AARP Travel Research: Travel Bucket Lists...do, 83% claim to have travel-related items on their...
Transcript of AARP Travel Research: Travel Bucket Lists...do, 83% claim to have travel-related items on their...
AARP RESEARCH | AARP.ORG/RESEARCH | © 2017 AARP. ALL RIGHTS RESERVEDAARP RESEARCH | AARP.ORG/RESEARCH | © 2017 AARP. ALL RIGHTS RESERVED
AARP Travel Research:2017 Travel Bucket Lists
Vicki GelfeldResearch AdvisorFebruary 2017
https://doi.org/10.26419/res.00151.001
AARP RESEARCH | AARP.ORG/RESEARCH | © 2017 AARP. ALL RIGHTS RESERVED
Table of Contents
2
2017 Travel Bucket Lists
Executive Summary 3Detailed Findings 6Sizing Up The Audience 6
The Bucket List Breakdown 9
The Next Bucket List Trip 16
The Emotional Impact of Travel Bucket Lists 25
Appendix 31AARP Research Team 33
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Executive Summary
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Executive Summary• Approximately half of all Baby Boomers have a Bucket List (46%). Among those who
do, 83% claim to have travel-related items on their list, resulting in a net of 38% ofBaby Boomers who have a Travel Related Bucket List.
– Millennials and GenXers are more likely to have a Travel Bucket List (51% and 44%,respectively).
– Roughly seven-in-ten African Americans, Acculturated Hispanics, and Acculturated Asianshave travel-related items on their bucket list.
• The creation of a Travel Bucket List is typically triggered when one hits a certain age,with occasional revisions happening over time. The majority (69%) keep a mental list.
• On average, Boomers have 8 different destinations on their list; half are internationaldestinations, half are domestic. More than half (52%) identify a specific city or townthey would like to visit, as opposed to a different type of location (beach, mountain,park, lake).
‒ Millennials and GenXers have more destinations on their list than Boomers; 15 and 12,respectively.
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Executive Summary• Traveling to experience the destination in general is motivation for half of these trips,
while a specific attraction or activity is the motivation for the other half.
• Although not much planning has actually taken place for the next trip on their list, manyanticipate taking the trip in the next 2-5 years, most likely with just a significant other.
• Boomers most often report that their list gives them something to look forward to(37%) and gives them hope and motivation.
– Millennials are more likely to say that their list pushes them to experience new things (24%).
• And while there is great joy in the planning and thinking about such trips, the reasonfor the list is to actually take the trip with most (69%) being fairly optimistic it willactually happen. In fact, just a mere 3% admit the list is just for fun, with no realintention of taking the trips.
– GenXers and Millennials are slightly more optimistic about the potential for their next BucketList trip to actually come to fruition than are Boomers (77% each).
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Detailed Findings:Sizing Up The Audience
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Bucket List AudienceApproximately half of all Baby Boomers have a Bucket List (46%). Among those whodo, Travel-related items are by far the most frequently mentioned of all categories(38% of Baby Boomers have a Travel Related Bucket List).
Base: 52-70 Leisure Travelers, Screener Completes
52-70 Travelers(n=11,559)
Yes,Has Bucket List
46%
No,Does Not
54%
5%
16%
24%
25%
28%
30%
32%
35%
46%
46%
83%
Other
Career
Relationship-centric
Health & Wellness
Family-related
Volunteer-related
Spiritual development
Personal development
Financial goals
Hobby-related
Travel-related
Items On Bucket ListBase: Boomers With Bucket List (n=5,283)
QS11. Which of the following categories are represented in the list of things you would like to do in your lifetime?
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Bucket List Variances
26%42%
54%
74%58%
46%
Millennials(n=2,160)
GenX (n=2,461) Boomers(n=11,559)
By Generation 18+ By Ethnicity
Has List
Travel-Related
Millennials 69%
GenX 76%
Boomers 83%
42% 36% 28%41%
48% 64% 72%59%
White(n=12,878)
Black(n=1,673)
AcculturatedHispanic
(n=1,340)
AcculturatedAsian
(n=403)
Has List
Travel-Related
White 82%Black 71%Acculturated Hispanic 70%Acculturated Asian 71%
Base: Total Leisure Travelers, Screener Completes
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Detailed Findings:The Bucket List Breakdown
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12
8
Base: Total Respondents with Travel Bucket Lists (n=1,630)
Q2: How many items do you currently have on your Travel Bucket List?
