1. Demographic Characteristics
The households in Highwood, St. Paul, Minnesota, display a diverse age range, with the most common age group being between 30 and 49 years. There are notable variations in age, with smaller populations of both younger and older residents. The typical household composition includes a mix of families, single-parent households, and single-person households. Many of the families have children, with a significant proportion of households containing children aged 0 to 18 years.
In terms of education levels, many adults have at least a high school diploma, with a portion holding college degrees. The employment status showcases a blend of full-time, part-time, and unemployed individuals, with common occupations including retail, healthcare, and service industries. The income brackets vary but tend to lean towards the lower and middle-end, with some households potentially relying on social support programs.
There is also a diverse mix of cultural, ethnic, and racial backgrounds among the residents, contributing to the community's uniqueness.
2. Living Environment
The segment is located in a suburban area near St. Paul, characterized by residential neighborhoods. The majority live in single-family homes, with a mix of renters and homeowners. Neighborhood dynamics indicate an overall livability that includes moderate population density, reasonable safety levels, and access to basic amenities like grocery stores and parks.
Socioeconomic conditions vary, with some areas featuring low-income neighborhoods, while others are experiencing gradual gentrification, leading to changes in the local community’s economic status.
3. Lifestyle
The daily routines of households in this area often include reliance on personal vehicles for transportation, with some utilizing public transit or biking. Shopping preferences seem to favor a mix of budget retailers and local markets. Leisure activities include diverse hobbies and entertainment choices, with a tendency towards family-oriented outings and social gatherings.
Travel behaviors indicate modest frequency with a focus on nearby destinations due to budget constraints. Health-related habits vary, with some engaging in regular fitness routines while others might display habits such as smoking or unhealthy dietary preferences.
4. Media Consumption
The segment exhibits a preference for traditional media such as local TV channels and radio stations. In terms of digital behavior, social media platforms are popular, and online shopping habits often include both larger e-commerce websites and local business websites.
Entertainment preferences indicate a blend of traditional and contemporary influences, with cultural trends reflecting a mix of popular music genres and local influencers resonating within the community.
5. Mindset & Values
The core beliefs and attitudes within this demographic are centered around family values, with an outlook that emphasizes the importance of community support and social connections. Aspirations include achieving financial stability, career advancement, and a positive impact on the local community.
Challenges faced include navigating socioeconomic struggles and occasional cultural tensions. There is a complex interaction of values and behaviors, such as a tendency towards both frugality and impulsive spending, which reflects the ongoing balancing act between independence and community reliance.
