The U.S. Mature Market: New Perspectives on the 55+ Consumer, 4th Edition

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Published Feb 1, 2003 | 286 Pages | Pub ID: LA799271

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This new Packaged Facts report provides an in-depth analysis of the mature market, which includes more than 62 million American consumers ages 55 and up. The report begins by highlighting the characteristics of key demographic and psychographic segments of the mature population. Trends in the mature market are identified and the buying power of mature consumers is estimated. The report analyzes consumer expenditure patterns by age segment and Simmons Market Research Bureau findings on the attitudes and behavior of mature consumers. Media targeting the mature market are reviewed and media usage habits are analyzed. Marketing, promotional, and advertising strategies are discussed, and case studies of companies active in the market are presented. An Appendix lists information about resources available to companies active in the mature market.

As the Boomer cohort turns 55, the Census Bureau projects that between 2002 and 2007 the number of Americans in the 55+ age group will grow six times faster than the rest of the population. As Americans enter their mature years, they are radically changing the traditional vision of retirement. Many are now working longer to provide for their financial security in an uncertain economic environment, while others are searching for new ways to enrich their personal lives in the face of longer life expectancy.

Find out what changing views of retirement mean for the consumer behavior and spending patterns of mature Americans. Learn what Census 2000 has to say about where mature consumers are most likely to live. Understand how to tap into the market created by a new generation of grandparents. See how companies are re-thinking their strategies, creating new products, and re-designing old ones to respond to the needs of the rapidly growing mature market. Learn what researchers have discovered about how mature consumers use the Internet.

I. Executive Summary

    Introduction
    • Background
    • Overview of Report

    Scope and Methodology

    • Mature Market Defined
    • Methodology

    Demographic Overview

    • Mature Population Growth Expected to Far Outpace Rest of Population in 21st Century
    • Mature Age Groups Will Reflect Impact of Aging Boomers
    • Many Mature People Are Highly Mobile but Most Stay Put
    • Non-Hispanic Whites Form Above-Average Segment of Mature Population
    • Married Couples Form Core Segment of Mature Population
    • Most Mature People Remain in Own Homes
    • Number of Mature Workers Registers Increase
    • Nearly 4 Million Mature People Have Incomes of $75,000 or More
    • Mature Householders Control Disproportionate Share of U.S. Family Net Worth
    • Chronic Disability among 65+ Population Shows Long-Term Decline
    • Mature Voters Wield Increasing Influence

    Survey of the Mature Market

    • Major Mature Markets Highlighted
    • Northeast and Midwest Metro Areas Remain Key Mature Markets
    • Mature Population Includes More than 30 Million Grandparents
    • Mature Grandparents Spend $22.8 Billion on Their Grandchildren
    • Mature Married-Couple Buying Power Will Reach $1.4 Trillion in 2007
    • Youngest Mature Consumers Control Majority of Buying Power
    • Buying Power of 55- to 64-Year-Olds Will Grow Fastest
    • Buying Power of Mature Market Will Top $2 Trillion in 2007

    Consumer Behavior

    • Research Casts Doubt on Conventional View of Mature Consumer Brand Loyalty
    • Mature Shoppers Swayed by In-Store Flyers
    • Oldest Consumers Spend More than Their Incomes
    • Mature Consumers Have Distinct Attitudes toward Food
    • Diet Colas Top Soft Drink Category
    • Mature Women Espouse Conservative Attitudes toward Apparel
    • Use of Dental Products Shows Distinct Pattern
    • Mature Men Like After-Shave Products
    • Older Americans Still Depend on Their Cars and Prefer Them New
    • Health-Care Expenditures Use Up Larger and Larger Share of Mature Consumer Budgets
    • Mature Consumers Look to Advertised Brands for Prescription Drugs
    • Mature Travelers Favor Domestic Travel
    • Cruises Lure Mature Travelers of All Ages
    • Computer Usage Grows Fastest among 50+ Population
    • E-Commerce Gains among Mature Population

    Media

    • Mature People Depend on Print Media
    • Popular Magazines Categorized
    • TV Key Element of Mature Lifestyle
    • Cable Viewing Habits of Mature Women Differ
    • Age Gap Seen in Network Television
    • Mature Viewers Key Segment of Daytime Television Audience
    • Older Age Segments of Mature Population Rely Less on Radio
    • Older People Are Turning to the Web for Information

    Marketing, Promotional, and Advertising Strategies

    • “Stealth” Marketing Seen in Mature Market
    • Grassroots Marketing Used in Mature Market
    • Most Senior Discounts Likely to Remain
    • Appropriate Models Needed in Ads
    • Ad Campaigns Begin to Use Older Celebrities
    • Gap Includes Mature Market in “For Every Generation, There’s a Gap” Campaign

