Scores by category

Each category averages its indicators' percentile scores among US metro and micro areas.

Safety65#327/924
Economy67#303/925
Housing90#95/925
Health65#327/925
Healthcare90#94/923
Environment82#164/917
Education57#394/925
Infrastructure71#266/925
Community96#40/925
Leisure & amenities45#510/925

Strengths · Weaknesses

Indicators where Wisconsin Rapids-Marshfield, WI micropolitan area ranks highest and lowest among US metro and micro areas (score = percentile, 100 = best).

Strengths

Primary care physicians · high137 /100k
99/100Wisconsin 82 /100kUnited States 76 /100k2022University of Wisconsin Population Health InstituteAggregated from counties
Loneliness · low30.3%
94/100Wisconsin 31.6%United States 33.2%2023Centers for Disease Control and PreventionAggregated from counties
Mammography screening · high57.0%
94/100Wisconsin 53.0%United States 46.0%2023University of Wisconsin Population Health InstituteAggregated from counties
Rent-burdened households · low38.0%
91/100Wisconsin 43.7%United States 51.1%2020-2024U.S. Census Bureau Census table B25070
Dentists · high89 /100k
91/100Wisconsin 75 /100kUnited States 75 /100k2023University of Wisconsin Population Health InstituteAggregated from counties
Restaurants and bars · high13.1 /10k
90/100Wisconsin 12.7 /10kUnited States 9.0 /10k2025U.S. Bureau of Labor StatisticsAggregated from counties

Weaknesses

Gyms and fitness centers · low0.4 /10k
10/100Wisconsin 1.3 /10kUnited States 1.3 /10k2025U.S. Bureau of Labor StatisticsAggregated from counties
Suicide rate · high25.7 /100k
12/100Wisconsin 16.7 /100kUnited States 14.1 /100kMay 2025–Apr 2026Centers for Disease Control and PreventionAggregated from counties
Effective property tax rate · high1.36%
14/100Wisconsin 1.32%United States 0.94%2020-2024U.S. Census Bureau Census table B25090
Firearm deaths · high21.6 /100k
17/100Wisconsin 13.4 /100kUnited States 12.1 /100kMay 2025–Apr 2026Centers for Disease Control and PreventionAggregated from counties
New business applications · low8.8 /1k
18/100Wisconsin 12.0 /1kUnited States 16.6 /1k2025U.S. Census BureauAggregated from counties
Child care cost burden · high35.7%
18/100Wisconsin 30.9%United States 27.9%2023 & 2024University of Wisconsin Population Health InstituteAggregated from counties

Trends

The largest changes over about five years, next to the country's over the same periods.

Firearm deathsWorsening
11.4 /100k (2021) → 21.6 /100k (May 2025–Apr 2026)
+89%5 yearsUS 14.7 /100k → 12.1 /100k
Access to exercise opportunitiesImproving
65.7% (2010 & 2021) → 79.4% (2022 & 2024)
+14 pts3 yearsUS 79.8% → 84.5%
New business applicationsImproving
5.5 /1k (2020) → 8.8 /1k (2025)
+59%5 yearsUS 13.1 /1k → 16.6 /1k
Violent crime rateWorsening
112 /100k (2020) → 177 /100k (2025)
+58%5 yearsUS 389 /100k → 328 /100k
Drug overdose deathsImproving
17.6 /100k (2021) → 8.7 /100k (Mar 2025–Feb 2026)
−51%5 yearsUS 30.8 /100k → 18.4 /100k
Property crime rateImproving
1,529 /100k (2020) → 822 /100k (2025)
−46%5 yearsUS 1,929 /100k → 1,535 /100k

What changed in five years

How each measure moved between two periods about five years apart, read against whether more or less is better, the published margin of error and the same change in other places.

Over about five years, Wisconsin Rapids-Marshfield, WI micropolitan area improved on 9 of 31 measures with a comparison and declined on 7. 9 moved within the margin of error and 6 barely changed.

