Although some older adults choose active adult communities over independent living or continuing care retirement / life plan communities, the active adult sector does not appear to be “poaching” large numbers of residents from more traditional senior living settings, according to a new report from the American Seniors Housing Association.
In fact, survey results show that more active adult residents would prefer to move to a conventional senior living community rather than receive home care where they currently live should they come to need such services.
The report, “Active adult living: Understanding today’s consumer,” shares the results of a paper survey of 873 active adult rental community residents across 37 states. The survey, conducted by market research firm ProMatura, which specializes in age-qualified housing, examined the preferences of potential residents to gain a better understanding of who they are, their motivations, the decision-making process and overall satisfaction with their choice.
The research found that active adult residents are relatively younger and healthier older adults, and they are looking for lifestyle and a sense of community rather than healthcare. But residents aren’t against transitioning to more traditional senior living communities if needed.
“While respondents said they were very happy with the lifestyle offered at their active adult communities, should their health change, more indicated they would move to a senior living community that offered services rather than remain in their communities with home healthcare,” Kristen Paris, PhD, ProMatura Group vice president of market research and lead researcher on the report.
The National Investment Center for Seniors Housing & Care defined “active adult” in 2022 as “age-eligible, market rate, multifamily properties that are lifestyle focused; general operations do not provide meals.” ASHA’s Where You Live Matters consumer website describes active adult as “a type of independent living community offering a lifestyle that includes resort-type amenities and plenty of social activities as well as living spaces ranging from condominiums to single-family homes. Hospitality services and outdoor maintenance might be included in the monthly fee, and the community may offer amenities such as a clubhouse and recreational spaces.”
Active adult communities also are known as 55+ communities, the website notes, although according to the report, the average active adult resident is 76. That age still is “appreciably younger” than the average age of 84 for residents of conventional senior living communities, however.
Almost 25% of survey respondents were aged fewer than 70 years, and eight in 10 rated their health as good, very good or excellent. Only 31% of participants reported having limitations due to an impairment or health problem, and 36% said they used an assistive device. Only 6% of respondents and their spouses reported using home health services.
Why active adult?
Active adult rental communities, according to the report, are “a fresh take” on independent living, offering resort-style amenities, social activities and a range of living options. And as the younger baby boomers continue to embrace an active lifestyle, the demand for rental active adult communities is expected to continue growing as a “dynamic prelude” to traditional senior living lifestyles, according to the report.
Overall, active adult living creates an environment that promotes an active lifestyle, social connections and overall well-being of residents, the report states.
“Understanding the nuanced needs and preferences of today’s active adult consumer is crucial for stakeholders across the industry to meet the evolving demands of this growing market segment,” ASHA President and CEO David Schless said. “This report will help equip senior living professionals with the knowledge needed to navigate the complexities of the active adult living market effectively, help them create appealing living environments, and ultimately enhance quality of life for older adults.”
Prospect priorities
Survey respondents said they explored a variety of options before moving into an active adult community. Thirty percent reported looking at apartments, 26% said they only considered the community they eventually moved into, and 21% said active adult was among the community types they considered. Only 4% said they considered assisted living.
Internet searches (28%) and word-of-mouth recommendations from family and friends (25%) were the most common ways that participants learned about the community they eventually called home. Fifteen percent said they found a community by doing a drive-by, and only 1% reported using A Place For Mom for their community search.
Pulling the trigger on a move took about a year for almost three-fourths of respondents. Half said they moved within six months or less, and 24% moved within six months to a year.
Price and affordability (17%) were top priorities in choosing a community, followed by safety (14%) and location (13%). According to a recent report from NIC, the average rent for an active adult unit in 2023 was $2,199.
Only 10% of respondents cited proximity to family as a top priority, and 4% said they were concerned about amenities. The most desired amenity was walking trails, followed by dog parks, multipurpose rooms, outdoor swimming pools and indoor fitness centers.
But what made the older adults decide to move into a community didn’t necessarily align with what they started out looking for in a search. Location was the top reason 18% of respondents chose their community, followed by affordability (15%) and floor plans (11%).
Most are satisfied or very satisfied
Most residents (73%) who chose an active adult community said they were very satisfied or satisfied with their quality of life, citing the friends they made (22%) as what they liked most about their communities.
Most survey participants said they were content with their current active adult community and had no plans to move unless there was a change in their health (43%). If they did need to move, 48% said they would most likely move to a senior living community with healthcare services, whereas 38% said they would prefer to stay where they are with home health services.
The 41-page report is available for purchase on ASHA’s website
