Demographic
Comparisons:
A CLOSER LOOK AT HOW AVONLEA’S
NUMBERS STACK UP WITH SIMILAR
DEVELOPMENTS ACROSS THE NATION. AVERAGE HHI........................................................................................................... 5 miles
AVONLEA.............................................. Loudoun County, VA........................ $176,000
Annapolis Town Center................ Annapolis, MD...................................... $144,000
Avalon....................................................... Atlanta, GA.............................................$124,000
Crocker Park........................................ Cleveland, OH......................................$92,000
Derby Street Shoppes................... Boston, MA.............................................$105,000
Geneva Commons........................... Chicago, IL............................................. $124,000
Kierland Commons.......................... Scottsdale, AZ...................................... $106,000
Liberty Center.................................... Cincinnati, OH..................................... $116,000
Pike + Rose............................................. Rockville, MD......................................... $139,000
Reston Town Center........................ Reston, VA ............................................. $160,000
Southlake Town Square................ Dallas, TX................................................ $161,000
AVG HHI > $100,000 ( % )............................................................................. 5 miles
AVONLEA.............................................. Loudoun County, VA........................ 79%
Annapolis Town Center................ Annapolis, MD...................................... 45%
Avalon.................................................Atlanta, GA............................................ 45%
Crocker Park........................................ Cleveland, OH..................................... 30%
Derby Street Shoppes................... Boston, MA............................................. 40%
Geneva Commons........................... Chicago, IL............................................. 50%
Kierland Commons.......................... Scottsdale, AZ...................................... 37%
Liberty Center.................................... Cincinnati, OH..................................... 45%
Pike + Rose............................................. Rockville, MD......................................... 46%
Reston Town Center........................ Reston, VA ............................................. 62%
Southlake Town Square................ Dallas, TX................................................ 59%
10 miles
$148,000
$152,000
$124,000
$71,000
$94,000
$104,000
$94,000
$88,000
$135,000
$160,000
$105,000
10 miles
64%
51%
45%
19%
35%
39%
31%
29%
47%
63%
39%
AVG HHI > $200,000 ( % )............................................................................ 5 miles
AVONLEA.............................................. Loudoun County, VA........................ 27%
Annapolis Town Center................ Annapolis, MD...................................... 17%
Avalon....................................................... Atlanta, GA............................................ 19%
Crocker Park........................................ Cleveland, OH..................................... 7%
Derby Street Shoppes................... Boston, MA............................................. 11%
Geneva Commons........................... Chicago, IL............................................. 13%
Kierland Commons.......................... Scottsdale, AZ...................................... 12%
Liberty Center.................................... Cincinnati, OH..................................... 10%
Pike + Rose............................................. Rockville, MD......................................... 21%
Reston Town Center........................ Reston, VA ............................................. 24%
Southlake Town Square................ Dallas, TX................................................ 27%
10 miles
19%
18%
19%
4%
8%
9%
10%
6%
20%
24%
10%
NET WORTH > $500,000 ( % )................................................................. 5 miles
AVONLEA.............................................. Loudoun County, VA........................ 57%
Annapolis Town Center................ Annapolis, MD...................................... 39%
Avalon....................................................... Atlanta, GA............................................ 33%
Crocker Park........................................ Cleveland, OH..................................... 28%
Derby Street Shoppes................... Boston, MA............................................. 32%
Geneva Commons........................... Chicago, IL............................................. 42%
Kierland Commons.......................... Scottsdale, AZ...................................... 29%
Liberty Center.................................... Cincinnati, OH..................................... 38%
Pike + Rose............................................. Rockville, MD......................................... 39%
Reston Town Center........................ Reston, VA............................................... 46%
Southlake Town Square................ Dallas, TX................................................ 52%
10 miles
45%
46%
36%
17%
26%
32%
25%
24%
36%
46%
30%
CONSUMER EXPENDITURES
APPAREL
5 miles
AVONLEA.............................................. Loudoun County, VA........................ $5,500
Annapolis Town Center................ Annapolis, MD...................................... $3,900
Avalon....................................................... Atlanta, GA............................................ $3,900
Crocker Park........................................ Cleveland, OH..................................... $1,900
Derby Street Shoppes................... Boston, MA............................................. $3,000
Geneva Commons........................... Chicago, IL............................................. $2,600
Kierland Commons.......................... Scottsdale, AZ...................................... $3,200
Liberty Center.................................... Cincinnati, OH..................................... $2,400
