Demographic Spreadsheet

Document Sample
Demographic Spreadsheet Powered By Docstoc
					                    Community Health Status Assessment 2007
                                    Demographic & Psychographic Analyses




Community Health Status Assessment 2007


    Demographic &
Psychographic Analyses

 Commissioned by:




                                                                Page 0
                                      Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




Section I: Demographic Overview of Combined Four Cluster Region
As a supplement to the Demographic Spreadsheet for the region, Section I represents an overview of the
combined data for the Central Cumberland, Western Cumberland, Western Perry, and Upper Adams Clusters. A
detailed narrative for each individual cluster follows in Section II: Demographic Spreadsheet Data Narrative,
below. Finally, a Comparative Demographic Summary, indicating notable trends within each cluster, appears in
Section III. Section IV offers a review of Psychographic Profiles for the region and clusters.


General Population Profile
The Four Cluster area figures indicate a estimated 2006 total regional population of 134,408 and a projected 2011
population of 139,755. An average 3.98% 2006-2011 growth rate is anticipated for the area.


Race/Ethnicity figures indicate that 94.86% of the population are Caucasian (127,494 persons), 2.4 % are black,
1.89% are Hispanic/Latino.


The population is relatively balanced male to female with 50.9% or a total of 68,415 of the population female.
Approximately 40% of the population is between the ages of 35-64, 13.84% are over 65 years old and 5.51% are
under the age of 5.


Marital Status
Over half of the population is married, 56.62%, 25% have never been marred, 7.6% are divorced, and 6.42%
are widowed.


Education
Almost half of the adults in the Four Cluster Region are high school graduates 42.74% (37,829). Another
38% have some college, college or an advanced degree. Approximately 19% have a college degree or advanced
degree and about 19% of the population has some College or Associate’s Degree—16,564 (18.71%); Only
12.57% of the population have not finished high school and 6.77% did not get past 9th grade.


Households (See page 6 for definitions)
Households estimated for 2006 in the Four Cluster Region number 51,007. Most of these (36,298 or 71.16%) are
family households versus 28.84% non-family. The projected number of households in the region for 2011 is
53,521, with a 2006-2011 household growth rate of 4.93%.




                                                                                                             Page 1
                                     Community Health Status Assessment 2007
                                                                     Demographic & Psychographic Analyses




Most households (17,710 or 34.72%) comprise married couples with no children of their own. Another 12,756
households (25.01%) represent married couple families with their own children. Single female householders
constitute 6,927 (13.58%) of the total number; and single male householders comprise the remaining 5,349
(10.49%).


Two person households represent the largest sector (18,586 or 36.44%) of household size in the region. The
remaining household sizes for the Four Cluster Region are as follows: one person households—12,276 (24.07%);
four or more person households—11,171 (21.90%); three person households—8,974 (17.59%).


Over three quarters of the households in the Four Cluster Region (75.57% or 38,548 households) are owner
occupied.


Employment/Income
Over one half (51.81% or 35,122) of employed persons in the Four Cluster Region are White Collar workers.
The Blue Collar employed constitute 30.81% (20,882 individuals), while the remaining 17.37% (11,771 individuals)
comprise Service and Farm workers.


Over one third of the household incomes in the overall region falls within the $50,000-$99,999 range (18,292
households or 35.86%). In descending order of number and percentage, households within the remaining income
ranges are as follows: $25,000 to $49,999 range—14,920 households (29.25%); $100,000 or more—6,537
households or 12.82%; $15,000 to $24,999 range—5,650 households or 11.08%;and less than $15,000—5,608
households or 10.99%




                                                                                                            Page 2
                                        Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




Section II: Demographic Spreadsheet & Data Narrative
For ease in accessing data, Section II, below, presents a simple narrative, by cluster, of the precise figures recited
within the demographic spreadsheet for the Central Cumberland, Western Cumberland, Western Perry, and Upper
Adams Clusters. A comparative demographic overview—highlighting trends within particular clusters—is presented
in Section III: Comparative Summary following the narrative section.


                                                          Western Perry
                        Central           Western            Cluster         Upper Adams
                      Cumberland         Cumberland       17006; 17024;         Cluster
                        Cluster            Cluster        17037; 17040;      17304; 17306;
                     17007; 17013;      17240; 17241;     17047; 17068;      17324; 17337;
                     17065; 17015       17257; 17266      17071; 17090          17372           Total Region
POPULATION
2011 Projected        64,833            42,845             19,258             12,819            139,755
2006 Estimated        62,905            40,906             18,654             11,943            134,408

Growth 2006-2011      3.06%              4.74%              3.24%             7.33%              3.98%
RACE/ETHNICITY
White                 58,578 93.12%     39,327 96.14%      18,266 97.92%      11,323 94.81%     127,494 94.86%
Black                  2,214 3.52%         737  1.80%         170 0.91%          107 0.90%        3,228 2.40%
Asian                    892 1.42%         266  0.65%          27 0.14%           46 0.39%        1,231 0.92%
Some Other Race
(alone)                  384   0.61%       137   0.33%         64   0.34%        324   2.71%        909   0.68%
2 or More Races          712   1.13%       365   0.89%         94   0.50%        124   1.04%      1,295   0.96%
Hispanic/Latino        1,044   1.66%       428   1.05%        158   0.85%        906   7.59%      2,536   1.89%
GENDER
Male                  30,478 48.45%     20,052 49.02%       9,409 50.44%       6,054 50.69%      65,993 49.10%
Female                32,427 51.55%     20,854 50.98%       9,245 49.56%       5,889 49.31%      68,415 50.90%
Ratio                   0.94              0.96               1.02               1.03               0.96
AGE
0-4                    3,148    5.00%    2,426    5.93%     1,152    6.18%       686    5.74%     7,412    5.51%
5-17                   9,881   15.71%    6,875   16.81%     3,454   18.52%     2,067   17.31%    22,277   16.57%
18-34                 13,641   21.69%   12,220   29.87%     3,904   20.93%     2,614   21.89%    32,379   24.09%
35-64                 26,240   41.71%   14,469   35.37%     7,924   42.48%     5,107   42.76%    53,740   39.98%
65-over                9,995   15.89%    4,916   12.02%     2,220   11.90%     1,469   12.30%    18,600   13.84%
MARITAL
STATUS, 15+
Never Married         12,372 23.56%     10,011 30.15%       3,049 20.39%       2,181 22.50%      27,613 25.02%
Spouse Present        29,321 55.83%     17,888 53.87%       9,417 62.97%       5,873 60.58%      62,499 56.52%
Spouse Absent          2,540 4.83%       1,514  4.66%         430 2.90%          297 3.07%        4,781 4.33%
Widowed                3,944 7.51%       1,723  5.19%         871 5.82%          550 5.67%        7,088 6.42%
Divorced               4,343 8.27%       2,069  6.23%       1,188 7.94%          793 8.18%        8,393 7.60%




                                                                                                               Page 3
                                       Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




                                                          Western Perry
                       Central           Western             Cluster         Upper Adams
                     Cumberland         Cumberland        17006; 17024;         Cluster
                       Cluster            Cluster         17037; 17040;      17304; 17306;
                    17007; 17013;      17240; 17241;      17047; 17068;      17324; 17337;
                    17065; 17015       17257; 17266       17071; 17090          17372           Total Region
EDUCATION, 25+
Less Than 9th
Grade                 2,446   5.62%      1,905   7.75%       916    7.44%       728     8.96%     5,995   6.77%
Some High School
(no diploma)          4,657 10.10%       3,629 14.77%       1,684 13.68%       1,160 14.28%      11,130 12.57%
High School
Graduate (or GED)    16,276 37.41%      11,617 47.27%       6,249 50.77%       3,687 45.38%      37,829 42.74%
Some
College/Assoc.
Degree                8,930 20.53%       3,890 15.83%       2,171 17.63%       1,573 19.36%      16,564 18.71%
Bachelor's Degree     6,673 15.34%       2,091   8.50%       838    6.81%       647    7.06%     10,249 11.58%
Master's/Profes-
sional/Doctoral       4,530 10.41%       1,442   5.86%       451    3.66%       329    4.96%      6,752   7.63%
HOUSEHOLDS
2011 Projected       26,110             15,284              7,365              4,762             53,521
2006 Estimated       25,085             14,477              7,045              4,400             51,007

