Target market/ Demographics research

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Cromwell is a relatively small town housing about 14,250 people in it. The majority of people living in Cromwell are between the ages of 35 and 54 (29.6%) which is made up of both millennials and Gen X. This is followed by people aged over 65 years (baby boomers) and in third will be Gen Z and Gen Alpha (www.neighborhoodscout.com, n.d.).

 

Age distribution in the town of Cromwell

In addition, millennials in America are far more likely to use a public library. According to an analysis by Pew Research Centre, 53% of millennials say they frequently use the library and 45% of Gen Xers as well (Geiger, 2017)

Families with children are a key demographic for libraries especially when it offers children areas and community areas such as mine. Cromwell has approximately 5,920 households with 63% of them being family households and 28% of those households having children (profiles.ctdata.org, 2024). 28% of households having children indicates a need for spaces for young readers, serving as an educational environment for children while parents can explore other library resources. There are more users for the library if families come together.

44.6% of Cromwell are college graduates and 95.1% graduated high school at the least (www.neighborhoodscout.com, n.d.). This shows that the town is very educated, therefore there could be a demand for an area that has easy access to computers, academic books and journals which the library provides. 

Most of Cromwell residents are homeowners (74.2%) are more than likely to be long term residents with strong ties to the community. Also, the median household income is $101,424 which is higher than the US average ($90,213) also making them more likely to value beneficial resources such as the library (profiles.ctdata.org, 2024).

Approximately 12% of Connecticut's population has some type of disability (Centers for Disease Control and Prevention, 2023). This shows that people could benefit from accessible features of the library such as wheelchair/disabled access, disabled restrooms and a lift. Furthermore, this can also be beneficial for the older generation residing in Cromwell also.

 

Percentage of adults in Connecticut with a disability

 

This research has helped me to narrow down my target market being millennials and Gen X, and also targeting families with children. It also shows the usefulness of my design elements for the demographic of Cromwell such as the children's reading area, the computer area, the lift and other disabled accesses.



References

Centers for Disease Control and Prevention (2023). Disability & Health U.S. State Profile Data: Connecticut | CDC. [online] Centers for Disease Control and Prevention. Available at: https://www.cdc.gov/ncbddd/disabilityandhealth/impacts/connecticut.html [Accessed 17 Aug. 2024].

Geiger, A. (2017). Millennials are the most likely generation of Americans to use public libraries. [online] Pew Research Center. Available at: https://www.pewresearch.org/short-reads/2017/06/21/millennials-are-the-most-likely-generation-of-americans-to-use-public-libraries/ [Accessed 17 Aug. 2024].

profiles.ctdata.org. (2024). Connecticut Town Profiles by CTData Collaborative. [online] Available at: https://profiles.ctdata.org/ [Accessed 17 Aug. 2024].

www.connecticut-demographics.com. (n.d.). Cromwell Demographics - Get Current Census Data for Cromwell, CT. [online] Available at: https://www.connecticut-demographics.com/cromwell-demographics [Accessed 1 Aug. 2024].

www.neighborhoodscout.com. (n.d.). Cromwell, CT - 06416 - Demographics and Population Statistics - NeighborhoodScout. [online] Available at: https://www.neighborhoodscout.com/ct/cromwell/demographics [Accessed 17 Aug. 2024].

Comments

  1. Sam DarganAugust 18, 2024 at 1:38 PM

    This is relevant research in terms of the use and what your design needs to offer its users. But take into account that potentially almost 25% of your demographic is over 55. What does this mean in terms of accessibility your design will need to provide in terms of entrances and navigating the interior space?

    ReplyDelete

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