More Than 80% Of Boomers Want To Age At Home

Nearly three-quarters of Americans would prefer to receive long-term care at home, a figure that rises to 83% among Boomers+. At the same time, 61% of Americans expect to need long-term care, yet 54% have not financially planned for their own care and 60% have not planned for potentially caring for a loved one. The financial impact is already evident among caregivers, with 32% reducing spending, 25% tapping savings and 20% taking on credit card debt.

The strong preference for aging at home creates opportunities for home health and home care agencies, financial advisors, insurance providers, senior care services, home improvement contractors, medical equipment providers, pharmacies and accessibility and mobility businesses. Sellers can help these advertisers reach both older adults who want to remain independent and family members who may be helping plan and pay for their care.