The document summarizes data from annual consumer surveys in the Milwaukee area from 2004 to 2013. It finds that the percentage of residents ages 18-34 increased slightly while the percentage of residents ages 35-44 decreased significantly. The average household income also increased substantially over this period, with larger growth in the number of households with incomes over $100,000.

1. Source: CNNMoney.com, January 2, 2011

2. Source: MarketingCharts.com

3. Source: Marshall Marketing & Communications
annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee,
Washington, Racine & Kenosha Counties
2004 2013 Change
Demo Cells
18 - 34 29% 30% +3%
35 - 44 21% 15% -29%
45 - 54 21% 23% +10%
55 - 64 11% 15% +36%
65+ 16% 17% +6%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
40.0
41.0
42.0
43.0
44.0
45.0
46.0
47.0
48.0
49.0
50.0
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
65+
45 - 64
35 - 44
18 - 34
Average Age Trend

4. Source: Marshall Marketing & Communications
annual Milwaukee consumer surveys
*Includes
Milwaukee, Waukesha, Ozaukee, Washington,
Racine & Kenosha Counties
2004 2013 Change
Demo Cells
18 - 34 29% 30% +3%
35 - 44 21% 15% -29%
45 - 54 21% 23% +10%
55 - 64 11% 15% +36%
65+ 16% 17% +6%
Avg. HHI
(000)
$53.5 $65.0 +21%

5. 2004 2013 Change
Demo Cells
18 - 34 29% 30% +3%
35 - 44 21% 15% -29%
45 - 54 21% 23% +10%
55 - 64 11% 15% +36%
65+ 16% 17% +6%
HHI
<$30K
$30-$50K
$50-$75K
$75-$100K
$100K+
33%
24%
23%
12%
9%
25%
21%
20%
15%
19%
-24%
-13%
-13%
+25%
+111%
Avg. HHI
(000)
$53.5 $65.0 +21%
Source: Marshall Marketing & Communications
annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee,
Washington, Racine & Kenosha Counties
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$100K+
$75-$100K
$50-$75K
$40-$50K
$30-$40K
$20-$30K
<$20K
Average HHI Trend

6. Adults 18-34
• 30% of Milwaukee Adults
• Population 433,998
• Average HHI $50,690
• Buying Power $11.6 billion
Adults 18-49
• 57% of Milwaukee Adults
• Population 827,355
• Average HHI $65,160
• Buying Power $28.4 billion
Adults 25-54
• 57% of Milwaukee Adults
• Population 821,549
• Average HHI $74,150
• Buying Power $32.1 billion
Adults 35-64
• 54% of Milwaukee Adults
• Population 778,004
• Average HHI $78,650
• Buying Power $32.3 billion
Adults 35-49
• 27% of Milwaukee Adults
• Population 393,356
• Average HHI $81,130
• Buying Power $16.9 billion
Adults 50+
• 43% of Milwaukee Adults
• Population 624,145
• Average HHI $64,750
• Buying Power $21.3 billion
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys *Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties