Targeting the Over-50s - Ireland - March 2010
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Irrespective of the measure used, the over-50s demographic is one that no sector, company, brand or marketer can afford to ignore. Not only are there more over-50s in Ireland now than at any point in recent history, it is the one demographic that is projected to grow significantly in number over the coming decades. Added to this, it is among these consumers that the majority of the wealth – and, thus, spending power – resides.
And yet, only around 10% of marketing campaigns specifically target consumers aged 50+. There is a sense that older consumers represent an elusive market, difficult to reach and even more difficult to convert. However, consumer data presented throughout this report indicate that, while there are certainly differences between older and younger consumers, today’s 50+ consumer is by no means an entirely different species. All that is required is a little insight, a little understanding and a willingness to adjust to their requirements.
This report presents an analysis of the over-50s market both in NI and RoI, examining their attitudes towards finance, leisure and grocery shopping. It also provides insight into the Irish consumer’s approach to life and wellbeing and their hopes for the future.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.