Scientific research
All reports are FREE to ICAA Organizational and ICAA 100 members. Individual members need to upgrade to an Organizational and/or ICAA 100 membership to access reports.
Non-member can purchase reports by setting up a nonmember account, click on the Log-in button above to do so. Nonmembers can also access reports by purchasing an ICAA Organizational or ICAA 100 membership.
Access and utilize the ICAA library of scientific studies, reports and statistics to assist you with the development of your business case for wellness, program and community design and development, evidence-informed lifestyle choices and marketing strategies and approaches.
Topic- Marketing
Lowering middle-market barriers to smart home ownership
Research in a new Parks Associates' white paper, "Middle Market: Lowering Barriers to the Smart Home," reveals an ongoing shift in the smart home as more mainstream US consumers adopt devices including video doorbells, smart cameras, and smart locks. This middle-market segment, part of the "early majority" in the US mass market, represents 37% of all smart home adopter households. Active-aging organizations can get on board by offering these technologies in their communities.
moreMarketing
Linking earned media to action: PR power white paper
Onclusive, a New York City-based analytic platform to support public relations and communications teams, has published a whitepaper detailing the findings of its PR Attribution data study. The study "uncovered some surprising insights into the relationships between different media attributes and desired consumer actions, which could change how communicators approach their work," the company says. Publications and marketing staff, in particular, might want to take a look, as well as anyone interested in understanding the potential value of their media efforts.
moreMarketing
Guide to building an employee advocacy program
While employees can be an organization's most powerful and effective source for marketing, recruiting and retention, how can you turn busy staffers into influential advocates and ambassadors for your brand? Ragan Communications aims to help organizations answer that question with a new, free and comprehensive guide, "How to build an employee advocacy program," which delves into tactics every business can use. It's definitely worth a read.
moreMarketing
Stats: 30% growth in time spent on mobile among GenX/Boomers in 2020
This 55-page (pdf format) report is chock-full of interesting data and trends re: mobile and is well worth a read, especially by marketers. As noted in the headline, GenX/Boomers (interestingly, grouped together as a single category) spent 30% more time year-to-year in their most used apps, followed by millennials, who spent 18% more time, and Gen Z, who spent 16% more time.
moreMarketing
"Pure panic": Newspaper portrayals of residential care during pandemic
Researchers from the Bar-Ilan University School of Social Work in Ramat Gan, Israel recently investigated coverage of residential care during the pandemic in three US newspapers: The New York Times, USA Today and The New York Post. They found "fearmongering and the portrayal of residential care as lacking transparency" and predict this "will likely create future mistrust of the industry." Organizations should consider reading the article, particularly since "residential care," as defined in the study, covers "nursing homes, long-term care facilities, assisted living facilities, retirement communities."
moreMarketing
McKinsey: The next normal for marketers
Five years of digital adoption happened in just eight weeks. That's the first among six behavior changes marketers need to grasp for the next normal, according to McKinsey and Company. The consultancy has dug deeply into consumer behaviors over the past couple of months and provides actionable insights relevant to most organizations, including those in the active-aging industry. The article describing important trends in consumer behaviors contains copious links to additional timely articles and supporting data.
more
