Generational Research Institute

Walking Maintains Brain Size

2010-10-28T04:41:00.000-07:00

Walking Maintains Brain Size

For one week, 299 people free of dementia recorded the number of blocks they walked. Nine years later, brain scans of the participants revealed that people who walked at least 72 blocks per week, or roughly six to nine miles, had greater gray matter volume than people who didn’t walk as much. In addition, those who walked the most cut their risk of developing memory problems in half.
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SOURCE: American Academy of Neurology

Boomers Choose Online Research and Reviews

2010-10-21T11:56:00.000-07:00

Boomers Choose Online Research and Reviews

Among 3,001 adults, ages 18 and older, who use the Internet, those ages 50-64 years do the most online research of products and services (81%) closely followed by people 30-49 years (80%). About one-third also post reviews of products and services online: 30% of ages 50-64 years and 35% of ages 30-49 years.
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SOURCE: Pew Internet

Older Adults Among the Most Likely to Eat Fruits and Vegetables

2010-10-10T17:14:00.000-07:00

Older Adults Among the Most Likely to Eat Fruits and Vegetables
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In 2009, an estimated 32.5% of US adults consumed fruit two or more times per day, and 26.3% consumed vegetables three or more times per day.
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The people who ate the most were women (36.1% for fruit two or more times per day and 30.9% for vegetables three or more times per day), persons aged 65 years and older (41.3% and 29.0%), college graduates (36.9% and 32.2%), persons with annual household income greater than $50,000 (32.9% and 29.4%), and persons with a body mass index less than 25.0 (36.6% and 28.3%).

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SOURCE: Morbidity and Mortality Weekly Report via ICAA

Forrester: The Technology Generation Gap Is Widening

2010-09-27T09:25:00.000-07:00

Forrester: The Technology Generation Gap Is Widening
Largest Annual Consumer Technographics(R) Survey Illustrates Americans' Digital Lifestyle

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The generation gap of technology adoption between younger and older Americans is widening, spurred on by Gen Y's rapid integration of mobile and social behaviors, according to the largest annual survey of Americans' technology adoption and attitudes by Forrester Research, Inc. /quotes/comstock/15*!forr/quotes/nls/forr (FORR 32.68, -0.38, -1.15%) . "The State Of Consumers And Technology Benchmark 2010" report is a graphical analysis of Forrester's North American Consumer Technographics(R) Benchmark mail survey of nearly 43,000 consumers in both the US and Canada. Now in its 13th year, the study is the largest and longest-running survey of consumers and technology in the world. With more than 1,450 data points and responses about nearly 500 North American brands, the Benchmark Survey is a valuable resource for Market Research professionals' product planning and go-to-market strategies.

The report provides a generational overview of US consumers' demographics, behaviors, and technology attitudes. Survey results were segmented by Gen Y (ages 18 to 30), Gen X (ages 31 to 44), Younger Boomers (ages 45 to 54), Older Boomers (ages 55 to 65), and Seniors (ages 66 and older). While Americans' adoption of a digital lifestyle continues, Gen Y and Gen X outpace Baby Boomers and Seniors on almost everything technology related.

This year, the rapid rise in mobile adoption is particularly noteworthy. Among Gen Y and Gen X, 23 percent of consumers own a smartphone, while 17 percent of Americans of all ages own one of these devices (up from 11 percent one year ago). Gen Y is particularly mobile savvy: 85 percent of consumers in this demographic regularly send or receive SMS/text messages (compared with 57 percent of all US consumers over the age of 18); 27 percent of Gen Yers access social networks on their mobile devices (compared with 14 percent of all US consumers); and 37 percent of Gen Yers access the mobile Internet (compared with 23 percent of all US consumers).

"The digital attitudes and behaviors that Gen Y and Gen X are cultivating now will follow them as they age and will only be multiplied in the generations that follow them," said Forrester Research Consumer Insights Analyst Jacqueline Anderson. "Gen Y in particular is living and breathing a digital social life. In almost every online or mobile behavior, Gen Y leads the adoption curve. About two-thirds update or maintain a profile on a social networking site, which for them is a way to facilitate all social aspects of their lives."

