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2013 Boomers Research Summary Google/Ipsos MediaCT U.S., March 2013
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Objective To gain a better understanding of the boomers and seniors audience, particularly in terms of their behaviors related to decision making and how they search for information via both offline and online channels.
Methodology 15 minute Attitude & Usage survey to examine attitudes and behaviors among a total of 5,100 U.S. respondents; recruited from March 6th to March 18th, 2013
• N=4,080 Boomers ages 45-66
• A general population control cell of 1,000 respondents ages 18–64 year olds was also included for comparison purposes
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Key Findings
The Internet is an everyday part of boomers’ lives; it is the top source for gathering information on topics of interest with time spent online equal to TV. As an advertiser, it is critical to be present across many digital platforms in order to engage this audience. Online video, search, and social networks build upon each other.
A large majority of boomers watch online video with 84% of boomers reporting YouTube as the preferred site. 1 in 3 Boomer online video viewers spends more time watching online videos than TV.
Social networking sites are used daily by the majority of boomers with Facebook ranking #1 as the most used social network. More than half follow a group or organization on a social platform.
Search is a major driver of both online and offline actions for boomers - 91% have taken action as the result of search. Relevancy, familiarity, and trust are equally important in influencing which search results are clicked on.
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Key Findings
Along with PCs, boomers are using mobile phones and tablets to access the Internet. 41% use phones with advanced internet capabilities (including smartphones), and 20% use a tablet. Further, multi-screen use is common with 78% of mobile device owners reporting using more than one device at a time.
This audience is involved and/or interested in a variety of US societal causes and government-related issues surrounding healthcare, senior advocacy, and retirement planning. Online media platforms drive strong awareness as well as action via website visitation, content sharing and online advocacy.
Senior living is an important topic to this audience - 68% of boomers actively search for information about senior living options. The internet is the number one source with 43% going online, while 68% think it is important to be able to find senior living information online.
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Internet is the #1 source used to gather information; time spent online equal to TV Sources used to learn more about a topic of interest
Q1: Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity. Q6: We'd like to get a sense of how you typically gather information on topics that interest you or that you want to learn more about. Select all the sources you use to gather information. Base: Boomers (n=3,731)
15hrs
Time spent online in an average week
15hrs
Time spent watching TV in an average week
Direct Mail
Radio
Brochures
Magazines/Newspapers
Television
Internet
64%
51%
35%
34%
31%
84%
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News & weather most accessed type of information online, followed by shopping and discounts Information accessed online – past month
Q5: Which of the following type(s) of information have you accessed online in the past month? Select all that apply. Base: Boomers (n=3,371)
67% 59%
46%
47%
46%
41%
37%
41%
36%
36%
31%
30%
29%
28%
28%
News & Weather
Shopping
Coupons or discounts
Gaming
Food Information
Medical
Finance
Entertainment
Restaurant information
Navigational
Travel
Sports
Government
Health & fitness
Technology
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45%
26%
26%
20%
15%
9%
5%
YouTube
Netflix
Hulu
Yahoo! Video
MSN
AOL
MySpace
Majority of boomers watch online video; YouTube is the most used online video website
Online video websites used
84%
6 in 10 Boomers watch online video
Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply Q13: Which of the following online video websites (e.g., YouTube, Yahoo! Video, Hulu) do you use to watch online videos (including all online content such as videos, shows, movies, etc.)? Select all that apply. Q
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Some Boomer video viewers even watch more online video than television
32% of Boomer online video users spend more time watching online videos than TV
vs. 27% of general pop
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News, humor, TV shows / movies, and music are the most watched types of video Types of video like to watch (top choices)
Q14: Which of the following kinds of online videos (including all online content such as videos, shows, movies, etc.) do you like to watch? Base: Online Video Users, Boomers (n=2,394)
34% 31% 30% 29%
21% 19%
16%
News Humor Full-length movies & TV shows
Music Weather Food & cooking Sports
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Online video viewing prompts action among boomers
93% 3 in 4
47%
39%
38%
32%
25%
19%
of online video watchers have taken action as a result of online video
Forwarded a link or video to someone
Clicked on a link I was interested in
Searched online for more information
Looked for related online videos
Posted a comment on the video
Rated a video
Q17: Have you ever taken any of the following actions as a result of viewing videos (including all online content such as videos, shows, movies, etc.) on online video websites (such as YouTube, Yahoo! Video, Hulu)?
Google Confidential and Proprietary 11 11 Q4: How often do you go online using an Internet-enabled device to do the following every day?; Q11: Which of the following social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?
Social networking sites used daily by most boomers; Facebook ranks #1
27%
25%
25%
16%
11%
13%
3%
2%
2%
3%
Google+
Classmates.com
MySpace
Tumblr
Foursquare
Other
97%
71%
Boomers (n=1,832)
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Boomers engage in a variety of activities on social networks
Q12: Which of the following do you typically do while on social networking sites (like Facebook, Google+, MySpace, etc)?
