Finance Industry

Chicagoland adults know money: 54% have money tied into at least one (often many) financial investment service such as stocks, bonds, mutual funds and money market funds. Nearly 75% of this audience is age 35 or over and many have children in the household to provide for – so it is important that they keep their finances in check.

Chicagoland Financial Consumers

• Over 80% own their home
• Over 40% have children
• $83,941 median household income

National Trends / Observations

• Controlling the purse strings: Simplifying use of products and services allow consumers to feel a higher level of control over their financial lives. Personally managing their finances has become a major focus for consumers.
• Reaching for 800: Credit scores are becoming more important, pushing consumers to become more knowledgeable of their financial history.

Base: 3,902,564 Adults A18+ who used various financial services or made investments. Sources: Scarborough, Chicago R1, 2010; National Trends / Observations compiled by Tribune Media Group Market Strategy from various sources.