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2"2 Tt'ade Area Demographics ancl Market Segmentation 2.2.1 Ellensbarg Primary Trade Areu Demogrophics In 2015, the population for Ellensburg's primary trade area is estimated to be 33,591. The population grew by 23.3% between 2000 and 2010 and is expected to reach 35,037 by 2020, which is equal to adding about 136 new households per year. The median age for the primary trade area is 30, which is lower than both Washington at age 40 and the United States at 37 and is likely due to the age and number of CWU students. Househoid income for the primary trade area is $41,104. This income level falls below that of Washington at $56,835 and that of the United States at $51,939. (Source: Nielsen Claritas, Inc.). Additionally, it should be noted that this report was run by zip code of residents; while CWU does not have its own zip code, students are included in local census data and therefore should be included in this report from Ellensburg's zip code which will naturally decrease the Median Household lncorne for the community. 2020 Projertion ?015 EstiuNte 2010 Ceusus 2tlfllCemu G$owft2015-2020 Growfi20104015 Crov&200$'20t0 35,037 33,59r 32,442 26,297 43Ao/o 3.54Vo 23.370/s Table 2: Primary Trsde Areu Populution 212.2 Market Segmentation Market segmentation is a technique used to summarize demographic information into easy-to understand categories. The market segmentation illustrated for Ellensburg's primary trade area uses Claritas PRIZM@ data. PRIZM defines every U.S. household in terms of sixty-six demographic and behavioral types to help determine lifesfyles, purchasing behaviors, and preferences of the customer base. 2.2.3 PMZM Lifertage Segmentation The chart on the following page provides an easy to understand perspective on Ellensburg's market segmentation, Broadly speaking, Green Colors represent younger households generally without children in the home. Blue colors represent families with children. Red colors represent older families who may or may not have children in the home. ln the case of Ellensburg, the primary trade area's share of the PRIZM Lifestage categories is heavily skewed to "Striving Singles," categorizing 32Yo of the households (as shown in pale green in Figure 3). 'Yottng Achievers" (in green) comprises 18%, and "Midlife Success" (forest I