1. Demographic Characteristics
The segment includes a broad age range, with the most common age group being between 30 and 50 years old. There are notable variations with younger households, largely consisting of families with children aged 0-18 years. Typical household compositions include a mixture of single-parent households, multigenerational families, and single-person households. Many households have children, with an average of 1-2 children per family.
The education levels of the group vary, with a significant portion having completed high school and some attaining higher education degrees. Employment status often includes a mix of full-time, part-time, and unemployed individuals, with common occupations in sectors like healthcare, education, and manufacturing. Income brackets typically range from $40,000 to $80,000 annually, with some relying on social support programs during economic downturns or unemployment trends. In terms of cultural diversity, the segment is primarily composed of Caucasian, Hispanic, and African American residents, but overall remains relatively homogeneous.
2. Living Environment
The segment is geographically located across Iowa, with many residing in suburban and rural areas, while urban areas like Des Moines and Cedar Rapids also feature prominently. Housing types predominantly include single-family homes and townhouses, with a mix of renters and homeowners. Neighborhood dynamics vary as well, with some areas boasting low population density, safety, and good access to amenities, whereas others may face issues related to low-income conditions and limited resources.
3. Lifestyle
Daily routines within the segment commonly involve car ownership, as public transit options are limited. Shopping preferences skew towards budget retailers alongside visits to local markets. Leisure activities are diverse, with many engaging in outdoor events, community gatherings, and family-oriented activities. Travel behavior indicates a moderate frequency, often within regional destinations, with budgets kept relatively low. In terms of health-related habits, there is an increasing focus on fitness routines and dietary preferences influenced by health awareness.
4. Media Consumption
The segment shows a preference for traditional media, particularly favoring local TV channels for news, alongside listening to regional radio stations. Digitally, they are active on social media platforms and participate in e-commerce, with streaming services becoming increasingly popular. Niche website usage for job boards or local classifieds is common, along with consumption of popular music genres such as country, pop, and rock. Influencers and entertainment trends that align with family values are significant in guiding their media choices.
5. Mindset & Values
The core beliefs of the segment reflect a strong emphasis on family, work ethic, and community involvement. Aspirations tend to focus on achieving financial stability and career advancement, with a desire to contribute positively to their communities. However, they often face challenges including economic struggles and potential barriers related to educational access or job opportunities. While many prioritize frugality, contradictions can be observed in occasional impulse spending, as well as a reliance on community resources versus a desire for personal independence.