Earlier period
Latest period
Lower standingHigher standing

Position is the place's standing among metro and micro areas: further right is better, whichever way the measure counts. Periods differ by measure (most compare 2015-2019 with 2020-2024); each row names its own in its tooltip and in the table.

Improved9

Overdose deaths−64%24.3 /100k → 8.7 /100k
Property crime−46%1,529 /100k → 822 /100k
New businesses+59%5.5 /1k → 8.8 /1k
Airport−24 mi98 mi → 73 mi
Broadband+8.7 points81.2% → 89.8%

Declined7

Firearm deaths+151%8.6 /100k → 21.6 /100k
Suicides+90%13.5 /100k → 25.7 /100k
Violent crime+58%112 /100k → 177 /100k
Gyms−25%0.5 /10k → 0.4 /10k
Grocery stores−9.9%1.3 /10k → 1.2 /10k

All 31 measures

Change of every measure of Wisconsin Rapids-Marshfield, WI micropolitan area between two periods about five years apart
Measure	Before	After	Change	Reading	Favourable vs peers
Arts, entertainment and recreation	3.1 /10k2020	3.2 /10k2025	+4.5%	Little change	39%
Average commute time	19.5 min2015-2019	20.7 min2020-2024	+1.2 min	Within the margin of error	26%
Average weekly wage	$9392020	$1,1462025	+22%	Improved	37%
Bachelor's degree or higher	21.6%2015-2019	21.4%2020-2024	−0.2 points	Within the margin of error	6%
Broadband subscriptions	81.2%2015-2019	89.8%2020-2024	+8.7 points	Improved	48%
Child poverty rate	13.4%2015-2019	11.5%2020-2024	−1.9 points	Within the margin of error	45%
Distance to an airport	98 mi2020	73 mi2025	−24 mi	Improved	98%
Drug overdose deaths	24.3 /100k2020	8.7 /100kMar 2025–Feb 2026	−64%	Improved	94%
Effective property tax rate	1.71%2015-2019	1.36%2020-2024	−0.3 points	Little change	94%
Firearm deaths	8.6 /100k2020	21.6 /100kMay 2025–Apr 2026	+151%	Declined	1%
Grocery stores	1.3 /10k2020	1.2 /10k2025	−9.9%	Declined	24%
Gyms and fitness centers	0.5 /10k2020	0.4 /10k2025	−25%	Declined	16%
High school diploma or higher	92.7%2015-2019	94.5%2020-2024	+1.8 points	Within the margin of error	56%
Home price to income ratio	2.4×2015-2019	2.6×2020-2024	+0.2×	Declined	83%
Homicide rate	2.2 /100k2020	2.2 /100kMay 2025–Apr 2026	0%	Little change	22%
Income adjusted for local prices	$52,2612019	$65,3622024	+25%	Improved	8%
Income inequality (Gini index)	0.4312015-2019	0.4322020-2024	+0.001	Within the margin of error	52%
Median household income	$54,9132015-2019	$67,9892020-2024	+24%	Improved	32%
New business applications	5.5 /1k2020	8.8 /1k2025	+59%	Improved	69%
Pharmacies	1.2 /10k2020	1.2 /10k2025	+0.2%	Little change	73%
Poverty rate	10.3%2015-2019	10.8%2020-2024	+0.5 points	Within the margin of error	17%
Property crime rate	1,529 /100k2020	822 /100k2025	−46%	Improved	80%
Public libraries	0.8 /10k2019	0.8 /10k2024	−2%	Little change	47%
Rent as share of income	26.0%2015-2019	25.7%2020-2024	−0.3 points	Within the margin of error	64%
Rent-burdened households	40.5%2015-2019	38.0%2020-2024	−2.5 points	Within the margin of error	76%
Restaurants and bars	12.5 /10k2020	13.1 /10k2025	+4.5%	Little change	64%
Suicide rate	13.5 /100k2020	25.7 /100kMay 2025–Apr 2026	+90%	Declined	2%
Traffic deaths	12.0 /100k2015-2019	13.5 /100k2020-2024	+12%	Declined	41%
Unemployment rate	6.3%2020	3.5%2025	−2.8 points	Improved	44%
Uninsured residents (under 65)	5.3%2015-2019	5.7%2020-2024	+0.4 points	Within the margin of error	31%
Violent crime rate	112 /100k2020	177 /100k2025	+58%	Declined	3%

“Against peers” compares the change with the same change in the 708 metro and micro areas that have the same two periods. It describes how common a change is, not why it happened.

