Residents of Texas are as varied as the geographic landscapes within the state. General psychographic traits of these residents include: being more likely to base one’s life on Christian and political values, being more likely to appreciate varying ethnicities and cultures, being more likely to live better than the average American and to be married living in one’s own home, and being more likely to enjoy and/or cook BBQ.
DEMOGRAPHICS OF TEXAS
- To understand the psychographics of the state, it’s first necessary to understand the current overall demographic profile. In 2019, the population of Texas is 29.09 M. It is the third fastest-growing state in the country with a population CAGR of 1.8%. There is an average of 105.2 people-per-square-mile in Texas, though some areas are much more heavily populated than others.
- 50.4% of Texans are female, while 49.6% are male. The average age of Texas residents is 34 years old. The majority of Texans are White, with Hispanics and Blacks being the second- and third-largest demographic groups respectively.
- The overall marriage rate in Texas is 49.3%, with 50.9% of males being married and 47.7% of females having a spouse. The average household size in Texas is 2.84 people, while the average family size is 3.44 people. 62% of Texas residents own their own homes, with significantly more married people (77%) than unmarried people (22.3%) owning a home.
- 25.05% of Texans have a high school diploma, while 57.72% have attended or completed college. 17.22% of Texans have not earned the equivalency of a high school diploma, with nearly half that percentage having gone no higher than 9th grade.
- Approximately 13% of Texans working full-time jobs work in administrative fields or positions, just over 11% work in sales and related occupations, not quite 10% hold management-level positions, 6.7% work in construction fields, and 6.3% work in education. Of the remaining Texans, industries with notable worker percentages (between 4 – 6%) include food service, production, general business, and facilities jobs. Of those working part-time jobs, the largest industries include food service, personal care, facilities, entertainment, healthcare and support, and sales and related jobs.
- The average yearly earnings for Texans is $36,977, with the average salary for males equaling $43,274 and the average salary for females equaling $30,650. The average total household income of Texans is $57K, while the average for married households is $83K. The overall poverty rate in the state is 16.02%, with individuals without a HS education, females, Hispanics, part-time workers, and non-employed persons being those most likely to fall into the poverty range.
- 77% of Texans identify as Christian, 4% identify with non-Christian religions, and 18% report no religious affiliation of any kind. English is the language most-spoken in Texas, followed by Spanish, with 29.5% of the population speaking the latter language at home. Of note, of all American states, Texas holds the largest population of Spanish speakers.
- In 2018, there were approximately 15.79 M registered voters in Texas. Of those registered, approximately 40% are Democrats, 39% are Republicans, and 21% hold no specific party affiliation (Independent). Among age groups, in the 18 – 29-year-old range, 26% are Democrats while 22% are Republicans; in the 30 – 49-year-old age range, 36% are Republicans while 33% are Democrats; in the 50 – 64-year-old age range, 27% are Republicans and 24% are Democrats; in the 65+ age range, 16% are Republicans and 16% are Democrats. The remaining percentages in each age group identify as Independent (“no lean”).
GENERAL PSYCHOGRPAHICS OF TEXAS
- As the second-largest state in the US, the geography of Texas includes a range of topographical features, including 360 miles of coastline, deserts, forests, mountains, and ranchland. Among these varying geographical areas are giant urban cities, massive suburban sprawl areas, and extensive rural and agricultural areas. Texas has a broad range of demographic groups spread among its sprawling urban, suburban, and rural areas.
- Psychographics among each group will differ among age ranges, ethnic groups, religious groups, and various education and income groups. The following is an approximation of the general psychographics among Texans as a whole.
MORE LIKELY TO EITHER APPRECIATE OR NOT APPRECIATE LATIN CULTURE
- Texas shares a lengthy border with Mexico, has a huge population of Hispanics/Latinos, and more than 29% of the Texas population speaks Spanish as their primary language at home. Due to this close connection to Mexico and its population, Texas is rich in Tex-Mex traditions, and the state’s residents are likely to either have a strong affinity for the Latin culture, or be resistant to what they see as an encroachment of the Latin culture on American culture.
MORE LIKLEY TO DEMONSTRATE CHRISTIAN-BASED VALUES
- With the majority of Texans (77%) identifying as Christian, and with two-thirds of American Christians stating that “religion is very important in their lives,” Texas Christians are likely to base many life decisions on this foundation.
- Of note, in the US, about 70% of Christians state they pray on a daily basis, though just under 50% state they go to church at least once a week. The percentages for Texas are likely to be similar, meaning most Texas Christians pray and attend church regularly, and base their behaviors around Christian tenets.
MORE LIKELY TO BE STRONGLY-POLITICAL
- Texas is a strongly-political state with just over 54% of the population being registered to vote. Texans are a diversified group with nearly as many Republicans as there are Democrats, and nearly a third of the population not leaning in either direction (leaning more toward independent candidates). Older, more religious Texans are more likely to be conservative-leaning, while younger Texans and those not ascribing to any particular religious beliefs are more likely to be liberal.
MORE LIKELY TO BE CAREER-ORIENTED
- The majority of Texans work in average, white-collar positions in administrative, sales, and related fields, and earn mid-range annual salaries. Within Texas, there are a wide variety of career and job opportunities, and several industries that are considered “booming”.
- Since being ranked as the “most business-friendly state in the US” in 2010, the state has seen a giant increase in the number of companies headquartered there.
- Although a slow-down in one of the biggest industries in the state, petroleum products, has occurred (with resulting layoffs), “Texas is still a very good state for career growth,” so those living there have a wide variety of job options from which to choose.
