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.

Over the last few years, I have noticed a real change in the 65-plus consumer and how they behave compared to many advertisers’ perceptions of the audience. As a result, we have put together this report which aims to help advertisers understand this audience better in order to make better marketing decisions and ultimately drive growth for their business.

Clare Arndell, Head of Broadcast

Download the report

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