1. Demographic Characteristics
The segment consists of individuals aged primarily between 18 and 35 years, with common age groups ranging from AGE_20_21 to AGE_28_29.
Typical household compositions are common with single-person households being prevalent, though some may also live with roommates.
Education levels within this segment usually vary, but a significant number have pursued higher education, often holding bachelor’s degrees. Employment status generally includes those in entry-level positions, part-time jobs, or internships, with common occupations in retail, hospitality, and service industries.
Income brackets are typically low to moderate, with many young renters possibly relying on parental support or part-time work for sustenance. There may also be a small proportion facing unemployment challenges or using social support programs. This demographic is often characterized by a mix of cultural, ethnic, and racial diversity.
2. Living Environment
The segment primarily resides in urban areas of Idaho, with notable cities including Boise and Idaho Falls.
Housing preferences typically involve multi-family dwellings such as apartments or shared houses, emphasizing renting over homeownership.
Neighborhood dynamics often reflect a blend of population density and access to amenities like grocery stores and public services. There may be significant contrasts in socioeconomic conditions, with some areas being classified as low-income neighborhoods or experiencing gentrification.
3. Lifestyle
Daily routines often involve the use of public transportation or biking to avoid car ownership costs, while shopping preferences might lean toward budget retailers for essentials and local markets for fresh produce.
Leisure activities typically include social outings with friends, enjoying popular entertainment such as movies, concerts, or community events, with travel behaviors reflecting an emphasis on affordable travel options.
Health-related habits can be diverse, with some individuals engaging in fitness routines, while others may face challenges related to smoking or poor dietary choices.
4. Media Consumption
Traditional media preferences often include local stations for news and entertainment, though many are moving towards digital platforms.
Digital behavior typically showcases high engagement with social media platforms, frequent use of e-commerce sites for shopping, and content streaming services for entertainment.
Cultural preferences may reflect popular trends in music, entertainment, and digital content, with awareness of influential figures in pop culture significantly shaping their consumption patterns.
5. Mindset & Values
This segment often displays core beliefs centered around the importance of financial stability, career growth, and community involvement.
Aspirations include achieving a balance between work and personal life, but many face challenges such as socioeconomic difficulties and barriers to employment.
Contradictions may arise between desires for independence and the need for community support and resources, illustrating the complex nature of current young renters' priorities and beliefs.
