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BizReport : Research archives : October 11, 2007

10 reasons advertisers should consider Boomers

It seems like more and more brands are interested in the large Baby Boomer generation based in the US. Why? Because many have disposable income, are interested in new technology and like to travel. Now there are ten new reasons to target Boomers.

by Kristina Knight

According to MediaMark Research's BoomerView Service, baby boomers are more likely to vote (55%), more likely to remodel a home (30%) or play the lottery (41%). Plus, because of their age range (44-60 years of age), Boomers are likely to have disposable income and own or lease up to three vehicles per household. You can read the full listing of reasons to target Boomers here.

Perhaps the most intriguing factor for marketers, though, is that the Boomer generation is quite optimistic. These consumers are likely to think and look positively on new products and changes in the world around them. Just over 39% of Boomers said they would be better off financially in just one year and 90% said they would be either the same or better off financially in one year's time.

With more Baby Boomers turning on their computers and becoming connected to the Internet and mobile Web, advertisers can take advantage of their propensity to try new things. By knowing about Boomers' interests and how they react to technology, advertisers have a better chance of correctly targeting this demographic during their next ad campaign.

Tags: Baby Boomer demographic, targeted advertising

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  • Great article Kristina. I'm going to use this piece of data and the PDF as i work on an article/white paper on Small Business 401(k) -- and how Boomers are one of the best markets for CPAs and Financial Advisors for this niche product. Thanks again!

    TJ McCue, Q4 Sales



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