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Google Confidential and Proprietary 11
2013 Seniors Research
Summary
Google/Ipsos MediaCT
U.S., March 2013
Google Confidential and Proprietary 22
Objective
To gain a better understanding of the Boomer and Seniors audience
overall, but 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 6,100 U.S. respondents; recruited from
May 6th to March 18th, 2013
•  N=1,020 Seniors ages 67+
•  A general population control cell of 1,000 respondents ages
18–64 year olds was also included for comparison purposes 
Google Confidential and Proprietary 33
Key Findings
  The Internet is a growing part of seniors’ lives; it is the top source for
gathering information on topics of interest with time spent online
comparable to TV. As an advertiser, it is important to be present across many
digital platforms in order to engage this audience. Online video, search, and
social networks build upon each other.
  Watching online video is a key activity for seniors online. YouTube is
reported as the preferred video site with 71% of video watchers using
it. Online video advertising has huge potential in captivating this group as seen
by the percentage of online video viewers who have taken action as a result of
watching a video.
  Social networking sites are used daily by the majority of seniors with
Facebook ranking #1 as the most used social network. Almost half follow
a 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 media
drive search activity.
1
2
3
4
Google Confidential and Proprietary 44
Key Findings
  A growing number of seniors are going online using smartphones and
tablets. 1 in 5 seniors is likely to purchase a smartphone or tablet device in the
next 12 months. Further, multi-screen use is common with over 66% 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 and
senior issues. 64% of seniors currently participate in a cause or movement.
  Senior living is an important topic to this audience – close to 70% of
seniors actively search for information on senior living. The internet is
the number one source with 36% going online followed by talking with friends at
31%.
5
6
7
Google Confidential and Proprietary 55
Internet consumption is the #1 source used to
gather info; time spent online comparable 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: Seniors (n=1,020)
15.8hrs
Time spent online in
an average week
16.3hrs
Time spent watching TV
in an average week
Radio
Direct Mail
Brochures
Magazines/Newspapers
Television
Internet 77%
66%
58%
36%
35%
22%
Google Confidential and Proprietary 66
News & shopping content is accessed more
broadly online than other types of information
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.
Seniors (n=1,020)
61%
48%
41%
41%
40%
39%
33%
32%
30%
27%
25%
22%
22%
18%
13%
7%
3%
News & weather
Shopping
Coupons
Food information
Medical
Finance
Dining/restaurant
Gaming
Navigational
Travel
Sports
Health & fitness
Political
Entertainment
Home improvement
Housing
Online dating
Google Confidential and Proprietary 77
38%
18%
16%
15%
13%
12%
11%
8%
3%
2%
Facebook
MSN
Amazon
Hulu
Yahoo! Video
AOL
Netflix
Other
MySpace
Vimeo
Close to half of seniors watch online video;
YouTube is most used online video website
Online video websites used
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
71%
4 in 10Seniors watch online video
Google Confidential and Proprietary 88
News, humor and weather are the most preferred
video types watched, offering utility + entertainment
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. Seniors (n=454)
37%
29%
27%
19%
17%
16%
News Humor Weather Food and cooking Sports Full-length
movies/TV shows,
trailer clips
Google Confidential and Proprietary 99
Online video viewing prompts action among
seniors
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)?
93%
68%
41%
38%
35%
17%
16%
12%
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
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 networking
sites (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 #1
22%
21%
17%
17%
11%
7%
1%
1%
2%
Google+
LinkedIn
Twitter
Classmates.com
Pinterest
MySpace
Tumblr
Foursquare
Other
97%
Google Confidential and Proprietary 1111
Seniors 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
48%
Follow a group or organization
27%
Post and watch videos
19%
Support a cause
29%
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 conducted
by seniors
Top 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 1313
Both family and traditional media drive online
search activity
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: Use Source To Gather Info. N=479.
Spouse 54%
Television 47%
Radio 42%
Magazines 43%
My children 32%
Friends 28%
Google Confidential and Proprietary 1414
48%
46%
35%
31%
31%
30%Looked for more information online
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.
