demographics and psychographics of the dallas- ft. worth ......psychographics for near transit...
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Demographics And Psychographics of the Dallas- Ft. Worth Metroplex
•Regional Day •October 28, 2015
www.frego.com
Population Growth Targets
US Decennial Census 1980-2010, ACS 2012 one year estimate, Woods & Poole Population Projections 2020 and 2035
Region’s Population Estimated at Over 9 Million by 2040
Age
26%
12%
19% 21%
18%
6%
28%
9%
15%
22% 20%
6%
0%
5%
10%
15%
20%
25%
30%
0-17 18-24 25-34 35-49 50-69 70+
1/4 mi Transit
Four CountyRegion
Income
18%
31%
18%
21%
11% 10%
8%
11%
22%
15%
20%
14%
16%
13%
0%
5%
10%
15%
20%
25%
30%
35%
<15k 15k<35k 35k<50k 50k<75k 75k<100k 100k<150k 150k+
1/4 mi Transit
Four CountyRegion
Housing
43%
6%
17%
22%
12%
1%
63%
5%
11% 14%
6% 2%
0%
10%
20%
30%
40%
50%
60%
70%
Single Family Townhouse MF <10 MF 10-50 MF 50+ Other
1/4 mi Transit
Four CountyRegion
What are Psychographics?
U.S. households are divided into 67 distinctive segments based on their socioeconomic and demographic composition
Demographic Overview
Married
Age 25-34
Household Income $70K+
Psychographic Overview
Spends $1,500+/mo online
Lives 1,000 + miles from parents and in-laws
Tech-savvy, with a preference towards Apple products
Travels extensively
Lives an active lifestyle with sports and aerobics
Psychographic Overview
Spends $1,000+/mo at Walmart.
Caring for an elderly parent
Has a big screen TV, watches sports
NASCAR Fan
Likes to bowl
8
Top Tapestry Segments for the Region
Barrios Urbanos 8%
Up and Coming Families
7%
Young and Restless 7%
Boomburbs 6%
Home Improvement 6%
American Dreamers 5%
Professional Pride 5%
Metro Renters 5%
NeWest Residents 4%
Soccer Moms 4%
Other 43%
Dominant Groups in the Region
• Young Diverse Families Barrios Urbanos, NeWest Residents, Las Casas, American Dreamers
• New Suburban Families Up&Coming Families, Boomburbs, Home Improvement
• Urban Loving Millennials Metro Renter, Young & Restless, Laptop & Lattes
• Metroplex Baby Boomers Top Tier, Savvy Suburbanites, Exurbanites
• Hardworking Households Family Foundations, Traditional Living, Modest Income Households
Combined represented 59% of the Region’s Households in 2013.
Who are they and what do they like?
What are the characteristics of these areas?
18%
19%
12%
3%
7%
Young Diverse Families
• Families with kids, often multigenerational • Younger families newer to the city live
mostly in apartments • Others prefer single family homes - some
as renters • Own cars but frequently carpool • Love soccer, favor energy drinks, spend
on diapers, furniture, magazines, keeping up personal style
Barrios Urbanos; NeWest Residents; Las Casas; American Dreamers
18% of the Region (362,623 households in 2013)
New Suburban Households
• Younger and more mobile and ethnically diverse than the previous generation
• Moderate education, low unemployment, with most households having 2 or more workers
• New families in new housing on the suburban periphery of large metro areas
• Buy the latest technology, still furnishing their homes and already remodeling, like gardening but contract out to save time
Up and Coming Families; Boomburbs; Home Improvement
19% of the Region (398,353 households in 2013)
Urban Loving Millennials
• Singles - active online social networkers, quick to buy newest gadgets
• Renters - typically in large apartment complexes
• Well educated - with medium to well paying jobs
• Environmentally conscious - less likely to own a vehicle
• Shop at Trader Joe’s and Whole Foods
Metro Renters; Young&Restless; Laptops&Lattes 12% of the Region ( 249,187 households in 2013)
Metroplex Baby Boomers
• Empty nesters who typically own high value single family homes
• Like gardening and DIY home improvements
• Stay active, buy organic food and luxury cars/SUVs
• Listen to NPR, shop on the internet and rack up airline miles
Savvy Suburbanites, Top Tier, and Exurbanites 7% of the Region (135,483 households in 2013)
Hard Working Households
• Reside in modest single family homes or rental units
• Moderate education, lower paying jobs, higher unemployment, often receive social assistance
• Disproportionately older (45 & above); single parent households
