1. Demographic Characteristics
The segment comprises households in Rockingham County, North Carolina, with a diverse age range, primarily featuring individuals aged 30 to 50 years. The most common age group appears to be those in their 40s. Family structures include a mix of single-parent households, multigenerational families, and a notable proportion of single-person households. Many households include children, often ranging from infants to teens. The educational background varies, with a significant portion of individuals holding a high school diploma or some college education. Common occupations include roles in manufacturing, healthcare, and retail, with income levels typically falling between $30,000 and $75,000 per year. Some residents may rely on social support programs, particularly during periods of economic downturn. Ethnic and cultural diversity exists within the segment, reflecting a blend of backgrounds.
2. Living Environment
The geographic location of this segment is primarily suburban and rural, with some households situated in towns like Eden and Reidsville. The typical housing situation includes a mix of single-family homes and modular homes, with a higher tendency towards ownership rather than renting. Neighborhood dynamics vary, with some areas boasting low population density, while others may have a higher density. Residents enjoy reasonable safety levels, though some neighborhoods are categorized as low-income with limited access to amenities. Socioeconomic conditions in Rockingham County illustrate a blend of both stable and gentrifying areas.
3. Lifestyle
The daily routines of individuals in this segment often involve car ownership, as public transportation options are limited. Shopping preferences lean towards budget retailers with occasional visits to local markets for fresh produce. Leisure activities commonly include outdoor recreation, family gatherings, and participation in community events. Travel behaviors reveal a tendency for local trips, with budget constraints impacting the frequency and distance of travel. Health-related habits vary, with some individuals maintaining fitness routines while others may struggle with factors such as smoking or unhealthy dietary choices, impacted by socioeconomic status.
4. Media Consumption
In terms of traditional media, the segment tends to favor local news channels and common radios, while print publications are less frequently utilized. Digitally, residents engage with social media platforms and partake in e-commerce, particularly for essential goods. Some may utilize niche websites for job searches or classifieds. Entertainment preferences include popular music genres like country and R&B, reflecting cultural tastes, as well as trending shows and influencers that align with their interests.
5. Mindset & Values
The core beliefs of this segment emphasize the importance of family and community, alongside aspirations for financial stability and career growth. While many face challenges such as socioeconomic struggles and potential cultural tensions, they strive for a stable future. Residents often exhibit a duality in behavior, showing frugality while occasionally indulging in impulse spending. Community reliance may exist alongside a strong desire for independence, highlighting a complex interplay of values and priorities.
