1. Demographic Characteristics
The demographic segment consists of households aged between 25 and 64 years, with the most common age group being 35 to 44 years. There are notable variations with younger households, particularly those with children under 18. The typical household composition includes single-parent households and multigenerational families, as well as a significant number of single-person households. Many households contain children, with a majority being school-aged. In terms of education levels, a significant percentage of adults possess at least a college degree, and the employment status shows a majority in stable positions, with common occupations in healthcare, education, and manufacturing. Income brackets vary widely, with a notable segment earning between $75,000 and $100,000 annually. Some households may rely on social support programs or experience fluctuations in employment. The cultural, ethnic, or racial diversity within the segment reflects a predominantly Caucasian composition, with growing populations from Hispanic and Asian communities.
2. Living Environment
This segment resides primarily in suburban areas of Waukesha County, with notable regions being Waukesha and Oconomowoc. Housing types predominantly include single-family homes, with a mix of townhouses and a smaller number of apartments. Homeownership rates are high, with many families owning their homes, though there is a subset of renters. Neighborhood dynamics vary but often reflect a high quality of life, with moderate population density, relatively low crime rates, and access to amenities like parks, schools, and shopping centers. Socioeconomic conditions are generally stable, though some areas may exhibit signs of economic transitions or gentrification.
3. Lifestyle
The daily routines of this segment revolve significantly around family and work commitments. Many households rely on personal vehicles for transportation, with limited public transit use. Shopping preferences lean towards budget retailers and local farmers markets, with occasional visits to luxury brands for special occasions. Leisure activities encompass a wide range of hobbies, including outdoor activities, sports, and community events, with families often participating in local festivals. Travel behaviors indicate a preference for regional getaways rather than long-distance travel, frequently influenced by budget constraints. Health-related habits vary, with a growing trend toward fitness routines and healthier eating, while other segments may struggle with smoking or lack of exercise.
4. Media Consumption
The segment exhibits a diverse range of media preferences. In traditional media, favored TV channels include local news outlets, family-oriented programming, and cable networks that feature sports or lifestyle shows. Favorite radio stations often represent adult contemporary and classic rock genres. Digitally, social media platforms like Facebook and Instagram are prevalent, alongside growing engagement on streaming services for entertainment. E-commerce habits indicate a mix of purchasing from big-box retailers and small local businesses, with niche interests in job boards and community classifieds. Cultural preferences vary, with popular music genres reflecting a mix of pop, country, and rock influences.
5. Mindset & Values
The core beliefs of this demographic segment lean towards a strong emphasis on family values, financial stability, and community involvement. Aspirations often center on achieving a good work-life balance, career advancement opportunities, and making a positive impact within their communities. Common challenges include navigating economic uncertainties and addressing cultural tensions that may arise from the diversity of the population. There can be contradictions wherein some members may practice frugality while occasionally engaging in impulse spending on luxury items. Balancing independence with a need for community support is also a reflective aspect of their values.
