Demographics and Consumer Insights

Here you will find all of our articles with topics that cover demographics and consumer insights.

The Gen X Pivot: Fewer Sales, Better Design

Gen X is attracting a lot less attention from home builders these days. In the last four years, 11 publicly traded home builders have announced a new entry-level brand, and another 6 builders have announced a new retirement brand. The …

The Barbell Is Crushing the Supply of Affordable Homes

If you need any further convincing that we need to build more lower-priced homes, take a look at resale supply. The supply of low-tier listings (defined by Zillow as listings priced in the bottom one-third of home values in the …

Home Sharing: 44 Million Empty Bedrooms Await

Home sharing will gradually take a sizeable dent out of housing demand. Just like Uber matches car owners with passengers and Airbnb matches homeowners with short-term renters, new technology companies match homeowners with long-term renters. These sharing economy technologies will …

Boomers: Food for Thought

Thinking of building communities for boomers? Focus on food! Grocery stores and restaurants topped the list of most desirable amenities, according to our Consumer and Product Insights survey, which includes responses from more than 9,000 registered new home shoppers born …

Millennials Pay More for Features and Less for Brands

Our survey of more than 20,000 new home shoppers shows that millennials care more about features than brands—especially if those features involve technology that makes life easier or more fun. As a millennial, I am willing to pay for tech …

10 New Demographic Trends Shared by Our Readers

We have learned a lot in the last 12 months. After giving three presentations at ULI today, Chris Porter and I will have presented our findings 71 times since publishing our book Big Shifts Ahead one year ago. Here are …

A More Segmented Business Model

In the last two years, 8 of the 20 publicly traded home builders have announced a new brand targeting entry-level buyers. Conversely, the two public builders most associated with entry-level, LGI Homes and D.R. Horton, announced expansions catering to retiree …

Redefining the Prime Working Years

The workaholic baby boomers continue to redefine employment, even as they reach the traditional retirement age. They created the surge in dual-income families that ended in 2000, and now they are creating a surge in full-time workers over the age …

Correcting Demographic Misperceptions

 Our survey of almost 1,000 people showed eight significant demographic misperceptions. Read our book Big Shifts Ahead if you want the facts. Those misperceptions (along with charts that clarify) are as follows: 1) We are younger than we think. Half of respondents believed …

Understanding the Single-Family Renter

Single-family home renters earn more money, have more kids, and are more likely to be married than multifamily renters. . Click here to download infographic . Comparing the 16 million single-family renter households to the 28 million multifamily rental households: …