Our colleagues at Caring.com released the results of their 2014 Senior Care Cost Index survey this week. While the goal of the project was to measure the financial impact of caring for a senior loved one, the results contained more than just the cost of caring for seniors. In it were some real nuggets of helpful information that will allow you better understand who is caring for our seniors and what struggles they are facing. We wanted to share a few of the highlights with you.
Highlights from Caring.com Usage and Attitudes Survey
From June 26 to July 20, 2014, Pretell Market Research conducted an online survey on behalf of Caring.com. Those contacted were Caring.com site users. 1,345 family caregivers responded. No incentive was offered.
Here is some interesting information that will help you better understand how to engage with adult children and family decision makers online:
- 46% of family caregivers racked up more than $5,000 a year in caregiving costs.
- 33% of family caregivers spent more than 30 hours a week caring for their senior loved one.
- 60% of family caregivers said caregiving responsibilities had a negative impact on their job.
- 30% of caregivers are often late to work or have to leave early because of caregiving issues. 17% have missed a significant amount of work.
- 50% of caregivers have had to change their work schedules and 15% indicate they may have to leave their job to continue providing care.
- 54% of respondents are caring for a parent or spouse/significant other.
- Not surprisingly, 74% of caregivers are female. Most are in their 50s and 60s.
- 83% of caregivers are caring for a loved one who is more than 70 years old.
These stats reinforce who our senior living and home care content should be directed to and the struggles they are likely facing. We know our content persona is a middle-aged female, juggling her family, her career and her aging parent(s) care.
Senior Care Content Opportunities
What is also helpful to know as you are working on your 2015 senior care editorial calendars is how long it is taking families to make a senior care decision and what topics adult children and family caregivers are struggling to talk about with their loved one.
While 43% of family caregivers make the senior care decision in less than a month, the rest take longer.
How does your site and your brand keep the other 57% engaged during the long search process?
Family caregivers are struggling to talk with their senior loved one about:
- Will/estate matters (57%)
- Limiting driving of giving up the car keys completely (56%)
- Funeral wishes (45%)
- What to do when they can no longer care for themselves (45%)
- Selling their home and moving (43%)
- How they are managing medical treatments (42%)
- How to pay for senior care (30%)
Do you have resources on your site that help with each of these topics?
You are missing a prime opportunity for connecting with adult children online if the answer is “No.”
To learn more, visit the Senior Care Costs Index at Caring.com.
For help creating content that answers these questions and strategies that engage families throughout the senior care decision journey, drop us a line!