1. Demographic Characteristics
The age range of the segment, Middle Income Renters in Saint Paul, Minnesota, typically spans from 25 to 45 years old, with the most common age group being 30 to 39 years old. A notable variation exists among younger renters aged 20 to 29 and older renters aged 40 to 50. Typical household compositions often include single-person households or couples without children, alongside a smaller percentage of single-parent households and multigenerational families. In families that have children, ages typically range from infants to teenagers. Education levels within this group are generally high, with many individuals holding bachelor’s degrees or higher. Employment status is stable, with common occupations in fields such as education, healthcare, and retail, and income brackets are typically between $40,000 and $70,000. Some members of this demographic may rely on social support programs, depending on economic conditions and employment trends. The segment is characterized by a diverse array of cultural, ethnic, and racial backgrounds, contributing to its vibrant community dynamics.
2. Living Environment
This segment predominantly resides in urban areas within Saint Paul, benefiting from the amenities of a city environment. Common types of housing include apartments and rental units, with a predominant trend towards renting rather than owning. Neighborhood dynamics are conducive to living, with factors such as moderate population density, basic safety, and good access to amenities like parks, grocery stores, and public transportation. However, some areas may face socio-economic challenges typical of low-income neighborhoods or those experiencing gentrification.
3. Lifestyle
The daily routines of these renters vary, but many rely on public transportation due to limited car ownership. Shopping preferences often lean towards budget retailers and local markets, with convenience as a significant factor. Leisure activities include outdoor events, cultural festivals, and community gatherings, and they engage in a range of entertainment choices such as movies, live music, and theater performances. Travel behaviors are moderate, with many seeking affordable destinations for vacations. Health-related habits show a varied picture, with some individuals prioritizing fitness through gym memberships and outdoor activities, while dietary preferences may range from healthy eating to more convenient options.
4. Media Consumption
The segment's traditional media preferences include popular TV channels like ABC and NBC, as well as local radio stations that cater to community interests. Shifted to digital behavior, they frequently engage in activities such as social media platforms (Facebook, Instagram) and often shop on e-commerce websites. Content streaming services like Netflix and Hulu are popular among this group. Niche websites, including job boards and local classifieds, are also utilized. Cultural preferences show a tendency towards hip-hop, pop, and indie music, along with following relevant influencers and trends that resonate with their lifestyle and values.
5. Mindset & Values
The core beliefs of this segment often center on valuing family, community, and financial stability. Their aspirations include career advancement and making a positive community impact. However, they may face challenges related to societal norms, economic pressures, and occasional cultural tensions. Many within this demographic experience contradictions, such as balancing frugality with impulse spending or emphasizing independence while also relying on community support systems. This nuanced understanding of their mindset reflects both their ambitions and the obstacles they encounter in their daily lives.
