Professional Documents
Culture Documents
Jorgina Santos
São Paulo
2010
Acknowledgements and Dedication:
I am thankful for the economic and financial support from MackPesquisa; I dedicate it to my
beloved children who encouraged me greatly, Ana Elisa e Júlio Flávio. (Maria de Lourdes
Bacha)
I am thankful for the opportunity of taking part in the project that originated this book as well
as all my always present friends. I also dedicate it to my daughter Renata Vianna. (Jorgina
Santos)
2
About the authors
Jorgina Santos
Ms. Santos obtained a master´s degree in Communication and Semiotics from Pontifícia
Universidade Católica de São Paulo in 1999. At present, she is an assistant professor at
Universidade Paulista. She has experience in Sociology with emphasis in Sociology,
especially dealing with subjects such as third age, low income, leisure activities, attitude
towards medicine purchase and popular social classes.
3
SUMMARY
PREFACE
INTRODUCTION ............................................................................................................. 007
CHAPTER 2 WHAT THEY ARE DOING IN THEIR FREE TIME ................... 029
2.1. LEISURE AND LEISURE ACTIVITIES ................................................................. 029
2.2 VOLUNTARY WORK AS A LEISURE ALTERATIVE.......................................... 040
2.3 TOURISM AS A LEISURE ALTERNATIVE ........................................................... 044
2.4 TECHNOLOGY AS A LEISURE ALTERNATIVE ................................................. 049
APPENDIX
4
PREFACE
The aging of the earth’s population is the most important demographic shift in the history of
mankind. It is affecting governments, businesses, and families globally. The number of people
age 60 and over living on this planet is expected to quadruple in 40 years, and this older age
segment is projected to grow even faster in developing countries like Brazil. This
demographic shift is creating opportunities and challenges for governments and businesses,
respectively.
This book presents a comprehensive analysis of the older segment of the Brazilian population.
It presents useful information that has been published, including previous studies, as well as
the results of a survey designed to uncover the lifestyles and attitudes of those older adults in
AB and CD classes. The book contains a wealth of information on a wide variety of topics
ranging from financial to health and leisure. Scientific methods are employed to gain
additional insights into the lifestyles and consumption habits of older Brazilians in AB and
CD classes.
This book is a must read for anyone who wants to learn about older Brazilians as consumers
and as a demographic segment in general. It should be of interest to businesses interested in
tapping this growing market segment; and it should be of interest to government officials as
well to educators who wish to understand the AB and CD social classes. The wealth of
information, statistics and findings makes it one of the most interesting and useful book to
have as a reference guide.
5
Presentation
This work “A comparative overview of leisure time and third age people in AB and
CD social classes in São Paulo: a study on habits, attitudes and psychographic profile” is the
result of researches conducted by the authors with individuals over 60 years old since 2005.
The details on methodology and statistics techniques used in this study are presented in the
appendix.
The book is organized in two chapters: “how aged people in AB and CD social classes
in São Paulo define themselves and how they live” and “what they are doing in their free
time”. It also presents brief theoretical references at the beginning of each chapter, which are
followed by analyses of the results.
This study differentiates from the others for presenting both descriptions and
comparisons of habits and attitudes as well as psychographic profiles of third age people in
AB and CD social-economic classes in São Paulo. When describing psychographic segments
for third age people, it is offered to academic or marketing professionals interested in the
subject ways of maximizing their strategies or improving their communication with this
public.
INTRODUCTION
Global aging has become a great challenge for most
nations, either developed or not. Brazil is aging. According to The percentage of the
Brazil´s Institute of Geography and Statistics (IBGE), Brazil elderly is 9.3% of the
started 2008 with 190 million inhabitants and a population population (17.6 million
growth rate of about 1.2% a year. It is worth mentioning that Brazilian people) aged
over 60 whose total
the fecundity rate of the Brazilian population has been income is R$ 18 billion a
decreasing. If the current natality rate is kept, Brazilian month; 10% of them earn
population will stop growing within 20 years. According to the more than 20 times the
last measurement of Brazil´s National Sample Survey of minimum wage. People
Households (PNAD), carried out between 2007-2008, Brazilian over 66 years old have
more than R$ 22 million
fecundity rate dropped again in 2007, reaching an average of invested in Bovespa, the
1.95 children per woman. According to IBGE´s projection, if Brazilian stock market
this tendency is kept, by 2030 the rate will be 1.59 children per (PNAD, 2007,
woman in fertile age. BM&FBOVESPA,
The forecasts indicate that life expectancy of Brazilian 2009).
people – currently about 73 years old – may reach 78.3 in
2030, which may mean that the elderly population tends to
increase more and more, changing the Brazilian demographic data.
According to Brazil´s Institute of Geography and Statistics – IBGE (2008), there are
17.6 million Brazilian (9.3% of the population) over 60 years old. IBGE also shows that the
number of elderly people is increasing more rapidly than the number of young ones:
• The group in which people are between 60 and 64 years old represented 32.3% of the
population in 1996 and 30.5% in 2006.
• The group in which people are 75 years old or over represented 26.1% of the Brazilian
elderly people in 2006 and 23.5% ten years before that.
• The group in which people are 80 years old or over represented 11.5% of the population
over 60 in 1996 and 13.2% in 2006.
According to PNAD (Brazil´s National Sample Survey of Households, 2007), the
Brazilian elderly population corresponded to 19 million people or 10% of the population in
2006, from which 45% lived in four states: São Paulo (4.4 million), Minas Gerais and Rio de
6
Janeiro, with 2.1 million each. In Rio de Janeiro, the proportion of the elderly exceeded 14%.
In 2006, the country became part of the group of the ten countries with more elderly people,
along with China, India, the United States, Japan, Russia, Germany, Italy, France, and Spain
(O ESTADO DE S.PAULO, 2006).
Both medical advances and improvement in life conditions contributed to the increase
of Brazilian people´s life expectancy in 17 years between 1940 and 1980 (from 45.5 to 62.6
years old respectively). In 2000, this indicator reached 70.4 years old and it may reach 81.3
years old in 2050, basically the current level of Japan (81.6 years old), the first in rank.
Among the 192 countries or areas studied by ONU, Brazil retains the 89th place. The global
average of life expectancy at birth was 65 years old in 2000 and it may reach 74.3 years old
between 2045 and 2050. (IBGE, 2005).
Another relevant and important piece of information refers to data from PNAD, 2007:
the total income of the current Brazilian elderly population is R$ 18 billion a month; 10% of
them earn more than 20 times the minimum wage. People over 66 years old have more than
R$ 22 million invested in Bovespa, the Brazilian stock market (PNAD, 2007,
BM&FBOVESPA, 2009; NUNOMURA, 2009).
This book defines the elderly or third age according to the Brazilian Statute of the
Elderly (Law nº 10741, of 2003, that is, those who are 60 years old or over). In spite of some
criticism, it was chosen the social-economic categorization of the interviewees in AB and CD
social classes, according to Brazilian Economic Classification Scheme, for its operacional
facility and for being part of the vocabulary of the media and agencies.
7
CHAPTER 1: HOW AGED PEOPLE IN AB AND CD SOCIAL CLASSES IN
SÃO PAULO DEFINE THEMSELVES AND HOW THEY LIVE
The analysis carried out to understand the meaning of the third age to the elderly was
elaborated using a Likert scale adapted from Stuart-Hamilton (2002) and Burns, Lawlor;
Craig (2004) and performed according to Netemeyer, Bearden and Sharma (2003), DeVellis
(2003).
8
The following table (Table 1) presents a comparative
study between social classes regarding their agreement to the As it can be observed in
assertions belonging to the scale that measures people´s the assertions, the topics
with which individuals
attitude towards old age. As it can be observed, the assertions belonging to AB social
with which individuals in AB social class agree the most class agree the most (over
(over 90%) are: Active old age (94%); Time of wisdom 90%) are: Active old age
(94%); Maturity phase (93%); Gray-haired population (93%); (94%); Time of Wisdom
Body changes (93%); Senior Citizen (92%); Leisure age (94%); Maturity Phase
(93%); Gray-haired
(90%). On the other hand, none of the assertions reach such population (93%); Body
level of agreement among individuals in CD social class. The Changes (93%); Senior
closest ones are Senior citizen (89%), active old age (87%) Citizen (92%); Leisure
and time to rest (85%). Age (90%). On the other
The assertion “Body Changes” is more important to hand, none of the
assertions reach
individuals in AB social class than to the ones in CD social percentages equal to or
class (93% and 66% respectively) as well as “leisure age” over 90% among
(90% and 60% respectively). individuals belonging to
CD social class. The
highest ones are: Senior
Citizen (89%), active old
Tabela 1: A comparative study of self-concept in AB and age (87%) and time to rest
CD social classes (85%). The assertion
“Body Changes” is more
Level of Level of important to individuals
Assertions Agreement Agreement from AB class than to the
AB (%) CD (%) ones belonging to CD class
Active old age 94 67 (93% and 66%
Time of wisdom 94 75 respectively) as well as
“leisure age” (90% and
Maturity phase 93 71
60% respectively).
Gray-haired population 93 75
Body changes 93 66
Senior Citizen 92 89
Leisure age 90 70
New youth 88 66
Age of feelings 87 64
The best age 78 72
Time of retirement 73 74
Integration 71 70
Time of resignation 70 57
Time to rest 62 84
Incapacity 18 16
Isolation 11 22
Uselessness 7 13
Abandonment 7 12
Source: The author
Besides the descriptive analysis, a Factor Analysis was also performed (see appendix)
which results are presented as follows.
9
Chart 1: A comparison of component 1 obtained from factor analysis
AB CD
Time to renew experiences: The
Time to renew experiences Improductive phase assertion “Time to renew modes of
Time of resignation Uselessness life” can be related to “situational
self” (a person´s self-concept in a
Integration Abandonment specific situation) along with
“social self” (how a person thinks
New youth Incapacity others perceive him or her.
Age of feelings Isolation
Active old age
Improductive phase – possibly
The best age connected to a greater self-
Source: The authors consciousness of one´s own
limitations and outcome in life.
