WHO ARE WE?
Retirement Communities neighborhoods are evenly distributed across the country. They combine single-family homes and independent living with apartments, assisted living, and continuous care nursing facilities. Over half of the housing units are in multiunit structures, and the majority of residents have a lease. This group enjoys watching cable TV and stays up-to-date with newspapers and magazines. Residents take pride in fiscal responsibility and keep a close eye on their finances. Although income and net worth are well below national averages, residents enjoy going to the movies, fishing, and taking vacations. While some residents enjoy cooking, many have paid their dues in the kitchen and would rather dine out.
• Much of the housing was built in the 1970s and 1980s—a mix of single-family homes and large multiunit structures that function at various levels of senior care.
• Small household size; many residents have outlived their partners and live alone.
• Over half of the homes are renter occupied.
• Average rent is slightly below the US average.
• Nearly one in five households has no vehicle.
• Brand loyal, this segment will spend a little more for their favorite brands,
but most likely they will have a coupon.
• Frugal, they pay close attention to finances.
• They prefer reading magazines over interacting with computers.
• They are health conscious and prefer name brand drugs.