Prepared For:

Percept
Zip Code 01757
Milford, MA
Study Area Definition:
Zip Code 01757

People and Place ... pgs 2 & 4 Community Issues ... pgs 3 & 5

Faces of Diversity ... pgs 2 & 4 Faith Preferences ... pgs 3 & 6

Study Area with Zip Codes

© 2008, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v18.1a Page 1
 Prepared For:
Percept
Zip Code 01757
Milford, MA
Study Area Definition:
Zip Code 01757

People and Place

▼
P1 PROJECTED POPULATION DENSITY VERY HIGH |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

▼
P2 PROJECTED POPULATION CHANGE STABLE |——————————|——————————|
Moderate Low
DECLINE
Low Moderate
STABLE GROWTH

▼
P3 POPULATION DISTRIBUTION HIGHLY DISPERSED |——————————|——————————|
Very
DISPERSED
Somewhat
AVERAGE
Somewhat Very
CONCENTRATED

▼
P4 DIVERSITY SOMEWHAT HIGH |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
HIGH

▼
P5 AREA DYNAMIC LEVEL SOMEWHAT HIGH |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

Faces of Diversity

▼
D1 U.S. LIFESTYLES GROUP MIDDLE AMERICAN FAMILIES |———|———|———|———|———|———|
Affluent Middle Young Rural Senior Ethnic/
Families America &Coming Families Life Urban

▼
D2 NON-ANGLO POPULATION VERY LOW |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

▼
D3 FASTEST RACIAL/ETHNIC GROWTH ASIANS |———|———|———|———|———|———|
No Group Anglo
Growing
African- Hispanic/ Asian Native/
American Latino Other

▼
D4 GENERATION SURVIVORS |———|———|———|———|———|———|
Gen Z Millenials Survivors Boomers Silents Builders
(Age 0-6) (7-26) (27-47) (48-65) (66-83) (84 and up)

▼
D5 FAMILY STRUCTURE SOMEWHAT TRADITIONAL |——————————|——————————|
Very Somewhat Somewhat
NON-TRADITIONAL
Very
MIXED TRADITIONAL

▼
D6 EDUCATION SOMEWHAT LOW |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

© 2008, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v18.1a Page 2
 Prepared For:
Percept
Zip Code 01757
Milford, MA
Study Area Definition:
Zip Code 01757

Community Issues

▼
C1 PRIMARY CONCERNS HOPES & DREAMS |————|————|————|————|————|
The Basics Family Community Hopes &
Problems Problems
Spiritual/
Dreams Personal

▼
C2 RISC LEVEL (Stress Conditions) SOMEWHAT LOW |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

▼
C3 POTENTIAL RESISTANCE TO CHANGE AVERAGE |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

Faith Preferences

▼
F1 FAITH RECEPTIVITY SOMEWHAT LOW |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

▼
F2 FINANCIAL SUPPORT POTENTIAL SOMEWHAT HIGH |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

▼
F3 CHURCH STYLE BOTH |——————————|——————————|
Very Somewhat
TRADITIONAL
Somewhat
BOTH
Very
CONTEMPORARY

▼
F4 CHURCH PROGRAM PREFERENCE RECREATION |—————|—————|—————|—————|
Spiritual
Development
Personal Community/ Recreation
Development Social Services

▼
F5 HAVE A RELIGIOUS PREFERENCE SOMEWHAT HIGH |——————————|——————————|
Very Somewhat
LOW
Somewhat Very
AVG. HIGH

© 2008, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v18.1a Page 3
 Prepared For:
Percept
Zip Code 01757
Milford, MA
Study Area Definition:
Zip Code 01757

People and Place Detail

P1: How many people live in the defined study area?

