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Grey Power can be found in coastal resorts, large towns and provincial cities. They are the oldest Mosaic Group, with most over 65.

Housing types consist of separate houses, flats and retirement homes. These properties have a capital value slightly below average and conditions vary from good to poor. Average household incomes are approximately $29,000.

These people are proud of their country and tend to buy well-known products that they have grown up with. Unlikely to take risks, they are not interested in trying new products often, even when discounted or on special.

They do not feel that expensive restaurants are worth it, and as such do not eat out very often, but prefer a traditional meal at home, where they usually eat the same food each week. They don’t often eat new, or foreign foods however do try to buy organic where possible. Their local community newspaper advertising helps them to decide where to shop. Grey Power are indifferent to new technology, particularly the Internet, and usage rates are some of the lowest of all New Zealanders.

When it comes to activities, slower games such as lawn bowls and darts are preferred, though they do enjoy watching active sports such as rugby and cricket. They also watch horse racing and occasionally have a flutter .

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