Brain Health Research Study

Transcription

1 Brain Health Research Study Patty David, Vicki Gelfeld September 17,

2 Table of Contents TOC Objectives 3 Methodology 6 Conclusions 9 Detailed Findings 20 Perceptions of Healthy Living 21 Brain Health Knowledge and Understanding 30 Brain Health Awareness, Engagement, Consideration, 37 and Motivation Brain Training Programs 45 2

3 OBJECTIVES 3

4 Research Objectives OBJECTIVES The overarching goal of this research is to explore how consumers understand and perceive brain health and how AARP may affect consumer attitudes and behaviors around brain health in the future. Specific research objectives include: Understand attitudes and behaviors toward healthy living. Gauge importance of healthy living and associated activities, understand consumer self-perceptions regarding health, determine level of engagement in activities related to healthy living, and understand the role of specific parts of the body in overall health. Understand attitudes and behaviors toward brain health. Understand perceptions of brain deterioration and proactively engaging in activities that improve or maintain brain health. 4

5 Research Objectives (continued) OBJECTIVES Determine awareness, engagement, consideration, and motivation for brain training. Determine awareness of brain training. Determine which activities and brain training programs consumers currently engage and which they would consider in the future. Understand what events may trigger the need to start participating or increase participation in activities related to brain training. Determine primary sources for brain health research. Determine which sources consumers currently use or would consider using to research brain health and how sources are deemed trustworthy. 5

6 METHODOLOGY 6

7 Methodology METHODOLOGY W5 conducted a targeted total of 1,200 (N=1,200) online interviews with nationwide consumers, including: n=500 age n=500 age n=200 age n=207 African-American or Black n=110 Asian n=248 Acculturated Hispanic The data were weighted by age to reflect the US population (2010 Census). A more detailed description of the sample frame using the weighted data is shown on the following slide. The margin or error associated with a 95% confidence interval for the sample size N=1,200 consumers is +/- 2.8% The survey was fielded August 8-19, The average time for survey completion was 14 minutes. 7

8 Sample Frame(N=1,200) METHODOLOGY Gender Male 37% Female 63% Age % % % Region New England 5% Middle Atlantic 13% South Atlantic 21% East South Central 5% East North Central 16% West South Central 11% West North Central 6% Mountain 7% Pacific 16% Children in Household None 65% One 17% Two 12% Three or more 6% Education (Does not include Other or I prefer not to answer ) Some high school/high school 22% Trade or vocational/associates degree 18% Some college 21% Bachelor s degree 27% Master s degree/ph.d. 12% Conditions Dementia 14% Alzheimer s disease 11% Marital Status Married 55% Single 19% Separated, divorced, or widowed 20% Live with partner 6% Ethnicity Acculturated Hispanic or Latino* 22% White or Caucasian 67% Black or African-American 18% Asian 10% Other 7% Annual Household Income (Does not include I prefer not to answer ) Less than $15,000 10% $15,000 - $24,999 13% $25,000 - $49,999 27% $50,000 - $74,999 23% $75,000 - $99,999 11% $100,000 or more 14% Employment Status (Does not include Other or I prefer not to answer ) Full time 36% Part-time 12% Unemployed 11% Stay-at-home parent 9% Retired 27% Student 1% Organization Membership AARP 29% Church 41% AAA 29% Community group 10% Service organization 7% Fraternal organization 4% *Acculturated Hispanic or Latino background asked separately of ethnicity 8

9 CONCLUSIONS 9

10 Brain Health Perceptions CONCLUSIONS CONCLUSION A Maintaining a healthy lifestyle is important to all consumers (99% find it at least somewhat important). Brain health is the second most important component in maintaining a healthy lifestyle, after heart health (37% find brain health most important while 51% find heart health most important). While adequate rest (86%), reduced stress (86%), proper nutrition (84%), and physical exercise (75%) are seen as the most important components to healthy living, consumers also engage in puzzles and games online (48%) and in newspapers, books, and magazines (37%). To better maintain a healthy lifestyle, consumers are willing to spend money on tools or resources to maintain or improve brain health (50% are very or extremely willing). See slides 23, 24, 26, 27, 28, 29 10

