Senior UK Marketing Directors say they know they will need strategies for targeting the mature marketplace… and they’ll soon get round to it!
Though only 11% of companies already has a strategy for marketing to the over50s, there is set to be an explosion of mature marketing activity within the next three years, a survey by Mature Marketing magazine has revealed.
The progress towards grasping the potential of the fast growing market of over50s is slow but likely to gather pace within the next 18 months:
· only 8% said they will have finalised their strategy this year
· most expect to have such a strategy in place by the end of 2007 (53%) or 2008 (21%).
· only 18% said they will either take longer or not make any plans at all.
Marketing directors were divided on which over50 segments they would target:
pre-retired consumers (e.g. 45s to 65s) | 16% |
both working and retired consumers | 31% |
under 70s (i.e. active matures) | 26% |
all over50s | 13% |
other | 14% |
Finally, the survey asked what percentage of their time was spent on mature marketing:
full time | 2% |
half their work | 7% |