    Case Studies of Companies Marketing to Mature Consumers

    • Bank of America Targets the 55+ Consumer
    • Del Webb Turns to Internet for Marketing
    • L’Oreal Caters to Mature Women
    • Gold Violin Dedicated to Fashionable Mature Consumers
    • Chico’s Offers Mature Women Stylish Clothing
    • Hampton Hotels Launches Grand Memories Program

    Looking Ahead: Trends and Opportunities

    • Myths and Stereotypes Impede Capitalizing on Mature Market Opportunities
    • Mature Population Explosion Will Shift Marketing Paradigm
    • “Ageless” Strategy May Work Best in Long Term
    • Direct Appeals to Mature Consumers Require Appropriate Approach
    • Economy and Stock Market Impact Retirement Plans and Lifestyles
    • Changing Views of Retirement Create New Opportunities for Corporate America

II. Demographic Overview

    Market Definition
    • Mature Population Defined
    • Market Segments Analyzed

    Size and Growth of Population

    • Census 2000 Counted Nearly 60 Million Mature Americans
    • Table 2-1: Size of Mature Population: by Age Group and Gender, 2000
    • Age Groups Analyzed
    • Table 2-2: Size of Mature Population: by Age Group and Gender, 2000
    • Table 2-3: Size of Mature Population: by 5-Year Age Group and Gender, 2000
    • Women Dominate Mature Population
    • Table 2-4: Estimated Life Expectancy at Birth: Selected Years, 1940-1999
    • Table 2-5: Distribution of Mature Population by Age Group and Gender, 2000
    • Table 2-6: Distribution of Population by Gender: Mature Population vs. Other Age Groups, 2000
    • Oldest Age Groups Showed Highest Growth Rates
    • Table 2-7: Size and Growth of Mature Population vs. Other Age Groups, 1990 vs. 2000
    • Mature Population Growth Expected to Far Outpace Rest of Population in 21st Century
    • Table 2-8: Projected Growth of Total U.S. and Mature Populations, Selected Years, 2002-2022
    • Mature Age Groups Will Reflect Impact of Aging Boomers
    • Table 2-9: Projected Growth of Mature Population: by Age Segment, 2002-2022
    • Figure 2-1: Cumulative Growth in Population: 55+ vs. Other Age Groups, 2002-2022

    Geographic Distribution and Mobility Patterns

    • Mature Americans Less Likely to Live in West
    • Table 2-10: Mature Population: by Region, 2000
    • Mature Population More Concentrated than Population as a Whole
    • Table 2-11: Ranking of States: Population 60 Years and Over, 2000
    • Most States with Fast-Growing Mature Populations Showed High Overall Population Growth
    • Table 2-12: States with Fastest Growing Populations 60 Years and Over, 1990-2000
    • Depopulating Rural Counties Have High Proportion of Mature Residents
    • Table 2-13: Number of Counties with More than 25% of Population Older than 65: by State, 2000
    • Many Mature People Are Highly Mobile
    • Table 2-14: Mobility of Householders in Owner-Occupied Homes: Mature Population vs. Other Age Groups, 2000
    • Table 2-15: Mobility of Householders in Renter-Occupied Homes: Mature Population vs. Other Age Groups, 2000
    • But Most Stay Put
    • Table 2-16: Mobility of All Mature Householders, 2000

    Race and Hispanic Origin

    • Non-Hispanic Whites Form Above-Average Segment of Mature Population
    • Table 2-17: Mature Population: by Race and Hispanic Origin, 2000
    • Table 2-18: Mature Population: by Race and Hispanic Origin, 2000
    • Non-Hispanic Whites Will Continue to Dominate
    • Table 2-19: Projected Growth of Mature Population: by Race and Hispanic Origin, 2000 vs. 2010
    • Mature Population Includes Nearly 6 Million Foreign-Born
    • Table 2-20: Mature Population: Foreign-Born vs. Native-Born, 2000
    • Table 2-21: Region of Birth of Foreign-Born Individuals 55 Years of Age and Over, 2000
    • Most Are Fluent in English
    • Table 2-22: Languages Spoken at Home: by Age Group, 2000
    • Table 2-23: English-Language Capabilities of Individuals Speaking Foreign Language at Home: by Age Group, 2000
    • Table 2-24: Foreign Languages Spoken at Home by Individuals 65 Years of Age and Older, 2000

