{"id":1509,"date":"2012-12-13T09:05:47","date_gmt":"2012-12-13T17:05:47","guid":{"rendered":"http:\/\/www.esri.com\/about\/newsroom\/insider\/?p=1509"},"modified":"2012-12-13T09:05:47","modified_gmt":"2012-12-13T17:05:47","slug":"todays-seniors-one-demographic-group-or-many","status":"publish","type":"insider","link":"https:\/\/www.esri.com\/about\/newsroom\/insider\/todays-seniors-one-demographic-group-or-many","title":{"rendered":"Today\u2019s Seniors: One Demographic Group, Or Many?"},"content":{"rendered":"

Like it or not, we are all aging. In 2000, the median age in the United States was 35.3 years. By 2010, this number had increased to 37.0 years; today, the median age is 37.3 years. By 2030, seniors<\/a> will comprise 20 percent of the total US population. In addition to people living longer, the jump in the US median age is also due to aging Baby Boomers<\/a>.
\nSeniors are not one monolithic demographic<\/a> cohort. From those aged 55 to those in their 80s and older, seniors have vastly different lifestyles, preferences, and spending habits. These differences become even more apparent when classified by demographics such as affluence, education, employment, and race\/ethnicity. Data about product and media preferences, leisure activities, and shopping habits provides even more detail.
\nSo how can you easily find this type of information about seniors? Through segmentation<\/a>.
\n

\"This<\/a>
This map of the United States shows the percentage of population by county aged 55+ in 2012.<\/figcaption><\/figure>\n
\nWhat is Segmentation?<\/strong>
\nSegmentation operates on the theory that people with similar tastes, lifestyles, and behaviors gravitate toward others with the same tastes\u2014\u201clike seeks like.” These behaviors can be measured, predicted, and targeted. Segmentation provides valuable insights into behavior, and can answer the who<\/strong>, what<\/strong>, where<\/strong>, and how<\/strong> questions about consumer segments.<\/p>\n