The second component to emerge in AB class was “Time to renew experiences” which
refers to the idea of a well-lived and social old age, partly similar to the CD class first
component. On the other hand, the second component to emerge in CD class in high numbers
was “Improductive phase”.
10
Chart 3: A comparison of component 3 obtained from factor analysis
AB CD
Improductive phase Resting phase Self-concept resting phase in its social
dimension, referring to the Self that
Incapacity Time to rest one shows to others.
Uselessness Time of retirement
Isolation Senior Citizen Improductive phase, self-
consciousness, refers to moments in
Abandonment which people seem to be aware of
Source: The authors themselves, their incapacity and
uselessness and fell abandoned or
isolated.
In AB classes, the third component involves the same assertions, but with slightly
lower numbers. The third component in CD classes is “Resting phase” and “idleness”,
indicating the ideas of retirement and seniority, which are connected to the “Social self” e to
what old age means to others.
Finally, the fourth component to emerge in both samples refers to the idea of resting in
AB social classes and accomodation in CD social classes, which can be also connected to the
idea of accepting the limitations of old age, which does not seem to represent a positive
attitude towards old age.
It is noticed that third age people belonging to different In short, it is possible to say
social classes have different self-concept, such as active life and that there are differences on
integration to people in CD social classes and importance of life how third age people in AB
experiences to those in AB social classes. Individuals belonging and CD social classes
to popular social classes also show accomodation, resignation perceive themselves, which
reveals the presence of self-
towards the passing of time. The idea of uselessness and concept dimensions in the
incapacity is present in both samples as well as the idea of “Time analyses that were carried
to rest”. On the other hand, the terms with which individuals out, such as self-esteem and
agreed the most were senior citizen (89%), body changes (88%), self-percetion.
time to rest (85%).
The way interviewees feel was assessed according to the assertions listed in the table
below and they refer to:
11
• Occupation or professional fullfilment (I do not worry about finances; I feel
professionally fulfilled; I try to enjoy each and every moment of my life; I feel extremely
contented with the life I have; In my life, nothing is more important than my work);
• Vitality (I am full of vitality; I feel younger than many young people I know; I am very
happy with my present life; I think it is worth taking risks in order to have new
experiences);
• Family (I can easily give up a pleasure for the sake of my family´s well being; In my life,
nothing is more important than my family);
• Independence/Power (I do only the things I like; I feel completely independent; I feel
professionally fulfilled; I don´t like having people control my decisions; Nobody controls
my life; It is essential to feel that I have control over people and situations; I am entitled to
do the things I want without explaining myself to others)
Level of Level of
Assertions
Agreement Agreement
Occupation/fulfillment AB (%) CD (%)
I don´t worry about finances 69 47
I feel professionally fulfilled 50 19
I try to enjoy each and every moment of my life 48 10
I feel extremely contented with the life I have 31 10
In my life, nothing is more important than my work 25 36
Vitality AB (%) CD (%)
I am full of vitality 67 83
I feel younger than many young people I know 62 73
I am very happy with my present life 59 74
I think it is worth taking risks in order to have new experiences 34 25
Family AB (%) CD (%)
I can easily give up a pleasure for the sake of my family´s well being 57 70
12
Independence/power AB (%) CD (%)
I don´t like having people control my decisions 48 15
Nobody controls my life 46 18
It is essential to feel that I have control over people and situations 44 15
I am entitled to do the things I want without explaining myself to others 34 32
Source: The authors
13
Family structure
Taking their marital status into consideration, the biggest difference among answers
given by interviewees in both AB and CD social classes refers to being married or not. 73%
of the elderly in AB social classes and 58% of the ones in CD social classes claim to be
married compared to 27% of people in AB social classes and 42% of those in CD social
classes who claim not to be married.
14
Table 7: Religion and religious practices
At least once a week At least once a week
Frequency
AB (%) CD (%)
Pray 95 72
Go to churches or cults 70 44
What is your religion? Classes AB (%) Classes CD (%)
Catholic 88 73
Protestant 5 12
Other 5 10
No religion 2 5
Do you have an active religious life? Classes AB (%) Classes CD (%)
Yes 79 66
No 21 34
Source: The authors
Place of birth
Taking into account the place of birth, there are relevant differences between both AB
and CD classes. The percentage of people from São Paulo among interviewees in AB social
classes (61%) is higher than the one among interviewees in CD social classes (43%). On the
other hand, the percentage of migrant people who came from the North/Northeast and
Middle-West of Brazil is 39% in CD classes compared to 21% in AB classes.
15
Table 9. Description of clusters related to self-concept
Cluster Gender Age Income Marital Education Attitude
Status
1 Traditional The highest The youngest The lowest Married The lowest Present the highest average for assertions “The best age”, “New youth”, “Time of
(31% of sample percentage of group; the average education wisdom”.
AB) men highest family level in AB And the highest percentage for “I can easily give up a pleasure for the sake of my
percentage income family´s well being” and “In my life nothing is more important than my work”
between in AB
60-65 years old
2 Independent Both men ans Most people The The highest Education Present the lowest average for “Improductive phase”, “Time to renew experiences” and
(42% of sample women between 66-75 second percentage of level: high “Resting phase and idleness”
AB) years old highest single people school And the highest percentages for “I don´t like having people control my decisions”,
average is in this “Nobody controls my life”, “I try to enjoy each and every moment of my life”, “I only do
family group the things I like”
income in
AB
3 The elderly The highest Most people over The The highest The highest Present the highest average for the assertions “Time of experience” and “Time to renew
elite percentage of 76 years old highest percentage of education experiences” and the highest percentages for “I don´t worry about finances”
(27% of sample women average widow(er)s or level in AB
AB) income separated
people in AB
4 Resigned Both men and Group age The lowest The highest The lowest Present the lowest average for the assertions “Time to live an active life” and
(47% of sample women between 60-70 income in percentage of education “Improductive phase” and the highest average for “Time of resignation”
CD) years old CD (about widow(er)s level in CD
1-2 and separated
minimum people in CD
wages)
5 Depressed The highest Group age Income: Most married The highest Present the highest average for the assertions “Improductive phase” and “Resting phase”
(22% of sample percentage of between 60-65 up to 3 education and they are very dependent on their family.
CD) men years old; this is minumum level in CD
the youngest wages (high school)
group.
6 Active elderly The highest Most people are The Both married Education Present the highest average for “Time to live an active life” and the lowest average for
people percentage of over 70 highest and level between “Resting phase” and “Time of resignation” e the highest percentage for “I try to enjoy
(31% of sample women income in widow(er)s middle and each and every moment of my life”.
CD) CD (4-5 high school
minimum
wages)
Source: The authors
Health Care
By analyzing the table above, significant differences between AB and CD social classes
regarding health care services can be identified.
In AB social classes, the percentage of people who prefer going to the doctor only when
they get sick is 57%, higher than the percentage of people in CD social classes (47%). The
difference is surprisingly higher when it comes to routine medical appointments: 40% of the
elderly in AB social classes go to the doctor annually, twice the percentage of people in CD
social classes. On the other hand, interviewees in CD social classes go to the doctor more often,
once a semestre or every two months.
Taking the use of health care services into account, 80% of people in AB social classes
use private health care services (medical insurance), 88% of people in CD social classes go to
public health centers and 83% of them have public health insurace (SUS) only. These results
were also analyzed taking into consideration the precariousness of Brazil´s health care system.
18
Table 13: Attitude toward health status
19
Table 15: Summary of Clusters related to health status
Maristal Education
Clusters Gender Age Income Attitude toward health status
status level
1. Careless with Most The highest The lowest The highest Low education Think they have regular health
health (49% of women percantage income in percentage of level (middle Agree with
sample AB) between 66- AB (less married and and high I frequently read newspaper and magazine articles on body care;
75 years old than 5 separated school) I am used to asking the pharmacist for advice on my health problems
minimun people in AB I am used to buying medicine without prescription
wages) Disagree with
Teas and herbs can sometimes be more effective than traditional medicine
I only take medicine when it is really necessary
The results obtained from homeopathy are as successful as the ones obtained
from traditional medicine;
2. Healthy Most men Most people The The highest The highest Think they have good health
(51% of sample between 60-65 highest percentage of education level Agree with
AB) years old and income in widow(er)s (the highest I am concerned about my health
over 76 AB and single percentage I get medical test constantly
people in AB with higher
education)
The results obtained from homeopathy are as successful as the ones obtained
from traditional medicine;
Teas and herbs can sometimes be more effective than traditional medicine
The most important thing in life is that my family and I have good health
Disagree with
I am used to asking the pharmacist for advice on my health problems
3. Obsessed with Most Older people Average The highest Education The highest percentage of people who think they have bad health
health women (over 66) montly percentage of level: middle Agree with
(36% of sample income up married and high I get medical test constantly
CD) to 3 people and school I am used to asking the pharmacist for advice on my health problems
minimum widow(er)s The most important thing in life is that my family and I have good health
wages in CD I am concerned about my health
Disagree with
I am used to buying medicine without prescription
4. Not concerned Most men Younger The The highest Education The highest percentage of people who think they have regular health
about health people highest percentage of level: middle Agree with
(64% of sample (between 60- montly separated and high I am very interested in watching TV programs or reading newspaper and magazine
CD) 65) income in people in CD school articles on health;
CD (over Teas and herbs can sometimes be more effective than traditional medicine
3 mininum Disagree with
wages) I am concerned about my health;
The results obtained from homeopathy are as successful as the ones obtained
from traditional medicine;
Source: The authors
Eating, drinking and smoking habits
The number of discussions on eating habits has risen significantly in the media,
especially because the lastest studies on the population of Brazil indicate an increase of
obesity among individuals over 60 years old. At present, the percentage of overweight people
(40%) is ten times higher than the percentage of people suffering from malnutrition (4%)
(AGÊNCIA BRASIL, 2006).
However, according to Relvas (2006), third age people´s diet is still an unexplored
area of research. Although many companies are willing to explore this new market segment,
little is known about this phenomenom in terms of people´s behavior, desires and needs.
