Retail Market Potential

Ring: 2 mile radius

Latitude: 33.8439
Longitude: -117.7721

Demographic Summary 2018 2023

Population 44,987 45,985
Population 18+ 35,529 36,611
Households 15,825 16,050
Median Household Income $118,402 $132,955

Expected Number of Percent of

Product/Consumer Behavior Adults/HHs Adults/HHs MPI
Apparel (Adults)
Bought any men's clothing in last 12 months 18,298 51.5% 109
Bought any women's clothing in last 12 months 16,234 45.7% 106
Bought clothing for child <13 years in last 6 months 9,373 26.4% 98
Bought any shoes in last 12 months 21,446 60.4% 113
Bought costume jewelry in last 12 months 7,437 20.9% 115
Bought any fine jewelry in last 12 months 6,875 19.4% 108
Bought a watch in last 12 months 6,253 17.6% 111

Automobiles (Households)
HH owns/leases any vehicle 14,829 93.7% 109
HH bought/leased new vehicle last 12 mo 2,319 14.7% 152

Automotive Aftermarket (Adults)

Bought gasoline in last 6 months 32,455 91.3% 107
Bought/changed motor oil in last 12 months 16,113 45.4% 95
Had tune-up in last 12 months 10,732 30.2% 117

Beverages (Adults)
Drank bottled water/seltzer in last 6 months 26,016 73.2% 105
Drank regular cola in last 6 months 12,919 36.4% 82
Drank beer/ale in last 6 months 16,849 47.4% 112

Cameras (Adults)
Own digital point & shoot camera/camcorder 5,866 16.5% 142
Own digital SLR camera/camcorder 4,171 11.7% 151
Printed digital photos in last 12 months 11,127 31.3% 135

Cell Phones (Adults/Households)

Bought cell phone in last 12 months 13,003 36.6% 101
Have a smartphone 30,863 86.9% 109
Have a smartphone: Android phone (any brand) 10,844 30.5% 79
Have a smartphone: Apple iPhone 19,596 55.2% 144
Number of cell phones in household: 1 3,449 21.8% 71
Number of cell phones in household: 2 6,357 40.2% 104
Number of cell phones in household: 3+ 5,801 36.7% 133
HH has cell phone only (no landline telephone) 5,701 36.0% 69

Computers (Households)
HH owns a computer 13,918 87.9% 118
HH owns desktop computer 7,726 48.8% 127
HH owns laptop/notebook 10,781 68.1% 120
HH owns any Apple/Mac brand computer 4,304 27.2% 153
HH owns any PC/non-Apple brand computer 11,209 70.8% 113
HH purchased most recent computer in a store 6,950 43.9% 119
HH purchased most recent computer online 2,998 18.9% 141
Spent <$500 on most recent home computer 2,138 13.5% 89
Spent $500-$999 on most recent home computer 3,365 21.3% 121
Spent
" $1,000-$1,499 on most recent home computer 2,197 13.9% 146
Spent $1,500-$1,999 on most recent home computer 1,160 7.3% 159
Spent $2,000+ on most recent home computer 1,026 6.5% 160

Data Note: An MPI (Market Potential Index) measures the relative likelihood of the adults or households in the specified trade area to exhibit certain consumer behavior
or purchasing patterns compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by
GfK MRI in a nationally representative survey of U.S. households. Esri forecasts for 2018 and 2023.

September 08, 2018

©2018 Esri Page 1 of 4

 Retail Market Potential
Ring: 2 mile radius
Latitude: 33.8439
Longitude: -117.7721
Expected Number of Percent of
Product/Consumer Behavior Adults/HHs Adults/HHs MPI
Convenience Stores (Adults)
Shopped at convenience store in last 6 mos 22,041 62.0% 99
Bought brewed coffee at convenience store in last 30 days 4,886 13.8% 102
Bought cigarettes at convenience store in last 30 days 2,416 6.8% 62
Bought gas at convenience store in last 30 days 11,695 32.9% 89
Spent at convenience store in last 30 days: <$20 3,230 9.1% 126
Spent at convenience store in last 30 days: $20-$39 3,880 10.9% 114
Spent at convenience store in last 30 days: $40-$50 2,928 8.2% 99
Spent at convenience store in last 30 days: $51-$99 1,694 4.8% 85
Spent at convenience store in last 30 days: $100+ 6,537 18.4% 83

