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LOCAL ECONOMIC AREA REPORT

Pasadena, California

Copyright 2018 Realtors Property Resource® LLC. All Rights Reserved. Information is not guaranteed. Equal Housing Opportunity.

8/22/2018

Criteria Used for AnalysisIncome:Median Household Income

Age:Median Age

Population Stats:Total Population

Segmentation:1st Dominant Segment

$73,848 38.2 143,928 Metro Renters

Consumer SegmentationLife Mode UrbanizationWhat are thepeople like thatlive in this area?

Uptown IndividualsYounger, urban singles on the move

Where do peoplelike this usuallylive?

Principal Urban CentersYoung, mobile, diverse in metros of 2.5 + million people

Top TapestrySegments Metro Renters Urban Chic City Lights

InternationalMarketplace Trendsetters

% of Households 11,558 (20.0%) 8,761 (15.2%) 7,347 (12.7%) 5,998 (10.4%) 5,057 (8.8%)

% of Los Angeles County 89,677 (2.7%) 163,609 (5.0%) 200,686 (6.1%) 314,630 (9.6%) 262,307 (8.0%)

Lifestyle Group Uptown Individuals Upscale Avenues Middle Ground Next Wave Uptown Individuals

Urbanization Group Principal UrbanCenters

Suburban Periphery Urban Periphery Urban Periphery Principal UrbanCenters

Residence Type Multi-Unit Rentals Single Family Multi-Units; SingleFamily

High-DensityApartments; SingleFamily

High-DensityApartments

Household Type Singles Married Couples Married Couples Married Couples Singles

Average Household Size 1.66 2.37 2.56 3.04 2.1

Median Age 31.8 38.4 38.8 32.3 35.5

Diversity Index 59.3 45.2 73.6 88.3 75.2

Median Household Income $52,000 $98,000 $60,000 $41,000 $51,000

Median Net Worth $14,000 $226,000 $64,000 $15,000 $16,000

Median Home Value – $465,000 $323,000 – –

Homeownership 20.8 % 66.7 % 52.5 % 28.1 % 24.9 %

Average Monthly Rent $1,310 – – $1,140 $1,340

Employment Professional orManagement

Professional orManagement

Professional orServices

Services Professional, Servicesor Management

Education College Degree College Degree College Degree No High SchoolDiploma

College Degree

Preferred Activities Prefer environmentallysafe products. Practiceyoga, Pilates; ski.

Visit museums, artgalleries. Ski; practiceyoga; hike; play tennis.

Play the lottery. Shopfor trusted brands.

Shop at warehouseclubs, specialtymarkets. Visit themeparks, play soccer.

Travelfrequently. Shop atWhole Foods, TraderJoe's.

Financial Spend wages on rent Own healthy portfolios Bank in person; paybills online

Do not save or invest Seek financial advice;build stock portfolios

Media Active on Facebook,Twitter, YouTube,LinkedIn

Shop, bank online Listen to classic rock,alternative, hip-hopradio

Listen to Spanish/Latinmusic on cell phone orradio

Stay connected; prefertexting

Vehicle Take publictransportation, taxis;walk; bike

Choose luxury imports Take publictransportation

Take publictransportation

Choose subcompacts,public transportation


Copyright 2018 Realtors Property Resource® LLC. All Rights Reserved. Information is not guaranteed. Equal Housing Opportunity. 8/22/2018

Who We AreResidents in the highly mobile andeducated Metro Renters market live aloneor with a roommate in older apartmentbuildings and condos located in the urbancore of the city. This is one of the fastest-growing segments; the popularity of urbanlife continues to increase for consumersin their late twenties and thirties.Residents' income is close to the U.S.average, but they spend a large portion oftheir wages on rent, clothes and the latesttechnology. Computers and cell phonesare an integral part of everyday life and areused interchangeably for news,entertainment, shopping and socialmedia. Metro Renters residents live closeto their jobs and usually walk or take a taxito get around the city.

Our NeighborhoodOver half of all households are occupied bysingles, resulting in the smallest averagehousehold size among the markets, 1.66.Neighborhoods feature 20+ unit apartmentbuildings, typically surrounded by offices andbusinesses.Renters occupy close to 80% of all households.Public transportation, taxis, walking and bikingare popular ways to navigate the city.

