Older consumers comprise a growing but under‐represented segment of Internet users. However, compared to many younger groups, members of this segment often possess more discretionary time and income. This presents a significant opportunity for marketers of Internet related products and...

Factors such as retirement and declining health may trigger older Americans to move into retirement housing. Most mature consumers make this decision in consultation with their family. Understanding the timing and decision‐making process is necessary to properly position and promote retirement...

The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and...

As the population of North America and Europe continues to mature, marketers have started to recognise the consumer opportunity this represents. Given the current and potential importance of this affluent and discriminating group of consumers, one would expect advertisers to make substantial use...

Social scientists, public policy makers, consumer researchers, and marketers have traditionally focused on age‐related differences to understand the behavior of older adults. This research focuses on the processes through which adults learn behavioral patterns and norms that characterize...