1. Demographic Characteristics
The demographic profile of the 35.9K households in Roanoke, Virginia, includes a varied age range with a predominant concentration in the 30-49 year age group. Notable variations can be observed with some households consisting of young adults aged 18-29 and seniors over 65. The typical household composition features a mix of single-parent households, multigenerational families, and single-person households. Many households include children, primarily in the 5-17 age range.
Education levels within this segment vary, with a substantial percentage holding bachelor's degrees or higher, while others may have high school diplomas or some college education. Employment status is relatively stable, with many engaged in common occupations such as healthcare, education, retail, and manufacturing, falling within moderate income brackets. Some households may rely on social support programs, reflecting broader unemployment trends in the region. The segment includes cultural, ethnic, and racial diversity, though specific distribution data is not available.
2. Living Environment
The geographic location of this segment is primarily urban, with residences concentrated in the city of Roanoke. Households typically occupy single-family homes or apartments, with a mixture of rental and ownership arrangements. The neighborhoods are characterized by a range of dynamics, presenting various factors affecting livability, including moderate population density, varying levels of safety, and accessibility to local amenities like parks and shopping centers. Additionally, socioeconomic conditions may include low-income neighborhoods as well as areas experiencing gentrification.
3. Lifestyle
The daily routines of this segment often revolve around car ownership, though some residents may utilize public transit or prefer walking and biking. Shopping preferences reveal a mixture of budget retailers and local markets, with leisure activities encompassing various hobbies, entertainment choices, and social engagements. Travel behaviors showcase moderate frequency, often dictated by budget constraints, with common vacation destinations within and outside of Virginia. Health-related habits range widely, with some prioritizing fitness routines while others may struggle with dietary preferences and smoking.
4. Media Consumption
The segment displays distinct traditional media preferences, favoring local TV channels, radio stations, and regional print publications. In the digital space, online activities reflect habitual use of social media platforms, e-commerce sites, and content streaming services, alongside niche websites such as job boards. Cultural preferences highlight popular music genres and significant trends in entertainment, showcasing the impact of local influencers on their media consumption patterns.
5. Mindset & Values
The core beliefs and attitudes within this segment reflect a focus on financial stability, career advancement, and community involvement. Aspirations often model societal expectations while addressing challenges like socioeconomic struggles. Contradictions may arise, such as between a mindset of frugality versus impulse spending or valuing independence while relying on community support. Overall, this section encapsulates their mindset and intertwined priorities.
