In the February issue of Fun Facts, we explored the topics of
Frequency and Duration.
Put simply, those terms describe how often someone comes to your Center (frequency) and how long they stay (duration). After we sent out that issue, we received a lot of requests
to drill into one particular aspect of the report: the High Frequency Traders.
We identified the Centers across the Network that have the highest frequency. This group
sees their clients 4X more often throughout the course of a year than the Network average. It's a substantial difference and the people want to know why!
In this issue we'll explore the community-based characteristics, programming and member profiles of each group and how they differ.
In each case, we'll compare HF sites (the high frequency group) to the Non-HF sites.
Welcome to...Fun Facts - the High Frequency edition
As we showed during the Market Reach issue last May, community-based characteristics can have a big
impact on participation levels, programming needs, etc. What we found when we compared the two groups is that 85% of the HF sites are in Rural or Suburban environments, whereas
only 68% of Non-HF sites share those metro status designations.
The average per capita income in HF communities is $25,550. For the Non-HF communities, it's $30,109. It's important to remember that these numbers have to do with the communities where
the Centers are located, not the incomes of the participants that attend the Centers.
Centers in the HF group are more rural/residential and have per capita incomes lower than the Network average.
While the congregate meal has undergone many changes in the last few years, it is still a big driver of participation at the HF sites. The graph below shows the breakout of program participation
HF Centers have greater participation in Nutrition and Arts/Crafts programs.
We were curious about the ages of participants at Centers in each group, so we used the same Boomer/Non-Boomer criteria that we established in our
May, 2017 Boomer edition.
HF Centers have more Boomers participating than the Non-HF Centers. Interestingly, in the HF sites, the non-Boomers have a higher frequency than the Boomers. For the Non-HF sites,
it's the opposite - Boomers come more often than the Non-Boomers.