Along with the aging process, body changes may occur, such as the gradual weight
gain during middle-age followed by either weight stabilization or loss late in life. Third age
people´s diet requires attention because their regular body functions change due to their eating
habits (RELVAS, 2006).
Campos, Monteiro and Ornelas (2000) claim that, at the beginning of the 90s, the
percentage of low weight people reached 21% among men and 17% among women from
which the elderly with low income constitute the highest number due to the fact the highest
the per capita income the lowest the percentage of low weight people. However, later studies
conducted in the metropolitan areas of Brazil showed that the elderly population, either men
or women, had gained weight. These results would be a consequence of how aged people live
(with their family, alone or in elderly homes) as well as their socioeconomic conditions,
physiological changes at late age and incapacity to perform routine activities by themselves.
In this scenario, the effects of an inappropriate diet, either due to excess or lack of nutrients,
are relevant and compromise the aged people´s health status.
Vilaça (2006) says that malnutrition is one of the most common disorders to affect the
elderly and it is associated with the increase of mortality rates, susceptibility to infections and
decrease of quality of life. According to Ruga (2003), isolation, depression and many losses
cause lack of motivation to cook and lack of interest in nutrition, which may explain the low
consumption rate of essential foods for aged people (RUGA, 2003).
Perez, Bacha, Vianna and Souza (2006) have analyzed the eating habits of third age
people in AB social classes in São Paulo and concluded, through correspondence analysis,
that both variants weight self-classification and health self-assessement are associated.
Respondents who classified themselves as overweight consume under 900 calories and think
they have regular or good health. Taking into account that Brazil´s population is aging
rapidly, it is necessary to invest in education on diet-related knowledge as well as raise
people´s awareness on the importance of having a healthy diet.
Weight Self-classification
22
the way people perceive their bodies and aged people´s body interacts with both themselves
and the environment differently.
The following table shows that more than half of the respondents think they are on
their normal weight. The highest percentage of people who think their weight is well above
average is among interviewees in AB social classes compared to 3% of those in CD social
classes; the percentage obtained in AB social classes surpasses greatly the one calculated for
both samples (7%). However, the percentage of respondents in CD social classes who think
their weight is below or well below average is 8% compared to 2% of those in AB classes.
Balanced diet
When it comes to having a balanced diet, there are differences among aged people in
AB and CD social classes, especially regarding the consumption of basic nutrients (99% in
AB compared to 79% in CD), products to improve appearance (100% in AB social classes
compared to 88% in CD classes) and laxative foods (88% in AB and 65% in CD). As to
vitamins or supplements, no differences were identified.
Respondents in both samples show concern about their appearance, which may be an
indicator of these aged people´s high level of self-concept, once according to Sally (1995),
self-concept influences people´s choice of better diets and energetic foods. In the case of
elderly population, some studies on food consumption trends show the consequences on the
nutritional status because despite the consistent improvement in the nutritional status of the
population, new behavior and consumption patterns do not guarantee suitable foods for the
population, especially to the elderly. In other words, the nutritional quantity, quality and
security expected to be found in foods are not enough if the envinronment neither benefits the
absorption of nutrients nor takes into consideration the influence of many health factors as
well as the individual´s quality of life (PENTEADO, 2003).
Balanced diet AB % CD %
Consumption of basic nutrients, such as calcium, iron, etc. 99 79
Consumption of vitamins and supplements 76 79
Consumption of products to improve appearance 100 88
Consumption of laxative foods 88 65
Source: The authors
23
Daily calories ingestion
When it comes to calories ingestion, the most surprising datum is that the subject is
unknown to more than half of interviewees in CD social classes (55%).
The percentage of ingested calories seems to be higher in CD social classes because
22% of the interviewees claim to eat more than 1500 calories daily compared to 10% in AB
social classes. Besides, 47% of the interviewees in AB social classes eat less than 900 calories
a day compared to 15% in CD, which corroborates with Ruga´s conclusions (2003). Even
though these numbers may indicate that the psychographic features of individuals in AB
social classes show they are more concerned about nutrition, according to Morgan and Levy
(2002), it is still a result to be worried about because the numbers are lower than the ones
recommended by the World Health Organization for elderly people (1500 calories).
A recent research conducted in the United States shows that in spite of being aware of
the risks of a high calorie diet, most Americans do not follow the instructions of “The nation's
new dietary guidelines - revised in 2005”. As to a healthy diet, this report demonstrates that
consumers believe in some diet principles even though they eat what they were not supposed
to.
A percentage of 47% of the interviewees in AB social classes claim to eat under 900
calories a day compared to 15% of those in CD.
However, even if the numbers may constitute non-probabilistic samples, it is worth
noticing that more than half of interviewees in CD social classes do not know the amount of
calories ingested daily, leading to the conclusion that the development of healthy eating
programs for elderly people in these social classes constitutes a vast area to be explored.
24
Table 22: Cluster Features related to diet
Cluster Gender Age Education Level Attitude towards diet
1. Healthy eaters Percentage of Between 66-70 The highest Think their weight is below average
(42% of sample men slightly years old percentage of Have from 3 to 4 meals a day
AB) higher interviewees with Present the lowest amount of admitted
higher education calories ingestion
Present the highest level of basic
nutrients consumption
2. gourmets Percentage of All age groups Education level Think they are on their normal
(58% of sample women up to high school weight
AB) slightly higher The lowest level of basic nutrients
High percentage of calorie ingestion:
over 1500 calories
3 gourmands The highest The oldest Low education Think their weight is well above
(62% of sample percentage of group age (76 level average
CD) women years old or The highest percentage of those who
over) have 4 meals or more
The highest percentage of those to
whom the amount of daily calories
ingestion is unknown
The highest percentage of nutrients
for improving appearance
consumption.
4. vain (37% of Most men The youngest Level of Think they are on their normal
sample CD) group (60-65 education: middle weight
years old) school High percentage of those who have 4
meals a day
The highest percentage of
consumption regarding better
apperance
Second highest percentage of those
who claim not to know the amount of
daily calories ingestion
Source: The authors
Personal Finances
The topic finances aims at presenting people´s opinion and attitude towards their
personal finances. Kinds of financial relationships, attitude towards finances and tendency to
savings.
Taking into account kinds of bank accounts, insurance, retirement funds and bank
cards, there are significant differences among the interviewees in both social classes regarding
personal finances. The topic retirement funds deals with studies on the importance of
retirement to Brazil´s elderly population. Having a bank card is another interesting subject
because reveals an area to be explored despite aged people´s resistance to the use of cards.
It is also worth mentioning that the expansion of consigned credit cards use among
retirees and pensioners of INSS (Brazil´s retirement and pension fund plan) may be slowed
due to conservationism, lack of familiarity with the cards as well as INSS’ own changing
policies. Brazil is also starting to develop principles for the regulation of microinsurance,
according to which insurance policies will be sold to people in C, D and E social classes at
low prices; the market potential is estimated at 100 million people and US$ 180 million. In
Brazil, the microinsurance target audience is found in big city centers (GAZETA
MERCANTIL, 2008). The following table shows a comparative study regarding items
associated with finances in AB and CD social classes.
25
Table 23: Comparative study of AB and CD social classes - Finances
Social Classes Social Classes
“Group” Type
AB (%) CD (%)
Account Bank account 79 24
Check card 45 4
Overdraft 45 3
Income account 22 18
Savings account 24 18
Investments Life insurance 40 3
Personal accident insurance 1 1
Retirement and Pension Funds Public retirement and pension 53 25
Fund Plan
Private retirement and pension 5 31
fund plan (closed or open)
Alimony 5 5
Credit Store cards 53 8
Pre-approved credit 38 7
Source: The authors
26
2. Spender (41% of sample AB),
3. Utilitarist (34% of sample AB);
4. Stingy (57% of sample CD)
5. Regretful (27% of sample CD)
6. Cautious (17% of sample CD), which description is presented in the following table.
27
CHAPTER 2: WHAT THEY ARE DOING IN THEIR FREE TIME
This chapter aims at presenting a summary of how third age people in AB and CD
social classes in São Paulo spend their free time.
The first articles on leisure date from the beginning of the 20th century, such as
Wolffe et al (1912); however, the first article to deal specifically with the issue is Miller
(1993); both articles focus on the economic aspect.
The study on leisure date from many centuries and go beyond many school subjects
(UNGER; KERNAN, 1983). According to the literature review (URRY, 2001, TASCHNER,
2000, LANCI da SILVA, 2003 to mention just a few), leisure is a complex concept to be
defined, people have different ideas about what leisure is ranging from “what people do when
they are not working” to the description of a specific activity, such as watching TV, gardening
or manual work.
According to Lemos (2005), a research on leisure in Social Sciences has to consider
the writings of French sociologist Joffre Dumazedier, who came to Brazil in the 60s and in the
late 70s. His theories and concepts formed the basis of the contemporary leisure ideology as
well as influenced and still influences many studies on the topic.
According to Dumazedier (1999), leisure is a set of activities individuals can get
engaged in at will after having taken care of professional, family and social responsibilities,
either to rest or have fun, enjoy or entertain themselves as well as increase information level
or improve general knowledge, increase social interaction or creative capacity.
Even though the need for leisure has been increasing and gaining force day after day
in society, the term leisure is associated with other activities, such as recreation and
entertainment, which may cause confusion regarding the understanding of its meaning
(LOMBARDI, 2005).
The concepts of leisure, idleness and free time have been used interchangeably (2006).
DeMasi (2000) focus on idleness, the idle state necessary to creative work and to which we
own all major discoveries and inventions made by mankind; idleness, here same as leisure, is
an art. However, more important than concepts would be individuals having time for
themselves, being free to choose among rest, entertainment, personal development or
volunteer work at will (BONATO, 2006).
