Fields of Grace - Demographics of our Target Area
In June of 2009, Christ Covenant commissioned a demographic study of our target area by the Percept Group - a demographic study organization specializing in information for Christian ministries.
Percept prepared a report focused on people living in a 5-mile radius of Salem Elementary School - 4501 Jackson Rd. - where we meet on Sunday mornings for worship. It is a large report, full of numbers, graphs and comparisons.
If you would like to see a copy of the reports, Pastor Bill would be happy to give you a look and a "tour." Turn on JavaScript! to set up a time.
Lifestyles Segments In Our Target Area
Following are brief summary descriptions of 5 of the 50 US Lifestyles Segments used by Percept Demographics. These descriptions are designed to highlight several distinctive characteristics of each segment and to assist in understanding the overall essence of the segment. In each segment description PERCEPT mentions a few key characteristics from the hundred available that best distinguish each segment from the others.
The 5 represent the five largest Lifestyles Segments in a five-mile radius of Salem Elementary School – 4501 Jackson Rd.
10. Suburban Mid-Life Families
7,595 Households representing 20% of area 3.6 X the national average
This group, among the highest in median income, is represented by above average numbers of adults age 35 to 69. The group ranks high in the number of households which receive retirement income, and is above average in every white collar occupation category. Almost all members of this segment own their own home.
Faith involvement is at or somewhat below the national average in every category. Religious affiliations highest above the national average are Congregational, Catholic, Presbyterian/Reformed, Orthodox, New Age and Unitarian/Universalist.
The primary concerns of this group are Childcare, Time for Recreation/Leisure, Retirement Opportunities, Parenting Skills and Long-Term Financial Security.
Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Divorce Recovery Programs, Marriage Enrichment Opportunities, Parent Training Programs and Participatory Music.
6,853 Households representing 18% of area – 6X the national average
One of the younger overall segments, it ranks high in the number of persons living in family households, number of households with three or more workers, and the number of working women with children. More than half of these individuals are high school graduates or above, and workers are split in near-average proportions of white and blue collar occupations. Popular activities range from home improvement to bowling.
Faith involvement levels match the national average. Religious affiliations of this segment highest above average are Eastern Religions, Mormon, Catholic, Lutheran and Orthodox.
Primary concerns are Parenting Skills, Divorce, Fulfilling Marriage, Retirement Opportunities, Good Schools and Time for Recreation/Leisure.
Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Marriage Enrichment Opportunities, Parent Training Programs, Family Activities and Sports/Camping.
16. Established Country Families
4,732 Households representing 12.5% of area – 2 X the national average
This mainly rural segment has fewer young adults and seniors than most, with an above average number of married individuals. Virtually all households have vehicles, most have two or more, and the segment ranks at the very top in households having three or more vehicles. Median household income is somewhat above average, while education beyond high school is below average. Blue collar occupations account for half of all workers, with the segment ranking first in the number of precision production and crafts personnel. Not surprisingly, given their rural homes, they rank first in ownership of riding lawn mowers, chain saws and trucks.
Faith involvement tracks very close to the national average in all categories. Religious affiliations highest above average are Adventist, Congregational, Methodist, Lutheran and Presbyterian/Reformed.
Primary concerns are Childcare, Parenting Skills, Finding Spiritual Teaching, Adequate Food, Problems in Schools and Time for Recreation/Leisure.
Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Divorce Recovery Programs, Marriage Enrichment Opportunities, Youth Social Programs Family Activities and Bible Study and Prayer Groups.
6. Prosperous New Country Families
3,922 Households representing 10.2% of area – 4.8 X the national average
Three of four households in this segment are located in non-urban areas, but they are often close enough to commute to jobs in nearby urban centers. This segment has a high concentration of children, an above average household size and income, and ranks highest of all the segments in automobile ownership. Almost a third of these households own three or more vehicles. A majority also own garden and power tools.
Faith involvement is somewhat below the national average in most areas, while substantially more than average believes that a healthy environment has become a national crisis. This group ranks lowest of all segments in the belief that churches and religious organizations should provide more human services.
Religious affiliations highest above the national average are Orthodox, Congregational, Episcopal and Catholic.
Primary concerns are Parenting Skills, Fulfilling Marriage, Finding Life Direction, Educational Objectives, Retirement Opportunities and Aging Parent Care.
Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Marriage Enrichment Opportunities, Parent Training Programs, Daycare Services, and Cultural and Youth Social Programs.
3,193 Households representing 8.3% of area – 3X the national average
Education levels and the proportion of white to blue collar workers are nearly average, though the median household income is significantly below the national average. More than half of these people rent, and median property value is above average. Higher than average percentages of these individuals are divorced.
Faith involvement and belief in God are well below the national average. Above average numbers believe that the U.S. must open its doors to all people. Relatively few consider the changing racial/ethnic face of America a threat.
Religious affiliations highest above the national average are Orthodox, Eastern Religions, Presbyterian/Reformed and Jehovah’s Witness.
The primary concerns of this group are Affordable Housing, Companionship, Racial/Ethnic prejudice, Neighborhood Gangs, Educational Objectives and Abusive Relationships.
Asked to identify programs and characteristics they would prefer in a church, these households are more likely to indicate Divorce Recovery Programs, Spiritual Retreats, Sports/Camping, Cultural Programs, Intellectual Worship and Focus on Personal Spiritual Development.
Are you interested in the details of Percept's information sources? Download a copy of their SourceBook: A Reference To Percept Information Sources and Systems.