Boomers

and

Alaska

About Traditional MediaLate boomers living in suburban areas are 14% more likely to see daytime TV and are 24% more likely to read daily and Sunday’s newspaper.

GfK MRI Doublebase Data 2008

Why suburban and rural residents?Because they are 94% are more likely to be between ages 50 to 60

GfK MRI Doublebase Data 2008

Why 70K+?According to Ad Age only 10% of baby boomers are likely to earn more than 100K a year.

Ad Age Insights. 50 and over: What’s next? April 2011

Why TV, print and online?Because they don’t spend too much money going out for dinner, going to the movies, etc. They are retired or planning to retire with a part time job. Their entertainment activities consist of baking, gardening, cook, read, surf the web and watch TV. Because they are part of an early generation they still have affinity for TV. They also watch movies and videos online and in mobile devices, sometimes even more than Millennials and Gen X, according to Google Data of September 2010 they spend an approximate 189 hours a month watching movies and videos online.

Ad Age Insights. 50 and over: What’s next? April 2011

About Online and MobileAccording to eMarketer older boomers (ages 56 to 65) spend 36.5 hours online per month in 2010. eMarketeralso estimates 86.9% will have a mobile phone this year, and 16.9 million boomers will access the internet from a mobile browser or installed app

eMarketer. http://bit.ly/hhX1b1

BOOMERS

and

TRAVEL

Seven in 10 Baby Boomers who have taken a domestic vacation in the last 12 months or a foreign vacation in the last 24 months report that complete relaxation is the most key factor in an enjoyable vacation.

According to the U.S. Travel Association, Baby Boomers accounted for more than a third of leisure travel in the U.S. in 2008, which means that this group was, to a degree, invested in travel despite the economic situation—more so than any other generation

Nearly nine in 10 Baby Boomers say they prefer to create a personalized travel itinerary rather than join a pre-planned tour, and six in 10 say they prefer traveling to new destinations rather than returning to a familiar one

Close to three quarters of Baby Boomers who have taken a domestic vacation in the last 12 months, or a foreign vacation in the last 24 months, traveled with a spouse or partner, while roughly a quarter traveled with children age ten or less.

Close to three quarters of Baby Boomers who have taken a domestic vacation in the last 12 months, or a foreign vacation in the last 24 months, traveled with a spouse or partner, while roughly a quarter traveled with children age ten or less.

Mintel. Baby Boomers and Vacation. December 2010

Likes

and

dislikes

Late Boomers in suburban areas are..On Media…43% more likely to read fishing/ hunting magazines.14% more likely to see daytime TV24% more likely to read Sunday newspaper

On Politics…23% more likely to think of themselves as very conservative14% more likely to think of themselves as somehow conservative.

On Leisure…53% more likely to schedule leisure activities like birdwatching.25% more likely to have gone to camping trip.25% more likely to admit they like to make things out of wood or metal

On Travel…21% less likely to have a valid passport.13% less likely to participate in a frequent flyers membership

And…50% more likely to have cats41% more likely to have dogs

GfK MRI Doublebase Data 2008