Welcome to Silversurfers - features, offers, news & social forums for the over 50s...
Silversurfers

Promote your travel business to over one million members of the largest & fastest growing community for the wealthy over 50s generation.

Who are the Over 50s?

Over 50s are spending more on holidays, including cruises, with increased spending on travel by 23% over the past five years (CEBR-Travel Weekly 2016)

The over 50s are economically, socially and politically the most powerful generation of all time – holding 80% of the UK’s wealth (Telegraph, 2019)

Quality, trust and brand safety have never been more important to this age group, as well as agencies and brands alike (Marketing Week, 2020)





Did you know?

Britain’s over 50s have overtaken the country’s youngsters as the great travellers of the modern age.


Now accounting for 58% of travel and tourism expenditure, up from 49% just five years ago.


Source: The Travel Bulletin

Did you know?

50% of the adult UK population are over 50, but who are they?




SOME KEY STATISTICS:

• 83% take three holidays per year
• 88% say finances have not been affected by the pandemic
• 85% shop online and have been doing so for 20 years
• 50%+ expect to shop more online post pandemic
• 85% are homeowners without mortgages
• 80% excercise regularly and have a healthy diet

By 2040 the over 50s will outspend the under 50s in every key area of expenditure
(ONS/ILC)

2040: total household spending, by sector and age group

0 20 40 60 80 100 120 140
Recreation & culture
Travel
Household goods & services
Food & non-alcoholic drinks
Restaurants & hotels
Miscellaneous goods & services
Clothing & footwear
Communication
Health
Alcoholic drinks, tabacco & narcotics
0 20 40 60 80 100 120 140
50 and over
Under 50

Total annual household expenditure (£ billion)

As this demographic spans 40 years, we have segmented it into three key groups using Silversurfers Experian Mosaic profiles and 1st party data…

The Age Embracers

60s
ABC1
Empty Nesters
No Mortgages
Decision maker for their children in 20s & their elderly parents

Household Income: £30k-£100k pa

The ‘Young’ 50s

50s
AB
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

The Comfortably Elders

65+
A-E
Lucrative pensions.
Grandchildren.
Holidays at least 3 per year.
Interests-gardening, pets, travel, DIY

Household Income: £30k-£80k pa

The ‘Young’ 50s




Profile
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

Socio-Demographic: AB

Household Income: £50k-150k pa

Brand Map
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The ‘Age Embracers’




Profile
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

Socio-Demographic: ABC1

Household Income: £50k-150k pa

Brand Map
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The ‘Comfortaby Elders’




Profile
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+

Socio-Demographic: ABC1-C2

Household Income: £30k-80k pa

Brand Map
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How can your business reach this lucrative audience?

Introducing Silversurfers.com

The safe, friendly and largest lifestyle platform for the over 50s.
logo

Content

Silversurfers.com is the largest lifestyle and entertainment website aimed at the over 50s, packed with features, news, special offers and discounts. Key interest areas include Health, Finance, Fitness, Travel, Food & Drink and much more.

Discounts

Silversurfers Discounts+ provides exclusive offers and discounts from hundreds of well known brands to our closed community of members.

Social

Silversurfers.com sits across Facebook, Instagram and Twitter has a huge social following. All posts and responses are highly moderated to keep our users safe.

E-Newsletters

We also send a highly popular e-newsletter to over 250,000 subscribers monthly, covering a wide range of topics. 35% Open Rate and 7% CTR

We have over one million followers & subscribers across our social channels
Our social channels reach 19 million people with
8 million engaging every month...
And these users have a LOT to say…
  • “I consider it to be my online magazine. I like the standards of the community and the people who use it adhere too.”
  • “It is a safe online space, well regulated & friendly.”
  • “Silversurfers is like a friend popping round.”
  • “A wide spread of offers, articles, humour, information and entertainment.”
  • “Somewhere to meet, discuss and make friends with like minded people.”
  • “A modern approach to the over 50s.”
  • “Lots of interesting articles that are relevant to me.”
...So much so, our engagement levels are unparalleled
Facebook Interaction Rate Comparison
Daily Mail
Silver surfers
The Guardian
The Sun
The Telegraph
The Times
You Magazine
Radio Times
Daily Mail
Silver surfers
The Guardian
The Sun
The Telegraph
The Times
You Magazine
Radio Times
Sum of interactions per 1000 fans
Interaction Rate per post

