2014 brain health research study...gauge importance of healthy living and associated activities,...
TRANSCRIPT
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Brain Health
Research Study
Patty David, Vicki Gelfeld
[email protected],[email protected]
September 17, 2014 https://doi.org/10.26419/res.00096.001
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Table of Contents
Objectives 3
Methodology 6
Conclusions 9
Detailed Findings 20
Perceptions of Healthy Living 21
Brain Health Knowledge and Understanding 30
Brain Health Awareness, Engagement, Consideration, 37
and Motivation
Brain Training Programs 45
TOC
2
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OBJECTIVES
3
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Research Objectives
The overarching goal of this research is to explore how consumers
understand and perceive brain health and how AARP may affect consumer
attitudes and behaviors around brain health in the future. Specific
research objectives include:
• Understand attitudes and behaviors toward healthy living.
Gauge importance of healthy living and associated activities,
understand consumer self-perceptions regarding health, determine
level of engagement in activities related to healthy living, and
understand the role of specific parts of the body in overall health.
• Understand attitudes and behaviors toward brain health.
Understand perceptions of brain deterioration and proactively
engaging in activities that improve or maintain brain health.
OBJECTIVES
4
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Research Objectives (continued)
• Determine awareness, engagement, consideration, and motivation
for brain training.
Determine awareness of brain training. Determine which activities
and brain training programs consumers currently engage and which
they would consider in the future. Understand what events may
trigger the need to start participating or increase participation in
activities related to brain training.
• Determine primary sources for brain health research.
Determine which sources consumers currently use or would
consider using to research brain health and how sources are
deemed trustworthy.
OBJECTIVES
5
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METHODOLOGY
6
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Methodology
W5 conducted a targeted total of 1,200 (N=1,200) online interviews with nationwide consumers, including:
• n=500 age 34-49
• n=500 age 50-68
• n=200 age 69-75
• n=207 African-American or Black
• n=110 Asian
• n=248 Acculturated Hispanic
The data were weighted by age to reflect the US population (2010 Census). A more detailed description of the sample frame using the weighted data is shown on the following slide. The margin or error associated with a 95% confidence interval for the sample size N=1,200 consumers is +/- 2.8%
The survey was fielded August 8-19, 2014. The average time for survey completion was 14 minutes.
METHODOLOGY
7
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Sample Frame(N=1,200) METHODOLOGY
Gender
Male 37%
Female 63%
Age
34-49 45%
50-68 46%
69-75 9%
Region
New England 5%
Middle Atlantic 13%
South Atlantic 21%
East South Central 5%
East North Central 16%
West South Central 11%
West North Central 6%
Mountain 7%
Pacific 16%
Children in Household
None 65%
One 17%
Two 12%
Three or more 6%
Education (Does not include “Other” or “I prefer not to answer”)
Some high school/High school 22%
Trade or vocational/Associates degree 18%
Some college 21%
Bachelor’s degree 27%
Master’s degree/Ph.D. 12%
Conditions
Dementia 14%
Alzheimer’s disease 11%
Marital Status
Married 55%
Single 19%
Separated, divorced, or widowed 20%
Live with partner 6%
Ethnicity
Acculturated Hispanic or Latino* 22%
White or Caucasian 67%
Black or African-American 18%
Asian 10%
Other 7%
Annual Household Income (Does not include “I prefer not to answer”)
Less than $15,000 10%
$15,000 - $24,999 13%
$25,000 - $49,999 27%
$50,000 - $74,999 23%
$75,000 - $99,999 11%
$100,000 or more 14%
Employment Status (Does not include “Other” or “I prefer not to answer”)
Full time 36%
Part-time 12%
Unemployed 11%
Stay-at-home parent 9%
Retired 27%
Student 1%
Organization Membership
AARP 29%
Church 41%
AAA 29%
Community group 10%
Service organization 7%
Fraternal organization 4%
*Acculturated Hispanic or Latino background asked separately of ethnicity
8
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CONCLUSIONS
9
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CONCLUSIONS
CONCLUSION A Maintaining a healthy lifestyle is important to all consumers (99% find it at least somewhat important). Brain health is the second most important component in maintaining a healthy lifestyle, after heart health (37% find brain health most important while 51% find heart health most important). While adequate rest (86%), reduced stress (86%), proper nutrition (84%), and physical exercise (75%) are seen as the most important components to healthy living, consumers also engage in puzzles and games online (48%) and in newspapers, books, and magazines (37%). To better maintain a healthy lifestyle, consumers are willing to spend money on tools or resources to maintain or improve brain health (50% are very or extremely willing).
