1. Demographic Characteristics
The segment comprises households with a wide age range, but the most common age group typically falls between 25 to 44 years. Notable variations include a significant population of children under the age of 18, suggesting family structures such as single-parent households and multigenerational families, alongside a number of single-person households. Education levels vary, with a substantial portion holding high school diplomas and some attaining bachelor's degrees. Employment status reveals a mix of occupations, predominantly in service, healthcare, and manufacturing. Many households fall within the lower to middle-income brackets, and there is a discernible reliance on social support programs among some families. Cultural diversity is present, with various ethnic and racial groups contributing to the community's makeup.
2. Living Environment
The segment primarily resides in an urban environment within the city of Cleveland, Ohio. Housing types range from single-family homes to apartment complexes, with many households opting to rent rather than own. Neighborhood dynamics include factors such as population density, which is considered high, along with safety concerns that vary by area. Access to amenities is generally good, although some neighborhoods may face challenges due to socioeconomic conditions, including low-income neighborhoods or areas undergoing gentrification.
3. Lifestyle
The daily routines of the segment often involve significant use of public transit and many families own one or more vehicles. When shopping, preferences skew towards budget retailers and local markets, reflecting a focus on affordability. Leisure activities include a range of hobbies and entertainment choices, from community events to family outings. Travel habits vary, with families typically taking infrequent trips that are budget-conscious. Health-related habits reveal a mix of lifestyles, with some individuals prioritizing fitness routines while others may struggle with issues like smoking or poor dietary choices.
4. Media Consumption
Traditional media preferences include popular TV channels that cater to a wide audience demographic and local radio stations, often focusing on community news. Digital behavior indicates frequent use of social media platforms for connection and information sharing, alongside e-commerce habits that include purchasing from budget-friendly online retailers. Streaming services are popular for entertainment, while niches such as job boards and classifications are employed for occasional job searches. Cultural preferences reflect a broad range of music genres appealing to diverse tastes and entertainment preferences.
5. Mindset & Values
The core beliefs among this segment emphasize a strong value placed on family, community, and financial security. Aspirations often include achieving career advancement and making a positive community impact. However, many face challenges such as socioeconomic struggles and barriers to progress. There can be notable contradictions within their values; for instance, a tendency towards frugality may coexist with moments of impulse spending, reflecting a complex dynamic between independence and reliance on community support.