Growth 2006-2011     4.09%              5.57%              4.54%              8.23%              4.93%
HOUSEHOLD
TYPE
Family               17,200 68.57%      10,329 71.35%       5,390 76.51%       3,379 76.80%      36,298 71.16%
Non-Family            7,885 31.43%       4,148 28.65%       1,655 23.49%       1,021 23.20%      14,709 28.84%
HOUSEHOLD
INCOME
Less than $15,000     2,711   10.81%     1,833   12.66%       704    9.99%       360    8.18%     5,608   10.99%
$15,000-$24,999       2,603   10.38%     1,806   12.47%       795   11.28%       446   10.14%     5,650   11.08%
$25,000-$49,999       6,990   27.87%     4,400   30.39%     2,230   31.65%     1,300   29.55%    14,920   29.25%
$50,000-$99,999       8,733   34.81%     5,251   36.27%     2,572   36.51%     1,736   39.45%    18,292   35.86%
$100,000 +            4,048   16.14%     1,187    8.20%       744   10.56%       558   12.68%     6,537   12.82%
2006 EST. AVE.
HOUSEHOLD
INCOME
                    $63,943            $52,346            $55,683            $60,190            $59,187
2006 EST.
MEDIAN
HOUSEHOLD
INCOME
                    $51,155            $45,428            $47,591            $51,979            $48,857
2006 EST. PER
CAPITA INCOME
                    $26,204            $19,025            $21,160            $22,298            $22,972




                                                                                                               Page 4
                                       Community Health Status Assessment 2007
                                                                         Demographic & Psychographic Analyses




                                                           Western Perry
                       Central            Western             Cluster           Upper Adams
                     Cumberland          Cumberland        17006; 17024;           Cluster
                       Cluster             Cluster         17037; 17040;        17304; 17306;
                    17007; 17013;       17240; 17241;      17047; 17068;        17324; 17337;
                    17065; 17015        17257; 17266       17071; 17090            17372            Total Region
HOUSEHOLD
TYPE/ OWN
CHILDREN
Single Male
Householder           2,901 11.56%        1,333   9.21%        712 10.11%          403    9.16%       5,349 10.49%
Single Female
Householder           4,008 15.98%        1,768 12.21%         743 10.55%          408    9.27%       6,927 13.58%
Married Couple
Family/Own
Children              5,735 22.86%        3,756 25.94%        2,008 28.50%        1,257 28.57%       12,756 25.01%
Married Couple
Family/No Own
Children              8,593 34.26%        4,914 33.94%        2,566 36.42%        1,637 37.20%       17,710 34.72%
HOUSEHOLDS BY
HOUSEHOLD SIZE
1 Person              6,909   27.54%      3,101   21.42%      1,455   20.65%        811   18.43%     12,276   24.07%
2 Person              9,232   36.80%      5,174   35.74%      2,586   36.71%      1,594   36.23%     18,586   36.44%
3 Person              4,188   16.70%      2,662   18.39%      1,302   18.48%        822   18.68%      8,974   17.59%
4 or More Person      4,756   18.96%      3540    24.45%      1702    24.16%      1,173   26.66%     11,171   21.90%
2006 EST. AVER.
HOUSEHOLD SIZE
                       2.36                2.63                2.61                2.70                2.57
2006 EST. POP
16+ BY
OCCUPATION
Blue Collar           8,121 25.63%        6,606 33.09%        3,552 37.13% 2,603.00 39.68%           20,882 30.81%
White Collar         18,786 59.29%        9,092 45.54%        4,468 46.71% 2,776.00 42.32%           35,122 51.81%
Service and Farm      4,779 15.08%        4,265 21.36%        1,546 16.16% 1,181.00 26.65%           11,771 17.37%
2006 EST.
TENURE OF
OCCUPIED
HOUSING UNITS
Owner Occupied       18,253 72.76%       10,821 74.75%        5,915 83.96% 3,559.00 80.89%           38,548 75.57%
Renter Occupied       6,832 27.24%        3,656 25.25%        1,130 16.04%   841.00 19.11%           12,459 24.43%
MEDIAN HOUSING
VALUE
                   $146,344            $132,675            $129,095            $137,962            $138,922
MEDIAN YEAR
BUILT
                      1973                1975                1975                1973                1974




                                                                                                                   Page 5
                                         Community Health Status Assessment 2007
                                                                        Demographic & Psychographic Analyses




Notes:


SPOUSE: A person married to and living with a householder. This category includes persons in formal marriages,
as well as persons in common law marriages.


HOUSEHOLD TYPE: Households are divided into two general categories – family households and non-family
households. A family household consists of a householder and one or more other persons living in the same
household who are related to the householder by birth, marriage, or adoption. All persons in a household who are
related to the householder are regarded as members of his or her family. A household can contain only one family
for purposes of census tabulations. Families are classified by type as either a "married-couple family" or "other
family" and by the sex of the householder and the presence of children. Households are broken down by the sex of
the householder and the presence of children. Non-family households can consist of one person living alone or
unrelated individuals living together.


NON-FAMILY HOUSEHOLD: A household consisting of a person living alone or a householder living with persons
not related.


OWN CHILD: A never married child under 18 years who is a son, daughter, stepchild, or adopted child of the
householder.


[NOTE: Claritas does not recite "foster child" here.]


(Source CLARITAS: http://www.claritas.com)




                                                                                                              Page 6
                                     Community Health Status Assessment 2007
                                                                     Demographic & Psychographic Analyses




Central Cumberland Cluster


Population:
The Central Cumberland Cluster estimated population for 2006 is 62,905 with a projected year 2011 population of
64,833 and a 2006-2011 growth rate of 3.06%.


Race/Ethnicity
Whites comprise 93.12 % or 58,578 individuals within the area’s population. The black population constitutes
3.52%; 1.66% are of Hispanic/Latino ethnicity, and 1.42% are of Asian descent.


Gender
There are slightly more females 51.55% than males.


Age
Average age is 40.44. The majority of the population is between 35 and 64, 41.17% or 26,240 people. About 22%
is between the ages of 18 and 34, the elderly 65 years and older make up 15.9% and children below the age of 5
make up 5% of the population or 3,148 individuals.


Marital Status
Over half of the people are married 55.83%. Almost 24% of the population has never been married, 8.27% are
divorced, and 7.51 are widowed. Approximately 5% are married with an absent spouse.


Education
Approximately 37% of the adult population over 25 years old have graduated high school or received a
GED. Another 20.53% have some college or an associate’s degree and over 25% have graduated college and/or
received and advanced degree. Just under 16% have only had some high school or less.


Households
The estimated number of households for the year 2006 in Central Cumberland is 25,085 with 26,110 households
projected for the year 2011, representing a 4.09% growth rate.


Household Type
The majority of households are family households at almost 69%.




                                                                                                         Page 7
                                     Community Health Status Assessment 2007
                                                                     Demographic & Psychographic Analyses




Household Income
The following figures are recited for various household income ranges in the Central Cumberland area: Almost
35% of the population has an annual household income between $50,000 to $99,999. Almost 28% are
between $25,000 to $49,999. Over 16% have incomes $100,000 or over and the remaining 21% of the population
have household incomes less than $24,999 per year, almost 11% are under $15,000.


Incomes
The 2006 estimated average household income for Central Cumberland is $63,943; the median income for
the same region is $51,155; and the per capita income is $26,204.


Household Type
In Central Cumberland reported household types are as follows: 11.56% single male, 15.9% single female, 22.86%
married with own children, and 38.33% married without own children.


Household Size
The estimated household size for the Central Cumberland area is 2.36 with numbers of persons in each
household reported as follows: 27.54% households of 1 person; 36.8% households of 2 persons; 16.7% households
of 3 persons; and 18.96% households of 4 or more persons.


Occupation
Blue collar workers make up 25.63% of the workforce. Almost 60% are white-collar workers with the remaining
15% being service and farm workers which represent 4,779 individuals in the area.


Housing Tenure
Almost 73% of houses are Owner-occupied which includes 18,253 residences. Renter occupied facilities number
6,832.


Housing Medians
Central Cumberland’s median housing value is $146,344. The median year built for housing is 1973.




                                                                                                         Page 8
                                       Community Health Status Assessment 2007
                                                                         Demographic & Psychographic Analyses




Western Cumberland Cluster

Population
The Western Cumberland Cluster estimated population for 2006 is 40,906 with a projected year 2011 population
of 42,845 and a 2006-2011 growth rate of 4.74%.


Race/Ethnicity
Whites comprise 96.14% of the area’s population. The black population constitutes 1.86% of the population,
Hispanic/Latino ethnicity is 1.05%, and Asian descent is less than 1%.


Gender
The gender ratio is .96 with 50.98% of the population female..


Age
Of children in the area, almost 6% are ages newborn through 4 years, while16.81% are ages 5 through 17. The
area’s population of those ages18 through 34 is 29.37%; those 35 through 64 years of age comprise 35.37%,
and 12% are 65 and over.


Marital Status
The majority of the population is married 53.87%, just over 30% have never been married, 6.23% are divorced and
just over 5% have been widowed.


Education
Individuals who have less than a 9th grade education make up 7.75% of the population. A total of 14.77% have
some high school. Almost half the population 47.27%, have a high school diploma or GED; about 9% have a
bachelor’s degree with 15.83% having some college or an associates degree; and almost 6% have graduate
degrees (i.e., master’s, professional, or doctoral degrees).


Households
The estimated number of households for the year 2006 in Western Cumberland is 14,477 with 15,284 households
projected for the year 2011, representing a 5.57% growth rate.


Household Type
Just over 71% of the population resides in family households in Western Cumberland.