Brain Health Perceptions
10
See slides 23, 24, 26, 27, 28, 29
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CONCLUSIONS
CONCLUSION B Brain training is a relatively well-known concept among consumers (52% are aware of brain training). Working on puzzles (70%), solving word problems (67%), math problems (59%), and playing memorization games (55%) are all popular cognitive exercises consumers have engaged to improve or maintain brain health. There is also interest in engaging in these activities in the future (43%, 44%, 46%, and 52% would consider these activities in the future respectively). Consumers are likely to engage in brain training to support living a more enjoyable, self-managed life (91%). Catastrophic events affecting the brain, inability to manage simple tasks, worsening memory, and witnessing a loved one suffer from a decline in brain health are primary motivators to participate in activities to maintain or improve brain health (76%, 74%, 74%, and 73% respectively).
Brain Training Engagement
11
See slides 38, 39, 41, 43, 44
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Program Usage CONCLUSIONS
CONCLUSION C Across brain training programs, consumers are primarily aware of Lumosity (51%) and Mind Games (35%). Brain HQ is the least used program (19% of those aware of the program), but given the most consideration for future usage (72% of those aware of the program).
12
See slides 49, 50, 51
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Information Sources CONCLUSIONS
CONCLUSION D Consumers primarily look to their doctor and friends or family to learn more about brain health (70% and 51% respectively). When researching brain health, consumers prefer sources supported by doctors (72%) and professionals (69%) that are current and up-to-date with supporting statistical data (57%).
13
See slides 46, 48
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CONCLUSIONS
CONCLUSION E Younger consumers (age 34-49) are more inclined to feel brain health is the most important component to overall health (41% versus 34% of consumers age 50-75). However, they are also more likely to believe brain deterioration cannot be reversed (17% versus 12% of older consumers). Younger consumers believe the age when the brain peaks, begins to deteriorate, and requires planning for future brain health should occur earlier than older consumers (data shown on the following slide).
Younger Consumer Opinions
14
See slides 15, 28
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DATA SUPPORT FOR CONCLUSION E
Younger Consumer Opinions CONCLUSIONS
34 - 49 50 - 68 69 - 75
Perceived age at which the
brain begins to deteriorate
Perceived age to begin
planning future brain health
Age
The perceived age at which consumers believe the brain is at its peak, begins to deteriorate, and when
planning for future brain health should begin is proportional to their age.
(continued)
15
Perceived age at which the
brain is at its peak
Time after peak brain
performance when future
planning should begin
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CONCLUSIONS
CONCLUSION G Women are more motivated to participate in activities to improve or maintain brain health. Also, women feel it is important to play games and do puzzles online or in print (37% versus 23% of men and 40% versus 26%) and currently engage in such activities (53% versus 39% and 40% versus 32% respectively). As such, women are willing to spend money on tools and resources to maintain or improve brain health (54% are very or extremely willing versus 43% of men).
Activities Among Women
16
See slides 26, 27, 29
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CONCLUSIONS
CONCLUSION H Consumers who have been affected by Alzheimer’s Disease or dementia – either personally or through a family member or friend – are aware of the importance of maintaining and improving brain health. They believe brain health is the most important aspect of overall health (45% versus 35% of unaffected consumers), even above heart disease (44% versus 52%). Because they have seen the effects of brain deterioration, they are already participating in many activities to maintain or improve their brain health and are willing to spend for these activities (56% versus 48%).
