Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market

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Data compiled by Packaged Facts February 2011 Online Consumer Survey suggest that the preponderance of women among Healthy 50+ Consumers results from factors other than purely demographic ones. As …

Data compiled by Packaged Facts February 2011 Online Consumer Survey suggest that the preponderance of women among Healthy 50+ Consumers results from factors other than purely demographic ones. As seen in Figure 3-1, regardless of age, women are more likely than men to report that they are consciously pursuing wellness goals.

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  • 1. Healthy 50+ Americans: Trends and Opportunities in the Emerging WellnessMarketPublished: April 2011No. of Pages: 174Price: $ 3850This Packaged Facts report focuses on the market potential of the 26 million “HealthyConsumers” who are 50 years old and over and who are pursuing a wellness regime thatincludes healthy eating and regular exercise. Anchored by boomers who firmly believe thatgetting older means getting better, Packaged Facts’ Healthy 50+ Americans: Trends andOpportunities in the Emerging Wellness Market offers marketers a look into the future of anAmerica where 50+ consumers will generate an increasingly large share of consumerspending power.With an aggregate household income of $1 trillion, Healthy 50+ Consumers are primetargets for marketers of a wide range of consumer goods and services. Compared to othersin their age group, they have higher household incomes and are more confident about theeconomy as a whole as well as their own financial futures. Healthy 50+ Consumers shopmore often, dine out more regularly and travel more frequently. Healthy 50+ Consumersrepresent a demanding but lucrative consumer segment. For example, they look for qualitywhen they buy clothes and seek out natural and organic products in the aisles ofsupermarkets and on the shelves of drug stores.The report begins with a chapter on trends affecting the 50+ health and wellness consumermarket and opportunities generated by Healthy 50+ Consumers and a chapter assessing thesize and growth of the Healthy 50+ Consumer market. A chapter detailing the corevalues of 50+ consumers who aspire to health and wellness is followed by an analysis of thefitness activities and healthy eating habits of Healthy 50+ Consumers and an overview oftheir health management practices. The report continues with a chapter analyzing thefinancial status and financial management practices of Healthy 50+ Consumers and achapter exploring their shopping and buying habits. The report concludes with an in-depthreview of the leisure and entertainment choices of Healthy 50+ Consumers.
  • 2. Browse All: Healthcare MarketMarket Insights: A Selection From The ReportWomen in the Vanguard of March to WellnessHealthy 50+ Consumers are more likely to be women than men (53% vs. 47%). One reasonfor the gender disparity lies in the fact that women are more numerous in the 65+ agegroup as a whole because of the shorter life expectancy of men. [Table 3-2]However, data compiled by Packaged Facts February 2011 Online Consumer Survey suggestthat the preponderance of women among Healthy 50+ Consumers results from factors otherthan purely demographic ones. As seen in Figure 3-1, regardless of age, women are morelikely than men to report that they are consciously pursuing wellness goals.Entertainment Habits Generate PossibilitiesAs seen in Chapter 5, "Keeping Fit," and Chapter 9, "Leisure and Entertainment," pursuingwellness after 50 involves a higher level of activity than that associated with otherconsumers in the 50+ age group. Healthy 50+ Consumers account for 15% of those goingto a familyrestaurant/steak house in the last 30 days and 16% of those attending a live theater eventin the past 12 months. At the same time, Healthy 50+ Consumers view reading as avaluable activity. They account for 13% of those buying books at a bookstore in the past 12months.