1. Demographic Characteristics
The segment consists of college educated parents in the state of West Virginia, with a household count of 23,571. The most common age range for this group typically falls between 30 to 50 years old, reflecting a balance of parents in their prime parenting years. The household composition primarily features married couples with children, and it's common to see a variety of families with one to several children, typically ranging between one to four children per household.
In terms of education, individuals within this segment have completed either a college degree or pursued graduate studies. They largely engage in professional occupations that yield household incomes ranging from $50K to over $150K. Very few in this group rely on social support programs, and overall, the employment status is robust with low unemployment trends. Furthermore, this segment exhibits limited racial or ethnic diversity, maintaining a relatively homogenous cultural background.
2. Living Environment
Members of this segment predominantly reside in suburban areas of West Virginia, often near cities such as Charleston and Morgantown. They typically occupy single-family homes, with many owning their properties outright. Neighborhood dynamics are conducive to family living, prioritizing safety and access to essential amenities such as schools and parks. The socioeconomic conditions within these neighborhoods tend to be moderate to upper-middle class, avoiding the pitfalls of extreme poverty or blatant gentrification.
3. Lifestyle
This demographic’s daily routines are influenced by their roles as parents, often characterized by commuting to work, which usually involves personal vehicle use, as public transportation options are limited in certain areas. Shopping habits tend toward a mix of budget retailers and family-owned stores, often prioritizing value for money. In their leisure time, families engage in activities such as outdoor sports and local community events, with family travel typically occurring once or twice a year, often to nearby destinations within a modest budget.
Health-wise, this segment demonstrates a focus on fitness, regularly participating in family-oriented activities, while dietary choices lean toward balance, emphasizing home-cooked meals over fast food.
4. Media Consumption
Media preferences for this segment include local TV channels that showcase regional news, as well as radio stations that provide family-friendly content. Digital behavior shows a trend towards active social media engagement, primarily on platforms like Facebook for family connections and community updates, alongside reliable e-commerce for everyday shopping needs. They also favor streaming services to watch family-oriented shows and films, balancing their entertainment choices with children's programming.
5. Mindset & Values
The core beliefs of this segment encompass a strong emphasis on family cohesion, with aspirations centered around achieving financial stability and ensuring a good education for their children. Common challenges include navigating the local economy, with some parents facing pressure regarding job security or income stagnation. Despite these challenges, the segment maintains values of self-reliance and community support, often balancing their desires for independence with a sense of responsibility for their neighbors.
