MHC Advertising for 2020
The good news is that in 2020 more than 70% of Californians over the age of 55 are homeowners. The median 55+ homeowner household spends only 16% of their income on housing, and less than 35% of homeowner households are cost-burdened, compared to over 29% of all US homeowners and almost 52% of all renters. These homeowners are consumers like everyone else. They are active, like to travel, add upgrades to their homes, and enjoy dining out. If you want to grow your business, this is the market to tap. While aging boomers are by no means a uniquely California phenomenon, people in their 50s and 60s here tend to be healthier and have longer life expectancies than in other parts of the country. Despite increases in living costs, baby boomers don’t seem to be leaving California in the numbers you might expect. Facts are less than 1% are fleeing to more affordable places such as Nevada and Arizona. The vast majority are spending their golden years in the Golden State.
Survey
Lets take a closer look
Looking at stats can help you decide
Overall Stats
Age
45.9% are 70 years or older.
40.5% are 56-70 years of age.
11.3% are 40-55 years of age.
Life stage/employment
67% are retired
Retired married (24.6%) or retired single (40.8%).
16% are middle singles (age range 35-65yrs).
20.3% are employed full time.
8.7% are employed part time.
4.2% are self-employed.
2.7% are seeking employment.
Annual household incomes
37.3% show incomes of $25,000-29,999
11.4% show incomes of $30,000-34,999
8.3% show incomes of $35,000-39,999.
14.1% show incomes of $40,000-49,999.
19.0% show incomes of $50,000-74,999.
9.9% show incomes of $75,000+.
Net worth
26.5% show net worth of $50,000-99,999.
27.5% show net worth of $100,000-249,999.
21.1% show net worth of $250,000+.
Race/gender
86.6% are Caucasian.
4.1% are Hispanic.
2.2% are Native American.
2.1% are Asian American.
59.3% are female.
40.7% are male
*info. Statista.com global business data 2020
Reading Stats
Reading activity
96.1% read their magazines every month.
61.4% refer to their magazines twice or more/month.
24.1% refer to their magazines 5 times or more/month.
66.8% keep their magazines for two months.
12.1% keep their magazines for four months.
16% keep their magazines for 10 months or longer.
Age restricted/family/lifestyle
70.6% live in age restricted (55+) communities.
29.4% live in all-age communities.
37.1% have lived in their community for over 10 years.
12.9% have lived in their community for 8-10 years.
30.2% have lived in their community for 4-7 years.
93.0% would positively recommend living in a
manufactured housing community to a friend or
relative
Advertisers
83.0% use the advertisers in the magazine.
93.7% find our advertisers to be reputable.
61.9% would refer an advertiser to their neighbor.
Comparison of Options
We are preferred over the internet 68.6% of the time.
We are preferred over the yellow pages 66.1% of the time
We are preferred over local newspapers 53.2% of the time