Alaska. Insights for Late Boomers
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Alaska. Insights for Late Boomers

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Student project for AAU - 2011

Student project for AAU - 2011

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  • 1. BoomersWhy suburban and rural residents?Because they are 94% are more likely to be betweenages 50 to 60 GfK MRI Doublebase Data 2008 andWhy 70K+?According to Ad Age only 10% of baby boomers are likelyto earn more than 100K a year. Ad Age Insights. 50 and over: What’s next? April 2011Why TV, print and online?Because they don’t spend too much money going outfor dinner, going to the movies, etc. They are retired orplanning to retire with a part time job. Their Alaskaentertainment activities consist of baking, gardening,cook, read, surf the web and watch TV. Because they arepart of an early generation they still have affinity for TV.They also watch movies and videos online and in mobiledevices, sometimes even more than Millennials andGen X, according to Google Data of September 2010they spend an approximate 189 hours a month watchingmovies and videos online. Ad Age Insights. 50 and over: What’s next? April 2011About Traditional MediaLate boomers living in suburban areas are 14% morelikely to see daytime TV and are 24% more likely to readdaily and Sunday’s newspaper. GfK MRI Doublebase Data 2008About 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 amobile browser or installed app eMarketer. http://bit.ly/hhX1b1
  • 2. Seven in 10 Baby Boomers who have taken aBOOMERS 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.and 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 meansTRAVEL 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
  • 3. Late Boomers in suburban areas are..On Media…43% more likely to read fishing/ hunting magazines. Likes14% more likely to see daytime TV24% more likely to read Sunday newspaperOn Politics… and23% more likely to think of themselves as veryconservative14% more likely to think of themselves as somehowconservative. dislikesOn Leisure…53% more likely to schedule leisure activities likebirdwatching.25% more likely to have gone to camping trip.25% more likely to admit they like to make thingsout of wood or metalOn Travel…21% less likely to have a valid passport.13% less likely to participate in a frequent flyersmembershipAnd…50% more likely to have cats41% more likely to have dogs GfK MRI Doublebase Data 2008