At the end of year 2015, from November the 27th to December the 18th, the Group Damartex (Damart, Damart Sport, Afibel, …), in association with the Seniosphere Council, has launched a major study to learn more about what makes the happiness of senior women aged 55 and plus. Launched in three different countries, the United Kingdom, Belgium and France, this study was conducted with more than 1800 women aged 55 to 85 years old.
According to this study, three senior profiles are distinguished: the serene mature senior, the young calm senior and the active connected senior. Let see this three different profiles in details.
The serene mature senior:
The serene mature woman is about 74 years old. She represents about 30% of senior women in the three countries: 31% in France and in the UK, 33% of the Belgians. She is not equipped in ”new technologies”: she does not have smartphones, tablets or computers, and she never goes on the Web. Very stay-at-home, she makes very few outlets and she almost never goes on holidays.
With an overall score of 7.6/10 on the scale of happiness, the serene mature woman is zen and happy in her life.
The young calm senior:
The young calm senior is, as her name indicates it, is younger than the “serene mature” woman with an average age of 66 years old. However, the results are very different from a country to another: she represents 32% of the French seniors, 23% of the British and 45% of the Belgian seniors. More aware of new technologies than her eldest serene mature, she is equipped with computers, tablets and smartphones, even if she rarely goes on the Internet. She makes a few releases and goes at least once a year on vacation.
According to the scale of happiness, she is very slightly happier than the serene mature senior with an overall score of 7.7/10.
The active connected senior:
Undoubtedly, the happiest senior woman! With an average age of 64 years old, the active connected senior represents 37% of French seniors, 46% of English seniors but only 23% of Belgians seniors. As her name suggests it, she is very aware about new technologies: she uses computer, tablet and smartphone every day. She goes on the Internet once a day at least. Hyperactive, the active senior woman is connected as much on the Internet as in real life as she makes many trips and goes on vacation several times every year.
The active connected senior rate shows how she is happy because she has an overall rating of 8.2/10 on the scale of happiness.
On the scale of happiness:
When the senior women were asking: “On a scale of 1 to 10, how happy are you in your life today?” , the senior women are relatively happy and assign a 7.8/10 on their happiness. If the French and the Belgians senior women are quite similar in their overall rating (7.5/10 for the French seniors and 7.7/10 for the Belgian seniors), the English senior women are, on the other hand, very happy because they give themselves the attractive note of 8.1/10 on the scale of happiness.
If the country results are quite different from one to another, there are a few difference from an age bracket to another one: the global notes oscillate between 7.6/10 and 7.9/10 regardless of the respondent age group (from 55 years old to 85 years old and more).
Surprising fact: the French senior women are concerned about their finances:
The French senior woman has a best quality retirement (age or amount of their pension for example). But her feeling is quite different because the English and the Belgian senior women note are more affluent than the French senior women’s global note.
In summary, whatever her profile, her age or her country, the senior woman, aged of 55 years old and more, is happy! She wants to enjoy life on all its levels: family, friends, releases, holidays … A good news for all our senior women!