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APRIL 2013: Google/Ipsos Data Breakdown - Boomers

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2013 Seniors Research Summary Google/Ipsos MediaCT U.S., March 2013
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Page 1: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 1 1

2013 Seniors Research Summary Google/Ipsos MediaCT U.S., March 2013

Page 2: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 2 2

Objective To gain a better understanding of the Boomer and Seniors audience overall, but particularly in terms of their behaviors related to decision making and how they search for information via both offline and online channels. 

Methodology 15 minute Attitude & Usage survey to examine attitudes and behaviors among a total of 6,100 U.S. respondents; recruited from May 6th to March 18th, 2013

•  N=1,020 Seniors ages 67+

•  A general population control cell of 1,000 respondents ages 18–64 year olds was also included for comparison purposes 

Page 3: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 3 3

Key Findings

  The Internet is a growing part of seniors’ lives; it is the top source for gathering information on topics of interest with time spent online comparable to TV. As an advertiser, it is important to be present across many digital platforms in order to engage this audience. Online video, search, and social networks build upon each other.

  Watching online video is a key activity for seniors online. YouTube is reported as the preferred video site with 71% of video watchers using it. Online video advertising has huge potential in captivating this group as seen by the percentage of online video viewers who have taken action as a result of watching a video.

  Social networking sites are used daily by the majority of seniors with Facebook ranking #1 as the most used social network. Almost half follow a group or organization on a social platform.

  The top online activity for seniors is using a search engine with 85% taking action as the result. Both personal connections and traditional media drive search activity.

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Page 4: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 4 4

Key Findings

  A growing number of seniors are going online using smartphones and tablets. 1 in 5 seniors is likely to purchase a smartphone or tablet device in the next 12 months. Further, multi-screen use is common with over 66% of mobile device owners reporting using more than one device at a time.

  This audience is involved and/or interested in a variety of US societal causes and government-related issues surrounding healthcare and senior issues. 64% of seniors currently participate in a cause or movement.

  Senior living is an important topic to this audience – close to 70% of seniors actively search for information on senior living. The internet is the number one source with 36% going online followed by talking with friends at 31%.

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Page 5: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 5 5

Internet consumption is the #1 source used to gather info; time spent online comparable to TV Sources used to learn more about a topic of interest

Q1: Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity. Q6: We'd like to get a sense of how you typically gather information on topics that interest you or that you want to learn more about. Select all the sources you use to gather information. Base: Seniors (n=1,020)

15.8hrs

Time spent online in an average week

16.3hrs

Time spent watching TV in an average week

Radio

Direct Mail

Brochures

Magazines/Newspapers

Television

Internet 77%

66%

58%

36%

35%

22%

Page 6: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 6 6

News & shopping content is accessed more broadly online than other types of information Information accessed online – past month

Q5: Which of the following type(s) of information have you accessed online in the past month? Select all that apply. Seniors (n=1,020)

61% 48%

41% 41%

40% 39%

33% 32%

30% 27%

25% 22% 22%

18% 13%

7% 3%

News & weather Shopping Coupons

Food information Medical Finance

Dining/restaurant Gaming

Navigational Travel Sports

Health & fitness Political

Entertainment Home improvement

Housing Online dating

Page 7: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 7 7

38%

18%

16%

15%

13%

12%

11%

8%

3%

2%

Facebook

MSN

Amazon

Hulu

Yahoo! Video

AOL

Netflix

Other

MySpace

Vimeo

Close to half of seniors watch online video; YouTube is most used online video website

Online video websites used

Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply Q13: Which of the following online video websites (e.g., YouTube, Yahoo! Video, Hulu) do you use to watch online videos (including all online content such as videos, shows, movies, etc.)? Select all that apply. Q

71%

4 in 10 Seniors watch online video

Page 8: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 8 8

News, humor and weather are the most preferred video types watched, offering utility + entertainment Types of video like to watch (top choices)

Q14: Which of the following kinds of online videos (including all online content such as videos, shows, movies, etc.) do you like to watch? Base: Online Video Users. Seniors (n=454)

37%

29% 27%

19% 17% 16%

News Humor Weather Food and cooking Sports Full-length movies/TV shows,

trailer clips

Page 9: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 9 9

Online video viewing prompts action among seniors

Q17: Have you ever taken any of the following actions as a result of viewing videos (including all online content such as videos, shows, movies, etc.) on online video websites (such as YouTube, Yahoo! Video, Hulu)?

93% 68%

41%

38%

35%

17%

16%

12%

of online video watchers have taken action as a result of online video

Forwarded a link or video to someone

Clicked on a link I was interested in

Searched online for more information

Looked for related online videos

Posted a comment on the video

Rated a video

Page 10: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 10 10   Q4: How often do you go online using an Internet-enabled device to do the following every day?; Q11: Which of the following social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?

59%

Seniors (n=294)

Social networking sites used daily by most seniors; Facebook ranks #1

22%

21%

17%

17%

11%

7%

1%

1%

2%

Google+

LinkedIn

Twitter

Classmates.com

Pinterest

MySpace

Tumblr

Foursquare

Other

97%

Page 11: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 11 11

Seniors engage in a variety of activities on social networks

  Q12: Which of the following do you typically do while on social networking sites (like Facebook, Google+, MySpace, etc)?

