News & Events

Survey shows bias towards younger consumers

Date posted:

24th April 2008

Brands should ensure they are targeting age groups equally, according to a survey.

Many brands are not making the most of their marketing budget because they are not effectively targeting older people, it has been claimed.

According to Precision Marketing, a survey by GI Insight found that the 45 to 65-year-old age group is not being targeted by campaigns as heavily as those in the younger age groups, despite the fact that they are likely to earn more and have more disposable income.

The study asked consumers about the communication they receive from various companies on a daily basis.

While the retail industry successfully targeted its potential customers the most often, the financial industry was found to perform poorly, which the reports said could be due to the marketing of credit card companies.

Andy Wood, GI Insight managing director, said that marketers should ensure that they are targeting all age groups that are relevant for their business.

"The research serves as guidance to those sectors that need to improve their standard of customer relevance and targeting. Equally, it reveals the prejudice of marketers across all sectors in over-concentrating on the younger consumer," he said, according to Precision Marketing.

GI Insight is part of the GI Solutions Group, a marketing support services organisation based in the UK.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.