Mature Market Split on Which Presidential Candidate Will Protect Their Nest Egg, Finds Response Mine Interactive Survey

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Results to Mature Market Survey Indicate Uncertainty, Surprising Trends in Hot Button Election Issues

Response Mine Interactive (RMI), a digital marketing agency founded on direct response principles focused holistically on driving category leading ROI for brands, announces the results of a study conducted online nationwide by Harris Interactive on behalf of Response Mine Interactive from September 4 -6, 2012 among 2,310 U.S. adults aged 18 and older.

U.S. adults were asked if they believed the United States is better off today than it was 4 years ago, and nearly 1 in 3 (32 percent) U.S. adults age 48 and older believe we are. Only 34 percent of those age 55 and older thinks the United States is better off today than it was 4 years ago. When asked about the effects a new President will have on their nest egg, 51 percent of adults age 48 and older think the election of a new President will have a very/somewhat positive effect on their retirement plans/nest egg.

“As a company dedicated to helping marketers communicate with boomers and seniors, we seek to understand how they anticipate the upcoming election affecting them,” said Ken Robbins, founder and CEO of Response Mine. “During the next presidential term, 14.6MM Americans will turn 65. With many Americans staring in the face of under-funded retirement and emerging from the erosion of home equity over the last five years, this election weighs heavily. Companies who acknowledge and address the financial realities of their mature market customers will prosper as the aging wave hits.”

In addition to the Harris Interactive study, Response Mine Interactive conducted its own survey among its internal database of mature market respondents with noteworthy results. A significant majority (89 percent) of respondents from the RMI survey intend to vote in the upcoming presidential elections. Among those, 80 percent are certain about their preferred candidate with 49 percent planning to vote for Romney and 38 percent for President Obama. The RMI survey discovered that the older the respondent, the higher the likelihood that he/she will vote for Romney in November.

  • Respondents of nearly all age groups indicated health care reform as the most important election issue. The group of 88 years old and older indicated Social Security as their most important election related issue.
  • More than half of participants cited TV as the primary source in which they receive information regarding upcoming elections and candidate platforms. Fox News was cited as the primary news source for all age groups.

Harris Interactive Survey Methodology
Harris Interactive conducted the survey online within the United States on behalf of Response Mine Interactive from September 4-6, 2012 among 2,310 adults ages 18 and older, among whom 1,181 are adults age 48+. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Christy Olliff at colliff(at)trevelinokeller(dot)com.

RMI Survey Methodology
The Response Mine Interactive (RMI) self conducted survey utilized the company’s mature market internal database. RMI used both telephone and online surveys to collect the data needed, and 434 respondents were contacted via telephone and 214 respondents completed an identical survey through email. RMI began collecting data on August 7, 2012 and completed on August 13, 2012. All responses were compiled and analyzed qualitatively and quantitatively. Findings for total respondents are significant at a 95% confidence level and with a +/- 3.72% margin of error.

About Harris Interactive
Harris Interactive is one of the world’s leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris possesses expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client’s research investment. Serving clients in over 196 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit

About Response Mine Interactive
Response Mine Interactive (RMI), a digital marketing services firm founded on direct response principles, which focuses holistically on achieving online category domination for brands. Dedicated to ROI through media driven efficiencies, RMI has generated billions of dollars in revenue for leading brands in the ecommerce, seniors, healthcare, retail, travel and home services markets. For more information, visit or call 404-233-0370 x318.

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Christy Olliff
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