Google Conﬁdential and Proprietary 112013 Seniors ResearchSummaryGoogle/Ipsos MediaCTU.S., March 2013
Google Conﬁdential and Proprietary 22ObjectiveTo gain a better understanding of the Boomer and Seniors audienceoverall, but particularly in terms of their behaviors related to decisionmaking and how they search for information via both oﬄine andonline channels. Methodology15 minute Attitude & Usage survey to examine attitudes andbehaviors among a total of 6,100 U.S. respondents; recruited fromMay 6th to March 18th, 2013• N=1,020 Seniors ages 67+• A general population control cell of 1,000 respondents ages18–64 year olds was also included for comparison purposes
Google Conﬁdential and Proprietary 33Key Findings The Internet is a growing part of seniors’ lives; it is the top source forgathering information on topics of interest with time spent onlinecomparable to TV. As an advertiser, it is important to be present across manydigital platforms in order to engage this audience. Online video, search, andsocial networks build upon each other. Watching online video is a key activity for seniors online. YouTube isreported as the preferred video site with 71% of video watchers usingit. Online video advertising has huge potential in captivating this group as seenby the percentage of online video viewers who have taken action as a result ofwatching a video. Social networking sites are used daily by the majority of seniors withFacebook ranking #1 as the most used social network. Almost half followa group or organization on a social platform. The top online activity for seniors is using a search engine with 85%taking action as the result. Both personal connections and traditional mediadrive search activity.1234
Google Conﬁdential and Proprietary 44Key Findings A growing number of seniors are going online using smartphones andtablets. 1 in 5 seniors is likely to purchase a smartphone or tablet device in thenext 12 months. Further, multi-screen use is common with over 66% of mobiledevice owners reporting using more than one device at a time. This audience is involved and/or interested in a variety of US societalcauses and government-related issues surrounding healthcare andsenior issues. 64% of seniors currently participate in a cause or movement. Senior living is an important topic to this audience – close to 70% ofseniors actively search for information on senior living. The internet isthe number one source with 36% going online followed by talking with friends at31%.567
Google Conﬁdential and Proprietary 55Internet consumption is the #1 source used togather info; time spent online comparable to TVSources used to learn more about a topic of interestQ1: 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: Wed 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 useto gather information.Base: Seniors (n=1,020)15.8hrsTime spent online inan average week16.3hrsTime spent watching TVin an average weekRadioDirect MailBrochuresMagazines/NewspapersTelevisionInternet 77%66%58%36%35%22%
Google Conﬁdential and Proprietary 66News & shopping content is accessed morebroadly online than other types of informationInformation accessed online – past monthQ5: Which of the following type(s) of information have you accessed online in the past month? Select all that apply.Seniors (n=1,020)61%48%41%41%40%39%33%32%30%27%25%22%22%18%13%7%3%News & weatherShoppingCouponsFood informationMedicalFinanceDining/restaurantGamingNavigationalTravelSportsHealth & ﬁtnessPoliticalEntertainmentHome improvementHousingOnline dating
Google Conﬁdential and Proprietary 7738%18%16%15%13%12%11%8%3%2%FacebookMSNAmazonHuluYahoo! VideoAOLNetﬂixOtherMySpaceVimeoClose to half of seniors watch online video;YouTube is most used online video websiteOnline video websites usedQ3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that applyQ13: 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.Q71%4 in 10Seniors watch online video
Google Conﬁdential and Proprietary 88News, humor and weather are the most preferredvideo types watched, oﬀering utility + entertainmentTypes 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. Seniors (n=454)37%29%27%19%17%16%News Humor Weather Food and cooking Sports Full-lengthmovies/TV shows,trailer clips
Google Conﬁdential and Proprietary 99Online video viewing prompts action amongseniorsQ17: 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 videowebsites (such as YouTube, Yahoo! Video, Hulu)?93%68%41%38%35%17%16%12%of online video watchers have taken action as a result of online videoForwarded a link or video to someoneClicked on a link I was interested inSearched online for more informationLooked for related online videosPosted a comment on the videoRated a video
Google Conﬁdential and Proprietary 1010 Q4: How often do you go online using an Internet-enabled device to do the following every day?; Q11: Which of the following social networkingsites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?59%Seniors (n=294)Social networking sites used daily by most seniors;Facebook ranks #122%21%17%17%11%7%1%1%2%Google+LinkedInTwitterClassmates.comPinterestMySpaceTumblrFoursquareOther97%
Google Conﬁdential and Proprietary 1111Seniors engage in a variety of activities on socialnetworks Q12: Which of the following do you typically do while on social networking sites (like Facebook, Google+, MySpace, etc)?Activities done on a social network48%Follow a group or organization27%Post and watch videos19%Support a cause29%Update my status
Google Conﬁdential and Proprietary 1212#1 Use a search engine 75%#2 Shop for products or services 65%#3 Read news 58%#4 Visit social network sites 49%#5 Watch videos 39%Search tops the list for online activities conductedby seniorsTop activities done online* Read and/or write personal email was 81%.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. N=1020.
