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Marketing to Retired People - UK - April 2011

Consumer behaviour can be complicated and bewildering. What makes retired people think, feel and reason in a certain way? How do they choose between different product alternatives (eg brands, products and retailers) and equally what influences their purchase decisions (eg culture, family, media)?

Identifying an individual’s personality type makes it easier to understand the underlying behavioural patterns of that individual. A person may behave differently depending on situations, even though his/her personality is relatively stable. However, personality traits and characteristics have a strong influence on her behaviour.

  • Unlock the value of the 21st Century pensioner: The UK is getting older and as the over-60s become a force majeure, understanding their attitudes and aspirations will be key to unlocking their value. Today’s pensioners are no longer giving up work to sit by the fire with a pipe and slippers and are instead considerably more adventurous in their retirement plans than previous generations.
  • Examine the role of the internet: They might have retired but they still have aspirations. How do today's pensioners plan to spend their retirement?
  • Understand behaviour and attitudes: This report delves into the behaviour and attitudes of the UK’s retired population and looks at their reasons for retiring as well as their plans for their sundown years.
  • The impact of happiness: How happy are today's pensioners now compared to before they retired? What are the reasons for this and what does this mean for spend and the activities that retirees are involved in?
  • Engagement with media: How receptive are they to advertising? Do they notice it and does it resonate with them?
  • Effectively target: Mintel has identified four typologies of retired people that show marked demographic characteristics, most notably in terms of age or gender skew and can be broadly split into those that have a positive outlook on their retirement and those that do not.

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Table of contents

  1. Executive Summary

        • Figure 1: Retired typologies, February 2011
      • Forced to Retire
        • Came of Age
          • Better than Working
            • Retired by Choice
              • Attitudes towards retirement
                • Who’s retiring and when?
                  • Figure 2: Target groups, by age of retirement, February 2011
                • Finance
                  • Figure 3: Target groups, by gross annual household income, February 2011
                • Technology
                  • Figure 4: Internet usage, by target groups, February 2011
                • Media and shopping
                  • Aspirations
                  • Demographic Overview

                      • Population trends
                        • Figure 5: Trends in the age structure of the UK population after state pension age, by gender, 2010 and 2015
                      • Lifestage
                        • Figure 6: Lifestage of pensioners, February 2011
                      • Life expectancy
                        • Figure 7: Life expectancy at age 65 (years), United Kingdom, by gender, 2000-09
                      • Pension schemes
                        • Figure 8: Proportion of active members in private sector defined-benefit occupational pension schemes, by scheme status, 2007 and 2008
                      • Average income
                        • Figure 9: Average weekly gross income of pensioner couples and single pensioners, by age of head of benefit unit and source of income, 2008/09
                    • Retired People Overview

                      • Reasons for retirement
                        • Figure 10: Reasons for retirement, by typology, February 2011
                        • Figure 11: Number of reasons for retirement, by typology, February 2011
                      • Demographic analysis
                        • Figure 12: Target groups, by demographics, February 2011
                      • Gender and age
                        • Household composition
                          • Age of retirement
                            • Figure 13: Target groups, by age of retirement, February 2011
                          • Financial situation
                            • Figure 14: Target groups, by gross annual household income, February 2011
                            • Figure 15: Statements on current financial situation, by target groups, February 2011
                          • Internet usage
                            • Figure 16: Internet usage, by target groups, February 2011
                          • Online activities
                            • Figure 17: Activities on the internet, by target groups, February 2011
                          • Changes to lifestyle since retirement
                            • Figure 18: Changes to lifestyle since retirement, by target groups, February 2011
                          • Retirement plans
                            • Figure 19: Retirement plans, by target groups, February 2011
                          • Attitudes towards media and shopping
                            • Figure 20: Attitudes towards media and shopping amongst retired people, by target groups, February 2011
                        • Forced to Retire

                          • Key points
                            • Figure 21: Typology profile – Forced to Retire, February 2011
                          • What this means
                            • Who are they?
                              • Figure 22: Summary demographic profile – Forced to Retire, February 2011
                            • Age of retirement
                              • Figure 23: Age of retirement, by gender – Forced to Retire, February 2011
                            • Finances
                              • Financial situation
                                • Figure 24: Attitudes towards their current financial situation, by gender, age and socio-economic group – Forced to Retire, February 2011
                              • ACORN group
                                • Figure 25: Forced to Retire, by ACORN group, February 2011
                              • Communications technology
                                • Technology ownership
                                  • Figure 26: Ownership of technology – Forced to Retire, February 2011
                                • Internet usage
                                  • Figure 27: Internet usage – Forced to Retire, February 2011
                                • Online activities
                                  • Figure 28: Activities on the internet – Forced to Retire, February 2011
                                • Reasons for retirement
                                  • Figure 29: Reasons for retirement – Forced to Retire, February 2011
                                • Changes to lifestyle since retirement
                                  • Figure 30: Changes to lifestyle since retirement – Forced to Retire, February 2011
                                • Retirement plans
                                  • Figure 31: Retirement plans – Forced to Retire, February 2011
                                • Attitudes towards media and shopping
                                  • Figure 32: Attitudes towards media and shopping, by gender, age and socio-economic group – Forced to Retire, February 2011
                              • Came of Age

