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A survey of Ireland's over 50s about their consumer needs, lifestyles, spending habits and ambitions for the future. Presented to the Business of Ageing conference, Dublin, March 2011
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Age Shall Not Wither ThemIreland’s Older ConsumersA Survey by Amárach Research
March 2011
2
Methodology
3
Interviewing was carried out from the 7th to the 13th of February
Research Methodology
500 Face to Face Interviews
20 Minute Questionnaire
National Representative Sample
of all Adults Aged 50+
50-64 Year
olds (210)
65-74 Year
Olds (200)
75+ Year
Olds (90)
() Actual number of respondents
4
Profile of Sample – I
4842
47
26
60
52
40
53
25
40
18
29
20
(Base: All Adults Aged 50+ = 500)
Gender Age Social Class
% % % % %
Male
Female
50-64
65-74
75+
ABC1/F50+
C2DE/F50-
Quotas were set on age, gender, region and social class to ensure the
sample attained was representative of the Irish population aged 50+.
Dublin
Rest of Leinster
Munster
Conn/ Ulster
Urban
Rural
Region Area
* Quotas set based on The Central Statistic Office Census 2006
5
20
7
5811
27
21
1620
10
1
12
6
476
15
9
4
19
Profile of Sample – II
Marital Status
% % %
Married
Widowed
Single, never
marriedSeparatedRemarried
Single
Working StatusHousehold
Income
Working, full time
Working, part time
Working, in home
Student
Retired
Un-employed
€2,000-€10,000
€10,001-€20,000
€20,001-€30,000
€40,001-€50,000
€50,001+
Refused
€30,001-€40,000
Annual
Average: €27,000
(Base: All Adults Aged 50+ = 500)
The Recession
7
The Recession
(Base: All Adults Aged 50+ = 500)
Impact of
Economic Downturn
%
17
50
33
The recession hasn’t affected
me at all
The recession has had a moderate
impact on my life
The recession has had a
strong impact on my life
Ireland right now – in one word:
8
26
18
16
9
3
3
3
3
Present and Future
Your Future
Good/great
Positive
Bleak
Hopeful
OK/Average
Unknown
Poor
Worrying
Bright
Happy
Lonely
17
11
10
9
8
8
6
5
5
3
3
%How You Feel
Yourself Right Now
Good/great
OK/Average
Happy
Anxious/Worried
Sad
Poor
Hopeful
Depressed
%
32%68%
Positive
Negative
38%62%
Positive
Negative
(Base: All Adults Aged 50+ = 500)
9
47
21
15
7
3
1
1
1 2
6
29
5
8
27
24
58
Source of Income
State pension
Wages from paid employer
Private pension
Self employed income
Partner’s income
Interest on savings
Rental income from property
Disability benefit
%
Main Any
%
(Base: All Adults Aged 50+ = 500)
10
15
26
40
25
3
Attitudes to Retirement
%<50
51-55
56-60
61-65
66-70
71+
Ideal Retirement Age
29
69
2
To retire straight
away
To retire gradually
(i.e. reduce working
overtime)
Not sure
Preferred Method of Retirement
%
AverageAge:
64
(Base: All Adults Aged 50+ = 500)
11
Lifestyles
12
Frequency of Undertaking Activities– I
96
75
60 6051
44 40
2
14
198
34
1612
12
2
45
7
3
6
2
1
3
4
14
3
2
2 715
29
619
42
61
19
Watch
TV
Use A
Landline
Make A
Mobile Call Drive
Buy A
Newspaper Exercise
Send A
Text
Use The
Internet
Daily
WeeklyMonthly
Less OftenNever –*
Mean Score:(days permonth)
29
Daily
Weekly
Monthly
Less Often
Never
23 19 18 17 14 13 6
% % % % % % % %
*
(Base: All Adults Aged 50+ = 500)
13
Frequency of Undertaking Activities – II
54 52
3831
2520
6 3
818
9 25
1110
67
5
14
8
31
1213
12
43
11
8
10
11
23
18
19
22
22
8
35
2
2939
57
25
Go to
Pub
Eat in
Restaurant
Get a
Take-Away
Visit
Doctor
Take a
Taxi
Go to
Cinema Fly
Monthly+
Every 2-3 months
Yearly
Less Often
Never
Mean Score:(days per
month)
3
Monthly+
Every 2-3 months
Yearly
Less Often
Never
1.3 1.1 0.8 0.6 0.2 0.1
% % % % % % %
Use Public
Transport
1.2
%
(Base: All Adults Aged 50+ = 500)
14
Membership of Associations
Credit Union
Residents’ Association
GAA
Political Party
Trade Union
Staff Association
Book Group
%
60
18
15
11
6
4
2
(Base: All Adults Aged 50+ = 500)
15
Holiday
Flat screen TV
Car
Mobile phone
Blu-ray/DVD Player
Mobile phone
Car
Flat screen TV
Blu-ray/DVD Player
PC
Laptop
MP3 Player/iPod
Tablet PC e.g. iPad
