Senior Segments Launched

US company KnowledgeBase Marketing has introduced a new segmentation system reflecting the growth of specialist marketing for the older consumer. AmeriLINK® Senior Clusters focuses on those aged over sixty-four and a half, and includes groups such as 'Strapped Seniors', 'Rich Retirees' and 'Blooming in the Burbs'.

The system divides seniors into 10 distinct groups according to affluence, household and neighborhood characteristics, credit activity and dwelling type, giving more effective clustering than most age-and-income based systems, according to Maria Herlihy, Senior VP of Analytics. 'Income is not a very reliable indicator of wealth for retired persons', says Herlihy, 'as they are financing their lifestyles through portfolios built over a lifetime'.

The ten are:

• Strapped Seniors
• Rich Retirees
• Blooming in the Burbs
• Retired Renters
• Minorities in the Majority
• Indulgent Intellectuals
• Family Friendly
• Retirement Retreats
• Urban Upper Crust
• Boomerang Bohemians.

The grouping is based on data from the AmeriLINK national consumer database, which has been compiled from primary sources for over 30 years.

KnowledgeBase Marketing, Inc is a Wunderman company within Young & Rubicam, part of WPP, providing information marketing and database marketing solutions including advanced data processing, analytics and consulting, and CRM solutions. It is online at www.knowledgebasemarketing.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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