• Despite lower incomes, still want to keep their family happy and content, value style and spending money on clothes, entertainment, and home furnishings
Family Foundations; Traditional Living; Modest Income Households
3% of the Region (64,782 households in 2013)
Top Tapestry Segments for the Region
Barrios Urbanos 8%
Up and Coming Families
7%
Young and Restless 7%
Boomburbs 6%
Home Improvement 6%
American Dreamers 5%
Professional Pride 5%
Metro Renters 5%
NeWest Residents 4%
Soccer Moms 4%
Other 43%
Psychographics for Near Transit
Barrios Urbanos 12%
Metro Renters 12%
Young and Restless
12%
NeWest Residents
10% Metro Fusion 5% American
Dreamers 4%
Modest Income Homes
3% Home Improvement
3%
Emerald City 3%
Family Foundations
2%
Other 34%
Young Diverse Families: 28%
Urban Loving Millennials: 24%
Hardworking Households: 6%
New Suburban Families: 3% Metroplex Baby Boomers: 3% Combined: 64%
Barrios Urbanos 13%
Metro Renters 12%
NeWest Residents
11%
Top Tier 7% Metro Fusion
5% Urban Chic 5%
American Dreamers
5%
Modest Income Homes
4% Family
Foundations 3%
Emerald City 3%
Other 32%
Psychographics for City of Dallas Young Diverse Families: 29%
Urban Loving Millennials: 18%
Metroplex Baby Boomers: 10%
Hardworking Households: 7%
New Suburban Families: 3% Combined: 66%
Young and Restless
18%
Metro Renters 15%
NeWest Residents 12% American
Dreamers 10%
Enterprising Professionals
7%
Barrios Urbanos 6%
Bright Young Professionals
4%
Urban Villages 4%
Rustbelt Traditions
3%
Professional Pride 3%
Other 18%
Psychographics for City of Irving
Urban Loving Millennials: 34%
Young Diverse Families: 30%
New Suburban Families: 4%
Metroplex Baby Boomers: 1%
Hardworking Families: 0% Combined: 68%
Region Psychographics compared to Near Transit
0% 10% 20% 30%
Young DiverseFamlies
New SuburbanHouseholds
Urban LovingMillennials
Metroplex BabyBoomers
Hard WorkingFamlies
Near Transit4 County Region
Region Psychographics compared to Dallas
0% 10% 20% 30%
Young DiverseFamlies
New SuburbanHouseholds
Urban LovingMillennials
Metroplex BabyBoomers
Hard WorkingFamlies
Dallas4 County Region
Region Psychographics compared to Irving
0% 10% 20% 30% 40%
Young DiverseFamlies
New SuburbanHouseholds
Urban LovingMillennials
Metroplex BabyBoomers
Hard WorkingFamlies
Near Transit4 County Region
Radius from Intersection of Flora/Pearl 2013 Population Counts: 57,871 within 2 miles 264,044 within 5 miles
2 Mile Radius: Income
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
5 Mile Radius: Age
33.4 Median Age
-15000 -10000 -5000 0 5000 10000 15000
Under 5 years
5 to 9 years
10 to 14 years
15 to 19 years
20 to 24 years
25 to 29 years
30 to 34 years
35 to 39 years
40 to 44 years
45 to 49 years
50 to 54 years
55 to 59 years
60 to 64 years
65 to 69 years
70 to 74 years
75 to 79 years
80 to 84 years
85 years and over
Population Pryamid
Female Male
2 Mile Radius: Age
33.3 Median Age
-8000 -6000 -4000 -2000 0 2000 4000 6000 8000
Under 5 years
5 to 9 years
10 to 14 years
15 to 19 years
20 to 24 years
25 to 29 years
30 to 34 years
35 to 39 years
40 to 44 years
45 to 49 years
50 to 54 years
55 to 59 years
60 to 64 years
65 to 69 years
70 to 74 years
75 to 79 years
80 to 84 years
85 years and over
Population Pyramid
Female Male
5 Mile Radius: Housing
Owner 46%
Renter 54%
0
10000
20000
30000
40000
50000
60000
Single Family Townhome Multifamily Mobile Home
2 Mile Radius: Housing
Owner 55%
Renter 45% Owner
21%
Renter 79%
0
5000
10000
15000
20000
25000
30000
Single Family Townhome Multifamily Mobile Home
2 Mile Radius: Tapestry Segments
Metro Renters 71%
NeWest Residents
7%
Young and Restless
6%
Metro Fusion 4%
Laptops and
Lattes 3%
City Commons 3%
Set to Impress
3%
Urban Chic 1%
Barrios Urbanos 1%
Southwestern Families
1%
Metro Renters are 71% of Arts District and are still dominant group within the larger radius.
What type of housing do we have today? Current Housing Stock, 4 County Region
Standard and Large Lot SF
978,228 48%
Small Lot SF 352,884
17%
Townhome 68,513 3%
Mulitfamily 609,307
30%
Mobile Home/Other 42,282 2%
ACS 2009-2013
Balanced Housing Forecast for the Region
386,257
508,799
206,468
490,004
12,223
Standard andLarge Lot SF
Small Lot SF Townhome Multifamily MobileHome/Other
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