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Want to help your advertisers' sales boom?
December 21, 2011

Advertisers who solely focus on reaching younger consumers (18-34 or 18-49) could be overlooking a group with tremendous buying power - the 78 million Baby Boomers.

Boomers represent a third of adults (33%) including 43% of those with household incomes of $150,000+, 53% with $150,000+ in security investments and 54% of top management positions according to GfK MRI. This key target (87% of whom read Magazines) is an affluent group, adopt technology with enthusiasm and show a willingness to try new brands and products.

Did you know that Boomers:

  • Spend 38.5% of CPG dollars. Yet it's estimated that less than 5% of advertising dollars are currently targeted towards adults 35-64 years old (Nielsen)

  • Dominate 1,023 out of 1,083 consumer packaged goods categories (Nielsen)

  • Are more likely to have broadband Internet access at home (Nielsen)

  • Comprise 1/3 of all online users, social media users and Twitter users (Nielsen)

  • Read, on average, 11 Magazines each month (GfK MRI), which is on par with the general population

  • Say that magazines are the medium they trust and turn to most for ideas, compared to TV and the Internet (GfK MRI)

Boomers' Media Attitudes (Index)

 

TV

Internet

Magazines

The One I Trust the Most

101

89

109

A Good Source of Learning

103

104

113

Keeps Me Up-to-Date with the Latest Styles and Trends

98

89

105

Gives Me Good Ideas

100

98

108

Source: GfK MRI Survey of the American Consumer. Spring 2010

 

So, make suare your advertisers aren't overlooking two potential gold minds: Boomers, the largest single group of consumers, should be as desirable as Millennials and Gen-Xers, and, Magazines, the medium they rely on.

If you have questions about any of the research in this SalesEdge, please contact Wayne Eadie, SVP Research, at weedie@magazine.org.

We welcome and appreciate forwarding of our Smart News in their entirety or in part with proper attribution.

(c) Dec. 21, 2011 by SalesEdge; Referred by Terry Ausenbaugh, H & A Media Group.

 

 



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