Pike + Rose............................................. Rockville, MD......................................... $4,200
Reston Town Center........................ Reston, VA............................................... $5,000
Southlake Town Square................ Dallas, TX................................................ $5,000
10 miles
$4,700
$4,100
$3,900
$1,500
$3,000
$2,100
$2,900
$1,800
$4,200
$5,000
$3,300
CONSUMER EXPENDITURES
BEAUTY/HEALTH/PERSONAL
5 miles
AVONLEA.............................................. Loudoun County, VA........................ $1,100
Annapolis Town Center................ Annapolis, MD...................................... $771
Avalon....................................................... Atlanta, GA............................................ $779
Crocker Park........................................ Cleveland, OH..................................... $563
Derby Street Shoppes................... Boston, MA............................................. $605
Geneva Commons........................... Chicago, IL............................................. $760
Kierland Commons.......................... Scottsdale, AZ...................................... $648
Liberty Center.................................... Cincinnati, OH..................................... $720
Pike + Rose............................................. Rockville, MD......................................... $825
Reston Town Center........................ Reston, VA ............................................. $976
Southlake Town Square................ Dallas, TX................................................ $967
10 miles
$928
$802
$774
$443
$549
$654
$586
$555
$817
$979
$666
THERE ARE TWO MAIN LIFEMODE GROUPS IN THE AVONLEA TRADE AREA: AFFLUENT
ESTATES AND UPSCALE AVENUES. LIFEMODE GROUPS REPRESENT MARKETS THAT SHARE
A COMMON EXPERIENCE OR DEMOGRAPHIC TRAIT, AS IN GENERATION OR AFFLUENCE.
AFFLUENT ESTATES (81% of the surrounding 5 mi. population):
•
•
•
•
•
•
•
Established wealth – educated, well-traveled
Married couples with children ranging from grade school to college
Homeowners (almost 90%)
Accustomed to “more” and expect quality
Value convenience and invest in time-saving services
Active in their communities
Enthusiastic about sports and traveling
UPSCALE AVENUES (17% of the surrounding 5 mi. population):
CONSUMER EXPENDITURES
FOOD AWAY FROM HOME
5 miles
AVONLEA.............................................. Loudoun County, VA........................ $8,000
Annapolis Town Center................ Annapolis, MD...................................... $5,500
Avalon....................................................... Atlanta, GA............................................ $5,500
Crocker Park........................................ Cleveland, OH..................................... $4,000
Derby Street Shoppes................... Boston, MA............................................. $4,500
Geneva Commons........................... Chicago, IL............................................. $5,500
Kierland Commons.......................... Scottsdale, AZ...................................... $4,500
Liberty Center.................................... Cincinnati, OH..................................... $5,000
Pike + Rose............................................. Rockville, MD......................................... $6,000
Reston Town Center........................ Reston, VA............................................... $7,000
Southlake Town Square................ Dallas, TX................................................ $7,000
10 miles
$6,500
$6,000
$5,500
$3,000
$4,000
$4,500
$4,000
$4,000
$6,000
$7,000
$4,500
CONSUMER EXPENDITURES
FOOD AT HOME
5 miles
AVONLEA.............................................. Loudoun County, VA........................ $12,000
Annapolis Town Center................ Annapolis, MD...................................... $8,500
Avalon....................................................... Atlanta, GA............................................ $8,500
Crocker Park........................................ Cleveland, OH..................................... $6,000
Derby Street Shoppes................... Boston, MA............................................. $7,000
Geneva Commons........................... Chicago, IL............................................. $8,000
Kierland Commons.......................... Scottsdale, AZ...................................... $7,000
Liberty Center.................................... Cincinnati, OH..................................... $8,000
Pike + Rose............................................. Rockville, MD......................................... $9,000
Reston Town Center........................ Reston, VA............................................... $10,500
Southlake Town Square................ Dallas, TX................................................ $10,500
10 miles
$10,000
$9,000
$8,000
$5,000
$6,500
$7,000
$6,500
$6,000
$9,000
$10,500
$7,000
CONSUMER EXPENDITURES
HOME FURNISHINGS
5 miles
AVONLEA.............................................. Loudoun County, VA........................ $2,000
Annapolis Town Center................ Annapolis, MD...................................... $1,300
Avalon....................................................... Atlanta, GA............................................ $1,300
Crocker Park........................................ Cleveland, OH..................................... $1,000
Derby Street Shoppes................... Boston, MA............................................. $1,000
Geneva Commons........................... Chicago, IL............................................. $1,300
Kierland Commons.......................... Scottsdale, AZ...................................... $1,000
Liberty Center.................................... Cincinnati, OH..................................... $1,200
Pike + Rose............................................. Rockville, MD......................................... $1,400
Reston Town Center........................ Reston, VA............................................... $2,100
Southlake Town Square................ Dallas, TX................................................ $2,000
10 miles
$1,500
$1,500
$1,300
$700
$934
$1,100
$1,000
$1,200
$1,400
$1,600
$1,000
*All Consumer Expenditures are average per household.
