This group consists of working professionals in their mid-30s, many of whom were born outside the United States. They live primarily in urban areas, renting multifamily housing in major metropolitan cities. Residents tend to commute using public transportation or have access to remote work options.
Esri provides the following segments in LifeMode group D. Click a tab to learn more about each segment.
Segment D1 - Emerging Hub
Members of these communities are young, mostly single householders that live in cities and move frequently. These neighborhoods show consistent growth and are composed of large numbers of young graduates and college students, many of whom have relocated to the U.S. Most individuals live alone, though some share their homes with roommates or partners. Household incomes are typically in the middle tier. Most residents are employed in full-time professional occupations predominantly in management, finance, computer science, engineering, education, and health care. The rate of remote work for this segment is higher than average. Housing options are a mix of single-family and multifamily units. Frequent relocations occur both within and outside the county, and rents are on par with the national average. While owning a vehicle is considered necessary, biking or walking to nearby schools and workplaces is an option.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 36.2
Average household size: 1.86
Predominant household structure (Census 2020): Singles living alone; married couples with no kids
Median household income: $73,978
Median net worth: $75,944
Percentage of individuals with completion of a bachelor's degree or higher: 52.4%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Residents tend to shop online for essentials, including groceries, clothing, household items, and electronics.
They often plan domestic trips and spend money on workout wear, team sports apparel, and educational books.
The internet is integral to this segment's social lives and daily routines; they use it to conduct meetings, complete assignments, and search for employment and housing, as well as for activities such as dating and social media posts.
Playing video games and watching TV are common sources of entertainment.
Segment D2 - Trendsetters
Nearly all residents in this segment reside in or near metropolitan areas with dense urban populations exceeding 2.5 million. Half of the segment is aged 25 to 44 and many are unmarried. Bachelor’s and graduate degrees are common, and most have completed at least some college education. More than a quarter of the population was born outside the U.S., with many having immigrated in the last decade. Three-quarters of all homes are rented, many in multiunit structures. Of the homes that are owned, nearly three-quarters are valued over $500,000. High rental rates reflect the high demand for housing in this growing segment. Many of these residents are employed in professional jobs in industries like technology, health care, and education. Some work from home. One-quarter of these households do not own a vehicle, and the use of public transportation is common. More than half of the workers have commutes of 30 minutes or more.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 37.6
Average household size: 2.17
Predominant household structure (Census 2020): Singles living alone; married couples
Median household income: $91,444
Median net worth: $92,312
Percentage of individuals with completion of a bachelor's degree or higher: 53.4%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Digital payment services and online transactions, including ride share and food delivery apps, are widely used.
These residents tend to purchase imported beer, organic and natural products, and nondairy milk. Many adhere to specific diets, such as vegetarianism, yet remain open to experiencing foods from diverse cultures.
Nearly all households own a computer, often essential for work.
Residents tend to incorporate exercise into their daily routine. They often engage with their communities through fundraising, local politics, and other activities.
Segment D3 - Modern Minds
This fast-growing segment is primarily located just outside downtown sections of large cities or in nearby suburbs. Residents are mostly in the 25 to 44 age range, and nearly half of individuals aged 25 and older hold a bachelor’s degree. The segment has grown due to recent immigration, adding to the notable population of individuals born outside the U.S. already living here. Key employment sectors include health care, technology, retail, education, and manufacturing, and household incomes are often in the upper tier. The segment is a mix of homeowners and renters, residing in both single-family and multifamily units. Homes are generally newer, and two-thirds of owned homes are valued above $300,000. Households typically own multiple vehicles. While many have the option to work from home, most commute by car.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 34.8
Average household size: 2.35
Predominant household structure (Census 2020): Married couples; singles living alone
Median household income: $95,892
Median net worth: $153,959
Percentage of individuals with completion of a bachelor's degree or higher: 49.8%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Residents in this segment are practical, contributing to 401(k) plans and securing jobs with life insurance policies and health insurance. However, they will also splurge on clothing, travel, and dining out, including fast food.
Individuals tend to explore new exercise and diet regimes and often opt for active vacations.
In their downtime, they enjoy physical and digital books, audiobooks, podcasts, and trending TV shows.
Social media is commonly used for sharing photos and videos, professional networking, and following favorite brands, sports, and hobbies.
Segment D4 - Metro Renters
Located mainly in the centers of major metropolitan areas, these neighborhoods are composed of highly educated young professionals in their 20s and 30s, many of whom were born outside the United States. Residents often live alone, cohabitate with partners, or share space with roommates. The majority hold a bachelor’s degree or higher, and a significant portion are enrolled in college. Residents are likely work in professional or management positions, and household incomes are likely to be in the upper tier. Most of the homes are rented apartments in buildings with 20 or more units, many of which were constructed after 2010. Working from home is common. These areas also experience significant daytime population growth as hubs for workplaces, restaurants, and entertainment. Walking, ride sharing, or public transportation are common for commuting.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 33.1
Average household size: 1.59
Predominant household structure (Census 2020): Singles living alone
Median household income: $100,108
Median net worth: $63,134
Percentage of individuals with completion of a bachelor's degree or higher: 73.8%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Residents often shop at specialty grocery stores for natural, organic, and environmentally friendly products.
They tend to go to movies, musicals, theater, bars, clubs, and museums.
These residents tend to use the internet for banking, digital payments, social media, shopping, and reading digital newspapers.
They frequently travel both domestically and internationally.
Segment D5 - Laptops and Lattes
These neighborhoods are located in and around the largest, most densely populated metropolises in the country. Residents are young, and many live alone, with roommates, or as unmarried couples. One in three individuals aged 25 and older holds a graduate degree. They work in management, business, and computer-related fields in the technology, finance, health, and education sectors. Household incomes tend to be in the upper tier. They may also make money through investments, rental properties, or operating their own businesses. Members of this segment generally rent property in mid- to high-rise buildings, with a mix of new construction and renovated units built before 1950. This is the most expensive market to rent or own housing relative to typical incomes. Commutes are often long; this segment ranks the highest for remote working.
Key statistics
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Median age: 36.4
Average household size: 1.95
Predominant household structure (Census 2020): Singles living alone; married couples with no kids
Median household income: $153,568
Median net worth: $265,462
Percentage of individuals with completion of a bachelor's degree or higher: 78.6%
Housing and employment
Data vintage is Esri 2026 for all characteristics, except where otherwise noted.
Lifestyle patterns
Consumers tend to shop online for clothing, groceries, household essentials, and other goods.
Residents spend money on travel, entertainment, fine dining, and fashion.
They frequently listen to podcasts, buy physical books, and follow news websites, and they tend to own the latest electronics and accessories.
Residents schedule regular medical appointments, emphasize healthy eating, and integrate exercise into their routines.