HomeMy WebLinkAboutHartwigPopulation: 11,592
Median Disposable
Income: $21,611
Median age of 21.9 years,
79 percent of residents are
enrolled in a college or universi-
ty. Ethnic diversity is slightly
lower in this segment than in the
United States. Three-fourths of
the employed residents work part-time in low-paying service
jobs. Forty-three percent live in dormitories on campus; the
remainder rent apartments in multi-unit buildings off campus.
Spending patterns reflect a carefree lifestyle and focus on educa-
tion. While not eating at the dining hall, they eat fast food or
convenient frozen meals. A computer is a necessity; they prefer
laptops and use the Internet for daily needs, including communi-
cation. Most own cell phones and bank online. Get exercise
from college sports and walking around campus, enjoy playing
football, basketball, volleyball, and yoga.
Most residents aged between 18
and 34 years old and live in single-
person or shared households. One
-fourth of households are occupied
by married-couples. Focused on
their education, 59% are enrolled in college or graduate school.
Many students work part-time, with a median household income
of $31,271. Most work in the service industry, holding on-and off
-campus jobs in educational services, health care, and food prep-
aration. 30% of housing is owner-occupied, typically by town
residents, who live with their families in single-family dwellings.
Convenience and speed dictates food choices; they often buy
ready-made meals, eat out, or order fast food. Cell phones and
the Internet is essential for school and career, as well as keeping
in touch. Rank high for participation in outdoor sports and ath-
letic activities.
55.1%
COLLEGE TOWNS
38.8%
DORMS TO DIPLOMAS
Households: 5,352
Per Capita Income: $17,634
ESRI TAPESTRY SEGMENTATION AREA PROFILE*
REPRESENTING 93.9% OF HOUSEHOLDS WITHIN 1 MILE
ESRI MARKETPLACE PROFILE
HARTWIG
Data from October 2012
COLLEGE TOWNS
Convenience and speed
dictates food choices: they often
eat out or order fast food.
PRODUCT/CONSUMER BEHAVIOR
% OVER
U.S.
AVERAGE
Drank beer/ale (last 6 months) 14%
Average monthly cell phone bill $1– 49 33%
Spent <$500 on most recent home PC purchase 122%
Bought cigarettes at convenience store
(last 30 days) 36%
Bought gas at convenience store (last 30 days) 25%
Spent $40+ at a convenience store (last 30 days) 22%
Attended movies (last 6 months) 20%
Went to bar/nightclub (last 12 months) 57%
Visited a theme park (last 12 months) 23%
Rented 2 DVDs (last 30 days) 51%
Purchased 3– 4 DVDs (last 30 days) 83%
MARKET POTENTIAL ANALYSIS (0-1 MILE)*
Market Potential Index (MPI) measures relative likelihood of the adults in a specified trade area
to exhibit certain consumer behavior or purchasing patterns.
RETAIL OPPORTUNITIES (0-1 MILE)*
RETAIL GAP: Represents the difference between Retail Potential and Retail Sales.
LEAKAGE FACTOR: A positive value represents a “leakage” of retail opportunity outside the trade area.
A negative value represents a surplus of retail sales. +100 (total leakage) to -100 (total surplus)
PRODUCT/CONSUMER BEHAVIOR
% OVER
U.S.
AVERAGE
Online banking (last 12 months) 16%
Exercise at home 2+ times/week 16%
Carry renter insurance 40%
Went to a fast food restaurant 14+ times/month 24%
Fast food home delivery (last 6 months) 52%
Fast food take out/walk-in (last 6 months) 25%
Owns 1 TV 87%
Purchased audio equipment (last 12 months) 39%
Spent <$1000 on domesƟc vacaƟons
(last 12 months) 76%
Spent $1000—2999 on foreign vacaƟons
(last 12 months 20%
INDUSTRY GROUPS RETAIL GAP LEAKAGE FACTOR
Nonstore Retailers $244,359 66.5
* FULL ESRI ANALYSIS available upon request, including 3 and 5-mile radius reports.
ESRI MARKETPLACE PROFILE
HARTWIG
ESRI MARKETPLACE PROFILE
HARTWIG
1-MILE RADIUS STREET MAP