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2"2 Traele Area Demographics and Market Segmentation <br />2.2.1 Ellenshurg Frimury Trade Area l)emogrcphies <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 tlie primary <br />trade area is 30, which is lower than both Washington at age 4A 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 $51,939. (Source: Nielsen Claritas, Inc.). <br />Additionally, it should be noted that this report was run by zip code of residents; whiie CWU <br />does not have its own zip code, students are included in local census data and therefore should be <br />included in this report from Ellensburg's zip code which will naturally decrease the Median <br />Household lncome for the community. <br />2020 Projectior <br />2015 Estiurte <br />2010 Ceusu.s <br />?000 Censu <br />G$wfr2015t0?0 <br />&owh20l040l5 <br />&ovtL2000-2010 <br />35,037 <br />33J91 <br />32,442 <br />26,297 <br />430Vo <br />3.54% <br />23.370/o <br />Table 2: Primary Trade Areu Population <br />2,2.2 MarketSegmentation <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 t)ryes 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 hade 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). 'Yottng Achievers" (in green) comprises 18%, and "Midlife Success" (forest <br />I