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BizReport : Advertising archives : August 27, 2012

Why brands should pay more attention to Boomers

New data out from Nielsen and BoomAgers underscores the need for brands to pay more attention to older consumers. Nielsen notes that about half of the US population will be over age 50 within the next five years. However, as the population has aged, brands and advertisers have continued to focus on younger demographics.

by Kristina Knight

This, according to the report, is a mistake. Boomers are more active than previous generations of older Americans, they have more expendable cash and they're more comfortable with technology. Those are just three reasons brands should shift some ad dollars into the targeting of Boomers.

Some interesting takeaways from the report include:

• About one-third of online users are Boomers, one-third of social media users are Boomers and one-third of 'heavy' online users are Boomers
• Boomers could inherit more than $15 trillion over the next five years - substantial spending potential
• Most Boomer households (63%) have at least one full-time employed person in the household
• 30% shop online; Boomers have spent about $7 billion online

Boomers are also buyers. The report notes that Boomers represent about half of all CPG sales, that they have 70% of the disposable income in the US and they pay for wireless services. Boomers also show significant brand loyalty, which can make them even more important for retailers.

Consumers over age 50 have also shown a propensity to look online for product information, to compare pricing and find product information, so it would make sense for brands to follow them into the online space with the goal of engaging these shoppers and converting new customers.

Tags: ad targeting, baby boomers, boomer trends, Nielsen, online advertising

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