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Aging in Community Survey Highlights

The JABA Study Fact Sheet
This document presents highlights of the 2007 JABA Study.

Study Methodology:
• Overall study was designed and conducted by the Southeastern Institute of Research, Inc., a 42-
year-old Richmond-based marketing research firm that has conducted over 12,000 studies.
• Random telephone calling (RDD) conducted between January 25 to February 3, 2007, with
households in Charlottesville, Albemarle, Fluvanna, Greene, Louisa, and Nelson counties.
• 21-minute average telephone survey.
• Quotas imposed for age to ensure large segments of respondents, ages 50-64 and 65+, were
included.
• Data are weighted by age to the regional population.
• 1,200 interviews were conducted. The margin of error is +/- 3.0 percentage points.
• A “sister” online poll was conducted as part of this overall study. This document just outlines key
findings of the telephone survey.
Telephone Study Highlights:
Caring for an aging relative is a relevant issue for almost a quarter of the adults living in the
Charlottesville region. One in five (22%) of all residents report having a parent, stepparent, or older
relative that they or someone else provides care for. Caring for an aging relative is especially relevant for Charlottesville region Baby Boomers (born 1946-64) where over a quarter (28%) have a parent,
stepparent, or older relative that they or someone else is caring for or helping provide care for. One in
seven (14%) of this group say the aging relative lives with them.

For the most part, people in the region believe the quality of life for seniors is lower than it is for all
adults. Seniors feel otherwise. Charlottesville area residents rate the overall quality of life in the
Charlottesville Region very high. 74% of residents give the overall quality of life (“the general well-being
of residents taking into consideration such things as the quality of education available, employment
opportunities, the economy, personal safety . . .) a “4” or “5” on a scale of “1” to “5” where “1” is
“poor” and “5” is “excellent.” This high quality of life rating compares very favorably with other larger
urban markets in the Southeast such as Richmond, Charlotte, Nashville, and Jacksonville.

When it comes to everyone’s perception of the quality of life the region offers to seniors, only 60% of the adult population rate the overall quality of life high for people age 65 or older – 60% of all adults give a “4” or “5” on a scale of “1” to “5” where “1” is “poor” and “5” is “excellent.” This significant fall off
from 74% to 60% rating of seniors’ quality of life is based on perception, not reality. The reality is that
69% of the region’s senior residents, people 65 years old or older, actually rate the quality of life for
their age group a “4” or “5,” which is much closer to the overall population quality of life rating of 74%.
Perceptions of a higher quality of life for older adults increase with age.
When it comes to information or assistance with aging-related issues, area residents say they turn to
their families for help. When asked where they would turn for help if they need information or
assistance with aging-related issues, one in five (19%) residents of all ages said “family,” followed by 14% who said an area agency on aging and 12% who said a physician. When it comes to organizations that provide aging-related information and services, many area institutions have a relatively high level of awareness.

For the most part, seniors and people who care for seniors see the same major challenges when it
comes to dealing with age-related basic needs or “visible logistics.” “Obtaining healthcare & keeping
up with prescriptions” (58% rate “5-significant issue” and “4”) and “maintaining independence” (56%
rate “5-significant issue” and “4”) topped the list of concerns of respondents age 65 and older. These
are also the same top challenges caregivers see facing family members and friends who are trying to help take care of people 65 years old or older living in the Charlottesville region.

Seniors may not be getting exactly what they want when it comes to where they are living. Forty-nine
percent (49%) of the people who say their parents, stepparents, or older relatives need care report
that their relative in need of care lives independently. The balance, however, live in nursing
homes/assisted living facilities (24%) and live with the respondent or family member (24%). The fact that more seniors in need of care do not live in their own homes is counter to what people report they want.

According to the 2007 Ecumen “Age Wave” Study, 89% of the adult population, even those with a
debilitating illness, wants to live at home.

There are some areas, however, where seniors and caregivers may not be in sync – such as in the
area of invisible “social” needs. While seniors (people age 65 and older) and caregivers (members and
friends who are trying to help take care of people 65 years older) see the same top challenges,
caregivers are not as sensitive to the importance seniors place on keeping spiritually engaged (55%
seniors rate top 2 boxes as challenges vs. 33% of caregivers) and socially engaged (48% vs. 33%).
Only half of all residents under age 65 say they personally feel prepared to navigate the challenges
of aging. Only 53% of residents of all ages rated their own “aging preparedness” (how well-prepared they feel to navigate the challenges of aging - a “4” or “5” on a scale of “1” to “5” where “1” is “not at all
prepared” and “5” is “very prepared”). The older you get, however, the more prepared people seem to
feel when it comes to facing age-related challenges: 18-49 year olds - 45% feel prepared (top two boxes); 50-64 year olds - 56% feel prepared; and 65 plus year olds - 82% feel prepared. Feeling prepared for the age-related challenges appears to increase with age.

Residents believe it is extremely important to continue future planning efforts to help make the
Charlottesville region a national model on how a region serves its aging population. Three out of four
(75%) residents feel it is important to continue future planning efforts to help make the Charlottesville
region a national model on how a region serves its aging population – 75% gave this issue as a “4” or “5” on a scale of “1” to “5” where “1” is “not at all important” and “5” is “very important.” In fact, half
(49%) said it was very important (“5” rating).

Currently, 5% of the residents in the Charlottesville region say “retirement” originally brought them
to the area. Today, 57% say they would encourage (rate “5” very likely and “4”) their own aging relative
or friend to move to the Charlottesville region.

About the Southeastern Institute of Research:
The Southeastern Institute of Research, Inc. (SIR), a full-service marketing research firm, conducted the JABA Study. SIR is a 42-year-old full-service marketing research company that has conducted over 12,000 marketing research studies. SIR, through its Boomer Project (www.boomerproject.com), regularly conducts studies on age-related issues and how America is preparing for the coming Age Wave.