The Business of Ageing - An Amarach Research Presentation March 2011
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Transcript of The Business of Ageing - An Amarach Research Presentation March 2011
![Page 1: The Business of Ageing - An Amarach Research Presentation March 2011](https://reader034.fdocuments.net/reader034/viewer/2022051817/547a15ff5806b567048b480f/html5/thumbnails/1.jpg)
Age Shall Not Wither ThemIreland’s Older ConsumersA Survey by Amárach Research
March 2011
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Methodology
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Interviewing was carried out from the 7th to the 13th of February
Research Methodology
500 Face to Face Interviews
20 Minute Questionnaire
National Representative Sample
of all Adults Aged 50+
50-64 Year
olds (210)
65-74 Year
Olds (200)
75+ Year
Olds (90)
() Actual number of respondents
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Profile of Sample – I
4842
47
26
60
52
40
53
25
40
18
29
20
(Base: All Adults Aged 50+ = 500)
Gender Age Social Class
% % % % %
Male
Female
50-64
65-74
75+
ABC1/F50+
C2DE/F50-
Quotas were set on age, gender, region and social class to ensure the
sample attained was representative of the Irish population aged 50+.
Dublin
Rest of Leinster
Munster
Conn/ Ulster
Urban
Rural
Region Area
* Quotas set based on The Central Statistic Office Census 2006
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5
20
7
5811
27
21
1620
10
1
12
6
476
15
9
4
19
Profile of Sample – II
Marital Status
% % %
Married
Widowed
Single, never
marriedSeparatedRemarried
Single
Working StatusHousehold
Income
Working, full time
Working, part time
Working, in home
Student
Retired
Un-employed
€2,000-€10,000
€10,001-€20,000
€20,001-€30,000
€40,001-€50,000
€50,001+
Refused
€30,001-€40,000
Annual
Average: €27,000
(Base: All Adults Aged 50+ = 500)
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The Recession
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The Recession
(Base: All Adults Aged 50+ = 500)
Impact of
Economic Downturn
%
17
50
33
The recession hasn’t affected
me at all
The recession has had a moderate
impact on my life
The recession has had a
strong impact on my life
Ireland right now – in one word:
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8
26
18
16
9
3
3
3
3
Present and Future
Your Future
Good/great
Positive
Bleak
Hopeful
OK/Average
Unknown
Poor
Worrying
Bright
Happy
Lonely
17
11
10
9
8
8
6
5
5
3
3
%How You Feel
Yourself Right Now
Good/great
OK/Average
Happy
Anxious/Worried
Sad
Poor
Hopeful
Depressed
%
32%68%
Positive
Negative
38%62%
Positive
Negative
(Base: All Adults Aged 50+ = 500)
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9
47
21
15
7
3
1
1
1 2
6
29
5
8
27
24
58
Source of Income
State pension
Wages from paid employer
Private pension
Self employed income
Partner’s income
Interest on savings
Rental income from property
Disability benefit
%
Main Any
%
(Base: All Adults Aged 50+ = 500)
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10
15
26
40
25
3
Attitudes to Retirement
%<50
51-55
56-60
61-65
66-70
71+
Ideal Retirement Age
29
69
2
To retire straight
away
To retire gradually
(i.e. reduce working
overtime)
Not sure
Preferred Method of Retirement
%
AverageAge:
64
(Base: All Adults Aged 50+ = 500)
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Lifestyles
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Frequency of Undertaking Activities– I
96
75
60 6051
44 40
2
14
198
34
1612
12
2
45
7
3
6
2
1
3
4
14
3
2
2 715
29
619
42
61
19
Watch
TV
Use A
Landline
Make A
Mobile Call Drive
Buy A
Newspaper Exercise
Send A
Text
Use The
Internet
Daily
WeeklyMonthly
Less OftenNever –*
Mean Score:(days permonth)
29
Daily
Weekly
Monthly
Less Often
Never
23 19 18 17 14 13 6
% % % % % % % %
*
(Base: All Adults Aged 50+ = 500)
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Frequency of Undertaking Activities – II
54 52
3831
2520
6 3
818
9 25
1110
67
5
14
8
31
1213
12
43
11
8
10
11
23
18
19
22
22
8
35
2
2939
57
25
Go to
Pub
Eat in
Restaurant
Get a
Take-Away
Visit
Doctor
Take a
Taxi
Go to
Cinema Fly
Monthly+
Every 2-3 months
Yearly
Less Often
Never
Mean Score:(days per
month)
3
Monthly+
Every 2-3 months
Yearly
Less Often
Never
1.3 1.1 0.8 0.6 0.2 0.1
% % % % % % %
Use Public
Transport
1.2
%
(Base: All Adults Aged 50+ = 500)
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Membership of Associations
Credit Union
Residents’ Association
GAA
Political Party
Trade Union
Staff Association
Book Group
%
60
18
15
11
6
4
2
(Base: All Adults Aged 50+ = 500)
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Holiday
Flat screen TV
Car
Mobile phone
Blu-ray/DVD Player
Mobile phone
