Demographics & Market Facts
South Florida, stemming from the Treasure Coast to Key West, is home to 6.3 million people. This area is comprised of two Nielsen TV markets, the Miami/Fort Lauderdale DMA (15th largest in the country) and the West Palm Beach/Fort Pierce DMA (45th in the county). Combined, this area makes up 1/3 of Florida’s total population and is actually larger in terms of population than all but 17 states. A diverse area, the Miami/Fort Lauderdale DMA is actually the 3rd largest Hispanic market in the country.
Demographics of South Florida Adults:
Median Age 48.8
Median Household Income: $48,500
One in three adults have a household income of $75,000+
More than 55% of adults are college educated
Working professionals, nearly 2 out of 3 employed are in White-Collar positions
Nearly 70% own their own homes; with a median home value of $181,000
Source: Scarborough Research 2012, Release 1
More notable South Florida facts:
An entrepreneurial environment, both South Florida DMAs rank in the top 5 nationally for percent of adults that are Self Employed/Small Business Owners.
Technologically savvy, South Florida falls 11th among the nation's top DMAs for smartphone ownership.
A leading travel market-
Both West Palm Beach/Fort Pierce DMA & Miami/Fort Lauderdale DMA fall in to the top 3 markets for percent of population that has taken a cruise in the past three years.
Miami/Fort Lauderdale DMA ranks 2nd among the nation's DMAs for adults taking a foreign trip in the past 3 years, West Palm Beach/Fort Pierce DMA ranks 11th.
Both West Palm Beach/Fort Pierce DMA & Miami/Fort Lauderdale DMA rank within the nation’s top 15 markets for percent of adults with a second home or investment property.
West Palm Beach/Fort Pierce DMA ranks 2nd among all DMAs in the country for percent of adults that used a stockbroker.
Strategic shoppers, South Florida ranks 10th among the nation’s top DMAs for number of adults using grocery coupons.
Risk takers, South Florida ranks 7th among the nation’s top DMAs for visiting a casino in the past 12 months.
Source: Scarborough Research Multi-Market Study 2011, Release 2