(PRWEB) August 28, 2012
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 nationwide survey aimed to gain insight on boomers and seniors. The purpose of this survey is to understand the politically charged, hot button topics affecting them, including political views, healthcare and real estate and housing.
“Given the current political landscape, we wanted to provide insight into the boomer and senior markets, ones that we work tirelessly trying to reach,” states Brent Wheeler, senior vice president of strategic customer acquisition. “These results, in many cases, are a far cry from the perceived notions of these older generations.”
Politics and Views
With a strong desire to voice their political opinions, the vast majority (79 percent) of polled boomers and seniors indicated a willingness to provide feedback on their political views and behaviors. When it comes to issues, only 27 percent vote primarily in support of a specific party while nearly three-fourths (73 percent) claim thoughtful voting based on individual candidate stated policies. When it comes to the number one issue on pollsters’ minds, 26 percent identified the future of Social Security as the most important political issue. This top of mind issue was followed closely by concerns about the budget deficit (22 percent) and healthcare and health reform (21 percent). When second most important political issues are factored into the mix, however, healthcare and health reform (20 percent) rises to the top, followed by the future of Social Security (17 percent), the budget deficit (16 percent) and taxes/tax reform (14 percent).
It doesn’t come as much of a surprise that more than half of participants cited TV as the primary source in which they receive information regarding upcoming elections and candidate platforms. An additional 21 percent utilize the internet for information, while another 12 percent cite newspapers as their primary source for information.
As it relates to healthcare, slightly more than one-third (36 percent) of participants rely only on Medicare/Medicaid, while an additional 37 percent participate in multiple healthcare plans. While veteran benefits are cited by few participants, the vast majority of all seniors surveyed rely on either Medicare/Medicaid or a combination of those offerings and supplemental insurance programs. The results establish a direct relationship between increases in age and involvement in multiple and/or supplemental healthcare plans, with six in ten respondents stating intent to purchase private insurance over and above Medicare/Medicaid programs.
Given the current economic landscape, housing is an important issue among these age groups. Approximately seven in 10 participants indicate they live in single family homes, with the second most popular residence type reported as “condo/townhome/apartment.” Given the number of single family residences reported, it is not surprising to find that 73 percent of those sampled own their respective homes. Regarding future housing plans, nearly two-thirds (63 percent) of participating seniors indicate they have no plans to move within the next ten years. Of those planning a move in the near future, about half (52 percent) expect it to occur within the next two years. An additional third (34 percent) believe they will move within three to five years. When asked where they plan to move, roughly one-third (35 percent) of movers cite the desire to downsize to a smaller abode. An additional 14 percent expect to move into an independent living or assisted living community.
When it comes to researching potential housing, nearly one-third (31 percent) of those planning to move in the near future identified the Internet as the most important source for information. Family and/or friends follow closely at 28 percent, with real estate agents coming in third with a 21 percent score.
Response Mine Interactive (RMI) leveraged a percentage of its internal database of boomers and seniors for this initiative, which is proven to be viable and accurate. Telephone and email were the two data collection methods used. Respondents were contacted from May 21 to May 24, 2012, and a total of 324 responses were received and measured both qualitatively and quantitatively. Note that findings for total or overall respondents are statistically projectable and significant at a 95% confidence level and +/- 5% margin of error.
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 http://www.responsemine.com or call 404-233-0370 x318.