The Edit Report: The Grey Market
So much advertising is targeted at younger audiences, but there are more people in the 65-plus age group than in any other age group in the UK (Source: TGI 2018).
There are plenty of preconceptions about this audience (which is reflected in the marketing aimed at them), but new research shows they may not be who you think they are.
This report is a combination of desktop research using online tools such as TGI, plus data from multiple sources such as The ONS. We also conducted our own bespoke survey with DBS Data into how this audience responds to ads which makes it a unique piece of research.