|By PR Newswire||
|November 13, 2012 09:02 AM EST||
HARRISBURG, Pa., Nov. 13, 2012 /PRNewswire/ -- Laptops and iPads are commonplace. Medical marijuana is no longer a taboo subject. What could be considered extreme sports are among the activities of choice. Gluten-free and locally sourced foods are expected. Is this a college?
Try a continuing care retirement community, or CCRC, according to a new senior marketing study.
Generation Engaged: What Forward-Thinking Marketers Need to Know About Today's Mature Market (Findings From Project Looking Glass II) provides insights into the mindset of the modern retirement community resident. It reveals an industry in flux, facing multigenerational challenges, but also plenty of opportunities.
Based on total immersion, focus group findings and supervised shopping, the senior market research was conducted by Varsity, a leading marketing communications and research agency specializing in the mature market.
In 2007, Varsity sent two researchers to become full-time residents at a CCRC in Pennsylvania for 31 days to learn how marketers and specialists could better reach the senior population, a nationally recognized effort that became known as Project Looking Glass. Dynamic shifts in the economy, healthcare and technology prompted the agency to revisit the concept again in July 2012, sending a researcher to Boulder, Colorado's Frasier Meadows for one month. While there, she kept written and video records of day-to-day activities, conversations and other community interactions.
Phase One included a series of observations and in-depth interviews with retirement community residents, administration and staff. An additional open-source element allowed members of the industry and public to participate through social media channels that included Facebook, Twitter, YouTube and LinkedIn. During Phase Two, additional researchers conducted focus groups with current and potential residents, and accompanied them on "shop-alongs" at Best Buy, Target, Safeway, restaurant chains and other outlets.
"The findings are extremely revealing," said Varsity's director of client services John Bassounas, "not just in comparison to our 2007 project, but in terms of the changes in the people themselves. What we're seeing is an intelligent, informed, highly engaged group that is much more physically and intellectually active than its counterpart just five years ago, and much more in control."
Top-level findings include:
- The current mature market population is "transitional" -- a mixture of the Depresson-era Silent Generation and early Boomers who share some values, but are very distinctive in wants, needs and behaviors
- Today's seniors conduct more online research prior to a move or purchase decision
- The popularity of homecare is increasing, something that could pose a threat to current independent and assisted living models.
- Developers need to be cognizant of aging in place features
- Dietary trends include low-sodium, gluten-free, ocean-friendly and locally sourced items
- Concern about future generations' ability to afford a retirement community
- Activities must be wellness- and intellectually-oriented
- There are mixed views on healthcare reform, and more acceptance of person-centered, alternative and holistic treatments
- They are open to new technologies, including smartphones, tablets and computers
"This new study gives us a greater understanding of today's mature market, as well as insights regarding the opportunities we have for reaching them," adds Bassounas. "This audience has tremendous spending power, and providers of products and services will have to evolve and stay ahead of trends in order to remain competitive and appealing. We hope this provides some thought starters that will help Boomer and senior marketers make decisions based on facts, not assumptions."
Based in Harrisburg, Pa., Varsity provides marketing services for clients in the retirement living, consumer goods and services, technology and healthcare practice areas. The agency's client roster includes Sodexo Senior Living, American Standard Brands, Delta Health Technologies and a number of continuing care retirement communities across the U.S.
A copy of the full report may be requested at varsitybranding.com.
Members of the Varsity team are available to provide in-depth presentations of the report, either via webinar or in person. To schedule a presentation or for additional information, contact Matt Bekelja at 717-652-1277 or [email protected].
Varsity is the nation's leading full-service marketing communications agency focused on winning the mature market. We connect the mature market with brands through one of four main categories: retirement living, consumer goods & services, technology and healthcare. Research drives our work and our team of passionate strategists in the disciplines of creative, public relations, interactive and media. For more information, visit www.varsitybranding.com.
Shane M. Swisher
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
Sep. 26, 2016 11:30 AM EDT Reads: 2,528
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
Sep. 26, 2016 11:30 AM EDT Reads: 1,925
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
Sep. 26, 2016 11:30 AM EDT Reads: 981
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
Sep. 26, 2016 11:30 AM EDT Reads: 2,547
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...
Sep. 26, 2016 11:15 AM EDT Reads: 2,858
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
Sep. 26, 2016 11:15 AM EDT Reads: 1,725
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Sep. 26, 2016 11:06 AM EDT
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your...
Sep. 26, 2016 11:00 AM EDT Reads: 984
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Sep. 26, 2016 10:45 AM EDT Reads: 3,218
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Sep. 26, 2016 10:45 AM EDT Reads: 3,405
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Sep. 26, 2016 10:30 AM EDT Reads: 889
Big Data has been changing the world. IoT fuels the further transformation recently. How are Big Data and IoT related? In his session at @BigDataExpo, Tony Shan, a renowned visionary and thought leader, will explore the interplay of Big Data and IoT. He will anatomize Big Data and IoT separately in terms of what, which, why, where, when, who, how and how much. He will then analyze the relationship between IoT and Big Data, specifically the drilldown of how the 4Vs of Big Data (Volume, Variety,...
Sep. 26, 2016 10:00 AM EDT Reads: 1,002
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
Sep. 26, 2016 10:00 AM EDT Reads: 2,678
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
Sep. 26, 2016 10:00 AM EDT Reads: 2,757
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
Sep. 26, 2016 09:45 AM EDT Reads: 2,840
WebRTC adoption has generated a wave of creative uses of communications and collaboration through websites, sales apps, customer care and business applications. As WebRTC has become more mainstream it has evolved to use cases beyond the original peer-to-peer case, which has led to a repeating requirement for interoperability with existing infrastructures. In his session at @ThingsExpo, Graham Holt, Executive Vice President of Daitan Group, will cover implementation examples that have enabled ea...
Sep. 26, 2016 09:00 AM EDT Reads: 1,525
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
Sep. 26, 2016 08:15 AM EDT Reads: 1,544
Vidyo, Inc., has joined the Alliance for Open Media. The Alliance for Open Media is a non-profit organization working to define and develop media technologies that address the need for an open standard for video compression and delivery over the web. As a member of the Alliance, Vidyo will collaborate with industry leaders in pursuit of an open and royalty-free AOMedia Video codec, AV1. Vidyo’s contributions to the organization will bring to bear its long history of expertise in codec technolo...
Sep. 26, 2016 08:15 AM EDT Reads: 2,466
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
Sep. 26, 2016 07:15 AM EDT Reads: 1,605
An IoT product’s log files speak volumes about what’s happening with your products in the field, pinpointing current and potential issues, and enabling you to predict failures and save millions of dollars in inventory. But until recently, no one knew how to listen. In his session at @ThingsExpo, Dan Gettens, Chief Research Officer at OnProcess, will discuss recent research by Massachusetts Institute of Technology and OnProcess Technology, where MIT created a new, breakthrough analytics model f...
Sep. 26, 2016 07:15 AM EDT Reads: 1,905