[Table 2-10]Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting OldData compiled by Packaged Facts February 2011 Online Consumer Survey confirm theongoing shifts in perceptions of aging on the part of 50+ consumers, especially amongthose committed to pursuing wellness. As seen in Table 2-1, respondents 50 years old andover whose daily routine is significantly affected by wellness goals and concerns are mostlikely to agree with the proposition "60 is the new 50 and 70 is the new 60." Nearly seven in10 (68%) of 50+ consumers who are concerned with wellness have stretched theirdefinitions of aging, compared to 58% of the 50+ age group as a whole and 62% of thoseunder the age of 50 who are concerned about wellness in their daily lives.Table Of ContentsChapter 1 Executive SummaryIntroductionBackgroundOverview of the Report
  • 3. Scope and MethodologyScope of ReportMethodologyTrends and OpportunitiesAging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old50+ Population Will Grow Much Faster than Under-50 SegmentSpending by 50+ Consumers Outpaces Those under 50Healthy 50+ Consumers Have Even More to SpendConfidence High among Healthy 50+ ConsumersWealth and Wellness after 50 Go Hand in HandWellness after 50 Tied to Healthy EatingHealthy 50+ Consumers Key Segment for Travel IndustryOverview of the MarketMore than 25 Million 50+ Consumers Live in Wellness ZoneWomen in the Vanguard of March to WellnessHealthy 50+ Consumers Highly DiverseMarriage Brings Good Health to 50+ ConsumersFull-time Professional Employment More Likely among Healthy BoomersAffluence More CommonNumber of Healthy 50+ Consumers Will Approach 29 Million in 2015Aggregate Household Income of Healthy 50+ Consumers Will Total $1.3 Trillion in 2015Core ValuesHealthy 50+ Consumers Driven to Look GoodPositive Self-Image Part of Wellness after 50Healthy 50+ Consumers Like to Go Down Less Traveled RoadsPursuit of Wellness Means Embracing ChangeWellness after 50 Correlates with Strong Social RelationshipsHealthy 50+ Consumers Are JoinersAltruism and Philanthropy a Part of Healthy 50+ Consumer LifestyleWellness after 50 Tied to Interest in Arts and International EventsSpirituality a Part of Wellness after 50Keeping FitFitness Walking and Swimming Top List of Most Popular Sports ActivitiesActive Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes andSporting GoodsWellness Concerns Have Greatest Impact on Food Choices of 50+ ConsumersWellness Focus Carries Over to Supermarket AislesWellness Concerns Lead to Willingness to Pay More for “Better-for-You” Food ProductsHealthy 50+ Consumers Proactive in Managing NutritionCalories Count When Achieving Wellness after 50
  • 4. Healthy Eating a Top PriorityCooking Important to Healthy 50+ ConsumersStaying HealthyHealthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health.. 11Healthy 50+ Consumers Stand Up to Their DoctorsWellness Program Includes Regular Check-upsAlternative Medicine Gets High Marks from Healthy BoomersDental Hygiene a PriorityHealthy Boomers Wary of MedicationsBrand-Name Drugs Get AttentionPrescription Drugs Used Less FrequentlyHealthy 50+ Consumers Turn Less Often to Non-Prescription RemediesVitamins Seen as Key Element in Wellness after 50Few Differences Seen in Types of Vitamins UsedStore Brand Vitamins Less PopularManaging Personal FinancesFinancial Optimism in Sync with Wellness after 50Healthy 50+ Consumers Happy with Their Financial Lot in LifeHealthy 50+ Consumers More Confident