Abstract:

In 2012, we teamed up to develop, operationalise and successfully test a new de?nition of age, “Perceived Age”. We showed age perception to be more predictive of consumer behaviour (specifically the programmes we chose to watch/listen to) than chronological age alone. We have now taken the construct a step further with a 15-country global study of over 7,500 respondents to show that the nature of the differences and relationship between real/biological age and perceived age is a universal, human condition. We have also accounted for country by country variances and, using multi-variate analysis, what drives them. This presentation demonstrates how the universal and country-specific age constructs can be used to shape the BBC's and other organisations’ strategy/tactics.