Socioeconomic TraitsWell-educated consumers, many currentlyenrolled in college.Very interested in the fine arts and strive to besophisticated; value education and creativity.Willing to take risks and work long hours to getto the top of their profession.Become well informed before purchasing thenewest technology.Prefer environmentally safe products.Socializing and social status very important.

Market ProfileEnjoy wine at bars and restaurants.Shop at Trader Joe's and Whole Foods forgroceries; partial to organic foods.Own a Mac computer and use it forreading/writing blogs, accessing datingwebsites, and watching TV programs andmovies.Favorite websites: Facebook, Twitter, YouTubeand LinkedIn.Use a tablet for reading newspapers andmagazines.Participate in leisure activities including yoga,Pilates and downhill skiing.Shop for clothes at Banana Republic, The Gapand Nordstrom.

An overview of who makes up this segment across the United States

The demographic segmentation shown here can help you understand the lifestyles and life stages of consumers in a market. Data provider Esri classifiesU.S. residential neighborhoods into 67 unique market segments based on socioeconomic and demographic characteristics. Data Source: Esri 2017. UpdateFrequency: Annually.

This is the

#1dominant segmentfor this area

In this area

20.0%of households fallinto this segment

In the United States


About this segment

Metro Renters



Who We AreUrban Chic residents are professionalswho live a sophisticated, exclusivelifestyle. Half of all households areoccupied by married-couple families, andabout 30 percent are singles. These arebusy, well-connected and well-educatedconsumers--avid readers andmoviegoers, environmentally active andfinancially stable. This market is a bitolder, with a median age of almost 43years, and growing slowly, but steadily.

Our NeighborhoodMore than half of Urban Chic householdsinclude married couples; 30% are singles.Average household size is slightly lower thanaverage at 2.37.Homes range from prewar to recentconstruction, high-rise to single family.Over 60% of householders live in single-familyhomes; more than one in four live in multi-unitstructures.Two-thirds of homes are owner occupied.Major concentrations of these neighborhoodsare found in the suburban periphery of largemetropolitan areas on the California coast andalong the East Coast.Most households have two vehicles available.Commuting time is slightly longer, butcommuting by bicycle is common.

Socioeconomic TraitsWell educated, more than 60% of residentshold a bachelor's degree or higher.Unemployment rate is well below average at5%; labor force participation is higher at 69%.Residents are employed in white-collaroccupations--in managerial, technical andlegal positions.Over 40% of households receive income frominvestments.Environmentally aware, residents activelyrecycle and maintain a "green" lifestyle.These busy, tech-savvy residents use PCsextensively for an array of activities such asshopping, banking and staying current--a topmarket for Apple computers.

Market ProfileShop at Trader Joe's, Costco or Whole Foods.Eat organic foods, drink imported wine, andtruly appreciate a good cup of coffee.Travel extensively (domestically andinternationally).Prefer to drive luxury imports and shop atupscale establishments.Embrace city life by visiting museums, artgalleries and movie theaters for a night out.Avid book readers of both digital and audioformats.Financially shrewd residents that maintain ahealthy portfolio of stocks, bonds and realestate.In their downtime, enjoy activities such asskiing, yoga, hiking and tennis.



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Urban Chic



Who We AreCity Lights, a densely populated urbanmarket, is the epitome of equality. Thewide-ranging demographic characteristicsof residents mirror their passion for socialwelfare and equal opportunity. Householdtypes range from single person tomarried-couple families, with and withoutchildren. A blend of owners and renters,single-family homes and townhomes,midrise and high-rise apartments, theseneighborhoods are racially and ethnicallydiverse. Many residents have completedsome college or a degree, and they earn agood income in professional and serviceoccupations. Willing to commute to theirjobs, they work hard and budget well tosupport their urban lifestyles, laying thefoundation for stable financial futures.