"On the other hand, Gen X is the master of maximizing the functional benefits of technology. In many activities, Gen Xers closely rival Gen Yers in adoption. For example, both spend about 17 hours online a week. But Gen Xers have mastered the art of using digital tools in a more functional manner, especially if it supports their family's needs," said Anderson.

The Consumer Technographics Benchmark Data Overview Survey was fielded in Q2 2010.
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About Consumer Technographics
Forrester Consumer Technographics(R) is the largest and longest-running survey of technology's impact on consumers.

About Forrester Research
Forrester Research, Inc. /quotes/comstock/15*!forr/quotes/nls/forr (FORR 32.68, -0.38, -1.15%) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
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SOURCE: Forrester Research

Adult Singles Are Dating, Seeking Relationships and More Sex, Not Necessarily Marriage

2010-09-15T04:33:00.000-07:00

Adult Singles Are Dating, Seeking Relationships and More Sex, Not Necessarily Marriage

Meetcha 'Get Back Out There Survey:' 69 Percent Wish They Were Having More Sex; 74 Percent Find it Difficult to Meet Other Singles Their Own Age
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Meetcha.com, a new social dating site, released the results of its "Get Back Out There Dating, Sex and Romance Survey." More than 400 adult singles* participated in the survey which explored their attitudes toward relationships today versus when they were younger, how satisfied they are with their sex lives, how they meet other singles and which dating scenarios they prefer.
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The survey revealed a key trend for adult daters: While the majority of adult singles are looking for a partner, they are not necessarily looking for marriage. Fifty three percent of divorcees and widowers want to find a partner but do not want to remarry. Thirty six percent of never-married singles shared this sentiment.
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Survey findings from Meetcha.com's "Get Back Out There Dating, Sex and Romance Survey" include:
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The Challenge of Meeting Other Singles
• Finding singles their age is the number one challenge - 74 percent said what they like least about dating at this time is that it is hard to meet others their age. Women feel this most acutely (83 percent).
• Online is their top resource - More than half of singles over 40 are meeting other singles through online dating sites (55 percent), many more than at bars or restaurants (15 percent). Group social activities and friends and family follow as top ways to meet others.
• Blind dates are out - Only 4 percent of respondents chose a blind date as the most appealing dating scenario, while the majority (70 percent) preferred a one-on-one date with someone they already met online or offline.
• I'll take your baggage - 57 percent said they don't care about a partner's past. They just want to be with someone with whom they can enjoy themselves.
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More Dating Confidence
• Age brings confidence - More singles rank their dating confidence as higher now than it was in their twenties. 80 percent ranked their current dating confidence as very, comfortably or somewhat confident compared to 77 percent who ranked their dating confidence in their twenties as very, comfortably or only somewhat confident. Surprisingly, participants in their 70's are the most confident now.
• But sweaty palms are still a reality – While more confident, 57 percent still report a little case of the jitters right before a first date.
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Sex and Romance
• No one is the last of the romantics - 61 percent said romance has always been important to them. Nineteen percent said romance mattered more when they were younger, while 17 percent said it matters more now.
• Appearance matters - 46 percent of respondents said appearance has always been important to them. Thirty eight percent said appearance mattered more when they were younger, while only seven percent said appearance matters more now.
• I'll have a bit more sex please - 69 percent of respondents wish that they were having more sex. No one wished they were having less sex.
• They want a lover with a slow hand - 53 percent of respondents like to move slowly and want to get to know someone before sex, reporting that five to 10 dates is appropriate. And if someone were to suggest sex on the first date, 53 percent of respondents said that would be their last date with this person.
• Cool attitude toward hot sex - 22 percent said sex is part of a relationship, but could take it or leave it. Only 18 percent of respondents report that they LOVE their sex life.
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Dating Etiquette
• Coffee, Tea or Me? - The most popular first date is to meet over coffee (47 percent), followed by dinner (16 percent), drinks (15 percent), or an activity (11 percent).
• Maybe chivalry isn't dead? - When asked who should pay on the first date, 40 percent of respondents said men, 29 percent said whoever asked for the date, 32 percent said to split the bill, and no respondents said women should pay.
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Methodology
Meetcha.com's "Get Back Out There Dating, Sex and Romance Survey" was taken online by more than 400 adult singles ages 30 and over from August 11-September 10, 2010. Full survey results can be found at http://blog.meetcha.com/.
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About Meetcha
Meetcha is a social dating site that puts a new twist on single. Founded in 2009, Meetcha is part of the Eons, Inc. family of sites specializing in the 40+ demographic.

