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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Americans are moving less

The percent of the population age 1 or older who moved from one home to another in the past 12 months fell to an all-time low of 9.8% in 2018. Of those that moved, more than half stayed in the same county.

Renters moved far more frequently than homeowners. Approximately one-fifth of renters moved in the last 12 months whereas only 5% of homeowners did.

This has marketing and revenue implications for out-of-home (OOH) entertainment venues. When the mobility rate was higher, there was a greater number of new potential customers moving into any venue's market area to attract. Today, with reduced repeat visitation rates for most types of OOH entertainment due to the greater expanded landscape of OOH options and ‘been there, done that” culture changes (see article this issue), a lower turnover of people in the market area can result in reduced attendance - fewer new customers to attract when existing customers are not coming back as often or at all.

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