Sources: Regional Economic Accounts; Local Area Unemployment Statistics; Quarterly Census of Employment and Wages; Mapping Injury, Overdose, and Violence; American Community Survey 5-Year Estimates; Business Formation Statistics; Uniform Crime Reporting Program, Return A master files; Public Libraries Survey; Fatality Analysis Reporting System; Distance to airports and intercity rail. Values are the latest and the one five years earlier of the same publisher dataset; datasets that changed publisher in between are never compared.

Survey estimates (American Community Survey) compare the two most recent 5-year windows that do not share years, so the margin of error of the difference holds. The 2015-2019 window predates the pandemic and 2020-2024 includes it.
A change counts only when it is larger than 1.645 times the square root of the two standard errors squared, summed (a 90% margin). Measures published without a margin must change by at least 5% to count.
“Against peers” compares the change with the same change in the 925 metro and micro areas that have the same two periods. It describes how common a change is, not why it happened.
Standing is a percentile among the same places: 0 is the lowest value on the measure (or the worst when lower is better), 100 the best.

Metro and micro areas like Wisconsin Rapids-Marshfield, WI micropolitan area five years ago that improved

The places whose measures looked most like those of Wisconsin Rapids-Marshfield, WI micropolitan area in the earlier period, ranked by how many measures improved beyond the margin of error, minus how many declined. A comparison of published data, not a forecast and not advice.

For comparison, Wisconsin Rapids-Marshfield, WI micropolitan area itself moved −3.6 points in standing on average over the same 30 measures (standings of all places average about zero).

How the ranking works

Similarity is the root-mean-square difference of standings in the earlier period over the measures most places have. Places are ranked by measures that improved beyond the margin of error minus those that declined (a count that estimation noise in small places cannot inflate), then by the mean change of standing over the measures a place has in both periods. Only places with more improvements than declines and a rise in standing are listed. Standings are relative, so a place can improve in absolute terms and still lose standing.

Who lives here

Age, race and education of residents, from the American Community Survey. Shares are of all residents (age), residents of every origin (race) or adults 25 and over (education).

Age and sex

74,004 residents

Men
Women

80 and over
70–79
60–69
50–59
40–49
30–39
20–29
10–19
Under 10

Share of all residents, each sex

Biggest shift since 2015–2019: 50–59 women (−1.5 points).

Table view

American Community Survey 5-year estimates, 2020–2024 · Table B01001View table on data.census.gov

Race and Hispanic origin

74,004 residents

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

White90%66,780
Black0.6%†468
Hispanic or Latino3.7%2,763

Education

53,139 residents (±93)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

No high school diploma5.5%2,897
High school or GED38%20,144
Some college20%10,757

Counts are survey estimates, each with a margin of error. The grouping into ranges is ours; every count is the Census Bureau's.

Income

How household income is spread, not just the middle: each bar is the share of households in that income range.

Household income

32,253 households (±429)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

Under $25k15%4,820
$25k–50k20%6,547
$50k–75k21%6,704
$75k–100k14%4,633
$100k–150k17%5,382
$150k–200k7.5%2,404
$200k or more5.5%1,763

Biggest shift since 2015–2019: $25k–50k (−5.3 points).

Table view

American Community Survey 5-year estimates, 2020–2024 · Table B19001View table on data.census.gov

Counts are survey estimates, each with a margin of error. The grouping into ranges is ours; every count is the Census Bureau's.

Homes

Who owns and who rents, what homes cost, and what the housing stock looks like.

Owners and renters

32,253 households (±429)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

Own73%23,408
Rent27%8,845

No change since 2015–2019 is larger than the margin of error.

