West / Near West Geography

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The more than one million people in the West and Near West of Chicagoland represent a diverse range of cultures and communities. Highly cost-conscious and family-oriented, they value their time together and are always seeking the best deals, often online.

Market Quick Facts

• Invest in their homes (66% more likely to have taken out a home improvement loan)
• Budget-conscious: receive coupons via text or email
• Heavy online usage (10-19 hours per week)

Sources: Scarborough Research, Chicago 2012 R2, Base: 1,377,744 Adults A18+ in West/Near West; US Census Bureau; National Trends / Observations compiled by Tribune Media Group Market Strategy from various sources.