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Young Adults

This group has a wide age range, i.e. from 15 to 9 years, and is therefore representing a bigger chunk of the population, i.e. 19 %, with bigger slice of studying age group. There has been an increase in the trend of young people staying with their parents, for a longer period, as compared to the trend in the 90sto move out as soon as one could. There are 2 principal reasons.

 The internet marketers have more to focus since they are almost universal consumers as well as avid internet users and rely heavily on internet marketing too.

Middle-Aged Adults

The age bracket from 30-59 years accounts for the highest proportion of the UK population that is 41.7% for the year 2005. This group has the following characteristics:

1. Families of their own
2. All in work
3. Relatively high disposable incomes

Where the consumers at the upper end are done with their children’s higher studies, and are spending lavishly on their grandchildren, the lower end is symbolizing the hub for the domestic appliances market. They are buying their first houses, and are mostly interested in DIY, household equipment etc. Since there is a higher probability that they have delayed parenthood, this group is a productive market for baby accessories. Nonetheless, they still are a lucrative market for fashion and gadgets.

Post-2000 has observed “Kippers” who are “kids into parents’ pockets eroding retirement savings”. They are young people who cannot afford to live individually and thus return to ravage their parent’s savings.

A “ski” generation has evolved thus, bent on “spending the kids’ inheritance”.

This indeed is a lucrative niche for the marketers. The most significantly affected market is that of tourism. However, the internet marketers might find it a challenge to address this group without laying emphasis on the “age” factor.

Pensioners

This is the most rapidly growing group in UK, both in absolute numbers as well as a percentage of the total population. They representation of the total population in 2015 is forecasted to be 24.3%.

This group is living “just above the breadline”. The low quality of life is also predisposing them to depressive disorders.

This group does not have money for any sort of leisure activities. Surveys depict a really sorry state, with 1/3rd declaring a holiday unaffordable and inability to visit friends or entertain them at home.
 
Gardening has always been a popular pastime among pensioners however in the recent times we have seen internet usage filtering in too. At present this is not a target group of high potential, but times have a habit of changing just when we suspect the end.

Single-Parent Households

We have 22 % of dependent children living in single parent households with their mothers, and a 2% with their fathers.

Mostly families headed by lone fathers have children aged over 11. Some children are living in different family types mainly due to changes in relationship patterns and increased frequency of births outside marriage, divorce and cohabitation.

These households do not represent a potential market. A lower gross weekly income is a huge contributing factor. Thankfully there has been a continuing decline in the number of single-parent households in the UK post 1990. This emulates the growing incidence of cohabitation and remarriage effectively resulting in new family units.

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