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HPC APARTMENT GUIDES ANNOUNCES RESULTS FROM FIRST NATIONAL READERSHIP STUDY OF APARTMENT RENTERS

 ATLANTA, Sept. 7 /PRNewswire/ -- According to an initial national readership study of apartment renters commissioned by Haas Publishing Companies, Inc. (HPC Apartment Guides), the main reason people rent apartments is because they don't have the down payment required to purchase a home.
 The second most-mentioned reason for living in an apartment, for respondents aged 18 to 39, was not being able to afford the mortgage payments on a single-family house, and for those aged 40 and above, was not wanting the responsibility or costs of yard and home maintenance.
 Norcross, Ga.-based HPC Apartment Guides, the nation's largest publisher of free monthly apartment rental publications, originated this study to determine the preferences and lifestyles of apartment renters nationally. The first of a series of bi-annual surveys of American apartment dwellers, this study was conducted by Media Research Corporation of America (MRCOA) of Allentown, Pa. The survey vehicle, a self-administered questionnaire polling 1,390 apartment renters in 15 major US cities, garnered a 64.7 percent response rate.
 Because resident retention continues to be a major concern for apartment communities nationally, this study asked respondents how often they moved from one apartment to another and why. The results were that readers had moved an average of three times within the past 10 years and, in the 18-to-39-year-old age group, primarily sought apartment homes that were closer to work or newer in construction than their previous homes. Respondents aged 40 and above were more likely to move because the new community was perceived as safer or because they were relocated by their employers.
 While over 60 percent of survey respondents in all age groups (18-24, 25-39 and 40 and above) used an HPC Apartment Guide publication to locate their new apartment homes, those aged 25 to 39 spent the most time reading the publication (2.68 hours) and referred back to it most often (an average of 6 times). Respondents aged 18 to 24 were more likely to refer a community they'd seen in the Guide to someone else, and those aged 40 and over usually called for "Free Additional Information" on an apartment community as advertised in the Guide.
 Because respondents between 18 to 24 years old were more likely to have moved into their first apartment directly from their parents' home, those in this age group often looked at more apartment communities before leasing -- usually 10 or more. Those in other age groups looked at an average of three communities before signing a lease.
 In all groups, the consensus as to the 10 most important amenities in an apartment community was fairly consistent. The most sought-after amenities included: air conditioning, swimming pool(s), dishwasher, quality maintenance service, storage/walk-in closets/cable/satellite TV connections, located close to highways, exterior balcony or porch/patio, responsive maintenance personnel and laundry facilities in the apartment community.
 Copies of HPC Apartment Guides National Readership study are available upon request. To purchase, send a check for $75 drawn on a U.S. bank to: Corporate Marketing Department, HPC Apartment Guides, 3119 Campus Drive, Norcross, GA 30071, ATTN: Research Manager.
 NOTE: Haas Publishing Companies, Inc., (HPC) is the nation's largest and most successful publisher of monthly free APARTMENT GUIDES, producing 43 publications which cover 67 cities in 20 states. A member of the National Apartment Association, HPC serves the advertising needs of over 8,000 apartment communities and 2,600 apartment community management companies nationwide.
 -0- 9/7/93
 /CONTACT: Linda Burke of HPC Apartment Guides, 404-446-6580/


CO: Haas Publishing Companies, Inc. ST: Georgia IN: SU:

BN-RA -- ATFNS1 -- 9146 09/07/93 07:31 EDT
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Publication:PR Newswire
Date:Sep 7, 1993
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