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How Many Are On The ListApproximately 60% of the items on a Baby Boomer’s Bucket List are travel-related, withan average of 8 destinations reported. The younger the traveler, the more destinationson the list.
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q2b: What percent of your list is travel related?
Average Number of Travel Itemson Bucket List
60%Travel-Related
60%Travel-Related
Boomers
GenX
Millennials
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Base: Baby Boomers with list written down/other physical form (n=241)
Q5: Where exactly do you keep your bucket list?
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How The List Is KeptAlthough the majority rely on a mental list to keep up with their Travel Bucket List, amongthe Boomers who do write it down, most turn to old fashioned pen and paper.• Millennials and GenXers are more likely to utilize their smartphones to maintain their lists than are
Boomers (36% and 22%, respectively).
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
QS9b: And how do you keep your list?
10%
2%
12%
40%
59%
0% 20% 40% 60%
Other
On social media
On smartphone
On computer
On a piece of paper
Where Documented
31%Have It
Written Down
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50%
26%21% 19% 17%
14%11% 10% 8%
4%8%
1%
When I gotto certain age
Trip I took Nothing Media (books,movies, etc.)
Illness/death infamily
Change inpersonal
health
Recom -mendation
Incomechange
Change inrelationship
status
Job change Other Don'tremember
Q4: What triggered you to start a Travel Bucket List?
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How The List Got StartedHitting a certain age triggers the creation of a Bucket List more than other possiblemotivators. But that ‘certain age’ may be different for everyone, as indicated by the variancein the age of their list.• Millennials are more likely to indicate it was triggered by something in the media (33%) or a change in
jobs (9%) or relationships (14%).
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q3: How long have you had your Travel Bucket List?
Age of List
List Motivation
6% 31% 26% 14% 23%
1 yr. or less 2-5 yrs 6-10 yrs 11-20 yrs More than 20 yrs
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How The List Is MaintainedThe majority of Boomers revise their list occasionally.• Millennials and GenXers are less likely to say their list is static (5% and 6%, respectively).
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q6: Which of the following best describes how often you update, or anticipate updating, your Travel Bucket List?
Maintenance Frequency
15%
49%
17%
4%
14%
1%0%
20%
40%
60%
Constantly changing Revise occasionally Won't update untilstart checking things
off
Add new item eachtime one is checked off
List is static Other
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Checking Things Off The ListOn average, 25% of the Travel Bucket List has been accomplished. Boomers hope toget to more than 80% of their list in their lifetime, but would settle for 65% of it to bedone to believe it was a worthwhile exercise.
Base: Total Baby Boomers with Travel Bucket Lists(n=889)
Q7a: Since you first started your Travel Bucket List,what percent of the list have you checked off?
Done
25%
Desired To Be Done
82%
Q7b: What percent of your Travel Bucket List doyou hope to check off before all is said anddone?
Deemed SuccessfulIf Done
65%
Q7c: What percent of your list do you need tocheck off for you to view your TravelBucket List as a successful and worthwhileexercise?
Percent of List ……
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47%53%
International
Domestic 52%
48%Destination
Activity/ Attraction
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Bucket List Destinations & Reason for Trip
Approximately half of all Bucket ListTrips are for an internationaldestination.
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q11: Of the __ trips on your Travel Bucket List, how many will you take toan international and domestic destination?
Destination Trip Motivation
Q12: Still thinking about the ___ items on your Travel Bucket List, please indicatehow many are motivated by the following.
Average # TripsInternational: 3.7
Domestic: 4.3
Average # TripsDestination: 4.1Attraction: 2.6
Activity: 1.3
Almost half of all Bucket List Trips arefocused on the destination, overall,versus a specific activity or attraction atthe destination.
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Detailed Findings:The Next Bucket List Trip
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16%
5%
8%
9%
11%
51%
55%
56%
79%
0% 20% 40% 60% 80%
None
Food/ Entertain./ Tours
Transportation
Accommodations
Booked (NET)
Accommodations
Things to do
Transportation
Investigated (NET)
Q19b: What are you doing on a personal level to plan for this trip?
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Degree of PlanningBoomers are slow to get started on planning their next Bucket List Trip, but have done some‘investigating.’ Many (53%) are working to improve their physicality in preparation for the trip.
How Much Is Planned
Base: Baby Boomers started planning process (n=405)
Q19: Which of the following have you done regarding the planning ofyour Travel Bucket List trip?
Planning Steps Taken
34%
10%
3%
7%
19%
22%
5%
31%
42%
53%
0% 20% 40% 60% 80%
Nothing
Other
Taking lessons (i.e. scuba)
Equipment
Clothing/ other items
Made purchases (NET)
Training
General physical fitness
Taking better care of myself
Improving physicality (NET)
Personal Prep
Base: Total Baby Boomers (n=889) Q16b: How far along are you in the planning of this Travel Bucket List trip?
54% 29% 10% 7%
Have not started Just getting started About halfway Almost/Completed (T2B)
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Top International Destinations
Base: Baby Boomers with International Destinations for Top Trip (n=659)
Q13b: Please indicate up to 3 places in the world where you are most looking forward to enjoying these activities or attractions on your Travel Bucket List.
Q13a: Please use the spaces below to share with us up to 3 places on your Travel Bucket List that you are looking forward to the most.
Note: Data represents trip looking forward to the most [Trip 1]; 1%+ reported
“I have always wantedto visit Italy. There is somuch history, greatfood and wine, andimpressive scenery.”
“Studied French sincethe 3rd grade andwould love to see Parisand visit the museums.”
“I've alwayswanted to seethe wildlife inAustralia andthe naturalbeauty of thearea.”
“I've read a lot aboutChina and have alwayswanted to walk on theGreat Wall.”
“I want to go seewhere Jesus walkedand where he actuallyhad his experiencesthroughout his life.That would beamazing.”
“The music, movies,culture, atmosphere,and the food is whatinspired me to Tokyo,Japan.”
13%12%
11%10%
7%
5%4%
3% 3% 3% 3% 3% 3%2%
1% 1%
Australia Italy UK/Ireland
France Carib. Africa Canada SouthAmerica
Germany Spain China Israel CentralAmerica
Japan NewZealand
Greece
“I just would love to seeNiagara Falls in person.”
Among Boomers who are most looking forward to checking anInternational destination off their Travel Bucket List, Australia, Italy,the UK, and France are mentioned most.
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Top Domestic Destinations
Base: Baby Boomers with Domestic Destinations for Top Trip (n=230)
Q13b: Please indicate up to 3 places in the world where you are most looking forward to enjoying these activities or attractions on your Travel Bucket List.
Q13a: Please use the spaces below to share with us up to 3 places on your Travel Bucket List that you are looking forward to the most.
Note: Data represents trip looking forward to the most [Trip 1]; 2%+ reported
“I want to seethe bears atBrooks Falls.”Alaska
“I want to see theRedwoods.” CA
“I want to gothere and learnto surf.” Hawaii
18%
12%
8% 8%7% 7%
5%4%
3% 3% 3%2% 2%
Hawaii Alaska California Arizona Nevada New York Florida Penn. Wash. Colorado D.C. Texas Utah
“I want toexperiencethe casinosand nightlife.”Las Vegas
“I want wouldlove to see WaltDisney worldand more.” FL
“There are severalthings on my bucketlist for NYC. Theseinclude ice skating atRockefeller Center inmy own ice skatesand visiting the 9/11memorial.” NYC
“See theGrandCanyon.”AZ
“Visit the Smithsonian, Seemonuments and the VietnamMemorial Wall. Side trip toArlington National Cemetery.”Wash. D.C.
“To experienceheavy snow andmountains.” CO
Among Boomers who are most looking forward to checking aDomestic destination off their Travel Bucket List, Hawaii andAlaska are mentioned the most.
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Who Traveling WithBucket List trips are most often planned with just one other person and most likely theirsignificant other.
