05-19-2009 EDC Meeting - Laserfiche WebLink

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'fix ' A a. -' 'Vaal! '`"4 05 Segment Code. .29 Segment Name... .... Rustbelt Retirees Life Mode Group 15 Senior Styles Urbanization Group.......,.U8 Suburban Periphery 11 Demographic Preferences Married-couple families with no children(34 percent)and The hardworking Rustbelt Retirees residents are settled; singles who live alone(28 percent)comprise most of the they have lived in the same house for years. Loyal to their households in Rustbelt Retirees neighborhoods. One-fifth of country and communities,they participate in volunteer and the households are married couples with children.This some- fund-raising work,visit elected officials,and work for political what older market has a median age of 43.8 years.More parties or candidates. Some are members of veterans'clubs. than one-fifth of residents are aged 65 or older;one-fifth of Rustbelt Retirees residents are practical individuals who take the householders are aged 75 or older. Seventeen percent of pride in their homes and gardens.They continue to update Rustbelt Retirees residents are veterans.This is not an ethni- their homes with new furnishings and work on remodeling cally diverse market; more than 90 percent of the residents projects.They watch their pennies, looking for bargains at are white. discount stores and warehouse clubs, and use coupons fre- quently,These residents own shares in tax-exempt funds and Socioeconomic have substantial life insurance policies. Approximately 60 percent of employed residents work in pro- They dine out at family restaurants,such as Perkins and fessional, management, sales, or office/administrative sup- Friendly's, and would rather rent a movie on video or DVD port positions. Although'.any are still working, labor force than go out to the theater.Leisure activities include playing participation is low. Most households derive income from bingo,gambling in Atlantic City,going to the horse races, wages. However, 45 percent of households derive income working crosswords,and playing golf.Rustbelt Retirees from interest, dividends,and rental properties;40 percent residents enjoy a variety of programs on TV, especially home draw Social Security benefits;and 28 percent receive retire- shows, sports events, news programs,game shows, and ment income.The median household income is$47,400, old TV shows. Favorite cable channels include QVC, Home just below that of the U.S median. The median net worth is &Garden Television,TV Land,and the Weather Channel. $122,700,slightly above the U.S.value. Overall,83 percent of Residents listen to classic rock,oldies,and golf tournaments residents aged 25 years and older have graduated from high on the radio.They read the daily newspaper thoroughly. school, approximately 28 percent have attended college,and 18 percent hold a bachelor's or graduate degree. Residential Most Rustbelt Retirees neighborhoods can be found in older, industrial northeastern cities, especially in Pennsylvania, and other states surrounding the Great Lakes;67 percent of the households are located in the Northeast and Midwest. In addition, 28 percent can be found in the South. Eighty-four percent of these households own single-family homes with a median value of$118,500.Three-fourths of the housing units were built before 1970. Unlike many retirees,those in the Rustbelt Retirees segment are not inclined to move. l 4 18