1. Demographic Characteristics
The age range of senior cardholders in Bloomington, Indiana, typically falls between 65 and 85 years old. The most common age group is those aged 70 to 75 years, with notable variations including a small portion of younger seniors aged 60 to 64. The typical household composition includes single-person households and multigenerational families, often with adult children living at home. There are generally no children present in these households as they primarily consist of seniors. The education levels vary, with many holding high school diplomas or some college education. Employment status varies greatly; some may be retired, while others may still be engaged in part-time work in common occupations such as teaching, retail, or healthcare. Income brackets often range from low fixed incomes to moderate retirement savings, with a portion of seniors relying on social support programs like Social Security. The segment's cultural, ethnic, and racial diversity is limited, predominantly consisting of Caucasian residents, though there is some representation of Hispanic and African American individuals.
2. Living Environment
This segment primarily resides in suburban areas of Bloomington, Indiana. They tend to live in single-family homes or small apartment complexes, with a mix of ownership and renting situations. Neighborhood dynamics vary; many areas are known for their livability, featuring safe environments with access to amenities such as parks, grocery stores, and healthcare facilities. The population density is moderate, and socioeconomic conditions include both lower-middle-class neighborhoods and more affluent communities.
3. Lifestyle
The daily routines of senior cardholders typically revolve around local activities, with many owning cars and some utilizing public transportation options. Shopping preferences lean towards budget retailers, although they also enjoy local markets for fresh produce. Leisure activities often include hobbies such as gardening, knitting, and reading, with entertainment choices such as attending local theater performances. Travel behavior is usually modest, with frequency low, and destinations often close to home; budget constraints generally limit travel to nearby regions. Health-related habits show variability, with many practicing moderate fitness routines while maintaining dietary preferences that emphasize balanced meals over time.
4. Media Consumption
Seniors in this segment often consume traditional media, favoring local TV channels, classic radio stations, and newspapers with community news coverage. In terms of digital behavior, online activities primarily include email communication and occasional social media usage, with limited engagement in e-commerce or content streaming. Niche website usage is low, though some may visit job boards for part-time opportunities. Cultural preferences often reflect classic music genres, with a tendency towards nostalgic entertainment trends from the mid-20th century, including classic movies and television shows.
5. Mindset & Values
The core beliefs and attitudes of this segment often center around the importance of family, financial security, and community involvement. Aspirations typically include maintaining financial stability in retirement and contributing positively to their communities through volunteering. Challenges faced may include socioeconomic limitations, healthcare access, and navigating technology. There can be contradictions in their values, such as the desire for independence contrasted with the reliance on community resources for support. This section illustrates a complex understanding of their mindset and priorities.
