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About Dick Stroud

Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Wednesday, July 01, 2009

Growing Old in America: Expectations vs Reality

The Pew Research Center has just released a 152 page report detailing the research results from a telephone survey of a nationally representative sample of 2,969 adults living in the US. The survey was conducted by Princeton Survey Research Associates International.

It is pointless attempting to summarise such a long document, especially since I haven’t yet read it, but, from first glances it looks to contain some interesting ideas. The report covers

  • Demographics of Older Adults
  • Perceptions of Old Age
  • The Daily Lives of Older Americans
  • Family and Friends
  • Intergenerational Relations within Families
  • Work and Retirement
So when is somebody ‘old’? Amusing results.

When I have worked my way through the detail I will comment. The report is free so there is no excuse for not downloading. Dick Stroud

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