Euromonitor Strategy Briefings, January 2017
This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.
Karwai Ng, Admap, October 2016, pp. 41-43
This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.
Felim McGrath, Admap, January 2016, pp. 40-42
This article looks at the Silver Surfers demographic group, internet users aged 52-64, highlighting their attitudes to privacy, device ownership and approaches to social networking, e-commerce and brand engagement.
This report describes trends in media consumption habits, taking a close look at the numbers to reveal that viewers of all ages, ethnicities and races are opting to shift some of their video viewing behaviours.
Lisa Edgar, David Bunker and Kevin Cowan, ESOMAR, Congress, Nice, September 2014
This paper sets out the case for using "perceived age" for segmentation, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.
Lisa Edgar and David Bunker, Market Research Society, Annual Conference, 2012
This paper explores the validity of using chronological age as a primary targeting factor. It shows that the majority of people don’t see themselves in terms of their chronological age, many identifying with a completely different age group.
Ted D’Amico, Journal of Advertising Research, Vol. 47, No. 1, Mar 2007, pp. 103-112
The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consumers into account when selecting media vehicles.