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2.2 Trade Area Demographics and Market Segmentation <br />2.2.1 Ellensburg Primary Trade Area Demographics <br />In 2015,the population for Ellensburg's primary trade area is estimated to be 33,591.The <br />population grew by 23.3%between 2000 and 2010 and is expected to reach 35,037 by 2020, <br />which is equal to adding about 136 new households per year.The median age for the primary <br />trade area is 30,which is lower than both Washington at age 40 and the United States at 37 and <br />is likely due to the age and number of CWU students. <br />Household income for the primary trade area is $41,104.This income level falls below that of <br />Washington at $56,835 and that of the United States at $51,939.(Source:Nielsen Claritas,Inc.). <br />Additionally,it should be noted that this report was run by zip code of residents;while CWU <br />does not have its own zip code,students are included in local census data and therefore should be <br />included in this report from Ellensburg's zip code which will naturally decrease the Median <br />Household Income for the community. <br />2020 Projection 35,037 <br />2015 Estimate 33,591 <br />2010 Census 32,442 <br />2000 Census 26,297 <br />Growth 2015-2020 4.30% <br />Growth 2010-2015 3.54% <br />Growth 200 2010 23.37% <br />Table 2:Primary Trade Area Population <br />2.2.2 Market Segmentation <br />Market segmentation is a technique used to summarize demographic information into easy-to <br />understand categories.The market segmentation illustrated for Ellensburg's primary trade area <br />uses Claritas PRIZM®data.PRIZM defines every U.S.household in terms of sixty-six <br />demographic and behavioral types to help determine lifestyles,purchasing behaviors,and <br />preferences of the customer base. <br />2.2.3 PRIZM Lifestage Segmentation <br />The chart on the following page provides an easy to understand perspective on Ellensburg's <br />market segmentation.Broadly speaking,Green Colors represent younger households generally <br />without children in the home.Blue colors represent families with children.Red colors represent <br />older families who may or may not have children in the home. <br />In the case of Ellensburg,the primary trade area's share of the PRIZM Lifestage categories is <br />heavily skewed to "Striving Singles,"categorizing 32%of the households (as shown in pale <br />green in Figure 3)."Young Achievers"(in green)comprises 18%,and "Midlife Success"(forest