1. Demographic Characteristics
The age range of the segment primarily spans from 25 to 45 years, with the most common age group being 30 to 35 years. This segment includes a mix of household compositions, comprising primarily single-person households and couples without children, though there are some single-parent families present. Typically, the individuals in this segment possess at least a bachelor’s degree, with many having advanced degrees. Employment status is generally stable, with common occupations in sectors such as education, healthcare, and technology. Income brackets for this group range from $50,000 to $80,000 annually, with some individuals relying on social support programs during economic downturns. The cultural, ethnic, or racial diversity within this segment reflects a predominantly Caucasian demographic, with a significant representation of Black and Hispanic individuals.
2. Living Environment
This segment primarily resides in urban areas within Saint Louis, Missouri. They typically occupy apartments or townhouses and are predominantly renters, reflecting their lifestyle choices and financial considerations. The neighborhoods vary in terms of livability factors, with many being gentrifying areas that provide access to amenities such as parks, cafes, and local shops. However, some may be in less affluent communities that experience economic challenges, affecting overall safety and access to resources.
3. Lifestyle
The daily routines of the segment often include public transit use due to the urban setting, although some may own cars for convenience. When it comes to shopping preferences, they gravitate towards a mix of budget retailers and local markets rather than luxury brands. Leisure activities often involve exercise, social gatherings, and attendance at local cultural events. Travel behaviors show a tendency for short trips to nearby destinations, with a modest budget allocated for occasional vacations. In terms of health, many individuals emphasize fitness routines, while dietary preferences may include a focus on healthy eating and fresh produce.
4. Media Consumption
This segment shows a preference for traditional media, particularly channels that offer news and educational content. For digital behavior, social media platforms like Instagram and Facebook are commonly used for both personal connections and advertising. E-commerce habits include shopping from both local and online retailers, while content streaming platforms are favored for entertainment consumption. Niche websites, such as job boards and community forums, are also utilized for practical purposes. There is a notable interest in popular music genres, including indie and hip-hop, which influence their media consumption choices.
5. Mindset & Values
The core beliefs of this segment reflect an outlook that prioritizes financial stability and career growth, with aspirations towards making a meaningful community impact. However, they face challenges such as socioeconomic pressures and cultural tensions within the community. Individuals often experience contradictions, such as a desire for independence coupled with the need for community support, which can manifest as frugality versus impulse spending. Understanding these complexities offers a more nuanced view of their mindset and values.
