E: Senior Security

Elderly people with assets who are enjoying a comfortable retirement

8.55% of households and 6.51% of population

Who We Are

  • Aged 66+
  • Household income £20k-£29,999
  • No children
  • Owned semi-detached house
  • Very low level of household technology

Key Features

  • Retired singles and couples
  • Pre-war generation
  • Established in community
  • Low internet use
  • Have wills
  • Solar panels

Types

Description

Senior Security are retired homeowners with good pension incomes who live in pleasant suburbs. Aged in their late sixties, seventies and eighties, some are married but many more now live alone. They have been settled in their current homes for many years.

With pension incomes in addition to the basic state provision, most have a comfortable financial situation that leaves some money available for extras. They also have a good amount of savings that they can draw on when necessary. These are invested in ISAs, Premium Bonds and sometimes in shares. These financially cautious elders always pay off credit card bills in full and are highly likely to have made a will. They usually run a sensible car purchased with savings.

Their mid-range homes may be semi-detached or detached houses or bungalows and typically have three bedrooms. Many homeowners enjoy taking care of their gardens. The mortgage was paid off some years ago.

The internet is not used heavily, and residents access it most often to send email and look for practical information. They are more likely to use landline phones for calls and tend to be less confident with new technology. Many regularly read newspapers, and television is an important source of entertainment. They usually drive to the supermarket or local independent stores on a weekday. Some choose to spend their retirement hours getting involved with organisations locally.