CALIFORNIANS LOVE AN OUTDOOR LIFESTYLE

• Californians are active people that love to live an outdoorsy lifestyle.
• The Californian landscape is associated with an outdoor lifestyle which Californians are known to love. Californians don't want to sacrifice their great outdoor life when relocating.
• Californians have a shared love for the city's majestic outdoor activities. California is home to America’s largest active outdoor sector/economy and contributes about 691,000 direct jobs and $92 billion in economic spending per year.
• Some outdoor activities that Californians love include surfing the waves of the Pacific, visiting the snow-capped mountains which are just a couple hours away, and partying at the Pride Festivals, etc.

THE OUTDOOR LIFESTYLE OF TEXAS ATTRACTS CALIFORNIANS

• The booming economy of Texas and its outdoor-friendly lifestyle is attractive to relocating Californians as they also love an outdoor lifestyle. Moving Californians believe they will still have access to their desired outdoor lifestyle in Texas and have nothing to lose in that regard.
• Texans love to engage in outdoor recreational activities and are known to visit museums, parks, concerts, and movies regularly

CALIFORNIANS DISLIKE HIGH COSTS OF LIVING

• Californians are known for frequently "complaining about housing costs." Residents have the perception that it's expensive to live in California.
• Recent survey reports reveal that Californians are concerned and bothered with the high cost of living and housing, which they consider to be a significant challenge.
• Californians think the high cost of living and housing associated with the city is a top issue of concern.

THE LOW COST OF LIVING IN TEXAS ATTRACTS CALIFORNIANS

• The booming economy of Texas and it's lower cost of living is attractive to relocating Californians as they dislike a high cost of living. Moving Californians intend to enjoy the lower cost of living in Texas.
• A recent MIT study that compared the costs of six different typical expenses such as food cost, childcare cost, medical, housing, transportation, and other costs reveals that living California is more expensive than living in Texas.
• At an average, a single adult could expect to eat about $3,573 worth of food a year in California and less (about $2,994) in Texas.
• The cost to raise a child per year is over $32,000 in California when compared to about $25,000 in Texas.
• Statistics reveal that the state of Texas has less expensive medical care costs when compared to California.

CALIFORNIANS THINK TAX RATES ARE HIGH IN THE CITY

• Californians think tax rates are on the high side as they dislike the gas tax rates of the city.
• Californians dislike the new gas tax, which has "triggered proposed ballot initiatives" aiming for a repeal of the tax law. In 2018, about 54% of Californians said they would vote to cancel the gas tax.
• The state of California has the highest income tax in America. The residents of California dislike high tax rates.

LOW TAX RATES OF TEXAS ATTRACTS CALIFORNIANS

• Texas is one of the seven states in the United States that does not have an income tax, and it's evident that Texans love it that way. People that are relocating from California—which happens to have the highest income tax when compared to the entire country.
• Relocating Californians have an opportunity to make extra savings, which may translate to thousands of dollars annually when they relocate to Texas.

CALIFORNIANS HATE RED-TAPISM

• Californians dislike the red tape associated with processes within the city of California.
• There is so much red-tapism when requiring a license for several job categories in California.
• State and local laws in California have created a "virtually endless challenge of red tape."

ABSENCE OF RED-TAPISM ATTRACTS CALIFORNIANS TO TEXAS

• Red tapes may prolong the building of two houses in California for about 20 years. Such red tapes make residents move to other locations like Texas.
• Some projects in California endure more than a quarter-century of roadblocks as well as red-tapism, "courtesy of California's mammoth bureaucracy."
• As people leave California for Texas, property developers and companies are also moving to avoid the bureaucratic processes.
• Of the 1,800 companies that left Texas, 299 of those departures ended up in Texas. We have assumed that some companies may move with their key staff to Texas.

