Age is really not, however, a common factor of much. A group of five-year-olds, having had few life experiences, has far more in common than a clutch of 65-year-olds. This diversity is reflected in the many life experiences people have as they age. Many people mistakenly think of those over 60 as curmudgeonly old men or adorably daft blue-haired women. Not Jane Fonda, Gina Lollobrigida or Paul Newman.

Segments within every market, including the mature market, possess motivations and attitudes toward specific classes of existing products.

Statistics on the mature market’s affluence and size are pretty astounding. According to the Consumer Expenditure Survey those 40 and older comprise 42 percent of the U.S. population and are anticipated to grow to 47 percent by 2010. In 2000 this demographic group generated $750 billion in pre-tax income, 66 percent of all income. Those 40 and older enjoy 65 percent of all discretionary income. In terms of net worth, they control the vast majority of it: 91 percent.

Also it is fine to note that those 40 and older are account for 64 percent of all expenditures on entertainment, 73 percent of all catalog sales, and 62 percent of purchases related to shelter. While households headed by persons 40 to 64 represent 44 percent of all households, they spent 50 percent of all grocery store dollars. In 1999 women 65 and older spent $14.7 billion on apparel, almost as much as those 25 to 34.

Just putting age and resources into perspective for those who want to reach a mature market.