This group consists of residents aged 55 and older. Residents are typically retired and are supported by social security, public assistance, and retirement income. This group primarily consists of single-family homes and assisted living facilities. There is a high prevalence of seasonal living with homes remaining vacant during off seasons.
Segments overview
Click a segment to learn more about it. See the following for an overview of each segment:
| Segment name | Segment number | Segment name | Overview |
|---|---|---|---|
46 | Senior Escapes | Suburban areas with seasonal homes and retired military seniors | |
47 | The Elders | Retired suburban seniors in warm climates who travel seasonally | |
48 | Retirement Communities | Elderly professional suburbanites with high rental costs | |
49 | Silver and Gold | Warm climates with seasonal vacancies and high net worth professionals |
Segment J1
While much of this segment's population is scattered across the U.S., the majority reside in the South and West. Most neighborhoods are suburban, on the outskirts of metropolitan areas, and roughly one-quarter of residents live in rural areas. This segment is growing at approximately twice the national rate, with more than half of householders aged 65 and older. There is a notable population of retired military personnel. The majority of households earn low- to middle-tier incomes, with many supported by social security and other forms of public assistance, and about a third live on retirement income. Many homes remain vacant for much of the year, drawing seasonal residents when colder weather strikes elsewhere. Homeownership rates are high, with manufactured homes making up nearly half of all housing. Most households own one or two cars.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 61.5
- Median household size: 1.98
- Predominant household structure (Census 2020): Singles living alone; married couples with no kids
- Median household income: $50,282
- Median net worth: $208,760
- Percentage of individuals with completion of a bachelor's degree or higher: 21.4%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $159,874
- Homeownership rate: 79.0%
- Rent burdened households (American Community Survey 2019-2023): 42.4%
- Labor force participation rate: 38.6%
- Unemployment rate: 5.7%
Lifestyle patterns
- Consumers tend to shop at department stores.
- Residents schedule regular medical appointments and commonly use prescription drugs. Health and dietary considerations guide their food purchases.
- Media consumption is primarily through TV, CDs, DVDs, newspapers, and magazines.
- Residents are likely to vote and contribute to religious groups. Households typically own older, well-maintained vehicles that are driven sparingly.
Segment J2
Communities in this segment tend to be designed for senior or assisted living and are primarily located in warmer climates with seasonal populations in states such as Florida, Arizona, and California. This is the oldest segment, as the majority of residents are at least 65 years old. Age dependency ratios are more than triple the national average. These elder residents are primarily retired, living off retirement payments, investments, or supported by social security and other forms of public assistance. Population growth in these popular neighborhoods is twice the national rate. Most of the population lives in the suburbs of metropolitan areas, providing close proximity to family and medical facilities. A high prevalence of second homes supports seasonal travel. Most homes are valued above $200,000, and one-third of all housing was built after 2000.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 74.1
- Median household size: 1.67
- Predominant household structure (Census 2020): Married couples with no kids; singles living alone
- Median household income: $69,169
- Median net worth: $530,281
- Percentage of individuals with completion of a bachelor's degree or higher: 42.2%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $411,168
- Homeownership rate: 85.6%
- Rent burdened households (American Community Survey 2019-2023): 55.2%
- Labor force participation rate: 20.8%
- Unemployment rate: 5.0%
Lifestyle patterns
- Many carry premium credit cards but pay cash for vehicle purchases. Residents tend to use coupons from newspapers and magazines.
- Retirees in this segment tend to have a variety of assets, and some own multiple properties. They often pay for services to manage their finances, homes, and gardens.
- Residents primarily use cable modems on older computers. Cable TV and newspapers are their go-to sources for staying informed and entertained.
- Daily routines often involve medical appointments, specialty diets, and regular medications. When residents travel, they often opt for cruises.
Segment J3
These neighborhoods are spread across metropolitan areas, both large and small, nationwide. Most residents have settled in the suburbs. A quarter of the population consists of people aged 75 years and above, and nearly half of households are single individuals. Many households depend on a mix of retirement funds, investment income, and social security and other forms of public assistance, while just over half also earn wages and salaries. Households typically earn middle-tier incomes; accrued net worth tends to be above the national average. Many are active in the workforce, with employment in professional sectors such as education, health care, management, sales, and technology. Most residents live in single-family homes, duplexes, or apartments, and rent exceeds the national average. Additionally, many assisted living and nursing facilities are found in these areas.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 55.0
- Median household size: 1.94
- Predominant household structure (Census 2020): Singles living alone; married couples with no kids
- Median household income: $80,402
- Median net worth: $263,394
- Percentage of individuals with completion of a bachelor's degree or higher: 50.5%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $466,253
- Homeownership rate: 59.9%
- Rent burdened households (American Community Survey 2019-2023): 46.2%
- Labor force participation rate: 52.3%
- Unemployment rate: 3.6%
Lifestyle patterns
- Their shopping habits feature a mix of online and catalog purchases, and they tend to choose domestic products and trusted brands.
- These residents manage their finances with the help of financial advisors and tax professionals. Residents hold health, auto, home, and life insurance.
- Residents spend time watching sports, news, and movies on cable TV, as well as reading books and newspapers.
- Residents schedule regular medical appointments and tend to be both physically and socially active. They often go to theaters, art galleries, and restaurants.
Segment J4
These low-density neighborhoods are located in suburban, rural, or coastal settings, often in warmer climates. Residents tend to be aged 55 and older, and more than half of households comprise married couples with no children. The median net worth is approximately three times that of the U.S. median. Residents earn incomes in the middle and upper tiers, supported by a blend of retirement funds and social security and other forms of public assistance. Half of workers earn wages and salaries, often in professional roles such as management, health care, technology, and legal fields, and one in five is self-employed. The housing landscape is predominantly made up of single-family units, and a significant portion of homes were built after 2000. This segment ranks among the highest for seasonal vacancies, with around a third of units occasionally vacant. Housing affordability is low compared to the national average.
Key statistics
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Median age: 64.4
- Median household size: 2.01
- Predominant household structure (Census 2020): Married couples with no kids
- Median household income: $102,652
- Median net worth: $811,588
- Percentage of individuals with completion of a bachelor's degree or higher: 52.8%
Housing and employment
Data vintage is Esri 2025 for all characteristics, except where otherwise noted.
- Predominant Urbanicity Type: Suburb
- Median home value: $625,531
- Homeownership rate: 87.3%
- Rent burdened households (American Community Survey 2019-2023): 36.3%
- Labor force participation rate: 41.4%
- Unemployment rate: 3.4%
Lifestyle patterns
- Consumers tend to use reward memberships when shopping.
- They often pay for services to manage their finances, homes, and legal matters. They are well-insured and often drive high-end vehicles.
- They read books spanning a wide range of genres.
- Residents spend time birdwatching, golfing, cooking, and dining out. They tend to engage with their communities by regularly participating in elections and volunteering.