ATLANTA — To help marketers reach the burgeoning senior population, KnowledgeBase Marketing introduced AmeriLINK Senior Clusters yesterday at DMA·05. This system segments seniors older than 64 1/2 into 10 groups with similar consumer behaviors, lifestyle and outlooks.
“Most senior marketers depend on age and income to target seniors,” said Maria Herlihy, senior vice president of analytics at KnowledgeBase, Richardson, TX. “Income is not a very reliable indicator of wealth for retired persons, as they are financing their lifestyles through portfolios built over a lifetime. AmeriLINK Senior Clusters addresses seniors holistically, examining multiple aspects of their behavior to create accurate indicators of senior life.”
KnowledgeBase said AmeriLINK Senior Clusters reveal that the stereotypes of aging seniors are inaccurate. Older seniors are as diverse and complex as the rest of the population in demographics, affluence, lifestyle and spending habits. By analyzing seniors using individual traits, affluence, household and neighborhood characteristics, credit activity and dwelling type, AmeriLINK Senior Cluster reveals 10 distinct segments: Strapped Seniors, Rich Retirees, Blooming in the Burbs, Retired Renters, Minorities in the Majority, Indulgent Intellectuals, Family Friendly, Retirement Retreats, Urban Upper Crust and Boomerang Bohemians.