
HH
WP
HH
WP
-
-
20.8%
32.8%
-
66.4%
59.3%
35.6%
27.4%
12.8%
6.6%
64.5%
72.6&
In the both trade areas, Second City segments are most represented by the resident
households however the workplace population is dominated by Rural segments.
EAST LANSING, MI
MARKET STUDY
D
Sub-groups within each category further define the households from each social group
with the top tier of each comprising the highest income and socio-economic status
households. The following charts move from the most urban to the most rural segments
from left to right.
Low-tier Micro-City Blues dominates the resident households whereas mid-tier Country
Comfort is most represented by the workplace population.
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Suburban
Second City
Second City
Town/Rural
Rural
EAST LANSING, MI
MARKET STUDY
ra
D
Micro-City Blues was created via the predominantly downscale residents living in the
affordable housing found throughout the nation's smaller cities. A diverse social group,
these five segments contain a mix of old and young, singles and widowers, whites,
African-Americans and Hispanics. Most of the workers hold blue-collar jobs–hence the
name–and their marketplace behaviors reflect the segments' varied lifestyles. This is one
of the few social groups where consumers have a high index for video games and bingo,
aerobic exercise and fishing, BET and the Country Music Network.
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Country Comfort are filled with predominantly white, middle-class homeowners. In their
placid towns and scenic bedroom communities, these Americans tend to be married,
between the ages of 25 and 54, with or without children. They enjoy comfortable upscale
lifestyles, exhibiting high indices for barbecuing, bar-hopping and playing golf as well as
home-based activities such as gardening, woodworking and crafts. Reflecting their rural,
family environment, they prefer trucks, SUVs and minivans to cars.
The following Dominant Social Group Map graphically illustrates the information
displayed in the Social Groups charts. The map allows the reader to further understand
the distribution household segments within the market areas. While the reader may
understand the given segments to be ubiquitously represented within the market area, by
reading the social group data, the map will clarify the concentration of the dominant
segments by block group. The pages following the map further define lifestyle tendencies
and consumer behaviors for these social groups and the segments within them.
While buying habits and lifestyle preferences may vary among the social group segments,
the remaining sections of this market study will provide information as to where these
household segments converge in their retail needs.
EAST LANSING SOCIAL GROUPS
HOUSEHOLD
PRIZM
Herbison
Herbison
Rd
Herbison Rd
Rd
D
Current Households
#
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
2
22
22
22
2
2
2
2
2
2
2
22
22
22
22
22
22
2
Wood
Rd
Rd
Wood
Wood Rd
Wood
Rd
Rd
DeWitt
DeWitt
DeWitt
Rd
Rd
DeWitt
DeWitt
DeWitt Rd
Rd
Rd
Rd
Airport
Airport
Airport Rd
Rd
Rd
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
ra
Stoll
Rd
Stoll
Rd
Stoll Rd
Rd
Stoll
Stoll
Rd
Stoll
Rd
1 Dot = 30
Webster
Webster
Webster Rd
Rd
Rd
Rd
Webster
Webster
Webster
Rd
Clark
Rd
Clark
Rd
Clark Rd
Rd
Clark
Clark
Rd
Clark
Rd
estimated by block group
State
Rd
State
State Rd
Rd
Rd
State
State
State
Rd
G
Grrrrraaannn
G
G
G
ddd
dR
d
RRR
Riv
iv
ive
eee
errrrr H
Hw
H
H
H
w
wyyyyy
PRIMARY
TRADE AREA
ft
D
De
D
eee
elt
D
D
ltltlt
lta
aaa
a RRRiv
iv
ive
iv
eee
errrrr D
iv
D
Drrr
SSSttttt
w
w
w
iiiinnnaaaaa
i
g
g
g
SSSaaaaa
Lake
Lansing
Rd
Lake
Lansing
Rd
Lake Lansing
Lansing Rd
Rd
Lake
Lake
Lansing
Rd
Lake
Lansing
Rd
Michigan
Michigan
Michigan Ave
Ave
Ave
Kalamazoo
Kalamazoo
Kalamazoo St
St
St
St
Kalamazoo
Kalamazoo
Kalamazoo
St
Logan
Logan
Logan St
St
St
Waverly
Waverly
Marsh
Rd
Rd
Marsh
Marsh Rd
Marsh
Rd
Rd
Okemos
Okemos
Jolly
Jolly
Jolly Rd
Rd
Rd
Rd
Jolly
Jolly
Jolly
Rd
Social Groups
Name
Okemos
Okemos
Okemos Rd
Rd
Rd
Rd
Okemos
Okemos
Okemos
Rd
Aurelius
Rd
Rd
Aurelius
Aurelius
Aurelius Rd
Rd
Rd
Waa
W
W
W
W
aaasssssshhh
hhiiin
nggg
nnn
ggttttto
onnn
ooo
nnnAAA
vvvvveee
Mount
Mount
Mount
Hope
Hope
Rd
Rd
Mount
Mount
Mount Hope
Hope
Hope
Hope Rd
Rd
Rd
Rd
Cavanaugh
Cavanaugh
Cavanaugh Rd
Rd
Rd
Haslett
Rd
Haslett
Haslett Rd
Rd
Rd
Haslett
Haslett
Haslett
Rd
SECONDARY
TRADE AREA
MICHIGAN
STATE
UNIVERSITY
College
College
College Rd
Rd
Rd
Rd
Waverly
Waverly
Waverly Rd
Rd
Holmes
Holmes
Holmes Rd
Rd
Rd
Rd
Holmes
Holmes
Holmes
Rd
Pleasant
Grove Rd
Rd
Pleasant
Pleasant Grove
Rd
Grove
Pleasant
Grove
Rd
Rd
Mt
Mt
Mt
Hope
Hope
Ave
Ave
Mt
Mt
Mt Hope
Hope
Hope
Hope Ave
Ave
Ave
Ave
Harrison
Harrison Ave
Ave
Harrison
Ave
Lansing
Lansing
Burcham
Burcham
Burcham Dr
Dr
Dr
Dr
Burcham
Burcham
Burcham
Dr
Dobie
Dobie
Dobie Rd
Rd
Rd
Rd
Dobie
Dobie
Dobie
Rd
Rd
Oakland Ave
Ave
Oakland
Oakland
Ave
Ave
Oakland
Ave
Oakland
Oakland
Rd
Hagadorn
Hagadorn
Hagadorn Rd
Rd
East
East Lansing
Lansing
Edgemont
Edgemont Park
Park
Ave
Pennsylvania
Pennsylvania
Pennsylvania Ave
Ave
Ave
Elmwood
Elmwood
Elmwood Rd
Rd
Rd
Haslett
Haslett
S2
S3
S4
C1
C2
C3
T2
T4
Miller
Miller
Miller Rd
Rd
Rd
Rd
Miller
Miller
Miller
Rd
The Affluentials
Middleburbs
Inner Suburbs
Second City Society
City Centers
Micro-City Blues
Country Comfort
Rustic Living
Unassigned
PTA % Comp STA % Comp
3.38
6.28
11.16
0.00
5.88
60.51
1.51
11.28
0.00
9.61
14.90
8.27
1.37
10.37
48.89
2.83
3.76
0.00
EAST LANSING SOCIAL GROUPS
WORKPLACE
PRIZM
Herbison
Herbison
Rd
Herbison Rd
Rd
D
Current Households
#
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
2
22
22
22
2
2
2
2
2
2
2
22
22
22
22
22
22
2
Wood
Rd
Rd
Wood
Wood Rd
Wood
Rd
Rd
DeWitt
DeWitt
DeWitt
Rd
Rd
DeWitt
DeWitt
DeWitt Rd
Rd
Rd
Rd
Airport
Airport
Airport Rd
Rd
Rd
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
ra
Stoll
Rd
Stoll
Rd
Stoll Rd
Rd
Stoll
Stoll
Rd
Stoll
Rd
1 Dot = 30
Webster
Webster
Webster Rd
Rd
Rd
Rd
Webster
Webster
Webster
Rd
Clark
Rd
Clark
Rd
Clark Rd
Rd
Clark
Clark
Rd
Clark
Rd
State
State
State Rd
Rd
Rd
Rd
State
State
State
Rd
G
Grrrrraaannn
G
G
G
ddd
dR
d
RRR
Riv
iv
ive
eee
errrrr H
Hw
H
H
H
w
wyyyyy
PRIMARY
TRADE AREA
ft
D
De
D
eee
elt
D
D
ltltlt
lta
aaa
a RRRiv
iv
ive
iv
eee
errrrr D
iv
D
Drrr
SSSttttt
w
w
w
iiiinnnaaaaa
i
g
g
g
SSSaaaaa
Lake
Lansing
Rd
Lake
Lansing
Rd
Lake Lansing
Lansing Rd
Rd
Lake
Lake
Lansing
Rd
Lake
Lansing
Rd
Michigan
Michigan
Michigan Ave
Ave
Ave
Kalamazoo
Kalamazoo
Kalamazoo St
St
St
St
Kalamazoo
Kalamazoo
Kalamazoo
St
Logan
Logan
Logan St
St
St
Waverly
Waverly
Marsh
Rd
Rd
Marsh
Marsh Rd
Marsh
Rd
Rd
Okemos
Okemos
Okemos Rd
Rd
Rd
Rd
Okemos
Okemos
Okemos
Rd
Aurelius
Rd
Rd
Aurelius
Aurelius
Aurelius Rd
Rd
Rd
Waa
W
W
W
W
aaasssssshhh
hhiiin
nggg
nnn
ggttttto
onnn
ooo
nnnAAA
vvvvveee
Jolly
Jolly
Jolly Rd
Rd
Rd
Rd
Jolly
Jolly
Jolly
Rd
G
G
G
Grrrrrra
G
G
an
aa
aa
nd
nn
nn
dR
dd
dd
iv
iv
Riv
RR
RR
ive
iv
iv
errrrrr A
ee
ee
A
A
Avvvvvve
A
A
e
ee
ee
Okemos
Okemos
Mount
Mount
Mount
Hope
Hope
Rd
Rd
Mount
Mount
Mount Hope
Hope
Hope
Hope Rd
Rd
Rd
Rd
Cavanaugh
Cavanaugh
Cavanaugh Rd
Rd
Rd
Haslett
Rd
Haslett
Haslett Rd
Rd
Rd
Haslett
Haslett
Haslett
Rd
SECONDARY
TRADE AREA
MICHIGAN
STATE
UNIVERSITY
College
College
College Rd
Rd
Rd
Rd
Waverly
Waverly
Waverly Rd
Rd
Holmes
Holmes
Holmes Rd
Rd
Rd
Rd
Holmes
Holmes
Holmes
Rd
Pleasant
Grove Rd
Rd
Pleasant
Pleasant Grove
Rd
Grove
Pleasant
Grove
Rd
Rd
Mt
Mt
Mt
Hope
Hope
Ave
Ave
Mt
Mt
Mt Hope
Hope
Hope
Hope Ave
Ave
Ave
Ave
Harrison
Harrison Ave
Ave
Harrison
Ave
Lansing
Lansing
Burcham
Burcham
Burcham Dr
Dr
Dr
Dr
Burcham
Burcham
Burcham
Dr
Dobie
Dobie
Dobie Rd
Rd
Rd
Rd
Dobie
Dobie
Dobie
Rd
Rd
Oakland Ave
Ave
Oakland
Oakland
Ave
Ave
Oakland
Ave
Oakland
Oakland
Rd
Hagadorn
Hagadorn
Hagadorn Rd
Rd
East
East Lansing
Lansing
Edgemont
Edgemont Park
Park
Ave
Pennsylvania
Pennsylvania
Pennsylvania Ave
Ave
Ave
Elmwood
Elmwood
Elmwood Rd
Rd
Rd
Haslett
Haslett
Social Groups
Name
C2
C3
T1
T2
Miller
Miller
Miller Rd
Rd
Rd
Rd
Miller
Miller
Miller
Rd
City Centers
Micro-City Blues
Landed Gentry
Country Comfort
Unassigned
6.00
29.55
0.00
64.45
0.00
3.26
24.14
4.64
67.96
0.00
CBRE | Consumer Behavior Analytics
Social Groups Segmentation
SUBURBAN
D
The Suburban classification are typically areas that are dependent upon Urban
areas but are not the population center but rather a continuation of the density
decline as one moves out from the city center. While some suburbs may be
employment centers, their lifestyles and commuting patterns will be more tied to
one another or to the Urban core than within themselves.
Suburbs
40-90 Density
23.4% of USA
ft
THE AFFLUENTIALS
The six segments in The Affluentials are one socioeconomic rung down from the Elite Suburbs–with a 25 percent
drop in median income–but their residents still enjoy comfortable, suburban lifestyles. The median income in S2 is
nearly $60,000, the median home value is about $200,000, and the mostly couples in this social group tend to
have college degrees and white-collar jobs. Asian Americans make up an important minority in these
predominantly white segments. As consumers, The Affluentials are big fans of health foods, computer equipment,
consumer electronics and the full range of big-box retailers.
Segments 8, 14, 15, 17, 18, 19
MIDDLEBURBS
The five segments that comprise Middleburbs share a middle-class, suburban perspective, but there the similarity
ends. Two groups are filled with very young residents, two are filled with seniors and one is middle-aged. In
addition, S3 includes a mix of both, homeowners and renters as well as high school graduates and college alums.
With good jobs and money in their jeans, the members of Middleburbs tend to have plenty of discretionary income
to visit nightclubs and casual-dining restaurants, shop at midscale department stores, buy dance and easy listening
CDs by the dozen and travel across the U.S. and Canada.
Segments 21, 22, 30, 36, 39
INNER SUBURBS
The four segments in the Inner Suburbs social group are concentrated in the inner-ring suburbs of major metros–
areas where residents tend to be high school educated, unmarried and lower-middle class. There's diversity in this
group, with segments that are racially mixed, divided evenly between homeowners and renters and filled with
households that are either young or aging in place. However, the consumer behavior of the S4 segments are
dominated by older Americans who enjoy social activities at veterans clubs and fraternal orders, TV news and talk
shows, and shopping at discount department stores.
Segments 44, 46, 49, 52
2013 CBRE ALL RIGHTS RESERVED
PRIZM NE SEGMENTATION| SOCIAL GROUP
ra
ELITE SUBURBS
The most affluent suburban social group, Elite Suburbs is a world of six-figure incomes, post-graduate degrees,
single-family homes and managerial and professional occupations. The segments here are predominantly white
with significant concentrations of well-off Asian Americans. Befitting their lofty salaries, S1 members are big
consumers of large homes, expensive clothes, luxury cars and foreign travel. Despite representing a small portion
of the U.S. population, they hold a large share of the nation's personal net worth.
Segments 1, 2, 3, 6
SECOND CITY
D
Second Cities are less densely populated than Urban areas and are typically more
similar to the Suburban density. These locations are the population center of their
surrounding community and also typically have far greater affluence than their
small city cousins.
Cities & Big Towns
40-85 Density
18.3% of USA
ft
CITY CENTERS
The five segments in the C2 social group consist of a mix of Americans–old and young, homeowners and renters,
families and singles–who've settled in the nation's satellite cities. What they share is a middle-class status, some
college educations and a lifestyle heavy on leisure and recreation. The members of City Centers tend to be big
fans of home-centered activities: computer surfing, video renting, TV viewing and playing games and musical
instruments. Outside their homes, they go to movies, museums and bowling alleys at high rates.
Segments 24, 27, 34, 35, 41
MICRO-CITY BLUES
Micro-City Blues was created via the predominantly downscale residents living in the affordable housing found
throughout the nation's smaller cities. A diverse social group, these five segments contain a mix of old and young,
singles and widowers, whites, African-Americans and Hispanics. Most of the workers hold blue-collar jobs–hence
the name–and their marketplace behaviors reflect the segments' varied lifestyles. This is one of the few social
groups where consumers have a high index for video games and bingo, aerobic exercise and fishing, BET and the
Country Music Network.
Segments 47, 53, 60, 62, 63
ra
SECOND CITY SOCIETY
Among second-tier cities, Second City Society stands at the top of the heap, a social group consisting of the
wealthiest families who live outside the nation's metropolitan core. The three segments in this group are dominated
with married couples with children, college degrees, large homes, and executive jobs. Ethnically, the residents are
predominantly white with above-average rates of Asian Americans. In the marketplace, they spend big on digital
and wireless technology, business and cultural media, casual-dining restaurants, upscale retailers, foreign travel
and luxury cars.
Segments 10, 12, 13
TOWN & RURAL
D
The Town & Rural category includes exurbs, towns, farming communities, and a
wide range of other rural areas. The “town” aspect of this class covers the
thousands of small towns and villages scattered amongst the rural heartland, as
well as the low-density areas far beyond the outer beltways and suburban rings of
America’s major metros.
Exurbs & Towns
<40 Density
39.6% of USA
ft
COUNTRY COMFORT
The five segments in Country Comfort are filled with predominantly white, middle-class homeowners. In their
placid towns and scenic bedroom communities, these Americans tend to be married, between the ages of 25 and
54, with or without children. They enjoy comfortable upscale lifestyles, exhibiting high indices for barbecuing, barhopping and playing golf as well as home-based activities such as gardening, woodworking and crafts. Reflecting
their rural, family environment, they prefer trucks, SUVs and minivans to cars.
Segments 23, 28, 32, 33, 37
MIDDLE AMERICA
The six segments in Middle America are filled with middle-class homeowners living in small towns and remote
exurbs. Typically found in scenic settings throughout the nation's heartland, Middle Americans tend to be white,
high school educated, living as couples or larger families, and ranging in age from under 25 to over 65. Like
many residents of remote communities, these conservative consumers tend to prefer traditional rural pursuits:
fishing, hunting, making crafts, antique collecting, watching television and meeting at civic and veterans clubs for
recreation and companionship. Friday nights are for celebrating high school sports.
Segments 38, 42, 43, 45, 50, 51
RUSTIC LIVING
The six segments in Rustic America represent the nation's most isolated towns and rural villages. As a group, T4
residents have relatively modest incomes, low educational levels, aging homes and blue-collar occupations. Many
of the residents, a mix of young singles and seniors, are unmarried, and they've watched scores of their neighbors
migrate to the city. In their remote communities, these consumers spend their leisure time in such traditional smalltown activities as fishing and hunting, attending social activities at the local church and veterans club, enjoying
country music and car racing.
