Hawai`i tops in multigenerational homes

Households in Hawai`i are more than twice as likely to be multi-generational compared to the average U.S. household, according to a report released today. MapInfo, a New York based software company specializing in “location-based intelligence,” sought out interesting demographic trends related to mothers and babies in anticipation of Mother’s Day. California came in second, with households 50 percent more likely than the average to be multi-generational.

Hawaii’s standing was affirmed last year by the U.S. Census, which found 8.2 percent of island households were multigenerational (defined as families where grandparents lived under the same roof with two or more generations of descendants). California and Mississippi were the only other states that exceeded 5 percent.

There are an estimated 39 million multigenerational households in America.

PSYTE, the company’s demographic profiling system, identified Illinois as home to the highest percentage of married women, and found the highest number of children under age 19 in California, Texas, New York, and Florida.

The highest share of grocery spending on baby food was found in Provo, Utah — more than 30 percent above the national average, according to the report. But baby food represents more grocery dollars in the New York metropolitan area — $123 million — than any other metropolitan area.

And while California is home to the greatest population of women of child-bearing age (defined as 18-44 years of age), several independent cities in Virginia — Radford, Williamsburg, Harrisonburg, and Charlottesville — rank high in percentage of females ages 18-44 and percentage population of kids aged 15-19.

MapInfo noted that Hispanic women now account for one out of five births nationwide, with birth rates growing from 14.5 percent in 1990 to 20.1 percent in 2000.

PSYTE is frequently used by marketers in retailers in identifying new markets and demographic trends.