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2.2Trade Area Demographics and Market Segmentation <br />2.2.1 Ellensbwrg Primary Tyade Area Demographics <br />In 2015, the populatron for EllensbLrrg's primary trade area is estimated to be 33,591. The <br />popuiation grew by 233% between 2000 and 2010 and is expected to reach 35,037 by 2020, <br />r,vhich is equal to adding about 136 new homeholds per year. The median age fol the primary <br />trade arca is 30, which is lower than both Washington at age 40 an'j the United Staies at 37 atd <br />is iikely dne to the age and number of Cril-U shrdents. <br />Hoiisehold xrcolrre for iiie piirirail irade area is $4i,i04. This income ievei iaiis beiow thar of <br />Washington at $56,835 and that of the United States at $51,939. (Source: Nielsen Claritas, Inc.). <br />Additionally, it shor;ld be noted that this report was run by zip code of residents; while CWU <br />does not have its own zip code, students are included in local census data anci therefore should be <br />inclirded iir ihis ienoil frorn Elleiisburg's zip code which r,viil naturailv decreasc the ivieciian <br />Household Income ior the community. <br />?0?0 Projeciiou <br />?015 Estirnate <br />2010 Ceusus <br />?000 Census <br />Growlh ?015-2020 <br />Grorvih 20i0-2015 <br />Croli-th ?000 ?010 <br />35.037 <br />-33,59 i <br />3?,442 <br />26,291 <br />4.30% <br />3.549i, <br />xJ.37g',u <br />Table 2: Primary Trsde Area Population <br />2"2.2 Market Segwent*tiorz <br />Market segmentation is a techniqrie used to summarize dernographic information into easy-to <br />understand categories. The rnarket segmentation illustrated for Eilensburg's primary trade area <br />uses Ciaritas PRIZM@ clata. PRIZM defines every U-S. household in terms of sixty-six <br />gvlliv5r4yri1! clru uurrsYivlqr iJlJlJ iw rivty uviviriliuv iilu$tJt\ro, yutlucDrrr6 uwrloyrvlsl 4lt(l <br />pleferences of the customer base. <br />2"2.3 PRIZM I"ifestage Segwentation <br />The chart on the following page provides an easy to understand perspective on Ellensburg's <br />market segmentation. Broadiy speaking, Green Colors represent younger households generally <br />without children in the home. Blue colors represent familes with children. Red colors repiesent <br />oider families who may or may not have children in the home. <br />In 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 trouseholds (as shown in pale <br />gleen in Figure 3). "Young Achievers" (in green) comprises l8%, and "Midlife Stlccess" (forest <br />I