                                                                                                         Page 9
                                     Community Health Status Assessment 2007
                                                                   Demographic & Psychographic Analyses




Household Income
The following percentages are recited for various household income ranges in the Western Cumberland area:
12.66% at less than $15,000; 12.47% at incomes ranging $15,000 through $24,999; 30.39% at incomes ranging
$25,000 through $49,999; 36.27% at incomes ranging $50,000 through $99,999; and 8.20% at ranges $100,000
and over.


Incomes
The 2006 estimated average household income for Western Cumberland is $52,346; the median income for the
same region is $45,428; and the per capita income is $19,025.


Household Type
In Western Cumberland reported household types are as follows: 9.21% single male, 12.21% single female,
25.94% married with own children, and 33.94% are married without own children.


Household Size
The estimated household size for the Western Cumberland area is 2.63 with percentage of persons in each
household reported as follows: 21.42% are households of 1 person; 35.74% have of 2 persons; 18.39% have 3
persons; and 24.45% of households of 4 or more persons.


Occupation
Blue collar workers account for 33% of workers 16+ by occupation. White collar professions account for over
45% and service and farm workers represent 21.36% of the workers in the area.


Housing Tenure
Almost 75% of the houses are owner-occupied which includes 10,821 residences. Renter occupied facilities
number 3,656.


Housing Medians
Western Cumberland’s median housing value is $132,675. The median year built is 1975.




                                                                                                      Page 10
                                      Community Health Status Assessment 2007
                                                                      Demographic & Psychographic Analyses




Western Perry Cluster


Population
The Western Perry Cluster estimated population for 2006 is 18,654 with a projected year 2011 population of 19258
and a 2006-2011 growth rate of 3.24%.


Race/Ethnicity
Whites comprise almost 98% of the individuals within the area’s population. The black population is .9% and
those of Hispanic/Latino ethnicity represent .85%. There are only 27 individuals of Asian descent, 64 of some other
single race, and 94 individuals of 2 or more races.


Gender
There are slightly more males than females with 50.44% of the population male, representing a 1.02 gender ratio.


Age
Of children in the area, 6.18% are ages newborn through 4 years, while 18.52% are ages 5 through 17. The area’s
population of those ages18 through 34 is approximately 21%; those 35 through 64 years of age comprise 42.48%.
Almost 12% are aged 65 and over.


Marital Status
Never married individuals represent 20.39% of the population. Those married with spouse present represent
62.97%; and those with spouse absent are slightly less than 3%. Widowed persons in Western Perry represent
5.82% of the population and those divorced include 7.94%.


Education
Individuals who have less than a 9th grade education make up 7.44% of people within the Western Perry area.
Almost 14% have some high school but no diploma. While just over 50% have graduated high school (or
received a GED). Almost 18% of the people in this cluster area have some college or an associate degree; less
than 7% have a bachelor’s degree; and only 3.66% have a graduate degrees (i.e., master’s, professional, or
doctoral degrees).


Households
The estimated number of households for the year 2006 in Western Perry is 7,045 with 7,365 households projected
for the year 2011, representing a 4.54% growth rate.




                                                                                                          Page 11
                                     Community Health Status Assessment 2007
                                                                    Demographic & Psychographic Analyses




Household Type
Almost 77% are family households in Western Perry.


Household Income
The following percentages are recited for various household income ranges in the Western Perry area: 9.99% at
less than $15,000; 11.28% at incomes ranging $15,000 through $24,999; 31.65% at incomes ranging $25,000
through $49,999; 36.51% at incomes ranging $50,000 through $99,999; and 10.56% at ranges $100,000 and
over.


Incomes
The 2006 estimated average household income for Western Perry is $55,683; the median income for the same
region is $47,591; and the per capita income is $21,160.


Household Type
In Western Perry reported household types are as follows: 10.11% single male, 10.55% single female, 28.5%
married with own children, and 36.42% married without own children.


Household Size
The estimated household size for the Western Perry area is 2.61 with numbers of persons in each household
reported as follows: 1,455 households of 1 person; 2,586 households of 2 persons; 1,302 households of 3
persons; and 1,702 households of 4 or more persons.


Occupation
Blue collar workers represent almost 40% of the working population. Those employed in white collar
professions account for 46.71% and service and farm workers represent 16.16% of workers in the area.


Housing Tenure
Owner-occupied housing in the area includes 5,915 residences or almost 84%. Renter occupied facilities
number 1,130.


Housing Medians
Western Perry’s median housing value is $129,095. The median year built for housing is 1975.




                                                                                                       Page 12
                                      Community Health Status Assessment 2007
                                                                     Demographic & Psychographic Analyses




Upper Adams Cluster


Population
The Upper Adams Cluster estimated population for 2006 is 11,943 with a projected year 2011 population of 12,819
and a 2006-2011 growth rate of 7.33%.


Race/Ethnicity
Whites comprise almost 95% of the area’s population. The black population constitutes .9%. Data for the area also
recites: 7.59% of population is of Hispanic/Latino ethnicity. Only 46 individuals of Asian descent, 324 of some
other single race, and 124 individuals of 2 or more races.


Gender
There are slightly more males (50.69%) compared to females, representing a 1.03 gender ratio.


Age
Of children in the area, 5.74% are ages newborn through 4 years, while 17.31% are ages 5 through 17. The area’s
population of those ages18 through 34 is 21.89%; those 35 through 64 years of age comprise 42.76%, and
12.3% are aged 65 and over.


Marital Status
Less than 25% of the population has never been married. The majority (60.58%) are married. About 3% of the
population is married with the spouse absent, 5.67% are widowed and 8.18% are divorced.


Education
Individuals who have less than a 9th grade education make up 8.96% of the population within the Upper Adams
area. Those with some high school account for 14.28%, while those that have graduated high school (or
receiving a GED) comprise of 45.38%. Just over 19% have some college or an associate degree. Approximately
7% have a bachelor’s degree; and 4.96% have graduate degrees (i.e., master’s, professional, or doctoral degrees).


Households
The estimated number of households for the year 2006 in Upper Adams is 4,400 with 4,762 households projected
for the year 2011, representing a 8.23% growth rate.




                                                                                                         Page 13
                                     Community Health Status Assessment 2007
                                                                    Demographic & Psychographic Analyses




Household Type
There are 3,379 family (76.8%) and 1,021 non-family households (23.2%) in Upper Adams.


Household Income
The following percentages are recited for various household income ranges in the Upper Adams area: 8.18% at
less than $15,000; 10.14% at incomes ranging $15,000 through $24,999; 29.55% at incomes ranging $25,000
through $49,999; 39.45% at incomes ranging $50,000 through $99,999; and 12.68% at ranges $100,000 and
over.


Incomes
The 2006 estimated average household income for Upper Adams is $60,190; the median income for the same
region is $51,979; and the per capita income is $22,298.


Household Type
In Upper Adams reported household types are as follows: 9.16% single male, 9.27% single female, 28.57%
married with own children, and 37.2% married without own children.


Household Size
The estimated household size for the Upper Adams area is 2.70 with numbers of persons in each household
reported as follows: 811 households of 1 person; 1,594 households of 2 persons; 822 households of 3 persons;
and 1,173 households of 4 or more persons.


Occupation
Blue collar workers account for 39.68% of the working population over 16. Those employed in white collar
professions account for 42.32% and service and farm workers represent 26.65%.


Housing Tenure
Owner-occupied housing in the area includes 3,559 residences (80.89%). Renter occupied facilities number
841.


Housing Medians
The Upper Adams Cluster’s median housing value is $137,962. The median year built for housing is 1973.




                                                                                                       Page 14
                                      Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




SECTION III: Comparative Demographic Summary
Figures for the Central Cumberland, Western Cumberland, Western Perry, and Upper Adams Clusters were
translated to percentages of population or of households as measured by each data category and compared.
Trends by cluster area are indicated, in the following 4 synopses. Not all data categories are discussed for each
cluster area. However, the synopses indicate “highest/lowest” percentages within the 4-cluster region (as derived
from the figures for each cluster) for main demographic categories. (In some cases, second highest or second
lowest percentages are noted as well.)




General Population Profile
The Central Cumberland Cluster represents the most populated of the four areas under consideration, with the
lowest indicated growth rate at 3.06%.


A minority (i.e., non-white) population of 6.88% for the Central Cumberland Cluster represents the highest minority
concentration among the 4 clusters.


Females represent the gender majority in Central Cumberland, comprising 51.55% of the population. Among the 4
areas, Central Cumberland includes the lowest percentage of individuals who are ages newborn to 4 years (5%)
and ages 5 to 17 years (15.7%), while representing the highest percentage (15.9%) of individuals 65 and older.


Marital Status
The highest incidence (7.5%) of widowed individuals within the 4 cluster areas occurs in Central Cumberland. The
percentage of absent spouses (4.8%) and divorced individuals (8.2%) also represent the highest figures, among the
4 clusters, for these categories.


