Table of Contents
- Market Size and Growth
- Market Definition
- The Married Couple Segment of the Mature Market
- The Grandparent Segment of the Mature Market
- Size and Growth of Population
- Key Demographic Features
- Consumer Behavior
- Marketing, Promotional, and Advertising Strategies
- Trends and Opportunities
- Del Webb Corporation
- Gold Violin
- MSN TV
Title: The Mature Market: New Perspectives on the 55+ Consumer
Published: February 2003
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The following is the abstract from the full report:
This new Packaged Facts report provides an in-depth analysis of the mature market, which includes more than 62 million American consumers ages 55 and up. The report begins by highlighting the characteristics of key demographic and psychographic segments of the mature population. Trends in the mature market are identified and the buying power of mature consumers is estimated.
The report analyzes consumer expenditure patterns by age segment and Simmons Market Research Bureau findings on the attitudes and behavior of mature consumers. Media targeting the mature market are reviewed and media usage habits are analyzed. Marketing, promotional, and advertising strategies are discussed, and case studies of companies active in the market are presented. An Appendix lists information about resources available to companies active in the mature market.
As the Boomer cohort turns 55, the Census Bureau projects that between 2002 and 2007 the number of Americans in the 55+ age group will grow six times faster than the rest of the population. As Americans enter their mature years, they are radically changing the traditional vision of retirement. Many are now working longer to provide for their financial security in an uncertain economic environment, while others are searching for new ways to enrich their personal lives in the face of longer life expectancy.
Find out what changing views of retirement mean for the consumer behavior and spending patterns of mature Americans. Learn what Census 2000 has to say about where mature consumers are most likely to live. Understand how to tap into the market created by a new generation of grandparents. See how companies are re-thinking their strategies, creating new products, and re-designing old ones to respond to the needs of the rapidly growing mature market. Learn what researchers have discovered about how mature consumers use the Internet.
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