Research Shows Grey Consumers Ignored By Advertisers
Middle-aged and older consumers are being ignored by media and marketing executives, according to a new report from market information provider Key Note.
The Grey Consumer Survey shows that 25% of those aged 45 and over feel under-represented by advertising, with the figure rising to almost a third of women in this age group.
The report suggests that advertising and marketing agencies find it difficult to empathise with older consumers, but points out that the grey consumer is a “powerful” and “growing” force in the market. It shows that the over 45s accounted for nearly 40% of the UK’s total population in 2001 and forecasts this will rise to over 40% by 2006.
According to Key Note, grey consumers spend more than the average consumer on holidays, insurance policies, gardening products and newspapers. They are also just as likely as younger consumers to spend their money on books, savings and medication.
Internet users over the age of 45 were found to be more likely than the average internet user to spend money on a range of products, and are only less likely to spend money on CDs, records and tapes.
Commenting on the findings Simon Taylor from Key Note said: “Increased life expectancy means that people may have more years of active life once they reach their 70s and over – an age group which in the past has been virtually ignored by marketers.”
He added: “Our research shows that there are clearly large differences between those at the upper and lower end of this age range, and it will be important not to alienate either group by bracketing them all together as one homogenous band of greys.”
The research also shows that around half of television viewers over the age of 55 are unhappy about how they are portrayed in programmes, with 71% feeling that programme makers ignore the views of people aged between 65 and 74.
Figures published recently by Egg and Mori show that the over-55s are the fastest growing group in terms of mobile messaging, with 1.3 million embracing the medium, compared to just over one million a year ago (see Feature: Mobile Marketing Goes For The Greys).
Key Note: 0208 481 8750 www.keynote.co.uk
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