Buyographics: Demographic trends impacting Housing Trends

Buyographics

Matt [email protected]

@mcarmichael @buyographics

America is an aging nation Many Boomers have $ Sell to customers with $

Black

Hispanic

Asian

All Minoriti

es

Single

Women

Under 30

0%10%20%30%40%50%60%70%80%90%

100%

Demographics, personified

Location: Teton County, Mt.Generation: BoomerRace/Ethnicity: White, non-HispanicHousehold: Married, 3 kids

Location: Los Angeles CountyGeneration: BoomerRace/Ethnicity: White, HispanicHousehold: Married, 2 kids

Location: New York CountyGeneration: MillennialRace/Ethnicity: BlackHousehold: Boyfriend + roommate

Boomer White

Man

College-Educated

Non-HispanicUrban

Home-owner

unmarried

Father

White-collar Full-time worker

middle-class

Drives to work

Location: Las Vegas CountyGeneration: BoomerRace/Ethnicity: White, non-HispanicHousehold: Single (weekend custody)

Divorced

Part-time custody

Single-person household

Underwater-mortgage

Profound changes in just 40 years.

How Journalists Count

1… 2

T R E N D

Mobile tech Married later

Woman

Living at home

Helicopter parentsUrban

Renter

Driving less

twenty-something

Bi-racial couple Full-time worker

middle-class

Entitled

“The Monocle Returns”

“In a New Trend in Hair Removal, Women Prefer the Natural Look”

“Baby Boomers Are Drawn to Green and Eco-Friendly Funerals”

We have reached Peak___ Auto/Beard/Oil

_______ is the future

“Online Merchants Home In on Imbibing Consumers”

“It’s Hip to Be Round – Potbellies are in”

What’s Next?

#amiright?!?

#letsdance

The middle class today

The freedom to make some choices without the pressure to make others.

10,000 turning 65 each day

• More active• Likely to retire in place due to

economy, lifestyle• Some wish to be less car-

dependent• Working longer, retiring later• Some have prepared, but not all• Increased demand for healthcare

services

Baby Boomers

12,000 turning 30 each day

Trend Report Millennials

Urban Driving less Pressed economically Delayed life stages

including marriage, kids, etc.

‘Delayed’ is key word there. How will needs change in next 10 years?

Dumpsters: The new sign of prosperity

Millennials are buying fewer homes than previous generations

Home ownership rates have dropped

Home ownership changes: largely demographic

Delayed household formation: The student loan equation

Credit is harder to get. So who’s buying?

Biggest changes since 2000

Biggest changes since the recession

Advertising used to be easy

Agency execs worked hard

Sometimes it is Just Re-Packaging

…or Just the Right Message

Location: Champaign, ILGeneration: MillennialRace/Ethnicity: White, non-HispanicHousehold: Unmarried partner

Thanks!

Matt [email protected]

@mcarmichael @buyographics