1. Demographic Characteristics
The age range of the segment includes a diverse group, with the most common age group being between 30 to 49 years. Notable variations include younger households typically led by Millennials and older households generally composed of Baby Boomers. In terms of household composition, the segment comprises single-parent households, multigenerational families, and single-person households, with many families having children aged 0-18 years.
Education levels vary, with a significant portion having completed higher education, while others possess only a high school diploma. The employment status shows a mix of full-time, part-time, and unemployed individuals. Common occupations include positions in healthcare, education, retail, and hospitality. Income brackets generally range from $30,000 to $75,000, with some reliance on social support programs noted, particularly among lower-income households. The segment reflects a degree of cultural, ethnic, and racial diversity.
2. Living Environment
Geographically, the segment is located in Bristol County, Massachusetts, which encompasses both urban and suburban areas. Notable cities include Fall River and New Bedford. Households typically occupy single-family homes and apartments, with a mix of those who own and those who rent. Neighborhood dynamics vary significantly, with factors such as population density, safety, and access to amenities greatly influencing livability.
Socioeconomic conditions include both low-income neighborhoods and areas undergoing gentrification. These factors contribute to the overall living environment.
3. Lifestyle
The daily routines of this segment reflect varied transportation habits, with many owning cars while also utilizing public transit. They exhibit a mixed shopping preference, often opting for local markets alongside budget retailers for everyday purchases. Leisure activities include spending time with family and friends, engaging in hobbies, and participating in community events.
Travel behaviors vary, with some families traveling frequently during the summer to destinations near the coast, while budget constraints lead others to travel less often. Health-related habits are diverse, with a mixture of individuals who lead active lifestyles and those who might indulge in smoking or unhealthy eating patterns.
4. Media Consumption
Traditional media preferences include popular TV channels like ABC and NBC, local radio stations, and various print publications that cater to the community. Digitally, the segment engages in social media platforms such as Facebook and Instagram, with e-commerce habits revolving around essential goods and services. Many also leverage content streaming services for entertainment.
Additionally, niche websites, including job boards and classifieds, are frequented, reflecting the segment's community-oriented mindset. Cultural preferences reveal a tendency towards popular music genres and trending entertainment figures.
5. Mindset & Values
The core beliefs and attitudes within this segment include a focus on family, financial stability, and aspirations for community impact. Many individuals aim for career advancement while juggling daily challenges related to socioeconomic struggles and barriers to progress.
Contradictions arise in their values, with some practicing frugality while others might engage in impulse spending. Despite a desire for independence, a reliance on community resources is often recognized, providing a nuanced understanding of their mindset and priorities.