about Managing MoneyMoney Part of Positive Self-ImageFinancial Self-Sufficiency Hallmark of Wellness after 50Wellness Concerns May Trump Need for Financial SecurityWellness and Wealth Go Hand in HandHealthy 50+ Consumers More Interested in Financial ServicesOnline Stock Trading More CommonOverview of Consumer BehaviorHealthy 50+ Consumers Like Sales and BargainsAds Have Less Impact on Consumer DecisionsQuality ImportantHome Is Important to Healthy 50+ ConsumersHealthy 50+ Consumers Are Green ConsumersGardening AppealsHealthy 50+ Consumers Shop More OftenWellness after 50 Means Keeping Up with FashionHealthy 50+ Consumers Enjoy Buying ClothesQuest for Wellness after 50 Includes Preference for Natural and Organic Health and BeautyAidsLeisure and EntertainmentWellness after 50 Leads to Going Out More OftenHealthy 50+ Consumers Read and Buy More BooksMagazines and Newspapers Retain ImportanceHealthy 65+ Consumers More Open to Technology and Computers
  • 5. Healthy 50+ Consumers Frequent Users of InternetTV Has Lower Priority among Wellness-after-50 ConsumersForeign Travel Entices Healthy 50+ ConsumersCruise Ship Vacations Popular with Healthy 65+ TravelersU.S. Destinations Also Attract Healthy 65+ TravelersHealthy 65+ Consumers Major Segment for Car Rental FirmsChapter 2 Trends and OpportunitiesStrategic TrendsAging Boomers and Wellness Concerns Converge to Shift Thinking about Getting OldTable 2-1: Percent Agreeing “60 Is the New 50 and 70 Is the New 60” by Age Group andConcern with Wellness50+ Population Will Grow Much Faster than Under-50 SegmentTable 2-2: Projected Population Growth in Population by Age Group, 2010-2015Figure 2-1: Population Growth Trends 2010-2045, 65- to 75-Year-Old vs. 75+ Age GroupsSpending by 50+ Consumers Grows Faster than Expenditures of Those under 50Table 2-3: Aggregate Consumer Spending by Age Group of Head of Consumer Unit, 2009vs. 2000Total Consumer Spending Power Gravitates to 50+ ConsumersFigure 2-2: Aggregate Consumer Spending by Over-50 and Under-50 Consumer Units,2000 vs. 2009Marketing TrendsGeneral Mills Hopes to Attract Boomers with Healthier Food ProductsFood Marketers Work to Include Medicinal Benefits in Boomers’ DietsBeverage Marketers Follow SuitPublic Broadcasting Initiative for Boomers Includes Focus on Health and WellnessMarket OpportunitiesHealthy 50+ Consumers Have Even More to Spend than Others Their AgeFigure 2-3: Percent with Household Income of $100,000 or More, Healthy vs. Other 50+Consumers by Age GroupConfidence High among Healthy 50+ ConsumersTable 2-4: Anxious vs. Confident Consumers, Healthy vs. Other 50+ Consumers by AgeGroupWealth and Wellness after 50 Go Hand in HandTable 2-5: Healthy 50+ Consumer Market Opportunity Profile: PersonalFinanceWellness after 50 Tied to Healthy EatingTable 2-6: Healthy 50+ Consumer Market Opportunity Profile: FoodWellness after 50 Generates Growing Opportunities for Fitness IndustryTable 2-7: Healthy 50+ Consumer Market Opportunity Profile: FitnessTable 2-8: Healthy 50+ Consumer Market Opportunity Profile: Use of Vitamins andSupplementsHealthy 50+ Consumers Key Segment for Travel IndustryTable 2-9: Healthy 50+ Consumer Market Opportunity Profile: TravelEntertainment Habits Generate Possibilities
