• by Karlene Lukovitz  @KLmarketdaily, October 2, 2006

Six distinct clusters emerge from new research into consumers who are 42 and over. The findings were unveiled last week at a forum hosted by Focalyst, a joint venture of AARP Services and research consultancy Kantar.

Through no design of the researchers, the clusters that emerged also turned out to be demographically distinct, which will work to marketers' targeting advantage in applying the results, said David van Nostrand, Focalyst senior vice president and chief research officer. However, he emphasized the primacy of the attitudinal/behavioral characteristics that define the clusters, pointing out that life experiences are the major determinants of which cluster an individual falls into. Overall, van Nostrand said, the results confirm that "'old' is a very relative thing."

A nutshell look at the attributes of the six clusters:

Overwhelmed and Unfortunate (represent 25 percent of the study population; average age, 62; average income, $45,000): Have had negative life experiences with health, fitness, education and finance, and these negative trends continue in their current scenario. So overwhelmed by financial, family responsibilities--children, grandparents living at home--that they want to avoid more responsibility (want others to tell them what to do). Feel that they've accomplished very little during their lifetimes.

Active and Successful (24 percent of the study population; average age, 53; average income, $72,000): Excellent health, income scenarios. Enjoy challenge, novelty, change. Involved in a very wide range of activities. Feel young; want to be attractive and stand out in the crowd. Care about fashion, being well-dressed. More online users within this group than within the general population. Cluster with greatest number of people owning their own companies, and greatest number saying that their current careers are entirely different than the careers in which they started out.

Positive and Responsible (20 percent of the study population; average age, 62; average income, $51,000): Feel it is their responsibility to make the world a better place. Volunteer more than any other cluster. Put others ahead of self; value time more than money. Healthy, active, price-conscious.

Regular Folks (16 percent of study population; average age, 58; average income, $72,000): Fishers, campers, bowlers. Do-it-yourselfers who enjoy home improvement, car maintenance. Have had positive family, career and financial experiences. More interested in achieving financial security than maintaining youthful appearance; not fashion-conscious.

Fortunate and Ready (14 percent of study population; average age, 63; average income, $85,000): Planned and worked to be financially and otherwise prepared for retirement, and are looking forward to it. Emotionally secure, not in denial about their age. Best educated, highest-income group. Goals include personal development, devoting time to charity.

Alone and Ill (2 percent of study population; average age, 71; average income, $47,000): Poor diet and exercise; poor health; lowest income; most fearful of becoming a burden; most likely to have at-home assistance for medical/health reasons.