Currently, there are 27,972 persons residing in the defined study area. This Population History 1990 2000 2008 2013
represents an increase of 2,450 or 9.6% since 1990. During the same period & Projection Census Census Update Projection
of time, the U.S. as a whole grew by 21.0%. (see MAP page 4) Study Area 25,522 26,985 27,972 28,519
P2: Is the population in this area projected to grow?
Yes, between 2008 and 2013, the population is projected to increase by 2.0%
or 547 additional persons. During the same period, the U.S. population is
projected to grow by 4.6%. (see MAP page 4)
Actual Actual PROJECTED
Population Change From Change From Change From
Change 1990 to 2000 2000 to 2008 2008 to 2013
P3: How spread out is the population in the study area?
In the study area, the top three quarters of the population resides in Study Area 6% 4% 2%
approximately 100% of the geographical area. In the U.S. as a whole and in U.S. AVERAGE 13% 7% 5%
the average community, the top 75% of the population resides in just 25% of
the populated geographical area. In comparison, the study area population is
highly dispersed within the overall area.

P4: What is the overall level of diversity in the area?
Based upon the number of different lifestyle and racial/ethnic groups in the
area, the overall diversity in the study area can be described as somewhat
high. See D1 and D2 below.
P5: How dynamic is the study area?
As the population density and overall diversity in an area increase, the
environment becomes more complex and challenging. Given these
factors, the study area dynamic level can be described as somewhat
high.

Faces of Diversity Detail

D1: How much lifestyle diversity is represented? Households By Middle Ethnic &
The lifestyle diversity in the area is somewhat low with 22 of the 50 U.S. U.S. Lifestyles Affluent American Young and Rural Urban
Lifestyles segments represented. Of the six major segment groupings, the Group Families Families Coming Families Senior Life Diversity
largest is referred to as Middle American Families which accounts for 50.9% of Study Area
the households in the area. The top individual segment is Suburban Mid-Life 14% 51% 19% 1% 6% 10%
Families representing 36.3% of all households. (see MAP pages 13 and 14) U.S. AVERAGE 15% 31% 15% 13% 7% 18%

D2 & D3: How do racial or ethnic groups contribute to diversity in this

area? Population By African- Native Am.
Based upon the total number of different groups present, the racial/ethnic Race/Ethnicity Anglo American Hispanic Asian and Other
diversity in the area is somewhat high. Among individual groups, Anglos
represent 88.8% of the population and all other racial/ethnic groups make up Study Area 89% 2% 5% 3% 2%
just 11.2% which is well below the national average of 34%. The largest of U.S. AVERAGE 66% 12% 15% 4% 3%
these groups, Hispanics/Latinos, accounts for 4.6% of the total population.
Asians are projected to be the fastest growing group increasing by 31.1%
between 2008 and 2013. (see MAP pages 4 and 7)

D4: What are the major generational groups represented? Population By Gen Z Millenials Survivors Boomers Silents Builders
Generation 0 to 6 7 to 26 27 to 47 48 to 65 66 to 83 84 & up
The most significant group in terms of numbers and comparison to national
averages is Survivors (age 27 to 47) who make up 32.6% of the total Study Area 9% 24% 33% 22% 9% 3%
population in the area compared to 29.5% of the U.S. population as a whole. U.S. AVERAGE 9% 28% 29% 21% 10% 2%
(see MAP page 4)

© 2008, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v18.1a Page 4
 Prepared For:
Percept
Zip Code 01757
Milford, MA
Study Area Definition:
Zip Code 01757

Faces of Diversity Detail (cont.)

Population By
D5: Overall, how traditional are the family structures? Marital Status (15 Single
The area can be described as somewhat traditional due to the above average and older) (never married) Divorced or Widowed Married
presence of married persons and two-parent families. (see MAP page 6) Study Area 26% 15% 59%
U.S. AVERAGE 27% 16% 57%

D6: How educated are the adults? Households with

Based upon the number of years completed and college enrollment, the Children by
overall education level in the area is somewhat low. While 84.0% of the Marital Status Single Mothers Single Fathers Married Couples
population aged 25 and over have graduated from high school as compared to Study Area 20% 5% 74%
the national average of 80.4%, college graduates account for 26.8% of those U.S. AVERAGE 23% 7% 69%
over 25 in the area versus 24.4% in the U.S. (see MAP page 8)

Adult Population
By Education Less than High Some College Post
Completed High School School College Graduate Graduate
Study Area 16% 28% 29% 19% 8%
U.S. AVERAGE 20% 29% 27% 16% 9%

Community Issues Detail

C1: Which household concerns are unusually high in the area?

