Baby Boomer and Senior Market Research
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Transcript of Baby Boomer and Senior Market Research
Understanding the Mature Market
Market Research for Boomers & Seniors
2
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
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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.
15
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.
17
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