1. Demographic Characteristics
The segment includes senior card holders aged between 64 and over 100 years, with notable concentrations in the 64-69 and 70-79 age groups. Household compositions often consist of single-person households or couples, with few multigenerational families or children present, as this is predominantly a senior demographic. Education levels vary, but many possess high school diplomas, with some having college degrees. Employment status tends to be low, with many in retirement or part-time work; common occupations include retail, service industry, and healthcare. Income levels span a range from $50,000 to $150,000+, with a potential reliance on social support programs for the lower bracket. The segment is predominantly white with limited information on cultural, ethnic, or racial diversity.
2. Living Environment
Most senior card holders reside in suburban areas of New Hampshire, with notable presence in regions such as Manchester and Nashua. Housing types primarily include single-family homes and condominiums; many are homeowners, though some may rent. Neighborhood dynamics are often characterized by low population density, providing a safe environment with access to amenities such as parks, grocery stores, and healthcare services. Socioeconomic conditions vary, although many neighborhoods are stable without significant issues of gentrification.
3. Lifestyle
Daily routines typically include car ownership, with few using public transit. Shopping preferences lean towards local markets and budget retailers, though there is a presence of some luxury brands among higher-income households. Leisure activities may include gardening, reading, and attending local events, with travel occurring seasonally, often to family gatherings or vacation spots within driving distance. Health-related habits focus on maintaining well-being, with varying commitment to fitness routines; dietary preferences generally favor nutritious foods but may reflect traditional diets.
4. Media Consumption
Traditional media preferences include local news channels, public radio, and regional publications. Digital behaviors showcase moderate use of social media platforms, particularly Facebook, alongside growing interest in e-commerce activities. Content consumption trends are directed towards streaming services for entertainment, with preferences for genres such as drama and comedy. Cultural interests may include classical music and local events, with some individuals following influencers who reflect their values.
5. Mindset & Values
The core beliefs of this segment often reflect a balance between independence and community reliance, valuing family connections and financial stability. Aspirations frequently include health maintenance and enjoyment of retirement. Challenges faced include navigating fixed incomes, occasional social isolation, and access to healthcare resources. Contradictions may arise in behaviors, such as the tension between frugality and occasional impulse spending, reflecting their complex desires for both security and enjoyment.