The importance of idleness as a formative element of human beings was stated in the
Universal Declaration of Human Rights, proclaimed by ONU in 1948 (ONU, 2003), in which
the right for rest, vacation, physical education and sports practice are mentioned (BONATO,
2006)
Leisure is a social right ensured by the Constitution of the Federative Republic of
Brazil in its Article 6, chapter II titled “Social Rights” (Brazil, 1988), and can be considered
as essential as education, sanitation, housing, transportation, health care and diet for each and
every human being.
According to Dumazedier (1999), some conditions benefited the appearance of leisure:
regular release from work at the end of the day, week, year or working life; general social
activities were regulated by the new rhythm of work imposed by industrial production; routine
activities that used to follow the cycles of nature were substituted with a new arrangement
and, as a consequence, a new social order; professional work was detached from other routine
activities and was imposed an “arbitrary limit”, regulated by neither the laws of nature nor
community rules.This arbitrary limit has imposed a new arrangement, clearly separating
28
professional work and working hours from the time necessary to do other activities. Although
leisure had existed before the Industrial Revolution, everyday life has definitely been
decharacterized and changed in both public and private sectors after it, turning leisure into a
marketable product.
In this perspective, leisure seems to provide people with moments for preserving
values as well as experiencing different feelings, which differ from the ones experienced in
the working environment. As result, it can be said that these changes generates a new way of
understanding not only the working hours but also the non-working hours. Work and leisure
have balanced dimensions; the appearance of leisure is intrinsically connected with the
notions of work and working relations in society as well as with the development of and
changes in it (LEMOS, 2005).
Maffei Jr. (2004) examined values related to leisure taking into account its
contribution to the humanization of human beings. According to the author, people aspire to
complete fulfillment when searching for a rich and happy life, which would include attention
to needs such as education, work, health, love, freedom and also leisure along with the
satisfaction of basic needs, such as food, water, clothing, housing. The author points out that
the fact that people value work so much makes leisure a synonym of lazyness or idleness;
however, people need to learn how to allocate time for leisure, understanding it as something
more than just a reward for excessive working or study hours, that is, something important for
self-development.
29
researches show that the intensive use of TV influence viewers´ physical health,
psychological status and quality of life. Regular viewers perceive social reality differently
than moderate viewers, show psychological addiction to the environment and changes in the
self-esteem, beliefs, ideas and values as well as in responses to violence, awareness of danger
and relationship to strangers.
Also according to Acosta-Orzuela (2001), due to lack of other resources and even if
partially, TV would be a way of meeting aged people´s psychosocial and affective needs.
Watch TV 99 80
Talk / chat 91 26
Listen to the radio 89 43
Pray 80 64
Listen to music 72 42
Read newspapers 45 7
at least once a week At least once a week
Leisure activities done
AB (%) CD (%)
Go to churches, cults... 67 20
Watch vídeos and/or DVDs 66 26
Visit friends and relatives 57 24
Read newspapers 34 3
Read magazines 31 2
Do relaxing exercises 29 2
Read book 28 2
at least once a month At least once a month
Leisure activities done
AB (%) CD (%)
Go shopping 79 15
Wear/choose/buy clothes/items of clothing 25 5
Watch vídeos and/or DVDs 20 3
Visit friends and relatives 18 6
Have sex 14 8
Read magazines 13 2
Travel 13 10
Wear/choose/buy cosmetic items and perfumes 11 4
Source: The authors
30
• intelectual – intelectual games, chess, backgammon, checkers, bridge as well as lectures
and courses unrelated to work;
• physical – team and individual sports, exercises, extreme sports, group tours, hicking,
alternative relaxing activities, weightlifting, walking, running, fight, dance, to sum up,
physical activities in general;
• social – taking part in groups that promote sociability and organize parties, meetings in
bars, restaurants and parks, nighttime activities, trips and tourist activities in general
(LEMOS, 2005)
31
Leisure activities according to Formiga, Ayrosa, Dias (2005)
Formiga, Ayrosa, Dias (2005) created a Scale according to which leisure activities are
classified as: hedonist, instructive and playful. The following table shows a comparative
study between AB and CD social classes as recommended by the authors mencioned above.
Table 28: Comparative study according to Formiga, Ayrosa, Dias´s adaptation (2005).
Hedonist activities AB (%) CD (%)
Watch TV 100 85
Watch vídeos and/or DVDs 89 51
Talk/chat 94 50
Wear/choose/buy clothes/items of clothing 38 29
Wear/choose/buy cosmetic products and perfume 30 29
Travel 14 22
Go to restaurants 9 7
Go to the theater/attend presentations and exhibitions 6 4
Go to nightclubs/concerts/parties 4 2
Surf the Internet 5 1
Go to the movies 5 1
Playful activities AB (%) CD (%)
Walk 74 71
Play soccer/ball/basketball/volleyball 14 19
Run/jog 4 17
Gamble 3 15
Play board games 3 12
Hydro-exercise 9
Ride a bike 7 7
Play electronic games 1 6
Take dance classes/dance 4 3
at least once a at least once a
Instructive Leisure Activities month month
AB (%) CD (%)
Pray 99 75
Visit friends and relatives 81 56
Go to churches, cults, etc. 81 19
Read newspapers 81 19
Read magazines 15
Sewing work 15
Source: The authors
At present, leisure has become an important area in society, competing with other
forms of socialization; people search for the ultimate way of building relationships and having
experiences; they are adventurous and take the risk of fully exploring their options in life. At
first, free time and idleness obtained from leisure, rest, lazyness, art and culture; then,
organized leisure, managed recreation and entertainment; finally, mass events, amusement,
pastime, education and consumption and, as a consequence, outdo free time because of
leisure; through all theses cases, leisure has been gaining force and now it has become a social
imperative, guiding people´s actions in their search for satisfaction in the outside world
(LEMOS, 2005).
32
As a complementary study, analysis on attitude towards leisure has been performed
using the scale of Unger and Kearnan (1983). The differences between people in AB and CD
social classes regarding attitude towards leisure are shown in the table below. In general, the
highest level of agreement were obtained to “Leisure is self-rewarding”, “It is a spontaneous
fact” and “I don´t feel forced to it”. The most controversial issues are related to the non-profit
feature of leisure, the lack of obligation to leisure activities and the possibility of escaping and
having an abstraction of daily life, especially in CD social classes.
33
selves: political self, labor self, religious self and leisure self, which can exist and coexist in
each individual differently (LEMOS, 2005).
Table 29 below presents a summary of the groups obtained, showing the highest
percentage of data regarding gender, age, marital status and income as well as information
regarding level of leisure activities done in each group.
Clusters
5 clusters regarding leisure activities have been identified, which description is
presented in the following table.
34
Table 30: description of clusters
Cluster Gender Age Marital Income Attitudes
status
1. Active ladies Women The second Varied High ↑ the highest average for careful with myself The lowest percetage for
(16% of sample AB) youngest and others I feel I can conquer the world
group ↑ the highest average for religion It helps forget our daily problems
↑ high for social leisure It is absolutely at will
↑ high for reading It satisfies my sense of curiosity
↓the lowest average for audiovisual I admit taking risks or having
adventures
2. Enclosed ladies Women The oldest Widows Average ↑ a lot of reading The highest percentage for
(23% of sample CD) ↓ not very careful with myself and others I don´t feel obliged to do it
↓ the lowest average for religion It is absolutely at will
↓ the lowest average for social leisure It is a spontaneous fact
activities It satisfies my sense of curiosity
↓ low audiovisual I admit taking risks or having
adventures
Make new experiences possible
It makes me feel part of another world
3. Regular people Men and The second Separated Average → average religion The lowest percentage for
(13% da amostra women oldest → average reading Leisure is self-rewarding
CD) group → average high social leisure It is not because I need , but because I
↓ the lowest average for careful with myself want to
and others I feel completely absorbed
↓ low audiovisual
4. Updated Men The Married Higher ↑ the highest average for leisure with The highest percentage for
gentlemen youngest audiovisual resources Leisure is self-rewarding
(11% da amostra group ↑ the highest average for social leisure I feel like I am exploring new worlds
AB) → average reading I feel so involved that I could forget all
→ average for careful with myself and others the rest
→ average religion I feel I can conquer the world
It helps forget our daily problems
I don´t need an invitation
5. Quiet gentleen Men Average Married Lower ↑ very careful with myself and others The highest percentage for
(37 % da amostra ↓ the lowest average for reading It is not because I need , but because I
CD) ↓ the second lowest for religion want to
↓ the second lowest for social leisure I feel like I am escaping from
↓ low leisure with audiovisual resources everything else
I enjoy it not for the profit, but for
the activity itself
I feel completely absorbed
It is instantaneous
Source: The authors
To sum up, there is a cluster formed by active and sociable women which opposes to a
second cluster formed by enclosed women, not socially active and not engaged in any kind of
leisure activity except reading, an individual activity. Two other groups are essentially formed
by men, one with low income and another with high income; in the first group, men are not
engaged in many activities, probably due to their low income, whereas the second group is
formed by very sociable men. There is also an intermedite group, formed by both men and
women, who are moderately engaged in leisure activities regarding all factors taken into
consideration.
In short, it can be argued that there are few homogeneous clusters, which may lead to
the conclusion that the term elderly does not refer to a homegeneous group and, as a
consequence, one must be careful when using the general term.
Media habits
The third age behavior towards media habits was also assessed. News programs in
general, TV news, movies, documentaries, sports programs, games and talk shows are the
favorite TV programs of people in AB social classes; programs aired during the week
represent the highest percentage of preference. Soap operas and TV series are the favorite
programs of interviewees in CD classes
Part of the day people usually listen to the radio AB (%) CD (%)
In the morning 72 45
In the afternoon 9 34
In the evening 19 19
Most listened to kinds of radio programs AB (%) CD (%)
News programs 58 21
Variety 43 37
Astrology 38 3
Popular music/hits 35 13
Talk shows/interviews 32 13
Religious programs 24 37
Sports matches 24 11
Classic music 23 8
Country music programs 13 24
Crime news 4 4
Source: The authors
37
Table 33: Print media habits
Attitudes towards the examples of print media were assessed using a 5-point Likert
scale; the results show that both TV and radio constitute a medicine for loneliness, especially
for aged people in CD social classes (a level of agreement of 58% and 70% compared to 44%
in AB social classes). It is also worth noticing that both TV and radio are important sources of
information for people in CD classes, ways of being updated on what is happening in Brazil,
especially due to the fact that people in CD classes are not used to reading newspapers and
magazines as previously stated in this study. The study on attitudes also show that
interviewees in popular social classes are more influenced by actors (due to their great
exposure to soap-operas), more resistant to and prejudiced against advertisements, have
difficulties in understanding them and do not pay attention to billboards, which leads to the
conclusion that the most appropriate medias for third age people in CD classes are TV and
radio.
