Del Webb is a US property company and has gained some good media coverage with this survey. The research comes from an online survey among a national sample of 1,174 U.S. residents aged 40-70 years old. You can download the whole report from the company’s web site.
The tone of the report is set by the opening comments: “These ‘Flower Children’ of the '60s are fast becoming 21st Century 'Empty Nesters' and they say they're ready to reclaim their independence”. It is stuffed with ‘facts’ but very few of them seem to have any marketing, or any other, significance. For instance:
71% say parenting was a wonderful experience, but it wasn't easy; roughly 19 percent admit it was more challenging than they expected.
58% are emotionally prepared for the kids to leave the house.
57% feel an increased freedom to be themselves.
26% felt "like a newlywed once again" after the kids left home for good.
A very simple test of whether it worth stating a research result is to ask the question “so what”. Sorry Del Webb not a very good test score.
The one piece of information that I found very funny was that given a choice of baby sitter for their grandchildren, eight times as many people would feel happy with Barbara Bush compared with Bill Clinton. Dick Stroud: www.20plus30.com
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