Segments 48, 55, 56, 57, 58, 64
ra
LANDED GENTRY
Widely scattered throughout the nation, the five segments in the Landed Gentry social group consist of wealthy
Americans who migrated to the smaller boomtowns beyond the nation's beltways. Many of the households contain
Boomer families and couples with college degrees, professional jobs–they're twice as likely as average Americans
to telecommute–and expansive homes. With their upscale incomes, they can afford to spend heavily on consumer
electronics, wireless and computer technology, luxury cars, powerboats, books and magazines, children's toys and
exercise equipment.
Segments 5, 9, 11, 20, 25
URBAN
D
Urban areas typically have population scores between 85 and 99. They include
both downtowns of major cities and surrounding neighborhoods. Households
within this classification live within the classic high-density neighborhoods found in
the heart of America’s largest cities.
Mega Cities
85-99 Density
18.7% of USA
ft
MIDTOWN MIX
Diversity is the hallmark of Midtown Mix, a group of midscale urban segments. It's the most ethnically diverse
social group, besides containing a mix of singles and couples, homeowners and renters, college alumnae and
high school graduates. In U2, the households are dominated by childless consumers who pursue active social
lives–frequenting bars, health clubs and restaurants at high rates–listen to progressive music, drive small imports
and acquire the latest consumer electronics.
Segments 31, 40, 54
URBAN CORES
Urban Cores segments are characterized by relatively modest incomes, educations and rental apartments, but
affordable housing is part of the allure for the group's young singles and aging retirees. One of the least affluent
social groups, U3 has a high concentration of Hispanics and African-Americans, and surveys indicate a fondness
for both ethnic and mainstream media and products. Among the group's preferences: TV news and daytime
programming, Spanish and black radio, telephony services and pagers, cheap fast food and high-end department
stores.
Segments 59, 61, 65, 66
ra
URBAN UPTOWN
The five segments in Urban Uptown are home to the nation's wealthiest urban consumers. Members of this social
group tend to be affluent to middle class, college educated and ethnically diverse, with above-average
concentrations of Asian and Hispanic Americans. Although this group is diverse in terms of housing styles and
family sizes, residents share an upscale urban perspective that's reflected in their marketplace choices. Urban
Uptown consumers tend to frequent the arts, shop at exclusive retailers, drive luxury imports, travel abroad and
spend heavily on computer and wireless technology.
Segments 4, 7, 16, 26, 29
LIFESTAGE GROUPS
ra
D
ft
EAST LANSING, MI
MARKET STUDY
SEGMENTATION – LIFESTAGE GROUPS
ra
D
All of the 66 segments are also grouped into 11 broader Lifestage Groups which capture
a combination of three variables—affluence, householder age and whether there are
children living at home—to help paint a more vivid picture of each segment’s likely
lifestyle. There are three broad groups; Younger Years, Family Life and Mature Years.
Of these there are sub-groups that combine segments that fit. As an example, what the
three Lifestage Groups that comprise “Younger Years” share is that all of those
households are, for the most part, young and childless. What differentiates Lifestage
Group “Midlife Success” from the group “Young Achievers” is the level of affluence each
has achieved at this young age. Similarly, the four groups of segments that make up
“Family Life” have children in common while segments categorized as “Mature Years” are
mostly empty nesters.
Primary
Secondary
Younger Years
HH
WP
89.4%
94.9%
82.5%
99.9%
Family Life
HH
WP
5.6%
5.1%
5.2%
0.1%
Mature Years
HH
WP
5.0%
.05%
12.3%
-
ft
Trade Area
Younger Years is most dominant in both of the trade areas.
For resident
households,
Striving Singles
is most
dominant in
both the PTA
and STA.
Family Life’s
middle-tier
Mainstream
Families and
mid-tier
Conservative
Classics make
an appearance,
but Young
Achievers and
Midlife Success
are more
predominant.
Younger Years
Family Life
Mature Years
EAST LANSING, MI
MARKET STUDY
SEGMENTATION – LIFESTAGE GROUPS
ra
D
ft
Younger Years
Family Life
Workplace population is also dominated by the Striving Singles Lifestage group with 93%
of the PTA and 81% of the STA represented.
Striving Singles make up the most downscale of the Younger Years class. Centered in
exurban towns and satellite cities, these twentysomething singles typically have low
incomes—often under $25,000 a year—from service jobs or part-time work they take on
while going to college. Housing for this group consists of a mix of cheap apartment
complexes, dormitories and mobile homes. As consumers, the residents in these
segments score high for outdoor sports, movies and music, fast food and inexpensive
cars.
Following is a map of the trade areas by dominant Lifestage Groups followed by more
detailed descriptions of each group.
EAST LANSING LIFESTAGE GROUPS
HOUSEHOLD
PRIZM
Herbison
Herbison
Rd
Herbison Rd
Rd
D
Current Households
#
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
2
22
22
22
2
2
2
2
2
2
2
22
22
22
22
22
22
2
Wood
Rd
Rd
Wood
Wood Rd
Wood
Rd
Rd
DeWitt
DeWitt
DeWitt
Rd
Rd
DeWitt
DeWitt
DeWitt Rd
Rd
Rd
Rd
Airport
Airport
Airport Rd
Rd
Rd
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
ra
Stoll
Rd
Stoll
Rd
Stoll Rd
Rd
Stoll
Stoll
Rd
Stoll
Rd
1 Dot = 30
Webster
Webster
Webster Rd
Rd
Rd
Rd
Webster
Webster
Webster
Rd
Clark
Rd
Clark
Rd
Clark Rd
Rd
Clark
Clark
Rd
Clark
Rd
State
State
State Rd
Rd
Rd
Rd
State
State
State
Rd
G
Grrrrraaannn
G
G
G
ddd
dR
d
RRR
Riv
iv
ive
eee
errrrr H
Hw
H
H
H
w
wyyyyy
PRIMARY
TRADE AREA
ft
D
De
D
eee
elt
D
D
ltltlt
lta
aaa
a RRRiv
iv
ive
iv
eee
errrrr D
iv
D
Drrr
SSSttttt
w
w
w
iiiinnnaaaaa
i
g
g
g
SSSaaaaa
Lake
Lansing
Rd
Lake
Lansing
Rd
Lake Lansing
Lansing Rd
Rd
Lake
Lake
Lansing
Rd
Lake
Lansing
Rd
Michigan
Michigan
Michigan Ave
Ave
Ave
Kalamazoo
Kalamazoo
Kalamazoo St
St
St
St
Kalamazoo
Kalamazoo
Kalamazoo
St
Logan
Logan
Logan St
St
St
Waverly
Waverly
Miller
Miller
Miller Rd
Rd
Rd
Rd
Miller
Miller
Miller
Rd
Marsh
Rd
Rd
Marsh
Marsh Rd
Marsh
Rd
Rd
Lifestage Groups
Okemos
Okemos
Okemos Rd
Rd
Rd
Rd
Okemos
Okemos
Okemos
Rd
Aurelius
Rd
Rd
Aurelius
Aurelius
Aurelius Rd
Rd
Rd
Waa
W
W
W
W
aaasssssshhh
hhiiin
nggg
nnn
ggttttto
onnn
ooo
nnnAAA
vvvvveee
Jolly
Jolly
Jolly Rd
Rd
Rd
Rd
Jolly
Jolly
Jolly
Rd
G
G
G
Grrrrrra
G
G
an
aa
aa
nd
nn
nn
dR
dd
dd
iv
iv
Riv
RR
RR
ive
iv
iv
errrrrr A
ee
ee
A
A
Avvvvvve
A
A
e
ee
ee
Okemos
Okemos
Mount
Mount
Mount
Hope
Hope
Rd
Rd
Mount
Mount
Mount Hope
Hope
Hope
Hope Rd
Rd
Rd
Rd
Cavanaugh
Cavanaugh
Cavanaugh Rd
Rd
Rd
Haslett
Rd
Haslett
Haslett Rd
Rd
Rd
Haslett
Haslett
Haslett
Rd
SECONDARY
TRADE AREA
MICHIGAN
STATE
UNIVERSITY
College
College
College Rd
Rd
Rd
Rd
Waverly
Waverly
Waverly Rd
Rd
Holmes
Holmes
Holmes Rd
Rd
Rd
Rd
Holmes
Holmes
Holmes
Rd
Pleasant
Grove Rd
Rd
Pleasant
Pleasant Grove
Rd
Grove
Pleasant
Grove
Rd
Rd
Mt
Mt
Mt
Hope
Hope
Ave
Ave
Mt
Mt
Mt Hope
Hope
Hope
Hope Ave
Ave
Ave
Ave
Harrison
Harrison Ave
Ave
Harrison
Ave
Lansing
Lansing
Burcham
Burcham
Burcham Dr
Dr
Dr
Dr
Burcham
Burcham
Burcham
Dr
Name
Dobie
Dobie
Dobie Rd
Rd
Rd
Rd
Dobie
Dobie
Dobie
Rd
Rd
Oakland Ave
Ave
Oakland
Oakland
Ave
Ave
Oakland
Ave
Oakland
Oakland
Rd
Hagadorn
Hagadorn
Hagadorn Rd
Rd
East
East Lansing
Lansing
Edgemont
Edgemont Park
Park
Ave
Pennsylvania
Pennsylvania
Pennsylvania Ave
Ave
Ave
Elmwood
Elmwood
Elmwood Rd
Rd
Rd
Haslett
Haslett
Y1 Midlife Success
1.51
Y2 Young Achievers
12.16
Y3 Striving Singles
75.73
F3 Mainstream Families 5.62
M2 Conservative Classics 3.38
M4 Sustaining Seniors
1.61
Unassigned
0.00
11.60
20.12
50.78
5.21
10.43
1.87
0.00
EAST LANSING LIFESTAGE GROUPS
WORKPLACE
PRIZM
Herbison
Herbison
Rd
Herbison Rd
Rd
D
Current Households
#
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
1.5
2
22
22
22
2
2
2
2
2
2
2
22
22
22
22
22
22
2
Wood
Rd
Rd
Wood
Wood Rd
Wood
Rd
Rd
DeWitt
DeWitt
DeWitt
Rd
Rd
DeWitt
DeWitt
DeWitt Rd
Rd
Rd
Rd
Airport
Airport
Airport Rd
Rd
Rd
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
Miles
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
KM
ra
Stoll
Rd
Stoll
Rd
Stoll Rd
Rd
Stoll
Stoll
Rd
Stoll
Rd
1 Dot = 30
Webster
Webster
Webster Rd
Rd
Rd
Rd
Webster
Webster
Webster
Rd
Clark
Rd
Clark
Rd
Clark Rd
Rd
Clark
Clark
Rd
Clark
Rd
State
State
State Rd
Rd
Rd
Rd
State
State
State
Rd
G
Grrrrraaannn
G
G
G
ddd
dR
d
RRR
Riv
iv
ive
eee
errrrr H
Hw
H
H
H
w
wyyyyy
PRIMARY
TRADE AREA
ft
D
De
D
eee
elt
D
D
ltltlt
lta
aaa
a RRRiv
iv
ive
iv
eee
errrrr D
iv
D
Drrr
SSSttttt
w
w
w
iiiinnnaaaaa
i
g
g
g
SSSaaaaa
Lake
Lansing
Rd
Lake
Lansing
Rd
Lake Lansing
Lansing Rd
Rd
Lake
Lake
Lansing
Rd
Lake
Lansing
Rd
Michigan
Michigan
Michigan Ave
Ave
Ave
Kalamazoo
Kalamazoo
Kalamazoo St
St
St
St
Kalamazoo
Kalamazoo
Kalamazoo
St
Logan
Logan
Logan St
St
St
Waverly
Waverly
Miller
Miller
Miller Rd
Rd
Rd
Rd
Miller
Miller
Miller
Rd
Marsh
Rd
Rd
Marsh
Marsh Rd
Marsh
Rd
Rd
Lifestage Groups
Okemos
Okemos
Okemos Rd
Rd
Rd
Rd
Okemos
Okemos
Okemos
Rd
Aurelius
Rd
Rd
Aurelius
Aurelius
Aurelius Rd
Rd
Rd
Waa
W
W
W
W
aaasssssshhh
hhiiin
nggg
nnn
ggttttto
onnn
ooo
nnnAAA
vvvvveee
Jolly
Jolly
Jolly Rd
Rd
Rd
Rd
Jolly
Jolly
Jolly
Rd
G
G
G
Grrrrrra
G
G
an
aa
aa
nd
nn
nn
dR
dd
dd
iv
iv
Riv
RR
RR
ive
iv
iv
errrrrr A
ee
ee
A
A
Avvvvvve
A
A
e
ee
ee
Okemos
Okemos
Mount
Mount
Mount
Hope
Hope
Rd
Rd
Mount
Mount
Mount Hope
Hope
Hope
Hope Rd
Rd
Rd
Rd
Cavanaugh
Cavanaugh
Cavanaugh Rd
Rd
Rd
Haslett
Rd
Haslett
Haslett Rd
Rd
Rd
Haslett
Haslett
Haslett
Rd
SECONDARY
TRADE AREA
MICHIGAN
STATE
UNIVERSITY
College
College
College Rd
Rd
Rd
Rd
Waverly
Waverly
Waverly Rd
Rd
Holmes
Holmes
Holmes Rd
Rd
Rd
Rd
Holmes
Holmes
Holmes
Rd
Pleasant
Grove Rd
Rd
Pleasant
Pleasant Grove
Rd
Grove
Pleasant
Grove
Rd
Rd
Mt
Mt
Mt
Hope
Hope
Ave
Ave
Mt
Mt
Mt Hope
Hope
Hope
Hope Ave
Ave
Ave
Ave
Harrison
Harrison Ave
Ave
Harrison
Ave
Lansing
Lansing
Burcham
Burcham
Burcham Dr
Dr
Dr
Dr
Burcham
Burcham
Burcham
Dr
Dobie
Dobie
Dobie Rd
Rd
Rd
Rd
Dobie
Dobie
Dobie
Rd
Rd
Oakland Ave
Ave
Oakland
Oakland
Ave
Ave
Oakland
Ave
Oakland
Oakland
Rd
Hagadorn
Hagadorn
Hagadorn Rd
Rd
East
East Lansing
Lansing
Edgemont
Edgemont Park
Park
Ave
Pennsylvania
Pennsylvania
Pennsylvania Ave
Ave
Ave
Elmwood
Elmwood
Elmwood Rd
Rd
Rd
Haslett
Haslett
Name
Y1 Midlife Success
0.00
Y2 Young Achievers
2.39
Y3 Striving Singles
92.48
F3 Mainstream Families 5.08
M2 Conservative Classics 0.05
Unassigned
0.00
18.15
0.95
80.81
0.09
0.00
0.00
Lifestage Groups Segmentation
YOUNGER YEARS
Age under 45
D
Singles & Couples
31.1% of USA
ft
YOUNG ACHIEVERS
Young, hip singles are the prime residents of Young Achievers, a lifestage group of twentysomethings who’ve
recently settled in metro neighborhoods. Their incomes range from working-class to well-to-do, but most residents
are still renting apartments in cities or close-in suburbs. These seven segments contain a high percentage of Asian
singles, and there’s a decidedly progressive sensibility in their tastes as reflected in the group’s liberal politics,
alternative music and lively nightlife. Young Achievers segments are twice as likely as the general population to
include college students living in group quarters.
Segments 4, 16, 22, 23, 24, 31, 35
STRIVING SINGLES
The seven segments in Striving Singles make up the most downscale of the Younger Years class. Centered in
exurban towns and satellite cities, these twentysomething singles typically have low incomes—often under $25,000
a year—from service jobs or part-time work they take on while going to college. Housing for this group consists of
a mix of cheap apartment complexes, dormitories and mobile homes. As consumers, the residents in these
segments score high for outdoor sports, movies and music, fast food and inexpensive cars.
Segments 42, 44, 45, 47, 48, 53, 56
PRIZM NE SEGMENTATION| LIFESTAGE GROUP
ra
MIDLIFE SUCCESS
The eight segments in Midlife Success typically are filled with childless singles and couples in their thirties and
forties. The wealthiest of the Younger Years class, this group is home to many white, college-educated residents
who make six-figure incomes at executive and professional jobs but also extends to more middle class segments.
Most of these segments are found in suburban and exurban communities, and consumers here are big fans of the
latest technology, financial products, aerobic exercise and travel.
Segments 3, 8, 11, 12, 19, 25, 30, 37
FAMILY LIFE
Middle Age 25-54
D
Families with Children
33.5% of USA
ft
YOUNG ACCUMULATORS
Compared to the Accumulated Wealth group, the five segments in Young Accumulators are slightly younger and
less affluent than their upscale peers. Ethnically diverse, these households include an above-average number of
Hispanic and Asian Americans. Adults typically have college educations and work a mix of white-collar managerial
and professional jobs. Found mostly in suburban and exurban areas, the large families in Young Accumulators
have fashioned comfortable, upscale lifestyles in their mid-sized homes. They favor outdoor sports, kid-friendly
technology and adult toys like campers, powerboats and motorcycles. Their media tastes lean towards cable
networks targeted to children and teenagers.
Segments 13, 17, 18, 20, 29
MAINSTREAM FAMILIES
Mainstream Families refers to a collection of seven segments of middle- and working-class child-filled households.
While the age range of adults is broad—from 25 to 54—most families have at least one child under 18. And
residents in this exurban group share similar consumption patterns, living in modestly priced homes—including
mobile homes—and ranking high for owning three or more cars. As consumers, Mainstream Families maintain
lifestyles befitting large families in the nation’s small towns: lots of sports, electronic toys, groceries in bulk and
televised media.
Segments 32, 33, 34, 36, 50, 51, 52, 54
SUSTAINING FAMILIES
Sustaining Families is the least affluent of Family Life groups, an assortment of segments that range from workingclass to decidedly downscale. Ethnically mixed, with a high percentage of African American, Asian and Hispanic
families, these segments also display geographic diversity—from inner cities to some of the most isolated
communities in the nation. Most adults hold blue-collar and service jobs, earning wages that relegate their
families to small, older apartments and mobile homes. And the lifestyles are similarly modest: Households here
are into playing games and sports, shopping at discount chains and convenience stores, and tuning into nearly
everything that airs on TV and radio.
Segments 63, 64, 65, 66
ra
ACCUMULATED WEALTH
The presence of children is the defining characteristic of the segments in the Family Life class. The three segments
in Accumulated Wealth contain the wealthiest families, mostly college-educated, white-collar Baby Boomers living
in sprawling homes beyond the nation’s beltways. These large family segments are filled with upscale
professionals—the group’s median income is nearly six figures—who have the disposable cash and sophisticated
tastes to indulge their children with electronic toys, computer games and top-of-the-line sporting equipment. The
adults in these households are also a prime audience for print media, expensive cars and frequent vacations—
often to theme parks as well as European destinations.
