1. Demographic Characteristics
The segment encompasses a wide range of ages, with a notable concentration in the 25-44 age group. Variations exist, with younger households and older adults also present. The typical household composition includes single-parent households, multigenerational families, and single-person households. Many families have children, predominantly in the 0-17 age range, with some households also housing adult children.
In terms of education levels, a significant portion of the population possesses high school diplomas and associate degrees, with a smaller group achieving bachelor's degrees or higher. Employment status varies, with many engaged in sectors such as healthcare, education, manufacturing, and retail. Income brackets typically range from low to middle income, with noted reliance on social support programs among some households and ongoing trends of unemployment affecting certain demographics.
There is a degree of cultural, ethnic, and racial diversity within the segment, although detailed data on racial distribution is not available.
2. Living Environment
The geographic location primarily encompasses urban and suburban areas of Sedgwick County, with notable cities like Wichita. Many households reside in a mix of single-family homes and apartments, with a segment that rents and others that own their homes. Neighborhood dynamics vary greatly, influenced by factors such as population density and safety. Access to amenities like schools, parks, and grocery stores is generally good, but some areas experience low-income conditions that impact livability.
3. Lifestyle
Daily routines within this segment typically see a dependence on car ownership for transportation, though some utilize public transit. Shopping preferences vary widely, with many favoring budget retailers alongside local markets. Leisure activities might include outdoor sports, family gatherings, and community events, with varying travel behaviors that reflect budget constraints and occasional trips to nearby attractions.
Health-related habits among the population profile are diverse, with some households focusing on fitness routines and balanced diets while others may struggle with smoking or poor nutritional choices, reflecting broader lifestyle challenges.
4. Media Consumption
In terms of traditional media preferences, the segment tends to favor local TV channels and radio stations, while print publications see limited engagement. Digital behavior shows a strong presence on social media platforms for both personal use and e-commerce activities. Content streaming services are commonly accessed, with niche websites like job boards being popular among job seekers. Music and cultural trends reflect a mix of popular genres, often influenced by local events and influencers catering to diverse tastes.
5. Mindset & Values
The core beliefs of this segment often emphasize the importance of family and community, with aspirations focused on financial stability and career opportunities. Challenges such as economic hardship and cultural tensions can create barriers, with occasional conflicts between values of independence versus reliance on community support. There may also be contradictions in spending behaviors, such as prioritizing saving while occasionally engaging in impulse spending.
