Consumer insights – direct mail and people aged 65+ and grandparents

With the UK population of adults aged 65-plus expected to grow by 12% over the next five years, this group of consumers - 74% of whom have grandchildren - are an important audience for marketers. They are frequent holiday-makers and keen savers, with many of them owning several investment products such as ISAs and bonds.

Using research from BMRB, Billetts, Mintel, and TGI, this 2009 MMC report investigates their responses and attitudes to different media and identifies their key life events.

Key insights include:

• They are 17% more likely than average to have been on more than five holidays in the past 12 months.

• Many of this age group expect the birth of a grandchild in the next 12 months.

• They are likely to have an ISA, a National Savings Post Office Investment Account and National Savings Capital Bonds.

• More than 2.5m grandparents and 1.5m adults aged 65-plus used a voucher or coupon sent to them by direct mail.

• More than 4.1m grandparents and 2.9m adults aged 65-plus bought or ordered something in response to direct mail in the past 12 months.