Experience counts

Key insights into Generation Experience, the UK 50-plus population

Launching Saga’s first Experience Counts report – an in-depth study of the health, wealth, lifestyles and choices of the 50+ population living in the United Kingdom. Saga’s first major publication profiling and understanding Generation Experience. In it, we provide an overview of statistics on the 50-plus population in the UK, drawing on both publicly available data from sources such as the ONS and FCA as well as original data from the Saga Experience Survey 2023 and other research commissioned by Saga. We call this cohort Generation Experience, reflecting both the experience they have gained and their appetite for more.

At Saga, we already knew that as a group it has been discounted for far too long when it comes to product development, marketing, advertising and even by society. And that this is an expensive mistake. This report proves it.

For those businesses that understand this, the opportunities are immense. For example, those between 60-65 are the wealthiest group in our society by almost any measure. They are also healthier than past generations and the trends show they can expect to enjoy good health for many years to come. What is more, their approach to retirement is flexible and built around them. They have the time and the motivation to fulfil their interests, be that travelling, keeping fit or supporting their family and local community. As a group, they are more curious and active than any that has gone before them.

Thanks to its unique combination of the very best published data, research commissioned specifically by the Saga Ageing and Insight Unit, as well as interviews with Saga’s 20,000-strong Experienced Voices panel, Experience Counts quantifies the size of the opportunity – more than £300 billion of spend a year. A key target for anything from electric vehicles to overseas holidays and home improvements. We hope that Experience Counts spurs businesses, marketers and product developers to seize that opportunity to help Generation Experience make the most of the second half of their lives.

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