WHO ARE WE?
International Marketplace neighborhoods are a rich blend of cultures, found in densely populated urban and suburban areas, almost entirely in the Middle Atlantic (especially in New York and New Jersey) or in California. Almost 40% of residents are foreign-born; nearly 1 in 4 households are linguistically isolated. Young, Hispanic families renting apartments in older buildings dominate this market; about one quarter of households have children. Over one-fifth of households have no vehicle, typically those living in the city. Workers are mainly employed in white collar and service occupations (especially food service and building maintenance). One-fifth of workers commute using public transportation and more walk or bike to work than expected. Median household income is lower, but home values are higher, reflecting the metropolitan areas in which they live. Consumers are attentive to personal style; purchases reflect their youth and their children. True to their culture, residents visit Spanish language websites, watch programs on Spanish TV networks, and listen to Hispanic music.
• Densely settled urban periphery of large metropolitan areas, East and West Coasts.
• Young, diverse family market: 41% families with children (married couple or single parent), plus married couples without children and a notable proportion of multigenerational households (Index 174).
• Approximately 76% of householders in multiunit apartment buildings, 30% in 2–4 unit structures (Index 372).
• Majority of apartments built before 1970 (65%), 29% built before 1940 (Index 223).
• 1 or 2 vehicles for two-thirds of households; 22% have no vehicle (Index 243).
• Almost 40% of the population were born abroad; almost 1 in 5 households have residents who do not speak English.
• 27% have no high school diploma (Index 210); 28% have a high school diploma only (Index 103).
• Labor force participation rate is 67% and higher than the US average; unemployment is also slightly higher, at 6%.
• These are hard-working consumers, striving to get ahead; style matters to them.
• Preserving the environment and being in tune with nature are very important.
• Media used most often is the Internet.