BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS. 2 BABY BOOMERS THE MOST VALUABLE GENERATION BABY...
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Transcript of BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS. 2 BABY BOOMERS THE MOST VALUABLE GENERATION BABY...
BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS
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BABY BOOMERSTHE MOST VALUABLE GENERATION
#C360
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BABY BOOMER GENERATION
80MILLION
1946–1964
#C360
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BIG & GETTING BIGGER
50+ 100MTODAY:
20 YEARS: 50+18-49
+34%+12%
#C360
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THE BOOMER WAVE
#C360
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IN 5 YEARS…
$15T
<50 50+IN 5 YEARS,
50% OF U.S. ADULTS
WILL BE 50+
THEY WILL CONTROL 70%
OF DISPOSABLE INCOME
IN THE NEXT 20 YEARS,
THEY WILL INHERIT $15T70%
50%
#C360
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INCOME GENERATION
#C360
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BOOMERS ARE…
44%OF U.S.
POPULATION 70%OF U.S.
DISPOSABLEINCOME
49%OF TOTALCPG SALES 40%
OF CUSTOMERS PAYING FOR
WIRELESS
41%OF CUSTOMERS
PURCHASING APPLE COMPUTERS
#C360
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PRODUCT COMPARISON
HOW OFTEN FEMALE HEADS OF HOUSEHOLDS LOOK AT UNIT PRICE TO COMPARE PRODUTS.
#C360
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POWERING TECHNOLOGY
33%...– OF ALL ONLINE USERS– OF ALL SOCIAL MEDIA AND TWITTER– OF BOOMERS ARE HEAVY INTERNET USERS– SHOP ONLINE
#C360
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MARKETING AND MEDIA FRIENDLY
#C360
174 133 107HRS/MONTH HRS/MONTH HRS/MONTH
BABY BOOMERS
GEN X
MILLENIALS
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HAPPIER WITH AGE
SELF-REPORTED WELL-BEING ON A SCALE OF 1-10.*
* THE ECONOMIST.
#C360
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THE DIVIDE
Half of CPG $ Spend… 5% Ad Dollars Aimed at 35-64 years
50% 5%
#C360
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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
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THE AMERICAN MEDIA MOM
#C360
17#C360
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MOMS WATCH LESS TV OVERALL
#C360
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BUT WATCH MORE TIME-SHIFTED TV
INDEX TO UNIVERSE
18+
142
#C360
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TV STILL RESONATES
UNIVERSE 18+ BABYCENTER MOMS MOMS WITH CHILDREN <6
DWTS MODERN FAMILY X-FACTOR
60 MINUTES GREY’S ANATOMY GREY’S ANATOMY
TWO AND A HALF MEN X-FACTOR DWTS
X-FACTOR TWO AND A HALF MEN TWO AND A HALF MEN
CASTLE DWTS MODERN FAMILY
PERSON OF INTEREST NEW GIRL PRIVATE PRACTICE
AMAZING RACE 19 2 BROKE GIRLS PARENTHOOD
THE GOOD WIFE PRIVATE PRACTICE NEW GIRL
HAWAII FIVE-0 PARENTHOOD 2 BROKE GIRLS
BODY OF PROOF BIGGEST LOSER BIGGEST LOSER #C360
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67% OF MOMS USED THE INTERNET AND WATCHED TV SIMULTANEOUSLY YESTERDAY
#C360
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TABLETS CREATE SECOND SCREEN EXPERIENCES
% OF MOMS THAT USE A TABLET WHILEWATCHING TV – SEVERAL TIMES A WEEK
#C360
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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?
THE “GAMES COMPUTER”
CHILDREN USING TABLETHAVE CHILDREN IN HOUSEHOLD (Q1 2012 N=409)
DO CHILDREN(0-11) USE TABLETADULTS WITH CHILDREN
UNDER 12 (Q1 2012 N=573)
#C360
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Mobile Insights; Q4 11
MOMS ARE EARLY TECH ADOPTERS
MOMS WITH KIDS <4UNIVERSE 18+
54.5%45.5%
44.2%55.8%
OWNS A FEATURE PHONE
OWNS A SMARTPHONE
#C360
25Mobile Insights; Q4 11
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
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SOCIAL AND ENTERTAINMENT APPS ARE WIDELY USED BY THIS PARTICULAR IPHONE OWNER
Min
utes
TOTAL TIME SPENT: 3:05
NIELSEN IPHONE PANELIST PROFILE
• FEMALE, 31 YEARS OLD• EMPLOYED PART TIME• (INCOME $35-50K)• WHITE• MARRIED
ONE IPHONE USER’S TIME SPENT ENGAGED WITH HANDSETSMARTPHONE ANALYTICS, FEBRUARY 11, 2012
#C360
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SEIZING HER MOBILE MOMENT OF TRUTH
*Moms = Moms with children <6 years oldNetView Online October 2011Mobile Insights Q42011
INDEX TO UNIVERSE
18+
158 138 147
% OF MOMS THAT EXHIBIT MOBILE SHOPPING BEHAVIOR ON THEIR PHONE
#C360
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VARIETY OF MEDIA HABITS, BUT MORE IS BETTER
MORE OPPORTUNITY TO REACH A HARD-TO-FIND CAPTIVE AUDIENCE=
#C360
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POLARIZED CONSUMERS
#C360
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LOWER INCOME CONSUMERS
BRANDED PRODUCTS OR PRIVATE LABEL?
SUPERMARKETS & MASS MERCHANDISERS OR DOLLAR STORES & CONVENIENCE STORES?
HEAVY ONLINE USERS OR HEAVY TV WATCHERS?
#C360
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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
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HOW AND WHAT LOWER INCOME CONSUMERS BUY
1/3$25
VS.
$37
SPEND 1/3 LESS PER TRIP THAN UPPER INCOME GROUP
SHOP MORE OFTEN, SPEND LESS PER VISIT
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WHERE LOWER INCOME CONSUMERS SHOPPERCENT OF $ SALES IN CHANNEL FROM LOWER INCOME CONSUMERS
#C360
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WHERE LOWER INCOME CONSUMERS SHOP
47 46
22 25
31 29
TOTAL POPULATION LOWER INCOME
OTHER MASS WITH SUPERS GROCERY
CHANNEL $ SHARE
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MEDIA ACCESS AND DEVICE PENETRATION
>80% PAID TV
22% DVR
33% GAMING CONSOLE
3% TABLET
~50% HIGH SPEED INTERNET
35% SMARTPHONE
WHAT DID YOU THINK?RATE THIS SESSION
USE THE MOBILE AGENDA:
1. SELECT SURVEY2. FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD:
3. NIELSEN.COM/C360 4. ACCESS THE ATTENDEE ONLY LINKS
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