West Michigan - Additional Psychographics

Part
01
of two
Part
01

West Michigan - Psychographic Profile

The four publications West Michigans are probably reading are Revue, Grand Rapids Magazine, Michigan Home and Lifestyle, and Grand Rapids Business Journal. Approximately 88% of upper-middle-class residents in West Michigan are engaged in the West Michigan arts and music community. The top ranked Grand Rapids social media influencers that are most followed and have the highest influence in the area are based on the following platforms: YouTube, Instagram, Facebook, and Twitter.

Publications or blogs

  • Revue is West Michigan's Art and Entertainment Guide. According to the 2019 media kit, 80% of readers earn $100,000 and more. Moreover, 62.8% own a home.
  • Grand Rapids Magazine is one of the larger centers of Western Michigan and the magazine represents the audience of the area. 58% of the Grand Rapid Magazine's readership is currently earning over $100,000.
  • Michigan Home and Lifestyle is read almost exclusively by people in Michigan, with 97% of the subscribers residing in Michigan.
  • Grand Rapids Business Journal's readership is almost exclusively upper-middle-class West Michigans with 81% of readers having a household income over $100,000.

HOBBIES AND INTERESTS

  • According to Revue, 95% of their readers look for the advertisements in Revue to learn about events and dining specials. 64% dine out once a week or more, while 67% go to bars frequently.
  • 79% drink craft beer and locally made spirits (52.3% drink them “often”), while 69% go out at least monthly for live entertainment (15% go out “at least weekly”).
  • 88% are engaged in the West Michigan arts and music community “sometimes” or “often”.
  • According to the Grand Rapid Magazine's statistics, 90% of the audience attended college. Moreover, the audience plans to purchase the following in the next 12 months: 91% Dining and entertainment, 79% Women’s apparel, 66% Medical/physicians, 65% Vacations/travel, 62% Men’s apparel, 62% Furniture/new home furnishings, 49% Health club/exercise class, 41% Lawn & garden, 35% Financial planner (retirement, investing), 34% Television/electronics, 33% Home improvement, 33% Jewelry, 26% Veterinarian, 21% Education/classes, and 19% Antiques.
  • According to the Grand Rapids Business Journal, the interests of Western Michigans are as follows: the cost of health insurance, the economy, a balanced budget, government regulation and taxes.

Consumer brands

  • According to research, the most popular brands across the whole country (including West Michigan) and across all social status and income brackets is McDonald's.

Social media

  • According to Influence.co, the top ranked Grand Rapids social media influencers that are most followed and have the highest influence in the area are based on the following platforms: YouTube, Instagram, Facebook, and Twitter.

Research methodology

The last available information on West Michigans is from the 2010 Census, which provides mainly information regarding the demographics of the area. As the information requested was not available directly through the sources such as the local government, Michigan government, U.S. Census Data and Statistics, or the U.S. Bureau of Labor Statistics, we looked into the media sources that provide the statistics when it comes to their readership. West Michigan is composed of two major hubs — Grand Rapid and Kalamazoo. Therefore, we looked into media publications that are distinctive to these two hubs in order to be able to provide the most accurate data available for upper-middle-class population in Western Michigan. We were able to identify three different sources that publish psychographics of their readership (alongside the income) in their media kits — Grand Rapid Business Journal, Grand Rapid Magazine, Revue, and Michigan Home and Lifestyle. When it comes to consumer brands and social media, the data is limited as marketing companies have put this information behind paywalls.
Part
02
of two
Part
02

Western Michigan - Homeowner Psychographic

Some attitudes, values, interests, and lifestyle of upper-middle-class homeowners in Western Michigan include owning a higher education degree, owning a business, serving on a board or commission, health insurance, the overall economy, and government regulation and taxes. Additionally, Western Michigans are most focused on dining, apparel, medicine, travel, and furniture.

VALUES AND LIFESTYLE

  • According to the Grand Rapid Business Journal, the local journal of Western Michigan, the readership of the magazine is divided as follows according to income brackets: 82% earn above $100,000 while 22% earn over $200,000. Therefore, as the vast majority of the readership falls under the category of upper middle class, defined as having an annual household income of $100,000 to $350,000, we used their statistics as indicative of the overall population of Western Michigan.
  • Grand Rapid Business Journal defines their readership as well-educated with 78% having a four-year degree or higher. Additionally, the middle-class population of Western Michigan is thought to be well-established in the local community with 50% owning their own business, and 62% serving on one or more boards or commissions.
  • The values and interests of middle-aged Western Michigans are as follows: the cost of health insurance, the economy, a balanced budget, government regulation and taxes.
  • When it comes to values, business is a clear priority: 25% of Western Michigans are planning to expand or relocate their offices in the next year. 20% are planning on shopping for a new healthcare provider for their employees, and 14% are shopping for a new bank.

ATTITUDES AND INTERESTS

  • According to the West Michigan Woman Journal, 33% of the magazine's readership have an average income of $130,000 or more. As more than a third of the readership counts as upper-middle-class in West Michigan, we used their statistics as indicative of the overall female population of Western Michigan.
  • The biggest interests of women in West Michigan are travel (79%), home furnishings and decor (74%), home improvement products and services (53%), fitness (37%), financial services (31%), and automobiles (28%).
  • 58% of the Grand Rapid Magazine's readership is currently earning over $100,000. Grand Rapid is one of the larger centers of Western Michigan and the magazine represents the audience of the area.
  • According to the magazine's statistics, 90% of the audience attended college.
  • Moreover, the audience plans to purchase the following in the next 12 months: 91% Dining and entertainment, 79% Women’s apparel, 66% Medical/physicians, 65% Vacations/travel, 62% Men’s apparel, 62% Furniture/new home furnishings, 49% Health club/exercise class, 41% Lawn & garden, 35% Financial planner (retirement, investing), 34% Television/electronics, 33% Home improvement, 33% Jewelry, 26% Veterinarian, 21% Education/classes, and 19% Antiques.
  • According to Similar Web, a website that analyses the audience interests for different influential websites, the audience for Grand Rapid Business Journal is mostly interested in News and Media, Laws and Government, and Business and Industry.
  • The keywords of interest to the audience of the Grand Rapid Business Journal are "breaking news", "online services", "business", "grand", local news", "events", and "finance".
  • Similar Web's analysis of Grand Rapid Magazine shows that the major interests for the audience of this magazine are News and Media, Computers and Electronics, and Social Media. The users heavily visit GitHub, Instagram, Reddit, and Google Drive.

Research methodology

The last available information on the West Michigans is from the 2010 Census and provides mainly information regarding the demographics of the area. As the information was not available directly through the sources such as the local government, Michigan government, U.S. Census Data and Statistics, or the U.S. Bureau of Labor Statistics, we looked into the media sources that provide the statistics when it comes to their readership. West Michigan is composed of two major hubs — Grand Rapid and Kalamazoo. Therefore, we looked into media publications that are distinctive to these two hubs in order to be able to provide the most accurate data available for upper-middle-class homeowners in Western Michigan. We were able to identify three different sources that publish psychographics of their readership (alongside the income) in their media kits — Grand Rapid Business Journal, Grand Rapid Magazine, and West Michigan Woman Journal.
Sources
Sources