Segments 2, 5, 6
MATURE YEARS
Age over 45
D
Singles & Couples
38.0% of USA
ft
CONSERVATIVE CLASSICS
College educated, over 55 years old and upper-middle-class, the six segments in Conservative Classics offer a
portrait of quiet comfort. These childless singles and couples live in older suburban homes with two cars in the
driveway and a wooden deck out back. For leisure at home, they enjoy gardening, reading books, watching
public television and entertaining neighbors over barbecues. When they go out, it’s often to a local museum, the
theater or a casual-dining restaurant like the Olive Garden or Lone Star Steakhouse.
Segments 14, 15, 21, 26, 27, 28
CAUTIOUS COUPLES
Another large group of Mature Years segments is Cautious Couples, featuring an over-55-year-old mix of singles,
couples and widows. Widely scattered throughout the nation, the residents in these seven segments typically are
working-class and white, with some college education and a high rate of homeownership. Given their blue-collar
roots, Cautious Couples today pursue sedate lifestyles. They have high rates for reading, travel, eating out at
family restaurants and pursuing home-based hobbies like coin collecting and gardening.
Segments 38, 39, 40, 41, 43, 46, 49
SUSTAINING SENIORS
Sustaining Seniors consists of nine segments filled with older, economically challenged Americans. Racially mixed
and dispersed throughout the country, they all score high for having residents who are over 65 years old and
household incomes under $25,000. Many are single or widowed, have modest educational achievement and live
in older apartments or small homes. On their fixed incomes, they lead low-key, home-centered lifestyles. They’re
big on watching TV, gardening, sewing and woodworking. Their social life often revolves around activities at
veterans clubs and fraternal organizations.
Segments 55, 57, 58, 59, 60, 61, 62
ra
AFFLUENT EMPTY NESTS
While those on the “MTV side” of fifty may debate their inclusion in this group, Americans in the Mature Years tend
to be over 45 years old and living in houses that have empty-nested. The four wealthiest segments in this group
are classified Affluent Empty Nests, and they feature upscale couples who are college educated, hold executive
and professional positions and are over 45. While their neighborhoods are found across a variety of
landscapes—from urban to small-town areas—they all share a propensity for living in large, older homes. With
their children out of the house, these consumers have plenty of disposable cash to finance active lifestyles rich in
travel, cultural events, exercise equipment and business media. These folks are also community activists who write
politicians, volunteer for environmental groups and vote heavily in elections.
Segments 1, 7, 9, 10
RETAILER RANKINGS
ra
D
ft
EAST LANSING, MI
MARKET STUDY
RETAILER RANKING
Market area Retailer Preferences
D
Our Retailer Ranking section looks at the market areas and analyzes, for all of the
segments that are represented, tendencies specifically for retailers, grocers and
Restaurants. This form of analysis will ensure that all of the households are represented
by including any of the 66 segments that have a count in this geography.
ra
The following reports are a ranking by Index of retailers, grocers and restaurants that the
segments in the defined market areas have a propensity to frequent. Any Index over 100
is indication that these consumers have a higher propensity than the average US
household for shopping at or buying from the specified profile. The higher the Index the
greater the potential of customers for stores of that type in this market area.
ft
Two reports are provided and compare results for each trade area. One report is listed
by Index, as partially shown below, while the second report lists by Index within category
of retail type.
Below is a snapshot of the highest ranking profiles sorted by the Household PTA dominant
segment’s Index. Note where Index values are above 100 for both columns of data as
those retailers show a strong propensity for the greatest number of households.
MRI 2012
Household
PTA Index
Workplace
PTA Index
Household
STA Index
Workplace
STA Index
Buy from Rally's‐ 1mo (A)
254
128
208
125
206
125
175
123
Shop at RAC Rent‐A‐Center‐ 1yr (A)
195
138
169
137
Shop at Stop‐N‐Go‐ 6mo (A)
162
117
142
116
153
110
132
111
Buy from Pizza Inn‐ 6mo (A)
142
120
137
119
Buy from Whataburger‐ 6mo (A)
140
117
126
115
138
116
126
114
Shop at Piggly Wiggly‐ 1mo (A)
131
124
112
121
Shop at Save‐A‐Lot‐ 1mo (A)
127
110
115
109
Buy from Krystal's Hamburgers‐ 6mo (A)
126
131
123
128
Buy from Captain D's‐ 1mo (A)
124
108
108
106
Buy from Church's Fried Chicken‐ 6mo (A)
124
106
122
105
Order from Avon Catalog‐ 1yr (A)
123
107
112
105
122
130
121
129
121
104
124
102
120
99
108
98
Following are each of the Retail Ranking Reports for review.
Retailer Ranking by Index
East Lansing Project
Household vs Workplace Prizm - Primary Trade Area
Retailers, Restaurants and Grocery (MRI 2012) Sorted by HH Index
HH
WP
PTA Index PTA Index
HH
PTA Index
WP
PTA Index
254
128
Buy from Arby's‐ 6mo (A)
97
107
206
125
Buy from Taco Bell‐ 6mo (A)
97
104
195
138
Buy from Waffle House‐ 6mo (A)
97
110
162
117
97
90
D
153
110
Shop at Winn Dixie‐ 1mo (A)
97
111
142
120
Buy from Baskin‐Robbins‐ 6mo (A)
96
82
140
117
Buy from Big Boy‐ 1mo (A)
96
99
138
116
Buy from Papa John's‐ 6mo (A)
96
101
131
124
Buy from Shoney's‐ 1mo (A)
96
112
127
110
96
104
126
131
Shop at Food Lion‐ 1mo (A)
96
118
124
108
Shop at Shop 'n Save‐ 1mo (A)
96
104
124
106
Shop at Smith's‐ 1mo (A)
96
105
123
107
Buy from Denny's‐ 1mo (A)
95
97
122
130
94
73
121
104
94
108
120
99
Buy from Burger King‐ 1mo (A)
94
103
93
ra
117
117
115
Shop at Kroger‐ 1mo (A)
115
114
Buy from Logan's Roadhouse‐ 1mo (A)
114
94
81
113
Buy from Golden Corral‐ 6mo (A)
93
106
100
93
107
113
92
101
110
92
90
112
Buy from Pizza Hut‐ 1mo (A)
92
108
106
ft
Shop at CITGO Quik Mart‐ 6mo (A)
114
115
92
Buy from CiCi's Pizza‐ 1mo (A)
113
113
92
104
113
93
Buy from Steak N Shake‐ 6mo (A)
92
108
Buy from KFC‐ 1mo (A)
110
104
Shop at Bath & Beyond Works‐ 3mo (A)
92
98
110
110
Buy from A&W‐ 1mo (A)
90
107
Shop at Meijer‐ 1mo (A)
110
104
Buy from HomeTown Buffet‐ 1mo (A)
90
79
109
100
Buy from Long John Silver's‐ 1mo (A)
90
100
108
97
Buy from McDonald's‐ 1mo (A)
90
99
108
113
Buy from Sizzler Family Steakhouse‐ 6mo (A)
90
78
106
103
Buy from Sonic Drive‐in‐ 6mo (A)
90
110
Shop at SuperAmerica‐ 6mo (A)
106
113
Shop at BP/Amoco Food Mart‐ 6mo (A)
90
109
Buy from Domino's Pizza‐ 6mo (A)
105
107
Shop at Wal‐Mart‐ 3mo (A)
90
104
105
103
Buy from Bennigan's‐ 6mo (A)
89
117
Buy from Little Caesar's‐ 6mo (A)
105
103
89
77
Buy from Ryan's‐ 1mo (A)
105
111
Buy from O'Charley's‐ 1mo (A)
89
124
104
96
89
94
104
106
Buy from Taco Time‐ 6mo (A)
89
102
103
97
Buy from Krispy Kreme Doughnuts‐ 6mo (A)
88
98
102
93
Buy from Ponderosa‐ 1mo (A)
88
90
88
91
Shop at Wal‐Mart Pharmacy‐ 6mo (A)
88
108
Buy from Ben & Jerrys‐ 6mo (A)
87
84
Buy from Checkers‐ 6mo (A)
87
92
87
102
119
87
98
99
110
87
79
98
107
86
93
98
108
86
78
102
94
101
101
Buy from Popeyes‐ 1mo (A)
100
92
Shop at BI‐LO‐ 1mo (A)
100
118
99
93
Buy from Zaxbys‐ 6mo (A)
99
Shop at Wal‐Mart Supercenter‐ 1mo (A)
HH
WP
PTA Index PTA Index
HH
PTA Index
WP
PTA Index
86
90
74
86
95
74
94
85
103
Shop at Sam's Club‐ 6mo (A)
74
102
85
109
Buy from International House of Pancakes (IHOP)‐ 1mo 73
90
Buy from TCBY‐ 6mo (A)
73
87
102
73
81
102
72
87
90
72
100
85
97
72
94
85
123
72
92
85
82
71
90
85
98
Shop at Lane Bryant‐ 3mo (A)
71
93
84
77
Shop at RiteAid‐ 6mo (A)
71
89
84
100
70
87
83
98
70
94
83
96
69
78
83
99
69
95
83
105
Buy from Old Country Buffet‐ 1mo (A)
69
85
69
106
D
94
Buy from Wendy's‐ 1mo (A)
85
85
85
Shop at Radio Shack‐ 1yr (A)
Buy from Subway‐ 6mo (A)
Buy from Bob's Big Boy‐ 6mo (A)
ra
85
Shop at Walgreens‐ 6mo (A)
83
Buy from Papa Murphy's‐ 6mo (A)
82
Shop at Food 4 Less‐ 1mo (A)
82
81
80
Buy from Dairy Queen‐ 1mo (A)
80
80
80
Buy from Applebee's‐ 6mo (A)
ft
Shop at Kmart‐ 3mo (A)
97
98
105
69
85
62
Buy from Bojangle's‐ 6mo (A)
68
111
96
Buy from Friendly's‐ 6mo (A)
68
98
82
67
103
104
67
99
100
Order from Victorias Secret Catalog‐ 1yr (A)
67
88
90
67
92
80
97
Shop at Lowe's‐ 1yr (A)
67
100
79
102
67
84
79
102
Shop at Sam's Wholesale Club‐ 1mo (A)
67
100
Buy from Godfather's Pizza‐ 6mo (A)
79
107
Shop at Sears Hardware‐ 1yr (A)
67
98
79
107
67
102
90
66
95
79
95
Buy from Hardee's‐ 6mo (A)
66
107
Buy from Taco Johns‐ 6mo (A)
79
109
Shop at A&P‐ 1mo (A)
79
87
79
Buy from Chick‐Fil‐A‐ 6mo (A)
78
Buy from Red Lobster‐ 6mo (A)
78
78
99
78
110
77
103
Buy from Chuck E Cheese‐ 1mo (A)
77
86
77
98
77
66
99
66
85
112
66
95
105
Shop at Ace Hardware‐ 1yr (A)
66
97
100
66
103
65
97
65
100
65
95
65
91
65
97
89
65
69
77
84
64
100
77
95
64
84
Shop at Old Navy‐ 3mo (A)
77
92
64
78
77
93
64
92
76
99
Shop at JCPenney‐ 3mo (A)
64
97
75
80
64
95
74
77
Order from JCPenney Catalog‐ 1yr (A)
63
98
HH
WP
PTA Index PTA Index
63
80
Shop at Harris Teeter‐ 1mo (A)
63
107
Shop at IGA‐ 1mo (A)
63
105
62
82
HH
PTA Index
WP
PTA Index
52
77
52
53
98
D
Buy from Cracker Barrel‐ 1mo (A)
51
50
82
Buy from Bob Evan's Farm‐ 1mo (A)
49
103
62
99
61
117
49
102
60
83
49
88
Buy from El Pollo Loco‐ 6mo (A)
60
56
49
55
60
65
Shop at Military Commissary‐ 1mo (A)
49
86
60
82
48
125
60
109
48
73
60
98
Shop at Sherwin Williams‐ 1yr (A)
48
98
59
77
47
82
59
100
Buy from Perkins‐ 1mo (A)
47
101
59
92
47
61
Order from Home Shopping Network Catalog‐ 1yr (A)
59
89
47
85
Order from Macys Catalog‐ 1yr (A)
59
68
46
88
59
70
46
86
ra
59
59
Shop at True Value‐ 1yr (A)
59
58
58
58
ft
Shop at Giant Eagle‐ 1mo (A)
96
46
74
88
Shop at Tractor Supply Company‐ 1yr (A)
46
113
103
45
73
70
45
80
80
45
75
88
45
42
57
85
45
64
57
107
44
69
57
103
44
84
57
102
44
80
57
89
44
63
57
68
44
87
56
106
44
76
56
83
43
63
Order from Walmart.com‐ 1yr (A)
56
100
43
75
Shop at Sears‐ 3mo (A)
56
93
43
73
55
78
43
62
55
110
43
64
55
72
Shop at The Disney Store‐ 3mo (A)
43
75
55
87
42
74
54
75
Shop at BJ's Wholesale Club‐ 1mo (A)
42
89
54
56
42
88
Order from QVC Catalog‐ 1yr (A)
54
92
42
82
54
70
41
67
54
75
41
76
53
102
40
57
53
92
38
66
Order from sears.com‐ 1yr (A)
53
91
38
64
52
83
37
72
52
88
37
84
52
96
37
60
Order from gap.com‐ 1yr (A)
52
75
37
42
Order from oldnavy.com‐ 1yr (A)
52
81
36
57
Order from target.com‐ 1yr (A)
52
85
35
69
Household vs Workplace Prizm - Secondary Trade Area
HH
WP
STA Index STA Index
HH
WP
STA Index STA Index
208
125
100
122
175
123
100
107
169
137
100
105
142
116
100
79
D
137
119
99
113
132
111
99
103
126
115
99
80
126
114
98
109
124
102
98
107
123
128
98
106
122
105
98
103
121
129
98
101
118
115
98
100
117
94
98
92
115
111
98
78
115
109
96
109
114
97
96
105
113
113
96
104
ra
112
112
112
110
ft
121
96
103
109
96
94
105
96
91
100
95
109
109
108
96
95
106
106
95
106
108
98
107
112
95
99
94
118
107
107
110
94
109
104
94
101
107
102
94
98
107
102
94
92
107
81
94
82
106
98
93
108
106
95
93
103
106
94
93
98
106
92
93
95
106
80
93
91
105
103
93
82
105
93
92
116
95
105
84
92
104
110
92
91
104
108
91
111
106
104
106
91
104
104
91
106
104
103
91
106
104
102
91
105
103
97
91
105
103
92
91
100
102
108
91
98
102
108
91
98
101
110
91
96
101
93
91
76
HH
WP
STA Index STA Index
HH
WP
STA Index STA Index
90
102
83
94
90
102
83
91
90
101
90
90
98
83
86
D
90
97
83
80
90
96
82
101
90
87
82
91
90
81
82
89
90
71
81
117
90
63
81
102
89
102
81
100
89
100
81
100
89
100
81
97
89
91
81
88
89
78
81
82
88
115
81
81
88
107
80
109
88
107
80
102
ra
88
88
87
87
87
ft
106
80
101
80
101
124
80
96
104
80
88
102
80
87
87
102
Order from Victorias Secret Catalog‐ 1yr (A)
80
87
87
97
79
105
87
97
79
100
87
96
79
97
87
93
79
96
87
78
79
96
86
97
79
95
86
93
79
93
86
80
79
85
85
103
79
85
85
99
78
109
98
85
98
78
100
85
97
78
100
91
78
84
85
88
77
94
85
85
77
89
84
109
77
86
84
105
77
86
84
99
77
85
84
99
77
84
84
98
77
81
84
94
77
67
84
90
76
111
83
114
76
104
83
104
76
100
83
101
76
100
83
101
76
99
83
94
76
93
HH
WP
STA Index STA Index
HH
WP
STA Index STA Index
Order from Home Shopping Network Catalog‐ 1yr (A)
76
90
67
84
76
81
67
78
76
78
67
67
75
88
66
101
D
75
75
Order from sears.com‐ 1yr (A)
66
92
74
109
66
87
74
101
66
84
74
98
66
81
74
97
65
102
74
95
65
92
74
92
65
83
74
91
Order from oldnavy.com‐ 1yr (A)
65
80
74
90
65
74
74
80
65
63
74
70
65
56
73
97
64
89
73
97
64
88
73
93
64
86
ra
73
Order from Macys Catalog‐ 1yr (A)
73
72
72
72
ft
78
64
83
70
63
88
107
Order from gap.com‐ 1yr (A)
63
73
86
63
64
83
63
59
72
73
62
76
72
58
62
71
71
106
62
69
71
101
61
104
