1. Demographic Characteristics
The Senior Cardholders segment in Waukesha, Wisconsin, primarily consists of individuals aged 65 and older, with the most common age group being 70 to 74 years. This segment typically exhibits a household composition that leans toward single-person households, though there are also instances of multigenerational families. Among these households, there are generally no children present due to the age of the cardholders. In terms of education levels, many individuals have completed high school, with a notable portion holding college degrees. Employment status varies, with some retirees enjoying stable pensions and others still part-time working in roles such as consulting or volunteering. Income brackets often range from below $25,000 to around $50,000 annually. There is a significant reliance on social support programs, including Medicare and social security. The segment exhibits a moderate diversity in terms of cultural and ethnic backgrounds, primarily consisting of Caucasian individuals, but also includes Hispanic and African American residents.
2. Living Environment
This segment resides predominantly in suburban areas of Waukesha, with many located in quiet neighborhoods that feature single-family homes. A considerable number of individuals own their homes, while a smaller proportion rents apartments or assisted living spaces. Neighborhood dynamics are generally conducive to a high quality of life, reflected in lower population density, a sense of community safety, and proximity to necessary amenities such as grocery stores, healthcare facilities, and recreational areas. The socioeconomic conditions of the area vary, with some pockets reflecting low-income households, especially among individuals who may not have substantial retirement savings.
3. Lifestyle
The daily routines of Senior Cardholders often include independent transportation methods, predominantly car ownership, with some availing of public transit services. Their shopping preferences are typically focused on budget-friendly retailers and local markets that provide essential goods. Leisure activities include social gatherings, gardening, playing cards, and community events. Travel tends to be infrequent and may include visits to family or short trips, often budget-conscious due to fixed retirement incomes. Health-related habits prioritize wellness, with many engaging in walking routines and maintaining balanced diets, while a smaller portion may face challenges related to smoking or fitness adherence.
4. Media Consumption
The media consumption habits of this segment reveal a preference for traditional channels, particularly local news broadcasts, public radio stations, and print publications that provide community and regional news. Online behavior has also gained traction, with increasing use of social media platforms to connect with family and friends, alongside e-commerce for grocery and medication purchases. Streaming services are becoming popular for entertainment, although some members still enjoy classic television shows. Cultural preferences highlight interests in genres such as country and classic rock music, along with a focus on family-oriented television programs.
5. Mindset & Values
This segment possesses a core belief in the importance of family and community. Their outlook is often characterized by a sense of gratitude for past experiences and optimism about their contributions to society. Many aspire toward achieving financial stability while grappling with factors such as rising healthcare costs and economic constraints. Common challenges include adjusting to retirement life and potential isolation, which can impact their mental health. Notably, there exists a contradiction between their values of frugality and occasional impulse spending during family gatherings or holidays, showcasing a dynamic approach to their precious resources.