Entertainment (Adults)
Attended a movie in last 6 months 24,466 68.9% 116
Went to live theater in last 12 months 6,057 17.0% 147
Went to a bar/night club in last 12 months 7,082 19.9% 114
Dined out in last 12 months 22,365 62.9% 123
Gambled at a casino in last 12 months 5,095 14.3% 111
Visited a theme park in last 12 months 7,880 22.2% 117
Viewed movie (video-on-demand) in last 30 days 10,290 29.0% 159
Viewed TV show (video-on-demand) in last 30 days 7,671 21.6% 155
Watched any pay-per-view TV in last 12 months 5,285 14.9% 135
Downloaded a movie over the Internet in last 30 days 3,607 10.2% 112
Downloaded any individual song in last 6 months 8,635 24.3% 120
Watched a movie online in the last 30 days 9,529 26.8% 112
Watched a TV program online in last 30 days 7,687 21.6% 120
Played a video/electronic game (console) in last 12 months 2,982 8.4% 92
Played a video/electronic game (portable) in last 12 months 1,966 5.5% 107

Financial (Adults)
Have home mortgage (1st) 15,736 44.3% 140
Used ATM/cash machine in last 12 months 21,991 61.9% 116
Own any stock 4,785 13.5% 186
Own U.S. savings bond 2,728 7.7% 159
Own shares in mutual fund (stock) 4,433 12.5% 181
Own shares in mutual fund (bonds) 3,080 8.7% 182
Have interest checking account 14,344 40.4% 137
Have non-interest checking account 10,882 30.6% 104
Have savings account 24,453 68.8% 118
Have 401K retirement savings plan 7,874 22.2% 143
Own/used any credit/debit card in last 12 months 31,304 88.1% 111
Avg monthly credit card expenditures: <$111 3,630 10.2% 85
Avg monthly credit card expenditures: $111-$225 2,523 7.1% 99
Avg monthly credit card expenditures: $226-$450 2,780 7.8% 116
Avg monthly credit card expenditures: $451-$700 2,837 8.0% 129
Avg monthly credit card expenditures: $701-$1,000 3,068 8.6% 148
Avg monthly credit card expenditures: $1,001+ 7,591 21.4% 195
Did banking online in last 12 months 18,196 51.2% 130
Did banking on mobile device in last 12 months 10,169 28.6% 122
Paid bills online in last 12 months 21,193 59.6% 121

Data Note: An MPI (Market Potential Index) measures the relative likelihood of the adults or households in the specified trade area to exhibit certain consumer behavior
or purchasing patterns compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by
GfK MRI in a nationally representative survey of U.S. households. Esri forecasts for 2018 and 2023.

September 08, 2018

©2018 Esri Page 2 of 4

 Retail Market Potential
Ring: 2 mile radius
Latitude: 33.8439
Longitude: -117.7721
Expected Number of Percent of
Product/Consumer Behavior Adults/HHs Adults/HHs MPI
Grocery (Adults)
Used beef (fresh/frozen) in last 6 months 10,970 69.3% 101
Used bread in last 6 months 14,796 93.5% 100
Used chicken (fresh or frozen) in last 6 months 11,373 71.9% 104
Used turkey (fresh or frozen) in last 6 months 2,623 16.6% 108
Used fish/seafood (fresh or frozen) in last 6 months 9,398 59.4% 108
Used fresh fruit/vegetables in last 6 months 14,277 90.2% 104
Used fresh milk in last 6 months 13,801 87.2% 101
Used organic food in last 6 months 5,065 32.0% 135

Health (Adults)
Exercise at home 2+ times per week 12,751 35.9% 129
Exercise at club 2+ times per week 7,644 21.5% 149
Visited a doctor in last 12 months 29,400 82.7% 108
Used vitamin/dietary supplement in last 6 months 21,484 60.5% 112

Home (Households)
Any home improvement in last 12 months 5,768 36.4% 131
Used housekeeper/maid/professional HH cleaning service in last 12 3,745 23.7% 169
Purchased
months low ticket HH furnishings in last 12 months 3,051 19.3% 115
Purchased big ticket HH furnishings in last 12 months 4,081 25.8% 118
Bought any small kitchen appliance in last 12 months 3,945 24.9% 111
Bought any large kitchen appliance in last 12 months 2,646 16.7% 119

Insurance (Adults/Households)
Currently carry life insurance 18,605 52.4% 118
Carry medical/hospital/accident insurance 29,591 83.3% 111
Carry homeowner insurance 21,984 61.9% 131
Carry renter's insurance 2,858 8.0% 93
Have auto insurance: 1 vehicle in household covered 3,803 24.0% 79
Have auto insurance: 2 vehicles in household covered 5,625 35.5% 123
Have auto insurance: 3+ vehicles in household covered 4,957 31.3% 137

Pets (Households)
Household owns any pet 9,056 57.2% 105
Household owns any cat 3,520 22.2% 97
Household owns any dog 6,989 44.2% 106