11 Brain Training Engagement CONCLUSIONS CONCLUSION B Brain training is a relatively well-known concept among consumers (52% are aware of brain training). Working on puzzles (70%), solving word problems (67%), math problems (59%), and playing memorization games (55%) are all popular cognitive exercises consumers have engaged to improve or maintain brain health. There is also interest in engaging in these activities in the future (43%, 44%, 46%, and 52% would consider these activities in the future respectively). Consumers are likely to engage in brain training to support living a more enjoyable, self-managed life (91%). Catastrophic events affecting the brain, inability to manage simple tasks, worsening memory, and witnessing a loved one suffer from a decline in brain health are primary motivators to participate in activities to maintain or improve brain health (76%, 74%, 74%, and 73% respectively). See slides 38, 39, 41, 43, 44 11

12 Program Usage CONCLUSIONS CONCLUSION C Across brain training programs, consumers are primarily aware of Lumosity (51%) and Mind Games (35%). Brain HQ is the least used program (19% of those aware of the program), but given the most consideration for future usage (72% of those aware of the program). See slides 49, 50, 51 12

13 Information Sources CONCLUSIONS CONCLUSION D Consumers primarily look to their doctor and friends or family to learn more about brain health (70% and 51% respectively). When researching brain health, consumers prefer sources supported by doctors (72%) and professionals (69%) that are current and up-to-date with supporting statistical data (57%). See slides 46, 48 13

14 Younger Consumer Opinions CONCLUSIONS CONCLUSION E Younger consumers (age 34-49) are more inclined to feel brain health is the most important component to overall health (41% versus 34% of consumers age 50-75). However, they are also more likely to believe brain deterioration cannot be reversed (17% versus 12% of older consumers). Younger consumers believe the age when the brain peaks, begins to deteriorate, and requires planning for future brain health should occur earlier than older consumers (data shown on the following slide). See slides 15, 28 14

15 Younger Consumer Opinions (continued) DATA SUPPORT FOR CONCLUSION E CONCLUSIONS The perceived age at which consumers believe the brain is at its peak, begins to deteriorate, and when planning for future brain health should begin is proportional to their age. Age Perceived age at which the brain is at its peak Perceived age at which the brain begins to deteriorate Perceived age to begin planning future brain health Time after peak brain performance when future planning should begin 15

16 Activities Among Women CONCLUSIONS CONCLUSION G Women are more motivated to participate in activities to improve or maintain brain health. Also, women feel it is important to play games and do puzzles online or in print (37% versus 23% of men and 40% versus 26%) and currently engage in such activities (53% versus 39% and 40% versus 32% respectively). As such, women are willing to spend money on tools and resources to maintain or improve brain health (54% are very or extremely willing versus 43% of men). See slides 26, 27, 29 16

17 Effect of Personal Experiences CONCLUSIONS CONCLUSION H Consumers who have been affected by Alzheimer s Disease or dementia either personally or through a family member or friend are aware of the importance of maintaining and improving brain health. They believe brain health is the most important aspect of overall health (45% versus 35% of unaffected consumers), even above heart disease (44% versus 52%). Because they have seen the effects of brain deterioration, they are already participating in many activities to maintain or improve their brain health and are willing to spend for these activities (56% versus 48%). 17

18 Acculturated Hispanic Consumers CONCLUSIONS CONCLUSION I Acculturated Hispanic consumers are aware of the importance of brain health on their overall health. They understand maintaining a healthy lifestyle goes beyond physical exercise and are more inclined to believe playing games and working on puzzles online (39% versus 29% non-hispanic consumers) and in newspapers, books, or magazines (45% versus 32%) are important tools in supporting their health. Given this, they are more aware of (60% versus 50%) and likely to engage in brain training activities (89% versus 83%). 18

19 African-American Opinions CONCLUSIONS CONCLUSION J African-American consumers have decided opinions regarding the importance of maintaining and improving brain health. They find brain health just as important to their overall health as heart health (43% find both components most important) and are therefore extremely likely to engage in brain training activities (55% versus 43% of non-african-american consumers). African-American consumers are especially motivated to maintain their brain health as a way to remain independent (70% versus 61% of non-african- American consumers), maintain healthy relationships (56% versus 46%), keep up with technology (37% versus 25%), and help others depending on them (55% versus 43%). 19

