Book Excerpt: 'The 50-Plus Market'
There is a global set of geodemographics segments that apply to older people. If a marketing strategy extends over multiple countries, there is the potential to use the same global geodemographic segments.
In some countries, people's ages can be predicted by combining geodemographic segmentation with publicly available information. In the UK, this data can be gleaned from the electoral register. If the age of consumers is an important marketing factor, then this technique provides a powerful way to predict its value.