71
88
61
101
71
57
61
97
Order from JCPenney Catalog‐ 1yr (A)
70
97
61
81
70
93
61
65
Order from QVC Catalog‐ 1yr (A)
70
92
61
65
70
79
60
98
70
77
60
76
69
126
60
76
69
105
60
75
69
93
60
67
69
91
60
59
69
73
59
102
69
72
59
90
68
106
59
77
68
100
59
60
Order from Walmart.com‐ 1yr (A)
68
98
59
59
68
87
58
89
68
85
58
77
68
77
57
82
68
55
57
67
67
102
56
85
67
96
56
65
67
88
54
74
Order from target.com‐ 1yr (A)
67
85
53
62
RETAILER RANKINGS BY
CATEGORY
ra
D
ft
Retailer Ranking by Category
Retailers, Restaurants and Grocery (MRI 2012) Sorted by Category, HH Index
HH
PTA
Index
WP
PTA
Index
Category
HH
PTA
Index
WP
PTA
Index
Category
254
128
Fast Food
87
84
Fast Food
206
125
Fast Food
87
92
Fast Food
142
120
Fast Food
87
102
Fast Food
140
117
Fast Food
87
98
Fast Food
138
116
Fast Food
87
79
Fast Food
ra
D
126
131
Fast Food
86
93
Fast Food
124
108
Fast Food
85
103
Fast Food
124
106
Fast Food
85
109
Fast Food
122
130
Fast Food
85
102
Fast Food
Fast Food
121
104
Fast Food
85
102
114
110
Fast Food
85
90
Fast Food
113
113
Fast Food
84
77
Fast Food
110
104
Fast Food
84
100
Fast Food
108
97
Fast Food
82
105
Fast Food
ft
106
103
Fast Food
80
82
Fast Food
105
107
Fast Food
80
104
Fast Food
105
103
Fast Food
80
100
Fast Food
104
96
Fast Food
79
102
Fast Food
104
106
Fast Food
79
107
Fast Food
101
101
Fast Food
79
109
Fast Food
Fast Food
100
92
Fast Food
78
105
99
93
Fast Food
78
99
Fast Food
99
119
Fast Food
77
86
Fast Food
98
107
Fast Food
75
80
Fast Food
98
108
Fast Food
73
87
Fast Food
97
107
Fast Food
72
87
Fast Food
97
104
Fast Food
71
90
Fast Food
96
82
Fast Food
70
87
Fast Food
96
101
Fast Food
69
95
Fast Food
96
104
Fast Food
69
106
Fast Food
94
103
Fast Food
68
111
Fast Food
94
81
Fast Food
68
98
Fast Food
92
101
Fast Food
67
103
Fast Food
92
108
Fast Food
67
99
Fast Food
92
106
Fast Food
66
107
Fast Food
Fast Food
92
104
Fast Food
64
100
90
107
Fast Food
64
78
Fast Food
90
100
Fast Food
62
99
Fast Food
90
99
Fast Food
60
56
Fast Food
90
110
Fast Food
59
77
Fast Food
89
77
Fast Food
57
107
Fast Food
89
102
Fast Food
56
106
Fast Food
88
98
Fast Food
54
75
Fast Food
88
91
Fast Food
49
103
Fast Food
HH
PTA
Index
WP
PTA
Index
Category
HH
PTA
Index
WP
PTA
Index
Category
120
99
Fast Casual
79
90
Family Style
117
93
Fast Casual
79
95
Family Style
Family Style
94
108
78
100
90
Fast Casual
Fast Casual
92
78
110
Family Style
74
77
Fast Casual
77
103
Family Style
53
92
Fast Casual
65
100
38
ra
D
66
Fast Casual
65
95
Family Style
35
69
Fast Casual
61
117
Family Style
Family Style
69
66
64
62
60
60
55
78
Fast Casual
77
98
Family Style
85
Fast Casual
73
90
Family Style
84
Fast Casual
72
100
Family Style
82
Fast Casual
69
85
Family Style
83
Fast Casual
66
95
Family Style
82
Fast Casual
66
99
Family Style
78
Fast Casual
65
97
Family Style
Family Style
ft
153
110
Family Style
60
65
115
100
Family Style
60
109
Family Style
114
112
Family Style
59
100
Family Style
114
115
Family Style
59
92
Family Style
108
113
Family Style
58
70
Family Style
105
103
Family Style
57
85
Family Style
105
111
Family Style
57
103
Family Style
103
97
Family Style
57
102
Family Style
97
110
Family Style
56
83
Family Style
Family Style
96
99
Family Style
54
56
96
112
Family Style
53
102
Family Style
95
97
Family Style
52
88
Family Style
94
73
Family Style
52
96
Family Style
93
106
Family Style
51
98
Family Style
93
107
Family Style
50
82
Family Style
92
108
Family Style
49
102
Family Style
90
79
Family Style
47
82
Family Style
90
78
Family Style
47
101
Family Style
89
117
Family Style
46
88
Family Style
89
124
Family Style
45
73
Family Style
89
94
Family Style
45
80
Family Style
88
90
Family Style
45
75
Family Style
Family Style
86
78
Family Style
44
69
85
94
Family Style
44
84
Family Style
83
98
Family Style
44
80
Family Style
83
96
Family Style
43
63
Family Style
83
99
Family Style
42
74
Family Style
79
102
Family Style
41
67
Family Style
79
107
Family Style
37
72
Family Style
HH
PTA
Index
WP
PTA
Index
Category
HH
PTA
Index
WP
PTA
Index
Category
76
99
Department
85
97
Electronics
67
84
Department
81
96
Electronics
67
98
Department
79
112
Electronics
64
97
Department
45
42
Electronics
63
107
Department
40
57
Electronics
54
70
Department
86
90
Office Supply
43
43
38
34
80
77
ra
D
62
Department
74
94
Office Supply
64
Department
64
95
Office Supply
64
Department
55
87
Office Supply
52
Department
67
92
Home Improvement
97
Disc Department
67
100
Home Improvement
95
Disc Department
66
97
Home Improvement
99
110
General Merch
65
97
Home Improvement
90
104
General Merch
59
103
Home Improvement
ft
83
98
General Merch
56
93
Home Improvement
70
94
General Merch
48
98
Home Improvement
46
113
Home Improvement
44
63
Home Improvement
Home Improvement
58
80
General Merch
77
84
Apparel
77
92
Apparel
27
42
77
93
Apparel
162
117
Convenience
73
81
Apparel
117
113
Convenience
71
93
Apparel
113
93
Convenience
59
70
Apparel
110
110
Convenience
Convenience
59
88
Apparel
106
113
44
87
Apparel
102
93
Convenience
43
75
Apparel
102
94
Convenience
42
82
Apparel
97
90
Convenience
43
75
Children's
96
104
Convenience
195
138
Home Furnishings
90
109
Convenience
92
98
Home Furnishings
79
87
Convenience
Warehouse
47
85
Home Furnishings
74
102
43
73
Home Furnishings
67
100
Warehouse
88
108
63
80
Warehouse
86
95
Pharmacy
Pharmacy
52
77
Warehouse
85
98
Pharmacy
42
89
Warehouse
77
89
Pharmacy
42
88
Warehouse
71
89
Pharmacy
55
72
Pharmacy
49
55
Pharmacy
47
61
Pharmacy
HH
PTA
Index
WP
PTA
Index
Category
HH
PTA
Index
WP
PTA
Index
Category
131
124
Grocery
59
96
Grocery
127
110
Grocery
58
88
Grocery
115
113
Grocery
57
68
Grocery
110
104
Grocery
54
75
Grocery
100
118
Grocery
52
53
Grocery
97
111
Grocery
49
86
Grocery
ra
D
96
118
Grocery
48
125
Grocery
96
105
Grocery
48
73
Grocery
Grocery
85
123
Grocery
45
64
85
82
Grocery
44
76
Grocery
83
105
Grocery
41
76
Grocery
82
80
72
67
62
Grocery
37
60
Grocery
90
Grocery
37
42
Grocery
92
Grocery
34
57
Grocery
102
Grocery
Shop at Pathmark‐ 1mo (A)
34
43
Grocery
ft
66
103
Grocery
33
55
Grocery
65
69
Grocery
32
59
Grocery
63
105
Grocery
Shop at C‐Town‐ 1mo (A)
13
17
Grocery
60
98
Grocery
Shop at Key Food‐ 1mo (A)
13
17
Grocery
HH
STA
Index
WP
STA
Index
Category
HH
STA
Index
WP
STA
Index
Category
208
125
Fast Food
92
116
Fast Food
175
123
Fast Food
91
100
Fast Food
Fast Food
137
119
Fast Food
91
98
126
114
Fast Food
91
106
Fast Food
126
115
Fast Food
91
106
Fast Food
ra
D
124
102
Fast Food
91
105
Fast Food
123
128
Fast Food
90
81
Fast Food
122
105
Fast Food
90
96
Fast Food
121
129
Fast Food
90
98
Fast Food
Fast Food
115
111
Fast Food
90
101
114
97
Fast Food
90
102
Fast Food
109
96
Fast Food
90
102
Fast Food
108
106
Fast Food
89
100
Fast Food
107
104
Fast Food
89
102
Fast Food
107
102
Fast Food
89
91
Fast Food
107
81
Fast Food
88
106
Fast Food
105
103
Fast Food
87
104
Fast Food
105
93
Fast Food
85
85
Fast Food
ft
104
106
Fast Food
85
99
Fast Food
104
102
Fast Food
83
101
Fast Food
Fast Food
102
108
Fast Food
82
89
101
93
Fast Food
81
81
Fast Food
100
79
Fast Food
81
102
Fast Food
100
107
Fast Food
81
88
Fast Food
99
103
Fast Food
80
101
Fast Food
99
80
Fast Food
80
88
Fast Food
98
92
Fast Food
80
102
Fast Food
98
78
Fast Food
80
101
Fast Food
98
100
Fast Food
79
97
Fast Food
98
101
Fast Food
79
105
Fast Food
98
107
Fast Food
79
100
Fast Food
Fast Food
98
103
Fast Food
78
84
96
103
Fast Food
77
94
Fast Food
96
94
Fast Food
76
100
Fast Food
96
105
Fast Food
74
109
Fast Food
95
106
Fast Food
73
78
Fast Food
95
106
Fast Food
72
58
Fast Food
95
99
Fast Food
72
107
Fast Food
94
82
Fast Food
72
86
Fast Food
94
101
Fast Food
71
106
Fast Food
94
109
Fast Food
69
105
Fast Food
94
92
Fast Food
68
77
Fast Food
93
82
Fast Food
65
102
Fast Food
93
108
Fast Food
61
104
Fast Food
HH
STA
Index
WP
STA
Index
Category
HH
STA
Index
WP
STA
Index
Category
108
98
Fast Casual
84
98
Family Style
106
92
Fast Casual
84
99
Family Style
102
108
84
109
Family Style
91
Fast Casual
Fast Casual
96
83
90
Family Style
86
80
Fast Casual
83
86
Family Style
Family Style
72
83
Fast Casual
77
67
51
ra
D
69
Fast Casual
76
104
Family Style
49
72
Fast Casual
76
99
Family Style
83
80
77
77
77
74
73
80
Fast Casual
81
97
87
Fast Casual
81
117
Family Style
84
Fast Casual
81
100
Family Style
85
Fast Casual
80
109
Family Style
86
Fast Casual
79
95
Family Style
80
Fast Casual
78
100
Family Style
93
Fast Casual
78
109
Family Style
Family Style
ft
132
111
Family Style
75
88
Family Style
118
115
Family Style
74
101
Family Style
110
100
Family Style
74
95
Family Style
106
98
Family Style
71
101
Family Style
Family Style
106
80
Family Style
71
88
104
103
Family Style
69
91
Family Style
104
108
Family Style
69
72
Family Style
103
97
Family Style
69
93
Family Style
101
110
Family Style
68
100
Family Style
100
122
Family Style
68
85
Family Style
96
109
Family Style
67
102
Family Style
Family Style
95
109
Family Style
67
84
94
118
Family Style
67
96
Family Style
94
98
Family Style
66
84
Family Style
93
95
Family Style
66
81
Family Style
92
95
Family Style
66
87
91
76
Family Style
65
56
Family Style
Family Style
91
105
Family Style
65
92
Family Style
91
111
Family Style
65
74
Family Style
Family Style
89
78
Family Style
65
83
89
100
Family Style
64
83
Family Style
88
107
Family Style
62
71
Family Style
Family Style
87
102
Family Style
62
69
87
102
Family Style
61
65
Family Style
87
97
Family Style
61
97
Family Style
87
78
Family Style
61
101
Family Style
85
98
Family Style
60
76
Family Style
85
91
Family Style
59
77
Family Style
84
105
Family Style
54
74
Family Style
HH
STA
Index
WP
STA
Index
Category
84
99
Department
79
85
Department
HH
STA
Index
WP
STA
Index
Category
107
112
Electronics
90
97
Electronics
74
98
Department
87
97
Electronics
73
97
Department
63
59
Electronics
73
Department
53
44
Electronics
106
Department
92
91
Office Supply
69
68
60
57
56
52
87
86
ra
D
67
Department
84
94
Office Supply
67
Department
79
96
Office Supply
65
Department
67
88
Office Supply
55
Department
83
101
Home Improvement
96
Disc Department
79
93
Home Improvement
97
Disc Department
76
100
Home Improvement
98
109
General Merch
74
97
Home Improvement
93
103
General Merch
70
93
Home Improvement
ft
88
98
General Merch
66
101
Home Improvement
83
94
General Merch
61
65
Home Improvement
81
82
General Merch
90
87
Apparel
60
98
Home Improvement
44
43
Home Improvement
Home Improvement
86
93
Apparel
44
110
83
91
Apparel
142
116
Convenience
83
94
Apparel
117
94
Convenience
82
91
Apparel
112
109
Convenience
77
81
Apparel
106
94
Convenience
Convenience
72
73
Apparel
106
95
64
88
Apparel
104
110
Convenience
58
77
Apparel
103
92
Convenience
57
82
Apparel
99
113
Convenience
60
75
Children's
96
104
Convenience
169
137
Home Furnishings
88
107
Convenience
91
98
Home Furnishings
85
88
Convenience
Warehouse
64
86
Home Furnishings
82
101
60
76
Home Furnishings
78
100
Warehouse
93
98
76
81
Warehouse
91
96
Pharmacy
Pharmacy
70
79
Warehouse
91
106
Pharmacy
59
90
Warehouse
84
90
Pharmacy
58
89
Warehouse
77
89
Pharmacy
75
75
Pharmacy
71
57
Pharmacy
65
63
Pharmacy
HH
STA
Index
WP
STA
Index
Category
HH
STA
Index
WP
STA
Index
Category
115
109
Grocery
74
70
Grocery
113
113
Grocery
74
91
Grocery
112
121
Grocery
73
97
Grocery
107
110
Grocery
70
77
Grocery
105
104
84
Grocery
69
126
Grocery
104
Grocery
68
87
Grocery
ra
D
100
105
Grocery
68
55
Grocery
98
106
Grocery
67
67
Grocery
91
Grocery
67
78
Grocery
63
Grocery
63
64
Grocery
71
Grocery
61
81
Grocery
93
90
90
88
115
Grocery
59
59
Grocery
87
93
Grocery
59
102
Grocery
87
124
Grocery
59
60
Grocery
85
103
Grocery
53
62
Grocery
ft
83
114
Grocery
53
43
Grocery
83
104
Grocery
Shop at Pathmark‐ 1mo (A)
49
45
Grocery
81
100
Grocery
Shop at C‐Town‐ 1mo (A)
19
19
Grocery
76
78
Grocery
Shop at Key Food‐ 1mo (A)
17
18
Grocery
EAST LANSING, MI
MARKET STUDY
RETAILER RANKING
ra
D
As discussed in the Prizm Segmentation section of this report, when compared to the
Greater Lansing market, these trade areas Index above average for specific household
segment types. In the following Target Segment Report, segments that Index above 100 in
the PTA and STA, both household and workplace population, are combined to create a
comparison view that include dominant segments from 1 to 35. These segments are
grouped together and compared to the Retail, Restaurant, Hotel and Leisure profiles in
our database.
This report displays the Index for each profile and is sorted by Household Index and color
coded by strength of the Index score. Note where Index values are above 100 for both
Household and Workplace as those profiles show a strong propensity for segments
included.
ft
The full report is found on the following pages.
