Marketers need to stop ignoring ‘super consumer’ 55-64 demo, says Nine

New research from Nine’s marketing solutions team, Powered by Nine, suggests that marketers are missing a trick by continuing to obsess over the 25-54 consumer demographic.

Instead, it’s the lucrative and cashed-up 55-64 demographic that should be an important new target, according to new research conducted by Nine and Kantar called the Blind Spot.

In a virtual presentation led by Powered by Nine director of strategy, insights and effectiveness, Toby Boon, it was highlighted that 50% of the wealth in Australia is held by 20% of people over 55.