1. Demographic Characteristics
The segment of college educated parents in Contra Costa County typically falls within the age range of 30 to 50 years. The most common age group comprises individuals aged 35 to 45 years. Family structures are diverse, with a mix of both single-parent households and multigenerational families. Many households have one to three children, with children generally ranging from infants to teenagers. Education levels are notable, with all segment members having completed college and many having completed graduate studies. Employment statuses often scale from full-time positions to part-time roles, with common occupations in education, healthcare, and technology. Income levels vary widely, typically falling within the $75,000 to $150,000 range, and there is a low reliance on social support programs. The cultural, ethnic, and racial diversity within this segment is moderate, though racial distribution data is currently not available.
2. Living Environment
The geographic location of this segment is primarily suburban, specifically in areas within Contra Costa County. Common housing types include single-family homes and townhouses, with many families owning their homes. Neighborhood dynamics reflect a mixture of safe, family-friendly areas with access to parks, schools, and grocery stores, contributing to a higher livability index. Socioeconomic conditions vary, with some areas characterized as gentrifying and others remaining low-income neighborhoods.
3. Lifestyle
The daily routines of college educated parents in this segment often include reliance on car ownership for transportation, with some utilizing public transit occasionally. Shopping preferences tend towards a blend of budget retailers and local markets, along with occasional purchases from luxury brands. Leisure activities incorporate hobbies such as outdoor sports, family gatherings, and local festivals, with many engaging in family-centric entertainment. Travel habits vary, with occasional trips to family-friendly destinations, typically sticking to a moderate budget. Health-related habits reflect an inclination towards fitness routines and healthy eating, though smoking rates are generally low.
4. Media Consumption
Media preferences for this segment lean towards traditional outlets such as local news stations and family-oriented programming. Their digital behavior highlights active engagement with social media platforms like Facebook and Instagram, alongside frequent e-commerce use for shopping. Content streaming services are also popular, with an interest in family movies and educational content. Niche websites for services and commerce are also utilized. Cultural preferences include a mix of popular music genres and some interests in notable influencers within parenting and education.
5. Mindset & Values
The core beliefs and attitudes of this segment emphasize a strong desire for financial stability and education for their children. Aspirations often include career advancement and a desire to positively impact their communities. Challenges faced include potential socioeconomic struggles and cultural tensions, which sometimes create contradictions in their values, such as balancing frugality with impulse spending. Their priorities reflect a commitment to both independence and community reliance.
