New Demographic Variables For 2025B

We recently had one of our channel partners ask us for some pretty detailed income statistics for renter households, and renter households by age. We have for many years produced a series of income tables by householder age, but don’t recall being asked for these tables for only households who rent rather than own their dwellings.

Our published data is often a subset of the actual data we create along the way. In this case, we long ago realized that the income distributions for renter and owner households can be quite different, especially when one looks at the age of the householder. Regardless of income, home ownership in younger households is relatively low. Ownership increases through middle age for all but the lowest income households but then begins to decline as people retire and either downsize or move to assisted living type facilities. Buried deep within our methodology was exactly what the end user was looking for – we just always aggregated the detailed tables.

For 2025B, we will be adding the following tables:

• Householder age by tenure
• Household income by tenure
• Household income by householder age by tenure
• Median household income by householder age and tenure

For most location problems, this level of detail can be more than you need. But if you have a target market which is predominantly comprised of renters, the details provided in these tables may be of considerable help – especially if you are looking for high income renters who are often in the minority in affluent block groups.

When should you be using this level of detail?

• If your primary target is either owners or renters, but not both, the use of tenure specific income tables may help to identify target areas where the target is in the minority (e.g. high income renter households in primarily owner occupied neighborhoods)
• Senior citizen households which may have recently transitioned from owner to renter households, and whose expenditure patterns may have changed dramatically
• Marketing to households where the messaging may depend on not only the household income, but also the age of the householder and tenure