DEMOGRAPHICS OF TEXAS

• To understand the psychographics of the state, it’s first necessary to understand the current overall demographic profile. In 2019, the population of Texas is 29.09 M. It is the third fastest-growing state in the country with a population CAGR of 1.8%. There is an average of 105.2 people-per-square-mile in Texas, though some areas are much more heavily populated than others.
•  50.4% of Texans are female, while 49.6% are male. The average age of Texas residents is 34 years old. The majority of Texans are White, with Hispanics and Blacks being the second- and third-largest demographic groups respectively.
• The overall marriage rate in Texas is 49.3%, with 50.9% of males being married and 47.7% of females having a spouse. The average household size in Texas is 2.84 people, while the average family size is 3.44 people. 62% of Texas residents own their own homes, with significantly more married people (77%) than unmarried people (22.3%) owning a home.
•  25.05% of Texans have a high school diploma, while 57.72% have attended or completed college. 17.22% of Texans have not earned the equivalency of a high school diploma, with nearly half that percentage having gone no higher than 9th grade.
• Approximately 13% of Texans working full-time jobs work in administrative fields or positions, just over 11% work in sales and related occupations, not quite 10% hold management-level positions, 6.7% work in construction fields, and 6.3% work in education. Of the remaining Texans, industries with notable worker percentages (between 4 – 6%) include food service, production, general business, and facilities jobs. Of those working part-time jobs, the largest industries include food service, personal care, facilities, entertainment, healthcare and support, and sales and related jobs.
• The average yearly earnings for Texans is $36,977, with the average salary for males equaling $43,274 and the average salary for females equaling $30,650. The average total household income of Texans is $57K, while the average for married households is $83K. The overall poverty rate in the state is 16.02%, with individuals without a HS education, females, Hispanics, part-time workers, and non-employed persons being those most likely to fall into the poverty range.
• 77% of Texans identify as Christian, 4% identify with non-Christian religions, and 18% report no religious affiliation of any kind. English is the language most-spoken in Texas, followed by Spanish, with 29.5% of the population speaking the latter language at home. Of note, of all American states, Texas holds the largest population of Spanish speakers.
• In 2018, there were approximately 15.79 M registered voters in Texas. Of those registered, approximately 40% are Democrats, 39% are Republicans, and 21% hold no specific party affiliation (Independent). Among age groups, in the 18 – 29-year-old range, 26% are Democrats while 22% are Republicans; in the 30 – 49-year-old age range, 36% are Republicans while 33% are Democrats; in the 50 – 64-year-old age range, 27% are Republicans and 24% are Democrats; in the 65+ age range, 16% are Republicans and 16% are Democrats. The remaining percentages in each age group identify as Independent (“no lean”).

GENERAL PSYCHOGRPAHICS OF TEXAS

• As the second-largest state in the US, the geography of Texas includes a range of topographical features, including 360 miles of coastline, deserts, forests, mountains, and ranchland. Among these varying geographical areas are giant urban cities, massive suburban sprawl areas, and extensive rural and agricultural areas. Texas has a broad range of demographic groups spread among its sprawling urban, suburban, and rural areas.
• Psychographics among each group will differ among age ranges, ethnic groups, religious groups, and various education and income groups. The following is an approximation of the general psychographics among Texans as a whole.

• Texas shares a lengthy border with Mexico, has a huge population of Hispanics/Latinos, and more than 29% of the Texas population speaks Spanish as their primary language at home. Due to this close connection to Mexico and its population, Texas is rich in Tex-Mex traditions, and the state’s residents are likely to either have a strong affinity for the Latin culture, or be resistant to what they see as an encroachment of the Latin culture on American culture.

• With the majority of Texans (77%) identifying as Christian, and with two-thirds of American Christians stating that “religion is very important in their lives,” Texas Christians are likely to base many life decisions on this foundation.
• Of note, in the US, about 70% of Christians state they pray on a daily basis, though just under 50% state they go to church at least once a week. The percentages for Texas are likely to be similar, meaning most Texas Christians pray and attend church regularly, and base their behaviors around Christian tenets.

• Texas is a strongly-political state with just over 54% of the population being registered to vote. Texans are a diversified group with nearly as many Republicans as there are Democrats, and nearly a third of the population not leaning in either direction (leaning more toward independent candidates). Older, more religious Texans are more likely to be conservative-leaning, while younger Texans and those not ascribing to any particular religious beliefs are more likely to be liberal.

