HomeMy WebLinkAboutIowa City MarketplacePopulation: 14,341
Median Disposable
Income: $40,245
Most are young, startup
families, married couples with or
without children and single par-
ents. Approximately two-thirds
are families. Median age is 31.1;
nearly 20% are in their 20s.
Typical of younger populations, residents are more ethnically
diverse than the total US population. Median household income
is $46,275. 60% employed in professional, management, sales or
office/administrative support positions. 51% rent, 47% own their
own homes. Spend most of their discretionary income for baby
and children’s products, toys, home furnishings, cameras and
video game systems. Residents likely to go to a theme park
while on vacation. Eat at family restaurants.
Prefer living in older city
neighborhoods, median age 37,
and diversity is low, most of the
population is white. Half
employed in professional or
managerial positions. More than 75% of those over 25 attended
college or completed a degree program. Median household
income is $53,486. Due to older homes, many contract for lawn
maintenance and professional housekeeping services. Own
shares in investment funds and hold large life insurance policies.
Residents pursue an active, urban lifestyle and travel frequently.
Active members of their community and prefer to own and use a
laptop computer, preferably an Apple. Go online daily to
download music, buy books, airline tickets and clothes.
40.7%
ASPIRING YOUNG
FAMILIES
39.7%
METROPOLITANS
Households: 6,378
Per Capita Income: $25,595
ESRI TAPESTRY SEGMENTATION AREA PROFILE*
REPRESENTING 80.4% OF HOUSEHOLDS WITHIN 1 MILE
ESRI MARKETPLACE PROFILE
IOWA CITY MARKETPLACE
ASPIRING
YOUNG FAMILIES
Spend most of their discretionary
income for baby and children’s
products, toys, home furnishings,
cameras and video game systems.
Data from October 2012
PRODUCT/CONSUMER BEHAVIOR
% OVER
U.S.
AVERAGE
Bought cell/mobile/PDA (last 12 months) 16%
Average monthly cell/mobile/PDA Bill $100+ 17%
Spent <$500 on most recent home PC 20%
Spent $1,500-$1,999 on most recent home PC 18%
Bought cigarettes at a convenience store (last 30
days) 19%
Went to live theatre (last 12 months) 24%
Went to a bar/nightclub (last 12 months) 30%
Rented 1 DVD (last 30 days) 28%
Rented 2 DVDs (last 30 days) 22%
Rented 5+ DVDs (last 30 days) 20%
Purchased 2 DVDs (last 30 days) 35%
Purchased 3 –4 DVDs (last 30 days) 19%
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
Used ATM (last 21 months) 16%
Have a savings account 15%
Did online banking (last 21 months) 29%
Exercised at a club 2+ times per week 16%
Carry renter insurance 41%
Fast food home delivery (last 6 months) 17%
Owns 1 TV 17%
Purchased MP3 player (last 12 months) 19%
Spent <$1000 on domestic vacations (last 21 months) 22%
Spent $1000 -$2999 on foreign vacations (last 12 months) 24%
INDUSTRY GROUPS RETAIL GAP LEAKAGE FACTOR
Motor Vehicle/Parts Dealers $24,476,663 79.1
Electronics & Appliance Stores $2,008,676 46.2
Building Materials, Garden Equip. & Supply Dealers $1,510,942 22.3
Food & Beverage Stores $6,255,512 16.4
Gasoline Stations $1,105,380 2.3
Clothing & Clothing Accessories Stores $2,802,296 36.1
Sporting Goods, Hobby, Book & Music Stores $1,171,278 26.3
Food Services & Drinking Places $6,459,020 18.2
ESRI MARKETPLACE PROFILE
IOWA CITY MARKETPLACE
* FULL ESRI ANALYSIS available upon request, including 3 and 5-mile radius reports.
IOWA CITY MARKETPLACE
1-MILE RADIUS STREET MAP
ESRI MARKETPLACE PROFILE