|
|
Marketing Energy to Senior ConsumersPublished by: Datamonitor Published: May. 6, 2004 - 65 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Introduction 3 Being over 50 3 Segmenting the over-50s 4 Communicating with the over-50s 5 Key findings 5 Action points 6 CHAPTER 2 INTRODUCTION 15 What is this report about? 15 Who is the target reader? 15 How to use this report 15 CHAPTER 3 BEING OVER 50 17 Introduction 17 Key findings 17 What does it mean when a consumer turns 50? 18 Life changing events after 50 19 Being over 50 is changing 22 CHAPTER 4 SEGMENTING THE OVER-50S 32 Introduction 32 Key findings 32 Size and growth of the entire ‘50+’ segment 34 Segmentation by income and wealth 35 Segmenting seniors by age 39 Segmenting by lifestyle 40 Lifestyle drivers: age and period effects 40 CHAPTER 5 COMMUNICATING WITH THE OVER-50S 44 Introduction 44 Key findings 44 Talk to them in person 46 If you cannot speak to them in person, send them a magazine 50 A youthful advertising industry does not understand senior consumers 52 Avoiding marketing myths 53 Showing seniors with pride 56 Summary 58 CHAPTER 6 ACTION POINTS 59 Introduction 59 What to look out for 59 Why utilities need to pay attention 60 How to communicate with them 60 Developing the home services market 61 Design products for them 63 CHAPTER 7 APPENDIX 65 Energy writing team 65 How to contact experts in your industry 65 AbstractIntroductionUtilities should think harder about the over-50s. This segment contains greater value opportunities, and seniors are beginning to switch. By 2025, the over-50s will make up 40% of the customer base in Western Europe. Utilities cannot ignore this group, but nor can they treat the over-50s as one segment of the population. In fact, this segment is more diverse than any other age group. Scope Segmentation of the 'over-50' lifestage, based on lifestyle and attitude as well as age and income. Insight into the lifestyles of senior consumers, providing the basis for segmentation. Advice on how to communicate with senior consumers - the channels to use and the marketing myths to avoid. Highlights Longer lives can mean more profit. Britons are now living to an average age of 80 or more, with similar averages in the rest of Western Europe. So acquiring a 50-year-old customer may be the beginning of a 30-year supply relationship long enough for an attractive lifetime value. This segment is diverse, utilities need to attract senior customers, but will find it increasingly difficult if they continue to use a mass-market approach. As utilities become more loath to compete on price, they will find that some segments of senior consumers are especially receptive to customer service propositions. Avoiding the myths using outmoded stereotypes will not make utilities appear relevant. Instead, they should show seniors as a critical part of their customer base. Reasons to Purchase Gain commercial advantage through better understanding of the largest section of the customer base in Western Europe. Understand how lifestyle segmentational factors can be introduced into a customer database. Design marketing that demonstrates awareness of the lives and needs of senior consumers, thus avoiding alienating them and even losing them to rivals. Get Full Details About This Report >> |
|
|||
|
About MarketResearch.com
|
||||