This report analyses household income and spending by age of household reference person (usually the highest income earner). It covers several broad categories of spending as well as income and wealth. In all categories analysed, spending by households headed by someone aged 55 to 64 is higher than for households headed by someone aged 25 to 34. In some categories, spending by the 65 to 74 demographic is higher than for the 25 to 34 demographic. Core media buying demographics exclude people aged 55+ and so growth opportunities may be missed by consumer marketers.