WHO ARE WE?
Cultural differences depict Las Casas, a family-oriented market distinguished by multigenerational households. Their spending reflects their children—baby food and furniture or children’s apparel—and convenience—fast food and family restaurants. Consumer choices also focus on personal style, as well as the latest trends and fashions. Although young and predominantly renters, this market is stable, affected more by immigration from abroad than local moves.
• Older neighborhoods, which can be found in the urban periphery of large metropolitan areas, primarily on the West Coast.
• Most of the housing built before 1960; 25% built before 1940.
• Housing a mix of single-family homes (less than half) and apartments, primarily in buildings with 2–4 units.
• Primarily renter-occupied homes, with an average rent of $1,067 monthly.
• Family market, primarily married couples with children, but also a number of multigenerational households; average household size at 4.12.
• More than 40% of the population was born abroad (Index 327); 25% of the households have members who speak only Spanish (Index 558).
• Unemployment is high at 7.0%; labor force participation is average (Index 98).
• They’re trendy consumers who focus on style.
• Brand loyalty and environmentally safe products also guide purchasing choices, although these consumers are open to new products.
• They use but do not rely on technology.