20 DETAILED FINDINGS 20

21 PERCEPTIONS OF HEALTHY LIVING 21

22 Health Self-Perception PERCEPTIONS OF HEALTHY LIVING Over four-fifths (81%) of consumers feel they are in good, very good, or excellent health. Compared to older consumers (age 50-75), a significantly higher percentage of younger consumers (age 34-49) are likely to feel they are in very good or excellent health (47% versus 39%). Perceptions of Personal Health 38% 35% Top 3 Box: 81% 16% 8% 3% 1 - Poor 2 - Fair 3 - Good 4 - Very Good 5 - Excellent Q1: Please rate your health on a scale of 1 to 5 where 1 means Poor and 5 means Excellent. Base: Total (N=1,200) 22

23 Importance of Healthy Living PERCEPTIONS OF HEALTHY LIVING Nearly all consumers feel it is important to maintain a healthy lifestyle (99%). A significantly greater proportion of consumers who feel they are in very good or excellent health feel it is very or extremely important to maintain a healthy lifestyle, compared to consumers who feel less healthy (94% versus 84%). Importance of Maintaining a Healthy Lifestyle Top 2 Box: 88% 45% 43% 11% 0% 1% 1 - Not at all important 2 - Not too important 3 - Somewhat important 4 - Very important 5 - Extremely important Q2: On a scale from 1 to 5 where 1 means Not at all important and 5 means Extremely important, how important is it to maintain a healthy lifestyle? Base: Total (N=1,200) 23

24 Components of Healthy Living PERCEPTIONS OF HEALTHY LIVING Importance of Activities to a Healthy Life Consumers approach healthy living holistically; obtaining plenty of sleep, little stress, proper nutrition, as well as walking or jogging are considered highly important components of healthy living. Getting plenty of sleep Maintaining peace or little stress Eating healthy foods Walking or jogging Hanging out with friends or family Taking vitamins or supplements Cooking Reading 38% 38% 38% 42% 36% 35% 37% 35% 28% 27% 24% 24% 48% 48% 46% 33% 64% 62% 61% 59% 75% 86% 86% 84% Trying new activities 33% 15% 48% Going hiking or other outdoor activities 28% 13% 41% Traveling to new places 26% 14% 40% Browsing the internet 21% 17% 38% 4 - Very Important 5 Extremely important Q3: On a scale from 1 to 5 where 1 means Not at all important and 5 means Extremely important, how important are each of the following to maintaining a healthy lifestyle? Base: Total (N=1,200) 24

25 Components of Healthy Living (continued) PERCEPTIONS OF HEALTHY LIVING Importance of Activities to a Healthy Life Roughly one-third of consumers feel playing games or working on puzzles are important components of a healthy lifestyle (newspapers, books, or magazines 35%; online 31%). Volunteering Playing games or working on puzzles in newspapers, books, or magazines Gardening Playing games or working on puzzles online Lifting weights or resistance training Attending community functions Dancing Talking on the phone 25% 23% 24% 21% 21% 20% 19% 17% 11% 36% 12% 35% 11% 35% 10% 31% 10% 31% 8% 28% 7% 26% 9% 26% Going to movies or stage performances 18% 8% 26% Yoga 17% 8% 25% Fishing, boating, or other water sports 15% 7% 22% 4 - Very Important 5 Extremely important Q3: On a scale from 1 to 5 where 1 means Not at all important and 5 means Extremely important, how important are each of the following to maintaining a healthy lifestyle? Base: Total (N=1,200) 25

26 Activity Engagement PERCEPTIONS OF HEALTHY LIVING Regular Activities Over four-fifths of consumers regularly browse the Internet (81%). Browsing the Internet Cooking Reading 71% 68% 81% Compared to men, a significantly greater proportion of women play games or work on puzzles online (53% versus 39%). Eating healthy foods Hanging out with friends or family Walking or jogging Taking vitamins or supplements 68% 67% 66% 63% Getting plenty of sleep 62% Maintaining peace or little stress 57% Talking on the phone 56% Playing games or working on puzzles online 48% Gardening 41% Q4: Which of the following activities do you regularly do? Please select all that apply. Base: Total (N=1,200) 26

