Social Research

Question 1

What is the % of the UK population that will be 65+ by 2035

Answer 1

UK National Statistics, 2012

- In the UK in 2035 23% of the population will be 65+ compared to the 17% now

Question 2

What will be the median age in the UK in 2035?

Answer 2

42 years old will be the medium age in the UK in 2035

Question 3

What age group has the highest property and financial wealth?

Answer 3

55 - 64 year olds have the highest property and financial wealth within the UK (2010)

Question 4

What are some reasons why marketers should care about aging consumers?

Answer 4

• Represent a large segment with a considerable amount of buying power
• May miss out on commercial opportunities

Question 5

What is mature marketing?

Answer 5

Mature Market Association
- The practice of understanding the importance, needs & requirements of the aging population which are optimized within the marketing strategy and practice

Question 6

What are the general stereotypes that surround aging?

Answer 6

• When people age they become ill & frail, however this is said to be a socially construed interpretation. If age is approached correctly it can be a time of productive and positive change

Question 7

What are the 3 different ‘levels’ or ‘types’ of aging?

Answer 7

• Biological aging
• Psychological aging
• Social aging

Question 8

Why is there a need for research within aging consumers?

Answer 8

• They tend to be under representative

- To avoid the stereotypes that are present in this sat and age

Question 9

What is the digital divide?

Answer 9

• Digital immigrants: A person brought up or born within a time before the widespread use of digital technology
• Digital natives: Someone who has been born/brought up within the digital age