  • 6. Table 2-10: Healthy 50+ Consumer Market Opportunity Profile: Leisure andEntertainmentHome and Lifestyle Publications Attract Healthy 50+ ConsumersTable 2-11: Healthy 50+ Consumer Market Opportunity Profile: HomeHealthy 50+ Consumers Create Opportunities for Apparel RetailersTable 2-12: Healthy 50+ Consumer Market Opportunity Profile: ApparelChapter 3 Overview of the MarketDemographic ProfileMore than 25 Million 50+ Consumers Live in Wellness ZoneTable 3-1: Number of Healthy 50+ Consumers by Age GroupWomen in the Vanguard of March to WellnessTable 3-2: Healthy vs. Other 50+ Consumers by Age Group and GenderFigure 3-1: Percent Agreeing “I Consciously Pursue Wellness Goals” by GenderHealthy 50+ Consumers Highly DiverseTable 3-3: Race and Hispanic Origin, Healthy vs. Other 50+ Consumers by Age GroupTable 3-4: Place of Residence, Healthy vs. Other 50+ Consumers by Age GroupMarriage Brings Good Health to 50+ ConsumersTable 3-5: Marital Status, Healthy vs. Other 50+ Consumers by Age GroupTable 3-6: Household Structure, Healthy vs. Other 50+ Consumers by Age GroupEconomic ProfileHealthy 50+ Consumers More EducatedTable 3-7: Educational Attainment, Healthy vs. Other 50+ Consumers by Age GroupFull-time Professional Employment More Likely among Healthy BoomersTable 3-8: Employment Patterns, Healthy vs. Other 50+ Consumers by Age GroupTable 3-9: Occupational Patterns, Healthy vs. Other 50+ Consumers by Age GroupAffluence More CommonTable 3-10: Household Income, Healthy vs. Other 50+ Consumers by Age GroupHomeownership More CommonFigure 3-2: Percent Owning Homes, Healthy vs. Other 50+ Consumers by Age GroupMarket Size and GrowthNumber of Healthy 50+ Consumers Will Approach 29 Million in 2015Table 3-11: Projected Growth in Number of Healthy 50+ Consumers, 2010-2015Household Income of 50+ Consumers Totals $1 TrillionTable 3-12: Aggregate Household Income, Healthy 50+ ConsumersTable 3-13: Aggregate Household Income, Other 50+ ConsumersFigure 3-3: Aggregate Household Income, Healthy vs. Other 50+ ConsumersAggregate Household Income of Healthy 50+ Consumers Will Total$1.3 Trillion in 2015Table 3-14: Projected Growth in Aggregate Household Income of Healthy50+ Consumers, 2010-2015Chapter 4 Core ValuesSelf-Image
  • 7. Healthy 50+ Consumers Driven to Look GoodTable 4-1: Importance of Looking Good, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Have Positive Self-ImageTable 4-2: Self-Concepts, Healthy vs. Other 50+ ConsumersHealthy 50+ Consumers Like to Go Down Less Traveled RoadsTable 4-3: Attitudes toward Convention and Conformity, Healthy vs. Other 50+ Consumersby Age GroupPursuit of Wellness Means Embracing ChangeFigure 4-1: Percent Agreeing “Changes in Attitude, Outlook and Mental Health Are Centralto My Wellness GoalsFigure 4-2: Percent Agreeing “My Wellness Goals and Behaviors Make my LifestyleSignificantly Different than It Was Ten Years Ago”Wellness after 50 Correlates with Strong Social RelationshipsTable 4-4: Social Interaction, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Are JoinersFigure 4-3: Percent with Any Membership, Healthy vs. Other 50+ Consumers by AgeGroupTable 4-5: Type of Memberships, Healthy vs. Other 50+ ConsumersSocial and Political ValuesAltruism and Philanthropy a Part of Healthy 50+ Consumer LifestyleTable 4-6: Degree of Altruism, Healthy vs. Other 50+ Consumers by Age GroupTable 4-7: Charitable Contributions in Last 12 Months, Healthy vs. Other 50+ Consumersby Age GroupWellness after 50 Tied to Interest in Arts and International EventsTable 4-8: Cosmopolitan Attitudes, Healthy vs. Other 50+ Consumers by Age GroupFigure 4-4: Percent Visiting Museums in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupSpirituality a Part of Wellness after 50Table 4-9: Religion and Spirituality, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Somewhat More Conservative PoliticallyTable 4-10: Political Affiliation, Healthy vs. Other 50+ ConsumersTable 4-11: Political Attitudes, Healthy vs. Other 50+ Consumers by Age GroupChapter 5 Keeping FitSports and Fitness ActivitiesFitness Activity Key to WellnessFigure 5-1: Percent Exercising Regularly in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupTable 5-1: Participation in Physical Fitness Programs, Healthy vs. Other 50+ Consumers byAge GroupFitness Walking and Swimming Top List of Most Popular Sports ActivitiesTable 5-2: Sports Played In Last 12 Months by 50+ Men, Healthy vs. OtherTable 5-3: Sports Played In Last 12 Months by 50+ Women, Healthy vs. OtherActive Lifestyle of Healthy 50+ Consumers Generates Purchases of Gym Clothes andSporting GoodsTable 5-4: Purchase of Gym and Jogging Clothes and Swimsuits in Last 12 Months by 50+Men and Women, Healthy vs. OtherFigure 5-2: Percent Buying Sneakers or Athletic Shoes in Past 12 Months, Healthy vs.Other 50+ Consumers by Age Group
