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green) and "Mainstream Families" (sky blue) each comprise 9% of households. Within each <br />Lifcstagc 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 />*MD.r!SUC:C:155 <br />;~VQJN3 ACHIMR. <br />STIIMIG SIN3ll!S <br />i.ACCUMWTEDW!ACllt <br />'ICUNII ACClJMUL.agA5 <br />MA IN5T'RIIA M PA MUl!S <br />SU51HIIMI l'AMUIS <br />~APfWfNT l!IIIPTY N!SIS <br />•c:oNRMTMCLUSIQS <br />CAUTIDLS C:CUPl.l!5 <br />Sl.51il IN Ml 5 EIIOIIS <br />Flgure 3: Prunary Trade Area PRIZM Llfestage Segmentation (Source: Nielsen Clarltas, Inc.). <br />10 <br />l <br />l <br />j