Education
Central Cumberland contains the largest percentage of individuals with some college education or with an associate
degree (20.5%), as well as the highest percentage of those with a bachelor’s degree (15.37%) and highest
percentage with a master’s, professional, or doctoral degree (10.4%). Conversely, the lowest percentages of
individuals with less than a 9th grade education (5.6%), with some high school (10.7%), or those who graduated
high school (but no college) (37.4%), occur in the Central Cumberland Cluster.




                                                                                                           Page 15
                                     Community Health Status Assessment 2007
                                                                      Demographic & Psychographic Analyses




Households
A higher percentage (31.4%) of non-family households occurs in Central Cumberland than in any of the other 3
cluster areas. The area also has the highest percentage of single male (11.56%), single female (15.98%), 1 person
(27.5%) and 2 person (36.8%) households. It represents the cluster with the smallest average household size
(2.36). Among all 4 cluster areas, the lowest percentage of married couples with their own children (23%) and
second lowest without their own children (34%) occurs in the Central Cumberland area.


Employment/Income
The Central Cumberland Cluster has the highest percentage (59.3%) of white collar employees and lowest
percentages of blue collar (25.6%) and service/farm (15.1%) employees among the 4 cluster areas. The highest
average household ($63,943) and per capita ($26,204) incomes occur in Central Cumberland.


Housing Value
The highest median housing value ($146,344) within the 4-cluster region occurs in Central Cumberland.




                                                                                                          Page 16
                                      Community Health Status Assessment 2007
                                                                      Demographic & Psychographic Analyses




Western Cumberland Cluster


General Population Profile
Western Cumberland records the highest percentage of 18 through 34 year olds (29.9%) among the considered
areas. Western Cumberland represents the lowest percentages of 35 to 64 year olds (35.4%) and the second
lowest percentage of those 65 and older (12%). It is the area with the second highest growth in both population
(4.74%) and in households (5.7%).


Marital Status
The highest percentage (30.1%) of never married individuals occurs in Western Cumberland. This cluster also
contains the lowest percentage of couples with spouses present (53.9%) as well as lowest widowed (5.2%) and
lowest divorced percentages (6.2%).


Education
Western Cumberland represents the second highest percentages of those with less than a 9th grade education
(7.75%) and the highest with those having some high school but no diploma (14.77%).




Employment/Income
Western Cumberland figures recite the second highest percentage (21.4%) of service/farm workers in the 4-cluster
region. Income in the area comprises the lowest average household income ($52,346), lowest median household
income ($45,428) and lowest per capita income ($19,025).




                                                                                                          Page 17
                                      Community Health Status Assessment 2007
                                                                        Demographic & Psychographic Analyses




Western Perry Cluster


General Population Profile
The minority population of 2.08% for Western Perry represents the lowest minority population in the 4-cluster area.
There are more males (50.44% of the population) than females in this cluster area. The highest percentage of
individuals ages newborn through 4 years of age (6.18%) and ages 5 through 17 (18.52%) occur in the Western
Perry Cluster. At 20.93%, Western Perry represents the lowest percentage (compared to the other 3 clusters) of 18
through 34 year olds.


Marital Status
The lowest percentages of individuals never married (20.4%) or those with spouse absent (2.9%) occur in Western
Perry. The area, conversely, recites the highest percentage, within the 4-cluster region, of individuals with spouse
present (63%).


Education
The Western Perry population comprises the lowest percentage, in the 4-cluster region, of individuals with
bachelor’s degrees (6.8%) and with master’s, professional, or doctoral degrees (3.7%).


Households
At 76.5%, Western Perry represents the cluster with the second-highest percentage of family households. Figures
for Western Perry also indicate the highest percentage (84%) of owner-occupied housing among the 4 cluster
areas. However, at $129,095, Western Perry recites the lowest median housing value for the 4-cluster region.




                                                                                                             Page 18
                                       Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




Upper Adams Cluster


General Population Profile
The Upper Adams Cluster represents the area with the highest population growth (7.33%) and highest household
growth (8.23%) and the highest Hispanic population of 7.6%. The gender majority is male (50.7%). The highest
percentage of 35 through 64 year olds (42.8%) in the 4-cluster region occurs in the Upper Adams Cluster.


Marital Status
The Upper Adams area is just slightly lower than Central Cumberland for the highest percentage (8.18%) of
divorced individuals within the 4 cluster areas.


Households
The highest percentage (76.8%) of family households and lowest percentage of non-family households (23.2%) in
the 4-cluster region is reported in Upper Adams. The highest percentages of married with own children (28.6%) and
married without own children (37.2%) households as well as the highest 3 person (18.7%) and 4 or more person
households (26.7%) occur in the Upper Adams Cluster. The area has the lowest percentages of single male (9.2%)
and single female (9.3%) households in the 4-cluster region. It recites the highest average household size at 2.7.


Employment/Income
The Upper Adams population comprises the highest blue-collar percentage (39.7%) within the 4 considered
regions. The highest median household income ($51,979) also occurs in Upper Adams.




                                                                                                           Page 19
                                      Community Health Status Assessment 2007
                                                                        Demographic & Psychographic Analyses




Section IV: Cluster Psychographics
Charts are included which reflect psychographics for the Workplace, Households, Lifestage by Households, and
Town & Rural vs. Second Cities, and Social Group by Household.


The principle Social Group by Household for the region is Town & Rural, described as “Population density
scores under 40, includes exurbs, towns, farm communities. Covers thousands of small towns/villages
scattered in Heartland, and low density areas far beyond major cities.” It offers three primary segments
descriptive of the region: COUNTRY COMFORT, MIDDLE AMERICA and LANDED GENTRY.


Country Comfort
COUNTRY COMFORT at 36.37% of the region is well over the nation at 10.57%. The segment is described as
“Predominately white, middle-class homeowners. Live in placid towns/bedroom communities. Married, age 25-54,
with/without children. Enjoy comfortable upscale lifestyle, “prefer trucks/SUV’S.” The notable subgroups of
COUNTRY COMFORT are Mayberry-ville, Traditional Times and Big Sky Families.


        Mayberry-ville (14.8%)
        Like the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-
        fashioned way of life. In these small towns, middle-class couples and families like to fish and hunt during
        the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced
        housing, residents use their discretionary cash to purchase boats, campers, motorcycles and pickup trucks.


                Lifestyle Traits:
                1. Eat at Cracker Barrel
                2. Own a satellite dish
                3. Read Field & Stream
                4. Watch NASCAR Winston Cup
                5. Drive a full-size Ford pickup


        Traditional Times (7.96%)
        Traditional Times is the kind of lifestyle where small-town couples nearing retirement are beginning to
        enjoy their first empty-nest years. Typically in their fifties and sixties, these middle-class Americans pursue
        a kind of granola-and-grits lifestyle. On their coffee tables are magazines with titles ranging from Country




                                                                                                              Page 20
                                       Community Health Status Assessment 2007
                                                                         Demographic & Psychographic Analyses




        Living and Country Home to Gourmet and Forbes. But they're big travelers, especially in recreational
        vehicles and campers.


                Lifestyle Traits:
                1. Own a stationary bike
                2. Eat at Bob Evans
                3. Read Country Home
                4. Watch Hallmark Hall of Fame
                5. Drive a Buick Park Avenue


        Big Sky Families (7.67%)
        Big Sky Families is a segment of young rural families who have turned high school educations and blue-
        collar jobs into busy, middle-class lifestyles. Residents like to play baseball, basketball and volleyball,
        besides going fishing, hunting and horseback riding. To entertain their sprawling families, they buy virtually
        every piece of sporting equipment on the market.


                Lifestyle Traits:
                1. Own a camper
                2. Attend auto races
                3. Read Hot Rod
                4. Listen to classic rock radio
                5. Drive a Chevy Silverado 2500


Middle America
MIDDLE AMERICA at 25.91% (10.03% nationally) is noted as “Live in small towns/remote exurbs, mid-class
homeowners. Found in scenic settings in Heartland, white high school educated, live as couple/large family, range
in age from under 25- over 65, conservative consumers, prefer traditional rural pursuits. Heartlanders and Blue
Highways are the largest sub-groups of MIDDLE AMERICA.


        Heartlanders (7.67%)
        This widespread segment consists of middle-aged couples with working-class jobs living in sturdy,
        unpretentious homes. In these communities of small families and empty-nesting couples, Heartlanders
        pursue rustic lifestyle where hunting and fishing remain prime leisure activities along with cooking, sewing,
        camping and boating.




                                                                                                                Page 21
                                      Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




                Lifestyle Traits:
                1. Do own car maintenance
                2. Own an outboard motor
                3. Read Country Living
                4. Watch NASCAR Winston Cup
                5. Drive a GMC Sierra 2500


        Blue Highways (5.42%)
        Among lifestyles, Blue Highways is the standout for lower-middle-class couples and families who live in
        isolated towns and farmsteads. Here, Boomer men like to hunt and fish, the women enjoy sewing and
        crafts, and everyone looks forward to going out to a country music concert.


