1. Demographic Characteristics
This segment comprises senior card holders, typically aged 65 and older, with a notable concentration in the 70-74 years age group. Households generally consist of single-person units or couples, with some multigenerational family structures present. It is common for these households to have no children or for children to be adults living independently. The education levels vary, but many seniors have completed high school, while a significant number possess associate degrees or higher. Employment status shows a mix of retired individuals and those engaged in part-time work, often in service-related occupations, with incomes primarily falling between $20,000 and $50,000 annually. Many in this segment also rely on social support programs such as Social Security. Cultural and ethnic diversity is moderate, with mainly Caucasian, African American, and Hispanic populations represented.
2. Living Environment
Within North Carolina, this segment predominantly resides in suburban areas, with notable cities including Charlotte and Raleigh. Housing types vary, with a significant number occupying single-family homes, while others may live in retirement communities or apartments. Home ownership is prevalent, although some opt to rent. Neighborhood dynamics tend to reflect accessible amenities, moderate population density, and safety, with many residing in areas considered livable and supportive of senior activities. Socioeconomic conditions can range from middle-income to low-income neighborhoods.
3. Lifestyle
The daily routines of senior card holders often involve car ownership for transportation, although public transit usage is growing among those without vehicles. Shopping preferences incline towards budget retailers and local markets, focusing on affordability. Leisure activities frequently include gardening, reading, and engaging in community events, with travel typically occurring once or twice a year, often to family gatherings or leisure destinations within driving distance. Health-related habits reflect a focus on fitness routines, with many participating in walking or senior exercise classes, alongside a preference for a balanced diet.
4. Media Consumption
This segment shows a preference for traditional media, with favored TV channels including public broadcasting and news networks. Radio stations featuring oldies and local news are also popular. On the digital front, seniors engage with social media platforms like Facebook and utilize e-commerce websites for shopping. Streaming services are becoming increasingly popular for entertainment, while niche sites such as caregiver resources and community forums attract attention. Popular music genres often include classic rock and country, reflecting their generational influences.
5. Mindset & Values
The core beliefs of senior card holders often center around family, security, and community engagement. Many aspire towards financial stability and maintaining independence while contributing positively to their communities. Challenges faced include healthcare costs, accessibility issues, and adapting to societal changes. There may be contradictions in values, such as balancing frugality with occasional indulgences or the tension between seeking independence and relying on family support. This section highlights a complex mindset reflective of their lived experiences.
