‘Active Seniors’, people in their 50s and 60s who enjoy doing the things they want to do after they retire, have reported that their health and what they do with their lives when they are ‘old’ are the most important things. (Image : Kobizmedia / Korea Bizwire)
SEOUL, Oct. 23 (Korea Bizwire) – ‘Active Seniors’, people in their 50s and 60s who enjoy doing the things they want to do after they retire, have reported that their health and what they do with their lives when they are ‘old’ are the most important things. A majority of them did not consider themselves to be ‘old’, defining 70.8 years as the entry age for ‘senior citizenship’.
A marketing research team from the Korea Broadcasting Advertising Corporation reported these results in a study entitled ’2015 Consumer Behavior Research’.
‘Active Seniors’ are defined as those in their 50s and 60s who have a certain income (over 5 million won a month for couples in their 50s, over 3 million won a month for singles and those over 60), and have the power and ability to consume.
The most important things to ‘Active Seniors’ were their health and their lifestyle after they get old. Family ranked second, and ‘marriage of their children’, ‘business’, ‘financial management’, ‘parents’ health’ and ‘the employment of their children’ followed.
They spent an average of 175,000 won per month on exercise, 87,000 won to manage their appearance, 82,000 won on their grandchildren, and 77,000 won on their pets.
Two out of three responded that they are healthy, regardless of their illnesses.
Consumption took on a variety of different forms, from visiting stores to TV home shopping and mobile shopping.
The products they purchased the most were cosmetics and fashion items. Kitchen utensils and agro-fishery products were the most popular purchases through TV home shopping, everyday living items such as tissue and detergent through online shopping, and through mobile sales channels, health supplements were bought the most.
‘Active Seniors’ also consumed a larger variety of media types compared to ordinary people in their 50s and 60s. Of note, they were even exposed to ‘smart devices’ such as VOD or DMB more than people in their 40s.
By Lina Jang (linajang@koreabizwire.com)