    Household and Family Structure

    • One in Three Mature People Lives Alone
    • Table 2-25: Households by Presence of People 60 Years of Age and Over: by Household Type, 2000
    • Married Couples Form Core Segment of Mature Population
    • Table 2-26: Mature People Living with Spouses, 2000
    • Table 2-27: Marital Status of Mature Population: by Age Group, 2000
    • Table 2-28: Marital Status of Mature Males: by Age Group, 2000
    • Table 2-29: Marital Status of Mature Females: by Age Group, 2000
    • Many Mature People Live with Children and Other Relatives
    • Table 2-30: Relationship of People 65 Years of Age and Over Living in Family Households, 2000

    Housing

    • Most Mature People Remain in Own Homes
    • Table 2-31: Housing Tenure: Owner Occupied vs. Renter Occupied: by Age Group, 2000
    • Table 2-32: Housing Tenure: Mature Population vs. Other Age Groups, 2000
    • Housing Communities with Support Services Gain Favor
    • Table 2-33: Major Types of Housing Occupied by Householders and Persons 65 Years of Age and Over, 1999
    • Table 2-34: Number of People 65 Years of Age and Over Living in Group Quarters: by Group Quarters Type, 2000
    • Table 2-35: Householders with Meals Included in Rent: by Age of Householder, 2000
    • Nursing-Home Population Declines
    • Table 2-36: Percent of Population 65 Years of Age and Over Living in Nursing Homes, 2000
    • Most Mature Homeowners Live in Older Homes
    • Table 2-37: Age of Owner-Occupied Houses: Mature Householders vs. Householders in Other Age Groups, 2000
    • Oldest Homeowners More Likely to Live in Multi-Family Units
    • Table 2-38: Householders Living in Owner-Occupied Homes: by Age Group and Type of Home, 2000

    Employment and Economic Status

    • Many Mature People Remain in Labor Force
    • Table 2-39: Labor Force Status of Mature Population: by Age Group, 2001
    • Table 2-40: Labor Force Status of Mature Males: by Age Group, 2001
    • Table 2-41: Labor Force Status of Mature Females: by Age Group, 2001
    • Number of Mature Workers Registers Increase
    • Table 2-42: Number of Workers 65 Years of Age and Over: 1994-2001
    • Retirees Cite Many Reasons for Continuing to Work
    • Today’s Retirees Have More Financial Confidence than Younger Workers
    • Mature Population Generates 25% of Aggregate Personal Income
    • Table 2-43: Mean Income of Mature Population: by Age Group, 2001
    • More than 8 Million Mature People Have Incomes of $50,000 or More
    • Table 2-44: Distribution of Income within Mature Population: by Age Group, 2001
    • Married-Couple Households Represent Major Mature Consumer Segment
    • Table 2-45: Mean Income of Married-Couple Mature Households: by Age Group, 2001
    • Social Security Still Major Source of Income for Low-Income Retirees
    • Table 2-46: Sources of Income among Persons 65 Years of Age and Older: by Income Level, 2000
    • Mature Householders Control Disproportionate Share of U.S. Family Net Worth
    • Table 2-47: Net Worth of Families: by Age Group, 2001

    Education

    • Educational Profile Reflects Generational Experiences of Mature Population
    • Table 2-48: Educational Attainment: Mature Population vs. All People 25 Years Old and Over, 2002
    • Continuing Education High Priority for Mature Adults
    • Table 2-49: Participation in Adult Education Programs by Mature People: by Age Group: 1991, 1995, 1999

    Health Issues

    • 65+ Population Accounts for Major Share of Disabilities
    • Table 2-50: Disabilities Tallied: by Type of Disability and Age Group, 2000
    • Table 2-51: Disabilities Tallied among Population 65 Years of Age and Over, 2000
    • Mental and Self-Care Disabilities Increase with Age
    • Table 2-52: Disabilities Tallied among Mature Population Aged 65 Years of Age and Older: by Type of Disability and Age Group, 2000
    • Women in Older Age Groups Less Likely to Have Physical Disability
    • Table 2-53: Disabilities Tallied among Mature Males 65 Years of Age and Older: by Type of Disability and Age Group, 2000
    • Table 2-54: Disabilities Tallied among Mature Females 65 Years of Age and Older: by Type of Disability and Age Group, 2000
    • Chronic Disability among 65+ Population Shows Long-Term Decline
    • Wide Range of Ailments Reported
    • Table 2-55: Ailments Reported by Mature Consumers in Last 12 Months: by Age Group, Spring 2002

    Political and Social Values

    • Mature People Seen as Conservative
    • Table 2-56: Political Profile of Mature Population: by Age Group, Spring 2002
    • Table 2-57: Selected Social Values of Mature People: by Age Group, Spring2002
    • Civic Activism Has High Priority
    • Table 2-58: Public Activities Performed by Mature People: by Age Group, Spring 2002
    • Mature Voters Wield Increasing Influence
    • Table 2-59: Participation in November 2000 Election: by Age Group
    • Table 2-60: Number of Voters in November 2000 Election: by Age Group

