Like Mick and Mirren, we feel younger

Older people are feeling younger than ever, according to a poll released to coincide with Mick Jagger's 70th birthday.

According to research by Kantar company, Added Value, being 'older' occurs much later in life than it used to, suggesting many people do not feel their true age.

This appears particularly true among the over 65s, with 41% of this age group saying they feel younger than they actually are.

Only 11% now consider people aged over 60 to be older citizens.

But Rolling Stone Jagger, who recently headlined Glastonbury festival, might be miffed to hear that two-thirds think that someone aged 70-plus is an older person.

Timeless Helen Mirren, 68, topped a list of older celebrities that people admire, followed by Bruce Forsyth, 85, Judi Dench, 78, The Queen, 87, and Sean Connery, 82.

When asked what kinds of older people they admire, respondents replied:

• people who are embracing getting older naturally (35%)
• those who ignore their age and concentrate on their skills (32%)
• people who make older age look fun and stimulating (27%)
• those who have used many ways to hold back Father Time and don't look their age (4%)

Technology brands not addressing the needs of older people

The poll found only 4% of people over 65 think that technology brands address the needs of older people very well.

When asked to name technology brands that succeed in addressing the needs of older adults, Amazon was number 1, followed by Skype and Dyson.

Lee Manning-Craik, director at Kantar's Added Value said: 'Many in this older cohort are liberated from their family and social obligations for the first time, and have both the economic freedom and time to explore new hobbies and interests.'

Manning-Craik said this is why they are referred to as 'The Unstoppables' and why firms should sit up and take notice of their needs.

Copyright Press Association 2013