The targeted public to be researched consists of Jacksonville Beach, Florida residents apart of the Millennial Generation. The Duval County Supervisor of Elections Office is devoted to providing information and resources to the residents in Duval County so that they can be effective voters. While Jacksonville Beach is considered its own city it is still a part of Duval County, and has over 8,000 residents within this age group. Which means Supervisor of Elections Office for Duval County is responsible for reaching those voters as well.
“The Millennial Community” is a nickname that speaks to their demographics and psychographics.
According to an Age by Sex Comparison from the Demographics Now database for 32250, Jacksonville Beach’s zip code, out of approximately 8,150 residents 18-34, 4,450 are male and 3,700 are female. A population comparison also from the Demographics Now database that shows 87.8 percent of the residents in Jacksonville Beach are white, 4.8 percent are black, 2.7 percent are of multiple races, 2.1 are percent asian or pacific islander, 2.1 percent are other and less than half a percent are indian. Using the statistics from zip code 32250 as a representation for the residents 18-34.
According to the US Census Bureau database on educational attainment for Jacksonville Beach residents, out of those 18 to 24, 22.6 percent have attained a high school diploma or equivalent, 43.2 percent have completed some college and 25.5 percent have attained a bachelors degree. Out of those 25 to 34, 96.7 percent are high school graduates or higher and 53.6 percent have attained a bachelors degree or higher.
According to Towncharts.com, an online database that provides statistics for different areas, 45 percent of the residents in Jacksonville Beach are currently married. Out of the single male population, 59 percent fall within the target age group, and out of the single female population, 47 percent fall within the target age group. According to the same source, the median earnings per resident in Jacksonville Beach is approximately 45 thousand dollars per year.
The age group that the targeted public falls within classifies those individuals as a part of the millennial generation. That age group falls between 18 and 34. Only about 46 percent of millennials voted in the last presidential election according to the article ‘Millennials Now Rival Boomers As A Political Force, But Will They Actually Vote?’ on the National Public Radio’s website.
The Millennial Generation is often referred to as “Digital Natives,” which the Pew Research Center survey ‘Millennials In Adulthood’ describes as the only generation for which these new technologies are not something they’ve had to adapt to. This generation as a whole is “relatively unattached to organized politics and religion, linked by social media, burdened by debt, distrustful of people, in no rush to marry— and optimistic about the future (Millennials In Adulthood Survey).”
They consider themselves to be more on the conservative side than the liberal side, according to the article ‘Millennials Political Behavior Will Surprise You’ on the Huffington Post website by Ryan Scott who summarizes information from the 2015 Millennial Impact Report. Education, healthcare and the economy are the top concerns for this generation and the majority categorize themselves as activists, according to the same source.
The targeted residents in Jacksonville Beach believe they can make a difference. They are closely tied to their communities, and very interactive with socially, whether it be in person or via social media. They believe in making a local impact, and in doing what’s right. They are well educated, and work hard as a means to their success.
A few keywords to describe this audience are: activist, tech savvy, digital natives, social, determined, impactful.
Social media platforms happen to be the primary and secondary source for information for this group. The most widely used social media platform used by the millennial generation is Facebook according to ‘How Millennials Consume the News,’ an article on the Newsweek website by Joshua Blieberg.