1. Demographic Characteristics
Individuals in the Middle Income Married with Children segment in Louisville, Kentucky primarily fall between the ages of 30 and 50, with the most common age group being 35 to 40 years. This segment typically consists of nuclear families, though there may be some single-parent households and instances of multigenerational living. Households often include two children on average, ranging in ages from infants to teenagers. The education levels of this demographic are generally high school diplomas or higher, with a significant proportion having achieved some college education or bachelor’s degrees. Employment status is generally stable, with common occupations in education, healthcare, and manufacturing. Incomes typically range from $50,000 to $100,000 annually, and while there may be some reliance on social support programs, unemployment rates in this segment are generally low. Culturally, the segment reflects a mix of cultural, ethnic, and racial diversity.
2. Living Environment
This segment predominantly resides in suburban areas surrounding Louisville, with a few located in smaller cities nearby. Households generally occupy single-family homes, with a mix of renting and owning, though homeownership is slightly more common. Neighborhood dynamics in these areas vary, yet they generally score favorably on livability factors such as low population density, relative safety, and access to amenities like parks and schools. Socioeconomic conditions can vary, with some neighborhoods exhibiting signs of gentrification while others may struggle with low-income challenges.
3. Lifestyle
The daily routines of this segment often involve car ownership as the prevalent means of transportation, with limited public transit use. Shopping preferences lean towards budget retailers and local markets, while leisure activities may include family outings, community events, and sports. Travel is typically modest, with families taking an occasional vacation, often within driving distance, due to budget constraints. Health-related habits vary, but many prioritize fitness through activities such as walking, running, or gym memberships, with a focus on balanced diets.
4. Media Consumption
Media preferences for this segment highlight a mix of traditional media, favoring popular TV channels and radio stations focused on family-friendly programming. Digital behavior shows engagement in social media platforms, e-commerce sites, and content streaming services, with some frequented niche sites for job hunting and classifieds. Cultural preferences often include popular music genres such as country and pop while following trends in family-oriented entertainment.
5. Mindset & Values
The core beliefs of this segment often center around the importance of family, financial stability, and a positive work ethic. Aspirations mostly include achieving career advancement and making a meaningful impact within the community. However, they face challenges like socioeconomic struggles and barriers impacted by the economy. Contradictions within their values may arise, as they balance a sense of frugality with occasional impulse spending or feelings of independence against the need for community support. This section emphasizes the multifaceted nature of their mindset and priorities.
