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green) and "Mainstream Families" (sky blue) each comprise 9Vo of households. Within each <br />Lifestage category, dalker shades lepresent highcr sociocconomic staflrs, 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 stndents that live in the community. <br />Descriptions and predicted characteristics of the most colnmon 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, conlposition, housing tenure, educational attainment, employment, <br />and race. <br />Figure 3: Primary Trode Area PRIZM Lifestage Segmentation (Source: Nielsen Clafilas,Inc.), <br />s116 e9t <br />F96 <br />x896 <br />f MtoUFE sucEEs <br />l./outrc AcHtF/Ens <br />5TEtVil\E StnE tE5 <br />tACC UM U|ETEDrrYEAtrH <br />ItrDUI'13 *CCUnlLlL$]OE <br />'' MAIHSIBEAM r.E ftr'll tlES <br />,. 5 TETAIN III,IG FA MILI E5 <br />IA FFTU ENT E fuIPTI IIIEETS <br />ICO N5E FYATIVE CLqESICg <br />.lC.qUTO(E COIJPLES <br />!ugTAlrutNG SEN|OFS <br />dt6 <br />s6 <br />fl6 <br />s96 <br />A6 <br />196 <br />3ili <br />IO