Benefit segmentation

The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021.
  

Benefit Segmentation

A potentially useful technique of segmenting and targeting older consumers

Rizal Ahmad The University of Kent at Canterbury

Introduction

The number and proportion of older people in the United Kingdom is growing. The proportion of those who are 50 years old or over is expected to grow from 30% (20 million) in 2001 to 33% (22 million) by 2011 and to 37% (25 million) of UK's total population by 2021 (Office for National Statistics, 1999). The result of the 2001 census shows that older people (people aged 60 and over) outnumbered children (below the age...

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