When it comes to marketing, the focus always seems to be on youth. According to Nielson , that's a mistake.
Born between the years 1946-1964, the oldest of the Boomers are beginning to retire. But today’s middle aged and older consumers are different than their predecessors.
Boomers spend 38.5% of CPG dollars. Yet, according to Nielson , less than 5% of advertising dollars are currently targeted towards adults 35-64 years old (which includes the latter half of Generation X in addition to Boomers).
With most marketers generally targeting 18-49 year olds, more than half of the affluent Boomer demographic is ignored entirely.
Nielsen facts about Boomers - Dominate 1,023 out of 1,083 consumer packaged goods categories - Watch the most video: 9:34 hours per day - Comprise 1/3 of all TV viewers, online users, social media users and Twitter users - Time shift TV more than 18-24s (2:32 vs. 1:32) - Are significantly more likely to own a DVD player - More likely to have broadband Internet access at home
And if you think that the web sites Boomers visit are entirely different than those visited by adults age 18-34, you’d be mistaken: 8 of the top 10 web sites are the same (see chart on this post).
Born between the years 1946-1964, the oldest of the Boomers are beginning to retire. But today’s middle aged and older consumers are different than their predecessors.
Boomers spend 38.5% of CPG dollars. Yet, according to Nielson , less than 5% of advertising dollars are currently targeted towards adults 35-64 years old (which includes the latter half of Generation X in addition to Boomers).
With most marketers generally targeting 18-49 year olds, more than half of the affluent Boomer demographic is ignored entirely.
Nielsen facts about Boomers
- Dominate 1,023 out of 1,083 consumer packaged goods categories
- Watch the most video: 9:34 hours per day
- Comprise 1/3 of all TV viewers, online users, social media users and Twitter users
- Time shift TV more than 18-24s (2:32 vs. 1:32)
- Are significantly more likely to own a DVD player
- More likely to have
broadband Internet access at home
And if you think that the web sites Boomers visit are entirely different than those visited by adults age 18-34, you’d be mistaken: 8 of the top 10 web sites are the same (see chart on this post).
Interesting.