Psychographics (Adults)
Buying American is important to me 13,646 38.4% 95
Usually buy items on credit rather than wait 5,258 14.8% 113
Usually buy based on quality - not price 7,252 20.4% 106
Price is usually more important than brand name 9,086 25.6% 92
Usually use coupons for brands I buy often 6,301 17.7% 99
Am interested in how to help the environment 6,303 17.7% 97
Usually pay more for environ safe product 5,331 15.0% 105
Usually value green products over convenience 3,504 9.9% 87
Likely to buy a brand that supports a charity 12,406 34.9% 101

Reading (Adults)
Bought digital book in last 12 months 6,874 19.3% 145
Bought hardcover book in last 12 months 8,875 25.0% 126
Bought paperback book in last 12 month 12,314 34.7% 120
Read any daily newspaper (paper version) 8,688 24.5% 119
Read any digital newspaper in last 30 days 17,170 48.3% 128
Read any magazine (paper/electronic version) in last 6 months 33,715 94.9% 105

Data Note: An MPI (Market Potential Index) measures the relative likelihood of the adults or households in the specified trade area to exhibit certain consumer behavior
or purchasing patterns compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by
GfK MRI in a nationally representative survey of U.S. households. Esri forecasts for 2018 and 2023.

September 08, 2018

©2018 Esri Page 3 of 4

 Retail Market Potential
Ring: 2 mile radius
Latitude: 33.8439
Longitude: -117.7721
Expected Number of Percent of
Product/Consumer Behavior Adults/HHs Adults/HHs MPI
Restaurants (Adults)
Went to family restaurant/steak house in last 6 months 28,338 79.8% 106
Went to family restaurant/steak house: 4+ times a month 10,576 29.8% 111
Went to fast food/drive-in restaurant in last 6 months 32,307 90.9% 101
Went to fast food/drive-in restaurant 9+ times/mo 13,823 38.9% 98
Fast food/drive-in last 6 months: eat in 13,160 37.0% 101
Fast food/drive-in last 6 months: home delivery 2,543 7.2% 85
Fast food/drive-in last 6 months: take-out/drive-thru 16,559 46.6% 99
Fast food/drive-in last 6 months: take-out/walk-in 8,310 23.4% 111

Television & Electronics (Adults/Households)

Own any tablet 20,486 57.7% 126
Own any e-reader 4,159 11.7% 158
Own e-reader/tablet: iPad 14,326 40.3% 151
HH has Internet connectable TV 5,418 34.2% 132
Own any portable MP3 player 9,765 27.5% 128
HH owns 1 TV 2,588 16.4% 78
HH owns 2 TVs 4,072 25.7% 95
HH owns 3 TVs 3,764 23.8% 113
HH owns 4+ TVs 3,874 24.5% 138
HH subscribes to cable TV 8,090 51.1% 115
HH subscribes to fiber optic 2,662 16.8% 211
HH owns portable GPS navigation device 5,282 33.4% 134
HH purchased video game system in last 12 mos 1,654 10.5% 123
HH owns any Internet video device for TV 4,557 28.8% 141

Travel (Adults)
Domestic travel in last 12 months 24,244 68.2% 131
Took 3+ domestic non-business trips in last 12 months 6,321 17.8% 150
Spent on domestic vacations in last 12 months: <$1,000 4,047 11.4% 105
Spent on domestic vacations in last 12 months: $1,000-$1,499 2,952 8.3% 139
Spent on domestic vacations in last 12 months: $1,500-$1,999 1,840 5.2% 131
Spent on domestic vacations in last 12 months: $2,000-$2,999 2,234 6.3% 165
Spent on domestic vacations in last 12 months: $3,000+ 4,124 11.6% 185
Domestic travel in the 12 months: used general travel website 3,727 10.5% 152
Foreign travel in last 3 years 14,397 40.5% 153
Took 3+ foreign trips by plane in last 3 years 3,251 9.2% 190
Spent on foreign vacations in last 12 months: <$1,000 2,331 6.6% 140
Spent on foreign vacations in last 12 months: $1,000-$2,999 2,054 5.8% 153
Spent on foreign vacations in last 12 months: $3,000+ 3,943 11.1% 188
Foreign travel in last 3 years: used general travel website 3,546 10.0% 165
Nights spent in hotel/motel in last 12 months: any 20,719 58.3% 134
Took cruise of more than one day in last 3 years 4,622 13.0% 152
Member of any frequent flyer program 11,743 33.1% 190
Member of any hotel rewards program 9,856 27.7% 165

Data Note: An MPI (Market Potential Index) measures the relative likelihood of the adults or households in the specified trade area to exhibit certain consumer behavior
or purchasing patterns compared to the U.S. An MPI of 100 represents the U.S. average.
Source: These data are based upon national propensities to use various products and services, applied to local demographic composition. Usage data were collected by
GfK MRI in a nationally representative survey of U.S. households. Esri forecasts for 2018 and 2023.

September 08, 2018

©2018 Esri Page 4 of 4