Average Age: 70
Average Income: $26K
This Niche is dominated by older households, some of whom still have older children in the home. They are more likely than the general population to have a military veteran in the household. They tend to be homeowners that do not move very often, the majority of which have length of residence of nine years or more. The average value of their homes is about $73,000. About a third of this Niche is retired households. Among those that are still employed, most tend to be blue collar or clerical workers.
These are credit card owning households that are very likely to be mail responsive and make mail order purchases. The items that they are likely to purchase are home furnishings, collectibles, stereo records, tools and books. They are more likely to donate to charity, especially veteran charities, and do some investing in stocks and bonds. Even with tight budgets, these households enjoy trying their luck at the casino.
These households have interests in their grandchildren, bible devotion, gardening, needlework, knitting, sewing, crafts and traveling within the United States. They take care of themselves by watching what they eat and walking for health. They also enjoy contests and sweepstakes, redecorating their home and listening to country and easy listening music.
