Who lives in New Hampshire?

New Hampshire is a state of about 1.4 million people built around the Manchester-Nashua corridor in the south, where most of the population and the state's software, cybersecurity, and advanced manufacturing jobs cluster within reach of Greater Boston. The headline of who lives here is its homogeneity: roughly 85% of residents identify as White, against a national share closer to 57%. The age curve tilts a little older than the country, with a mean near 49 and the 65-and-over band around 23%.

Two quieter signals fill in the character. Evangelical affiliation sits near 9%, roughly a third of the national rate, which fits a Yankee Protestant and unchurched New England that wears faith lightly. And the settlement pattern is the state's real geography: only about an eighth of residents live in genuinely urban places, with nearly two-thirds suburban and almost a quarter rural, the spread of a state that runs from dense commuter towns down south to the lakes and the White Mountains up north.

On the standard personality axes New Hampshire sits close to the national center. Openness, conscientiousness, and warmth all land within a point or two of average, so there is no exotic temperament to play to here. The useful read is the absence of drama: this is a steady, even-keeled audience that does not reward novelty for its own sake and does not need much hand-holding either.

Decision-making and appetite for risk track the country almost exactly. People here are neither unusually impulsive nor unusually paralyzed, and the same balance holds for how much chance they will take on an unproven choice. The lever that works is substance rather than mood.

Spending values lean practical over performative. Ethical consumption skews lighter than the national pattern, with about 38% saying it plays no part in what they buy and the strict end thinner than average, so a sustainability or cause angle is rarely the thing that closes a sale here. Environmental concern and preference for local business both sit near the national middle, present but not a defining driver.

Trust in companies is ordinary, neither warm nor especially cynical. There is no built-in suspicion to overcome, which means plain claims that hold up tend to be taken at face value rather than picked apart.

Media habits sit close to the national grain, which makes the small leans worth weighing. Facebook over-indexes slightly and carries the widest reach, fitting an older, suburban-to-rural population, while Instagram runs a touch light. Content appetite is balanced across short and long video with a solid mixed-format middle, so there is no single channel that dominates. Reaching this state well means broad, steady placement rather than chasing a niche platform.

Buying behavior is close to typical on the surface. Purchase motivation splits the usual way between price and quality, frequency tracks the country, and decision speed is unremarkable. The one real tilt is in saving: the share of genuine non-savers is lighter than average, near 24%, while the aggressive savers hold around a quarter, the financial fingerprint of a no-income-tax, no-sales-tax state where households keep more of what they earn and tend to put some of it away.

Health is where the self-reliant streak becomes concrete. Residents lean preventive, with about 48% favoring a get-ahead-of-it approach to care against roughly 41% nationally, and the share who are simply indifferent to their health runs lighter than the country. Sleep gets taken seriously too, with fewer people treating rest as a low priority.

That posture extends to coverage. Far fewer here carry only minimal insurance, near 15% against about 21% nationally, which reads as households that would rather be protected than exposed. Openness to talking about mental wellness sits close to the national norm, slightly toward the candid side.