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

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