1. Demographic Characteristics
The segment of Senior Card Holders in Dayton, Ohio, primarily comprises individuals aged 65 and older, with the most common age group being 70 to 74 years. Notable variations include some individuals aged 60 to 64 years and a smaller portion aged 75 and above. The typical household composition includes a mix of single-person households, often living alone as they age, and multigenerational families where grandparents live with their children and grandchildren. In terms of children, those residing in multigenerational setups may have grandchildren ranging from infants to teenagers.
Education levels vary, with a significant portion having completed high school and some possessing college degrees. Employment status shows that many are retired, but a segment may still engage in part-time work. Common occupations include former professionals in healthcare, education, and administrative roles, with income brackets largely falling into lower-middle to middle class. There is a notable reliance on social support programs such as Social Security and Medicare, with some individuals reflecting trends in unemployment, particularly among those who attempt to re-enter the workforce in senior years.
The segment displays a moderate level of cultural, ethnic, and racial diversity, primarily reflecting the general demographics of Dayton.
2. Living Environment
This segment resides predominantly in suburban areas of Dayton, with some individuals residing in urban locations. Housing types include single-family homes and apartments, and the majority of the population tends to own rather than rent. Neighborhood dynamics indicate varied livability factors, with most areas being safe and accessible but a few experiencing challenges related to higher population density and lower socioeconomic conditions.
The socioeconomic conditions of the area show a mix, with some neighborhoods being classified as low-income, while others are in the process of gentrification.
3. Lifestyle
The daily routines of Senior Card Holders often include car ownership, with many being able to drive independently. Public transit is utilized by some for convenience. Shopping preferences lean towards budget retailers and local markets for groceries and other necessities, with occasional visits to specialty shops for specific items. Leisure activities commonly include hobbies like gardening, crafting, and attending community events, with many enjoying socializing with friends and family.
Travel behaviors are generally modest, often involving short trips or visits to family during holidays, typically constrained by budget considerations. Health-related habits show a focus on fitness through walking or participating in local exercise programs, with an emphasis on maintaining a balanced diet while addressing health conditions common in their age group.
4. Media Consumption
Traditional media preferences for this segment include TV channels that provide news and classic shows, alongside local radio stations that play music from their younger years. Print publications, including local newspapers, remain popular among those who prefer reading physical copies.
In terms of digital behavior, online activities include occasional use of social media, primarily to connect with family and friends, and some engagement with e-commerce sites for basic shopping needs. Streaming services have found a niche among younger seniors, while others may prefer local community newsletters. Cultural preferences often revolve around classic music genres like jazz and oldies, as well as traditional entertainment trends.
5. Mindset & Values
The core beliefs of this segment often emphasize the importance of family, financial stability, and health. Many aspire to maintain independence and connect meaningfully with their communities. However, challenges persist, such as facing socioeconomic struggles which may impact their ability to enjoy leisure activities or access healthcare.
There are contradictions in their values, as they may exhibit frugality in daily spending while occasionally indulging in impulse purchases to treat themselves. They value independence yet often rely on community support and services.
