1. Demographic Characteristics
The segment classified as Middle Income Families in Cleveland, Ohio predominantly ranges in age from 30 to 50 years, with the most common age group being 35 to 44 years old. Variations in age can be observed, as this group includes some younger families as well as older parents with adult children.
Typical household compositions often include nuclear families, but there is also a notable presence of single-parent households and multigenerational families. Approximately 40% of these households have children under the age of 18. Educationally, the group reflects a blend, with many parents holding associate degrees or bachelor's degrees, and a significant portion having completed high school with some college experience. Employment status typically shows a range of occupations including administrative roles, healthcare services, and skilled trades, resulting in an income bracket generally between $50,000 to $75,000 annually. While the group is less reliant on social support programs compared to other income segments, there are observable trends of part-time employment and unemployment in recent years due to economic fluctuations.
Culturally and racially, the segment encompasses diverse backgrounds, consisting of various ethnicities and marital statuses, fostering a vibrant community.
2. Living Environment
Most members of this segment reside in suburban neighborhoods of Cleveland, with some still situated in the urban core. Typical housing structures include single-family homes and townhouses, with a balanced rate of homeowners and renters, often renting in transitional neighborhoods. The area shows a mixture of livability factors such as community safety, access to schools, and public parks. Many neighborhoods also face socioeconomic challenges, with some experiencing gentrification which impacts housing prices and community dynamics.
3. Lifestyle
Daily routines reveal that many families own one or two vehicles, and public transit usage is minimal. Shopping preferences generally lean towards budget retailers and local markets for groceries, while big-box stores are frequented for larger purchases. Leisure activities highlight a range of interests from outdoor activities and family gatherings to local sports events. Travel habits are generally constrained by budget, with trips taken mostly within the region or occasional road trips to nearby states. Health-related habits vary; however, there is an increased awareness of fitness with many families engaging in community sports or outdoor recreation.
4. Media Consumption
Media consumption patterns reveal a preference for traditional outlets, including channels like ABC, NBC, and local news broadcasts. Radio preferences vary widely, with family-friendly stations receiving significant attention. On the digital front, there’s a strong engagement with social media platforms such as Facebook and Instagram, as well as frequent visits to e-commerce sites for shopping. Streaming services have gained popularity, notably Netflix and Amazon Prime, along with niche websites for job seeking or classifieds. Popular cultural trends include genres like pop and hip-hop, and family-oriented influencers resonate well within the segment.
5. Mindset & Values
The core beliefs of the segment focus on family stability, financial security, and the importance of education. Aspirations lean toward achieving home ownership and providing a quality lifestyle for children. However, challenges such as rising living costs and job security can create stress, which is compounded by cultural tensions in some households. Contradictions in the group’s values are observed, as individuals often balance frugality with moments of impulse spending when seeking enjoyment for their families. Overall, the segment displays a complex balance of striving for independence while recognizing the value of community.