  • 8. Healthy EatingWellness Concerns Have Greatest Impact on Food Choices of 50+ ConsumersFigure 5-3: Percent Agreeing “Foods I Eat Are Determined in Part by Specific WellnessGoals and Concerns”Wellness Focus Carries Over to Supermarket AislesFigure 5-4: Percent Agreeing “The Groceries I Buy Are Determined in Part by SpecificWellness Goals and Concerns”Wellness Concerns Lead to Willingness to Pay More for “Better-for-You” Food ProductsFigure 5-5: Percent Agreeing “I Am Willing to Pay More for Better-for-You GroceryProducts"Healthy 50+ Consumers Proactive in Managing NutritionFigure 5-6: Percent Actively Seeking Information about Nutrition and DietCalories Count When Achieving Wellness after 50Table 5-5: Counting Calories, Healthy vs. Other 50+ Consumers by Age GroupHealthy Eating a Top PriorityTable 5-6: Healthy Eating, Healthy vs. Other 50+ Consumers by Age Group .82Cooking Important to Healthy 50+ ConsumersTable 5-7: Attitudes toward Cooking, Healthy vs. Other 50+ Consumers by Age GroupFigure 5-7: Percent Engaging in Cooking for Fun as a Leisure Activity, Healthy vs. Other50+ Consumers by Age GroupFrozen Dinners Less PopularTable 5-8: Eating Prepared Foods, Healthy vs. Other 50+ Consumers by Age GroupFast Food less Likely to Capture Interest of Healthy 50+ ConsumersTable 5-9: Use of Fast Food and Family Restaurants, Healthy vs. Other 50+ Consumers byAge GroupNew Foods Pique Interest of Healthy 50+ ConsumersTable 5-10: Trying Out New Foods, Healthy vs. Other 50+ Consumers by Age GroupRegular Cola less PopularTable 5-11: Percent Drinking Selected Beverages, Healthy vs. Other 50+ Consumers byAge GroupNutritional Snacks FavoredFigure 5-8: Percent Eating Nutritional Snacks, Healthy vs. Other 50+ ConsumersTable 5-12: Type of Nutritional Snacks Eaten, Healthy vs. Other 50+ Consumers by AgeGroupChapter 6 Staying HealthyOverviewPersonal Health Worth a Lot to Healthy 50+ ConsumersFigure 6-1: Percent Willing to Pay Anything When It Concerns Their Health, Healthy vs.Other 50+ Consumers by Age GroupHealthy 50+ Consumers Aspire to Self-Sufficiency in Managing Their Health..91Table 6-1: Using Information on Health, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Look Far Afield for Healthcare InformationFigure 6-2: Percent Obtaining Counsel on Health Issues from Their Friends,Healthy vs. Other 50+ Consumers by Age GroupTable 6-2: Sources of Health Information, Healthy vs. Other 50+ Consumers by AgeGroup
  • 9. Healthy 50+ Consumers Stand Up to Their DoctorsTable 6-3: Trust in Physicians, Healthy vs. Other 50+ Consumers by Age GroupWellness Program Includes Regular Check-upsFigure 6-3: Percent Having Regular Medical Check-ups, Healthy vs. Other 50+ Consumersby Age GroupFigure 6-4: Percent Not Seeing Doctors or Nurses Unless They Are Very Ill, Healthy vs.Other 50+ Consumers by Age GroupVisits to Specialists less FrequentTable 6-4: Physicians Visited in Last 12 Months, Healthy vs. Other 50+ Consumers by AgeGroupAlternative Medicine Gets High Marks from Healthy BoomersFigure 6-5: Percent Preferring Alternative Medicine to Standard Medical Practice, Healthyvs. Other 50+ Consumers by Age GroupFigure 6-6: Percent Trusting Homeopathic Medicine, Healthy vs. Other 50+ Consumers