As savvy healthcare marketers, we continue to recognize that targeting an older adult audience requires an integrated approach. The media preferences of seniors are diverse and constantly changing, and they will continue to evolve over time as newer technology and more media options emerge. Current Boomers and future Gen X retirees are going to be increasingly digitally engaged, and it is essential to have data available to help us keep a careful eye on habits and trends.
For year two of our Senior Media Habits Survey, we surveyed over 400 men and women aged 63 and older about their media habits. We asked them a series of questions about which types of media they prefer for news versus entertainment, what devices they view media on, and which platforms they use the most. We also added questions around the convergence of media and online habits and the impact that they had on the Medicare decision-making process.
Overall, insights from our annual study on senior media preferences can be used to help healthcare marketers optimize Medicare marketing channel selection and targeting for both New-to-Medicare marketing and Medicare Annual Enrollment Period (AEP) marketing in the year ahead.
If you want to see all of the insights, you can view the 2019 Senior Media Habits Survey below as an infographic or click here for a printable 17-page PDF.