Our Members & Visitors

The eight counties and regions that California Local reaches are home to a well-educated and affluent population. Our content and marketing are targeted toward people who are actively engaged in their communities.

Profiling: Digital News Consumers

Activities

These adults are VERY active – Over indexing in nearly every activity

EventPercentageIndex
Grilling67%109
Gardening54%102
Swimming40%115
Hiking/Backpacking33%117
Camping29%108
Volunteer Work29%114
Cycling24%112
Golfing16%127
Fishing16%106

Life Events

(Next 12 months)

These adults are living the “full life” with high indexing in many Live Events planned.

EventIndex
Adult Education111
Birth of Child/Grandchild116
Buy a House127
Get Married104
Look for New Job108
More/Change Address114
Refinance118
Retire107
Sell Home104

Male / Female

Gender well balanced with market

Median Age

46.5 yrs.

Median age nearly identical to the market
Female 46%, Male 54%
37.2% 55+, 32.7% 35-54, 30.2% 18-34

Marital Status

8% more likely to be married

Education

Approx. 25% higher education attainment vs. market
53.6% Married, 46.7% Single/Other
40.7% Grad or Post Grad, 66.8% Any College

Income

Household income (HHI) average about 20% higher than market

Residence

Home values are nearly 60% higher than the market.
7.8% < $20k, 31.2% $20k - $50k, 32.2% $50k - 100k, 28.8% > $100k
60% Own, 38% Rent

Male / Female

Gender well balanced with market
Female 46%, Male 54%

Median Age

46.5 yrs.

Median age nearly identical to the market
37.2% 55+, 32.7% 35-54, 30.2% 18-34

Marital Status

8% more likely to be married
53.6% Married, 46.7% Single/Other

Education

Approx. 25% higher education attainment vs. market
40.7% Grad or Post Grad, 66.8% Any College

Income

Household income (HHI) average about 20% higher than market
7.8% < $20k, 31.2% $20k - $50k, 32.2% $50k - 100k, 28.8% > $100k

Residence

Home values are nearly 60% higher than the market.
60% Own, 38% Rent

Children in Household

1+ Children < 18ys in home 3% more likely to be families vs. market

40.7%

Length of Residence

Typically, these adults have been in their homes for about

7 yrs.

Net Worth

Very high net worth with about 50% over $500,000 depending on the market

Employment/
Small Business Owner

12% more likely to be employer vs. market AND 27% are more likely to be small business owners

44.4% Full-time, 18.3% Part-time

Business Decision Maker

Yes 20%

20% more likely to be a decision maker vs. market

Registered Voter

Yes 81%

Very likely to be registered voters

Source: LBA& Associates – Nielsen Scarborough 2020