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green)and "Mainstream Families"(sky blue)each comprise 9%of households.Within each <br />Lifestage category,darker shades represent higher socioeconomic status,while paler shades <br />represent lower income levels.While Ellensburg has a large share of "Striving Singles" <br />households with medium and low socioeconomic status,this can be explained by the proportion <br />of college students that live in the community. <br />Descriptions and predicted characteristics of the most common segments in Ellensburg are <br />included in Table 4.Columns include Lifestage,segment category,a count of households in the <br />primary trade area that fall into each category,as well as predicted household characteristics, <br />which include income,age,composition,housing tenure,educational attainment,employment, <br />and race. <br />9% <br />N MIDLIFE SUCCE55 <br />18%BYOUU ACHIEVERS <br />STRIVING Sim LES <br />MACCUMULATEDWEALTH <br />AVOUm ACCUMULA10R5 <br />3%r MAINSTREAM FAMIMES <br />SUSTAINING FAMILIES <br />MAFFLUENT EMPTY NESTS <br />ACONSERVATIVECLASSIC5 <br />i CAUTlOUSCOUPLES <br />gy -SUSTAININGSENIORS <br />32% <br />Figure 3:Primary Trade Area PRIZM Lifestage Segmentation (Source:Nielsen Claritas,Inc.). <br />10