• The majority of Texans work in average, white-collar positions in administrative, sales, and related fields, and earn mid-range annual salaries. Within Texas, there are a wide variety of career and job opportunities, and several industries that are considered “booming”.
• Since being ranked as the “most business-friendly state in the US” in 2010, the state has seen a giant increase in the number of companies headquartered there.
• Although a slow-down in one of the biggest industries in the state, petroleum products, has occurred (with resulting layoffs), “Texas is still a very good state for career growth,” so those living there have a wide variety of job options from which to choose.

• Texas has produced nearly 350K millionaires and holds the second-largest population of millionaires in the US. Texas is one of the few states to have no income tax.
• Additionally, the average cost of living in Texas is 90.4% of the average for the whole US, so Texans are able to keep more of what they earn and live a step above their counterparts in states that collect income tax.
• About half of Texans are married, with household incomes nearly twice that of unmarried Texans, so married Texans are more likely to live better lives.
• Of note, there are an estimated 46 billionaires living in Texas (more than most other states), many of whom made their vast wealth from oil and/or gas. These individuals are likely to own their own homes, and to own significantly larger estates than the average Texan. These individuals fall into an entirely different demographic and psychographic profile than the average Texan, so they have not been included in this profile.

• The majority (77%) of married couples in Texas own their own homes, and understand the pride – and costs – associated with home ownership. With such a large percentage owning homes, this particular aspect of the American Dream is likely to be of high importance to many Texans. Home ownership is more affordable in Texas, largely due to the huge geographical area, which means it’s easier for Texans to meet that dream of living a stable, settled, family-based lifestyle.

• Texas is famous for its BBQ, as evidenced by the vast number of BBQ restaurants within the state.
• In fact, Texas is one of the four major BBQ centers in the US. Within Texas, there are even regional BBQ differences with the tasty treats having particular traits depending on whether they are from Central, South, West, or East Texas. Each region’s BBQ has historical flavor based on the immigrant groups that settled in each region.

GENERAL PSYCHOGRAPHICS OF BIG-CITY RESIDENTS OF TEXAS

• There are 961 official cities in Texas. The four largest cities in Texas are Dallas, Houston, San Antonio, and Austin all having over a million residents each. The next two largest cities, all having between 500K – 1 M people are El Paso and Fort Worth.

DALLAS

•  Dallas is ranked as the “fourth-largest employment center” in America, and offers residents over three million non-agriculture-related jobs.

• Dallas’ residents are considered the most “sports-crazy” of all Texans, so those who enjoy playing or watching sports, or those who enjoy living right in the center of the sports scene, would most likely live in or near Dallas.

•  Southern hospitality is a strong personality trait of those born in and/or residing in Texas. Dallas is especially noted for this.

• Dallas is home to a wide cross-section of varying cultures including those of “Jewish, Muslim, Christian, Asian, Latino, and African-American” descent/belief. Dallas is considered one of the most multi-cultural of all cities in Texas.

HOUSTON

•  Houston is the most populous city in Texas, and is the fourth most populated city in America.

• Houston is one of the most ethnically-diverse cities in the state, so those who appreciate the varying culture that comes from living among a wide range of ethnic groups, are more likely to appreciate living in or near Houston. Houston is considered to be one of Texas’ most “cultural and intellectually vibrant” cities.

SAN ANTONIO

•  San Antonio is the seventh-largest city in America.

• San Antonio has the most relaxed vibe of all Texas cities, so those who appreciate lives that are less stressful and more joy-filled are likely to live in or near San Antonio.

AUSTIN

•  Austin is the capital city of Texas.

• This city is “quickly becoming a favorite for young professionals” from all over the US, with increased numbers of young, well-educated, professionals moving into the state.
• Forbes considers this state to the “next potential Silicon Valley,” which means it’s a hub for all things tech-related, including businesses like tech start-ups. Individuals working in these types of professions are largely entrepreneurial, well-educated, liberal-leaning, and less religious than the average person. That also means that the culture of the city is expanding toward these aspects, as well.

• The capital city has an abundance of cultural activities, including popular museums and performing arts centers, an array of outdoor and nightlife attractions, and unprecedented shopping.
• It has been rated as on the “best place to live in the United States,” based on its “affordable housing options, quality of education, diverse job market, and convenient commute times.” Because of this, residents of Austin are more likely to seek out cultural and entertainment activities, to own homes, to have higher levels of educational attainment, and to be happier.

RESEARCH STRATEGY