baby boomer and senior market research

Understanding the Mature Market

Market Research for Boomers & Seniors

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You wouldn’t use a man to moderate groups

on women’s products. Or an English

speaker to do Hispanic groups.

Why use researchers in their 20’s, 30’s, or

40’s – to speak for consumers in their 50’s,

60’s, 70’s, or 80’s?

Americans over 50 make up the most

important consumer market in the US.

Don’t they deserve researchers that speak

their language?

Can anyone do Boomer

and Senior research?

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Mozaic Group’s Mature Market Team specializes in Boomer

and Senior research. It’s comprised of highly experienced

researchers, all in their 50’s and 60’s.

Along with their experience with Boomers and Seniors, each

has over 20 years conducting research in:

• Healthcare

• Financial Services

• Travel & Leisure

• Consumer Products

• Consumer Technology

• Retail

No research firm can provide you with greater insight into this

important consumer market.

Why choose the Mozaic Group?

A few things you may not know

about the 50 Plus market

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The over 50 market controls 70%

of the US discretionary income.

70%

30%

50 and older Under 50

The market is huge

Discretionary Income

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51%49%

50 and older Under 50

In just 3 years, half the adults

in the US will be 50 or older.

U.S. Population in 2017

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49%

32%

22%15%

51%

68%

78%85%

25 to 35 45 to 55 65 to 75 85plus

Non-White White

While America as becoming increasingly

diverse, the older cohorts remain

predominately white.

An important diversity gap

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50% 49% 46%

33%

50% 51%54%

67%

25 to 35 45 to 55 65 to 75 85plus

Men Women

After age 60, the gender gap becomes

an important factor in market planning.

An important gender gap

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88%84%

79%71%

18 - 29 30 - 49 50 - 64 65 plus

Boomers and Seniors are rapidly

catching up online. Over 75% of the

50+ go online daily or almost daily.

A narrowing digital divide

10

15

15

5

5

2

16

14

2

2

3

Watch TV

Online at home

Online outside of home

Radio

Magazine or Newspaper

Boomers Seniors

Boomers and Seniors now spend

as much time online as they do

watching television.

Hours spent

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67% 65%

55%

47%

54%

40%

25%

14%

18 - 29 30 - 49 50 - 64 65 plus

Bank Online Bank on their phone

In some areas, like mobile banking, older

consumers have been slow to adopt.

But digital differences remain

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55%

18%

43%

27%

All adults 65+

Own a smartphone Own a tablet

Unlike most adults, older

consumers show a preference

for tablets over smartphones.

A few slides on the Mozaic Group

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Qualitative Research

Capabilities Naming and

Ideation

Message

Validation

Positioning

Brand

Imagery

Qualitative

Studies

Product

Innovation

Value

Proposition

Experience built through

thousands of groups and

IDIs.

Deep experience

working with many

different markets and

industries.

Meticulous project

management.

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Online Research

Capabilities Online

Diaries

Video

Groups

Online

Usability

Mobile

Research

OnlineMethodologies

Virtual Shelf

Space

Interactive

Package

Design

Immediate consumer

insight in the store or

home – not in a research

facility.

Research without

geographic barriers.

Methodologies in tune

with how consumers

communicate.

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Quantitative Research

Capabilities Message

Testing

Market

Sizing

Brand

Equity

Market

Demand

Quantitative

Studies

Pricing

Satisfaction Advanced multivariate

techniques.

The cutting edge data

collection methods.

Powerful market

segmentation and

pricing models.

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Global Research

Capabilities In-Person

Qualitative

Multi-

Language

Surveys

Emerging

Markets

Europe

and Asia

International

Studies

Remote

Qualitative

Premier

Local

Partners

Research on six

continents and in over

30 countries.

A single point of contact

for your global project.

Premier local partners

anywhere in the world.

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Boomers & Seniors

Teens and Tweens

Retail Enterprise Technology

Financial Services Consumer Technology

Some of the markets we serve

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A Few of Our Clients