One More time....Baby Boomers Reign Supreme!

Posted by: Sheldon Marks in MyBlog on Jul 19, 2010 Print PDF

Tagged in: Untagged 

Sheldon Marks

For want of sounding like a broken record, for more than a year I have been one of the few voices in the wind decrying the marketing value of our "aging" Baby Boomer population segment.

Maybe you will start listening to what I have to say now that the revered research firm AC Nielsen published a report today underscoring all that I have been preaching. Here are a few excerpts:
  • Conventional wisdom is they spend little, resist technology and slow to adapt to new products. All of this needs to re-assessed. Boomers are an affluent group who adopt technology with enthusiasm (how many parents and grandparents do you know that send emails and or upload photos on Facebook) and have shown a willingness to try new brands.
  • Only 5% of of CPG ad dollars are spend against a group that spends 38.5% of CPG dollars.
  • "Boomers should be as desirable for marketers as Millennials and Gen-X'ers for years to come," said Nielsen's SVP Pat McDonough. 'Nough said.
OK, you want facts, here they are. Boomers...
  • Dominate 1,023 of 1,o83 CPG categories
  • Watch the most video: 9:34 hours per day
  • Comprisse 1/3 of all TV viewers, online users, social media users and Twitter users.
  • Time shift (DVR) TV more than 18-24's
  • Are more significantly more likely to own a DVD player
  • More likely to have broadband Internet access at home
  • 8 of their top 10 websites are the same as adults 18-34.
So what are the obvious implications? Business isn't exactly coming your way "over the transom" right now, so swallow your marketing pride and start a conversation with those "old, tired and bored" retired consumers. Your success might depend on it, because it you aren't, bet your competitors are.

Comments (3)Add Comment
...
written by David Squires, July 20, 2010
Sheldon, interesting stats. I was wondering if you could provide any favorite examples of brands that have marketed wisely to boomers?
Great info
written by Beth Bond, July 20, 2010
Sheldon, it's funny I would have thought that the first bullet would pertain to my parents generation which is the generation before the boomers and is probably true : )

Boomers seem so engaged, active, and open to experiences it seems sort of shocking that they would be labeled old, bored and tired.

David, the only brands I can think of that successfully advertise to those groups are drug companies Cialis, Viagra and Boniva. All show beautiful, healthy "seniors" living active lives. Sad. They should get their share of ads beyond drugs. Like cars, clothing and technology.

Oh wait one more brand who effectively markets to a vibrant active mature audience is Chico's but they don't do television ads.
Aha!
written by Beth Bond, July 20, 2010
The challenge with the written word sarcasm is missed.

Write comment

busy

[ Back ]