    Activities

    • Mature People Are Joiners
    • Table 2-61: Memberships of Mature People: by Age Group, Spring 2002
    • Differences in Leisure Activities Revealed
    • Table 2-62: Leisure Activities of Mature People: by Age Group, Spring 2002

III. Survey Of The Mature Market

    Key Geographic Segments of the Mature Market
    • Major Mature Markets Highlighted
    • Table 3-1: Counties with Largest Populations 65 Years and Over, 2000
    • Table 3-2: Metropolitan Areas with Largest Number of Households Including People 60 Years and Over, 2000
    • Northeast and Midwest Metro Areas Key Mature Markets
    • Table 3-3: Metropolitan Areas with More than 100,000 Households Including People 60 Years and Over: by Percent of Total Households, 2000
    • Retirees Major Economic Force in Many Metro Areas
    • Table 3-4: Metropolitan Areas by Aggregate Income of Mature Households, 2002

    The Grandparent Segment of the Mature Market

    • Mature Population Includes More than 30 Million Grandparents
    • Table 3-5: Grandparents in Mature Population: by Gender and Age Group, 2002
    • Most Grandparents Heavily Involved in Lives of Grandchildren
    • Mature Grandparents Spend $22.8 Billion on Their Grandchildren
    • Table 3-6: Annual Expenditures for Children’s Apparel by Mature Consumer Units, 2002
    • Expenditures by Mature Grandparents Will Grow 31%
    • Table 3-7: Projected Growth in Expenditures by Mature Grandparents, 2002-2007

    The Married-Couple Segment of the Mature Market

    • Clear Differences in Demographic Profile of Mature Married-Couple Consumers
    • Table 3-8: Characteristics of Mature Consumer Units: Married Couples vs. Single Men and Women
    • Married-Couple Households Outspend Mature Singles by Substantial Margin
    • Table 3-9: Quarterly Outlays by Pre-retirees and Retirees: Married Couples vs. Single Men and Women, 2002
    • Mature Married Couples Represent Major Market for Wide Range of Services and Products
    • Table 3-10: Annual Expenditures by Pre-retiree and Retiree Married Couple Households: by Selected Expenditure Category, 2002
    • Expenditures of Mature Married-Couple Households Exceed $1.1 Trillion
    • Table 3-11: Aggregate Expenditures of Married-Couple Mature Households: by Age Group, 2001
    • Mature Married-Couple Buying Power Will Reach $1.4 Trillion in 2007
    • Table 3-12: Projected Growth in Buying Power of Mature Married Couples, 2002-2007

    Psychographic Segments of the Mature Market

    • Differing Values and Experiences Transcend Age Segments of Mature Market
    • Multiple Psychographic Segments Identified in Mature Market
    • Other Research Segments Mature Population into Four Categories

    Industry Highlights

    • Mature Households Spend $174.4 Billion on Food and Beverages
    • Table 3-13: Annual Expenditures for Food and Beverages by Mature Consumer Units, 2002
    • Mature Market for Household Furnishings and Equipment Nears $50 Billion
    • Table 3-14: Annual Expenditures for Household Furnishings and Equipment by Mature Consumer Units, 2002
    • Mature Householders Major Market for Housekeeping Supplies
    • Table 3-15: Annual Expenditures for Selected Categories of Household Operations and Housekeeping Supplies by Mature Consumer Units, 2002
    • Mature Consumers Spend $18.4 Billion on Women’s Apparel
    • Table 3-16: Annual Expenditures for Apparel and Footwear by Mature Consumer Units, 2002
    • New Vehicle Expenditures Exceed $56 Billion
    • Table 3-17: Annual Expenditures for Vehicles and Related Expenses by Mature Consumer Units, 2002
    • Mature Consumers Focus of Health-Care Market
    • Table 3-18: Annual Expenditures for Health Care by Mature Consumer Units, 2001
    • Mature Consumers Major Players in Market for Reading Materials
    • Table 3-19: Annual Expenditures for Personal Products and Services by Mature Consumer Units, 2002
    • Entertainment Expenditures Top $54 Billion
    • Table 3-20: Annual Expenditures for Entertainment by Mature Consumer Units, 2002

