International Council on Active Aging
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This unique marketing approach gets your products and services in front of ICAA members on a ongoing basis.
ICAA knowledge center
Market intelligence drives results
The International Council on Active Aging understands the impact that having access to the latest and most reliable market intelligence can have on your business. Whether it is data for your business or marketing plan, deciding on how to write or design advertisements and support literature, or preparing training for your sales team, market information is a crucial part of the decision-making process.
Whether you are a CEO, marketing executive or sales representative, by utilizing this information you will:
- Gain the market intelligence you need to better understand the scope of the Active-Aging Industry.
- Profit from learning how ICAA members make their decisions and discovering which marketing channels they use to buy products and services.
- Learn what ICAA members are looking for in the products and services they purchase and the companies they deal with.
- Access the information you need to plan and deliver your educational programs and services.
- Train your sales representatives on how your products and services can meet the specific needs of the older adult.
Research option include:
An example of ICAA knowledge centers research.
What ICAA members are buying in 2011
Within the next 24 months, one-third of ICAA members will build or expand their fitness or wellness centers. By having access to the ICAA Knowledge Center, you will gain valuable insight into the active-aging industry and buying decisions that ICAA members plan to make. Below is a sample of the research available on the ICAA Knowledge Center.
Products that organizations intend to purchase in the next 24 months:
- 54% Activity supplies (e.g. art, board games)
- 53% Exercise equipment
- 49% Recreation supplies (e.g. nets, balls)
- 32% Aquatics equipment and services
- 30% Computer-generated games (e.g. Wii)
- 26% Assessment tools
- 26% Computers for older adults to use
- 25% Computer software (brain fitness)
- 24% Computer software for staff to use
- 24% Rehabilitation or therapy products
- 24% Pedometers or step counters
- 23% Landscaping and maintenance
- 13% Automated external defibrillator (AED)
- 7% Handheld technology (e.g. GPS)
Current areas available to older adults on property:
- 83% Classroom/studio for exercise, tai chi etc
- 78% Dining or cafeteria
- 78% Fitness room (with fitness equipment)
- 75% Library
- 70% Crafts room, hobby shops
- 70% Business center or computer room
- 62% Walking trails or paths
- 60% Billiards room
- 54% Casual café or juice bar
- 53% Meditation garden, gardening area
- 47% Physical therapy room and equipment
- 40% Games courts (e.g. shuffleboard)
- 42% Spa area for services such as massage
- 39% Full-size swimming pool
- 38% Fitness/wellness center (stand-alone or attached)
- 36% Occupational therapy room and equipment
- 27% Theater
- 23% Warm water therapy pool
- 20% Smaller pool used for exercise
- 16% Sports courts (e.g. tennis, basketball)
Top information sources that influence ICAA members buying decisions:
- 92% Word of mouth (colleagues, friends) 82% ICAA’s Journal on Active Aging
- 80% The Internet
- 68% ICAA website
- 67% ICAA Preferred Vendors Guide and program
- 67% Other associations and trade groups 66% Other non-ICAA publications
Characteristics that members look for in the companies that they do business with:
- 96% Salesperson seems knowledgeable about needs of older adults and organization
- 96% My organization has previously done business with the company
- 92% Company supports the development of the industry
- 88% Company says its products or services are designed for older adults
- 80% Company has been in business for over 2 years
- 78% Company is an ICAA Preferred Vendor
To learn more about the active-aging industry or ICAA’s membership, call 866-335-9777 or 604-734-4466.
