Suburban advantage
When retirement looms, many Americans downsize their housing, seeking out resort-like communities near major medical facilities. Now you can get a share of the lucrative retirement market with a mailing list from Experian. The following traits describe most of the people in this group.
Overview
Empty-nesting couples and retirees living in middle-class homes and condominium developments in dense retirement communities - many along the Atlantic and Pacific coasts. One-third of residents are retired and share a secure standard of living with other seniors and the tourists who visit their vacation communities.
1.15 percent of U.S. households
Demographics
- Have college degrees and, if they still work, hold white-collar and managerial jobs
- Are inquisitive, health-conscious Americans living in maturing households
- Earn comfortable incomes in health care, education and financial services
- Avoid extravagant purchases
Lifestyles
- Enjoy comfortable but not lavish lifestyles and manage money carefully
- Are fairly conservative in their retail choices and don't buy the latest consumer electronics
- Like mainstream clothing retailers such as Dillard's and Bealls
- Like to spend their leisure time going to movies, concerts, nightclubs and antique shows
- Invest their money in stocks, CDs, corporate bonds and fixed-rate annuities for their IRAs
- Exercise by golfing, hiking and working out on cardio machines and stationary bicycles
- Avoid extravagant purchases
Media
- Are media traditionalists, likely to read the daily and Sunday newspapers from cover to cover
- Represent a strong market for newspapers but are infrequent Web users
- Read Martha Stewart Living, Ladies' Home Journal, AARP and Sports Illustrated magazines
- Like television documentaries, reality shows and sports (A&E, History Channel and ESPN)
- Tune in to radio for talk shows, especially news, sports and business programs
- Own satellite radios at high rates (one of their few expressions of being tech-savvy)
- Turn to the internet mostly to look up directions on Google Maps or to buy books on Amazon