One Grandkid Households Are Big Spenders
Jack Loechner
Center for Media Research
March 16
Overview: "According to new Nielsen research, grandparent households spend 4.4% more per year than all other households, which equates to an extra spend of more than $300 a year. And, grandparent households represent a sizable target of 69.6 million, which will continue to grow another 11% between now and 2015.
"Grandparents with one grandchild are likely younger and still working and may be more inclined to show their love with greater spending. Similarly, households with more grandkids are likely to be older and therefore have weaker spending power."
http://tinyurl.com/47lqsou
Working Over-65s Making The Big Bucks
Jack Loechner
Center for Media Research
March 15
Overview: "According to a new study from Scarborough, the 6.2 million American adults over the age of 65 who are employed fulltime or parttime are financially sound, philanthropic, enjoy the arts. and have robust investment portfolios. These "Retired for Hire" consumers are slightly more likely than the average adult to have an annual household income of $150K+ and are 51% more likely to live in a home valued at $500K or more. Trending upward in technology adoption, the Retired for Hire tune into local news and have a passion for keeping up their homes."
http://tinyurl.com/4ufnpcv
Baby Boomers: Neglected by Marketers
March 11, 2011
Emarketer interview with Lori Bitter, Continuum Crew
Overview: "A lot of boomers say, "We're about a lot more than health conditions and retirement plans. There's a lot more going on in our lives." Yet that's the only advertising they really see focused on them. And it's sort of like, "Well, what about the other 80% of my life? Two minutes of my day are spent swallowing a pill for a chronic condition and after that, I'm just a person who needs to buy clothes and cars and shoes and homes and all sorts of other things." They're not being messaged to and they don't see themselves in those messages.
http://tinyurl.com/4g9djlq
Boomers the new interns
Laura Berman
Detroit NewsMarch 10
Overview: "In the upside-down business of Detroit, entrepreneurs aren't necessarily young, and baby boomers are just starting out as 60-year-old interns. That's the trend Randal Charlton, executive director at business incubator TechTown, is championing, in part because the area's latest entrepreneurs are more seasoned than spiky-haired and saucy.
Charlton's stake is personal, in part because he's launched a half-dozen businesses, including Detroit-based Asterand, a bio-tech firm that went public when he was 66.
Now he's 71, and prospects for TechTown services aren't kids — a third of those seeking entrepreneurial aid have been at least 46, with another 10 percent 56 and over. Given Metro Detroit's aging population, and disproportionate numbers of laid-off and retired workers who still want and need to work, the baby boomer intern is an unexpected but logical development.
http://tinyurl.com/4vk9rpo
Television's Senior Moment
As Audiences Get Older, So Do the Characters— And Ads Cost More•
Amy Chozick
MEDIA & MARKETING WSJ.COM
MARCH 9
Overview: "For decades the TV industry has operated on a currency of youth, creating shows that appeal to 18- to 49-year-olds, the age group advertisers traditionally consider most likely to buy new products, switch brands and spend on everything from cars to soft drinks. But as the nearly 80 million baby boomers continue to age out of the coveted demographic—the oldest boomers are turning 65 this year, the youngest 47—networks want to charge advertisers more to reach them. After all, these viewers still watch a disproportionate amount of TV, and they control half of all U.S. consumer spending."
http://tinyurl.com/4g9t7cv
Generation gap at the gym: Baby boomers want quieter music and warmer pools, but don't underestimate them, either
Lisa Bertagnoli
Crain's Chicago
This Week's Crain's > Business of Life
March 07
Overview: "No one can accuse baby boomers of being couch potatoes: This century's older set, well-heeled professionals in particular, are intent on living a longer, more mobile life than their parents and grandparents. But the quest to stay in shape comes bundled with age-related frustrations.
Encounters with fitter, energetic young people can be disheartening, if not painful—but baby boomers don't like to be underestimated, either. Loud music, inexperienced young trainers and the on-display, social side of the gym don't help."
http://tinyurl.com/4e4jcg7
Desktops and Laptops Trail Cell Phones in Popularity
Jack Loechner
Center for Media Research
February 15
Overview: "According to a recent report by the Pew Research Center, Generations and Their Gadgets, younger adults are leading the way in increased mobility, preferring laptops to desktops and using their cell phones for a variety of functions, including internet, email, music, games, and video. Cell phones are by far the most popular device among American adults, with 85% of adults owning cell phones, and 90% of all adults live in a household with at least one working cell phone.
http://tinyurl.com/4s3ppym
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