38
According to the literature reviewed, one cannot deny the importance of TV as an
alternative and socially accepted way of meeting people´s psychosocial needs, which cannot
be fulfilled through natural ways. This kind of replacement, also known as “compensation”,
would be an strategy used by many aged people who experience activity limitations or
economic, social and physical losses. The progressive increase of obstacles that stop elderly
people from controlling their surroundings results in high investments in secondary strategies
and palliative behavior such as watching TV (ACOSTA-ORZUELA, 2001).
To sum up, it can be emphasized that heterogeinity shows that the aging process is not
the same for all people, that is, it depends on many factors such as education, culture and
economic condition, according to Neri (1995), who defines it as a multidimensional and
multidirectional process, not characterized by isolated processes of improvement and decline
(NERI, 1995).
39
2.2 VOLUNTARY WORK AS A LEISURE ALTERNATIVE
The study of voluntary work as a leisure alternative is being partly forgotten and more
investigations, both empirical and academic, need to be conducted. Researches that associate
voluntary work and leisure are relatively rare, which is why exploring this area of research is
important. Besides, voluntary work is considered a non-paid activity, idea that does not
correspond to the present reality, especially in developed societies as well as some kinds of
organizations such as foundations and museums (STEBBINS ; MCGRAHAN, 2004). This
way this study is conducted taking into consideration the view of voluntary work mentioned
above.
Voluntary work has evolved over the years in Brazil, from assistance-based work to a
solidarity-oriented conception, gaining force after Law 9.608, of February 18, 1998)
A philosophical approach to assisting people turning into a right (enforced by law), the
use of talents to comfort other people and proper training given to volunteers have redefined
voluntary work, which represents public indignation against the aggravation of social
problems (DOMENEGHETTI, 2004)
Domeneghetti (2004) says that voluntary work started in Brazil at the beginning of
16th century with filantropic organizations assisting people in need. Besides, until the end of
20th century, voluntary work had always been associated with the society ladies´ merit. From
mid-70s on, after the appearance of NGOs in Latin America, voluntary work started changing
and the 90s represent a time of great change in voluntary work. Finally, ending the cycle of
changes, at the end of 20th century and more significatly at the beginning of 21st, we witnessed
a silent revolution in schools which was called Educative Volunteers or Young Volunteers
(DOMENEGHETTI, 2004).
Also according to Domeneghetti (2004), the expression “professionalization” of
voluntary work though inappropriate for being a “non-paid” activity, started being used in
1994 to identify a new management approach, which abandoned a “home made” management
style in favor of management techniques and instruments similar to the ones adopted in the
second sector (aiming at profit).
The literature review by Smith (1994), reveals that up to the 70s, the most important
authors, such as Bosserman and Gagan (1972) and Smith (1975), think that people got
engaged in leisure activities and voluntary work at will. Later, Kaplan (1975) and Neulinger
(1981), two experts in leisure, examined how leisure can benefit a person, other people or
both. This leads to the conclusion that the line separating leisure from voluntary work would
be really thin and the study of volunteering may be conducted in a multidisciplinary approach.
According to Demeneghetti (2004), the social practices of voluntary work are inherent
in human personality because human beings become human by means of getting in contact
with other people.
Bussel and Forbes (2002) think it is extremely difficult to determine the meaning of
voluntary work because there are no patterns establing its practice for volunteers are not part
of a homogeneous groups, that is, they belong to different age groups, have different levels of
education, have different experiences and skills. Also there are differences among those
people who work part-time and full-time. People who work full-time participate in voluntary
work as part of the company´s policy or during their free time. On the other hand, people who
do not work understand voluntary work as a job ou even as a chance to develop their skills. It
can be a one-time action or a continuing search that make participants feel enthusiastic
enough to turn the activity into a career, even though the lack of resources may represent a
problem.
Many studies tried to examine why people get engaged in voluntary work and what
they benefit from it. Altruism is usually the main reason along with willingness to help others.
40
Although altruistic reasons seem to be the greatest reason for being involved in voluntary
work, they cause considerable controversy among scholars. Many of them insist that
volunteers obtain benefits from their work. Smith (1981) thinks that one cannot say that
volunteers are not interested in helping others although, in his point of view, helping people
may not be the main reason as volunteers´ speeches convey; society values altruism so that
volunteers should defend the idea of helping people for the sake of doing good; on the other
hand, society would condemn people who get engaged in voluntary work for selfish reasons,
such as achieving a higher social status, having fun or socializing (MASCARENHAS;
ZAMBALDI, 2002).
Bussel and Forbes (2002) say that there are “more selfish” reasons, such as achieving
social or psychological goals. For instance, some people believe that voluntary work help
bring family members together. Moreover, aged people´s have a significant desire to be
useful. The authors of this study, however, reach the conclusion that the main reason seems to
be closely related to the importance of specific values. On the other hand, taking the corporate
view into account, the main reason seems to be associated with image promotion.
Main results related to voluntary work and the third age in São Paulo
At first, it is worth mentioning that the sample of people examined in this study
reveals that the percentage of respondents who take part in voluntary work is low (4% of
interviewees in AB social classes and 6% in CD social classes).
The main reasons for getting engaged in voluntary work are associated with
citizenship (77% in AB classes and 33% in CD classes respectively), religion (21% in AB
compared to 55% in CD) and making use of free time itself (2% in AB against 12% in CD).
The table below shows the benefits of voluntary work. The percentage rates related to
benefits can be split into social (make new friends, fight isolation, fight depression),
psychological (fight depression), personal (improve self-esteem, obtain recognition, generate
motivation), altruism (take part in a noble cause, give back what one has been given, have
non-material benefits). In general, the percentage of people in CD social classes in lower for
all the topics related to voluntary work.
41
Table 36: Benefits of voluntary work in AB x CD social classes
Benefits of voluntary work (level of agreement)
Social AB (%) CD (%)
Help make new friends 98 56
Fight isolation 95 18
Psychological AB (%) CD (%)
Fight depression 95 18
Personal AB (%) CD (%)
Improve self-esteem 97 33
Help generate motivation 95 18
Help existential growth 95 15
Help self-assurance 95 13
Help obtain recognition 95 22
Altruism AB (%) CD (%)
Take part in a noble cause 96 33
give back what one has been given
Have non-material benefits 96 24
Leisure AB (%) CD (%)
Improve use of free time 94 7
It is fun 81 7
Source: The authors
42
The table below shows the differences among third age people in AB and CD classes
regarding areas comprising voluntary work. The results can be examined taking into account
motivation for volunteering: citizenship, religion, environment, political and professional
associations.
43
2.3 TOURISM: A LEISURE ALTERNATIVE
The definition globally accepted by the World Tourism Organization - WTO (1998)
views tourism as a set of activities that people get engaged in while traveling and visiting
places different from the ones they are used to, for a period of time that lasts less than a year,
aiming at taking part in leisure activites, doing business, among other reasons. Due to its
multidisciplinary aspect, WTO admits there is not a technical definition for tourism, which
results in having many economic sectors envolved as well as different views and points of
views on the segment.
Nowadays, touristic activity may be a synonym of escaping the stressful daily routine
in search for new landscapes. The act of getting around may be associated with a desire for
adventure, fulfilling a dream or finding exotic places, in a way that people´s sense of
achievement is based on new discoveries (CAVALCANTI, 2006).
Aged people have emerged as one of the most important market segments, due to their
power of buying different kinds of goods and services. For this reason, tourism and leisure
industry has been trying to attract people at the age of 65 or over, because they have great
amount of discretionary money (PETERSON, 2007).
Campos (2003) says that, in general, the discussions on tourism for third age people
focus on how tourism industry can both take advantage and benefit from it: keep business
going in low season; expand and improve hotel chains; encourage travel agencies to decrease
the price; local specialized labor; place value on cultural assets and improve infrastructure of
local community.
This study on turism was conducted based on data obtained from a series of questions:
motivation for traveling, kinds of trip, travel season, kinds of traveling companion, number of
trips, favorite destinations and a great number of statements about attitute on tourism. The
questions related to tourism were elaborated based on theoretical references, mainly Azevedo
(1998), Araújo (2001), Garcia (2001), Beni (2002) , Felice (2002).
44
Taking into considerantion the duration of trips, it can be argued that trips taken by
people in AB classes last longer than those taken by people in CD classes, especially week-
long trips. People in both AB and CD classes prefer traveling during the summer and spring
and their favorite destination is the countryside.
45
As a complementary study, interviewees in both AB and CD classes have in their
social relations (family, friends and co-workers) the main source of information regarding
tourism. As to the media, newspapers, magazines and the Internet are the main sources of
information for people in AB classes. Radio and TV are also important sources of
information. On the other hand, there are significant differences in CD classes: print media
(newspapers and magazines) and TV are the most important sources of information.
Regarding travel agencies, more than half people in AB classes use them compared to less
than one third of people in CD classes. The favorite means of transportant is car for people in
AB classes and bus for those in CD classes.
