5th Senior Consumer Barometer Published.

23/01/2025

We share the recent publication of the 5th Senior Consumer Barometer, a study conducted by Ikerfel for the Fundación MAPFRE‘s Centro de Investigación Ageingnomics that analyzes the habits, attitudes, and concerns of people over 55, a key segment of our society.

This increasingly important group in our society is marked by realities and challenges that we have summarized into 10 key points:

1. They feel that society “ages” them prematurely: Seniors consider someone to be elderly after the age of 74, but they perceive that society sets that threshold at 67.
2. They are discriminated against based on age: 3.6 million people over 55 have felt discriminated against because of their age.
3. Employment discrimination: This perception is more common among people aged 55 to 59 (1.1 million), which demonstrates a significant impact on the active working life.
4. Safety net for society: More than half of seniors financially support their immediate family members, while 42% care for their grandchildren and 50% support elderly or dependent relatives.
5. Homeowners: 84% own their own home, and while many prioritize leaving it as an inheritance, 35% look for ways to capitalize on this wealth.
6. Committed to healthy aging: They take care of their diet (80%), sleep (59%), and exercise (58%). Furthermore, two out of three consider sex to be key to their quality of life.
7. Rejection of age-based driving bans: 77% believe there is no specific age to stop driving; it all depends on health and reflexes.
8. Leisure, tourism, and culture: 80% plan to travel next year, and 70% participate in cultural activities throughout the year.
9. Disagreement with postponing retirement: Only 15% are in favor of retiring beyond age 65, but 38% would like to combine work and pension income.
10. Increasingly connected: Daily internet use among people aged 74 to 85 has grown by 27% in the last year, adding more than 850,000 new users.

At Ikerfel, we continue to contribute research that generates value and promotes a better understanding and adaptation to the needs of this important group. On this occasion, we had the valuable participation of Smart Up Digital, who supported us throughout the process.

Find out how to access the full report here.