3.9% Will Attend Senior Expo in Next 12 Months

Approximately 14 Million Americans Involved in Road Incidents Caused by an Elderly Driver in the Last Year. Caring​.com released new data about senior drivers in the U.S. This vital health information could be shared by your advertisers at the next Senior Expo.

Approximately 14 million Americans ages 18–64 years old were involved in an accident or near-​accident caused by an elderly driver (ages 65 and older) in the past 12 months, according to a new Caring​.com survey. Millennials (Americans ages 18–29) were the most likely to have been involved in an incident with an elderly driver.

While elderly drivers may have a bad reputation on the road, they are not widely perceived as more dangerous than drunk drivers, teen drivers, and distracted drivers. Surprisingly, however, Americans ages 65 and older are one of the groups most likely to think that elderly drivers are more dangerous than drunk drivers.

Driving can be a sore topic for many older Americans. ‰ÛÏDriving is often associated with independence and freedom, which is why many senior citizens are reluctant to give up their car keys,‰Û said Andy Cohen, CEO of Caring​.com.

While senior citizens may dread losing their driving privileges, their family members typically dread having the conversation about driving just as much. In fact, according to a past Caring​.com and National Safety Council survey, 40% of Americans said they are not comfortable speaking to their parents about driving and would rather discuss funeral arrangements or selling their home.

In terms of who should determine whether an elderly driver is no longer fit to drive, Americans are split between a doctor/​caretaker (29%), family (25%), and the DMV or government (23%). Just 16% percent of Americans think the driver should make the decision for themselves.

Nearly one-​third of Americans 65 years old and older (30%) actually prefer their family to determine whether or not they should still have a driver‰Ûªs license. Twenty-​six percent of those 65 and older prefer to make the decision themselves, while 21% would like their doctor or caretaker to make the decision. Only 10% of senior citizens think the DMV or government should be able to make that decision.

‰ÛÏNo one wants to be the one to take away Mom or Dad‰Ûªs keys, but sometimes it can be crucial for their safety,‰Û said Cohen. ‰ÛÏPlus, many seniors would actually prefer to hear it from a family member than from a police officer on the road. There are numerous online resources that people can use to make the conversation go as smoothly as possible.‰Û

The survey was conducted by Princeton Survey Research Associates International and can be seen in more detail here: https://​www​.caring​.com/​r​e​s​e​a​r​c​h​/​s​e​n​i​o​r​-​d​r​i​v​i​n​g​-​d​a​t​a​-​2​015

Your clients with booths at your local senior expo can incorporate this data into their handouts. Or your advertisers can appeal to attendees by advertising in your expo special sections or inserts to promote any senior fairs coming up. AudienceSCAN will help you target Senior Expo Attendees. Your auto dealers might want to get involved too: 18% of Senior Expo Attendees drive Fords and 13% drive Chevrolets. 20% enjoy watching auto racing: NASCAR, IndyCar or F1 in person or on TV. This audience is 27% more likely than average to participate in LinkedIn. Also, you can reach them in print: 32% learn about upcoming events in newspapers. And make sure your auto glass retailers/​insurers are marketing to this audience too. 12% plan on paying for windshield repairs or replacements in the next 12 months. (Due to recent collisions?)

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.