                Lifestyle Traits:
                1. Do crafts and needlework
                2. Go freshwater fishing
                3. Read Flower and Garden
                4. Listen to country music radio
                5. Drive a Ford F-super duty


Landed Gentry
At 12.59% to 9.07%, the region exceeds the nation in the “LANDED GENTRY” segment. “Widely scattered,
wealthy, migrated to smaller boomtowns. Boomer families and couples with college degrees, professional jobs,
expansive homes. Upscale incomes can afford to spend heavily on technology, cars, boats, etc.” Country Casuals
(3.95%) and Big Fish, Small Pond (5.16%) are the largest sub-groups.



Cluster Comparisons
Western Cumberland has significantly more Mayberry-villes 20.47% than any other cluster. The closest cluster is
Upper Adams at 13.98%.


Central Cumberland has more people fitting the Traditional Times psychographic profile (10.43%) than any other
cluster with Western Perry having the least Traditional Times psychographics at 4.71%.




                                                                                                          Page 22
                                      Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




Central Cumberland has the least blue highways at 1.93% compared to Western Perry and Upper Adams which
has over 11% of households represented by this segment.


Almost a quarter of Western Perry’s households are actually considered Shotguns and Pickups (13.95%) and
Simple Pleasures (12.54%). Upper Adams also has a significant percentage of these two categories with Shotguns
and Pickups representing 11.89% of the population and Simple Pleasures representing 5.59%. The other two
clusters have less than 10% of the total households in either of these categories combined.


Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles
and pickup trucks. These Americans tend to be young, working-class couples with large families - more than half
have two or more kids - living in small homes and manufactured housing. Nearly a third of residents live in mobile
homes, more than anywhere else in the nation.


                Lifestyle Traits:
                1. Go hunting with a gun
                2. Buy hard rock music
                3. Read Field & Stream
                4. Watch Daytona 500
                5. Drive a Ford F-super duty


With more than two-thirds of its residents over 65 years old, Simple Pleasures is mostly a retirement lifestyle: a
neighborhood of lower-middle-class singles and couples living in modestly priced homes. Many are high school-
educated seniors who held blue-collar jobs before their retirement. And a disproportionate number served in the
military; no segment has more members of veterans clubs.


                Lifestyle Traits:
                1. Belong to a veterans club
                2. Spend 15+ nts on dom. travel
                3. Watch Good Morning America
                4. Watch CBS Face the Nation
                5. Drive a Buick LeSabre




                                                                                                            Page 23
                                        Community Health Status Assessment 2007
                                                                        Demographic & Psychographic Analyses




Crossroad Villagers is the third highest category for Western Cumberland at 8.42% of the population compared to
less than 3% in any other cluster.


With a population of middle-aged, blue-collar couples and families, Crossroads Villagers is a classic rural lifestyle.
Residents are high school-educated, with lower-middle incomes and modest housing; one-quarter live in mobile
homes. And there's an air of self-reliance in these households as Crossroads Villagers help put food on the table
through fishing, gardening and hunting.


                 Lifestyle Traits:
                 1. Buy videos by mail and phone
                 2. Own a handgun
                 3. Read Hot Rod
                 4. Watch Country Music TV
                 5. Drive a Dodge Ram pickup


Workplace psychographics have a higher percentage than household demographics in the majority of categories.
There is also a significant difference between the total U.S. Household percentages in each category which average
under three percent and in most instances less than 2 % of the total households and that represented within the
region.


                         Work Force                       Household
Mayberry-ville           35.09%                           14.18%
Traditional times        11.5%                            7.96%
Big Sky Families         11.04%                           7.67%
Young and Rustic         5.42%                            2.74%
Blue Highways            4.7%                             5.42%
Heartlanders             3.18%                            6.03%
New Homesteaders         less than 2%                     4.14%




                                                                                                             Page 24
                                     Community Health Status Assessment 2007
                                                                      Demographic & Psychographic Analyses




Total Region and Cluster Summary


The following profiles are based on the Top 5 percentages in each category.


Total Region:


Workplace
The majority of the region’s workforce are Mayberry-villes (35.09%), followed by Traditional Times (11.5%) and Big
Sky Families (11.04%).


Households
Households are more diverse, however, the highest single percentage of households are in alignment with
workplace psychographics although they have a lower overall representation: Mayberry-ville 14.18%, Traditional
Times 7.96% and Big Sky Families 7.67%.


Lifestage by Household
Lifestage is broken down into three life stages: Younger Years, Family Life, and Mature Years. Each category has
several subcategories. For the region, the Younger Years stage is Midlife Success (19.61%) with the largest
segment made up of Mayberry-ville (14.18%). Striving Singles subcategory follows closely with 17.58% of all
households. This subcategory is more diverse across several segments with the highest segment being Blue
Highways at 5.42%.


Family Life is the second Lifestage. The highest category in this stage is Mainstream Families (18.36%) which is
primarily broken down into Big Sky Families (7.67), Shotguns and Pick-ups (4.51%), and New Homesteaders
(4.14%).


The Mature Years Lifestage includes Cautious Couples (11.94), Sustaining Seniors (7.78), Conservative Classics
(9.49%) and Affluent Empty Nesters (4.13%).


Social Group by Household
The region is considered Town and Rural with a miniscule percentage categorized as second city (3.22%). The
majority of the population is considered Country Comfort (36.37%) – Major segments of this category individual
Mayberry-ville (14.18%), Traditional Times (7.96%), Big Sky Families (7.67%) and New Homesteaders (4.14%)




                                                                                                          Page 25
                                      Community Health Status Assessment 2007
                                                                      Demographic & Psychographic Analyses




Middle America is the next social group with 25.91% of the population – this group includes Heartlanders (6.03%),
Blue Highways (5.42%), Red, White & Blues (4.01%) Simple Pleasures (4.16%) and Shotguns and Pickups.


Landed Gentry is the next social group with 12.59% of the households followed by the final social group of Rustic
Living making up 11.86% of households.




Central Cumberland


Workplace
Approximately one-third of the workforce is made up of Mayberry-ville. Traditional Times accounts for 13.79%, Big
Sky Families 8.91%, Middleburg Managers 5.84% and Sunset city Blues 5.13%.


Household
The household psychographics vary from workplace psychographics. Mayberry-ville is the largest household
demographic with 10.75% of the households, followed by Traditional Times at 10.43%, then New Homesteaders at
5.87%, Red, White and Blues at 5.4% and Heartlanders at 4.2%.




Lifestage by household
The largest percentage of households are considered in their younger years. Midlife Success accounts for 17.01%
with the largest segment made up of Mayberry-ville at 10.75%. Striving Singles makes up 13.83% of all households
spread among multiple segments with Red, White and Blues being the highest at 5.4%. Young Achievers category
accounts for 8.32%.


The family life lifestage is made up of Mainstream Families at 12.41 of households spread across several segments
with New Homesteaders having the largest percentage at 5.87%.


Mature Years lifestage categories include Conservative Classics at 13.55%, the largest category with Traditional
Times segment making up 10.43%. Cautious Couples account for 12.24%. Sustaining Seniors accounts for 7.77%
and Affluent Empty Nesters are represented by 6.65% of the households.




                                                                                                          Page 26
                                      Community Health Status Assessment 2007
                                                                       Demographic & Psychographic Analyses




Social Group by Household
Over one-third of housesholds are considered Country Comfort. As outlined under Household pyschographics.
Mayberry-ville is the largest segment with 10.75% of the households, followed by Traditional Times at 10.43%, then
New Homesteaders at 5.87%. and Big Sky Families accounting for 3.13%


Middle America Social group accounts for 18.88% of households spread across several segments with Red, White
and Blues being the largest accounting for 5.4% of the category


Landed Gentry accounts for 15.23% of the social group. Segments include Big Fish, Small Pond (5.16%), Fast
Track Families (4.66%) and Country Casuals (3.95%).


The Rustic Living category accounts for 3.94% of all households.




Western Cumberland


Workplace
Similar to Central Cumberland, over one third of Western Cumberland ‘s workforce is made up of Mayberry-villes
(35.15%), followed by Big Sky Families (17.15) Young and Rustic at 16.84%, and Traditional Times (10.75%). The
rest are much diversified across several segments.


Households
About 20% of households are categorized as Mayberry-villes followed by Big Sky Families at 10.85%, Crossroad
Villagersat 8.42%, Traditional Times as 6.64% and Blue highways at 6.59%.


Lifestage by Household
The majority of households are considered in their younger years spread across three categories – Midlife Success
(23.16%) which is predominately made up of Mayberry-villes (20.47%)), Striving Singles (25.35%) and Young
Achievers (.24%)


Family Life Lifestage also has three categories, the majority of which are Mainstream Families (23.15%), with just
slightly less than half are segmented as Big Sky Families (10.85%). Young Accumulators account for 2.78% and
Sustaining Families account fro 2.11% of households.




