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CITY

New London

Wisconsin · 7,726 residents (2025 est.) · 5.576 sq mi
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The short version

New London has notably lower household income than the US average, with a median household income of $60,612. Population has held roughly steady since 2000. 17% of adults hold a bachelor's degree or higher, below the national rate of 36%. Median home value has more than doubled since 2000, reaching $174,800. The poverty rate of 21.0% is well above the national figure.

At a glance
Lower income
below the US median
US median: $82,259
Younger
median age 36.5
US median: 38.9
Less educated
17% hold a bachelor's degree
US average: 36%
Stable housing
home values roughly flat, inflation adjusted
US median home: $376,019
Section 01

Population & growth

Total population
7,726
+9%since 2000
from 7,085 in 2000
1990 – 2025
Population density
1,386 / sq mi
+9%since 2000
from 1,271 / sq mi in 2000
US average: 281
Median age
36.5
+3%since 2000
from 35.3 in 2000
US average: 38.9

PEP 2025 EST:7,726 residents (Census Bureau Vintage 2025, released March 2026)

Population, 1990 – 2024
7K7K7K8K8K1990201020202024New London
20248K
1990201020202024
Section 02

Income & economy

Median household income
$60,612
−11%inflation adjusted, since 2000
from $37,491 in 2000
US average: $82,259
1990 – 2024
Per capita income
$32,558
+79%since 2000
from $18,153 in 2000
US average: $44,673
Households earning $100K+
37.7%
+17.2 ptssince 2009
from 20.5% in 2009
US average: 53.3%
Poverty rate
21.0%
+15.2 ptssince 2000
from 5.9% in 2000
US average: 12.5%
Income inequality (Gini)
0.473
+18%since 2010
from 0.401 in 2010
US average: 0.476
Workforce by industry, 2024
Retail trade28.9%
US avg: 9.9%
Information12%
US avg: 10.8%
Finance & insurance6.7%
US avg: 5.9%
Professional, scientific, technical6.2%
US avg: 5.1%
Other services4.1%
US avg: 6.7%
Wholesale trade4%
US avg: 6.9%
Public administration3.2%
US avg: 4.8%
Transportation & warehousing1.2%
US avg: 2.2%
Education & health services0.5%
US avg: 0.9%
Agriculture, forestry, fishing0%
US avg: 1.6%
Construction0%
US avg: 1.2%
Manufacturing0%
US avg: 0.4%
Arts, entertainment, food0%
US avg: 1.9%
BARS: THIS PLACE · TICKS: US AVERAGE
Section 03

Housing

Median home value
$174,800
+18%inflation adjusted, since 2000
from $81,400 in 2000
US average: $376,019
1990 – 2024
Median gross rent
$837
+2%inflation adjusted, since 2000
from $449 in 2000
US average: $1,442
Owner-occupied
52.0%
−10.6 ptssince 2000
from 62.6% in 2000
48.0% rent
Vacancy rate
3.2%
−3.4 ptssince 2009
from 6.6% in 2009
US average: 10.0%
Owner cost-burdened
10.9%
−11.3 ptssince 2009
from 22.2% in 2009
US average: 22.9%
Renter cost-burdened
48.7%
+3.2 ptssince 2009
from 45.5% in 2009
US average: 47.4%
Afford Score
2.9
+33%since 2000
from 2.2 in 2000
1990 – 2024
Gentrification Score
31
RELATED:See current rent listings in New London on RentDataNow
Section 04

Race & ethnicity

2000
White, non-Hispanic95.6%(6,776)
Black0.2%(14)
Hispanic / Latino2.5%(174)
Asian0.5%(36)
Other0%
Diversity Score7.8%(552)
2024
White, non-Hispanic88.8%(6,857)
Black1.8%(140)
Hispanic / Latino7.1%(547)
Asian0.1%(6)
Other2.3%(176)
Diversity Score25.8%(1,994)
Diversity Score
26
+231%since 2000
from 8 in 2000
1990 – 2024
Section 05

