Target groups: Older people, grey market

 

There are too many misconceptions about the over-50s, especially among marketers. This is disastrous in view of their increasing economic importance. Sue Byrne, who runs a research consultancy special ...

A few key areas particularly shape the outlook of the over-50s, and are important to understand for anyone trying to talk or sell to them. They include psychological and physical changes (including ti ...

The authors draw on the Target Group Index (TGI) to illustrate the characteristics of the `third age' of 50-75. They suggest that there are at least five large and distinct segments who have very diff ...

In Britain alone, the 50+ age group contains some 40% of all consumers, and is still growing and changing. This article brings together some key statistics and important insights which should be essen ...

Editorial: there is more awareness of the marketing opportunity presented by older people, and more sophisticated tools for reaching them, but there is still too much ignorance about the sector and to ...

Argues that marketers who target older consumers should pay more attention to their psychological age (i.e. how young they feel they are). Some ways of measuring this are described, with evidence of r ...

A content analysis of the national advertisements in the December 1990 editions of the ten largest circulating Canadian consumer magazines indicated that people from age 50 on were under-represented, ...

Last paper from an editorial feature based on an Admap seminar: 'Over 55s: gold among the grey' (other papers in the March 1990 issue). Soon, one in three Europeans will be over 50. The article discus ...

Part of an editorial feature: 'Over 55s: gold among the grey'. Magazines for older readers sell well, and are painstakingly marketed. It is possible to target older age plus class groups accurately an ...

Part of an editorial feature: 'Over 55s: gold among the grey'. Explains how and why conditions for French people entering retirement have improved markedly in the past twenty years. New typologies are ...

Part of an editorial feature: 'Over 55s: gold among the grey'. An examination of the population and other statistics, showing that the older age group are growing in proportion and becoming (contrary ...

Part of an editorial feature: 'Over 55s: gold among the grey'. AGB data is quoted to show the economic and marketing importance of the older age groups, and the need to target them properly.