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Creating Results

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Methodology - 2013 Social, Silver Surfers Marketing Research

The Social, Silver Surfers 2013 survey is based on a nationally representative sample of Americans over the age of 40.

The survey — a follow up to a 2010 study (http://www.CreatingResults.com/SocialSilverSurfers) — was commissioned and executed by Creating Results, LLC.

The goal of the marketing research was to explore the attitudes of Baby Boomers and beyond towards websites and social networks, including how effective these digital channels are in motivating decisions related to home purchase or rentals.

The non-quota survey was conducted on the World Wide Web and through offline intercept polling between March and June of 2013. Offline research was conducted face –to-face with an interviewer. Locations were those that attract active, engaged older adults.

Through 7/1/2013, 412 surveys were completed on social networking attitudes.

  • 8% of respondents were aged 40-44 (Gen X)
  • 27% aged 45-54 (comprised primarily of “Trailing Edge” Baby Boomers also known as “Generation Jones”)
  • 29% aged 55-64 (primarily “Leading Edge” Boomers)
  • 20% aged 65-74 (a mix of Leading Edge Boomers and Silent Generation members)
  • 16% aged 75 or better (Silent and Greatest Generation Americans)

The male/female ratio was 131/281.

Through 7/1/2013, 412 surveys were completed on web preferences.

  • 11 % aged 40-44
  • 30% aged 45-54
  • 28% aged 55-64
  • 19% aged 65-74
  • 12% aged 75 or better

The male/female ratio was 141/298.

Beyond age, the only screening implemented was two qualifying questions:

  1. Do you use a computer to go on the Internet?
  2. Are you 40 or better?


As we all know, Mature Marketing Matters! That's why we've focused our efforts on reaching this large, diverse and very entertaining cohort as the muse for our blog.

  • 4_24_17

    I went to our local home improvement store this weekend to buy some paint. Let me tell you, that place was busy. Apparently, when the weather is rainy and chilly, what better time is it to repaint a room or two? That is what the six-other people at the paint desk and I thought. So here I […]

    The post Remodeling Trends; Older Single Women appeared first on Creating Results.

  • 4_17_17

    At the beginning of every week we share the most engaging content from the previous week. First up this week, an 81-year-old woman developed an iPhone application having only learned to use computers when she was 60.

    Then, an article from NextAvenue.org discusses the various ways retirement will change in 2017.

    The post Retirement Changes … Is there an app for that? appeared first on Creating Results.

  • 4_10_17

    Every Monday, we recap the most engaging content from the previous week.

    This week, we take a look at a MediaPost article that breaks down characteristics of the different generations of media consumption. Also, an article posted on the National Public Radio website explains how age discrimination in the workplace has become digital.

    The post Me Generation, or Media Generations? appeared first on Creating Results.

  • 4_3_17

    Happy Monday! Each week we explore the mature marketing news that received the most interest and clicks the previous week. This week is all about mobile marketing.

    First, we'll explore mobile usage among boomers and seniors by way of a report from Edison Research, and then we'll take a look at mobile marketing as it relates to what MarketingSherpa found were the most disliked advertising avenues.


    This past week I was thrilled to join the Mid-Atlantic 55+ Housing Council to share opportunities and insights for marketing 55+ communities to the mature consumer. I always learn so much when I join the council, and this event was no exception.

    The post The Good and Bad Of Mobile Marketing appeared first on Creating Results.


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