Total Travelers Who Is On Trip
Average = 2Average = 2
6%
1%
4%
4%
9%
16%
18%
65%
0% 20% 40% 60% 80%
Other
Parents/ Grandparents
Sibling(s)
Grandchildren
Friends
Children
Solo trip
Spouse/sig. other
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q18: Including yourself, how many people will go on your trip to ___? Q18b: Who specifically will accompany you on your trip to ___?
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Trip DetailsFor most, the next trip is expected to take place in the next 2-5 years, with Spring andSummer months being most popular. The average trip will be 10 days long for which mostwill try to save up for it beforehand, if they haven’t already started to do so.
When Going Time of Year
13%
1%
10%
58%
18%
Someday
11-20 yrs. fromnow
6-10 yrs. fromnow
2-5 yrs. from now
Within next year
13%
9%
3%
8%
19%
24%
24%
Haven't thoughtthat far
Anytime
Holiday
Winter
Fall
Spring
Summer
Duration
Average = 10 DaysAverage = 10 Days
Saving for Trip
28% 36% 36%
No Not yet, but will Yes
Q20: Approximately how long will your Travel Bucket Listtrip to ___ be?
Q21: Have you begun to save any money for your TravelBucket List trip to ___?
Q17: What time of year would you like to goto ___?
Q16: How long from now do you anticipatetaking this trip to ___?
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
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Destination DetailsSeeing a new city or town best describes the type of destination most will seek out on aBucket List trip.
Q15: Which of the following best describes this destination?
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
City/Town = 52%City/Town = 52%
On Water = 11%On Water = 11% Beach = 10%Beach = 10%
Mountains = 10%Mountains = 10% Park/Camp. = 4%Park/Camp. = 4%
Other = 13%
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Where Inspiration Came FromBoomers appear to draw inspiration from multiple sources – both online and off, but donot leverage travel agents.• Millennials and GenXers are heavier users of online resources than are Boomers, 67% and 64%,
respectively.
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q19c: Where have you drawn the most inspiration for this trip?
Sources of Inspiration52%
37%
15%11%
7% 6% 5%
40%
32%
4%
22%
0%
20%
40%
60%
Online(NET)
Travel InfoSites
ReviewWebsites
TravelBooking
Sites
Hotel,Airline, CarRental Sites
Social MediaSites
Blogs Word ofMouth
TraditionalMedia(NET)
Travel Agent Other
- Magazines /Books
- TV / Movies
- Been there before- Have family there- Ancestry- Always wanted to
go
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8% 3% 4%
23%20% 19%
69%77% 77%
Likely (T2B)
Neutral
Not likely (B2B)
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True IntentThe majority believe their next Bucket List trip will actually happen, very few are simplyusing the Bucket List to dream.• GenXers and Millennials are slightly more optimistic about the potential for their next Bucket List trip
to actually come to fruition than are Boomers.
Likelihood Of Trip Happening
Q22: What is the likelihood your Travel Bucket List trip to ___ will actually happen?
Boomers(n=889)
GenXers(n=339)
Millennials(n=402)
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Detailed Findings:The Emotional Impact of Travel Bucket Lists
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Reasons for a Travel Bucket ListTravel Bucket Lists appear to be very inspiring, giving folks something to look forward to, togive them hope and motivation.• Millennials are more likely to say their list pushes them to experience new things (24%) and less
likely to say that it gives them something to look forward to (20%).
Q8b: Which of the following best describes your reason for having a Travel Bucket List?Q8a: In as few words as possible, even in one word if you can, what does having a Travel Bucket List do for you?
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
2%
3%
10%
10%
11%
12%
15%
37%
Other
Escape
Reach goals
See the world
Dream
Experience new things
Make the most of my life
Look forward to something
Why Have a List What List ProvidesIn Their Own Words
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The Joy of a Travel Bucket ListBoomers enjoy dreaming about the upcoming trips almost as much as they enjoyexperiencing the trip. And clearly, such trips are great distractors from the day-to-day asmany claim thinking about them frequently.• Millennials and GenXers report thinking about them even more frequently than Boomers (77% and
70% at least once a month, respectively).