Retailer Ranking by Index - Target Segment Report
Retailers, Restaurants, Hotel and Leisure Profiles (Simmons 2012) Sorted by HH Index
Segments that Index above 100 in the PTA compared to Lansing CBSA (Including segments 1 to 35)
HOUSEHOLD (HH) Target Group: HH High Index Segments [01,03,08,12,14,15,17,19,21,22,24,30,35]
WORKPLACE (WP) Target Group: WP High Index [01,02,03,05,07,08,10,11,12,13,
14,16,19,21,22,24,26,27,29,31,35]
HH
Index
WP
Index
D
213
185
183
164
157
156
153
153
151
150
149
144
143
141
140
140
139
139
138
138
134
131
131
130
129
128
127
127
126
126
125
124
124
124
121
120
120
119
119
173
157
200
151
206
155
146
190
173
138
153
153
137
209
127
145
135
135
134
111
139
122
134
136
115
127
145
141
181
116
124
123
123
142
97
169
131
127
113
HH
PTA Index
WP
PTA Index
Shop at Babies 'R' Us, 3mo (A)
Shop at The Gap,3mo (A)
Shop at Williams‐Sonoma,3mos (A)
Shop at Men's Wearhouse,3mo (A)
Go to Music/Dance Performance,1yr (A)
Shop at Best Buy,3mo (A)
Shop at J. Jill,3mo (A)
Shop at Talbot's,3mo (A)
Stay Hilton on Vacation,1yr (A)
Shop at Off 5Th,3mos (A)
Stay Hyatt on Vacation,1yr (A)
Buy from Big Boy (A)
Buy from Chili's Grill & Bar (A)
Shop at Eddie Bauer,3mo (A)
Shop at Hallmark/Hallmark Gold Crown, 3mo (A)
Shop at Target,3mo (A)
Buy from Boston Market (A)
Buy from Joe's Crab Shack (A)
Shop at Neiman Marcus,3mo (A)
Shop at Home Depot,3mo (A)
Shop at Toys R Us,3mo (A)
Stay at Domestic Hotel/Motel,1yr (A)
Stay Holiday Inn on Vacation,1yr (A)
Buy from IHOP (A)
Buy from Outback Steakhouse (A)
Shop at Kohl's,3mo (A)
Shop at Staples,3 mo (A)
Order Any Items by Internet,1yr (A)
Buy from Ruby Tuesday (A)
Order from J.C. Penney,1yr (A)
Shop at Abercrombie & Fitch,3mo (A)
Shop at Radio Shack,1mo (A)
Shop at Victoria's Secret,3mo (A)
Dine Out (Not Fast Food),1yr (A)
Shop at Office Max,3mos (A)
Buy from Carl's Jr. (A)
Buy from Dunkin' Donuts (A)
Shop at Carson Pirie Scott,3mo (A)
Visit BestBuy.com,1mo (A)
113
113
113
112
111
111
111
111
111
110
110
109
109
109
109
109
108
108
108
107
107
107
107
106
106
106
106
105
104
104
104
104
104
103
103
102
102
102
102
117
128
198
105
114
117
95
106
136
120
134
97
124
154
120
116
96
118
115
119
114
122
112
106
113
117
126
120
122
126
110
118
104
115
102
101
112
112
110
120
ra
ft
Shop at Nordstrom Rack,3mos (A)
Shop at Nordstrom,3mo (A)
Shop at H&M,3mo (A)
Shop at Cost Plus World Market,3mos (A)
Shop at Banana Republic,3mo (A)
Shop at Costco,3mo (A)
Shop at Crate & Barrel,3mo (A)
Shop at Express,3mo (A)
Shop at Office Depot,3mo (A)
Stay Marriott on Vacation,1yr (A)
Shop at Ethan Allen Home Interiors,3mo (A)
Go to Classical Concert,1yr (A)
Shop at Sports Authority,3mo (A)
Shop at Lord & Taylor,3mo (A)
Order from Harry & David,1yr (A)
Go to Live Theater,1yr (A)
Order from Eddie Bauer,1yr (A)
Shop at Macy's,3mo (A)
Buy from Romano's Macaroni Grill (A)
Belong to an Arts Association (A)
Shop at Marshalls,3mo (A)
Shop at Ann Taylor Loft,3mo (A)
Shop at Kinko's,3mos (A)
Order from Williams‐Sonoma,1yr (A)
Shop at Urban Outfitters,3mo (A)
Buy from Fuddruckers (A)
Buy from Panera Bread (A)
Go to Rock/Pop Concert,1yr (A)
Shop at Homegoods,3mo (A)
Go to R&B/Hip‐Hop/Rap Concert,1yr (A)
Buy from Chevy's (A)
Shop at Disney Store,3mo (A)
Buy from TGI Friday's (A)
Shop at BJ's Wholesale Club,3mo (A)
Buy from Starbucks (A)
118
122
Stay at All‐Inclusive Resort,1yr (A)
101
Shop at Bed Bath & Beyond,3mo (A)
117
129
Buy from Denny's (A)
100
112
Shop at Bloomingdale's,3mo (A)
117
121
Go to Movies,6mo (A)
100
107
Visit Amazon.com,1mo (A)
117
119
Buy from Olive Garden (A)
99
109
Buy from Bertucci's (A)
116
138
Buy from Taco Time (A)
99
91
Buy from Carrabba's (A)
116
121
Order from Victoria's Secret,1yr (A)
99
105
Shop at Forever 21,3mo (A)
115
117
Buy from Del Taco (A)
97
90
Shop at Saks Fifth Avenue,3mo (A)
115
119
Go to Yoga,1yr (A)
97
116
Go to Bars/Nightclubs/Dancing,1yr (A)
114
109
Shop at Old Navy,3mo (A)
97
112
Go to Museum,1yr (A)
114
127
Shop at Radio Shack, 3mo (A)
97
115
Retailer Ranking by Index - Target Segment Report
Segments that Index above 100 in the PTA compared to Lansing CBSA (Including segments 1 to 35)
HOUSEHOLD (HH) Target Group: HH High Index Segments [01,03,08,12,14,15,17,19,21,22,24,30,35]
WORKPLACE (WP) Target Group: WP High Index [01,02,03,05,07,08,10,11,12,13,
14,16,19,21,22,24,26,27,29,31,35]
HH
Index
D
Shop at Ross,3mo (A)
WP
Index
HH
PTA Index
WP
PTA Index
97
118
Stay Comfort Suites on Vacation,1yr (A)
82
104
Buy from Applebee's (A)
96
106
Buy from Golden Corral (A)
81
91
87
96
115
Buy from Lone Star Steakhouse (A)
81
94
86
Buy from Pancake/Doughnut/Ice Cream Restauran
81
94
Buy from Sbarro (A)
94
80
Shop at Sam's Club,3mo (A)
81
101
94
102
Buy from Round Table Pizza (A)
80
81
Buy from Wendy's (A)
Buy from White Castle (A)
Order from Omaha Steaks,1yr (A)
Shop at Dress Barn,3mo (A)
Buy from Family Restaurant/Steak House (A)
Shop at JCPenney,3mo (A)
Stay Ramada Inn on Vacation,1yr (A)
Buy from Friendly's (A)
ra
Shop at Champs Sporting Goods,3mo (A)
Buy from Checker's (A)
79
Shop at Dillard's,3mo (A)
80
101
108
Buy from Arby's (A)
79
91
94
109
Buy from Burger King (A)
79
86
93
104
Buy from KFC (A)
79
85
93
105
Shop at Payless Shoes,3mo (A)
79
96
93
107
Shop at Wal‐Mart,3mo (A)
79
92
92
125
Buy from Bob Evan's Farm (A)
92
Buy from Red Lobster (A)
92
Shop at Famous Footwear,3mo (A)
92
Order Any Items from Catalog,1yr (A)
91
Shop at Lane Bryant,3mo (A)
91
ft
Buy from Quizno's (A)
94
94
87
Shop at The Limited,3mo (A)
78
99
78
80
102
Shop at Kmart,3mo (A)
77
86
111
Shop at Vera Bradley,3mo (A)
77
99
108
Buy from Blimpie (A)
76
77
103
Shop at Game Stop, 3mo (A)
75
87
92
Buy from Chick‐Fil‐A (A)
90
102
Stay Best Western on Vacation,1yr (A)
74
Buy from Popeye's (A)
90
93
Buy from A&W (A)
73
75
Shop at Foot Locker/Lady Foot Locker,3mo (A)
90
86
Buy from Cracker Barrel (A)
73
81
Buy from Jack‐in‐the‐Box (A)
89
87
Buy from Pizza Hut (A)
73
80
Buy from Krispy Kreme (A)
89
87
Shop at Rack Room Shoes,3mos (A)
73
86
Buy from Papa John's (A)
89
92
Stay Days Inn on Vacation,1yr (A)
73
82
Order Any Items by Mail/Phone,1yr (A)
89
98
Shop at Modell's Sporting Goods,3mo (A)
89
105
Buy from Whataburger (A)
71
86
Buy from Sizzler Steakhouse (A)
70
78
Buy from Domino's Pizza (A)
88
94
Buy from Sonic (A)
70
80
Buy from Fast Food Burger Restaurant (A)
Buy from McDonald's (A)
88
98
Shop at True Value Hardware,3mos (A)
70
94
88
99
Buy from Shakey's (A)
66
60
Buy from Subway (A)
88
104
Order from Fingerhut,1yr (A)
65
63
Shop at Ashley Furniture HomeStores, 3mo (A)
88
96
Order from Lillian Vernon,1yr (A)
65
122
66
Shop at Sears,3mo (A)
88
94
Buy from Church's Chicken (A)
63
Stay Motel 6 on Vacation,1yr (A)
88
101
Buy from Long John Silver (A)
62
69
Order from Oriental Trading,1yr (A)
87
131
Buy from Dairy Queen (A)
60
75
Shop at American Eagle Outfitters,3mo (A)
87
103
Shop at Family Dollar Store, 3mo (A)
58
74
72
Buy from Taco Bell (A)
85
91
Shop at Dollar General Store, 3mo (A)
57
Shop at Ace Hardware,3mos (A)
85
110
Buy from Captain D's (A)
55
77
Shop at Lowe's,3mo (A)
84
105
Buy from Rally's (A)
53
50
Shop at Value City,3mos (A)
84
93
Buy from Ponderosa (A)
52
66
Buy from Little Caesar's (A)
83
86
Stay at Public/Private Campground,1yr (A)
83
114
Buy from Pizza Inn (A)
51
61
Buy from Krystal Hamburgers (A)
49
59
Go to Country Concert,1yr (A)
82
87
Buy from Shoney's (A)
43
55
Shop at American Apparel,3mo (A)
82
102
Buy from Godfather's Pizza (A)
41
50
Shop at Rooms To Go,3mos (A)
82
135
Buy from Hardee's (A)
37
49
EAST LANSING, MI
MARKET STUDY
PROFILE RANKING
D
In addition to the previous Retail Ranking report, a Profile Ranking Report is provided. The
Profile Ranking Report is a comparison of what retail related profiles Index above the US
average when compared to the profile of “Go to a Museum within 1 year.”
ra
Using our nationally syndicated database of profiles, we are able to provide a list of
retailers and restaurants that may potentially perform well in these trade areas. The
profile “Go to Museum, 1 year” is used to compare the segments that are known to go to
any museum and determine what retailers or restaurants these same segments would
frequent. Also included are profiles related to leisure activities.
As with the previous ranking reports, any Index above 100 is considered above average.
A snapshot of the results is provided below with the full report found on the following
pages.
ft
Order from Wi l l i a ms ‐Sonoma ,1yr (A)
Order from Ha rry & Da vi d,1yr (A)
Order from Eddi e Ba uer,1yr (A)
Shop a t Nords trom,3mo (A)
Shop a t Cra te & Ba rrel ,3mo (A)
Shop a t Wi l l i a ms ‐Sonoma ,3mos (A)
Sta y Ma rri ott on Va ca ti on,1yr (A)
Order from La nd's End,1yr (A)
Order from Oma ha Stea ks ,1yr (A)
Shop a t Nords trom Ra ck,3mos (A)
Sta y Comfort Sui tes on Va ca ti on,1yr (A)
Shop a t Cos tco,3mo (A)
Shop a t Ra di o Sha ck,1mo (A)
Sta y Ra ma da Inn on Va ca ti on,1yr (A)
Shop a t Homegoods ,3mo (A)
Order from L.L. Bea n,1yr (A)
Sta y Hol i da y Inn on Va ca ti on,1yr (A)
Shop a t Cos t Pl us Worl d Ma rket,3mos (A)
Sta y Hi l ton on Va cati on,1yr (A)
Shop a t Etha n Al l en Home Interi ors ,3mo (A)
Order from Li l l i a n Vernon,1yr (A)
Order from Ori enta l Tra di ng,1yr (A)
Sta y a t Al l ‐Incl us i ve Res ort,1yr (A)
Shop a t Off 5Th,3mos (A)
Shop a t Sa ks Fi fth Avenue,3mo (A)
Shop a t Expres s ,3mo (A)
Shop a t Sports Authori ty,3mo (A)
Shop a t Ba na na Republ i c,3mo (A)
Shop a t Dres s Ba rn,3mo (A)
Sta y a t Domes ti c Hotel /Motel ,1yr (A)
Shop a t Bed Ba th & Beyond,3mo (A)
HH
Index
215
192
191
178
177
176
171
170
166
166
158
157
155
155
154
154
153
151
149
146
146
145
141
141
141
141
139
135
134
133
130
WP
Index
165
136
144
132
148
164
139
130
136
129
126
128
122
109
135
129
119
140
130
135
125
118
125
117
116
110
121
119
112
121
123
Profile Ranking Index Report
HH
Index
215
192
191
178
177
176
171
170
166
166
158
157
155
155
154
154
153
151
149
146
146
145
141
141
141
141
139
135
134
133
130
129
128
128
127
127
126
126
126
126
125
124
124
124
123
122
122
122
122
165
136
144
132
148
164
139
130
136
129
126
128
122
109
135
129
119
140
130
135
125
118
125
117
116
110
121
119
112
121
123
116
117
114
117
112
132
117
116
114
119
119
115
109
112
125
117
117
115
Shop at Famous Footwear,3mo (A)
Shop at Toys R Us,3mo (A)
Shop at Ace Hardware,3mos (A)
Buy from Fuddruckers (A)
Shop at American Eagle Outfitters,3mo (A)
Stay at Public/Private Campground,1yr (A)
Shop at Babies 'R' Us, 3mo (A)
Shop at The Gap,3mo (A)
Shop at Talbot's,3mo (A)
Buy from Chili's Grill & Bar (A)
Buy from IHOP (A)
Shop at Macy's,3mo (A)
Shop at Office Max,3mos (A)
Buy from Starbucks (A)
Dine Out (Not Fast Food),1yr (A)
Buy from Romano's Macaroni Grill (A)
Shop at Staples,3 mo (A)
Buy from TGI Friday's (A)
Order Any Items from Catalog,1yr (A)
Buy from Chevy's (A)
Go to Live Theater,1yr (A)
Buy from Panera Bread (A)
Go to Museum,1yr (A)
Buy from Outback Steakhouse (A)
Stay Best Western on Vacation,1yr (A)
Shop at Disney Store,3mo (A)
Shop at Kinko's,3mos (A)
Shop at Target,3mo (A)
Go to Music/Dance Performance,1yr (A)
Order Any Items by Mail/Phone,1yr (A)
Buy from Family Restaurant/Steak House (A)
Buy from Subway (A)
Go to Country Concert,1yr (A)
Shop at Hallmark/Hallmark Gold Crown, 3mo (A)
Buy from Ruby Tuesday (A)
Shop at H&M,3mo (A)
Shop at Ross,3mo (A)
Buy from Cracker Barrel (A)
Buy from Red Lobster (A)
Buy from Applebee's (A)
Shop at Eddie Bauer,3mo (A)
Shop at Rooms To Go,3mos (A)
Buy from Friendly's (A)
Shop at Old Navy,3mo (A)
Shop at Urban Outfitters,3mo (A)
Shop at Abercrombie & Fitch,3mo (A)
Go to Movies,6mo (A)
HH
WP
PTA Index PTA Index
ra
D
Order from Williams‐Sonoma,1yr (A)
Order from Harry & David,1yr (A)
Order from Eddie Bauer,1yr (A)
Shop at Nordstrom,3mo (A)
Shop at Crate & Barrel,3mo (A)
Shop at Williams‐Sonoma,3mos (A)
Stay Marriott on Vacation,1yr (A)
Order from Omaha Steaks,1yr (A)
Shop at Nordstrom Rack,3mos (A)
Stay Comfort Suites on Vacation,1yr (A)
Shop at Costco,3mo (A)
Shop at Radio Shack,1mo (A)
Stay Ramada Inn on Vacation,1yr (A)
Shop at Homegoods,3mo (A)
Stay Holiday Inn on Vacation,1yr (A)
Shop at Cost Plus World Market,3mos (A)
Stay Hilton on Vacation,1yr (A)
Shop at Ethan Allen Home Interiors,3mo (A)
Order from Lillian Vernon,1yr (A)
Order from Oriental Trading,1yr (A)
Stay at All‐Inclusive Resort,1yr (A)
Shop at Off 5Th,3mos (A)
Shop at Saks Fifth Avenue,3mo (A)
Shop at Express,3mo (A)
Shop at Sports Authority,3mo (A)
Shop at Banana Republic,3mo (A)
Shop at Dress Barn,3mo (A)
Stay at Domestic Hotel/Motel,1yr (A)
Shop at Bed Bath & Beyond,3mo (A)
Shop at Office Depot,3mo (A)
Visit Amazon.com,1mo (A)
Shop at True Value Hardware,3mos (A)
Order Any Items by Internet,1yr (A)
Shop at Sam's Club,3mo (A)
Stay Hyatt on Vacation,1yr (A)
Go to Classical Concert,1yr (A)
Shop at Lowe's,3mo (A)
Buy from Olive Garden (A)
Go to Rock/Pop Concert,1yr (A)
Shop at Home Depot,3mo (A)
Shop at Best Buy,3mo (A)
Order from J.C. Penney,1yr (A)
Buy from Chick‐Fil‐A (A)
Shop at Ann Taylor Loft,3mo (A)
Buy from Carrabba's (A)
Shop at Kohl's,3mo (A)
Visit BestBuy.com,1mo (A)
WP
Index
ft
122
122
121
121
121
120
120
120
120
119
119
119
118
118
118
118
117
117
117
117
115
115
115
115
115
115
115
114
114
114
114
114
114
114
113
112
112
112
112
112
112
112
111
111
111
111
111
111
110
112
107
119
112
107
124
124
112
112
117
114
107
119
116
115
114
121
121
115
111
137
120
119
118
113
113
102
116
114
113
112
109
108
106
107
120
112
110
110
109
108
107
126
123
117
110
105
103
109
Profile Ranking Index Report
HH
Index
110
110
109
109
109
109
108
108
108
108
107
107
107
106
106
106
106
106
105
105
105
105
104
104
104
104
102
102
102
101
101
101
101
100
100
100
99
99
99
99
98
98
98
97
105
101
116
108
105
105
112
110
106
103
127
106
106
112
103
102
101
99
104
104
99
95
116
112
111
94
112
103
101
107
106
100
97
113
107
105
118
104
102
99
99
99
93
97
Buy from Sonic (A)
Buy from Boston Market (A)
Shop at Ashley Furniture HomeStores, 3mo (A)
Shop at American Apparel,3mo (A)
Shop at Neiman Marcus,3mo (A)
Buy from Big Boy (A)
Buy from Carl's Jr. (A)
Buy from Whataburger (A)
Shop at Value City,3mos (A)
Stay Days Inn on Vacation,1yr (A)
Buy from Jack‐in‐the‐Box (A)
Shop at Vera Bradley,3mo (A)
Buy from White Castle (A)
Buy from Popeye's (A)
Shop at J. Jill,3mo (A)
Buy from Captain D's (A)
Shop at Champs Sporting Goods,3mo (A)
Shop at Dollar General Store, 3mo (A)
Buy from Krispy Kreme (A)
Buy from Taco Time (A)
Buy from Sizzler Steakhouse (A)
Shop at Lane Bryant,3mo (A)
Shop at Modell's Sporting Goods,3mo (A)
Buy from A&W (A)
Buy from Checker's (A)
Buy from Del Taco (A)
Shop at Family Dollar Store, 3mo (A)
Shop at Foot Locker/Lady Foot Locker,3mo (A)
Buy from Sbarro (A)
Buy from Blimpie (A)
Buy from Long John Silver (A)
Shop at The Limited,3mo (A)
Buy from Shoney's (A)
Buy from Ponderosa (A)
Buy from Hardee's (A)
Buy from Church's Chicken (A)
Buy from Krystal Hamburgers (A)
Buy from Round Table Pizza (A)
Buy from Pizza Inn (A)
Buy from Godfather's Pizza (A)
Order from Fingerhut,1yr (A)
Buy from Rally's (A)
Buy from Shakey's (A)
HH
WP
PTA Index PTA Index
ra
D
Buy from Joe's Crab Shack (A)
Shop at Forever 21,3mo (A)
Shop at BJ's Wholesale Club,3mo (A)
Buy from Lone Star Steakhouse (A)
Buy from McDonald's (A)
Shop at Sears,3mo (A)
Shop at Marshalls,3mo (A)
Shop at Radio Shack, 3mo (A)
Buy from Pancake/Doughnut/Ice Cream Restaurant (A
Stay Motel 6 on Vacation,1yr (A)
Buy from Bertucci's (A)
Buy from Wendy's (A)
Shop at JCPenney,3mo (A)
Shop at Bloomingdale's,3mo (A)
Buy from Arby's (A)
Buy from Taco Bell (A)
Buy from Papa John's (A)
Buy from Pizza Hut (A)
Buy from Fast Food Burger Restaurant (A)
Go to Bars/Nightclubs/Dancing,1yr (A)
Buy from Domino's Pizza (A)
Go to R&B/Hip‐Hop/Rap Concert,1yr (A)
Shop at Lord & Taylor,3mo (A)
Buy from Dunkin' Donuts (A)
Order from Victoria's Secret,1yr (A)
Buy from Golden Corral (A)
Shop at Carson Pirie Scott,3mo (A)
Shop at Wal‐Mart,3mo (A)
Buy from Dairy Queen (A)
Shop at Dillard's,3mo (A)
Shop at Men's Wearhouse,3mo (A)
Buy from Denny's (A)
Buy from KFC (A)
Go to Yoga,1yr (A)
Shop at Rack Room Shoes,3mos (A)
Buy from Bob Evan's Farm (A)
Belong to an Arts Association (A)
Shop at Victoria's Secret,3mo (A)
Buy from Quizno's (A)
Buy from Burger King (A)
Shop at Kmart,3mo (A)
Shop at Payless Shoes,3mo (A)
Buy from Little Caesar's (A)
Shop at Game Stop, 3mo (A)
WP
Index
ft
97
97
96
95
94
94
94
94
94
93
93
93
93
93
92
92
92
92
90
90
89
89
88
88
88
87
87
87
87
86
86
86
85
85
85
84
84
80
79
78
76
76
76
75
96
95
105
98
109
100
98
96
92
104
96
95
93
92
107
95
94
93
96
94
100
98
106
93
91
97
90
88
85
93
90
87
94
92
86
89
80
85
81
85
84
79
75
73
CBRE Consumer Behavior Analytics:
www.cbre.com/consumer
D
Diana Cardona
Director, Location Analytics & Mapping
T 818 907 4738 | C 818 634 5946
www.cbre.com/diana.cardona
diana.cardona@cbre.com
ra
Janice Sloan
Senior Analyst
T 818 907 4673 | C 818 458 3809
www.cbre.com/janice.sloan
ft
janice.sloan@cbre.com
Kenneth Gray
Director, Analytics
T 951 313 4334
www.cbre.com/ken.gray
ken.gray@cbre.com
© 2013 CBRE, Inc. All rights reserved.
