F: Promising Families

Young couples with children in starter homes, living child-centered lifestyles

4.05% of households and 3.81% of population

Who We Are

  • Aged 31-35
  • Household income $100,000-$124,999
  • 2 person household
  • Homeowner
  • High level of technology adoption

Key Features

  • Married with kids
  • No-worry spenders
  • Gamers
  • Credit-aware
  • Comfortable lifestyles
  • Just moved in



Promising Families consist mainly of Generation Yers who’ve married, moved into their first homes and started families. With over three quarters under the age of 35, these households live in small homes in affordable new subdivisions. In the two segments that make up this group, most of the adults are recently married, new to the workforce and raising young children who are mostly under the age of 10. In this group, the American dream is characterized by a computer in the family room, a trampoline in the backyard and an SUV and multiple bikes in the garage.

Promising Families are found in the rapidly-growing towns and small cities of the West and South; and one segment has a high concentration living in military base communities like Quantico, Va.; Camp Lejeune, N.C.; and Colorado Springs, Colo. Most of their homes are modern ranches, bungalows and split-foyer houses that were built since 2000. However, because of their locations on the outer edge of the urban sprawl, the housing is affordable, with average values. While they’ve typically been at their current address for fewer than five years, these young families have quickly come to appreciate their safe subdivisions, new schools, abundant ball fields and convenient discount retailers.

The educational achievements among Promising Families members are above average with around a third of household heads having either bachelor or graduate degrees. That level of schooling translates to a wide variety of occupations— technology sales and blue-collar work. Though most of the adults are earning entry-level pay, the dual-income households have enough disposable cash to lead comfortable leisure-filled lives.

In Promising Families, life revolves around young and active families. It’s hard to find a team sport—especially baseball, basketball, soccer or football—in which they don’t participate. They keep fit by jogging, swimming, and aerobics. These parents are still young enough to enjoy nightlife and—after getting a babysitter—often go out to restaurants, bars, nightclubs, and movie theaters. Many keep their kids occupied on weekends by taking them to a bowling alley, swimming pool, aquarium or zoo. At home, they spend their leisure time on the internet, playing games, listening to music, reading or working on their hobbies, such as painting. During school breaks they travel frequently to domestic beaches, theme parks and campgrounds where they enjoy hiking and horseback riding.

Promising Families like to shop, though they’re price-sensitive. They like to stretch their money, typically waiting for sales, patronizing factory outlets and heading right to the clearance racks. These shoppers are a strong market for electronics; they buy all manner of video and audio equipment. To chauffeur their kids to extracurricular activities and family outings, they rely on large cars like CUVs, minivans and SUVs. They tend to buy used vehicles, but it doesn’t matter as much whether it’s an import or domestic.

Promising Families have only selective interest in media, with most of their program choices reflecting their preoccupation with childrearing. They seem to have given up on subscribing to newspapers and they have below-average interest in magazines—reflecting their younger makeup. However, they will make an exception for parenting and sports magazines. On TV, they’re big fans of sitcoms.

Politically, Promising Families are less involved than most; two households out of five are unregistered voters. Relative newcomers to their community, they belong to few groups other than their local church or synagogue.