1. What (older) women want

2. • Big sister of Mumsnet
• Home to UK’s 14 million grandparents
• 92% female
• Average age is 62

3. “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

5. 49% Mobile/Tablets

6. • 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

7. • 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

8. • 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?

9. • By 2020 over 50% of the
UK will be over 50
• A quarter of the population currently
not catered for by advertisers

11. The ‘over 50s’ is NOT one age group

12. • 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

13. 58% are not happy with the way advertisers
portray the over 50s
12%
58%
29%
I am happy with the way that
advertisers portray people over
the age of 50
I am not happy with the way
that advertisers portray people
over the age of 50
Don't know/ Not sure

15. George Clooney, Esquire vs. Sandra Bullock, Vogue

16. • 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

18. ‘Older women’… on a break from knitting Shreddies

21. • Still working
• Still care about appearance
• Still fashion conscious
• Still multi-tasking
• STILL BUYING

23. • Browse
• Email
• Apps
• Shopping
• Gransnet

26. 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

28. “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

30. Talk
Engage
Build

31. Aideen Clarke
Brand partnerships manager
aideen@mumsnet.com