Helping Businesses Better Understand and Reach Over 65+ Visitors

At Smart Towns Wales, we’re passionate about helping businesses unlock the power of data to better understand their audiences, and recently, we’ve been diving deeper into two key demographic groups: over 65+ visitors and many more to follow.

By using BT Active Intelligence data, we’ve been able to investigate behaviour patterns, engagement levels, and key motivators within this group. This work has helped us build a clearer picture of their needs and preferences, and how businesses can adapt their strategies to reach them more effectively.

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New Guide Now Available

We’ve turned our findings into two practical and easy-to-use guides designed to support businesses in engaging with the over 65+ demographics.

These guides are packed with:

• Useful tips on how to make products, services and communications more accessible and appealing

• Real-life examples of how other businesses have successfully engaged these groups

• Context and background drawn from BT Active Intelligence data to show where and how these audiences are interacting within the local economy

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Why This Matters

The over 65+ demographic represent a significant part of our local visitor and consumer base. By understanding their behaviours and challenges, businesses can:

• Build stronger connections

• Improve inclusivity and accessibility

• Increase footfall, engagement and customer loyalty

Our guides are designed to be a starting point for action, giving businesses the tools they need to develop targeted, informed strategies based on real evidence.

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We’re excited to see how businesses use these insights to grow their reach and impact — and we’ll continue developing more data-driven resources to support you every step of the way.

Explore the guide now:

• 65+ Visitor Guide 

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