Demographic trends – old money and the new media dilemma

19 September 2012

The average age of the UK population is increasing by about a month every year, with the median pound of consumer expenditure belonging to a household headed by a 47-year-old.

Households headed by someone aged over 50 account for half of consumer spend on media and communication, a data point that is evidently not reflected in the UK’s marketing communications and advertising patterns.

This apparent discrepancy may on the one hand provide a natural ceiling for revenue growth in businesses such as Facebook, and on the other hand provide challenges for brands and agencies that need to engage with audiences less inclined to be influenced by advertising.

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