Our NeighborhoodHalf of the homes are single-family residencesor townhomes.Tenure is 50-50: half of households are ownedand half are rented. Median home value andaverage gross rent exceed U.S. values.Households include families, both marriedcouples and single parents, as well as singles.The distribution is similar to the U.S., withslightly more single-person households.Housing is older in this market: 2 out of 3homes were built before 1970.Most households own one vehicle, but publictransportation is still a necessity for dailycommutes.

Socioeconomic TraitsCity Lights residents earn above averageincomes, but lag the nation in net worth.Labor force participation exceeds the U.S.average. Residents work hard in professionaland service occupations but also seek to enjoylife.These consumers save for the future, often toachieve their dream of home ownership. Theyoften engage in discussion about financialproducts and services among their peers. Theyearn dividend incomes from their portfolios butsteer away from risky investments.These consumers are price savvy but will payfor quality brands they trust.Reflecting the diversity of their neighborhoods,residents stand by their belief in equalopportunity.Attuned to nature and the environment, andwhen they can, purchase natural products.

Market ProfilePrice-conscious consumers, they seek out dealson brands they like at warehouse clubs,Walmart or Target.Residents are traditional in many ways. Theyprefer to bank in person but are increasinglypaying their bills online. They rarely carry acredit card balance but occasionally buy oncredit.Most residents have high-speed Internet accessat home and use their computers for basicbrowsing and some shopping. They findtechnology cumbersome, preferring to make aphone call rather than text. They aren't thatkeen on social media either.These are health-conscious consumers, whopurchase low-calorie and low-fat food.Dreaming of a brighter future, they often trytheir luck on the lottery.Their taste in music is varied, typically classicrock, alternative or hip hop, and even classicalmusic, listening during their daily commutes.



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City Lights



Who We AreInternational Marketplace neighborhoodsare a rich blend of cultures, found indensely populated urban and suburbanareas, almost entirely in the Middle Atlantic(especially in New York and New Jersey)or in California. Almost 40 percent ofresidents are foreign-born; 1 in 4households are linguistically isolated.Young, Hispanic families rentingapartments in older buildings dominatethis market; about two-fifths of householdshave children. One-fifth of householdshave no vehicle, typically those living in thecity. Workers are mainly employed in whitecollar and service occupations (especiallyfood service and building maintenance).One-fifth of workers commute using publictransportation and more walk or bike towork than expected. Median householdincome is lower, but home values arehigher, reflecting the metropolitan areas inwhich they live. Consumers are attentive topersonal style; purchases reflect theiryouth and their children. True to theirculture, residents visit Spanish languagewebsites, watch programs on Spanish TVnetworks, and listen to Hispanic music.

Our NeighborhoodDensely settled urban periphery of largemetropolitan areas, East and West Coasts.Young, diverse family market: 41% familieswith children (married couple or single parent),plus married couples without children and anotable proportion of multigenerationalhouseholds.Approximately 72% of householders inmultiunit apartment buildings, 30% in 2-4 unitstructures.Majority of apartments built before 1970(68%), 30% built before 1940.1 or 2 vehicles for two-thirds of households;22% have no vehicle.

Socioeconomic TraitsAlmost 40% of the population were bornabroad; almost 1 in 4 households haveresidents who do not speak English.29% have no high school diploma; 29% havea high school diploma only.Labor force participation rate is 68% andhigher than the U.S. average; unemploymentis also higher, at 10.9%.These are hard-working consumers, striving toget ahead; style matters to them.Preserving the environment and being in tunewith nature are very important.Media used most often is the Internet.

Market ProfileNo extra money to invest in retirement savingsplans, stocks or bonds.Shop for groceries at warehouse/club stores, aswell as specialty markets.Read baby magazines and purchase babyproducts.Family activities include visiting theme parks,going to the beach, playing soccer and goingout for fast food.Use the Internet to visit Spanish languagewebsites and chat rooms, access social mediasites, watch movies and play games.Watch programs on children's channels and onSpanish TV networks.Listen to Spanish/Latin music on their cellphones or on the radio at home.



