I recommend reading Ben Goldacre's 'Bad Science' about interpreting % based results.
If these stats ring true (and I have no reason to believe they don't) and if you accept my contention that Mercedes is a luxury brand targeted at older professionals (to meld to the stats provided) then the actual market numbers read:
- under 55 = around 63.5 million
- over 55's = about 8.5 million
So...if you were running a different agenda and wanted to make a headline it would be equally as true to say:
'Only 11% of Facebook Users are 55 and Over'
Hardly a 'Mercedes Marketing Dept' sales clincher in my book.
JT
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