Market Intelligence: Shafter's adult population drops 32 percent
By THE BAKERSFIELD CALIFORNIAN
The size and characteristics of Shafter's adult population changed dramatically in 2011, resulting in an older community with fewer single, Hispanic and employed adults compared to 2010. The number of retired adults increased 291 percent, while those working full- or part-time dropped 32 and 26 percent, respectively.
Most employed adults are blue collar workers; however, the number employed in specific trades declined; construction, down 90 percent; production or transportation, down 89 percent; and material moving, down 33 percent. Employment increased in farming (969 percent); personal care (94 percent); healthcare (15 percent); and sales (10 percent).
The data suggest some younger Shafter workers may have moved to Bakersfield to find employment. The number of adults ages 18-54 dropped 51 percent in Shafter, and also dropped in surrounding areas such as Delano, McFarland and Wasco. In Bakersfield, this age segment increased 7 percent.
Key characteristics...# of Shafter adults...% change 2010 vs. 2011
Total Shafter adults... 9,463...-32%
Men... 6,487...-22%
Women... 2,976...-47%
Age 18-34... 2,887...-65%
Age 35-54... 3,351...-23%
Age 55 or older... 3,225...168%
Household Income
Less than $50,000... 5,736...-37%
$50,000 or more... 3,727...-22%
Hispanic... 5,177...-53%
Never married (single)... 2,719...-62%
Children in household... 2,957...-68%
Employed full-time... 4,566...-32%
Employed part-time... 2,226...-26%
White collar job... 2,360...-49%
Blue collar job... 4,432...-12%
Not employed -- total... 2,671...-36%
Not employed -- retired... 1,146...291%
Despite a smaller, older adult population, Shafter consumers plan to replace or upgrade various household items and electronics in the next 12 months.
Plan to purchase -- next 12 months ...# of Shafter adults...% change 2010 vs. 2011
Mattress... 2,230.... 9%
High-definition TV (HDTV)... 1,856... 79%
Major appliance... 1,728... 12%
Digital video recorder (DVR) ... 1,084...573%
Video game system... 540... 54%
Source: Scarborough Research 2010-2011, annual surveys of 1,900 Kern adults, The Bakersfield Californian Market Research Department.
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