英國45歲以上的消費群 - 2009年9月

Abstract

About this report

• The growing number of over-45s represents a force to be reckoned with! Today there are 25.7 million adults aged 45+ in the UK; by 2014, there will be another 2 million.
• Indulging in life’s little luxuries gets easier with age. Although the financial circumstances of the over-45s vary, many feel better off having reached a stage in their life where there are fewer calls on their disposable income.
• The travel bug bites hard among today’s over-45s, who often envy the backpacking adventures of their kids. A fifth of over-45s travel more than they did 5 years ago, while just under a third of 45-54-year-olds have ambitions to take-off on a trip of a lifetime.
• It’s now or never! Today’s over-45s feel they need to grab opportunities when they are offered. This is particularly the case when it comes to trying new ‘experiences’ (eg snorkelling) while on holiday.
• Music concerts and festivals are a big hit with today’s music loving over-45s, one in five of whom have been to one in the past 3 years, with a further 15% wanting to go. This doesn’t only extend to acts that were popular in their youth, but also to more modern artists such as Cold Play and Take That!
• The internet knows no age boundaries. Three in five over-45s are now internet users, while usage among 45-54s peaks at 81%. Internet usage among this age group will undoubtedly continue to increase, making this medium increasingly important for targeting older consumers.

Table of Contents

• Issues in the Market
• Future Opportunities
• The travel bug
• Looking for adventure
• The ' extended family' break
• Musical youthfulness
• You' re never too old
• House share
• Moving online
• Lifestyle Sector in Brief
• Carrying On As Usual (40% of respondents)
• How to reach them:
• Life Is For Living (13% of respondents)
• How to reach them:
• Internet Embracers (12% of respondents)
• How to reach them:
• Keeping Up Appearances (16% of respondents)
• How to reach them:
• Chilling Out (19% of respondents)
• How to reach them:
• Setting the Scene: The Lives of Over-45s Today
• A force to be reckoned with...
• Working lives
• Family lives
• Life After 45: How Does It Change?
• Key points
• All change?
  • Figure 1: Change in lifestyle compared with five years -- over-45s, by gender, 2009
• The larger picture
  • Figure 2: Lifestyle change typlogy groups, July 2009
• Carrying On As Usual (40% of respondents)
• Who are they?
• Life Is For Living (13% of respondents)
• Who are they?
• Internet Embracers (12% of respondents)
• Who are they?
• Keeping Up Appearances (16% of respondents)
• Who are they?
• Chilling Out (19% of respondents)
• The highs and lows of getting older
• Family/relationships
• Children growing up
• Grandchildren
• Relationships
• Freedom
• Freedom from family
• Freedom from work
• Freedom from financial worries
• Losing a role?
• Relationship regrets
• Retirement blues
• Not all rosy on the financial front
• Health concerns
• Growing old gracefully?
• Young at Heart?
• Key points
• Old vs Young
• How far will they go to keep young?
  • Figure 3: Activities tried in past/willing to try in future -- male over-45s, 2009
  • Figure 4: Activities tried in past/willing to try in future -- women aged over 45, 2009
• Ambition vs Reality
• Lost causes (If they haven' t tried it by now, they never will)
• Dreams for the future
  • Figure 5: Lost causes versus dreams for the future -- over-45s, 2009
• Growing old gracefully?
• Financially Speaking...
• Key points
• For richer, for poorer...
  • Figure 6: Agreement with the attitudinal statement ' I' m perfectly happy with my standard of living' , by age group, 2009
  • Figure 7: Trends in ownership of investments -- over-45s, 2005-09
  • Figure 8: Ownership of investments, by age group, 2009
  • Figure 9: Agreement with the attitudinal statement ' I' m perfectly happy with my standard of living' -- over-45s, 2005-09
  • Figure 10: Home ownership: over-45s, 2009
  • Figure 11: Pension arrangements -- over-45s, by age group, 2009
• Growing old gracefully?
• Technology
• Key points
• Getting online when you are getting on...
  • Figure 12: Internet usage, by over-45s, 2009
  • Figure 13: Internet usage by men and women aged over 45, by age group, 2009
  • Figure 14: Reference to the internet before making a purchase -- over-45s, 2005-09
• Social networking and communication
  • Figure 15: Membership of social networking sites -- over-45s, gender, age and internet usage, 2009
  • Figure 16: Membership of social networking sites -- over-45s, by typology groups, 2009
• Mobile phones
• Have wheels...
  • Figure 17: Car ownership: Over-45s, 2009
  • Figure 18: Activities tried in past/willing to try in future -- over-45s, 2009
• Growing old gracefully?
• Leisure Interests: More of the Same, or Something New?
• Key points
• Passions and pastimes
  • Figure 19: Interests/passions/pastimes compared with five years ago -- over-45s, by demographics, 2009
  • Figure 20: Interests/passions/pastimes compared with five years ago -- men and women aged over 45, by demographics, 2009
  • Figure 21: Top hobbies, interests and outdoor activities -- over-45s, 2009
• Free to have fun?
  • Figure 22: Likelihood of doing things on the spur of the moment, compared with five years ago -- over-45s, by demographics, 2009
• Growing old gracefully?
• Lifelong Learning
• Key points
• Classes and courses
  • Figure 23: Interest in evening classes/educational courses -- over-45s, by demographics, 2009
  • Figure 24: Interest in evening classes/educational courses -- over-45s, by typology groups, 2009
• Growing old gracefully?
• Musical Youthfulness: Popular Culture and the Over-45s
• Key points
• Interest in music and culture
