1. Demographic Characteristics
The age range of the segment is focused on individuals aged 64 to over 100, with the most common age group typically being those aged 70 to 74. This group primarily consists of married individuals who are homeowners. The household composition includes a prevalence of single-person households and couples, with rare instances of children living at home, due to the advanced age. Education levels within this demographic tend to vary, with many having attained higher education degrees, while some remain engaged in part-time or consulting work, relying on pensions or social security for income. Cultural, ethnic, and racial diversity within the segment is present, though specific data is not available.
2. Living Environment
This segment predominantly resides in suburban areas of Wake County, North Carolina, which provides ample amenities for seniors. Typical housing includes single-family homes owned outright, reflecting their affluent status. Neighborhood dynamics indicate a safe and accessible environment with low population density and proximity to healthcare facilities and shopping centers. The socioeconomic conditions of these areas are generally favorable, with few indicators of low-income neighborhoods.
3. Lifestyle
Daily routines for affluent seniors often include the use of personal vehicles for transportation, with very limited reliance on public transit. Shopping preferences lean towards local markets and upscale retailers, reflecting their affluence. Leisure activities typically encompass hobbies such as gardening, reading, and attending cultural events, along with a notable interest in travel to warmer destinations during winter months. Health-related habits are characterized by a focus on fitness and balanced diets, with many engaging in regular exercise while abstaining from smoking.
4. Media Consumption
The segment prefers traditional media such as channels like PBS and news networks for television, while radio listening typically includes classic music and talk radio. Online behavior shows an increasing trend towards social media engagement, particularly Facebook for keeping in touch with family and friends. E-commerce is on the rise, with many utilizing platforms for grocery shopping and retail. Interests in cultural preferences include genres like jazz and classical music, showcasing a sophisticated approach to media consumption.
5. Mindset & Values
The segment's core beliefs comprise a strong appreciation for family and financial security, with aspirations centered on maintaining health and contributing positively to their community. Challenges faced include managing health concerns and remaining independent as they age. Additionally, there may be tensions between their values of frugality and occasional impulse spending on luxuries that enhance their quality of life. These facets collectively inform their mindset and overall priorities.
