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 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


Marital Status

8% more likely to be married

Education

Approx. 25% higher education attainment vs. market


Household Income (HHI)

Income average about 20% higher than market

Children in HH
1+ Children < 18ys in home 40.7%
3% more likely to be families vs. market

Residence

Homes are nearly 60% higher than the market.

Length of Residence (LOR)
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