Early adopters of cohousing have been relatively homogenous in many regards. For example, most are white, politically liberal, Democrat, and have a post-graduate education; females are also overrepresented compared to the general population. Little is known about the degree to which this lack of diversity is due to lack of broader appeal, lack of awareness or access, or other factors. The present study sought to further understanding of this issue. Through a diffusion of innovations lens, we explored a wide range of potential demographic, socioeconomic, and attitudinal predictors of knowledge of and interest in cohousing among the general US population, via an online survey of 157 individuals. Regression analysis revealed that being older, not heterosexual, more educated, and voting in the 2012 presidential election predicted greater knowledge of cohousing, and being liberal and a working woman predicted interest in cohousing. Findings are discussed in terms of implications for understanding the profile of cohousing early adopters and potential for the movement to expand to broader segments of the US population.

Key words: Cohousing, collaborative housing, diffusion, adoption, marketing