Damartex, Seniosphère Conseil and Market Audit again rated the happiness of women 55+ this year. The happiness of the Belgians and French women has not changed significantly compared with 2015. On the other hand, English women gave a lower grade to their happiness: 7.2/10 against 8.1/10 in 2015.
Read the 2015 study by clicking on the following link: Happiness index for women aged 55+
To evaluate the happiness score, the questionnaire asked women to rate the following question: « On a scale from 0 to 10, how happy are you with your life today? » What makes them particularly happy are: married life, socializing, buying clothes, holidays, travelling and owning digital tools.
The perception of values in each of the three countries was also measured using a score of 0 to 10. Seniors had to answer the following questions: « Finally, I have only a few grades to ask you about certain values in France, the United Kingdom and Belgium: Family is at the heart of their concerns ; We feel free; We have good general knowledge ; We are polite ; We are tolerant ; We are environment-friendly ; We have a sense of community ; We feel safe and secure. »
Finally, the three typologies of seniors have been updated.
- Silver surfers: they are 67 years old, have a laptop, a tablet or a smartphone, and surf the Web every day. They go on holiday several times a year, go out a lot and often buy online.
- Peaceful seniors: they are 71 years old on average, have a computer, tablet or smartphone but only occasionally go online. They go on holiday about once a year and go out every now and then. When buying clothes, they often buy it from a catalogue and prefer quality and colour.
- Home Loving: they are 75 years old on average, do not have a computer, tablet or smartphone. They buy little clothes and never on the Web. Finally, they hardly go out and never go on vacation.
We found with this new study that the average age of our three typologies has changed. Silver surfers were on average 64 in 2015, Peaceful seniors were 66, and Home Loving were 74.
We also found that typologies are not only age-dependent, but rather dependent on their behaviours; since their age gap has narrowed in 2017. In addition, 19% of people under 65 have a Home Loving profile, while 17% of 80+ have a Silver Surfer profile.