We'd like to find out more about marketing to the over 50s - and in particular, how you feel about and engage with advertising. We want to hear your concerns (if any) and any solutions around these, so we can take your concerns to the marketing community and call for improvements. 

This survey is open to all UK Mumsnet and Gransnet users aged 50 or over. 

Everyone who completes the survey will be entered into a prize to win a £100 voucher of their choice (from a list).

Thanks and good luck! 

MNHQ & GNHQ 

Terms and Conditions apply
To what extent do you agree or disagree with the following statements?

When we refer to misrepresentation of your age group, we mean inaccurate representations of your age group in advertising. By under-representation we mean a lack of people in your age group in advertising.

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1. To what extent do you agree or disagree with the following statements?

When we refer to misrepresentation of your age group, we mean inaccurate representations of your age group in advertising. By under-representation we mean a lack of people in your age group in advertising.

  Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree
Advertising misrepresents and under-represents my age group
Advertising misrepresents my age group
Advertising under-represents my age group
Advertising fairly represents my age group
Overall, which of the following sectors do you feel are under-representing or misrepresenting your age group in advertising?

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2. Overall, which of the following sectors do you feel are under-representing or misrepresenting your age group in advertising?

  Under-representing or misrepresenting my age group Not under-representing or misrepresenting my age group
Travel
Holidays
Food and beverage
Cosmetics or beauty products
Financial and banking services (including insurance)
Health sector
Fast moving consumer goods (e.g. toiletries, laundry products)
Technology and gadgets
Fashion and clothing
Household appliances
Home decor
Cars
Entertainment industry
If you do think that advertising discriminates against your age group, how do the following make you feel? Please tick all that apply.

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3. If you do think that advertising discriminates against your age group, how do the following make you feel? Please tick all that apply.

  Feeling angry Feeling depressed or disheartened Feeling invisible or ignored I don't mind this N/A I don't think advertising discriminates against my demographic
Under-representation of generation
Misrepresentation of generation
Which solutions do you think the advertising and marketing industry should consider? Please tick all that apply.

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4. Which solutions do you think the advertising and marketing industry should consider? Please tick all that apply.

Have you recently seen any advertising that stood out as representing your age group particularly fairly or unfairly?
Is so, please give details for each below.

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5. Have you recently seen any advertising that stood out as representing your age group particularly fairly or unfairly?
Is so, please give details for each below.

In your opinion, which of the following age groups are ignored by advertisers? Please tick all that apply.

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6. In your opinion, which of the following age groups are ignored by advertisers? Please tick all that apply.

In your opinion, which ONE of the following age groups is MOST ignored by advertisers?

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7. In your opinion, which ONE of the following age groups is MOST ignored by advertisers?

Why, if at all, do you think the 50+ age group is ignored?
Please tick all that apply

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8. Why, if at all, do you think the 50+ age group is ignored?
Please tick all that apply

To what extent do you agree or disagree that the following are ways for advertisers to reach the 50+ demographic?

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9. To what extent do you agree or disagree that the following are ways for advertisers to reach the 50+ demographic?

  Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree
By employing more older people to understand the audience better
By asking us what we want and not making assumptions
By acknowledging that we have spending power and focusing their efforts accordingly
Do you avoid brands who you feel actively ignore your age group?

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10. Do you avoid brands who you feel actively ignore your age group?

Please think about the amount of disposable income you feel you've had at different points in your life.

We'd like you to rank the following age groups by the amount of disposable income you feel you had at the time (where 1 = most disposable income) 

You can rank the below options by either selecting a numbers from the drop down menu or dragging the options into the order you'd like them to be in. 

If you haven't yet reached an age, please select N/A for that age group.

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11. Please think about the amount of disposable income you feel you've had at different points in your life.

We'd like you to rank the following age groups by the amount of disposable income you feel you had at the time (where 1 = most disposable income) 

You can rank the below options by either selecting a numbers from the drop down menu or dragging the options into the order you'd like them to be in. 