27 Activity Engagement (continued) PERCEPTIONS OF HEALTHY LIVING Regular Activities While nearly two-fifths of consumers play games or work on puzzles in newspapers, books, or magazines (37%), a significantly greater proportion of women do so than men (40% versus 32%). Playing games or working on puzzles in newspapers, books, or magazines Trying new activities Going to movies or stage performances Volunteering Traveling to new places Attending community functions Going hiking or other outdoor activities Lifting weights or resistance training 22% 24% 24% 30% 29% 37% 36% 36% Fishing, boating, or other water sports 17% Dancing 15% Yoga 11% Other 3% Q4: Which of the following activities do you regularly do? Please select all that apply. Base: Total (N=1,200) 27

28 Importance to Overall Health PERCEPTIONS OF HEALTHY LIVING When considering overall health, consumers feel heart health (51%) and brain health (37%) are of most importance. Compared to older consumers (age 50-75), a significantly greater proportion of younger consumers (age 34-49) consider brain health important to overall health (41% versus 34%). 51% Ranked Most Important to Overall Health 37% 6% 5% 1% Heart health Brain health Digestive health Bone or joint health Skin/Dermatological health Q5: How important are each of the following to your overall health? Please rank each of the following in order of importance, where the top means Most important and the bottom means Least important. Base: Total (N=1,200) 28

29 Willingness to Spend on Health PERCEPTIONS OF HEALTHY LIVING Activities Willing to Spend Money When considering maintaining health, consumers are primarily willing to spend on healthy food choices (72%), supplements (64%), and tools to improve or maintain brain health (50%). Compared to men, a significantly greater proportion of women are willing to spend money on tools or resources to improve or maintain brain health (54% versus 43%). Healthy food choices Supplements or vitamins Tools or resources to improve or maintain brain health Tools or resources to improve or maintain mental well-being Massage therapy or reflexology Nutritionist Gym membership Fitness class Life and wellness coach Dance classes Personal trainer 36% 33% 31% 19% 36% 31% 50% 21% 19% 20% 14% 15% 12% 35% 34% 32% 17% 18% 14% 13% 14% 31% 12% 30% 8% 22% 8% 21% 11% 7% 18% 64% 72% 4 - Very willing 5 Extremely willing Q6: On a scale from 1 to 5 where 1 means Not at all willing and 5 means Extremely willing, please tell us how willing you are to spend money on each of the following to help maintain a healthy lifestyle. Base: Total (N=1,200) 29

30 BRAIN HEALTH KNOWLEDGE AND UNDERSTANDING 30

31 Brain Peak Performance BRAIN HEALTH KNOWLEDGE AND UNDERSTANDING On average, consumers feel the brain is at its peak at 33 years of age. For older consumers, the perceived age at which the brain performs best is higher; consumers age years feel the brain performs best at age 29, while consumers feel it performs best at age 35. Consumers age feel it performs best at age 40. Perceived Age for Peak Brain Performance Under 20 5% I don't know 22% % 50+ 8% Average age for perceived peak brain performance % % Q7: Approximately, at what age do you feel the brain is at its peak? Base: Total (N=1,200) 31

32 Brain Deterioration BRAIN HEALTH KNOWLEDGE AND UNDERSTANDING On average, consumers feel brain deterioration begins at age 55. Consumers age feel deterioration begins at age 53, while consumers age feel it begins at age 56. Consumers age feel it begins at age 61. Perceived Age for Brain Deterioration I don't know 18% Under 39 8% % % Average age for perceived brain deterioration % % Q8: Approximately, at what age do you feel the brain begins to deteriorate? Base: Total (N=1,200) 32

33 Planning for Future Brain Health BRAIN HEALTH KNOWLEDGE AND UNDERSTANDING On average, consumers feel it is important to begin planning for future brain health at age 36. Consumers age feel planning for future brain health should begin at age 34, while consumers age feel it should begin at age 38. Consumers age feel it should begin at age 42. I don't think it is important to think about future brain health 3% Age to Begin Preparing for Future Brain Health I don't know 23% % Under 20 6% Perceived average age to begin planning for future brain health 60+ 7% % % % Q9: Approximately, at what age do you feel it is important to start thinking about brain health for the future? Base: Total (N=1,200) 33

