Main Street Middle: Segment Profile - Census.gov...Main Street Middle: Segment Profile Author U.S. Census Bureau Subject Segment Maps and Profiles with Mindset Summary Keywords Audience

Main Street Middle: Geography Where are they? Tracts in this segment can be found in small towns and less densely populated neighborhoods surrounding urban centers.

Who are they? The tracts in this segment are less diverse than the nation as a whole and have a higher percentage of residents 65 or older than the national average.

21% of U.S. Population

PITTSBURGH, PA

IOWA

How will they respond? On average, this segment is predicted to respond at high rates, with an average percentage of that response coming online.

Source: 2016 5-year ACS estimates

Main Street Middle: Demographics

Where are they? Tracts in this segment can be found in small towns and less densely populated neighborhoods surrounding urban centers.




Main Street Middle National Average

Number of Tracts

15,995 National: 74,001

Predicted Self-Response ‡ *

67% National: 61%

Internet Access ‡ &

78% National: 77%

Share of Self-Response Online ‡ *

67% National: 66%

Race and Hispanic Origin†

10% Hispanic 18%

NH White 7% NH Black 12%

3% NH Asian 5% 0% NH AIAN 1% 0% NH NHPI 0% 0% NH Other 0%

NH: Non-Hispanic. AIAN: American Indian and Alaska Native NHPI: Native Hawaiian and Pacific Islander

77% 61%

Age†

6% <5 6% 15% 5-17 17%

9% 18-24 10% 25% 25-44 26% 26% 45-64 26%

19% 65+ 15%

Owner vs. Renter‡

36% Renters 36%

64% Homeowners 64%

Types of Housing ‡

69% Single Unit 68% 15% Multiunit (2-9) 13%

12% Multiunit (10+) 13% 4% Mobile Home 6%

† - Population Average; ‡ - Household Average Source: 2016 5-year ACS estimates unless otherwise marked by * (2020 ICC Modeled Scores, DRB# CBDRB-FY18-311 ) or & (ACS data from 2013-2017, DRB# CBDRB-FY18-311).

Main Street Middle: Demographics and Mindsets Where are they? Tracts in this segment can be found in small towns and less densely populated neighborhoods surrounding urban centers.




Main Street Middle National Average

Foreign-Born†

8% National: 13%

Married Couple HH‡

44% National: 48%

Non-English-Speaking ‡

3% National: 5%

HH With Children ‡

28% National: 32%

College-Educated †

27% National: 30%

Family HH With Related Children Under 6 ‡

20% National: 21%

Median HH Income ‡

$52,036 National: $60,835

Moved in the Last Year ‡

15% National: 15%

Mindset Composition†^

33% 32%

18% 14%

10% 14%

11%

19% 15%

9% 14%

10%

Eager Fence Confidentiality Head Wary Disconnected Engagers Sitters Minded Nodders Skeptics Doubters

† - Population Average; ‡ - Household Average Source: 2016 5-year ACS estimates unless otherwise marked by ^ (2020 CBAMS Public Use Microdata Sample, DRB# CBDRB-FY18-422).

Main Street Middle: Media Usage Where are they? Tracts in this segment can be found in small towns and less densely populated neighborhoods surrounding urban centers.




Compared to the national average, the average person in this segment…

Reads a similar number of newspapers in a 28-day period.

Reads a similar number of magazine issues in a month.

Drives a similar number of miles in a car or truck in a 7-day period.

Listens to a similar number of half-hours of radio in a week.

Views a similar number of half-hours of TV in a week.

Uses a similar number of hours of internet in a week.

Source: MRI’s Survey of the American Consumer® Doublebase 2018

Documents

Main Street Middle: Segment Profile - Census.gov...Main Street Middle: Segment Profile Author U.S. Census Bureau Subject Segment Maps and Profiles with Mindset Summary Keywords Audience