1. Demographic Characteristics
The segment encompasses a wide age range, with the most common age group being individuals aged 30 to 49 years. There are also notable variations in age, with younger families and senior households present. The typical household composition includes a mix of single-parent households, multigenerational families, and single-person households. Households with children are common, primarily represented by ages ranging from infancy to pre-teens. The education levels vary, with a significant proportion having completed high school and many holding college degrees. Employment status is diverse, with common occupations including retail, healthcare, and education. The income brackets are typically lower to middle-income, and some households may rely on social support programs or face unemployment challenges. The segment exhibits a degree of cultural, ethnic, and racial diversity, contributing to a rich community fabric.
2. Living Environment
This segment primarily resides in urban and suburban areas of Tulsa County, with notable regions including the city of Tulsa and its surrounding neighborhoods. The type of housing varies widely, with a combination of single-family homes, apartments, and shared housing. A significant portion of the households rent, while others are homeowners. Neighborhood dynamics reflect varying livability factors such as population density, safety, and access to amenities. Within Tulsa County, there are areas characterized by low-income neighborhoods and others experiencing gentrification trends.
3. Lifestyle
The daily routines of the segment often include commuting to work, with varying transportation habits ranging from car ownership to reliance on public transit. Shopping preferences lean towards budget retailers, with some segments willing to explore local markets. Leisure activities include outdoor recreation, family gatherings, and entertainment options such as movies and local events. Travel behaviors indicate a moderate frequency, with preferred destinations often within the region, and individuals may face budget constraints. Health-related habits vary, with some individuals adopting fitness routines while others may have dietary preferences influenced by budget and availability.
4. Media Consumption
Traditional media preferences for the segment include local TV channels and radio stations that cater to community interests. Digital behavior is prominent, with activities like social media engagement, e-commerce shopping, and content streaming being common. They also utilize niche websites for job searching or classifieds. Cultural preferences are diverse, embracing a variety of popular music genres, entertainment trends, and influencers that resonate with their lifestyle and values.
5. Mindset & Values
The core beliefs and attitudes of this segment reflect a focus on family, community, and the pursuit of financial stability. Aspirations often include career advancement and making a positive impact within their community. However, they face challenges such as socioeconomic struggles and cultural tensions that may hinder progress. Contradictions in their values can also emerge, such as balancing frugality with occasional impulse spending, highlighting the nuanced understanding of their mindset and priorities.
