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Creating Results

everything mature consumers experience

INSIGHTS

Methodology and Demographics - Social, Silver Surfers (3rd Edition)

The Third Edition of Social, Silver Surfers is a survey of a nationally representative sample of Americans over the age of 40.

This ongoing study explores the attitudes of older adults towards websites and social networks. A section of the research is dedicated to recent, mature movers and how the web did/did not play a role in their housing purchase decisions. Previous editions include Social, Silver Surfers 2010 and Social, Silver Surfers 2013. [links to both online]

The non-quota survey was conducted through offline intercept polling and online polling, between March 2016 and July 2016.

  • Online research – invitations via senior-serving / senior-focused organizations; intercept polling; word of mouth (word of mouse?)
  • Offline research – face-to-face with interviewer in locations that attract active, engaged and typically more affluent older adults

Screening consisted of two qualifying questions:

  1. Are you 40 or older?
  2. Do you go onto the internet?

The research included two survey instruments, one with questions specific to web experiences and one with questions specific to social networking attitudes and preferences.

A total of 506 responses (including 82 partially completed) were recorded for the Social survey.

A total of 626 responses (including 94 partially completed) were recorded for the Web survey.

As noted above, the research team deliberately sought out respondents who were more educated and more affluent than the average American. This is because a) Creating Results’ typical clients target this segment of older adults, and b) internet use has been shown to rise with income and education levels.

Since women are often the driving force behind purchase decisions, we had more respondents who were female. By focusing on mature consumers who have higher educational attainment and greater disposable income, as well as a higher percentage of women, Creating Results’ data is more relevant to our clients.

While seniors are the demographic group most likely to not go online, the affluent and educated are the most likely to go online.

As of 2016, 85% of Americans use the internet, per Pew Research Center data. This includes 94% of those with incomes between $50K and $74,999 and 97% of those with incomes above $75K. 

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