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2.2Trade Area Demographics and Market Segmentation <br />2.2.1 Ellensburg Primury Trade Area Demographics <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 the primary <br />trade arca is 30, whicli is lower than both Washington at age 40 and the United States at 37 anrd <br />is likely due to the age and number of CWU shrdents. <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 rlln by zip code of residents; while CWU <br />does not have its own zip code, students are included in local census data andtherefore should be <br />included in this report from Ellensburg's zip code which will naturally decrease the Median <br />Household Income for the community. <br />20?0 Projection <br />?015 Estiuate <br />2010 Ceusus <br />2000 Census <br />Growth20l5-?0?0 <br />Grcwth20l0-2015 <br />&owth ?000-2010 <br />35,03? <br />33,59 l <br />32,442 <br />26,297 <br />4.30% <br />3.54V0 <br />23.370'6 <br />Table 2: Primury Trade Ares Populution <br />2.2.2 Msrket Segmentation <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 types 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 />ln the case of Ellensburg, the primary trade 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). "Young Achievers" (in green) comprises 18%, and "Midlife Success" (forest <br />9