Traditional stereotypes, which contrast tech-savvy youth against older generation technophobes are unfounded, according to our new research.
By 2020, the retirement age will have risen to 66 for both men and women. The Office for National Statistics (ONS) predicts that by this date, the over 50s will account for one in three of the working age population and nearly half (48%) of all adults in the United Kingdom.
This represents a major shift in purchasing power that brands must come to terms with. Research by iProspect UK, in partnership with independent market research specialist Coleman Parkes Research, shows there is no age-based digital divide.