Effect of Personal Experiences
17
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CONCLUSIONS
CONCLUSION I Acculturated Hispanic consumers are aware of the importance of brain health on their overall health. They understand maintaining a healthy lifestyle goes beyond physical exercise and are more inclined to believe playing games and working on puzzles online (39% versus 29% non-Hispanic consumers) and in newspapers, books, or magazines (45% versus 32%) are important tools in supporting their health. Given this, they are more aware of (60% versus 50%) and likely to engage in brain training activities (89% versus 83%).
Acculturated Hispanic Consumers
18
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CONCLUSIONS
CONCLUSION J African-American consumers have decided opinions regarding the importance of maintaining and improving brain health. They find brain health just as important to their overall health as heart health (43% find both components most important) and are therefore extremely likely to engage in brain training activities (55% versus 43% of non-African-American consumers). African-American consumers are especially motivated to maintain their brain health as a way to remain independent (70% versus 61% of non-African-American consumers), maintain healthy relationships (56% versus 46%), keep up with technology (37% versus 25%), and help others depending on them (55% versus 43%).
African-American Opinions
19
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DETAILED FINDINGS
20
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PERCEPTIONS OF
HEALTHY LIVING
21
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Health Self-Perception
• Over four-fifths (81%) of consumers feel they are in good, very good, or
excellent health.
• Compared to older consumers (age 50-75), a significantly higher
percentage of younger consumers (age 34-49) are likely to feel they are
in very good or excellent health (47% versus 39%).
PERCEPTIONS OF HEALTHY
LIVING
3%
16%
38% 35%
8%
1 - Poor 2 - Fair 3 - Good 4 - Very Good 5 - Excellent
Perceptions of Personal Health Top 3 Box:
81%
22
Q1: Please rate your health on a scale of 1 to 5 where 1 means “Poor” and 5 means “Excellent.” Base: Total (N=1,200)
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Importance of Healthy Living
• Nearly all consumers feel it is important to maintain a healthy lifestyle (99%).
• A significantly greater proportion of consumers who feel they are in very good or excellent health feel it is very or extremely important to maintain a healthy lifestyle, compared to consumers who feel less healthy (94% versus 84%).
PERCEPTIONS OF HEALTHY
LIVING
0% 1%
11%
45% 43%
1 - Not at all
important
2 - Not too important 3 - Somewhat
important
4 - Very important 5 - Extremely
important
Importance of Maintaining a Healthy Lifestyle Top 2 Box:
88%
23
Q2: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important is it to maintain a healthy
lifestyle?” Base: Total (N=1,200)
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Components of Healthy Living PERCEPTIONS OF HEALTHY
LIVING
• Consumers approach
healthy living holistically;
obtaining plenty of sleep,
little stress, proper
nutrition, as well as
walking or jogging are
considered highly
important components of
healthy living.
38%
38%
38%
42%
36%
35%
37%
35%
33%
28%
26%
21%
48%
48%
46%
33%
28%
27%
24%
24%
15%
13%
14%
17%
86%
86%
84%
75%
64%
62%
61%
59%
48%
41%
40%
38%
Getting plenty of sleep
Maintaining peace or little stress
Eating healthy foods
Walking or jogging
Hanging out with friends or family
Taking vitamins or supplements
Cooking
Reading
Trying new activities
Going hiking or other outdooractivities
Traveling to new places
Browsing the internet
Importance of Activities to a Healthy Life
4 - Very Important 5– Extremely important
24
Q3: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important are each of the following to
maintaining a healthy lifestyle? Base: Total (N=1,200)
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25%
23%
24%
21%
21%
20%
19%
17%
18%
17%
15%
11%
12%
11%
10%
10%
8%
7%
9%
8%
8%
7%
36%
35%
35%
31%
31%
28%
26%
26%
26%
25%
22%
Volunteering
Playing games or working on puzzlesin newspapers, books, or magazines
Gardening
Playing games or working on puzzlesonline
Lifting weights or resistance training
Attending community functions
Dancing
Talking on the phone
Going to movies or stageperformances
Yoga
Fishing, boating, or other watersports
Importance of Activities to a Healthy Life
4 - Very Important 5 – Extremely important
Components of Healthy Living (continued)
PERCEPTIONS OF HEALTHY
LIVING
• Roughly one-third of
consumers feel playing
games or working on
puzzles are important
components of a
healthy lifestyle
(newspapers, books, or
magazines 35%; online
31%).