34 Maintaining Brain Health BRAIN HEALTH KNOWLEDGE AND UNDERSTANDING All consumers feel it is at least somewhat important to improve or maintain brain health, and 93% feel it is very or extremely important. Importance of Improving or Maintaining Brain Health Top 2 Box: 93% 62% 31% 0% 0% 7% 1 - Not at all important 2 - Not too important 3 - Somewhat important 4 - Very important 5 - Extremely important Q10: On a scale from 1 to 5 where 1 means Not at all important and 5 means Extremely important, how important is it to improve or maintain brain function? Base: Total (N=1,200) 34

35 Keys to Maintain Brain Health BRAIN HEALTH KNOWLEDGE AND UNDERSTANDING Over one-half of consumers feel adequate rest (68%), healthy diet (58%), and stimulating brain exercises such as games or puzzles (50%) are key to improving or maintaining a healthy brain. Ranked Top 3 Most Important to Improving or Maintaining Brain Health Adequate sleep or rest Healthy diet Games, puzzles, or other activities that challenge the mind Physical exercise Low stress Socializing with friends or family Taking educational classes at a school or online 9% 18% 34% 44% 50% 58% 68% Volunteering or helping others 6% Watching educational programs 6% Watching the news 5% Other 1% Q11: Please rank the top 3 activities that are most important to improving or maintaining brain function, prior to brain deterioration. Base: Total (N=1,200) 35

36 Reversing Brain Deterioration BRAIN HEALTH KNOWLEDGE AND UNDERSTANDING Just under 60% of consumers feel brain deterioration can be reversed or improved. Perceptions Toward Reversing or Improving Brain Deterioration (Does not include I don t know ) Brain deterioration CAN be reversed or improved Brain deterioration CANNOT be reversed or improved Q12: Once brain deterioration has begun, do you feel it can be reversed or improved? Base: Total (N=1,200) 36

37 BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION 37

38 Brain Training Awareness BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION Among the 52% of consumers aware of brain training, at least three-quarters feel it is best described as an activity that improves memory (88%), sharpens intellectual skills (79%), improves attention span (79%), promotes faster thinking (79%), and prevents memory loss (75%). Improve memory Brain Training is Exercises or Activities that 39% 49% 88% Sharpen intellectual skills 40% 39% 79% Help improve my attention span 43% 36% 79% Help me think faster 44% 35% 79% Prevent memory loss 38% 37% 75% Aware of Brain Training Are fun Increase IQ Help improve my social skills 4 - Describes 5 Closely describes Q13: Have you ever heard of brain training? Base: Total (N=1,200) Q14. On a scale from 1 to 5 where 1 means Doesn t describe at all and 5 means Closely describes, how well does each of the following statements describe brain training? Base: Respondents aware of brain training (n=626) 37% 30% 26% 17% 26% 26% 43% 56% 63% 38

39 Brain Health Motivators BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION Brain Training Motivators A stroke or catastrophic event affecting brain health would be the primary motivator to engage in activities to improve or maintain brain health, with 76% of consumers agreeing they would be encouraged by this type of event. Inability to manage simple tasks, memory worsening, and witnessing a loved one suffer from a decline in brain health are also likely to encourage consumers to proactively manage brain health (74%, 74%, and 73%, respectively). Suffering a stroke or catastrophic event effecting my brain health Feeling unable to manage simple tasks Feeling my memory is worsening Witnessing a loved one suffer from a decline in brain health Feeling unable to manage my dayto-day activities Having difficulty staying focused and concentrating 25% 32% 35% 32% 32% 35% 51% 42% 39% 41% 39% 36% 76% 74% 74% 73% 71% 71% 4 - Encourages 5 Greatly encourages Q15: On a scale from 1 to 5 where 1 means Doesn t encourage at all and 5 means Greatly encourages, how would each of the following influence your decision to participate in activities to improve brain health? Base: Total (N=1,200) 39

40 Brain Health Motivators (continued) BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION Brain Training Motivators Though 43% of consumers are encouraged to participate in activities related to brain health based on advertising, it is less motivating compared to events affecting brain health. Feeling dependent on others to help me manage day-to-day activities Feeling unable to manage complex tasks Experiencing a major physical illness, such as a chronic disease (diabetes, cancer, heart disease, etc.) Constantly feeling stressed or overwhelmed 30% 35% 31% 34% 40% 34% 31% 24% 70% 69% 62% 58% Feeling less important or less essential in the lives of friends or family 30% 22% 52% Seeing, reading, or hearing about it on TV or in the news 27% 16% 43% 4 - Encourages 5 Greatly encourages Q15: On a scale from 1 to 5 where 1 means Doesn t encourage at all and 5 means Greatly encourages, how would each of the following influence your decision to participate in activities to improve brain health? Base: Total (N=1,200) 40

