Empty nesters and financial services

Introduction
By 2009 there will be 181 million consumers in Europe and the US classified as Empty Nesters, representing three-quarters of all seniors. This report looks at the attitudinal and behavioral habits of Empty Nesters in the US and Europe, giving financial services providers valuable insights into an important market to target.

Scope
Data from an exclusive Datamonitor survey of over 3000 consumers in France, Germany, Italy, the Netherlands, Spain, Sweden, the UK and the US
In-depth analysis of data covering empty nesters' consumption attitudes and behaviours, broken down by region and age
Data and analysis from secondary research on empty nesters' populations, income and expenditure in the US and Europe
Focussed research into industry strategies highlighting existing approaches and future opportunities for financial services providers
Highlights
Although the total number of Empty Nesters in both Europe and the US is forecasted to grow from 160 million to 181 million, it is Early Empty Nesters who are mostly driving this group's growth.

Datamonitor's survey shows that Empty Nesters across Europe and the US are more inclined to borrow than their senior counterparts. European Empty Nesters are the most inclined towards borrowing with 44 per cent of this group willing to borrow money to better manage their finances.

Communicating with Empty Nesters is important since they resent being ignored by marketers who focus on younger consumers. When communicating with Empty Nesters, companies need to avoid being patronizing and applying common stereotypes.

Reasons to Purchase
Understand the size and scope of opportunities to target Empty Nesters in both the US and Europe
Improve acquisition and retention rates by gaining a detailed understanding of the consumption attitudes and behaviours of Empty Nesters
Design innovative products by learning of gaps in the market where existing strategies are not meeting the needs and wants of Empty Nesters