Single seniors are an increasingly large demographic that is actively dating, traveling, and pursuing hobbies. Approximately 17% of unmarried Americans over 18 are seniors, and this number is projected to grow to over 20% by 2040. While many seniors live alone, they enjoy active lifestyles including activities like golf, gardening, and yoga. Seniors also control a large portion of spending and wealth in the United States. To effectively market to this demographic, companies should portray seniors as independent and active rather than fragile, and consider platforms like online dating sites and social media that many seniors regularly use.

1. INTRO
SINGLE SENIORS
Old souls looking for new adventure, travel, dating and an active lifestyle.

2. Demographics
17%of all unmarried
people 18 and older
are seniors.²
85 yrs
Average life expectancy
of a 65 year old is about
20 more years.1
DEMOGRAPHICS

3. 21%this number is
expected to grow to
21.7% by 2040.3
34%of female seniors
are widows.3
DEMOGRAPHICS

4. Seniors living alone are less
likely to spend time with their
adult children or families.4
LIFESTYLE
Seniors often enjoy an active lifetsyle. Popular
activities often include those which don’t require
too much physical strain and might need some
degree of skill.6
Women are more likely than men
to focus on their hobbies once
they are single and over 65.4

5. American seniors outnumber
the combined populations of
NY, London, and Moscow.5
LIFESTYLE Popular activities for senior
men include golf, biking,
poker, video games, group
discussions and painting.6
Popular activities for
women include gardening,
bird watching, swimming,
scrapbooking and yoga.6

6. LIFESTYLE
While men usually live with others, the majority of single women
over the age of 65 live alone. There are those who embrace the
independence, others who are seeking roommates, and those
who are simply more comfortable with living on their own.7, 8

7. LIFESTYLE
Reality:
Though they are not impulsive as their
younger counterparts single seniors
definitly have a dating scene.9
There are many online dating sites
(Ourtime, Senior Match, Elite Singles,
etc.) and they are the fastest growing
demographic on dating sites.9
There is no “too old” for dating!
Myth:
There is no dating scene
for single seniors.
Online dating is only for
the young.
Seniors are too old to date.

8. SPENDING HABITS
Brand Loyalty
The 65+ demographic are renowned
for brand loyalty. They buy what they
know. If a company can acquire the
loyalty of the senior generation, they
will have a customer for life.10
This financial information is based on seniors as a whole, not just single seniors.

9. This financial information is based on seniors as a whole, not just single seniors.
Consumerism
Seniors control 75% (7 trillion) of the total
American households’ net worth. Even during
the recession, they accounted for 40% of the
total consumer demand.12
Financial Goals
Perhaps surprisingly, seniors have a common
goal of improving their quality of life. Though
they are seniors, the most popular means of
doing this is buying a new house.11
SPENDING HABITS

10. MEDIA USAGE
54%of American seniors
own a smartphone.13
70%of American seniors
own a PC or laptop.13
37%of American seniors
own a tablet.13

11. 35%of American seniors
use social media.13
1.4 mil
of American seniors
use OurTime senior
dating site per month.14
MEDIA USAGE

12. 10%of American seniors
use the web toshop.13
34%of radio listeners
are 65+.13
3.78 hrs
a day watching
television.13
MEDIA USAGE
This media information is based on seniors as a whole, not just single seniors.

13. BRAND CONNECTIONS
Brands
That Are Getting It Right
L’Oreal released an ad with a high
profile senior who actually looks
her age and added the tagline
“We’re Still Worth It.”12
Depend has released several ads
portraying seniors as active and
outgoing instead of senile just for
using their products.16

14. Brands
That Missed The Mark
Life Alert first released
an ad in the 80’s that
sparked humor at a dark
situation and the recent
remake only brings back
memories of the first set
of ads.19
BRAND CONNECTIONS
Kayak released an ad that
portrayed an older woman
wheezing and struggling
up the stairs to market
to younger generations
instead of seniors, who
largely enjoy travel.18

15. DATING TRENDS
6 yrs
female seniors prefer
men who are six
years older.20
11 yrs
male seniors prefer
women who are eleven
years younger.20

16. DATING TRENDS
91%of seniors considered
sex to be important
in a relationship.²¹
97%of seniors believe
they can fall in love at
any age.²¹