If you haven't yet reached an age, please select N/A for that age group.

What do you spend the majority of your disposable income on? 
Please select up to three options.

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12. What do you spend the majority of your disposable income on? 
Please select up to three options.

Below are some assumptions about the over 50s. For each, please state whether you agree or disagree that advertisers make these assumptions.

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13. Below are some assumptions about the over 50s. For each, please state whether you agree or disagree that advertisers make these assumptions.

  Advertisers make this assumption Advertisers do not make this assumption Don't know
That they're not digital savvy
That over 50 equals 'old'
That 50 and 90 year olds are a homogeneous group
Forgetting that they're also interested in the same things as anyone else (clothing, travel, cars etc)
That they're all on pensions and can't afford things
That they're miserly or stingy
That they're not worth bothering with
That they're set in their ways
That they don't have any influence amongst others
When it comes to endorsements, who/what do you trust the most?

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14. When it comes to endorsements, who/what do you trust the most?

How often do you buy each of the following goods online?

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15. How often do you buy each of the following goods online?

  I buy this kind of item online most or all of the time I buy this kind of item online sometimes I never buy this kind of item online
Fashion and clothing
Cosmetics or beauty products
Food
Home decor
Home appliances
Entertainment (e.g. restaurant bookings, tickets to shows/cinemas)
Books and publications
Items for children or grandchildren
Technology and gadgets
Financial products (including insurance)
Holidays
Travel
To what extent would you say you notice advertising?

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16. To what extent would you say you notice advertising?

Which of the following types of advertising do you engage with when you encounter it?

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17. Which of the following types of advertising do you engage with when you encounter it?

  I engage with most or all of the time I engage with some of the time I do not engage with N/A: I do not encounter
Magazine or newspaper advertising
TV advertising
Advertising on transport (e.g. tube, train, bus)
Radio advertising
Online display advertising
Influencer (blogger/vlogger) marketing
If advertising was more representative of people in your age group, do you think you would be more or less likely to be receptive to them? 

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18. If advertising was more representative of people in your age group, do you think you would be more or less likely to be receptive to them? 

How old are you?

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19. How old are you?

Are you male or female?

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20. Are you male or female?

Where do you live (at present)? 

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21. Where do you live (at present)? 

How many children do you have in your family/household (of any age)? 

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22. How many children do you have in your family/household (of any age)? 

How many grandchildren do you have (of any age)?

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23. How many grandchildren do you have (of any age)?

How old are the children in your family/household? Please tick all that apply.

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24. How old are the children in your family/household? Please tick all that apply.

How old your grandchildren? Please tick all that apply.

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25. How old your grandchildren? Please tick all that apply.

Please tell us which of the following best describes the occupation of the person who makes the highest financial contribution to your household. You might not be able to find an exact description; in this case, please select the best fit from the given examples.

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26. Please tell us which of the following best describes the occupation of the person who makes the highest financial contribution to your household. You might not be able to find an exact description; in this case, please select the best fit from the given examples.

Which of the following best describes your normal working status? 

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27. Which of the following best describes your normal working status? 

What is the average annual income for your household? Please include any income from pensions and investments. 

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28. What is the average annual income for your household? Please include any income from pensions and investments. 

We may need some MNers and GNers to act as media case studies. You're not obligated by volunteering and your details won't be linked to your responses above. Please confirm if you're interested and leave you details below if so.

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29. We may need some MNers and GNers to act as media case studies. You're not obligated by volunteering and your details won't be linked to your responses above. Please confirm if you're interested and leave you details below if so.

If you are interested in being a media case study, please leave your details below. If you are not interested, please skip this question. 

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30. If you are interested in being a media case study, please leave your details below. If you are not interested, please skip this question. 

To be entered into the prize draw for this survey, please enter your details below:

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31. To be entered into the prize draw for this survey, please enter your details below:

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