Connor G.

Meehan
9/20/17

Audience Analysis of U.S. Senior Citizens

September 20, 2017

Intro:
The number of “Senior Citizens” in the United States is increasing. Birthrates are

decreasing while life expectancy has increased. Currently, “Senior Citizens” make

up 13% of the United States overall population and is expected to increase above

22% by 2045 (Wright). At the same time current marketing is over-saturated with

targeting towards a “younger audience” or Millennials. Targeting a younger

audience is also flawed in one other way; “Senior Citizens” are the most

financially independent, and often regarded as the richest generation in the

world.

The transition from targeting

younger audiences to seniors

doesn’t have to be tricky, or even

overly complicated. The most

recent wave to become “Senior

Citizens,” are most active in retirement and later age. They are often healthier and

more active in their communities.

Who are they?

 The “Young Old”

o Ages 65-74
 40.3 million U.S. Citizens
 Mostly retired individuals (Wright)
 Marital Status (census.gov):
o 57.8% are married
o 24.0% are widowed
o 18.2% are divorced

Audience Profile:

Values:

The “Young Old” have a larger focus on independence and healthier life style.
Unlike their parent’s generation, following retirement they are more likely to be
active outdoors and exercise, perhaps even take up new sports such as sailing or
swimming (transgenerational.org). Research shows that this generation finds that
there is an increase in their satisfaction with Life, Family Relations, and Financial
Situations (Bonk, Edyta).

With this active independent life style they are focused on giving back to their
communities, often through volunteering or donations. Those that volunteer often
focus on larger group organizations accepting all ages to assist, or if they believe it
would have a greater impact on other generations (alert-1.com).
The “Young Old” also value information. Many in this generation would consider
themselves well informed and distrustful, and expect comfort and competence
(Meiners and Seeberger). Many also refuse to make major decisions unless the
details of their choices are presented before them, often a result of their business
lifestyle up until this point. This also provides an opening for older companies to
reach out to this older as this generation. Brands that this generation already knows
they believe to be well-informed about and are quicker to trust (Meiners and
Seeberger).

Economic Position:

In 2004 survey and census data showed at

most 10.4% of the United States’ poverty
population were comprised of this age
range. This has since changed and the
current wave of Senior Citizens entering
retirement are a group that earns more
than $2 trillion of the U.S.’s annual income and own more than 77% of the
country’s financial assets (Meiners and Seeberger).

Technology use:

There is a problem of of equating “technologically inept” with the label “Senior

Citizens” While they are at a disadvantage in compared to newer generations the
age group of 65-74 have worked and operated in a technological society, and have
been more a part of its transition than newer generations (pewinternet.org). In
fact, 59% of Senior Citizens between the ages of 65-69 operate using cell phones,
and 49% of those between the ages of 70-74 claim the same (pewinternet.org).
These same age groups claim to be active on social media such as Twitter and
Facebook.

Analysis:

When observing the “Young Old” age group within Senior Citizens we see two
major variables that can help services and products market towards these groups.

1) They enjoy being in control and having their freedom

They like to have choices and availability. They also believe they will not need in-
depth assistance later in their lifetime like the older age bracket of Senior Citizens.
. If a product or service wishes to appeal to this group it would be best to
emphasize variety and serving the individual’s preferences.

2) They wish to connect to newer generations

Through their social activities, volunteering, technology use, and attempting to

maintain their health, the new comers to the Senior Citizens age group want to be
reminded of their youth and be connected to the younger family members of their
generation. Products and services should focus on connectivity and youth for this
generation.
 Sources
Anderson, Monica, and Andrew Perrin. “1. Technology Use among Seniors.” Pew Research Center:
Internet, Science & Tech, Pew Research Center, 17 May 2017,
www.pewinternet.org/2017/05/17/technology-use-among-seniors/

Bonk, E. (2016). The influence of activeness and independence on the quality of life of senior citizens.
Polish Psychological Bulletin, 47(3), 338-345. doi: http://dx.doi.org/10.1515/ppb-2016-0040

Cebula, R. J., & Toma, M. (2006). Determinants of geographic differentials in the voter participation rate.
Atlantic Economic Journal, 34(1), 33. doi: http://dx.doi.org/10.1007/s11293-006-6118-6

“May Is Older Americans Month.” U.S. Census, 27 Mar. 2017. US Census, doi:10.1037/e435412008-
001.

Medel, Angelo. “Top 4 Reasons Why Seniors Should Volunteer.” Alert1, Angelo Medel, 18 Apr. 2016,
www.alert-1.com/blog/general/top-4-reasons-why-seniors-should-volunteer/5476.

“The Demographics of Aging...” The Demographics of Aging, Transgenerational.org,

transgenerational.org/aging/demographics.htm.

Wright, J. D. (2005). The graying of america: Implications for health professionals.Care Management
Journals, 6(4), 178-84. Retrieved from
https://ezproxy.elon.edu/login?url=https://search.proquest.com/docview/198137644?accountid=10730