                                                                                                           Page 27
                                     Community Health Status Assessment 2007
                                                                     Demographic & Psychographic Analyses




Mature Years Lifestage is made up of Cautious Couples (9.19%), Conservative Classics (6.64%), with Traditional
Times segment representing the entire category, Sustaining Seniors (6.33%) and Affluent Empty Nesters (1.06%).


Social Group by Household
Country Comfort represents almost half (42.61%) of households. Top segments under this category include
Mayberry-ville (20.47%), Big Sky Families (10.85%), Traditional Times (6.64%) and New Homesteaders (4.4%).


Over one quarter (28.44%) are considered Middle America diversified over several segments including Blue
Highways (6.5%), and Heartlanders (6.55%).


Unlike Central Cumberland, Western Cumberland has just over 22% of households that are considered Rustic
Living. The highest segment under this category is Crossroad Villagers (8.42%). The final category is Landed
Gentry which accounts for almost 7% of all households.




Western Perry


Workplace
Western Perry is very different that the Cumberland Clusters, with a much more diverse workforce. Simple
Pleasures (13.24%), Shotguns & Pick-ups (11.83%), Blue Highways (10.22%), Heartlanders (8.96%), and Back
Country Folks (7.91%).


Households
Also, there is more alignment with the workplace statistics and the household psychographics although there are
still differences. Shotguns & Pickups (13.95%), Simple Pleasures (12.54%) Blue Highways (11.7%), Big Sky
Families (8.38%) and Heartlanders (8.30%)


Lifestage by Households
Younger Years accounts for over one-half of all households. Striving Singles (17.95%) is largely made up of the
Blue Highways (11.7%) and Young and Rustic (4.41%) segments.




                                                                                                         Page 28
                                      Community Health Status Assessment 2007
                                                                      Demographic & Psychographic Analyses




Family Life Lifestage consists of Mainstream Families (19.9%) segmented into Shotguns & Pickup (13.95%) and
Big Sky Families (5.95%). Young Accumulators account for 5.46% of all households and Sustaining Families
(2.5%).


Social Group By Households
Almost half (46.57%) are considered Middle America segmented into Shotguns & Pickups (13.95%), Simple
Pleasures (12.54%) Blue Highways (11.7%), and Heartlanders (8.96%)/


Rustic Living accounts for 19.31% across several segments and Landed Gentry represents 15.42% of all
households also spread across several segments.




Upper Adams


Workplace
Over half of all workers are considered Mayberry-ville (53.95%). The second highest category is Blue Highways
with only 12.7% of the workforce.


Households
Conversely, only 13.98% of all households are considered Mayberry-ville. The largest percentage are considered
Big Sky Families (15.05%). Almost 12% are Shotguns & Pickups. Blue Highways account for 11.41% and 8.3% are
considered Heartlanders .


Lifestage
Over one-third are considered younger years. Midlife Success represents 20.55% of all households with 13.98%
part of the Mayberry-ville segment. Just over 16% are considered Striving Singles with majority labeled under the
Blue Highways segment.


Family Life lifestage accounts for another third of the households with the majority considered Mainstream Families
(26.98%). This category is largely divided between Big Sky Families (15.05%) and Shotguns and Pickups (11.89%).
Young Accumulators hold 6.02% of all households.




                                                                                                          Page 29
                                     Community Health Status Assessment 2007
                                                                     Demographic & Psychographic Analyses




Mature Years lifestage is made up of 13.89% considered Cautious Couples divided between Heartlanders (8.3%)
and Simple Pleasures (5.5%) segments. Sustaining Seniors (6.77%), Conservative Classics (5.18), and Affluent
Empty Nesters (2.5%) round out the Mature Years lifestage.


Social Group by Household
Middle America accounts for 37.23% of the social group spread out across several segments including Shotguns &
Pickups (11.89%), Blue Highways (11.41%), and Heartlanders (8.3%).


Country Comfort accounts for 34.25% of all social grups divided into two segments: Big Sky Families (15.05%) and
Mayberry-ville (13.98%).


Landed Gentry accounts for just over 15% of all households across several segments and Rustic Living accounts
for 13.43% of all households.




                                                                                                       Page 30
                                                                               CAHWF – Demographic & Psychographic Analyses
                                                                                                                           Community Health Assessment 2007




                                                                                                                                             Western Perry
                                                                                                              Central         Western           Cluster       Upper Adams
                                                                                                            Cumberland       Cumberland      17006; 17024;       Cluster
                                                                                                              Cluster          Cluster       17037; 17040;    17304; 17324;
                                                                         Percentage U.S.                   17007; 17013;    17240; 17241;    17047; 17068;    17372; 17306;
                                 Segment Description                          Pop.         Total Region    17065; 17015     17257; 17266     17071; 17090        17337
Work Place
Psychographics                                                                                    64,107           40,549           14,255            4,284            3,889

                    Set in quaint picturesque berg, old-fashioned
                    way of life. Small towns, mid-class families,
                    hunt/fish during day, watch tv at night. Lucrative
                    blue-collar jobs, moderately priced homes, use
                    extra money to purchase boots, campers,
Mayberry-ville      motorcycles, & pickups                                        2.65%          35.09%           33.22%           35.15%            6.98%           53.95%

                    Small-town couples, nearing retirement,
                    beginning to enjoy 1st empty-nest yrs. Usually
                    in 50's and 60's, mid-class, pursue granola-&-
                    grits lifestyle. On coffee table magazines from
                    Country Living to Gourmet to Forbes, big
Traditional Times   travelers, especially in RV's                                 2.85%          11.50%           13.79%           10.75%            5.09%            4.76%

                    Scattered in placid towns across heartland,
                    young rural families, turned high sch. edu into
                    busy mid-class lifestyles. Play baseball,
                    basketball, volleyball, go fishing/hunting, ride
                    horses. Buy virtually every piece of sporting
Big Sky Families    equip. made                                                   2.16%          11.04%            8.91%           17.15%            5.11%            8.28%

                    Composed of young, restless singles. Tend to
                    be lower income, high sch. edu., live in tiny
                    apartments in exurban towns. With service
                    industry jobs & modest incomes, still try to
                    fashion fast-paced lifestyles centered on sports,
Young and Rustic    cars, & dating                                                1.89%            5.42%           2.38%           16.84%            5.14%            2.83%




                                                                                                                                                              Page 31
                                                                              CAHWF – Demographic & Psychographic Analyses
                                                                                                                          Community Health Assessment 2007




                                                                                                                                           Western Perry
                                                                                                             Central         Western          Cluster      Upper Adams
                                                                                                           Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                             Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                        Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                Segment Description                          Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337

                   Often 2 land roads that wind through remote
                   stretches of US landscape. Lower-mid-class
                   couples/families who live in isolated towns or on
                   farmsteads. Men like to hunt/fish, women
                   sew/craft, everyone likes to go to a country
Blue Highways      music concert                                                 1.71%            4.70%           1.94%            2.97%          10.22%          12.70%

                   Arouse when empty-nesters settled in satellite
                   communities, offered lower cost of living,
                   relaxed pace. Mid-class, over 55, solid
                   managerial jobs, comfortable retirements.
Middleberg         Older homes, like to read, play musical
Managers           instruments, garden, refinish furniture                       1.86%            4.24%           5.84%            2.17%           0.02%           0.69%

                   Scattered throughout older neighborhoods of
                   small cities, lower-mid-class singles/couples
                   who've retired or are close to it. Own homes,
                   have modest education & income. Maintain
                   low-key lifestyle w/ newspapers/TV by day &
Sunsetcity Blues   family-style restaurants at night                             1.56%            3.82%           5.13%            2.24%           0.00%           1.21%

                   W/ more than 2/3 of residents over 65, mostly
                   retirement lifestyle, lower-mid-class singles &
                   couples in modestly priced homes. Many are
                   high sch. edu., had blue-collar jobs before
                   retirement. Disproportionate # served in military,
Simple Pleasures   veterans clubs                                                2.44%            0.54%           0.71%            0.14%          13.24%           0.98%




                                                                                                                                                           Page 32
                                                                              CAHWF – Demographic & Psychographic Analyses
                                                                                                                          Community Health Assessment 2007




                                                                                                                                           Western Perry
                                                                                                             Central         Western          Cluster      Upper Adams
                                                                                                           Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                             Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                        Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                 Segment Description                         Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337

                    Scores near top of all lifestyles for owning
                    hunting rifles/pickup trucks. Young working-
                    class couples w/ large families, more than 1/2
                    w/ 2 or more kids. Live in small manufactured
Shotguns and        homes. Nearly 1/3 live in mobile homes (more
Pickups             than any other segment)                                      1.64%            0.18%           0.08%            0.09%          11.83%           1.90%

                    Live in small, mid-class towns, widespread
                    segment consists of middle aged couples w/
                    working class jobs, live in sturdy, unpretentious
                    homes. Communities of small families/empty-
                    nesters, pursue a rustic lifestyle
Heartlanders        (hunt/fish/cook/sew/camp)                                    1.99%            3.18%           1.59%            1.39%           8.96%           1.52%