Table view

American Community Survey 5-year estimates, 2020–2024 · Table B25003View table on data.census.gov

Rent paid

8,441 households (±532)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

Under $75036%3,005
$750–1,00030%2,549
$1,000–1,50027%2,282

Home values

23,408 homes (±594)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

Under $150k38%8,899
$150k–250k34%8,042
$250k–400k20%4,651

Age of homes

34,755 homes (±70)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

2010 or later6.7%2,330
2000–20099.0%3,143
1980–199920%6,971

Size of homes

34,755 homes (±70)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

Studio1.6%†539
1 bedroom8.8%3,046
2 bedrooms28%9,662

Counts are survey estimates, each with a margin of error. The grouping into ranges is ours; every count is the Census Bureau's.

Getting to work

How workers travel to their job and how long it takes them.

How people get to work

35,094 workers (±706)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

Drive alone77%27,180
Carpool8.3%2,907
Public transit0.2%†56
Walk2.2%755
Bike0.8%†297
Work from home10%3,541
Other1.0%358

Biggest shift since 2015–2019: Work from home (+6.5 points).

† Wide margin of error (more than 30% of the estimate): read with care.

Table view

American Community Survey 5-year estimates, 2020–2024 · Table B08301View table on data.census.gov

Time to get to work

31,553 workers (±644)

Wisconsin Rapids-Marshfield, WI micropolitan area
United States share

Under 15 min47%14,859
15–29 min29%9,162
30–44 min14%4,552

Counts are survey estimates, each with a margin of error. The grouping into ranges is ours; every count is the Census Bureau's.

Jobs and pay

What the largest occupations here pay, from the Bureau of Labor Statistics' Occupational Employment and Wage Statistics survey.

The Bureau of Labor Statistics publishes no occupation wages for Wisconsin Rapids-Marshfield, WI micropolitan area.

Local businesses

Employer businesses and sole proprietors by industry, per resident and against the state and the nation. Counts of businesses next to counts of people, not a measure of demand.

Wisconsin Rapids-Marshfield, WI has 1,717 employer establishments, 231 for every 10,000 residents (0.93× the US rate of 248), with 34,252 paid employees at an average annual pay of $56,947. The Census Bureau also counts 4,194 nonemployer businesses, mostly sole proprietors.

Establishments: 1,717; 4,194 nonemployers
Per 10,000 residents: 231; US 248
Paid employees: 34,252
Average annual pay: $56,947; US $68,342

Employer establishments, employees, average pay and nonemployers of Wisconsin Rapids-Marshfield, WI by industry, with the density per resident against the nation

Ambulatory health care services	136	18.3	0.88×About typical	5,993	$86,373	150
Specialty trade contractors	115	15.5	1.00×About typical	1,094	$69,192	313
Restaurants and other eating places	114	15.4	0.84×About typical	1,660	$17,751	18
Truck transportation	64	8.6	1.70×More than typical	3,145	$55,317	155
Religious organizations	59	7.9	1.43×More than typical	521	$21,438	—
Automotive repair and maintenance	53	7.1	1.42×More than typical	203	$38,788	80
Building equipment contractors	49	6.6	1.10×About typical	690	$70,454	37
Drinking places (alcoholic beverages)	47	6.3	5.22×More than typical	282	$14,766	19
Full-service restaurants	47	6.3	0.82×About typical	524	$16,979	9
Offices of other health practitioners	47	6.3	1.04×About typical	287	$42,167	61
Construction of buildings	46	6.2	0.82×About typical	249	$59,996	179
Offices of physicians	46	6.2	0.96×About typical	4,563	$78,989	21

Rank places for an industry

County Business Patterns (2023); Nonemployer Statistics (2024)

Per-resident figures divide by the population estimate of 2023: 74,232 residents here, 336,755,052 in the United States. County Business Patterns counts establishments in 2023; the Nonemployer Statistics count businesses in 2024.
“More than typical” is a density at least 1.25 times the nation's per resident, “fewer” at most 0.8 times, with at least 10 establishments. It compares counts of businesses with counts of people: it says nothing about demand, incomes, size, quality or profit, and visitors and commuters are not residents.
The Census Bureau adds noise to employment and payroll to protect confidentiality, and withholds some figures: an industry with few establishments can show employees or pay as unavailable.
Industries overlap: a narrower industry (full-service restaurants) is part of a broader one (restaurants), so the rows do not add up.
A metro area's figures are the exact sums of its counties.
Industries follow the North American Industry Classification System; the two surveys use different editions (NAICS 2017 and 2022), which this page matches industry by industry.