41 Reasons for Brain Health BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION Reasons for Maintaining Brain Health Consumers primarily feel improving or maintaining brain health is important to living a more enjoyable life; roughly 90% feel it is important to maintaining independence, enjoying everyday life, and keeping memories. Enjoyable Life To maintain my independence To enjoy everyday life To keep my memories To maintain healthy relationships with my friends and family To help others who are dependent on me To stay competitive in the workforce 29% 31% 30% 36% 34% 31% 30% 62% 60% 59% 48% 46% 61% 91% 91% 89% 84% 80% To keep up with current technology 31% 27% 58% 4 - Very Important 5 Extremely important Q16: On a scale from 1 to 5 where 1 means Not at all important and 5 means Extremely important, how important is it to improve or maintain brain health for each of the following? Base: Total (N=1,200) 41

42 Future Brain Health Engagement BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION Over 80% of consumers are very or extremely likely to engage in brain health activities in the future. Compared to men, a significantly greater proportion of women are likely to engage in activities in the future to improve or maintain brain health (87% versus 80%). Likelihood to Engage in Activities in the Future to Improve or Maintain Brain Health Top 2 Box: 39% 84% 45% 15% 0% 1% 1 - Not at all likely 2 - Not too likely 3 - Somewhat likely 4 - Very likely 5 - Extremely likely Q17: On a scale from 1 to 5 where 1 means Not at all likely and 5 means Extremely likely, how likely would you be to engage in activities, in the future, to improve or maintain your brain health? Base: Total (N=1,200) 42

43 Brain Health Activities BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION Among those likely to consider engaging in activities to improve or maintain brain health, 82% have socialized with friends or family to maintain brain health. Around two-thirds of consumers likely to consider engaging in brain health activities have used puzzles or word problems to aid brain health (70% and 67% respectively). Participation in Brain Health Activities Socialize with friends or family Try to get enough sleep Work on puzzles Solve word problems Balance work/life schedule Exercise on a regular basis Solve math problems Consume food that is good for my brain health 36% 41% 43% 44% 45% 46% 50% 55% 61% 61% 59% 57% 70% 67% 74% 82% Have done Would consider doing Q19: Considering improving or maintaining your brain health, please tell us your level of participation for each of the following. Base: Respondents likely to consider engaging in activities to improve or maintain brain health (n=1,186) 43

44 Brain Health Activities (continued) Nearly two-thirds of consumers likely to engage in brain health activities would consider researching food and recipes including foods that maintain or improve brain health (63% and 63% respectively). Food/Nutrition Play memorization games Seek out ways to better manage stress Meet new people to socialize with, outside of my current friends or family Research food that is good for my brain health Research recipes that include food that is good for my brain health 32% 38% 36% 41% 46% 55% 52% 52% 56% 58% BRAIN HEALTH AWARENESS, ENGAGEMENT, CONSIDERATION, AND MOTIVATION Participation in Brain Health Activities Join a gym or health club 63% 63% Have done Would consider doing Track or journal my workout routine 24% 54% Q19: Considering improving or maintaining your brain health, please tell us your level of participation for each of the following. Base: Respondents likely to consider engaging in activities to improve or maintain brain health (n=1,186) 44

45 BRAIN TRAINING PROGRAMS 45

46 Brain Health Information Sources BRAIN TRAINING PROGARMS Consumers primarily look to their doctor and friends or family to learn more about brain health (70% and 51% respectively). Compared to younger consumers (age 34-49), a significantly greater proportion of older consumers (age 50-75) look to their doctor (74%), flyers or pamphlets at their doctor s office (42%), newspapers (34%), and world news on TV (30%) to learn more about brain health. My doctor Friends or family News websites Flyers or pamphlets at my doctor s office Local news on TV Newspaper Talk shows Social media websites World news on TV Flyers or pamphlets at a health or nutrition store Information Sources for Learning About Brain Health 29% 28% 26% 25% 25% 37% 36% 34% 51% 70% Q21: Which of the following sources if any, do you currently use or would consider using to learn about brain health? Base: Total (N=1,200) 46