Table 40: Sources of information, use of travel agencies and favorite means of
trasportation
Sources of information
Social relations AB (%) CD (%)
Family members/relatives 69 47
Friends 22 31
Co-workers 1 1
Media
Newspapers/Magazines 60 15
Internet 41 -
Radio 37 1
TV 34 19
Travel/tourist agencies 5 2
Use of travel agencies AB (%) CD (%)
Yes 52 23
No 48 77
Favorite means of transportation AB (%) CD (%)
Car 83 14
Airplane 15 4
Bus 3 82
Source: The authors
46
Table 41: Attitude toward tourism
Attitude towards tourism Controversial points: third
age tourists need organized
Organization AB (%) CD (%)
trips with companion; third
Third age tourists need places with good age tourists do not have
43 45
facilities (e.g. escalator) work schedules; third age
Third age tourists need organized trips with pre- tourists are free to choose
40 53 the time to travel; I love
established itineraries
trying new foods and
Third age tourists need to travel in drinks; I travel to places
40 39
homogeneous groups recommended by my
Third age tourists need special care regarding friends only; I make friends
36 60 easily, regardless of
food
people´s culture, race,
Third age tourists need organized trips with religion or gender; I hate
35 55
companion being in a crowded place
Third age tourists don´t have work schedules 31 53 surrounded by strangers.
Third age tourists are free to choose the time to Agreed points: third age
29 55 tourists need places with
travel
good facilities (e.g.
Insecurity AB (%) CD (%) escalator); third age tourists
I feel unsafe in places where I don´t know need to be accompanied by
48 65 a family member; I never
anyone
travel without being
I´m afraid of having an accident while traveling 46 60 accompanied by a family
I´m afraid of getting sick while traveling 37 46 member; when it comes to
Third age tourist need to accompanied by a traveling, I accept my
28 27 family members’ opinion
family member
only.
I never visit places where I don´t know anyone 23 54
I never eat food prepared by strangers 22 33
Fear AB (%) CD (%)
I don´t trust people who speak a language I don´t know 36 60
I never travel without being accompanied by a family member 33 37
I love trying new foods and drinks 24 59
I don´t like traveling to other countries 19 34
Recommendations AB (%) CD (%)
When it comes to traveling, I accept my family members´ opinion only 34 37
I never go on excursions 33 41
I only travel to places recommended by my friends 11 38
Social skills AB (%) CD (%)
I make friends easily, regardless of people´s culture, race, religion or gender 42 66
I hate being in a crowded place surrounded by strangers 28 51
I have a close group of friends who frequently travel together. 17 31
Source: The authors
47
Table 42. Description of Clusters
Marital Education
Cluster Gender Age Income Attitude towards tourism
status level
1. fearles Most The Up to 5 Married Middle Up to 5 trips; the highest percentage travel with spouse and children
(55% of sample men youngest minimum school People prefer traveling to the beach and in the summer; the highest percentage prefer 1/3-day tours;
AB) group (60- wages The highest car is their favorite means of transportation
65 years percentage The highest level of disagreement for: I´m afraid of having an accident while traveling; I make friends
old) with over 5 easily, regardless of people´s culture, race, religion or gender; I never eat food prepared by strangers; I´m
children afraid of getting sick while traveling; Third age tourists need places with good facilities (e.g. escalator);
Third age tourist need to accompanied by a family member; Third age tourists need to travel in
homogeneous groups
2. pampered Both The highest The Married The highest From 6 to 20 trips
(24% da amostra men and percentage highest with up to level of People prefer traveling to the contryside; they also prefer longer trips; airplane is their favorite means of
AB) women of people income in 2 children education transportation
are 66-70 AB (incomplete The highest level of agreement for: Third age tourists need organized trips accompained by tour guides;
years old higher Third age tourists need organized trips with pre-established itineraries; Third age tourists need to travel in
education) homogeneous groups; Third age tourists are free to choose the time to travel; Third age tourists don´t have
work schedules; Third age tourist need to accompanied by a family member; Third age tourists need
places with good facilities (e.g. escalator).
3. dependent Most The oldest The lowest Widow(er) High school More than 6 trips; people prefer traveling abroad or to big city centers and 4/14-day tours; car and bus are
(21% of sample women groups; the income in and their favorite means of transportation
AB ) highest AB separated The highest level of agreement for: I never travel without being accompanied by a family member;
percentage When it comes to traveling, I accept my family members´ opinion only; I only travel to places
of people recommended by my friends; I´m afraid of getting sick while traveling; I don´t like traveling to other
over 71 countries; I feel unsafe in places where I don´t know anyone
years old
4. Fearful Most The Lower Married High school The highest percentage of people who traveled once in the past 3 years; people travel with spouse and
(22% of sample men youngest income; up children and prefer traveling to big city centers; the highest percentage of people in CD classes whose
CD) group (60- to 2 The highest trips last over 8 days and who use travel agencies; bus is their favorite means of transportation
65 years minimum percentage The highest level of agreement for: I never visit places where I don´t know anyone; I´m afraid of having
old) wages of people an accident while traveling; I hate being in a crowded place surrounded by strangers; I never travel
with many without being accompanied by a family member
children
5. attached Most 66-70 years Income Widow(er); Middle People who traveled from 2 to 4 times in the past 3 years; the highest percentage of people who travel
(56% of sample women old from 2 to 6 the highest school and alone or go on excursions; they prefer going to the countryside and 1/4-day tours; bus is their favorite
CD) minimum percentage high school means of transportation
wages of people The highest level of agreement for: I feel depressed when I am far from my family; I never visit places
with 2-5 where I don´t know anyone; Third age tourists need places with good facilities (e.g. escalator, ramps, etc);
children Third age tourists need special care regarding food
6. helplessly Most The oldest The Married Middle The highest number of trips in the past years; more than 4 trips; people travel with spouse and children
unsafe women group (over highest and school and; they prefer going to the beach and 4-10-day tours; car is their favorite means of transportation
(21% of sample 71 years income in separated; The highest level of agreement for: I don´t like traveling to other countries; I don´t trust people who
CD) old) CD the highest speak a language I don´t know; I feel unsafe in places where I don´t know anyone; I only travel to
percentage places recommended by my friends; I hate being in a crowded place surrounded by strangers
of childless
people
This topic aims at analyzing how thirg age people in AB and CD classes in São Paulo
make use of technology as leisure, taking into account the categories owning a computer,
Internet use, frequency of Internet use and attitude towards technology in general.
The global population with Internet access is over 1 billion people (COMSCORE
WORLD METRIX, 2009) and Brazil retains the 9th place in rank with 27.7 million active
Internet users in 2008. China is the first with 179.7 million followed by the United States
(163.3 million) and Japan (60 million).
It is worth mentioning that 12 million computers were sold in 2008, from which 8
million desktops and 4 million notebooks. Regarding cable TV, the number of subscribers
reached 5.4 million; considering the biennium 2007-2008, the percentage of high speed
Internet users and cable TV subscribers has increased to 45% and 13% a year respectively. As
to high speed Internet, the number of users reached 1.9 million, 45% higher than last year´s
first quarter. The number of subscribers with low purchasing power has increased significatly
due to the strategies developed by telephone companies which offer landline phone, width
band internet access and cable TV service at affordable prices (IBOPE, NETRATINGS, 2008;
O ESTADO DE S.PAULO NEWSPAPER, 2008). In Brazil, people who have Internet access
spend three times more time on-line than watching TV (DELOITTE, 2009).
The percentage of homes with Internet access is 20%. Brazil is the second country
with the highest average internet access time; even though the number of home Internet users
has increased, the average internet access time has dropped and France overcame Brazil in
2009. According to polls, Brazilian Internet users have spent 22 hours and 50 minutes on-line
in December against 23 hours and 47 minutes in November. Internet is the means of
communication that develops the fastest in Brazil, an average of 22% from 2002 to 2008,
according to Ibope Nielsen (2009).
The number of aged people with Internet access is increasing considerably; on
average, Internet users at the age of between 55 and 65 years old spent eight more hours using
the Internet in August, 2006 than in August, 2004, according to NetRatings (FILGUEIRAS,
2006). The increasing number of aged people using the Internet seems to be a worldwide
tendency; in the United States alone 90% of the elderly access the Internet on regular basis.
This phenomenom goes against the idea of a digital generation gap. There are many reasons
for this increasing interest in the Internet: be in close contact with friends and family, search
for information, pay bills or chat up to 3 o´clock in the morning, which would not be possible
if they had to physically go to places due to their physical limitations as well as the need for
companionship and special transportation (ÉPOCA MAGAZINE, 2006)
These data show the importance of this market and the existing researches on the topic
highlights that the elderly can generate great interest once people break down stereotypes that
aged people do not like technology and new medias. In fact, both computers and the Internet
have been playing an important role in the life of these potentially attractive people.
One of the seminal studies on the use of the Interned by third age consumers in Brazil
was conducted by Farias (2004), which established the existence of a niche of “cybersenior”
and another one of individuals uninterested in the Internet.
According to Farias (2004), some researches on aged consumers and technology in the
United States date from the 80s, which supports the assertion that age is closely associated
with attitude towards new technology and that this process can be described in five stages as
follows: knowledge of technology, persuasion, decision, implementation and confirmation,
aged people being the last segment to adopt new products, services or innovative ideas
(FARIAS, 2004).
As to the Internet specifically, some studies demonstrate that among different groups
of consumers who spend time on-line, third aged people who are open to this new technology
break down stereotypes and generate special interest. In fact, both computers and the Internet
have been playing an important role in the life of these “cybersenior” (FARIAS, 2004).
In Brazil there is significant scientific production on technology and the third age. Key
words such as old age, old, elderly, third age are being used in many studies interchangeably.
11 papers on technology and the third age became available on a Digital Thesis and
Dissertation Database (RINALDI, 2007; LIMA, 2007; MORAES, 2006; NUNES, 2006;
BARCELOS, 2006; ALMEIDA, 2006; FIGUEIRA FILHO, 2006; SANTOS, V.L.A. 2005;
TEIXEIRA, 2004; SANTOS, M, 1999; PINTO, 1997).
