Its very different to Benidorm
The beach is very tranquil and very pretty.
The Square area isn't really my cup of tea, I tend to stay away, too many kids and a bit boisterous, but might suit you well. You can find what you want in Santa Ponsa, tho traditional Spanish bars are lacking...though thats not why you go to Santa Ponsa.
Very popular with the Irish too, incredibly popular
You'll find it more expensive than Benidorm, a lot more, but thats representative of the whole island and not just the resort. Shopping-wise its got what you need though its nothing amazing
Don't forget to visit Palma, its a sort of compact Barcelona!