byAge GroupDental Hygiene a PriorityFigure 6-7: Percent Concerned about Teeth and Gums, Healthy vs. Other 50+ Consumersby Age GroupFigure 6-8: Percent Visiting a Dentist in Last 12 Months, Healthy vs. Other 50+ Consumersby Age GroupTable 6-5: Use of Dental Floss by 50+ Men and Women, Healthy vs. OtherSmokers Scarce among Healthy 50+ ConsumersFigure 6-9: Percent Smoking Cigarettes, Healthy vs. Other 50+ Consumers by Age GroupProfile of Healthy 50+ Consumers Includes Low Incidence of AilmentsTable 6-6: Ailments in Last 12 Months, Healthy vs. Other 50+ ConsumersUsing Medications and VitaminsHealthy Boomers Wary of MedicationsTable 6-7: Taking Medications, Healthy vs. Other 50+ Consumers by Age GroupTable 6-8: Reading the Fine Print, Healthy vs. Other 50+ Consumers by Age GroupFigure 6-10: Percent Agreeing Prescription Medications Are More Effective than OTCRemedies, Healthy vs. Other 50+ Consumers by Age GroupBrand-Name Drugs Get AttentionTable 6-9: Attitudes toward Brand-Name Drugs, Healthy vs. Other 50+ Consumers by AgeGroupPrescription Drugs Used Less FrequentlyFigure 6-11: Percent Taking Prescription Drugs in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupTable 6-10: Use of Prescription Drugs in Last 12 Months, Healthy vs. Other 50+ConsumersHealthy 50+ Consumers Turn Less Often to Non-Prescription RemediesTable 6-11: Use of Non-Prescription Remedies, Healthy vs. Other 50+ ConsumersVitamins Seen as Key Element in Wellness after 50Table 6-12: Attitudes toward Vitamins, Healthy vs. Other 50+ Consumers by Age GroupFigure 6-12: Percent Using Vitamins, Healthy vs. Other 50+ Consumers by Age GroupFew Differences Seen in Types of Vitamins UsedTable 6-13: Types of Vitamins Used by Healthy and Other 50+ Consumers.109Table 6-14: Number of Times Vitamins and Minerals Used in Last 30 Days by Healthy andOther 50+ Consumers
  • 10. Store Brand Vitamins Less PopularTable 6-15: Store Brand vs. Other Brand Vitamins, Healthy vs. Other 50+ ConsumersTable 6-16: Store Brand vs. Other Brand Vitamins, Healthy vs. Other 50+ConsumersContact Lenses More CommonTable 6-17: Use of Prescription Eyeglasses and Contact Lenses, Healthy vs. Other 50+Consumers by Age GroupChapter 7 Managing Personal FinancesAttitudes toward MoneyFinancial Optimism in Sync with Wellness after 50Table 7-1: Personal Financial Situation, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Feel Financially SecureFigure 7-1: Percent Feeling Financially Secure, Healthy vs. Other 50+ Consumers by AgeGroupHealthy 50+ Consumers Happy with Their Financial Lot in LifeFigure 7-2: Happy with Their Standard of Living, Healthy vs. Other 50+ Consumers by AgeGroupHealthy 50+ Consumers More Confident about Managing MoneyTable 7-2: Views of Financial Management Skills, Healthy vs. Other 50+ Consumers byAge GroupMoney Part of Positive Self-ImageTable 7-3: Financial Success and Self-Image, Healthy vs. Other 50+ Consumers by AgeGroupFinancial Self-Sufficiency Hallmark of Wellness after 50Figure 7-3: Percent Agreeing Financial Security for Retirement Is Individual’sResponsibility, Healthy vs. Other 50+ Consumers by Age GroupWellness Concerns May Trump Need for Financial SecurityTable 7-4: Percent Agreeing “Physical Wellness Is Less of a Concern than FinancialSecurity” by Age Group and Concern with WellnessFinancial StatusWellness and Wealth Go Hand in HandTable 7-5: Bank Accounts Currently Have, Healthy vs. Other 50+ Consumers by AgeGroupFigure 7-4: Percent Owning Any Investments, Healthy vs. Other 50+ Consumers by AgeGroupFigure 7-5: Percent Owning Securities Worth $100,000 or More, Healthy vs. Other 50+Consumers by Age GroupAmerican Express Cards More PopularTable 7-6: Use of Credit Cards, Healthy vs. Other 50+ Consumers by Age GroupHigh-Value Life Insurance Policies More CommonFigure 7-6: Percent with Life Insurance Policy Worth $200,000 or More, Healthy vs. Other50+ Consumers by Age GroupMore Healthy 50+ Consumers Have Homeowners InsuranceFigure 7-7: Percent with Homeowners Insurance, Healthy vs. Other 50+ Consumers byAge GroupHealthy 50+ Consumers More Interested in Financial Services