    Size and Growth of the Mature Market

    • Youngest Mature Consumers Control Majority of Buying Power
    • Table 3-21: Buying Power of Mature Consumers: by Age Group, 2002
    • Buying Power of Youngest Mature Consumers Will Show Fastest Growth Rate
    • Table 3-22: Projected Growth in Buying Power of 55- to 64-Year-Olds, 2002-2007
    • Table 3-23: Projected Growth in Buying Power of 65- to 74-Year-Olds, 2002-2007
    • Table 3-24: Projected Growth in Expenditures by People Aged 75 Years and Over, 2002-2007
    • Buying Power of Mature Market Will Top $2 Trillion in 2007
    • Table 3-25: Projected Growth in Buying Power of People Aged 55 Years and Over, 2002-2007

IV. Consumer Behavior

    Shopping Behavior
    • Research Casts Doubt on Conventional View of Mature Consumer Brand Loyalty
    • Table 4-1: Indicators of Brand Loyalty of Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-2: Indicators of Brand Loyalty of Mature Female Consumers: by Age Group, Spring 2002
    • Mature Shoppers Swayed by In-Store Flyers
    • Table 4-3: Influences on In-Store Shopping of Mature Consumers: by Age Group, Spring 2002
    • Mature Women Likely to Place Mail and Phone Orders
    • Table 4-4: Mail and Phone Shopping by Mature Female Consumers: by Age Group, Spring 2002
    • Table 4-5: Mail and Phone Shopping by Mature Male Consumers: by Age Group, Spring 2002
    • Catalogs Attract Mature Shoppers
    • Table 4-6: Catalog Shopping by Mature Female Consumers: by Frequency and Type of Items Bought: by Age Group, Spring 2002
    • Table 4-7: Catalog Shopping by Mature Female Consumers: by Amount Spent in Last 12 Months: by Age Group, Spring 2002
    • Table 4-8: Catalog Shopping by Mature Male Consumers: by Frequency and Type of Items Bought: by Age Group, Spring 2002
    • Table 4-9: Catalog Shopping by Mature Male Consumers: by Amount Spent in Last 12 Months by Age Group, Spring 2002

    Overview of Expenditure Patterns of Mature Consumers

    • Oldest Consumers Spend More than Their Incomes
    • Table 4-10: Consumer Expenditures as Percent of Before-Tax Income: by Age Group, 2000
    • Mature Consumer Units Have Distinct Profile
    • Table 4-11: Characteristics of Consumer Units: Mature Consumers vs. Other Consumer Units, 2000

    Mature Consumer Profile: Food and Beverages

    • Mature Consumers Favor Fruits and Vegetables
    • Table 4-12: Annual Expenditures by Mature Consumers for Food and Beverages: by Amount and as Percent of Total Consumer Expenditures: by Age Group, 2000
    • In-Store Samples Get Attention of Mature Food Shoppers
    • Table 4-13: Influences on Food Shopping of Mature Consumers: by Age Group, Spring 2002
    • Mature Consumers Sensitive to Need for Healthful Foods
    • Table 4-14: Attitudes of Mature Female Consumers toward Nutrition and Dieting: by Age Group, Spring 2002
    • Table 4-15: Attitudes of Mature Male Consumers toward Nutrition and Dieting: by Age Group, Spring 2002
    • Mature Men Rate Dinner as Most Important Meal
    • Table 4-16: Favorite Meals of Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-17: Favorite Meals of Mature Female Consumers: by Age Group, Spring 2002
    • Spicy Foods Avoided
    • Table 4-18: Food Styles Preferred by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-19: Food Styles Preferred by Mature Female Consumers: by Age Group, Spring 2002
    • Mature Consumers Cautious about New Food Products
    • Table 4-20: Interest in Trying New Foods: Mature Male Consumers by Age Group, Spring 2002
    • Table 4-21: Interest in Trying New Foods: Mature Female Consumers by Age Group, Spring 2002
    • Frozen Dinners Not Favored
    • Table 4-22: Interest in Prepared Meals: Mature Male Consumers by Age Group, Spring 2002
    • Table 4-23: Interest in Prepared Meals: Mature Female Consumers by Age Group, Spring 2002
    • Kitchen Seen as Center of Home
    • Table 4-24: Attitudes toward Cooking: Mature Male Consumers by Age Group, Spring 2002
    • Table 4-25: Attitudes toward Cooking: Mature Female Consumers by Age Group, Spring 2002
    • Fast Food Has Lower Priority
    • Table 4-26: Use of Restaurants by Mature Male Consumers: by Age Group
    • Table 4-27: Use of Restaurants by Mature Female Consumers: by Age Group
    • Diet Colas Top Soft Drink Category
    • Table 4-28: Use of Soft Drinks by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-29: Use of Soft Drinks by Mature Female Consumers: by Age Group, Spring 2002
    • Caffeine-Free Brands Most Popular
    • Table 4-30: Use of Regular Cola (Not Diet) Drinks: by Brand: Mature Consumers vs. Other Age Groups, Spring 2002
    • Table 4-31: Use of Diet or Sugar-Free Cola Drinks: by Brand: Mature Consumers vs. Other Age Groups, Spring 2002
    • Mature Drinkers Prefer Wine to Beer
    • Table 4-32: Use of Beer and Wine by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-33: Use of Beer and Wine by Mature Female Consumers: by Age Group, Spring 2002
    • Mature Men More Likely to Drink Scotch Whiskey
    • Table 4-34: Use of Spirits by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-35: Use of Spirits by Mature Female Consumers: by Age Group, Spring 2002

