CHAMPIONS OF PRACTICALITY AND NOSTAGLIA

1. 10 things to know ADULTS 40+ 1 6 AGEING UK POPULATION PASSIONS ARE IMPORTANT • 24.8 million UK adults (60%) are aged 40+ and there will be an additional 4.7 million between now and 2030.1,2  40+ women enjoy challenges and being creative – crafts and crosswords are top activities. 40+ men enjoy sports and being active. Cooking and gardening is popular with both sexes. 7 2 AGELESSNESS THEY HAVE SPENDING POWER…FOR NOW Mature audiences do not consider themselves to be old – identifying more with their children’s generation than their parents. 40+ adults have more money relative to other groups, and this wealth has grown over time. Their financial future is not certain however, as debt and limited savings provisions compromise retirement plans. 3 8 GROWING SANDWICH PRESSURES INVESTING TIME TO CONSUME MEDIA This group are increasingly having children later, supporting them for longer, looking after grandchildren and caring for ageing parents. 45-54 year olds spend more time consuming media on an average day, at 7 hours and 22 minutes than younger consumers.3 4 9 HEALTH IS HIGH ON THEIR AGENDA TECHNOLOGY HELPS THEM FEEL CONNECTED UK adults are living for longer and they don’t want to be older in poor health. Health and overall self improvement is a priority, greatly influencing their shopping behaviour. Mature consumers are keen to maintain close family and friendship ties – they particularly enjoy using the internet and mobile to share news, photos and chat. CHAMPIONS OF PRACTICALITY AND NOSTAGLIA 10 5 MAGAZINES FULFIL DIFFERENT NEEDS FOR THE SEXES  Practicality, green behaviours, traditions and nostalgia are the ‘new normal’ post-recession. 40+ adults have been long-time champions of these and are enjoying the rest of the world being in step with them. 40+ women have an emotional connection with magazines with entertainment and escapism being key drivers. Men’s relationship is more functional, using them to stay in the know – particularly where their passions are concerned! Source: 1 NRS 2010, 2 ONS, NRS 2010, 3 Ofcom