25
Q3: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important are each of the following to
maintaining a healthy lifestyle? Base: Total (N=1,200)
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81%
71%
68%
68%
67%
66%
63%
62%
57%
56%
48%
41%
Browsing the Internet
Cooking
Reading
Eating healthy foods
Hanging out with friends or family
Walking or jogging
Taking vitamins or supplements
Getting plenty of sleep
Maintaining peace or little stress
Talking on the phone
Playing games or working on puzzles
online
Gardening
Regular Activities
Activity Engagement PERCEPTIONS OF HEALTHY
LIVING
• Over four-fifths of
consumers regularly
browse the Internet (81%).
• Compared to men, a
significantly greater
proportion of women play
games or work on puzzles
online (53% versus 39%).
26
Q4: Which of the following activities do you regularly do? Please select all that apply. Base: Total (N=1,200)
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37%
36%
36%
30%
29%
24%
24%
22%
17%
15%
11%
3%
Playing games or working on puzzles in
newspapers, books, or magazines
Trying new activities
Going to movies or stage performances
Volunteering
Traveling to new places
Attending community functions
Going hiking or other outdoor activities
Lifting weights or resistance training
Fishing, boating, or other water sports
Dancing
Yoga
Other
Regular Activities
Activity Engagement (continued)
PERCEPTIONS OF HEALTHY
LIVING
• While nearly two-fifths of
consumers play games or
work on puzzles in
newspapers, books, or
magazines (37%), a
significantly greater
proportion of women do
so than men (40% versus
32%).
27
Q4: Which of the following activities do you regularly do? Please select all that apply. Base: Total (N=1,200)
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Importance to Overall Health PERCEPTIONS OF HEALTHY
LIVING
• When considering overall health, consumers feel heart health (51%) and brain
health (37%) are of most importance.
• Compared to older consumers (age 50-75), a significantly greater proportion of
younger consumers (age 34-49) consider brain health important to overall
health (41% versus 34%).
51%
37%
6% 5% 1%
Heart health Brain health Digestive health Bone or joint health Skin/Dermatological
health
Ranked Most Important to Overall Health
28
Q5: How important are each of the following to your overall health? Please rank each of the following in order of importance, where the top means
“Most important” and the bottom means “Least important.” Base: Total (N=1,200)
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Willingness to Spend on Health PERCEPTIONS OF HEALTHY
LIVING
• When considering maintaining health, consumers are primarily willing to spend on healthy food choices (72%), supplements (64%), and tools to improve or maintain brain health (50%).
• Compared to men, a significantly greater proportion of women are willing to spend money on tools or resources to improve or maintain brain health (54% versus 43%).
36%
33%
31%
21%
19%
20%
17%
18%
14%
13%
11%
36%
31%
19%
14%
15%
12%
14%
12%
8%
8%
7%
72%
64%
50%
35%
34%
32%
31%
30%
22%
21%
18%
Healthy food choices
Supplements or vitamins
Tools or resources to improve ormaintain brain health
Tools or resources to improve ormaintain mental well-being
Massage therapy or reflexology
Nutritionist
Gym membership
Fitness class
Life and wellness coach
Dance classes
Personal trainer
Activities Willing to Spend Money
4 - Very willing 5 – Extremely willing
29
Q6: On a scale from 1 to 5 where 1 means “Not at all willing” and 5 means “Extremely willing,” please tell us how willing you are to spend money on
each of the following to help maintain a healthy lifestyle. Base: Total (N=1,200)
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BRAIN HEALTH
KNOWLEDGE AND
UNDERSTANDING
30
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Brain Peak Performance BRAIN HEALTH
KNOWLEDGE AND UNDERSTANDING
• On average, consumers feel the brain is at its peak at 33 years of age.