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International Marketplace



Who We AreArmed with the motto "you're only youngonce," Trendsetters residents live life to itsfull potential. These educated youngsingles aren't ready to settle down; they donot own homes or vehicles and choose tospend their disposable income onupscale city living and entertainment.Dressed head to toe in the most currentfashions, their weeknights and weekendsare filled discovering local art and culture,dining out or exploring new hobbies. Theirvacations are often spontaneous, packedwith new experiences and chronicled ontheir Facebook pages.

Our NeighborhoodTrendsetters residents are singles--living aloneor with roommates or partners.Approximately 75% rent in upscale, multi-unitstructures.High-rent cities like New York; San Francisco;Chicago; and Washington, D.C. are popularamong renters willing to pay well above U.S.average rent.Commuting can take up to an hour; publictransportation, walking and biking are popular;many own no vehicle.

Socioeconomic TraitsThese residents are young and well educated;almost half have a bachelor's degree or more.Well paid, with little financial responsibility,these consumers are spenders rather thansavers. They seek financial advice and arealready building their stock portfolios.Image is important to these consumers. Theyuse the Internet to keep up with the latest stylesand trends and shop around for good deals.Trendsetters residents travel often, exploringnew destinations and experiences.Socially and environmentally conscious, theyare willing to pay more for products thatsupport their causes.Up-to-date on technology, they explore andexploit all the features of their smartphones.They are attentive to good health andnutrition.

Market ProfileNot only do Trendsetters residents spend freelyon fashionable and branded clothing, theyalso own the latest in cell phones and tablets.Particularly for residents that often work athome, wireless Internet access is a must. Manyare fans of Mac computers.To keep up with their busy social calendar,they are always connected. Texting is theirpreferred form of communication, but they alsodedicate time to social media, recounting theirexperiences via Facebook and Twitter.Trendsetters residents seek out new adventures--explore local arts and culture, take on newhobbies such as drawing or painting; oftenmake last-minute travel plans.These avid readers embrace e-books and e-newspapers but do prefer hard-copy versions ofwomen's fashion and epicurean magazines.Trendsetters residents jog, run or walk forexercise and occasionally attend a yoga class.These consumers shop at Whole Foods orTrader Joe's and buy organic when they can;however, their cart is more often filled withprepared or ready-to-heat meals.To suit their urban lifestyle (and parkingoptions), the cars they own are subcompact.



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Trendsetters



20172022 (Projected)

Total PopulationThis chart shows the total population inan area, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually


Population DensityThis chart shows the number of peopleper square mile in an area, comparedwith other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually


Population Change Since 2010This chart shows the percentage changein area's population from 2010 to 2017,compared with other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena

Total Daytime PopulationThis chart shows the number of peoplewho are present in an area during normalbusiness hours, including workers, andcompares that population to othergeographies. Daytime population is incontrast to the "resident" populationpresent during evening and nighttimehours.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena, California: Population Comparison



Pasadena

Daytime Population DensityThis chart shows the number people whoare present in an area during normalbusiness hours, including workers, persquare mile in an area, compared withother geographies. Daytime population isin contrast to the "resident" populationpresent during evening and nighttimehours.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually


Average Household SizeThis chart shows the average householdsize in an area, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually


Population Living in FamilyHouseholdsThis chart shows the percentage of anarea’s population that lives in ahousehold with one or more individualsrelated by birth, marriage or adoption,compared with other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Women 2017Men 2017Women 2022 (Projected)Men 2022 (Projected)

Female / Male RatioThis chart shows the ratio of females tomales in an area, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually




Median AgeThis chart shows the median age in anarea, compared with other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually


Population by AgeThis chart breaks down the population ofan area by age group.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena, California: Age Comparison



MarriedUnmarried

Married / Unmarried AdultsRatioThis chart shows the ratio of married tounmarried adults in an area, comparedwith other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

MarriedThis chart shows the number of people inan area who are married, compared withother geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Never MarriedThis chart shows the number of people inan area who have never been married,compared with other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

WidowedThis chart shows the number of people inan area who are widowed, comparedwith other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

DivorcedThis chart shows the number of people inan area who are divorced, compared withother geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena, California: Marital Status Comparison




Average Household IncomeThis chart shows the average householdincome in an area, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually


Median Household IncomeThis chart shows the median householdincome in an area, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually


Per Capita IncomeThis chart shows per capita income in anarea, compared with other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Average Disposable IncomeThis chart shows the average disposableincome in an area, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena, California: Economic Comparison



PasadenaLos Angeles CountyCaliforniaUSA

Unemployment RateThis chart shows the unemploymenttrend in an area, compared with othergeographies.Data Source: Bureau of Labor Statisticsvia 3DLUpdate Frequency: Monthly

Employment Count byIndustryThis chart shows industries in an areaand the number of people employed ineach category.Data Source: Bureau of Labor Statisticsvia Esri, 2017Update Frequency: Annually



Less than 9th GradeThis chart shows the percentage ofpeople in an area who have less than aninth grade education, compared withother geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Some High SchoolThis chart shows the percentage ofpeople in an area whose highesteducational achievement is some highschool, without graduating or passing ahigh school GED test, compared withother geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

High School GEDThis chart shows the percentage ofpeople in an area whose highesteducational achievement is passing ahigh school GED test, compared withother geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

High School GraduateThis chart shows the percentage ofpeople in an area whose highesteducational achievement is high school,compared with other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Some CollegeThis chart shows the percentage ofpeople in an area whose highesteducational achievement is somecollege, without receiving a degree,compared with other geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena, California: Education Comparison



Associate DegreeThis chart shows the percentage ofpeople in an area whose highesteducational achievement is an associatedegree, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Bachelor's DegreeThis chart shows the percentage ofpeople in an area whose highesteducational achievement is a bachelor'sdegree, compared with othergeographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Grad/Professional DegreeThis chart shows the percentage ofpeople in an area whose highesteducational achievement is a graduateor professional degree, compared withother geographies.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually



Pasadena

Average Commute TimeThis chart shows average commute timesto work, in minutes, by percentage of anarea's population.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena

How People Get to WorkThis chart shows the types oftransportation that residents of the areayou searched use for their commute, bypercentage of an area's population.Data Source: U.S. Census AmericanCommunity Survey via Esri, 2017Update Frequency: Annually

Pasadena, California: Commute Comparison



Median Estimated Home ValueThis chart displays property estimates foran area and a subject property, whereone has been selected. Estimated homevalues are generated by a valuationmodel and are not formal appraisals.Data Source: Valuation calculationsbased on public records and MLS sourceswhere licensedUpdate Frequency: Monthly

12-Month Change in MedianEstimated Home ValueThis chart shows the 12-month change inthe estimated value of all homes in thisarea, the county and the state. Estimatedhome values are generated by avaluation model and are not formalappraisals.Data Source: Valuation calculationsbased on public records and MLS sourceswhere licensedUpdate Frequency: Monthly

Pasadena, California: Home Value Comparison



Best Retail Businesses: Pasadena, California

This chart shows the types of businesses that consumers are leaving an area to find. The business types represented by blue bars are relatively scarce in the area,so consumers go elsewhere to have their needs met. The beige business types are relatively plentiful in the area, meaning there are existing competitors for thedollars that consumers spend in these categories.Data Source: Retail Marketplace via Esri, 2017Update Frequency: Annually



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About RPR's DataRPR generates and compiles real estate and other data from a vast array of sources.The data contained in your report includes some or all of the following:

Listing data from our partner MLSs and CIEs, and related calculations, likeestimated value for a property or median sales price for a local market.Public records data including tax, assessment, and deed information.Foreclosure and distressed data from public records and RealtyTrac.Market conditions and forecasts based on listing and public records data.Census and employment data from the U.S. Census and the U.S. Bureau ofLabor Statistics.Demographics and trends data from Esri. The data in commercial and economicreports includes Tapestry Segmentation, which classifies U.S. residentialneighborhoods into unique market segments based on socioeconomic anddemographic characteristics.Business data including consumer expenditures, commercial market potential,retail marketplace, SIC and NAICS business information, and banking potentialdata from Esri.School data and reviews from Niche.Specialty data sets such as walkability scores, traffic counts and flood zones.

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local economic area report...shop at trader joe's, costco or whole foods. eat organic foods,...

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