Rinaldi (2007) examined the influence of hypertext over text comprehension of
patients with mild to moderate Alzheimer; Moraes (2006) analyzed the use of nursing
technology in the care of the elderly; Barcelos (2006) analyzed third age people and their
relationship with information technology and software; NUNES (2006) contributed to our
understanding of digital inclusion in the daily life of aged people, presenting a
multidimensional conception of the aging process. According to the last author mentioned
above, computers have become more than a new way of word processing; computers have
offered aged people new possibilities that put them back in the road to feeling fulfilled and
motivated; even though there are still many things to be studied and learned about the aging
process, there are no doubts that aged people put a lot of effort into having an active life as
well as keeping up-to-date with the evolution of society, which discriminates them on the
basis of age. It is essential that they keep up with what is happening nowadays in order to
prevent being dependent and increase their chances for subsistence and social inclusion.
Teixeira (2004) conducted a qualitative research on the relationship between aged people and
the computer taking into account communication obstacles. Oliveira (2006), Machado (2007),
NICO (2009) and Nunes (2006) are some of the authors whose works deal with the Internet
specifically.
Perez, Bacha and Vianna (2006) examine third age people´s atttitude towards
information technology. The results obtained show that great majority of users make intense
use of the Internet for educational purposes, information searching, sending/receiving e-mails
and accessing services related to price research, classifieds and auctions.
Azambuja Filho, Ladeira, Cabelleira and Costa (2006) divided third age people in
Porto Alegre into three groups in order to conduct a research on technology; according to
them, the complexity of aged people´s behavior leads to the conclusion that in order to
understand the way third age people behave it is necessary to understand the aging process,
which comprises cognitive, biological and affective variants among others.
Regarding computer use, Stuart-Hamilton (2002) highlights that:
50
• Older people may feel inhibited and not use the computer due to feelings of control loss,
dehumanization and anxiety, even though these feelings have nothing to do with being
able of using the computer.
• Studies show that people´s successful initial training also plays an important role in their
future determination to use the computer.
• Cost is an important element as well. Many aged people who would like to take part in
training are prevented from doing it by price. Others may conclude that there are not many
things they might be interested in.
According to Stuart-Hamilton (2002), there may be demographic limits to the use aged
people make of the Internet. Older people can benefit from the environment. For instance,
there is much information available; there are opportunities to take part in group discussions;
there is no hurry to finish the talk, which is very common in face-to-face conversations; all the
benefits without having to leave the security and comfort of their homes. The author also
thinks that comment on changes in people´s lifestyle due to last century´s technological and
scientific advances would be a cliché. However, technology has made a great impact on
automation of tasks, which affects the elderly population due to changes in work routines.
The topic about technology comprises many issues such as owning a computer,
Internet use, frequency of computer use and attitude towards technology in general, and the
results are presented as follows.
Taking leisure activities into account, there are huge differences between AB and CD
social classes regarding surf the Internet (30% of people in AB classes against 1% in CD
classes) and use own computer (21% of people in AB and 7% in CD respectively).
When it comes to having a computer at home, the table below shows the differences
between both social classes: 83% of interviewees in AB classes have a computer compared to
12% in CD classes.
51
Table 46: Internet Access
Do you have Internet access at home? (*) AB (%) CD (%)
Yes 68 9
No 32 91
Source: The authors
(*) Base: interviewees who have computer at home
When analyzing the average Internet access time, people in AB classes stand out. On
one side, 72% of interviewees in CD classes do not use the Internet and, on the other side, this
percentage drops to 30% in AB classes. More than half of interviewees in AB classes (51%)
surf the Internet up to one hour a day.
The following data analysis demonstrates that the average Internet access time is 3.4
hours in AB classes and 1.5 hours in CD classes. This number tend to increase among male
users and people with higher level of education, although 30% of interviewees in AB classes
claim to never use the Internet compared to more than 70% in CD classes.
Assessment of attitude was carried out using the Likert scale of agreement, from
which interviewees chose one of the following options: I completely agree, I partly agree,
indifferent, I partly disagree and I completely disagree. According to the following table,
there are significant differences regarding the attitude of individuals in AB and CD social
classes.
The elderly in popular classes show the highest percentage of people who have both
negative attitude and negative perspective on technological advances in general as well as
difficulties with or fear of computers.
In general, when comparing aged people in AB and CD classes, individuals in low
social classes have more difficulties in dealing with technological advances.
52
Cluster related to technology
Four clusters have been identified:
53
As a conclusion, it can be said that there are significant differences between AB and
CD classes regarding Internet use (30% in AB compared to 1% in CD) and use of own
computer (21% in AB and 7% in CD respectively).
When it comes to having a computer at home, 83% of interviewees in AB classes have
a computer compared to 12% of people in CD classes. Internet access time is significantly
longer in AB classes because 68% of interviewees have Internet access at home against 9% of
people in CD classes.
When analyzing the average Internet access time, people in AB classes stand out. On
one side, 72% of interviewees in CD classes do not use the Internet and, on the other side, this
percentage drops to 30% in AB classes. More than half of interviewees in AB classes (51%)
surf the Internet up to one hour a day. Data analysis demonstrates that the average Internet
access time is 3.4 hours in AB classes and 1.5 hours in CD classes.
There are significant differences regarding the attitude of individuals in AB and CD
social classes. The elderly in popular classes show the highest percentage of people who have
both negative attitude and negative perspective on technological advances in general as well
as difficulties with or fear of computers. In general, when comparing aged people in AB and
CD classes, individuals in low social classes have more difficulties in dealing with
technological advances.
A factor analysis was also performed and results show three different elements
regarding attitude toward technology. The first one is related to a fear of possible impacts
technology can make in people´s lives. The second element is caution, that is, people are
cautions about experiencing something new, there is no state of excitement; the fact that
people wait to buy something when it becomes affordable and that they prefer manufacturers
that provide technical assistance constitute great example of this behavior. The third element
is daring, that is, interest in something new and take risks when buying things (see appendix)
The analysis conducted made it possible to identify four groups of aged people, two of
them are formed by mostly women: the first group consists of older women in AB classes
who are indifferent to and fearful of technology; the second group consists of women in CD
classes who take risks and claim to be the first ones to buy electronic gadgets even though
they are not technology users, which leads to the conclusion that they buy things because
other people buy them too. As the group formation demonstrates, female groups show less
interest in technology, although one of groups comprises people who buy ultimate electronic
gadgets yet do not use the Internet.
The other groups are formed by mostly men called “cybersenior”, term coined by
Farias (2004), which is relevant to this study. The differences between these two groups is the
level of sensibleness of the youngest group whose members share the highest average for
daring and caution; on the other hand, the group called daring cybersenior is formed by men
in CD classes who are technology users, spend a lot of time using technology gadgets and
present the lowest average regarding caution.
FINAL CONSIDERATIONS
Population aging tend to make an impact on the market and generate the development
of opportunities to meet third age people´s needs, turning the third age segment into an
attractive market to be explored. The third age segment may represent a challenge to some
companies due to its special features and heterogeinity as Moschis (2003) e Strehlau; Bacha;
Lora (2006) pointed out.
54
Research data presented reinforce the idea the image portrayed by marketing experts
do not corresponds to reality once a homogeneous approach in dealing with the elderly is to
be rejected.
Third age people are heterogeneous regarding their habits, attitudes and psychographic
profile. The conclusions presented in this study are the result of years of research, reading
books and articles not to mention the creation of a database related to third age people in São
Paulo. This study determines the group of people who are more open to products and services
as well as suggest the most relevant arguments to reach this public. The group segmentation
according to people´s attitudes may be associated with future aged people´s behavior patterns.
By dealing with the third age as a homogeneous group, companies and professionals
may be losing many opportunities to offer products and services that both satisfy the desires
and meet the needs of this diverse public.
Managing all variants envolved in a study of the third age is a very complex process.
For this reason, this book may represent the first step taken into understanding some groups
from a marketing perspective, taking into account the need to differentiate these groups in
order to make communication with the elderly easier as well as achieve strategic goals not to
mention the chance to offer products and services more appropriate to this public.
In short, the clusters identified can also show that there few homogeneous clusters,
which leads to the conclusion that the word elderly does not refer to a homogeneous group
and for this reason one must be careful when using this generical term.
55
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APPENDIX
Research Methodology
The present study aims at analyzing third age people´s leisure activities in São
Paulo. It is an exploratory-descriptive research, survey-type study, conducted with two
samples of 700 individuals in AB and CD social classes. Taking socioeconomic classes into
account, the samples were selected according to the Brazilian Economic Classification
Scheme (CCEB, 2008) developed by ABEP (Brazilian Association of Research Companies)
to be used as an instrument to classify the population according to people´s purchasing power.
The Economic Classification Scheme is operationally simple and makes it possible to
differentiate and classify the population into A, B, C, D and E according to the score obtained
for owning specific material possessions as well as the education level of the head of the
family. Then it is established a connection with the power to buy a home. The following table
shows the scores according to Brazilian Economic Classification Scheme:
The sample
The size of the sample was choosen at random, taking into account only the minimum
necessary to perform the multivariate analysis which is 150 cases (MALHORTA, 2001).
When selecting the sample, it was also taken into consideration that on average
women live eight years longer than men in Brazil. The difference in life expectancy between
men and women show that: in 1991, women corresponded to 54% of the elderly population;
in 2000, this percentage increased to 55%. So, in 2000, for each 100 aged women, there were
81.6 aged men (IBGE, 2005).
According to IBGE (Brazil´s Institute of Geography and Statistics), the proportion
between male and female population has been gradually decreasing in Brazil. In 1980, there
were 98.7 men for each 100 women, proportion that has dropped to 97% in 2000 and will be
95% in 2050 (IBGE, 2050)
In numbers, there were 2.5 million women in 2000, number that can reach 6 million in
2050. The difference in life expectancy between men and women reached 76 years old in
2000 – 66,7 years old for men and 74,2 years old for women (IBGE, 2005)
In 2001, the percentage of women at the age of 60 or over was 55.8%. From 1996 to
2001, the percentage of men at the age of 60 or over went from 7.9% to 8.2% compared to the
female population, whose percentage went from 9.3% to 9.8% (IBGE, 2005).
Medeiros and Castro (2004) have elaborated a profile of aged people´s situation in the
metropolitan area of São Paulo aiming at presenting elements necessary for formulating
proposals concerning the protection of the elderly. Statistics from the 2000 IBGE census
64
served as empirical base for the study and made it possible for the authors to present a
portrayal of the elderly population, including a brief socioeconomic profile.
