Mature Americans & Technology

Countries covered: United States Mature Americans are a large, dynamic, and growing population that holds considerable power in the marketplace. According to the US Census Bureau, there will be 108 million Americans aged 50+ by 2015, which will represent 45% of the US adult population. Today, these adults have a combined net worth of over $19 Trillion, which is over ¾ of the nation's total personal wealth. This study analyzes the impact of computers (including the internet and email) on this mega-segment of consumers. The insights uncovered can help marketers design products and services that deliver upon the needs of this important group, and create marketing that speaks to this group effectively.

• The study was conducted using BuzzBack online research tool.
• Respondents were contacted by email and asked to fill out a quick screener
• Qualifying respondents were aged 65+ and have used a computer for less than 3 years. These people were invited to participate in a QuickBuzz survey online.
• 152 MA’s completed 12 QuickBuzz questions, which included both closed-ended quantitative and open-ended qualitative questions.
• From the QuickBuzz participants, 18 people also completed a BuzzBuilder session, which probed deeper on key issues among this audience. These 18 respondents were selected primarily for their articulateness and the quality of their QuickBuzz responses.
• Verbatim responses from consumers are included in this report, denoted by yellow highlighted, quoted italic text.

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