Who lives in New Braunfels, Texas?

New Braunfels is a city of about 93,000 in the Texas Hill Country, founded by German immigrants in 1845 and now one of the fastest-growing places in the country as it fills the I-35 gap between San Antonio and Austin. The age curve runs slightly younger than the nation, with the 25-to-34 band a little fuller than usual, the signature of newcomer households arriving for work and space rather than retirement.

The loudest demographic signals are cultural. Roughly 44% of residents are Catholic, about two-thirds above the national share, and around 35% are Hispanic, close to double the typical rate, a reflection of South Texas roots that predate the German story and now run alongside it. Together they anchor a community where faith, family, and a long regional identity shape daily life more than the tourism that defines the city to outsiders.

The clearest behavioral signal is comfort with new technology. Only about 18% of households hold back as laggards, well under the national figure, so digital tools and new platforms meet acceptance rather than resistance here. That openness pairs with a risk appetite that leans a little bold and a decision pace that moves quickly once the choice is clear.

Personality otherwise sits close to the national baseline across the board, with emotional steadiness the one mild exception, running slightly calmer than typical. This is a practical, settled temperament rather than a dramatic one, which means the technology and money behaviors, not the psychology, are where this audience separates from the pack.

Environmental concern runs lighter than the national norm here, with about a third of residents landing in the unconcerned camp and the committed activist share thinner than usual. Green credentials are unlikely to move this audience on their own. Support for local business sits near average, fitting a downtown of German bakeries and a Gruene historic district where independent shops still hold ground.

Trust in corporations and the pull of ethics-first buying both track the national middle, so neither skepticism nor cause-driven appeals carry special weight. These are buyers who weigh the concrete benefit first and let values come second.

This is a cord-cutting audience first. About 40% have dropped traditional pay TV, above the national rate, so streaming and connected-TV placements reach them where cable no longer does. Social use looks much like the country at large, with Facebook the largest single platform and Instagram second, and a slightly heavier TikTok presence than typical.

Content preferences are unremarkable across formats, with short video leading by a small margin, so the lever is placement rather than reinvention. Meet them on streaming and the major social feeds with practical, proof-led messaging and the reach follows.

Money habits are the throughline. Only about 19% of households are non-savers, well below national, and the regular-saving share runs higher than usual, so putting money aside is the default rather than the exception. That discipline carries into investing, where roughly 28% sit out entirely against a national figure closer to 38%, meaning far more of this audience keeps money at work.

Purchase frequency and what drives a buy both look ordinary, with price and quality leading the way as they do nationally. The distinctive part is not how often they buy but what they do with the rest, which is invest and save at rates that outpace the country.

Health engagement here is notably hands-on. Only about 13% are indifferent to their health, below the national rate, and the proactive share runs above it, so wellness is a normal part of life rather than an afterthought for many households. That fits a place organized around rivers, tubing, and the outdoors, where staying active is built into the setting.

The standout in how they handle care is the gap in proactive healthcare users, who run well under the national share at roughly 6%. Engagement with personal wellness is high, but the systematic get-ahead-of-it approach to medical care is comparatively rare, pointing to a population that stays active without leaning hard on preventive systems.