Source: Social Bakers, Mar-April 2020

In short, our audience trust us, and trust equals action.
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ad age(2019)

How can you work with us?

logo Brand Opportunities
  • Display
    Standard Display Formats - MPUs, Leaderboard and Skyscraper banners
    Homepage Takeovers
    Section Takeovers
    Programmatic
  • Content Creation
    Bespoke Co-branded articles and features
    Partnership E-Newsletters
    Sponsored Content Hubs
    Bespoke Social Posts (Organic and Sponsored)
  • Discounts & Offers
    Silversurfers + Discounts across website and communications
    Prize Draws and Competitions with data share (GDPR Compliant)
    Sponsored Content Hubs
    E-Commerce, including shoppable posts
  • Insight
    Surveys and Polls
    Speakers Corner – Topic of the Day

Case Studies

Specsavers - Hearcare




Objectives
Raise awareness of Hearcare among the prime audience in the UK-People aged over 50. Hearcare approached Silversurfers to raise awareness among the over 50s online audience.

Approach
Major promotion across Silversurfers-Display banners, Prize Draws, Articles, Facebook posts. C4 months campaign. Objective was to raise awareness and this was achieved among Silversurfers members.

Results
Display banners had 2,363,000 impressions
Facebook posts

Case study
Specsavers

Morrisons - Tailor made campaign




Objectives
Morrisons wanted to promote brand, recipies and products to Silversurfers members

Approach
Morrisons wanted all banners on the Food & Drink section of Silversurfers plus run of site and homepage banners plus weekly articles, facebook posts and fortnightly newsletters

Results
Silversurfers members are incredibly positive about Morrisons brand and products.

Case study
Case study

AXA - Content partnership, Newsletters, Surveys




Objectives
Build Health section on Silversurfers with repurposed Health content articles. Build and send quarterly Health newsletters to Silversurfers members. Conduct Health surveys amongst Silversurfers members. Promote Health insurance and other products.

Approach
Working closely AXA and Silversurfers added over 500 health articles onto Silversurfers. Quarterly health newsletter sent to all members drawing on the latest health content on Silversurfers +

Results
The health section with articles is widely used by members as Silversurfers and AXA are seen as highly trusted brands offering the latest health advice.

Case study

Other brands we have worked with

Advertising Rate Card

Opportunity
Description
Rate
Instagram Post and Story
Article of up to 20 words for Instagram, plus one image and a url to link to
£250
Feature on site
Article of up to 400 words under the relevant section on Silversurfers.com
£400 per annum
Newsletter
Insertion into a newsletter to 250,000 Silversurfers members
£1,000
Product Review
Silversurfers Editorial team to conduct product review and post article on Silversurfers.com
£1,500 per month
Facebook Post
Facebook post to over 1 million followers
£2,000
Feature & Social Package
Article of up to 400 words on site + 1 x Facebook post
£2,400
Feature, Social & Email Package
Article of up to 400 words + 1 x Facebook Post + Article Promotion in E-Newsletter
£3,400
Surveys
Providing market research using Survey Monkey. Silversurfers team draft up the survey. Promoted on Silversurfers homepage, via our email database in newsletter and on Facebook.
£3,000
Silversurfers Discounts+
Featured on Discount+ section. Promotion through social media and newsletters.
£3,000 per annum
Display
Banners and MPUs on run of site
£3,000 per month
Prize Draws
1 x Prize Draw sitting under relevant section on Silversurfers.com
£3,000 per month
Supply of resulting customer data
£1,000 per month
Dedicated Solus email
Promote your brand to 250,000 Silversurfers members
£6,000 per email
Bespoke packages
A selection of the above opportunities.
POA

*Please note all the above prices are net of VAT

Connect your business to millions Silversurfers

We are a friendly team and would be delighted to discuss partnership opportunities to promote your business on Silversurfers, the largest and most engaged online over 50's community in the UK:

Contact us using our online form
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