• For older consumers, the perceived age at which the brain performs best is higher; consumers age 34-49 years feel the brain performs best at age 29, while consumers 50-68 feel it performs best at age 35. Consumers age 69-75 feel it performs best at age 40.
Under 20
5%
20-29
22%
30-39
29%
40-49
14%
50+
8%
I don't
know
22%
Perceived Age for Peak Brain
Performance
Average age for
perceived peak brain
performance
31
Q7: Approximately, at what age do you feel the brain is at its peak? Base: Total (N=1,200)
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Brain Deterioration BRAIN HEALTH
KNOWLEDGE AND UNDERSTANDING
• On average, consumers feel brain deterioration begins at age 55.
• Consumers age 34-49 feel deterioration begins at age 53, while consumers age 50-68 feel it begins at age 56. Consumers age 69-75 feel it begins at age 61.
Under 39
8%
40-49
18%
50-59
21% 60-69
18%
70+
17%
I don't
know
18%
Perceived Age for Brain
Deterioration
Average age for
perceived brain
deterioration
32
Q8: Approximately, at what age do you feel the brain begins to deteriorate? Base: Total (N=1,200)
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Under 20
6%
20-29
13%
30-39
18%
40-49
19%
50-59
11%
60+
7%
I don't
know
23%
I don't think it
is important to
think about
future brain
health
3%
Planning for Future Brain Health BRAIN HEALTH
KNOWLEDGE AND UNDERSTANDING
• On average, consumers feel it is important to begin planning for future brain health at age 36.
• Consumers age 34-49 feel planning for future brain health should begin at age 34, while consumers age 50-68 feel it should begin at age 38. Consumers age 69-75 feel it should begin at age 42.
Perceived average age
to begin planning for
future brain health
Age to Begin Preparing for
Future Brain Health
33
Q9: Approximately, at what age do you feel it is important to start thinking about brain health for the future? Base: Total (N=1,200)
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Maintaining Brain Health BRAIN HEALTH
KNOWLEDGE AND UNDERSTANDING
• All consumers feel it is at least somewhat important to improve or
maintain brain health, and 93% feel it is very or extremely important.
0% 0%
7%
31%
62%
1 - Not at all
important
2 - Not too important 3 - Somewhat
important
4 - Very important 5 - Extremely
important
Importance of Improving or Maintaining Brain Health Top 2 Box:
93%
34
Q10: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important is it to improve or maintain
brain function? Base: Total (N=1,200)
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Keys to Maintain Brain Health BRAIN HEALTH
KNOWLEDGE AND UNDERSTANDING
68%
58%
50%
44%
34%
18%
9%
6%
6%
5%
1%
Adequate sleep or rest
Healthy diet
Games, puzzles, or other activities that
challenge the mind
Physical exercise
Low stress
Socializing with friends or family
Taking educational classes at a school or
online
Volunteering or helping others
Watching educational programs
Watching the news
Other
Ranked Top 3 Most Important to
Improving or Maintaining Brain Health
• Over one-half of
consumers feel adequate
rest (68%), healthy diet
(58%), and stimulating
brain exercises such as
games or puzzles (50%)
are key to improving or
maintaining a healthy
brain.
35
Q11: Please rank the top 3 activities that are most important to improving or maintaining brain function, prior to brain deterioration.
Base: Total (N=1,200)
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Reversing Brain Deterioration BRAIN HEALTH
KNOWLEDGE AND UNDERSTANDING
• Just under 60% of consumers feel brain deterioration can be reversed
or improved.
