still targeting 18-49? what you're missing may surprise you
TRANSCRIPT
Milwaukee demographics are changing along with the national population.
2002 2012 ChangeDemo Cells
18 - 34 29% 27% -7%35 - 44 21% 13% -38%45 - 54 21% 25% +19%55 - 64 14% 17% +21%
65+ 16% 18% +13%
Top Demos18 - 49 61% 53% -13%25 - 54 59% 55% -7%
Average Age 45.8 47.6 +1.8
YEARS
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties 2002 2004 2005 2006 2007 2008 2009 2010 2011 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
40.0
41.0
42.0
43.0
44.0
45.0
46.0
47.0
48.0
49.0
50.0
65+45 - 6435 - 4418 - 34Average Age
Adul
ts 1
8+
Aver
age
Age
Milwaukee Area Adults…
• average age is 47.6 years – an increase of 1.8 years since 2002.
• 40% are age 18 to 44 – down from 50% in 2002.
• 60% are age 45 plus – up from 50% in 2002.
Milwaukee’s Changing Demographics
2002 2012 ChangeDemo Cells
18 - 34 29% 27% -7%35 - 44 21% 13% -38%45 - 54 21% 25% +19%55 - 64 14% 17% +21%
65+ 16% 18% +13%
Top Demos18 - 49 61% 53% -13%25 - 54 59% 55% -7%
Average Age 45.8 47.6 +1.8
YEARS
As the average age of Milwaukee adults increases, so does their average household
income!
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties
Milwaukee’s average HHI has grown 20% over the past 10 years.
2002 2012 ChangeDemo Cells
18 - 34 29% 27% -7%35 - 44 21% 13% -38%45 - 54 21% 25% +19%55 - 64 14% 17% +21%
65+ 16% 18% +13%
Avg. HHI (000) $55.6 $66.7 +20%
2002 2004 2005 2006 2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
$100K+$75-$100K$50-$75K$40-$50K$30-$40K$20-$30K<$20KAVG HHI (000)
Adul
ts 1
8+
Aver
age
Hous
ehol
d In
com
e (0
00)
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties
Still Targeting Adults 18-49?
Adults 18-34• 27% of Milwaukee Adults• Population 395,601• Average HHI $60,050 • Buying Power $23.8 billion
Adults 18-49• 53% of Milwaukee Adults• Population 757,995• Average HHI $71,550• Buying Power $54.2 billion
Adults 25-54• 55% of Milwaukee Adults• Population 789,759• Average HHI $76,970• Buying Power $60.8 billion
Adults 35-64• 55% of Milwaukee Adults• Population 791,020• Average HHI $76,410• Buying Power $60.4 billion
Adults 35-49• 25% of Milwaukee Adults• Population 362,394• Average HHI $84,110• Buying Power $30.5 billion
Adults 50+• 48% of Milwaukee Adults• Population 685,805• Average HHI $61,280• Buying Power $42 billion
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys *Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties