There’s tremendous logic in advertising to Baby Boomers in the US: they control by far the largest share of discretionary spending of any generation, and they are heavily reliant on advertising as a product information source.
Yet only a small portion of advertising dollars are targeted to them, with many Americans complaining that advertisers fail to cater to aging consumers. Marketers must also overcome obstacles, such as Baby Boomers’ skepticism about advertisers’ trustworthiness.
This new MarketingCharts Debrief uncovers essential and highly practical data for marketers aiming to reach Baby Boomers through online and offline media buys.
By delving into the demographic profile of Baby Boomers, their discretionary spending habits, the media channels that are most effective in reaching and influencing them, and the creative that they’re most likely to respond to, the Debrief provides actionable data for marketers in a concise, easily accessible format.
The Debrief features 20 charts and tables compiled using a mix of data privately-sourced from leading providers, publicly available research (some of which has previously been featured on the MarketingCharts website) and primary research conducted by MarketingCharts. MarketingCharts is grateful for contributions to this report from Experian Marketing Services, and to SurveyMonkey for opening up its Audience panel for a nationally representative survey.
Insights for marketers and advertisers are presented from three angles, by: