Analysis of Marketing to the Over-55s in U.K., Major Factors, Trends, and Consumer Preference-2017


Published on : Sep 04, 2017

Albany, New York, September 4, 2017: Demographics stereotypes continue to scramble the advertising landscape, with unwarranted categorical depictions resulting in formation of various age-group consumer class. Market Research Hub (MRH) has broadcasted a new report on advertising and marketing approaches used on consumers aged over 55 in the U.K. MRH’s report, titled “U.K. - Marketing to the Over-55s - August 2017” comprises of an executive summary that offers a brief introduction on the current scenario as well as all-round projections for the near future. Such conclusions were drawn by making comprehensive assessments of various facts and figures that were taken into consideration while compiling the report. 

The report also includes information on trends in the age structure of the population in U.K., influence of health both physical and mental, and outlook towards grocery shopping by demographics. As per the report, more than 50% of people aged over 75s live alone in the U.K. A large percentage of population in the country is over 50s and account for significant proportion of U.K.’s disposable income and hence this pigeonhole group is considered highly lucrative. Product promotional campaigns that are primarily aimed at age group of 55 and above have a positive impact in development of intergenerational understanding, but may have limited opportunities to engage with a broader demographic setting.

Brands have often face difficulties in targeting the elderly consumer class effectively. There are various instances of advertising and promotional campaigns receiving heavy criticism for being too stereotypical.  The conventional belief that the over 55s have a low proximity to new media and technology to some extent may be true, but a digitally agile class of elderly consumers is certainly on the rise. In recent years, adoption of digital media among the baby boomer population has been significantly high. 

The later section of the report talks about the trend which include booming ageing population, household size for the over-55s, and increasing obesity rates amongst 55 to 64-year-olds. It is also observes that targeting pigeonholing groups such as the over 55s through traditional media outlets and strict demographic stereotypes companies may risk losing out on an array of opportunities. In the following sections of the report, the readers can will be able get information on various factors, which will be beneficial while taking decisions on industrial investment.

It is also important to note that, this report provide attractiveness analysis of the advertising domain based on various categories including, technology, socio-economics, and consumer preference in the scope of the study that measures and identifies the segments attractiveness. For readers, the report will allow to save on investments both in terms of money and time and outline market strategies using a readily accessible data. The report will help marketers to identify their target audience and plan their advertising accordingly. This will also enable them to align their campaigns with broader demographic group, which will appeal to specific interest and needs rather than risk disjoining them and grouping them into demographic lumps determined purely by age. 

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