Information herein has been obtained from sources believed reliable. While we do not doubt its accuracy, we have not verified it
and make no guarantee, warranty or representation about it. It is your responsibility to independently confirm its accuracy and
completeness. Any projections, opinions, assumptions or estimates used are for example only and do not represent the current or
future performance of the market. This information is designed exclusively for use by CBRE clients, and cannot be reproduced
without prior written permission of CBRE.
APPENDIX
ra
D
ft
Business Points
East Lansing City
All Retail (SIC 52-59)
Sorted by NAICS Code
Address
171 SERVICE RD
ROCKETSPORTS RACING
3400 WEST RD
ABC DISTRIBUTING
321 WOODLAND PASS
CAPITOL LIGHTING
4988 NORTHWIND DR
A ADVANCED SATELLITE TV
D
Business Name
MSU BAKERS
SIC Code Description
RETAIL BAKERIES
NAICS Code
31181102
RETAIL BAKERIES
EAST LANSING
552100
USED CAR DEALERS
44112006
USED CAR DEALERS
EAST LANSING
571301
CARPETS
44221001
FLOOR COVERING STORES
EAST LANSING
571902
LIGHTING,LAMPS,ACCES
44229942
ALL OTHER HOME FURNISHINGS STORES
227 HIGHLAND AVE
CREATIVE CONCEPTS
573104
CONSUMER ELECT EQ NEC
NAICS Code Description
44314218
ELECTRONIC STORES
EAST LANSING
573104
CONSUMER ELECT EQ NEC
44314218
ELECTRONIC STORES
EAST LANSING
599906
TELEPHONE,COMM EQUIP
44314223
ELECTRONIC STORES
EAST LANSING
573100
RADIO,TV & ELCR STR
44314226
ELECTRONIC STORES
EAST LANSING
573402
COMP SFTWRE & ACC
44314247
ELECTRONIC STORES
EAST LANSING
573402
COMP SFTWRE & ACC
44314247
ELECTRONIC STORES
ra
1060 TROWBRIDGE RD
CABLE TV ALTERNATIVES
AEGIS BLEU LLC
SIC Code
546100
EAST LANSING
A DIRECT DISH SATELLITE TV
VERTEX COMMUNICATIONS INC
City
EAST LANSING
SIMPLIFIED OFFICE SYSTEMS
1962 N HARRISON RD
EAST LANSING
573402
COMP SFTWRE & ACC
44314247
ELECTRONIC STORES
SOPHSOFT INC
736 ALTON RD
EAST LANSING
573402
COMP SFTWRE & ACC
44314247
ELECTRONIC STORES
2640 MARFITT RD # 3
EAST LANSING
573402
COMP SFTWRE & ACC
44314247
ELECTRONIC STORES
211 E GRAND RIVER AVE
EAST LANSING
573500
REC,PREREC TAPE STR
44314269
ELECTRONIC STORES
ELECTRONIC STORES
ft
UDAY SHUKLA CORP
CAMPUS CORNER
REPLAY ENTERTAINMENT EXCH LLC
EAST LANSING
573500
REC,PREREC TAPE STR
44314269
WILD BIRDS UNLIMITED
2200 COOLIDGE RD # 17
EAST LANSING
526100
NURS & GARDEN STRS
44422002
NURSERY, GARDEN CENTER & FARM SUPPLY STORES
MICHIGAN INTEGRATED FOOD
172 NATURAL RESOURCES
EAST LANSING
541100
GROCERY STORES
44511002
SUPERMARKETS/OTHER GROCERY (EXC CONVENIENCE) STRS
SWAGGER FOODS
1060 TROWBRIDGE RD # 1
EAST LANSING
541100
GROCERY STORES
44511002
EAST LANSING FOOD CO-OP
4960 NORTHWIND DR
EAST LANSING
541100
GROCERY STORES
44511003
GREAT CHINA MARKETS INC
EAST LANSING
541100
GROCERY STORES
44511003
KROGER CO
1550 W LAKE LANSING RD
EAST LANSING
541100
GROCERY STORES
44511003
MEIJER
EAST LANSING
541100
GROCERY STORES
44511003
QUALITY DAIRY CO
808 MICHIGAN AVE
EAST LANSING
541102
CONVENIENCE STORES
44511003
QUALITY DAIRY CO
1109 E GR RIVER
EAST LANSING
541102
CONVENIENCE STORES
44511003
QUALITY DAIRY CO
947 TROWBRIDGE RD
EAST LANSING
541102
CONVENIENCE STORES
44511003
QUALITY DAIRY CO
EAST LANSING
541102
CONVENIENCE STORES
44511003
EAST LANSING
541100
GROCERY STORES
44511003
SHOP RITE
SPARTAN ORIENTAL SHOPPE
134 N HARRISON RD
EAST LANSING
541100
GROCERY STORES
44511003
SWAGADH INC
EAST LANSING
541100
GROCERY STORES
44511003
CONVENIENCE STORES
24 CONVENIENCE STORE
210 MICHIGAN AVE
EAST LANSING
541103
CONVEN STORES CHAIN
44512001
BIG TEN PARTY STORES
EAST LANSING
541103
CONVEN STORES CHAIN
44512001
CONVENIENCE STORES
GRARB-KO
311 GROVE ST
EAST LANSING
541103
CONVEN STORES CHAIN
44512001
CONVENIENCE STORES
SEVEN-ELEVEN FOOD STORES
EAST LANSING
541103
CONVEN STORES CHAIN
44512001
CONVENIENCE STORES
SEVEN-ELEVEN FOOD STORES
740 W LAKE LANSING RD # 100
EAST LANSING
541103
CONVEN STORES CHAIN
44512001
CONVENIENCE STORES
SPEEDWAY
EAST LANSING
554100
GASOLINE SV STATION
44512001
CONVENIENCE STORES
GOODRICH'S SHOP-RITE INC
940 TROWBRIDGE RD
EAST LANSING
542103
MEAT MKTS INC FR/. PRV
44521006
MEAT MARKETS
GLOBAL ORANGE DEVELOPMENT LLC 2501 COOLIDGE RD # 302
EAST LANSING
549902
BEVERAGE STORES
44529905
ALL OTHER SPECIALTY FOOD STORES
WANDERER'S TEA HOUSE
EAST LANSING
549902
BEVERAGE STORES
44529905
©2013 - CBRE. This information has been obtained from sources believed reliable.
We have not verified it and make no guarantee, warranty or representation about it.
Business Points
East Lansing City
Address
901 TROWBRIDGE RD
D
Business Name
KIM'S ORIENTAL MARKET INC
City
EAST LANSING
SIC Code
549900
MISC FOOD STORES
NAICS Code
44529922
228 ABBOT RD
SPARTAN SPIRITS
221 ANN ST
EAST LANSING
581247
QUICK SERV ICE CREAM/YOGURT
44529932
EAST LANSING
592100
LIQUOR STORES
44531004
BEER, WINE & LIQUOR STORES
CVS PHARMACY
240 MAC AVE
EAST LANSING
591200
DRUG,PROPRIETARY STR
44611009
PHARMACIES & DRUG STORES
KROGER CO
MEIJER PHARMACY
EAST LANSING
EAST LANSING
591200
591200
44611009
44611009
RITE-AID PHARMACY
111 E SAGINAW ST
EAST LANSING
591200
44611009
RITE-AID PHARMACY
EAST LANSING
591200
44611009
AMERICA'S BEST CONTACTS
337 ABBOT RD
EAST LANSING
599500
OPTICAL GOODS STRS
44613003
OPTICAL GOODS STORES
GNC
EAST LANSING
549901
HEALTH & DIET FD STRS
44619106
FOOD (HEALTH) SUPPLEMENT STORES
ra
SWIRL BERRY MSC LLC
ARTISAN PROSTHETICS
702 W LAKE LANSING RD # E
EAST LANSING
599900
MISC RETAIL STORES
44619901
ALL OTHER HEALTH & PERSONAL CARE STORES
ACCUQUEST HEARING CTR
EAST LANSING
599922
HEARING AID STORES
44619903
BELTONE HEARING AID SERVICE
1350 E LAKE LANSING RD
599922
HEARING AID STORES
44619903
EAST LANSING
599922
HEARING AID STORES
44619903
ft
EAST LANSING
FLUKE HEARING INSTRUMENT CORP 4970 NORTHWIND DR # 120
MIRACLE EAR CENTER
EAST LANSING
599922
HEARING AID STORES
44619903
PROFESSIONAL HEARING
1500 ABBOT RD
EAST LANSING
599922
HEARING AID STORES
44619903
COMPRESSION THERAPY SVC
EAST LANSING
599900
MISC RETAIL STORES
44619904
TERI J LAMMERS
EAST LANSING
599909
MED APPARATUS,SUPPS
44619905
BROOKFIELD SHELL INC
EAST LANSING
554100
GASOLINE SV STATION
44719005
OTHER GASOLINE STATIONS
CAMPUS AUTO REPAIR
100 E SAGINAW ST
EAST LANSING
554100
GASOLINE SV STATION
44719005
MARATHON
1198 S HARRISON RD
EAST LANSING
554100
GASOLINE SV STATION
44719005
DOUBLE UP ENTERPRISES LLC
EAST LANSING
561100
MEN'S, BOYS' CL STR
44811006
MEN'S CLOTHING STORES
LA BODEGA
EAST LANSING
562100
WOMEN'S CL STORES
44812010
WOMEN'S CLOTHING STORES
PITAYA
EAST LANSING
562100
WOMEN'S CL STORES
44812010
RONNY MEDAWAR & CO
1542 W GRAND RIVER AVE
EAST LANSING
562100
WOMEN'S CL STORES
44812010
CAMPUS STREET SPORTS WEAR
EAST LANSING
565100
FAMILY CLOTHING STR
44814001
FAMILY CLOTHING STORES
JEANOLOGIE BOUTIQUE
303 MAC AVE
EAST LANSING
565100
FAMILY CLOTHING STR
44814001
PAULI CASALINO CLOTHING
3735 PARULA DR
EAST LANSING
565100
FAMILY CLOTHING STR
44814001
REFINERY
115 ALBERT AVE
EAST LANSING
565100
FAMILY CLOTHING STR
44814001
RETHREADS
EAST LANSING
565100
FAMILY CLOTHING STR
44814001
URBAN OUTFITTERS
EAST LANSING
565100
FAMILY CLOTHING STR
44814001
AMERICAN APPAREL
EAST LANSING
569900
MISC APPAREL & ACC
44819002
OTHER CLOTHING STORES
SPARTAN CORNER
EAST LANSING
569908
T-SHIRTS,CUST PRINTED
44819029
OTHER CLOTHING STORES
FOOTGEAR
108 DIVISION ST
EAST LANSING
566100
SHOE STORES
44821007
SHOE STORES
SILVER & BEYOND LLC
333 ALBERT AVE # 102
EAST LANSING
594402
JEWEL,PREC STNES/MTLS
44831012
JEWELRY STORES
SILVER STREAK
EAST LANSING
594402
44831012
JEWELRY STORES
SUNDANCE JEWELRY
EAST LANSING
594402
44831012
JEWELRY STORES
MOOSEJAW MOUNTAINEERING
EAST LANSING
594102
HUNTING EQUIPMENT
45111010
SPORTING GOODS STORES
Business Points
East Lansing City
Address
1427 W SAGINAW ST # 175
IN FLIGHT SPORTS
PICKET FENCE QUILTING
520 N HARRISON RD
COUNTRY STITCHES LTD
D
Business Name
CAPITAL AREA SOCCER
City
EAST LANSING
SIC Code
594100
SPORTING GDS & BCY
NAICS Code
45111055
EAST LANSING
594100
SPORTING GDS & BCY
45111055
EAST LANSING
594902
SEWING,NEEDLEWORK
45113015
SEWING, NEEDLEWORK & PIECE GOODS STORES
EAST LANSING
571400
DRAPERY, UPHOLSTERY
45113017
EAST LANSING
594902
SEWING,NEEDLEWORK
45113024
325 GROVE ST # B
EAST LANSING
594200
BOOK STORES
45121105
BOOK STORES
COLLEGEVILLE TEXTBOOK CO
EAST LANSING
594200
BOOK STORES
45121105
BOOK STORES
BOOK STORES
ra
WOVEN ART
BARNES & NOBLE
1 MICHIGAN STATE UNIV
EAST LANSING
594200
BOOK STORES
45121105
EAST LANSING
594200
BOOK STORES
45121105
BOOK STORES
SPARTAN BOOKSTORE
1 INTERNATIONAL CTR
EAST LANSING
594200
BOOK STORES
45121105
BOOK STORES
STUDENT BOOK STORE
EAST LANSING
594200
BOOK STORES
45121105
BOOK STORES
STUDENT BOOK STORE INC
EAST LANSING
594200
BOOK STORES
45121105
BOOK STORES
21ST CENTURY COMICS & GAMES
515 E GRAND RIVER AVE # E
EAST LANSING
594201
COMIC BOOKS
45121108
BOOK STORES
FORTRESS COMICS & GAMES INC
425 ALBERT AVE
EAST LANSING
594201
COMIC BOOKS
45121108
BOOK STORES
STATE NEWS INC
345 STUDENT SERVICES
EAST LANSING
599400
NEWS DLR, NEWSSTAND
45121202
NEWS DEALERS & NEWSSTANDS
STATE DISCOUNT CORP
EAST LANSING
531101
DEPT STORES DISCOUNT
45211201
DISCOUNT DEPARTMENT STORES
ft
N E BOOK CO
NED'S BOOKSTORE
B/A FLORIST
EAST LANSING
599200
FLORISTS
45311001
FLORISTS
PETRA FLOWERS
EAST LANSING
599200
FLORISTS
45311001
FLORISTS
CHIOS
EAST LANSING
594702
GIFT SHOP
45322013
GIFT, NOVELTY & SOUVENIR STORES
ARCHIVES BOOK SHOP
EAST LANSING
594200
BOOK STORES
45331008
USED MERCHANDISE STORES
CURIOUS BOOK SHOP
EAST LANSING
594200
BOOK STORES
45331008
SCAVENGER HUNT
EAST LANSING
593200
USED MERCHANDISE
45331014
EAST GRAND RECORD CO
EAST LANSING
593200
USED MERCHANDISE
45331030
FLAT BLACK & CIRCULAR
EAST LANSING
593200
USED MERCHANDISE
45331030
RECORD LOUNGE
111 DIVISION ST
EAST LANSING
593200
USED MERCHANDISE
45331030
GROVE GALLERY CO-OP
325 GROVE ST # A
EAST LANSING
599923
ART GALLERIES/DEALERS
45392002
ART DEALERS
MACKEREL SKY GALLERY-CNTMPRRY 211 MAC AVE
EAST LANSING
599923
ART GALLERIES/DEALERS
45392002
ART DEALERS
CAMPBELL'S SMOKE SHOP
207 MAC AVE
EAST LANSING
599300
TOBACCO STORES
45399102
TOBACCO STORES
WILD SIDE
EAST LANSING
599300
TOBACCO STORES
45399102
TOBACCO STORES
BLUE SKY SPIRIT
210 ABBOT RD
EAST LANSING
599900
MISC RETAIL STORES
45399846
ALL OTHER MISC STORE RETAILERS (EXC TOBACCO STRS)
SAPER GALLERIES & CUSTOM
433 ALBERT AVE
EAST LANSING
599902
ART,ARCHITECT SUPPS
45399852
GREAT LAKES JUDGING CTR AMER
277 N HAGADORN RD
EAST LANSING
599900
MISC RETAIL STORES
45399878
MOTION REHABILITATION CTR LLC
1020 DARLINGTON AVE
EAST LANSING
599900
MISC RETAIL STORES
45399878
SPICUS
909 ABBOT RD
EAST LANSING
596100
CATALOG,MAIL-ORDER
45411101
ELECTRONIC SHOPPING
ML ENTERPRISES INC
1019 ABBOT RD
EAST LANSING
596100
CATALOG,MAIL-ORDER
45411302
MAIL-ORDER HOUSES
PARTY PLEASERS
134 E POINTE LN
EAST LANSING
596300
DIRECT SELLING ESTB
45439017
OTHER DIRECT SELLING ESTABLISHMENTS
UDON SUSHI RESTAURANT
134 N HARRISON RD
EAST LANSING
581266
CATERER/CONTRACT SERVICE
49221004
LOCAL MESSENGERS & LOCAL DELIVERY
MSU UNION
ABBOTT & GRAND RIV
EAST LANSING
581266
72231001
FOOD SVC CONTRACTORS
Business Points
East Lansing City
D
Business Name
MSU UNION
Address
ABBOTT RD & GRAND RIVER AVE
SPARTAN STADIUM
132 SPARTAN WAY
MUMBI
340 ALBERT AVE
SPARTAN SIGNATURE CATERING
ABBOTT RD & GRAND RIVER AVE
City
EAST LANSING
SIC Code
581266
NAICS Code
72231001
EAST LANSING
581266
72231001
EAST LANSING
581266
72232001
CATERERS
EAST LANSING
581266
72232001
CATERERS
LANDSHARK BAR & GRILL
DRINKING PLACES
72241003
DRINKING PLACES ALCOHOLIC BEVERAGES
CLUB RUSH
131 ALBERT AVE
EAST LANSING
581300
DRINKING PLACES
72241006
RICK'S AMERICAN CAFE
224 ABBOT RD
EAST LANSING
581300
DRINKING PLACES
72241006
BELL'S GREEK PIZZA
EAST LANSING
581243
QUICK SERV PIZZA PARLOR
72251115
FULL-SERVICE RESTAURANTS
COTTAGE INN PIZZA
ra
EAST LANSING
581300
EAST LANSING
581243
72251115
DOMINO'S PIZZA
143 N HARRISON RD # 200
EAST LANSING
581243
72251115
GEORGIO'S GOURMET PIZZERIA
EAST LANSING
581243
72251115
GEORGIO'S PIZZA
120 CHARLES ST
EAST LANSING
581243
72251115
EAST LANSING
581243
72251115
134 N HARRISON RD
EAST LANSING
581243
72251115
LITTLE CAESAR'S PIZZA
EAST LANSING
581243
72251115
PAPA'S PIZZA TO GO
EAST LANSING
581243
72251115
PIZZA HUT
1331 E GRAND RIVER AVE # 113
EAST LANSING
581243
72251115
SIR PIZZA
EAST LANSING
581243
72251115
VILLA FRESH ITALIAN PIZZA
169 INTERNATIONAL CTR
EAST LANSING
581243
72251115
ALTU'S ETHIOPIAN CUISINE
1312 MICHIGAN AVE
EAST LANSING
581200
EATING PLACES
72251117
AMERICAN CREPES
986 TROWBRIDGE RD
ft
GUMBY'S PIZZA
HUNGRY HOWIE'S PIZZA & SUBS
EAST LANSING
581200
EATING PLACES
72251117
APPLEBEE'S NEIGHBORHOOD GRILL 2450 COOLIDGE RD
EAST LANSING
581250
AMERICAN MENU
72251117
ASIAN HOUSE
EAST LANSING
581253
ORIENTAL MENU
72251117
GENERAL DELIVERY
BAGGER DAVE'S
EAST LANSING
581200
EATING PLACES
72251117
BEGGARS BANQUET RESTAURANT
218 ABBOT RD
EAST LANSING
581200
EATING PLACES
72251117
BLIMPIE'S RESTAURANT
EAST LANSING
581244
QUICK SERV SANDWICH/DELI
72251117
BOWL EXPRESS
EAST LANSING
581200
EATING PLACES
72251117
BUBBLE ISLAND
515 E GRAND RIVER AVE # E
EAST LANSING
581200
EATING PLACES
72251117
EAST LANSING
581200
EATING PLACES
72251117
BUFFALO WILD WINGS GRILL & BAR 360 ALBERT AVE
BURGER KING
EAST LANSING
581240
QUICK SERV BURGER
72251117
CHARLIE KANG'S RESTAURANT
EAST LANSING
581200
EATING PLACES
72251117
CHINESE FAMILY BUFFET
