1 / 40

BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS

BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS. BABY BOOMERS THE MOST VALUABLE GENERATION. #C360. BABY BOOMER GENERATION. 1946–1964. 80 MILLION. #C360. BIG & GETTING BIGGER. 100M. TODAY:. 50+. 50+ 18-49. +34% +12%. 20 years:. #C360. THE BOOMER WAVE. #C360. IN 5 YEARS….

grady
Download Presentation

BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS

  2. BABY BOOMERS THE MOST VALUABLE GENERATION #C360

  3. BABY BOOMER GENERATION 1946–1964 80 MILLION #C360

  4. BIG & GETTING BIGGER 100M TODAY: 50+ 50+ 18-49 +34% +12% 20 years: #C360

  5. THE BOOMER WAVE #C360

  6. IN 5 YEARS… IN 5 YEARS, 50% OF U.S. ADULTS WILL BE 50+ 50% <50 50+ IN THE NEXT 20 YEARS,THEY WILL INHERIT $15T $15T THEY WILL CONTROL 70% OF DISPOSABLE INCOME 70% #C360

  7. INCOME GENERATION #C360

  8. BOOMERS ARE… 44% OF U.S. POPULATION 49% OF TOTAL CPG SALES 41% OF CUSTOMERS PURCHASING APPLE COMPUTERS 70% OF U.S. DISPOSABLE INCOME 40% OF CUSTOMERS PAYING FOR WIRELESS #C360

  9. PRODUCT COMPARISON HOW OFTEN FEMALE HEADS OF HOUSEHOLDS LOOK AT UNIT PRICE TO COMPARE PRODUTS. #C360

  10. POWERING TECHNOLOGY 33%... – OF ALL ONLINE USERS – OF ALL SOCIAL MEDIA AND TWITTER – OF BOOMERS ARE HEAVY INTERNET USERS – SHOP ONLINE #C360

  11. MARKETING AND MEDIA FRIENDLY BABY BOOMERS GEN X MILLENIALS 174 133 107 HRS/MONTH HRS/MONTH HRS/MONTH #C360

  12. HAPPIER WITH AGE SELF-REPORTED WELL-BEING ON A SCALE OF 1-10.* * THE ECONOMIST. #C360

  13. THE DIVIDE 5% 50% Half of CPG $ Spend… 5% Ad Dollars Aimed at 35-64 years #C360

  14. HOW TO LEVERAGE THE OPPORTUNITY • Value What’s Valuable • Find Them and Find Your Way In • Put the “Me” in Your Message #C360

  15. #C360

  16. THE AMERICAN MEDIA MOM #C360

  17. #C360

  18. Moms Watch Less TV Overall #C360

  19. But Watch More Time-Shifted TV INDEX TO UNIVERSE 18+ 142 #C360

  20. TV Still Resonates #C360

  21. 67% of Moms used the Internet and watched TV simultaneously yesterday #C360

  22. Tablets create second screen experiences % of Moms that use a Tablet whileWatching TV – Several Times a Week #C360

  23. The “Games Computer” Do Children(0-11) Use Tablet Adults with Children under 12 (Q1 2012 n=573) Children Using Tablet Have Children in Household (Q1 2012 n=409) Q109a:Do the children in the household use your Tablet (either on their own or through you)? Q109b: In what ways are the children in your household using your Tablet? #C360

  24. Moms Are Early Tech Adopters Universe 18+ Moms with kids <4 54.5% 44.2% 45.5% 55.8% OWNS A SMARTPHONE OWNS A FEATURE PHONE Mobile Insights; Q4 11 #C360

  25. Mom’s Mobile Device as a Social Lifeline % of Moms that use Social Media sites or apps on their mobile phone 49% Moms with kids <9 #C360 Mobile Insights; Q4 11

  26. Social and entertainment apps are widely used by this particular iPhone owner One iPhone User’s Time Spent Engaged with Handset Smartphone Analytics, February 11, 2012 Nielsen iPhone Panelist Profile • Female, 31 years old • Employed part time • (income $35-50k) • White • Married Minutes Total time spent: 3:05 #C360

  27. Seizing Her Mobile Moment of Truth % of Moms that exhibit mobile shopping behavior on their phone INDEX TO UNIVERSE 18+ 158 138 147 *Moms = Moms with children <6 years old NetView Online October 2011 Mobile Insights Q42011 #C360

  28. Variety of Media Habits, but More is Better More opportunity to reach a hard-to-find captive audience = #C360

  29. POLARIZED CONSUMERS #C360

  30. LOWER INCOME CONSUMERS • Branded Products OR Private Label? • Supermarkets & Mass Merchandisers OR Dollar Stores & Convenience Stores? • Heavy Online Users OR Heavy TV Watchers? #C360

  31. WHO AND WHERE ARELOWER INCOME CONSUMERS? • MOSTLY CAUCASIAN, WITH ALL ETHNIC GROUPS REPRESENTED • MOSTLY YOUNGER AND OLDER CONSUMERS • 60% NOT IN WORK FORCE • DISTRIBUTED THROUGHOUT US #C360

  32. HOW AND WHAT LOWER INCOME CONSUMERS BUY $25 VS. $37 1/3 SPEND 1/3 LESS PER TRIP THAN UPPER INCOME GROUP SHOP MORE OFTEN, SPEND LESS PER VISIT

  33. WHERE LOWER INCOME CONSUMERS SHOP PERCENT OF $ SALES IN CHANNEL FROM LOWER INCOME CONSUMERS #C360

  34. WHERE LOWER INCOME CONSUMERS SHOP CHANNEL $ SHARE

  35. MEDIA ACCESS AND DEVICE PENETRATION ~50% >80% 22% HIGH SPEED INTERNET PAID TV DVR 3% 35% 33% TABLET SMARTPHONE GAMING CONSOLE

  36. WHAT DID YOU THINK? RATE THIS SESSION USE THE MOBILE AGENDA: SELECT SURVEY FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD: NIELSEN.COM/C360 ACCESS THE ATTENDEE ONLY LINKS

More Related