1. Demographic Characteristics
The segment consists of a wide age range, with the most common age group being 35-44 years. Notable variations include younger families and retirees. The typical household composition often includes single-parent households and multigenerational families, alongside many single-person households. In terms of children, there is a significant presence of school-aged children and young adults. Education levels range from high school diplomas to bachelor’s degrees, while common occupations include healthcare workers, teachers, and manual laborers. The income brackets are diverse, with many households living on low to moderate incomes, and there is some reliance on social support programs. The area shows a moderate level of cultural, ethnic, and racial diversity.
2. Living Environment
The geographic location of this segment is suburban, residing primarily in Alton, Illinois. They typically occupy single-family homes, with a mix of renters and owners. The neighborhood dynamics include a moderate population density, with moderate safety levels and access to essential amenities like grocery stores and schools. The socioeconomic conditions vary, with some low-income neighborhoods present, while other areas are experiencing indications of gentrification.
3. Lifestyle
The daily routines of the segment are influenced by car ownership, as many rely on personal vehicles for commuting. There is some use of public transit, but less among this demographic. Shopping preferences lean towards budget retailers and local markets, as well as occasional visits to luxury brands. Leisure activities include family gatherings, outdoor activities, and participation in community events. Travel typically involves regional destinations and is dependent on budget constraints. Health-related habits show a mix of fitness routines and varying dietary preferences, reflecting both healthy choices and occasional fast food consumption.
4. Media Consumption
The segment's traditional media preferences include favored TV channels that feature local news and popular shows, along with community-focused radio stations. In terms of digital behavior, they participate actively in social media platforms and have increasing engagement with e-commerce. Content streaming services are popular, along with occasional use of niche websites like job boards or classifieds. Cultural preferences highlight a fondness for popular music genres and shows that reflect their community values and interests.
5. Mindset & Values
Core beliefs of the segment emphasize the importance of family, community, and financial stability. Aspirations often include career advancement and making a positive impact within their community. However, they face challenges such as socioeconomic struggles and barriers to progress, which can generate tensions within their values. Contradictions may arise between their desire for independence and the practical need for community reliance. Understanding these aspects provides deeper insight into their mindset and priorities.
