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New Study Examines Web and Social Marketing Preferences of Boomers and Seniors, Reveals How they Use Internet In Move Decision

Woodbridge, VA – [November 7, 2013].  More mature American homebuyers are using the Internet to not only research their move options but to reject them. Researchers from Creating Results – Strategic Marketing [http://www.creatingresults.com] found that one-third of respondents over 40 who moved within the last two years rejected a community based solely on its website. This finding is one of many insights that can guide the marketing programs of senior living communities and 50+ housing developers, and is presented in the marketing agency’s new ebook, Social, Silver Surfers [http://amzn.to/17b9E9H]/

Social, Silver Surfers presents detailed data from a national study of the web and online marketing preferences of 800+ Baby Boomers, Silent Generation seniors and older members of Gen X. Housing and aging services marketers will find action steps for reaching these mature homebuyers.

“Senior living and active adult communities have always recognized the economic potential of Boomers and seniors, but until this study it was hard to judge the potential of various digital marketing channels,” said Todd Harff, President of Creating Results and co-director of the national study, “The new Social, Silver Surfers eBook addresses how older adults use digital resources in their move decision, to help 50+ housing providers better invest their marketing dollars.”

This is the second time Creating Results has examined what Americans over 40 were doing on websites and social networks, and how they felt about these channels. The ebook compares the behavior of recent movers surveyed in 2010 to actions taken in 2013.

“We felt it important to track how attitudes had changed – or in some notable cases, really hadn’t – over time,” said Erin Read, Director of Strategic Planning at Creating Results and co-author. “This year’s data shows increasing unhappiness with housing community websites, as more mature movers said they didn’t find what they were looking for or expressed frustration with requirements to register to get basic information.”

The ebook includes a chapter dedicated to “Motivating Mature Movers;” highlights of this portion of the study include:

  • Nearly half of all recent mover respondents said the Internet was the first place they turned when starting to choose a new home. This “web-first” approach was most common among younger movers (60% of 40-44 year olds and nearly 71% of 45-54 year olds).
  • Fees and pricing are the number one interest of mature movers when visiting a community website.
  • 39% of recent mover respondents had visited a community website more than 6x before moving.
  • 75+ers were the most likely group to reject a senior living or active adult community based solely on its website.

The eBook also presents new data about baby boomers and seniors and their attitudes towards social media. Readers will find detailed charts and analysis from the national study, plus action items that leverage the marketing insights. It is for sale on Amazon in Kindle format at http://amzn.to/17b9E9H.

The Social, Silver Surfers study is based on a nationally representative sample of mature Americans.  Commissioned and executed by Creating Results, Inc., the research included more than 800 online polls, offline intercept surveys and video interviews with 40+ Internet users. No screening beyond age and Internet use was implemented.  For details on methodology and selected charts/findings, please visit www.CreatingResults.com/SocialSilver2013.


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