EAST LANSING
581253
ORIENTAL MENU
72251117
CHIPOTLE MEXICAN GRILL
EAST LANSING
581251
MEXICAN MENU
72251117
CONRADS
EAST LANSING
581200
EATING PLACES
72251117
COSI
EAST LANSING
581200
EATING PLACES
72251117
CRUNCHY'S
EAST LANSING
581200
EATING PLACES
72251117
DUBLIN SQUARE
327 ABBOT RD
EAST LANSING
581200
EATING PLACES
72251117
EL AZTECO RESTAURANT
225 ANN ST
EAST LANSING
581200
EATING PLACES
72251117
Business Points
East Lansing City
Address
FIVE GUYS BURGERS & FRIES
GRAND TRAVERSE PIE
GREAT WALL ENTERPRISE
1611 GREENCREST AVE
D
Business Name
ESPRESSO ROYALE CAFFE
City
EAST LANSING
SIC Code
581200
EATING PLACES
NAICS Code
72251117
EAST LANSING
581240
QUICK SERV BURGER
72251117
EAST LANSING
581200
EATING PLACES
72251117
EAST LANSING
581200
EATING PLACES
72251117
131 ALBERT AVE
72251117
HARRISON ROADHOUSE
720 MICHIGAN AVE
EAST LANSING
EAST LANSING
581200
581200
EATING PLACES
EATING PLACES
72251117
ra
HARPER'S RESTAURANT & BREW
HOBIE'S RESTAURANT
930 TROWBRIDGE RD
EAST LANSING
581200
EATING PLACES
72251117
INGCREDIBLE
EAST LANSING
581200
EATING PLACES
72251117
JIMMY JOHN'S
143 N HARRISON RD
EAST LANSING
581250
AMERICAN MENU
72251117
JIMMY JOHN'S
EAST LANSING
581250
AMERICAN MENU
72251117
KOREA HOUSE RESTAURANT
978 TROWBRIDGE RD
EAST LANSING
581253
ORIENTAL MENU
72251117
LAND GRANT RESTAURANTS INC
720 MICHIGAN AVE
EAST LANSING
581200
EATING PLACES
72251117
EAST LANSING
581200
EATING PLACES
72251117
MC ALISTER'S DELI
6 UNION BLDG
EAST LANSING
581244
72251117
MC DONALD'S HAMBURGERS
EAST LANSING
581240
QUICK SERV BURGER
72251117
MENNA'S JOINT
115 ALBERT AVE # B
EAST LANSING
581200
EATING PLACES
72251117
MEXICO 2 GO
901 TROWBRIDGE RD
EAST LANSING
581251
MEXICAN MENU
72251117
ft
LOU & HARRY'S GRILL & BAKERY
MSU STUDENT ALUMNI
333 UNION BLDG
EAST LANSING
581200
EATING PLACES
72251117
NOODLES & CO
EAST LANSING
581200
EATING PLACES
72251117
OMI SUSHI
210 MAC AVE
EAST LANSING
581253
ORIENTAL MENU
72251117
P T O'MALLEY'S
210 ABBOT RD
EAST LANSING
581200
EATING PLACES
72251117
PANCHERO'S MEXICAN GRILL
EAST LANSING
581251
MEXICAN MENU
72251117
PANDA EXPRESS
EAST LANSING
581253
ORIENTAL MENU
72251117
PEANUT BARREL RESTAURANT
EAST LANSING
581200
EATING PLACES
72251117
PEKING EXPRESS
EAST LANSING
581253
ORIENTAL MENU
72251117
PITA PIT
EAST LANSING
581200
EATING PLACES
72251117
POTBELLY SANDWICH WORKS
EAST LANSING
581244
72251117
QDOBA MEXICAN GRILL
EAST LANSING
581246
QUICK SERV MEXICAN
72251117
QUIZNOS
EAST LANSING
581244
72251117
RED CEDAR CAFE
EAST LANSING
581260
CAFE/DINER/FAMILY REST
72251117
REGENT CAFE INC
1750 HITCHING POST RD
EAST LANSING
581260
72251117
RENO'S EAST SIDE SPORTS BAR
1310 ABBOT RD
EAST LANSING
581200
EATING PLACES
72251117
RICE KITCHEN
EAST LANSING
581260
72251117
RIVIERA CAFE RESTAURANT
231 MAC AVE
EAST LANSING
581260
72251117
ROADHOUSE PUB
122 N HARRISON RD
EAST LANSING
581200
EATING PLACES
72251117
SIZZLING KABOBS
EAST LANSING
581200
EATING PLACES
72251117
SPARTAN HALL OF FAME CAFE
EAST LANSING
581260
72251117
SPARTAN SPORT DEN BAR & GRILL
EAST LANSING
581200
EATING PLACES
72251117
Business Points
East Lansing City
Address
920 TROWBRIDGE RD
SUBWAY SANDWICH SHOP
SUSHI GO
D
Business Name
City
EAST LANSING
SIC Code
581244
NAICS Code
72251117
EAST LANSING
581244
72251117
EAST LANSING
581244
72251117
EAST LANSING
581253
ORIENTAL MENU
72251117
EATING PLACES
72251117
EAST LANSING
EAST LANSING
581246
581200
QUICK SERV MEXICAN
72251117
TACO BELL
1051 TROWBRIDGE RD
EAST LANSING
581246
QUICK SERV MEXICAN
72251117
TASTE OF THAI
1105 E GRAND RIVER AVE # 2
EAST LANSING
581253
ORIENTAL MENU
72251117
THAI 102 DEGREES
225 MAC AVE
EAST LANSING
581253
ORIENTAL MENU
72251117
TONY'S RESTAURANT
350 ALBERT AVE
EAST LANSING
581200
EATING PLACES
72251117
TROWBRIDGE PIZZA & PASTA
970 TROWBRIDGE RD
EAST LANSING
581200
EATING PLACES
72251117
WENDY'S
1000 TROWBRIDGE RD
EAST LANSING
581240
QUICK SERV BURGER
72251117
WINGS OVER EAST LANSING
EAST LANSING
581200
EATING PLACES
72251117
WOODY'S BAR & GRILL
EAST LANSING
581200
EATING PLACES
72251117
WOODY'S OASIS
970 TROWBRIDGE RD
EAST LANSING
581200
EATING PLACES
72251117
ra
SUSHIWA
TACO BELL
ft
WOODY'S OASIS
1050 TROWBRIDGE RD
EAST LANSING
581200
EATING PLACES
72251117
STATE SIDE DELI & GRILL
EAST LANSING
581244
72251302
LIMITED-SVC RESTAURANTS
WOODY'S OASIS MEDITERRANEAN
EAST LANSING
581244
72251302
LIMITED-SVC RESTAURANTS
EMOS' CAFE
901 TROWBRIDGE RD
EAST LANSING
581260
72251402
CAFETERIAS, GRILL BUFFETS & BUFFETS
GRAND RIVER COFFEE CAFE
EAST LANSING
581260
72251402
KEY WEST CAFE
1500 W LAKE LANSING RD # D
EAST LANSING
581260
72251402
BIG APPLE BAGELS
248 E SAGINAW ST # 2
EAST LANSING
546100
RETAIL BAKERIES
72251502
SNACK & NONALCOHOLIC BEVERAGE BARS
BRUEGGER'S BAGEL BAKERY
EAST LANSING
546100
RETAIL BAKERIES
72251502
A PIECE O'CAKE LLC
4966 NORTHWIND DR
EAST LANSING
546100
RETAIL BAKERIES
72251504
BIGGBY COFFEE
EAST LANSING
581267
COFFEE SHOP
72251505
BIGGBY COFFEE
EAST LANSING
581267
COFFEE SHOP
72251505
BIGGBY COFFEE
EAST LANSING
581267
COFFEE SHOP
72251505
BIGGBY COFFEE
6 UNION BLDG
EAST LANSING
581267
COFFEE SHOP
72251505
CAPPUCCINO CAFE
EAST LANSING
581267
COFFEE SHOP
72251505
ESPRESSO ROYALE
EAST LANSING
581267
COFFEE SHOP
72251505
MT HOPE COFFEE CO
4480 S HAGADORN
EAST LANSING
581267
COFFEE SHOP
72251505
STARBUCKS
EAST LANSING
581267
COFFEE SHOP
72251505
STARBUCKS
EAST LANSING
581267
COFFEE SHOP
72251505
COOKIES BY DESIGN
1810 BRAMBLE DR
EAST LANSING
581249
QUICK SERV SNACK/COOKIE/DRN
72251507
BASKIN-ROBBINS ICE CREAM
1810 BRAMBLE DR
EAST LANSING
581247
72251512
COLD STONE CREAMERY
200 MAC AVE
EAST LANSING
581247
72251512
TASTY TWIST
EAST LANSING
581247
72251512
Prizm NE Segmentation
D
01. UPPER CRUST
The nation's most exclusive address, Upper Crust is the wealthiest lifestyle in America–a
haven for empty-nesting couples over 55 years old. No segment has a higher concentration
of residents earning over $100,000 a year or possessing a postgraduate degree. And none
has a more opulent standard of living.
Suburban
Wealthy
Age 55+
Graduate Degree+
ft
03. MOVERS & SHAKERS
Movers & Shakers is home to America's up-and-coming business class: a wealthy suburban
world of dual-income couples who are highly educated, typically between the ages of 45
and 64, and without children. Given its high percentage of executives and white-collar
professionals, there's a decided business bent to this segment: members of Movers &
Shakers rank near the top for owning a small business and having a home office.
Suburban
Wealthy
Age 45-64
Graduate Degree+
04. YOUNG DIGERATI
Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe.
Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically
filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual
restaurants and all types of bars--from juice to coffee to microbrew.
Urban
Wealthy
Age 25-44
Graduate Degree+
05. COUNTRY SQUIRES
The wealthiest residents in exurban America live in Country Squires, an oasis for affluent
Baby Boomers who've fled the city for the charms of small-town living. In their bucolic
communities noted for their recently built homes on sprawling properties, the families of
executives live in six-figure comfort. Country Squires enjoy country club sports like golf,
tennis, and swimming, as well as skiing, boating, and biking.
Town/Rural
Upscale
Age 35-54
Graduate Degree+
06. WINNER’S CIRCLE
Among the wealthy suburban lifestyles, Winner's Circle is the youngest, a collection of
mostly 35- to 54-year-old couples with large families in new-money subdivisions.
Surrounding their homes are the signs of upscale living: recreational parks, golf courses
and upscale malls. With a median income of over $100,000, Winner's Circle residents are
big spenders who like to travel, ski, go out to eat, shop at clothing boutiques and take in a
show.
Suburban
Wealthy
Age 35-54
Graduate Degree+
2013 CBRE, INC. ALL RIGHTS RESERVED
PRIZM NE SEGMENTATION| PAGE 1
ra
02. BLUE BLOOD ESTATES
Blue Blood Estates is a family portrait of suburban wealth, a place of million-dollar homes
and manicured lawns, high-end cars and exclusive private clubs. The nation's secondwealthiest lifestyle is characterized by married couples with children, graduate degrees, a
significant percentage of Asian Americans, and six-figure incomes earned by business
executives, managers, and professionals.
Suburban
Wealthy
Age 45-64
Graduate Degree+
D
07. MONEY & BRAINS
The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and
sophisticated tastes to match their credentials. Many of these city dwellers are married
couples with few children who live in fashionable homes on small, manicured lots.
Urban
Wealthy
Age 45-64
Graduate Degree+
ft
09. BIG FISH, SMALL POND
Older, upper-class, college-educated professionals, the members of Big Fish, Small Pond
are often among the leading citizens of their small-town communities. These upscale,
empty-nesting couples enjoy the trappings of success, including belonging to country clubs,
maintaining large investment portfolios, and spending freely on computer technology.
Town/Rural
Upscale
Age 55+
Graduate Degree+
10. SECOND CITY ELITE
There's money to be found in the nation's smaller cities, and you're most likely to find it in
Second City Elite. The residents of these satellite cities tend to be prosperous professionals
who decorate their homes with multiple computers, large-screen TV sets, and an impressive
collection of wines. With more than half holding college degrees, Second City Elite residents
enjoy cultural activities--from reading books to attending theater and dance productions.
Second City
Upscale
Ages 55+
Graduate Degree+
11. GOD’S COUNTRY
When city dwellers and suburbanites began moving to the country in the 1970s, God's
Country emerged as the most affluent of the nation's exurban lifestyles. Today, wealthier
communities exist in the hinterlands, but God's Country remains a haven for upscale
couples in spacious homes. Typically college educated Baby Boomers, these Americans try
to maintain a balanced lifestyle between high-power jobs and laid-back leisure.
Town/Rural
Upscale
Age 45-64
Graduate Degree+
12. BRITE LITES, LI’L CITY
Not all of America's chic sophisticates live in major metros. Brite Lights, Li'l City is a group
of well-off, middle-aged couples settled in the nation's satellite cities. Residents of these
typical DINK (double income, no kids) households have college educations, well-paying
business and professional careers, and swank homes filled with the latest technology.
Second City
Upscale
Age <55
College Graduate
ra
08. EXECUTIVE SUITES
Executive Suites consists of upper-middle-class singles and couples typically living just
beyond the nation's beltways. Filled with significant numbers of Asian-Americans and
college graduates--both groups are represented at more than twice the national average-this segment is a haven for white-collar professionals drawn to comfortable homes and
apartments within a manageable commute to downtown jobs, restaurants, and
entertainment.
Suburban
Upper-Mid
Age <55
College Graduate
D
13. UPWARD BOUND
More than any other segment, Upward Bound appears to be the home of those legendary
Soccer Moms and Dads. In these small satellite cities, upscale families boast dual incomes,
college degrees, and new split-levels and colonials. Residents of Upward Bound tend to be
kid obsessed, with heavy purchases of computers, action figures, dolls, board games,
bicycles, and camping equipment.
Second City
Upscale
Ages 35-54
College Graduate
ft
15. POOLS & PATIOS
Formed during the postwar Baby Boom, Pools & Patios has evolved from a segment of
young suburban families to one for older, empty-nesting couples. In these stable
neighborhoods graced with backyard pools and patios--a large proportion of homes were
built in the 1950s and 1960s--residents work as white-collar managers and professionals,
and are now at the top of their careers.
Suburban
Upper-Mid
Age 45-64
Graduate Degree+
16. BOHEMIAN MIX
A collection of mobile urbanites, Bohemian Mix represents the nation's most liberal
lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples,
and families ranging from students to professionals. In their funky row houses and
apartments, Bohemian Mixers are the early adopters who are quick to check out the latest
movie, nightclub, laptop, and microbrew.
Urban
Upper-Mid
Age <55
College Graduate
17. BELTWAY BOOMERS
The members of the postwar Baby Boom are all grown up. One segment of this huge
cohort--college-educated, upper-middle-class, and home-owning--is found in Beltway
Boomers. Like many of their peers who married late, these Boomers are still raising children
in comfortable suburban subdivisions, and they're pursuing kid-centered lifestyles.
Suburban
Upper-Mid
Age 45-64
College Graduate
18. KIDS & CUL-DE-SACS
Upper-middle-class, suburban, married couples with children--that's the skinny on Kids &
Cul-de-Sacs, an enviable lifestyle of large families in recently built subdivisions. With a high
rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, whitecollar professionals with administrative jobs and upper-middle-class incomes. Their nexus
of education, affluence, and children translates into large outlays for child-centered
products and services.
