Research Claims Over Fifties Are Young At Heart
Advertisers may need to change they way they target older consumers following a study which shows that people aged over fifty have as disparate and unpredictable lifestyles as younger generations.
The research carried out by OMD UK in association with the Telegraph, Peugeot and Saga suggests the over fifties are all too often written off as a homogenous and less vibrant group, who have already made the majority of their lifestyle choices.
Advertisers often categorise older consumers by age, but the study of more than 1,700 people reveals that this style of grouping is inaccurate and should be replaced with lifestyle, habit and attitudinal classifications.
Jo Rigby, head of research at OMD UK, said: “We carried out the research because there was a big gap in peoples’ knowledge about this ever growing population, which was categorised by stereotypes and assumptions. It was more than just coming up with a study to plug a gap, it was trying to reverse or disprove some of the false assumptions that permeate the industry.”
She added: “This is important to anyone who wants to make money! The over fifties are not a niche group, they’re ordinary people who make up a large part of the population. Most briefs currently stop at fifty, but any advertiser who doesn’t at least explore this area is playing a very dangerous game for the future.”
The Understanding Fifties and Over research has separated older consumers into seven different segments designed to help advertisers communicate them more effectively. The new classifications include the culture loving Happy and Fulfilled, the health conscious Live Wires and the hardworking Rat Race Junkies.
Other categorisations are: the relaxed and responsible Super Troopers, reality-TV loving Living Day-To-Day segment, the hardworking Unfulfilled Dreamers and all too negative Anchored in the Past segment.
Rate Race Junkies were found to be the most embracing of new inventions with 85% believing that new technology makes life easier. This view was shared by just 36% of the Living Day to Day segment, who are most intimidated by the latest gadgets.
The Lives Wires were identified as the most style conscious of the segments with 61% claiming to keep up with the latest fashion and trends. More than half of this group consider themselves to look attractive for their age, compared to less than 20% of those Anchored in the Past.
The Rat Race Junkies appear to be the most affected by the hectic lifestyles with just 23% considering themselves healthier than expected for their age, compared with 64% of live wires. The Anchored in the Past segment was found to take the least exercise with just 6% taking part in keep fit activities.
Recent research from Datamonitor shows that advertisers often overlook older consumers, despite their high disposal income and increasing presence in society. It predicts that the number of European seniors will rise to 147 million by 2007 (see Marketers Are Missing Out On The Grey Pound).
OMD UK: 020 7908 3400 www.omdmedia.com
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