Senior Citizen's Guide to Philadelphia and Suburbs Fall/Winter 2014 - 15 - page 12

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Say You Saw It in the Senior Citizen’s Guide to Philadelphia & Suburbs
65+ think and spend money, there are plenty of senior
Internet users to provide answers. Of course, that is not
the impression surveys give.
Next, I tried another argument. Maybe 65+ individuals
aren’t major consumers of consumer products and
services. As a Senior Move Manager who spends most of
her time in the homes of people 65+, I can assure you
they are still big consumers, although what they spend
money on may change.
I admit, for companies like Urban Outfitters and
H&M, segmenting age beyond 65 may not be important.
But how does that explain this Chicos customer
satisfaction survey:
• Under 25
• 25 – 34
• 35 – 44
• 45 – 54
• 55 – 64
• 65 or older
• I prefer not to answer
Chicos seems to think that the under 25 year old
group has different opinions than the 25-34 year old
group, but that everyone over 65 thinks alike. That’s
odd, because I spend a lot of time in Chicos, and I’ve
never seen anyone under 35, yet alone under 25. But
I’ve seen a lot of people 65 and older.
What’s even more insidious is that this value system
is the standard in survey creation. Grapevine Surveys
and Constant Contact, two email marketing platforms,
both illustrate age segmentation with age brackets that
end with “65 or older.” Users who plan to design their
own surveys assume this is what they are supposed to
do, too.
Fortunately, some organizations get it. In a report
entitled “Is ‘Seniors’ One Demographic Group?” ESRI, a
research organization, concludes:
“‘Seniors’ represents a large and diverse consumer
market that will continue to grow. It has previously been
under served and has significant wealth and money to
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