1. Demographic Characteristics
The age range of the segment includes individuals primarily aged 65 and older, with the most common age group being approximately 70 to 74 years old. Variations may include a smaller percentage of cardholders aged 55 to 64. The typical household composition consists of single-person households or couples without children, with a limited presence of multigenerational families. The majority of individuals within this segment tend to have retired status, with common occupations prior to retirement including administrative roles, teaching, and healthcare positions. Income brackets often fall within the range of $30,000 to $65,000 annually, and while some may rely on Social Security or pension plans, the unemployment rate within this segment is generally low. Cultural and ethnic diversity within this group tends to be limited, primarily reflecting the predominant demographics of the Goodyear area.
2. Living Environment
This segment resides in the suburban area of Goodyear, Arizona. The majority occupy single-family homes, often with affordable housing options. Homeownership is common, with a significant portion of the segment owning their residences. Neighborhood dynamics typically include a focus on community-oriented living, characterized by moderate population density, safety, and reasonable access to local amenities such as parks and shopping centers. Socioeconomic conditions in some neighborhoods may indicate areas that are in transition or gentrifying, although many remain stable.
3. Lifestyle
The daily routines of this segment primarily include car ownership as their main mode of transportation. Many manage errands through local shopping areas and prefer budget-friendly retailers, while some indulge in occasional visits to local markets. Leisure activities often revolve around community events, gardening, and social gatherings with friends and family. Travel behaviors might encompass annual trips to family destinations or group travel to warmer climates during winters, with budgets often leaning towards economical options. Health-related habits include a mix of moderate exercise, such as walking, and some individuals may engage in balanced diets, while others may face challenges maintaining fitness routines.
4. Media Consumption
Preferred traditional media among this segment includes local news broadcasts, classic television channels, and print publications focused on community events. Digital behavior shows a growing engagement with social media platforms such as Facebook to connect with family and friends, as well as increased participation in e-commerce for everyday purchases. Content streaming services are also utilized for entertainment. Cultural preferences vary, though country music, classic rock, and nostalgic genres tend to dominate choices in music and entertainment.
5. Mindset & Values
The core beliefs of this segment often emphasize the significance of family connections, financial stability, and community involvement. Aspirations tend to focus on maintaining independence and actively participating in local activities. Challenges they may face include adjusting to new technologies or addressing health-related issues. While many embrace frugality due to fixed incomes, some exhibit impulsive spending patterns in areas that provide satisfaction or joy. This nuanced mindset reflects a balance between individual desires and community interdependence.