Households By
Concerns which are likely to exceed the national average include: Time for Primary Concerns Family Community Hopes and Spiritual/
Recreation/Leisure, Retirement Opportunities, Finding Life Direction, Group The Basics Problems Problems Dreams Personal
Satisfying Job/Career, Dealing with Stress and Aging Parent Care. As an
overall category, concerns related to Hopes & Dreams are the most significant Study Area 25% 11% 14% 33% 14%
based upon the total number of households and comparison to national U.S. AVERAGE 24% 11% 16% 30% 15%
averages. (see MAP page 16)

C2: What is the overall community stress level in the area? House-
Conditions which can contribute to placing an area at risk (particularly, the House- holds Adult Primary
Regionally holds with Pop.: Primary Primary Concerns:
children) are at an overall somewhat low level. This is evidenced by noting that Indexed Stress Below Children: High Concerns: Concerns: Commu-
on the whole the area is somewhat below average in the characteristics Conditions (RISC) Poverty Single School The Family nity
known to contribute to community problems such as households below ($15,000) Mothers Dropouts Basics Problems Problems
poverty line, adults without a high school diploma, households with a single Study Area
mother and unusually high concern about issues such as community 11% 20% 16% 25% 11% 14%
problems, family problems, and/or basic necessities such as food, housing U.S. AVERAGE 13% 23% 20% 24% 11% 16%
and jobs. (see MAP pages 5, 6, 8, 9 and 16)

C3: How much overall resistance to change is likely in the area? Population By Age Overall Lifestyle and
Based upon the assumption that as a group of people become older and more and Diversity Average Age Racial/Ethnic Diversity
diverse the potential for resistance to change becomes more significant, the Study Area 38.2 5
area’s potential resistance is likely to be about average. (see MAP pages 4-5, 13-14) U.S. AVERAGE 37.3 5

© 2008, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v18.1a Page 5
 Prepared For:
Percept
Zip Code 01757
Milford, MA
Study Area Definition:
Zip Code 01757

Faith Preferences Detail

Households By
F1: What is the likely faith receptivity? Faith Involvement
Overall, the likely faith involvement level and preference for historic Christian Level Not Involved Somewhat Involved Strongly Involved
religious affiliations is somewhat low when compared to national averages. (see Study Area 41% 33% 27%
MAP page 15)
U.S. AVERAGE 35% 30% 35%

Households By
F2: What is the likely giving potential in the area? Religious Giving Average Annual Households Contributing More
Based upon the average household income of $72,756 per year and the likely Potential Household Income Than $500 per Year to Churches
contribution behavior in the area, the overall religious giving potential can be Study Area
described as somewhat high. (see MAP page 4 and 17) $72,756 31%
U.S. AVERAGE $66,670 31%

F3: Do households prefer an overall church style which is more Archi- Archi-
Households By Worship: Music: tecture: Worship: Music: tecture:
traditional or contemporary? Church Styles Tradi- Tradi- Tradi- Contem- Contem- Contem-
Based upon likely worship, music and architectural style preferences in the Preferences tional tional tional porary porary porary
area, the overall church style preference can be described as both traditional Study Area
and contemporary. (see COMPASS pages 3 and 4) 20% 24% 28% 26% 20% 16%
U.S. AVERAGE 20% 24% 27% 26% 20% 16%

F4: Which general church programs or services are most likely to be Households By
preferred in the area? Church Program
Church program preferences which are likely to exceed the national average Preference Spiritual Personal Community/
include: Food Pantry/Clothing Resources, Care for the Terminally Ill, Active Category Development Development Social Services Recreation
Retirement Programs and Cultural Programs (Music, Art, etc.). As an overall Study Area 19% 9% 23% 42%
category, programs related to Recreation are the most significant based upon
total number of households and comparison to national averages. (see COMPASS U.S. AVERAGE 25% 10% 20% 38%
page 2)

Households By
F5: How likely are people to have some religious preference? Religious Non-“Historic “Historic Christian”
In the study area, 86.1% of the households are likely to express a preference Preference No Preference Christian”Groups Groups
for some particular religious tradition or affiliation, somewhat above the Study Area 14% 12% 74%
national average of 85.1%. (see MAP page 15)
U.S. AVERAGE 15% 8% 77%

© 2008, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v18.1a Page 6