1. Demographic Characteristics
The segment primarily consists of individuals aged 64 to 99, with a notable prevalence of those in the age groups 64-67 and 68-71. The typical household composition is likely to be married couples as the segment emphasizes ownership status as homeowners. There are no children in these households due to the advanced age of the residents.
In terms of education levels, many have completed high school, but there is a mix of higher education backgrounds. Their employment status may vary as some may be retired while others could be part-time employees or receiving social security benefits. Common occupations include retirees from various fields, with an income range falling between $30,000 to $60,000 annually.
The segment may experience reliance on social support programs, especially those nearing or in retirement. Cultural diversity within this group is limited, and there is a predominance of White seniors.
2. Living Environment
The geographic location for this demographic is within West Virginia, which features a mix of rural and some suburban areas. Notable places include Charleston and Huntington, which serve as key cities for this segment. These individuals typically occupy single-family homes and hold ownership. Their neighborhoods are often characterized by low to moderate population density with stable community dynamics.
Safety and access to basic amenities, like grocery stores and healthcare facilities, are essential livability factors for this aging population. However, many may reside in areas facing socioeconomic challenges, impacting their access to resources.
3. Lifestyle
Daily routines for these seniors often involve personal transportation, notably car ownership, while public transportation options may be limited in their rural areas. Shopping preferences lean toward budget retailers, with a focus on local markets for groceries. Leisure activities typically include gardening, participating in community events, and enjoying passive entertainment like television and reading.
Travel behaviors are modest, often limited to family visits or local attractions, with budget constraints playing a crucial role. Health-related habits may include low rates of smoking, with a growing emphasis on fitness routines and balanced diets to promote general well-being.
4. Media Consumption
Segmentation in media preferences reveals a fondness for traditional media, particularly local news channels, country music radio stations, and print publications like community newsletters. Digital behavior includes limited engagement with social media platforms, predominantly focusing on Facebook for staying connected with family.
E-commerce habits could reflect basic online shopping for essential items, and streaming services may see less use. Popular cultural interests appear to center around classic music genres and family-oriented entertainment.
5. Mindset & Values
This segment typically embraces core beliefs centered around family values, independence, and a desire for financial stability. They aspire to maintain their homes and engage positively in their communities. However, challenges such as health issues and economic constraints can impact their daily lives.
Despite a resilient outlook, there are occasional contradictions in behaviors, such as juxtaposing frugality against moments of spontaneous spending when it comes to grandchildren or special occasions. Understanding their mindset offers insight into a demographic striving for dignity and purpose in their later years.
