1. Demographic Characteristics
The middle-income families segment in Franklin County, Ohio, predominantly falls within the age range of 30 to 50 years, with the most common age group being those in their 40s. The typical household composition is characterized by married couples with one to four children. These families may include children of varying ages, and they primarily feature nuclear family structures. In terms of education, many adults have completed at least some college, while others hold bachelor's degrees, reflecting a moderate level of educational attainment. Common occupations within this segment include positions in education, healthcare, and retail, with household incomes generally ranging from $50,000 to $100,000. While significant reliance on social support programs is not noted, the segment may occasionally experience unemployment trends related to broader economic fluctuations. Cultural, ethnic, and racial diversity within this segment is present but data on racial distribution is currently not available.
2. Living Environment
This segment resides primarily in suburban areas of Franklin County, characterized by access to family-friendly amenities and good schools. They typically occupy single-family homes as opposed to apartments or shared housing, with a balance of ownership and renting. Neighborhood dynamics exhibit a moderate population density, with many families enjoying safe surroundings and easy access to recreational parks and shopping centers. The socioeconomic conditions of these neighborhoods can vary, with some areas experiencing gradual gentrification.
3. Lifestyle
The daily routines of these families often revolve around traditional work schedules, leading to reliance on personal vehicles for transportation, with many families owning at least one car. Shopping preferences generally lean towards budget retailers for groceries and household needs, alongside occasional visits to local markets. Leisure activities often include family outings at parks, community events, and participation in sports. Travel habits might include annual vacations or short trips within the region, with a moderate budget constraint influencing destination choices. Health-related habits display a focus on maintaining an active lifestyle, with family fitness activities prioritized, while dietary preferences may range from home-cooked meals to convenience foods.
4. Media Consumption
Preferred traditional media options for this segment typically include family-oriented TV shows and local news channels. They may also listen to family-friendly radio stations. In the digital space, segment members actively engage with social media platforms to connect with others and follow local events. E-commerce is common, with online shopping habits focused on reputable retailers. Popular culture preferences like mainstream music genres and relatable entertainment trends reflect their interests, alongside following local influencers or community figures that resonate with their values.
5. Mindset & Values
This segment exhibits a pragmatic mindset characterized by a balanced outlook on life, family, and work. Core aspirations often include achieving financial stability, ensuring children receive quality education, and making a positive community impact. Challenges they face may include navigating economic uncertainties and addressing potential cultural tensions, yet they value independence and community collaboration. While many embrace frugality, moments of impulsive spending can occur when prioritizing family experiences, showcasing the dynamic interplay between their values and behaviors.
