demographics and psychographics of the dallas- …...demographics and psychographics of the dallas-...

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