Seniors audience profile
Where do they get their health-related information?
While an increasing number of seniors with Internet access use it
to find health information, it may be too soon to use it as a primary
tool to reach seniors.
Seniors put a lot of stock in physicians but doctors can be challenging
to reach.
Apply It! Using a physician as a spokesperson may add credibility
to a campaign aimed at seniors.
How do they spend their money?
In many regards, seniors’ spending patterns are not much different
from those of younger Canadians. The greatest distinction may be
in choices of recreation.
Seniors are generous donors to both secular and religious institutions.
This shows their sense of connection to community, as well as their
interest and ability to participate.
What are their values, beliefs, aspirations, objectives, and
attitudes?
Older Canadians are more traditional in their outlook with regards
to the composition of families and other social structures. However,
they are in step with younger Canadians on many core social issues.
Older Canadians do appear to differ from younger Canadians on environmental
issues and the preferred size of government.
Apply It! Environmental appeals may not be well received with this
audience.
Apply It! Government as a messenger should be considered carefully.
Seniors engage in more religious activities than other age groups.
This is not just an indication of where they spend their time. It
also shows a level of comfort with religion and religious institutions.
Apply It! Religious institutions may be a valuable channel to reach
this audience.
Apply It! Familiar language and images from these settings could
be integrated into campaigns focusing on seniors.
Seniors feel connected to their communities and participate in their
betterment.
Apply It! Messages for seniors could be designed to appeal to their
sense of community.
Apply It! Images specific to a community might be used in place
of generic stock photography.
In general Canadian seniors are content and are not excessively
fearful about their personal circumstances in the future. It is,
however, important to note gender differences: women report greater
worries
about money and less overall contentment.
Apply It! Messages
based on fear may not resonate with seniors.
What are possible media channels and vehicles
to reach them?
Television is heavily consumed by Canadian seniors.
Apply It! Paid television time can be very expensive but given
the senior audience's interest in news and public affairs programming,
earned media may be very useful.
A very significant portion of seniors read the newspaper daily.
Apply It! Newspapers
could be a good bet for paid and earned media. This is “good news”
since almost all communities have a local newspaper.
While not as popular with seniors as television, radio listening
still occupies a lot of seniors’ time compared to other age groups.
Apply It! Radio may be especially useful in reaching women over
65.
Apply It! Internet may not be appropriate as a primary channel though
it may be appropriate as a secondary channel or if younger seniors
are the intended audience.
This is an area to watch as Internet use is changing rapidly.
Apply It! Whatever vehicle you choose, the relatively low literacy
of seniors should be kept at the forefront of your campaign design
and execution.
Most seniors report liking free offers, discounts, and contests.
Apply It! Free offers,
discounts, and contests may represent a low-cost way to engage
seniors with your message.
About this profile
This profile was created after reviewing numerous documents and
books identified in a literature and web search conducted in April
2004 and updated in February 2005. Although the search revealed some
proprietary data that may be relevant,
our budget did not allow us to acquire the documents. For references
backing up the generalizations you see above, as well as additional
audience analysis data, please download one of the following documents:
Seniors
Audience Analysis Data (Excel file, 42kb) Updated June 8, 2005
Seniors
Audience Analysis Data (PDF File, 25kb) Updated June
8, 2005
This summary is only a beginning in terms of understanding the audience.
This information should be complemented by primary formative research,
collected using techniques such as focus groups, interviews, or surveys.
This profile is a work in progress and will be updated as new information
becomes available. Please send any current research, focus group
data or suggestions to
Jodi Thesenvitz
Resource Consultant
j.thesenvitz@utoronto.ca
Tel: (519) 763-8961
Copying
Permission to copy this resource is granted for educational
purposes
only. If you are reproducing in part only, please credit The Health
Communication Unit, at the Centre for Health Promotion, University
of Toronto.
Disclaimer
The Health Communication Unit and its resources and
services are funded by Health Promotion and Wellness,
Public Health Branch, Ontario Ministry of Health and Long-Term
Care. The opinions and conclusions expressed in this paper
are those of the author(s) and no official endorsement by the funder is intended or should be inferred.
Acknowledgements
For their input and assistance in the development of this resource,
THCU would like to acknowledge Brian Kreps.
Version 2.0
June 8, 2005
