1. Demographic Characteristics
The age range of this segment primarily includes individuals aged 25 to 54, with the most common age group being 35 to 44 years old. Notable variations include a significant presence of young families with children aged 0 to 10. Many households are composed of multigenerational families, but there are also single-parent households and a number of single-person households as well. The education levels in this segment are diverse, with many residents holding associate degrees or higher, while some have not completed high school. Employment status varies, with a presence of service industry jobs, healthcare positions, and manufacturing roles. Income brackets are typically within the mid-to-low range, and some households rely on social support programs due to economic challenges. This segment showcases a wide range of cultural, ethnic, and racial diversity, contributing to a rich community fabric.
2. Living Environment
Residents of this segment primarily reside in suburban areas of Dekalb County, with notable cities including Decatur and Ellenwood. The type of housing varies, with many occupying single-family homes as well as apartments and townhouses. A significant number of occupants choose to rent, while others are homeowners. Neighborhood dynamics reflect a blend of livability factors, with some areas experiencing high population density and varying safety ratings. Access to amenities such as parks, schools, and shopping centers is common, but certain areas may exhibit lower socioeconomic conditions, indicating pockets of economic distress.
3. Lifestyle
The daily routines of the segment often include commuting by car, although public transit options are available for some. The shopping preferences include a mix of budget retailers and local markets, with occasional purchases from luxury brands. Leisure activities prominently feature family-oriented outings, with children engaging in sports and educational activities. In terms of travel behaviors, most residents travel occasionally for short vacations, heavily influenced by budget constraints. Health-related habits show a great divide between the health-conscious and those experiencing challenges with diet and exercise, with some individuals engaging in fitness routines while others may have high smoking rates.
4. Media Consumption
This segment demonstrates a preference for traditional media including channels such as local news stations and popular radio shows that feature a mix of music styles ranging from hip-hop to gospel. Digital behavior is characterized by active social media use, and a penchant for e-commerce platforms. Popular streaming services are widely used for entertainment, and niche websites for job listings are frequently visited. Cultural preferences lean towards R&B and pop music genres, reflecting broader entertainment trends and the influence of local cultural figures.
5. Mindset & Values
The core beliefs and attitudes within this segment typically emphasize family, community support, and the pursuit of financial stability. Aspirations include achieving career advancement and making a positive community impact. Challenges such as socioeconomic struggles and cultural tensions are prevalent, often influencing their daily realities. There are observable contradictions in values; for instance, some individuals exhibit frugality while still indulging in impulse spending on non-essentials, which reflects a tension between desires and needs. Additionally, while many value independence, there remains a strong reliance on family and community networks for support.
