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]