                   Strewn among remote farm communities, very
                   far from economic paradise. Tend to be poor,
                   over 55, live in older, modest sized
                   homes/manufactured housing. Throwback to
                   earlier era when farming dominated American
Back Country Folks landscape                                                     2.23%            0.49%           0.60%            0.45%           7.91%           0.05%

                    Affordable housing, abundant entry-level jobs,
                    & thriving singles scene, give rise to segment in
                    fast-growing satellite cities. Young, single,
                    working-class, pursue an active lifestyle amid
                    sprawling apartment complexes, bars, &
Boomtown Singles    convenience stores                                           1.38%            1.85%           2.68%            0.43%           0.02%           0.80%


                                                                                24.36%          82.05%           76.87%           89.77%          74.52%          89.67%




                                                                                                                                                           Page 33
                                                                                CAHWF – Demographic & Psychographic Analyses
                                                                                                                            Community Health Assessment 2007




                                                                                                                                              Western Perry
                                                                                                               Central         Western           Cluster       Upper Adams
                                                                                                             Cumberland       Cumberland      17006; 17024;       Cluster
                                                                                                               Cluster          Cluster       17037; 17040;    17304; 17324;
                                                                          Percentage U.S.                   17007; 17013;    17240; 17241;    17047; 17068;    17372; 17306;
                                   Segment Description                         Pop.         Total Region    17065; 17015     17257; 17266     17071; 17090        17337
Households                                                                                         51,007           25,085           14,447            6,960            4,400
Mayberry-ville                                                                     2.49%          14.18%           10.75%           20.47%            8.05%           13.98%
Traditional Times                                                                  2.84%            7.96%          10.43%            6.64%            4.71%            5.18%
Big Sky Families                                                                   1.79%            7.67%           3.13%           10.85%            8.38%           15.05%
Heartlanders                                                                       2.08%            6.03%           4.20%            6.55%            8.30%            8.30%
Blue Highways                                                                      1.46%            5.42%           1.93%            6.59%           11.70%           11.41%
                     Young, mid-class families seek escape from
                     suburban sprawl in collection of townships w/
                     new ranches & cape cods, decent paying jobs
                     in white-collar/service industries. Dual income,
New Homesteaders enjoy a comfortable, kid-centered lifestyle                       2.84%            4.14%           5.87%            4.40%            0.00%            0.02%
                     Typically live in exurban towns, rapidly
                     morphing into bedroom suburbs. New fast food
                     restaurants and chain stores, like Wal-Mart are
                     moving in. Middle aged, high sch. edu., lower-
                     mid-class, w/solid blue-collar jobs in
Red, White & Blues manufacturing/milling/ construction                             1.31%            4.01%           5.40%            4.77%            0.00%            0.02%
                     Older, upper-class, college-edu. professionals,
                     often among the leading citizens of their small-
                     town communities. Upscale, empty-nesting
                     couples enjoy trappings of success, belong to
                     country clubs, maintain large invest. portfolios &
Big Fish, Small Pond spend on technology                                           2.26%            3.40%           5.16%            1.06%            2.97%            2.50%
                     Middle aged, blue-collar couples/families,
                     classic rural lifestyle. High sch. edu., lower-mid
                     incomes, modest homes, 1/4 live in mobile
                     homes. Air of self-reliance, because they help
                     put food on table through
Crossroad Villagers hunting/fishing/gardening                                      2.10%            2.97%           0.65%            8.42%            1.84%            1.27%




                                                                                                                                                               Page 34
                                                                             CAHWF – Demographic & Psychographic Analyses
                                                                                                                         Community Health Assessment 2007




                                                                                                                                          Western Perry
                                                                                                            Central         Western          Cluster      Upper Adams
                                                                                                          Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                            Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                       Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                 Segment Description                        Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337
Shotguns and
Pickups                                                                         1.59%            4.51%           0.96%            4.93%          13.95%          11.89%
Simple Pleasures                                                                2.53%            4.16%           4.50%            2.64%          12.54%           5.59%

                    W/ upper-mid-class incomes, numerous kids, &
                    spacious homes, are in prime acquisition yrs.
                    Have disposable income & education sensibility,
                    & want best for their kids. Buy all the latest
                    tech., take advantage of rustic locales by
Fast Track Families camping, boating, fishing                                   1.74%            4.19%           4.66%            2.78%           5.46%           6.02%

                    Segment of mid-class exurban couples, known
                    for active lifestyle, most are middle-aged,
                    married, college-educated, most own new
                    homes, about a 3rd have kids, high rates
Greenbelt Sports    pursue outdoor activities                                   1.44%            2.42%           4.78%            0.24%           0.00%           0.02%

                    Laid-back atmosphere, collection of middle
                    aged, upper-mid-class, started to empty nest.
                    Workers, most have 2 earners, well paying
                    blue/white collar jobs, or own small businesses.
                    Disposable income to travel, own timeshares,
Country Casuals     go out to eat.                                              1.61%            4.29%           3.95%            2.69%           6.98%           6.57%
Young and Rustic                                                                2.00%            2.74%           0.90%            5.57%           4.41%           3.61%




                                                                               30.08%          78.09%           67.27%           88.60%          89.29%          91.43%




                                                                                                                                                          Page 35
                                                                                CAHWF – Demographic & Psychographic Analyses
                                                                                                                            Community Health Assessment 2007




                                                                                                                                             Western Perry
                                                                                                               Central         Western          Cluster      Upper Adams
                                                                                                             Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                               Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                          Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                 Segment Description                           Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337
Lifestage by
Household
                   Age under 45, singles and couples, 31.1% of
Younger Years      US

                   Childless singles/couples in 30's/40's,
                   wealthiest of younger yrs. class, many are
                   white, college-edu., make 6 figures at
                   exec/professional jobs, also extends to mid-
                   class. Found in suburban/exurban areas, fans
Midlife Success    of technology, financial products, travel                      12.82%          19.61%           17.01%           23.16%          15.03%          20.55%
Country Casuals                                                                    1.61%            4.29%           3.95%            2.69%           6.98%           6.57%
Mayberry-ville                                                                     2.49%          14.18%           10.75%           20.47%           8.05%          13.98%


                   Young, hip singles, 20-somethings, recently
                   settled in metro area, range from working-class
                   to well-to-do, but still rent apartments. High
                   percent of Asian Amer. singles, progressive
Young Achievers    tastes, liberal, alternative music, lively nightlife            9.94%            4.16%           8.32%            0.24%           0.00%           0.02%
Greenbeltsports                                                                    1.44%            2.42%           4.78%            0.24%           0.00%           0.02%


                   Make up most downscale of younger yrs. class,
                   in exurban towns/satellite cities, 20-something
                   singles, low income, mostly service industry
                   jobs. Live in cheap apartments/dorms/mobile
                   homes, like sports, music, movies, fast food,
Striving Singles   inexpensive cars                                               10.67%          17.58%           13.83%           25.35%          17.95%          16.32%




                                                                                                                                                             Page 36
                                                                               CAHWF – Demographic & Psychographic Analyses
                                                                                                                           Community Health Assessment 2007




                                                                                                                                            Western Perry
                                                                                                              Central         Western          Cluster      Upper Adams
                                                                                                            Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                              Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                         Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                  Segment Description                         Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337
Blue Highways                                                                     1.46%            5.42%           1.93%            6.59%          11.70%          11.41%

Crossroad Villagers                                                               2.10%            2.97%           0.65%            8.42%           1.84%           1.27%
Red, White & Blues                                                                1.31%            4.01%           5.40%            4.77%           0.00%           0.02%
Young and Rustic                                                                  2.00%            2.74%           0.90%            5.57%           4.41%           3.61%
                      Middle age, 25-54, families w/ children.
Family Life           33.5% of US

                      Contain wealthiest families, mostly college-edu,
                      white-collar, Baby Boomers, live in sprawling
                      homes in suburbs, median income nearly 6
                      figures. Have disposable cash/sophisticated
Accumulated           taste, spoil kids w/ electronics/sporting equip.
Wealth                Parents travel lots                                         4.00%            0.39%           0.79%            0.00%           0.00%           0.00%


                      Slightly younger and less affluent then upscale
                      peers. Ethnically diverse, above-average
                      Hispanics/Asian-Amer. Most college edu, work
                      white-collar managerial/professional, most in
Young                 suburban/exurban areas, comfortable, upscale
Accumulators          lifestyle in mid-size home,                                 8.11%            4.66%           5.62%            2.78%           5.46%           6.02%
Fast Track Families                                                               1.74%            4.19%           4.66%            2.78%           5.46%           6.02%




                                                                                                                                                            Page 37
                                                                                CAHWF – Demographic & Psychographic Analyses
                                                                                                                            Community Health Assessment 2007




                                                                                                                                             Western Perry
                                                                                                               Central         Western          Cluster      Upper Adams
                                                                                                             Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                               Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                          Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                    Segment Description                        Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337