  • 11. Table 7-7: Attitudes toward Financial Services, Healthy vs. Other 50+ Consumers by AgeGroupOnline Stock Trading More CommonFigure 7-8: Percent Going Online in Last Seven Days to Obtain FinancialInformation or Trade Stocks, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Turn to Professionals for Tax PreparationFigure 7-9: Percent Who Prefer Professionals to Prepare Taxes, Healthy vs. Other 50+Consumers by Age GroupChapter 8 Overview of Consumer BehaviorKey Consumer AttitudesHealthy 50+ Consumers Like Sales and BargainsTable 8-1: Attitudes toward Sales and Prices, Healthy vs. Other 50+ Consumers by AgeGroupBrand Names ImportantTable 8-2: Brand Awareness, Healthy vs. Other 50+ Consumers by Age GroupAdvertising less Effective with 50+ Wellness Consumer SegmentTable 8-3: Attitudes toward Advertising, Healthy vs. Other 50+ Consumers by Age GroupTV Ads Bother Healthy 65+ Consumers MoreTable 8-4: Attitudes toward Television Advertising, Healthy vs. Other 50+ Consumers byAge GroupAds Have Less Impact on Consumer DecisionsTable 8-5: Impact of Advertising on Purchasing Decisions, Healthy vs. Other 50+Consumers by Age GroupQuality ImportantTable 8-6: Attitudes toward Quality, Healthy vs. Other 50+ Consumers by Age GroupHome Is Important to Healthy 50+ ConsumersTable 8-7: Attitudes toward the Home, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Are Green ConsumersTable 8-8: Attitudes toward Going Green, Healthy vs. Other 50+ Consumers by AgeGroupGardening AppealsFigure 8-1: Percent Gardening in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupShopping BehaviorHealthy 50+ Boomers Enjoy ShoppingTable 8-9: Attitudes toward Shopping, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Shop More OftenTable 8-10: Shopping Profile, Healthy vs. Other 50+ Consumers by Age GroupImpulse Shopping More RareFigure 8-2: Percent Who Often Buy on the Spur of the Moment, Healthy vs. Other 50+Consumers by Age GroupSpecialty Stores FavoredTable 8-11: Shopping at Specialty Stores, Healthy vs. Other 50+ Consumers by AgeGroupShopping Habits of Healthy 50+ Consumers Only Slightly More Affected by InternetTable 8-12: Impact of the Internet on Consumer Behavior, Healthy vs. Other 50+
  • 12. Consumers by Age GroupFigure 8-3: Percent Placing Internet Order in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupFashion and Personal CareWellness after 50 Means Keeping Up with FashionTable 8-13: Attitudes toward Fashion, Healthy vs. Other 50+ Consumers by Age GroupHealthy 50+ Consumers Enjoy Buying ClothesTable 8-14: Attitudes toward Shopping for Clothes, Healthy vs. Other 50+ Consumers byAge GroupClothing Purchases AnalyzedTable 8-15: Clothing Items and Accessories Bought in Last 12 Months by 50+ Men,Healthy vs. OtherTable 8-16: Clothing Items and Accessories Bought in Last 12 Months by 50+ Women,Healthy vs. OtherQuest for Wellness after 50 Includes Preference for Natural and Organic Health and BeautyAidsFigure 8-4: Percent Looking for Organic/Natural Products When Shopping for Health andBeauty AidsUse of Personal-Care Products ProfiledTable 8-17: Use of Personal-Care Products by 50+ Men, Healthy vs. OtherTable 8-18: Use of Personal-Care Products by 50+ Women, Healthy vs. OtherChapter 9 Leisure and EntertainmentGoing OutWellness after 50 Means Going Out to Live Entertainment EventsTable 9-1: Attendance at Live Entertainment Events in Last 12 Months, Healthy vs. Other50+ Consumers