Research and analysis

Older, less affluent persona: Gina

Helping DfT understand the transport needs of older people still in employment and relying on their car.

Applies to England

Documents

Older, less afluent persona pack

Details

Gina is a fictional character that provides us with an illustration of a transport user who belongs to the ‘older, less affluent’ segment.

People in this segment are older (50 years and above) car owners and live with a partner in 2-person households, often in rural areas. They are approaching retirement but still working, either in full-time or part-time employment.

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 potential areas of improvement for this user group.

Gina 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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