1. Demographic Characteristics
The segment comprises households in New Hampshire with a varied age range. The most common age group is between 35 to 54 years, but notable variations exist with younger households (ages 18-34) and older households (ages 55 and above) present as well. Typical household compositions often include single-parent households and multigenerational families, alongside a significant portion of single-person households. Children are present in many households, mostly aged between 0 and 17 years.
In terms of education, a considerable number of individuals hold bachelor's degrees or higher, while others have completed associate degrees or high school diplomas. Employment status varies, with common occupations including healthcare, education, and manufacturing. Income brackets primarily range from $50,000 to $99,999, with some households relying on social support programs due to unemployment trends.
There is a moderate level of cultural, ethnic, and racial diversity in the segment, though predominantly Caucasian.
2. Living Environment
The segment is geographically situated across New Hampshire, with a mix of urban, suburban, and rural areas. Notable cities include Manchester and Nashua, while many residents live in suburban communities. Households typically occupy single-family homes or apartments, with a balanced number renting and owning their residences.
Neighborhood dynamics often reveal livability factors such as population density, safety, and access to amenities like parks and schools. The socioeconomic conditions vary from low-income neighborhoods to gentrifying areas.
3. Lifestyle
The daily routines in this segment often involve commuting with a mix of car ownership and limited public transit use. Shopping preferences favor budget retailers and local markets rather than luxury brands. Leisure time typically includes hobbies such as outdoor activities, with entertainment choices ranging from community events to streaming services.
Travel behaviors are generally modest, with residents taking occasional trips, largely within the New England region, and often working within budget constraints. Regarding health habits, there is a mixture of fitness routines and dietary preferences, with varying levels of commitment to health and wellness.
4. Media Consumption
In terms of traditional media, the segment shows a preference for popular TV channels and local radio stations, with print publications playing a lesser role. Digital behavior indicates high engagement with social media platforms, e-commerce, and content streaming services.
Additionally, residents may utilize niche websites for job searching or classifieds. Popular music genres and entertainment trends align with those prevalent in New England culture, showcasing the community’s interests.
5. Mindset & Values
The core beliefs and attitudes within this segment often reflect a strong emphasis on work and family values. Aspirations generally lean towards achieving financial stability and making a positive community impact.
However, challenges such as socioeconomic struggles and cultural tensions may affect their outlook. There are often contradictions in their values, balancing frugality with occasional impulse spending—indicating a complexity in financial behaviors.
