1. Demographic Characteristics
The age range of the segment includes a mix of young families, middle-aged adults, and seniors, with the most common age group being adults aged 35-54. Notable variations include a significant number of retirees over 65 and young adults aged 18-34. The typical household composition often consists of nuclear families, though single-parent households and multigenerational families are also prevalent. There are households with children of various ages, from infants to teenagers. Education levels within the segment vary, but a substantial portion hold at least a high school diploma, with many attaining college degrees. Common occupations include those in education, healthcare, retail, and service industries. Income brackets typically range from low to middle-income levels, with some relying on social support programs. There are observable trends of unemployment, particularly among those affected by economic fluctuations. The cultural, ethnic, and racial diversity in Volusia County is notable, with a blend of Hispanic, Black, and White residents, contributing to a rich community environment.
2. Living Environment
This segment resides primarily in a suburban setting within Volusia County, encompassing notable cities like Daytona Beach, DeLand, and Ormond Beach. They typically occupy single-family homes or townhouses, with a substantial number of households renting rather than owning. Neighborhood dynamics exhibit various livability factors such as safe and family-oriented communities, though some areas may struggle with higher population density. Amenities are often accessible, yet socioeconomic conditions can vary significantly, with some regions identified as low-income areas.
3. Lifestyle
The daily routines of the segment often involve commuting by car, with many households owning one or more vehicles, while public transit options are also available. Shopping preferences lean towards budget-friendly retailers, but some segments may indulge in luxury brands for special occasions. Leisure activities often include outdoor pursuits, family gatherings, and participation in community events. Travel behaviors might reflect a preference for regional destinations, with budget constraints influencing travel frequency and choices. Health-related habits can vary, with some individuals leading active lifestyles and maintaining balanced diets, while others may exhibit behaviors like smoking or a reliance on fast food.
4. Media Consumption
This segment shows a preference for traditional media, favoring local TV channels related to news and entertainment, as well as popular radio stations that feature a mix of music genres. Digital behavior indicates active engagement on social media platforms, with frequent use of e-commerce for shopping and content streaming services for entertainment. They may visit niche websites for job hunting or classifieds. Cultural preferences often highlight popular music genres such as country and pop, while influencers in the community may shape entertainment choices.
5. Mindset & Values
The core beliefs and attitudes of this segment reflect a **family-centric** outlook, valuing both work and community. Aspirations often center around achieving **financial stability**, securing **career advancement**, and making a positive impact on the community. Challenges faced by the group include navigating socioeconomic struggles and cultural tensions, reflecting barriers to progress. Contradictions can arise in their values, exemplified by a blend of frugality in daily spending habits contrasted with occasional impulse purchases, as well as a desire for independence alongside a reliance on community support.
