AARP TURNS TO KNOWLEDGE NETWORKS FOR LANDMARK SURVEY OF MIDLIFE, OLDER SINGLES

Study took advantage of privacy afforded by KN system; findings covered by NBC's "Today," CBS Radio News

Menlo Park, CA; September 29, 2003: The AARP has just released results from an extensive new survey conducted among unmarried 40- to 69-year-olds on the nationwide Knowledge Networks Panel. The study of 3,051 respondents provides a variety of insights into the lifestyles of midlife and older singles; findings appear in the new issue of AARP The Magazine and have already been featured on NBC News' "Today" and CBS Radio News.

The privacy afforded by the Knowledge Networks system was key to providing the right environment for conducting this sensitive study; Knowledge Networks Panel Members answer surveys in their own homes using a unique Internet-based platform. Knowledge Networks maintains the only projectable Web-enabled research panel, derived from a representative sample of the full U.S. population.

Among the study's findings:

• Singles in their 40s, 50s and 60s say their personal freedom and independence is what they like most about being single, but it comes with the price of not having someone to do things with.
• The majority date either exclusively or non-exclusively, but large proportions, especially of older women, take a pass on dating and sex.
• Only 2 percent of women say that sex is acceptable during the first date, while 20 percent of men think it is.
• Women want dates to have someone to talk to or do things with; men want the sexual dimension built in.
• Personality and sense of humor count most for both men and women, but many men emphasize physical attractiveness and sexual satisfaction.
• Both midlife and older men and women want to date younger individuals.

The full report and an executive summary can be accessed via the AARP Web site at http://research.aarp.org/general/singles.html.

The AARP is a nonprofit, nonpartisan organization dedicated to making life better for people 50 and over. The AARP provides information and resources; engages in legislative, regulatory, and legal advocacy; assists members in serving their communities; and offers a wide range of unique benefits, special products, and services for its members. These include AARP The Magazine, published bi-monthly; AARP Bulletin, a monthly newspaper; Segunda Juventud, a quarterly newspaper in Spanish; NRTA Live and Learn, a quarterly newsletter for 50+ educators; and its Web site, www.aarp.org. The organization has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands.

Knowledge Networks is the leader in high-quality, innovative market research. The company's unique Internet platform also allows for quick turnaround of results and for the use of high-quality video and audio in surveys.

In conjunction with its expertise in brands, media, advertising, and analytics, Knowledge Networks uses its consumer panel and other resources to provide insights on consumer behavior and opinions. In addition to government and social policy work, Knowledge Networks specialties include media, brand health, segmentation, and research on pricing, product configuration and advertising.