There are over 681,000 adults in the Phoenix Metro Area that live in a rented property –
and Republic Media reaches 39% of this market. Households in this segment range from
working-class to decidedly downscale. A majority are Hispanic families, and a larger
than average amount of Spanish-speaking individuals of which 1 in 5 have lived in their
home less than 1 year. Most adults hold blue-collar and service jobs.
Their lifestyles are similarly modest: Households here are into playing games and
sports, shopping at discount chains and convenience stores.
Arizona renter profile:
- 22% are 18-24
- 41% are 25-39
- 27% are 40-59
- 45% of renters are Hispanic
- 14% have household incomes more than $75K
- 60% have children under 17 in the household
- 58% have pets
Technology and media habits:
- 63% have accessed the internet in the past 30 days
- 36% have made a purchase over the internet in the past year
- 80% have accessed the internet from work
Shopping habits:
- 65% have spent $100 or more on groceries in the past week
- When compared to the Phoenix market in the next year, this group is:
- 56% more likely to purchase a computer
- Twice as likely to purchase a house or condo
- 44% more likely to purchase a motorcycle
- 61% more likely to buy furniture
Activities:
- 49% have eaten at a restaurant in the past month
- 33% have eaten at a sit-down restaurant in the past month
Source: 2009 Phoenix Scarborough Release 1
