Mosaic Lifestyle modelling and Hitwise's approach are very useful for understanding the general behaviour of "50+, AB1, 50K+" and identify/sketch the group's offline and online media consumption pattern.
What the research proves is that this is the most affluent audience in UK, over-represented online compared to the overall population (over 11%), and it is using the Internet extensively for everyday shopping, for personal banking and keeping updates with financial news, for researching larger purchases, be this equipment for their hobbies, furnishings for home and garden, as well as booking leisure travel.
There is a strong correlation between offline habits and online behaviour, so the group is more likely to visit a website for a high-street retailer or brands it is familiar with, rather then following latest trends (including latest web-trends!).
The study was published by Hitwise end of 2007 - for the nature of this target audience, I doubt that many things have changed, especially in terms of online behaviour, with the only exception that, in line with the overall web trends, the group is entering and establishing a stronger presence also within the social media sphere (eg. let's think about the growth of business specific social network such as Linked-in), and definitely using blogs as a source of information, along with traditional news sites.
Ultimately, when deciding about how/where/when reaching this target for marketing purposes, the final choice should be primarily dictated by the 'communication goals' - acquisition/leads generation? branding/education? Retention? - with digital media chosen and balanced accordingly (search vs branded display ads vs email vs social strategy and/or sponsorship).
Download "Targeting Affluent Adults Online" - including a brief description of the group (labelled as 'Symbol of Success') based on Mosaic Lifestyle segmentation, and also some specific 'top' websites which score particularly high with the group, divided per sector, and based on Hitwise research.
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