85%
of search users take action as a result of search
Visited a retailer/store
Talked to others about something I learned from a search
Shared search results with others
Called or contracted a business, store or organization
Thought more favorably about a topic of interest
Google Confidential and Proprietary 1515
Mobile devices are a growing platform for seniors
to access online 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: Seniors Who Gather information online using mobile device
use a tablet
16%
use a smartphone
14% of seniors have spent more time on a
tablet this year compared to last
42%
of seniors have spent more time on a
smartphone this year compared to last
46%
Google Confidential and Proprietary 1616
10%7% 43%23%44%
Those with devices are multi-tasking- engaging
simultaneously & sequentially with multiple devices
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. Seniors (n=259)
Simultaneous
66%
Sequential
43%
PC
TV
Smartphone
Google Confidential and Proprietary 1717
Seniors are involved and interested in a variety of
societal causes and movements
  Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; Seniors (n=2064). P4 You mentioned you are interested in the
following cause(s). What types of activities, if any, have you participated in for the cause(s) listed below? Select all that apply. P2: 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.
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 involvement
64%of seniors
currently participate in a
cause or movement
Google Confidential and Proprietary 1818
Seniors have diverse interest in topics and issues;
health & wellness being the number one
Activities seniors are interested in
(DEMO1) Which of the following activities are you interested in?
Base: All Respondents. Seniors (n=1,020)
54%
Health & Wellness
47%
Travel
38%
Music
38%
Fitness
54%
47%
38%
38%
32%
25%
25%
24%
22%
19%
15%
Health & wellness
Travel
Music
Fitness
Home Improvement
Films
Sports
Technology
Volunteering
Arts
Photography
Google Confidential and Proprietary 1919
Online is a key source for seniors seeking
information on living options
Sources used to gather information about services related to senior living
C8: 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 mouth
Internet
Friends
Brochures
Magazines
Television
Direct mail
Professional expert
Other family or relative
My children
Spouse
69%of seniors actively
seek information on
services related to
senior 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 or
others? Base: Boomers (n=3,294)
Accessing information online related to senior
living is important to seniors
74%of seniors believe it is
important to be able to
access information online
related to senior living
Google Confidential and Proprietary 2121
Cost and quality of care are key factors for seniors
deciding where to live
Important 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 important
to 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%
Cost
Quality of care
Proximity to children
Ability to live with spouse
Transportation
On-site activities
Ability to have a pet
Proximity to other family and relatives
Proximity to friends
Opinion of person in need of care

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APRIL 2013: Google/Ipsos Data Breakdown - Boomers

  • 1. Google Confidential and Proprietary 11 2013 Seniors Research Summary Google/Ipsos MediaCT U.S., March 2013
  • 2. Google Confidential and Proprietary 22 Objective To gain a better understanding of the Boomer and Seniors audience overall, but 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 6,100 U.S. respondents; recruited from May 6th to March 18th, 2013 •  N=1,020 Seniors ages 67+ •  A general population control cell of 1,000 respondents ages 18–64 year olds was also included for comparison purposes 
  • 3. Google Confidential and Proprietary 33 Key Findings   The Internet is a growing part of seniors’ lives; it is the top source for gathering information on topics of interest with time spent online comparable to TV. As an advertiser, it is important to be present across many digital platforms in order to engage this audience. Online video, search, and social networks build upon each other.   Watching online video is a key activity for seniors online. YouTube is reported as the preferred video site with 71% of video watchers using it. Online video advertising has huge potential in captivating this group as seen by the percentage of online video viewers who have taken action as a result of watching a video.   Social networking sites are used daily by the majority of seniors with Facebook ranking #1 as the most used social network. Almost half follow a 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 media drive search activity. 1 2 3 4
  • 4. Google Confidential and Proprietary 44 Key Findings   A growing number of seniors are going online using smartphones and tablets. 1 in 5 seniors is likely to purchase a smartphone or tablet device in the next 12 months. Further, multi-screen use is common with over 66% 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 and senior issues. 64% of seniors currently participate in a cause or movement.   Senior living is an important topic to this audience – close to 70% of seniors actively search for information on senior living. The internet is the number one source with 36% going online followed by talking with friends at 31%. 5 6 7
  • 5. Google Confidential and Proprietary 55 Internet consumption is the #1 source used to gather info; time spent online comparable 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: Seniors (n=1,020) 15.8hrs Time spent online in an average week 16.3hrs Time spent watching TV in an average week Radio Direct Mail Brochures Magazines/Newspapers Television Internet 77% 66% 58% 36% 35% 22%
