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Consumer Group 7: Active Adult Feature and Location
 Motivation: This group contains middle-class adults nearing or in retirement. With a strong desire to remain active in the later years of life, location, features and community feel are important decision factors. These buyers want to downsize and a have maintenance-free lifestyle in their final home purchase so they can spend more time enjoying various interests.
Age/Income/Kids: The youngest of all active adult groups, households in this group typically range from 55 years of age and up. Most households have attended college or obtained a degree, and are either currently working or are retired from a white-collar position. Home Preferences/Features: This group prefers both single-family and condo style homes. These buyers purchase for the options, upgrades and extras in a home as well as community amenities. Their final purchase decision will be swayed by available upgrades in the home, its particular layout, or its location to nearby services. Hobbies/Interests/Lifestyle Traits: This group tends to be comfortable, yet not extravagant. They frequently watch the Hallmark Movie Channel, The Antiques Roadshow, 60-Minutes and Dateline, tend to enjoy bird watching, and like Classical Music or Contemporary Christian music. When dining out, they frequent Friendly’s, Cracker Barrel and Chi-Chi’s. They are likely to shop at Macy’s, Costco and QVC. Recent vacations include cruise ships or domestic travel in an RV. To learn about each Consumer Group, visit the pages linked below:
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