Gap is widening between rich and poor in retirement – North/South divide is evident. Better-off retirees heading for affluent suburbs, market and cathedral towns
LONDON, 11-May-2016 — /EuropaWire/ — Britons are living through a hugely varied set of circumstances when they reach retirement, with a growing wealth gap between different groups of people aged over 65 prompting significant changes to their outlook and lifestyles.
It’s widely known that the number of those at retirement age, and especially the very old, has grown substantially in the last few years[1], but Experian research has found that it is not only the number of elderly people that has expanded, but also the diversity of their experiences.
“Old age and retirement used to be a more homogenous group,” explained Richard Jenkings from Experian. “In the past people would go on holiday to the sea-side and then a lucky few would then retire to those same resorts. Today we still see this happening, but a rising trend is for better-off retirees to move not to the traditional sea-side resorts, but instead to pleasant, often historic, cathedral cities and quality market towns.
“Furthermore, our research shows that the elderly, affluent suburbanite is a now well established fixture in parts of the UK, particularly in the South East of England. These folks typically have significant amounts of disposable income and are looking to enjoy life to the full in their golden years.
“In general they will be in better health, have higher pensions and savings and be more active than most pensioners of similar age. As a consequence, their consumption of goods and services is likely to be higher than their less affluent peers.
“On the other hand, the more financially-limited elderly are more likely to remain in the areas where they already lived. Their limited resources will have significant influence for their mobility, health and patterns of care and consumption.”
Although retirement presents a varied set of circumstances for older people living in the UK, the power of the ‘grey pound’ is undeniable. It’s very possible that brands are missing a trick when trying to engage with this key consumer group. There is an increasingly tech savvy set of over 65 year olds, with a large amount of disposable income, demanding more from brands in terms of products and offers tailored to their needs.
In the travel and tourism industry, the over 65s now spend £1.3bn more on travel per year than they did ten years ago; whilst the under 35s spend around £920m less than they did a decade ago. According to recent figures[2] the industry received about £37bn from the ‘grey pound’ last year, but it is estimated the industry missed out on a further £16bn because it failed to properly target older customers.
“Understanding people and places – who is living where and what these places look like – is essential intelligence for commercial organisations and government bodies alike,” added Jenkings.
“Retailers and consumer brands can draw on this data to help them to identify the most appropriate locations for their stores, where to target particular services or marketing offers. It is also of value to the public sector, helping to target relevant services or campaigns at certain parts of the population.”
Want to enjoy your retirement? The ‘Smarties’ (Senior Market Town Retirees) have the answer
The emergence of the ‘Smarties’ is part of a rising trend of better-off retirees who, instead of staying in the family home or moving to the coast as they might have done in the past, are downsizing, freeing up assets and starting new lives in attractive towns and small cities across the UK.
This sizeable group now represents over 1.3million people in the UK.
As consumers they have a distinct set of needs with regard to a wide range of issues – downsizing house size and shopping for different groceries, normally from higher end convenient supermarkets that use smaller ‘local’ stores, being two examples.
Preferences held by these groups will shape the areas in which they settle, with the desire to downsize likely to impact younger groups moving up the property ladder, and shopping preferences shaping the local high street.”
Characterised mainly by the Mosaic Type Village Retirement, Experian has identified a group of people dubbed “Smarties”: traditionally couples and singles aged 65-plus, who have chosen to move to market towns for retirement.
An 800,000 strong group in the UK, they now live in locations with a more villagey feel, within thriving communities that are large enough to give them access to the local amenities they require for their everyday living and social needs.
This is contrary to stereotypes about older groups retiring to the seaside and to communities that are dominated by older people.
Other characteristics include:
- Good health, higher pensions and savings, and more active than most pensioners of a similar age
- Have downsized from family homes to spacious three or four bedroom properties
- Having been well-educated and enjoying long careers in higher managerial and professional positions
- Comfortably-off with no outstanding mortgage
Top 10 towns for ‘Smarties’:
Evesham
Dorchester
Yeovil
Cirencester
Kendal
Salisbury
Banbury
Bury St Edmunds
Stratford-upon-Avon
Bangor (Gwynedd)
Other noteworthy retired populations in the UK:
‘Diamond Days’ (some of the UK’s most affluent retirees)
Retirees who have stepped down from high-earning roles to enjoy a comfortable retirement in large, mortgage-free houses, that were once home to their families. This group typically has a great deal of disposable income and likes to spend it.
Other key features of this group include:
- Affluent, older retired couples, no longer financially responsible for younger generations
- High disposable income, desirable four or five bedroom homes, travel widely and clustered in the South East of England
- A smaller group; there are around 520,000 people within this type in the UK
Top 10 towns for Diamond Days:
Epsom
Maidenhead
Guildford
High Wycombe
Farnham
Woking
Reigate& Redhill
St Albans
Camberley
Orpington
Focus On: ’Senior Security’ (those retiring to the seaside)
Senior Security are elderly singles and couples who are still living independently in comfortable homes that they own, and have often chosen to retire to the seaside.
Other key features of this group include:
- Considerable equity in property – many own their homes outright and have chosen to remain in family homes after the children have left
- More home oriented and risk adverse
- Although they do use the internet, they are less likely to invest in new digital technology.
- They amongst the most likely to have a pay as you go mobile phone.
Top 10 towns for Senior Security:
Bournemouth – Boscombe
Eastbourne
Hempstead Valley
Worthing
Bognor Regis
Southend-on-Sea
Torquay
Blackpool – Central
Southport
Fareham
Focus on: ‘Vintage Value’ (some of the poorest retired populations)
Elderly people who mostly live alone, either in social or private housing, often built with the elderly in mind.