  • Figure 25: Interest in popular culture, compared with five years ago -- over-45s, by demographics, 2009
  • Figure 26: Interest in pop/rock music -- over-45s, by demographics, 2009
  • Figure 27: Interest in pop/rock music -- current and future -- over-45s, by gender, 2009
  • Figure 28: Interest in pop/rock music -- current and future-- over-45s, by typology group, 2009
  • Figure 29: Trends in attendance at cultural events-- over-45s, 2005-09
  • Figure 30: Attendance at cultural events, by age group, 2009
  • Figure 31: Attitude towards listening to new bands, by age group, 2009
  • Figure 32: Attitude towards listening to new bands -- over-45s, 2005-09
• Other cultural activities
• Growing old gracefully?
• The Travel Bug
• Key points
• Are they travelling more?
  • Figure 33: Those who travel more than they did five years ago (for work and/or pleasure, UK or abroad) -- over-45s, by age, socio-economic group and internet usage, 2009
  • Figure 34: Those who travel more than they did five years ago (for work and/or pleasure, UK or abroad) -- men and women aged over 45, by demographics, 2009
  • Figure 35: ' Trip of a lifetime' /extended travel -- over-45s, by demographics, 2009
  • Figure 36: ' Trip of a lifetime' /extended travel -- over-45s, by typology group, 2009
  • Figure 37: Those with any interest in ' trip of a lifetime' /extended travel -- men and women aged over 45, by demographics, 2009
  • Figure 38: Trends in holiday-taking -- over-45s, 2005-09
  • Figure 39: Holiday companions -- over-45s, by age group, 2009
  • Figure 40: Holiday activities enjoyed, by age group, 2009
• Growing old gracefully?
• Looking Good...
• Key points
• Do they care how they look?
  • Figure 41: Those who care as much about their appearance as they did five years ago -- over-45s, by demographics, 2009
• What will they do to stay looking young?
  • Figure 42: Attitude towards the importance of keeping young-looking, by age group, 2009
• Men
  • Figure 43: Activities tried in past/willing to try in future -- men aged over 45, 2009
  • Figure 44: Trends in the use of face creams -- men aged over 45, 2005-09
  • Figure 45: Use of face creams -- men, by age group, 2009
  • Figure 46: Agreement with the attitudinal statement ' Skincare products are for women, not men' -- over-45s by gender, 2005-09
• Women
  • Figure 47: Activities tried in past/willing to try in future -- women aged over 45, 2009
  • Figure 48: Beauty/grooming regimes -- women aged over 45, by demographics, 2009
  • Figure 49: Trends in hair colouring -- women aged over 45, 2005-09
  • Figure 50: Those who colour/tint/highlight their hair -- women, by age group, 2009
  • Figure 51: Trends in use of anti-ageing skincare products -- women aged over 45, 2005-09
  • Figure 52: Those who use anti-ageing skincare products -- women, by age group, 2009
  • Figure 53: Activities tried in past/willing to try in future -- over-45s, by typologygroup, 2009
• Growing old gracefully?
• Staying Healthy
• Key points
• A commitment to keeping fit
  • Figure 54: Exercise regimes -- over-45s, by demographics, 2009
  • Figure 55: Exercise regimes -- over-45s, by typology groups, 2009
  • Figure 56: Trends in gym visiting, and ownership of bicycles and keep-fit equipment-- over-45s, 2007-09
  • Figure 57: Ailments suffered from, by age group, 2009
• Smoking and drinking
  • Figure 58: Smokers, by age group, 2009
  • Figure 59: Trends in smoking -- over-45s, 2005-09
  • Figure 60: Trends in drinking alcohol -- over-45s, 2005-09
• Growing old gracefully?
• Looking Ahead
• How do they feel about growing old?
  • Figure 61: Agreement with the attitudinal statement ' I am happy with my life as it is' , by age group, 2009
  • Figure 62: Happiness with life as it is now -- over-45s, 2005-09
• Are they really refusing to grow old gracefully?
• Lifestyle typology groups -- Scenario forecast
• Scenario 1: Static scenario
  • Figure 63: Lifestyle typology groups, by age and socio-economic group, 2009
  • Figure 64: Forecast of lifestyle typology groups, 2009-13
• Scenario 2: Lifestyles remain the same
  • Figure 65: Lifestyle typology groups, by projected age group, assuming over-45s retain the same attitudes as they age, 2009
  • Figure 66: Forecast of lifestyle typology groups, 2009-13
• Determining the most realistic scenario
• Appendix -- Setting the Scene: The Lives of Over-45s Today
  • Figure 67: UK population, 2005-09
  • Figure 68: UK population, 2009-14
  • Figure 69: Demographic profile of over-45s, 2009
  • Figure 70: Adults living with their parents(1), by age and gender(2), 2001-08
• Appendix -- Life After 45: How Does it Change?
  • Figure 71: Change in lifestyle compared with five years -- over-45s, by gender, 2009
  • Figure 72: Typology groups, by demographics, July 2009
  • Figure 73: Typology groups, by the attitudinal statements used, July 2009
• Appendix -- Technology
  • Figure 74: Internet usage compared with five years ago -- over-45s, by demographics, 2009
  • Figure 75: Reference to the internet before making a purchase, by age group, 2009
  • Figure 76: Membership of social networking sites -- over-45s, by demographics, 2009
• Appendix -- Leisure Interest: More of the Same, or Something New?
  • Figure 77: Selected hobbies, interests and outdoor activities, by age group, 2009
• Appendix -- The Travel Bug
  • Figure 78: Those who travel more than they did five years ago -- over-45s, by demographics, 2009
  • Figure 79: Holiday habits, by age group, 2009
• Appendix -- Looking Good
  • Figure 80: Those who care as much about their appearance as they did five years ago --over-45s, by demographics, 2009
• Appendix -- Staying Healthy
  • Figure 81: Trends in aids to health -- over-45s, 2005-09
  • Figure 82: Aids to health, by age group, 2009