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
2040: total household spending, by sector and age group
60s
ABC1
Empty Nesters
No Mortgages
Decision maker for their children in 20s & their elderly parents
Household Income: £30k-£100k pa
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
65+
A-E
Lucrative pensions.
Grandchildren.
Holidays at least 3 per year.
Interests-gardening, pets, travel, DIY
Household Income: £30k-£80k pa
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
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
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
Source: Social Bakers, Mar-April 2020
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
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.
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.
*Please note all the above prices are net of VAT
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