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The Over 50s Traveller - Sally Winfield (MMA)
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The Over 50s Traveller
Sally Winfield, Chair Mature Marketing Association
Treat them as one uniform greying group, or worse still they ignore them altogether - convinced that they must catch their customers young and try to keep them for life.
But these brands are missing out on a wealth of opportunity.
of the population. 33%
23 million
80% of the disposable income.
people aged over 50 in the UK.
group of pensioners in history. biggest richest The and the
in the UK by 2030. In 1951, there were just 270. 45,000 centenarians
Grey is most definitely the new blond.
MMA has just commissioned a series of surveys, each one reviewing the over-50s audience, one decade at a time.
40-49 age group first
Purchasing behaviour.
Digital media use.
Attitudes to age-related activity.
Expenditure and loyalty
Increase their spending on technology-related products over the next 10 years.
More on travel - great news for everyone in the room.
Discounts and value for money are consistently cited as the primary reason in encouraging product purchase and remaining loyal. Ahead of brand reputation.
Digital and social media usage
Heavy users of digital media for news, keeping in touch with friends and family and inspiration.
Heard it on the radio
Reviews and social media also play an increasingly important role in product endorsement.
Age-related advertising and branding
You don’t understand me!
Women feel strongly
that if a brand resonates with them, it is much more likely to win their custom.
Travel brands need to work harder!
What's needed is not more advertising, but the right sort of advertising.
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