Baby Boomers & New Nutritional Study

2010-09-05T11:55:00.000-07:00

Expert Healthcare Panel Recommends Select Nutritional Support for Baby Boomers for Healthy Aging to Maintain Active Lifestyles

New Peer Reviewed Clinical Publication Addresses $18 billion Healthcare issue for Older Americans by recommending specialized protein blends to Manage Preventable Chronic Diseases in Aging

Nutritional recommendations for the management of sarcopenia -- also described as age-related muscle and functional loss -- were published this past week in the clinical publication, Journal of American Medical Directors Association (July – Volume 11:391 -396) (http://www.ncbi.nlm.nih.gov/pubmed/20627179). It suggests that while adequate protein supplementation might slow loss of muscle mass, a high leucine and essential amino acid protein blend may be more effective at maintaining and building muscle mass in older persons. The publication was authored by a leading group of respected global clinical experts in aging health based on more than 12 months of work by the consensus panel sponsored by the independent group, Society for Sarcopenia, Cachexia and Wasting Disease.
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As Americans Get Older, the Economic Burdens for Healthcare Increase Due to Preventable Chronic Diseases
Age-related muscle and functional loss (i.e., sarcopenia) has been estimated to have an economic burden related to health care costs in the United States of $18.5 billion per year. As the amount of muscle mass decreases and fat mass increases with age, activity levels are compromised resulting in an increased risk of health decline and leading to age-associated health complications and higher levels of obesity, diabetes and cardiovascular disease -- and thus higher health care costs.
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Nearly 70% of healthcare expenditures have been reported by the healthcare industry for support of preventable chronic disease management. Over 60% of life-time health care costs are incurred after the age of 60 years. Managing or avoiding age related functional loss with nutritional therapy and support can therefore improve the cost effectiveness of health care.

Inadequate Nutrition is Rising in Baby Boomers While Exercise & Activity Levels are on the Decline
Observable changes in body mass and function with age is in part a result of inadequate nutritional practices and habits -- most notably protein energy under-nutrition and has been observed in up to 40% of consumers over 50 years of age. This complicates the age-related resistance that muscle has to rebuild and maintain -- making the need greater for daily use of specialized and more effective types of protein energy. Further complicating this effect is the lack of physical activity with age which further leads to loss of muscle function and size and, in turn, facilitates the effects that poor diet already has on the body.
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For these reasons the panel recommended that older Americans consume more total protein daily (approximately 30 to 40g per day more or up to 1.5g protein/kg body weight vs. current recommendation of 0.8g protein/kg body weight) and that this protein source preferably be very high in the amino acid leucine and the essential amino acids to overcome age resistance of muscle and effectively build muscle as consumers age. In so doing, the incidence of chronic disease and age related disability can, over time, gradually decrease across America.
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The lead author of the panel recommendation, Dr. John Morley of the Geriatric Department at Saint Louis University Medical School (http://aging.slu.edu/index.php?page=newsletters) commented that, "As the energetic efficiencies of older persons decreases more effective protein sources should be supplemented in the diet so that muscle mass can be maintained and built and thus reduce the risks of age-associated health decline." He went on to say that, "In addition to the use of high leucine protein sources in the diet, daily exercise and activity is important as is the supplementation of Vitamin D."RELATED

