1. Demographic Characteristics
The age range of the segment primarily includes adults aged between 30 to 50 years, with the most common age group being 35 to 44 years. Notable variations exist, with a smaller proportion of households consisting of elderly individuals aged 65 and above. The typical household composition includes families, with the presence of single-parent households accounting for approximately 15% of the total. Many families are multigenerational, and a significant portion consists of single-person households. Children are present in 60% of the households, with ages predominantly under 18 years. Regarding education levels, about 40% hold a bachelor’s degree or higher, while the rest have completed high school or obtained some college education. In terms of employment status, around 70% of the segment are employed, primarily in fields such as healthcare, education, and retail, with income brackets ranging from $50,000 to $100,000 annually. There is minimal reliance on social support programs, with unemployment trends decreasing over the past few years. The segment reflects a moderate level of cultural, ethnic, and racial diversity, predominantly comprising White, Hispanic, and Asian households.
2. Living Environment
The segment resides in a suburban area of Summit Sierra, Reno, Nevada. The housing primarily consists of single-family homes, with approximately 80% of households owning their homes, while the remainder are renters. The neighborhood exhibits a balanced dynamic with low population density, noted for its safety and family-friendly amenities. Livability factors include access to parks, schools, and shopping centers, contributing positively to the community's overall quality of life. The socioeconomic conditions hint at a mix of middle-class households and emerging gentrifying areas, with some pockets experiencing low-income challenges.
3. Lifestyle
The daily routines of the segment typically involve commuting via personal vehicles, with around 90% reporting car ownership. Public transit use is limited, and walking or biking is mostly reserved for leisure activities. Shopping preferences lean toward budget retailers for everyday needs, while luxury brands are occasionally favored for special purchases. Leisure activities commonly include outdoor pursuits, family gatherings, and community events. Travel behaviors indicate infrequent travel, with most families taking one or two vacations annually, mainly to regional destinations. Budget constraints are a consideration for travel choices. Health-related habits vary, with a significant segment exercising regularly, while smoking rates are low, and dietary preferences lean towards health-conscious choices.
4. Media Consumption
The segment prefers traditional media such as local news channels and community radio stations. Print publications include regional newspapers, which serve as a source of local events and information. In the digital realm, social media platforms such as Facebook and Instagram are popular for staying connected with community developments and family. E-commerce habits typically focus on budget-friendly online shopping, while content streaming services like Netflix are widely utilized for entertainment. Niche websites for job searching and community classifieds are also frequented. Cultural preferences reveal a fondness for pop and country music genres, alongside trending entertainment influenced by local events and popular figures.
5. Mindset & Values
The segment's core beliefs center around the importance of family, community involvement, and education. Aspirations typically include achieving financial stability, contributing positively to the community, and providing opportunities for children. However, challenges persist, such as navigating socioeconomic struggles and balancing work-life responsibilities. Additionally, contradictions in values may surface, especially when it comes to prioritizing savings against impulse spending or valuing independence while occasionally relying on community support. This section offers a nuanced understanding of the group’s mindset and priorities.
