Know Your Neighbors: North Culver City -- Thriving Immigrants

Northern Culver City (zip code 90232) falls into this neighborhood category, which includes immigrants and their children. Residents earn moderate to high incomes and reside in upscale neighborhoods in the coastal states.

Demographic Profile

Less than 30 percent of the population in a Thriving Immigrants neighborhood is foreign born, but 40 percent speak a language other than English at home. Most of the households are families, married couples with younger children, or adult children. The population is diverse, including Asian and Pacific Islanders (four times higher than the national average) and people of Hispanic origin (three times the national average). The age distribution is slightly younger; median age is 32.9 years.

Socioeconomic Profile

The households in this market earn moderate to high incomes, primarily from wage and salary employment. Median household income is $42,900. Labor force participation rates are high; unemployment is low. Despite their relative affluence, these consumers neither invest nor save their income.

Housing Profile

Home values and rents are especially high for Thriving Immigrants due to their location. The typical value of owner-occupied units is $194,000 - 70 percent above the national average. Home ownership is slightly below average at 60 percent. Most of the homes are single-family, built between 1950 and 1969.

Resident Interests

Although urban and not inclined to commute, Thriving Immigrants are likely to own two or more cars, with one being foreign. Leisure activities involve casino gambling, buying lottery tickets, photography, and riding a stationary bike. Thriving Immigrants spend their money on educational toys, children’s toys, and books. They prefer Western domestic travel to foreign. They enjoy dining at family restaurants for breakfast; takeout food and fast food delivery are also popular. Media preferences include watching videos, special programs such as "National Geographic" or preseasonal NFL shows, and reading magazines like "Cosmopolitan."

Note: Statistics for "Thriving Immigrants" are derived from nationwide averages.

Adapted with permission from "Sourcebook of Zip Code Demographics," 12th edition, 1997, published by CACI Marketing Systems, phone (800) 292-CACI.

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