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In the U.S.'s future, marketing to seniors will become even more important as the group of those 65-years and older nearly doubles in size: from 37 million to 72 million by 2030. There are already entire cottage industries marketing to them, whether in consumer goods, financial services or health care. International marketers want to know how to reach seniors as well. New research about segmenting Japanese seniors reveals that chronological age is not the best metric to use in segmenting this group, and this fact holds true for those marketing to Westerners too.
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