Zion & Zion Study Reveals ‘Active Adult Community’ Consideration Makes Buyers Feel Older Than They Are

February 27, 2019

TEMPE, AZThe mere consideration of moving to an active adult community makes people feel older, according to a new study from the market research team at Zion and Zion, a top-ranked, full-service, national marketing agency. For marketers, this presents a problem, however the data suggests a potential solution.  The full report is available here.

The findings of the Zion & Zion research have implications for marketers of active adult communities:

  • 17.4% of adults ages 50 and over feel “older” than their actual age, and 7.1% feel “significantly older.” This rises to 43.8% (older) and 29.0% (significantly older) when they consider moving into an active adult 55+ community.
  • When considering moving into one of Jimmy Buffett’s Latitude Margaritaville communities, people feel older at a much lower rate—32.6% (older) and 19.9% (significantly older)—than those considering a typical active adult 55+ community.
  • When considering an “Island Themed” community (without mentioning Buffett or Margaritaville), people feel older at a rate almost identical to the Buffett/Margaritaville community—31.4% (older) and 22.0% (significantly older).

This Zion & Zion study was based on a series of nationwide surveys of 3,254 adults ages 50 and over, to understand how a person’s perception of themselves as being older than their actual age comes into play when they consider moving to an active adult community. Authors of the study are Aric Zion, MS; Peter Juergens, MA; Morgan Gardea; and Fred Petrovsky, MFA.

Based in Tempe, Ariz., Zion & Zion is a full-service national marketing firm specializing in marketing strategy, advertising, public relations, social media and interactive services.

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