Prepared For:

Trinity Church
17 Congress St
Milford, MA 01757
Study Area Definition:
8.6 mile radius

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

© 2009, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v19.1a Page 1
 Prepared For:
Trinity Church
17 Congress St
Milford, MA 01757
Study Area Definition:
8.6 mile radius

People and Place

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

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

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

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

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

Faces of Diversity

▼
D1 U.S. LIFESTYLES GROUP AFFLUENT 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 0-7) (8-27) (28-48) (49-66) (67-84) (85 and up)

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

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

© 2009, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v19.1a Page 2
 Prepared For:
Trinity Church
17 Congress St
Milford, MA 01757
Study Area Definition:
8.6 mile radius

Community Issues

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

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

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

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

© 2009, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v19.1a Page 3
 Prepared For:
Trinity Church
17 Congress St
Milford, MA 01757
Study Area Definition:
8.6 mile radius

People and Place Detail

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

Currently, there are 183,034 persons residing in the defined study area. This Population History 1990 2000 2009 2014
represents an increase of 33,173 or 22.1% since 1990. During the same & Projection Census Census Update Projection
period of time, the U.S. as a whole grew by 22.3%. (see MAP page 4) Study Area 149,861 171,730 183,034 189,149
P2: Is the population in this area projected to grow?
Yes, between 2009 and 2014, the population is projected to increase by 3.3%
or 6,115 additional persons. During the same period, the U.S. population is
projected to grow by 4.9%. (see MAP page 4)
Actual Actual PROJECTED
Population Change From Change From Change From
Change 1990 to 2000 2000 to 2009 2009 to 2014
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 15% 7% 3%
approximately 52% of the geographical area. In the U.S. as a whole and in the U.S. AVERAGE 13% 8% 5%
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? P5: How dynamic is the study area?
Based upon the number of different lifestyle and racial/ethnic groups in the As the population density and overall diversity in an area increase, the
area, the overall diversity in the study area can be described as very high. See environment becomes more complex and challenging. Given these
D1 and D2 below. factors, the study area dynamic level can be described as very high.

Faces of Diversity Detail

D1: How much lifestyle diversity is represented? Households By Middle Ethnic &
The lifestyle diversity in the area is extremely high with a considerable 32 of U.S. Lifestyles Affluent American Young and Rural Urban
the 50 U.S. Lifestyles segments represented. Of the six major segment Group Families Families Coming Families Senior Life Diversity
groupings, the largest is referred to as Affluent Families which accounts for Study Area
51.4% of the households in the area. The top individual segment is 51% 34% 7% 1% 4% 3%
Prosperous New Country Families representing 13.0% of all households. (see U.S. AVERAGE 15% 31% 15% 13% 7% 18%
MAP pages 13 and 14)

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 93.6% of the population and all other racial/ethnic groups make up Study Area 94% 1% 2% 2% 2%
just 6.5% which is well below the national average of 35%. The largest of U.S. AVERAGE 65% 12% 15% 4% 3%
these groups, Hispanics/Latinos, accounts for 2.1% of the total population.
Asians are projected to be the fastest growing group increasing by 21.6%
between 2009 and 2014. (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 7 8 to 27 28 to 48 49 to 66 67 to 84 85 & up
The most significant group in terms of numbers and comparison to national
averages is Survivors (age 28 to 48) who make up 29.7% of the total Study Area 12% 27% 30% 22% 7% 1%
population in the area compared to 29.4% of the U.S. population as a whole. U.S. AVERAGE 11% 28% 29% 21% 9% 2%
(see MAP page 4)

© 2009, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v19.1a Page 4
 Prepared For:
Trinity Church
17 Congress St
Milford, MA 01757
Study Area Definition:
8.6 mile radius

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 very 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 22% 13% 65%
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 high. While 90.2% 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 13% 4% 83%
the national average of 80.4%, college graduates account for 36.1% 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 10% 27% 28% 24% 12%
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, Aging Parent Care, Retirement Opportunities, Finding Life Group The Basics Problems Problems Dreams Personal
Direction, Satisfying Job/Career and Parenting Skills. As an overall category,
concerns related to Hopes & Dreams are the most significant based upon the Study Area 23% 11% 14% 35% 14%
total number of households and comparison to national averages. (see MAP page 16) U.S. AVERAGE 24% 11% 16% 30% 15%

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 very low level. This is evidenced by noting that on Indexed Stress Below Children: High Concerns: Concerns: Commu-
the whole the area is significantly below average in the characteristics known Conditions (RISC) Poverty Single School The Family nity
to contribute to community problems such as households below poverty line, ($15,000) Mothers Dropouts Basics Problems Problems
adults without a high school diploma, households with a single mother and Study Area
unusually high concern about issues such as community problems, family 7% 13% 10% 23% 11% 14%
problems, and/or basic necessities such as food, housing and jobs. (see MAP pages U.S. AVERAGE 13% 23% 20% 24% 11% 16%
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 36.6 8
area’s potential resistance is likely to be somewhat high. (see MAP pages 4-5, 13-14) U.S. AVERAGE 37.5 5

© 2009, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v19.1a Page 5
 Prepared For:
Trinity Church
17 Congress St
Milford, MA 01757
Study Area Definition:
8.6 mile radius

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 40% 32% 28%
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 $98,289 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 very high. (see MAP page 4 and 17) $98,289 34%
U.S. AVERAGE $67,918 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 somewhat Study Area
traditional. (see COMPASS pages 3 and 4) 22% 26% 29% 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: Cultural Programs (Music, Art, etc.), Food Pantry/Clothing Resources, Category Development Development Social Services Recreation
Active Retirement Programs and Sports and/or Camping Programs. As an Study Area 19% 9% 20% 43%
overall category, programs related to Recreation are the most significant
based upon total number of households and comparison to national averages. U.S. AVERAGE 25% 10% 20% 38%
(see COMPASS page 2)

Households By
F5: How likely are people to have some religious preference? Religious Non-“Historic “Historic Christian”
In the study area, 86.2% 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% 13% 73%
national average of 85.1%. (see MAP page 15)
U.S. AVERAGE 15% 8% 77%

© 2009, Percept Group, Inc. www.perceptgroup.com Sources: Percept, Census Bureau, Claritas v19.1a Page 6