Source: Social Bakers, Mar-April 2020
Source: Savills, 2018 & Marketing Week, 2019
SOME KEY STATISTICS:
• 85% shop online and have been doing so for 20 years
• 83% take three holidays per year
• 50%+ expect to shop more online post pandemic
• 85% are homeowners without mortgages
• 88% say finances have not been affected by the pandemic
• 80% of car industry profits
• 58% of global beauty market
• 80% excercise regularly and have a healthy diet
Decision maker for their children in 20s & their elderly parents
Household Income: £30k-£100k pa
Children in teens & twenties
Becoming empty nesters
Spend more on cosmetics & clothes
than people in their 20s
Many Fitness fanatics
Household Income: £50k-£150k pa
Holidays at least 3 per year
Interests-gardening, pets, travel, DIY
Household Income: £30k-£80k pa
The ’50 years young’ group do not believe or feel like they are turning 50, or even nearing 60. This is reflected in their behavioural and spending habits.
This group consists of well-off families in upmarket suburban homes where grown-up children benefit from continued financial support (MoneySupermarket, 2019) They are yet to live the full empty-nester experience, but with children heading to university, are getting a taste of what’s in store.
This demographic loves feeling and looking good. Women aged 50+ account for 58% of the global beauty market (Telegraph, 2019) , and are spending money on the most premium brands.
Source: Experian Mosaic Profile: ‘Bank-of-Mum-and-Dad’, ‘Boomerang-Boarders’
Average Age Range: 50s
Household Income: £50k-150k pa
As their children fly the nest, the ‘Age Embracers’ have more time, space and money than ever before, (Marketing Week, 2012) and they’re not wasting a single moment of it.
Whether it is booking long-weekends away, or splashing out on an expensive sports car, this group are fully embracing their later life stage and they have never been happier (Independent, 2019).
This pre-retirement group, find themselves in a unique life position,-(The Sandwich generation) acting as decision ‘assistants’ for both their adult children and aging parents, and so are a lucrative audience for brands.
Source: Experian Mosaic Profile: ‘Empty Nest Adventurers’ “Fledgling Free”
Average Age Range: 60s
Household Income: £50k-150k pa
The ‘Comfortably Elders’ are those who are living and loving their golden years.
This post-retirement group are financially secure (KAM Media, 2019), living in their properties outright, and enjoy spending their hard-earned pension on life's greatest joys; gardening, travelling (Telegraph, 2019) and their grandchildren (CBNC, 2019).
Despite being late-adaptors to technology, this group are more than capable digitally, with 65% shopping online (ONS, 2019) and they enjoy using social platforms to keep in touch with their families. This groups household spending has rocketed by 70% over the last 5 years due to additional earnings working longer, lucrative pensions and increasing property wealth.
Source: Experian Mosaic Profile: ‘Ageing Access, ‘Classic Grandparents’
Average Age Range: 65+
Household Income: £30k-80k pa
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