  • 6. Google Confidential and Proprietary 66 News & shopping content is accessed more broadly online than other types of information 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. Seniors (n=1,020) 61% 48% 41% 41% 40% 39% 33% 32% 30% 27% 25% 22% 22% 18% 13% 7% 3% News & weather Shopping Coupons Food information Medical Finance Dining/restaurant Gaming Navigational Travel Sports Health & fitness Political Entertainment Home improvement Housing Online dating
  • 7. Google Confidential and Proprietary 77 38% 18% 16% 15% 13% 12% 11% 8% 3% 2% Facebook MSN Amazon Hulu Yahoo! Video AOL Netflix Other MySpace Vimeo Close to half of seniors watch online video; YouTube is most used online video website Online video websites used 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 71% 4 in 10Seniors watch online video
  • 8. Google Confidential and Proprietary 88 News, humor and weather are the most preferred video types watched, offering utility + entertainment 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. Seniors (n=454) 37% 29% 27% 19% 17% 16% News Humor Weather Food and cooking Sports Full-length movies/TV shows, trailer clips
  • 9. Google Confidential and Proprietary 99 Online video viewing prompts action among seniors 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)? 93% 68% 41% 38% 35% 17% 16% 12% 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
  • 10. 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 networking sites (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 #1 22% 21% 17% 17% 11% 7% 1% 1% 2% Google+ LinkedIn Twitter Classmates.com Pinterest MySpace Tumblr Foursquare Other 97%
  • 11. Google Confidential and Proprietary 1111 Seniors 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 48% Follow a group or organization 27% Post and watch videos 19% Support a cause 29% Update my status
  • 12. 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 conducted by seniors Top 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.
  • 13. Google Confidential and Proprietary 1313 Both family and traditional media drive online search activity 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: Use Source To Gather Info. N=479. Spouse 54% Television 47% Radio 42% Magazines 43% My children 32% Friends 28%
  • 14. Google Confidential and Proprietary 1414 48% 46% 35% 31% 31% 30%Looked for more information online 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. 85% of search users take action as a result of search Visited a retailer/store Talked to others about something I learned from a search Shared search results with others Called or contracted a business, store or organization Thought more favorably about a topic of interest
  • 15. Google Confidential and Proprietary 1515 Mobile devices are a growing platform for seniors to access online 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: Seniors Who Gather information online using mobile device use a tablet 16% use a smartphone 14% of seniors have spent more time on a tablet this year compared to last 42% of seniors have spent more time on a smartphone this year compared to last 46%
  • 16. Google Confidential and Proprietary 1616 10%7% 43%23%44% Those with devices are multi-tasking- engaging simultaneously & sequentially with multiple devices 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. Seniors (n=259) Simultaneous 66% Sequential 43% PC TV Smartphone
  • 17. Google Confidential and Proprietary 1717 Seniors are involved and interested in a variety of societal causes and movements   Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; Seniors (n=2064). P4 You mentioned you are interested in the following cause(s). What types of activities, if any, have you participated in for the cause(s) listed below? Select all that apply. P2: 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. 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 involvement 64%of seniors currently participate in a cause or movement
  • 18. Google Confidential and Proprietary 1818 Seniors have diverse interest in topics and issues; health & wellness being the number one Activities seniors are interested in (DEMO1) Which of the following activities are you interested in? Base: All Respondents. Seniors (n=1,020) 54% Health & Wellness 47% Travel 38% Music 38% Fitness 54% 47% 38% 38% 32% 25% 25% 24% 22% 19% 15% Health & wellness Travel Music Fitness Home Improvement Films Sports Technology Volunteering Arts Photography
  • 19. Google Confidential and Proprietary 1919 Online is a key source for seniors seeking information on living options Sources used to gather information about services related to senior living C8: 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 mouth Internet Friends Brochures Magazines Television Direct mail Professional expert Other family or relative My children Spouse 69%of seniors actively seek information on services related to senior living
  • 20. 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 or others? Base: Boomers (n=3,294) Accessing information online related to senior living is important to seniors 74%of seniors believe it is important to be able to access information online related to senior living
  • 21. Google Confidential and Proprietary 2121 Cost and quality of care are key factors for seniors deciding where to live Important 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 important to 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% Cost Quality of care Proximity to children Ability to live with spouse Transportation On-site activities Ability to have a pet Proximity to other family and relatives Proximity to friends Opinion of person in need of care