Showcasing to Grown-ups 50 .

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People born after WW2 are an assorted gathering and have a wide range of sorts of ... by BIGresearch, Baby Boomers want to talk up close and personal about items, brands or ...
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Showcasing to Adults 50+

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Marketing to Adults 50+ Demographic Trends Slides 3-13 Spending Patterns Slides 14-19 Media/Technology Usage Slides 20-28 Marketing to Adults 50+ Slides 29-31

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Demographic Trends

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Marketing to Adults 50+ Grows in Importance Advertisers are progressively focusing on Adults 50+ for a few reasons: Over the following a very long while, populace development will be completely thought inside more seasoned demographic gatherings. Substantial quantities of Baby Boomers are turning 60 – 7,918 individuals turned 60 every day in 2006. Forecasts are that Baby Boomers will function admirably past today\'s typical retirement age. Source: U.S. Statistics Bureau

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Percent Population Distribution of Adults 50+ 50-54 Years 22.9% 55-64 Years 35.8% 75+ Years 19.9% 65-74 Years 21.4% Total Adult 50+ Population=94,048,088 Source : U.S. Statistics Bureau Population Estimates July 2008

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Size of the Adult 50+ Marketplace The primary Baby Boomer turned 60 on Jan. 1, 2006. As indicated by AARP, an American turns 50 at regular intervals – that is more than 12,500 individuals consistently. By 2015, grown-ups 50+ will speak to 45% of the U.S. populace. In the following 10 years, the 50+ demographic will develop by 22 million. In the following 15 years, the 50-64 age gathering will develop by half, and the 65+ populace will develop by half. By 2030, Americans 65+ will twofold to 71.5 million, and by 2050 will develop to 86.7 million individuals. Source: (Digital Boomer Agency)

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Baby Boomers Seniors Still a Powerful Market Force 78 million Americans matured 50+ in 2001 controlled 67% of the nation\'s riches, or $28 trillion. Family units headed by grown-ups 55-64 had a middle total assets of $112,048 in 2000 – 15 times the $7,240 reported for the grown-ups under 35. Grown-ups 50+ have about $2.3 trillion in extra cash. By 2010, grown-ups 45+ will out-spend more youthful grown-ups by $1 trillion every year. As indicated by JWT Boom-BoomerEyes/C&R Research study, Boomers spend about $2 trillion yearly. Source: U.S. Evaluation, Federal Reserve, AARP and JWT Boom study refered to on 9/09

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States with Highest Percentage of 50+ Residents Florida 33.5% West Virginia 35.7% West Virginia 32.7% Maine 34.8% Pennsylvania 31.3% Florida 34.4% Maine 31.2% Vermont 33.9% Arkansas 29.9% Montana 33.9% Iowa 29.9% Pennsylvania 33.5% Montana 29.7% Hawaii 32.9% Connecticut 29.6% North Dakota 32.8% Rhode Island 29.4% Wyoming 32.6% Vermont 29.3% Iowa 32.5% State 2000 % 50+ State 2005 % 50+ Source: JWT Mature Market Group Live Wire Newsletter

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Baby Boomer Consumer Segments Baby Boomers are an assorted gathering and have various sorts of item utilization. Spectra Research directed a buyer division consider that separated Boomers into eight unmistakable gatherings. Late-sprouting Boomers – Typical family unit size between 2-3 individuals with youngsters more youthful than 12 years of age. 66% of those with youngsters are in dedicated connections and around 33% are single guardians. They have a tendency to be the most profoundly instructed bunch. Prepared to dispatch – Average 2-3 people for every family unit, with no less than one young person. About half are couples and half are single guardians. Trailing-edge families – Four or more individuals for every family unit with head of family ages 42-48. A few kids living at home and around 1 in 8 have a grown-up tyke in the house. Driving edge families – Four or more individuals for each family unit with head of family somewhere around 49 and 60. Additionally 2-3 youngsters at home and twice as likely as Trailing-edge family to have a grown-up kid at home. Source: Drug Store News 6/26/06 (most recent accessible information) Continued…

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Baby Boomer Consumer Segments (… proceeded with) Single Boomers – Tend to be profoundly instructed and more than 41% have never been hitched. About portion of them have lived in the same house for over 5 years. New family boondocks – Caregivers with no less than 3 individuals in the family unit, with either a grown-up tyke under 24 or a relative. Very nearly 40% have a relative living with them and of those, 33% is lodging a guardian. Trailing-edge couples – Younger Boomers 42-54, without youngsters. Speak to the most elevated occurrence of unmarried couples among all boomers. Driving edge couples – Older gen X-ers ages 55-60, regularly wedded and living in more seasoned neighborhoods, with 67% living in the same house for over five years. Source: Drug Store News 6/26/06 (most recent accessible information)

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Education Levels of Older Adults 82.2% of grown-ups 55-59 finished secondary school. 69.9% of grown-ups 65 and more seasoned completed secondary school. 26.1% of grown-ups 55-59 have a Bachelor\'s Degree or more, contrasted with 28.5% of Baby Boomers. 16.7% of grown-ups 65+ have a Bachelor\'s Degree or more. Source: Met Life Mature Market Institute 2007 (most recent information accessible)