Google Conﬁdential and Proprietary 1313Both family and traditional media drive onlinesearch activitySources prompting an online search – at least weeklyQ7: 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: Use Source To Gather Info. N=479.Spouse 54%Television 47%Radio 42%Magazines 43%My children 32%Friends 28%
Google Conﬁdential and Proprietary 141448%46%35%31%31%30%Looked for more information onlineLike online video, search prompts actionQ10: 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.85%of search users take action as a result of searchVisited a retailer/storeTalked to others about something I learned from a searchShared search results with othersCalled or contracted a business, store or organizationThought more favorably about a topic of interest
Google Conﬁdential and Proprietary 1515Mobile devices are a growing platform for seniorsto access online contentOnline sources used to gather info on mobileQ18: 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: Seniors Who Gather information online using mobile deviceuse a tablet16%use a smartphone14% of seniors have spent more time on atablet this year compared to last42%of seniors have spent more time on asmartphone this year compared to last46%
Google Conﬁdential and Proprietary 161610%7% 43%23%44%Those with devices are multi-tasking- engagingsimultaneously & sequentially with multiple devicesQ22: 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 goon your PC to examine further, or vice versa.Base: Smartphone and Tablet Users. Seniors (n=259)Simultaneous66%Sequential43%PCTVSmartphone
Google Conﬁdential and Proprietary 1717Seniors are involved and interested in a variety ofsocietal causes and movements Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; Seniors (n=2064). P4 You mentioned you are interested in thefollowing cause(s). What types of activities, if any, have you participated in for the cause(s) listed below? Select all that apply. P2: Howinterested 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.Social Security 63%Medicare 61%Senior Issues 57%Healthcare 48%Medical Research/Disease Prevention & Awareness 28%Retirement 26%Aﬀordable Home Energy 17%Medicaid 13%Age Discrimination 13%Eldercare (for self) 12%Top 10 US societal causes & issues for seniors:Interest in future involvement64%of seniorscurrently participate in acause or movement
Google Conﬁdential and Proprietary 1818Seniors have diverse interest in topics and issues;health & wellness being the number oneActivities seniors are interested in(DEMO1) Which of the following activities are you interested in?Base: All Respondents. Seniors (n=1,020)54%Health & Wellness47%Travel38%Music38%Fitness54%47%38%38%32%25%25%24%22%19%15%Health & wellnessTravelMusicFitnessHome ImprovementFilmsSportsTechnologyVolunteeringArtsPhotography
Google Conﬁdential and Proprietary 1919Online is a key source for seniors seekinginformation on living optionsSources used to gather information about services related to senior livingC8: Which of the following sources do you use to gather information about services related to senior living?Base: All Respondents. Seniors (n=1,020)52%36%31%29%25%22%20%18%16%16%7%Word of mouthInternetFriendsBrochuresMagazinesTelevisionDirect mailProfessional expertOther family or relativeMy childrenSpouse69%of seniors activelyseek information onservices related tosenior living
Google Conﬁdential and Proprietary 2020 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 orothers? Base: Boomers (n=3,294)Accessing information online related to seniorliving is important to seniors74%of seniors believe it isimportant to be able toaccess information onlinerelated to senior living
Google Conﬁdential and Proprietary 2121Cost and quality of care are key factors for seniorsdeciding where to liveImportant factors for deciding on senior living arrangements C7: Thinking about the inability to care for yourself or other family members, which of the following factors are importantto you when deciding on senior living (e.g. retirement communities, assisted living, nursing homes) arrangements?69%67%44%37%34%33%23%21%19%19%CostQuality of careProximity to childrenAbility to live with spouseTransportationOn-site activitiesAbility to have a petProximity to other family and relativesProximity to friendsOpinion of person in need of care
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