What and Where is Hampton Roads?

  • Located along the edge of the Chesapeake Bay, in southeastern Virginia.
  • 34th largest market (population 1.6 million) in the U.S.; represents 21% of Virginia's population.
  • Hampton Roads is the largest market between Washington D.C. and Atlanta.
  • Annual retail expenditures ($19.9 billion) exceeds that of twelve states.
  • Since 2000, Hampton Roads has had the 3rd largest increase in median household income.
  • Hampton Roads' unemployment rate has been lower than the nation's for over a decade.


Hampton Roads' Demography

  • One of the highest concentrations of 18 to 24 year olds in the U.S. (7th highest).
  • One of the fastest growing 55+ adult populations (9th fastest: 2003-2008).
  • The highest concentration of military in the U.S. (6%).
  • The second highest concentration of African-American adults (30%) in the U.S.
  U.S. Hampton Roads
Adult Population 187,708,967 1,256,282
Median Age 45 yrs. 43 yrs.
Adult Population $59,080 $61,105
Own Home 71% 70%
Rent 24% 27%
Married 57% 57%
Children in HHLD 42% 41%
Some College 29% 34%
College Graduate or more 26% 24%
In the Service < 1% 6%
White 82% 65%
Black/African American 12% 30%
Other 6% 6%

Consumer Buying Habits

  • Plan to buy a home in the next year (#2)
  • Cosmetic surgery past year (#3), laser eye surgery past year (#3)
  • Bought fine jewelry past year (#4)
  • Replaced windows past year (#6)
  • Plan to buy PDA (#3), DVR/TiVo (#4), Pool/Spa (#4)

South Hampton Roads

  • Two-thirds of Hampton Roads’ population, retail sales and workforce reside in five cities (Virginia Beach, Norfolk, Chesapeake, Portsmouth, and Suffolk) appropriately named South Hampton Roads.
  • South Hampton Roads will account for nearly 65% of Hampton Roads' population growth over the next 5 years.
  • Since 2000, South Hampton Roads' median household income grew 41% faster than the remainder of Hampton Roads.

Sources: Scarborough Multi-Market 2009, Claritas iMark 2008, Bureau of Labor Statistics