by Age GroupHealthy 50+ Consumers Go Out to the Movies More OftenTable 9-2: Movie Attendance, Healthy vs. Other 50+ Consumers by Age GroupDining Out More PopularFigure 9-1: Percent Dining Out (Not Fast Food) in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupReadingHealthy 50+ Consumers Read and Buy More BooksFigure 9-2: Percent Reading Books in Last 12 Months, Healthy vs. Other 50+ Consumersby Age GroupTable 9-3: Purchase of Books (Not E-Books) in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupMagazines and Newspapers Retain ImportanceTable 9-4: Attitudes toward Magazines and Newspapers, Healthy vs. Other 50+Consumers by Age GroupInternet Has Relatively Greater Impact on Hard-Copy Reading Habits of Healthy 65+SegmentTable 9-5: Impact of the Internet on Traditional Media Usage, Healthy vs. Other 50+Consumers by Age Group
  • 13. Few Differences in Magazine ChoicesTable 9-6: Most Popular Magazines Read by 50+ Men, Healthy vs. OtherTable 9-7: Most Popular Magazines Read by 50+ Women, Healthy vs. OtherGoing OnlineHealthy 65+ Consumers More Open to Technology and ComputersTable 9-8: Attitudes toward Technology, Healthy vs. Other 50+ Consumers by Age GroupFigure 9-3: Percent with Computer in Household, Healthy vs. Other 50+ Consumers byAge GroupHealthy 50+ Consumers Frequent Users of InternetFigure 9-4: Percent Going Online at Home 20 Times or More in Last 7 Days (Not IncludingE-Mail), Healthy vs. Other 50+ Consumers by Age GroupTable 9-9: Online Activities in Last Seven Days, Healthy vs. Other 50+ ConsumersTable 9-10: Websites Visited in Last Seven Days, Healthy vs. Other 50+ ConsumersHome Electronics and Home EntertainmentFew Differences in Ownership of Home ElectronicsTable 9-11: Ownership of Home Electronics, Healthy vs. Other 50+ Consumers by AgeGroupHealthy 50+ Consumers Interested in Cellphones for Data as well as Voice .162Table 9-12: Ownership of Cell Phones, Healthy vs. Other 50+ Consumers ..162Table 9-13: Attitudes toward Cell Phones, Healthy vs. Other 50+ Consumers by AgeGroupMusic Important Leisure ActivityFigure 9-5: Percent Listening to Music in Last 12 Months, Healthy vs. Other 50+Consumers by Age GroupTV Has Lower Priority among Wellness-after-50 ConsumersTable 9-14: Access to Cable Television, Healthy vs. Other 50+ Consumers by Age GroupTable 9-15: Attitudes toward Television, Healthy vs. Other 50+ Consumers by Age GroupTable 9-16: Ownership of Television Sets, Healthy vs. Other 50+ Consumers by AgeGroupTV Viewing Choices SimilarTable 9-17: Most Popular Cable Television Channels Viewed by 50+ Men, Healthy vs.OtherTable 9-18: Most Popular Cable Television Channels Viewed by 50+ Women, Healthy vs.OtherTravelHealthy 50+ Consumers In Search of New Vacation ExperiencesFigure 9-6: Percent Saying They Vacation Somewhere Different Every Time, Healthy vs.Other 50+ Consumers by Age GroupForeign Travel Entices Healthy 50+ ConsumersTable 9-19: Attitudes toward Foreign Travel, Healthy vs. Other 50+ Consumers by AgeGroupTable 9-20: Foreign Travel in Last Three Years, Healthy vs. Other 50+ Consumers by AgeGroupCruise Ship Vacations Attract Healthy 65+ Travelers
  • 14. Table 9-21: Cruise Ship Vacations, Healthy vs. Other 50+ Consumers by Age GroupU.S. Destinations Also Attract Healthy 65+ TravelersTable 9-22: Domestic Travel in Last 12 Months, Healthy vs. Other 50+ Consumers by AgeGroupHealthy 65+ Consumers Major Segment for Car Rental FirmsFigure 9-7: Percent Renting Vehicle for Business or Personal Use, Healthy vs. Other 50+Consumers by Age GroupAppendixAbout Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: http://twitter.com/marketsreportsOur Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689Contact:Mr. Priyank7557 Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog