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Nielsen Spotlights Three Consumer Groups


Which consumer groups do you have in your sights? These recent statistics from Nielsen caught our eye and piqued our interest.

What do these numbers mean to you?

Boomers are a growing sweet spot

Baby boomers, Americans born between 1946 and 1964, are approaching the 100 million mark and are rapidly growing out of their 18-49 demographic. As they approach their over-50 years, marketers are bracing for the reality that 70% of the nation’s disposable income will reside outside the 18-49 demo by 2017. With boomers accounting for nearly $230 billion in sales of consumer packaged goods, it would be a big miss for marketers to think that just because they’ve popped out of that 18-49 demographic that they are any less important to the success of marketers and brands.

Moms Are Media Multi-Taskers

The role of moms and their kids are shifting. Moms with kids under six watch less TV than the overall population, but are heavy media multi-taskers. On any given day, 67% of moms use the Internet while watching TC simultaneously. When not watching TV, more than 20% of moms are experimenting with mobile shopping.

Lower Income Consumers Are Growing

Those that make under $30,000 a year are growing, now around 30% of the country. They represent a a big part of the country’s total spend and expected to grow in the future. This group spends more time online than any other income group and more than nine hours a month on Facebook. They also watch more TV and more online video than other consumers.

[Source: Nielsen]