Market Population Trends

Employment Type

Age Grouping

Ethnicity Mix 2018

Fertility Rate

146 estimated births

Household Characteristics

Median Age over Time

Households with Children by Age

Median Household Income

Educational Attainment

Unemployment Rate

Type of Housing

Housing Values

Median mortgage payment for 2018: $2,583

Average Rent as Percentage of Gross Income

Median rent for 2018: $1,740

Average Commute

Primary Transportation

Gender Mix

Field of Employment

Estimated Consumer Expenditures

Category
Estimated Annual Spend (in 000's)
Food $36,393
--Home Prepared Food $20,507
--Restaurant/Takeaway Food $15,886
Alcoholic Beverages $2,672
Housing $92,247
--Rent/Mortgage/Upkeep/Taxes $53,940
--Utilities $18,594
--Operations $7,004
--Supplies $3,430
--Furnishings $9,315
Apparel $8,557
--Men & Boys $1,914
--Women & Girls $3,466
--Children < 2 $36
--Footwear $1,805
Transportation $44,806
--New Vehicles $8,376
--Used Vehicles $9,568
--Fuel $9,676
--Insurance $4,477
--Public Transit $3,755
Healthcare $22,818
Entertainment $14,803
--Pets $3,033
--Toys $722
Personal Care Products $3,538
Books & Literature $505
Education $6,463
Tobacco Products $1,589
Miscellaneous $4,549
Retirement $8,665
Non-health Insurance $33,505
Total Expenditures $281,110

Selected Population Data

Period Geography Population
2014 Capitola city, California 10,043
2015 Capitola city, California 10,077
2016 Capitola city, California 10,109
2017 Capitola city, California 10,158
2018 Capitola city, California 10,135