    Mature Consumer Profile: Household Supplies and Furnishings

    • Mature Consumers Spend More on Housekeeping Supplies
    • Table 4-36: Annual Expenditures by Mature Consumers for Housekeeping Supplies: by Age Group, 2000
    • Younger Mature Consumers Remain Major Buyers of Household Furnishings
    • Table 4-37: Annual Expenditures by Mature Consumers for Household Furnishings and Equipment: by Age Group, 2000

    Mature Consumer Profile: Apparel and Personal-Care Products

    • Apparel Expenditures Decline with Age
    • Table 4-38: Annual Expenditures by Mature Consumers for Apparel and Services: by Age Group, 2000
    • Mature Women Espouse Conservative Attitudes toward Apparel
    • Table 4-39: Mature Female Attitudes toward Apparel by Age Group, Spring 2002
    • 75+ Women Most Brand Conscious
    • Table 4-40: Mature Female Brand Loyalty: by Age Group, Spring 2002
    • Cosmetics Less Likely to Be Used
    • Table 4-41: Use of Cosmetics by Mature Female Consumers: by Age Group, Spring 2002
    • Estée Lauder and Ponds Leading Lotion Brands
    • Table 4-42: Use of Lotions: by Brand: Mature Consumers vs. Other Age Groups, Spring 2002
    • Use of Dental Products Shows Distinct Pattern
    • Table 4-43: Use of Dental Care Products by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-44: Use of Dental Care Products by Mature Female Consumers: by Age Group, Spring 2002
    • Cepacol and Lavoris Favored by Mature Consumers
    • Table 4-45: Use of Mouthwash/Dental Rinse: by Brand: Mature Consumers vs. Other Age Groups, Spring 2002
    • Mature Women More Likely to Use Hair Sprays
    • Table 4-46: Use of Hair-Care Products by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-47: Use of Hair-Care Products by Mature Female Consumers: by Age Group, Spring 2002
    • Table 4-48: Use of Hair Spray (Men’s and Women’s): by Brand: Mature Consumers vs. Other Age Groups, Spring 2002
    • Mature Men Like After-Shave Products
    • Table 4-49: Use of Other Personal-Care Products by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-50: Use of Other Personal-Care Products by Mature Female Consumers: by Age Group, Spring 2002
    • Most Popular After-Shave and Perfume Brands Listed
    • Table 4-51: Use of After Shave/Cologne: by Brand: Mature Consumers vs. Other Age Groups, Spring 2002
    • Table 4-52: Use of Perfume/Cologne/Toilet Water: by Brand: Mature Consumers vs. Other Age Groups, Spring 2002

    Mature Consumer Profile: Automobiles

    • Older Americans Still Depend on Their Cars
    • Mature Consumers Favor New Cars
    • Table 4-53: Annual Expenditures by Mature Consumers for Vehicle Purchases and Related Expenses: by Age Group, 2000
    • Table 4-54: Mature Male Consumer Attitudes: New vs. Used Cars: by Age Group, Spring 2002
    • Mature Male Drivers Look for Functionality not Personality
    • Table 4-55: Mature Male Consumer Attitudes toward Automobiles: by Age Group, Spring 2002
    • Mature Drivers Prefer American Cars
    • Table 4-56: Mature Male Consumer Attitudes: Domestic vs. Foreign Cars: by Age Group, Spring 2002
    • Comfort and Safety Key Criteria
    • Table 4-57: Mature Male Consumer Attitudes toward Automobile Features: by Age Group, Spring 2002
    • Luxury American Sedans Get Top Rating
    • Table 4-58: Automobile Most Recently Acquired by Mature Consumers: by Manufacturer and Model, Spring 2002

    Mature Consumer Profile: Financial Services

    • Mature Consumers Careful with Money
    • Table 4-59: Financial Management Attitudes of Mature Consumers: by Gender, Spring 2002
    • Mature Consumers Use and Pay Off Credit Cards
    • Table 4-60: Credit Card Use by Mature Consumers: by Gender, Spring 2002
    • Table 4-61: Portion of Credit Card Balance Usually Paid by Mature Consumers: by Gender, Spring 2002