                       Mid & working class, child-filled homes, age
                       range of adults is broad, most have child under
                       18, Residents in exurban group have similar
                       patterns, live in modest homes, rank high for
Mainstream             having 3+ cars, Lots of sports, electronic toys,
Families               groceries in bulk                                          11.99%          18.36%           12.41%           23.15%          19.90%          26.98%
Shotguns And
Pickups                                                                            1.59%            4.51%           0.96%            4.93%          13.95%          11.89%
Big Sky Families                                                                   1.79%            7.67%           3.13%           10.85%           5.95%          15.05%

New Homesteaders                                                                   2.01%            4.14%           5.87%            4.40%           0.00%           0.02%

                    Least affluent of family group, range from
                    working class to downscale. Ethnically mixed,
                    high % African Amer/Hispanic/Asian Amer,
                    geographic diversity (cities to very rural), blue-
                    collar/service jobs, small/old apartments/mobile
Sustaining Families homes, modest lifestyle                                        6.05%            1.91%           1.82%            2.11%           2.50%           1.77%

Mature Years           Age over 45, singles and couples, 38% of US
                       Over 45, empty nests, upscale couples, college
                       edu, hold exec/professional jobs. Found in
                       urban to small town, live in large, older homes.
Affluent Empty         Plenty of disposable income to travel, cultural
Nests                  events, are community activists, vote heavily               6.97%            4.13%           6.65%            1.06%           2.97%           2.50%

Big Fish, Small Pond                                                               2.26%            5.16%           5.16%            1.06%           2.97%           2.50%




                                                                                                                                                             Page 38
                                                                              CAHWF – Demographic & Psychographic Analyses
                                                                                                                          Community Health Assessment 2007




                                                                                                                                           Western Perry
                                                                                                             Central         Western          Cluster      Upper Adams
                                                                                                           Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                             Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                        Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                  Segment Description                        Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337
                     College edu, over 55, upper-mid class. Quiet
                     comfort. Childless singles/couples live in older
                     suburban homes w/ 2 cars and wood decks.
Conservative         Like to garden, read, watch public tv, entertain
Classics             neighbors, go out to museums/theaters                       9.14%            9.49%          13.55%            6.64%           4.71%           5.18%
Traditional Times                                                                2.84%            7.96%          10.43%            6.64%           4.71%           5.18%
Middleburg
Managers                                                                         1.85%            1.49%           3.03%            0.00%           0.00%           0.00%
                     55 and older, mix of singles/couples/widows.
                     Scattered throughout nation, usually working
                     class, white, some college edu, high rate
                     homeownership. Blue-collar roots, pursue
                     sedate lifestyles. Reading, travel, family
Cautious Couples     restaurants, home hobbies.                                 10.32%          11.94%           12.24%            9.19%          20.92%          13.89%
Heartlanders                                                                     2.00%            6.03%           4.20%            6.55%           8.38%           8.30%
Simple Pleasures                                                                 2.53%            4.16%           4.50%            2.64%          12.54%           5.59%
Sunset City Blues                                                                1.67%            1.73%           3.52%            0.00%           0.00%           0.00%
                   Older, economically challenged, racially mixed,
                   dispersed throughout country, over 65, make
                   less than $25,000. Many single/widowed,
                   modest educational achievement, live in older
                   apartments/small homes. Low-key, home-
Sustaining Seniors centered                                                      9.99%            7.78%           7.77%            6.33%          10.56%           6.77%
Back Country Folks                                                               2.18%            2.03%           0.35%            1.87%           7.90%           4.98%
                   Retired singles, live in racially mixed areas of
                   nation's satellite cities. Modest educations &
                   incomes, maintain low-key, sedentary lifestyles.
                   One of top-ranked segments for TV viewing,
Park Bench Seniors especially soaps and gameshows                                1.07%            1.41%           2.87%            0.00%           0.00%           0.00%




                                                                                                                                                           Page 39
                                                                              CAHWF – Demographic & Psychographic Analyses
                                                                                                                          Community Health Assessment 2007




                                                                                                                                           Western Perry
                                                                                                             Central         Western          Cluster      Upper Adams
                                                                                                           Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                             Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                        Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                   Segment Description                       Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337
Social Group by
Household:
Town & Rural


                       Less dense than urban areas, density scores
                       of 40-85, are pop. center of their surrounding
                       community. Concentrated w/in larger towns
                       and smaller cities. Includes satellite cities
                       (high density suburbs around major cities w/
Second Cities          more wealth than small cities)
Sunset City Blues                                                                1.67%            1.73%           3.52%            1.73%           0.00%           0.00%
Middleburg Mgrs                                                                  1.85%            1.49%           3.03%            1.49%           0.00%           0.00%

                       Pop. Density scores under 40, includes
                       exurbs, towns, farm communities. Covers
                       thousands of small towns/villages scattered
                       in Heartland, and low density areas far
Town and Rural         beyond major cities.


                       Widely scattered, wealthy, migrated to smaller
                       boomtowns. Boomer families and couples w/
                       college degrees, professional jobs, expansive
                       homes. Upscale incomes can afford to spend
Landed Gentry          heavily on technology, cars, boats, etc.                  9.07%          12.59%           15.23%            6.53%          15.42%          15.09%

Big Fish, Small Pond                                                             2.26%            3.40%           5.16%            1.06%           2.97%           2.50%
Country Casuals                                                                  1.40%            4.29%           3.95%            2.69%           6.98%           6.57%




                                                                                                                                                           Page 40
                                                                                CAHWF – Demographic & Psychographic Analyses
                                                                                                                            Community Health Assessment 2007




                                                                                                                                             Western Perry
                                                                                                               Central         Western          Cluster      Upper Adams
                                                                                                             Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                               Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                          Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                   Segment Description                         Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337
Fast Track Families                                                                1.47%            4.19%           4.66%            2.78%           5.46%           6.02%


                      Predominantly white, middle class homeowners.
                      Live in placid towns/bedroom communities.
                      Married, age 25-54, with/without children. Enjoy
Country Comfort       comfortable upscale lifestyle, prefer trucks/suvs           10.57%          36.37%           34.96%           42.61%          18.71%          34.25%
Mayberry-ville                                                                     2.49%          14.18%           10.75%           20.47%           8.05%          13.98%
Traditional Times                                                                  2.84%            7.96%          10.43%            6.64%           4.71%           5.18%
Big Sky Families                                                                   1.79%            7.67%           3.13%           10.85%           5.95%          15.05%
Country Comfort:
Greenbelt Sports                                                                   1.44%            2.42%           4.78%            2.40%           0.00%           0.02%

New Homesteaders                                                                   2.01%            4.14%           5.87%            4.40%           0.00%           0.02%

                      Live in small towns/remote exurbs, mid-class
                      homeowners. Found in scenic settings in
                      Heartland, white, high school educated, live as
                      couple/larger family, range in age from under
                      25-over 65, conservative consumers, prefer
Middle America        traditional rural pursuits                                  10.03%          25.91%           18.88%           28.44%          46.57%          37.23%
Heartlanders                                                                       2.00%            6.03%           4.20%            6.55%           8.38%           8.30%
Blue Highways                                                                      1.46%            5.42%           1.93%            6.59%          11.70%          11.41%
Red, White & Blues                                                                 1.31%            4.01%           5.40%            4.77%           0.00%           0.02%
Simple Pleasures                                                                   2.30%            4.16%           4.50%            2.64%          12.54%           5.59%
Shotguns And
Pickups                                                                            1.61%            4.51%           0.96%            4.93%          13.95%          11.89%




                                                                                                                                                             Page 41
                                                                                   CAHWF – Demographic & Psychographic Analyses
                                                                                                                               Community Health Assessment 2007




                                                                                                                                                Western Perry
                                                                                                                  Central         Western          Cluster      Upper Adams
                                                                                                                Cumberland       Cumberland     17006; 17024;      Cluster
                                                                                                                  Cluster          Cluster      17037; 17040;   17304; 17324;
                                                                             Percentage U.S.                   17007; 17013;    17240; 17241;   17047; 17068;   17372; 17306;
                                     Segment Description                          Pop.         Total Region    17065; 17015     17257; 17266    17071; 17090       17337


                        Represent most isolated towns/villages. Modest
                        incomes, low education levels, aging homes,
                        blue-collar occupations. Mix of unmarried young
                        singles and seniors. Traditional small town
Rustic Living           activities like hunt/fish/country music/car racing           11.26%          11.86%            3.94%           22.43%          19.31%          13.43%

Crossroads Villiagers                                                                 2.10%            2.97%           0.65%            8.42%           1.84%           1.27%
Young and Rustic                                                                      3.06%            2.74%           3.95%            5.57%           4.41%           3.61%
Back Country Folks                                                                    2.18%            2.03%           0.35%            1.87%           7.90%           4.98%



                        Definition of Segment
                        Definition of Subgroup
                        Definition of Category within Subgroup




                                                                                                                                                                Page 42

				
DOCUMENT INFO
Description: Demographic Spreadsheet document sample