Brain deterioration
CAN be reversed or
improved
Brain deterioration
CANNOT be reversed
or improved
Perceptions Toward Reversing or Improving Brain Deterioration (Does not include “I don’t know”)
36
Q12: Once brain deterioration has begun, do you feel it can be reversed or improved? Base: Total (N=1,200)
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BRAIN HEALTH AWARENESS,
ENGAGEMENT,
CONSIDERATION, AND
MOTIVATION
37
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Brain Training Awareness BRAIN HEALTH AWARENESS,
ENGAGEMENT, CONSIDERATION, AND
MOTIVATION
• Among the 52% of consumers aware of brain training, at least three-quarters feel it is best described as an activity that improves memory (88%), sharpens intellectual skills (79%), improves attention span (79%), promotes faster thinking (79%), and prevents memory loss (75%).
39%
40%
43%
44%
38%
37%
30%
26%
49%
39%
36%
35%
37%
26%
26%
17%
88%
79%
79%
79%
75%
63%
56%
43%
Improve memory
Sharpen intellectual skills
Help improve my attentionspan
Help me think faster
Prevent memory loss
Are fun
Increase IQ
Help improve my socialskills
4 - Describes 5 – Closely describes
Brain Training is Exercises or
Activities that …
Aware of Brain
Training
38
Q13: Have you ever heard of “brain training?” Base: Total (N=1,200)
Q14. On a scale from 1 to 5 where 1 means “Doesn’t describe at all” and 5 means “Closely describes,” how well does each of the following
statements describe “brain training?” Base: Respondents aware of brain training (n=626)
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Brain Health Motivators BRAIN HEALTH AWARENESS,
ENGAGEMENT, CONSIDERATION, AND
MOTIVATION
• A stroke or catastrophic event affecting brain health would be the primary motivator to engage in activities to improve or maintain brain health, with 76% of consumers agreeing they would be encouraged by this type of event.
• Inability to manage simple tasks, memory worsening, and witnessing a loved one suffer from a decline in brain health are also likely to encourage consumers to proactively manage brain health (74%, 74%, and 73%, respectively).
25%
32%
35%
32%
32%
35%
51%
42%
39%
41%
39%
36%
76%
74%
74%
73%
71%
71%
Suffering a stroke or catastrophicevent effecting my brain health
Feeling unable to manage simpletasks
Feeling my memory is worsening
Witnessing a loved one suffer from adecline in brain health
Feeling unable to manage my day-to-day activities
Having difficulty staying focused andconcentrating
Brain Training Motivators
4 - Encourages 5 – Greatly encourages
39
Q15: On a scale from 1 to 5 where 1 means “Doesn’t encourage at all” and 5 means “Greatly encourages,” how would each of the following influence
your decision to participate in activities to improve brain health? Base: Total (N=1,200)
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Brain Health Motivators (continued)
BRAIN HEALTH AWARENESS, ENGAGEMENT,
CONSIDERATION, AND MOTIVATION
• Though 43% of
consumers are
encouraged to
participate in activities
related to brain health
based on advertising, it
is less motivating
compared to events
affecting brain health.
30%
35%
31%
34%
30%
27%
40%
34%
31%
24%
22%
16%
70%
69%
62%
58%
52%
43%
Feeling dependent on others to helpme manage day-to-day activities
Feeling unable to manage complextasks
Experiencing a major physical illness,such as a chronic disease (diabetes,
cancer, heart disease, etc.)
Constantly feeling stressed oroverwhelmed
Feeling less important or lessessential in the lives of friends or
family
Seeing, reading, or hearing about iton TV or in the news
Brain Training Motivators
4 - Encourages 5 – Greatly encourages
40
Q15: On a scale from 1 to 5 where 1 means “Doesn’t encourage at all” and 5 means “Greatly encourages,” how would each of the following influence
your decision to participate in activities to improve brain health? Base: Total (N=1,200)
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Reasons for Brain Health BRAIN HEALTH AWARENESS,
ENGAGEMENT, CONSIDERATION, AND
MOTIVATION
• Consumers primarily
feel improving or
maintaining brain
health is important to
living a more enjoyable
life; roughly 90% feel it
is important to
maintaining
independence, enjoying
everyday life, and
keeping memories.
