A cross-industry collaboration involving Internet Home Alliance Research Council members Whirlpool Corporation, Aqua Glass Corporation, American Shower & Bath Corporation, AT&T, Delta Faucet Company, Echelon Corporation, KraftMaid Cabinetry, Merillat Industries, Milgard Windows & Doors and the National Association of Homebuilders, the study was designed to help consumer product and service companies better understand - and develop products and services for - the mature market. According to MetLife's Mature Market research, about one-quarter of all US residents - approximately 80 million consumers - are aged 50 and older.

Among the study's more surprising findings is that homeowners over the age of 65 worry less than younger homeowners about living independently, feeling secure in their home, using the bathroom independently, seeing a doctor on short notice and staying connected to family. According to Tim Woods, vice president of CABA's Internet Home Alliance Research Council, "Older seniors may be realizing that the aging process is taking less of a toll on them than they expected."

The survey also found that seniors are looking forward to an active and healthy retirement and the choices they have made about their home's location, design and upgrades reflect that optimism. Ninety-one percent of the respondents said retirement or semi-retirement is the reason for moving into a new home. Few moved into a new house as a result of a health condition, children moving out or some other family-related reason.

The top reason for moving into a new home in a typical neighborhood - cited by 49% of the respondents - was a desire "to have a home with a better layout." Among those moving into an active adult community (AAC), 59% cited a desire to "live near people with similar interests who were similar to them in age and stage of life."

Contrary to popular belief, moving to a warmer climate is not a key factor seniors consider when deciding to move. Only 25% and 23% of AAC and typical neighborhood residents, respectively, chose "live in a warmer climate" as a reason for moving to a new home. Underscoring the optimism and improved health of this generation of seniors, only 5% of seniors considered living close to medical facilities in their relocation process.

In terms of home features, seniors are designing their homes to stay active, engaged and in touch. More than half (63%) of seniors have home offices in their new homes. Seventy percent of AAC residents and 65% of typical neighborhood residents have broadband Internet access at home and 45% of AAC residents and 51% of typical neighborhood residents have WiFi access. In two-thirds of the homes, builders have installed wiring for computer networking. Fewer than 10% of the surveyed homeowners have no Internet access.

The survey respondents clearly expect to enjoy their homes and have selected features that will help them work and play with ease. Virtually all the homes have laundry rooms and about half (49%) have what they consider a "gourmet kitchen." Much less common are home theaters (10%) and exercise rooms (8%). Central audio exists in only 29% of AAC homes and 40% of typical neighborhood homes. Interestingly, 40% of seniors who opted against audio wiring say they would have chosen it if they could make the decision over again.

"What the study results reveal is that today's senior are living full, healthy lives, have no intention of slowing down and want their homes to help them maintain their independence and connection to the world," said Woods. "Seniors are designing homes and choosing upgrades that will let them stay fully engaged with friends and family. Hubs of activity, whether in the form of a gourmet kitchen for entertaining or a home office with broadband or wireless technology, are essential."

Over the past few years, consumer product and service companies have come to recognize the value of the mature market due to its size and buying power. In this roughly 80 million-strong market, about half are consumers aged 65 and older; the other half is comprised of Baby Boomers between the ages of 51 and 64. The Baby Boomer market is especially attractive; there is a concentration of wealth and a willingness to spend money on themselves and their pursuits, and this market's narrow age range is well suited to targeted advertising and marketing campaigns. In addition, this group can expect a longer life and a better health and mobility than previous generations.

"These results show that, while seniors are confident and secure today, as they look ahead, they can identify areas in which simple choices in home design and construction will help them live safely and independently for years to come," said David Swift, president of Whirlpool North America. "With these results, we can now identify innovations that will allow us to continue to meet the needs of this very important segment of the population."

Conducted by Zanthus, a consumer technology market research firm, the Alliance's Senior Housing Study was based on a survey that reached 600 homeowners over the age of 50 who had purchased a new home within the last four years and selected its features and amenities. Three hundred ninety respondents live in an active adult community (AAC), where residents own their own home and have access to onsite amenities such as a club house, golf course, swimming pool and walking paths. The remaining 210 respondents live in typical neighborhoods with people of all ages.

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