Gransnet: What Older Women Want

1. What (older) women want

2. Gransnet – (older) girl power Big sister of Mumsnet Home to UK ’ s 14 million grandparents 92 % female Average age is 62

3. “ I was very keen to launch a community for the over-50s which, like Mumsnet had done previously, could be effective at giving a powerful collective voice to a group that was previously somewhat unheard. What's more older women, were in need of a place for peer-to-peer support like mothers, and Gransnet provides a space for 24-7 support, wisdom and friendship as well as a good laugh too . ” Justine Roberts Justine Roberts co-founder of Mumsnet

4. Gransnet – (older) girl power

5. Insight: digital usage 49% Mobile/Tablets

6. Gransnetters do childcare 60% of our users look after grandchildren regularly 47% look after them at least once or twice a week 13% are looking after them between 3-6 days a week Grandparents are providing 1.7 billion hours of childcare worth a value of £7.3 billion

7. Gransnetters – what else? 54% do volunteer work 58% take at least 2 holidays a year 44% go on holidays with their grandchildren 50% of Gransetters shop online for groceries, holidays, clothes and beauty products

8. The power of peer to peer Gransnetters more likely to buy a product recommended by a fellow Gransnetter 92% trust advice and information on Gransnet Does it work? Is it any good?

9. Older women count By 2020 over 50% of the U K will be over 50 A quarter of the population currently not catered for by advertisers

10. An advertising break

11. The ‘over 50s’ is NOT one age group Breaking ‘OLD’

12. Richer, wiser & ready to spend The over 50’s have more disposable income than any other group Estimated next year £1.5 billion will be released from private pension pots

13. T he ad void 58% are not happy with the way advertisers portray the over 50s

14. A rare breed

15. # everydayageism George C looney, Esquire vs. Sandra Bullock, Vogue

16. Don’t you know that it’s different for girls... A whopping 62 percent of the female population of the U.S. is over 40 But  o lder men appear as much as 10 times more frequently than older women in media

17. Mumsnetters grow up

18. ‘Older women’… on a break from knitting Shreddies Relatable older women

19. Here’s who they are…

20. Being a Grandmother…

21. The truth about older women Still working Still care about appearance Still fashion conscious Still multi-tasking STILL BUYING

22. Will you still need me?

23. Rise of the ‘ g randroid ’ Browse Email Apps Shopping Gransnet

24. Gransnet content

25. Gransnet forums

26. Top talk on Gransnet Monday 2nd November 2014 Thread Views How do you know that walking away is the right thing to do?  (Relationships) 379 Sex and relationships webchat with Trudy Hannington  (Webchats) 321 would a other grans be hurt by this  (Ask a gran) 204 Am I just a 'Grumpy Old Woman' ?  (Chat) 184 Depression  (Health) 145 to think retailers have some responsibity?  (AIBU) 134 Cut out of their lives 3  (AIBU) 133 Does it matter if you live in a 'Street'  (Chat) 133 Apologies in advance for SHOUTING!  (Food) 126 Living with other people's mess (long)  (Relationships) 126 Rotherham Child Abuse  (In the news) 123 Poppies  (Chat) 114 Archers Addict  (Television and radio) 113 Help us choose a winner - The Churchill Awards  (Site stuff) 100 Soop's Kitcheners...  (Chat) 99 Strictly - shall you?  (Television and radio) 99 Toy that doesn't weigh to much  (Ask a gran) 83 Good Morning Sunday  (Chat) 83 Cooking kale  (House and home) 80 Is it just me - whot truly HATES HALLOWEEN  (AIBU) 75

27. A different advert

28. “I HATE HATE HATE adverts aimed at older people. On the few occasions when I sit down with a cup of tea late on a winter's afternoon, happily about to watch a nice relaxing Poirot or Midsommer's Murder, what am I faced with? How to make my will, who to leave the money to, have a bath in a very ugly bath, sit in an ugly upright great-granny chair - and may even eject me when I am least expecting it… I know all these things are useful and informative to older people, but en masse they are downright depressing. Also I have no wish to be segregated from young people, I like to see a bit of life around me, so find retirement-only homes and holidays rather off- putting. As a result I rarely watch any programmes in the afternoons. I tape them all and then can speed through the adverts. I HATE ads aimed at older people Sick of seeing those implausible grey haired models in ads. I have never seen people like that in real life! Life insurance - how can Michael Parkinson sink so low? - laxatives, rise and recline armchairs disability baths, and so on. This is just the sort of image that the Apprentice candidates had in their ad task. As far as I’m concerned , an ad break is a good opportunity to go to the loo, put the kettle on or even check on what's going on Gransnet .” Annobel

29. Just like you and me

30. So what next? Talk Engage Build

31. Thank you Aideen Clarke Brand partnerships manager [email protected]