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The file contains 783,000 individuals who have all responded to and completed a survey specifically regarding issues affecting older people, distributed by Age Concern. Of these, 110,000 individuals have responded in the last 12 months. These individuals are 70 per cent female, aged 65 or over, retired with a good household income. 70 per cent are home owners and their main interests include cookery, gardening, health, charity, books, theatre and competitions.

Carol Boyes, direct marketing manager at Age Concern, said: ListLab showed a clear understanding of our customer database, how we can progress the management of our list and increase revenues."

Age Concern provides services to over a million older people in the UK every year. It promotes well-being and aims to help make later life fulfilling. The services they provide include day centres, lunch clubs, home visits and help, IT and other training schemes, allowing older people to live independently for as long as possible.

Marcus Orme, managing director at ListLab, said: This is a new type of data set for us to manage. We’re confident that several new mailers can benefit from targeting the customers on this database as well as the charity clients who are proven users of the file.