1. Demographic Characteristics
The demographic profile of the mailing list segment encompassing all 207.7K households in Saint Louis, Missouri, exhibits a diverse age range. The most common age group is between 30 to 44 years, but there are notable variations with significant populations of both younger (18 to 29 years) and older adults (45 to 64 years). The typical household composition is varied, including single-parent households, multigenerational families, and single-person households. Among these, many households contain children, primarily aged 0 to 12 years.
In terms of education levels, there is a mix, with a considerable percentage possessing a high school diploma and a smaller portion holding bachelor's degrees or higher. Employment status shows diversity in occupations; common jobs include those in healthcare, education, retail, and construction. Income brackets are typically moderate, with many households earning between $30,000 and $75,000 annually. There is observable reliance on social support programs, particularly among low-income families, alongside trends of unemployment that fluctuate with economic conditions.
Culturally, the segment displays considerable diversity, with a range of ethnicities and races represented, contributing to a vibrant community presence.
2. Living Environment
This segment resides predominantly in an urban setting, primarily within the city limits of Saint Louis. Housing types vary widely, with many families living in single-family homes, while others might occupy apartments or shared housing. Ownership rates are approximately balanced between renters and homeowners, with a tendency toward rental properties in certain areas.
Neighborhood dynamics are influenced by livability factors such as population density and safety, with some areas recognized for high walkability and access to public services while others may face challenges related to crime and limited amenities. Socioeconomic conditions vary as well, with neighborhoods ranging from middle-class communities to economically disadvantaged areas.
3. Lifestyle
The daily routines of this segment include varied transportation habits, with a noticeable number of households owning cars, while others frequently utilize public transit. Shopping preferences tend to lean towards budget-friendly retailers but also include local markets and occasional visits to luxury brands for special occasions.
Leisure activities reflect a mix of interests, with popular choices including community events, outdoor activities, and family gatherings. Travel behaviors exhibit trends of local tourism and familial visitations, though many families operate within budget constraints limiting travel frequency.
Health-related habits show varied patterns, with some individuals maintaining fitness routines through gym memberships or local sports leagues, while others may struggle with dietary choices influenced by socioeconomic factors. Smoking rates can be moderate but are often accompanied by initiatives promoting healthier lifestyles.
4. Media Consumption
In terms of traditional media, this segment favors local TV channels that provide community news, popular radio stations catering to a diverse music palette, and regional print publications for local updates and advertisements.
Digital behavior is characterized by active social media engagement, particularly platforms like Facebook and Instagram for community building and social interaction. E-commerce activities are increasingly popular, with many households shopping online for convenience, while streaming services for entertainment, such as Netflix, dominate leisure viewing habits.
Culturally, there is a strong preference for genres of music that reflect the community’s varied tastes, alongside a growing influence of local influencers who resonate with the segment’s values and identity.
5. Mindset & Values
This segment often exhibits core beliefs that emphasize the importance of family and community, prioritizing financial stability and a desire for career advancement. Aspirations include improving quality of life through education and economic opportunities while seeking to make a positive impact within the community.
Challenges faced by this segment can include socioeconomic struggles, such as limited access to resources and cultural tensions, which may hinder progress. Notably, there are occasional contradictions in their values, such as the tendency towards frugality coexisting with moments of impulse spending driven by emotional needs or community influence.
Overall, this demographic profile provides insights into a complex, multifaceted segment that balances its aspirations with reality, rooted deeply within the rich cultural fabric of Saint Louis.
