1. Demographic Characteristics
The segment encompasses a diverse range of age groups with a significant population between 35 to 54 years old being the most common age group. Notable variations exist with an increasing number of residents in the 18 to 34 year bracket and those over 65 years. The typical household composition includes a mix of single-parent families, multigenerational households, and single-person households. Many households that include children tend to have younger children, highlighting the presence of school-age children. In terms of education levels, the population shows a wide range, with a significant number having completed high school and others possessing some level of higher education. Employment opportunities are diverse, with common occupations found in manufacturing, health care, and education, but many also rely on social support programs due to economic constraints. Income brackets are varied, with many households falling into the low to middle-income category, thus experiencing fluctuations in unemployment trends. Finally, while the population may lean predominantly towards White individuals, there is also representation from African American and Hispanic communities, contributing to a level of cultural diversity.
2. Living Environment
The geographic location of the segment encompasses a mix of urban, suburban, and rural areas within West Virginia, with notable regions including Charleston, Huntington, and smaller towns throughout the state. Typical housing varies greatly, with many residents living in single-family homes, while others occupy apartments or shared housing. A substantial portion of the population rents their homes, although home ownership is also prevalent, particularly in more suburban and rural areas. Neighborhoods tend to be characterized by distinct dynamics; some areas are known for their high population density, while others are more sparsely populated. Livability factors such as safety, access to amenities, and general neighborhood conditions vary widely, with some regions experiencing challenges associated with low-income neighborhoods. Socioeconomic conditions such as high unemployment rates or issues related to local infrastructure can impact the overall quality of life.
3. Lifestyle
Daily routines among households in this segment are influenced by varied transportation habits. A significant number of households exhibit a reliance on car ownership, while public transit use is limited, particularly in rural areas. Shopping preferences typically include a mix of budget retailers and local markets, reflecting a focus on affordability. Leisure activities vary widely, with many families engaging in outdoor activities, team sports, and local community events. Travel behaviors reflect a tendency to prioritize family-oriented trips, with limited budgets, often favoring regional destinations over long-distance travel. Health-related habits within the segment indicate varying levels of engagement, with some individuals practicing fitness routines while others may struggle with dietary preferences related to convenience or income.
4. Media Consumption
Traditional media preferences within this segment reveal a general inclination towards popular TV channels and local radio stations, with print publications also playing a role in communication. In terms of digital behavior, social media use is widespread, with many engaging on platforms like Facebook and Instagram, while e-commerce habits lean towards budget-conscious online shopping. Content streaming services have gained traction, indicating a shift in entertainment consumption. Cultural preferences are diverse, with popular music genres spanning from country to hip-hop, and local entertainment trends often reflecting community values. Awareness of local influencers or community figures plays a role in shaping opinions and connections, highlighting the importance of regional culture.
5. Mindset & Values
The core beliefs and attitudes of this demographic segment commonly revolve around the importance of family, community, and work ethics. Many aspire towards achieving financial stability while navigating the challenges posed by socioeconomic struggles or cultural tensions. Aspirations also include a desire for career advancement and making a significant community impact. While striving for these goals, individuals face various challenges such as barriers to access and inconsistencies between their values and daily behaviors, including contradictions like impulse spending against the backdrop of overall frugality. Such complexities provide a nuanced view of their mindset and priorities, leading to varied experiences within the community.