Ownership and Future Purchase Intentions
80
69
56
44
31
27
10
4
Currently Own
%Planned Purchases in
Next 12 Months
%
23
5
5
3
2
(Base: All Adults Aged 50+ = 500)
16
Health & Wellbeing
17
Perceived Health Status
24 27 23 20
5052
50
45
118 13
15
12 11 1116
3 3 2 4
%
Very healthy (5)
Fairly healthy (4)
Neither/nor (3)
Fairly unhealthy (2)
Very unhealthy (1)
Mean Score: 3.8
%
3.9
%
3.8
%
3.6
TOTAL 50-64 65-74 75+
74%79%
73%65%
(Base: All Adults Aged 50+ = 500)
18
Level of Fitness & Reasons for Not Being
Regularly Physically Active
48
4
23
6
19
%
I am regularly physically active and have been so for
longer than 6 months
Level of Fitness
I am regularly physically active but only began in last 6 months
I do some physical activity but not enough to meet the description of
regular physical activity
I am not regularly physically active but am thinking about starting to do
so in the next six months
I am not regularly physically active and do not intend to be so
in the next six months
Reasons for Not Being
Regularly Physically Active
37
23
15
14
6
1
4
Injury/disability/ medical condition
Not interested
Interested but not willing to spend
the time
No time to do it
No facilities to exercise/be active
Others *
Not stated
%
*All others 1% or less e.g. bad weather
(Base: All not regularly physically active – 48%)
(Base: All Adults Aged 50+ = 500)
19
Activities Taken Part In
(Base: All who take part in exercise = 375)
Walking
Golf
Exercise in gym
Yoga/Pilates
Running/Jogging
Tennis/squash/badminton
Team Sports (e.g. Football/GAA)
78
14
9
5
3
3
3
10 12
10
6
8
8
14
18
87
%
Regularly Ever
Others
75%
Take part in
any physical
activity/
exercise
20
54
27
19
Attitudes Towards Healthy Eating
(Base: All Adults Aged 50+ = 500)
%
Attitude Towards Healthy Eating
I watch what I eat in order to increase my
health
I tend to go in and out of phases of healthy eating
I am not at all conscious about the kind of food I
eat
No Yes
Willingness to
Spend More on Healthy Food
76%24%
%
21
Private Health Insurance Versus Medical Card
54%46% YesNo70
14
13
3
Private Health Insurance
%
No 47%53%
Medical Card
Yes
Private Health Insurances
Providers
(Base: All Insurances Holders- 268)
Not stated
(Base: All Adults Aged 50+ = 500)
22
The Burden of Future Health Care Costs
30 3429
21
3537
37
28
12
1211
14
1814
18
28
5 3 5 9
%
2.3
%
2.1
%
2.3
%
2.8
TOTAL 50-64 65-74 75+
65%71%
66%49%
Very worried (1)
Fairly worried (2)
Neither/nor (3)
Not very worried (4)
Not at all worried (5)
Mean Score:
(Base: All Adults Aged 50+ = 500)
23
Life Online
24
38
38
40
60
34
3
49
38
30
34
48
29
95
21
3
Internet Access
(Base: All Adults who Use Internet at least Once a Year = 190)
48%
1%
51%PC
Main Method of
Access to the Internet
Laptop
Mobile Internet
At home
At work
In a family member/
friend’s house
Internet cafe
%
*
Points of Access
Ever Used
38%Access the
internet
Total
Male
Female
50-64
65-74
75+
Dublin
Rest of Leinster
Munster
Conn/Ulster
ABC1/F50+
C2DE/F50-
Over 50 Internet
Access Profile
%%
25
38
19
13
11
11
Websites Visited Most Often
(Base: All Adults aged 50+ who usethe internet every 2-3 months = 189)
*All other mentions 4% or less including Amazon, Trailfinder, GAA, Irish Examiner
Primary Websites
%
** Caution small base size
Access the
internet
8
8
7
6
6
6
5
44
Secondary Websites
%
38%
Others
**
**
26
80
52
37
29
9
5
4
2
Internet Accounts
(Base: All Adults aged 50+ who use the internet every 2-3 months = 189)
%
* Caution small base size
Email 52
52
52
58
43
33
45
47
73
45
61
38
Total
Male
Female
50-64
65-74
75+ *
Dublin
Rest of Leinster
Munster
Connaught/Ulster
ABC1/F50+
C2DE/F50-
29
26
32
37
18
43
27
20
20
30
29
37
39
36
40
33
33
35
45
35
35
37
38
*
%
38%Access the
internet
%%
GENDER
AGE
REGION
CLASS
27
77
77
43
36
21
20
10
8
8
7
6
16
Online Shopping
(Base: All Adults who Use Internet at least Once a Year = 190)
64%
36%No
Ever Purchased Online
Yes
%
Items Ever Purchased Online
* All others 4% or less including mobile phones/camera/MPS Player/motor tax/bets.