29%
31%
30%
36%
34%
31%
31%
62%
60%
59%
48%
46%
30%
27%
91%
91%
89%
84%
80%
61%
58%
To maintain my independence
To enjoy everyday life
To keep my memories
To maintain healthy relationshipswith my friends and family
To help others who are dependenton me
To stay competitive in the workforce
To keep up with current technology
Reasons for Maintaining Brain Health
4 - Very Important 5 – Extremely important
Enjo
ya
ble
Lif
e
41
Q16: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important is it to improve or maintain
brain health for each of the following? Base: Total (N=1,200)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Future Brain Health Engagement BRAIN HEALTH AWARENESS,
ENGAGEMENT, CONSIDERATION, AND
MOTIVATION
• Over 80% of consumers are very or extremely likely to engage in brain health activities in the future.
• Compared to men, a significantly greater proportion of women are likely to engage in activities in the future to improve or maintain brain health (87% versus 80%).
0% 1%
15%
39%
45%
1 - Not at all likely 2 - Not too likely 3 - Somewhat likely 4 - Very likely 5 - Extremely likely
Likelihood to Engage in Activities in the Future to Improve or
Maintain Brain Health Top 2 Box:
84%
42
Q17: On a scale from 1 to 5 where 1 means “Not at all likely” and 5 means “Extremely likely,” how likely would you be to engage in activities, in the
future, to improve or maintain your brain health? Base: Total (N=1,200)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Brain Health Activities BRAIN HEALTH AWARENESS,
ENGAGEMENT, CONSIDERATION, AND
MOTIVATION
• Among those likely to
consider engaging in
activities to improve or
maintain brain health,
82% have socialized
with friends or family
to maintain brain
health.
• Around two-thirds of
consumers likely to
consider engaging in
brain health activities
have used puzzles or
word problems to aid
brain health (70% and
67% respectively).
82%
74%
70%
67%
61%
61%
59%
55%
36%
41%
43%
44%
45%
50%
46%
57%
Socialize with friends or family
Try to get enough sleep
Work on puzzles
Solve word problems
Balance work/life schedule
Exercise on a regular basis
Solve math problems
Consume food that is good for my brain
health
Participation in Brain Health Activities
Have
done
Would
consider
doing
43
Q19: Considering improving or maintaining your brain health, please tell us your level of participation for each of the following.
Base: Respondents likely to consider engaging in activities to improve or maintain brain health (n=1,186)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Brain Health Activities (continued)
BRAIN HEALTH AWARENESS, ENGAGEMENT,
CONSIDERATION, AND MOTIVATION
• Nearly two-thirds of
consumers likely to
engage in brain
health activities
would consider
researching food
and recipes
including foods that
maintain or improve
brain health (63%
and 63%
respectively).
55%
52%
46%
38%
36%
32%
24%
52%
56%
58%
63%
63%
41%
54%
Play memorization games
Seek out ways to better manage stress
Meet new people to socialize with, outside
of my current friends or family
Research food that is good for my brain
health
Research recipes that include food that is
good for my brain health
Join a gym or health club
Track or journal my workout routine
Participation in Brain Health Activities
Have
done
Would
consider
doing
Foo
d/N
utr
itio
n
44
Q19: Considering improving or maintaining your brain health, please tell us your level of participation for each of the following.
Base: Respondents likely to consider engaging in activities to improve or maintain brain health (n=1,186)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
BRAIN TRAINING
PROGRAMS
45
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Brain Health Information Sources BRAIN TRAINING
PROGARMS
70%
51%
37%
36%
34%
29%
28%
26%
25%
25%
My doctor
Friends or family
News websites
Flyers or pamphlets at my doctor’s office
Local news on TV
Newspaper
Talk shows
Social media websites
World news on TV
Flyers or pamphlets at a health or nutrition
store
Information Sources for Learning
About Brain Health
• Consumers primarily look to their doctor and friends or family to learn more about brain health (70% and 51% respectively).
