1. Demographic Characteristics
The age range of households in Brooktrails Vacation Village primarily spans from 30 to 60 years old, with the most common age group being 40 to 50 years. There are variations with some younger families and older retirees present. The typical household composition includes single-family households, with a presence of multigenerational families and a modest number of single-parent households. Children, primarily ages 5 to 18, make up a notable portion of the population. Education levels vary, with many individuals holding associate degrees or bachelor's degrees. The employment status shows a mix of full-time workers, part-time employees, and some unemployed individuals, particularly in the context of recent economic challenges. Common occupations include service industry jobs, construction, and healthcare. Some households may rely on social support programs due to varying income ranges. The segment displays low to moderate cultural, ethnic, and racial diversity, primarily comprising individuals of Caucasian descent, along with small representations of other ethnic groups.
2. Living Environment
The segment resides in a rural area within Willits, California, characterized by its proximity to nature and lower population density. They typically occupy single-family homes, most of which are owner-occupied rather than rented. Neighborhood dynamics indicate a quieter environment with a strong community feel, although some areas struggle with safety issues. Access to amenities is moderate, with local shops and services available, yet larger retail or urban facilities require travel to nearby cities. Socioeconomic conditions reflect a blend of moderate-income households, with some areas facing low-income challenges.
3. Lifestyle
The daily routines of the segment involve a reliance on personal vehicles for transportation, with minimal use of public transit. Shopping preferences lean toward budget retailers and local markets, as residents prioritize affordability. Leisure activities vary from outdoor pursuits such as hiking and biking to participation in community events. Many enjoy home-based activities, reflecting a preference for family-oriented pastimes. Travel behaviors reveal occasional trips, generally to nearby destinations, often constrained by budget considerations. Health-related habits show a mix, with some individuals participating in fitness routines, while others may struggle with dietary preferences, leading to varied health outcomes.
4. Media Consumption
Traditional media preferences among the segment include a variety of local TV channels and community radio stations, with some residents subscribing to regional publications. In the digital realm, social media is widely used, with platforms like Facebook and Instagram being popular for staying connected and shopping via e-commerce. Content streaming is common, with Netflix and Hulu gaining traction. Users may also frequent niche websites such as classifieds and job boards. Cultural preferences display a tendency towards country music and comedy genres, often influenced by local trends and community events.
5. Mindset & Values
The core beliefs of the segment revolve around importance of family, respect for community, and a desire for financial stability. Many aspire to make a positive community impact while navigating socioeconomic challenges. Values may sometimes conflict, as seen in instances of frugality contrasted with impulse spending on local experiences. Individuals face barriers such as access to resources and opportunities for advancement, leading to a complex social dynamic where both independence and reliance on community support coexist.
