It's no secret to marketers that active seniors are a lucrative market for many products and services. But who actually makes up the mature market?
If the phrase "sweet old ladies" comes to mind, you're not that far off track.
For starters there are more women (137.2 million ) at all ages in the US population then men (131.6 million) in the United States today. But the percentage of women to men increases dramatically with age. At ages 65 and over there are 20.1 million women and 14.1 million men. At ages 85 and over there are 2.8 million women vs. 1.1 million men.
Among those women who are 65 and older, almost half in the United States in 1997 were widows and about 7 in 10 of these women lived alone, according to the US Commerce Department's Census Bureau.
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