1. Demographic Characteristics
The age range of the segment primarily includes individuals aged 64 to 99, with a notable concentration in the 70 to 75 age group. The typical household composition often consists of multigenerational families or single-person households. While the presence of children may vary, this segment generally has adult children. The education levels within this group tend to be varied, with many holding high school diplomas or associate degrees. The majority of seniors are likely to be retired, with common occupations prior to retirement including teachers, healthcare workers, and administrative roles. Their income brackets primarily range from $50,000 to over $150,000, and some may rely on social security or other support programs. Cultural, ethnic, or racial diversity within this segment is generally limited and reflects the predominant demographics of West Virginia.
2. Living Environment
This segment resides predominantly in rural areas of West Virginia, with notable representation in smaller cities and towns. The housing typically consists of single-family homes and many seniors either own their homes or have become renters. Neighborhood dynamics vary, but many enjoy low-density living environments that offer a sense of community and safety. Access to amenities such as grocery stores and healthcare facilities is generally favorable, but socioeconomic conditions may include low-income neighborhoods.
3. Lifestyle
The daily routines of senior card holders often involve car ownership, with many frequently driving to appointments and social activities. Public transport usage is limited, and walking is common for nearby errands. Shopping preferences lean towards budget retailers and local markets, favoring affordability and convenience. Leisure activities vary, including hobbies such as gardening, reading, and attending community events. Travel habits include occasional trips, with budget constraints influencing their travel frequency and destinations. Health-related habits may focus on maintaining fitness through walking or engaging in light exercise, alongside dietary preferences favoring healthier eating.
4. Media Consumption
Media consumption patterns reflect a preference for traditional outlets, commonly including news channels, local radio stations, and printed material via local newspapers. Digital behavior shows limited engagement with social media, though browsing for e-commerce and content streaming is becoming more common. Senior card holders may also utilize niche websites for job searching or classified ads. Musical preferences often align with classic hits and country music, reflecting the cultural trends that resonate within the state.
5. Mindset & Values
The segment's core beliefs often center around family, community, and the importance of stability. Many seniors value financial security and aspire for a peaceful retirement. Challenges faced include healthcare concerns, socioeconomic struggles, and occasional barriers to accessing quality services. Contradictions may arise between frugality and spontaneous spending on luxury goods, indicating a balance between financial caution and enjoying life. These attitudes help illustrate their priorities and resilience within their community context.
