1. Demographic Characteristics
The age range of college educated parents in Chicago, Illinois typically spans from 30 to 50 years old, with the most common age group being 35 to 44 years old. Household compositions include a mix of single-parent households, multigenerational families, and dual-parent households. Many households include children, most often aged 5 to 12 years.
In terms of education, all individuals in this segment possess at least a college degree, with many holding advanced degrees. Employment status is generally strong, with common occupations including professionals in education, healthcare, technology, and business sectors. Income brackets typically range from $75,000 to $150,000. Some families may rely on social support programs in times of unemployment, especially during economic downturns.
This segment exhibits cultural, ethnic, and racial diversity, reflecting the broader demographics of Chicago.
2. Living Environment
College educated parents in this segment mainly reside in urban and suburban areas of Chicago. They tend to occupy a variety of housing types, including single-family homes and townhomes, with many owning their homes, while some rent apartments.
Neighborhood dynamics vary, with many living in safe, family-friendly areas that provide access to parks, schools, and amenities. Socioeconomic conditions range from middle-class neighborhoods to areas undergoing gentrification.
3. Lifestyle
The daily routines of this segment often include commuting via personal vehicles, though many also utilize public transit. Shopping preferences include a mix of budget retailers and local markets, with occasional visits to luxury brands.
Leisure activities are diverse, including family outings, cultural events, and community involvement. Travel behaviors vary, with some families taking annual vacations while others prioritize local experiences due to budget constraints.
Health-related habits include a focus on fitness and balanced diets, with many avoiding smoking and participating in recreational sports or exercise classes.
4. Media Consumption
Traditional media preferences include viewing family-oriented TV channels and listening to popular radio stations. Print publications often involve parenting magazines or local news outlets.
Digital behavior includes frequent use of social media platforms like Facebook and Instagram, alongside engagement in e-commerce for grocery shopping and clothing. Content streaming is preferred for entertainment, with popular use of services like Netflix and Disney+.
Musical preferences tend to lean towards pop, hip-hop, and R&B, reflecting broader cultural trends.
5. Mindset & Values
This segment typically values family stability, education, and career advancement, aspiring for financial security and a positive impact on their communities. Challenges include navigating economic uncertainties and balancing work-life demands.
Despite their aspirations, some contradictions exist, such as a tendency towards frugality when budgeting but occasionally indulging in impulse purchases. This nuanced mindset highlights both independence and a reliance on community resources.
