Research and analysis

Comfortable empty-nester persona: Jeff  

Helping DfT understand the transport needs of people who are either approaching retirement or have recently retired.

Applies to England

Documents

Details

Jeff is a fictional character that provides us with one illustration of a transport user who belongs to the comfortable empty-nester segment.

People in this segment are older (60 years or above), predominantly from a white background and either approaching retirement or recently retired.

This persona pack outlines:

  • enablers and barriers to different transport modes
  • general transport habits
  • frequent and less frequent journeys
  • employment and working patterns
  • use of technology and media
  • shopping behaviours
  • access to transport
  • understanding transport choices

These personas are evidence-based and were developed using new survey evidence and ethnographic research to allow us to better understand the transport choices and priorities for improvement for this user group.

Jeff is just one of the Department for Transport’s 12 transport user personas. For more information, see Transport user personas: understanding different users and their needs.

Updates to this page

Published 18 July 2023

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