(Base: All adults over 50+ who have ever purchased an item online – 121)%
Flights
Holidays
Insurance
Books
Clothes
CD’s music
DVD’s blue-ray
Computer/laptop
Games
Shoes
Groceries
Others*
38%
Access the
internet
28
Switching
29
13
10
7
5
5
3
13
10
10
7
5
5
4
4
3
2
2
4
16
10
9
16
11
23
17
23
34
Switching Behaviour
Car insurance
Main grocery shop
Electricity supplier
Fixed/landline provider
Internet provider
Mobile provider
TV service provider
Health insurance
Bank/financial institution
Gas supplier
Gym membership
Ever switched
%
Switching in the next 12 months
%
Car insurance
Health insurance
Main grocery shop
Internet provider
Electricity supplier
Fixed/landline provider
Past 12 months
(Base: All Adults Aged 50+ = 500)
(Base: All Who Avail of Products)
–
30
Likelihood to Switch from a Premium Brand to an
Own Label Brand – I
(Base: All adults aged 50+ who are responsible for the grocery shopping = 331)
26
23
23
19
20
20
15
12
13
17
17
12
10
6
6
6
6
928
23
28
26
24
26
26
22
2026
40
37
36
32
33
31
28
26
Toilet tissue/kitchen towel
Household cleaning products
Toiletries
Shampoo/shower gel
Biscuits
Tinned/frozen food
Yoghurts
Soft drinks
Milk
Neither/Nor
Mean Score
11 2.9
12 2.8
11 2.7
14 2.5
17 2.4
16 2.4
15 2.3
22 2.3
10 2.2
Very unlikely
(1) (2) (4)
Verylikely
(5)
66%Responsible
For main grocery
shop
(46)
(48)
(54)
(57)
(57)
(58)
(64)
(60)
(68)
(43)
(40)
(35)
(29)
(26)
(26)
(21)
(18)
(22)
31
Likelihood to Switch from a Premium Brand to an
Own Label Brand – II
(Base: All adults aged 50+ who are responsible for the grocery shopping = 331)
11
11
7
10
11
12
11
9
10
4
3
3
4
6
5
5
3
325
28
30
27
28
25
20
21
25
50
48
45
46
43
40
38
40
38Processed meat
Frozen meat
Beer
Chocolate
Butter
Bread
Breakfast cereal
Tea/coffee
Fresh meat
Neither/Nor
Mean Score
22 2.2
25 2.1
32 2.1
21 2.1
12 2.1
10 2.0
9 2.0
12 1.9
12 1.9
Very unlikely
(1) (2) (4)
Verylikely
(5)
66%Responsible for
main grocery shop
(63)
(61)
(58)
(65)
(71)
(73)
(75)
(76)
(75)
(15)
(14)
(10)
(14)
(17)
(17)
(16)
(12)
(13)
32
Spending More or Less Versus 12 Months Ago
4
6
11
10
15
14
19
28
33
35
37 3
4
3
3
5
5
15
18
19
33
41Fresh fruit and vegetables
Fresh fish
Food with added vitamins
Own brand goods
Health supplements
Toiletries
Branded goods
Alcohol
Confectionery
Clothing goods
Ready made meals
More >The
same
56
61
70
72
70
81
76
69
64
61
60
Less <
(Base: All adults aged 50+ who are responsible for the grocery shopping = 331)
66% Responsible for
main grocery shop
33
Stereotyping
34
Valued as a Customer
(Base: All Adults Aged 50+ = 500)
75
11
7
7
%
I feel I am treated with the samerespect as any other customer
I feel as if other age groups are prioritised above my own
I feel as if everything is aimed at the youngergenerational and as a result I feel invisible
I feel I am treated better as I have gotten older
35
Media Stereotyping
(Base: All Adults Aged 50+ = 500)
31
17 20 16
46
4331
34
7
1017
13
11
19 2125
511 11 12
%
Agree strongly (5)
77%
Vulnerable
Agree slightly (4)
Neither/nor (3)
Disagree slightly (2)
Disagree strongly (1)
60%51%
50%
37%32%30%16%
%
Unable to cope
%
Harmless
%
Frail
Mean: 3.9 3.4 3.3 3.2
“Forty is the old age of youth;
fifty is the youth of old age.”
Victor Hugo
Amárach Research
11 Kingswood Business Centre
Citywest Business Campus
Dublin 24
T. (01) 410 5200
W. www.amarach.com
B. www.amarach.com/blog
