White paper: The Over-50s Consumer Jouney

There is a tendency in marketing to treat the over-50s audience as one large aggregate set, instead of recognising the complexities that exist between different age groups. After all, there can be vast differences between how a 50-year-old and a 90-year-old behave!

So, to counteract this, we collaborated with Silver Travel Advisor to commission a new study into the research behaviour, media habits and post-booking actions of older audiences. Surveying 1,465 respondents, the research looks closely at the key differences between the 50-59, 60-69, 70-79 and 80+ age groups, including how they interact with certain channels and what inspires them to buy.

A preview of the white paper can be viewed here. To view the full document, please contact John Corellis on 020 7395 9632 or email john.corellis@accordmarketing.com.