The target Group

Seniors are often ignored by marketers. Although they are 40 percent of the Group of consumers above the fifteen years and they form about 80 percent of total capital, but only 10 percent of the advertising and marketing budget is spent on this target group. This target group the group is not segmented. The average Dutchman is now 78 years old. If we say that the target seniors starts at 50 years (although every border debatable) there is nearly 30 years difference is within this target group. With such a difference is segmentation definitely need, just as a 20-year-old and a 50-year-old want to be approached in a different way.

1. Young seniors
This group is in denial and has a lifestyle they will stick to. This image is not in line with their biological age. But this group is not ready yet for the boring lifecycle, lots of activities will be enjoyed. And products which will purchase to make them look younger. This target group Is making much use of social media. This target group Is making much use of social media. This is the best way of communication.

2. The conscious hedonists
This group consist out of elderly people who are aware of the fact that they getting older. This is also the reason why this category is enjoying life to the fullest, they spend many on the fun things. Not only spending money on themselves but also on their children and grandchildren. The best way of communication is via papers, magazines billboards and social media.

3. The old seniors
This group is aware of the fact that life is almost over. They are in need of help and the physical possibilities are limited for this group. Long vacations are not suitable for the old seniors because of the physical disability. The communication for this target group is the best way to generate via magazines and newspapers.