                                • Key points
                                    • Figure 33: Typology profile – Came of Age, February 2011
                                  • What this means
                                    • Who are they?
                                      • Figure 34: Summary demographic profile – Came of Age, February 2011
                                    • Age of retirement
                                      • Figure 35: Age of retirement, by gender – Came of Age, February 2011
                                    • Finances
                                      • Financial situation
                                        • Figure 36: Attitudes towards their current financial situation, by gender, age and socio-economic group – Came of Age, February 2011
                                      • ACORN group
                                        • Figure 37: Came of Age, by ACORN group, February 2011
                                      • Communications technology
                                        • Technology ownership
                                          • Figure 38: Ownership of technology – Came of Age, February 2011
                                        • Internet usage
                                          • Figure 39: Internet usage – Came of Age, February 2011
                                        • Online activities
                                          • Figure 40: Activities on the internet – Came of Age, February 2011
                                        • Reasons for retirement
                                          • Figure 41: Reasons for retirement – Came of Age, February 2011
                                        • Changes to lifestyle since retirement
                                          • Figure 42: Changes to lifestyle since retirement – Came of Age, February 2011
                                        • Retirement plans
                                          • Figure 43: Retirement plans – Came of Age, February 2011
                                        • Attitudes towards media and shopping
                                          • Figure 44: Attitudes towards media and shopping, by gender, age and socio-economic group – Came of Age, February 2011
                                      • Better than Working

                                        • Key points
                                          • Figure 45: Typology profile – Better than Working, February 2011
                                        • What this means
                                          • Who are they?
                                            • Figure 46: Summary demographic profile – Better than Working, February 2011
                                          • Age of retirement
                                            • Figure 47: Age of retirement, by gender – Better than Working, February 2011
                                          • Finances
                                            • Financial situation
                                              • Figure 48: Statements on current financial situation – Better than Working, February 2011
                                            • ACORN group
                                              • Figure 49: Better than Working, by ACORN group, February 2011
                                            • Communications technology
                                              • Technology ownership
                                                • Figure 50: Ownership of technology – Better than Working, February 2011
                                              • Internet usage
                                                • Figure 51: Internet usage – Better than Working, February 2011
                                              • Online activities
                                                • Figure 52: Activities on the internet – Better than Working, February 2011
                                              • Reasons for retirement
                                                • Figure 53: Reasons for retirement – Better than Working, February 2011
                                              • Changes to lifestyle since retirement
                                                • Figure 54: Changes to lifestyle since retirement – Better than Working, February 2011
                                              • Retirement plans
                                                • Figure 55: Retirement plans – Better than Working, February 2011
                                              • Attitudes towards media and shopping
                                                • Figure 56: Attitudes towards media and shopping – Better than Working, February 2011
                                            • Retired by Choice

                                              • Key points
                                                  • Figure 57: Typology profile – Retired by Choice, February 2011
                                                • What this means
                                                  • Who are they?
                                                    • Figure 58: Summary demographic profile – Retired by Choice, February 2011
                                                  • Age of retirement
                                                    • Figure 59: Age of retirement, by gender – Retired by Choice, February 2011
                                                  • Finances
                                                    • Financial situation
                                                      • Figure 60: Statements on current financial situation – Retired by Choice, February 2011
                                                    • ACORN group
                                                      • Figure 61: Retired by Choice, by ACORN group, February 2011
                                                    • Communications technology
                                                      • Technology ownership
                                                        • Figure 62: Ownership of technology – Retired by Choice, February 2011
                                                      • Internet usage
                                                        • Figure 63: Internet usage – Retired by Choice, February 2011
                                                      • Online activities
                                                        • Figure 64: Activities on the internet – Retired by Choice, February 2011
                                                      • Reasons for retirement
                                                        • Figure 65: Reasons for retirement – Retired by Choice, February 2011
                                                      • Changes to lifestyle since retirement
                                                        • Figure 66: Changes to lifestyle since retirement – Retired by Choice, February 2011
                                                      • Retirement plans
                                                        • Figure 67: Retirement plans – Retired by Choice, February 2011
                                                      • Attitudes towards media and shopping
                                                        • Figure 68: Attitudes towards media and shopping – Retired by Choice, February 2011
                                                    • Appendix – Retired People Overview

                                                        • Figure 69: Activities on the internet, by target groups, February 2011
                                                        • Figure 70: Changes to lifestyle since retirement, by target groups, February 2011
                                                        • Figure 71: Typologies, by demographics, February 2011
                                                    • Appendix – Typology Overview

                                                      • Age of retirement
                                                        • Figure 72: Age of retirement, by target groups, February 2011
                                                      • Reasons for retirement
                                                        • Figure 73: Reasons for retirement, by target groups, February 2011
                                                      • Changes to lifestyle since retirement
                                                        • Figure 74: Changes to lifestyle since retirement, by target groups, February 2011
                                                      • Plans for retirement
                                                        • Figure 75: Retirement plans, by target groups, February 2011
                                                      • Internet users
                                                        • Figure 76: Internet use, by target groups, February 2011
                                                      • Online activities
                                                        • Figure 77: Activities on the internet, by target groups, February 2011
                                                        • Figure 78: Statements on current financial situation, by target groups, February 2011

                                                    Companies Covered

                                                    To learn more about the companies covered in this report please contact us.

                                                    Marketing to Retired People - UK - April 2011

                                                    £2,195.00 (Excl.Tax)