Student project for AAU - 2011

1. Boomers
Why suburban and rural residents?
Because they are 94% are more likely to be between
ages 50 to 60
GfK MRI Doublebase Data 2008
and
Why 70K+?
According to Ad Age only 10% of baby boomers are likely
to earn more than 100K a year.
Ad Age Insights. 50 and over: What’s next? April 2011
Why TV, print and online?
Because they don’t spend too much money going out
for dinner, going to the movies, etc. They are retired or
planning to retire with a part time job. Their
Alaska
entertainment activities consist of baking, gardening,
cook, read, surf the web and watch TV. Because they are
part of an early generation they still have affinity for TV.
They also watch movies and videos online and in mobile
devices, sometimes even more than Millennials and
Gen X, according to Google Data of September 2010
they spend an approximate 189 hours a month watching
movies and videos online.
Ad Age Insights. 50 and over: What’s next? April 2011
About Traditional Media
Late boomers living in suburban areas are 14% more
likely to see daytime TV and are 24% more likely to read
daily and Sunday’s newspaper.
GfK MRI Doublebase Data 2008
About Online and Mobile
According to eMarketer older boomers (ages 56 to 65)
spend 36.5 hours online per month in 2010. eMarketer
also estimates 86.9% will have a mobile phone this year,
and 16.9 million boomers will access the internet from a
mobile browser or installed app
eMarketer.
http://bit.ly/hhX1b1

2. Seven in 10 Baby Boomers who have taken a
BOOMERS domestic vacation in the last 12 months or a
foreign vacation in the last 24 months report
that complete relaxation is the most key factor
in an enjoyable vacation.
and According to the U.S. Travel Association, Baby
Boomers accounted for more than a third of
leisure travel in the U.S. in 2008, which means
TRAVEL
that this group was, to a degree, invested in
travel despite the economic situation—more so
than any other generation
Nearly nine in 10 Baby Boomers say they prefer
to create a personalized travel itinerary rather
than join a pre-planned tour, and six in 10 say
they prefer traveling to new destinations rather
than returning to a familiar one
Close to three quarters of Baby Boomers who
have taken a domestic vacation in the last 12
months, or a foreign vacation in the last 24
months, traveled with a spouse or partner,
while roughly a quarter traveled with children
age ten or less.
Close to three quarters of Baby Boomers who
have taken a domestic vacation in the last 12
months, or a foreign vacation in the last 24
months, traveled with a spouse or partner,
while roughly a quarter traveled with children
age ten or less.
Mintel. Baby Boomers and Vacation. December 2010

3. Late Boomers in suburban areas are..
On Media…
43% more likely to read fishing/ hunting magazines.
Likes
14% more likely to see daytime TV
24% more likely to read Sunday newspaper
On Politics…
and
23% more likely to think of themselves as very
conservative
14% more likely to think of themselves as somehow
conservative.
dislikes
On Leisure…
53% more likely to schedule leisure activities like
birdwatching.
25% more likely to have gone to camping trip.
25% more likely to admit they like to make things
out of wood or metal
On Travel…
21% less likely to have a valid passport.
13% less likely to participate in a frequent flyers
membership
And…
50% more likely to have cats
41% more likely to have dogs
GfK MRI Doublebase Data 2008