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Demographics & Audiences > Boomers & Older

Online Radio and Podcast Audiences Continue to Broaden

March 21, 2017

Some 61% of Americans aged 12 and older this year report listening to online radio on a monthly basis, and 87% of those listeners (53% of respondents overall) listen on a weekly basis, per the latest edition of the annual Infinite Dial report [pdf]. Both monthly and weekly online radio listening have grown across age groups, with weekly reach up by a third among the 55+ group (32%, from 24%). Read more »

Mobile Coupon Usage Up, But Traditional Formats Still Preferred

March 14, 2017

More consumers say they prefer to get coupons in the mail (44%) than through any other method, according to a study from Valassis [download page], which surveyed 1,000 US adults. Preference for mail coupons is up slightly from last year (40%) and mirrors results from a previous study showing that US adults prefer print coupons over paperless discounts. Participants who preferred to get discounts on their smartphones and mobile devices showed the greatest surge, however, with 32% expressing a preference this year against 24% last year. Read more »

Top 10 Marketing Charts of the Month – February 2017

March 13, 2017

This month's quick-hit set of top charts includes the following topics: budget trends, by channel; Super Bowl ads; B2B lead gen channels; trustworthy B2B info sources; Millennials' brand loyalty; distribution of affluents by generation; "most powerful" brands; how brands are using Snapchat; and the top opportunity for marketers this year. Read more »

These Financial Stats Show Why Brands Shouldn’t Focus Too Much on Millennials

March 6, 2017

Recent research has indicated that Boomers and Silents combine to account for more than 70% of adults with at least $100k in investable assets, while Millennials comprise just 13% share, the smallest of any generation. Statistics from a recently-released Epsilon study provide more insight into these older generations' comparatively greater wealth, though it's Gen Xers with the highest median incomes. Read more »

What Do Small Businesses Want From Mobile Apps?

March 6, 2017

Small business owners believe that social integration (20%) and mobile payment (19%) are the most valuable features of a mobile app, according to Clutch, which surveyed 355 small business owners and managers. Less important to respondents are push notifications (11%) and in-app scheduling (11%), per the report. Read more »

US Marketing Confidence Rising; Most Expect Function’s Influence to Grow

March 3, 2017

Overall confidence in marketing has increased to a record level, even though marketers express less confidence in their understanding of ROI and investments in the right customers. That's according to the latest Marketers Confidence Index from the AMA and Kantar Vermeer, which also reveals that young marketers are the most optimistic about their function's outlook. Read more »

9 in 10 Digital Marketers Include Video in Their Mobile Marketing Plans

February 27, 2017

Seeking to capitalize on a growing consumer trend in mobile video viewership identified in a recent AOL survey, some 89% of digital marketers use or plan to use video for mobile marketing, according to a new YouAppi study. The most common uses are video for social media and in-app videos (each by 48% of respondents), while close to 4 in 10 will use brand video advertising. Read more »

Analysis Reveals Generational Differences in Brand Engagement on Social

February 27, 2017

It's probably not too surprising to learn that Millennials (49%) are twice as likely as Boomers (25%) to follow brands on social media. But it is more interesting to see that different age groups hold different reasons for following brands, as well as for unfollowing them. A new report from Sprout Social sheds some light on these generational differences. Read more »

Boomers and Silents Represent 70% of the Wealth and Affluent Market

February 24, 2017

Today's marketers very much hold a focus on Millennials - and even Gen Z. But when it comes to wealth in the US, younger generations distantly trail their older counterparts, despite some gains. In fact, new data from Phoenix Marketing International (PMI) indicates that roughly 70% of the wealth and affluent market (those with investable assets of at least $100k) is made up of Americans born before 1965. Read more »

Top 10 Marketing Charts of the Month – January 2017

February 10, 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; advertising to Gen Z; social media's purchase influence; e-commerce and m-commerce popularity; adoption of voice-enabled digital assistants; business trust and buzz; top influence marketing goals; most effective content types; and B2B customer marketing activities. Read more »