NJFuture Redevelopment Forum 2015 Vogel
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This document summarizes research on Gen Y "Young Urban Socials" who are typically aged 22-34, single, college-educated but lower-income. They seek an urban lifestyle with walkability, amenities, and social opportunities. They prefer living with roommates in apartments that are affordable, emphasize community space over dining, and offer amenities like fitness centers, technology, and ways to personalize space. The AVA properties are designed to appeal to these renters by providing locations in urban areas with high walkability scores and features that activate social interaction and accommodate personal interests and an active lifestyle.
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NJFuture Redevelopment Forum 2015 Vogel
- 1. Gen Y and The Young Urban Social Market
- 2. Young Urban Socials: Who Are They? • Young (80% 22-34 years old) • Single (63%) • College educated (80%) • Lower income due to life-stage • Live with roommates (62%) • Strong social lifestyle • Plugged into latest technology • Like to express personal style • Lower car ownership • Pet owners (53%)
- 4. Young Urban Socials: What They Want • Seek energy and vibe of urban core • Maximize location and walkability • Minimize cost • Roommates • Smaller apartments • More emphasis on living space, less on dining • Open kitchens • Ability to personalize space • State-of-the-art fitness center • Technology - Mobile
- 6. High Walk Score® Locations
- 7. @AVA
- 9. The AVA Customer Is… Bachelor's Degree Connected Socially Single (63%) Self- Expressive Strong Desire to Network Aspiring Outgoing & Willing 25-35 yrs. old Plugged in to Latest Technology
- 10. WHERE WE WANT. WE LIVE.
- 14. AVA Little Tokyo Los Angeles Walk Score® = 97
- 20. AVA 55 Ninth San Francisco Walk Score® = 96
- 24. AVA H Street Washington D.C. Walk Score® = 94
- 28. AVA High Line New York Walk Score® = 97
- 37. AVA DoBro Brooklyn Walk Score® = 99
Editor's Notes
- Video: “The Social Media Revolution”: https://www.youtube.com/watch?v=TQg2DJx0seo
- Customer Brief: The AVA customer is the most experimental and adopting of technology and social media. This diverse, yet congruent segment, utilizes social media regularly for personal use. The essence of an AVA customer’s life “comes alive in the moments [they] share and foster exchange”. Highlight key demographics & psychographics of the AVA customer.
- 40