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q10: What percentage of the joy of a Travel Bucket List is in the followingstages of the process?
Joy in Each Stage How Often Think About Trip
Q9: How often do you think about your Travel Bucket List?
29%
16%
16%
29%
10%
Dreaming
Planning
Anticipating
Experiencingtrip
Sharingafterward
12% 32% 56%
A Couple of Times a Year or Less (B2B)Every few monthsAt Least Once a Month (T2B)
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Benefits of a Bucket List
5%
5%
6%
7%
7%
10%
11%
11%
12%
13%
0% 10% 20%
To travel
Experience new cultures/ people/ learn newthings
Reason to live/ purpose
Look forward to something
Just do it
Sense of accomplishment
Dream
Experience new places/ see new things
Set a goal
Plan ahead
“My dreams can really happen.”
“It is very useful to prioritizethe places you hope to visit
so you can establish realisticgoals.”
“You get a sense of accomplishment and contentment when you finallyget to experience something you have wanted to do for a long time.”
“What is life but to live it?”“Because you should always have
something to look forward to.”
“It's nice to make plansbecause this is exciting
and gives me somethingto look forward to. Itgives me a chance toexperience different
things and makememories.”
“You gain insights into the complexities of humanity and get to experienceother cultures and see things that are different.”
Base: Baby Boomers with 5%+ of Travel Bucket List completed (n=698)
Q25: Earlier you indicated that you have checked off some items on your Travel Bucket List in the past. In your opinion, what are some of the key benefits ofhaving and executing against a Travel Bucket List?
Note: Only 5%+ reported
Why Bucket List is Worthwhile
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The Goal of The Bucket ListTravel Bucket List trips are real and about the experience. The goal is to actually makethe time and effort to take them.
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q23: Thinking about your entire Travel Bucket List one last time, to whatdegree is the list about dreaming about the trip as opposed toexperiencing the trip?
TODREAM
TOEXPERIENCE
28%28% 69%69%
*100-point scaleDream = 0-49Neutral = 50Experience = 51-100
63
MeanScore*
Dreaming vs. Experiencing How Bucket List is Viewed
3%
48%
49%Goal is tocheck all off
Hope to checkoff some
Just for fun
Q24: Which of the following best describes how you look atyour Travel Bucket List?
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45%
33%
28%25%
13% 12% 11%7% 7% 6%
3% 2%
9%
0%
10%
20%
30%
40%
50%
Lack ofmoney
Worldevents/security
Healthissues
Not fitenough
No one togo with
Mobilityissues
Lack of time Notransport.
Noaccommod.
Not enoughvacation
Too over-whelming
to plan
Too timeconsuming
to plan
Other
30
The BarriersMoney is the biggest barrier to Bucket List travel, followed by potential world events orpersonal health issues. Very few indicate it is too difficult to plan.• Millennials are far more money sensitive (70%) and far less concerned about world affairs (17%) or
personal health issues (9%) than are Boomers.
Base: Total Baby Boomers with Travel Bucket Lists (n=889)
Q26: What are the biggest barriers that may hinder your ability to take the trips on your Travel Bucket List?
What Will Hinder Travel
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Appendix
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Methodology
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• A 15-minute online survey was conductedamong males and females, 18+, who havetraveled for a leisure trip in the past 2 years.
• The survey was in field December 1-14,2016.
• A total of n=1,630 surveys were completed;final counts are detailed in the table to theright.
• Final data has been weighted to U.S.Census, by generation, for analysis.
• The analysis focuses on the Travel BucketLists of Baby Boomers (n=889)
Members Non-Members
Base 547 1083
Gender
Male 297 535
Female 250 548
Age
18-34 32 342
35-49 37 293
50-59 113 197
60-69 182 143
70+ 183 108
Ethnicity
Caucasian/Other 379 599
African American 80 214
Hispanic 65 190
Asian 23 80
Region
Northeast 102 191
Midwest 115 235
South 213 406
West 117 251
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Research Team
33
This research was designed and executed by 50+ Research:
In partnership with:
AARP Research, 50+ Research
Vicki Gelfeld, Research Advisor [email protected]
Patty David, Sr Research Advisor/Team Lead [email protected]