    Mature Consumer Profile: Health-Care Services and Products

    • Health-Care Expenditures Use Up Larger and Larger Share of Mature Consumer Budgets
    • Table 4-62: Annual Expenditures by Mature Consumers for Health Care: by Age Group, 2000
    • Eye-Care Products Often Used
    • Table 4-63: Use of Eye-Care Products by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-64: Use of Eye-Care Products by Mature Female Consumers: by Age Group, Spring 2002
    • Vitamins Popular with Mature Consumers
    • Table 4-65: Use of Over-the-Counter Remedies by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-66: Use of Over-the-Counter Remedies by Mature Female Consumers: by Age Group, Spring 2002
    • Vitamin Brands Targeting Mature Consumers Highly Popular
    • Table 4-67: Use of Vitamins: by Brand: Mature Consumers vs. Other Age Groups, Spring 2002
    • Mature Consumers Look to Advertised Brands for Prescription Drugs
    • Table 4-68: Use of Medications by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-69: Use of Medications by Mature Female Consumers: by Age Group, Spring 2002
    • Older Consumers Still Think Their Doctor Knows Best
    • Table 4-70: Reliance on Physicians by Mature Male Consumers: by Age Group, Spring 2002
    • Table 4-71: Reliance on Physicians by Mature Female Consumers: by Age Group, Spring 2002

    Mature Consumer Profile: Travel and Entertainment

    • Younger Matures Spend Heavily on Entertainment
    • Table 4-72: Annual Expenditures by Mature Consumers for Entertainment and Reading Materials: by Age Group, 2000
    • Mature Travelers Favor Domestic Travel
    • Table 4-73: Mature Male Attitudes toward Travel: by Age Group, Spring 2002
    • Table 4-74: Mature Female Attitudes toward Travel: by Age Group, Spring 2002
    • Foreign Travel Attracts Bigger Spenders
    • Table 4-75: Foreign Trips by Mature Consumers: by Age Group, Spring 2002
    • Cruises Lure Mature Travelers of All Ages
    • Table 4-76: Cruise Ship Vacations by Mature Consumers: by Age Group, Spring 2002
    • Younger Matures Make Frequent Domestic Trips
    • Table 4-77: Domestic Round Trips by Mature Consumers: by Age Group, Spring 2002

    Mature Consumers and the Internet

    • Computer Usage Grows Fastest among 50+ Population
    • Table 4-78: Computer Users: by Age Group, 1997 vs. 2001
    • Internet Usage Almost Triples
    • Table 4-79: Internet Use: by Age Group, 1997 vs. 2001
    • E-Commerce Gains among Mature Population
    • Table 4-80: Selected Online Activity by Age as a Percent of Internet Users 25 Years of Age and Over: September 2001
    • Internet Usage Still Lags among Population Aged 65+
    • Note on Simmons Data and Survey

V. Media

    Print Media
    • Mature People Depend on Print Media
    • Table 5-1: Attitudes of Mature Readers toward Print Media: by Gender and Age Group, Spring 2002
    • Popular Magazines Categorized
    • Table 5-2: Magazines Popular with Mature Men: Spring 2002
    • Table 5-3: Magazines Popular with Mature Women: Spring 2002
    • AARP Merges Magazines
    • AARP Launches Hispanic Magazine
    • Reader’s Digest Closes Down Lifestyle Publication for 50+ Market

    Television and Radio

    • TV Key Element of Mature Lifestyle
    • Table 5-4: Attitudes toward Television of Mature People: by Gender and Age Group, Spring 2002
    • Mature Men Watch Movies, Sports, News
    • Table 5-5: Cable TV Services Popular with Mature Males: by Age Group, Spring 2002
    • Cable Viewing Habits of Mature Women Differ
    • Table 5-6: Cable TV Services Popular with Mature Females: by Age Group, Spring 2002
    • Age Gap Seen in Network Television
    • Table 5-7: Networks Viewed in Primetime by Mature Males: by Age Group, Spring 2002
    • Table 5-8: Networks Viewed in Primetime by Mature Females: by Age Group, Spring 2002
    • Patterns in Primetime Network Viewing Habits of Mature Viewers
    • Table 5-9: Primetime Viewing Habits of Mature Males: by Age Group, Spring 2002
    • Table 5-10: Primetime Viewing Habits of Mature Females: by Age Group, Spring 2002
    • Mature Viewers Key Segment of Daytime Television Audience
    • Table 5-11: Weekday Daytime Network TV Viewing Habits of Mature Males: by Age Group, Spring 2002
    • Table 5-12: Weekday Daytime Network TV Viewing Habits of Mature Females: by Age Group, Spring 2002
    • Older Age Segments of Mature Population Rely Less on Radio
    • Table 5-13: Attitudes toward Radio: by Gender and Age Group, Spring 2002
    • Radio News Top Choice
    • Table 5-14: Radio Formats Popular with Mature Males: by Age Group, Spring 2002
    • Table 5-15: Radio Formats Popular with Mature Females: by Age Group, Spring 2002