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Racial & Ethnic Composition of Adults 55-64 8.5% of Adults ages 55-64 are minorities. 9.9% are Black. 7.5% are Hispanic cause. 3% are Asian or Pacific Islander. .9% are American Indian. Source: Met Life Mature Market Institute 2007 (most recent information accessible)

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Voting Patterns by Age Groups In the 2004 Presidential Election: 70% of grown-ups ages 59-64 voted. More than 92% of the 59-64s were enlisted to vote. 70.8% of grown-ups ages 65-74 voted, the most astounding rate of voters. 41.9% of grown-ups 18-24 voted, the least rate of voters. Source: Met Life Mature Market Institute 2007 (most recent information accessible)

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Spending Patterns of Adults 50+

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Average Annual Expenditures By Age – Consumer Expenditure Survey 2007 All 45-54 55-64 Avg. Yearly Expenditure Consumers Years Old Years Old Total $49,638 $58,331 $53,786 Food 6,133 7,181 6,241 Housing 16,920 19,195 17,223 Transportation 8,758 9,943 9,608 Pers. Insur./Pensions 5,336 7,489 6,193 Health Care 2,853 2,792 3,476 Entertainment 2,698 3,163 2,730 Apparel & Services 1,881 2,191 1,888 Cash Contributions 1,821 1,972 2,746 Education 945 1,687 929 Pers. Care Prods. 588 686 632 Alcoholic Beverages 457 498 533 Source:, Consumer Expenditure Survey 2007 (most recent accessible information)

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Profile of Older Baby Boomer Households versus More youthful Boomers Estimated burning through power $1 trillion $1.1 trillion % all out burning through power 24% 26% Born 1946-1955 1956-1964 % with school degree 62% 58% Total number of HH\'s 21.9 million 23.9 million Avg. number of individuals in HH 2.7 3.3 Avg. no. youngsters under 18 0.6 1.3 Avg. no. workers in HH 1.8 1.7 Annual avg. HH income $58,889 $56,500 Annual avg. burning through/HH $46,160 $45,149 Profile 55-64 Years Old 45-54 Years Old Source: Met Life Mature Market Institute, 2007 (most recent information accessible)

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Spending Habits of Adults 50+ Adults 50+ represented an expected $2 trillion in all out consumptions for 2005. This customer bunch has $2.3 trillion in discretionary cashflow. Grown-ups 50 and more seasoned own 65% of the total assets of all U.S. family units. Between Jan. 2007 and 2010, the aggregate spending for 50+ family units will increment by over $900 billion. By 2010, grown-ups 45+ will out-spend more youthful grown-ups by $1 trillion every year. Source: (Digital Boomer Agency)

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Boomers Committed to Using Green Products another study from ICOM Information & Communications finds that Baby Boomers are the "greenest" era. Both men and ladies 55 years and more established are above-normal clients of ecologically well disposed home products. Ladies in this demo were more than twice as likely as the normal shopper to utilize green items. Men and ladies 25-34 years of age are among the most drastically averse to purchase classification contrasted with the national normal. Albeit higher costs of green merchandise hinder numerous, more than 6 out of 10 say they are as yet purchasing such items. Source: 9/9/08

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Today\'s Grandparents Are Marketing Targets In a Pew survey, grown-ups 65+ refered to investing energy with grandchildren as one of the main two things they esteem most about getting more established. A late Census Bureau release noticed that starting 2007, 2.5 million grandparents were in charge of the essential needs of one or more grandchildren who lived with them. Metlife\'s overview this May found that 63% of grandparents said they gave money related help or fiscal blessings to grandchildren. Advertisers are presently focusing on the "grandtravel" classification and in addition the standard toys and dress publicizing. Source: 7/27/09

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Media/Technology Usage

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Daily Activities of U.S. Seniors According to Pew Research Center\'s "Developing Old in America" study, 28% of seniors (grown-ups 65+) had utilized the Internet as a part of the 24 hours preceding surveying. The main action was chatting with family and companions at 90%. Perusing a book, magazine, or daily paper was the number two movement, with 83% of the respondents. Tied for the number two movement was taking physician endorsed medication. Number four is "Viewing 1+ hour of TV" for 77% of the respondents. About seventy five percent of grown-ups 65+ got not very many or no approaches their mobile phones. Source: Pew Research Center, "Developing Old in Amewrica: Expectations versus Reality," 6/09

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Older Adults Go Online Ages 18-32 87% Ages 33-44 82% Ages 45-54 79% Ages 55-63 70% Ages 64-72 56% Age 73+ 31% A Pew Internet Project study on Generations Online uncovers contrasts in Americans\' going online by age. Source: Generations Online, January 2009,

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Reaching Baby Boomers Online Pew Internet and American Life\'s report on Generations Online assessed online exercises. Online Boomers\' (ages 45-63) essential utilization of the Internet was for email: 90% of this demo sends or gets email. Online pursuit and looking into wellbeing data were the number two and three online occupations for this age bunch. Around 70% of online Boomers purchased something on the web. More than 66% (68%) of online Boomers have utilized

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