2025 Active Adult/Retirement Community Purchase Funnel Study
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The 2025 Active Adult/Retirement Community Purchase Funnel Study takes a deep dive into identifying the importance of media platforms in influencing consumers during their purchase decision process for Active Adults / Retirement Communities. Key findings from this study of 1,000 adults 50+ consumers for this category, reinforce the importance, influence and strength of television and particularly broadcast assets, in driving business.
Some key findings:
- Linear TV reaches 8 out of 10 A50+ Active Adult / Retirement Community consumers
- Linear TV is the most important influence throughout the purchase funnel. 53% selected TV as most important in influencing their awareness of this category, with 7 out of every 10 picking broadcast TV over cable
Broadcast TV news is the primary news source for adults 50+, and local broadcast TV news is the most trusted. Of digital platforms, local broadcast TV news web/apps, with 80%, were also the most trusted.
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.
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