1. Demographic Characteristics
The age range of the segment consists primarily of individuals aged 25 to 54 years, which is the most common age group. There are notable variations with younger and older residents as well. The typical household composition includes single-parent households, multigenerational families, and a significant number of single-person households. Among families, it is common to have children within the ages of 0 to 18 years. Educational attainment varies within the group, with many individuals holding high school diplomas or associates degrees, and common occupations include those in the service industry, healthcare, and retail sectors. Income levels generally fall within the low to moderate-income brackets, and there is a noted reliance on social support programs, particularly among vulnerable populations. The segment showcases a diverse cultural, ethnic, and racial representation.
2. Living Environment
The geographic location of the segment is primarily in urban areas of Northeast, Saint Louis, Missouri. Residents typically occupy single-family homes, apartments, or shared housing, with a mix of those who rent and those who own. Neighborhood dynamics indicate a range of livability factors including moderate population density, varying levels of safety, and access to amenities such as parks, grocery stores, and schools. Socioeconomic conditions in this area vary, with some regions categorized as low-income neighborhoods or areas undergoing gentrification.
3. Lifestyle
The daily routines of the segment involve diverse transportation habits, with many relying on public transit or personal vehicles for commuting. Shopping preferences lean towards budget retailers and local markets, reflecting a focus on affordability. Leisure activities include a mix of community engagement, sports, and recreational outings, while travel behaviors typically reflect budget constraints, with infrequent trips primarily within the region. Health-related habits show a range of practices, with some individuals embracing fitness routines while others may struggle with smoking or unhealthy dietary preferences.
4. Media Consumption
Traditional media preferences for the segment include local news channels and regional radio stations. In terms of digital behavior, segment members are active on social media platforms and engage in e-commerce for shopping. There is also a tendency to use niche websites for job searches and community engagement. Culturally, popular music genres vary widely, and entertainment trends often include community events and local festivals.
5. Mindset & Values
The core beliefs and attitudes of the segment emphasize family and community, while aspirations are generally focused on achieving financial stability and career advancement. Challenges faced include socioeconomic struggles and potential barriers to progress, leading to complex dynamics such as the tension between independence and community reliance. There are also noticeable contradictions in behaviors when it comes to spending habits, with tendencies for both frugality and impulse buying observed.
