Monday, November 17, 2003

Marketing needs more young uneducated women

Research by Future Foundations nVision (interviews with 1000 adults)suggests that that young, uneducated women are the magic combination for the marker. The interview sample were asked whether they ‘tend to agree’ or ‘agree strongly’ with the proposition that they ‘actively resist marketing when buying’.

There was about a 10% difference between people with no educational qualification compared with those with degrees and a slightly larger gap between men and women.

Naturally it was the age aspect that interested me. This showed there was very little difference between those aged 16-34 and those aged 35-54. The difference between the youngest and oldest age group was less than 10% points. Not exactly resounding evidence to support Marketing’s enchantment with the young consumer.

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