2016 member opinion survey - aarp.org · dual mode survey (mail and online), capturing a variety of...

AARP RESEARCH | AARP.ORG/RESEARCH | © 2016 AARP. ALL RIGHTS RESERV ED

2016 Member Opinion Survey

Initial Impressions/Insights

Deb Whitman

Rebecca Gillan

John Hagerty

AARP Research

August 2016

what members really care about…

https://doi.org/10.26419/res.00136.002

AARP RESEARCH | AARP.ORG/RESEARCH | © 2016 AARP. ALL RIGHTS RESERV ED AARP RESEARCH | AARP.ORG/RESEARCH | © 2016 AARP. ALL RIGHTS RESERV ED

Agenda

Background & Methodology

Critical Highlights

Summary & Insights

2


AARP Research

SVP:

Project Lead:

John Hagerty

Becky Gillan

Team Members &

Critical Contributors:

Ed Evans Kate Bridges Karen Turner

Sonya Gross Rachelle Cummins

John Fries Jennifer Leslie

Terry Keenan

Sarah Kerman

Jean Koppen

Willieree Murray

2016 MOS Team

3

Team Members and

Critical Contributors


Background & Methodology

4


Background

MOS fields every few years since 1994 – last fielded in 2012

Dual mode survey (mail and online), capturing a variety of member information such

as interests, concerns, life events, civic participation, technology use, and

demographics

Survey offered in 5 languages (Chinese, Vietnamese, Filipino, Spanish, English)

23,000 responses provide opportunities to compare responses across multiple

segments and key membership groupings (ages, incomes, MCL, engagement)

Ipsos was vendor utilized

Field dates are April 17 – July 8, 2016

Used by AARP in a variety of ways

Strategic planning - deep understanding of members concerns and interests, their relationship to AARP, and demographic shifts

Segmentation strategy

Membership data strategy/modeling

Modeling for direct marketing

This presentation will focus on overall membership views with future analysis diving deeper into segments and more complex modeling analysis

5


Critical Highlights

6


0% 20% 40% 60% 80% 100%

Continuing to drive/get around

Aging in home

Declining physical health

Consumer fraud

Paying for healthcare

Having health insurance

Living a healthy lifestyle

Having Medicare in Future

Staying Mentally Sharp

Having SS in Future

40%

45%

41%

48%

53%

51%

48%

59%

60%

67%

27%

24%

28%

28%

24%

26%

31%

24%

24%

18%

Having access to Social Security in the future is the top concern for members, with Staying

Mentally Sharp and Medicare not too far behind

Top concerns are consistent from previous waves

of MOS and focused around health/money

Question Q15: Please rate your ow n level of concern about the follow ing issues?

Top Concerns (extremely/very concerned)

7

Wealth

Health

Self

Extremely Very


0% 20% 40% 60% 80% 100%

Access to unbiased candidate info

Access to unbiased political info

Traveling

Learning new things

Reducing stress

Spending time on hobbies

Getting enough sleep

Maintaining a healthy diet

Time with family, friends

Staying physically fit

Staying mentally sharp

28%

35%

34%

33%

45%

34%

46%

47%

47%

54%

61%

34%

30%

31%

35%

27%

39%

32%

35%

37%

33%

29%

Top Interests (extremely/very interested)

Staying mentally sharp and physically fit are the top two interests followed by spending time

with family/friends and maintaining a healthy diet

Top interests are consistent with previous waves

and focused around health and self

Question Q16: Please rate your ow n level of interest about the follow ing?

8

Wealth

Health

Self

Extremely Very


Question Q13: Which of the follow ing events have affected your life or your spouse/ partner’s life in the last 2 years?

The most common life events are typically negative

in nature and have been consistent over time

Health and money problems dominate the majority of all life events that impact members.

Over 90% of members have experienced at least one life event in past two years

The only “positive” life events that appear in the top 10 are birth of a grandchild, remodeled home, and retirement

Additionally, 38% of members say they are currently providing caregiving services for a family member or loved one

9%

14%

16%

17%

17%

18%

20%

21%

27%

29%

29%

31%

32%

0% 5% 10% 15% 20% 25% 30% 35%

No Life Events

Debt Problems

Modified/remodeled home

Birth of grandchild

Started Social Security

Started Retirement

Hearing or vision loss

Difficulty walking

Decline in physical health

Reduction in savings

Chronic health problems

Death of family, friend

Reduction in income

Incidence of Top Life Events for 2016

9


82% of members contribute to a charity while 74% contribute to their church and/or religion –

both are on par with 2012 giving

More than one-fourth contribute to political groups, which has fallen from 32% in 2012

Many contribute money to charities but less likely to donate politically

Charitable org 82%

Church/ religious 74%

Political advocacy 27%

Question Q11: In the last 12 months, have you or anyone in your household contributed money to:?

* categories are not dependent upon one another (i.e. someone can donate politically and not have given to their church)

About half of members indicate that they have volunteered for a group/ organization over the past year

10


Outside of voting, the most popular politically-

charged activity is to contact a public official Activities

7%

9%

15%

9%

15%

17%

22%

24%

74%

76%

87%

8%

8%

9%

13%

16%

19%

25%

28%

77%

79%

87%

7%

6%

14%

20%

12%

24%

36%

0% 20% 40% 60% 80% 100%

Worked on candidate/party campaign

Volunteered with group to influence government

Social Media to express opinions

Contacted the media to make your views known onan issue

Participated in a political event or town meeting

Met with an elected official

Contributed money to a candidate or political party

Contacted public official to voice opinion

Voted in a State or local election

Voted in a Presidential election

Any of the activities

2010 2012 2016

The majority of activities have seen a drop off over the past several years, including voting

Using social media to express an opinion has logically shown some growth

Question Q10 In w hich of the follow ing activities have you participated in the last 5 years, including the last presidential election in 2012?

