Citizen Winding Down

Citizen Winding Down

7,323,100 Postal, Email and Telephone Numbers

Background

The Winding Down segment accounts for 16% of the total Citizen file.  They are mainly aged 60+, are traditional, have savings and live on budgets (‘save for a rainy day’).  Many are retired or ‘winding down’.  They live mainly outside London, lots live in the country.  There are high levels of owner occupation in this group (90%+) and the majority live in bungalows or detached houses.  There are above average levels of car ownership, they read mid-market newspapers, are average users of mail order catalogues and have pay as you go mobile phones.  They give to a range of charities but not 3rd world.

Winding Down will respond to a range of offers including long-term savings, low to mid-range automotive offers, mail order catalogues (particularly big book and general household offers), mid-market newspapers, charities for regular giving (but not 3rd world), gardening offers, country pursuits and cruise holidays.

Winding Down can be broken down into 5 codes:  Gardening Grandparents (3.96m); Farming Villagers (681k); Rural Atolls (609k); Silver Sozzlers (1.7m) and Golden Gardeners (364k).  These codes groups are selectable separately.