Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association

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Selling to Seniors and Grandparents
NOTE: Mailing Lists for reaching the “Senior” market follow the statistics.

36.3 million
The number of people 65 and over in the United States on July 1, 2004. This age group accounts for 12 percent of the total population. Between 2003 and 2004, 351,000 people moved into this age group.
http://www.census.gov/Press-Release/www/releases/archives/population/004083.html

4.9 million
The number of people 85 and over in the United States on July 1, 2004.
http://www.census.gov/Press-Release/www/releases/archives/population/004083.html

86.7 million
Projected population of people 65 and over in the year 2050. People in this
age group would comprise 21 percent of the total population at that time.
http://www.census.gov/Press-Release/www/releases/archives/population/001720.html

147%
Projected percentage increase in the 65-and-over population between 2000
and 2050. By comparison, the population as a whole would have increased by
only 49 percent over the same period.
http://www.census.gov/Press-Release/www/releases/archives/population/001720.html

Income and Wealth
$108,885
Median net worth in 2000 of households with householders 65 and over. In contrast, householders under the age of 35 had a median household net worth of $7,240. http://www.census.gov/prod/2003pubs/p70-88.pdf

$23,787
Median 2003 income of households with householders 65 and over, statistically unchanged, in real terms, from the previous year.
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/002484.html

10.2%
Poverty rate for people 65 and over in 2003.
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/002484.html

Serving Our Nation
9.7 million
Estimated number of people age 65 and over who are military veterans.
http://www.census.gov/statab/www, 2004-2005 edition, Table No. 513.

Jobs
4.6 million
Number of people age 65 and over who are still employed — this amounts to 13 percent of all people in this age group. http://www.census.gov/prod/2004pubs/04statab/labor.pdf, 2004-2005 edition, Table No. 582.

Education
77%

Proportion of people ages 65 to 69 who graduated from high school. Seventy-three percent of people ages 70 to 74 and 68 percent of those 75 and over are also high school graduates.
http://www.census.gov/Press-Release/www/releases/archives/education/001863.html

20%
Percentage of the population ages 65 to 69 who have a bachelor’s degree or higher education. Among people ages 70 to 74, 19 percent have achieved this level of education; for those 75 and over, 15 percent are college graduates. http://www.census.gov/Press-Release/www/releases/archives/education/001863.html

73,000
Number of people 65 and over enrolled in college in October 2002.
http://www.census.gov/population/socdemo/school/cps2002/tab09-1.pdf

Marital Status and Living Arrangements
44%
Percent of women age 65 and over who are widowed, greater than the 41percent who are married and living with their spouses. Women age 65 and older are three times more likely to be widowed than their male counterparts. Among men in the same age group, 71 percent are married and living with their spouses and only 14 percent are widowed.
http://www.census.gov/Press-Release/www/releases/archives/women/000819.html

Voting
65%
Percentage of registered voters ages 65 to 74 who voted in the 2002 Congressional election. Seventy-two percent of people ages 65 to 74 voted in the 2000 presidential election. This age group had the highest rate of voter participation in both the 2000 and 2002 elections.
http://www.census.gov/Press-Release/www/releases/archives/voting/002278.html

Homeownership
81%
Proportion of householders age 65 and over who own their homes. This compares with 68 percent for all householders.
http://www.census.gov/prod/2004pubs/04statab/construct.pdf, 2004-2005 edition, Table No. 951.


Coming to America
3.7 million

Number of U.S. residents 65 and over in 2004 who were foreign-born.
http://www.census.gov/Press-Release/www/releases/archives/foreignborn_population/002341.html

Population Distribution

World
880,000
The unprecedented number of people added each month to the world’s
population of people 65 and over. More than one-third of the world’s oldest
people (80 and above) lived in three countries: China (14.8 million), the
United States (10.7 million) and India (7.5 million).
http://www.census.gov/Press-Release/www/releases/archives/aging_population/000370.html

Nation
71
Overall, the number of men age 65 and over on July 1, 2003, for every 100 women in this age group. For those in the 65 to 74 age group, the ratio is 83 men for every 100 women. For those 85 and over, it drops to 44 men per 100 women.
http://www.census.gov/Press-Release/www/releases/archives/race/001839.html

64,658
Estimated number of centenarians in the United States on August 1, 2004.
http://www.census.gov/Press-Release/www/releases/archives/hispanic_origin_population/001130.html

States and Counties
17%
Percentage of Florida’s population that was 65 and over on July 1, 2004. Florida led all states in this category. West Virginia, Pennsylvania, North Dakota and Iowa followed closely, at15 percent each.
http://www.census.gov/Press-Release/www/releases/archives/population/004083.html

.2%
Percentage increase in the number of people age 65 and over in Nevada between July 1, 2003, and July 1, 2004. Alaska closely followed at 3.8 percent.
http://www.census.gov/Press-Release/www/releases/archives/population/004083.html

3.8 million
Number of people 65 and over living in California on July 1, 2004, the highest total of any state. Florida, with 2.9 million, was the runner-up.http://www.census.gov/Press-Release/www/releases/archives/population/004083.html

29%
The highest percentage increase among counties in the 65 and over population between 2000 and 2003. This distinction belongs to Douglas, Colo. Following Douglas were Collin, Texas; Prince William, Va.; Fort Bend, Texas; and Henry, Ga. (The findings pertain to counties with minimum populations of 100,000.) The five largest numerical gainers over the period were Los Angeles, Calif.; Clark (Las Vegas), Nev.; Orange (Anaheim), Calif.; Maricopa (Phoenix), Ariz.; and Miami-Dade, Fla.
http://www.census.gov/Press-Release/www/releases/archives/population/002897.html


Sports Activities
12.4 million

Number of people 65 and over who engage in exercise walking, by far the most popular sports activity for this age group, at least six times a year. The next most popular forms of exercise for this age group are exercising with equipment, net fishing and swimming.
http://www.census.gov/prod/2004pubs/04statab/arts.pdf, 2004-2005 edition, Table No. 1241.

