There are 1,434,800 Valley residents (46% of adults) who have children under the age of 18 in the household
Responsibilities including childcare, housework, and time spent in the workforce are shared, resulting in both parents being primary decision makers. Families are interested in financial stability and cost-efficient products. Constantly on the go, this audience is also attracted to products of convenience that assist them in multitasking. These residents seek family events and activities that will appeal to all family members, as well as child-friendly restaurants. With so many consumers under one roof, families are an ideal audience to receive advertising messages. With so many consumers under one roof, there are a multitude of products being used, and multiple decisions being made every day.
Who are they?
- 50% of these households have adults between the ages of 25-39
- Median household income is $57,000
- 64% own a home
- 52% have had some college education or more
- 62% of small business owners have kids 18 or under
- 49% are employed in white-collar occupations
Why are they unique?
Families look for activities and events that cater to and include all family members, and are more likely to have played soccer, and gone fishing or hunting in the past year than the general market. They are also interested in restaurants, activities and organizations that make allowances for a busy schedule.
- 30% more likely to have gone camping in the past year
- 32% have gone to a zoo in the past year
- 76% have dined at a fast food restaurant 4 or more times in the past month
Technology and media habits:
In the past month, this group used the Internet for a variety of reasons including looking for news and movie listings, performing job searches, downloading/ watching videos and getting sports scores and updates.
- 56% made a purchase over the internet in the past year
- 63% more likely to use the internet for fantasy sports
- 30% use the internet for movie listins
- 33% use the internet to look for the weather
Shopping habits:
- 23% spend over $200 in groceries on a weekly basis, compared to 16% of the Valley
- Top items they plan to purchase in the the next year are: furniture, mattress, major appliance, computer, video game system, and a new vehicle
Source: 2009 Phoenix Scarborough Release 1