Suburban
Upper-Mid
Age 25-44
College Graduate
ra
14. NEW EMPTY NESTS
With their grown-up children recently out of the house, New Empty Nests is composed of
upper-middle income older Americans who pursue active--and activist--lifestyles. Most
residents are over 65 years old, but they show no interest in a rest-home retirement. This is
the top-ranked segment for all-inclusive travel packages; the favorite destination is Europe.
Suburban
Upper-Mid
Age 65+
Graduate Degree+
D
19. HOME SWEET HOME
Widely scattered across the nation's suburbs, the residents of Home Sweet Home tend to be
upper-middle-class married couples living in mid-sized homes without children. The adults
in the segment, mostly under 55, have gone to college and hold professional and whitecollar jobs. With their upper-middle-class incomes and small families, these folks have
fashioned comfortable lifestyles, filling their homes with exercise equipment, TV sets, and
pets.
Suburban
Upper-Mid
Age <55
College Graduate
ft
21. GRAY POWER
The steady rise of older, healthier Americans over the past decade has produced one
important by-product: middle-class, home-owning suburbanites who are aging in place
rather than moving to retirement communities. Gray Power reflects this trend, a segment of
older, midscale singles and couples who live in quiet comfort.
Suburban
Midscale
Age 65+
College Graduate
22. YOUNG INFLUENTIALS
Once known as the home of the nation's yuppies, Young Influentials reflects the fading glow
of acquisitive yuppiedom. Today, the segment is a common address for younger, middleclass singles and couples who are more preoccupied with balancing work and leisure
pursuits. Having recently left college dorms, they now live in apartment complexes
surrounded by ball fields, health clubs, and casual-dining restaurants.
Suburban
Midscale
Age <35
College Graduate
23. GREENBELT SPORTS
A segment of upscale exurban couples, Greenbelt Sports is known for its active lifestyle.
Most of these older residents are married, college-educated, and own new homes. And few
segments have higher rates for pursuing outdoor activities such as skiing, canoeing,
backpacking, boating, and mountain biking.
Town/Rural
Upper-Mid
Age 45-64
College Graduate
24. UP-AND-COMERS
Up-and-Comers is a stopover for younger, upper-mid singles before they marry, have
families, and establish more deskbound lifestyles. Found in second-tier cities, these mobile
adults, mostly age 25-44, include a disproportionate number of recent college graduates
who are into athletic activities, the latest technology, and nightlife entertainment.
Second City
Upper-Mid
Age 25-44
College Graduate
ra
20. FAST-TRACK FAMILIES
With their upscale incomes, numerous children, and spacious homes, Fast-Track Families
are in their prime acquisition years. These middle-aged parents have the disposable
income and educated sensibility to want the best for their children. They buy the latest
technology with impunity: new computers, DVD players, home theater systems, and video
games. They take advantage of their rustic locales by camping, boating, and fishing.
Town/Rural
Upscale
Age 35-54
College Graduate
D
25. COUNTRY CASUALS
There's a laid-back atmosphere in Country Casuals, a collection of older, upscale
households that have started to empty-nest. Most households boast two earners who have
well-paying management jobs or own small businesses. Today, these Baby-Boom couples
have the disposable income to enjoy traveling, owning timeshares, and going out to eat.
Town/Rural
Upscale
Age 45-64
College Graduate
ft
27. MIDDLEBURG MANAGERS
Middleburg Managers arose when empty nesters settled in satellite communities, which
offered a lower cost of living and more relaxed pace. Today, segment residents tend to be
middle class with solid white-collar jobs or comfortable retirements. In their older homes,
they enjoy reading, playing musical instruments, indoor gardening, and refinishing
furniture.
Second City
Upper-Mid
Age 45-64
College Graduate
28. TRADITIONAL TIMES
Traditional Times is the kind of lifestyle where small-town couples nearing retirement are
beginning to enjoy their first empty-nest years. Typically in their fifties and sixties, these
upper-middle-class Americans pursue a kind of granola-and-grits lifestyle. On their coffee
tables are magazines with titles like Country Living and Country Home. But they're big
travelers, especially in recreational vehicles and campers.
Town/Rural
Upper-Mid
Age 55+
College Graduate
29. AMERICAN DREAMS
American Dreams is a living example of how ethnically diverse the nation has become: just
under half the residents are Hispanic, Asian, or African-American. In these multilingual
neighborhoods--one in three speaks a language other than English--middle-aged
immigrants and their children live in upper-middle-class comfort.
Urban
Upper-Mid
Age <55
College Graduate
30. SUBURBAN SPRAWL
Suburban Sprawl is an unusual American lifestyle: a collection of midscale, older singles
and couples living in the heart of suburbia. Typically members of the Baby Boom
generation, they hold decent jobs, own older homes and condos, and pursue conservative
versions of the American Dream. Among their favorite activities are jogging on treadmills,
playing trivia games and renting videos.
Suburban
Midscale
Age 45-64
College Graduate
ra
26. THE COSMOPOLITANS
Educated, upper-midscale, and ethnically diverse, The Cosmopolitans are urbane couples
in America's fast-growing cities. Concentrated in a handful of metros--such as Las Vegas,
Miami, and Albuquerque--these households feature older, empty-nesting homeowners. A
vibrant social scene surrounds their older homes and apartments, and residents love the
nightlife and enjoy leisure-intensive lifestyles.
Urban
Upper-Mid
Age 55+
College Graduate
D
31. URBAN ACHIEVERS
Concentrated in the nation's port cities, Urban Achievers is often the first stop for up-andcoming immigrants from Asia, South America, and Europe. These young singles, couples,
and families are typically college-educated and ethnically diverse: about a third are
foreign-born, and even more speak a language other than English.
Urban
Lower-Mid
Age <35
College Graduate
ft
33. BIG SKY FAMILIES
Scattered in placid towns across the American heartland, Big Sky Families is a segment of
middle-aged rural families who have turned high school educations and blue-collar jobs
into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball,
as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they
buy virtually every piece of sporting equipment on the market.
Rural
Upper-Mid
Age <55
Some College
34. WHITE PICKET FENCES
Midpoint on the socioeconomic ladder, residents in White Picket Fences look a lot like the
stereotypical American household of a generation ago: young, upper-middle-class, and
married with children. But the current version is characterized by modest homes and ethnic
diversity, including a disproportionate number of Hispanics and African-Americans.
Second City
Upper-Mid
Age 25-44
College Graduate
35. BOOMTOWN SINGLES
Affordable housing, abundant entry-level jobs, and a thriving singles scene--all have given
rise to the Boomtown Singles segment in fast-growing satellite cities. Single and workingclass, these residents pursue active lifestyles amid sprawling apartment complexes, bars,
convenience stores, and laundromats.
Second City
Lower-Mid
Age <55
Some College
36. BLUE-CHIP BLUES
Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling
families with well-paying blue-collar jobs. The segment's aging neighborhoods feature
compact, modestly priced homes surrounded by commercial centers that cater to child-filled
households.
Suburban
Midscale
Age 25-44
Some College
ra
32. NEW HOMESTEADERS
Young, middle-class families seeking to escape suburban sprawl find refuge in New
Homesteaders, a collection of small rustic townships filled with new ranches and Cape
Cods. With decent-paying jobs in white-collar and service industries, these dual-income
couples have fashioned comfortable, child-centered lifestyles, their driveways filled with
campers and powerboats, their family rooms with PlayStations.
Town
Upper-Mid
Age 25-44
College Graduate
D
37. MAYBERRY-VILLE
Like the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back
to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish
and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar
jobs and moderately priced housing, residents use their discretionary cash to purchase
boats, campers, motorcycles, and pickup trucks.
Town/Rural
Upper-Mid
Age 45-64
ft
39. DOMESTIC DUOS
Domestic Duos represents a middle-class mix of mainly over-65 singles and married
couples living in older suburban homes. With their high-school educations and fixed
incomes, segment residents maintain an easy-going lifestyle. Residents like to socialize by
going bowling, seeing a play, meeting at the local fraternal order or going out to eat.
Suburban
Midscale
Age 65+
40. CLOSE-IN COUPLES
Close-In Couples is a group of predominantly older, ethnically diverse couples living in
older homes in the urban neighborhoods of mid-sized metros. High school-educated and
empty nesting, these mostly older residents typically live in older city neighborhoods,
enjoying their retirements.
Urban
Lower-Mid
Age 55+
41. SUNSET CITY BLUES
Scattered throughout the older neighborhoods of small cities, Sunset City Blues is a
segment of lower-middle-class singles and couples who have retired or are getting close to
it. These empty-nesters tend to own their homes but have modest educations and incomes.
They maintain a low-key lifestyle filled with newspapers and television by day, and familystyle restaurants at night.
Second City
Lower-Mid
Age 55+
42. RED, WHITE & BLUES
The residents of Red, White & Blues typically live in exurban towns rapidly morphing into
bedroom suburbs. Their streets feature new fast-food restaurants, and locals have recently
celebrated the arrival of chains like Wal-Mart, Radio Shack and Payless Shoes. Middleaged, high school educated and lower-middle class, these folks are transitioning from bluecollar jobs to the service industry.
Town
Lower-Mid
Age 45-64
Some College
ra
38. SIMPLE PLEASURES
With many of its residents over 65 years old, Simple Pleasures is mostly a retirement
lifestyle: a neighborhood of lower-middle-class singles and couples living in modestly
priced homes. Many are high school-educated seniors who held blue-collar jobs before
their retirement. And a disproportionate number served in the military, so many residents
are members of veterans clubs.
Town/Rural
Lower-Mid
Age 65+
D
43. HEARTLANDERS
America was once a land of small middle-class towns, which can still be found today
among Heartlanders. This widespread segment consists of older couples with white-collar
jobs living in sturdy, unpretentious homes. In these communities of small families and
empty-nesting couples, Heartlanders residents pursue a rustic lifestyle where hunting and
fishing remain prime leisure activities along with cooking, sewing, camping, and boating.
Town/Rural
Lower-Mid
Age 55+
ft
45. BLUE HIGHWAYS
On maps, blue highways are often two-lane roads that wind through remote stretches of
the American landscape. Among lifestyles, Blue Highways is the standout for lower-middleclass residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt
and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a
country music concert.
Rural
Lower-Mid
Age 45-64
46. OLD GLORIES
The residents of Old Glories are the nation's downscale suburban retirees, Americans aging
in place in older apartment complexes. Households in this racially-diverse segment often
contain widows and widowers living on fixed incomes who tend to lead home-centered
lifestyles. They're among the nation's most ardent television fans, watching game shows,
soaps, talk shows, and news magazines at high rates.
Suburban
Downscale
Age 65+
47. CITY STARTUPS
In City Startups, young, multi-ethnic singles have settled in neighborhoods filled with cheap
apartments and a commercial base of cafés, bars, laundromats and clubs that cater to
twentysomethings. One of the youngest segments in America–with ten times as many
college students as the national average–these neighborhoods feature low incomes and
high concentrations of African-Americans.
Second City
Low Income
Age <55
48. YOUNG & RUSTIC
Young & Rustic is composed of middle-aged, restless singles. These folks tend to be lowermiddle-income, high school-educated, and live in tiny apartments in the nation's exurban
towns. With their service industry jobs and modest incomes, these folks still try to fashion
fast-paced lifestyles centered on sports, cars, and dating.
Town/Rural
Lower-Mid
Age <55
ra
44. NEW BEGINNINGS
Filled with young, single adults, New Beginnings is a magnet for adults in transition. Many
of its residents are twentysomething singles and couples just starting out on their career
paths--or starting over after recent divorces or company transfers. Ethnically diverse--with
nearly half its residents Hispanic, Asian, or African-American--New Beginnings households
tend to have the modest living standards typical of transient apartment dwellers.
Suburban
Downscale
Age <55
Some College
D
49. AMERICAN CLASSICS
They may be older, lower-middle class and retired, but the residents of American Classics
are still living the American Dream of home ownership. Few segments rank higher in their
percentage of home owners, and that fact alone reflects a more comfortable lifestyle for
these predominantly white singles and couples with deep ties to their neighborhoods.
Suburban
Downscale
Age 65+
ft
51. SHOTGUNS & PICKUPS
The segment known as Shotguns & Pickups came by its moniker honestly: it scores near the
top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be
young, working-class couples with large families, living in small homes and manufactured
housing. Nearly a third of residents live in mobile homes, more than anywhere else in the
nation.
Rural
Lower-Mid
Age 25-44
52. SUBURBAN PIONEERS
Suburban Pioneers represents one of the nation's eclectic lifestyles, a mix of singles, recent
divorcees and single parents who have moved into older, inner-ring suburbs. They live in
aging homes and garden-style apartment buildings, where the jobs are scarce and the
money is tight. But what unites these residents–a diverse mix of Whites, Asians, Hispanics
and African-Americans–is a working-class sensibility and an appreciation for their off-thebeaten-track neighborhoods.
Suburban
Downscale
Age <55
Some College
53. MOBILITY BLUES
Mobility Blues is a segment of middle-age singles in working-class neighborhoods in
America's satellite cities. Ethnically diverse, these transient Americans tend to have modest
lifestyles due to their lower income jobs. Surveys show they excel in going to movies,
playing basketball, and shooting pool.
Second City
Downscale
Age <55
Some College
54. MULTI-CULTI MOSAIC
An immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed
populace of Hispanic, Asian, and African-American singles and families. With nearly a
quarter of the residents foreign born, this segment is a mecca for first-generation
Americans who are striving to improve their lower-middle-class status.
Urban
Lower-Mid
Age 35-54
Some College
ra
50. KID COUNTRY, USA
Widely scattered throughout the nation's heartland, Kid Country, USA is a segment
dominated by large families living in small towns. Predominantly white, with an aboveaverage concentration of Hispanics, these young, working-class households include
homeowners, renters and military personnel living in base housing; about 16 percent of
residents own mobile homes.
Town
Lower-Mid
Age 25-44
D
55. GOLDEN PONDS
Golden Ponds is mostly a retirement lifestyle, dominated by downscale singles and couples
over 65 years old. Found in small bucolic towns around the country, these high schooleducated seniors live in small apartments on less than $35,000 a year; one in five resides
in a nursing home. For these elderly residents, daily life is often a succession of sedentary
activities such as reading, watching TV, playing bingo and doing craft projects.
Town/Rural
Downscale
Age 65+
Some High School
ft
57. OLD MILLTOWNS
America's once-thriving mining and manufacturing towns have aged–as have the residents
in Old Milltowns communities. Today, the majority of residents are retired singles and
couples, living on downscale incomes in pre-1960 homes and apartments. For leisure, they
enjoy gardening, sewing, socializing at veterans clubs or eating out at casual restaurants.
Town
Downscale
Age 55+
58. BACK COUNTRY FOLKS
Strewn among remote farm communities across the nation, Back Country Folks are a long
way away from economic paradise. The residents tend to be poor, over 65 years old and
living in older, modest-sized homes and manufactured housing. Typically, life in this
segment is a throwback to an earlier era when farming dominated the American
landscape.
Rural
Downscale
Age 65+
59. URBAN ELDERS
For Urban Elders–a segment located in the downtown neighborhoods of such metros as
New York, Chicago, Las Vegas and Miami–life is often an economic struggle. These
communities have high concentrations of Hispanics and African-Americans and tend to be
downscale, with singles living in older apartment rentals.
Urban
Downscale
Age 55+
Some High School
60. PARK BENCH SENIORS
Park Bench Seniors are typically retired singles living in the racially diverse neighborhoods
of the nation's satellite cities. With modest educations and incomes, these residents
maintain low-key, sedentary lifestyles. Theirs is one of the top-ranked segments for TV
viewing, especially daytime soaps and game shows.
Second City
Downscale
Age 55+
ra
56. CROSSROADS VILLAGERS
With a population of middle-aged, blue-collar couples and families, Crossroads Villagers is
a classic rural lifestyle. Residents are high school-educated, with downscale incomes and
modest housing; one-quarter live in mobile homes. And there's an air of self-reliance in
these households as Crossroads Villagers help put food on the table through fishing,
gardening and hunting.
Town/Rural
Downscale
Age 45-64
D
61. CITY ROOTS
Found in urban neighborhoods, City Roots is a segment of downscale retirees, typically
living in older homes and duplexes they've owned for years. In these ethnically diverse
neighborhoods–more than 60 percent are African-American or Hispanic–residents are
often widows and widowers living on fixed incomes and maintaining low-key lifestyles.
Urban
Downscale
Age 65+
ra
62. HOMETOWN RETIRED
These racially diverse seniors tend to live in aging homes--half were built before 1958--and
typically get by on social security and pensions. Because most never made it beyond high
school and spent their working lives at blue-collar jobs, their retirements are extremely
modest. These second-city dwellers spend their days on crafts and watching daytime TV.
Second City
Downscale
Age 65+
64. BEDROCK AMERICA
Bedrock America consists of young, economically challenged families in small, isolated
towns located throughout the nation's heartland. With modest educations, sprawling
families and service jobs, many of these residents struggle to make ends meet. One quarter
live in mobile homes. One in three haven't finished high school. Rich in scenery, Bedrock
America is a haven for fishing, hunting, hiking and camping.
Town/Rural
Downscale
Age <55
65. BIG CITY BLUES
With a population that's more than 45 percent Latino, Big City Blues has the highest
concentration of Hispanic Americans in the nation. But it's also the multi-ethnic address for
low-income Asian and African-American households occupying older inner-city apartments.
Concentrated in a handful of major metros, these middle-age singles and single-parent
families face enormous challenges: low incomes, uncertain jobs, and modest educations.
Urban
Lower-Mid
Age <55
Some College
66. LOW-RISE LIVING
The most economically challenged urban segment, Low-Rise Living is known as a transient
world for middle-aged, ethnically diverse singles and single parents. Home values are low–
about half the national average–and even then less than a quarter of residents can afford
to own real estate. Typically, the commercial base of Mom-and-Pop stores is struggling and
in need of a renaissance.
Urban
Lower-Mid
Age <55
Some High School
ft
63. FAMILY THRIFTS
The small-city cousins of inner-city districts, Family Thrifts contain young, ethnically diverse
parents who have lots of children and work entry-level service jobs. In these apartmentfilled neighborhoods, visitors find the streets jam-packed with babies and toddlers, tricycles
and basketball hoops, Suzukis and Kias.
Second City
Lower-Mid
Age 25-44
Some College

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