Education

Bachelor's degree or higher
17.3%
+2.9 ptssince 2000
from 14.4% in 2000
US average: 35.6%
High school or higher
88.7%
+7.2 ptssince 2000
from 81.5% in 2000
US average: 89.6%
Graduate degree
4.8%
+0.4 ptssince 2000
from 4.4% in 2000
US average: 14.0%
Section 06

Commute & transportation

Average commute
24.4 min
+81%since 2000
from 13.5 min in 2000
US average: 26.5
Drive alone to work
75.8%
−2.5 ptssince 2009
from 78.4% in 2009
US average: 68.9%
Carpooled to work
8.0%
−4.5 ptssince 2009
from 12.4% in 2009
US average: 8.5%
Public transit
0.0%
−1.2 ptssince 2009
from 1.2% in 2009
US average: 3.2%
Worked from home
8.6%
+7.0 ptssince 2009
from 1.6% in 2009
US average: 15.0%
Walked to work
7.4%
+5.9 ptssince 2009
from 1.4% in 2009
US average: 2.4%
Biked to work
0.0%
−1.6 ptssince 2009
from 1.6% in 2009
US average: 0.4%
No vehicle available
6.3%
−1.0 ptssince 2009
from 7.3% in 2009
US average: 8.3%
Section 07

Work & employment

Unemployment rate
2.8%
−5.1 ptssince 2011
from 8.0% in 2011
US average: 5.2%
Labor force participation
62.9%
−9.4 ptssince 2011
from 72.3% in 2011
US average: 63.5%
Self-employed
12.4%
+4.7 ptssince 2009
from 7.7% in 2009
US average: 13.1%
Management & professional
28.2%
−29.1 ptssince 2009
from 57.3% in 2009
US average: 42.5%
Section 08

People & community

Male
45.0%
−2.3 ptssince 2009
from 47.2% in 2009
Female
55.0%
+2.3 ptssince 2009
from 52.8% in 2009
Foreign born
1.8%
+0.2 ptssince 2009
from 1.5% in 2009
US average: 14.1%
Veterans
2.4%
−43.1 ptssince 2009
from 45.5% in 2009
US average: 6.2%
With a disability
16.8%
+3.9 ptssince 2012
from 12.9% in 2012
US average: 13.3%
Uninsured
5.5%
−80.4 ptssince 2013
from 85.9% in 2013
US average: 8.4%
Broadband at home
83.6%
+9.5 ptssince 2017
from 74.1% in 2017
US average: 91.0%
English only at home
93.6%
+0.7 ptssince 2016
from 92.8% in 2016
US average: 77.7%
Spanish at home
5.8%
−0.7 ptssince 2016
from 6.4% in 2016
US average: 13.6%
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Compare New London to nearby cities

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NEW LONDON VS
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NEW LONDON VS
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NEW LONDON VS
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Frequently asked

How many people live in New London, Wisconsin?

New London, Wisconsin has about 7,726 residents according to the 2024 American Community Survey.

What is the median household income in New London, Wisconsin?

The typical household in New London, Wisconsin earns about $60,612 a year. Half of households make more than that, and half make less.

Is New London, Wisconsin expensive?

In New London, Wisconsin, the median home is worth about $174,800, and the typical rent is about $837 a month.

How educated are people in New London, Wisconsin?

About 17.3% of adults age 25 and over in New London, Wisconsin hold a bachelor's degree or higher.

What is the poverty rate in New London, Wisconsin?

About 21.0% of people in New London, Wisconsin live below the federal poverty line.

Has New London, Wisconsin grown since 1990?

Yes, New London, Wisconsin has grown since 1990. The population has added about 1,108 residents, a change of about 17 percent over that period.

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DATA: US CENSUS BUREAU ACS 5-YEAR + DECENNIAL CENSUS · UPDATED 2024

How we source and harmonize this data →

New London, Wisconsin: demographics, income & housing data · CensusEasy