1. Demographic Characteristics
The age range of the segment primarily consists of individuals aged between 30 and 50 years, with the most common age group being 35 to 45 years. Notable variations include a significant portion of retirees aged 65 and older. The typical household composition features a mix of nuclear families and single-parent households, along with an increasing number of multigenerational families. In many households, children aged 0 to 18 years are present. In terms of education levels, many adults possess at least a high school diploma, with a considerable number having completed associate or bachelor’s degrees. Common occupations include roles in healthcare, education, and skilled trades, with income brackets mostly ranging from $50,000 to $100,000. Reliance on social support programs is observed among low-income families, particularly in times of economic downturns. Cultural, ethnic, or racial diversity is moderate, with various European American backgrounds predominating, while other races and ethnic groups contribute to the community’s fabric.
2. Living Environment
The segment is located in a primarily suburban area of Roanoke County, Virginia, with several neighborhoods characterized by single-family homes and townhouses. Many residents own their homes, though there is a significant number of renters, particularly among younger households. Neighborhood dynamics are generally positive, with factors like low population density, relatively high safety ratings, and good access to amenities such as parks, grocery stores, and schools. The socioeconomic conditions vary, with some areas classified as middle-income neighborhoods and others facing challenges associated with low income or gentrification.
3. Lifestyle
The daily routines of this segment typically involve car ownership, with many residents commuting to work via personal vehicles. Public transit use is less common, and walking or biking is limited due to suburban layouts. Shopping preferences lean towards budget retailers and local markets, with some households also favoring larger chains for convenience. Leisure activities include outdoor activities such as hiking and biking, as well as family-oriented entertainment. Travel behaviors reflect moderate frequency for vacations, primarily to nearby destinations, with budget considerations influencing travel plans. Health-related habits show a tendency towards fitness routines, though smoking rates are noted among certain demographics.
4. Media Consumption
Traditional media preferences include local TV channels and radio stations, with print publications such as community newsletters also being popular. Digitally, the segment engages with social media platforms predominantly for communication and local news updates, while e-commerce habits include online shopping primarily for essentials. Content streaming has risen in popularity, with residents enjoying a variety of streaming services for entertainment. Cultural preferences highlight a taste for country music, local events, and family-friendly entertainment options, providing insight into their media consumption patterns.
5. Mindset & Values
The core beliefs of this segment center around the importance of family, work-life balance, and community involvement. Aspirations generally include achieving financial stability and having a positive impact on their neighborhoods. However, challenges such as socioeconomic struggles and cultural tensions are common. There may be contradictions in values, such as a desire for independence alongside a reliance on community support, and a tendency towards frugality that sometimes gives way to impulse spending.