Car
Flat screen TV
Blu-ray/DVD Player
PC
Laptop
MP3 Player/iPod
Tablet PC e.g. iPad
Ownership and Future Purchase Intentions
80
69
56
44
31
27
10
4
Currently Own
%Planned Purchases in
Next 12 Months
%
23
5
5
3
2
(Base: All Adults Aged 50+ = 500)
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Health & Wellbeing
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Perceived Health Status
24 27 23 20
5052
50
45
118 13
15
12 11 1116
3 3 2 4
%
Very healthy (5)
Fairly healthy (4)
Neither/nor (3)
Fairly unhealthy (2)
Very unhealthy (1)
Mean Score: 3.8
%
3.9
%
3.8
%
3.6
TOTAL 50-64 65-74 75+
74%79%
73%65%
(Base: All Adults Aged 50+ = 500)
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Level of Fitness & Reasons for Not Being
Regularly Physically Active
48
4
23
6
19
%
I am regularly physically active and have been so for
longer than 6 months
Level of Fitness
I am regularly physically active but only began in last 6 months
I do some physical activity but not enough to meet the description of
regular physical activity
I am not regularly physically active but am thinking about starting to do
so in the next six months
I am not regularly physically active and do not intend to be so
in the next six months
Reasons for Not Being
Regularly Physically Active
37
23
15
14
6
1
4
Injury/disability/ medical condition
Not interested
Interested but not willing to spend
the time
No time to do it
No facilities to exercise/be active
Others *
Not stated
%
*All others 1% or less e.g. bad weather
(Base: All not regularly physically active – 48%)
(Base: All Adults Aged 50+ = 500)
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Activities Taken Part In
(Base: All who take part in exercise = 375)
Walking
Golf
Exercise in gym
Yoga/Pilates
Running/Jogging
Tennis/squash/badminton
Team Sports (e.g. Football/GAA)
78
14
9
5
3
3
3
10 12
10
6
8
8
14
18
87
%
Regularly Ever
Others
75%
Take part in
any physical
activity/
exercise
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20
54
27
19
Attitudes Towards Healthy Eating
(Base: All Adults Aged 50+ = 500)
%
Attitude Towards Healthy Eating
I watch what I eat in order to increase my
health
I tend to go in and out of phases of healthy eating
I am not at all conscious about the kind of food I
eat
No Yes
Willingness to
Spend More on Healthy Food
76%24%
%
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Private Health Insurance Versus Medical Card
54%46% YesNo70
14
13
3
Private Health Insurance
%
No 47%53%
Medical Card
Yes
Private Health Insurances
Providers
(Base: All Insurances Holders- 268)
Not stated
(Base: All Adults Aged 50+ = 500)
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The Burden of Future Health Care Costs
30 3429
21
3537
37
28
12
1211
14
1814
18
28
5 3 5 9
%
2.3
%
2.1
%
2.3
%
2.8
TOTAL 50-64 65-74 75+
65%71%
66%49%
Very worried (1)
Fairly worried (2)
Neither/nor (3)
Not very worried (4)
Not at all worried (5)
Mean Score:
(Base: All Adults Aged 50+ = 500)
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23
Life Online
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24
38
38
40
60
34
3
49
38
30
34
48
29
95
21
3
Internet Access
(Base: All Adults who Use Internet at least Once a Year = 190)
48%
1%
51%PC
Main Method of
Access to the Internet
Laptop
Mobile Internet
At home
At work
In a family member/
friend’s house
Internet cafe
%
*
Points of Access
Ever Used
38%Access the
internet
Total
Male
Female
50-64
65-74
75+
Dublin
Rest of Leinster
Munster
Conn/Ulster
ABC1/F50+
C2DE/F50-
Over 50 Internet
Access Profile
%%
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25
38
19
13
11
11
Websites Visited Most Often
(Base: All Adults aged 50+ who usethe internet every 2-3 months = 189)
*All other mentions 4% or less including Amazon, Trailfinder, GAA, Irish Examiner
Primary Websites
%
** Caution small base size
Access the
internet
8
8
7
6
6
6
5
44
Secondary Websites
%
38%
Others
**
**
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26
80
52
37
29
9
5
4
2
Internet Accounts
(Base: All Adults aged 50+ who use the internet every 2-3 months = 189)
%
* Caution small base size
Email 52
52
52
58
43
33
45
47
73
45
61
38
Total
Male
Female
50-64
65-74
75+ *
Dublin
Rest of Leinster
Munster
Connaught/Ulster
ABC1/F50+
C2DE/F50-
29
26
32
37
18
43
27
20
20
30
29
37
39
36
40
33
33
35
45
35
35
37
38
*
%
38%Access the
internet
%%
GENDER
AGE
REGION
CLASS
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27
77
77
43
36
21
20
10
8
8
7
6
16
Online Shopping
(Base: All Adults who Use Internet at least Once a Year = 190)
64%
36%No
Ever Purchased Online
Yes
%
Items Ever Purchased Online
* All others 4% or less including mobile phones/camera/MPS Player/motor tax/bets.
