1. Demographic Characteristics
The segment consists of households in Shelby County, Tennessee, with a diverse age range. The most common age group is between 30 to 44 years old, and there are notable variations with a significant number of residents under 18 years and those aged 65 and older. Typical household compositions include single-parent households, multigenerational families, and a considerable percentage of single-person households. Many households contain children, with prevalent age groups being preschool to school-age children.
The education levels vary, with approximately 30% holding a bachelor's degree or higher, while a significant portion has a high school diploma or some college experience. Employment status indicates a mix of full-time and part-time workers, with common occupations in healthcare, retail, and education, resulting in varied income brackets mostly between $30,000 to $60,000 annually. Unfortunately, some households rely on social support programs or experience unemployment, reflecting broader economic trends.
Culturally, there is substantial racial diversity within the segment, with significant representations of African American, Caucasian, and Hispanic communities.
2. Living Environment
Residents of this segment predominantly reside in both suburban and urban areas of Shelby County, with notable cities including Memphis and Germantown. The majority of households occupy single-family homes or apartments, with homeownership rates around 60%, while the remaining households rent.
The neighborhood dynamics illustrate variable livability factors such as population density, differing levels of safety, and access to essential amenities like schools, parks, and grocery stores. Additionally, many areas are characterized by socioeconomic conditions that include low-income neighborhoods.
3. Lifestyle
The daily routines of households in this segment often include commuting via personal vehicles, with some reliance on public transit. Shopping preferences tend towards budget retailers and local markets, with occasional purchases from larger chains. Leisure activities encompass a wide range of interests, including outdoor recreation, cultural events, and family gatherings.
When it comes to travel, most households prefer budget-friendly options, focusing on regional destinations. Lastly, health-related habits vary widely; there is a mix of fitness routines, with some households embracing healthier diets while others face challenges such as smoking.
4. Media Consumption
In terms of traditional media, the segment shows a preference for local news channels, community radio stations, and regional print publications. In the digital sphere, online activities reveal significant use of social media platforms for news and community interaction; e-commerce habits include regular purchases through discount websites.
The cultural preferences highlight popular music genres like R&B and hip-hop, while entertainment trends often revolve around local events and sports, showcasing the segment’s community-oriented mindset.
5. Mindset & Values
The core beliefs and attitudes within this segment focus on the importance of family, community ties, and a resilient outlook on life. Many aspire towards financial stability and career advancement. However, they face challenges, including socioeconomic struggles and cultural tensions.
Some contradictions are apparent, such as a tension between frugal living and occasional impulse spending, illustrating the complex nature of their values and behaviors.
