MMA member Accord Marketing release over-50s consumer journey white paper

This week, the UK’s leading mature marketing specialists, Accord Marketing, have unveiled their new white paper, which examines the research behaviour, media habits and post-booking actions of the over-50s.

Produced in partnership with Silver Travel Advisor, the research was commissioned with the aim of providing deep-dive insight into how those in the 50-59, 60-69, 70-79 and 80+ age brackets vary in their buying preferences and how these differences affect the consumer path to purchase. Examining each decade segment individually, it compares which channels each audience engages with, what they prioritise and what inspires them to purchase a product.

The results reveal some very fascinating insights, dispelling many of the recurring myths that surround this audience.  For instance, rather than being technologically averse, the data shows that 65% of those surveyed spend more than two hours using the internet each day and 72% use social media to stay connected with friends and family.

Furthermore, the findings also pinpoint key differences that exist between different decade segments. For example, in the lead up to purchase, whilst those aged 80 and above continue to favour tangible marketing collateral, such as catalogues and brochures, those aged 50-59 are starting to engage more with social media or third-party online reviews sites. Perhaps surprisingly, the data also reveals that, in terms of encouragement to buy, the attraction of discounted offers actually decreases with age. 

Accord’s CEO, Sally Winfield, said, “There is a tendency in marketing to treat the over-50s audience as one large collective set instead of recognising the important complexities that exist between different age groups.  As an agency that prides itself on observing the evolution of the mature market sector, we hope that brands will find this research both informative and insightful.”

The report is available to download now in the MMA members’ zone.

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