Gransnet: What Older Women Want
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What (older) women want
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Transcript of Gransnet: What Older Women Want
What (older) women want
• Big sister of Mumsnet
• Home to UK’s 14 million grandparents
• 92% female
• Average age is 62
“I was very keen to launch a community for the over-50s which, like Mumsnet had done previously, could be effective at giving a powerful collective voice to a group that was previously somewhat unheard. What's more older women, were in need of a place for peer-to-peer support like mothers, and Gransnet provides a space for 24-7 support, wisdom and friendship as well as a good laugh too.”
Justine Roberts
49% Mobile/Tablets
• 60% of our users look after grandchildren regularly
• 47% look after them at least once or twice a week
• 13% are looking after them between 3-6 days a week
• Grandparents are providing 1.7 billion hours of childcare worth a value of £7.3 billion
• 54% do volunteer work
• 58% take at least 2 holidays a year
• 44% go on holidays with their grandchildren
• 50% of Gransetters shop online for groceries, holidays, clothes and beauty products
• Gransnetters more likely to buy a product recommended by a fellow Gransnetter
• 92% trust advice and information on Gransnet
• Does it work? Is it any good?
• By 2020 over 50% of the UK will be over 50
• A quarter of the population currently not catered for by advertisers
The ‘over 50s’ is NOT one age group
• The over 50’s have more disposable income than any other group
• Estimated next year £1.5 billion will be released from private pension pots
58% are not happy with the way advertisers portray the over 50s
12%
58%
29%
I am happy with the way thatadvertisers portray people overthe age of 50
I am not happy with the waythat advertisers portray peopleover the age of 50
Don't know/ Not sure
George Clooney, Esquire vs. Sandra Bullock, Vogue
• A whopping 62 percent of the female population of the U.S. is over 40
• But older men appear as much as 10 times more frequently than older women in media
‘Older women’… on a break from knitting Shreddies
• Still working
• Still care about appearance
• Still fashion conscious
• Still multi-tasking
• STILL BUYING
• Browse
• Apps
• Shopping
• Gransnet
Monday 2nd November 2014
Thread Views
How do you know that walking away is the right thing to do? (Relationships) 379
Sex and relationships webchat with Trudy Hannington (Webchats) 321
would a other grans be hurt by this (Ask a gran) 204
Am I just a 'Grumpy Old Woman' ? (Chat) 184
Depression (Health) 145
to think retailers have some responsibity? (AIBU) 134
Cut out of their lives 3 (AIBU) 133
Does it matter if you live in a 'Street' (Chat) 133
Apologies in advance for SHOUTING! (Food) 126
Living with other people's mess (long) (Relationships) 126
Rotherham Child Abuse (In the news) 123
Poppies (Chat) 114
Archers Addict (Television and radio) 113
Help us choose a winner - The Churchill Awards (Site stuff) 100
Soop's Kitcheners... (Chat) 99
Strictly - shall you? (Television and radio) 99
Toy that doesn't weigh to much (Ask a gran) 83
Good Morning Sunday (Chat) 83
Cooking kale (House and home) 80
Is it just me - whot truly HATES HALLOWEEN (AIBU) 75
“I HATE HATE HATE adverts aimed at older people. On the few
occasions when I sit down with a cup of tea late on a winter's
afternoon, happily about to watch a nice relaxing Poirot or
Midsommer's Murder, what am I faced with? How to make my will,
who to leave the money to, have a bath in a very ugly bath, sit in
an ugly upright great-granny chair - and may even eject me when I
am least expecting it…
I know all these things are useful and informative to older people,
but en masse they are downright depressing. Also I have no wish
to be segregated from young people, I like to see a bit of life
around me, so find retirement-only homes and holidays rather off-
putting. As a result I rarely watch any programmes in the
afternoons. I tape them all and then can speed through the
adverts.
Sick of seeing those
implausible grey haired
models in ads. I have never
seen people like that in real
life!
Life insurance - how can Michael Parkinson sink so low? - laxatives, rise and recline armchairs disability baths, and so on. This is just the sort of image that the Apprentice candidates had in their ad task. As far as I’m concerned, an ad break is a good opportunity to go to the loo, put the kettle on or even check on what's going on Gransnet.” Annobel
Talk
Engage
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