Federal contract spending

In FY2026, federal agencies obligated $2.1M on contracts performed in Wisconsin Rapids-Marshfield, WI micropolitan area: $28.06 per resident (US $1,995).

Obligations: $2.1M; +207% vs FY2025
Per resident: $28.06; US $1,995
Sole-source: 11%; US 30%
Single offer: 0.0%; US 8.8%

A signal is a reason to look closer, not evidence of wrongdoing: most sole-source awards are lawful and justified.

Top buying agencies

Agricultural Research Service$814.2K39%
Centers for Disease Control and Prevention$688.6K33%
Department of Veterans Affairs$568.8K27%
Animal and Plant Health Inspection Service$6,5000.3%

Top recipients

MARSHFIELD CLINIC, INC.$688.6K33%
CROWLEY HOLDINGS LLC$348.9K17%
PREVENTIONGENETICS LLC$330.3K16%
MARSHFIELD CLINIC HEALTH SYSTEM, INC.$229.7K11%
ROCHE DIAGNOSTICS CORPORATION$150K7.2%

Spending by fiscal year

3.1MFY2017
4.6MFY2018
6MFY2019
29MFY2020
21.1MFY2021
7.5MFY2022
2.4MFY2023
2.9M

Top industries (NAICS)

Other professional, scientific, and technical services · 5419$939.3K45%
Building equipment contractors · 2382$348.9K17%
Architectural, engineering, and related services · 5413$330.3K16%
Navigational, measuring, electromedical, and control instruments manufacturing · 3345$150K7.2%
Other specialty trade contractors · 2389$120.3K5.8%

Largest awards

VACCINE SAFETY DATALINK$3.5M
MARSHFIELD CLINIC, INC.· Wood County, WI· Professional services· Sep 22, 2022 – Jun 9, 2026· 75D30122F00001
EVALUATING THE CHILDHOOD VACCINATION SCHEDULE EO 14398$1.1M
MARSHFIELD CLINIC, INC.· Wood County, WI· Professional services· Aug 23, 2026 – Aug 23, 2026· 75D30126F00002
SERUM REPOSITORY$737.4K
MARSHFIELD CLINIC, INC.· Wood County, WI· Research & development· Sep 21, 2023 – Jun 9, 2026· 75D30123C18018
UIA RESEARCH - FQHC/RURAL COMMUNITY - BASE YEAR - TURVEY/HOWREN$584.5K

Source: Federal contract transactions (Federal Procurement Data System) (U.S. Department of the Treasury, USAspending.gov), data current to Oct 7, 2026, loaded Oct 7, 2026.

Federal grants & assistance

Grants, loans (counted at their subsidy cost), direct payments and insurance, by fiscal year of the action (USAspending.gov, FABS). Reported apart from contracts and never added to them.

In FY2026, federal agencies obligated $1.4B in grants, loans, direct payments and insurance for Wisconsin Rapids-Marshfield, WI micropolitan area: $19,491 per resident (US $12,975).

Assistance · FY2026: $1.4B; +5.6% vs FY2025
Per resident: $19,491; US $12,975
Loan face value: $20.1M; lent or guaranteed
To individuals: 0.1%; counted, never named

Top programs

93.774 · Medicare Supplementary Medical Insurance$503.8M35%
96.002 · Social Security Retirement Insurance$375.2M26%

Counties in Wisconsin Rapids-Marshfield, WI

Whole counties, as the U.S. Office of Management and Budget delineates the area. Federal spending below is the exact sum of these counties.