17. 32%of seniors travel
to try to complete
their bucket list.23
55%of American seniors
will only travel
in the US.23
TRAVEL TRENDS

18. 3%of American seniors
expect to leave
the country.23
44%of travel agents
say most of their
clients are 55+.22
This travel information is based on seniors as a whole, not just single seniors.
TRAVEL TRENDS

19. WHAT THIS MEANS FOR YOUR COMPANY:
Marketing online or through
social media will reach more
seniors than you think.
Single seniors are actively
looking for companionship,
marketing to this aspect
may reach many seniors.
Portraying seniors as active
and independent rather
than senile and fragile will
grab their attention.
Portraying seniors who
travel and go out rather
than staying home will
also interest single seniors.

20. Single seniors are living a younger lifestyle because they want
to show that they still can. If your company can market to any of
these aspects, seniors will appreciate not being stereotyped.
WHICH MEANS:

21. Trends
CITATIONS
1. Mortality in the United States, 2012. (n.d.). Retrieved No-
vember 16, 2016, from http://www.cdc.gov/nchs/data/data-
briefs/db168.pdf
2. America’s Families and Living Arrangements: 2014: Adults
(A table series). (2014). Retrieved November 16, 2016, from
http://www.census.gov/hhes/families/data/cps2014A.html
3. Administration on Aging (AoA). (2016, May 24). Retrieved
November 16, 2016, from http://www.aoa.acl.gov/Aging_Sta-
tistics/index.aspx
4. Smaller Share of Women Ages 65 and Older Are Living
Alone | Pew Research Center. (2016, November 20).
5. The Demographics of Aging... (n.d.). Retrieved November
16, 2016, from http://transgenerational.org/aging/demo-
graphics.htm
6. 10 Activities We Love To Do - Now It Counts. (2016, No-
vember 17).
7. Institute on Aging | Information on Senior Citizens Living in
America. (2016, November 17).
8. The Lifestyle More Older Women Are Starting To Embrace |
The Huffington Post. (2016, November 17).
9. Nine Online Dating Myths for Seniors | eHarmony Advice.
(2016, November 17).
10. Brand Loyalty: Like It Now, Love It Later. (2016, Novem-
ber 17).
11. 7 Reasons Why Marketing To Baby Boomers Is Unique.
(2016, November 17).
12. Ads targeting baby boomers rule at Super Bowl -
BoomerCaféTM. (2016, November 20).
13. The Psychology of Successful Marketing to Millennials |
USC Applied Psychology Degree. (n.d.). Retrieved November
16, 2016,
14. Top 5 Online Dating Sites for Seniors | Senior Planet.
(2016, November 20).
15. 8 Mainstream Brands That Made 2015 A Pivotal Year In
Boomer Marketing 12/03/2015. (2016, November 20).
16. Older Folks Blast Stereotypical Ads | Deseret News (2016,
November 17).
17. How to really piss-off older people with bad advertising.
(2016, November 20).
18. Read With Caution: 15 Of The Absolute WORST Market-
ing Campaigns From 2014. (2016, November 20).
19. 15 Worst Marketing Blunders of All-Time, Marketing & Ad
Campaign Fails. (2016, November 20).
20. Romano, E. (2016, June 26). Elite Singles Finds Out If An
Age Gap Matters When It Comes To Love? Retrieved Novem-
ber 16, 2016, from http://www.datingsitesreviews.com/arti-
cle.php?story=elite-singles-finds-out-if-an-age-gap-matters-
when-it-comes-to-love
21. Elite Singles Study Reveals The Surprising Truth Behind
The Sex Lives Of Seniors - Dating Sites Reviews. (2016, No-
vember 20).
22. Machu Picchu. Stop-over in Lima, Peru Is it Safe? What to
Do? - Marybeth Bond, The Gutsy Traveler. (2016, November
20).
23. http://www.aarp.org/content/dam/aarp/research/sur-
veys_statistics/general/2014/AARP-2015-Boomer-Travel-
Trends-AARP-res-gen.pdf. (2016, November 20).

22. By: Nicolette Leach, Jasper Egan, Paul Steber
Ringling College of Art and Design
Instructors: Vivian Owen and Jeff Bleitz
Fall Semester 2016 ADES 202 Concept & Communication and GDES 239 Graphic Design 1