Springfield Township Psychographics

In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include activity, interest, opinion, attitudes, and/or values. 

View Springfield Township demographic data here

Who is Springfield Township?
While tabular demographic data tells some of the story, understanding and generalizing the various segments of the Springfield Township population is a complex exercise. Commercially available demographic segmentation schemes allow for more in-depth description of consumer behaviors, attitudes and purchase preferences.  These segment groups are formed through analysis of census data but also reference national survey data on product and media preference, credit use, and actual reported purchase behaviors. The segments and their descriptions paint a rich picture of the variability in neighborhoods that make up the mosaic of Springfield Township. The chart to the right shows the distribution of market segments for the Springfield Township population based on the Claritas Prizm segmentation system. It should be noted that the six largest segments make up less than half of the population.  This shows inherent diversity in the community since other communities of similar size tend to show more consolidation (i.e. fewer consumer groups make up half of the population). The exhibits that follow describe the segments in greater detail.

Springfield Township Claritas Segments

Segments	Percentage
Beltway Boomers	7%
Domestic Duos	7%
Upper Crust	6%
Blue-Chip Blues	6%
Kids and Cul-De-Sacs	6%
New Empty Nests	5%
All Others	53%

Consumer Segments / Key Motivations

Group	Description	Observations
Empty Nesters	Active Adults Grown Kids	Active Lifestyle Convenience Will Age / Housing Choices
Families with Children	Singles and Couples Raising Children	Education Family Activities Active / Outdoor Pursuits Convenience / Thrift
Singles & Starting Couples	Younger Singles Upstart Couples	Convenience Active / Social Lifestyle Fun / Outdoors
Seniors	Aging Singles & Couples	Convenience to Neighborhood Value Healthcare Activities / Interaction / Community

Beltway Boomers - 7% of Township
Upper Middle Class - Older Households with Children
The members of the postwar Baby Boom are all grown up. One segment of this huge cohort--college-educated, upper-middle class, and home-owning--is found in Beltway Boomers. Like many of their peers who married late, these Boomers are still raising children in comfortable suburban subdivisions, and they’re pursuing kid-centered lifestyles.

Domestic Duos - 7% of Township
Middle Class - Older Households without Children
Domestic Duos represents a middle-class mix of mainly over-65 singles and married couples living in older suburban homes. With their high-school educations and fixed incomes, segment residents maintain an easy-going lifestyle. Residents like to socialize by going bowling, seeing a play, meeting at the local fraternal order, or going out to eat.

Upper Crust - 6% of Township
Upscale Older Households without Children
The nation’s most exclusive address, Upper Crust is the wealthiest lifestyle in America--a haven for empty-nesting couples between the ages of 45 and 64. No segment has a higher concentration of residents earning over $100,000 a year and possessing a postgraduate degree. And none has a more opulent standard of living.

Blue-Chip Blues - 6% of Township
Middle Class - Younger Households with Children
Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling families with well-paying blue-collar jobs. The segment’s aging neighborhoods feature compact, modestly priced homes surrounded by commercial centers that cater to child-filled households.

Kids & Cul-de-sacs - 6% of Township
Upper Middle Class - Younger Households with Children
Upper-middle class, suburban, married couples with children--that’s the skinny on Kids & Cul-de-Sacs, an enviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes. Their nexus of education, affluence, and children translates into large outlays for child-centered products and services.

New Empty Nests - 5% of Township
Upper Middle Class Mature Households without Children
With their grown-up children recently out of the house, New Empty Nests is composed of upper-middle income older Americans who pursue active--and activist--lifestyles. Most residents are over 65 years old, but they show no interest in a rest-home retirement. This is the top-ranked segment for all-inclusive travel packages; the favorite destination is Europe.

Additional Statistics

(Full report available in the Neighborhood Master Plan)

• Springfield Township has just over 14,000 households and 37,000 persons based on previous estimates by U.S. Census Bureau.

• The population is growing - albeit at a rate just slightly less than the Cincinnati Metropolitan Statistical Area.

• The vast majority (over 75%) of households in the Township are classified as families - almost 40% are households with children. Fully one-quarter of households have at least one member over the age of 65.

• Overall, the Township appears to tend toward slightly older residents.  The average age of a Township resident is just under 40 while the Cincinnati Metropolitan Statistical Area overall reports median age of under 37.

• The local population tends to be educated. Over 60% of population in Springfield Township (and 66% of population with 1-mile of the intersection of Winton and Galbraith Roads) have education beyond high school compared to 55% of the MSA’s overall population.

• Household income appears strong - median household income for Township residents is higher than the Cincinnati MSA.  Growth in income appears to lag the market slightly.

• Springfield Township is a diverse population - one in three person is African American, Hispanic or some other race / ethnicity.

• Local residential property appears to offer good value relative to the larger MSA.  The average home value in the local Township area appears to be under $120,000 and is expected to grow at a slightly lower rate than the market as a whole.

• Most households - as prevalent in an automobile serviced suburban area - have at least one vehicle.  

• One particularly interesting statistic is the lack of housing type diversity.  In Springfield Township, most of the housing is detached single-family residential.

• Over half of the housing was built prior to 1990 compared to 35% for the MSA.  This points to the mature, built-out nature of the area. Furthermore, the Township is in an area that benefits from stable - non-transient population.  Nearly 70% of the residents moved into the area prior to 1970. This strength, however, can become a liability if new housing choices are not offered, reinvestment in housing stalls or new residents cannot be attracted to the area.