507: Active Social
With many living off limited retirement incomes, Active Social are likely to be light spenders. However this doesn’t stop them from getting out and about and engaging with the world. They enjoy entertaining friends and family at home, eating out at restaurants and living it up on the odd night out at the casino. And they also enjoy getting out into nature to exercise.
They are likely to be Australian born and aged 50+ and more than 1 in 3 are already retired. However, retirement from work doesn’t mean retirement from life – people in this Persona are still highly social and love getting out and about.
You’ll find them living in a mix of metro and regional areas of Victoria, New South Wales and Queensland.
The majority live in separate houses. Many own their homes outright, or else rent, and a large proportion live alone.
At home they favour traditional media rather than the Internet – newspapers and TV particularly. They enjoy combing through the weekly catalogues to hunt down a bargain on everyday essentials.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Active Social persona