WHO ARE WE?
Urban Villages residents are multicultural, multigenerational, and multilingual. Trendy and fashion conscious, they are risk takers. However, these consumers focus on their children and maintain gardens. They are well connected with their smartphones, but more likely to shop in person. Their favorite stores are as diverse as they are, Costco or Trader Joe’s, Target or Macy’s.
• Older homes (most built before 1970) are found in the urban periphery of large metropolitan markets.
• Married couples with children, and grandparents; many households are multigenerational (Index 322). Average household size is 3.78.
• Homes are older, primarily single family, with a higher median value of $325,100 (Index 157) and a lower vacancy rate
• Multicultural market including recent immigrants (Index 277) and some language barriers (Index 289).
• Education: more than half the population aged 25 or older have a high school diploma or some college.
• Labor force participation rate higher than the US, but so is the unemployment rate at 6.2%.
• Brand conscious but not necessarily brand loyal; open to trying new things.
• Status-conscious consumers; choices reflect their youth—attention to style and pursuit of trends.
• Comfortable with technology and interested in the latest innovations.