According to the 2000 census, the metropolitan area of São Paulo consisted of
1.446.662 people at the age of 60 or over, from which 67% were in the capital. The
population distribution among municipalities in the metropolitan area of São Paulo as well as
among districts in the municipality of São Paulo shows that the central districts of the capital
(Jardim Paulista, Lapa, Mooca, Consolação, Pinheiros) are the ones with the highest
percentage of aged people: from 15% to 21% of the population is formed by people at the age
of 60 or over. Many of the peripheral districts in the municipality of São Paulo, such as
Anhanguera, Cidade Tiradentes, Grajaú, and some municipalities in the metropolitan area of
São Paulo, such as Itaquaquecetuba, Francisco Morato, Jandira, have a population formed by
less than 5% of aged people. So we conclude that the elderly population is concentrated in the
wealthy areas whereas in the poorest areas aged people are less frequent (MEDEIROS;
CASTRO, 2004).
In 1980, the elderly population represented 5.76% of the total population. In 1991, this
percentage increased to 6,78%. In 2000, 8,09% of the population in the metropolitan area of
São Paulo was formed by the elderly. This means an increase of 357.960 people in the elderly
population within this period, corresponding to an increase of almost 2.5%. It is obvious that
the population over 60 years old has increased more than the total population. Between 1980
and 1991, the average population growth rate was 2.3% a year whereas the same age
regarding aged people was 3,8%. In the 90s, the population in the metropolitan area of São
Paulo has increased on average 1.2% a year against 3.2% of the elderly population. In other
words, the percentage of aged people has increased 2.7 times more than the total population.
On one side, these numbers show the vital index of the population and, on the other side, a
decrease of the natality rate as well as an increase of life expectancy (MEDEIROS; CASTRO,
2004).
According to Medeiros and Castro (2004), it is important to hightlight the higher
percentage of women when men among aged people: the elderly population comprises 4.72%
of women and 3.37% of men. For each 100 men over 60 years old there are 140 aged women.
This difference shows not only that women live longer than men but also that longevity rate
for women considerably higher (MEDEIROS; CASTRO, 2004)
It is also worth mentioning that, according to Seade Foundation and the Department of
Social Welfare and Development (Futuridade), São Paulo (capital) is the 24th best city for the
elderly population, among cities with more than 200 thousand inhabitas, and the 503rd among
all cities. This result was obtained after examining life conditions of 4.3 million people over
60 years old who live in one of the 645 municipalities in the State of São Paulo; it was
observed that 14% of them live in inappropriate cities, with low level of development and
well-being, and only 7% live in cities with high quality of life. (O ESTADO DE
S.PAULO,2009).
People in AB social classes: 700 (seven hundred) interviews/cases were selected after
systematic search using a Central Location Method. Visio interviewers talked to people over
60 years old who fit the profile of the Social Classes selected; here are the addresses chosen in
the city of São Paulo: Paulista Avenue area, including the first four parallel streets from both
sides of the avenue, Jardins and Paraíso neighborhood; Ibirapuera Park; Itaim Bibi and
Tatuapé neighborhoods; Tatuapé, Paulista and Aricanduva shopping malls (with prior
authorization); SESCs in Greater São Paulo, except Mooca (with prior authorization); places
downtown near taxi stands; 200 (two hundred) interviews/cases were selected using the
method of conglomerate sample. The selection was made though random raffle in 2 steps:
first, census areas in pre-established neighborhoods in São Paulo were raffled; then the
residences to be visited in each area. Criteria for random substitution of samples were also
65
established. The choice of neighborhoods took into account the profile of the sample studied,
that is, people at the age of 60 or over in AB Social Classes. The following neighborhoods
were selected: Jardins, Vila Mariana, Moema, Tatuapé, Paraíso, Pinheiros and Vila Madalena.
People in CD classes: the survey was conducted in neighborhoods where pedestrian
flow was intense, such as Penha, Cangaíba, Arthur Alvin, Itaquera, Guaianazes, São Mateus,
Mooca; Ipiranga, Sacomã, Jabaquara and Vila Maria, because they are considered typical
low-class neighbordhoods. The answers given to the questionnaires were typed into survey
sofware SPSS.
Sample profile
Middle school 31 62
Incomplete high school 33 26
66
Incomplete higher education 14 6
Complete higher education 8 1
Total 100 100
Up to 1 minimum wage 4 37
From 2 to 5 minimum wages 60 60
From 6 to 10 minimum wages 35 3
Over 10 minimum wages 1 -
No 69 72
Yes 36 19
No 64 81
Union 29 10
Cultural associations 19 9
Political party 12 8
Parent-teacher association 10 14
Average expenses AB % CD %
Up to R$30.00 43
Over R$101.00 6
Average expenses AB % CD %
Up to R$100.00 13
67
Over R$1,001.00 1
68
very similar when compared to the same big group but complete different when compared to
other groups. The authors mentioned above warn against dealing with the third age market
segment as only one, a homogeneous one. It is necessary to consider the complexity of this
market because some principles applied to other segments may not be appropriate to this one;
besides, the third age market is constantly changing, that is, information on aged people´s
behavior may become obsolete very fast.
Cluster analysis dendogram has shown very agglomerations very distant for making a
choice regarding measurement of conglomerates distance. Delimitations were visually
established, taking into account points of considerable changes. Also researchers´ intuition
played an important role when defining the number of conglomerates (MALHOTRA, 2001).
Clusters have been identified using non-hierarchical K-means cluster analysis through
the use of SPSS software 15.0. Tests have been applied:
• t-test is used to compare average values in two groups (clusters);
• ANOVA is usedto compare average values in more than two groups (clusters), and
• chi-square is used in many situations; in this study, to identify the existence of connections
among categoric values
Self-concept
Questions put to interviewees were separated in four big groups through factor
analysis. The results showed four relevant factors, related to values of eigenvalues greater
than 1, which represent 60% of the original data set variance and were listed in the rotated
matrix of factor loadings table. Scales dimensionality were examined through factor analysis
using the main elements and retaining factor which self value was equal to or greater than
one. None of the variants were discounted because all presented a degree of commonality
greater than 0.5.
As to AB social classes, the Kaiser-Meyer-Olkin (KMO) Measure of Sampling
Adequacy (MSA) was performed to adjust data to factor analysis principles and the index
found was 0.877, indicating that factor analysis is appropriate.
69
Active old age .564
The best age .564
Component 3 Improductive phase Resting phase
Incapacity .782 Time to rest .804
Uselessness .776 Time of retirement .745
Isolation .727 Senior Citizen .447
Abadonment .726
Component 4 Resting phase Accomodation phase
Time to rest .859 Gray-haired population .809
Time of retirement .721 Time of resignation .548
By analysing the tables, it can be noticed that the component “time of experience”,
related to time of wisdom, gray-haired population, body changes, senior citizen, maturity
phase, leisure age and active old age, is closely associated with what the theoretical references
denominate actual self (how a person really perceives himself or herself) along with ideal self
(how a person would like to perceive himself or herself).
The component “time to renew experiences” can be associated with “situational self (a
person´s self-concept in a specific situation) along with social self (how a person thinks others
perceive him or her).
The component “improductive phase” may be associated with self-consciousness
which, according to the theoretical references, refers to moments in which people seem to be
aware of themselves, their incapacity and uselessness and fell abandoned or isolated.
The component “Time to rest” and “idleness” may be associated with social self and
refers to how people present “their self” to others, once they have fulfilled their duty and are
entitled to a deserved rest or with “possible self” (what a person would like to become).
As to CD social classes, 4 components (factors) have been identified: Time of active
life, Improductive phase, Resting phase and idleness, Accomodation phase. The Kaiser-
Meyer-Olkin (KMO) Measure of Sampling Adequacy (MSA) was performed to adjust data to
factor analysis principles and the index found was 0.842, indicating that factor analysis is
appropriate (HAIR Jr. et al, 2006) and that four components represent 60% of the original
data set variance
The first component was “Time of active life” which refers to assertions that can be
associated with dimensions related to attitudes, feelings and knowledge about their own
abilities, appearance and social acceptability (Carvalho, 2006), all of them with a positive
value. It involves the recognition of body changes but also the possibility of living actively
and leisure time and admiting it is time of wisdom and age of feelings as described by Rolim
(2005); Villa Sanches; Escribano (1999) and Santana (2003) who point out an indication of a
process of interiorization among people over 60 years old.
The second component to emerge comprises the most depressing assertions regarding
uselessness, abandonment, incapacity and isolation, possibly due to people´s greater
awareness of their limitations and life outcomes. This factor is also present in the study with
third age people in AB social classes.
The third component is related to the idea of resting or idleness, there are not many
indications of active life and may be associated with a social dimension of self-concept, which
refers to the Self showed to others.
The fourth and last component is strongly associated with physical appearance and
passive acceptance, possibly changes in appearance, revealing a category examined by
Spinola (1995) which refers to material references to self-concept, according to which
perception of own body is an important attribute.
70
Details about factor and cluster analyses procedures related to leisure
A factor analysis was performed on the set of assertions presented in the previous
table, taking into account all data obtained (AB and CD classes). After Varimax rotation, 3
factors were identified, which explain 67% of data variability. Note the relevance of factor
analysis once index obtained after KMO test was 0.746 (HAIR JR. et al, 2006). It is worth
mentioning that factor analysis aims at finding a set of latent factors in a bigger set of
variants, which may summarize the existing information with little loss; it also make it
possible to select variants that represent the original set. In order to facilitate the
interpretation, rotated factor loadings are used according to Varimax method (HAIR Jr. et al,
2006). Fear, caution and daring stand out as important factors. Such results are in consonance
with the writings of the authors studied regarding third age people´s attitude towards
technology/computers, especially Machado (2007), Iyer E Eastman (2006) and Eastman e Iyer
(2004).
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Table 4: Rotation matrix of attitudes
Medo Cau- Ousa-
tela dia
72