As Mick Jagger celebrates his 70th birthday a new poll has found
that older people feel younger than ever and that being 'old' now
happens much later than it used to.
The research by Kantar company, Added Value, shows older people
are a multi-faceted audience with many different needs, motivations
and desires. What is consistent though, is that almost no-one feels
their true age and this is especially true of over 65s, with 41%
saying they don't feel their age. The notion of being 'old' happens
much later than it used to, only 11% of people consider 60 to be
old. Although Mick Jagger, who recently rocked Glastonbury with the
Rolling Stones, might be disappointed to hear that two thirds think
that someone 70+ is old.
When asked to name an older celebrity they admire, Helen Mirren
topped the list, followed by Bruce Forsyth.
Top 5 older celebrities admired by the British public:
When asked what types of older people they admire, people who
are embracing getting older naturally (35%); who ignore their age
and focus on their skills (32%) and who make older age look fun and
stimulating (27%), were considered much more admirable than those
who've used a variety of ways to hold the years back and don't look
their age (4%).
'Baby Boomers', 'Greys', 'Silver Surfers'… Whatever their label,
the over fifty audience will soon reach a staggering 2 billion
people globally. For the first time it's the fastest growing
demographic, and not one to be ignored. In the UK adults born
between 1946 and 1964 make up 35% of the population and have the
highest disposable income of any age group. However, our poll
has found just 4% of people over 65 think that technology brands
address the needs of older people very well. When asked to name
technology brands that do address the needs of older people, Amazon
was number 1 amongst the over 65s, followed by Skype and Dyson.
Lee Manning-Craik, director at Kantar's Added Value says: "Many
in this older cohort are liberated from their family and social
obligations for the first time, and have both the economic freedom
and time to explore new hobbies and interests. It's why we refer to
them as 'The Unstoppables' and it's why companies should sit up and
take notice of their needs."
Source : Kantar, Added Value