Magazine article Marketing

A Young, Free, and Shrinking Target Market

Magazine article Marketing

A Young, Free, and Shrinking Target Market

Article excerpt

The year 200 will see a reduction in the young adult population leading to some of the most severe UK demographic shifts ever. Marketers of the next decade must wrestle with major shrinkages in overall market size. The levels of decline vary but they will be worst in the North. In the Scottish TV region the reduction will be the highest at around 25%, with the number of 15 to 24-years-old falling from 534,000 to 402,000. Similar declines are predicted in the Border (22%), Granada and Central (19%) regions.

The Thames/LWT area is least affected. Its 2.5 million 15 to 24-year-olds will fall to around 2.1 million by the year 2000, a drop of 14%. Anglia is the only other region to escape with a 14% fall, while Grampian and TSW will show declines at around 17%.

But as one market shrinks others are growing. There will be a increase in the number of 45 to 54-year-olds. …

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