Knowledge

The mature consumer is an extremely diverse market in interests, activities, needs, wants and abilities. There are no "absolutes" that can be applied. Even leading authorities differ in their age classification:

However, there are several areas of agreement by all the reporting authorities.

• Mature consumers represent a large market, over 60 million persons (34% of total U.S. population)
• Mature consumers represent a $900 billion annual market.
• The mature market is growing and will continue to grow, and represents a powerful force in the American market place.
• The mature consumer represents a tremendous opportunity to the marketer that understands their concerns and needs, and approaches this market with care, imagination and sensitivity.

• Mature adults are the richest members of American society.
• Mature adults own 77 percent of all financial assets in America.
• Adults 55-plus are a $900 billion market annually.
• Adults 65-plus have $5,633 in per-capita discretionary spending ability, double that of persons under age 35, and 87 percent more than persons 35-44. Next highest in discretionary spending ability are 55-64 adults, with $4,906 per person, 63 percent higher than those 35-44.
• Americans 65-plus have a median net worth at $60,266 -- compared with all households at $32,677. The 55-64 segment has median net worth at $73,664. The Markle Foundation reports that 42 percent of adults 60-69 have annual incomes over $25,000 with 1 0 percent of those over $50,000 (Markle Foundation).
• Mature adults own 70 percent of all dollars in savings and loan institutions (U.S. Savings and Loan League).
• In the supermarket, mature adults spend more per capita than any other demographic group.
• Mature adults represent 80 percent of the pleasure travel in the United States, take more trips, travel longer distances, and stay away more days on each trip (U.S. Travel Data Center).
• 75 percent of mature adults own their homes, and 80 percent of those homes are mortgage-free.
• There are fewer 65-plus adults on welfare by percentage than other age groups, and far less than those under age 35. Today's poor or low income senior is yesterday's poor or low income younger person. You don't become "poor" on producing a shock of gray hair.
• Mature adults are not affected by unemployment or economic squeezes in business.
• 85 percent of mature adults describe their health as being excellent to good, with only 15 percent defining it as "so-so" or poor. (Interestingly, younger generations estimate that 85 percent of mature adults to be in poor or failing health. A very wrong assumption.)
• Less than 5 percent of persons 65-plus are institutionalized in any way. The most popular--and wrong-assumption in the United States is that older people are destined for nursing homes. The percentage in nursing homes of persons 65-84 is under 3 percent, and the rate does not increase until after age 85.
• Older age does not bring senility. The symptoms of senility affect less than 5 percent of persons age 65 plus, with most of those being over 85.

• Mature adults perceive themselves as being 10-20 years younger than their chronological age, thus companies should target "cognitive" age.
• Mature adults have been shaped and impacted by cataclysmic social and economic events i.e., the Depression, World War 11, the boom after the war, etc.
• Mature adults represent the most sophisticated consumers. What is often attributed to fanatical "brand loyalty" may be simply "good judgment" and concern for quality by seasoned consumers.
• Because of their greater experience, older consumers are often more thoughtful purchasers than younger buyers - less inclined to fads and impulse buying.
• Mature consumers want information, they want to play an active role as consumers; thus selling messages should be based on facts and tempered by emotions.
• Mature adults, generally, make their purchasing decisions based on quality and value. They do not shop specifically for price, and will, most probably, buy better quality and brand-name products than do younger people.
• Mature adults prefer American made products, and buy the majority of American larger and luxury cars and pay cash for them.
• More than 80 percent of mature adults will use discount coupons for their purchase of brand name products and quality services.
• Mature adults watch television more than any other age group.

• Mature adults will buy products or services insofar as they, create a desirable "experience". They have time and money to explore new areas of satisfaction, personal well-being and self-fulfillment.
• Mature adults feel less inclined to buy products that were not designed with ease of use in mind.
• Mature adults like to look their best, but focus on clothing that feature quality and comfort rather than the latest trendy fashion. Designer labels are not impressive.
• Mature consumers are a large market for children's apparel and other purchases - grandparents spend a yearly $13.5 billion on their grandchildren.
• Mature adults purchase 43 percent of all new domestic cars and 48 percent of all luxury cars.
• Mature adults purchase 80 percent of all luxury travel.
• Mature adults spend more on health and personal care products than any other age group.
• Mature adults purchase 37 percent of all spa memberships.
• Mature adults spend more per capita in the grocery store than any other age group.
• Mature adults purchase 41 percent of all toaster ovens and food processors.
• Mature adults spend more in the drug store than any other age group and purchases 37 percent of all over the-counter medicine and personal care products.
• Mature adults purchase 25 percent of all alcoholic beverages.

• Total mail/phone expenditures last 12 months $4,032,663,000.
• In the past three months, 18.6 million mature consumers ordered at least one piece of merchandise from a catalog sent by a mail order house and 8.3 million ordered something from a department store catalog (Modern Maturity).
• On average, mature consumers who order merchandise via direct response place two orders every three months. Of all item sales, the product category purchased most is apparel.

From the agency side, Dale has gained extensive experience with consumer and business-to-business accounts in many industries. He has been involved in overall agency operations including business development, creative development, production, media, accounting and other support functions.

From the corporate side he has management experience and has been responsible for strategic marketing/sales planning, budget control, tactical plan implementation and direction of outside agencies and suppliers. He also has experience with product development, packaging, merchandising and is well versed in one-step, two-step and direct distribution.

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