My previous post about MOSAIC types and DM was inspired by Hitwise who observed that the over 55’s are about to become the largest group of Internet users. This is not altogether surprising when we consider that this age group measures 15.5m (2001 UK Census) and is the largest single reported age group in UK marketing terms.

It does intrigue me that we as a marketing community still refer to all 15.5m over 55’s as one basic bracket. The over 55’s segment offers huge diversity and can be segmented in a number of different directions. Any age group that spans 30 years in range is bound to offer a wealth of surprises and opportunities.

If we assume that many people are remaining generally fit and active to age 75 then we’re talking about 11.15m active over 55’s. 6.2m of them (more than 55% of the under 75’s) are still of working age. More broadly, many over 55’s have assets that exceed liabilities by a long margin. Many are outright property owners. Many travel extensively, own businesses, develop property, play in bands, paint, write and even graduate. These people are often asset rich and time rich; the only mortgage they have is either a re-mortgage to reinvest in their home, on an equity release to help them enjoy life. In terms of Internet use, they will not become the biggest group simply because of their size. These are a group with a need to communicate, get news, re-connect and get involved in communities - all the things that that web and in particular web 2.0 delivers.

We should remember that this was the first generation that had real political attitude. They were the first generation to challenge authority - in the days when authority kicked back. In many ways the activities of this generation were the content fuel for the mass media explosion from which we all now benefit. For many reasons, marketers owe them much more than to call them one single group.