Our Members & Visitors
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
| Event | Percentage | Index |
|---|---|---|
| Grilling | 67% | 109 |
| Gardening | 54% | 102 |
| Swimming | 40% | 115 |
| Hiking/Backpacking | 33% | 117 |
| Camping | 29% | 108 |
| Volunteer Work | 29% | 114 |
| Cycling | 24% | 112 |
| Golfing | 16% | 127 |
| Fishing | 16% | 106 |
Life Events
(Next 12 months)
These adults are living the “full life” with high indexing in many Live Events planned.
| Event | Index |
|---|---|
| Adult Education | 111 |
| Birth of Child/Grandchild | 116 |
| Buy a House | 127 |
| Get Married | 104 |
| Look for New Job | 108 |
| More/Change Address | 114 |
| Refinance | 118 |
| Retire | 107 |
| Sell Home | 104 |
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
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