Demographic Characteristics
The segment consists of middle income married couples in New Hampshire, with a household count of 87,123. While specific age data is not available, it is typical for couples in this segment to fall within the age range of 30 to 50 years. The most common age group is generally around 35 to 45 years.
Household compositions typically include couples without children or with dependent children, and these households generally consist of two adults. Education levels vary but mainly include individuals with associate degrees or bachelor's degrees. Employment is stable, with common occupations in education, healthcare, and technology, and household income ranges from $50,000 to $100,000. Reliance on social support programs is low, given the middle-income status.
Cultural, ethnic, or racial diversity is present; however, specific data is not available.
Living Environment
Geographically, this segment resides primarily in suburban areas of New Hampshire, with notable regions including Nashua, Manchester, and Concord. They typically occupy single-family homes, often owned rather than rented.
Neighborhood dynamics are favorable, with a focus on family-oriented communities characterized by a moderate population density, good safety records, and easy access to amenities such as schools, parks, and shopping centers. The socioeconomic conditions of these neighborhoods are generally stable, avoiding the issues seen in low-income or gentrifying areas.
Lifestyle
The daily routines of middle income married couples often involve commuting via personal vehicles, with a lower reliance on public transit. Shopping preferences typically lean towards budget retailers for everyday needs, while they may occasionally indulge in luxury brands.
Leisure activities include outdoor pursuits, such as hiking and biking, along with family-oriented entertainment options. Travel habits indicate that couples in this segment may travel infrequently, typically prioritizing destinations within New England for short vacations due to budget constraints. Health-related habits vary, but there is generally a trend towards maintaining a balanced diet and participating in fitness activities.
Media Consumption
This segment shows a preference for traditional media, with favored TV channels including family-oriented and local news broadcasts. They listen to popular radio stations and read local newspapers. Digital behavior indicates a strong presence on social media platforms, particularly those focused on community engagement.
E-commerce habits include online shopping for convenience, with streaming services being a popular source for entertainment. Cultural preferences lean towards country and pop music, reflecting their lifestyle and community values.
Mindset & Values
The core beliefs of this segment include a strong emphasis on family values, community involvement, and financial stability. They aspire for career advancement and maintain a desire to positively impact their communities.
Challenges they face can include economic pressures and balancing work-family life, which might create cultural tensions. Additionally, there can be contradictions in their values, such as a tendency towards frugality while occasionally engaging in impulsive spending.