Activities done on a social network

48% Follow a group or organization

27% Post and watch videos

19% Support a cause

29% Update my status

Page 12: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 12 12

#1 Use a search engine 75%

#2 Shop for products or services 65%

#3 Read news 58%

#4 Visit social network sites 49%

#5 Watch videos 39%

Search tops the list for online activities conducted by seniors Top activities done online

* Read and/or write personal email was 81%. Q2: Which of the following activities do you ever do online? Select all that apply. Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply. N=1020.

Page 13: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 13 13

Both family and traditional media drive online search activity Sources prompting an online search – at least weekly

Q7: How often, if ever, do you see or hear about a topic that interests you from the following sources and then search for information online? Select one for each. Base: Use Source To Gather Info. N=479.

Spouse 54% Television 47% Radio 42% Magazines 43% My children 32% Friends 28%

Page 14: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 14 14

48%

46%

35%

31%

31%

30% Looked for more information online

Like online video, search prompts action

Q10: Which of the following actions, if any, have you taken as a result of using search engines (like Google, Yahoo!, Bing, etc.)? Please select up to three responses.

85% of search users take action as a result of search

Visited a retailer/store

Talked to others about something I learned from a search

Shared search results with others

Called or contracted a business, store or organization

Thought more favorably about a topic of interest

Page 15: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 15 15

Mobile devices are a growing platform for seniors to access online content Online sources used to gather info on mobile

Q18: Which of the following types of mobile devices, if any, do you use regularly? Select all that apply. Q21: Which, if any, of the online sources have you used on your device to gather information on topics that interest you or that you want to learn more about? Base: Seniors Who Gather information online using mobile device

use a tablet

16% use a smartphone

14% of seniors have spent more time on a

tablet this year compared to last

42% of seniors have spent more time on a

smartphone this year compared to last

46%

Page 16: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 16 16

10% 7% 43% 23% 44%

Those with devices are multi-tasking- engaging simultaneously & sequentially with multiple devices

Q22: Do you ever use more than one device at the same time (i.e. watching TV while using your PC or laptop)? Q23: Do you ever look for information on one device and continue on another? For example, you might be looking for information on your mobile device, but then go on your PC to examine further, or vice versa. Base: Smartphone and Tablet Users. Seniors (n=259)

Simultaneous

66% Sequential

43%

PC

TV

Smartphone

Page 17: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 17 17

Seniors are involved and interested in a variety of societal causes and movements

  Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; Seniors (n=2064). P4 You mentioned you are interested in the following cause(s). What types of activities, if any, have you participated in for the cause(s) listed below? Select all that apply. P2: How interested are you in getting involved in each of the following type(s) of US societal causes or government related issues in the future? Select one for each.

Social Security 63%

Medicare 61%

Senior Issues 57%

Healthcare 48%

Medical Research/Disease Prevention & Awareness 28%

Retirement 26%

Affordable Home Energy 17%

Medicaid 13%

Age Discrimination 13%

Eldercare (for self) 12%

Top 10 US societal causes & issues for seniors: Interest in future involvement

64% of seniors currently participate in a cause or movement

Page 18: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 18 18

Seniors have diverse interest in topics and issues; health & wellness being the number one Activities seniors are interested in

(DEMO1) Which of the following activities are you interested in? Base: All Respondents. Seniors (n=1,020)

54% Health & Wellness

47% Travel

38% Music

38% Fitness

54%

47%

38%

38%

32%

25%

25%

24%

22%

19%

15%

Health & wellness

Travel

Music

Fitness

Home Improvement

Films

Sports

Technology

Volunteering

Arts

Photography

Page 19: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 19 19

Online is a key source for seniors seeking information on living options Sources used to gather information about services related to senior living

C8: Which of the following sources do you use to gather information about services related to senior living? Base: All Respondents. Seniors (n=1,020)

52%

36%

31%

29%

25%

22%

20%

18%

16%

16%

7%

Word of mouth

Internet

Friends

Brochures

Magazines

Television

Direct mail

Professional expert

Other family or relative

My children

Spouse

69% of seniors actively

seek information on services related to

senior living

Page 20: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 20 20  C10: Thinking about this stage of your life, how important is it to you to be able to access information online related to senior living for yourself or others? Base: Boomers (n=3,294)

Accessing information online related to senior living is important to seniors

74% of seniors believe it is

important to be able to access information online

related to senior living

Page 21: APRIL 2013: Google/Ipsos Data Breakdown - Boomers

Google Confidential and Proprietary 21 21

Cost and quality of care are key factors for seniors deciding where to live Important factors for deciding on senior living arrangements

 C7: Thinking about the inability to care for yourself or other family members, which of the following factors are important to you when deciding on senior living (e.g. retirement communities, assisted living, nursing homes) arrangements?

69%

67%

44%

37%

34%

33%

23%

21%

19%

19%

Cost

Quality of care

Proximity to children

Ability to live with spouse

Transportation

On-site activities

Ability to have a pet

Proximity to other family and relatives

Proximity to friends

Opinion of person in need of care


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