Other key features of this group include:
- Levels of independence vary, but with health needs growing and incomes declining, many requiring an increasing amount of support
- Less confident with technology, with limited use of the internet, least likely to own a mobile phone
- Often reliant on a state pension.
- Amongst the most frequent visitors to fish and chip shops in the UK.
Top 10 towns for Vintage Value:
Sunderland
Chester-le-Street
Washington
Motherwlll
Methyr Tydfil
Glasgow-Parkhead
South Shields
Bootle
Kirkcaldry
Irvine
-ENDS-
[1] The ONS shows that one in six people in England and Wales were aged 65 and over in 2011, the highest percentage seen in any census (16.4%). The number of over 90s has grown from 13,000 in 1911 to 340,000 in 2001 and to 430,000 by 2011.
[2] Barclays Corporate Banking
Contact:
Nick Jones
Head of PR, Marketing Services, Experian
07583 297082
nick.jones@experian.com
About Experian
We are the leading global information services company, providing data and analytical tools to our clients around the world. We help businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. We also help people to check their credit report and credit score, and protect against identity theft. In 2015, we were named by Forbes magazine as one of the ‘World’s Most Innovative Companies’.
We employ approximately 17,000 people in 37 countries and our corporate headquarters are in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2015, was US$4.8 billion.
To find out more about our company, please visit http://www.experianplc.com or watch our documentary, ‘Inside Experian’.
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- 4 ways to build a more flexible supply chain
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- Mono Solutions recognizes Norwegian small business agency with best website 2021 award
- Mono Solutions and Xrysos Odigos unlock new opportunities for small businesses
- Behind the scenes of a 10,000-people online conference: creating a live-event atmosphere and leveraging cybersecurity software
- Largest Supply Chain for Face masks, FFP2, FFP3 and cloth masks
- TRANSMAR AND TRANSMETRICS SIGN DEAL FOR STATE-OF-THE-ART LOGISTICS COLLABORATION
- Amendment of Digi Communications N.V. Financial Calendar for 2021
- 4iG and Digi Communications NV’s Romanian subsidiary have entered into a term sheet with regards to a potential acquisition by 4iG of DIGI Group’s Hungarian operations
- “Building Healthy Relationships and Enhancing Gender Equality”: Young women from Cyprus, Egypt, Lebanon and Jordan come together
- Bring Ventures investit dans Crossborderit (CBIT), DDP et une solution de commerce électronique
- Bring Ventures investiert in Crossborderit (CBIT), eine DDP (geliefert verzollt) und E-Commerce Lösung
- Bring Ventures invests in Crossborderit (CBIT), DDP and ecommerce solution
- Lionspeed GP with Patrick Kolb and Lorenzo Rocco joins forces with CarCollection Motorsport in 2021
- Eurekos, ein klassenbester LMS-Anbieter, hat seine Position im renommierten Fosway 9-Grid™ für Lernsysteme verbessert
- Eurekos, en førsteklasses LMS-udbyder, har forstærket sin position på den prestigefyldte Fosway 9-Grid™ for læringssystemer
- Eurekos, ein erstklassiger LMS-Anbieter, hat seine Position auf dem renommierten Fosway 9-Grid™ für Lernsysteme weiter ausgebaut
- Digi Communications N.V. announces Share transaction made by an executive director of the Company with class B shares
- Digi Communications N.V.: Announces an Amendment to the Financial Calendar for 2021
- Ideanomics Invests $13M in Italian EV Motorcycle Company, Energica
- DigiSky and Asman Technology Announce Global Reseller Agreement
- Neowintech - O Marketplace Da Sua Próxima Solução Financeira
- Neowintech - Il Marketplace per la tua prossima soluzione finanziaria
- PIONEERING DECENTRALISED SECURE MESSAGING PLATFORM MANYONE ANNOUNCES STRATEGIC RELATIONSHIP WITH UNIVERSITY COLLEGE LONDON CENTRE BLOCKCHAIN TECHNOLOGY
- Digi Communications NV announces the release of the 2020 Preliminary Financial Results
- Fraunhofer IGD develops automated robotic arm to scan cultural objects in 3D, now cooperating with Phase One
- Adapt Fast or Disappear – Choosing the Right Supplier
- Digi Communications NV announces Investors Call for the 2020 Preliminary Financial Results
- A URSAPHARM Arzneimittel e a CEBINA anunciam uma parceria com vista a reaproveitar o anti-histamínico azelastina para combater a COVID-19
- URSAPHARM Arzneimittel et CEBINA annoncent un partenariat pour reconvertir l'antihistaminique azélastine afin de lutter contre la COVID-19
- URSAPHARM Arzneimittel y CEBINA anuncian una colaboración para readaptar el antihistamínico azelastine para combatir la COVID-19
- URSAPHARM Arzneimittel and CEBINA announce partnership to repurpose the antihistamine azelastine to combat COVID-19
- ANIL UZUN Will Launch Bass Guitar Lessons Series on Youtube
- Henrik Stampe Appointed CEO for Mono Solutions
- Anna Mossberg leder Nordens största privata AI-lab i Sverige: "Utan AI riskerar svenska företag att förlora sin konkurrensfördel."
- What COVID-19 has taught us about manufacturing & the importance of a digital online marketplace
- Digi Communications N.V. announces: the Supreme Court of Hungary dismissed the Company’s appeal related to the 5G Tender procedure
- Customer Data Platform Industry to Reach $1.5 Billion in 2021: CDP Institute Report
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GreenMantra Technologies Announces Exclusive Distribution Relationship with HARKE GROUP