1. Demographic Characteristics
The age range of the segment includes individuals from children to seniors, with the most common age group being young to middle-aged adults, particularly those aged 25-44. The typical household composition varies and includes family structures such as single-parent households, multigenerational families, and single-person households. It is notable that many households contain children, with age groups usually between 0-18 years.
Education levels within the group range from high school diplomas to college degrees, indicating a significant proportion of individuals with some level of higher education. Employment status shows a majority engaged in full-time work, with common occupations including healthcare, education, and technology sectors. Income brackets typically range from $50,000 to $100,000 annually, although some households may rely on social support programs or experience fluctuations in employment, reflecting a trend in unemployment rates influenced by economic conditions.
The segment exhibits varying degrees of cultural, ethnic, and racial diversity, with attempts to be inclusive of underrepresented groups.
2. Living Environment
The segment resides primarily in the state of Utah, often within suburban areas, though some live in urban centers such as Salt Lake City and Provo. The type of housing typically occupied includes single-family homes and townhouses, with a mix of renters and owners; ownership is commonly seen among single-family homes.
Neighborhood dynamics indicate livability factors such as moderate population density and generally low crime rates, contributing to a sense of safety. Access to amenities such as parks, schools, and shopping centers is prevalent, while some neighborhoods may face socioeconomic challenges like low-income levels or signs of gentrification.
3. Lifestyle
The daily routines of the segment emphasize car ownership, with a significant majority commuting by personal vehicle, though some utilize public transit options. Shopping preferences lean towards a mix of budget retailers and local markets, balancing economy with convenience.
Leisure activities are diverse, including outdoor activities such as hiking and skiing, along with participation in community events. Their travel behaviors vary, with frequent short trips to surrounding areas; however, budget constraints may limit long-distance travel.
Health-related habits vary widely, with some individuals prioritizing fitness routines such as gym memberships or outdoor workouts, while dietary preferences often reflect a trend toward healthier eating, though smoking rates may still be present among some groups.
4. Media Consumption
The segment shows a preference for traditional media, favoring channels like ABC and NBC for television, alongside local radio stations. Print publications encompass local newspapers and lifestyle magazines.
Digital behavior reveals extensive use of social media platforms, especially Facebook and Instagram, for connecting with community and family. E-commerce habits include online shopping with a focus on convenience, alongside streaming platforms for content consumption. Niche websites related to classified ads or job boards are also utilized.
Cultural preferences among the segment include a tendency toward popular music genres such as country and pop, alongside engagement with local influencers in lifestyle and community sectors.
5. Mindset & Values
The core beliefs of the segment encompass a strong sense of family values and community engagement, with a generally positive outlook on life and aspirations for financial stability and career advancement. Challenges they face range from socioeconomic struggles to cultural tensions, influencing their overall sense of progress.
Contradictions within their values may emerge, such as the tendency towards frugality juxtaposed with occasional impulse spending, as well as a desire for independence conflicting with the need for community reliance.
