2016 member opinion survey - aarp.org · dual mode survey (mail and online), capturing a variety of...
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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
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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
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Team Members and
Critical Contributors
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Background & Methodology
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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
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Critical Highlights
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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)
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Wealth
Health
Self
Extremely Very
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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?
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Wealth
Health
Self
Extremely Very
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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
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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
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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?
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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
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Demographic Highlights
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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
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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
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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
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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
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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
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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
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Summary and
Insights
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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%)
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