25-39 year olds are a diverse group who are driven more by passion than brands when making purchasing decisions
25-39 year olds in Phoenix tend to be middle- and working-class child-filled households. Most families have at least one child under 18. And residents in this exurban group share similar consumption patterns, living in modestly priced homes and rank high for owning three or more cars. As consumers, Mainstream Families maintain lifestyles befitting large families in the nation’s small towns: lots of sports, electronic toys, and groceries in bulk. There living rooms tend to be filled with play stations and game boys.
They also tend to be married with children. They enjoy comfortable upscale lifestyles, exhibiting high tendencies for barbecuing, bar-hopping, and playing golf as well as home-based activities such as gardening, woodworking, and crafts. Reflecting their rural, family environment, they prefer trucks, SUVs, and minivans to cars.
25-39 year olds are a diverse group who are driven more by passion than brands when making purchasing decisions
25-39 year olds are concerned about their financial future and strengthening their families, as many are married with young children at home. Reflecting their rural, family environment, they prefer trucks,
SUVs, and minivans to cars. As consumers, they tend to maintain lifestyles befitting large families: lots of sports, electronic toys, and groceries in bulk. Their living rooms tend to be filled with play stations and game boys. Their time is limited and attention span shared, therefore any product or service that allows them to multitask is of great interest. 25-39 year olds are the model audience to receive advertising messages.
Who are they?
- 928,208 in the Phoenix metro area
- 14% have homes valued between $200,000 – $249,999
- 21% of households make more than $100K per year
- More than half of this group has at least some college education
- 65% own a home and 7% plan to buy a home or condo in the next year
- 48% have white collar jobs
- 76% have kids in the household, higher than the market's 46%
- 38% are Hispanic, over half of this group prefer to communicate in Spanish
Why are they unique?For 25-39 year olds, usage of the Internet has become part of their daily routine. They access it from work and at home to complete transactions, search, shop and more.
Technology habits and online activities
- 76% have accessed the internet in the past 30 days
- 75% of house holds own a computer
- 72% accessed the internet from home and 42% from work in the past 30 days
- 70% use the internet for email
- 32% use the internet to look for movie listings
- 22% have a PDA
- 45% have a high definition TV
- 34% have or plan to get satellite TV in the next year
- 41% own a DVR, 5% higher than the market
- 36% of online 25-39 year olds look for news, 8% higher than the market
- 39% do online banking
Shopping habits
- 19% spent $200 or more in the past 7 days on groceries
- 41% of people who have spent $2100 or more on the internet are 25-39
Financial Services
- 42% have a home mortgage
- 13% have a home equity loan
- 70% have a savings account
- 16% have an IRA
- 6% have a 401k
Source: 2009 Phoenix Scarborough Release 1
