ATLANTA — JWT Mature Market Group, an integrated marketing firm focusing on consumers 45 and older, recently introduced a database dedicated to mature consumers, and was talking it up at DMA·05.
Baby boomers and seniors account for 70 percent of all household expenditures in the United States, according to JWT. To help marketers better target this powerful market, JWT used its years of experience with this consumer group to create Mature Data Profiles, a database of 78 million households of those 40 and older.
The database is divided into two broad groups: ages 40-64 and 65 and up.
It is subdivided into 24 clusters intended to help marketers identify and classify a mature consumer household based on common purchasing power and behavior, lifestyle choices, values, demographic attributes, socioeconomic status and attitudes. The 24 segments include Conservative Elites, Gold 'n Gray, Metro Influentials, Urban Elegance, Sunset Blues, Senior Suburbia, Elder Sages and Rustic Retirees.
The Mature Data Profiles segmentation system can be used for profiling, prospect and customer acquisition, CRM efforts, strategic planning, geographic plotting and other ways.
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