Research relays which media can reach prospective residents
Interested in advertising to attract potential residents? New research offers some insights into the habits and preferences of older adults.
David Cwi, president of Indianapolis-based Cwi Associates, shared results of a review of research with 23,392 adults aged 75 or more years within 83 metro areas; the sample was balanced to reflect the population weight of each market area. The data came from Houston-based International Demographics' survey known as The Media Audit.
For the polled older adults who watch TV (8.5% say they do not), the most popular times are 8 to 11 p.m. (67.3%), followed by 7 to 7:30 p.m. (66.5%) and 7:30 to 8 p.m. (66.3%); 79.2% of respondents said they have cable TV or satellite. The Fox News Channel, The Weather Channel and CNN are the most popular cable channels, with 45.4%, 42.3% and 36.4% of participants, respectively, saying they watch the channels during the week. Early news shows on the three major national networks are the most popular news programs.
Newspapers are a popular form of media among respondents, with 64.7% saying they read a newspaper on weekdays and Sundays, 61.3% saying they read a newspaper on Sundays and 57.8% saying the read a newspaper on weekdays.
Although almost 55% of respondents said they do not listen to the radio during the week, those that do most often listen between 5 and 10 a.m. (27.1%) and 10 a.m. and 3 pm. (27%). Favored programming formats included news (26%) and talk (25.8%).
When it comes to Internet exposure, 58.5% said they have none. Among those who do visit websites, Google is the most popular website visited in the past month (30.3%).
Cwi said the information can be used to select media outlets and create media plans and marketing partnerships.