47 Brain Health Information Sources (continued) Less than 15% of consumers look to flyers in grocery stores (13%) and gyms or fitness centers (12%) or endorsements by celebrity doctors (11%) to learn about brain health. BRAIN TRAINING PROGARMS Information Sources for Learning About Brain Health National magazines Morning TV shows Local magazines or flyers Radio Flyers or pamphlets at the grocery store Flyers or pamphlets at the gym or fitness center I visit 13% 12% 15% 15% 24% 24% Celebrity doctors 11% My personal trainer 8% Other 5% None of these 6% Q21: Which of the following sources if any, do you currently use or would consider using to learn about brain health? Base: Total (N=1,200) 47

48 Information Source Credibility BRAIN TRAINING PROGARMS Roughly 70% of consumers who have researched or would consider researching brain health feel information regarding brain health is more reliable when it is supported by doctors (72%) or professionals in the field (69%). It is supported by doctors It comes from professionals in the field It is current or up-to-date It has statistics supporting the information It considers or references multiple sources It is not biased It was recommended from someone I trust Determining Trustworthiness of Information Sources 42% 40% 48% 57% 57% 72% 69% It is a well-known source 33% Other 1% I don't know 3% Q22: When considering researching brain health, what makes a source trustworthy or reliable? Base: Respondents who have researched or would consider researching brain health (n=1,131) 48

49 Brain Training Programs BRAIN TRAINING PROGARMS While around one-half of consumers are aware of Luminosity, one-third are aware of Mind Games (51% and 35% respectively). Nearly one-third of consumers are not aware of any brain training programs (30%). 51% Brain Training Program Awareness 35% 30% 13% 12% 6% 2% Luminosity Mind Games Brain HQ Fit Brains Brain Metrix Neuro Nation None of these Q23: Have you seen or heard about any of the following brain training programs? Base: Total (N=1,200) 49

50 Program Usage BRAIN TRAINING PROGARMS Among consumers aware of respective programs, roughly one-third have used Fit Brains (36%) or Luminosity (36%), while just over one-quarter have used Brain Metrix (30%) or Mind Games (28%). A significantly greater proportion of younger consumers (age 34-49) have used Mind Games, compared to older consumers (age 50-75) (36% versus 19%). Brain Training Program Usage 58% 36% 36% 30% 28% 19% Fit Brains Luminosity Brain Metrix Mind Games Brain HQ I have not used online brain training Q24: Which of the following, if any, brain training programs have you ever used? Base: Respondents aware of programs Note: Neuro Nation not shown due to low base size (n<50) 50

51 Future Program Consideration BRAIN TRAINING PROGARMS Among consumers aware of respective brain training programs, over 70% would consider using Brain HQ in the future, while two-thirds would consider Fit Brains (67%), Mind Games (66%), and Luminosity (65%). Only nominal percentage of consumers indicate they would not use online brain training. 72% Future Brain Training Program Consideration 67% 66% 65% 50% 27% 3% Brain HQ Fit Brains Mind Games Luminosity Brain Metrix I would not use online brain training I don't know Q25: Which of the following, if any, brain training programs would you consider using in the future? Base: Respondents aware of programs Note: Neuro Nation not shown due to low base size (n<50) 51

52 For more information, please contact: Danielle Musselwhite Client Relations Consultant Karen Roth Practice Consultant Andrew Willard Practice Principal W Shannon Road, Suite 610 Durham, NC

53 AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million, that helps people turn their goals and dreams into real possibilities, strengthens communities and fights for the issues that matter most to families such as healthcare, employment and income security, retirement planning, affordable utilities and protection from financial abuse. We advocate for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name as well as help our members obtain discounts on a wide range of products, travel, and services. A trusted source for lifestyle tips, news and educational information, AARP produces AARP The Magazine, the world's largest circulation magazine; AARP Bulletin; AARP TV & Radio; AARP Books; and AARP en Español, a Spanish-language website addressing the interests and needs of Hispanics. AARP does not endorse candidates for public office or make contributions to political campaigns or candidates. The AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. Learn more at 53