Sound, affordable marketing advice that saves you money.
 | |
Greetings!
We have agreement, finally, from none other than Nielsen Marketing Research that marketers are criminally negligent in their attention to Baby Boomers. Boomers remain the richest cohort of American Society, and show NO SIGNS of settling into quiet retirement. Enjoy this issue of my newsletter! |
Nielsen admits that they should be measuring Baby Boomer viewing habits.
This took way too long...
I am back on my Baby Boomer Soapbox, where I have been before, because the Big Dog in market research, Nielsen and Company, just confirmed my views. They admit that measuring viewing habits only up to the age of 49 is anachronistic. The focus on the 18-49 age bracket was set up decades ago, when Boomers were young. "Older people" did not spend nearly as much money back then. No one adjusted the measurement system to account for the fact that Boomers have all aged out of the 18-49 age-bracket but remain vital consumers. Now, Nielsen has admitted that this is silly:
"Boomers should be as desirable for marketers as Millennials and Gen-Xers for years to come; they are the largest single group of consumers, and a valuable target audience. As the U.S. continues to age, reaching this group will continue to be critical for advertisers," said Pat McDonough, Senior Vice President, Insights, Analysis and Policy at the Nielsen Company.
"Arguably, Boomers are tomorrow's built-in recession cure. This generation is the future of traditional healthcare, pharmaceuticals, anti-aging products, luxury automobiles, retirement housing, continuing education, adventure travel, online social networking, aging-in-place technologies, financial services, home renovations, traditional print and broadcast media, and purchases for grandchildren."
Let's cut to the chase: Boomers have a lot more money than Gen X and Y, and are spending it as if they were still 25 (which most think they are!)
No word yet when Nielsen will formally adjust its approach to include older people, but expect it. In the meantime, keep (or start) chasing Boomers. They are not hard to find.
| |
This just in: Women Shop at Work!
More interesting data points about American culture
AOL has confirmed the obvious: Working women squeeze family business into their work day. Women control $4.3 trillion, roughly 73 percent of US household spending. And they do it all while juggling work, home and family life. It should come as no surprise, then, that 40% shop online during work hours.
Women are the most complicated consumers on the planet, says AOL, but I think it is clear what drives moms to shop at work: They don't have time at home when chasing children, feeding the family, cleaning the house, etc.
What are some purchase drivers:
| |
|
|
Call me to set up that catch-up cup of coffee. I'm buying, and can come to you. I look forward to it.
Sincerely,
Kern Lewis
GrowthFocus, Inc.
510-329-8155
|
|
|
|
Content is King!
And I do content strategy and development.
Lots of it.
Let's talk.
Quick Links | | My web site
|
Stay in touch!
510-329-8155
 |
|
|