Grandparents Day 2005: Sept. 11

Grandparents Day was the brainchild of Marian McQuade of Fayette County,
W.Va., who hoped that such an observance might persuade grandchildren to
tap the wisdom and heritage of their grandparents. The first presidential
proclamation was issued in 1978, with one issued each year since —
designating the first Sunday after Labor Day as National Grandparents Day.
In honor of the nation’s grandparents, the Census Bureau presents an array
of data about these unsung caregivers.

How Many Grandparents?
5.5 million
The number of grandparents whose grandchildren under 18 live with them.
Most of these grandparents (4.2 million) maintain their own household. <
http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ACS&_lang=en&_ts=98711885248

Grandparents as Caregivers
2.3 million
The number of grandparents responsible for most of the basic needs (i.e.,
food, shelter, clothing) of one or more of the grandchildren they live
with. These grandparents represent about 43 percent of all grandparents who
live with their grandchildren. Of these caregivers, 1.5 million are
grandmothers and 860,000 are grandfathers.
http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ACS&_lang=en&_ts=98711885248

1.7 million
The number of grandparent-caregivers who are married.
http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ACS&_lang=en&_ts=98711885248

1.4 million
The number of grandparents who are in the labor force and also responsible
for most of the basic needs of their grandchildren.
http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ACS&_lang=en&_ts=98711885248

910,000
Number of grandparents responsible for caring for their grandchildren for
at least the last five years.
http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ACS&_lang=en&_ts=98711885248

460,000
Number of grandparents whose income is below the poverty level and caring
for their grandchildren.
http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ACS&_lang=en&_ts=98711885248

Grandchildren
5.5 million
The number of children living with a grandparent; these children comprise 8
percent of all children in the United States. Of these children, 3.8
million lived in their grandparent’s home and 1.7 million in their parent’s home.
http://www.census.gov/Press-Release/www/releases/archives/families_households/003118.html

2.1 million
The number of children who resided with both a grandmother and a
grandfather.
http://www.census.gov/Press-Release/www/releases/archives/families_households/003118.html

Recent research by the American Association of Retired Persons reveals that
more than 80 percent of the nation’s grandparents had visited or spoken
with their grandchildren by phone in the past month.
(Source: Hallmark research)

Remembering Grandma and Grandpa
About 3 million
Number of Grandparents Day cards given, nationwide, each year.
(Source: Hallmark research)

Some mailing lists for reaching Seniors

Kiplinger's Retirement Report

This mostly male audience (70%) includes active paid subscribers to the Retirement Report. With an average age of 64 years, these seniors are interested in estate planning, retirement living, health, and also tips on fitness, travel and legal issues important to seniors. A nice unit of sale for a paid publication, these prospects have spent about $60 for their subscriptions. Direct mail sold. Active Paid Universe is 66,000 priced at $140/M. There are an additional 35,000 expired names to mail at $95/M.

Lane Bryant Catalog Grandparents

There are about 77,000 monthly buyers on this file. These direct mail sold catalog shoppers who are ALSO Grandmothers-- women (98% female) who buy larger sizes (12-44W). These direct responders spend about $76 on average, making these the quintessential catalog shopping grandma's. Last 12 month Buyer Grand Mothers 394,446 rented at $110/M. Last 13-24 Month Buyer average 110,000 additional prospects.

Lenox Collections Seniors

Direct mail and space buyers of figurines, ornaments and animal sculptures who have spent about $55 through the mail. These are mostly women (74%) and include almost 900,000 total buyers. Last 12 Month buyers total 230,000 records and are priced at $120/M.

The New York Times Senior Subscribers

Reach high-spending well-read seniors with the New York Times Large Print Edition. This is a great prospect list for books, music, DVD, and travel offers. These are DIRECT TO PUBLISHER responders who spend an incredible $480 on average. 47% male and 37% female there are 1.3 Million names available including active and recent expired subs. Active Large Print Edition Subscribers is 500,000 priced at $135/M 40,000 NEW monthly subscribers available at $151/M

Amity's Senior Age - New Movers

Reach the new senior market. These are 12 Month movers who are age 55+ years. You can select new home buyers, renters, and can reach 25,000 new movers each month. Last 12 Month New Movers 550,000 records nationwide offered at $80/M

Highways Magazine/The Good Sam Club

Discounts on merchandise, auto and help insurance, trip routing and credit car protection are just a few of the benefits of membership in the Good Sam Club. These members are mostly men (75%) and travel the US highways in motor homes, trailers and fifth wheel owners. Their subscription to Highways Magazine offers discounts, emergency road service; local and national club activities. With NEW members each month, this is a great for travel and leisure offers. These are direct mail responders with an average sale of $25. There are 850,000 Active Members and subscribers available for $105/M

AmityDirect Senior Citizens File

Reach these US households for senior market age 60 to 76+ years. We have 30 Million households. These are senior citizens by age. You can select by zip code, county, metro, state, or nationwide. Select by 2 year age increments. $50/M ADD $15/M for exact age.

For additional “Senior” lists, pricing and mailing recommendations, contact NMOA
advisor Jerry Mamola at: Phone 732-833-4334 jmamola@optonline.net for personal and consultive help.

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