Market Research Rochester | Key Statistics and Data

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Market Research Rochester | Key Statistics and Data

Map of Rochester NY Designated Market Area (DMA)


According to the US Census, population has steadily increased in the Rochester market area. In 2000, the population in the Rochester market area was 1,062,461 which increased by 1.6% in 2010 to 1,079,688. Estimates in 2016 reported that the population in the market area was 1,093,346 which is projected to increase 1.8% to 1,112,917 in 2021.

Additionally, population segments in Rochester, NY as identified in the market research, are proving to be more diverse. Since 2000, the number of those who are white (the majority of the population) has slightly decreased while other audience segments (i.e. Black, Native American or Alaska Native, Asian/Native Hawaiian/Other Pacific Islander, and Hispanic) have increased.

The most significant increases from 2016 to 2021 are projected to be within the Asian/Native Hawaiian/Other Pacific Islander (10.9% increase) and Hispanic (8.9% increase) population segments.


The gender split between males and females in Rochester, NY is expected to remain consistent with years prior. In 2016, estimates reported a 51.3% female and 48.7% male population in the Rochester market area. In 2021, the gender split is projected to be 51.2% female and 48.8% male.


Older age groups in the Rochester market area are expected to see growth in 2021. Compared to estimates in 2016, in 2021 those aged 65 to 74 are expected to see an increase of 17.4%, and those aged 75 to 84 are expected to see an increase of 13.1%. Other age groups see less dramatic changes, however, those aged 45 to 54 are expected to decrease 7.7% in 2021.

The median age in Rochester, NY is becoming older over the years. In 2000 the median age was 36.4 which increased in 2010 to 39.4. In 2016, the median age was estimated to be 39.9 which is projected to increase to 40.5 in 2021. This indicates an aging population according the the Rochester market research and data.


In 2021, income is expected to rise in Rochester, NY compared to the estimates in 2016. In fact, all incomes ranging from $0 to $74,999 are expected to decrease, while incomes ranging from $75,000 to $150,000 are expected to increase.

The most significant changes from 2016 to 2021 projections lie within the $0 to $15,000 income range (14.3% decrease), $75,000 to $99,999 (13.9% increase), $100,000 to $149,000 (28.0% increase), and $150,000 (29.5% increase).

Compared to the changes in years prior, 2000 and 2010, these results are similar. In fact, the percentage of white collar to blue collar workers in Rochester has remained fairly consistent since 2000 up to 2021 projections. In 2021 projections, one-third of those employed work blue collar jobs and two-thirds work while collar jobs.

Market Research Rochester | Key Statistics and Data

Income Statistics in Rochester, NY

Housing Units

The number of housing units in the Rochester market area have been on the rise since 2000. A total of 439,253 housing units were available in 2000 which rose to 468,888 in 2010 (6.7% increase). In 2016, there were a total of 477,072 estimated housing units available which is projected to rise to 491,253 in 2021. Total occupied housing units are expected to remain consistent compared to years prior with 9 in 10 occupying a home.

The number of vacant homes in Rochester, NY has been slowly increasing. In 2000, results showed 7.5% of housing was vacant and in 2021 this is projected to increase to 8.6%.

Educational Attainment

Education in Rochester is expected to remain fairly steady. Compared to estimates in 2016, the percentage of those with a high school diploma (27.5%) and some college, but no degree (17.7%) are projected to remain consistent in 2021. The percentage of those with an associates degree, bachelor's degree, and graduate degree, are expected to slightly increase from 2016 to 2021.


MOSAIC groups depict key traits among population segments in the Rochester market area. The most dominate groups according to 2016 estimates are those who identify as Autumn Years (29.1% of the Rochester, NY population), Blue Sky Boomers (11.5% of the Rochester, NY population), and Thriving Boomers (10.0% of the Rochester, NY population).

The Autumn Years segment is an older audience, most are aged 65 years or older. It consists of mature couples who are retired and have lived most of their lives in the same house. These individuals are proud to be part of their generation and are typically involved with in their community (i.e., churches, veteran's clubs, etc.) Compared to average Americans, they are less likely to use the internet. While a portion online shop, top uses for the internet include banking, gaming, lottery sites, and weather reports.

Blue Sky Boomers are described as those aged 50 to 65 who are married or single and are empty-nesters. Many live in small towns or waterfront locations and are looking forward to retirement. These individuals typically work in sales or service related jobs. They tend to be more comfortable with technology, even though they are still considered new users. Blue Sky Boomers use the internet as their personal source of information for hobbies, banking, business, and shopping.

Thriving Boomers are those who are aged 50 to 69 and are empty-nesters. While they used to live in cities, these individuals have now lived in small towns for over 10 years and are thinking about retirement. This segment of the population is comfortable using the internet and typically uses the internet for shopping, banking, political updates, healthcare, and travel.

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