Psychographics:
a closer look
•
•
•
•
•
•
•
•
Prosperous married couples with older children
Ambitious and hardworking
Homeowners (70%) living in older suburban enclaves
A more diverse population
Financially responsible, but still indulge in gambling and lotto tickets
Serious shoppers that appreciate quality
Active in fitness pursuits like biking, jogging, and aerobics
Top market for premium movie channels like HBO
More specifically, there are 3 LifeMode Segments in the
trade area: Boomburbs, Professional Pride, and
Enterprising Professionals.
AVERAGE BUDGET ALLOCATION
100 is the national average. The Avonlea market
is nearly 20-100% above that.
Housing...........................................177
Food..................................................172
Apparel/Services.....................119
Transport........................................176
Healthcare....................................169
Entertainment/Rec..................186
Education.......................................174
Pensions/Social Security.....198
Other................................................175
Neighborhood
- Growth markets are in the suburban periphery of large metro areas
- Primarily single-family homes in new neighborhoods (72% built after 2000)
- Young families are married with children
- One of the longest commutes to work (over 30 minutes on average)
- Most households have more than two workers
Socioeconomic
- Well-educated young professionals (52% college graduates)
- Low unemployment rate (5.2%), high labor force participation (72%)
- Longer commute times from suburban growth corridors have created more at-home workers
- Well-connected: own the latest devices and understand how to use them efficiently
- Financial planning is well under way for these professionals
ENTERPRISING PROFESSIONALS: UPSCALE AVENUES
Market
- Prefer late model imports, primarily SUVs, luxury cars, and mini vans
- One of the top markets for the latest in technology, from smartphones to tablets to Internet connectable televisions
- Style matters, from personal appearances to their homes. These consumers are furnishing their new homes and already remodeling.
- Enjoy gardening but more often contract for home services
- Physical fitness is a priority, including club memberships and home equipment
- Leisure includes sports (hiking, bicycling, swimming, golf), theme parks or water parks
- Residents are generous supporters of charitable organizations
ABOUT
WITHIN A FIVE MILE RANGE OF AVONLEA, ENTERPRISING PROFESSIONALS MAKE UP 17% OF THE POPULATION. ENTERPRISING
PROFESSIONALS ARE YOUNG, WELL-EDUCATED RESIDENTS CLIMBING THE LADDER IN THE STEM (SCIENCE, TECH, ENGINEERING,
AND MATHEMATICS) OCCUPATIONS. THEY CHANGE JOBS OFTEN AND THEREFORE CHOOSE TO LIVE IN CONDOS, TOWNHOMES,
OR APARTMENTS. THE MARKET IS FAST-GROWING, LOCATED IN LOWER DENSITY NEIGHBORHOODS OF LARGE METRO AREAS.
IT’S DIVERSE, WITH ASIANS MAKING UP OVER 1/5 OF THE POPULATION, AND EARNS MORE THAN 1.5X THE U.S. MEDIAN,
SUPPLEMENTING THEIR INCOME WITH HIGH-RISK INVESTMENTS. AT HOME, THEY ENJOY INTERNET AND TV ON HIGH-SPEED
CONNECTIONS WITH PREMIER CHANNELS AND SERVICES.
QUICK FACTS
Avg. household size:...................2.46
Median age:.....................................34.8
Home ownership:..........................52.3%
Median household income:....$77,000 (national average: $51,000)
Median net worth:........................$78,000 (national average: $71,000)
AVERAGE BUDGET ALLOCATION
100 is the national average. The Avonlea market is
30-40% above that in most categories.
Housing............................................... 139
Food....................................................... 135
Apparel/Services.......................... 94
Transport............................................ 134
Healthcare........................................ 123
Entertainment/Rec...................... 138
Education........................................... 140
Pensions/Social Security.......... 142
Other.................................................... 131
Neighborhood
- Almost half of households are married couples, and 30% are single-person
- Housing is a mix of suburban single-family homes, row homes, and larger multi-unit structures
- Close to 1/4 of homes were built after 1980 (20% built after 2000)
Market
- Buy digital books for tablet reading, along with magazines and newspapers
- Business trips are a major part of work
- Watch movies and TV with video-on-demand and HDTV over high-speed connection
- Convenience is key – shop on Amazon.com and use Target pharmacy
- Eat at Chick-fil-A and drop by Starbucks for coffee
- Leisure activities include trips to the museum and the beach
- Have health insurance and a 401(k) through work
ABOUT
WITHIN A FIVE MILE RANGE OF AVONLEA, PROFESSIONAL PRIDE MAKES UP 6% OF THE POPULATION. PROFESSIONAL PRIDE
CONSUMERS ARE WELL-EDUCATED, GOAL-ORIENTED PROFESSIONALS WHO HAVE PROSPERED THROUGH THE GREAT DEPRESSION.
