The research has been published in a paper called 'Understand Fifties and Over', and was conducted by OMD UK. It seeks to address the attitude that the over-50s are an homogeneous group who have made their life choices and are waiting to collect their pensions.
Of the seven segments identified, three groups are identified as being active consumers: the Happy and Fulfilled, who go on weekend breaks and play sport; the Live Wire, who are always out and about and buy new clothes and cars regularly; and Rat Race Junkies, who work hard to pay off the mortgage, cars and private school bills.
At the other end of the scale are the Unfulfilled Dreamers, who eat dinners off their laps while watching television and dream of winning the lottery; and Anchored in the Past, who live off their pensions and have few interests other than watching hours of television.
The research was sponsored by the Telegraph Group, Peugeot and Saga, taking six months and including a total of 1,722 people.
Tim Jones, head of research and strategy at the Telegraph Group, said: "For many years it has been almost taboo to show an interest in what was considered an ageing and therefore uninteresting sector of society.
"This research clearly indicates that age is less of an obstacle nowadays; the over-45 age group has more disposable income and a far more positive outlook on life than is generally perceived.
"The Happy and Fulfilled, Live Wires and Rat Race Junkies are clearly active consumers and represent a clear targeting opportunity for more enlightened brands."
The seven types identified by the research are:
Happy and Fulfilled -- the most contented group;
Live Wires -- active and healthy;
Super Troopers -- relaxed and responsible;
Rat Race Junkies -- younger and career-driven;
Living Day-to-Day -- fast food and TV junkies;
Unfulfilled Dreamers -- discontented and inactive;
Anchored in the Past -- lacking wealth and their health.
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