MORE LIKELY TO LIVE BETTER THAN THEIR COUNTERPARTS IN OTHER STATES
- Texas has produced nearly 350K millionaires and holds the second-largest population of millionaires in the US. Texas is one of the few states to have no income tax.
- Additionally, the average cost of living in Texas is 90.4% of the average for the whole US, so Texans are able to keep more of what they earn and live a step above their counterparts in states that collect income tax.
- About half of Texans are married, with household incomes nearly twice that of unmarried Texans, so married Texans are more likely to live better lives.
- Of note, there are an estimated 46 billionaires living in Texas (more than most other states), many of whom made their vast wealth from oil and/or gas. These individuals are likely to own their own homes, and to own significantly larger estates than the average Texan. These individuals fall into an entirely different demographic and psychographic profile than the average Texan, so they have not been included in this profile.
MORE LIKELY TO SEE HOME OWNERSHIP AS PART OF THE AMERICAN DREAM
- The majority (77%) of married couples in Texas own their own homes, and understand the pride – and costs – associated with home ownership. With such a large percentage owning homes, this particular aspect of the American Dream is likely to be of high importance to many Texans. Home ownership is more affordable in Texas, largely due to the huge geographical area, which means it’s easier for Texans to meet that dream of living a stable, settled, family-based lifestyle.
MORE LIKELY TO ENJOY AND/OR COOK BAR-B-QUE
- Texas is famous for its BBQ, as evidenced by the vast number of BBQ restaurants within the state.
- In fact, Texas is one of the four major BBQ centers in the US. Within Texas, there are even regional BBQ differences with the tasty treats having particular traits depending on whether they are from Central, South, West, or East Texas. Each region’s BBQ has historical flavor based on the immigrant groups that settled in each region.
GENERAL PSYCHOGRAPHICS OF BIG-CITY RESIDENTS OF TEXAS
- There are 961 official cities in Texas. The four largest cities in Texas are Dallas, Houston, San Antonio, and Austin all having over a million residents each. The next two largest cities, all having between 500K – 1 M people are El Paso and Fort Worth.
- Dallas is ranked as the “fourth-largest employment center” in America, and offers residents over three million non-agriculture-related jobs.
MORE LIKLEY TO ENJOY SPORTS
- Dallas’ residents are considered the most “sports-crazy” of all Texans, so those who enjoy playing or watching sports, or those who enjoy living right in the center of the sports scene, would most likely live in or near Dallas.
MORE LIKLEY TO BE FRIENDLY AND MANNERED
- Southern hospitality is a strong personality trait of those born in and/or residing in Texas. Dallas is especially noted for this.
MORE LIKLEY TO APPRECIATE DIVERSITY
- Dallas is home to a wide cross-section of varying cultures including those of “Jewish, Muslim, Christian, Asian, Latino, and African-American” descent/belief. Dallas is considered one of the most multi-cultural of all cities in Texas.
- Houston is the most populous city in Texas, and is the fourth most populated city in America.
MORE LIKELY TO APPRECIATE DIVERSITY
- Houston is one of the most ethnically-diverse cities in the state, so those who appreciate the varying culture that comes from living among a wide range of ethnic groups, are more likely to appreciate living in or near Houston. Houston is considered to be one of Texas’ most “cultural and intellectually vibrant” cities.
MORE LIKLEY TO BE CONSIDERED “CHILL”
- San Antonio has the most relaxed vibe of all Texas cities, so those who appreciate lives that are less stressful and more joy-filled are likely to live in or near San Antonio.
MORE LIKLEY TO BE YOUNGER, PROFESSIONAL, TECH-ORIENTED
- This city is “quickly becoming a favorite for young professionals” from all over the US, with increased numbers of young, well-educated, professionals moving into the state.
- Forbes considers this state to the “next potential Silicon Valley,” which means it’s a hub for all things tech-related, including businesses like tech start-ups. Individuals working in these types of professions are largely entrepreneurial, well-educated, liberal-leaning, and less religious than the average person. That also means that the culture of the city is expanding toward these aspects, as well.
MORE LIKELY TO LIVE BETTER & BE HAPPIER
- The capital city has an abundance of cultural activities, including popular museums and performing arts centers, an array of outdoor and nightlife attractions, and unprecedented shopping.
- It has been rated as on the “best place to live in the United States,” based on its “affordable housing options, quality of education, diverse job market, and convenient commute times.” Because of this, residents of Austin are more likely to seek out cultural and entertainment activities, to own homes, to have higher levels of educational attainment, and to be happier.
Initial searches for psychographic profiles of Texas residents revealed only older reports, most of which were based on the 2010 Census data, like this one on Dallas/Fort Worth from Fregonese Associates published in 2015. Since older data would not provide the best representation of current psychographics, none of these older reports were used in this profile.
Through continued searches for psychographic profiles of Texas or any of the cities within it, we were able to locate six reports for specific cities within the state. These profiles came from mid-sized cities, including Cleveland, Dripping Springs, North Richland Hills, Montgomery, Galveston, and Terrell, Texas. To create the psychographic profile for all of Texas, we combined these profiles with a variety of other sources. These sources included current demographics and overviews of each part of the state (and the state as a whole), as well as information from articles and guides written for those wishing to relocate to the state or to particular cities within the state. From this collection of information, we were able to synthesize an estimation of some of the average psychographics for Texas residents. Of note, this is only a partial representation of the psychographic profile of Texans.