TO MAINTAIN THEIR UPSCALE SUBURBAN LIFESTYLES, THEY OFTEN COMMUTE FAR AND WORK LONG HOURS. THEIR SCHEDULES,
HOWEVER, ARE FINE-TUNED TO MEET THE NEEDS OF THEIR SCHOOL-AGE CHILDREN. THEY ARE FINANCIALLY SAVVY, INVEST WISELY
AND BENEFIT FROM INTEREST AND DIVIDEND INCOME. THEY TAKE PRIDE IN THEIR NEWER HOMES AND SPEND VALUABLE TIME AND
ENERGY UPGRADING THEM, FURNISHING WITH THE LATEST IN HOME TRENDS INCLUDING HOME GYMS AND IN-HOME THEATERS.
QUICK FACTS
Avg. household size:................3.22
Median age:..................................33.6
Home ownership:.......................92%
Median household income:.$127, 000 (national average: $51,000)
Median net worth:.....................$540, 000 (national average: $71, 000)
AVERAGE BUDGET ALLOCATION
100 is the national average. The Avonlea market is
nearly 50-112% above that.
Housing............................................... 220
Food....................................................... 209
Apparel/Services.......................... 147
Transport............................................ 213
Healthcare........................................ 216
Entertainment/Rec...................... 232
Education........................................... 240
Pensions/Social Security.......... 246
Other.................................................... 220
Neighborhood
- Typically owner-occupied, single-family homes in newer neighborhoods (59% of units built in the last 20 years)
- Primarily located in suburban periphery of large metro areas
- Most households own 2-3 vehicles and long commutes are the norm
- Homes are valued at more than 2x the U.S. median home value
- Families are mostly married couples (80%) and more than half of these families have kids
Socioeconomic
- Consumers are highly qualified in the science, technology, law or finance fields. They’ve worked hard to build their professional reputation
or startup businesses.
- Willing to risk their accumulated wealth in the stock market
- Have a preferred financial institution, regularly read financial news, and use the Internet for banking transactions
- Goal-oriented and strive for lifelong earning and learning
- Life here is well organized and routine is a key ingredient in daily life
Market
- Frequent travelers who take several domestic trips a year, preferring to book their plane tickets, accommodations, and rental cars online
- Take pride in their picture-perfect homes, which they continually upgrade
- Shop at Home Depot and Bed, Bath & Beyond to tackle smaller home improvement and remodeling tasks but contract with bigger projects
- Hire housekeepers or professional cleaners to keep up with their busy households
- Maintain life, homeowners and auto insurance, as well as medical, vision, dental and prescription insurance through work
- Actively invest for the future, holding 401(k) and IRA retirement plans, plus securities
- Spend on credit but have the disposable income to avoid a balance on their cards
- Workout in home gyms (owning at least a treadmill, an elliptical or weightlifting equipment) and visit the salon and spa regularly
- All family members are avid readers, using their smartphones, tablets and e-readers but also reading hard copies of epicurean, home
services and sports magazines
- Residents, both young and old, are tech savvy, owning and fully utilizing the latest and greatest in technologies
ENTERPRISING PROFESSIONALS: continued
QUICK FACTS
Avg. household size:..................3.22
Median age:.....................................33.6
Home ownership:..........................84%
Median household income:...$105,000 (national average $51,000)
Median net worth:......................$304,000 (national average $71,000)
Socioeconomic
- Median household income is 1.5x that of the national average
- Over half hold a bachelor’s degree or higher
- Early adopters of tech in hopes of impressing peers with new gadgets
- Enjoy talking about and giving advice on technology
- Half own smartphones and use them for news, accessing search engines, and maps
- Work long hours in front of a computer
- Strive to stay youthful and healthy, eat organic and natural foods, run, and practice yoga
PROFESSIONAL PRIDE: AFFLUENT ESTATES
BOOMBURBS: AFFLUENT ESTATES
ABOUT
WITHIN A FIVE MILE RANGE OF AVONLEA, BOOMBURBS MAKE UP 74% OF THE POPULATION. BOOMBURBS ARE YOUNG
PROFESSIONALS WITH FAMILIES WHO HAVE OPTED TO TRADE UP TO THE NEWEST HOUSING IN THE SUBURBS. WELLEDUCATED WITH A RUNNING START ON PROSPERITY, THEY ARE THE NEW GROWTH MARKET.