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Around a third of the UK population (20 million people) are over-50. This proportion is projected to grow considerably over the coming years, making the over-50s an increasingly important and influential consumer group.

The Populus Silver Panel enables clients to understand this wealthy, active segment of consumers. Our panel is defined by three characteristics:

Active – over half are active on local committees, have contacted an elected representative or attended a public meeting or rally. Almost three-quarters (72%) eat out once a week

Affluent – panellists earn double the average household income of Britain’s over 50s population as a whole. One in five will buy a new car this year and 65% expect to travel. Two-thirds also own their home outright.

Online – 57% have used EBay and almost all (96%) send text messages.

Clients can buy as few or as many questions as they wish – there is no minimum required purchase or increased cost for the first question.

The Silver Panel enables clients more accurately to target their communications more accurately and cost-effectively

It also allows clients to develop product ideas and test messages or take a one-off snap shot of consumer opinion.

Further information can be downloaded here. Alternatively, If you’d like to learn more about the Silver Panel, please contact Laurence Stellings at lstellings@populus.co.uk or by phone on 020 7253 9900.