(Base: All adults over 50+ who have ever purchased an item online – 121)%
Flights
Holidays
Insurance
Books
Clothes
CD’s music
DVD’s blue-ray
Computer/laptop
Games
Shoes
Groceries
Others*
38%
Access the
internet
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28
Switching
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29
13
10
7
5
5
3
13
10
10
7
5
5
4
4
3
2
2
4
16
10
9
16
11
23
17
23
34
Switching Behaviour
Car insurance
Main grocery shop
Electricity supplier
Fixed/landline provider
Internet provider
Mobile provider
TV service provider
Health insurance
Bank/financial institution
Gas supplier
Gym membership
Ever switched
%
Switching in the next 12 months
%
Car insurance
Health insurance
Main grocery shop
Internet provider
Electricity supplier
Fixed/landline provider
Past 12 months
(Base: All Adults Aged 50+ = 500)
(Base: All Who Avail of Products)
–
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30
Likelihood to Switch from a Premium Brand to an
Own Label Brand – I
(Base: All adults aged 50+ who are responsible for the grocery shopping = 331)
26
23
23
19
20
20
15
12
13
17
17
12
10
6
6
6
6
928
23
28
26
24
26
26
22
2026
40
37
36
32
33
31
28
26
Toilet tissue/kitchen towel
Household cleaning products
Toiletries
Shampoo/shower gel
Biscuits
Tinned/frozen food
Yoghurts
Soft drinks
Milk
Neither/Nor
Mean Score
11 2.9
12 2.8
11 2.7
14 2.5
17 2.4
16 2.4
15 2.3
22 2.3
10 2.2
Very unlikely
(1) (2) (4)
Verylikely
(5)
66%Responsible
For main grocery
shop
(46)
(48)
(54)
(57)
(57)
(58)
(64)
(60)
(68)
(43)
(40)
(35)
(29)
(26)
(26)
(21)
(18)
(22)
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31
Likelihood to Switch from a Premium Brand to an
Own Label Brand – II
(Base: All adults aged 50+ who are responsible for the grocery shopping = 331)
11
11
7
10
11
12
11
9
10
4
3
3
4
6
5
5
3
325
28
30
27
28
25
20
21
25
50
48
45
46
43
40
38
40
38Processed meat
Frozen meat
Beer
Chocolate
Butter
Bread
Breakfast cereal
Tea/coffee
Fresh meat
Neither/Nor
Mean Score
22 2.2
25 2.1
32 2.1
21 2.1
12 2.1
10 2.0
9 2.0
12 1.9
12 1.9
Very unlikely
(1) (2) (4)
Verylikely
(5)
66%Responsible for
main grocery shop
(63)
(61)
(58)
(65)
(71)
(73)
(75)
(76)
(75)
(15)
(14)
(10)
(14)
(17)
(17)
(16)
(12)
(13)
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32
Spending More or Less Versus 12 Months Ago
4
6
11
10
15
14
19
28
33
35
37 3
4
3
3
5
5
15
18
19
33
41Fresh fruit and vegetables
Fresh fish
Food with added vitamins
Own brand goods
Health supplements
Toiletries
Branded goods
Alcohol
Confectionery
Clothing goods
Ready made meals
More >The
same
56
61
70
72
70
81
76
69
64
61
60
Less <
(Base: All adults aged 50+ who are responsible for the grocery shopping = 331)
66% Responsible for
main grocery shop
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33
Stereotyping
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34
Valued as a Customer
(Base: All Adults Aged 50+ = 500)
75
11
7
7
%
I feel I am treated with the samerespect as any other customer
I feel as if other age groups are prioritised above my own
I feel as if everything is aimed at the youngergenerational and as a result I feel invisible
I feel I am treated better as I have gotten older
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35
Media Stereotyping
(Base: All Adults Aged 50+ = 500)
31
17 20 16
46
4331
34
7
1017
13
11
19 2125
511 11 12
%
Agree strongly (5)
77%
Vulnerable
Agree slightly (4)
Neither/nor (3)
Disagree slightly (2)
Disagree strongly (1)
60%51%
50%
37%32%30%16%
%
Unable to cope
%
Harmless
%
Frail
Mean: 3.9 3.4 3.3 3.2
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“Forty is the old age of youth;
fifty is the youth of old age.”
Victor Hugo
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Amárach Research
11 Kingswood Business Centre
Citywest Business Campus
Dublin 24
T. (01) 410 5200
W. www.amarach.com
B. www.amarach.com/blog