Resources
http://www.gobenevia.comhttp://aging.slu.edu/index.php?page=newslettershttp://www.healthspaninstitute.com

On Europe's Aging Population

2010-08-29T12:08:00.000-07:00

On Europe’s Aging Population

It’s no secret that, globally, populations are aging. As noted by the United Nations report “World Population Ageing” released earlier this year, population aging is “unprecedented, pervasive, profound and enduring.” On one side there is the goal of capturing the wisdom and skills of older people and on the other there are the issues of providing adequate health care and supportive services, much of these paid for by the working population.
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Population projects were conducted in 281 regions of 27 European Union Member States. The projections were based on possible scenarios resulting from births, deaths and migration.
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Projections estimated that in 2030 the median age of the regions’ population would range between 34.2 years and 57.0 years. In comparison, the range in 2008 was 32.9-47.8 years. In 2030 the projected proportion of the regions’ population 65 years or over is expected to range between 10.4% and 37.3%. In 2008, the range was between 9.1% and 26.8%.
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Because of the anticipated increase in the number of people ages 65 and older in the European Union as a whole, in 2030 it is anticipated that 100 working people will support 38 older adults (an old age dependency ratio of 38%). In 2008, 100 working people supported 25 older adults.

SOURCE: Eurostats, Regional Population Projections - August 6, 2010

Are Millennials really that 'vanilla'?

2010-08-10T07:30:00.000-07:00

In a recent post by one of our partners, Civic Science, they noted that based on the initial data from their Millennial Index, and I quote, 'Millennials don’t “hate” anything. They barely even “dislike” anything.'. To their credit, CS is in the process of re-evaluating its brand rating scales that are used to tap into Millennials' (M's) perceptions, and we like others are very intrigued to see what they come up with.

But this initial finding begs the issue---are M's really that blase about brands? Is it dependent on the products they use? Are they more bonded to Apple than they may be towards American Express? The intuitive answer is 'it depends on the involvement with the brand'....Do M's not care about credit cards, since they are new to the job market and don't want to incur debt (or even have a monthly balance on a pay-as-you-go card like AMEX)? Or is their direct link with the re-birth of Apple, via iPhone and iPad, a greater emotional bond (and stronger brand linkage) for them?

Each generational segment will definitely have its 'brand triggers', and it's important that we evaluate brand equity using the same methodological approach for all audiences, but understand the intristic differences that age--and experience--will have. GRI is looking forward to take a leading role in brand-related research, across all vertical industries, among all key generational audiences---and providing a template for cross-audience analytics and communications strategies to effectively reach each segment.

Boomers as Political Change Agents?

2010-08-09T08:55:00.000-07:00

Can Boomers and seniors dramatically shift the makeup of the political establishment, through their participation in the 2010 mid term elections in November? According to the Pew Research Center, the answer is a resounding 'YES'. Exhibiting greater negative opinions of incumbents, plus a stated likelihood to vote for candidates with no prior elective office experience, will make those aged 50 and up play a significant role in this year's election cycle. (http://bit.ly/b5Lzg0)

Watch for future postings regarding the impact of Boomers on the political front from BA/Opinion Exchange...

More Older Motorcyclists, More Injuries

2010-08-02T14:30:00.000-07:00

More Older Motorcyclists, More Injuries

The records of 61,689 US motorcyclists ages 17-89 years involved in motorcycle crashes (1996-2005) revealed that of all injured riders, 50- to 59-year-olds represented the fastest growing group. For riders above the age of 40, injury severity, length of stay in the hospital or intensive care unit, and mortality were higher compared to riders below the age of 40. Older riders were more likely to die from less severe injuries than younger riders, to spend at least 24 hours in the intensive care unit, and to have more pre-existing co-morbidities and complications, such as heart attack and infections, that contributed to longer hospital stays.

SOURCE: The American Surgeon - March 2010