Activities done on a social network
57% Follow a group or organization
43% Post and watch videos
27% Support a cause
46% Update my status
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#1 Use a search engine* 82%
#2 Read or write personal email 80%
#3 Look up maps, driving directions, or public transportation information 71%
#4 Shop for products or services 71%
#5 Visit social network sites 64%
Search, followed by email are top online activities for boomers Top 5 activities done online
* Search is the #1 source used to gather info Q2: Which of the following activities do you ever do online? Select all that apply. Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply.
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Traditional media, family, and friends drive online information search Sources prompting an online search – at least weekly
Q7: How often, if ever, do you see or hear about a topic that interests you from the following sources and then search for information online? Select one for each. Base: floating
Spouse/significant other 59% Television 58% Radio 50% Magazines/newspapers 48% My children 48% Friends 40%
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Like online video, search prompts action
Q10: Which of the following actions, if any, have you taken as a result of using search engines (like Google, Yahoo!, Bing, etc.)? Please select up to three responses. Base: Search Users (n=4,792. Base: Online Video Users (n=5,152)
91% of search users take action as a result of a search
57%
49%
38%
37%
32%
Visited a retailer/store
Talked to others about something I learned from a search
Looked for more information online
Called or contracted a business, store or organization
Thought more favorably about a topic of interest
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Boomers are using mobile platforms to access to online resources and content Online sources used to gather info on mobile
Q18: Which of the following types of mobile devices, if any, do you use regularly? Select all that apply. Q21: Which, if any, of the online sources have you used on your device to gather information on topics that interest you or that you want to learn more about? Base: Boomers who gather information on a mobile device
Boomer smart phone users v. tablet users
20% use a tablet
41% use a mobile phone with advanced capabilities
74%
73%
71%
50%
44%
37%
75%
67%
75%
61%
66%
58%
Social networking sites
Emails
Search Engines
News Websites
Online video websites
Blogs or message boards Mobile
Tablet
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…and engaging with other screens simultaneously and sequentially
Q22: Do you ever use more than one device at the same time (i.e. watching TV while using your PC or laptop)? Q23: Do you ever look for information on one device and continue on another? For example, you might be looking for information on your mobile device, but then go on your PC to examine further, or vice versa. Base: Smartphone and Tablet Users, Boomers (n=1,889)
Simultaneous
78% Sequential
67%
17% 19% 67% 31% 49%
PC
TV
Smartphone
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Boomers are involved and interested in a variety of societal causes and movements
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; P1: Are you currently involved in any of the following type(s) of causes or movements? Base: 5,100; P3: How interested are you in getting involved in each of the following type(s) of US societal causes or government related issues in the future? Select one for each.
Healthcare 71%
Social Security 71%
Medicare 65%
Retirement 60%
Senior Issues 60%
Medical Research/Disease Prevention & Awareness 58%
Affordable Home Energy 57%
Disability Rights 48%
Joblessness 46%
Medicaid 46%
Top 10 US societal causes & issues: Interest in future involvement
62% of boomers and seniors currently participate in a cause or movement
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Health and financial issues are top of mind for boomers
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; B1: Now we would like to ask you your opinion on a variety of topics. Again, there are no right or wrong answers. We are simply interested in your opinion. Please indicate how much you agree or disagree with each of the following statements. Base: Boomer & Seniors (n=5,100)
60%
53%
50%
49%
38%
34%
33%
31%
29%
28%
Am concerned about my health
Want to keep earning money to retire more comfortably
Look forward to retiring/doing what I want
Need health insurance
Keep working b/c income from other sources isn't enough
Feel confident and proactive financially
Often donate my time/money to a cause
Feel confident in my estate planning
Have a job that keeps me fulfilled
Have a job that is fun/enjoyable
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Almost half of boomers use the Internet to find information specifically related to senior living Sources used to gather information about senior living services
C8: Which of the following sources do you use to gather information about services related to senior living? Base: Boomers (n=4,080)
68% of boomers actively seek information on services related to
senior living
49%
43%
27%
25%
20%
20%
16%
16%
11%
Word of mouth
Internet
Friends
Brochure or catalogues
Television
Professional expert
Spouse/significant other
Magazines/newspapers
Direct mail
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Participation and communication to others about causes & issues happens online
3 in 5 share or communicate information about a cause to others
65% read articles and visit cause-related websites to stay updated
20% follow, like or +1 a cause-related group or organization online
Among Boomers currently involved in cause
P5: How do you typically share or communicate information about US societal causes or government related issues with others?
Google Confidential and Proprietary 22 22 C10: Thinking about this stage of your life, how important is it to you to be able to access information online related to senior living for yourself or others? Base: Boomers (n=3,294)
Accessing senior living information online is important to most boomers
70% of boomers believe it is important to be able to
access information online related to senior living
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Boomers are most focused on quality of care and cost when considering senior living options
C7: Thinking about the inability to care for yourself or other family members, which of the following factors are important you you when deciding on senior living (e.g. retirement communities, assisted living, nursing homes) arrangements? Base: Boomers (n=4,080)
66%
66%
44%
36%
34%
32%
28%
Quality of care
Cost
Proximity to children
On-site activities
Ability to live with spouse/significant other
Transportation
Ability to have pet
Important factors when deciding senior living arrangements
