Presented by: Hadassa Gerber, EVP, Chief Research Officer, TVB
As younger Boomers and Generation X near retirement age, the importance of retirement communities is growing. The first-ever Retirement Communities Purchase Funnel study, fielded by GFK, takes a close look at consumers who have already purchased a home in a retirement community and those who plan to. Some highlights include:
- How important are advertising exposures for influencing retirement community owners/prospects in their purchase decision process?
- How does this match up with actual advertising spending in this category?
- Are there key differences among segments in this market that are important for advertisers to know about?
- Who helps these consumers with their decisions, what are the most popular states and what are the criteria for selecting a retirement home?