Study Reveals Seniors’ and ACIs’ Differing Perspectives on Desirable Retirement Community Features

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TEMPE, Ariz. (Oct. 10, 2018) Seniors are not the only ones involved in the decision-making process of finding a retirement community; their Adult Child Influencers (ACIs) are often involved in the research and sales process. There are areas of more/less importance to the two audiences, according to a new study from the market research team at Zion & Zion, a top-ranked, full-service marketing agency. The full report is available here.

 

The findings of the report have implications for managing and marketing senior living communities:

 

·         While 35% of seniors believe access to healthcare is important when choosing a retirement community, 56% of their adult children view it as critical—a very significant 21% difference.

 

·         Similarly, 44% of seniors say that security and safety are important, but their adult children came in much higher at 57%—a statistically meaningful 13% difference.

 

·         Off-property elements are also of noteworthy consideration: 46% of seniors think that nearby businesses (such as banks, shopping, and grocery stores) are important considerations, but only 38% of their adult children see this as worthy of consideration.

 

This study, conducted by the Zion & Zion market research team, was based on a nationwide survey of 1,021 seniors (age 75+) and their ACIs investigating what features and amenities each group considers important when selecting a senior living community, and what conclusions can be made about the difference in marketing to each audience. Authors of the study are Aric Zion, MS; Morgan Gardea; Peter Juergens, MA; and Thomas Hollmann, MBA, PhD.

 

About Zion & Zion

Based in Tempe, Ariz., Zion & Zion is a full-service marketing firm specializing in marketing strategy, advertising, public relations, social media and interactive services. The work of the Zion & Zion team includes local, national and international brands, including ARS/Rescue Rooter, Bank 34, BD Peripheral Intervention, Barro’s Pizza, Bill & Melinda Gates Foundation, Casino Del Sol, Chas Roberts, Goodwill, Habitat for Humanity, Sun Communities, Sun Health, Parallel Capital Partners, Westin Hotels & Resorts, and University of Dubuque. Learn more at www.zionandzion.com, follow @ZIONandZION on Twitter, follow Zion & Zion on LinkedIn, and like ZIONandZIONAgency on Facebook.

 

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