Wood CountyCentral county8674,060

Principal cities

The cities the area is named for.

Largest cities and towns

By population, for places with most of their residents in the area.

Other metro and micro areas in Wisconsin

Areas based in Wisconsin, best score first.

Neighboring metro and micro areas

Places that share a border, best score first.

Similar metro and micro areas

Closest indicator profiles across the country (no model: score distances).

Data and sources

Latest published value of each indicator; periods differ by source. Values flagged by their publisher are marked.

Mapping Injury, Overdose, and ViolenceCenters for Disease Control and Prevention · release 2026-10-01
PLACES: Local Data for Better HealthCenters for Disease Control and Prevention · release 2025
Daily county PM2.5 and ozone (EPA downscaler model)Centers for Disease Control and Prevention · U.S. Environmental Protection Agency · release 2022
Care Compare: Hospital General Information and Timely and Effective CareCenters for Medicare & Medicaid Services · release 2026-07-22
Distance to airports and intercity railFederal Aviation Administration · Bureau of Transportation Statistics · U.S. Census Bureau · release 2025+amtrak-2026-04-23
Uniform Crime Reporting Program, Return A master filesFederal Bureau of Investigation · release 2025
Public Libraries SurveyInstitute of Museum and Library Services · release FY2024
U.S. Drought Monitor county statisticsNational Drought Mitigation Center (University of Nebraska–Lincoln), USDA and NOAA · release 2026-09-29
Fatality Analysis Reporting SystemNational Highway Traffic Safety Administration · release 2024
nClimGrid-Daily county averagesNOAA National Centers for Environmental Information · release 2025
Regional Economic AccountsU.S. Bureau of Economic Analysis · release 2024
Local Area Unemployment StatisticsU.S. Bureau of Labor Statistics · release 2025
Quarterly Census of Employment and WagesU.S. Bureau of Labor Statistics · release 2026 Q1
American Community Survey 5-Year EstimatesU.S. Census Bureau · release 2017-2024
Building Permits SurveyU.S. Census Bureau · release 2026-08
Business Formation StatisticsU.S. Census Bureau · release 2026-10-01
Population Estimates ProgramU.S. Census Bureau · release 2025
Small Area Health Insurance EstimatesU.S. Census Bureau · release 2024
Small Area Income and Poverty EstimatesU.S. Census Bureau · release 2024
Alternative Fuels Data Center station locatorU.S. Department of Energy · release 2026-10
Election Administration and Voting SurveyU.S. Election Assistance Commission · release 2024
Air Quality Index Annual Summary by CountyU.S. Environmental Protection Agency · release 2025
County Health Rankings & RoadmapsUniversity of Wisconsin Population Health Institute · release 2022-2025+2026-03-supplement

JSON · /api/v1/places/M49220

Scores by category

Strengths · Weaknesses

Strengths

Weaknesses

Trends

What changed in five years

Improved9

Declined7

Metro and micro areas like Wisconsin Rapids-Marshfield, WI micropolitan area five years ago that improved

Who lives here

Age and sex

Race and Hispanic origin

Education

Income

Household income

Homes

Owners and renters

Rent paid

Home values

Age of homes

Size of homes

Getting to work

How people get to work

Time to get to work

Jobs and pay

Local businesses

Federal contract spending

Top buying agencies

Top recipients

Spending by fiscal year

Top industries (NAICS)

Largest awards

Federal grants & assistance

Top programs

Counties in Wisconsin Rapids-Marshfield, WI

Principal cities

Largest cities and towns

Other metro and micro areas in Wisconsin

Neighboring metro and micro areas

Similar metro and micro areas

Data and sources

Improved9

Declined7

Household income

Age and sex

Race and Hispanic origin

Education

Owners and renters

Rent paid

Home values

Age of homes

Size of homes

How people get to work

Time to get to work

Top buying agencies

Top recipients

Spending by fiscal year

Top industries (NAICS)

Largest awards

What was bought

Top programs

Top recipients (organizations)

Top agencies

By type

Assistance by fiscal year

County aggregates