Under this analysis, factors like population, their cultural trends, age and employment status were looked at and how they would socially affect the market. Adrian Goslett, CEO of RE/MAX of Southern Africa, says that a large majority of the buying activity in Parklands can be attributed to younger generation consumers (18 to 36 years old), who account for around 45.75% of the buyers in the area. Another very active demographic are consumers aged between 36 and 49 years old, who are responsible for approximately 35.9% of recent buying activity. This group also represents about 47.41% of recent sellers and 46.19% of the current homeowners in the area. Of recent, it has been established that an influx of people emigrating from other areas to Cape Town, and especially Parklands is high. Reference to this appears in APPENDIX ….