1. Demographic Characteristics
The age range of the segment in Franklin County, Ohio, varies widely, with the most common age group falling between 30 to 44 years. This segment includes various household compositions, such as single-parent households, multigenerational families, and single-person households. Notably, families with children are prevalent, with many children aged between 5 to 18 years. Educationally, the demographic shows a mix, with a significant portion holding a high school diploma or associate degree, while others have completed bachelor's degrees or higher. Employment status is diverse, with common occupations reflecting sectors such as healthcare, education, and manufacturing. Income brackets range broadly, with many households earning between $40,000 to $75,000 annually. Some individuals rely on social support programs due to economic instability or job loss. Racial and ethnic diversity exists, contributing to a multicultural environment.
2. Living Environment
The segment primarily resides in suburban areas of Franklin County, with notable localities including Columbus and its surrounding suburbs. Housing options vary, with many living in single-family homes or apartments. A substantial portion owns their homes, while others are renters. Neighborhood dynamics show a mix of suburban tranquility with access to amenities such as parks, shops, and schools. Socioeconomic conditions are diverse, with areas ranging from affordable neighborhoods to gentrifying regions, affecting residents' quality of life.
3. Lifestyle
The daily routines of this segment indicate varied transportation habits, with many relying on car ownership for commuting, while some utilize public transit. Shopping preferences lean towards budget retailers and local markets, although luxury brands are also present among certain income groups. Leisure activities vary significantly, encompassing hobbies such as outdoor sports, reading, and social gatherings. Travel behaviors show that families often vacation seasonally, with common destinations being regional parks or beach resorts. Health-related habits suggest a mix of fitness routines and dietary preferences, with some individuals prioritizing healthy eating while others may indulge in less health-conscious choices.
4. Media Consumption
This segment exhibits traditional media preferences for channels such as local news stations and popular radio programs. Shifting to digital behavior, they engage actively in social media, with platforms like Facebook and Instagram being prominent for communication and e-commerce interactions. Content streaming services are widely used for entertainment, and niche websites like job boards and classifies are frequented. Cultural preferences reveal popularity in country music, pop, and various entertainment trends that shape their media consumption patterns.
5. Mindset & Values
The core beliefs and attitudes of the segment reflect a balanced outlook on life, emphasizing family and community. Aspirations often include financial stability, career advancement, and a desire to make a positive impact in their communities. However, challenges such as economic hardship and cultural tensions are prevalent, posing barriers to progress. Observed contradictions in values show a tension between frugality versus impulse spending and between a desire for independence versus reliance on community support.
