insight on new mexico households and householders

Demographic segmentation helps us understand the lifestyles and life stages of consumers in a market. Data provider Esri classifies U.S. residential neighborhoods into 67 unique market segments based on socioeconomic and demographic characteristics. Updated annually, the mapping software provider uses geographic information systems to connect people with maps, data and apps.

Most householders fall into five segments: Down the Road, Exurbanites, Up and Coming Families, In Style and The Great Outdoors.

down the road

Down the Road is the most dominant segment in New Mexico. Nearly eight percent of households in NM are in this segment, while just over one percent of the U.S. households are in this segment. It is a mix of low-density, semi-rural neighborhoods in large metropolitan areas; half are located in the South, with the rest chiefly in the West and Midwest.

These are younger, diverse communities, with the highest proportion of American Indians of any segment. These family-oriented consumers value their traditions. Workers are in service, retail trade, manufacturing and construction industries, with higher proportions in agriculture and mining, compared to the U.S. in general. This market has higher unemployment, much lower median household income and home value, and a fifth of households with income below poverty level. These are family-oriented, outgoing consumers; they place importance on preserving timehonored customs. They put a premium on convenience rather than health and nutrition.

exurbanites

Exurbanites are the second-most dominant segment in New Mexico. Nearly four percent of NM falls into this category, with two percent seen nationwide. Residents are approaching retirement but showing few signs of slowing down. They are active in their communities, generous in their donations, and seasoned travelers. They take advantage of their proximity to large metropolitan centers to support the arts, but prefer a more expansive home style in less crowded neighborhoods.

This segment includes established neighborhoods (most built between 1970 and 1990) found in the suburban periphery of large metropolitan markets. This is a larger market of empty nesters, married couples without children, who are college educated and are beginning to retire from the work force. Consumers are more interested in quality than cost. They take pride in their homes and foster a sense of personal style. Gardening and home improvement are priorities, but they also use a number of services, from home care and maintenance to personal care.

up and coming families

Up and Coming Families are the third most dominant segment in New Mexico. Nearly four percent of NM falls into this category, with over two percent seen nationwide. Up and Coming Families is a market in transition- residents are younger, more mobile and ethnically diverse than the previous generation. These new families in new housing subdivisions are one of the fastest-growing markets in the country. They are willing to pay for affordable housing with longer commute times.

This hard-working market is full of careful shoppers who are aware of prices and are willing to shop around for the best deals. This segment is predominantly young families still feathering the nest and establishing their style. They are open to influence by others’ opinions. Since they are busy with work and family, they use home and landscaping services to save time.

in style

In Style is the fourth most dominant segment in New Mexico. Nearly four percent of NM falls into this category, with over two percent seen nationwide. In Style denizens embrace an urbane lifestyle that includes support of the arts, travel and extensive reading. Mostly professional couples or single households without children, they have the time to focus on their homes and their interests. The population is slightly older and already planning for their retirement.

This is an affluent market with income supplemented by investments and substantial net worth. Mostly city dwellers of large metropolitan areas, they are connected and knowledgeable. Attentive to price, they use coupons, especially mobile coupons. Homes are an integral part of their style; they invest in home remodeling/maintenance, DIY or contractors, and also hire housekeepers. They are financially active, from a variety of investments to supporting charities and causes.

the great outdoors

The Great Outdoors are the fifth most dominant segment in New Mexico. Under four percent of NM falls into this category, with over 1.5 percent seen nationwide. Neighborhoods in The Great Outdoors segment are found in pastoral settings throughout the United States. Consumers are educated empty nesters living an active but modest lifestyle. Their focus is land; they are more likely to invest in real estate or a vacation home than stocks. They are active gardeners and partial to homegrown and home-cooked meals.

Consistent with areas with rustic appeal, the housing inventory features over seventy-five percent single-family homes and over fifteen percent are mobile homes. A significant inventory of seasonal housing is available. Residents live in small towns and rural communities throughout the West, South and Northeast regions of the country. Typical of neighborhoods with older residents, income from retirement and Social Security is common, but residents also derive income from selfemployment and investments. Residents are very do-it-yourself oriented and cost conscious. Many service their own autos, work on home improvement and remodeling projects, and maintain their own yards. Technology is not central in their lives.