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Research funded by Google sheds light on how seniors search for housing for themselves and their aging parents. The results are helping senior housing experts improve marketing strategies and concentrate their efforts on what truly matters to America’s aging population.
In October 2014, Google issued a survey to 2,000 Baby Boomers between the ages of 50-58 and 59-68. Those who participated in the survey are among the 75 percent of seniors who use search engines to learn more about senior housing. Survey respondents provided insights on how they used search engines to find dwellings and care providers, as well as features that they seek out when filtering through their options.
Google recently released results from the survey at the What’s Next Boomer Business Summit in Chicago:
When searching for housing for themselves, respondents used keywords such as “independent living,” and “55+ active communities.” They sought housing with features that promoted an engaging and social lifestyle such as group events, excursions, pet accommodations and complimentary transportation.
Younger Boomers are increasingly tech savvy. They desire self-care tools that allow them to manage their own health and wellbeing electronically; 25 percent of respondents regularly use EHRs to manage their health. They tended to search for wearable devices that can help them monitor their vital signs and fitness activities.
While self-care is important, it does not overshadow Boomers’ interest in quality personnel onsite. One-third of respondents expect to work with a care manager through the senior housing community who can help them manage their health and wellness options.
When searching for housing on behalf of their parents, respondents searched using terms like “skilled nursing,” or “assisted living communities.” Communities that offered specialized care, a low staff-to-resident ratio, and proximity to emergency care facilities ranked high on their lists.
Along similar lines, Creating Results, a strategic marketing and PR firm operating the New England and the Mid-Atlantic, surveyed more than 800 seniors to learn more about the influence of Internet usage on their housing decisions. Studies found that 50 percent of respondents who had moved within two years of the survey stated that the Internet was the first place they looked in their efforts to find a new home. 37 percent of seniors had rejected a community based on the quality of information available on its website.
In addition to researching on informative websites from senior housing providers, Boomers relied on email, the news, social forums and review sites to help them make more informed decisions regarding their care and provisions for their loved ones.