• Compared to younger consumers (age 34-49), a significantly greater proportion of older consumers (age 50-75) look to their doctor (74%), flyers or pamphlets at their doctor’s office (42%), newspapers (34%), and world news on TV (30%) to learn more about brain health.
46
Q21: Which of the following sources if any, do you currently use or would consider using to learn about brain health?
Base: Total (N=1,200)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Brain Health Information Sources
(continued)
BRAIN TRAINING PROGARMS
24%
24%
15%
15%
13%
12%
11%
8%
5%
6%
National magazines
Morning TV shows
Local magazines or flyers
Radio
Flyers or pamphlets at the grocery store
Flyers or pamphlets at the gym or fitness
center I visit
Celebrity doctors
My personal trainer
Other
None of these
Information Sources for Learning
About Brain Health
• Less than 15% of
consumers look to flyers
in grocery stores (13%)
and gyms or fitness
centers (12%) or
endorsements by
celebrity doctors (11%) to
learn about brain health.
47
Q21: Which of the following sources if any, do you currently use or would consider using to learn about brain health?
Base: Total (N=1,200)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Information Source Credibility BRAIN TRAINING
PROGARMS
72%
69%
57%
57%
48%
42%
40%
33%
1%
3%
It is supported by doctors
It comes from professionals in the field
It is current or up-to-date
It has statistics supporting the information
It considers or references multiple sources
It is not biased
It was recommended from someone I trust
It is a well-known source
Other
I don't know
Determining Trustworthiness of
Information Sources
• Roughly 70% of
consumers who have
researched or would
consider researching brain
health feel information
regarding brain health is
more reliable when it is
supported by doctors
(72%) or professionals in
the field (69%).
48
Q22: When considering researching brain health, what makes a source trustworthy or reliable?
Base: Respondents who have researched or would consider researching brain health (n=1,131)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Brain Training Programs BRAIN TRAINING
PROGARMS
• While around one-half of consumers are aware of Luminosity, one-third
are aware of Mind Games (51% and 35% respectively).
• Nearly one-third of consumers are not aware of any brain training
programs (30%).
51%
35%
13% 12%
6%
2%
30%
Luminosity Mind Games Brain HQ Fit Brains Brain Metrix Neuro Nation None of these
Brain Training Program Awareness
49
Q23: Have you seen or heard about any of the following brain training programs? Base: Total (N=1,200)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Program Usage BRAIN TRAINING
PROGARMS
• Among consumers aware of respective programs, roughly one-third have used Fit Brains (36%) or Luminosity (36%), while just over one-quarter have used Brain Metrix (30%) or Mind Games (28%).
• A significantly greater proportion of younger consumers (age 34-49) have used Mind Games, compared to older consumers (age 50-75) (36% versus 19%).
36% 36%
30% 28%
19%
58%
Fit Brains Luminosity Brain Metrix Mind Games Brain HQ I have not used
online brain
training
Brain Training Program Usage
50
Q24: Which of the following, if any, brain training programs have you ever used? Base: Respondents aware of programs
Note: Neuro Nation not shown due to low base size (n<50)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Future Program Consideration BRAIN TRAINING
PROGARMS
• Among consumers aware of respective brain training programs, over 70% would consider using Brain HQ in the future, while two-thirds would consider Fit Brains (67%), Mind Games (66%), and Luminosity (65%).
• Only nominal percentage of consumers indicate they would not use online brain training.
72% 67% 66% 65%
50%
3%
27%
Brain HQ Fit Brains Mind Games Luminosity Brain Metrix I would not
use online
brain training
I don't know
Future Brain Training Program Consideration
51
Q25: Which of the following, if any, brain training programs would you consider using in the future? Base: Respondents aware of programs
Note: Neuro Nation not shown due to low base size (n<50)
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
For more information, please contact:
Danielle Musselwhite
Client Relations Consultant
Karen Roth
Practice Consultant
Andrew Willard
Practice Principal
W5 | 3211 Shannon Road, Suite 610 | Durham, NC 27707 | 919.932.1117 | www.W5insight.com
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved 53
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