While the sun may shine down frequently on the majority of California – hence its nickname as “The Golden State” – the true marketing gold might be best mined at the local market level. Newly released California city data from Scarborough provides in-depth local information on five major markets in the Golden State: Fresno, Los Angeles, Sacramento, San Francisco and San Diego. California City Demographics California city demographics vary by market. Fresno statistics show a population of young families. Fresno adults are more likely to have one or more children in the household, and they have a lower median age than the rest of the cities profiled. Most of the cities analyzed have a median annual household income above the $50K mark, but San Francisco demographics boast the highest income level in the state. All of California is serious about saving its cash, as more than half of adults in each city measured have a savings account in their household. Where is their cash coming from? In Los Angeles it might be from the entertainment industry and the plight of the self-employed actor. Los Angeles demographics show that 10 percent of its adults are self-employed – which is a higher percentage than any other California city. California Retail Statistics Sacramento is a sporty city, at least from a retail perspective. One-fifth of adults there purchased sports equipment during the past year – higher than any other California city profiled. The young families in Fresno must need durable furniture in their households, as they spent upwards of $1,000 on furniture purchases during the past year. But the presence of children in the household is clearly not a factor when it comes to clothing purchases. While San Diego demographics show they do not rank first for kids at home, locals in that market do indeed spend the most on youth clothing. Finally, when it comes to the big ticket purchase of a new vehicle, Fresno statistics show that they prefer an American-made car, while adults in the other California cities tend to currently own or lease foreign vehicles. Green California: Politics and Lifestyle California, and, especially, the city of San Francisco, may be celebrated as Democratic footholds, but the city of San Diego marches to the beat of its own drum, as it boasts the highest percentage of Republicans. Despite this political affiliation, green remains an important issue to the people of San Diego. The city is second only to San Francisco in undertaking the largest number of eco-friendly activities regularly. The issues of canine and feline friends alike need representation – at least one in three adults in each city profiled have a dog in their household. Technology in Golden State Home to Silicon Valley, it’s no surprise major cities in California boast hi-speed internet connectivity. However, a diversity of connections exist. Los Angeles statistics show a spike in fiber optic connections and Fresno statistics show that market has a higher penetration of satellite internet connections than the other markets. and ownership of an array of laptops. But they are all about the online deal and utilize the internet to obtain coupons and access daily deals. SOURCE: Scarborough Local Market Studies for Fresno, Los Angeles, Sacramento, San Diego and San Fransisco, Release 1, 2012 For more California city data, email us or contact your Scarborough trainer today!
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