11


Question 17, 18, 19: Which of the items do you have? How often do you go online? How often do you use the internet for the follow ing?

0%

20%

40%

60%

80%

100%

Email News/information Health/fitness info Directions Text message Make a purchase Comparative shop

95% 92%

85% 85% 84% 84% 82%

Most Popular Online Activities

Almost all members (83%) go online and most go online

at least daily

Email and

getting news

are most

popular online

activities for

members

17% of members never go online, which is down from 20% in 2012

53% of members own a smart phone, which is up from 31% in 2012

Interestingly,

smart phones

are one of the

most popular

devices owned

by members 0%

25%

50%

75%

100%

Any techdevice

Smartphone Laptop Desktop Ipad/tablet E-Reader

85%

53% 52% 49% 37%

25%

Device Ownership

12


Demographic Highlights

13


0%

20%

40%

60%

80%

100%

2003 2006 2010 2012 2016

28% 30%

27% 22%

18%

32% 33% 36% 38% 38%

40% 37% 36%

40% 44%

Members Age Breaks

50-59 60-69 70+

60-69 age segment has grown almost 20% since 2003 (70+ year olds by 10%) and at the

same time the 50-59 year old segment has fallen 36%

Question 24: What is your age?

Age of membership has evolved significantly over the past several years

14


0%

20%

40%

60%

80%

100%

2000 2003 2006 2010 2012 2016

38% 40% 42%

39% 40%

34%

49% 49% 49% 49% 50% 56%

12% 10% 8%

12% 10% 10%

Members Employment Status

Working Retired Other*

56% of our members are retired, which has increased more than 10% in 2016

34% of our members are currently working in some fashion

Question Q26: What is your current employment status and have you retired from a previous career?

The percentage of members who are retired has increased in 2016

*other includes unemployed, homemakers, and other

15


0%

20%

40%

60%

80%

100%

2000 2003 2006 2010 2012 2016

36% 33% 31%

33%

29% 30%

32% 33% 35%

33% 33% 33% 31% 35% 35% 36%

38% 38%

Education Trends for Members

HS Grad Or Less

Tech/some college

College Graduate Or More

Only 5% of members have not graduated from HS

71% of members have at least some post HS education

The percentage of members at least graduating from college has increased 23% since 2000

Question 31: What is the highest level of education you have achieved?

The education level of members has increased over the past several years

5%

25%

8%

25%

17%

21%

2016 Education Levels

Some HS or Less HS Grad

Tech/Vocational School Some College

4 Year College Grad Postgrad Work

16


0%

20%

40%

60%

80%

100%

2000 2003 2006 2010 2012 2016

9% 8% 10%

13% 14%

20%

2% 2% 3% 3% 3% 5% 5%

6% 7% 8% 8% 10%

1% 1% 1% 2% 1% 2% 3% 3% 3% 3% 3% 3%

Members Race/Ethnicity Status Non-White Hispanic Black/AA Asian Other

Question 32/34: Are you of Spanish, Latino, or Hispanic origin? What race do you consider yourself ?

Diverse populations have increased significantly (doubling from 10% to 20% in past 10 years)

These percentages equate to membership

levels that far surpass membership levels

of groups such as NAACP or LULAC

AARP Membership level estimates:

African Americans = 3,700,000

Hispanics = 1,800,000

Asians = 780,000

17


54% of members are married in 2016

42% of members are single (widowed, divorced, separated, or never married)

2.4% of members identified as LGBT

Question 35: What is the highest level of education you have achieved?

The percentage of members who are married or living with a partner has declined since 2000

54%

20%

1% 3%

14%

7%

2016 Marital Status

Married Widowed

Separated Partner

Divorced Never Married0%

20%

40%

60%

80%

100%

2000 2003 2006 2010 2012 2016

61% 61% 59% 58% 59% 58%

Members Who Are Married Or Living With Partner

18


Members are 50% more likely to see themselves as conservative when compared to liberal

One fifth of members see themselves as liberal

Question 38: How w ould you describe your political view s?

Many members see themselves as moderate followed by conservative

0%

20%

40%

60%

80%

100%

VeryConservative

SomewhatConservative

Moderate SomewhatLiberal

Very Liberal

12%

24%

41%

17% 7%

Political Views

19


Summary and

Insights

20


Key Insights and Highlights

1.Technology adoption continues to grow significantly and smartphones (53%) have become the most owned technology device among members

2.Minority audiences have grown significantly as a part of AARP membership

Diverse audiences make up 20% of membership (twice as high as the 10% figure ten years ago) – there is still work to do as 25% of the 50+ population currently is multicultural

3.Members’ needs/wants have been relatively consistent over time with their concerns focused around health/financial security and their interests on healthy living and enjoying life

4.Challenging life events can consume Members’ schedules/priorities – the top life

events impacting members in the past two years are:

Caregiving (38%), Reduction in income/savings (32%/29%), Death of family member or friend (31%), Chronic health issues (29%)

21

2016 member opinion survey - aarp.org · dual mode survey (mail and online), capturing a variety of...

Documents