Fiction Fact The youth market is the...

Fiction

Fact

The "youth" market is the most free-spending and most influential consumer group.

On average, the over 50-65 consumer outspends their under 50 counterpart by around 20 per cent.

Mature people have limited leisure interests and tend to hold on to their money.

They take more holidays than any other age group and outspend the young on leisure.

Mature consumers are not interested in their appearance.

Greys are spending more and more on bodycare products.

Mature consumers are indifferent to new technology.

In the USA the over-50s are the fastest-growing group online

Everyone over 50 thinks in much the same way.

Difference in attitude between a 50- and 70-year-old can be as great as that between a 20- and 40-year-old.

The only thing you can sell the over-60s are trusses and incontinence pants

They are discriminating shoppers with defined but catholic tastes. Lifestyle is more important than chronological age.

Mature consumers are too unsophisticated to resent the way they are portrayed in advertising.

Research shows they resent atypical "glamorous" models as well as "wrinkly"ones.

Mature consumers have no impact on decision makers

They vote in greater numbers than younger people in the USA 20 per cent of 20-year-olds vote, 30 per cent of 30-year-olds vote, etc. in future 50+voters will be controlling elections - ignore them at your peril.

Mature consumers stick with products they are used to.

Some sectors report that up to 30 per cent switch brands annually.

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Fiction	Fact
The "youth" market is the most free-spending and most influential consumer group.	On average, the over 50-65 consumer outspends their under 50 counterpart by around 20 per cent.
Mature people have limited leisure interests and tend to hold on to their money.	They take more holidays than any other age group and outspend the young on leisure.
Mature consumers are not interested in their appearance.	Greys are spending more and more on bodycare products.
Mature consumers are indifferent to new technology.	In the USA the over-50s are the fastest-growing group online
Everyone over 50 thinks in much the same way.	Difference in attitude between a 50- and 70-year-old can be as great as that between a 20- and 40-year-old.
The only thing you can sell the over-60s are trusses and incontinence pants	They are discriminating shoppers with defined but catholic tastes. Lifestyle is more important than chronological age.
Mature consumers are too unsophisticated to resent the way they are portrayed in advertising.	Research shows they resent atypical "glamorous" models as well as "wrinkly"ones.
Mature consumers have no impact on decision makers	They vote in greater numbers than younger people in the USA 20 per cent of 20-year-olds vote, 30 per cent of 30-year-olds vote, etc. in future 50+voters will be controlling elections - ignore them at your peril.
Mature consumers stick with products they are used to.	Some sectors report that up to 30 per cent switch brands annually.

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