    New Media

    • Mature Adults Are Turning to the Web for Information
    • SeniorNet Provides Information Technology Support to Older Adults
    • Mature Surfers Look for Fun Web Sites
    • Note on Simmons Data and Survey

VI. Marketing, Promotional, And Advertising Strategies

    Overview of Marketing and Promotional Approaches
    • Consultants Offer Ways to Sensitize Clients to Mature Needs
    • “Stealth” Marketing Seen in Mature Market
    • Grassroots Marketing Used in Mature Market
    • Most Senior Discounts Likely to Remain
    • Pharmaceutical Companies Offer Prescription Discounts
    • Drug Retailers Offer Discounts to Older Customers

    Product Design as a Marketing Tool

    • Study Reveals How Restaurants Can Attract Mature Diners
    • Retailers Succeed by Creating Homey Environment
    • Retail Outlets Need Good Lighting and Signage
    • P&G Designs Senior-Friendly Packaging

    Advertising Strategies

    • Survey Data Reveal Mature Consumers Differ on Advertising
    • Table 6-1: Advertising Receptivity of Mature Consumers: by Age Group, Spring 2002
    • Negative Attitudes Common
    • Table 6-2: Attitudes toward Advertising: by Gender and Age Group, Spring 2002
    • Table 6-3: Attitudes toward Television Advertising: by Gender and Age Group, Spring 2002
    • Print Advertisers Should Appeal to Visual Needs of Mature Readers
    • Narrative Ads Work Well
    • Mature Consumers Reject Stereotyping in Ads
    • Appropriate Models Needed in Catalog Ads
    • Lipitor Shatters Mature-Market Stereotypes with TV Campaign
    • Sony Campaign Targets Older, Affluent Consumers
    • Ad Campaigns Begin to Use Older Celebrities
    • Gap Includes Mature Market in “For Every Generation, There’s a Gap” Campaign
    • Note on Simmons Data and Survey

VII. Case Studies Of Companies Marketing To Mature Consumers

    Financial Services
    • Bank of America Targets the 55+ Consumer
    • Pan-American Life Introduces Mature Market Products
    • Financial Services Firms Focus on Retirees

    Housing

    • Del Webb Turns to Internet for Marketing
    • States Compete to Attract Retirees

    Personal Care

    • L’Oreal Caters to Mature Consumers
    • Lauren Hutton Creates Makeup for “Experienced Generation”

    Retailers

    • Appleseed’s Apparel Catalog Focuses on Mature Female Customers
    • Gold Violin Dedicated to Fashionable Mature Consumers
    • Chico’s Offers Mature Women Stylish Clothing
    • Mass-Market Retailers Use Senior Discounts
    • Walgreen’s Expansion Follows Mature Population
    • Eckerd Targets Mature Market

    Travel and Entertainment

    • Hampton Hotels Launches Grand Memories Program
    • Countries Target 50+ Travelers

    Other

    • Dreyer’s Reaches Out to Mature Ice Cream Lovers
    • Ford Targets Mature Drivers
    • MSN TV Looks to Older Americans

VIII. Looking Ahead: Trends And Opportunities

    Trends and Opportunities
    • Myths and Stereotypes Impede Capitalizing on Mature Market Opportunities
    • Economic Influence of Retirees Underestimated by Conventional Wisdom
    • Youth Culture Hinders Development of Mature Market
    • Media Contribute to Misperceptions of Value of Mature Market
    • Mature Population Explosion Will Shift Marketing Paradigm
    • “Ageless” Strategy May Work Best in Long Term
    • Direct Appeals to Mature Consumers Require Appropriate Approach
    • Economy and Stock Market Impact Retirement Plans and Lifestyles
    • Changing Views of Retirement Create New Opportunities for Corporate America
    • Marketers Must Plan for Tomorrow’s Mature Consumers, Not Yesterday’s
    • New Residential Patterns Expand Possibilities for Marketers
    • Targeting Discrete Segments of Mature Market Generates Growth Opportunities

Appendix: Addresses Of Mature Market Resources

  • Advertising Agencies/Marketing Consultants/Market Research
  • Media
  • Organizations

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