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Understanding the mobility market - Accord
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Understanding the mobility market
2017
in partnership with
Foreword
The mature market is booming!
By 2033, the percentage of the UK population aged over 65 is expected to increase to 23% - over double what it was in 2008. Moreover, they will be the biggest and richest group of pensioners in history, with many spending more time in retirement than they did working, exploring old interests and discovering new ones. Against this background, the growth potential for brands that move quickly to understand and engage with this audience is enormous. But it’s clear to us that this diverse group has many different needs, motivations and desires - all of which drive how they engage with brands and, consequently, how brands must engage with them. Accord’s latest white paper focuses on the mobility market. Produced in partnership with Silver Travel Advisor, it looks at media channels and opportunities, buying habits and personalisation, technology and the consumption of content and asks the question: are brands effectively marketing products in line with how the over-50s see themselves? The findings are both interesting and thought-provoking. Whilst many marketers picture the over-50s as traditionally-minded, technologically illiterate and out-of-touch, nothing could be further from the truth. In the technology sector, for instance, it’s clear that older customers are out in force. Once complicated and expensive, technology is now simple to use and very affordable - highlighting the need for brands to have a clear understanding of how their audiences are consuming content across devices. Offering actionable advice and invaluable industry insights, this white paper is essential reading for business owners, marketing managers and digital strategists working in the mobility sector.
Sally Winfield, CEO Accord Marketing
2
AC CO R D MO B I L I T Y W H I T E PA P E R
Executive summary This research was commissioned by Accord Marketing to examine whether there is a distinct void between how mobility brands market their products and the way in which their customers perceive themselves. It explores buyer behaviour in the over-50s market throughout the path to purchase to identify the most effective channels, and how marketing can challenge the stereotypes that currently pervade the advertising landscape. It was carried out through an online survey that was sent to a >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24
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