Multichannel data and media provider Datagence Inc., Red Bank, NJ, announced yesterday a partnership with Mature Market Group, a division of J. Walter Thompson Worldwide, to create a national database of mature market consumers 45 and older.
The database contains 70 million individuals identified from the Datagence database of 200 million records using MMg's proprietary profiling and analytic tools.
The mature market is the fastest-growing consumer segment, with 97 million consumers representing 52 percent of U.S. households, according to Datagence.
The database divides mature market consumers into two large segments: Seniors age 65-plus and baby boomers born between 1946 and 1960. It is further segmented into 22 subcategories such as Recent Empty Nesters, Boomer Grandparents and Single Retirees.
Datagence will manage and maintain the database at its Red Bank facility. Datagence and MMg will offer the database to their respective clients and prospects.
Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
