1. Demographic Characteristics
The age range of young renters in Fresno, California typically falls between 18 and 34 years old, with the most common age group being 25 to 29 years. Notable variations within the segment include a smaller cohort of individuals aged 18 to 24 and those aged 30 to 34. The typical household composition is diverse, including a significant number of single-person households and single-parent households. Some younger renters may also live in multigenerational families. Children are present in a portion of the single-parent households, mostly ranging in age from infants to teenagers. Regarding education levels, many in the segment hold at least a high school diploma, with a considerable number possessing college degrees. In terms of employment status, most individuals are employed in common occupations such as service industry roles, retail positions, and some in administrative jobs, with incomes generally falling within the $25,000 to $50,000 range. There is a notable reliance on social support programs among some individuals, particularly those experiencing variance in employment stability. The segment showcases cultural, ethnic, and racial diversity, reflecting the broader population of Fresno.
2. Living Environment
This segment predominantly resides in urban areas of Fresno, occupying neighborhoods characterized by a mix of residential and commercial zones. The type of housing typically includes apartments and shared housing, with a majority being renters rather than owners. Neighborhood dynamics are influenced by factors such as population density, safety, and access to amenities, with many neighborhoods providing essential services but facing challenges related to socioeconomic conditions. Some segments reside in low-income neighborhoods, while others are in areas undergoing gentrification, impacting both housing costs and community services.
3. Lifestyle
The daily routines of young renters often include a mix of transportation habits. Many rely on public transit due to potential lack of car ownership, although some may also utilize bicycles or participate in car-sharing programs. Shopping preferences vary, with many favoring budget retailers as well as local markets that offer fresh produce. Leisure activities often revolve around socializing, engaging in hobbies like sports or artistic endeavors, and participating in community events. Travel behaviors may be constrained by budgets, leading to local or regional travel rather than international trips. In terms of health-related habits, young renters may exhibit varied practices, with some prioritizing fitness through gym memberships, while others may engage in smoking or prioritize convenience in dietary choices.
4. Media Consumption
The segment shows preferences for traditional media that includes popular TV channels and specific radio stations that cater to younger audiences. In the digital realm, their online activities encompass social media platforms such as Instagram and TikTok, alongside participation in e-commerce and content streaming through platforms like Netflix. The use of niche websites, including job boards and classifies, is also common among this group. Cultural preferences span various popular music genres, entertainment trends, and influencers who resonate with their interests.
5. Mindset & Values
Core beliefs and attitudes among young renters often reflect an optimistic outlook on life, emphasizing the importance of community and relationships. Their aspirations typically include financial stability, career advancement, and making a positive community impact. Challenges they face may encompass socioeconomic struggles and barriers to progress, while some navigate cultural tensions related to their diverse backgrounds. There may be contradictions in their values, demonstrated by a balance between frugality and impulse spending, as well as independence contrasted with reliance on community and social resources.
