1. Demographic Characteristics
The segment encompasses all 35.9K households in Douglas County, Kansas. The age range is varied, but the most common age group tends to be between 25 to 44 years. Notable variations may include seniors and young families due to the presence of local universities, which attracts a diverse population. Typical household compositions include a mixture of single-parent households, multigenerational families, and single-person households. Many households include children, with the average age of children primarily falling between 5 to 17 years. Regarding education levels, there is a significant portion of the population holding at least a bachelor’s degree, and common occupations are found in education, health services, and technology. The income brackets range broadly, with many households earning between 50k to 100k annually. There are instances of reliance on social support programs and a fluctuating unemployment rate, reflecting broader economic conditions. In terms of cultural diversity, the segment shows a mix of ethnic backgrounds, with a notable representation of Caucasian, Hispanic, and African American residents.
2. Living Environment
Residents of the segment primarily reside in a suburban environment, with the key city being Lawrence. Housing types vary, including single-family homes, townhouses, and a smaller number of apartments. Homeownership rates are moderate, with many people choosing to rent due to flexibility. Neighborhood dynamics include factors such as moderate population density and relatively safe areas, contributing to overall livability. Access to amenities such as parks, schools, and shopping centers is common. The socioeconomic conditions vary, with instances of low-income neighborhoods alongside areas experiencing gentrification.
3. Lifestyle
The daily routines of this segment often involve a dependency on car ownership, with reasonable public transit options available. Shopping preferences tend toward budget retailers, but many also frequent local markets and occasionally shop for luxury brands. Leisure activities are diverse, with a mix of interests spanning from outdoor activities to arts and entertainment. Travel is noted, with families generally taking a few trips per year, often within a moderate budget. In terms of health-related habits, many individuals engage in fitness routines such as jogging or attending gym classes, and dietary preferences are varied, though a trend toward healthy eating is increasingly evident.
4. Media Consumption
In traditional media, popular TV channels include local news broadcasts and family-oriented programming. Preferred radio stations often feature a mix of classic rock and country music. Digital behavior highlights a strong presence on social media platforms like Facebook and Instagram, with many utilizing e-commerce for shopping. Streaming services are also popular for entertainment. Niche websites such as job boards are frequently visited for employment opportunities. In terms of cultural preferences, popular music genres include country and indie music, with local events and influencers playing a significant role in shaping entertainment trends.
5. Mindset & Values
The core beliefs of this segment generally emphasize the importance of family, community engagement, and personal growth. Aspirations often focus on achieving financial stability and making a positive community impact. However, challenges such as socioeconomic struggles and cultural tensions may create obstacles for many individuals. Some contradictions may arise within values, where aspects of frugality are juxtaposed with occasional impulse spending, alongside a desire for independence that coexists with a reliance on community resources.
